Chapter 16 Advertising and Public Relations

Noonsa provides copywriting services for promotions from several clients. Anna works on the artwork for the promotions using copy Noonsa writes. After they are finished, their colleague Rami arranges the artwork and copy. Currently, they are developing a print advertisement that will appear in a magazine. If their manager approves their work, they will be able to go ahead and proceed to the next step in the development of the campaign.

Refer to Scenario 16.1. Noonsa, Anna, and Rami most likely work at a(n) _______.

advertising agency

public relations agency

consulting firm

editing organization

temp agency

advertising agency

IHOP (International House of Pancakes) announced it would change its name to IHOb (International House of Burgers). While the temporary stunt received both positive and negative attention from consumers as well as the media, the campaign was intended to be a fun _______ tool to draw attention to IHOP’s burger selection.

search advertising

sales promotions

content marketing

advertising

public relations

public relations

The J.Crew Ludlow Suit collection capitalizes on its positioning as “style with a substance.” This is most likely the _______ for this particular J.Crew product line.

advertising appropriation

advertising objective

advertising platform

advertising campaign

advertising media plan

advertising platform

OkCupid paid popular community site BuzzFeed to publish a post on its site. The post is titled “How to Be Super Dateable, According to OkCupid.” The post followed the BuzzFeed format but also included links to download the OkCupid app.

Refer to Scenario 16.2. What type of advertising is OkCupid using?

Comparative

Native

Advocacy

Institutional

Pioneer

Native

OkCupid paid popular community site BuzzFeed to publish a post on its site. The post is titled “Here's How to Be Super Dateable, According to OkCupid.” The post followed the BuzzFeed format but also included links to download the OkCupid app.

Refer to Scenario 16.2. OkCupid wanted to know how effective its campaign was. It decided to survey BuzzFeed readers to measure how well they remembered the advertisement. OkCupid is currently in the _______ stage of the advertising campaign and is interested in implementing a _______.

evaluating advertising effectiveness; posttest

choosing the advertising platform; posttest

creating the advertising message; consumer jury

determining the advertising appropriation; unaided recall test

developing the media plan; pretest

evaluating advertising effectiveness; posttest

Wells Fargo’s cross-selling scandal resulted in the creation of millions of fake accounts, betraying the trust of its customers. Wells Fargo has launched a series of campaigns to reestablish its credibility as a trusted bank. If Wells Fargo wants to identify changes in public opinion impacting the firm, it should conduct _______.

an environmental audit

an aided recall test

environmental monitoring

a social audit

a communications audit

environmental monitoring

Noonsa provides copywriting services for promotions from several clients. Anna works on the artwork for the promotions using copy Noonsa writes. After they are finished, their colleague Rami arranges the artwork and copy. Currently, they are developing a print advertisement that will appear in a magazine. If their manager approves their work, they will be able to go ahead and proceed to the next step in the development of the campaign.

Refer to Scenario 16.1. Rami is most likely working on _______.

the storyboard

illustrations

the headline

layout

a regional issue

layout

Every year a small town hosts a popular relay race that gets nationwide attention. One year, Expedia donated a travel package for the winner. The event always gets extensive media coverage.

Refer to Scenario 16.3. Expedia’s donation of a travel package for the winner of the relay race was most likely an attempt to generate positive _______.

public relations

viral marketing

advertising

content marketing

sales promotion

public relations

Every year a small town hosts a popular relay race that gets nationwide attention. One year, Expedia donated a travel package for the winner. The event always gets extensive media coverage.

Refer to Scenario 16.3. Suppose that USA Today writes an article about this year’s relay race. This acts as _______ for the small town.

a feature article

a press conference

pioneer advertising

viral marketing

publicity

publicity

Every year a small town hosts a popular relay race that gets nationwide attention. One year, Expedia donated a travel package for the winner. The event always gets extensive media coverage.

Refer to Scenario 16.3. The New York Times requested a photo of the winner. They posted the photo on the news website. Underneath they included a brief description of the race and the winner. This is an example of a _______.

press release

captioned photograph

content marketing tool

native advertisement

product placement

captioned photograph

Stonybrook Organics—famous for its organic yogurt—came out with an advertisement that showed an idyllic setting of a cow resting comfortably in front of a barn. The headline read, “Grant a Farmer’s Wish.” The Stonyfield logo was at the top left. This is most likely to be what type of advertising?

Comparative advertising

Pioneer advertising

Product advertising

Competitive advertising

Institutional advertising

Institutional advertising

J. J. Watt, an NFL player, was featured in a Reebok and Finish Line print advertisement. The ad includes a photo of J. J. Watt and large text that reads, “Make an Imprint.” Toward the bottom of the ad it says “Available at Finish Line” in small print with a link to Finish Line’s website and a Finish Line logo. In the upper right corner is a Reebok logo with small text underneath that reads “Be more human.” Which of the following is most likely to be the headline?

“Make an Imprint”

“Be more human”

The Reebok logo

“Available at Finish Line”

J. J. Watt’s photo

“Make an Imprint”

Rory is hiring a part-time graphic designer who will exclusively work on corporate identity materials for her company. Which of the following should the graphic designer have experience designing?

Storyboards

Business cards

Institutional advertising

Facebook ads

Coupons

Business cards

A sunscreen company sends out a press release about its limited-edition products which benefit a nonprofit for skin cancer. Which of the following is the best way for the sunscreen company to measure the impact the public relations message had on attitudes toward the company?

Measuring attitude levels before and after the campaign

Examining discussions about the campaign on social media forums

Asking consumers for relevant feedback after the campaign

Performing a content analysis of the message

Counting the number of media exposures

Measuring attitude levels before and after the campaign

Ring, a smart home security company, wants to develop a campaign for its latest doorbell model. Before it can do anything else, Ring must _______.

identify and analyze the target audience

decide between advertising and public relations

define advertising objectives

create the advertising platform

determine the type of media

identify and analyze the target audience

Verizon releases advertising that informs users that it is “America’s #1 Internet Service Provider.” This is an example of _______.

competitive advertising

comparative advertising

pioneer advertising

reinforcement advertising

institutional advertising

competitive advertising

Shiloh is part of team creating a new advertisement for Bounty paper towels. Shiloh favors showing a large photo of the paper towels cleaning up a spill with the popular tagline, “Quicker Picker Upper.” Another team member, Luanne, prefers an advertisement that will describe how Bounty is superior to Brawny, a competitor. Shiloh favors a(n) _______ advertising approach, while Luanne favors a _______ approach.

institutional; product

reinforcement; pioneer

comparative; competitive

reminder; comparative

reminder; reinforcement

reminder; comparative

Which of the following is an example of public relations?

Macy’s sends out notices through its mobile app informing consumers of its super sale on July 4.

Patagonia pays for communication in a magazine.

The Container Store provides hundreds of hours of employee training to enhance customer service.

Samsung creates a funny video that indirectly pokes fun at its competitor Apple.

Target puts up a placard with the names and photos of employees recognized for exceptional service.

Target puts up a placard with the names and photos of employees recognized for exceptional service.

PepsiCo launched a massive sustainability campaign involving water conservation and rain forest preservation. It wants to create an image of being a strong corporate citizen. After the campaign, PepsiCo wants to measure the extent to which its stakeholders view it as being ethical and socially responsible. What should PepsiCo conduct?

A public relations audit

A social audit

An ethical audit

An environmental audit

A communications audit

A social audit

Netflix has been working on what it believes is a revolutionary new technology for video streaming. The company is ready to showcase this technology. It knows this is a major news event and wants to get as much exposure as possible. Which public relations tool would probably be best for Netflix to use to announce this major news event?

Feature article

Event sponsorship

Captioned photograph

Press conference

News release

Press conference

Xavier is developing a media plan to derive maximum results from his media expenditures. Xavier is using _______ to go beyond human ability to make media decisions by matching the target audience to the right media selection for an effective plan.

artificial intelligence (AI)

an objective-and-task approach

a recognition test

a competition-matching approach

a consumer jury

artificial intelligence (AI)

After slumping sales, Joe needs to create an advertisement. He depends heavily on local TV and radio stations for copywriting, artwork, and advice about scheduling media. Joe most likely works at a(n) _______.

public relations agency

large firm

advertising agency

very small firm

consulting firm

very small firm

AfterShokz releases an advertisement for its Titanium model of wireless stereo headphones. The ad highlights that they are lightweight and comfortable and allow for crystal clear calling. This is most likely to be what type of advertising?

Pioneer advertising

Product advertising

Competitive advertising

Institutional advertising

Comparative advertising

Product advertising

Identify the advertisement below that most likely appeals to a target audience that is health conscious.

Pandora highlights its sterling silver and 14K gold jewelry with photos of its diamond encrusted jewelry and the headline, “The Art of You.”

GEICO creates an ad that says the company can save consumers 15 percent or more on their car insurance.

Blue Diamond releases an ad in Shape showing a container of almonds jumping rope with the headline “Get your good going.”

Cozi creates an advertisement for its free family organizer app that helps parents create family schedules.

Downy releases an ad for its fabric conditioner featuring a college student in a dormitory and includes a coupon for $1 off in a student newspaper.

Blue Diamond releases an ad in Shape showing a container of almonds jumping rope with the headline “Get your good going.”

Alexa works for an engineering firm that is about to change its slogan. While Alexa did not plan to announce the change, the company’s public relations agency suggests a single page _______ explaining the change in order to spread the word.

captioned photograph

advertisement

news release

feature article

press conference

news release