Marketing 341 UNL exam 3 Chapter 12

1. Which of the following is not one of the four important decisions made when developing an advertising program? a. setting advertising objectives b. setting the advertising budget c. developing advertising strategy d. selecting a target market e. evaluating advertising campaigns

Evaluating advertising campaigns

1. Advertising is used mostly by not-for-profit organizations, professionals, and social agencies to promote their various causes to target publics.

False

1. In advertising strategy, the creative department first creates good advertisements, and then the media department selects the best media, a system that almost always works very well.

False

1. In small and large companies, advertising is typically handled by an individual or team in the sales department.

False

1. Informative ads are used primarily in the growth stage of the product life cycle.

False

1. Integrated marketing communications allows for brand messages to be developed by different departments within an organization.

False

1. Mass marketers can expect consumers to distinguish between commercial message sources to maintain a clear image of a company and its brands.

False

1. Pulsing means scheduling ads evenly over a given period of time.

False

1. Reach is a measure of how many times the average person in the target market is exposed to the message.

False

1. Slice of life, lifestyle, and personality symbol are all execution styles used in public relations.

False

1. The communication effects of ads and ad campaigns are more difficult to measure than the sales and profit effects.

False

1. Though mass marketing was effective in past decades, large companies no longer routinely invest large chunks of their advertising budgets in mass-media outlets such as television and magazines.

False

1. Ads that are built around dream themes use which type of execution style? a. mood or image b. musical c. fantasy d. slice of life e. scientific evidence

Fantasy

1. Traditionally, the creative department developed good advertisements, and then the media department selected the best media for carrying those advertisements to desired target audiences. This often caused ________. a. sales promotions b. friction c. advertising specialty d. integrated service e. marketing myopia

Friction

1. To succeed, an advertisement must ________. have a significant budget have a high entertainment value have a high frequency make a meaningful appeal gain attention and communicate well

Gain attention and communicate well

1. In an ad, the second thing the reader typically notices is the ________, which must effectively entice the target audience to read the block of text. a. copy b. illustration c. headline d. advertising specialty e. color

Headline

1. _____ is used heavily when introducing a new product category. The objective is to build primary demand. a. Persuasive advertising b. Informative advertising c. Comparative advertising d. Patronage advertising e. Institutional advertising

Informative advertising

1. ______ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time. a. Reach b. Qualitative value c. Format d. Premium e. Frequency

Reach

1. A product in the maturity stage may require ________ advertising. a. informative b. comparative c. persuasive d. reminder e. cooperative

Reminder

1. "Buy it now" is the message of ________. a. personal selling b. advertising c. a nonpersonal communication channel d. sales promotion e. publicity

Sales promotion

1. _____ consists of short-term incentives to encourage the purchase or sale of a product or service. a. A patronage reward b. A segmented promotion c. Advertising d. Sales promotion e. Publicity

Sales promotion

1. The use of short-term incentives to encourage the purchase or sale of a product or service is called ________. a. direct marketing b. sales promotions c. personal selling d. public relations e. publicity

Sales promotions

1. One way to measure the ________ effect of advertising is to ________ past sales and past advertising expenditures. a. sales; compare b. promotion; disregard c. copy; disregard d. sales; disregard e. profit; identify

Sales; compare

1. The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate its assumptions about the relationship between dollars spent and promotion results.

True

1. The percentage-of-sales method of setting an advertising budget wrongly views sales as the cause of promotion rather than the result.

True

1. The three characteristics for advertising appeals are meaningful, believable, and distinctive.

True

Vast improvements in information technology are speeding the movement toward segmented marketing

True

1. The big idea or the creative concept may emerge as a(n) ________, a phrase, or a combination of the two. a. appeal b. visualization c. differentiation d. verbalization e. statement

Visualization

1. Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals. a. sales promotions b. premium promotions c. advertising specialties d. customer benefits e. emotions

Customer benefits

1. Advertising media costs ________ from country to country. a. differ vastly b. remain about the same c. use POP promotions d. are impossible to compare e. are usually comparable

Differ vastly

1. For a long time, _____ has/have dominated in the media mix of national advertisers. a. the Internet b. newspapers c. television d. radio e. direct mail

Direct Mail

1. Which type of promotional tool is nonpublic, immediate, customized, and interactive? segmented advertising sales promotions public relations brand contacts direct marketing

Direct marketing

1. Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy. pull; push push; pull pulse; pull continuity; pulse pulse; continuity

pull; push

1. The media planner needs to know the reach, frequency, and impact needed to achieve an advertising objective.

True

1. The goal of ________ is to make ads themselves so entertaining or useful that people want to watch them. branded entertainment advertainment audience engagement continuity scheduling pulse scheduling

Advertainment

1. Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. a. sales promotion b. direct marketing c. advertising d. personal selling e. public relations

Advertising

1. _____ can be classified by primary purpose—whether the aim is to inform, persuade, or remind. a. Advertising objectives b. Advertising budgets c. Advertising strategies d. Advertising campaigns e. Advertising logos

Advertising objectives

1. _____ define the task that advertising must do with a specific target audience during a specific period of time. a. Advertising objectives b. Advertising budgets c. Advertising strategies d. Advertising campaigns e. Message decisions

Advertising objectives

1. Using the ________ method for setting an advertising budget, the company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising. a. percentage-of-sales b. affordable c. competitive-parity d. objective-and-task e. moving-average

Affordable

1. In selecting media vehicles, the planner must balance media cost measures against several media impact factors. First, the planner should balance costs against the media vehicle's ________. a. audience quality b. audience attention c. editorial quality d. timing e. pass-along audience

Audience quality

1. After creating message strategy statements, the advertiser must develop a compelling ________ that will bring the message strategy to life in a distinctive and memorable way. a. big idea b. customer strategy c. customer benefit d. execution style e. media vehicle

Big Idea

1. Product placement in television programs and movies is an example of ________. branded entertainment advertainment brand contact audience engagement pulsing

Branded entertainment

1. Companies often fail to integrate their various communications to consumers because ________. historically, consumers have been able to distinguish between message sources advertising departments are reluctant to work with public relations professionals communications often come from different parts of the company personal selling and sales promotion are in direct conflict they have failed to understand the concept of brand contact

Communications often come from different parts of the company

1. Persuasive advertising becomes ________ when a company directly or indirectly compares its brand with one or more other brands. a. informative advertising b. reminder advertising c. comparative advertising d. POP promotion advertising e. institutional advertising

Comparative advertising

1. Which method of setting an advertising budget relies on analyzing competitors' spending? affordable method percentage-of-sales method competitive-parity method objective-and-task method integrated method

Competitive-parity method

1. The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact. What is not included in the entire marketing mix? a. product b. competitor c. price d. place e. promotion

Competitor

1. The Internet, video on demand, and DVRs (digital video recorders) present which of the following problems for marketers? Consumers are watching less television. Consumers have difficulty attending to specific advertising messages due to advertising clutter. Audiences are less interested in media consumption. Consumers have more choices about what to watch or not watch. Television advertising is becoming more expensive.

Consumers have more choices about what to watch or not watch

1. _____ means scheduling ads evenly within a given period. ________ means scheduling ads unevenly over a given time period. a. Pulsing; Continuity b. Continuity; Hard hitting c. Continuity; Pulsing d. Pulsing; Hard hitting e. Sequencing; Routing

Continuity; pulsing

1. Logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company trucks are all examples of ________ that can be used to help a company create an identity that the public immediately recognizes. direct marketing social marketing public service activities corporate identity materials special events

Corporate identity materials

1. The media planner looks both at the total cost of using a medium and at the _____. a. cost per thousand persons reached b. cost of premium offers c. cost of the magazine it is using d. opportunity cost e. continuity cost

Cost per thousand persons reached

1. Mass markets have fragmented; thus, marketers are shifting away from mass marketing.

True

1. Which of the following is not one of the major steps in media selection? a. deciding on reach, frequency, and impact. b. choosing among major media types. c. selecting specific media vehicles. d. deciding on format elements. e. deciding on timing

Deciding on format elements

1. Advertising has some shortcomings. What is not one of them? a. It is impersonal. b. It can be very costly. c. It slowly reaches many people. d. It carries on one-way communications. e. It does not make audiences feel the need to respond.

It slowly reaches many people

1. A term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching customer with more engaging messages is ________. Madison & Vine Wall St. & Fifth Ave Buzz marketing opinion leaders DVR zap

Madison & Vine

1. Which of the following is not an example of a specialized and highly-targeted media that an advertiser might use to reach smaller customer segments? cable television channels e-mail podcasts magazines product placement in video games

Magazines

1. To produce better communications consistency, a unified company image, and greater sales impact, some companies hire a(n) ________. advertising agency marketing communications director public relations specialist personal sales force media planner

Marketing communications director

1. Which of the following is not a factor in the changes occurring in today's marketing communications? a. Mass markets have fragmented, and marketers are shifting away from mass marketing. b. Changes in communication technologies are changing how companies and customers communicate with each other. c. Mass-media companies routinely invest millions of dollars in the mass media. d. Mass media no longer capture the majority of promotional budgets. e. Consumers are better informed about products and services.

Mass media no longer captures the majority of promotional budgets

1. Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________. the affordable method of setting a promotion budget the competitive-parity method of setting a promotion budget using humor to capture audience attention and interest implementing branded entertainment media planning

Media Planning

1. Which of the following functions is least likely to be performed by a public relations department? a. product publicity b. lobbying c. public affairs d. investor relations e. media vehicle selection

Media vehicle selection

1. ER and ABC World News Tonight are both examples of ________, specific media within each general media type. a. editorial quality b. audience attention c. media vehicles d. advertising specialty e. micromedia

Media vehicles

1. _____ is the first step in creating effective advertising messages—deciding what general message will be communicated to consumers. a. Eliminating advertising clutter b. Message strategy c. Media opportunity d. Rewarding consumers e. Selecting the medium

Message Strategy

1. _____ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress. a. Sales promotions b. Message strategy statements c. Creative concept statements d. Big idea statements e. Branded entertainment plans

Message strategy statements

1. Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. All of the following benefit greatly from this shift, except ________. a. outdoor advertising b. cable television c. network television d. digital satellite television systems e. Internet advertising

Network television

1. The most logical budget-setting method is the ________ method because it is based on accomplishing specific promotion goals. a. percentage-of-sales b. affordable c. competitive-parity d. objective-and-task e. exponential smoothing

Objective-and-task

1. Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result. a. percentage-of-sales b. affordable c. competitive-parity d. objective-and-task e. regression

Percentage-of-sales

1. Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions? mass-market advertising segmented advertising sales promotion public relations personal selling

Personal selling

1. _____ is the company's most expensive promotion tool. a. Advertising b. Personal selling c. Mass media d. Public relations e. Publicity

Personal selling

1. _____ becomes more important as competition increases. The company's objective is to build selective demand. a. Persuasive advertising b. Informative advertising c. POP promotion advertising d. Patronage advertising e. Reminder-oriented advertising

Persuasive advertising

1. Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of ________. a. outdated business ethics b. press relations c. press agencies d. public relations e. a mass market strategy

Public relations

1. Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events? a. sales promotion b. personal selling c. direct marketing d. public relations e. direct marketing

Public relations

1. _____ use several tools, including the news, speeches, and special events. a. Advertising agencies b. Advertising specialists c. Public relations professionals d. Computer programmers e. Media planners

Public relations professionals

1. Which promotional strategy calls for spending a lot on advertising toward final consumers? push blitz pull buzz pulse

Pull

1. Scheduling ads unevenly, or ________, builds awareness that is intended to be carried over to the next advertising period. a. continuity b. pulsing c. hard hitting d. sequencing e. segmenting

Pulsing

1. Which promotional strategy relies mostly on personal selling and trade promotion toward market channel members? push blitz pull buzz pulse

Push

1. The advertiser must decide on the desired media impact, known as the ________ of a message through a given medium. a. reach b. illustration c. qualitative value d. copy e. frequency

Qualitative value

1. Which of the following is an element of developing an advertising strategy? a. selecting advertising media b. using sophisticated statistical models c. setting advertising objectives d. evaluating advertising campaigns e. setting the advertising budget

Selective advertising media

1. Which of the following is not an aspect of the promotion mix? advertising sales promotions public relations strategic positioning direct marketing

Strategic positioning

1. Sales promotion includes a wide assortment of tools. Which is not one of these tools? a. contests b. premiums c. telephone surveys d. coupons e. cents-off deals

Telephone surveys

1. All of the following are reasons that marketers are losing confidence in television advertising except ________. mass media costs continue to increase television offers a high cost per exposure many viewers are using video on demand and TiVo-like systems younger consumers are using different media audience size is on the decline

Television offers a higher cost per exposure

1. Which of the following is not a reason that the use of public relations by companies has often been limited and scattered? The cost of public relations can be prohibitive. The public relations department is usually located at corporate headquarters. Many public relations professionals see their jobs as simply communicating, not necessarily brand building. The public relations department is busy dealing with stockholders, employees, government officials, the press, and other publics. Communication between marketing managers and public relations specialists can be difficult.

The cost of public relations can be prohibitive

1. New communications technologies such as cell phones and the Internet give companies new media for interacting with targeted consumers, but these new technologies also give consumers more control of the advertising messages they receive.

True

1. Scientific evidence is the execution style used when Subway advertises six subs for under six fat grams.

True

1. Technical expertise, scientific evidence, and testimonial evidence are all examples of the execution styles that creative teams use in advertising products.

True

1. A company decides on its promotion budget by using four common methods to set the total budget for advertising. What is not one of these methods? a. the affordable method b. the percentage-of-sales method c. the integrated method d. the competitive-parity method e. the objective-and-task method

The integrated method

1. Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information. public relations direct marketing the Internet and other technologies mass market media informative advertising

The internet and other technologies

1. In the "chaos scenario" predicted by some advertising industry experts, the old mass-media communications model will be increasingly abandoned in favor of ________. public relations direct marketing push and pull strategies the possibilities of new digital technologies buzz marketing

The possibilities of new digital technologies

1. A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________. a. direct marketing b. integrated marketing c. the promotion mix d. competitive marketing e. target marketing

The promotion mix

1. With the use of integrated marketing communications, a company's mass-market advertisements, Web site, e-mail, and personal selling communications all have ________. equal portions of the advertising budget independent communications directors separate marketing objectives the same target audience the same message, look, and feel

The same message, look, and feel

1. Advertising appeals should have three characteristics. Which is not one of these characteristics? a. They should be meaningful. b. They must be believable. c. They must show lifestyle. d. They should be distinctive. e. They should position the brand.

They must show lifestyle

1. A company's total marketing communications mix is also called its promotion mix.

True

1. A specific communication task to be accomplished with a specific target audience during a specific period of time is called an advertising objective.

True

1. Because of advertising's public nature, consumers tend to think of large-scale advertised products as more legitimate.

True

1. If the pull strategy is effective, consumers will then demand the product from channel members, who will in turn demand it from producers.

True

1. The copy is the main block of text in an ad.

True

1. Which of the following is not a benefit of standardized global advertising? a. lower advertising costs b. greater global advertising coordination c. appeal to different demographics differ d. consistent worldwide image e. coordinated message between mass media outlets and online advertising

appeal to different demographics differ

1. Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies. a. marketing; media b. media; sales c. narrowcasting; broadcasting d. broadcasting; narrowcasting e. advertising; word-of-mouth

broadcasting; narrowcasting

1. Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________. communications channels that should be integrated under the concept of integrated marketing communications. communications channels focused more on narrowcasting than broadcasting promotional tools used for push strategies but not pull strategies promotional tools used for pull strategies but not push strategies promotional tools adapted for use in mass marketing

communications channels that should be integrated under the concept of integrated marketing communications

1. The concept of ________ marketing communications suggests that the company must blend the promotion tools carefully into a coordinated ________. a. affordable; promotion mix b. integrated; message c. mass; integration d. segmented; brand image e. brand contact; image

integrated; message

1. After determining its advertising objectives, the company's next step in developing an advertising program is to ________. a. set its advertising budget b. use advertising specialty c. use cash refund offers d. use coupons e. develop its message decisions

set its advertising budget

1. _____ is the message execution style that depicts one or more typical people using the product in a normal setting. a. lifestyle b. fantasy c. slice of life d. personality symbol e. testimonial evidence

slice of life