chapter 18 mktg 351

Pataasin ang iyong marka sa homework at exams ngayon gamit ang Quizwiz!

Domino's is looking into magazine advertising for its pizza. The company wants to reach as many people as possible, but due to budget constraints Domino's must reach consumers as efficiently as possible. What can Domino's use to evaluate various magazines?

A cost comparison indicator

An advantage of the arbitrary approach for determining the advertising appropriationis that it is

Expedient.

What design element is used to attract attention, communicate an idea quickly, or communicate ideas that are difficult to put into words?

Illustrations

Why is the headline of a print advertisement such a critical component of the copy?

It is often the only part of the advertisement that is read

Which of the following is nota public relations tool?

Product sample

Which of the following statements applies to media planning?

The message content affects the types of media used for an advertising campaign.

Why should a benchmark statement be included in advertising objectives?

Without a reference point, it is difficult to determine to what degree objectives have been accomplished

Advertising agencies typically receive

a 15 percent commission paid by the media from which it makes purchases

The total amount of money a marketer allocates for advertising for a specific time period is the

advertising appropriation

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year."This would be considered a(n)

advertising objective

The basic issues or selling points that an advertiser wants to include in an advertising campaign is(are) the

advertising platform

An advertising platform is the

basic issue or selling point that an advertiser wishes to include in an advertising campaign

Rachel is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio itwill be important for her to

be both informal and conversational in tone

The effectiveness of an advertising campaign can be measured

before, during, and after the campaign through the use of pretests, inquiries, and posttests

Brands that are promoted through comparative advertising are most likely to be

brands that are attempting to compete with market leaders

A major benefit of using event sponsorship is that it

can provide large amounts of free media coverage

The verbal portion of an advertisement, including headlines, body, and signature, is called the

copy

A tool that allows an advertiser to compare the costs of several media vehicles within a specific medium relative to the number of persons reached by each vehicleis called a(n)

cost comparison indicator.

One way for a company to measure the effectiveness of its publicity-based public relations efforts isto

count the number of exposures in the media

Thestep in developing an advertising campaign that directly precedes campaign executionis

creating the advertising message

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by

defining the advertising objectives

After the advertising budget is determined, the next step in creating an advertising campaignis

developing the media plan

A firm can identify changes in public opinion that affect it by conducting

environmental monitoring

The last stage in the development of any advertising campaign is

evaluating the effectiveness of advertising

A schedule in which advertisements run for set periods of time, alternating with periods in which no ads run is known as

flighting

The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times. This is advertising

frequency

The identification of an advertisement's sponsor is the

signature

The main problem with using the objective-and-task approach to setting an advertising budget is that

the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals

Carla is stopped by a researcher at a shopping mall and asked what was last television commercial sheremembers seeing was.This is an example of a(n)

unaided recall test

The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for Darnell Insurance in June. For its efforts this month, the agency "traditionally" would receive ___________ in compensation

$3,000

An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or

an advertising agency

Themost effective method of determining platform issues is to use a survey of

customers

The target audience for an advertising campaign is the

people toward whom the advertisements are directed.

ColinMcKinney, director of marketing for Greenwald Industrial Products, complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising expenditures. Based on this information, Greenwald is most likely using the __________ approach to determine its advertising expenditures.

percent-of-sales

Advertising that focuses on stimulating demand for a product categoryis called _____ advertising.

pioneer

The two major types of product advertising are

pioneer and competitive

An evaluation performed before an advertising campaign begins is a

pretest

General Mills used a panel of consumers to evaluate its Cheerios campaign featuring children who read the cereal box and try to persuade their parents to watch their cholesterol. These consumers judged the advertisements prior to the execution of the advertising campaign. This is an example of a(n)

pretest.

Belinda works for Burger King and her responsibilities include maintaining favorable relationships between the organization and its stakeholders. Belinda works in

public relations

Toyota's sponsorship of a major Professional Golf Association tournament would be an example of a(n) ______ tool.

public relations

Kohl's, a department store featuring clothing and housewares, communicates in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called

publicity

During the duration of an advertising campaign, Verizon Wireless ran television advertisements at a steady rate throughout the week and intensified its message with newspaper advertising in many major newspapers in the Sunday paper.Verizon Wireless used a(n)______ media schedule.

pulsing

If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) ______ media schedule is being used.

pulsing

When a copywriter and an artist combine the copy with the visual material for a television commercial, it usually is done through use of a

storyboard

Brian and Tiffany are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds. He tells her that while he agrees that __________ has tremendous impact, he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists.

television

The cost per thousand (CPM) indicator shows

the cost to expose 1,000 people to a one-page magazine advertisement

Reinforcement advertising is primarily targeted at

the current users of a particular product.

Advertisingappropriations are largest for which type of product?

Convenience goods

Which of the following lists forms of competitive advertising?

Comparative, reminder, reinforcement

What is the primary justification marketers use for conducting recognition and recall tests?

People are more likely to buy a product they have seen advertised than one they have not seen advertised

A television advertisement showing the safety features of the Volvo "Cross Country" Wagon would be bestclassified aswhich of the following?

Product advertising

What is an advertising platform most commonly based upon?

The opinions of employees within the firm or the advertising agency

When respondents are shown a list of various products, brands, and company names and then asked aboutadvertisements they have seen lately,researchers are conducting a(n)

aided recall test

When the CEO or chief financial officer of a company states how much the company should spend on advertising for the coming period, thecompany is using the

arbitrary approach.

If Target were to base its advertising appropriation on the amount that WalMart spends,it would be using the ______ approach.

competition-matching

Coors advertises that its beer is the only one that is kept cold from the brewery to the store.This type of advertising is called

competitive

Troy Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would most likely employ ___________ advertising.

competitive

An advertising platform should consist of issues that are important to consumers. Selling features should beimportant to consumers and should be features that

competitive products lack

Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by Specialized.He and the other consumers were shown three different advertisements and asked to judge several dimensions of each one. Matt participated in a(n)

consumer jury

Subwaydecided to run its new commercials several times a day for three weeks and then not at all for two weeks. It will then run the commercials again for three more weeks. Subway is using a _____ schedule for its advertising.

flighting

Artwork, a major part of most advertisements, consists of the

illustration and the layout

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholdersis called __________ advertising.

institutional

First Union Bank airs a series of radio ads that claim, "We are the friendly bank." This campaign would best be described as__________ advertising.

institutional

Julie Reese is working on developing a magazine advertisement for Curves For Women, the ladies' fitness chain. She knows what she wants the advertisement to say and the illustrations she wants to use, but she is having a tough time putting it all together. Julie is having trouble determining the

layout

The physical arrangement of the illustration, headline, subheadline, body copy, and the signature is calledthe

layout

A marketer that wanted to include detailed information in advertisements would most likely use

magazines

After developing the budget for advertising GEO automobiles, marketing managers at General Motors then determined what proportion of that budget would be spent on magazine, television, and radio advertisements based on the cost effectiveness of each. This subsequent allocation of the budget is known as a(n) _________ plan.

media

The limitations in using publicity-based public relations tools stem primarily from the fact that

media personnel control the content of the communication

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)

media plan

Recognition and recall tests are posttest methods based on

memory

As Oscar Meyer puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use outdoor advertising will have strong effects on its selection of the advertising

message

When using the percentage-of-sales approach for determining the advertising appropriation,marketers

multiply the firm's past sales plus a factor for expected changes in sales times a standard percentage

Theprimary goal of a media planner is to

reach the largest number of people in the target market within the budget constraints

The percentage of consumers in the target audience actually exposed to a particular advertisement in astated period of time is the definition of

reach.

If a consumer is shown a particular advertisement and asked if she has seen it before, a(n) _____ is beingperformed.

recognition test

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?"exemplifies the use of ___________ advertising.

reinforcement

Advertising that lets consumers know that an established brand still offers certain uses, characteristics, and advantagesis _____ advertising

reminder

An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin,"would most likelybe considered ______ advertising.

reminder

What type of advertising points out a brand's features and advantages that fit consumers but may not be available in other brands?

Competitive

When a company promotes its position on a public issue, this is specifically referred to as ______ advertising.

advocacy

Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as

comparative

An ad's ___________ is designed to attract readers' attention and develop interest so that they will read the entire advertisement.

headline

The three general types of media schedules are

pulsing, continuous, and flighting

Darcy presents an identification card at the supermarket checkout and has a microcomputer attached to her TV. Information from both of these is sent to a research facility. Darcy is providing

single-source data

When developing an advertising campaign, benchmarks need to be included inthe

statement of advertising objectives

____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, andother highly skilled specialists.

Advertising agencies

Which of the following is notan advantage of using publicity-based public relations tools?

Control by media personnel of the content and timing of messages

FrederickGriffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm's agency. "We have the best customer service in town, and I feel that is what we should be hanging our hats on," he states. This statement is mostappropriate for use in which of the following stages of campaign development?

Creating the platform

Danielle Robinson, account representative for EXpert Advertising, tells D'Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15 percent. This approach is an example of which of the following methods of determining advertising expenditure levels?

Objective-and-task

To determine how much money to spend on advertising, marketers for a new brand of caffeinated energy drink decided that they wanted the advertising to create awareness of the new flavor in 80 percent of the energy drink market within one month of introduction. The marketers then determined how much it would cost to reach this goal.This is an example of which one of the following approaches to determining advertising budgets?

Objective-and-task

___________ is a broad set of communication activities used to create and maintain favorable relationsbetween the organization and its stakeholders

Public relations

___________ is communication in news story form about an organization or its products that is transmittedthrough a mass medium at no charge.

Publicity

Which of the following is the most important consideration when choosing an event to sponsor?

Reasonable association between the event and the company's product

The advertising department for the Pennzoil Corporation is working on a print advertisement for a new product. At this point, the layout contains a phrase to attract attention, an additional phrase to provide an explanation, an illustration to show the product, and a paragraph to explain the advantages and benefits of the product. What other important element should be included?

Signature

Some of the posttest methodsfor measuring advertising effectiveness are based on how well consumersremember advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two approaches?

The actual ads are shown in the former but not in the latter

When an organization uses an advertising agency, who usually develops the advertising campaign?

The firm and the agency working jointly

Before launching a new advertising campaign, marketers for Healthy Choice frozen dinners must determine the selling points that they want to include in the advertisements. The identification and organization of these selling points is called the

advertising platform

When Anheuser-Busch ran an advertising campaign featuring the slogan, "Know when to say when," it was using

advocacy advertising

Advertising campaign objectives that are aimed at making customers' attitudes more favorable are statedin ________ terms.

communication

If an advertising campaign is aimed at increasing brand awareness and consumers' knowledge of a product's features, the advertising objective should be stated in terms of

communication

Mike Stevens wonders whether the creative idea of using the character "Tom T. Turtle" as an image for marketing a new line of running shoes will be successful. He should suggest to his account representative that a(n) __________ be used to pretest the campaign.

consumer jury

As Will Marcum reads the copy for South Beach Hotel's upcoming magazine ad in Southern Living,he worries that no one will spend the time to read all the details of the facilities his resort has to offer. Wanting to have the greatest impact, Will focuses his creative efforts on the

headline

The first stage in the development of any advertising campaign is

identifying the advertising target audience

Measuring effectiveness during a campaign is usually accomplished by using

inquiries

The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty, staff, and students are as well as how outstanding its academic programs are. This type of promotion would bestbe characterized as

institutional advertising

Sony Corporation has a particular approach for determining its advertising appropriation.A problem with this technique, however, is that the people in the marketing department have difficulty estimating the level of effort needed to achieve certain goals. This problem is characteristic of the __________ approach.

objective-and-task

The owner of a professional baseball team asks the account representative of an advertising agency to develop an advertising campaign to bring more teenagers to the ballpark. At this point, the account representative logically begins to discuss establishing __________ for the campaign.

objectives

Generally, in small firms, ___________ create(s) and implement(s) advertising campaigns

one or two individuals

A consumer jury is a

panel of potential buyers of the advertised product brought together to pretest an advertising message

When individuals' behaviors are tracked from television sets to checkout counters using equipment providedby the marketer,this is known as

single-source data

Home Depot is interested in knowing how its efforts to act in a socially responsible manner through its Habitat for Humanity and disaster relief efforts have affected stakeholders' views of the company. HomeDepot should conduct a(n)

social audit

Chelsea Collins walks her client, Kaptain Korn president Steve Gonski, through her agency's proposed television campaign for the product's introduction. In doing so, she moves from square to square on the

storyboard


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