Chapter 18 Interactive and Case Studies Marketing 021 Ybarra

Which of the following is not an aspect of advertising?

It is used to sell only products.

Martha decides that ________ advertising is the best way to reach customers about the event and outdoor patio, since this form of advertising has video capabilities, animation to capture the audience's attention, and interactive ads that can be available on a wide range of devices.

internet

All of the following are advantages of radio advertising EXCEPT _______.

its exposure periods are short

The Holiday Inn Priority Club is an example of a ______, which is specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.

loyalty program

Distributing samples is one of the ______ costly sales promotion tools and also one of the _______ effective.

most; most

The prelaunch campaign was ________ for Ford and the Fiesta agents.

mutually advantageous

Specialty television channels like Home and Garden TV, and specialty magazines such as Skateboarder or Cosmo Girl all provide examples of _______ media.

niche

Firms often use _______ advertising to convince consumers to take action such as switching brands, trying a new product, or even continuing to buy the advertised product.

persuasive

A _____ offers an item for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing.

premium

A ______ offers an item for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing.

premium

Not only did Dole modify its advertising strategy to target a different group of women, but it also modified its ________ to meet this audience's need for convenience.

product

The influence of ______ has become more powerful as consumers have become increasingly skeptical of marketing claims made in other media.

public relations

When the humane society creates and distributes a news release outlining its pet-adoption event with the Coffee Collective, it is considered a form of _.

public relations

The "Indoor Tanning Is Out" campaign is designed to raise awareness of the increased risk of melanoma, the deadliest form of skin cancer, and decrease usage of tanning salons. This is an example of a(n) _____ advertisement.

public service

IKEA advertises throughout the year, but significantly increases its advertising during the back-to-school time frame, thus implementing a _____ advertising schedule.

pulsing

Martha decides that __________ advertising is the best way to reach customers to tell them about the event and her outdoor patio as it is low cost, can target specific audiences, can use sound and humor—given that her message doesn't need any visual element—and doesn't include any complex information. outdoor

radio

As a product in the maturity stage of its life cycle, chewing gum brands would most likely require the use of _____ advertising to prompt purchases.

reminder

When your grocery store places a display of a mature product such as Charmin toilet paper on the end of the paper products aisle, it is using ________ advertising.

reminder

It is in the _____ step of the process of developing an advertising campaign that the metrics are articulated against which advertising success or failure is measured.

set the advertising objectives

A form of sales promotion that offers prizes based on a chance drawing of entrants' names is referred to as a

sweepstake.

The disadvantages of using _______ as a medium are that it can be expensive, it has lots of program options, and it has the potential to increase the awareness of competitor's products.

television

Assessing the effectiveness of an advertising campaign while it is running by monitoring key indicators is referred to as

tracking

Steps in Planning an Ad Campaign

1. Identify target audience 2. Set advertising objectives 3. Determine the advertising budget 4. Convey the message 5. Evaluate and select media 6. Create advertisements 7. Assess impact 1. Working Women 2. Inform Target market about product benefits 3. Funding for TV/print production 4. Fun, healthy, on the go 5. Buy TV Time Slots 6. Life is Sweet Theme 7. Sales Volume Growth

_______ is a tool used to communicate the distinct attributes of a product; it can be used as a slogan or a theme and often becomes a snapshot of the entire advertising campaign.

A unique selling proposition

Pretesting, posttesting, and tracking most likely occur during which step of designing and executing an advertising campaign?

Assess impact

Chili's partnership with St. Jude's Research Hospital is one of the most successful ___________ efforts (commercial activity in which businesses and charities form a partnership to market an image, product, or service for their mutual benefit) in history.

cause-related marketing

A _______ refers to a brand-sponsored competition that requires some form of skill or effort.

contest

When two or more firms join to reach a specific target market, it is referred to as

cross-promoting.

Coppertone uses a _____ advertising schedule, where it advertises heavily in the months leading up to and during the summer, with no advertising after the season ends.

flighting

When the Coffee Collective purchases advertisements on the radio announcing its new patio for dog-loving coffee drinkers, this would be a form of _________ advertisement.

informational

Advertisers count on two categories of appeals to portray their products and persuade consumers to buy them: _______.

informational and emotional

Retailers would most likely use ________ advertising to tell their customers about an upcoming sales event or the arrival of new merchandise.

informative

Determining what the company wants the target market to know about its product or service that will get them interested enough to buy is generally finalized during which step of designing and executing an advertising campaign?

Convey the message

Dole targeted its audience with the idea that "Dole Fruit Bowls are fun to eat, healthy, and great on the go." This was a deviation from its traditional strategy of focusing on recipes. Dole's "Life is Sweet" campaign represents which step of designing and executing a successful advertising program?

Convey the message.

_______ appeals attempt to create a bond between the buyer and the brand that satisfies the consumer's emotional desires.

Emotional

Allstate's relationship with the Allstate Sugar Bowl college football game is an example of which PR tool?

Event sponsorship

_______ appeals encourage consumers to evaluate the brand favorably by highlighting the key benefits that the product and service provides.

Informational

As a means to reach large numbers of anonymous audience members, USA Today newspapers are considered to be which of the following types of media?

Mass media

_______ channels are ideal for reaching large numbers of consumers, _______ channels are used to reach a narrower segment of the population.

Mass media; niche media

Brochures, special-purpose single-issue books, and pamphlets fall under which element of public relations?

Publications

Why was it necessary for Ford to have a prelaunch campaign?

To increase awareness

Why was it important to Ford for its agents to have "followers"?

To maximize reach potential

Who is the intended target audience for Dole's Fruit Bowls?

Working women, ages 25-54

When the NFL pairs up with the United Way to promote healthier lifestyles for kids and teens, it is an example of _______.

a public service announcement

_______ advertising generally occurs in the growth and early maturity stages of the product life cycle, when competition is most intense, and attempts to accelerate the market's acceptance of the product.

Persuasive

By offering a free dog biscuit with each cup of coffee, the Coffee Collective entices customers to visit its shop during the pet-adoption event. This represents what type of sales promotion?

Premium

"Best Price in Town," and "Bargain of the Year'' are examples of ________, which is the legal exaggeration of praise, stopping just short of deception.

Puffery

What type of advertising is most often used for products that have gained market acceptance and are in the maturity stage of their life cycle?

Reminder

In which stage of designing and executing an advertising campaign would a marketer develop an advertising plan?

Set advertising objectives

The ______ is the primary enforcement agency for most mass media advertising.

Federal Trade Commision

Regulation of satellite radio company Sirius XM would be done by the _______.

FCC (Federal Communications Commission)

The _______ regulates the labeling and inserts on primary and secondary packaging, including warning labels and dosage instructions, and defines the criteria a product must meet to label something as "light," "organic," or "fat free."

FDA

Conducting market research to understand which consumers are most likely to want, need, and buy a firm's products would take place during which step of designing and executing an advertising campaign?

Identify the target audience

Which type of advertising medium has the advantage of being highly flexible and interactive?

Internet

The Fiesta Movement created history for Ford as a change agent. Why?

It altered Ford's marketing future.

Why was the prelaunch campaign so vital to Ford Fiesta's success?

It clearly defined the product.

Why would Ford want to be associated with websites like "Will It Blend?"

It created a cult-like following.

During election periods, political candidates would most likely use _______ appeals in an attempt to get voters on their side and paint a grim picture of the opponent to make voters question their opponent's agenda.

fear

The _____ enforces truth in advertising laws and defines deceptive and unfair advertising practices.

Federal Trade Commission

Which agency enforces truth in advertising laws and defines deceptive and unfair advertising practices?

Federal Trade Commission

Dole originally aimed the Fruit Bowls toward moms with small children but quickly adapted once it realized on-the-go professional women were responding to the product as well. In doing so, Dole was reacting to one of the foundations of the advertising process, which is to ___________.

identify the target audience

The ultimate goal of _______ advertising is to help the public through the steps of the buying cycle all the way to an actual purchase.

informative

Because the Fruit Bowls were new to the market, Dole's initial advertising objectives focused on ______ its audience about the product.

informing

During which stage of designing and executing an advertising campaign would a firm's creative department translate the company's message into something that consumers will understand, pay attention to, and remember favorably?

Create advertisements

When a company wants to create and build brand awareness, it would use _____ advertising.

informative