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Exam 18: Advertising and Public Relations

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Question 21

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To announce its development of a solid fuel titanium rocket for the U.S.missile defense system,Unijet management feels it needs to get wide media coverage.Under these circumstances,which of the following would be its best alternative?

A) Captioned photograph
B) Feature article
C) Editorial letters
D) Television advertisement
E) Press conference

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Question 22

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Advertising departments may use independent research organizations or freelance specialists for some of their projects.

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Question 23

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Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name.This type of advertising is best described as

What are the major components of a media plan? What limitations must be considered as the media plan is implemented?

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of

To determine how much money to spend on advertising,marketers for a new brand of caffeinated energy drink decided that they wanted the advertising to create awareness of the new flavor in 80 percent of the energy drink market within one month of introduction.The marketers then determined how much it would cost to reach this goal.This is an example of which one of the following approaches to determining advertising budgets?

Brian is responsible for the promotions and public relations of his firm,which produces rubber tires.A recent development in technology may change the way in which the rubber for tires is produced,allowing it to be sourced from the roots of dandelion plants.Brian would like to have a story run on the evening news or in the local newspaper about this development,but he knows that this story is likely to be rejected by media personnel because the material is

An advantage of the arbitrary approach for determining the advertising appropriation is that it is

To announce a major news event,an organization should use a news release.

The last stage in the development of any advertising campaign is

A marketer's advertising platform should consist of issues that are important to consumers.

Public relations is communication in news story form about an organization,its products,or both that is transmitted through a mass medium at no charge.

Tropicana orange juice has a television commercial where a young boy is drinking orange juice at dinner.He remarks that he likes the great taste of Tropicana anytime.The element of the commercial that focuses on drinking orange juice at dinner would be best classified as ________,while the focus on the great taste of Tropicana would be best classified as ___.

Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember advertising and include (1) recognition tests and (2) recall tests.What is the basic difference between these two approaches?

Scenario 18.1 Use the following to answer the questions. The Toyota Corporation is developing its promotional plan for the coming year and is considering several types of advertising to communicate its messages.Toyota will likely advertise its new vehicle,the Venza,on TV,on its website,in major national magazines,and through Facebook.It is possible that the ads could focus on the features of the Venza and its most likely competitor,the Ford Edge.Other forms of advertising that can be considered are ads that feature all of the Toyota brands in a single ad,while mentioning only the Toyota brand and its company's strengths.Finally,Toyota will probably continue to advertise updates of its cash cow brands,the Camry and the hybrid versions of its SUVs. -Refer to Scenario 18.1.The advertising mentioned above in which Toyota features all brands of the company would be an example of

The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times.This is advertising

An advertising platform is the

To be unbiased,a member of a consumer jury should not be a present user of the advertised product.

Advertising agencies often have more highly skilled people than the advertising departments of firms.

Scenario 18.1 Use the following to answer the questions. The Toyota Corporation is developing its promotional plan for the coming year and is considering several types of advertising to communicate its messages.Toyota will likely advertise its new vehicle,the Venza,on TV,on its website,in major national magazines,and through Facebook.It is possible that the ads could focus on the features of the Venza and its most likely competitor,the Ford Edge.Other forms of advertising that can be considered are ads that feature all of the Toyota brands in a single ad,while mentioning only the Toyota brand and its company's strengths.Finally,Toyota will probably continue to advertise updates of its cash cow brands,the Camry and the hybrid versions of its SUVs. -Refer to Scenario 18.1.If the ads include both the Venza and the Ford Edge,they would be examples of