Chapter 16

Toyota's sponsorship of a major Professional Golf Association tournament would be an example of a(n) _____ tool.

Public relations

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance by 10 percent by the end of the fiscal year." This would be considered a(n) _____.

advertising objective

When Anheuser-Busch ran an advertising campaign featuring the slogan, "Know when to say when," it was using:

advocacy advertising

Brands that are promoted through comparative advertising are most likely to be _____.

brands that are attempting to compete with market leaders

When Volvo's advertising campaign mentions that the Volvo CX60 has the highest safety rating of any European sedan, it is using _____ advertising.

competitive

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 _____.

frequency

Parisian Dry Cleaners airs a series of radio ads that claim, "We are the fastest dry cleaners in town." This campaign would best be described as _____ advertising.

institutional

If researchers at Merck Pharmaceuticals develop a cure for prostate cancer, the best way to announce this to the public and get wide media coverage would be through a:

press conference

Kohl's, a department store featuring clothing and houseware, communicates in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called _____.

publicity

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of _____ advertising.

reinforcement