Chapter Fifteen

Advertising and Public Relations

Copyright © 2009 Pearson Education, Inc.  

Chapter 15 - slide 1
Publishing as Prentice Hall
 The primary purpose of an advertising objective is
to _____, persuade, remind.
1. prompt
2. inform
3. incite
4. motivate

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 15 - slide 2
 The primary purpose of an advertising objective is
to _____, persuade, remind.
1. prompt
2. inform
3. incite
4. motivate

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 15 - slide 3
 Which type of advertising is heavily used when
introducing a new product category?
1. Persuasive
2. Informative
3. Reminder
4. Normative

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 15 - slide 4
 Which type of advertising is heavily used when
introducing a new product category?
1. Persuasive
2. Informative
3. Reminder
4. Normative

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 15 - slide 5
 Which of the following is an example of persuasive
advertising?
1. Informing customers about the need for a product
2. Communicating customer value
3. Maintaining customer relationships
4. Changing customer perceptions of product value

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 15 - slide 6
 Which of the following is an example of persuasive
advertising?
1. Informing customers about the need for a product
2. Communicating customer value
3. Maintaining customer relationships
4. Changing customer perceptions of product value

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 15 - slide 7
 Unilever’s ad: “Our wide variety of body washes
makes Bath & Body Works smell way overpriced”,
is a perfect example of _____ advertising.
1. reminder
2. informative
3. comparative
4. motivative

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 15 - slide 8
 Unilever’s ad: “Our wide variety of body washes
makes Bath & Body Works smell way overpriced”,
is a perfect example of _____ advertising.
1. reminder
2. informative
3. comparative
4. motivative

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 15 - slide 9
 Once the marketing management has set the
advertising objectives, which is the next task they
should perform?
1. Develop advertising strategy
2. Set advertising budget
3. Develop ad structure
4. Evaluate ad campaigns

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 15 - slide 10
 Once the marketing management has set the
advertising objectives, which is the next task they
should perform?
1. Develop advertising strategy
2. Set advertising budget
3. Develop ad structure
4. Evaluate ad campaigns

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 15 - slide 11
 When developing an advertising program,
message and media decisions are made while:
1. setting the advertising budget.
2. developing the advertising strategy.
3. setting advertising objectives.
4. evaluating ad campaigns.

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 15 - slide 12
 When developing an advertising program,
message and media decisions are made while:
1. setting the advertising budget.
2. developing the advertising strategy.
3. setting advertising objectives.
4. evaluating ad campaigns.

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 15 - slide 13
 An advertisement that points out the benefits that
make the product more desirable or interesting to
consumers exhibits which advertising appeal?
1. Believable
2. Distinctive
3. Unique
4. Meaningful

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 15 - slide 14
 An advertisement that points out the benefits that
make the product more desirable or interesting to
consumers exhibits which advertising appeal?
1. Believable
2. Distinctive
3. Unique
4. Meaningful

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 15 - slide 15
 Which message execution style shows “typical”
people using a particular product in a normal
setting?
1. Slice of life
2. Lifestyle
3. Musical
4. Testimonial evidence

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 15 - slide 16
 Which message execution style shows “typical”
people using a particular product in a normal
setting?
1. Slice of life
2. Lifestyle
3. Musical
4. Testimonial evidence

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 15 - slide 17
 A Boston Beer Company ad features Jim
Koch, who tells about his many years of
experience in brewing Samuel Adams beer.
This ad uses _____.
1. scientific evidence
2. technical expertise
3. testimonial evidence
4. mood or appeal

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 15 - slide 18
 A Boston Beer Company ad features Jim
Koch, who tells about his many years of
experience in brewing Samuel Adams beer.
This ad uses _____.
1. scientific evidence
2. technical expertise
3. testimonial evidence
4. mood or appeal

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 15 - slide 19
 In selecting specific media vehicles, media
planners should first evaluate the media vehicle’s
_____.
1. editorial quality
2. audience engagement
3. editorial engagement
4. audience quality

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 15 - slide 20
 In selecting specific media vehicles, media
planners should first evaluate the media vehicle’s
_____.
1. editorial quality
2. audience engagement
3. editorial engagement
4. audience quality

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 15 - slide 21
 All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

Copyright © 2012 Pearson Education, Inc.  

Publishing as Prentice Hall

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 15 - slide 22