Exam 15: Advertising and Public Relations

_____ is a form of impersonal,sponsor paid,one-way mass communication.

Advertising expenditures in the United States:

The dominant advertising appeal selected for the campaign will become the:

List and briefly describe four functions commonly performed by public relations departments.

Creative work in an advertising campaign cannot be completed without knowing which message channel will be used to convey the message to the target market.The message channel is the:

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 campaign gives the users a specific reason why they should purchase the product (the applicators are flushable and biodegradable).This reasoning is an example of a(n):

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's ads are designed to communicate with the "Average Joe" or the middle of the ski market.The specific communication task that should be accomplished for this target market during a specified period of time is called a(n):

_____ advertising is designed to enhance a company's image rather than promote a particular product.

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 ad discussed above is an example of which major type of advertising:

One of the problems with using aluminum foil to line casserole dishes is sticking.Reynolds Wrap has developed Release non-stick aluminum foil.Its advertising campaign for the new product describes how the new foil is superior to existing foils.Reynolds Wrap is using _____ advertising to promote Release.

_____ advertising is an arrangement under which a manufacturer pays a percentage of the advertising cost for an ad that a retailer places for the manufacturer's brand.

_____ advertising has the advantages of being both timely and geographically flexible.

When the company that produces Testamints candy,the candy that comes with spiritual messages on each piece,decided how much space and/or time will be placed in each advertising medium that the company wants to use,the candy manufacturer was determining its:

Pepsi's advertising campaign that depicts people who mistakenly drink Coke as suddenly living a boring lifestyle,acting "square," or singing mellow,old songs,is an example of _____ advertising.

Which advertising medium has the lowest rates?

Direct-response advertising is in the form of a 30-minute advertisement that resembles a TV talk show is called a(n):

An ad for the General Electric Advantium microwave shows people rushing to get from one place to another and has the headline,"If your life moves this fast maybe your oven should too." According to the ad even though it seems that there never is enough time to cook,this microwave will help you find the time to prepare home-cooked meals.This is an example of the use of a _____ executional style.

A newspaper ad for General Mills cereal highlights its BoxTop Redemption program in which General Mills donates cash to schools when the schools redeem box tops off General Mills cereal.This ad focuses on:

Budweiser uses reminder advertising that runs steadily all year.This is an example of a _____ media schedule.

Which of the following products is most likely to have a seasonal media schedule?