Exam 15: Advertising and Public Relations

Give a hypothetical example of testimonial evidence.

The communication effects of advertisements and ad campaigns are more difficult to measure than the sales and profit effects.

Which message execution style depicts average people using a product in an everyday setting?

Which of the following represents the merge between advertising and entertainment?

George's Golf Emporium has started careful ____________ as a result of rising media costs,focused target marketing strategies,and the growing array of new media.

Public relations specialists have several tools that they use.Identify three of these tools and describe how they can be used to help a company communicate with the public.

Jennifer Love Hewitt and Jessica Simpson speak for Proactiv Solution in its advertising.This is an example of a scientific evidence execution style.

When Energizer uses a bunny to represent its product,which type of execution style is being employed?

Direct mail is one of the least expensive media on a per exposure basis.

Lobbying,or building and maintaining relations with legislators and government officials to influence legislation and regulation,is part of ________.

Heavy advertising may be required for target customers to distinguish between similar products from President's Choice and Presidential Preference.This is an example of ___________.

What is the first element that a reader notices in a print ad?

Media engagement measures are easy to come by for most media.

The AFLAC duck and Tony the Tiger are examples of ________ used in successful advertising campaigns.

A simple message idea can become a great ad campaign when a copywriter and an art director team up to develop creative concepts.

Jasdeep's Motors wants to increase the number of times an average person in the target market is exposed to its ad.To do this Jasdeep needs to increase ________.

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of consumer-generated advertising?

Dan's Fine Furniture has determined its advertising objectives.The next step in developing an advertising program is to ________.

____________ is any paid form of non-personal presentation and promotion of ideas,goods,or services by an identified sponsor.

After creating message strategy statements,the advertiser must develop a compelling ________ that will bring the message strategy to life in a distinctive and memorable way.