Marketing Chapter 15

When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ____

comparative advertising

Which of the following is illustrated by an amateur 30-second video, developed by a consumer, telling the story of the online crafts marketplace, Etsy.com

consumer-generated messages

logos, uniforms, brochures, and company trucks are all examples of ___ materials that can be used to help a company create a visual image which the public can immediately recognize.

corporate identity

Developing an effective message strategy begins with identifying ____ that can be used as advertising appeals.

customer benefits

When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

informative advertising

One of the functions performed by a PR department is ___, which involves building and maintaining relations with legislators and government officials to influence legislation and regulation.

lobbying

The decisions about impact and engagement of an advertisement fall into the category of _____ decisions.

media

A product in the maturity stage will most likely require ____ advertising.

reminder

In the context of media timing, ____ means making decisions on scheduling ads either following the seasonal pattern, opposing the seasonal pattern, or being the same all year.

seasonal advertising

A pharmaceutical ad features a renowned heart surgeon describing the benefits of a medication. Which of the following message execution styles is illustrated in this example?

testimonial evidence