Exam 15: Advertising and Public Relations

The new advertisements for Stouffer's Skillet Sensations meals focus on the fact the easy-to-prepare meal contains 50 percent more chicken than it originally did.This advertising highlights:

Advertisers categorize ads inside grocery stores and ads at gas station pumps as examples of:

An ad sponsored by Avon Cosmetics advising all women over the age of 40 to get an annual mammogram is an example of _____ advertising.

One of the reasons why a retailer might avoid the use of newspaper advertising is:

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 LeBlancs focused their campaign on reasons why customers should shop at their store.This is an example of _____ advertising:

Name and briefly define three forms of product advertising.

You are the advertising campaign manager for Health Express USA,a new fast-food restaurant that caters to the health-conscious.Which of the following messages would be LEAST effective in communicating product benefits?

Why do McDonald's,Visa,Allstate,and The Home Depot sponsor swimming,diving,and gymnastics events?

The DAGMAR approach is one of the best methods for determining the most effective media schedules.

An ad for Land O Lakes deli cheese shows someone's hands building a sandwich using generous portions of Land O Lakes brand cheese.Which executional style is being used in this ad?

A(n)_____ is a specific communication task that should be accomplished for a specified target audience during a specified period of time.

An ad for Kraft Easy Mac,six microwaveable snack packets of macaroni and cheese,asks,"Need a snack?" and responds,"Snack the Mac." What kind of an advertising appeal is this ad using?

Realemon juice relies on the slogan,"Fresh Lemon Taste Made Easy." This slogan gives the juice its:

Outdoor advertising:

In the past,Kroger supermarkets relied on the slogan "For Goodness Sake" to create the company's:

Unlike advertising that establishes or maintains a company's identity,_____ advertising touts the benefits of a specific good or service.

After a visit to Athens,the International Olympic Committee representative said,"If you look around Athens,it is one of the most visually polluted cities in terms of outdoor advertising in all of Europe." In terms of media selections,this condition means that outdoor advertising in Athens has:

Comparative advertising:

The slogan for Lawry's meat marinades is "Always Tender.Always Juicy.Always Easy." This slogan,which describes meat after it has been cooked using the marinade,describes the product's:

When making creative decisions for the advertising campaign,the advertising manager may consider all of the following EXCEPT: