MKT 3013 Chapter 18
Which of the following activities are part of public relations?
-Building a positive image of the firm -Handling unfavorable press -Maintaining positive relationships with the media
Which of the following are reasons that PR has become more influential?
-Consumers have become increasingly skeptical of marketing claims. -PR is considered by many to be more credible than marketing.
Which of the following federal agencies regulate advertising?
-FTC -FCC -FDA
List in chronological order the different stages for advertisers in assessing an advertising campaign, starting with the first stage at the top.
-pretesting -tracking -posttesting
In the second step taken to convey the message, what do marketers do?
Decide what appeal would be most effective
________ service advertising represents a form of social marketing undertaken to address social issues.
Public
True or false: Product placement occurs in nontraditional marketing situations.
True
True or false: Public service announcements are part of a PR toolkit.
True
During the early stages of a product's life cycle, ________ advertising should be used in order to create and build brand awareness.
informative
Firms conduct market ________ to identify their target audience and to help set the tone for their advertising program.
research
Which of the following claims would be identified as puffery?
-"Better Ingredients. Better Burgers." -"World's Best Coffee."
A firm would likely decide to use persuasive advertising for which of the following product situations?
-A product category where competition is intense -A product category in the growth or early maturity stage of the product life cycle -A brand that the firm wishes to reposition
Which of the following are part of the process of determining an advertising budget?
-Advertising spending will fluctuate over the course of the product life cycle. -Firms must understand how advertising will help them meet objectives.
Which of the following would typically be part of a PR toolkit?
-Annual reports -Brochures -Press kits -News releases
Which of the following are considered long-term strategies for building customer faithfulness?
-Contests -Loyalty programs
The FTC, FCC, and FDA are essential federal agencies that help to regulate advertising. Match the federal agency with its specific jurisdiction.
-FTC: Defines deceptive and unfair advertising practices Defines deceptive and unfair advertising practices -FCC: Enforces laws that prohibit or limit obscene, indecent, or profane language Enforces laws that prohibit or limit obscene, indecent, or profane language -FDA: Regulates package labeling and definition of terms (e.g., light, organic) and requires disclosure statements (e.g., warning labels, dosage requirements)
Which of the following are key components of an advertising plan?
-Indicate how the firm can determine whether the campaign was successful -Identify the objectives of the advertising campaign -Analyze the marketing and advertising situation
Which of the following are types of appeals used by advertisers?
-Informational -Emotional -Persuasive
Television is one of the most effective media outlets an advertiser can use in executing an ad campaign. There are, however, downsides to using this approach. Which of the following is a disadvantage of using television?
-It is expensive to use. -It is expensive to use.
Media that are appropriate for trying to reach large numbers of anonymous audience members include which of the following?
-Newspapers -Radio
When implementing a push strategy, the producer will focus on promoting to which of the following groups?
-Salespeople -Retailers -Wholesalers
What is the most visible form of marketing communications?
Advertising
What type of appeal usually helps consumers understand the facts of a product and view the brand favorably?
An informational appeal
Which of the following best describes when an ad campaign should be assessed?
At all points of a campaign
Which of the following is intended to elaborate on the interest generated by the visual and headlines in an ad?
Body copy
Which of the following products would benefit most from a continuous type of advertising schedule?
Bud Lite beer
Which of the following exemplifies a pull IMC strategy?
Budweiser buys 8 ads in the Super Bowl at $3M each.
Which of the following products would be best suited for a flighting advertising schedule?
Cadbury Easter eggs
Which step in the advertising process has become particularly difficult when trying to reach young, Millennial consumers?
Capturing their attention
______ marketing refers to commercial activity in which businesses and charities form a partnership to market an image, product, or service for their mutual benefit
Cause-related
______ marketing refers to commercial activity in which businesses and charities form a partnership to market an image, product, or service for their mutual benefit.
Cause-related
Suppose that for every pair of Nike shoes sold, Nike donates a percentage of the sales price toward funding high school athletics. This process is an example of which of the following?
Cause-related marketing
What is the most important element to consider for firms that intend to use multiple media to deliver an advertisement?
Consistency
Imagine that you have been assigned to market a cleaning product. Which of the following best describes the disadvantage of using coupons as a sales promotion strategy for such a product?
Consumers might stock up on the cleaning product now and not buy more later.
What type of advertising schedule is best suited for products and services that are consumed regularly at relatively steady rates?
Continuous
At what stage does an advertiser decide how the message and appeal of an ad can be creatively translated into words, pictures, colors, and/or music?
Creation stage
If an advertiser is assessing an advertisement's impact for the product after it has been advertised (posttesting), then in what activity is the advertiser most likely engaged?
Evaluating the overall sales changes in the product and/or service that was advertised
Which federal agency has the general purpose of enforcing federal consumer protection laws?
FTC
True or false: Advertisers assess a campaign only after the ad has run.
False
True or false: It is relatively easy to determine the sales impact of an advertising campaign.
False
True or false: The advertising budget should remain the same throughout the course of the product life cycle.
False
FCC stands for the ________ ________ ________
Federal Communications Commission
Persuasive advertising most often occurs in which stage of the product life cycle?
Growth
In print advertising, what visual element is meant to draw the eye's attention first?
Headline
When developing an ad campaign firms must ensure that they apply many of the ______ strategies.
IMC
Which of the following is NOT an appropriately stated objective for an advertising campaign?
Increase the company's profitability.
When an advertising campaign is first launched for a new product, which type of advertising would be most appropriate, given the objective of building awareness?
Informative
What is another term for maintaining consistency across styles when using multiple media?
Integrated marketing
Which of the following is true of cross-promotion?
It is most successful when both firms have identical target markets.
Which of the following is true of advertising?
It is the most visible form of marketing communications.
Which of the following sales promotion strategies is a long-term strategy to retain customers?
Loyalty programs
________ media channels, which include radio and television, are a good way to reach large numbers of anonymous audience members.
Mass
In creating a good advertisement, what must the execution style match?
Medium and objectives
Envision you are shopping online at Amazon. Just as you finalize all your purchases in your shopping cart, you are given the option of free shipping if you add just six more dollars to your current total. Similar to the candy bars we grab at a grocery store's checkout aisle, this sales promotion offered online in the checkout screen is known as a ______.
POP display
Imagine that for the next Madden video game, a marketer decides to put Peyton Manning on the package's cover and to run an ad campaign on television. After the advertisement has run its course, EA Sports (the maker of the game) assesses how many video game copies it sold during the campaign. What is this process called?
Posttesting
Imagine that Johnson & Johnson is about to begin developing an ad campaign for a new product line of body washes. Before doing so, they make sure that the various elements for this ad campaign are in place in an organized, integrated, and sensible fashion before moving on. What is this process called?
Pretesting
________ refers to the assessments performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do.
Pretesting
Lupita Nyong'o drew a lot of attention to the Ralph Lauren brand by wearing one of its cocktail dresses at the Golden Globes. Shortly after, Ralph Lauren enjoyed a spike in sales. This phenomenon is an example of which of the following?
Public relations
Which type of advertising is used when the aim is to improve society and generate awareness about various issues?
Public service
________ is the legal exaggeration of praise, stopping just short of deception.
Puffery
IKEA maintains a steady level of advertising throughout the year but also tends to increase its advertising frequency in August, when college students are heading back to school. What is the name of this advertising schedule?
Pulsing
Which media outlet is a good choice for grocery and fast food advertisements because many consumers decide what to buy while enroute to the store?
Radio
Which of the following sales tactics offers potential customers the opportunity to try a product or service before they make a buying decision?
Sampling
Which of the following best describes a good advertising campaign objective?
Specific and measurable
Why is measuring the sales impact of an ad campaign difficult for firms?
The ad may not have been the only factor that influenced consumers' choices during the ad campaign.
What has been the result of changes in how consumers use media and the increase in the number of available communication channels?
The job of advertisers is more challenging.
Marketers work to determine the key message they want to send to whom?
The target audience
Imagine that McDonald's decides to run a print ad campaign for one month in a specific region's newspapers. While the ad is being run in the newspapers, McDonald's monitors any changes in weekly sales for their franchises in that specific region. What is this process called?
Tracking
________ refers to monitoring the key indicators while an advertisement is running, such as daily or weekly sales volume, to shed light on any problems with the message or the medium.
Tracking
True or false: When public relations people arrange for a celebrity to wear designer fashion, both parties benefit.
True
When an advertiser is assessing an advertisement's impact through pretesting, what is most likely to be measured?
Whether or not the various elements in the proposed ad match the intended message
Sales of what type of product would benefit most from using coupons?
Yogurt
The final product in an IMC campaign, the one the consumer sees, is the ______.
advertisement
A(n) ________ plan identifies the objectives of the advertising campaign and clarifies the strategies that will be used to accomplish the objectives.
advertising
Unlike PR, ________ is a paid form of communication, delivered through media from an identifiable source.
advertising
The main text portion of print ads is known as ______.
body copy
3M had a "One Million Uses and Counting" promotion such that individuals would post a YouTube video showing their various uses for Post-it Notes for the chance to win a prize. This is an example of a ______.
contest
Doritos allowed consumers to submit their own commercials for the brand, promising to air the best submission during the Super Bowl. This is an example of a ______.
contest
A(n) ________ is an offer that reduces the price of specific items at the point at which the items are purchased.
coupon
One of the great advantages of ______ is that they stimulate demand for both new and existing, mature products.
coupons
A very important consideration for advertisers is to make sure an ad's ______ does not overshadow its ______.
creativity; message
When two or more firms join together to reach a specific target market through a sweepstakes, coupon, or other promotion, this is known as ______.
cross-promotion
A ______ is a promotion that offers a short-term price reduction such as "buy one, get one free."
deal
Using ______ as a type of sales promotion is beneficial because they can encourage consumers to try out a product at reduced risk, but they can be detrimental because they reduce perception of value for the product or service.
deals
If Burger King claims to have the top 1% of all hamburgers, the FTC would probably rule that claim as ______. However, if Burger King says that it has the best hamburgers in the world, the FTC would likely rule that claim as ______.
deceptive; puffery
Advertisers combine two main types of appeals: informational and
emotional
Informational appeals are designed to help consumers make purchase decisions by offering ______.
factual information that paints the product in a favorable and desirable way
A(n) ________ advertising schedule is one where the ad is implemented in strategic spurts, having a period of heavy advertising followed by a period of no advertising.
flighting
The large type in an ad that is designed to draw attention is called a ______.
headline
As the cost of other forms of marketing communications has risen, PR has ______ in relevance for firms.
increased
The Ecomagination campaign, launched by GE, ________ used advertising to appeal to consumers interested in cleaner technologies and green brands.
institutional
The type of advertising that does not focus on promoting specific goods or services but instead attempts to promote an organization or business as a whole is known as ______ advertising.
institutional
As part of a sales promotion program, ________ programs are specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.
loyalty
One of the largest expenses in the advertising budget is the ________ buy, which refers to the actual purchase of airtime or print pages.
media
When a company uses its advertising budget to purchase airtime or print pages, it is conducting a(n) ______ buy.
media
When an advertiser is in the process of creating an ad and is debating whether to run the ad on television or in print, the advertiser is deciding on which ______ to use.
medium
Firms must provide the target audience with reasons to purchase their products or services. These reasons are conveyed through the ______.
message
The ________ provides the target audience with reasons to respond in the desired way.
message
One of the primary characteristics of advertising is that advertising is a ______ form of mass communication.
paid
Product ________ is when marketers display their products in nontraditional situations, such as in a scene in a movie or television show as a prop or accessory.
placement
POP displays stand for ________-of-________ displays.
point;purchase
________ refers to the evaluation of an advertisement's impact after it has already run. This is the final stage of assessment, where advertisers determine the sales and/or communication impact of the ad campaign.
posttest
A ________ is a type of promotion that offers an item for free or for a very low price to reward specific buyer behaviors, such as sampling or testing.
premium
A free perfume offer sent by mail from Victoria's Secret is an example of a ______.
premium
The type of promotion that offers an item for free or at an extreme bargain price to reward a specific buyer behavior is known as a ______.
premium
When a cereal's packaging includes mention of a free toy placed inside the cereal box, this is an example of a ______.
premium
The Kleenex advertising campaign to remind customers to keep a tissue with them is an example of ________-focused advertising.
product
When a company's advertising is focused on informing, persuading, or reminding consumers about the company's specific offerings, it is referred to as ______ advertising.
product-focused
A ______ strategy is designed to motivate consumers to demand products and force the channel to carry and sell the brand, whereas a ______ strategy relies on the channel members to move the brand.
pull; push
A(n) ________ advertising schedule combines the continuous and flighting schedules by maintaining a consistent base level of advertising with periodical increases in advertising intensity at strategic time periods.
pulsing
A(n) ________ strategy is designed to increase demand by motivating sellers, wholesalers, distributors, or salespeople to highlight the product rather than the products of a competitor.
push
A ______ is a sales promotion strategy in which the buyer can redeem a portion of the purchase price from the manufacturer.
rebate
Sometimes, particularly with electronics, consumers have the option to send information to the seller in exchange for cash, thus lowering the final price of the item purchased. This process describes a consumer sending in a ______.
rebate
Public ________ involves the management of communications and relationships to achieve various objectives within a given firm or institution.
relations
Products that are in the maturity stage of their life cycles and have established market acceptance will often use ________ ads so as to continuously stay in the minds of the consumer.
reminder
When products already have solid brand recognition and market acceptance and are in the maturity stage of their life cycles, firms may engage in ______ advertising to continuously stay in the minds of the consumer.
reminder
When a firm tries to encourage consumers to make a direct purchase with the aid of a special incentive, this is known as ______.
sales promotions
When companies try to entice customers to make purchases by offering special incentives or excitement-building programs, including loyalty programs, contests, etc., they are using ________ ________
sales promotions
The distribution of free food products to customers at Costco is the sales promotion tactic known as ______.
sampling
Free samples and point-of-purchase displays are sales promotions designed to increase ______ sales.
short-term
A good guideline for knowing when a claim will be considered puffery versus deception is to examine how ______ the claim is.
specific
Delta ran a sales promotion that featured John Legend performing an in-flight concert. Assuming that participants had to purchase a Delta ticket in order for their names to be entered for a chance to win a seat on the concert plane, this would be an example of a ______.
sweepstakes
Unlike a contest sales promotion, ________ do not require consumers to do anything other than buy a ticket or fill out a form for a chance to win some type of prize.
sweepstakes
In order for an advertising program to succeed, the advertiser must accurately and effectively identify its ________ audience.
target
A common strategy used in differentiating products is by using the ________ selling proposition, which usually will become a common theme or slogan.
unique
When a firm tries to set its product apart from competing products by trying to persuade consumers that its product is special in some way, the firm is promoting the product's ______.
unique selling proposition
