Exam 15: Advertising and Public Relations

For many years,________ have dominated the media mix used by national advertisers.However,the media mix seems to be shifting.

The Internet,direct mail,magazines,and radio all offer advertisers which of the following advantages?

When does a marketer use informative ads?

Explain why an ad would need to be modified from one country to the next.

One of major public relations tools is news.

U-Frame-It is a small company that has hired a local ad agency to put together an advertising campaign.Which of the following questions should be answered first?

Which of the following is an element of developing an advertising strategy?

The creative team must find the best way to execute an advertising message.Name and describe three of these styles of execution.

As a relative newcomer to the marketplace in Winnipeg,Dan's Fine Furniture opts to use ________ advertising to showcase its brand with one or more other local brands.

Kathy Champe,a public relations specialist for a regional chain of pharmacies,regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company.This is an example of the ________ function of public relations.

When a media planner determines whether an advertisement for dishwashing soap should be placed in Sports Illustrated or Good Housekeeping,the planner is evaluating the media vehicle's ________.

Bob's Bait and Tackle wants to increase the percentage of people in the target market who are exposed to its ad campaign during a given period of time.Bob wants to increase his _________.

A company's website can be an important public relations vehicle.

How does a personality symbol impact a brand?

________ use several tools,including the news,speeches,corporate identity materials,and special events.

In an attempt to change the perception that milk was unhealthy,the National Fluid Milk Processors Education Program established an advertising campaign featuring celebrities with milk moustaches and the tag line "Got Milk?"

Which of the two elements to developing advertising strategy is more important: creating the message or selecting the media?

Advertising is used mostly by not-for-profit organizations,professionals,and social agencies to promote their various causes to target publics.

Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of ________.

Which of the following are important steps during the process of developing an advertising program?