Exam 17: Advertising and Public Relations

Which of the following explains why sales and market share begin to decrease no matter how much is spent on advertising and sales promotion?

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 DAGMAR approach is method one of setting advertising objectives.

LeBlanc's Pecan Company Betty and Orville LeBlanc recently opened LeBlanc's Pecan Company retail store.In addition to shelled and unshelled pecans,the Texas store sells pecan pies,tortes,fruitcakes,fudge,pralines,chocolate pecan bark,homemade pecan ice cream toppings,and jams and jellies.At this time,there are no other stores of this type in the Houston area.The LeBlancs are considering developing an advertising campaign for their store focusing on its wide assortment of pecan-related products.Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish.He used the DAGMAR approach to draw up this list. -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:

Research has shown banner ads on Web sites to be very effective.

Compared to U.S.ads,European advertising:

Television is an example of an advertising:

A series of related advertisements focusing on a common theme,slogan,and set of advertising appeals is referred to as a(n):

The manufacturer of the George Forman grill has produced a 30-minute sales pitch in the form of a talk and demonstration show to be aired on local cable TV channels.This is an example of an infomercial.

Toys 'R' Us Retailers are using social media in unprecedented levels.In 2011,more than 90% of all U.S.retailers were using social media.That's a monumental increase given the fact that only 4% used it in 2007.About 70% are on Facebook and MySpace,and more than half use Twitter.Toys 'R' Us is one of those retailers.The retailer has enlisted basketball superstar Shaquille O'Neal in a "Join Shaq Give Back" promotion in which $1 is donated to a charity for every new Facebook fan.Shaq tweets about his "Shaq-a-Claus" challenge to his 4.3 million followers.The Facebook site also focuses on parents with the song "I don't want to grow up." -Refer to Toys 'R' Us.Which type of product advertising is this campaign built around?

LeBlanc's Pecan Company Betty and Orville LeBlanc recently opened LeBlanc's Pecan Company retail store.In addition to shelled and unshelled pecans,the Texas store sells pecan pies,tortes,fruitcakes,fudge,pralines,chocolate pecan bark,homemade pecan ice cream toppings,and jams and jellies.At this time,there are no other stores of this type in the Houston area.The LeBlancs are considering developing an advertising campaign for their store focusing on its wide assortment of pecan-related products.Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish.He used the DAGMAR approach to draw up this list. -Refer to LeBlanc's Pecan Company.When Orville LeBlanc created the list of communication tasks the advertising must accomplish,he was setting his:

How do public relations professionals use Internet Web sites?

What is institutional advertising? How does advocacy advertising differ from institutional advertising?

The ads for Liquid-Plumr drain cleaner show the product being applied to a clogged drain and the clog disappearing.These ads use a _____ executional style.

Pepsi-Cola uses reminder advertising that runs steadily all year.This is an example of a _____ media schedule.

Kellogg's has a brand of Frosted Flakes that touts a third less sugar on the packaging.This ad is emphasizing:

There are many snack foods for children,but only Nature's Path makes an organic snack designed for a child's palate.The product's unique selling proposition is that it is completely organic.

An example of product placement is when the judges on American Idol are shown sipping Coca-Cola during the broadcast.

A print ad for Real Simple magazine shows a group of women sitting on a sofa talking and laughing.Which executional style is being used in this ad?

The Swine Palace Theater runs ads in the entertainment section of the local newspaper every first weekend of each month.This is a _____ scheduling plan.