Chpt. 19 Direct Marketing Advertising Sales Promotion and Public Relations
What type of advertising schedule is best suited for products and services that are consumed regularly at relatively steady rates?
Continuous
The two broad types of Blank______ are product and institutional.
advertising
Portfolio tests, jury tests, and theater test are likely to occur Blank______.
before an advertising campaign has begun
It is often important for a firm to demonstrate the superior benefits its product has over similar products using Blank______ advertisements.
competitive
Advertising, like any part of the promotional mix, can be managed by following several steps. What are two of those steps?
evaluating executing
A commonly used reference number in advertising is called Blank______, found by multiplying a medium's reach by frequency.
gross rating points
A disadvantage of Blank______ advertising is the difficulty in measuring its impact.
online
Paid search, display (banner) ads, classified ads, and video are all types of Blank______ advertising.
online
Still evolving technical and administrative standards for the various formats is a shortcoming of Blank______ advertising.
online
In a(n) Blank______ advertising schedule, a company will provide a consistent level of advertising and then periodically increase its advertising intensity at strategic time periods.
pulse
Select the three primary objectives of product advertisements.
to inform to persuade to remind
Which are two conflicting goals that commonly occur with media planning?
to maximize the exposure to the message to minimize costs
An is any paid form of nonpersonal communication, about an organization, a product, a service, or an idea by an identified sponsor.
Blank 1: advertisement, ad, or advertising
Match the following factors that are considered in setting an advertising schedule with the correct description.
Buyer turnover matches Choice, How often new buyers enter the market to buy the product How often new buyers enter the market to buy the product Purchase frequency matches Choice, How often the product is bought How often the product is bought Forgetting rate matches Choice, The speed with which buyers forget the brand without advertising The speed with which buyers forget the brand without advertising
The cost of reaching 1,000 individuals or households with the advertising message in a given medium is abbreviated as Blank______.
CPM
Select the products that would be best suited for a flighting advertising schedule. (Select all that apply)
Cadbury Easter Eggs Coppertone suntan lotion
are primarily a navigation medium for advertising because they help consumers know where purchases can be made after other media have created awareness and demand.
Directories
of advertising is done usually at two separate times: before and after the advertisements are run in the actual campaign.
Evaluation
advertising has been used by companies like Texaco, Pfizer, and IBM to build confidence in the company name.
Institutional
advertising is often used to support a firm's public relations plan or counter adverse publicity.
Institutional
______ can be achieved with newspapers by advertising in the Wall Street Journal or USA Today.
National reach
Select three products that would benefit most from a continuous type of advertising schedule.
Pantene Pro-V Shampoo Mott's applesauce Bounty paper towels
of media may depend on the habits of the target audience, the product attributes, or the cost.
Selection
Which two trends are influencing newspapers today?
a dramatic decline in circulation the growth in online newspapers
When Sleep Number airs a half-hour program on cable television to inform potential customers about the health and sleep benefits of its products, this is known as Blank______.
an infomercial
Which two are common types of outdoor advertising?
billboards transit advertising
When it comes to advertising, most options can be quite expensive, which is why it is necessary to have a formal advertising Blank______.
budget
Which factors should be considered when setting an advertising schedule? (Select all that apply)
buyer turnover purchase frequency forgetting rate
Television is a unique and valuable medium in that it Blank______.
communicates using motion and consumers' various senses
Product advertisements take three forms: pioneering, Blank______, and reminder.
competitive
The "Milk Life" campaign launched by the milk industry attempted to generate increased demand for milk as it competed against other beverages. These advertisements would be considered
competitive institutional
Advertisers that run ads throughout the year use a Blank______ schedule.
continuous
Two problems with advertising in Blank______ are the lack of accountability and ROI measurements and the increasing public concern about environmental impact.
directories
Radio listening time reaches its peak during which of these time periods?
during the morning drive
The substantial financial commitment required of most advertising options, means that marketers should Blank______.
engage in a formal budgeting process
In advertising, an appeal based on Blank______ suggests to the consumer that they can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product.
fear
Mayhem is a character depicted in Allstate Insurance commercials. He reminds buyers of possible catastrophic problems on the road or in their homes and the need for adequate coverage. This is an example of using a(n) Blank______ appeal.
fear
In a(n) Blank______ advertising schedule, there might be periods of heavy advertising followed by a period of no advertising.
flighting
The average number of times a person in the target audience is exposed to an advertisement is known as the Blank______.
frequency
When advertisers want to reach the same audience more than once, they are concerned with Blank______.
frequency
An appeal based on Blank______ implies either directly or indirectly that the product is more fun or exciting than competitors' offerings.
humor
Chick-Fil-A, advertisements that feature cows holding signs saying "Eat Mor Chikin" are an example of what type of advertising appeal?
humor
In addition to fear appeal and sex appeal, the third common appeal used in advertisements is Blank______.
humor
Select two of the steps in the development of an ad campaign.
identify the target audience specify advertising objectives
Program-length advertisements on television that take an educational approach to communication with potential customers are known as Blank______.
infomercials
Most advertising messages are made up of intertwined )blank_ and persuasive elements.
informational
A Coca-Cola ad that highlights the firm's growing use of recyclable materials and other investments in sustainability is an example of Blank______ advertising.
institutional
A(n) Blank______ advertisement is used to build goodwill or an image for an organization rather than to promote a specific product.
institutional
Advocacy advertisements state the position of a company on an issue. It is a form of Blank______advertising.
institutional
What are the two broad types of advertising?
institutional product
An advantage of using magazines as an advertising medium is Blank______.
its perception as being more "inspirational" than other media
Despite the large number of media options today, the average Millennial still Blank______ for an average of 10 hours every week.
listens to the radio
What are two types of advertising media?
magazine radio
The marketing advantage of Blank______ is the great number of special-interest publications that appeal to narrowly defined segments.
magazines
To eliminate any possible bias related to judgments about some population segments in its target market, a firm's decisions about advertising should be based on Blank______.
marketing research about the target market
Reminder advertisements are used at which stage of the product life cycle?
maturity
Newspapers, radio, and TV are examples of advertising ______.
media
The means by which the message is communicated to the target audience are known as the advertising Blank______.
media
Specifying a clear objective for an advertising campaign helps in selecting Blank______ and Blank______ the campaign
media; evaluating
Specifying a clear objective for an advertising campaign helps in selecting Blank______ and Blank______ the campaign.
media; evaluating
Select the two primary characteristics that define advertising.
nonpersonal paid
Which two are types of online advertising?
paid search banner ads
The objective of competitive advertising is to Blank______ the target market.
persuade
Which two elements are present in most advertising messages?
persuasive informational
Companies use Blank______ advertisements to tell people what a product is, what it can do, and where it can be found.
pioneering
During the early stages of a product's life cycle, Blank______ advertisements help a firm to achieve its primary objective to inform the target market.
pioneering
When an advertising campaign is first launched for a new product, which type of advertisements would be most appropriate given that the target market knows little about the product yet?
pioneering
Which form of advertising is especially important in the introductory stage of a product's life cycle to explain what it is, what it can do, and where it can be found?
pioneering
Match the three forms of product advertisements with the correct description.
pioneering matches Choice, tells people what a product is, what it can do, and where it can be found tells people what a product is, what it can do, and where it can be found competitive matches Choice, promotes a specific brand's features and benefits promotes a specific brand's features and benefits reminder matches Choice, reinforces a consumers previous knowledge of a product reinforces a consumers previous knowledge of a product
Advertising messages found in airports, on movie screens before the show, and bar restrooms are known as Blank______.
place-based media
Nontraditional advertising options known as out-of-home advertising are also referred to as Blank______.
place-based media
Ikea keeps a steady level of advertising throughout the year but increases its advertising frequency in August, when college students are heading back to school and moving in. This is an example of a Blank______ advertising schedule.
pulse
Some evidence suggests that a Blank______ schedule is superior to other advertising strategies.
pulse
Television and radio stations refer to their reach using the term Blank______.
rating
The percentage of households in a market that are tuned to a particular TV show or radio station is known as the Blank______.
rating
Newspapers often refer to their Blank______ as total circulation while television and radio stations describe theirs as ratings.
reach
The number of different people or households exposed to an advertisement is known as Blank______
reach
The number of different people or households exposed to an advertisement is known as Blank______.
reach
Which two metrics must be balanced to obtain the appropriate number of gross rating points to achieve an ad campaign's objectives?
reach frequency
For a product that has been in the market for a long time and has achieved a well-recognized position, marketers will most likely use Blank______ advertising to keep the product on the minds of consumers.
reminder
Reinforcing previous knowledge of a product is the objective of Blank______ advertisements.
reminder
The FCC recommends that firms conduct market to eliminate possible bias related to judgments about some population segments as they identify their target audience for advertising.
research
Companies that are interested in using celebrity endorsers for their products but are worried about image problems sometimes consider Blank______ athletes that are more low risk.
retired
Found in almost every product category, Blank______ appeals suggest to the audience that the product will increase the attractiveness of the user.
sex
The contemporary women's clothing store Bebe designs its advertising to "attract customers who are intrigued by the playfully sensual and evocative imagery of the Bebe lifestyle." This company uses what type of advertising appeal?
sex
Which two are among the most common advertising appeals?
sex fear
Which step in developing advertising is most helpful in selecting media and evaluating a campaign?
specifying advertising objectives
In order for an advertising program to succeed, the advertiser must accurately and effectively identify its audience.
target
The biggest disadvantage of Blank______ advertising is its high cost.
television
Which advertising option reaches more than 96 percent of all households, both in their homes and outside of homes in places such as bars, fitness centers, or airports?
television
In advertising, frequency is Blank______.
the average number of times a person in the target audience is exposed to a message or advertisement
Which are factors that are commonly considered in the initial selection of media? (Select all that apply)
the cost the media habits of the target audience the product attributes
In advertising, CPM is Blank______.
the cost of advertising to 1,000 people in the target audience
A disadvantage of using television advertising, especially on broadcast networks is Blank______.
the likelihood of wasted coverage
In advertising, reach is Blank______.
the number of different people or households exposed to an advertisement
In advertising, rating is Blank______.
the percentage of households in a market that are turned to a particular TV show or radio station
Messages on the interior and exterior of buses, subway and light rail cars, and taxis are known as Blank______.
transit advertising
An issue in creating advertising messages is the complex process of Blank______.
translating the copywriter's ideas in an actual ad
Sparkling fragrances wants to place an advertisement in a magazine geared toward women. There are many women's magazines the firm can choose from and the particular magazine the firm selects is the Blank______ for its message.
vehicle
Reminder advertising is most appropriate Blank______.
when the product has achieved a well-recognized position
