Exam 15: Advertising and Public Relations

The media mix determines how much of the advertising budget will be spent in each advertising media.

Because Mohawk Industries,manufacturer of carpet,hardwood,and laminated wood flooring,wants to spend its promotional budget on advertisements that will have a long life span,it should use _____ advertising.

The United States's top advertiser,according to dollars spent per year,is:

A print ad depicts a picture of a frozen dessert accompanied by information about the dessert: "two servings,only 300 calories per serving,no cholesterol,and 100 percent of the USRDA of vitamins and minerals." This is an example of an advertisement selling the product's benefits.

The advertisements for Torengo chips show how the leading brand of tortilla chips (Tostitos by Frito-Lay)contains broken chips,and all Torengo chips are uniform in size and shape.These ads are examples of contrasting advertising because they are showing how Torengo chips are superior to Tostitos.

_____ is the way the advertisement portrays its information.

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 Purgatory-Durango campaign tells skiers that they do not have to worry about how they look on the slopes.This is a specific reason given to the target audience for why they should choose Purgatory over other ski areas.This reason is called 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 Tambrands Inc.The new,environmentally-correct applicator won Tambrands a "Green Award" from the National Environmental Concern Organization.The winning of this award represents:

A small high-tech company has just launched a new writing pen that has a memory,much like a small computer.The advertising campaign focuses on the innovativeness of the new product.This is an example of pioneering advertising.

Companies that show support in recycling efforts and other examples of green marketing through advertising are engaged in:

Which of the following statements about Internet advertising is true?

DuPont has an advertisement that shows police officers describing how they were shot at close range in the line of duty.The advertisement explains that the lives of these public servants were saved by Kevlar bullet-proof vests,and that Kevlar was invented by DuPont.This is an example of _____ advertising.

Ads for M&M candy that prominently feature the M&M candies in real-life situations are using a _____ appeal.

Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with large market share for existing products?

The new Hydrience hair color advertising campaign encourages people to "treat their hair to lush,radiant color." The advertising is focusing on:

Your company has decided to become the American producer of Chocomel,a Dutch soda that tastes like chocolate mousse.It is made from partially creamed milk,sugar,cocoa,and stabilizers.The price for one glass bottle will be $1.09.You are responsible for developing several advertisements for Chocomel.Name six common advertising appeals.For each appeal,give an example of a Chocomel advertisement message using that appeal.

With a(n)_____ media schedule,the advertiser may schedule the ads heavily every other month to achieve a greater impact with an increased frequency and reach at those times.

The goal of advertising is to change people's values.

A unique form of institutional advertising called _____ advertising is a means for corporations to express their viewpoints on various controversial issues.

A(n)_____ designates the vehicles,specific publications or programs,and the insertion dates of advertising.