Exam 15: Advertising and Public Relations

Explain why a public relations campaign can be a more cost-effective option for corporations than an advertising campaign.

Competitive parity and task methods are considered when making decisions about ________.

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

A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of a medication. Which of the following message execution styles is illustrated in this example?

When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________.

Which of the following would most likely be included in the written materials prepared by PR professionals to reach and influence target markets?

When would a marketer most likely use a comparative ad?

Refer to the scenario below to answer the following question(s). Most clients of 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 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 television ad that features three different shoppers enthusiastically shopping in the store and appreciating its products. This ad uses the ________ execution style.

While a company can choose to participate in public service activities, doing so has no impact on public goodwill toward the company.

Which of the following is an advantage of using newspapers as an advertising medium?

PR can have a strong impact on public awareness at a much higher cost than advertising can.

Describe the main objectives of reminder advertising.

Advertising has numerous goals. Which of the following is NOT one of those goals?

Which of the following brands most likely requires heavy advertising in order to be set apart from similar products?

Which of the following statements is most likely true of public relations?

A specific communication task to be accomplished with a specific target audience during a specific period of time is called an advertising objective.

The direct mail medium has very low cost per exposure.

While advertisers can accurately measure the communications effects of their ads, measuring sales and profit effects are more difficult.

Corporate identity materials help create a corporate identity that the public immediately recognizes.

A brief glimpse of the latest LG phone on the television series Modern Family is an example of an advertainment.