Exam 15: Advertising and Public Relations

Since China has lifted many of its international trade restrictions,corporations such as McDonald's and Coca- Cola now have only limited censorship rules governing their TV and radio advertising.

Which of the following is an element of developing an advertising strategy?

When a media planner determines whether an advertisement for diapers should be placed in Parents magazine or Maxim,the planner is evaluating the media vehicle's .

When a pharmaceutical ad includes a world- renowned heart surgeon describing the benefits of the medication,which type of execution style is being used?

Weekend advertisements for Home Depot encourage consumers to visit the store immediately.Home Depot is practicing reminder advertising.

In advertising strategy,the creative department first creates good advertisements,and then the media department selects the best media,a system that almost always works very well.

Give an example of how a company might run an experiment to measure the sales and profit effects of its advertising.

When the advertising objective is to build primary demand for a new product category,advertising will most likely be used.

In a short essay,explain why a public relations campaign can be a more cost- effective option for corporations than an advertising campaign would be.

Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of _.

To measure the of an ad after it has been aired,the advertiser can evaluate how the ad affected consumer recall,product awareness,and preference.

Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives?

Most international advertisers develop global for the sake of efficiency,but they adapt their advertising to make them responsive to local market needs and expectations.

Recently,the increased use of online social networks and video sharing has reduced the need for advertising standardization for global brands.

Which of the following represents the merge between advertising and entertainment?

Product placement in television programs and movies is an example of .

Refer to the scenario below to answer the following questions. Most of the clientele at Second Avenue have learned about the store through word- of- mouth communication.This small retailer of quality secondhand children's clothing thrives on the sale of a vast inventory of children's clothing placed there on consignment."Because small children grow so quickly," Second Avenue's owner commented,"they often outgrow many of their clothes before they've hardly been worn!" Second Avenue provides a way for people to sell their children's clothing,earn a few dollars,and buy the next larger size."We're extremely picky about the condition of the clothing we stock," the owner stated,"but we sell most items at a 60 percent discount." -Second Avenue has just developed a 30- second radio ad that features three different shoppers enthusiastically recommending the store and its products.This ad uses the execution style.

Which of the following functions is LEAST likely to be performed by a public relations department?

The Butterball Turkey Talk- Line answers over 100,000 questions during November and December.The toll- free help line supplements the company's Web site and is a valuable public relations vehicle for Butterball.

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of consumer- generated advertising?