Exam 15: Advertising and Public Relations

The advertising response function helps marketers:

Name and briefly define the two major types of advertising.

A newspaper ad for Hill's Science Diet dog food shows a man joyfully playing with his two very healthy-looking golden retrievers.Which executional style is being used in this ad?

_____ is the series of decisions advertisers make regarding the selection and use of media that will optimally and cost-effectively communicate the message to the target audience.

Procter & Gamble's marketing efforts for its Pert shampoo include television commercials,billboards,magazine inserts,and radio spots.These activities are all activities of:

Prices on items sold by supermarkets change frequently,and they often offer special sales to match or beat the prices of their competitors.Therefore,_____ is a major consideration when a supermarket selects an advertising vehicle.

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.A feature article in a Houston newspaper describing the LeBlanc's Pecan Company store and what it sells would be an example of:

Nabisco developed a "Stuck in the Middle" ad campaign for its Oreo cookies,which showed animated Oreos singing on a crowded bus.This is an example of a fun and pleasure appeal.

When The Home Depot introduced its Expo Design retailing concept,it spent several billion dollars on advertising and other promotions and successfully boosted its market share.As an advertising consultant,you would advise that Home Depot:

Meek's Hunting Emporium is a retail store that carries all the products hunters need or think they need.It has set up an advertising plan that allows it to advertise every day prior to the opening of quail-,deer-,and turkey-hunting seasons on 4 local radio stations,as well as in the local newspapers.This is an example of a:

The goal of _____ advertising is to influence demand for a specific brand of good or service and is less informational and more emotional.The emphasis is on brand name,recall,and favorable brand attitude.

Testing the effectiveness of a media campaign can be done either before or after the campaign is run.

The sponsorship of NASCAR races is an example of a public relations activity.

DAGMAR is an acronym for:

Comparative advertising is:

Products such as surfboards,swimsuits,lawn mowers,allergy medication,and flower seeds are most likely to be advertised with a _____ media schedule.

_____ is NOT usually used as a basis used for making media mix decisions.

Name five major advertising media.List two advantages and two disadvantages associated with the use of each of these media.

Media vehicles like Time or Newsweek magazines appeal to a wide cross section of the population.In contrast,American Rifleman and Fitness magazines have high levels of:

The ad for White House applesauce cups describes how the product provides 100 percent of your daily Vitamin C in every cup.What kind of an advertising appeal is this ad using?