mktg 15

How can public relations have a strong impact at a much lower cost than advertising?

Interesting brand stories, events, videos, or other content can be shared by sources out of the company's control, but to its benefit.

Progressive Insurance uses Flo to represent its product. Which of the following message execution styles was used by Progressive Insurance?

personality symbol

Encouraging customers to switch brands is most likely the objective of ________ advertising.

persuasive

Brands in a market with many competitors and high advertising clutter must ________.

be advertised more heavily to be noticed in the marketplace

When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________.

comparative advertising

In an attempt to set the company apart from its competitors, Central Parcel Service (CPS) has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is being used by CPS?

corporate identity materials

Which of the following is a major step in selecting advertising media?

determining reach, frequency, and impact

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals.

distinctive

While traditional mass media still make up a majority of today's media mixes, companies have added digital, mobile, and social media that cost less, target more effectively, and ________.

engage consumers more fully

Which of the following is an objective of persuasive advertising?

engage customers and create brand community

An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.

lifestyle

In addition to advertainment, advertisers are creating content that ________.

looks less like ads and more like short films or shows

Which of the following is one of the primary goals of reminder advertising?

maintain customer relationships

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?

testimonial evidence

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

undifferentiated brands

Pepsi being prominently featured on episodes of Empire is an example of ________.

product placement

You receive a report that 68 percent of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information?

reach

Which of the following is a disadvantage of using direct mail as an advertising medium?

relatively high cost per exposure

Which of the following is most likely an objective of informative advertising?

suggest new uses for a product

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

Many public relations professionals see their jobs as communicating, not brand building.