Exam 15: Advertising and Public Relations

The first step in the advertising campaign decision process is to:

A(n)_____ media schedule combines continuous scheduling throughout the year with a flighted schedule during the best sales periods.

People who drink Cheerwine (a cherry-flavored cola)are extremely loyal to this product that is primarily found in the Carolinas.Which of the following statements about how increased advertising of Cheerwine would affect extremely brand loyal users of Cheerwine is true?

When Sara Lee developed crustless bread,it probably planned to rely on _____ to gain exposure for the bread and to explain how the convenience of the product justifies its higher price.Sara Lee could not have done this if the product had not been new and innovative.

Knight's Dinner Theater runs ads in the entertainment section of the local newspaper every first weekend of each month.This is a _____ scheduling plan.

The Flow-Bee hair cutting vacuum cleaner attachment is shown during a half-hour television spot.The product is demonstrated on volunteer studio audience members,testimonials are given by Flow-Bee owners,and viewers are encouraged to order the product through a toll-free telephone number.Flow-Bee is using the _____ form of direct-response advertising.

Why are advertisers looking to alternative media to advertise their products?

A newspaper article on how the relocation of the new Korean-owned plastics manufacturing plant will affect the environment of Polk County is an example of:

There are many types of microwave meals,but only Hormel makes one specifically for children.Its target market is the product's unique selling proposition.

The ads for Advantage flea and tick control show well-loved pets miserably scratching.With one application of Advantage,the pets are happy and doing what they do best--providing pleasure for their owners.These ads use a(n)_____ 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 LeBlanc's Pecan Company.When Orville LeBlanc created the list of communication tasks the advertising must accomplish,he was setting his:

_____ measures the number of different target consumers who are exposed to a commercial at least once.

CyroLife is a company that provides body parts for transplanting purposes.A spate of deaths suggested that CyroLife had not carefully screened some of the donated bodies.As the director of public relations,describe the public relations tool you would use to counter this negative publicity.

Which of the following statements about the use of executional styles in foreign advertising is true?

How do public relations professionals use Internet Web sites?

Eighty percent of all pregnant women suffer from morning sickness.In a large majority of women,the morning sickness is alleviated by ginger.Your company has developed Gin-Gins,an all-natural hard candy made from real ginger.You are responsible for developing advertisements for Gin-Gins.Name six common advertising executional styles.Then briefly describe how you would design six different Gin-Gins advertisements (one for each executional style you have listed).

Which of the following products is most likely to use a pulsing media schedule?

Products in the latter stages of the product life cycle,which are advertised on a reminder basis use a(n)_____ media schedule.

_____ advertising compares two or more specifically named or present competing brands on one or more specific attributes.

Procter & Gamble's ads for Crest White Strips emphasize the brand name and how effectively it whitens teeth.The ads show demonstrations of how the strips can be worn at any time of the day--even at work.This is an example of _____ advertising.