Exam 15: Advertising and Public Relations

Describe the two traditional print media vehicles.

The advertising response function is a phenomenon in which increased spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing results.

In advertising,the goal is to sell the product's _____,not its _____.

An advertising _____ identifies a reason for a person to buy a product.

Amway runs advertisements that show how people who sell Amway products are involved in helping their communities through tutoring students and cleaning up the environment.These ads are examples of _____ advertising.

Which of the following statements about developing an advertising campaign is true?

Ads for General Foods International Coffees all feature the slogan,"It stirs the soul." Given this information and the fact that the ads feature flowers,soft lights,and romantic settings,you know that these ads use a(n)_____ executional style.

Discuss how advertising affects the everyday life of consumers.Include a discussion of how frequently consumers are exposed to ads,how ads affect attitudes and values,how ads reinforce brand loyalty,and how ads influence the way consumers rank brand attributes.

Why do many brands with a large market share spend proportionally less on advertising compared to brands with small market share?

A news story on why Delta Airline pilots refuse to work overtime hours and are causing flight cancellations and delays is an example of:

A newspaper article revealed that hazardous wastes buried in an on-site landfill at a paper manufacturer were leaking into the local water supply.Even though the company quickly stopped the leak and paid for an additional water purification system for the town,it still received some very negative publicity.The company should have:

Advertisers are often concerned with the noise level in a medium.The medium that is assumed to have the lowest noise level is:

An ad for Crystal Geyser bottled water shows why and how the bottler supports the reforestation of America's forests.What kind of an advertising appeal is this ad using?

_____ advertising is used to stimulate demand for a new product or product category and is heavily utilized during the introductory stage of the product life cycle.

Mother Goose is the name of a retail store that caters to pre-teens.It advertises regularly both on radio and in the daily newspaper.The month prior to the beginning of each new school year,the store buys extra advertising space and time.This is an example of a(n)_____ scheduling plan.

Spending on advertising varies by industry.

The manufacturer of Testamints candy,the candy that comes with spiritual messages on each piece,estimates the product's new advertising campaign will reach 1,750,000 people and will cost $400,000 if the company uses radio and newspaper,and $6.5 million if it uses television.The company's decision seems to rest on:

_____ is used by public relations specialists to handle the effects of unfavorable publicity.

One of the advantages of television advertising is:

You have been invited to give a lecture to the local AMA student chapter about the advertising industry.What will you tell the students about the economics of advertising,including industry size,and top industry advertisers?