Exam 15: Advertising and Public Relations

Coors Brewing Company obtained free press coverage by sponsoring the "Literacy.Pass It On Program," which taught 20,000 women to read.This is an example of:

A candy store only runs newspaper advertisements the week before holidays,such as Valentine's Day,Easter,and Halloween.This is an example of a flighted schedule.

In an advertisement for Dow bathroom cleaner,animated,talking scrubbing bubbles are used to show how hard the bubbles work to clean.The lively scrubbing bubbles appear in all advertisements for this product and are depicted on the packaging.This is an example of a _____ executional style.

Your company has decided to become the American producer of Chocomel,a Dutch soda that tastes like a chocolate mousse.It is made from partially creamed milk,sugar,cocoa,and stabilizers.You have been hired to take over the outdoor advertising campaign for the new soft drink.Describe outdoor advertising and the various forms of outdoor media that you could use in your campaign.With which advantages and disadvantages should you be concerned?

Crisis management should begin before a crisis occurs.

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.When Orville LeBlanc decided which media he would use to optimally and cost-effectively reach the store's target audience,he was engaged in developing a(n):

Lobbying,product publicity,and crisis management are all functions of public relations tools.

Hill's Science Diet dog food has been available at pet stores and veterinary clinics for years.Then the manufacturer of Hill's has developed Hill's Science Diet for dogs with sensitive skin.This product differs from the company's previous product offerings because it produces healthy skin and shiny coats.Hill's other dog food was not designed for dog's with sensitive skin._____ advertising should be used for the new Hill's Science Diet for dogs with sensitive skin.

Which of the following is NOT identified in the text as a factor that influences media selection?

Advertising researchers today are discussing the qualitative factors that should be present during media selection.Which of the following is an example of one of those qualitative factors for placing television advertising?

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.When analyzing the introduction of the new campaign,Tambrands claimed the ad was seen by more than half of the nation's teens and young female adults in one weekend.This refers to the advertisement's:

There are several criteria used in selecting media in an advertising campaign.Name and briefly discuss the impact of five of these criteria used to select media.

Tools for the public relations manager include all of the following EXCEPT:

The appearance of a box of Cheerios cereal in the children's movie Mathilda is an example of _____ for General Mills,its manufacturer

General Mills put together a brochure titled,"A Guide to Good Food,Good Health," which it made available to elementary teachers at the beginning of a school year so teachers could use the brochures to explain to children why it is important to eat right.This is an example of which public relations tool?

The advantages of newspaper advertising are geographic flexibility and timeliness.

How does advertising affect consumers?

Periodically,DuPont Industry runs ads describing the merits of LYCRA elastic fibers (a product DuPont produces)in clothing.Its ads are an example of institutional advertising.

Scripture Candy in Birmingham,Alabama,has just introduced lollipops with a message from the Bible on the front of each pop.Its ads focus on the spiritual advantage of eating its candy and showing others Christians are not afraid to show their beliefs.This is an example of pioneering advertising.

Which of the following is NOT an advantage offered by radio to its advertisers?