CH. 16

Which of the following statements about the selection of media for advertising is true?

The appeal and executional style of the ad often affect the media selection.

In 2011, advertising expenditures:

increased

The many uses of OxiClean products are shown in a program-length television commercial. This is a(n) _____ form of advertising.

infomercial

Tools for the public relations manager include all of the following EXCEPT:

sales promotions.

Products such as snowblowers, chocolate Easter eggs, mittens, and sunscreen lotion are most likely to be advertised with a _____ media schedule.

seasonal

The biggest category of sponsorships involves _____, which accounts for almost 68 percent of spending in sponsorships.

sports

An emphasis on branding generally begins as firms use _____ advertising.

competitive

How do public relations professionals use Internet Web sites?

-To introduce new products -To promote existing products -To obtain consumer feedback -To showcase upcoming events

About what percentage of consumers uses coupons or discount promotional codes when making purchases online?

50 percent

Which type of consumer sales promotion rewards loyal consumers for making multiple purchases of a particular good or service?

A frequent buyer program

Many advertisements use celebrities who are liked by many people in hopes that consumers will buy the product that the celebrity endorses. Using celebrities to influence consumers to buy the product is an example of which advertising appeal?

Admiration

_____ is any form of impersonal, sponsor-paid, one-way mass communication.

Advertising

Which form of advertising involves an organization expressing its views on controversial issues or responding to media attacks?

Advocacy

Which of the following products is most likely to use a pulsing media schedule?

Band instruments

Which of the following is what consumers will receive or achieve by using a product?

Benefit

Why do many brands with a large market share spend proportionally less on advertising compared to brands with small market share?

Beyond a certain volume of promotion, diminishing returns set in.

Which of the following products is most likely to have a seasonal media schedule?

Charcoal

_____ advertising compares two or more specifically named or shown competing brands on one or more specific attributes.

Comparative

Which of the following statements about comparative advertising is true?

Comparative advertising is regulated by the FTC in the United States.

Which form of advertising is designed to influence demand for a specific brand?

Competitive

What are the two types of sales promotion?

Consumer and trade

_____ advertising is an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand.

Cooperative

_____ is the cost of reaching one member of the target market.

Cost per contact

_____ is used by public relations specialists to handle the effects of unfavorable publicity.

Crisis management

_____ advertising has the advantages of being both timely and geographically flexible.

Newspaper

DAGMAR is an acronym for:

Defining Advertising Goals for Measured Advertising Results.

An ad for Crystal Geyser bottled water shows why and how the bottler supports the reforestation of America's forests. What kind of an advertising appeal is this ad using?

Environmental Consciousness

Allstate Insurance has mostly ditched its famous "in good hands" ads in favor of a character called "Mayhem," who shows up in your life at random — and trashes it. What kind of advertising appeal were these ads using?

Fear

_____ is a measure of the number of times an individual is exposed to a brand message. It is used to measure the intensity of a specific medium's coverage.

Frequency

A print ad for Kraft Capri Sun drink packs says "take a sip of antioxidant protection." What kind of an advertising appeal is this ad using?

Health

Advertising in the form of a 30-minute advertisement that resembles a television talk show is called a(n):

Infomercial

_____ advertising is designed to enhance a company's image rather than promote a particular product.

Institutional

Which of the following statements about online sales promotions is true?

Internet sales promotions are more effective and cost-efficient at generating responses than their off-line counterparts.

How can advertising affect consumers?

It can change negative attitudes to positive ones

Which of the following statements is NOT true about post-campaign evaluation?

Marketers spend little time studying advertising effectiveness because there are so many variables that shape the effectiveness of an ad.

In the 1960s, there were only three television networks and most consumers only received these three channels plus a local channel. Now, consumers have more than 1,600 channels to choose from. This is an example of which problem facing media planners?

Media fragmentation

_____ is the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience.

Media planning

_____ is the way the advertisement portrays its information.

Message execution

Cranium, the Seattle-based toy company, has recently introduced Giggle Gear, a toy designed to let kids' imagination run wild. With the face and headpieces that make up Giggle Gear, kids can change themselves into aliens, fairies, bugs, and robots. What type of advertising will this company be using to promote this new toy?

Pioneering

Which type of advertising is used to stimulate demand for a new product or product category?

Pioneering

_____ are promotional exhibits set up at the retailer's location to build traffic, advertise the product, or induce impulse buying. They are targeted to consumers.

Point-of-purchase displays

Which of the following is a public relations strategy that involves getting a product, service, or company name to appear in a movie or television show?

Product placement

Ads for Brita water filters describe how one Brita pitcher filter can reduce waste by effectively replacing as many as 300 standard plastic water bottles. What kind of appeal is this ad using?

Profit

_____ is the element in the promotional mix that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance.

Public relations

General Motors is offering the sales force at Meers Furniture Emporium a $100 reward for each Chevy Volt sold in the next 30 days. What type of trade sales promotion is the $100?

Push money

_____ measures the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks.

Reach

_____ is marketing communication activities in which a short-term incentive is offered to induce the purchase of a particular good or service.

Sales promotion

Club Penguin is an online role-playing game for kids aged 6 to 14 operated by the Walt Disney Company. Players pay a monthly fee to gain access to all of Club Penguin's feature, although free memberships with limited access to games is also available. Disney offers free membership to Club Penguin in the hope that kids who like the game will ask their parents to pay for the full version. Disney is using which sales promotion tool?

Sampling

Which public relations tool involves a company spending money to support an issue, cause, or event that is consistent with corporate objectives?

Sponsorship

Which of the following statements about contests and sweepstakes is true?

Sweepstakes usually draw about ten times more participants than contests.

Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products?

To achieve a certain minimum level of exposure to measurably affect purchase habits

Gucci, a very expensive brand of clothing and accessories, show beautiful women wearing its products in magazine ads. What kind of an advertising appeal is this?

Vanity and egotism

All of the following would be a target for a trade sales promotion offered by Rubbermaid, a manufacturer of storage and organization products, EXCEPT:

a consumer who needs to organize her college dorm room.

A newspaper ad for General Mills cereal highlights its BoxTop Redemption program in which General Mills donates cash to schools when the schools redeem box tops from General Mills cereal. This ad focuses on:

a product benefit.

The UPS Store's advertising "What Brown Can Do for You" whiteboard campaign tells business consumers that when it comes to getting their products delivered somewhere, UPS can help. The advertising is focusing on:

a product benefit.

Neutrogena offered customers who purchased $30 worth of facial moisturizers, facial cleaners, and facial treatment products a $10 rebate by mail. This is an example of:

a sales promotion.

Arkadium creates games adults and kids can play on the Internet. While people play these games, advertising creatively appears in or around the game. Their clients include General Motors, NBC, Warner Bros., and more. Arkadium is creating _____ to reach target markets for its clients.

advergaming

Placing advertising messages in Web-based or video games to advertise or promote a product, service, organization, or issue is known as:

advergaming

The U.S. Army created a video game called America's Army to boost its recruiting efforts. The game is an example of:

advergaming

Kraft's marketing efforts for its Macaroni & Cheese include television commercial and magazine inserts. These are all activities associated with:

advertising

A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals is referred to as a(n):

advertising campaign.

A(n) _____ is a specific communication task that a campaign should accomplish for a specified target audience during a specified period.

advertising objective

Exxon Mobil has launched a series of ads promoting its commitment to alternative energy sources during a time when the company is recording record profits while consumers struggle with high gas prices and environmentalists are concerned that burning fossil fuels is contributing to the acceleration of global warming. This is an example of _____ advertising.

advocacy

Ads on shopping carts at grocery stores and in screen savers are examples of:

alternative media.

Ads for M&M candy that prominently feature the M&M candies in real-life situations are using a _____ style.

animated product symbol

An advertising _____ identifies a reason for a person to buy a product.

appeal

A feature of a product is called a(n):

attribute

The ability of an advertising medium to reach a precisely defined market is called:

audience selectivity

Media vehicles like People magazine and The Chicago Tribune appeal to a wide cross section of the population. In contrast, Self magazine and The Food Network have high levels of:

audience selectivity.

In advertising, the goal is to sell the _____, not the _____ of a product.

benefits; attributes

The use of trade shows:

can help companies identify new prospects.

All of the following are common types of advertising appeals EXCEPT:

commitment

An ad in which Dunkin' Donuts tells consumers that more "hard-working" people prefer their coffee than the high-priced, "elitist" coffee sold at Starbucks is an example of _____ advertising.

comparative

Around election time every year, we see ads on television claiming that one candidate is superior to another in terms of experience, capability, and/or ethics. Sometimes opponents are named and even vilified in these _____ ads.

comparative

BMW of North America sponsored an instructional driving school for teenagers in major cities across the U.S. Teens received a training session that included driving techniques and accident avoidance skills.This is an example of:

consumer education

The Pillsbury Bake-Off requires people to submit a recipe using Pillsbury baking products. Finalists are brought to Pillsbury kitchens to bake their recipes so the winner of a cash prize can be chosen. This is an example of a:

contest

Pepsi-Cola uses reminder advertising that runs steadily all year. This is an example of a _____ media schedule.

continuous

Products in the latter stages of the product life cycle, which are advertised on a reminder basis, use a(n) _____ media schedule.

continuous

An ad for the new Magnifique perfume by Lancome shows that it can be purchased at Macy's. This ad is most likely an example of _____ advertising.

cooperative

Before any creative work can begin on an advertising campaign, it is important to:

determine what goals or objectives the advertising should achieve.

Advertisers are often concerned with the noise level in a medium. The medium that is assumed to have the lowest noise level is:

direct mail.

An advertising campaign:

extends for a defined period of time.

Prices on items sold by supermarkets change frequently, and they often offer special sales to match or beat the prices of their competitors. Therefore, _____would be a major consideration when a supermarket selects an advertising vehicle.

flexibility

Outdoor advertising is:

flexible and low-cost.

The Swine Palace Theater runs ads in the entertainment section of the local newspaper every first weekend of each month. This is a _____ scheduling plan.

flighted

When Gillette introduced its Venus razor for women several years ago, it spent $100 million on advertising and other promotions and successfully boosted its market share. As an advertising consultant, you would advise Gillette to now:

focus on maintaining market share and spend proportionately less on advertising because additional expenditures would reap diminishing benefits.

Publicity:

has many internal costs to the company associated with it.

Billboard advertisements often have to compete for a driver's attention with traffic, passengers, radio, or other billboards. Billboard advertising would be described as:

having a high noise level.

Point-of-purchase promotions work best for:

impulse buys.

DuPont has an advertisement that shows police officers describing how they were shot at close range in the line of duty. The advertisement explains that the lives of these public servants were saved by Kevlar bullet-proof vests and that Kevlar was invented by DuPont. This is an example of _____ advertising.

institutional

Tobacco company Philip Morris runs television ads where they promote quitting smoking and direct viewers to a Web site for support and help. These ads are examples of _____ advertising.

institutional

Jack's Pet Store offers customers who purchase pet food a "Baker's Dozen" card. After customers purchase 12 bags of pet food from Jack's, they get the 13th bag free. The Baker's Dozen card is an example of a:

loyalty marketing program.

Co-branded credit cards are used in conjunction with:

loyalty marketing programs.

When an advertiser decides how much space and/or time will be placed in each advertising medium the company wants to use, the advertiser is determining its:

media mix.

A(n) _____ designates the medium or media to be used, the specific vehicles, and the insertion dates of the advertising.

media schedule

All of the following are used for making media mix decisions EXCEPT:

media schedule.

Meek's Hunting Emporium is a retail store that carries all the products hunters need or think they need. It has set up an advertising plan that allows it to advertise every day prior to the opening of quail-, deer-, and turkey-hunting seasons on four local radio stations, as well as in the local newspapers. This is an example of a:

media schedule.

Television is an example of an advertising:

medium

The _____ is the channel used to convey a message to a target market.

medium

Instead of sending artfully arranged flower bouquets, an entrepreneur has developed fresh fruit bouquets and is marketing them under the name Edible Arrangements. The premium fruit is cut to mimic flowers, arranged in a basket, and carefully delivered to the recipient's home. One of the problems is convincing people that it is not a novelty product, but an attractive way to show how you feel about someone. Edible Arrangements will be using _____ advertising to promote its fruit bouquets

pioneering

A(n) _____ is an extra item offered to the consumer, usually in exchange for some proof that the promoted product has been purchased.

premium

New subscribers to Men's Health magazine receive a free copy of Men's Health Total Fitness Guide. The Fitness Guide is an example of a(n):

premium

All of the following are examples of trade sales promotions EXCEPT:

premiums and coupons

Martina buys cola every week at the grocery store, but she always buys whatever is on sale. Coca-Cola, Pepsi, RC Cola—it doesn't matter to her. She is happy with whatever costs the least. Martina would be characterized as a:

price buyer.

Kia Motors runs television advertisements that encourage the purchase of their Kia Soul compact car. This is an example of _____ advertising.

product

Unlike advertising that establishes or maintains a company's identity, _____ advertising touts the benefits of a specific good or service.

product

Pioneering advertising, competitive advertising, and comparative advertising are all types of

product advertising

Ads for Yoplait Greek Yogurt highlight that the product has twice the protein and three times the calcium of other yogurts. This advertising highlights:

product attributes.

Stormbreaker, a new spy movie, details the story of Alex Rider who, after the death of his uncle, is recruited as an M16 spy. Armed with a special set of gadgets, Rider's mission is to save millions of lives. In James Bond fashion, the Cross pen serves as one of the key gadgets in the film. The maker of the Cross pen paid to have its pen featured in this movie. This is an example of:

product placement.

A Wall Street Journal headline is "Best Buy Wins iPhone Lineup." This article represents _____ for Best Buy and Apple, Inc.

publicity

A news story on the resignation of Steve Jobs as CEO of Apple—complete with descriptions of the numerous innovations he pioneered during his tenure—is an example of:

publicity

An article in BusinessWeek about the reengineered Honda CRV is an example of:

publicity

An article in the Wall Street Journal about GM's turnaround strategy and new upcoming product, the Volt, would be an example of:

publicity

Public information about a company, good, or service appearing in the mass media as a news item is:

publicity

A(n) _____ media schedule combines continuous scheduling throughout the year with a flighted schedule during the best sales periods.

pulsing

The Tween Scene is a retail store catering to 8- to 12-year-old boys and girls. It advertises regularly both on radio and in the daily newspaper. The month prior to the beginning of each new school year, the store buys extra advertising space and time. This is an example of a(n) _____ scheduling plan.

pulsing

Because Samuel Cabot, Inc., a manufacturer of premium-grade wood stains, wants to spend its promotional budget on timely advertisements that target a large out-of-home audience and have low unit and production costs, it should use _____ advertising.

radio

When Rick purchased a Xerox color printer for his law office, he was able to mail in a proof-of-purchase and his cash register receipt to receive a check from Xerox for $200. Rick received

rebate

The main premise of _____ planning is that advertising works by influencing the brand choice of people who are ready to buy.

recency

Every day around lunchtime, Rascal's Deli sends text messages advertising daily specials to customers on their GPS-enabled mobile phones. This is an example of:

recency planning.

One method used for setting advertising objectives is:

the DAGMAR approach.

General Mills is offering resellers a 10 percent discount on all cases of its granola bars purchased during the month of June. General Mills is offering a:

trade allowance.

Lopez is the largest Hispanic-owned meat processor in the United States. To assist retailers in marketing its products, Lopez provides point-of-sale materials and offers special introductory discounts to retailers. Lopez uses:

trade promotions.

A(n) _____ is a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.

unique selling proposition

IBM runs television ads that show how their information technology services can help a small Internet start-up prepare for and solve any problems that may arise in its daily operations. This is an example of a:

unique selling proposition.

M&M's famous slogan, "Melts in your mouth, not in your hand," is an example of a(n):

unique selling proposition.

The advertising response function helps marketers:

use their advertising budgets wisely.