Exam 15: Advertising and Public Relations

Which of the following statements about the selection of media for advertising is true?

What is institutional advertising? What are the audiences of this type of advertising? How does advocacy advertising differ from institutional advertising?

The manufacturer of the George Forman grill has produced a 30-minute sales pitch in the form of a talk and demonstration show to be aired on local cable TV channels.This is an example of an infomercial.

SCENARIOS Purgatory-Durango Joe Average is "A-OK" with the Purgatory-Durango ski resort.Rather than try to keep up with big-budget competitors like Vail and Aspen,the southwestern Colorado resort has poured its meager marketing budget into a no-frills advertising approach to lure "real people" to its slopes.The advertising campaign has the catchy slogan,"You Don't Have to Be Cool to Ski Purgatory." "Movie Star," the title of a full-page color ad,features a Polaroid photo of a smiling,overweight,slightly geeky man in a neon orange ski suit that looks like it could double as hunting attire in a duck blind.His skis aren't new,his hat doesn't match his outfit,and he is wearing goggles.This ad's copy says "We are Purgatory-Durango,not Telluride.And this is John Taber--not someone the tabloids would follow to the slopes.You don't need to be a celebrity to be treated like a star at Purgatory-Durango." This year,public relations activities included passing out to news media plastic pocket protectors containing pens,a used pencil,and a comb bearing the message: "Purgatory-Durango--No.1 in Grooming." -Refer to LeBlanc's Pecan Company.The new campaign for the store is designed to stimulate demand for the LeBlanc's new store,given that the store is in the introductory stage of the product life cycle.The campaign would be considered:

How does competitive advertising differ from comparative advertising? Which type of advertising is more effective?

Publicity consists of programs developed by a company to capitalize on the factors that will enhance the firm's image and minimize those that generate negative images.

An advertising campaign:

AIG is a worldwide insurance and financial services provider.The company used _____ advertising when it published an ad in which it asked why the fifty states in the United States can't function as one nation like the members of the European Union.Companies established to do business in one EU country can do business in them all.This is not true in the United States where each state has different laws.

Lance Armstrong's multiple wins in the Tour de France created _____ for the bicycle race.

Fujitsu runs magazine advertisements that encourage purchase of its tablet-size PC.This is an example of _____ advertising.

A medium's ability to reach a precisely defined market is its:

Compare and contrast radio and television as media vehicles.

When the conservative New England Banking Company decided to hire Campbell & Cook advertising agency to launch a new advertising campaign,the agency's first step was to:

Billboard advertisements often have to compete for a driver's attention with traffic,passengers,radio,or other billboards.Billboard advertising would be described as:

SCENARIOS Purgatory-Durango Joe Average is "A-OK" with the Purgatory-Durango ski resort.Rather than try to keep up with big-budget competitors like Vail and Aspen,the southwestern Colorado resort has poured its meager marketing budget into a no-frills advertising approach to lure "real people" to its slopes.The advertising campaign has the catchy slogan,"You Don't Have to Be Cool to Ski Purgatory." "Movie Star," the title of a full-page color ad,features a Polaroid photo of a smiling,overweight,slightly geeky man in a neon orange ski suit that looks like it could double as hunting attire in a duck blind.His skis aren't new,his hat doesn't match his outfit,and he is wearing goggles.This ad's copy says "We are Purgatory-Durango,not Telluride.And this is John Taber--not someone the tabloids would follow to the slopes.You don't need to be a celebrity to be treated like a star at Purgatory-Durango." This year,public relations activities included passing out to news media plastic pocket protectors containing pens,a used pencil,and a comb bearing the message: "Purgatory-Durango--No.1 in Grooming." -Refer to Purgatory-Durango.Purgatory-Durango's advertising slogan is most consistent with which major type of advertising:

SCENARIOS Purgatory-Durango Joe Average is "A-OK" with the Purgatory-Durango ski resort.Rather than try to keep up with big-budget competitors like Vail and Aspen,the southwestern Colorado resort has poured its meager marketing budget into a no-frills advertising approach to lure "real people" to its slopes.The advertising campaign has the catchy slogan,"You Don't Have to Be Cool to Ski Purgatory." "Movie Star," the title of a full-page color ad,features a Polaroid photo of a smiling,overweight,slightly geeky man in a neon orange ski suit that looks like it could double as hunting attire in a duck blind.His skis aren't new,his hat doesn't match his outfit,and he is wearing goggles.This ad's copy says "We are Purgatory-Durango,not Telluride.And this is John Taber--not someone the tabloids would follow to the slopes.You don't need to be a celebrity to be treated like a star at Purgatory-Durango." This year,public relations activities included passing out to news media plastic pocket protectors containing pens,a used pencil,and a comb bearing the message: "Purgatory-Durango--No.1 in Grooming." -Refer to Tambrands Inc.The Satin Touch advertising campaign is based on which type of advertising appeal?

NutriHealth makes vitamins and mineral supplements.It is determining whether to put its advertisements in newspapers or on television.Its primary concern is with how many people in its target market will be exposed to its ads.In other words,the company is concerned about frequency.

Realemon juice relies on the slogan,"Fresh Lemon Taste Made Easy." What kind of an advertising appeal is this ad using?

SCENARIOS Purgatory-Durango Joe Average is "A-OK" with the Purgatory-Durango ski resort.Rather than try to keep up with big-budget competitors like Vail and Aspen,the southwestern Colorado resort has poured its meager marketing budget into a no-frills advertising approach to lure "real people" to its slopes.The advertising campaign has the catchy slogan,"You Don't Have to Be Cool to Ski Purgatory." "Movie Star," the title of a full-page color ad,features a Polaroid photo of a smiling,overweight,slightly geeky man in a neon orange ski suit that looks like it could double as hunting attire in a duck blind.His skis aren't new,his hat doesn't match his outfit,and he is wearing goggles.This ad's copy says "We are Purgatory-Durango,not Telluride.And this is John Taber--not someone the tabloids would follow to the slopes.You don't need to be a celebrity to be treated like a star at Purgatory-Durango." This year,public relations activities included passing out to news media plastic pocket protectors containing pens,a used pencil,and a comb bearing the message: "Purgatory-Durango--No.1 in Grooming." -Refer to Purgatory-Durango.The "Movie Star" ad is only one of a series of ads that focus on a common theme,"You Don't Have to Be Cool to Ski Purgatory." The series of ads,taken together represent the:

One method used for setting advertising objectives is: