Smartbook Chapter 19 - MKTG 321

A(n) _____ is an offer that reduces the price of specific items at the point at which the items are purchased.

Coupons

One of the great advantages of ____ is that they stimulate demand for both new and existing, mature products.

Coupons

During the ad ____ state, an advertiser will decide how the message and appeal of an ad can be creatively translated into words, pictures, colors, and/or music.

Creation

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

Advertisers combine two main types of appeals: informational and ____.

Emotional

FTC (Federal Trade Commission)

Enforces federal consumer protection laws.

Which federal agency has the general purpose of regulating interstate and international communications?

FCC

Which federal agency has the general purpose of regulating food, supplements, drugs, cosmetics, medical devices, biologics, and blood products?

FDA

True or false: The advertising budget should remain the same throughout the course of the product life cycle.

False

Persuasive advertising most often occurs in which state of the product life cycle?

Growth

Which of the following is NOT a type of appeal used by advertisers?

Hypothetical

During the early states of a product's life cycle, _____ advertising should be used in order to create and build brand awareness.

Informative

When an advertising campaign is first launched for a new product, which type of advertising would be more appropriate, given the objective of building awareness?

Informative

Which of the following is true of cross-promotion?

It is most successful when both firms have identical target markets.

_____ media channels, which include radio and television, are a good way to reach large numbers of anonymous audience members.

Mass

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 televesion or in print, the advertiser is deciding on which ____ to use.

Medium

A part of the communication mode, the ____ provides the target audience with reasons to respond in the desired way.

Message

Firms must provide the target audience with reasons to purchase their products or services. These reasons are conveyed through the ____.

Message

Product _____ is when marketers display their products in nontraditional situations, such as in a scene in a movie or television show a prop or accessory.

Placement

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

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

Samsung's advertising campaign to introduce the Galaxy S4 smartphone 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

______ _______ involves the management of communications and relationships to achieve various objectives within a given firm or institution.

Public Relations

If an advertiser wants to use a jingle in an ad but is looking to minimize cost, which of the following media outlets would probably be most suitable?

Radio

FDA (Food and Drug Administration)

Regulates food, dietary supplements, drugs, cosmetics, medical devices, biologics, and blood products.

FCC (Federal Communications Commission)

Regulates interstate and international communications by radio, television, wire, satellite, and cable.

Products that are in the maturity state of their life cycles and have established market acceptance will often use ____ ads so as to continuously stay in the minds of the customer.

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

Firms conduct market _____ to identify their target audience and to help set the tone for their advertising program.

Research

When a firm tries to encourage consumers directly to purchase a particular product or service by offering some sort of 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

Which of the following sales tactics offers potential customers the opportunity to try a product or service before they make a buying decision?

Sampling

True or false: Product placement occurs in nontraditional marketing

True

A firm would likely decide to use persuasive advertising for which of the following product situations? a. A brand that the firm wishes to reposition. b. A product category in the growth or early maturity state of the product life cycle. c. A product category where competition is not yet established. d. A product category where competition is intense.

a. A brand that the firm wishes to reposition. b. A product category in the growth or early maturity state of the product life cycle. d. A product category where competition is intense.

Which of the following are key components of an advertising plan? a. Analyze the marketing and advertising situation. b. Identify the objectives of the advertising campaign. c. Indicate how the firm can determine whether the campaign was successful. d. Follow the same strategies for all campaigns.

a. Analyze the marketing and advertising situation. b. Identify the objectives of the advertising campaign. c. Indicate how the firm can determine whether the campaign was successful.

Which of the following activities are under the purview of public relations? (choose multiple) a. Building a positive image of the firm. b. Handling unfavorable press. c. Handling distribution costs for products. d. Maintaining positive relationships with the media. e. Coming up with product claims in advertising.

a. Building a positive image of the firm. b. Handling unfavorable press. d. Maintaining positive relationships with the media.

A(n) ____ plan identifies the objectives of the advertising campaign and clarifies the strategies which will be used to accomplish the objectives.

advertising

Unlike PR, _____ is a paid form of communication, delivered through media from an identifiable source.

advertising

Which of the following products would benefit most from a continuous type of advertising schedule? a. Coppertone sunscreen b. Bud Lite beer c. Purdue turkeys d. K2 snowboards

b. Bud lite beer

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? a. It does not reach a lot of people. b. It may increase awareness of competitors' products. c. It is relatively inflexible. d. It is expensive to use.

b. It may increase awareness of competitors' products. d. It is expensive to use.

Media that are appropriate for trying to reach large numbers of anonymous audience members include which of the following? a. Personalized websites b. Radio c. Newspapers d. Sales personnel

b. Radio c. Newspapers

Advertising is a paid form of communication, delivered through media from an identifiable source, about which of the following? a. Medium b. Service c. Product d. Idea

b. Service c. Product d. Idea

A(n) _____ refers to a brand-sponsored competition that requires some form of skill or effort.

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(n) _____ is a type of sales promotion that offers prizes based on a chance of drawing an entrant's name and requires nothing more than the purchase of a ticket or a filed-out form on the part of the consumer

sweepstakes

In order for an advertising program to succeed, the advertiser must accurately and effectively identify its ______ audience.

target

Which of the following best describes when an ad campaign should be assessed?

At all points of a campaign

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 ______.

Contest

What type of advertising schedule has advertisers running their ads throughout the year?

Continuous

Which of the following is true of the process of determining an advertising budget? a. The budget should be uniform for all products within the firm. b. Advertising spending should depend on the previous year's sales volume. c. The budget should be relatively uniform throughout the product's life. d. Firms must understand how advertising will help them meet objectives. e. Advertising spending will fluctuate over the course of the product life cycle.

d. Firms must understand how advertising will help them meet objectives. e. Advertising spending will fluctuate over the course of the product life cycle.