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ESSAY QUESTIONS
CHAPTER 17 Advertising, Sales Promotion and Public Relations
1. There are two major types of advertising. Name and define each of these two types, including special forms of each type.
2. You are responsible for developing several advertisements for Less-U, a fat substitute product with no calories
to be used in place of butter, margarine, or shortening in cooking. Name five common advertising appeals. For each appeal,
give an example of a Less-U advertisement message using that appeal. Then name six common advertising executional styles.
Briefly describe how you would design six different Less-U advertisements (one for each executional style).
3. Advertising
media are channels that advertisers use in mass communication. Name and describe the five basic media vehicles. Cite at least
two advantages and two disadvantages of each basic medium in your descriptions. Then name and describe three examples of new
media forms.
4. You are the sales promotion manager for Steri-Flor, a new brand of floor disinfectant/cleanser. Your
company uses a pull strategy, and you are responsible for recommending sales promotion tools to accomplish this strategy.
Name and define the consumer promotional tools, and for each tool describe specific sales promotion activities you would recommend
for Steri-Flor.
5. You are the sales promotion manager for Steri-Flor, a new brand of floor disinfectant/cleanser.
Your company uses a push strategy, and you are responsible for recommending sales promotion tools to accomplish this strategy.
Name and define the promotional tools unique to the trade (not consumer sales promotion tools). For each tool describe specific
sales promotion activities you would recommend for Steri-Flor.
6. You are the public relations manager for a chemical
company. What are some common public relations tools you might use on a regular basis? What types of actions would you take
if a crisis occurred (such as a chemical spill) and there was the possibility of unfavourable publicity?
Essay
Question Solutions
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