Exam 15: Advertising and Public Relations

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 LeBlanc's Pecan Company advertisements focus on the wide assortment of products available at the LeBlanc's store.This advertising highlights:

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.If Orville LeBlanc is most interested in audience selectivity and production costs,he should select _____ as the store's primary advertising medium.

In an advertisement for Planters peanuts and trail mix,a peanut wearing a monocle and a top hat and called Mr.Peanut represents the product quality.Mr.Peanut appears in all of the advertisements for Planters.This is an example of how a company can use a _____ executional style.

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 discussed above is an example of a _____ executional style.

Which of the following statements about comparative advertising is true?

Researchers are unanimously convinced of the effectiveness of banner advertising on Internet Web sites.

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 ad copy in the "Movie Star" print ad could be considered as an example of which major type of advertising:

RC Cola put together a 25-market tour that included radio tie-ins,whitewater rafting,and skydiving to introduce its new Edge Maximum Power.(RC's Maximum Edge Power is targeted to teens and contains ginseng,taurine,and caffeine.)This is an example of which public relations tool?

Many people have trouble defining the term "casual dress" when it comes to what is appropriate to wear to work.Levi Strauss & Co.put together a newsletter and a video,detailing what was suitable for casual work attire.Levi sent the video to human resources managers all over the United States.This is an example of:

An ad for Gloria Vanderbilt jeans contained information about the Dillard department stores where the jeans could be purchased.This ad was most likely an example of _____ advertising.

_____ is the promotional mix element that evaluates public attitudes,identifies issues that may elicit public concern,and executes programs to gain public understanding and acceptance.

Unlike other types of advertising,a comparative advertising campaign can be readily globalized.

What is public relations? What is publicity?

_____ is a measure of the number of times an individual is exposed to a brand message.It is used to measure the intensity of a specific medium's coverage.

A SunTrust Bank ad shows a woman who has just filled her bird feeder,only to have squirrels steal the feed.The theme of the ad is many investment banks can be like squirrels eager to dip into a customer's funds instead of providing good service.Which executional style is being used in this ad?

On an episode of ER,one of the doctors asked a nurse for a Nitrolingual Pumpspray,which is used for acute relief of chest pain caused by angina.The free appearance of the product on the show gave its small manufacturer some needed publicity.This was an example of how _____ can result in positive publicity.

R&B Industries has developed an inexpensive yet safe car seat for cats.The company doesn't have much money for advertising and has decided to run one ad in one medium.Its best choice is an ad in a specialty magazine because this will reach its highly specialized target market

An insurance company's advertisement poses the question,"Will your family survive if you die uninsured?" This is an example of a health appeal.

An ad for an AT&T MasterCard offered zero percent interest on any balance transferred from another card by September 1,as well as no annual fee.What kind of an advertising appeal is this ad using?

One of the main advantages of _____ advertising is its extreme market selectivity.