Marketing Exam Bible 2

In the case of marginal analysis approach, profits are shown to be a result of:

gross margin minus advertising expenditures.

situational determinants

usage situation, purchase situation, communications situation - external conditions that strongly influence behavior

c

A copywriter can determine how much space he or she has to work with and how much copy to write after seeing the print ad's: A. headline. B. subheads. C. body copy. D. layout. E. illustration.

For which of the following would an advertiser be most likely to use a sales-oriented objective?

A direct response ad for a record album

A. that syndicates do not supply as much research information as the networks do.

A disadvantage associated with the use of syndicated shows for advertising is: A. that syndicates do not supply as much research information as the networks do. B. more zipping. C. their popularity among Gen Xers. D. the absence of programming at undesirable times. E. their lack of popularity when compared to network shows in certain dayparts, such as daytime, early prime time, and late fringe.

D. Pop-unders

53. (p. 501) _____ are ads that appear underneath the webpage and become visible only when the user leaves the site. A. Links B. Interstitials C. Banner ads D. Pop-unders E. Blogs

An Indirect way of Using Power is by Using What?

An individual with an authoritative personality as a spokesperson

sales promotion agency

An organization that specializes in the planning and implementation of promotional programs such as contests, sweepstakes, sampling, premiums, and incentive offers for its clients.

Target Audience

Another important characteristic of good objectives is a well-defined target audience The primary target audience fo a company's product or service is described in the situation analysis

Using Corporate Leaders as Spokespeople

Another way of enhancing source credibility is to use the company president or chief executive officer as a spokesperson in the firm's advertising

23. Which of the following promotional media create an immediate response in the form of an inquiry, a purchase or even a vote? A. Trade advertising B. Publicity C. Public relations D. Direct marketing E. Synchro marketing

D. Direct marketing

What does DAGMAR Model Stand For?

Defining Advertising Goals for Measured Advertising Results

Objective and Task Method Disadvantage

Is the difficulty of determining which tasks will be required and the costs associated with each More difficult to implement when there is not track record for the product

Qualitative Media Effect

Is the influence the medium has on a message The image of the media vehicle can affect reactions to the message

Mission marketing

Is the mission considered in communication planning? · Does the mission provide a reason for customers to believe the message? · Are philanthropic efforts concentrated?

Comparative Advertising

Is the practice of either directly or indirectly naming competitors in an ad and comparing one or more specific attributes Especially useful for new brands Often used for brands with small market share Used often in political advertising

Awareness

Making the consumer aware of the existence of the brand or company

Factors Influencing Advertising Budgets

Product life cycle Product durability Differentiation Hidden product qualities Product price Purchase frequency

Using Future Sales as a Base Advantages

The budget is not based on last year's sales The budget is more likely to reflect current conditions The budget is more appropriate

C. scatter

The buying period for television advertising time that runs throughout the television season is known as the _____ market. A. up-front B. spot C. scatter D. interconnected E. local

What are the stages of the hierarchy of effects?

The five stages of the hierarchy of effects are awareness, interest, evaluation, trial, and adoption.

What are the four approaches to setting the promotion budget?

The four approaches are percentage of sales, competitive parity, all you can afford, and objective and task.

E. sweeps.

The ratings periods during which viewing audiences in every television market are measured by Nielsen are known as: A. program ratings. B. designated market periods. C. audience measurement intervals. D. audience shares. E. sweeps.

Sales Response Models Weaknesses

The use of sales as a dependent variable Measurement problems

Inside-out planning:

focuses on what the marketer wants to say, when the marketer wants to say it, things the marketer believes are important to his or her brand, and the media form the marketer wants to use.

_____ are short featured films made by advertisers in which companies create their own content to advertise their products.

Webisodes

dependent variables

in a persuasion matrix, the steps that a receiver goes through in being persuaded

In _____ sampling, a marketer hires temporary demonstrators who set up a table or booth within an outlet, prepare small samples of a product, and pass them out to shoppers.

in-store

DIRECT-RESPONSE MEDIA

including direct mail, telemarketing, interactive TV, print, the Internet, and other media

In a market analysis, the _____ is considered a good indicator of the potential of the market. It is derived by dividing the percentage of users in a demographic segment by the percentage of population in the same segment and the multiplying the quotient by 100.

index number

persuasion

induced through compliance may be superficial and last only as long as the receiver perceives that the source can administer some reward or punishment

externally-paced information

info in which the transmission rate is controlled by the medium

Lead generation

is the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information.

hierarchy of effects

is the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action—either trial or adoption of the product.

The first task in the objective and task method of budgeting is to:

isolate advertising objectives.

group system

it allows employees to become very knowledgeable about the clients business and there is continuity in servicing the account

One important purpose of setting specific advertising goals and objectives is to

provide a standard against which performance can be measured

dissonance/ attribution model

do --> feel --> learn - situations where consumers must choose between two alternatives that are similar in quality but are complex and may have hidden or unknown attributes

standard learning model

do- feel- learn

indirect source

doesn't actually deliver a message but does not draw attention to and/or enhance the appearance of the ad.

Most people who watch the show Desperate Housewives' also watch America's next top model'. An ad for Coca-Cola placed in both these shows would most likely result in:

duplicated reach

consumer oriented sales promotion

sales promotion technique that are targeted tot he ultimate consumer such as coupons, samples, contests, rebates, sweepstakes, and premium offers

Direct-response advertisers generally set objectives and measure success in terms of:

sales response generated by an ad.

"Encouraging current drinkers of Coca-Cola to drink more of the beverage," would be an example of a(n) _____ objective.

sales-oriented

Which sales promotional tool is most common for new products?

samples

Outside-in planning:

starts with the customer and builds backward to the brand when developing an IMC program.

Digital Melody, an online digital media store, allows customers to "sample" songs before they make a purchase decision. In this scenario, Digital Melody is trying to:

stimulate trial.

A(n) ____ is a series of drawings used to present the visual plan or layout of a commercial along with a description of the audio for each scene.

storyboard

In the _____ method to budgeting, sales are projected for the coming year based on the marketing manager's estimates.

straight-projected sales

(A) Direct headlines - Headline

straightforward and informative in terms of the message they are presenting and the audience they are directed toward - Include those offering a specific benefit, making a promise, or announcing a reason the reader should be interested in the product or service

integration process

the combination of product knowledge, meanings, and beliefs to evaluate two or more alternatives

refutation appeal

the communicator presents both sides of an issue and then refutes the opposing viewpoint.

Whereas behavioral advertising tracks surfing behaviors, contextual ads are determined by:

the content on a web page.

Advertainment - branded entertainment

the creation of video and/or music content by an advertiser in an attempt to entertain viewers while advertising their products *advergames*: games designed to promote products

Gateways, bleed pages, inserts, and creative space buys are ways of increasing:

the creative appeal of magazines.

According to the concave-downward model,

the effects of advertising quickly begin to diminish.

price and promotion based heuristics

when consumers purchase familiar products frequently

source bolster

when receivers of a message react favorably to the source of a message

zero-based communications

what tasks need to be done, which marketing communications functions should be use, and to what extent

zero-based communications planning

what tasks need to be done, which marketing communications functions should be used, and to what extent

stopping power

when a company endorses a popular celebrity

C. Interstitials

56. (p. 501) _____ are ads that appear on your computer screen while you are waiting to download content from the site? A. Pop-unders B. Surround sounds C. Interstitials D. Skyscrapers E. Floating ads

C. link

57. (p. 501) Funster.com is a Web site for people who enjoy word games and competing against others who enjoy word games. On the Funster.com Web site is a(n) _____ to Amazon.com where you can buy books that improve your word game skills. A. click-through B. buffer C. link D. surf button E. interconnect

C. paid search.

58. (p. 501) One of the most used forms of advertising on the Internet is: A. click-through. B. URL. C. paid search. D. surf button. E. interconnect.

D. Really Simple Syndication

78. (p. 506) _____ is a specification that uses XML to organize and format Web-based content in a standard way. A. Podcasting B. Blog C. Pop-up D. Really Simple Syndication E. Interstitial

C. Widgets

79. (p. 507) ____, a common feature on various Web sites, allow users to share a piece of content by posting it to a news feed for dissemination to others. A. Blogs B. Podcasts C. Widgets D. QR codes E. Links

D. Ability to tailor message to target market

94. (p. 512) Which of the following has been cited as an advantage associated with using the Internet? A. Prestige B. Annoyance C. Privacy D. Ability to tailor message to target market E. Reliability

E. Target marketing

95. (p. 512) Which of the following has been cited as an advantage associated with using the Internet? A. Privacy B. Reliability C. Annoyance D. Prestige E. Target marketing

D. Local

Joe's Garage, in Bayview, wants to advertise a special two-day promotional offer. Which of the following methods of advertising should the garage use? A. Regional B. Trade C. Retail D. Local E. Network

psychoanalytic theory

A theory developed by Freud that attempts to explain personality, motivation, and mental disorders by focusing on unconscious determinants of behavior - some purchasing decisions occur in the subconscious - controversial

B. engagement

Nielsen Media Research's A2/M2 system measures ____, the focused mental and emotional connection between a consumer, a media vehicle, and a brand's message. A. adjacency B. engagement C. cume D. syndication E. affiliation

Personalization

No other advertising medium can personalize the message as well as direct media.

Measures of Effectiveness.

No other medium can measure the effectiveness of its efforts as well as direct response. Feedback is often immediate and always accurate.

Arbitrary Allocation Disadvantages

No systematic thinking has occurred No objectives have been budgeted for The concept and purpose of advertising and promotion have been largely ignored

Noise

Noise consists of extraneous factors that can work against effective communication by distorting a message or the feedback received. · Noise are simple errors that occur when: a. A printing mistake affects the meaning of a newspaper ad. b. Words or pictures are used that fail to communicate the message clearly. c. A salesperson's accent, use of slang terms, or communication style causes a prospective buyer to misunderstand the message.

a

Selective binding and ink-jet imaging make it possible for magazines to offer: A. personalized ads. B. high reach and frequency. C. reduced advertising rates. D. lower delivery costs. E. higher pass-along readership.

b

Selectivity, reproduction quality, creative flexibility, and prestige are all potential advantages of which of the following advertising medium? A. Place-based media B. Magazines C. Local radio D. Billboards E. Local newspapers

Order of Presentation

Should the most important message points be placed at the beginning of the message, in the middle, or at the end?

B. first-run syndication.

Shows such as Judge Judy and Entertainment Tonight are produced specifically for the syndication market. This is referred to as: A. off-network syndication. B. first-run syndication. C. special-purpose syndication. D. network-supported syndication. E. reruns.

b

_____ are the print ad components used to break up large amounts of copy and highlight key selling points. A. Headlines B. Subheads C. Illustrations D. Layouts E. Voice-overs

D. Dayparts

_____ are the various time periods or segments into which a broadcast day is divided. A. Adjacencies B. Participations C. Spots D. Dayparts E. Hours

a

_____ are words in the leading position of a print advertisement that are likely to be read first. A. Headlines B. Body copies C. Subheads D. Layouts E. Primary copies

a

_____ classifies magazines into three major categories and is the primary reference source for media planners. A. Standard Rate and Data Service B. Simmons Market Research Bureau C. Audit Bureau of Circulations D. Media Mark Research, Inc. E. A. C. Nielsen Co.

c

_____ describes a situation where a primary subscriber or purchaser of a magazine gives it to another person to read or where a magazine is read in public places. A. Primary readership B. Guaranteed readership C. Pass-along readership D. Total readership E. A place-based medium

e

_____ is a computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence. A. Split run B. Over run C. Gatefold D. Printacular E. Selective binding

b

_____ is a computerized production process that enables magazines to send different editorial or advertising messages to groups of subscribers within the same issue of a magazine. A. Split runs B. Selective binding C. Cross media binding D. Controlled circulation E. Desk top publishing

b

_____ is designed to give a company or brand a unique association or personality and is often transformational in nature. A. Rational advertising B. Image advertising C. Feature appeals D. Transactional advertising E. Brand immorality

Arden's task is to determine what was accomplished by his company's advertising and promotional program for a vinyl siding cleanser. You can tell him that:

his task could be made easier by setting specific communication objectives.

a

_____ is viewed as "something that moves people, speaks to their wants or needs, and excites their interest." A. Advertising appeal B. Execution style C. Creativity D. Big idea E. Needledrop

e

_____ magazines assemble consumers with similar lifestyles or interests and offer marketers an efficient way to reach these people with little wasted coverage or circulation. A. Niche B. General interest consumer C. International D. Cultural E. Special-interest consumer

b

_____ newspapers originate in small towns or suburbs and usually focus on news, sports and eventsrelevant to a local area or community. A. Daily B. Weekly C. Local D. Regional E. Special-audience

Ace Computer has an objective of increasing its share of the home personal computer market by 5 percent during the upcoming year. This is an example of a(n) _____ objective.

marketing

sales promotion

marketing activities that provide extra value or incentives to the sales force, distributors or the ultimate consumer and can stimulate immediate sales

The Federal Communication Commission suggests program decisions be based on __________.

marketing research about the target audience

Pace Foods has a goal of expanding its business beyond its traditional Texas market base. This goal is an example of a _____ objective while the goal of establishing a position of authenticity and making Mexican food seem fun is an example of a(n) _____ objective

marketing; communication

wear out effect

refers to the tendency of a television or radio commercial to lose its effectiveness when it is seen and/or heard repeatedly

Allocation of marketing expenditures

reflects the trend toward integrated programs that include a variety of promotion elements.

Which of the following is at the top of the communication effects pyramid?

purchase/repurchase

88. (p. 462-463) Advertainment, content sponsorship, and ad-supported video on demand are examples of: A. aerial advertising. B. branded entertainment. C. systematic brainwashing. D. alternative outdoor advertising. E. publicity.

b

In 2007, Cingular acquired AT&T but renamed itself using AT&T. The choice of the name reflected consumers' awareness and recognition of an established brand. Advertising to make consumers aware of new combined firm would more than likely have _____ objectives

communications

compliance

receiver accepts the persuasive influence of a source and acquiesces to his or her position in hopes of obtaining a favorable reaction of avoiding punishment

identificaton

receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preferences, etc - my crush like Johnny Cash so I like Johnny Cash - attractiveness

central route to persuasion

receiver is viewed as a very active, involved participant in the communication process whose ability and motivation to attend, comprehend, and evaluate messages are high

perceived concern

receiver must think the source cares about whether or not the receiver conforms

perceived scrutiny

receivers estimate of the source's ability to observe conformity

Publicity Advantages

redibility—people tend to believe media stories, reports, and product reviews.

overexposure

when a celebrity endorses too many products

concentrated marketing strategy

when a firm focuses on one market segment and tries to capture a large share of this market

compliance

when a receiver perceives a source as having power - receiver accepts the persuasive influence of the source and acquiesces to his or her position in hopes of obtaining a favorable reaction or avoiding punishment - may be superficial and last only as long as the receiver perceives that the source can administer some reward or punishment

source bolsters

when receivers of a message react favorably to the source of a message

(1) Emotional integration - Emotional Appeals

where ads portray the characters in the ad as experiencing an emotional benefit or outcome from using the product or service

Forgetting rate

which is the speed with which buyers forget the brand if advertising is not seen.

Purchase frequency

which means that the more frequently the product is purchased, the less repetition is required.

95. (p. 465) Because advertisers have no say over how often and when their products will be shown, lack of control is cited as a disadvantage of _____ advertising. A. videotape B. specialty C. branded entertainment D. transit E. outdoor

c

q-score

calculated by taking the percentage of respondents who indicate that a person is "one of my favorites" and then dividing that number by the percentage of respondents who indicate they have heard of that person

communications task

can be performed by and attributed to advertising rather than to a combination of several marketing factors

As a result of economies of scale, large advertisers:

can spend more money on advertising and realize a better return.

(1) Transit cards - transit advertising

cards placed above the seats and luggage areas on buses advertising restaurants, TV or radio stations, or myriad of other products and services - Can be very controversial (ads about AIDS, unwanted pregnancies, rape, etc.)

push money

cash payments made directly to the retailers or wholesalers sales force to encourage them to promote and sell a manufacturers product

To determine the potential for sales of coffee, as opposed to a specific brand, in a particular market area, a company should use:

category development index

meaning transfer model of celebrity endorsement

celebrities draw their meanings from the roles they assume in their careers and the objects, persons, and contexts these roles bring them into contact with.

seeding

choosing the group of consumers who will be used to start the diffusion of a message

Magazine rates are primarily a function of:

circulation.

cost-plus method

client pays an advertising agency a fee based on the costs of its work in addition to some agreed-on profit margin

According to DAGMAR, the basic function of advertising is to:

communicate.

positioning by product user

communicating a specific image for a brand by associating it with a specific consumer group

A. The increased use of shorter commercials.

Which of the following has contributed to the problem of advertising clutter on television? A. The increased use of shorter commercials. B. The use of zipping and zapping techniques by some advertisers. C. The mandate of the National Association of Broadcasters to increase the amount of time available for commercials. D. Decisions by the major networks to decrease the number of minutes they make available for commercials. E. The use of remote controls leading to zipping and zapping by customers.

b

Which of the following industries spends most of its advertising media budget in magazines since it is prohibited from advertising in broadcast media? A. Beer B. Tobacco C. Lingerie D. Toiletries E. Pharmaceuticals

e

Which of the following is a basic component of a print advertisement? A. Deadline B. Testimonial C. Trademarks and service marks D. Animatic E. Layout

d

Which of the following is a disadvantage associated with advertising in magazines? A. Lack of permanence B. Lack of prestige C. Lack of consumer receptivity to ads D. Limited reach and frequency E. No creative flexibility

d

Which of the following is a disadvantage inherent in advertising in magazines? A. Lack of geographic selectivity B. Lack of demographic selectivity C. Poor reproduction quality D. Long lead times E. Low publication prestige

A. The audience for syndicated shows is often older and more rural.

Which of the following is a disadvantage of syndication? A. The audience for syndicated shows is often older and more rural. B. Syndicated shows offer no advantages to national advertisers. C. Syndicated shows are often more expensive than network shows. D. Syndicated shows reach a limited audience and generate limited ad revenue. E. Syndicated shows do not benefit local television stations.

c

Which of the following questions should be used as a criterion when evaluating creative output? A. Does the creative approach create a segmentation base? B. Is the creative approach consistent with that used by the competition? C. Is the ad truthful and tasteful? D. Does the creative approach support a market aggregation strategy? E. Does the creative approach use a dramatic execution style?

Share of Voice

The total value of the main media exposure in the product category

D. they are followed by long segments of commercials that listeners can easily skip.

"Commercial-free" blocks of music are a disadvantage for advertisers because: A. there is a restriction on the length of commercials. B. these programs attract a high number of listeners. C. contextual ads cannot be easily aired during music programming. D. they are followed by long segments of commercials that listeners can easily skip. E. there is greater competition for ad space during these programmes.

Firms with a market orientation are more likely to implement

IMC program.

More companies buy advertising _____ than in any other medium

In magazines

Externally Placed Media Types

Radio Television

Recency Effect

The last arguments presented are most persuasive

DEVELOPING A DATABASE

a listing of customers and/or potential customers

Banner ads:

can be static, animated, or in flash.

low relative ad expenditure

competitive pricing

In general, a site that ranks higher on a search page:

is likely to receive more visitors.

buzz marketing

word-of-mouth communications

Creative Tactics for Print Advertising

(1) Headline (2) Subheads (3) Body Copy (4) Visual Elements (5) Layout

Disadvantages of outdoor advertising

(1) Waste coverage (2) Limited message capabilities (3) Wear out (4) Cost (5) Measurement Problems (6) Image problems

Advantages of outdoor advertising

(1) Wide coverage of local markets (2) Frequency (3) Geographic flexibility (4) Creativity (5) Ability to create awareness (6) Efficiency (7) Effectiveness (8) Production capabilities (9) Timeliness

Advantages of branded entertainment

(1) exposure (2) Frequency (ex: American Idol and Coke) (3) Support for other media (4) Source association (5) Low cost (CPM is generally very low) (6) Recall (7) Bypassing regulations (8) Acceptance (9) Targeting

Direct marketing has many forms

(direct mail, catalogs, direct response advertising, telemarketing, and interactive marketing) and uses a variety of media.

(3) Demonstration - Creative execution

- Designed to illustrate the key advantages of the product/service by showing it in actual use or in some staged situation - TV is well suited for demonstration

source attributes (herbert kelman)

- credibility= internalization -attractiveness= identification -power= compliance

hierarchy models of communication

- delineate the series of steps potential purchases must be taken through to move from the unawareness of a product to readiness to purchase it - potential buyers may be at different stages in the hierarchy, so the advertiser will face different set of communication problems

Transit Advertising

- targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes and subways - people spend more time outside of the home than inside - women can be reached more easily on their way to work Advantages: - Exposure - Frequency - Cost Disadvantages: - Reach - Mood of audience Three types of transit advertising: (1) Transit cards (2) Outside posters (3) station, platform, or terminal posters

DAGMAR approach

-Creative decisions include identifying product benefits, developing and evaluating advertising appeals, executing the message, and evaluating the effectiveness of the campaign. - criticized for it's dependence on the hierarchy of effects model - advertising is said to be effective only if consumers purchase a product

obstacles to implementing an integrated marketing communications process

-agency egos - fear of budget reductions - internal turf battles

marginal analysis

-analysis that involves comparing marginal benefits and marginal costs - as advertising expenses increase, sales and gross margins also increase to a point but then level off - most suitable for direct-response advertising

Conclusion Drawing

Marketing communicators must decide whether their messages should explicity draw a firm conclusion or allow recivers to draw their own clucsions

A. Internet is interactive.

27. (p. 495; 496) Which of the following statements is true about the Internet? A. Internet is interactive. B. Internet allows for a one-way flow. C. The increase in low speed internet connections has led users to spend more time online. D. Internet is a unidirectional medium. E. Internet allows consumer to control the messages but does not allow them to provide their own content

C. a company pays to sponsor a section of the site.

49. (p. 500) Regular sponsorship occurs when: A. the sponsor participates in providing the content. B. the sponsor approves the content of the site. C. a company pays to sponsor a section of the site. D. the sponsor contributes all or part of the content. E. advertisers pay only when a consumer clicks on their ad or link from a search engine page.

D. Behavioral targeting

63. (p. 502) _____ is an Internet advertising strategy that is based on advertisers' targeting consumers by tracking their website surfing behaviors, such as which websites they have visited and/or searches they have made. A. Search engine optimization B. Linking C. Rich media marketing D. Behavioral targeting E. Contextual targeting

b

A company that manufactures paintball equipment might prefer to advertise in specialized publications such as Paintball Sports magazine rather than general interest magazines and sports magazines such as Sports Illustrated because of: A. the broader reach of specialized publications. B. the greater audience selectivity of specialized publications. C. fewer ads and less clutter in specialized publications. D. because of the higher degree of pass-along readership. E. the creative flexibility available in specialized magazines that are not available in general-interest publications.

Perceived Scruitny

The receiver's estimate of the source's ability to observe conformity is also important

Gross ratings points (GRPs) can be calculated by:

A. multiplying reach times frequency of exposure.A summary measure that combines a program rating and the average number of times a home is reached during this period (frequency of exposure) is a commonly used reference point known as gross ratings points (GRPs). GRP = Reach × Frequency

61. All the television commercials and other print ads that urge the customer to pick up the phone and call the toll free number to place an order immediately make use of the _____ approach of direct marketing. A. one-step B. two-step C. one-to-one D. indirect E. telemarketing

A. one-step

COMBINING DIRECT MARKETING WITH SUPPORT MEDIA

Adding a promotional product to a direct mailer has proven to increase response rates.

Directional medium

Ads do not create awareness or demand for the product or services; rather, once consumers have decided to buy, the Yellow Pages decide to print them in the direction where their purchases can be made *75% of all people who accessed the Yellow Pages either made a purchase or said they were likely to do so*

C. narrowcasting; cable television

Advertising on television to specialized audiences is known as _____ and has been made possible by ____. A. narrowcasting; network television B. broadcasting; cable television C. narrowcasting; cable television D. multiplexing; cable television E. broadcasting; zapping

Institutional advertisements -Four alternative forms

Advocacy, Pioneering institutional, Competitive institutional and Reminder institutional

Top-Down Approaches Types

Affordable method Arbitrary allocation Percentage of sales Competitive parity Return on investment (ROI)

b

An advertiser preparing to run a large ad in a weekly newspaper needs to know that _____ can be a disadvantage associated with the selection of newspapers as the media vehicle. A. lack of geographic selectivity B. lack of demographic selectivity C. noise as defined by the communications process D. pass-along readership E. lack of reader involvement

Marginal Analysis

As advertising/promotional expenditures increase, sales and gross margins also increase to a point, but then they level off Profits are shown to be a result of the gross margin minus advertising expenditures

Objective and task

As the best approach, the company: a. Determines its promotion objectives. b. Outlines the tasks to accomplish these objectives. c. Determines the promotion cost of performing these task

Measurement in branded entertainment

At this time there is no one accepted standard used by advertisers or industry members

Competitor's Share of Voice is Low and Your Share of Market is Low

Attack with large share of voice premium

B. variations in program content.

Audience selectivity on television is possible as a result of: A. the use of brand development indexes. B. variations in program content. C. zipping and zapping. D. the use of interconnects. E. the use of network advertising.

The ____ stage in Russell Colley's hierarchical model of the communication process deals with informing consumers of the existence of the brand or company

Awareness

30. A magazine ad for pet health insurance contains both a toll-free number to call and a Web site to visit for more information. This ad is an example of the combining of direct marketing with: A. a trade promotion. B. public relations. C. advertising. D. personal selling. E. consumer promotion.

C. advertising.

A. multiplexing.

Cable networks such as CNN that can transmit multiple channels from one network engage in: A. multiplexing. B. interconnects. C. single sourcing. D. multiple sourcing. E. adjacencies.

b

Cal O'Hanlon, an avid skier, takes a weeklong ski vacation every winter. To help plan his vacation, O'Hanlon keeps all of the past issues of Skiing magazine he has received so he can consult them as he makes his selection of a ski resort. O'Hanlon's use of the magazines in this way demonstrates which of the following advantages of magazines as an advertising medium? A. Services B. Permanence C. Prestige D. Creative flexibility E. Geographic selectivity

Media Environment

Can also be created by the nature of the program in which a commercial appears Consumers react more positively to commercials seen during a happy TV program than a sad one

Communications Task

Can be performed by and attributed to advertising rather than to a combination of several marketing factors

Culture (Stage 1)

Celebrities draw these powerful meanings from the roles they assume in their television, movie, military,athletic and other careers Each new dramatic role brings the celebrity into contact with a range of objects, persons and contexts Out of these objects, persons and contexts are transferred meanings that can reside in the celebrity

Endorsement (Stage 2)

Celebrity endorsers bring their meanings and image into the ad and transfer them to the product they are endorsing

a

Circulation verification figures are important to media planners because: A. the figures provide them with reliable information about the size and distribution of a magazine's circulation. B. the figures show how many of the magazines were actually read. C. the figures provide information on the lifestyle characteristics of the individuals who read various magazines. D. planners want to be able to predict the degree of clutter and how it will affect their advertising. E.planners receive advertising funding from various trade associations based on the number of magazines that were distributed.

Other Budget Allocation Factors

Client/agency policies Market size Market potential Market share goals Organizational characteristics

c

Clutter is viewed as less of a problem for magazines than radio or television because: A. consumers tend to be less receptive to print advertising than they are to broadcast advertising. B. consumers have been trained to expect more ad messages than they can decode. C. exposure to magazine ads is easier to control as the consumer can simply turn a page if uninterested in an ad. D. print ads are always more creative and interesting than television ads. E. print ads come in different sizes and colors, which can mask the feeling of clutter

EFFECTIVENESS OF THE DATABASE

Collecting names and information is not enough; the list must be kept current, purged of old and/or inactive customers, and updated frequently. The more information about customers that can be contained in the database, the more effective it will be.

Which of the following statements about the length of television commericials is true

Commercials became shorter because advertisers turned to shorter spots as a way of controlling their media costs

return on investment method

Commonly used metric calculated by dividing the benefits realized as a result of a program by the total related direct and indirect costs.

The Value of Objectives

Communications Planning and decision making Measurement and evaluation of results

Which of the following statements best describes the relationship between marketing and communications objectives?

Communications objectives are derived from marketing objectives.

Which is true of communications objectives?

Communications objectives are the criteria used in the DAGMAR approach to setting advertising goals

Which of the following statements is true about communications objectives

Communications objectives are the criteria used in the DAGMAR approach to setting advertising goals

To set an advertising budget, the marketer of filing cabinets examines advertising to sales ratios published in trade magazines, and then allocates a percentage of sales dollars to the advertising effort. Which two budgeting methods are being employed?

Competitive parity and percent of sales method.

Obstacles to Setting Objectives

Complex marketing situations Conflicting perspectives Uncertainty over resources

News release

Consists of an announcement regarding changes in the company or the product line. · Is issued to inform a newspaper, radio station, or other medium of an idea for a story. · More than 40 percent of all free mentions of a brand name occur during news programs.

_____ is the difference between total revenue generated by a brand and its total variable costs.

Contribution margin

Source Attribute

Credibility Attractiveness power

arbitrary method

Decision that business makers make from personal experiences on how much they should spend on advertising- no system

Competitor's Share of Voice is High and Your Share of Market is Low

Decrease - find a defensible niche

Online advertising generally takes two forms:

Display and Search-based advertising

Humor Appeals Cons

Does not aid persuasion in general May harm recall and comprehension May harm complex copy registration Does not aid source credibility Not effective in bringing about sales May wear out faster than non-humorous ads

c

During which stage of commercial production process do activities such as editing, recording of sound effects, audio/video mixing, and agency approval occur? A. Preproduction B. Production C. Postproduction D. Preparation E. Incubation

88. _____ is the direct, personal presentation, demonstration and sales of products to consumers in their homes. A. A need-stimulus sales presentation B. Direct marketing C. A personal shopper program D. Consultative selling E. Direct selling

E. Direct selling

Unduplicated reach indicates:

E. potential new exposures. Unduplicated reach indicates potential new exposures, while duplicated reach provides an estimate of frequency.

Advertising appeals that relate to consumers' social and/or psychological needs for purchasing a product or service are known as _____ appeals.

Emotional

d

Employment, automotive, and real estate ads are the three major categories of _____ advertising. A. display B. supplement C. special insert D. classified E. retail

(1) Emotional bonding - Combination appeals

Evaluates how consumers feel about brands and the nature of any emotional rapport they have with a brand compared to the ideal emotional state they associate with the product category Consumers develop three levels of relationships with brands: (1) Product benefits: Indicates how consumers think about brands in respect to product benefits - Not brand loyal, and brand switching is common (2) Personality: Consumer assigns a personality to a brand (3) Emotions: Result in positive psychological movement toward a certain brand

What are the Two Dimensions of Credibility?

Expertise Trustworthiness

True or False. The flighting method of scheduling ensures that a regular and continuous pattern is developed without gaps or non advertising periods.

FALSE Flighting employs a less regular schedule, with intermittent periods of advertising and non advertising. At some time periods there are heavier promotional expenditures, and at others there may be no advertising.

Organizational Characteristics: Factors that Influence Advertising and Promotion Budgets

Factors that influence advertising and promotion budgets The organization's structure Power and politics The use of expert opinions Characteristics of the decision maker Approval and negotiation channels Pressure on senior managers to arrive at the optimal budget

Shows such as Judge Jenny and Tonight's Entertainment are produced specifically for the syndication market. This is referred to as

First-run syndication

Pulse (burst) schedule

Flighting and continuous schedules are combined due to increases in demand, heavy periods of promotion, or introduction of a new product.

Learning and Memory

Generally indicates that items presented first and last are remembered better than those presented in the middle A communicator's strongest arguments should be presented early or late in the message but never in the middle

Determining Benchmark Measures

Gives the promotional planner a basis for determining what communications tasks need to be accomplished and for specifying particular objectives Help determine whether the campaign was successful

In the case of the marginal-analysis approach, profits are shown to be a result of

Gross margin minus advertising expenditures

____ are based on the total audience a media schedule may reach using a duplicated estimate

Gross rating points (GRPs)

Which of the following serves as a reason for the increase in sales promotion?

Growing power of retailers

a

Headlines that are very straightforward and informative in the message they are presenting are known as _____ headlines. A. direct B. indirect C. straight-sell D. subhead E. rational

Market Size

In smaller markets, it is often easier and less expensive to reach the target market Too much of an expenditure in these market will lead to saturation and a lack of effective spending In larger markets, the target group may be more dispersed and thus more expensive to reach

c

In a Neutrogena moisturizer with superior sun protection ad, a dermatologist's report stated, "A year of incidental sun equals baking for a week at the beach!" This is an example of a(n) _____ execution. A. dramatization B. slice-of-life C. technical evidence D. testimonial E. animation

While shopping at a local retail store, Jenna sees an ad for Aileen sunscreen lotion on the back of her shopping cart. This is an example of

In-store media

(2) Audio - Creative Tactics for Television

Includes voices, music, and sound effects *Voice-over*: the message is delivered or action on the screen is narrated or described by an announcer who is not visible

Primacy Effect

Information presented first is most effective

Zero-Based Communications Planning

Involves determining what tasks need to be done and which marketing communications functions should be used and to what extent Focuses on the task to be done and searches the best ideas and media to accomplish it

One of my Favorites Score

Is a n absolute measure of the appeal or popularity of the celebrity

Internet

Is a relatively new medium for advertisers. a. The advantages of using online advertising: · Offers a visual message similar to print advertising. · Can use the audio and video capabilities of the Internet to: - Attract more attention from viewers. - Provide an element of entertainment to the message. · Allow for rich media, which are interactive ads that use drop-down menus, games, or search engines to engage viewers. · Reach younger consumers who have developed a preference for online communication.

Which of the following is an example of a common criticism of DAGMAR?

It ignores communications objectives.

Which is true of program rating?

It is the percentage of TV households in an area that are tuned to a specific program during a specific time period.

After calculating both the brand development index (BDI_ and the category development index (CDI), a media planner obtains the following results: LOW BDI and low CDI. Which of the following is likely to be true of the product class and the product?

Low market share and poor market potential

Competitive Parity

Managers establish budget amounts by matching the competition's percentage-of-sales expenditures

Self-Placed Media

Make it easier for the message recipient to process a long, complex message

Source

Means the person involved in a communicating a marketing message, either directly or indirectly

The primary objective of ____ is to develop a framework that will deliver a message to the target audience in the most efficient, cost-effective manner possible.

Media planning

A _____ is the general category of available delivery systems, which includes broadcast media, print media, direct marketing, outdoor advertising, and other support media

Medium

One-Sided Message

Mentions only positive attributes or benefits Are most effective when the target audience already holds a favorable opinion about the topic Work better with a less educated audience

B. selectivity

Mercedes Benz automobiles runs commercials for its expensive automobiles on the A&E cable channel, which reaches a highly educated and upscale audience. This is an example of how _____ is possible through television. A. affiliation B. selectivity C. ubiquity D. creativity E. flexibility

message structure

Message sidedness, order of presentation, and refutation are all related to the communication variable

Budget Success or Failure Depends on What?

On the monies spent Managers treat the communications budget as an expense rather than an investment Instead of viewing the dollars spent as contributing to additional sales and market share, they see budget expenses as cutting into profits

Reevaluate Objectives

Once specific objectives have been attained, monies may be better spent on new goals

e

One of the greatest limitations of newspapers as an advertising medium is _____ due to the coarse paper stock used in printing most newspapers. A. its pass-along readership B. the lack of reader interest and involvement C. consumer distrust of newspapers as a credible source D. its lack of geographic selectivity E. its poor reproduction quality

Message Sideness

One-sided message Two-sided message

Mobile billboards

Painted cars and/or trucks; small billboards mounted on trailers - costs depend on the area and the mobile board company's fees - small and large organizations find the medium affordable

c

Parade and USA Weekend are examples of: A. daily newspapers. B. national newspapers. C. syndicated Sunday newspaper supplements. D. freestanding inserts. E. special-audience newspapers.

_____ is a method for allocating budgets designed to determine the investment value of the advertising appropriation.

Payout planning

HOMESHOPPING

People who shop via their TV sets through home shopping channels.

Monitor

Performance should be monitored and evaluated in light of the budget appropriated

If the target audience is opposed to the communicator's position

Presenting strong points first can reduce the level of counterarguing Putting weak arguments first might lead to such a high level of counterarguing that strong arguments that followed would not be believed

Two-Sided Message

Presents both good and bad points Are more effective when the target audience holds an opposing opinion or is highly educated May enhance the credibility of the source

Good Marketing Objectives are What?

Quantifiable Realistic Attainable

Familiarity

Refers to knowledge of the source through exposure

_____ is the process of improving the volume of traffic driven to one's site by a browser or web portal through unpaid (organic) results as opposed to paid inclusions.

Search engine optimization

How is the Budget Determined for Percentage of Sales?

Taking a percentage of the sales dollars Assigning a fixed amount of the unit product cost to promotion and multiplying this amount by the number of units sold

What are the Two Source Characteristics Marketers Seek when Choosing a Communicator?

Similarity Likability

a

Skyy Vodka's use of cinematic-inspired cocktail moments created marketing success through: A. image advertising. B. television infomercials. C. CEO spokesperson press releases. D. banner advertising. E. rational advertising.

advertiser most likely to use a flighting schedule

Snow tires

a

Straight-sell message executions are commonly used with _____ advertising appeals. A. informational B. emotional C. teaser D. transformational E. emotional integration

(5) Product/Service Popularity Appeal - Informational / Rational Appeals

Stress the popularity of a product or service by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it, or its leadership position in the market

Ads placed on the backs of envelopes that contain airplane tickets and on banners pulled by planes that are flown over sports arenas are examples of

Support media

Digital outdoor

Takes three forms: (1) video advertising networks (2) digital billboards - Ambient Advertising

competitive advantage

a set of unique features of a company and its products that are perceived by the target market as significant and superior to those of the competition

Advertising media selection decision is related to the:

Target audience, .Type of product, Campaign objectives, Available budget, Nature of the message and Costs of the alternative media.

_____ advertising is sometimes used to create curiosity and build interest and excitement in a new product or brand by talking about it but not showing it.

Teaser

Factors Influencing Sales

Technology The economy Product quality Price Distribution Advertising and promotion Competition

COMBINING DIRECT MARKETING WITH PERSONAL SELLING

Telemarketing and direct selling are two methods of personal selling used to generate sells. Direct-mail pieces are often used to invite prospective customers to visit auto showrooms to test drive new cars; the sales person then assumes responsibility for the selling effort.

Different Media Alternatives

Television, Radio, Magazines, Newspapers, yellow pages, internet, outdoor and other media

B. 15; 25

The Boston designated market area (DMA) has approximately 2 million television households. Audience research shows that 60 percent of these households had their sets turned on during a particular Saturday evening and 300,000 households were watching the Boston Celtics in a playoff game. The program rating for the Celtic game in the Boston DMA is _____ while the share of audience is ____. A. 25; 15 B. 15; 25 C. 33; 20 D. 15; 60 E. 20; 30

b

The Glad trash bag campaign, which used the slogan "Don't get mad. Get Glad," tells the reader that Glad trash bags are twice as thick as the leading volume bag. Glad uses a(n) _____ appeal. A. emotional B. competitive advantage C. fear D. favorable price E. transformational

Which of the following statements is true about the growth of direct marketing:

The Internet has made it easier for consumers to shop and for marketers to be successful in reaching their desired target market

b

The National Newspaper Network: A. reproduces national ads in a pass-along system throughout the country. B. facilitates Web-based advertising options in newspapers across the country. C. provides advertising auditing services to local marketing firms. D. limits the misuse of advertising in selective run binding networks. E. offers controlled-circulation flat rates for preferred position marketers.

b

The New York Times Sunday Magazine is an example of a: A. special audience newspaper B. newspaper supplement published by a major newspaper C. syndicated newspaper supplement D. national newspaper E. consumer magazine

b

The New York Times and USA Today are examples of _____ newspapers. A. weekly B. national C. regional D. special-audience E. weekday

B. image transfer.

The audio portion of a television commercial is often implanted into the radio spot for the same product. This is known as: A. positioning. B. image transfer. C. visualization. D. flexibility. E. narrowcasting.

Which of the following is a factor that influences the setting of the advertising budget?

The basis for product differentiation.

Problems with the Response Hierarchy

The fact that consumers do not always go through this sequence of communications effects before making a purchase has been recognized, and alliterative response models have been developed The appropriate response model depends on the situation and emphasizes identifying the sequence of decision-making steps that apply in a buying situation

c

The fact that most magazines are published for special-interest groups gives them a high degree of: A. permanence. B. flexibility. C. selectivity. D. reach. E. clutter.

When used in combination with other market information, the survey of buying power index helps the marketer determine

The geographic areas to target

b

The goal of the National Newspaper Network, which was created by the Newspaper Association of America in 1993, is to: A. make newspaper advertising rates the same for everyone. B. attract more newspaper advertising dollars from national advertisers in specific product categories by facilitating the purchasing process. C.make sure national advertisers who use newspapers on a limited basis pay higher rates than those who are already regular users. D. attract more newspaper advertising from local companies. E. enhance the reproduction quality of the newspapers

a

The largest percentage of newspaper advertising revenue comes from: A. display advertising by advertisers. B. classified advertising. C. display advertising by national advertisers. D. freestanding inserts. E. real estate ads

Advertisers Design Ads in Which the Visual Portion is Incongruent with or Contradicts the Verbal Information Presented

The logic behind this strategy is that the use of an unexpected picture or visual image will grab consumers' attention and get them to engage in more effortful or elaborative processing

What are two advantages and two disadvantages of the advertising posttests described in the chapter?

The main advantages and disadvantages for each are listed below:

sleeper affect

The notion that a low credibility source may be just as effective as a high credibility source with the passing of time is known as the

B. the universe estimate.

The number of households in a market area that own a television set is referred to as: A. households using television. B. the universe estimate. C. a program rating. D. designated market area. E. audience size.

compliance

The process by which a source with high power can influence behavior is known as

How Fear Operates

The relationships between the level of fear in a message and acceptance or persuasion is curvilinear This means that message acceptance increases as the amount of fear used rises - to a point Beyond that point, acceptance decreases as the level of fear rises

B. reach and frequency

The relatively low cost of radio advertising time makes it an effective medium through which advertisers can build more _____ into their media schedules. A. absolute cost B. reach and frequency C. inherent drama D. audience selectivity E. spectaculars

Which of the following statements is true regarding the relationship between advertising and promotion, and sales performance

The repositioning of brands is often done with a goal of improving sales or market share

B. percentage of households using TV tuned to a particular program in a specified time period.

The share of a television audience indicates the: A. percentage of the defined target market that is exposed to a message at least once during the relevant time period. B. percentage of households using TV tuned to a particular program in a specified time period. C. average number of exposures to a message received by each member of the target market. D. percentage of all households using television during a specific time period. E. number of people who responded to a televised direct-response ad.

Trustworthiness

The source also has to be trustworthy - honest, ethical and believable

Effectiveness of Conclusion Drawing May Depend on What?

The target audience The type of issue or topic The nature of the situation

A large life insurance company has decided to switch from using a strong fear appeal to a humorous approach. What are the strengths and weaknesses of such a change in message strategy?

This change involves a somewhat difficult tradeoff. Strong fear appeals are effective in getting the audience's attention, but they may tune out the message because people don't like to be reminded that they are mortal. Humorous appeals also can get attention, in part because they are not used very frequently in this industry. However, they may not provide enough motivation for the consumer to take action. Some people might also argue that it is inappropriate to make fun of the very serious subject of death. The Prudential Insurance Company did use humorous appeals in their advertising for life insurance for a number of years with some success.

b

Tiger Woods appears in ads for Nike in which he notes how the company's golf clubs helped him win so many major championships. This is an example of which type of advertising execution? A. Slice-of-life B. Testimonial C. Demonstration D. Scientific evidence E. Dramatization

c

To announce sales, special offers, or everyday low prices, retailers often use a _____ appeal. A. functional B. popularity C. favorable price D. transformational E. productive

What is the purpose of an institutional advertisement?

To build goodwill or an image for an organization.

18. (p. 456) Specialty advertising enjoys high levels of retention.

True

5. (p. 449) Ambient advertising often uses digital technology to send its messages.

True

Objective and Task Method

Uses a buildup approach consisting of three steps

During a basketball game, Brendon sees an advertisement for "Swift" running shoes in a huge digital screen at Citygate Sports Arena. This is an example of:

Video advertising networks

one sided message

When a target audience already holds a favorable opinion on a topic or issue

central route to persuasion

When people make decisions based upon factual information, logical arguments, and a thoughtful analysis of pertinent details.

Advertisers use a mix of media forms and vehicles to:

a. Maximize the exposure of the message to the target audience. b. Minimize costs. c. These two conflicting goals are critically important to media planning.

DIRECT MAIL

also called "JUNK MAIL" - unsolicited mail you receive

65. (p. 456) The more up-to-date name for what was once called "specialty advertising" is: A. in-store advertising. B. promotional products marketing. C. public relations enhancement. D. giveaway marketing. E. product placement.

b

66. (p. 456) _____ is a medium of advertising, sales promotion, and motivational communication employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products. A. Buzz marketing B. Specialty advertising C. Syncro marketing D. Multi - level marketing E. Direct response advertising

b

public-relations firms

handle publicity for the products and services of a company

To be effective, marketing objectives need to be:

realistic and attainable

Managers who use the communications effects pyramid to set objectives believe that:

the foundation of the communications program is set by accomplishing lower-level objectives such as awareness, knowledge, and comprehension

According to the criteria outlined in DAGMAR, which of the following is the best statement of a quantitative communications objective?

"Increase the number of customers mentioning the brand name when asked for brand preference from 40 percent to 50 percent in one year."

Disadvantages of branded entertainment

(1) High absolute cost (2) Time of exposure - when product is not featured prominently, viewers may not notice it (3) Limited appeal (4) Lack of control (5) Public reaction (6) Competition (7) Negative Placements (8) Clutter

Disadvantages of Promotional Products Marketing

(1) Image (2) Saturation - the more unusual, the more value it is likely to have for the receiver (3) Long Lead time (4) Reach (use of other media leads to greater reach)

Types of Advertising Appeals

(1) Informational / Rational Appeals (2) Emotional Appeals (3) Combination

Advantages of Promotional Products Marketing

(1) Selectivity (2) Flexibility (3) Frequency (4) Cost (5) Goodwill (6) High recall (7) Supplementing other media

Ways an advertisement can be presented (Creative executions)

(1) Straight sell or factual message (2) Scientific/Technical Evidence (3) Demonstration (4) Comparison (5) Testimonial (6) Slice of Life

c

A _____ appeal is used when the advertiser makes either a direct or an indirect comparison to another brand and usually claims superiority on one or more attributes. A. feature B. popularity C. competitive advantage D. technical E. news

a

A clothing store retailer would use an island ad to: A. break through the clutter typically found in newspapers. B. create high reproduction quality ads. C. act as a means of making the newspaper accountable for the sales generated by the ad. D. reduce overall costs of newspaper advertising. E. identify potential target markets.

c

A commercial for Honey-Flavored Wheat Chex cereal mix shows a bear made out of Wheat Chex cereal climbing a tree made out of Wheat Chex to reach a beehive made of Wheat Chex. Which type of creative execution does this commercial use? A. Dramatization B. Testimonial C. Animation D. Straight-sell E. Slice-of-death

recency effect

A commercial that places the strongest points at the end of the message assumes a

Expertise

A communicator seen as knowledgeable - someone with expertise - is more persuasive than one with less expertise

A. sponsorship

A consortium of nine major advertisers recently joined Television Production Partners, a new venture that develops movies, specials, and limited-run series for television. The members will choose the programs they want to be involved with and take a portion of the commercial spots during these shows. The nine advertisers are using a(n) _____ type of advertising arrangement. A. sponsorship B. spot C. adjacency D. syndication E. countertrade

According to the DAGMAR model, which of the following is a characteristic of a good objective?

A good objective is based on sales results.

reference group

A group that provides an individual with a model for appropriate actions, values, and worldviews.

What Level to Use

A low level of fear can have facilitating effects; it attracts attention and interest in the message and may motivate the receiver to act to resolve the threat Increasing the level of fear in a message from low to moderate can result in increased persuasion High levels of fear, however can produce inhibiting effects; the receiver may emotionally block the message by turning it out, perceive it selectively, or denying its arguments outright

not interested in topic

A marketer should present the strong points at the beginning of an advertisement only when the target audience is

Determine Tasks Required

A number of elements are involved in the strategic plan designed to attain the objectives established

c

A personal computer manufacturer has developed a significant technological breakthrough that will make its computers easier to use for novices. The computer manufacturer will probably use _____ appeal to announce the breakthrough. A. favorable price B. emotional C. news D. popularity E. transformational

fee-commission combination

A pricing system in which an advertising agency charges the client a basic monthly fee for its services and also retains any media commissions earned. - the client makes up the difference in the commissions are less than the agreed- on fee

Presenting the Strongest Arguments at the Beginning of the Message Assumes What?

A primacy effect is operating

b

A print ad for Wilson Ultra golf balls used the headline "Do you ever wonder why John Daly can hit a golf ball so far?" This is an example of a(n): A. direct headline. B. indirect headline. C. subhead. D. jingle. E. needledrop.

a

A print ad for flood insurance lists twenty good reasons why every homeowner should have flood insurance. This is an example of _____ advertising. A. straight-sell B. transformational C. testimonial D. teaser E. refutational

b

A print ad for the Apple Cider Vinegar Diet used the headline, "Maybe Eve was on to something." This is an example of a(n): A. direct headline. B. indirect headline. C. subhead. D. jingle. E. needledrop.

Personal Selling vs. Non-personal Advertising

A sales message is far more flexible, personal and powerful than an advertisement The salesman can adapt their knowledge to the thinking and needs of the customer or prospect at the time of the sales call in real time Advertising message is designed to appeal to a larage number of persons Advertising is static

Advertisers include _____ in the readers per copy figures to estimate the number of people who read a magazine without buying it.

A. pass-along rates Pass-along rate estimates the number of people who read a magazine without buying it.

Advertising in Movie Theaters

Advertising in movie theaters is increasing quickly - commercials before movies begin - Logos/branding on popcorn, sodas, etc. Advantages: - Exposure - Emotional Attachment - Low absolute and relative cost per exposure - Attention - Limited clutter - Proximity to shopping centers - Segmentation - Integration Disadvantages: - Irritation - Cost: Ads exposed nationally are often as much as 20% higher than an equal exposure on TV (CPMs also tend to be higher than in other media)

a

An ad for Ford Focus shows four college-aged students hunting for a parking place in a large, nearly full parking garage. When they finally find a spot and put the car in place, they discover that it is such a tight fit that they can't open the car doors to get out. A moment of concern is followed by a moment of enlightenment when one of them remembers the hatchback. The commercial ends with them all leaving the parked car through the hatchback. This commercial is a(n): A. dramatization with a humorous appeal. B. animation with the intent of creating a personality brand. C. slice-of-life with a fear appeal. D. demonstration with an emotional appeal. E. straight sell with a humorous appeal.

B. an interconnect.

An arrangement where a group of cable systems in a geographic area are joined together for advertising purposes is known as: A. a geographic connection. B. an interconnect. C. an adjacency. D. multiplexing. E. cable syndication.

D. geographic selectivity.

An art gallery in a small town near Chattanooga, Tennessee, is hosting an "outsider artist" sale and wants to invite people from the area to attend and buy the pieces made by Tennessee artists. However, the television station also reaches viewers in northwest Georgia and northeast Alabama, resulting in a lack of: A. clutter control. B. noise filters. C. audience measures. D. geographic selectivity. E. zipping capabilities.

Contests

Are where consumers apply their skill or analytical or creative thinking to try to win a prize.

Weaknesses of Marginal Analysis

Assumption that sales are a direct measure of advertising and promotions efforts Advertising and promotion are solely responsible for sales

New brands or products need a very high level of reach:

B. to make all potential buyers aware of the new entry. New brands or products need a very high level of reach, since the objective is to make all potential buyers aware of the new entry.

If an ad is placed on two TV shows, the total number of people exposed only once is referred to as _____.

B. unduplicated reach If an ad is placed on two TV shows, the total number of people exposed only once is referred to as unduplicated reach.

A. allows companies to capitalize on the image of a high-quality program.

Companies prefer sponsorship arrangements for buying advertising time because it: A. allows companies to capitalize on the image of a high-quality program. B. gives the advertiser less control over the placement and the length of its commercials. C. is relatively inexpensive. D. means the advertiser can run more commercials per hour since time regulations do not apply. E. broadens advertising reach, saves money, and reaches a more aggregated market when compared to buying national spots.

E. more of a local flavor.

Compared to television, radio has: A. fewer segmentation opportunities. B. longer buyer lead times for preparing and placing ads. C. greater reach and lower frequency opportunities with individual stations. D. more national network advertising. E. more of a local flavor.

Aleve Inc. A pharmaceutical company, launches an ad that claims, "Taking on pill from Aleve is as effective as taking three pills from any other company." This ad campaign is using a(n) ____ appeal.

Competitive advantage

28. One of the reasons for the recent, rapid growth of direct marketing in American society is due to the: A. the fact the U.S. has moved from an industrialized nation to a service nation. B. increase in the number of hours individuals spend watching television. C. proliferation of cellular phones. D. increased use of consumer credit cards. E. development of four-color printing presses.

D. increased use of consumer credit cards.

Teaser Advertising

Designed to build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it

Problems with Communications Objectives

Difficulty translating sales goals into communications objectives What is adequate level of awareness, knowledge, liking, preference, or conviction? No formulas or guidelines

The value of direct marketing for sellers can be described in terms of the responses it generates:

Direct Orders, Lead generation and Traffic generation

COMBINING DIRECT MARKETING WITH SALES PROMOTIONS

Direct mail piece notifying you of a sale, contest, sweepstakes. Retail outlets calling existing customers of sales promotions.

DIRECT MARKETING OBJECTIVES

Direct marketers usually seeks a direct response. The objectives of the program are normally behavior: test drives, votes, contributions, and/or sales. A typical objective is defined through a set of response, perhaps a 2 to 3 percent response rate. Not all direct marketing seeks a behavioral response. Many organizations use direct marketing to build an image, maintain customers satisfaction, and inform and/or educate customers in an attempt to lead to future actions.

Testing.

Direct marketing allows for a strong ability to test the effectiveness of the overall program as well as specific elements.

COMBINING DIRECT MARKETING WITH ADVERTISING

Direct marketing in itself is a form of advertising. Whether through mail, print, or TV, the direct response offer is an ad.

Selective Reach

Direct marketing lets the advertiser reach a large number of people and reduces or eliminates waste coverage. Intensive coverage may be obtained through broadcast advertising or through the mail.

Timing.

Direct-response advertising can be much more timely. Direct mail can be can be put together very quickly and distributed to the target population.

D. zipping.

Donna gets impatient during long commercial breaks, so she often records shows and fast-forwards through the commercials when she watches them. Donna engages in: A. pulsing. B. zooming. C. encoding. D. zipping. E. zapping.

b

Floral Management is a publication aimed at providing information to retail florists so they can manage their stores more efficiently and profitably. This is an example of a(n) _____ publication. A. general business B. trade C. professional D. industrial E. consumer-oriented

Source Attractiveness Leads to Persuasion through a Process of What?

Identification

The Influence of a Knoledeable Source will be Lessened if What?

If audience members think he or she is biased or has underlying personal motives for advocating a position (such as being paid to endorse a product)

A. up-front

In order to get advertising time on the most popular TV shows, major television advertisers such as Coca-Cola, Ford, General Motors and State Farm must buy commercial spots during the _____ market, before the season begins. A. up-front B. continual C. scatter D. interconnected E. local

In-store media

Includes in-store ads, aisle displays, store leaflets, shopping cart signage, and in-store TV to reach shoppers at a place where they buy - Study showed that 1/3 of shoppers said in-store media convinced them to make a purchase; 44 percent say they notice it, and 75% say they are likely to purchase the advertised brand *Approximately 2/3 of consumer's purchase decisions are made in-store*

Competitor's Share of Voice is High and Your Share of Market is High

Increase to defend

Familarity Score

Indicates what percentage of people has heard of the person

Personal vs. Nonpersonal Channels

Information received from personal influence channels is generally more persuasive than information received via the mass media

Effects of Context and Environment

Interpretation of an advertising message can be influenced by the context or environment in which the ad appears Qualitative media effect

selective comprehension

Interpreting information so that it is consistent with your attitudes and beliefs

According to factors influencing advertising budgets, which of the following stages of a product lifecycle leads to a positive effect of advertising on sales?

Introduction

Describe the promotional objective for each stage of the product life cycle.

Introduction—to inform; growth—to persuade; maturity—to remind; and decline—none.

c

Intuit, a computer software company, runs an advertising campaign for Quicken that emphasizes the fact it is the most preferred brand of financial software. This is an example of a(n): A. emotional appeal. B. teaser appeal. C. product popularity appeal. D. transformational appeal. E. favorable price appeal.

An airline company set the following objective for its new advertising campaign: "To increase the percentage of consumers who know our fares are lower than the competitors' to 75 percent over the next six months." Using the criteria associated DAGMAR approach to setting objective, what is wrong with this objective?

It does not contain a benchmark measure and statement of the degree of change sought.

Which of the following is true of creative tactics in relation to advertising messages?

It involves determining how the message strategy will be executed

Verbal vs. Visual Messages

Many ads provide minimal amounts of information and rely on visual elements to communicate Pictures are commonly used in advertising to convey information or reinforce copy or message claims Both the verbal and visual portions of an ad influence the way the advertising message is processed

a

Many advertising experts consider the most important part of a print ad to be the: A. headline. B. subheads. C. layout. D. body copy. E. disclosures.

c

National advertisers tend to avoid weekly newspapers because of: A. their poor image. B. their high absolute cost. C. difficulties associated with contracting for and placing ads in them. D. an overly broad geographic focus. E. the large number of local ads they typically contain.

a

Nearly two-thirds of all advertising dollars spent in magazines, are spent in _____ magazines. A. consumer B. international C. business D. regional E. national

Selecting the Right Promotional Tools-after budget

Once a budget has been set, the relative importance of the five basic IMC tools is analyzed based on the objectives specified. · Due to the number and variety of promotional tools available to marketers, there are many possible combinations that can achieve any specific objective. · Marketers use an analytical approach and their experience to: a. Assess the relative importance of each promotional tool. b. Select the appropriate tool based on each promotional objective. · The promotion mix can vary from a simple program using a single tool to a comprehensive program using all forms.

b

Once the basic script for a television commercial has been conceived, the writer and the art director get together to produce a ____, a series of drawings used to present the visual plan or layout of the commercial. A. transparency board B. storyboard C. visual layout D. layout synopsis E. thumbnail sketch

The goal of the ____ approach of direct marketing is to generate an immediate sale when an ad is shown

One-step

Source Power Factors which Contribute to Compliance

Perceived control Perceive concern Perceived scrutiny

Flighting (intermittent) schedule

Periods of advertising are scheduled between periods of no advertising to reflect seasonal demand.

_____ are used in the execution of ads that involve creating a central character that can deliver the advertising message and with whom the product or service can be identified

Personality symbols

Sleeper Effect

Persuasiveness increases over time The immediate impact of a persuasive message may be inhibited because of its association with a low-credibility source But with time, the association of the message with the source diminishes and the receiver's attentions focuses more on favorable information, resulting in more support

_____ are ads that appear underneath a web page and become visible only when a user leaves the site.

Pop-unders

Target Audience

Promotional programs are directed to the ultimate consumer, an intermediary (retailer, wholesaler, or distributor), or both. · Promotional programs directed to buyers of consumer products use: a. Mass media to reach large numbers of potential buyers. b. Personal selling at the place of purchase. c. Direct marketing to encourage first-time or repeat purchases. d. Combinations to reach some target audiences.

One important purpose of setting specific advertising goals and objectives is to

Provide a benchmark against which performance can be measured

C. evolving into a primarily local advertising medium.

Radio has survived as an advertising medium by: A. competing directly with television. B. evolving into a national advertising medium. C. evolving into a primarily local advertising medium. D. charging higher rates than television. E. providing visual facilities to listeners.

A. the wide variety of program formats offered by different stations.

Radio offers high levels of audience selectivity because of: A. the wide variety of program formats offered by different stations. B. the broadcast overlap of local radio stations. C. the transmission capability of the various stations. D. its low cost. E. image transfer capabilities.

Attitude Tests

Respondents are asked questions to measure changes in their attitudes before and after an advertising campaign to assess if they have a more favorable attitude toward the product advertised.

_____ are defined as "a broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video, audio, and animation."

Rich media

_____ include all content that is created in flash.

Rich media

E. zapping.

Rick likes to watch Tremors: The Series on the Sci-Fi channel and police car chase videos on his local Fox affiliate. Both shows are on at the same time on Friday night. As soon as commercials begin on one of the shows, he switches to the other. Rick is engaged in: A. time shifting. B. zooming. C. zap-proofing. D. zipping. E. zapping.

Which of the following elements of the integrated marketing communications program is designed to provide an extra incentive to consumers to purchase a brand?

Sales Promotion

Marketers who are being held accountable for strategy implementation often need concrete methods to show the effectiveness of their decision making. Which of the following would best support a marketer in producing a quick and easily measurable jump in sales?

Sales promotions such as coupons and price discounts

Direct-response advertisers generally set objectives and measure success in terms of

Sales response generated by an ad

Which of the following problems is a manager most likely to face if he uses sales as a measure of advertising effectiveness?

Sales results offer little guidance or direction to those responsible for planning and developing the advertising program

Which of following is a likely problem for a manager who uses sales as a measure of advertising effectiveness

Sales results offer little guidance or direction to those responsible for planning and developing the advertising program.

_____ is generally considered the most effective method for generating trial of a new product.

Sampling

Indirect Source

Say a model, doesn't actually deliver a message but draws attention to and/or enhances the appearance of the ad

When the target audience is predisposed toward the communicator's position or is highly interested in the issue or product

Strong arguments can be saved for the end of the message This may result in a more favorable opinion as well as better retention of the information

True or False. The more the number of readers per copy of a magazine, the higher the pass-along rate.

TRUE Magazine advertising space sellers want to use the number of readers per copy as the true circulation. This would include a pass-along rate, estimating the number of people who read the magazine without buying it.

True or False. One exposure of an ad to a target group within a purchase cycle has little or no effect in most circumstances.

TRUE One exposure of an ad to a target group within a purchase cycle has little or no effect in most circumstances.

True or False. Radio advertisements have better flexibility than magazine advertisements.

TRUE Radio advertisements have better flexibility than magazine advertisements.

Which of the following is true of the Internet as a medium for branding?

The Internet is an effective medium for achieving communications objectives such as consideration and/or evaluation.

Percentage of Sales

The advertising and promotions budget is based on sales of the product

E. the up-front market.

The buying period that takes place prior to the upcoming television season and where networks sell much of their commercial time is referred to as: A. the network market. B. the regional market. C. pre-screenings. D. previews. E. the up-front market.

Advertising Risks of Using Celebrities

The celebrity may overshadow the product being endorsed The celebrity may be overexposed, reducing his or her credibility The target audience may not be receptive to celebrity endorsers The celebrity's behavior may pose a risk to the company Companies return on investment in sales from using a celebrity

Concrete, Measurable Tasks

The communications task specified in the objective should be a precise statement of what appeal or message the advertiser wants to communicateto the target audience The objective or copy platform statement should be specific and clear enough to guide the creative specialists who develop the advertising message The objective must also be measurable

b

The content of advertising with _____ emphasizes facts, learning and the logic of persuasion. A. emotional appeals B. informational appeals C. transformational appeals D. subliminal appeals E. irrational appeals

d

The cost of advertising space in magazines is primarily a function of: A. the price of the product being advertised. B. the type of the product being advertised. C. the frequency of ad insertions. D. the circulation of the publication. E. whether color is used in the ad.

Setting the Advertising Budget

The cost of placing a 30-second ad during Super Bowl XLII in 2008 was $2.7 million. a. The reason for the escalating cost is the growing number of viewers: 97.5 million people tuned in. b. Advertisers find this audience attractive because research indicates that it is equally split between men and women. c. Many people look forward to watching the spots. d. The ads are effective too. · As a result, both new and regular advertisers buy ad space during the Super Bowl.

Affordable Method (all-you-can-afford method)

The firm determines the amount to be spnt in various areas such as production and operations Then it allocates what's left to advertising and promotion, considering this to be the amount it can afford The task to be performed by the advertising/promotions function is not considered, and the likelihood of under- or overspending is high, as no guidelines for measuring the effects of various budgets are established

c

The magazine The Georgia Peace Officer is targeted to everyone in law enforcement in the State of Georgia. As a medium, this magazine offers a manufacturer of bullet-proof vests a high degree of: A. permanence. B. flexibility. C. selectivity. D. reach. E. clutter.

Compliance

The receiver accepts the persuasive influence of the source and acquiesces to his or her position in hopes of obtaining a favorable reaction or avoiding punishment

Perceived Concern

The receiver must think the source cares about whether or not the receiver conforms

B. A. C. Nielsen Co.

The sole source of network television and local audience information is: A. Arbitron Co. B. A. C. Nielsen Co. C. RADAR. D. Smart-TV. E. Burke Research.

Perceived Control

The source must be perceived as being able to administer positve or negative sanctions to the receiver

Benchmark and Degree of Change Sought

To set objective, one must know the target audience's present status concerning response hierarchy variables such as awareness, knowledge, image, attitudes and intentions and then determine the degree to which consumers must be changed by the campaign

Allowances and Discounts.

Trade promotions, Allowances and discounts, Merchandise allowances, case allowance, finance allowance

C. barter syndication

Under a _____ arrangement, national advertisers can participate in the syndication market with the convenience of a network-type buy while local stations get free programming as well as some advertising time to sell to local or spot advertisers. A. sponsorship B. participation C. barter syndication D. local syndication E. national syndication

b

Underneath the headline, "Fully Loaded," in the ad for Browning shotguns was "Our most comprehensive line of autoloading shotguns ever." The second statement was printed in a typeface larger than the body copy but smaller than the headline. The second statement in the ad is an example of a: A. story line. B. subhead. C. demonstrative appeal. D. physiological appeal. E. psychological appeal.

Arbitrary Allocation

Virtually no theoretical basis is considered and the budgetary amount is often set by fiat The budget is determined by management solely on the basis of what is felt to be necessary

C. affiliates.

WSIX in Nashville, WDEF in Chattanooga, and WGNX in Atlanta all show CBS programming. These local television stations that are associated with national television networks are known as: A. satellite networks. B. local nets. C. affiliates. D. station reps. E. regional networks.

Which of the following statements is true of Web 2.0?

Web 2.0 has led to dramatic changes in the World Wide Web due to decentralization of communications and interactivity.

_____ is an approach to integrated marketing communications planning that involves determining what tasks need to be done and which marketing communications planning functions should be used to accomplish them.

Zero-based communications planning

A disadvantage or limitation of newspapers as an advertising medium is:

a. poor reproduction and short life span. b. lack of selectivity. c. clutter. *d. All of the above.

An advantage of magazines as an advertising medium is:

a. selectivity. b. reproduction quality. c. creative flexibility. *d. All of the above.

The task and objective method of budgeting as well as the payout plan are both examples of the _____ approach.

build-up

82. (p. 461) A disadvantage associated with movie theater advertising is: A. low recall. B. low audience exposure. C. possible irritation of audience. D. clutter. E. a potential violation of FCC regulations of advertising.

c

The _____ method of budgeting is being employed when expenditures are allocated based on information about industry averages for advertising. The budget is set to maintain a level consistent with industry spending.

competitive parity

Behavioral targeting can be done by:

compiling clickstream data and Internet protocol information.

As a tool for budget allocation, multiple regression analysis is most often employed in budget models using:

computer simulation

The _____ function model is based on the microeconomics law of diminishing returns.

concave-downward

26. (p. 447) Of all out-of-home media, _____ advertising enjoys the highest gross billings and the largest percentage of the market. A. transit B. sports stadium C. airport D. billboard E. in-store

d

The Internet:

is a direct-response medium.

superagencies

large ad agencies merge with or acquire other agencies and support systems

Transformational advertising can differentiate a product or service by:

making the consumption experience more meaningful, exciting and enjoyable

two-sided messages

messages that contain counterarguments to the proposed behavioral change and refutes them; deal with presentation of the pros and the cons, increases credibility, not bias - increases credibility

Advertisers employ search engine optimization (SEO) to:

more specifically target customers who may be interested in their offerings.

Ads

must be posttested to determine whether they achieve

sales promotion agencies

they develop programs such as contests and sweepstakes

D. side panels.

46. (p. 500) Banner ads are also known as: A. interstitials. B. paid searches. C. pop-ups. D. side panels. E. links.

Marketing objectives

They are usually defined in terms of specific outcomes such as sales volume, market share, profits, or return on investment

7. (p. 450) The costs of mobile billboards depend on the area and the mobile board company's fees.

True

8. (p. 450-451) Mobile billboard ads enjoy high levels of recall and readership, leading to increased sales.

True

persuasion matrix

helps marketers see how each controllable element interacts with the consumer's response process.

Which of the following is true of outdoor advertising?

Outdoor advertising is a pervasive form of communication for residents of urban and suburban areas

promotional push

programs are designed to persuade retailers to stock, merchandise, and promote a manufacturer's product

The main message for each company to communicate is

(1) its regret that anyone should have died, (2) its determination to track down the cause(s) of the accidents, and (3) its commitment to making all vehicles/tires as safe as possible. This three-part message can be communicated in news releases as parts of the investigation are completed and as any newly developed safety measures are announced. News conferences can be held for the announcement of major investigative findings and major new developments. An opportunity may arise to use a high-visibility individual to emphasize product safety.

benchmark measures

- determines the target market's present position regarding various response stages

(5) Testimonial - Creative execution

- A person praises the product or service on the basis of his or her personal experience with it - Can be effective when the person delivering the testimonial is someone with whom the target audience can identify or who has an interesting story to tell *Endorsement*: a well known or respected individual such as a celebrity or expert in the product or service area speaks on behalf of the company or the brand

Imagery

- Ad consists primarily of visual elements such as pictures, illustrations, and/or symbols rather than information - Used when the goal is to encourage consumers to associate the brand with the symbols, characters, and/or situation shown in the ad

Animation

- Animated scenes are drawn by artists or created on the computer, and cartoons, puppets, or other types of fictional characters may be used - Especially popular for advertisements targeted at children

Pioneering institutional advertisements

- Are like the pioneering ads for consumer products. - Announce what a company is, what it can do, or where it is located.

Client Evaluation and Approval of Creative Work

- Client must evaluate and approve the creative approach before any ads are produced - Generally more subjective Basic criteria for evaluating creative output: - Is the creative approach consistent with the brand's marketing and advertising objectives? - Is the creative approach consistent with the creative strategy and objectives? Does it communicate what it's supposed to? - Is the creative approach appropriate for the target audience? - Does the creative approach communicate a clear and convincing message to the customer? - Does the creative execution keep from overwhelming the message? - Is the creative approach appropriate for the media environment in which it is likely to be seen? - Is the ad truthful and tasteful?

(3) Combination appeals - Types of Advertising Appeals

- Consumers purchase decisions are often made on the basis of both emotional and rational motives, and attention must be given to both elements in developing effective advertising Types of Combination Appeals: (1) Emotional bonding

Dramatization

- Focus is on telling a short story with the product or service as the star - Purpose is to draw the consumer into the action it portrays Five basic steps: (1) Exposition (2) Conflict - identifying the problem (3) Story builds (4) Climax - problem solved (5) Resolution

(1) Informational / Rational Appeals - Types of Advertising Appeals

- Focus on the consumer's practical, functional, or utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand - Objective is to persuade the target audience to buy the brand because it is the best available or does a better job of meeting consumers' needs Types of Informational / Rational Appeals: (1) Feature Appeal (2) Comparative Advantage Appeal (3) Favorable Price Appeal (4) News Appeal (5) Product/Service Popularity Appeal

C. banners

44. (p. 500) The most common form of advertising on the Web is: A. pop-ups. B. interstitials. C. banners. D. links. E. video sharing.

(4) Visual Elements - Creative Tactics for Print Advertising

- Must attract attention, communicate the idea or image, and work in a synergistic fashion with the headline and body copy to produce an effective message

(4) Comparison - Creative execution

- Offers a direct way of communicating a brand's particular advantage over its competitors or positioning a new or lesser-known brand with industry leaders

Competitive institutional advertisements

- Promote the advantages of one product class over another. - Are used in markets where different product classes compete for the same buyers.

(2) Emotional Appeals - Types of Advertising Appeals

- Relate to the customers' social and/or psychological needs for purchasing the product or service - Many advertisers believe appeals to consumers' emotions work better at selling brands that do not differ markedly from competing brands, since rational differentiation from them is difficult - Advertising campaigns with purely emotional content are nearly twice as likely to generate large profit gains than campaigns using only rational content - Reduce price sensitivity and strengthen the ability of brands to charge a price premium which contributes to profitability Types of emotional appeals: (1) Emotional integration (2) Transformational ad

(1) Straight sell or factual message - Creative execution

- Relies on a straightforward presentation of information concerning the product or service - Often used with informational/rational appeals - Often used in print ads

(2) Subheads - Creative Tactics for Print Advertising

- Secondary heads - Usually smaller than the main headline but bigger than the body copy

Advocacy advertisements

- State the position of a company on an issue. - Are used when firms make a request related to a particular action or behavior.

SOURCES OF DATABASE INFORMATION

- The US Census Bureau - The US Postal Service - List brokers - Standard Rate and Data Service - Experian Simmons Market Research Bureau o They conduct annual study of customers who buy at home via mail, telephone, or Internet. - Direct Marketing Association o They promote direct marketing and provides statistical information on direct-marketing use. DMA's Fact Book of Direct Marketing contains information regarding use, attitudes toward direct marketing, rules and regulations, and so forth. o Consumer goods manufacturers, banks, credit bureaus, retailers, charitable organizations, and other business operations also rent lists and other selected information.

(3) Body Copy - Creative Tactics for Print Advertising

- The main text portion of a print ad - Must be long enough to communicate the advertiser's message yet short enough to hold readers' interest

(5) Layout - Creative Tactics for Print Advertising

- The physical arrangement of the various parts of the ad, including the headline, subheads, body copy, illustrations, and identifying marks - Helps the copywriter determine how much space he or she has to work with and how much copy should be written

(1) Headline - Creative Tactics for Print Advertising

- The words in the leading position of the ad - the words that will be read first or are positioned to draw the most attention - Purpose is to attract readers' attention and interesting them in the rest of the message - Perform a segmentation function by engaging the interest of consumers who are most likely to buy a particular product or service Two types of headlines: (A) Direct headlines (B) Indirect headlines

Creative Tactics for Television

- Unique and powerful advertising medium because it contains the elements of sight, sound, and motion which can be combined to create a variety of advertising appeals and executions - Viewer does not control the rate at which the information is being presented - High cost advertisement technique (1) Video (2) Audio

(2) Scientific/Technical Evidence - Creative execution

- Variation of the straight sell technique; scientific or technical evidence is presented in the ad

(1) Video - Creative Tactics for Television

- What is seen on a TV screen - Usually dominates a commercial, so it must attract viewers' attention and communicate an idea, message, and/or image

Out of home advertising (Outdoor)

- includes billboards, street furniture, alternative media, and transit *billboards and street furniture constitute 72% of outdoor billings* - Major reason for the continued success of outdoor is its ability to remain innovative through technology

In January 2003, Philip-Morris Companies, Inc., and Kraft Foods became the Altria Group. The change in name reflected the fact the company has changed itself structurally, behaviorally, and culturally. The new name was designed to focus attention on the company's superior performance, financial strength, and its commitment to integrity and corporate responsibility. Which of the following statements about the communications objectives the company would have most likely used as part of this repositioning strategy is true?

. A communications objective concerning the repositioning of the Altria Group would take longer to accomplish than an objective designed to create brand awareness.

You are working in the advertising department of a large consumer products company. You have suggested that the company use the DAGMAR approach for setting advertising goals. Which of the following is an example of an argument that you are likely to hear against the use of the DAGMAR approach to setting advertising goals?

. DAGMAR is too quantitative for most managers to understand.

Jury Tests

. Involve showing the ad copy to a panel of consumers and having them rate: · How they liked it. · How much it drew their attention. · How attractive they thought it was. b. Unlike the portfolio test, consumers see only the ad of interest.

When using the competitive parity budgeting method, the firm:

. matches its share of total industry advertising expenditures to its market share.

c

._____ is a system that was created in 1984 to make newspaper advertising rates comparable to other media that sell space and time in standardized units. A. The column inch B. The flat rate system C. Standard advertising units D. The portfolio inch E. Agate lines

direct-marketing messages are

1 billion e-mail messages sent each day ONE reason is that e-mail offers one-to-one conversations with each prospective consumer. ANOTHER reason is that the average cost per e-mail message is less than $0.01 compared with $0.75 to $2.00 for direct mail and $1 to $3 for telemarketing.

Implementing direct-marketing programs by deciding:

1) Create program objectives 2) Which market to target (through the use of a list of marketing database) 3) What direct-marketing strategies will be employed, and 4) How to evaluate the effectiveness of the program.

hierarchy model of the communication process

1. awareness 2. comprehension 3. conviction 4. action

innovation adoption model

1. awareness 2. interest 3. evaluation 4. trial 5. adoption

communications effects pyramid

1. awareness 2. knowledge/comprehension 3. liking 4. preference 5. trial 6. repurchase/ regular use - initial stages are easier to reach than top stages

communication tasks

1. awareness- making the consumer aware of the brand or product 2. comprehension- developing an understanding of what the product is and what it will do 3. conviction- developing a mental disposition in the consumer to buy the product 4. action- getting the consumer to purchase the product

cognitive learning process order

1. goal 2. purposive behavior 3. insight 4. goal achievement

elements of the cognitive learning process

1. goal 2. purposive behavior 3. insight 4. goal achievement

target marketing process

1. identifying markets with unfullfilled needs 2. determining market segmentation 3. selecting a market to target 4. positioning through marketing strategies

internal psychological process order

1. motivation 2. perception 3. attitude formation 4. integration 5. learning

meaning movement and endorsement process stages

1. objects, persons, and context to celebrity (culture) 2. celebrity to product (endorsement) 3. product to consumer (consumption)

Maslow's hierarchy of needs

1. physiological needs 2. safety needs 3. social needs 4. esteem needs 5. self- actualization needs

consumer decision-making model

1. problem recognition 2. information search 3. alternative evaluation 4. purchase decision 5. postpurchase evaluation

selective perception process

1. selective exposure 2. selective attention 3. selective comprehension 4. selective retention

low-involvement model

1.cognition 2. behavior 3. attitude change - learn- do- feel

consumer decision journey

1.consider 2. evaluate 3. buy 4. enjoy-advocate-bond

C. cell phone.

100. (p. 515) No other medium is as personal or interactive and constantly with the viewer as is the: A. television. B. radio. C. cell phone. D. newspaper. E. direct mail.

A. information purposes.

28. (p. 496) When major corporations first began to conduct business on the Internet, they put up Web sites primarily for: A. information purposes. B. creating brand awareness. C. increasing interest. D. inducing trial. E. increasing sales.

C. Web site

29. (p. 496) _____ is the place where providers make information available to users of the Internet. A. Computer B. Interstitials C. Web site D. Links E. E-commerce

C. providing information.

30. (p. 498) Naomi has a small consulting business. She wants to use her Web site to provide background about her company's qualifications and answer frequently asked questions. Naomi will design her website with the primary objective of: A. brand image. B. allowing customer sampling. C. providing information. D. handling objections. E. inducing trial.

D. To disseminate information

31. (p. 498) What was the primary objective marketers sought when they first employed the Internet as a communications tool? A. To sell their product B. To stimulate repurchase of their product C. To level the competitive playing field D. To disseminate information E. To create a competitive advantage

D. Creating an image

32. (p. 498) Which of the following is difficult to achieve through the Internet? A. Creating awareness B. Generating interest C. Disseminating information D. Creating an image E. Creating a strong brand

E. stimulate trial.

33. (p. 498) iTunes.com allows for a "sampling" of songs before you purchase in order to: A. disseminate information. B. create awareness. C. build an image. D. create a strong brand. E. stimulate trial.

B. A Web site is the place where a provider makes information available to users of the Internet.

34. (p. 496) Which of the following statements about the role of the Web site is true? A. Web sites are only used to disseminate information. B. A Web site is the place where a provider makes information available to users of the Internet. C. The maintenance of a Web site requires very little time and effort. D. Other media cannot be integrated with the Web site. E. Making a Web site work and having one work successfully is the same thing.

C. To create a strong brand

35. (p. 498) Which of the following is a valid objective for a marketer who is employing the Internet as a communications vehicle? A. To create a sustainable competitive advantage B. To implement a diversification strategy C. To create a strong brand D. To prevent a price war E. To create a target market

E. Banner ads

45. (p. 500) _____ may take on a variety of forms as well as a number of names such as side panels, skyscrapers, or verticals. A. Links B. Pop-ups C. Interstitials D. Pop-unders E. Banner ads

A. To generate interest in Cheerwine

36. (p. 498) Cheerwine is a cherry-flavored cola. A visit to its Web site shows consumers where the regional cola can be purchased, offers visitors a store where they can purchase clothes and other items bearing the Cheerwine brand, a selection of recipes using Cheerwine, and links to the Cheerwine NASCAR site. From this information, which of the following communications objective does this site have? A. To generate interest in Cheerwine B. To create disintermediation C. To serve as a point-of-purchase display D. To replace traditional advertising E. To disseminate information to nonusers

C. disseminate information.

37. (p. 498) CDW Computer Centers sells computer equipment to small- and mid-sized businesses. Its Web site provides in-depth information on its products, its customer service, its shipping policies, and its suppliers. Like most business-to-business sites, the primary objective of this Web site is to: A. create a sustainable competitive advantage. B. create an image. C. disseminate information. D. replace advertising in trade journals. E. prevent price wars.

E. create an image

38. (p. 498) Marketers have found it most difficult to _____ on the Internet because of a need to develop creative strategies adapted to the medium. A. disseminate information B. provide current price lists C. create viable links to suppliers and other sites of interest to users D. overcome buying center barriers E. create an image

D. stimulate trial.

39. (p. 498) The manufacturer of 'Aleve' pain reliever offered a free sample of the product to visitors who registered at its Web site. In this case, the communications objective for the Web site was to: A. disseminate information. B. create a route for disintermediation. C. create an e-commerce site. D. stimulate trial. E. create a brand image.

D. e-commerce.

40. (p. 499) Direct selling of goods and services on the Internet is known as: A. direct response advertising. B. consumer-to-consumer selling. C. business-to-business selling. D. e-commerce. E. blogging.

C. direct sales

41. (p. 499) E-commerce is _____ on the Internet. A. indirect distribution B. integrated marketing commerce C. direct sales D. personal selling E. business-to-business sales

C. Web 1.0

42. (p. 499) _____ is generally referred to as the first decade or so of the World Wide Web, ending with the "bursting of the dot-com bubble". A. E-commerce B. B2B selling C. Web 1.0 D. Web 2.0 E. Interstitial

B. It consists mainly of static sites.

43. (p. 499) Which of the following statements is true about Web 1.0? A. It started with the 'bursting of the dot-com bubble'. B. It consists mainly of static sites. C. It provides for two-way flow of information. D. It has led to dramatic changes in the World Wide Web, with information provided by users as contributors. E. Web 2.0 users act as contributors in Web 1.0.

There are approximately 900,000 television households in the San Diego Count market. During a Sunday afternoon in October, 50 percent of the households had their television sets turned on and 200,000 were watching a football game. The approximate share of audience for the game would be:

44%

B. banner.

47. (p. 500) At the Web site for Ivillage.com, there is an ad that stretches across the top of the page for 'Clinique' cosmetics. If you click on the ad, it will take you to the 'Clinique' Web site where you can purchase Clinique cosmetics. The Clinique ad that appears at the iVillage Web site is an example of a(n): A. interstitial. B. banner. C. pop-up. D. sponsorship. E. paid search

D. Content sponsorships

48. (p. 500) _____ occur when a company pays to sponsor a section of a site. A. Paid searches B. Interstitials C. Regular sponsorships D. Content sponsorships E. Irregular sponsorships

C. a regular sponsorship.

50. (p. 500) If you go to the GirlsOn.com Web site, you'll find a book section sponsored by Amazon.com. Amazon.com, the largest retailer of books on the Internet also has a similar arrangement with Dogpile.com, and at other computer search engine Web sites. Amazon.com is using: A. a button. B. a banner. C. a regular sponsorship. D. an interstitial. E. push technology.

E. Content sponsorship

51. (p. 500-501) The Weather Channel provides dollars in return for its name association with www.iwon.com, an Internet portal. The Weather Channel also contributes weather information to the site. What method for advertising on the Internet does the Weather Channel use? A. Interstitial B. A regular sponsorship C. Push technology D. Pop-unders E. Content sponsorship

A. pop-ups

52. (p. 501) While one uses the Internet, _____ are a small windows or a creatures of some sorts that appears on the screen in an attempt to get one's attention. A. pop-ups B. interstitials C. links D. banner ads E. blogs

B. a pop-up.

54. (p. 501) While Ginger waited for iVillage.com's apparel site to download, a small ad encouraging her to check out the summer clothes at Nordstrom department store and at its Web site appeared on her computer screen. The Nordstrom's ad is an example of: A. content sponsorship. B. a pop-up. C. push technology. D. functional sponsorship. E. a pop-under.

E. a pop-under.

55. (p. 501) After Jones finished reading an article on the 101 Dumbest Moments in Business at the Business 2.0 Web site, he closed the file. Then he saw on his screen an ad that invited him to subscribe to the magazine. This ad was an example of: A. content sponsorship. B. a pop-up. C. push technology. D. functional sponsorship. E. a pop-under.

A. paid searches

59. (p. 501) Many shopping bots have become _____ or search engines in which advertisers pay only when a consumer clicks on their ad or link from a search engine page. A. paid searches B. URLs C. portals D. surf buttons E. interconnects

E. paid search

60. (p. 501) When Internet visitors using Yahoo's search engine type in travel books, one of the advertisements they see is for Lonely Planet guides, Lonely Planet is using a(n) _____ to target Internet users interested in their products. A. interconnect B. URL C. portal D. surf button E. paid search

C. Google

61. (p. 501) _____ dominates the paid search advertising market. A. Netscape B. GoArmy.gov C. Google D. Yahoo E. Microsoft

A. Search engine optimization

62. (p. 502) _____ is the process of improving the volume of traffic driven to one's site by a search engine through unpaid (organic) results as opposed to paid inclusions. A. Search engine optimization B. Linking C. Rich media marketing D. Behavioral targeting E. Contextual targeting

A. behavioral targeting

64. (p. 502) Advertisers which target consumers based on the website-surfing patterns are using: A. behavioral targeting. B. advertising allowance analysis. C. rich media marketing. D. video substitution selection. E. contextual advertising.

A. Social networking sites

72. (p. 504) _____ allow(s) users to share ideas, activities, events, and interests within their individual networks. A. Social networking sites B. Contextual advertising C. Behavioral targeting D. User-generated video sharing E. Podcasting

A. behavioral targeting.

65. (p. 502) Nevada Bob's Golf company wants to place ads on websites providing information about golf and golf products. Nevada Bob's wants to use: A. behavioral targeting. B. advertising allowance analysis. C. rich media marketing. D. video substitution selection. E. contextual advertising.

E. contextual advertising

66. (p. 503) Advertisers which target their advertising based on the information provided on web pages are using: A. behavioral targeting. B. advertising allowance analysis. C. rich media marketing. D. video substitution selection. E. contextual advertising.

B. contextual advertising.

67. (p. 503) Advertisers who target their ads based on the content of the webpage are using: A. rich media advertising. B. contextual advertising. C. content sponsorships. D. behavioral targeting. E. blogging.

E. Rich media

68. (p. 503) _____ are defined as "a broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video, audio and animation." A. Interstitials B. Links C. Contextual ads D. Content sponsorships E. Rich media

D. Rich media

69. (p. 503) _____ include all the content that is created in flash. A. Banner ads B. Links C. Interstitials D. Rich media E. Paid searches

D. Webisodes

70. (p. 504) _____ are short featured films in which companies create their own content to advertise their products. A. Online commercials B. Video on demand C. Blogs D. Webisodes E. Interstitials

B. Web 2.0

71. (p. 504) The term _____ is commonly associated with Web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web. A. Web 1.0 B. Web 2.0 C. paid search D. rich media E. E-commerce

E. social networking sites.

73. (p. 504) Facebook, Twitter, Friendster, and Bebo are examples of: A. blogs. B. wikis. C. Web 1.0. D. podcasting Web sites. E. social networking sites.

B. user generated video sharing Web site.

74. (p. 504) YouTube is an example of: A. social networking site. B. user generated video sharing Web site. C. podcast. D. blog. E. paid search engine.

C. Podcasting

75. (p. 506) _____ is a medium that uses the Internet to distribute radiolike files for downloading into iPods and other MP3 players. A. Paid search B. Interstitial C. Podcasting D. Blogging E. Contextual advertising

E. Podcasting

76. (p. 506) As the market for iPods and MP3 players grows, the attractiveness of which of the following medium would increase? A. Social networking sites B. Really simple syndication C. User generated video sharing sites D. Blogs E. Podcasting

D. Really Simple Syndication

77. (p. 506) _____ organize and format Web-based content in a standard way, sending out notification whenever new material is available. A. Blogs B. Vlogs C. Podcasts D. Really Simple Syndication E. Links

loyalty programs

programs designed to encourage repeat purchase or patronage of a specific brand of a product or service

B. Virtual reality

80. (p. 507) _____ is a term that applies to computer-simulated environments that can simulate places in the real world, as well as in imaginary worlds. A. Podcasting B. Virtual reality C. Blogging D. Webcasting E. Really simple syndication (RSS)

D. blog

81. (p. 507) A _____ is a Web-based publication consisting primarily of periodic articles, normally presented in reverse chronological order. A. widget B. button C. link D. blog E. podcast

E. Sales promotions

82. (p. 507) Buick conducted a sweepstakes in which people could enter to win the car Tiger Woods uses during tournaments. To enter sweepstakes, consumers had to visit Buick's site. Buick used which promotional mix element on the Internet? A. Direct marketing B. Personal selling C. Television advertising D. Public relations E. Sales promotions

E. Sales promotions

83. (p. 507) Which element within the marketing mix would you expect to be most used by a Web site called www. winfreestuff.com? A. Direct marketing B. Personal selling C. Television advertising D. Public relations E. Sales promotions

B. personal selling

84. (p. 507) A professional fisherman who has freshly-caught salmon in Oregon that he wants to sell can go to www. GoFish.com and locate and negotiate a sale with a restaurant owner in New Jersey who is interested in serving salmon to restaurant patrons. The connecting of buyers and sellers is one way the Internet performs _____ activity. A. direct marketing B. personal selling C. television advertising D. public relations E. sales promotions

D. In a well-designed IMC program, the use of the Internet and personal selling should be complementary.

85. (p. 509) Which of the following statements describes the relationship between the Internet and personal selling in an integrated marketing communications program? A. The Internet is not a good source of leads for a company's sales force. B. Customer service can only be provided by an actual person. C. One-to-one relationships can only be established by the salesperson and not on a computer. D. In a well-designed IMC program, the use of the Internet and personal selling should be complementary. E. A company's Web site cannot be expected to stimulate trial purchase; only salespeople can do this.

D. public relations

86. (p. 509) Recent press releases about what is going on in the company are available at the ArvinMeritor Web site. Anyone doing research on the company has access to these stories. In this way, ArvinMeritor uses the Internet as a(n) _____ tool. A. sales promotion B. personal selling C. direct marketing D. public relations E. advertising

D. public relations

87. (p. 509) Good Mews is a no-cage, no-kill cat shelter that tries to care for and find homes for cats and kittens that have been abandoned by their owners. The non-profit group uses a Web site to show cats that are available for adoption, how cats are cared for at the shelter, and to spotlight various volunteers' efforts. This is an example of how the Internet can be used as a(n) _____ tool. A. sales promotion B. personal selling C. direct marketing D. public relations E. advertising

C. direct marketing

88. (p. 510) When Eli checked his e-mail, he had an offer to buy software that would make it easier for him to file his income tax next year. This e-mail offer is an example of how the Internet and _____ can complement each other. A. sales promotion B. personal selling C. direct marketing D. public relations E. interconnects

D. spams.

89. (p. 510) Less targeted and unwanted e-mails are referred to as: A. blogs. B. podcasts. C. webisodes. D. spams. E. buttons.

C. spam.

90. (p. 510) When Dakota checked her e-mail after returning from a week's trip, she found had 53 e-mails and only two contained information she needed. The rest were unwanted and unrequested, which are referred to as: A. mistargted e-mail. B. electronic commercial messages. C. spam. D. interconnects. E. interstitials.

E. Recall and retention

91. (p. 511) Which of the following is a traditional method of measuring the effectiveness of the Internet? A. Unique visitors B. Post-click conversions C. View-through rate D. Webpage eye tracking E. Recall and retention

E. Cost per conversion

92. (p. 511) Which of the following is an Internet specific measure? A. Recall tests B. Retention tests C. Sales D. Return on investment (ROI) E. Cost per conversion

A. A major advantage of the Web is the ability to target very specific groups of individuals

93. (p. 512) Which of the following statements is true about the Internet? A. A major advantage of the Web is the ability to target very specific groups of individuals. B. One major disadvantage of the Internet is that it leads to a lot of waste coverage. C. In the consumer market, the Internet resembles a combination trade magazine and trade show, as only those most interested in the products and/ or services a site has to offer will visit the site. D. The Internet does not offer to carry one-to-one marketing messages. E. One of the main disadvantages of the Internet is the lack of creative opportunity associated with its use.

D. Irritation

96. (p. 513) Which of the following has been cited as a disadvantage associated with using the Internet? A. Inability to use message tailoring B. Lack of sales potential C. High costs D. Irritation E. Lack of creativity

A. Lack of reliability of the research numbers generated

97. (p. 513) Some marketers believe the Internet will eventually replace traditional forms of advertising. Others disagree. Which of the following weaknesses of the Internet would support those who disagree? A. Lack of reliability of the research numbers generated B. Its inability to provide in-depth information C. Its inability to offer sight and sound D. Its lack of sales potential E. Its lack of creativity

B. can be used as contributors to an IMC program.

98. (p. 513) Interactive TV, interactive CD-ROMs, kiosks, and interactive phones: A. are viewed by businesses as breaches of consumer rights to privacy. B. can be used as contributors to an IMC program. C. cannot be linked with traditional advertising media. D. will replace the Internet in most IMC programs. E. are not viewed as being viable elements within a well-designed IMC program.

D. Interactive TV

99. (p. 514) _____ allows the viewer of a television program to interact with the program and the ads, essentially merging television and the Internet. A. An interstitial B. A blog C. A podcast D. Interactive TV E. Virtual reality

integration process

: the way product knowledge, meanings, and beliefs are combined to evaluate two or more alternatives

b

A Tide detergent ad showed a high school team manager easily removed all the grass and dirt stains from two dozen baseball uniforms by simply throwing them in a washer and adding Tide. The ad creator used which execution style? A. Dramatization B. Slice-of-life C. Slice-of-death D. Testimonial E. Demonstration

Feedback

A feedback loop consists of a response and feedback. · A response is the impact the message had on the receiver's knowledge, attitudes, or behaviors. · Feedback is the sender's interpretation of the response, which indicates whether a message was decoded and understood as intended. · Pretesting consists of approaches to ensure that messages are decoded properly.

Specified Time Period

A final consideration in setting advertising objectives is specifying the time period in which they must be accomplished Appropriate time periods can range from a few days to a year or more Most ad campaigns specify time periods from a few months to a year

Marginal Analysis Theory

A firm would continue to spend advertising/promotional dollars as long as the marginal revenues created by these expenditures exceeded the incremental advertising/promotional costs If the sum of the advertising/promotional expenditures exceeded the revenues they generated, one would conclude the appropriations were too high and scale down the budget

Branded entertainment

A form of advertising that blends marketing and entertainment through television, film, music talent, and technology - goal is to use entertainment media to gain consumers' attention and exposure to products and/or brands

a

A magazine such as Farm Journal is an example of a _____ while a publication such as National Hog Farmer is a ____. A. general interest farm publication; specialized farm publication B. specialized farm publication; trade magazine C. specialized farm publication; general interest farm publication D. general interest farm publication; special interest consumer magazine E. general interest business magazine; general interest farm publication

c

A magazine with a circulation of 100,000 and 2 readers per copy would have a _____ of 200,000. A. certified audience B. calculated market C. total audience D. circumscribed market E. market aggregate

d

A magazine with a circulation of 2.5 million and 3 readers per copy would have a total audience or readership of _____ million. A. 2.5 B. 4.5 C. 5.5 D. 7.5 E. 8.3

A. the emergence of satellite radio.

A major threat to conventional broadcast radio is: A. the emergence of satellite radio. B. low-powered local radio broadcasting. C. the creation of communications cartels. D. the fact consumers prefer to pay a subscription fee for their radio. E. the ability to zip and zap radio commercials.

When the range of a media exceeds the targeted audience, the excess is referred to as:

A marketer is faced with a problem of overexposure (also called waste coverage), in which the media coverage exceeds the targeted audience. If media coverage reaches people who are not sought as buyers and are not potential users, then it is wasted.

Q-Score

A measure of the familiarity and appeal of a celebrity

Build-Up Approaches

A more effective budgeting strategy would be to consider the firm's communications objectives and budget what is deemed necessary to attain these goals

C. affiliates

A network supplies programming and services to a series of local TV stations, or ____, which contract to preempt time during specified hours for programming provided by the networks and carry national advertising within their programming. A. satellite networks B. local nets C. affiliates D. station reps E. regional networks

What is a news release?

A news release is an announcement regarding changes in the company or the product line.

Internalization

A process that occurs when the receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate

Putting the Strong Points at the End Assumes What?

A recency effect

What does the S-Shaped Response Curve Suggest?

A small advertising budget is likely to have no impact beyond the sales that may have been generated through other means

Source Power

A source has power when he or she can actually administer rewards and punishments to the receiver As a result of this power, the source may be able to induce another person to respond to the request or position he or she is advocating

Additional Factors in Budget Setting

A weakness in attempting to use sales as a direct measure of response to advertising is that various situational factors may have an effect

b

A widely used advertising execution style for packaged goods products which attempts to portray situations consumers might face in their daily lives is known as: A. endorsement. B. slice-of-life. C. theater style. D. a testimonial. E. a demonstration.

Script

A written version of a commercial that provides a detailed description of its video and audio content - Shows the various audio components of the commercial - the copy to be spoken by voices, the music, and sound effects - Video portion provides the visual plan for the commercial—camera actions and angles, scenes, transitions, and other important descriptions

d

A written version of a television commercial that provides a detailed description of its video and audio content is known as a: A. layout. B. jingle. C. voice-over. D. script. E. storyboard.

d

A(n) _____ refers to the approach used in an advertisement to elicit some consumer response or influence feeling. The way this approach is turned into an advertising message is the ____. A. advertising appeal; advertising campaign B. creative execution style; advertising appeal C. creative execution style; advertising campaign D. advertising appeal; creative execution style E. brand image; positioning

a

A(n) _____ test is a service offered by magazines where two or more versions of an ad are run in alternate copies of a particular issue of a publication. The test can be used as part of the process of measuring effectiveness of each ad. A. split run B. overrun C. gatefold D. bleed page E. day-after-recall

32. The print ad of 'Fedex' read 'Call 1-800-FEDEX (toll free) to send gifts this Christmas to your loved ones anywhere in the world'. This print ad uses direct marketing combined with which of the following promotional media? A. Advertising B. Sales promotion C. Publicity D. Public relations E. Personal selling

A. Advertising

Which of the following parameters does the formula for the computation of cost per thousand (CPM) take into account?

A. Cost of ad space For years the magazine industry has provided cost breakdowns on the basis of cost per thousand people reached. The formula for this computation is: cost per thousand (CPM) = (Cost of ad space (absolute cost)/Circulation) × 1,000.

95. Which effectiveness measure is most commonly employed in direct marketing? A. Cost per order (CPO) B. Cost per thousand (CPM) C. Cost per man-hour (CPMH) D. Cost per new prospect (CPNP) E. Sales per database name (SDN)

A. Cost per order (CPO)

_____ are based on the total audience a media schedule may reach using a duplicated reach estimate.

A. Gross rating points (GRPs) Gross rating points (GRPs) are based on the total audience a media schedule may reach using a duplicated reach estimate.

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: High BDI and High CDI. Which of the following is likely to be true of the product class and the product?

A. High market share and good market potential High BDI and high CDI represent good sales potential for both the product category and the brand.

Which of the following is true of TCPM?

A. It calculates CPMs based on the target audience. Most media buyers rely on target CPM, or TCPM, which calculates CPMs based on the target audience, not the overall audience.

Which of the following statements is true of the flighting scheduling method?

A. It results in a lack of awareness of promotional messages during nonscheduled times. Flighting employs a less regular schedule, with intermittent periods of advertising and nonadvertising. At some time periods there are heavier promotional expenditures, and at others there may be no advertising. A disadvantage associated with flighting is that it results in a lack of awareness, interest, retention of promotional message during nonscheduled times.

Which of the following statements is true of the continuity scheduling method?

A. It serves as a constant reminder to consumers. An advantage of continuity scheduling method is that it serves as a constant reminder to consumers.

Helios Inc. has a low market share for its Achilles range of running shoes in the South Atlantic region. Which of the following indices reflects the information provided in the scenario?

A. Low brand development index (BDI) The above scenario is an illustration of a low brand development index (BDI). A low BDI indicates a low market share of a brand in a given market.

Which of the following is a creative factor that is used in determining frequency levels?

A. Message variation Message variation: A single message requires less frequency; a variety of messages requires more.

97. Which of the following describes an advantage offered by direct marketing to advertisers? A. Personalization of messages B. Ability to create a mood C. Exclusive image D. High-budgeted direct-response ads on television E. Accuracy of list

A. Personalization of messages

98. Which of the following is a disadvantage associated with direct marketing? A. Poor image B. Poor selectivity C. Inability to measure effectiveness D. Long lead time E. Lack of creative flexibility

A. Poor image

89. Which of the following are forms of direct selling? A. Repetitive person-to-person selling, non-repetitive person-to-person selling, and party plans B. Home shopping, out-of-home shopping, vending, and manufacturers' agents C. Party plans, out-of-home shopping, and non-repetitive person-to-person selling D. Manufacturers' sales representatives, party plans, and non-repetitive person-to-person selling E. Brokers, manufacturers' agents, party plans, and professional sales

A. Repetitive person-to-person selling, non-repetitive person-to-person selling, and party plans

_____ refers to the number of persons in the primary target audience whom a media buy will reach and the number of times those persons will be reached.

A. Target ratings points Target ratings points (TRPs) refer to the number of people in the primary target audience a media buy will reach—and the number of times.

65. Which of the following companies employ a one-step approach to direct marketing? A. The QVC shopping network. B. A magazine subscription service that sends an announcement of an upcoming sweepstakes. C. An ad advising television viewers to watch their mailboxes for a way to earn free calling cards. D. A company asking if a homeowner is interested in an estimate for a vinyl siding. E. An advertisement for band - aid announcing free gifts on purchase of band - aids worth $10 and above.

A. The QVC shopping network.

Which of the following is considered an internal factor that may influence the determination of media strategy?

A. The size of the media budget Internal factors may involve the size of the media budget, managerial and administrative capabilities, or the organization of the agency.

A company's goal to reach 50 percent of the target audience at least three times over a period of one year in order to create awareness is an example of:

A. a media objective. Media objectives are the goals for a media program and should be limited to those that can be accomplished through media strategies.

39. Red Bud Florist received a mail with an offer from Aquafoam, a water-soluble foam brick frequently used for arranging fresh flowers. According to the offer, if the owner of Red Bud places an order with Aquafoam, she would be automatically registered to win $10,000 in a customer appreciation contest. This is an example of the combining of direct marketing with: A. a trade promotion. B. public relations. C. advertising. D. personal selling. E. a consumer promotion.

A. a trade promotion.

22. Direct marketing response can take the form of: A. an inquiry. B. awareness. C. knowledge about the product. D. sales promotion. E. push promotional strategy.

A. an inquiry.

Recency planning focuses on:

A. continuous scheduling over a one week period. Rather than focusing on a four-week planning period for reach, recency planning calls for a continuous schedule over a one week period, and less targeting to gain exposure to reach as many potential consumers as possible.

49. The National Geographic Society offers a variety of products to its subscribers through direct marketing. This is an example of: A. cross-selling. B. renewal marketing. C. an unethical business practice. D. membership-based marketing. E. remarketing.

A. cross-selling.

50. With an offer to subscribe to a cooking magazine, Rosina was offered the opportunity to buy a set of cookware, an electric can opener, and a coffee maker that were featured in the publication and selected by the magazine editors as the best value for the money. This is an example of: A. cross-selling. B. renewal marketing. C. an unethical business practice. D. membership-based marketing. E. remarketing.

A. cross-selling.

51. For customer relationship management (CRM) to work effectively, a(n) _____ is required. A. database B. sweepstake C. TV spot D. product list E. informercial

A. database

The major problem with the use of readers per copy figures is:

A. determining pass-along rates. While the number of readers per copy makes intuitive sense, it has the potential to be extremely inaccurate. The actual number of times a magazine changes hands (pass-along rate) is difficult to determine.

Whizz soda aired its TV commercial during the season premiere of Detective Drake. Subsequently, it also aired the commercial during the following program, which was a reality show. A certain percentage of people viewed both programs and were exposed to the ad twice. This overlap is referred to as:

A. duplicated reach. The above scenario is an example of duplicated reach. If an ad is placed on two TV shows, the total number of people exposed once is unduplicated reach. Some people will see the ad twice. The reach of two TV shows includes a number of people who are reached by both shows. This overlap is referred to as duplicated reach.

64. Under the two-step approach of direct marketing, the first effort is designed to screen or qualify the potential buyers and the second effort: A. generates the response. B. is designed to increase awareness about the product. C. reduces the post purchase dissonance. D. increases knowledge about the use of the product. E. creates interest in the product.

A. generates the response.

86. Due to clutter and relatively high costs, the use of _____ by direct marketers does not result in returns as high as those for other forms of direct marketing media. A. magazines and newspapers B. television and radio C. direct mail and catalogs D. newspapers, television, and radio E. newspapers, magazines, and catalogs

A. magazines and newspapers

73. Keys to the success of direct mail are the ____, which constitutes the database from which names are generated, and the ability to segment markets and, of course the offer. A. mailing lists B. informercials C. TV spots D. web pages E. shopping networks

A. mailing lists

The primary objective of _____ is to develop a framework that will deliver a message to the target audience in the most efficient, cost-effective manner possible.

A. media planning The primary objective of a media plan is to develop a framework that will deliver a message to the target audience in the most efficient, cost-effective manner possible—that will communicate what a product, brand, and/or service can do.

56. To determine the effectiveness of a database, the U.S. Postal Service recommends an RFM scoring method. The letters RFM stand for: A. recency, frequency and monetary transactions between the company and the customer. B. rate of sales, fixed use fee paid, and markets reached. C. relationship between the company and the customer, frequency of the sale, and monetary transactions between the company and the customer. D. reach, frequency, and markets reached. E. ratio of inquiries to sales, frequency of sales, and market share.

A. recency, frequency and monetary transactions between the company and the customer.

90. In case of ____, the salesperson visits the buyer's home, job site, or other location to sell frequently purchased products or services. A. repetitive person-to-person selling B. non-repetitive person-to-person selling C. party plans D. homeshopping E. telemarketing

A. repetitive person-to-person selling

79. In direct-response marketing, the "direct response" sought is: A. sales. B. awareness. C. attitude change. D. changes in perception. E. return on investment (ROI).

A. sales.

Media planners measured listenership of Volatile Heat FM during the months of February, July, and October to set the advertising rates. These audience measures conducted at specific time periods are known as:

A. sweeps periods. The above scenario is an example of sweeps periods. There are problems with some measures of audience size in other media as well. The timing of measurements is also a problem; some audience measures are taken only at specific times of a year. For example, sweeps periods in February, May, July, and November are used for measuring TV audiences and setting advertising rates.

When used in combination with other market information, the survey of buying power index helps a marketer determine:

A. the geographic areas to target. When used in combination with other market information, the survey of buying power index helps a marketer determine which geographic areas to target.

68. In direct marketing situations, when it is necessary to screen or qualify potential buyers, it is advisable to use: A. the two-step approach. B. the one-step approach. C. direct mail rather than telemarketing. D. direct-response television. E. SMRB's data on direct marketing purchasers.

A. the two-step approach.

42. The most common direct marketing objective that is typically expected by companies is: A. to seek a direct response. B. to increase awareness about a product/service. C. to increase knowledge of use of the product. D. to reduce post purchase dissonance. E. to sell the product at a higher price.

A. to seek a direct response.

63. The _____ approach of direct marketing involves the use of more than one medium. A. two-step B. one-step C. RFM scoring D. indirect E. all-in-one

A. two-step

The category development index is similar to the brand development index (BDI) except that it:

A. uses information about a product category. The category development index (CDI) is computed in the same manner as the brand development index (BDI), except it uses information regarding a product category (as opposed to a brand).

c

According to McCann-Erickson's concept of emotional bonding, the most basic relationship a consumer has with a brand is how he or she thinks about the: A. emotional ties he or she has with the product and/or brand. B. brand personality. C. product benefits. D. self-actualization motives for purchasing. E. self-esteem motives that will be affected by the purchase

c

According to McCann-Erickson's concept of emotional bonding, the strongest relationship that develops between a brand and a consumer is based on: A. product benefits. B. brand personality. C. feelings or emotional attachments to the brand. D. rational motives. E. competitive advantage over similar products in the market

b

According to SDRS's classification of magazines, _____ magazines are bought by the general public for information and/or entertainment. A. niche B. consumer C. business D. national E. farm

a

According to Standard Rate and Data Service (SRDS), magazines can be classified as: A. consumer, health care, and business publications. B. regional, national, and international publications. C. agrarian, industrial, and specialized publications. D. general, specialized, and niche publications. E. affective, behavioral, and cognitive publications

initiator

According to the family decision-making process, a mother who decides that she needs a new car is referred to as the:

teamwork

According to the survey conducted by the Association of National Advertisers, which of the following is considered to be a primary qualitative criterion that is used to evaluate the performance of ad agencies?

b

Ads for Oneida flatware are frequent, show a piece of Oneida flatware, the headline, "ONEIDA," and the slogan "Your table is ready" in small print. This type of ad is intended as _____ advertising. A. transformational B. reminder C. rational D. emotional integration E. favorable price

c

Ads in magazines that utilize pop-ups, heavy inserts, talking ads or other techniques to attract readers' attention are sometimes referred to as: A. multisensory ads. B. enhanced advertising pages. C. printaculars. D. fine-tuned sensory interceptors (FSIs). E. distracters

Which of the following statements about creative strategy and its execution is true?

Ads that are highly creative may not increase sales of a brand.

Fear Appeals

Ads trying to evoke this emotional response and rouse individuals to take steps to remove the threat May stress physical danger or threats to health May identify social threats or threaten disapproval Can backfire if level of threat is too high

b

Advertisements that create feelings, meanings, images or beliefs about a product or service that can be activated when consumers use it are known as _____ ads. A. rational B. transformational C. nostalgic D. affective E. informational

a

Advertisements that focus on the dominant attributes or characteristics of a product or service are known as _____ appeals. A. feature B. news C. price D. product popularity E. generic

(2) Comparative Advantage Appeal - Informational / Rational Appeals

Advertiser makes either a direct or an indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes

Competitor's Advertising Affects Your Sales Positively and Your Advertising Affects Competitor's Sales Negatively

Advertiser's advantage Your brand is stronger than the competing brand Rely on advertising rather than other promotional tools Attack with your advantage

B. producing commercials that are meaningful and that attract and hold attention.

Advertisers can prevent consumers from zapping commercials by: A. introducing "commercial-free" programming. B. producing commercials that are meaningful and that attract and hold attention. C. devising shorter commercial formats. D. using product placements. E. advertising more on cable television.

c

Advertisers create emotional advertising appeals by using: A. comparative advertisements. B. feature appeals. C. transformational advertising. D. news appeals. E. popularity appeals

B. participation

Advertisers have little control over the placement of their commercials within a program when they advertise using a(n) _____ arrangement. A. sponsorship B. participation C. daypart D. exclusivity E. run-of-station (ROS)

Applying Likability: Decorative Models

Advertisers often draw attention to their ads by featuring a physically attractive person who serves as a passive or decorative model rather than as an active communicator The gender appropriateness of the model for the product being advertised and his or her relevance to the product are also important considerations

c

Advertisers who are seeking broad reach and frequency in their media schedules: A. find magazines very effective since individual publications reach a very broad target audience. B. can use monthly magazines to easily obtain desired frequency. C. must purchase space in a number of magazines since most publications have thin penetration of households. D. need to advertise repeatedly in the same magazine. E. will find broad reach and frequency an easy goal to accomplish with magazines.

B. television.

Advertisers who want the ability to demonstrate how their product operates and actually show its use are most likely to choose: A. radio. B. television. C. direct mail. D. magazines. E. newspapers.

a

Advertisers who want to achieve geographic selectivity in their magazine media schedule can do so by advertising in: A. magazines like Chicago and Nashville. B. special-interest farm publications. C. trade publications. D. international editions of magazines only. E. general-interest farm magazines.

Return on Investment (ROI)

Advertising and promotions are considered investments The budgetary appropriation (investment) leads to certain returns Advertising and promotion are expected to earn a certain return

Communications Effects Pyramid

Advertising and promotions perform communications tasks by first accomplishing lower-level objectives such as awareness and knowledge or comprehension Subsequent tasks involve moving consumers who are aware of or knowledgeable about the product or service to higher levels The percentage of prospective customers declines as they move up the pyramid

a

Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as _____ appeals. A. informational B. emotional C. price D. inherent drama E. image

d

Advertising appeals that portray people in an advertisement as experiencing an arousing, upbeat and/or exciting benefit or outcome from using a product or service are relying on: A. informational integration. B. rational integration. C. mood transfer. D. emotional integration. E. outcome integration

d

Advertising appeals that relate to consumers' social and/or psychological needs for purchasing a product or service are known as _____ appeals. A. informational B. rational C. irrational D. emotional E. feature

b

Aleve ran a series of ads showing everyday people having to deal with minor arthritic pains. In each instance, the individual was pleased to learn that two Aleve were just as effective as taking eight of his or her old pain reliever. This ad campaign is using a(n) _____ appeal. A. emotional B. competitive advantage C. fear D. favorable price E. transformational

Channel Strategies

Two types of promotional strategies help marketers achieve control of and can assist in moving a product through the marketing channel. PUSH & PULL

Advertising in a Recession

Advertising is strongly related to economic cycles across major world economies The single most compelling reason for cutting back advertising during a recession is that sales during a recession are likely to be lower than they would be during an expansion There is strong, consistent evidence that cutting back on advertising can hurt sales during and after a recession Not cutting back on advertising during a recession could increase sales during and after the recession Most firms tend to cut back on advertising during a recession, reducing noise and increasing the effectiveness of advertising of the firm that advertises

The rationalists of creative advertising argue that

Advertising must sell the product or service

Firms use one or more of five promotional alternatives to communicate with consumers:

Advertising, sales promotion, and public relations use mass selling because they are used with groups of prospective buyers. · Personal selling uses customized interaction between a seller and a prospective buyer, and includes face-to-face, telephone, and interactive electronic communication. · Direct marketing also uses messages customized for specific customers.

A network supplies programming and services to a series of local TV stations, or ____, which contract to preempt time during specified hours for programming provided by the networks and carry national advertising within their programming

Affiliates

What is the difference between aided and unaided recall posttests?

Aided recall involves showing an ad to respondents who then are asked if their previous exposure to it was through reading, viewing, or listening. Unaided recall involves asking respondents if they remember an ad without any prompting to determine if they saw or heard its message.

Humor Appeals Pros

Aids attention and awareness May aid retention of the message Creates a positive mood and enhances persuasion May aid name and simple copy registration May serve as a distracter, reducing counterarguing

Aerial advertising

Airplanes pulling banners, skywriting, and blimps all constitute this form of advertising - not expensive in absolute terms and can be useful for reaching specific target markets

B. national spot

All nonnetwork television advertising by a national advertiser is known as _____ advertising. A. up-front B. national spot C. local D. regional E. scatter

All you can afford

Allows money to be spent on promotion only after all other budget items—such as manufacturing costs—are covered.

How can public relations be used by Firestone and Ford following investigations into complaints about tire failures?

Although public relations personnel usually focus on communicating positive aspects of the business, they may also be called on to minimize the negative impact of a problem or crisis. Debates between Firestone and Ford about the cause of tire failures created a difficult situation for both public relations departments. Genuine concern and desire to prevent future accidents was demonstrated by the recall of the tires, and by investigations into the problem.

b

An ad for California Almonds is a close-up view of a swirl of white and milk chocolate topped with sliced almonds. The chocolate swirls extend to the very edge of the page. This ad is an example of a(n): A. gatefold. B. bleed page. C. maximum coverage ad. D. overrun. E. total page ad.

c

An ad for Calloway Gardens Resort stresses the different forms of recreation available to visitors to the resort. This is an example of a(n) _____ appeal. A. news B. favorable price C. feature D. popularity E. emotional

a

An ad for Enbrel, a prescription medicine for people who have rheumatoid arthritis, tells the reader that this drug has proven to work for people who have had little or no pain relief from other drugs. The factual, news like nature of the ad indicates that it is using a(n) _____ appeal. A. rational B. product popularity C. emotional D. fear E. refutational

c

An ad for Lipton tea states that according to laboratory research, "a serving of tea has more antioxidants than a serving of carrots or broccoli." Which type of ad execution is being used in this example? A. Dramatization B. Testimonial C. Scientific/technical evidence D. Slice-of-life E. Comparison

b

An ad for Novell solutions targeted to businesspeople was headlined, "ERP: Sound made by CIO when people see data they shouldn't." The executive in the ad has a distressed, almost fearful look on his face. Which execution technique used to create this ad? A. A problem-solution execution B. Slice-of-death advertising C. Slice-of-life advertising D. A response-stimuli execution E. Informational advertising

b

An ad for Toyota vans shows how easily a child, who needs to use a bathroom, can get out of the vehicle. Which ad execution technique is being used in this ad? A. Comparison B. Demonstration C. Scientific evidence D. Straight-sell E. Testimonial

b

An ad in a golfing magazine for a vacation resort in Virginia begins by stating that the resort has "Dozens of sporting diversions for the entire family." Then under that statement it reads, "Translation: guilt-free golf." The ad creator used which execution style with this ad? A. Endorsement B. Slice-of-life C. Slice-of-death D. Testimonial E. Demonstration

d

An advertisement for the State of Alabama shows a family with two teens arriving in the state alienated from each other. The fun they experience in the state brings the family back together again. The commercial ends with all four running down the beach holding hands. This ad uses _____ for its appeal. A. informational integration B. rational integration C. mood transfer D. emotional integration E. outcome integration

GfK Purchase Funnel

Awareness Familiarity Opinion/Imagery Consideration one make/model intention Shopping Purchase

A. the presence of clutter.

An advertiser bought a 15-second spot during prime time, but realized that there was very low recall for the advertisement. This could be due to: A. the presence of clutter. B. the lack of demographic selectivity of television. C. the low reach of television. D. the inherent deficiencies of television as a communication medium. E. message source alienation.

D. Local radio

An advertiser has a limited budget and wants to reach a well-defined target audience in a local market area. Which of the following would you recommend as the best alternative? A. Network television B. Syndication C. Superstations D. Local radio E. National advertising

e

An advertising execution technique that is particularly popular for creating commercials targeted at children is: A. slice-of-life. B. demonstration. C. testimonial. D. scientific evidence. E. animation.

a

An advertising execution technique that relies on a straightforward presentation of information concerning the product or service is called a(n): A. straight-sell or factual message. B. demonstration. C. testimonial. D. dramatization. E. animation of key benefits approach

b

An advertising execution technique used by business-to-business marketers depicting the negative consequences of making incorrect purchase decisions is referred to as: A. a problem-solution execution. B. slice-of-death advertising. C. slice-of-life advertising. D. a response-stimuli execution. E. informational advertising.

Communications Effects Pyramid Categories

Awareness (90%) Knowledge/comprehension (70%) Liking (40%) Preference (25%) Trial (20%) Repurchase/regular use (5%)

c

What is the main text portion of a print ad called? A. the headline B. subheads C. body copy D. the visual E. the layout

Measurement and Evaluation of Results

An important reason for setting specific objectives is that they provide a benchmark against which the success or failure of the promotional campaign can be measured

Message Appeal Choices

Appeal to the logical, rational minds of consumers Appeal to the feelings and emotions of consumers Appeal to both

(4) News Appeal - Informational / Rational Appeals

Appeals in which some type of news or announcement about the product, service, or company dominates the ad - Can be used for a new product or service or to inform consumers of significant modifications or improvements

(2) Outside posters - transit advertising

Appear on the sides, backs, and/or roofs of buses, taxis, trains, and subway and trolley cars

c

Aprilee Lindsey read the April issue of Farm Journal magazine when she visited her parents in North Dakota and was entranced with an ad for John Deere garden tractors, which featured toddlers dressed in overalls and straw hats. When she got home to Alabama and looked for the same ad in her April issue of Farm Journal, she found the ad for John Deere Garden tractors. This ad listed 25 reasons for buying a John Deere brand tractor and had no illustration. What is the explanation for finding two completely different ads in the same issue of a magazine? A. The magazine is a regional publication. B. The magazine uses demographics such as educational levels to target its reading audience. C. John Deere purchased a split run. D. John Deere could only afford a printacular ad in a portion of the market reached by the magazine. E. John Deere was taking part in a Gallup Robinson impact test

Public service announcements (PSA)

Are free space or time donated by the media. · Nonprofit organizations rely heavily on them.

Marketing Objectives

Are generally stated in the firm's marketing plan and are statements of what is to be accomplished by the overall marketing program within a given time period Are usually defined in terms of specific measurable outcomes such as sales volume, market share, profits, or return on investment

Strategic consistency

Are messages reviewed for consistency? · Is the general message broad enough to allow for compatible subcampaigns? · Are pricing, distribution, service, and other messages considered?

Messages with Explicit Conclusions

Are more easily understood and effective in influencing attitudes

Externally Placed Media

Are more effective for transmitting shorter messages or presenting pictorial information along with words

Deals

Are short-term price reductions, such as a "2 for 1" deal, which are used to: a. Increase trial among potential customers. b. Retaliate against a competitor's actions.

Integrated Marketing Communicaltions Objectives

Are statements of what various aspects of the IMC program will accomplish They should be based on the particular communications tasks required to deliver the appropriate messages to the target audience

Independent variables

Are the controllable components of he communication process

Dependent variables

Are the steps a receiver goes through in being persuaded

Concave-Downward Function

As the amount of advertising increases, its incremental value decreases The logic is that those with the greatest potential to buy will likely act on the first (or earliest) exposures, while those less likely to buy are not likely to change as a result of the advertising For those who may be potential buyers, each additional ad will supply little or new information that will affect their decision The effects of advertising quickly begin to diminish Fewer advertising dollars may be needed to create the optimal influence on sales

C. an average of 18 percent of the television households in the country were tuned to Grey's Anatomy.

Assume the television show Grey's Anatomy had an average national program rating of 18 during the 2007 season. This means that: A. an average of 18 million households watched Grey's Anatomy. B. 18 percent of the households watching television were tuned to Grey's Anatomy. C. an average of 18 percent of the television households in the country were tuned to Grey's Anatomy. D. an average of 18 million households watched Grey's Anatomy for at least five minutes. E. 18 percent of the households in the United States watched the entire program.

d

Avia makes athletic shoes. Its marketing research has shown there are a large number of serious runners living in the Pacific Northwest region of the United States. These individuals would be willing to pay over $200 for a good pair of running shoes. To reach this market, the best media option would probably be: A. regional editions of general interest magazines such as Time or Newsweek. B. the sports section of national newspapers such as USA Today. C. regional editions of general sports magazines such as a Sports Illustrated. D. regional editions of specialty magazines such as Runner's World. E. local television.

Communications Task Hierarchical Model

Awareness Comprehension Conviction Action

Which of the following would most likely result in waste coverage?

B. A B2B ad appearing in a general fashion magazine A business-to-business (B2B) ad appearing in a general fashion magazine will most likely result in waste coverage. A marketer is faced with a problem of overexposure (also called waste coverage), in which the media coverage exceeds the targeted audience. If media coverage reaches people who are not sought as buyers and are not potential users, then it is wasted.

Which of the following is an example of a media vehicle?

B. A fashion magazine A fashion magazine is a type of media vehicle. A media vehicle is a specific carrier within a medium category. For example, Vanity Fair and In Style are print vehicles; The Good Wife and 60 Minutes are broadcast vehicles.

31. _____ was known as the stepchild of the promotional mix. A. Advertising B. Direct marketing C. Sales promotion D. Public relations E. Publicity

B. Direct marketing

33. Joy receives print ads from 'HP' marketing their ink cartridges to him as it is seen that he is a regular buyer of HP ink cartridges. 'HP' is making use of which of the following combination of promotional mix? A. Advertising and sales promotion B. Direct marketing and advertising C. Sales promotion and public relations D. Direct marketing and sales promotion E. Public relations and support media

B. Direct marketing and advertising

26. Which of the following statements is true about direct marketing? A. Direct marketing is suitable only for consumer-to-consumer advertising. B. Direct response media includes interactive TV and print media. C. Direct marketing is not popular among industrial marketers. D. Direct marketing as a promotional media is suitable only for small retailers. E. Rapid increase in dual income families in America has led to a reduction in the use of direct marketing as a promotional media.

B. Direct response media includes interactive TV and print media.

Which of the following statements describes an advantage inherent in the flighting method of scheduling?

B. Flighting creates cost efficiency by using advertising only during purchasing periods. An advantage of flighting is that it creates cost efficiency by using advertising only during purchasing periods. Flighting employs a less regular schedule, with intermittent periods of advertising and nonadvertising. At some time periods there are heavier promotional expenditures, and at others there may be no advertising.

Which of the following media is described as having few valid measurement techniques, a flexible message platform, and a direct selling potential?

B. Interactive media Interactive media has few valid measurement techniques, a flexible message platform, and a direct selling potential.

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: Low BDI and High CDI. Which of the following information can be deduced from this data?

B. Low market share; good market potential Low BDI and high CDI indicate that the product category shows high potential but the brand is not doing well; the reasons should be determined.

_____ is the series of decisions involved in delivering a promotional message to the prospective purchasers and/or users of a product or brand.

B. Media planning Media planning is the series of decisions involved in delivering a promotional message to the prospective purchasers and/or users of a product or brand.

_____ is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time.

B. Reach Reach is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time.

Which of the following statements is true about advertising reach?

B. Reach of a media vehicle can be defined as the "opportunities to see" an ad. Frequency level expressed in a media plan overstates the actual level of exposure to an ad. This overstatement has led some media buyers to refer to the reach of a media vehicle as "opportunities to see" an ad rather than actual exposure to it.

Which of the following is an advantage associated with newspaper advertising?

B. Short lead time for placing ads An advantage associated with newspaper advertising is short lead time for placing ads.

54. SRDS, a United States organization provides information regarding both consumer and business lists. SRDS stands for: A. Standard Rate Dialling Service. B. Standard Rate and Data Service. C. Standard Rate Direct Source. D. State Residency Direct Service. E. Standard Real Data Source.

B. Standard Rate and Data Service.

When trying to attain mass coverage of the entire U.S. market, which of the following forms of advertising would be most effective?

B. Television Both television and newspaper could be used to maximize reach but usage of television would lead to mass coverage unlike the newspaper which could reach the local audience in a cost-effective manner.

Which of the following statements is true of the media mix?

B. The characteristics of a product help in determining the combination of media that should be used. The objectives sought, the characteristics of a product or service, the size of the budget, and individual preferences are just some of the factors that determine what combination of media will be used.

Which of the following is considered an external factor that may influence the determination of media strategy?

B. The rising costs of media External factors may include the economy (the rising costs of media), changes in technology (the availability of new media), competitive factors, and the like.

74. Which of the following statements is true about mailing lists? A. They lead to a lot of waste coverage. B. They have become more current and selective leading to increased effectiveness. C. The most commonly used lists include a set of heterogeneous people. D. The most commonly used lists are of people who have never tried the product. E. The most commonly used lists are of individuals who have used competitor's products.

B. They have become more current and selective leading to increased effectiveness.

43. A direct marketer usually seeks ____. A. to increase the brand image of the organization B. a direct response C. to build awareness of the brand D. increase long term sales E. inform customer about the product

B. a direct response

Regal Foods Corp., a packaged foods manufacturer, wishes to determine the percentage of Umber coffee sold in a geographic area as compared to the percentage of the total population in this market. The most appropriate index to use would be:

B. brand development index. In the above scenario, a brand development index (BDI) should be used. The BDI helps marketers factor the rate of product usage by geographic area into the decision process. The BDI compares the percentage of a brand's total U.S. sales in a given market area with the percentage of the total population in the market to determine the sales potential for that brand in that market area.

To determine the potential for sales of coffee, as opposed to a specific brand, in a particular market area, a company should use:

B. category development index. In the above scenario, a category development index (CDI) should be used. The CDI is computed in the same manner as the brand development index (BDI), except it uses information regarding the product category (as opposed to the brand) in the numerator.

Television commercials for Halo laundry detergent are aired several times a day, on various cable networks, throughout the year. Advertisers of Halo believe that this will serve as a constant reminder of the brand to the consumers. Media planners of Halo are likely to be using a(n) _____ scheduling method.

B. continuity The above scenario is an example of continuity scheduling method. Continuity refers to a continuous pattern of advertising, which may mean every day, every week, or every month. The key is that a regular (continuous) pattern is developed without gaps or nonadvertising periods. Such strategies might be used for advertising for food products, laundry detergents, or other products consumed on an ongoing basis without regard for seasonality.

In media planning, the cost of ad space divided by circulation and multiplied by 1,000 is the formula used to calculate:

B. cost per thousand. The formula for computation of cost per thousand (CPM) = (Cost of ad space/circulation) × 1,000.

100. As postal rates increase, direct-mail advertising has frequently been replaced with: A. billboards. B. e-mail. C. use of Fedex. D. telemarketing. E. radio advertising.

B. e-mail

20. Unlike traditional marketing, the typical goal of direct marketing is to: A. create brand image. B. generate an immediate behavioral response. C. utilize telephone communication exclusively. D. create awareness. E. convey detailed information.

B. generate an immediate behavioral response.

An index number of 100 means that the:

B. market segment being analyzed is average. An index number over 100 means use of a product is proportionately greater in that segment than in one that is average (100) or less than 100.

Juno Inc., a confectionery company, introduces a new range of peanut brittle. The company wants to make all its potential customers aware of its new product. The company should concentrate on:

B. maximizing reach. In the above scenario, the company should concentrate on maximizing its reach. New brands or products need a very high level of reach, since the objective is to make all potential buyers aware of the new entry

A media plan is a guide for:

B. media selection. A media plan is a guide for media selection.

91. In case of ____, the salesperson visits the buyer's home, job site, or other location to sell infrequently purchased products or services. A. repetitive person-to-person selling B. non-repetitive person-to-person selling C. party plans D. homeshopping E. telemarketing

B. non-repetitive person-to-person selling

62. The goal of the _____ approach of direct marketing is to generate an immediate sale when the ad is shown. A. two-step B. one-step C. RFM scoring D. indirect E. all-in-one

B. one-step

99. Disadvantages inherent in the use direct marketing include: A. difficulty in obtaining effectiveness measurements. B. poor image factors. C. lack of flexibility. D. difficulty in acquiring TV time. E. lack of personalization.

B. poor image factors.

41. Adding a(n) _____ to a direct mailer has proved to increase response rates. A. contest B. promotional product C. informercial D. needledrop E. sweeps period

B. promotional product

37. A press conference called by the Winchester County Museum informed the public of the need for major repairs to prevent water damage to the museum's collection of primitive paintings. During the conference, the museum representative announced that each family in Winchester County and neighboring counties could expect to receive a donation envelope in the mail within the next few days. This is an example of the combining of direct marketing with: A. a trade promotion. B. public relations. C. advertising. D. personal selling. E. consumer promotion.

B. public relations.

A marketer of running shoes wants to use a cost-effective method to reach its potential buyers with minimum waste coverage. The marketer should use a medium that:

B. reaches more potential receivers even though it has a high cost per thousand. In the above scenario, the marketer should use a medium that reaches more potential receivers even though it has a high cost per thousand. Marketers must use the potential reach to the target market—the destination sought—rather than the overall circulation figure. A medium with a much higher cost per thousand may be a wiser buy if it is reaching more potential receivers.

The primary objective of _____ is to time promotional efforts of a company so that they will coincide with the highest potential buying times.

B. scheduling The primary objective of scheduling is to time promotional efforts so that they will coincide with the highest potential buying times.

47. Direct marketers make use of database in order to: A. create informercials. B. segment and target their markets. C. position their product or service. D. develop their promotional mix. E. select the direct marketing strategies to be employed.

B. segment and target their markets.

The first step in developing a media plan is to:

B. set the media objectives. The first step in developing a media plan is to set the media objectives. The purpose of setting media objectives is to translate marketing objectives and strategies into goals that media can accomplish.

80. Direct marketing in the broadcast industry involves both direct-response advertising and: A. supplementary promotions. B. support advertising. C. a one-step direct marketing approach to sales. D. add-on marketing. E. sweeps marketing.

B. support advertising.

82. A television ad for Pizza Hut telling you to look in your mailbox for coupon offers that will save you big bucks on your next pizza order is an example of: A. supplementary promotion. B. support advertising. C. a one-step direct marketing approach. D. add-on marketing. E. sweeps marketing.

B. support advertising.

40. To encourage customers to open mail offering them a subscription to Home Companion, the front of the envelope advised there was a gift inside. Inside was an attractively laminated bookmark. This is an example of combining direct marketing with: A. personal selling. B. support media. C. place-based media. D. product placement. E. advertising.

B. support media.

When the most effective media exposes people who are not sought, waste coverage is still justified because:

B. the cost of the waste coverage is exceeded by the value gained from their use. Sometimes one has to live with less coverage than desired; other times, the most effective media expose people not sought. In this instance, waste coverage is justified because the media employed are likely to be the most effective means of delivery available and the cost of the waste coverage is exceeded by the value gained from their use.

52. One of the main concerns relating to database marketing is: A. its similarity with customer relationship management. B. the invasion of privacy. C. the high actual cost per thousand. D. lack of selectivity. E. waste coverage.

B. the invasion of privacy.

69. The two-step approach to direct marketing: A. asks for an immediate sale. B. uses the first contact to screen potential buyers. C. is commonly found in direct sales. D. is followed by a professional sales call. E. is similar to missionary selling.

B. uses the first contact to screen potential buyers.

Under a ____ arrangement, national advertisers can participate in the syndication market with the convenience of a network-type media buy, while local stations get free programming as well as some advertising time to sell to local spot advertisers

Barter syndication

A. advertiser-supported syndication.

Barter syndication is also called: A. advertiser-supported syndication. B. station-sponsored syndication. C. participation syndication. D. first-run programming. E. presold programming.

d

Basic rates quoted by newspapers that call for an ad to be placed on any page or in any position desired by the paper are known as _____ rates. A. preferred position B. open C. flat D. run-of-paper E. combination

Explain the difference between advertising and publicity when both appear on television.

Because advertising space on TV is paid for, a firm can control what it wants to say and to whom the message is sent. Because publicity is an indirectly paid presentation of a message about a firm or its goods or services, there is little control over what is said to whom or when.

c

Because of the medium's ability to turn information around quickly and deliver a detailed message, many companies who provide critical services to consumers often choose to advertise in _____ to respond to natural disasters such as earthquakes or hurricanes. A. television B. magazines C. newspapers D. direct mail E. radio

_____ is an Internet advertising strategy that is based on advertisers' targeting consumers by tracking their website surfing patterns, such as which websites they have visited and/or searches they have made.

Behavioral targeting

Determining the Target Market's Present Position Regarding the Various Respons Stages Requires What?

Benchmark measures

a

Better Homes & Gardens, Newsweek, and Cosmopolitan are all examples of: A. general interest consumer magazines. B. demographically-targeted magazines. C. trade publications. D. professional magazines. E. special interest business magazines

d

Bob Wilkes shoes horses for a living. He has a large list of customers who often ask him for unusual features such as "Is there any sort of shock absorbers available for horses?" To answer these questions, he subscribes to American Farriers Journal and stores all of his previous issues so he can use them as reference material. The way Wilkes uses this publication demonstrates which of the following advantages of magazines? A. Geographic selectivity B. Creative flexibility C. Prestige D. Permanence E. Services

The rate of product usage in geographical areas can be calculated through the use of

Brand development index

Market Share Goals

Brands with small market shares, profit takers are in the majority As the brand increase their market share, nearly three out of five have a proportionately smaller share of voice

d

Brut Champagne ran an ad in Esquire magazine featuring a cardboard replica of a champagne bottle that pops up when the magazine is opened to that page. This is an example of a(n): A. action page. B. gatefold. C. multisensory ad. D. printacular. E. run-of-page ad

Competitive parity

Budgeting matches the competitor's absolute level of spending or the proportion per point of market share.

Estimate Require Expenditures

Buildup analysis requires determining the estimated costs associated with the tasks developed in the previous step

d

Business publications are important to advertisers because: A. they provide information on various industries to readers. B. they provide an effective way to reach consumers who work in specific businesses. C. they provide entertainment to business readers. D. they provide an efficient way of reaching the specific types of individuals who constitute their target market. E. they are a way of boosting membership in labor organizations.

Three factors must be considered when scheduling a product ad:

Buyer turnover, Purchase frequency and Forgetting rate

b

Buying ad space in regional editions of national magazines: A. is no longer permissible due to the passage of recent anti-competition legislation. B. can reduce an advertiser's cost per thousand for reaching desired audiences. C. diminishes the value of pass-along readership. D. creates overlapping subscription data. E. can eradicate the problem of clutter

_____ of a medium or media vehicle is the actual total cost required to place an advertising message.

C. Absolute cost The absolute cost of a medium or vehicle is the actual total cost required to place a message.

For which of the following products is an advertiser most likely to use continuity scheduling?

C. Cake mixes An advertiser is most likely to use continuity scheduling for cake mixes. Continuity refers to a continuous pattern of advertising, which may mean every day, every week, or every month. Such strategies might be used for advertising for food products, laundry detergents, or other products consumed on an ongoing basis without regard for seasonality.

96. _____ is a measure of cost effectiveness of advertising employed by direct marketers. A. Cost per thousand B. Cost per ratings point C. Cost per order D. frequency and reach E. Breakeven point

C. Cost per order

25. _____ are tools by which direct marketers implement the communications process. A. Databases B. Sweeps C. Direct-response media D. Promotional push strategies E. Encoders

C. Direct-response media

Which of the following techniques is most suitable for scheduling seasonal products such as Mother's Day cards and Valentine candy?

C. Flighting Flighting would be most suitable for scheduling seasonal products such as Mother's Day cards and Valentine candy. Flighting employs a less regular schedule, with intermittent periods of advertising and nonadvertising. At some time periods there are heavier promotional expenditures, and at others there may be no advertising.

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: High BDI and Low CDI. Which of the following information can be deduced from this data?

C. Good market to advertise in but requires sales decline monitoring High BDI and low CDI indicate that a particular product category is not selling well, but a brand is; probably a good market to advertise in but should be monitored for declining sales.

Which of the following is a disadvantage associated with radio advertising?

C. High clutter A disadvantage associated with radio advertising is the potential for high clutter.

76. The lower cost and convenience of which of the following media have raised concerns among traditional direct-mail marketers but at the same time created better opportunities? A. Television B. Radio C. Internet D. Outdoor advertising E. Transit advertising

C. Internet

Which of the following is a drawback of the cost per thousand system?

C. It may overestimate or underestimate the actual cost-effectiveness. The cost per thousand may overestimate or underestimate the actual cost-effectiveness.

77. Which of the following statements is true about the use of catalogs in the direct-marketing industry? A. Most business-to-business marketers use print catalogs. B. The number of catalogs mailed since 1984 has decreased significantly. C. Many companies use catalogs in conjunction with their more traditional sales and promotional strategies. D. There is no company today that relies solely on catalog sales. E. The number of catalog shoppers has steadily declined since 1984.

C. Many companies use catalogs in conjunction with their more traditional sales and promotional strategies.

_____ are plans of action designed to obtain specific media objectives.

C. Media strategies A media plan is a guide for media selection. It requires development of specific media objectives and specific media strategies (plans of action) designed to attain these objectives.

Which of the following factors leads to an underestimation of actual reach?

C. Pass-along rates CPM may also underestimate cost efficiency. Magazine advertising space sellers have argued for years that because more than one person may read an issue, the actual reach is underestimated. They want to use the number of readers per copy as the true circulation. This would include a pass-along rate, estimating the number of people who read the magazine without buying it.

Which of the following is an example of a marketing factor that has been shown to be important in determining advertising frequency levels?

C. Purchase and usage cycles Shorter purchasing cycles require higher frequency levels to maintain top-of-mind awareness. Products used daily or more often need to be replaced quickly, so a higher level of frequency is desired.

58. Walmart employs a method of collecting and storing data about their customers in which data is entered each time a purchase is made by the customer. This enables the company to track how recently purchases have been made, how often they are made, and what amounts of money are being spent. This helps it in maintaining better relation with its customers. Which of the following methods of maintaining a database is employed by Walmart? A. Delphi technique B. Cost per order method C. RFM scoring method D. Customer development index E. One step approach

C. RFM scoring method

36. Airlines send out mailers or e-mails announcing promotional airfares. Which of the combinations of promotional media do they make use of? A. Advertising and sales promotion B. Advertising and direct marketing C. Sales promotion and direct marketing D. Sales promotion and public relations E. Direct marketing and personal selling

C. Sales promotion and direct marketing

81. _____ is a type of direct marketing that is designed to do exactly that—supports other forms of advertising. A. Outdoor advertising B. Publicity C. Support advertising D. Sales promotion E. Direct response advertising

C. Support advertising

Which of the following sources of information should be used by a media buyer wishing to acquire statistical information for a specific metropolitan market?

C. Survey of buying power index The survey of buying power index is conducted for every major metropolitan market in the United States and is based on a number of factors, including population, effective buying income, and total retail sales in the area.

_____ calculates the cost per thousand based on the target audience rather than the overall audience.

C. Target CPM A medium with a much higher cost per thousand may be a wiser buy if it is reaching more potential receivers. (Most media buyers rely on target CPM, or TCPM, which calculates CPMs based on the target audience, not the overall audience.)

24. Which of the following is an example of direct-response media? A. Billboards B. Place-based media C. The Internet D. Product placement E. Guerrilla media

C. The Internet

83. Which of the following statements concerning infomercials is true? A. Infomercials are only useful for marketing fads. B. Even critics of infomercials do not consider them to be deceptive. C. The lower costs on cable and satellite channels led to the growth of the infomercial. D. By law, infomercials have to be at least 30 minutes in length. E. Infomercials typically move consumers into the conviction stage of the hierarchy of effects model.

C. The lower costs on cable and satellite channels led to the growth of the infomercial

The rate of product usage in a geographical area can be calculated through the use of:

C. brand development index. The brand development index (BDI) helps marketers factor the rate of product usage by geographic area into the decision process.

45. Direct marketers make use of _____ to segment and target their markets. A. informercials B. sweeps periods C. databases D. TV spots E. junk mails

C. databases

27. The major impetus behind the growth of direct marketing was the: A. increase in the number of working women. B. invention of the printing press. C. development and expansion of the U.S. Postal Service. D. development of multinational companies and international markets. E. law that mandated public education.

C. development and expansion of the U.S. Postal Service.

35. Telemarketing and _____ are two methods of personal selling used to generate sales. A. advertising B. sales promotion C. direct selling D. informercials E. homeshopping

C. direct selling

The overlap that occurs when the same people see an ad twice is referred as:

C. duplicated reach. Some people will see an ad twice. The reach of two TV shows includes a number of people who are reached by both shows. This overlap is referred to as duplicated reach.

The concept of _____ is based on the assumption that one exposure to an ad may not be enough to convey a desired message.

C. effective reach Effective reach represents the percentage of a vehicle's audience reached at each effective frequency increment. This concept is based on the assumption that one exposure to an ad may not be enough to convey the desired message.

Warm Weave Inc., a manufacturer of woolen garments, spends heavily on advertising during the months of December, January, and February. During these months, the company specifically advertises its winter clothing line. Warm Weave is most likely to be using a(n) _____ scheduling method.

C. flighting The above scenario is an example of flighting scheduling method. Flighting employs a less regular schedule, with intermittent periods of advertising and nonadvertising. At some time periods there are heavier promotional expenditures, and at others there may be no advertising.

Hot sauce usage in the United States is generally concentrated in the region spanning West from Louisiana to New Mexico and North to the Arkansas-Missouri border. A producer of hot sauce would use this information to schedule by using:

C. geographical weighting. The information available in the above scenario will enable the producer of hot sauce to use geographical weighting. The objective of weighting certain geographic areas more than others makes sense, and the strategy of exerting more promotional efforts and dollars in those areas follows naturally. The timing of when the advertising is run is not relevant to the location factors present in the question.

In a market analysis, the _____ is considered a good indicator of the potential of the market. It is derived by dividing the percentage of users in a demographic segment by the percentage of population in the same segment and the multiplying the quotient by 100.

C. index number An index number is considered a good indicator of the potential of the market. This number is derived from the formula: Index = (Percentage of users in a demographic segment/Percentage of population in the same segment) × 100.

Computation of cost breakdowns on the basis of cost per thousand people reached is typically seen in the _____ industry.

C. magazine For years the magazine industry has provided cost breakdowns on the basis of cost per thousand people reached. The formula for this computation is: cost per thousand (CPM) = (Cost of ad space (absolute cost)/Circulation) × 1,000.

75. Companies like A. B. Zeller, Experian, and Nielsen Business Media provide _____ on a national level, and in most metropolitan areas there are firms providing the same service locally. A. TV spots B. network communications C. mailing lists D. infomercials E. marketing loans

C. mailing lists

Chef's Delight is a television show hosted by Kevin Bacon. If the show is a specific carrier of messages within the television medium, it is referred to as a:

C. media vehicle. The above scenario is an example of a media vehicle. A media vehicle is a specific carrier within a medium category. For example, Vanity Fair and In Style are print vehicles; The Good Wife and 60 Minutes are broadcast vehicles.

The pass-along rate refers to the:

C. number of persons to whom a magazine copy has been given and who have read it. Pass-along rate estimates the number of people who read a magazine without buying it.

93. In case of ____, the salesperson offers products or services to groups of people through home or office parties and demonstrations. A. repetitive person-to-person selling B. non-repetitive person-to-person selling C. party plans D. homeshopping E. telemarketing

C. party plans

66. To purchase cookware, music CDs, and exercise videos advertised on television consumers are asked to call a toll-free telephone number. Viewers are instructed to have their credit cards handy when they call to place the order. This form of direct marketing is referred to as: A. outbound telemarketing. B. videotext. C. the one-step approach. D. the two-step approach. E. support marketing.

C. the one-step approach.

Publicity tools

are methods of obtaining nonpersonal presentation of an organization, good, or service without direct cost.

Communications Effects Pyramid: Promotions

Can also be used to determine promotional objectives for an established brand If awareness levels for a brand and knwledge of its features and benefits are low, the communications objective should be able to increase them If these blocks of the pyramid are already in place, but liking or preference is low, the advertising goal may be to change the target markets; image of the brand and move consumers through to purchase

Receiver/Comprehension

Can the receiver comprehend the ad? Marketers must know their target market to make their messages clear and understandable A less educated person may have more difficulty interpreting a complicated message Jargon may be unfamiliar to some receiver The more marketers know about the target market, the more they see which words, symbols and expressions their customers understand

Which of the following methods of determining a budget requires a marketing department manager to use input from a clipping service?

Competitive parity method

How does competitive product advertising differ from competitive institutional advertising?

Competitive product advertising promotes a brand's specific features and benefits. Competitive institutional advertising is used at the product class, rather than brand level. For example, a competitive product ad might emphasize the benefits of Perdue chickens versus other brands. A competitive institutional ad would emphasize the advantage of eating chicken rather than beef.

Competitor's Advertising Affects Your Sales Negatively and Your Advertising Affects Competitor's Sales Positively

Competitor's advantage The competing brand is stronger than your brand Find a niche position Improve product quality Use different promotional tools rather than advertising Decrease advertising

When a receiver perceives a source as having power, the influence process occurs through a process known as?

Compliance

Sales Response Models

Concave-downward function S-shaped response curve

The two models that are commonly used to explain the relationship between advertising and sales are the

Concave-downward function and the S-Shaped response function

Characteristics of Objectives

Concrete, measurable tasks Well-defined audience Benchmark measures Specified time period

Eyes On (Measuring Out-of-home media)

Considered to be an improvement over the traditional measure of opportunity to see, with a "likely to see" metric that can also provide demographic and ethnographic data Other sources of measurement: - Competitive Media Reports - Experian Simmons Market Research Bureau - Point of Purchase Advertising International - Outdoor Advertising Association of America (OAAA) - Traffic Audit Bureau (TAB) - American Public Transportation Association (APTA)

Sales Tests

Consists of controlled experiments or consumer purchase tests that allow a manufacturer, a distributor, or an advertising agency to: a. Manipulate an advertising variable (such as schedule or copy). b. Observe subsequent sales effects by monitoring data collected at checkout scanners.

Which of the following developments has resulted in a transfer of power from manufacturers to retailers?

Consolidation in the grocery industry has resulted in larger chains with greater buying power and clout.

Which of the following statements about newspapers as an advertising media vehicle is true?

Newspapers are primarily a local advertising medium for retail businesses but are also used by large national advertisers.

According to Standard Rate and Data Service (SRDS), magazines can be classified as:

Consumer, health care, and business publications

a

Consumers are generally receptive to advertising in magazines because: A. the ads are relevant to them and can be of value in making a purchase decision. B. ads in magazines are intrusive and cannot be ignored. C. magazines are a low-involvement medium. D. most magazines do not contain many ads, and thus, clutter is not a problem. E. of its very short lead time

Communications Objective

Consumers are not expected to respond immediately; rather, advertisers realize they must provide relevant information and create favorable predispositions toward the brand before purchase behavior will occur

Which of the following statements best explains the reason that consumers are more receptive to magazine advertising than to television advertising?

Consumers become involved with magazines when they read them and are more likely to find ads acceptable or even enjoyable.

Direct Marketing-The value

Consumers benefit from direct marketing efforts, which enables them to: a. Order goods or services by phone or mail. b. Respond to a TV offer. c. Access online services. d. Make three to five purchases from a catalog each year.

Which of the following is an advantage of the sampling method of sales promotion?

Consumers gain a greater appreciation for a product's benefits.

b

Consumers perceive Maytag appliance as dependable. Consumers have assigned a _____ to the brand. A. product benefit B. personality C. product features D. unique selling proposition E. market rank

Which of the following statements is true of couponing?

Coupons are often used by consumers who are already loyal to the brand.

b

Critics argue that printaculars: A. limit the creative flexibility of print media. B. alter the appearance and feel of a magazine and the reader's relationship to it. C. are not used enough to be considered a separate advertising category. D. result in horizontal promotional conflict among advertisers. E. hinder the evaluation of the overall benefits of a media

Meaning Movement and the Endorsement Process

Culture Endorsement Consumption

____ is a simple formula that is used to assist marketers in determining the dollar value associated with a long-term relationship with a customer, thus evaluating his or her worth

Customer lifetime value

Which of the following statements is true of personal selling on the Internet?

Customers can determine if a company's offering satisfies their needs through trial demonstrations or samples offered online.

_____ is a figure used by advertisers that represents the medial number of times the target audience reached by a media schedule is exposed to a media vehicle over a specified period.

D. Average frequency Advertisers use a figure that they call average frequency, or the average number of times the target audience reached by a media schedule is exposed to a vehicle over a specified period.

_____ refers to the potential audience that might receive a message through a media vehicle

D. Coverage Coverage refers to the potential audience that might receive a message through a media vehicle.

53. DMA, in relation to direct marketing activities, stands for: A. Direct Marketing Advertising. B. Direct Mail Ads. C. Database Marketing Advertisements D. Direct Marketing Association E. Direct Marketing Agency

D. Direct Marketing Association

71. _____ is often called the 'junk mail'. A. Sweepstake B. Informercial C. TV spot D. Direct mail E. Database marketing

D. Direct mail

21. _____ is a system of marketing by which organizations communicate directly with target customers to generate a response or transaction. A. Sales promotion B. Word-of-mouth marketing C. Synchro marketing D. Direct marketing E. Publicity

D. Direct marketing

_____ is a scheduling method that employs a less regular schedule with intermittent periods of advertising and nonadvertising.

D. Flighting Flighting employs a less regular schedule with intermittent periods of advertising and nonadvertising. At some time periods there are heavier promotional expenditures, and at others there may be no advertising.

_____ is the number of times a receiver is exposed to a media vehicle in a given time period.

D. Frequency Frequency refers to the number of times a receiver is exposed to a media vehicle in a specified period.

Which of the following situations offers an advertiser the least attractive marketing opportunity?

D. Low brand development index (BDI) and low category development index (CDI) Low BDI and low CDI indicate that both the product category and the brand are doing poorly; not likely to be a good place for advertising.

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: Low BDI and Low CDI. Which of the following is likely to be true of the product class and the product?

D. Low market share and poor market potential Low BDI and low CDI indicate that both the product category and the brand are doing poorly; not likely to be a good place for advertising

Which of the following positions in a company is likely to be responsible for determining which target markets should receive the most media emphasis?

D. Media planner A media planner determines which target markets should receive the most media emphasis

92. An Electrolux vacuum cleaner salesperson selling door-to-door is an example of which form of direct selling? A. Repetitive person-to-person selling B. Party plan C. Two-step approach D. Non-repetitive person-to-person selling E. Support selling

D. Non-repetitive person-to-person selling

57. _____ is a method of collecting and storing a large amount of regularly updated information about the customers in the database. A. Customer development index B. Focus groups C. Delphi method D. RFM scoring method E. Cost per order method

D. RFM scoring method

_____ refers to the relationship between the price paid for advertising time and the size of the audience delivered and is also used to compare media vehicles.

D. Relative cost Relative cost refers to the relationship between the price paid for advertising time or space and the size of the audience delivered; it is used to compare media vehicles.

_____ refers to the relationship between the price paid for advertising time or space and the size of the audience delivered.

D. Relative cost Relative cost refers to the relationship between the price paid for advertising time or space and the size of the audience delivered; it is used to compare media vehicles.

For which of the following products is an advertiser most likely to use a flighting schedule?

D. Snow tires An advertiser most likely to use a flighting schedule for snow tires. Flighting employs a less regular schedule, with intermittent periods of advertising and nonadvertising. At some time periods there are heavier promotional expenditures, and at others there may be no advertising.

78. Which of the following statements is true about the use of broadcast media by the direct-marketing industry? A. Direct-response advertising is the broadcast industry does not use support advertising. B. More direct-response advertising is broadcast on radio than on television. C. The use of broadcast media over the next five years is expected to increase at a faster rate than ever before. D. The two-step approach is often used with direct-response advertising on the radio. E. When a toll-free number is included in a direct-response ad, it is called support advertising.

D. The two-step approach is often used with direct-response advertising on the radio.

Which of the following factors reduces the effectiveness of a media plan?

D. Time pressures A number of problems contribute to the difficulty of establishing a media plan and reduce its effectiveness. These problems include insufficient information, inconsistent terminologies, time pressures, and difficulty measuring effectiveness.

19. Direct marketing: A. is not a useful tool for a company that is using an integrated marketing communications plan. B. seeks the same objectives as advertising, sales promotion, and personal selling strategies in an IMC plan. C. is one of the slowest growing forms of promotion in terms of dollar expenditures. D. can generate immediate behavioral response. E. cannot be combined with other forms of promotional media.

D. can generate immediate behavioral response.

In a(n) _____ scheduling method, a regular pattern of advertising is developed without gaps or nonadvertising periods on an ongoing basis without regard for seasonality.

D. continuity Continuity refers to a continuous pattern of advertising, which may mean every day, every week, or every month. The key is that a regular (continuous) pattern is developed without gaps or nonadvertising periods.

Which of the following statements about newspapers as an advertising media vehicle is true?

Newspapers are primarily a local advertising medium for retail businesses but are also used by national adveritsiers

94. Advertisers can measure the relative effectiveness of a direct marketing campaign quickly by looking at: A. cost per thousand (CPM). B. the breakeven point. C. reach and frequency. D. cost per order (CPO). E. net sales.

D. cost per order (CPO).

In an attempt to standardize relative costing procedures, the broadcast and newspaper media have begun to provide:

D. costs per thousand. In an attempt to standardize relative costing procedures, the broadcast and newspaper media have begun to provide costs per thousand, using the following formulas: Television: [(Cost of 1 unit of time × 1,000)/Program rating]; Newspapers: [(Cost of ad space × 1,000)/Circulation].

46. A ____, maintained by direct marketers, contains a listing of current and/or potential customers of the organization. A. informercial B. junk mail C. spot D. database E. response bag

D. database

Most viewers of the sitcom, Blonde Dream, also watch Euphony, a music-based reality show, which is broadcast immediately after Blonde Dream. An ad for Savor chocolates placed during both these shows would most likely result in:

D. duplicated reach. The above scenario is an example of duplicated reach. If an ad is placed on two TV shows, the total number of people exposed once is unduplicated reach. Some people will see the ad twice. The reach of two TV shows includes a number of people who are reached by both shows. This overlap is referred to as duplicated reach.

72. Market segmentation in the direct marketing industry: A. is not a viable strategy. B. is used effectively by only a few large companies. C. is considered less efficient than mass mailings. D. is directly tied to the mailing list. E. is unnecessary because demographic and geographic selectivity exist without any segmentation.

D. is directly tied to the mailing list.

A _____ determines the best way to get an advertiser's message to the market.

D. media plan A media plan determines the best way to get an advertiser's message to the market.

A _____ is the general category of available delivery systems, which includes broadcast media, print media, direct marketing, outdoor advertising, and other support media.

D. medium A medium is the general category of available delivery systems, which includes broadcast media (like TV and radio), print media (like newspapers and magazines), direct marketing, outdoor advertising, and other support media.

59. The announcer on the television commercial said, "Get your credit card and call now to order the Monster Ballads of Rock & Roll CD." This is an example the _____ direct marketing approach. A. two-step B. group C. one - to - one D. one-step E. three-step

D. one-step

60. In the _____ approach of direct marketing, the medium is used directly to obtain an order. A. one-to-one B. one-to-many C. indirect D. one-step E. two-step

D. one-step

67. When a direct advertising medium is designed to directly obtain an order, the _____ approach is being used? A. two-step B. indirect C. direct D. one-step E. bulls-eye

D. one-step

Effective reach refers to the:

D. percentage of a media vehicle's audience reached at each effectual frequency increment. Effective reach represents the percentage of a vehicle's audience reached at each effective frequency increment. This concept is based on the assumption that one exposure to an ad may not be enough to convey a desired message.

38. When the University of Miami has volunteers call its alumni and ask them to make contributions to pay for the remodeling of the administration building, it is an example of the combining of direct marketing with: A. a trade promotion. B. public relations. C. advertising. D. personal selling. E. consumer promotion.

D. personal selling.

Duplicated reach:

D. provides an estimate of frequency. Unduplicated reach indicates potential new exposures, while duplicated reach provides an estimate of frequency.

34. OASIS, a charitable foundation, makes use of telemarketing for soliciting funds for charities that go towards child education. This is an example of the use of direct marketing along with: A. advertising. B. sales promotion. C. informercials. D. public relations. E. support media.

D. public relations.

For newspapers, the cost efficiency formula for determining the relative cost of the media is based on:

D. the daily inch rate. For newspapers, cost-effectiveness is based on the daily inch rate, which is the cost per column inch of the paper.

If media coverage reaches people who are not sought as buyers and are not potential users, then it is referred to as:

D. waste coverage. A marketer is faced with a problem of overexposure (also called waste coverage), in which the media coverage exceeds the targeted audience. If media coverage reaches people who are not sought as buyers and are not potential users, then it is wasted.

_____ is an approach to setting advertising goals and objectives which states that communication effects are the logical basis for advertising goals and objectives against which success or failure should be measured.

DAGMAR

In 2007, Cingular acquired AT&T but renamed itself as AT&T itself. The choice of the name reflected consumers' awareness and recognition of an established brand. To determine how successful it was in making consumers aware of its name change and its new positioning strategy, the firm could have used:

DAGMAR.

Objective and Task Method Steps

Define the communications objectives to be accomplished Determine the specific strategies and tasks needed to attain them Estimate the costs associated with performance of these strategies and tasks

The Type of Issue or Topic

Depends on the complexity of the topic

Humor Effectiveness

Depends on the type of product and audience characteristics Humor has been more prevalent and more effective with low-involvement, feeling products than high-involvement, thinking products Product that are not intrinsically humorous, the use of humor in an advertising message is more effective when involvement is relatively low rather than high

objective and task method

Determines the budget required to undertake specific tasks to accomplish communication objectives

Allocating the Budget Involves

Determining which markets, products, and/or promotional elements will receive which amounts of the funds appropriated

Personality Symbol

Developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified Ex: Tony the Tiger

Conviction

Developing a mental disposition in the consumer to buy the product

Comrehension

Developing an understanding of what the product is and what it will do for the consumer

critical components of the creative brief

Development of the major selling idea

The S-shaped response curve suggests that:

very low advertising budgets will not work.

push strategy

Directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product. b. Salespeople call on wholesalers and retailers to encourage orders and provide sales assistance. c. Sales promotions, such a case discounts, are offered to intermediaries to stimulate demand. d. Marketers push product to channels members so they will push them to their customers.

Affordable Method Disadvantages

Does not allocate enough money to get the product off the ground and into the market When sales and/or profits begin to fall, this method is likely to lead to budget cuts at a time when the budget should be increased

a

Dramatization is particularly well suited for which type of medium? A. Television B. Newspapers C. Radio D. Magazines E. Direct mail

B. zapping.

During ad breaks in TV programmes, some viewers change channels to avoid the commercials. This is known as: A. zipping. B. zapping. C. pulsing. D. time shifting. E. zooming.

a

During the 1999 Super Bowl, many people saw and remembered the ad that showed former Superman star and then wheelchair-bound Christopher Reeves walking to a podium to receive an award. Few people remember the product being advertised because the: A. creative execution overwhelmed the ad message. B. creative approach was intended to support a market aggregation strategy. C. creative message was absent from the ad. D. informational appeal of the ad was missing. E. ad did not show the product.

Which of the following media scheduling strategies would most likely be used by a marketer of dishwashing detergent?

E. Continuity A marketer of dishwashing detergent is most likely to use continuity scheduling method. Continuity refers to a continuous pattern of advertising, which may mean every day, every week, or every month. Such strategies might be used for advertising for food products, laundry detergents, or other products consumed on an ongoing basis without regard for seasonality.

Which of the following parameters does the formula for the computation of cost per ratings point (CPRP) take into account?

E. Cost of commercial time The broadcast media provide a different comparative cost figure, referred to as cost per ratings point or cost per point (CPP), based on the following formula: CPRP = Cost of commercial time/Program rating.

48. _____ is the use of specific information about individual customers and/or prospects to implement more effective and efficient marketing communications. A. Information mining B. Public relations C. Data warehousing D. A marketing information system (MIS) E. Database marketing

E. Database marketing

_____ is a summary measure that combines a program rating and the average number of times a home is reached during this period.

E. Gross ratings points A summary measure that combines a program rating and the average number of times a home is reached during this period (frequency of exposure) is a commonly used reference point known as gross ratings points (GRPs). GRP = Reach × Frequency.

Which of the following is an advantage associated with direct mail advertising?

E. Opportunities for repeat exposures An advantage associated with direct mail advertising is that it provides opportunities for repeat exposures.

Manufacturers of recreation vehicles advertise throughout the year but typically advertise heavily in June and September. Which of the following scheduling methods does this pattern represent?

E. Pulsing The above scenario is an illustration of pulsing scheduling method. Pulsing is actually a combination of continuity and flighting scheduling methods. In a pulsing strategy, continuity is maintained, but at certain times promotional efforts are stepped up.

55. ____ conducts an annual study of customers who buy at home via mail, telephone, or Internet. It compiles information on total orders placed, types of products purchased, demographics, and purchase satisfaction, among others. A. The U.S census Bureau B. Standard Rate and Data Service (SRDS) C. The U.S Postal Service D. Direct Mail lists and data E. Simmons Market Research Bureau (SMRB)

E. Simmons Market Research Bureau (SMRB)

84. Which of the following statements about infomercials is true? A. By definition, infomercials must be at least 30 minutes in length. B. Retail stores are experiencing dramatic drops in sales as a result of the growing number of infomercials. C. Studies have proven infomercials are not watched and do not sell. D. Infomercials are never used by reputable, Fortune 500-type companies. E. Some consumer groups are concerned that infomercials may be confused with regular television programming.

E. Some consumer groups are concerned that infomercials may be confused with regular television programming.

87. Which of the following statements about telemarketing is true? A. Telemarketing is defined as sales without face-to-face contact between the buyer and the seller. B. One of the problems that used to be associated with telemarketing is its potential for fraud and deception, but that problem has been completely eliminated by rigorous self-monitoring. C. Business-to-business marketers do not use telemarketing. D. Telemarketing is only used by for-profit companies. E. Telemarketing relates to sales by telephone.

E. Telemarketing relates to sales by telephone.

Which of the following media utilize cost per ratings point to compare cost figures?

E. Television The broadcast media provide a comparative cost figure, referred to as cost per ratings point or cost per point (CPP).

29. Which of the following statements is true about the growth of direct marketing? A. Direct marketing is being used as a promotional media only after the invention of Internet. B. All the purchases being made with the use of credit cards are as a result of direct marketing. C. One of the major factors contributing to the success of direct marketing is that so many Americans are now 'time rich and money poor'. D. Increase in poverty has led to a rapid increase in direct marketing. E. The rapid technological advancement of the electronic media and the Internet has led to growth in direct marketing.

E. The rapid technological advancement of the electronic media and the Internet has led to growth in direct marketing.

In media planning, the cost of the commercial time divided by the program rating is the formula used to calculate:

E. cost per point The broadcast media provide a different comparative cost figure, referred to as cost per ratings point (CPRP) or cost per point (CPP), based on the following formula: CPRP/CPP = Cost of commercial time/program rating.

44. The success of a direct-marketing program is in large part tied to the ability to: A. combine advertising with direct marketing. B. do group marketing. C. do homeshopping. D. combine sales promotion with public relations. E. do one - to - one marketing.

E. do one - to - one marketing.

Flair, a women's magazine, features an ad for Elvira watches. Flair, being a specific carrier within a medium category is known as a:

E. media vehicle. The above scenario is an example of a media vehicle. A media vehicle is a specific carrier within a medium category.

A measure of potential reach in the broadcast industry that is expressed as a percentage is the TV, or radio, _____.

E. program rating A measure of potential reach in the broadcast industry is the TV (or radio) program rating. This number is expressed as a percentage.

Which of the following statements is true about the communications objectives

It can be difficult to determine the relationship between communications objectives and sales performance

When a product's advertising schedule involves constant advertising with heavier efforts being made at certain times, a(n) _____ schedule is being employed.

E. pulsing Pulsing is actually a combination of continuity and flighting scheduling methods. In a pulsing strategy, continuity is maintained, but at certain times promotional efforts are stepped up.

Patron's Paradise, an amusement park, advertises itself as a vacation spot throughout the year, but it advertises heavily during the summer months and during the Christmas season when more people are likely to take a vacation. This is an example of _____ scheduling.

E. pulsing The above scenario is an illustration of pulsing scheduling method. Pulsing is actually a combination of continuity and flighting scheduling methods. In a pulsing strategy, continuity is maintained, but at certain times promotional efforts are stepped up.

The market potential in a given metropolitan area relative to the United States as a whole can be determined by using the:

E. survey of buying power index. The survey of buying power index is conducted for every major metropolitan market in the United States. Each of these factors is individually weighted to drive a buying power index that charts the potential of a particular metro area, county, or city relative to the United States as a whole.

70. A television commercial in which Publishers Clearing House urges consumers to look in their mailboxes for soon-to-arrive sweepstakes entries is an example of: A. sweeps marketing. B. add-on marketing. C. specialty advertising. D. the one-step approach to direct marketing. E. the two-step approach to direct marketing.

E. the two-step approach to direct marketing.

85. Infomercials are: A. primarily designed to sell products that would be classified as fads. B. always televised during off-viewing hours. C. never appear on network television. D. part of a two-step program, and their effectiveness cannot be measured. E. typically produced by the advertiser.

E. typically produced by the advertiser

Successfully Develop and Implement the Budget, Managers Must?

Employ a comprehensive strategy to guide the process avoiding the piecemeal approach often employed Develop a strategic planning framework that employs an integrated marketing communications philosophy Build in contingency plans Focus on long-term objectives Consistently evaluate the effectiveness of programs

Source Attractiveness

Encompasses similarity, familiarity and likability

Coupons, bonus packs, premiums, and samples are promotional offers that are targeted toward:

End Users.

High- and low-credibility Sources

Equally effective when arguing for a position opposing their own best interest A very credible source is more effects when message recipients are not in favor of the position advocated in the message However, a very credible source is less important when the audience has a neutral position, and such as ource may be even less effective than a moderately credible source when the receiver's initial attitude is favorable

The job of the creative team is challenging because

Every marketing situation is unique

GROWTH OF DIRECT MARKETING

Expansion of U.S. Postal Service which made catalogs available to urban and rural dwellers. - Consumers can shop from home. - Consumer Credit Cards - Consumers are using the credit cards to purchase both low and high ticket items. - The changing structure of American society and the market - Consumers are now "money-rich and time-poor". Rapid increase of dual family income, which means more income. - Technological Advances - Electronic media and Internet made it easier for consumers to shop and for marketers to reach target market. There's many home shopping program on TV. - Miscellaneous factors - Changing values, sophisticated marketing techniques, and industry's improved image ensure success of direct marketing.

True or False. The cost-effectiveness of advertisements in newspapers is measured based on the cost per ratings point.

FALSE For newspapers, cost-effectiveness is based on the daily inch rate, which is the cost per column inch of the paper. Like magazines, newspapers now use the cost-per-thousand formula discussed earlier to determine relative costs.

True or False. Instead of using minimum frequency, marketers should maximize reach based on average frequency to purchase GRPs.

FALSE Instead of using average frequency, the marketer should decide what minimum frequency goal is needed to reach the advertising objectives effectively and then maximize reach at that frequency level to purchase GRPs.

True or False. Availability of new media and the rising costs of media are internal factors that influence media decisions.

FALSE Internal factors may involve the size of the media budget, managerial and administrative capabilities, or the organization of the agency. External factors may include the economy (the rising costs of media), changes in technology (the availability of new media), competitive factors, and the like.

True or False. Media strategies refer to the available delivery systems, which include broadcast and print media, outdoor advertising, and other support media.

FALSE Media strategies are specific plans of action designed to attain the media objectives. The medium is the general category of available delivery systems, which includes broadcast media (like TV and radio), print media (like newspapers and magazines), direct marketing, outdoor advertising, and other support media.

True or False. One of the advantages of direct mail advertising is that it is clutter-free.

FALSE One of the drawbacks of direct mail advertisements is clutter. It also involves high costs per contact.

True or False. One of the advantages of the continuity method of schedule is low costs.

FALSE Since the continuity method employs a regular (continuous) pattern without gaps or nonadvertising periods, the costs involved are high. Another possible drawback is the possibility of overexposure.

True or False. The brand development index (BDI) uses information regarding the product category in the numerator to understand the potential for development of the total product category.

FALSE The BDI compares the percentage of the brand's total U.S. sales in a given market area with the percentage of the total population in the market to determine the sales potential for that brand in that market area. The category development index (CDI) is computed in the same manner as the BDI, except it uses information regarding the product category (as opposed to the brand) in the numerator.

True or False. The lack of audience information is a greater problem for big advertisers/markets than it is for small advertisers/markets.

FALSE The lack of information is a greater problem for small advertisers, or smaller markets, which may not be able to afford to purchase the information they require. As a result, their decisions are based on limited or out-of-date data that were provided by the media themselves or no data at all.

1. (p. 446) Support media cannot be used as a sole medium for advertising.

False

12. (p. 454) The average cost per thousand (CPM) of outdoor ads is greater than that of radio and magazines ads.

False

2. (p. 446) Support media is also known as measured media because it is easy to measure.

False

3. (p. 448) Outdoor advertising is one of the newest methods of advertising that has developed with the development of new technology.

False

4. (p. 448) One of the major disadvantages of outdoor advertising is its lack of persuasiveness.

False

6. (p. 449) Aerial advertising is very expensive in terms of absolute costs especially when employed to reach specific target markets.

False

How Different Target Audience may Respond

Fear appeals are more effective when the message recipient is self-confident and prefers to cope with dangers rather than avoid them They are also more effective among nonusuers of a product than among users Fear appeal may be better at keeping nonsmokers from starting than persuading smokers to stop

Describe three common forms of advertising appeals.

Fear appeals suggest that consumers can avoid some negative experience; sex appeals suggest to the audience that the product will increase the attractiveness of the user; and humorous appeals imply fun and excitement.

Why is online advertising so popular?

First, the large number of people who are online means that the Web can provide access to mass audiences. Second, online advertising allows advertisers to receive instant feedback by monitoring "clicks" and online sales. Finally, online advertising offers access to people at work during the day. Between 30 and 45 percent of all workers report that they often use workplace internet for personal reasons, giving advertisers an alternative to traditional prime-time (8 PM to 11 PM) television advertising Despite the growth in online advertising, it still represents less than 5% of all advertising expenditures. Experts predict that interest will continue to grow and the future will bring new forms of online ads and improved audio and visual elements. The ability to target consumers should also improve - so if you own a cat, you should never see a dog food ad!

Which of the following statements is true of the Internet?

It can target very specific groups of individuals.

Some national advertisers have found that they can have more impact with their advertising by running a large number of ads for a period and then running no ads at all for a period. Why might such a flighting schedule be more effective than a continuous schedule?

Flighting can be especially effective when seasonal demands exist for the product, such as for lawn and garden equipment. Also, such periods of advertising can complement periods of heavy sales promotion such as a special event or contest. Another benefit of flighting is that by running a large block of advertising at one time, the marketer can sometimes achieve both greater reach and greater frequency in a short period of time. The advertiser then relies on the effects of the campaign during the period of no advertising.

(3) Station, platform, or terminal posters - transit advertising

Floor displays, island showcases, electronic signs, and other forms of advertising that appear in train or subway stations, airline terminals, and the like are all forms of transit advertising *Terminal posters can be very attractive and attention getting*

(1) Feature Appeal - Informational / Rational Appeals

Focus on the dominant traits of the product or service - Tend to be highly informative and present the customer with a number of important product attributes or features that will lead to favorable attitudes and can be used as the basis for a rational purchase decision - Technical and High involvement products

Assessment of DAGMAR

Focused advertisers' attention on the value of using communications-based rather than sales based objectives to measure advertising effectiveness and encouraged the measurement of stages in the response hierarchy to assess a campaign's impact

advertising message

Focuses on the key benefits of the product that are important to prospective buyers making trial and adoption decisions. · Depends on the general appeal used and the actual words included in the ad.

A. lack of penetration

For advertisers, the _____ is one disadvantage of cable television as compared to network television. A. lack of penetration B. lack of flexibility C. lack of selectivity D. cost-ineffectiveness E. limitations on the length of commercials

Criticism of Humor Appeals

Funny ads draw people to the humorous situation but distract them from the brand and its attributes Humor can be difficult to produce and some attempts are too subtle for mass audience Humor ads may wear out faster than serious appeals

d

Gatefolds, bleed pages, inserts, and creative space buys are ways of increasing: A. the cost efficiency of magazines. B. the geographic flexibility of magazines. C. the selectivity of magazines. D. the creativity of magazine ads and their ability to attract readers' attention. E. decreasing ad clutter in magazines

Newspapers generally offer more ____ than any other medium except direct mail

Geographic selectivity

AIDA model

Get Attention Hold Interest Arouse Desire Obtain Action - stages a salesperson must take a customer through in the personal-selling process

Action

Getting the consumer to purchase the producrt

TV is a popular advertising medium among companies selling products and services that are consumed by mass markets because it

Has the ability to reach large audiences in a relatively cost-efficient manner

Reminder Advertising

Has the objective of building brand awareness and/or keeping the brand name in front of consumers - Used to maintain top-of-mind awareness in consumers *Mere exposure effect*: repeated exposure to a stimulus can result in favorable feelings towards it

Persuasion Matrix

Helps marketers see how each controllable element interacts with the consumer's response process Independent variables Dependent variables

b

Hershey's advertises heavily around Christmas with ads that show only a picture of red, green and silver wrapped Hershey Kisses chocolate. Hershey's is using _____ advertising. A. transformational B. reminder C. rational D. emotional integration E. teaser

Limitations of Credible Sources

High- and low-credibility sources Sleeper effect

Before Using Fear Appeals Advertisers need to Consider What?

How fear operates What level to use How different target audiences may respond

Establishing the Budget

How much should we spend on advertising and promotion? To whom should we allocate the monies? The size of a firm's advertising an promotions budget can vary from a few thousand dollars to more than a billion A new budget is formulated every year, each time a new product is introduced, or when either internal or external factors necessitate a change to maintain competitiveness

Humor Appeals

Humorous ads are often the best known and best remembered of all advertising messages Can attract and hold attention Often the best remembered Puts consumers in a positive mood Distracts the receiver from counterarguing against the message

Wearout may Occur if?

If consumers no longer pay attention to a commercial after several exposures or become annoyed at seeing or hearing an ad multiple times

The Type of Situation

If immediate action is an objective, the message should draw a definite conclusion (political ads for candidates) When immediate impact is not the objective and repeated exposure will give the audience members opportunities to draw their own conclusions, an open-ended message may be used

When an advertiser uses an ad that emphasizes psychological associations and attempts to wrap the consumer's perceptions into a tight concept or symbol, what type of advertising approach is being used?

Image advertising

DISADVANTAGES OF DIRECT MARKETING

Image factors. Many people believe unsolicited mail promotes junk products, and other dislike being solicited. Accuracy. People move, change occupations, and so on, and if the lists are not kept current, selectivity will decrease.The ability to generate lists is becoming a problem. Costs of generating lead ranges from a few dollars to hundreds depending on its quality. Content support. In direct-response advertising, mood creation is limited to the surrounding program and/or editorial content. Direct mail and online services are unlikely to create a desirable mood. Rising costs. Postal rates increase, direct-mail profits are immediately and directly impacted. Print costs drives up costs for catalogs. Do Not Contact lists. Do not contact lists now exist for cell and land phones which consumers can choose not to receive junk mail.

d

In a television ad, actress and noted animal lover Betty White praised a flea and tick treatment called Frontline for the way it protects both her dogs and cats. These ads are an example of the use of what type of execution? A. Comparisons B. Slice-of-life C. Humor D. Testimonial E. Demonstration

A. Local radio is the best advertising option as it reaches travelers in their cars and is low-cost.

Imagine you have inherited a small motel chain in the New England area. You know you need to buy advertising, but you have a limited budget. Which of the following will hold true? A. Local radio is the best advertising option as it reaches travelers in their cars and is low-cost. B. Radio commercials are expensive to produce and hence radio advertising is inadvisable. C. Advertising on network television can selectively tap the target audience. D. Though radio commercials are cheap to produce, buying time on radio is expensive. E. Television advertising is a flexible medium that has short lead times and is the best option.

Database Functions

Improving the selection of market segments - Stimulate repeat purchases - Cross-sell - Customer relationship management o Requires that the marketer develop and maintain a significant amount of information about its clients. o The aim of CRM is to establish a relationship with one's customers through affinities, personalized communications, and product/service offerings. o Database is required for CRM to work effectively.

E. Anytime Anywhere Media Measurement.

In 2006, Nielsen Media Research introduced a new media rating system, A2/M2, or: A. All Ads Make Meaning. B. Average Audience Marketing Management. C. Actual Audience Measured Meaning. D. Audience Access Monitoring Mentality. E. Anytime Anywhere Media Measurement.

Explain the differences between a push strategy and a pull strategy.

In a push strategy, a firm directs the promotional mix to channel members to gain their cooperation to carry the product. In a pull strategy, a firm directs the promotional mix at ultimate consumers to encourage them to ask retailers for the product, who then orders it from wholesalers.

Suppose you introduced a new consumer food product and invested heavily both in national advertising (pull strategy) and in training and motivating your field salesforce to sell the product to food stores (push strategy). What kinds of feedback would you receive from both the advertising and your salesforce? How could you increase both the quality and quantity of each?

In general, you should expect little feedback from your national advertising campaign and better feedback from your salesforce. In either case, if you want to get high quality, representative feedback, you as the sender must take some proactive steps.

C. corporations that sponsored the shows.

In the early days of television, the production and content of most television programs was the responsibility of: A. the networks. B. the local affiliate. C. corporations that sponsored the shows. D. independent production companies. E. the syndicates.

Implementing Objective and Task Method Steps

Isolate objectives Determine tasks required Estimate required expenditures Monitor Reevaluate objectives

Communication Objectives Types

Increasing the percentage of consumers in the target market who associate specific features, benefits, or advantages with our brand Increasing the number of consumers in the target audience who prefer our product over the competition's Encouraging current users of the product to use it more frequently or in more situations Encouraging consumers who have never used our brand to try it

Setting Objectives for the IMC Program

Inside-out planning Outside-in planning

Which of the following statements is true of Web 1.0?

It consisted mainly of static sites resulting in a one-way flow of communication.

Product Life Cycle-Purina Dog Chow

Introduction stage. a. The objective is to inform and generate awareness. b. All the promotional mix elements are used at this time, although the use of specific mix depends on the product. Growth stage. a. The objective is to persuade the consumer to buy the product. b. Advertising stresses brand differences. c. Personal selling is used to solidify the channel of distribution. Maturity stage. a. The objective is to maintain existing buyers. b. Advertising is used to remind buyers of the product. c. Sales promotion (discounts, events, and coupons) helps maintain loyal buyers. Decline stage. a. The objective is to phase out the product. b. Little money is spent on promotion.

Production

Involves three stages: (1) Preproduction: all the work and activities that occur before the actual shooting/recording of the commercial (2) Production: The period during which the commercial is filmed or videotaped and recorded (3) Postproduction: Activities and work that occur after the commercial has been filmed and recorded

Planning and evaluation

Is a SWOT analysis used in communication planning? · Is a zero-based approach used? · Are brand contact points utilized? · Are tracking studies used to evaluate customer relationships? · Do marketing strategies maximize the strengths of the communication tools? · Is the overall objective to create customer relationships?

Inside-Out Planning

Is a hierarchical response model that considers how marketers can develop and disseminate advertising messages to move consumers along an effects path It focuses on what the marketer wants to say, when the marketer wants to say it, about things the marketer believes are important about his or her brand, and in the media forms the marketer wants to use

Direct Source

Is a spokesperson who delivers a message and/or endorses a product or service

Similarity

Is a supposed resemblance between the source and the receiver of the message

Likability

Is an affection for the source as a result of physical appearance, behavior, or other personal traits

Fear

Is an emotional response to a threat that expresses, or at least implies, some sort of danger

Buyer turnover

Is how often new buyers enter the market to buy the product. · The higher the buyer turnover, the greater is the amount of advertising required.

Organizational infrastructure

Is managing reputation a cross-functional responsibility? · Do managers understand all communication tools? · Is internal marketing effective? · Do communication agencies have a monthly contact?

Return on Investment (ROI) Disadvantages

Is rarely possible to assess the returns provided by the promotional effort Determining it depends on the criteria used to determine effectiveness Is a difficult method to employ

Gross rating points (GRPs)

Is reference number advertisers use that is obtained by multiplying reach (expressed as a percentage of the total market) by frequency.

Defining Advertising Goals for Measured Advertising Results (DAGMAR) Model

Is that communications effects are the logical basis for advertising goals and objectives against which success or failure should be measured An advertising goal involves a communications task that is specific and measurable

Characteristic of Good Objectives

Is that they are measurable; they specify a method and criteria for determining how well the promotional program is working Specific Measurable Quantifiable (timely) Realistic Attainable

Clutter

Is the amount of advertising in a medium For TV it is often viewed as including all the non-program material that appears in the borad cast environment - commercials, promotional messages for shows, public service announcements (PSAs) and the like

Credibility

Is the extent to which the recipient sees the source as having relevant knowledge, skill or experience and trusts the source to give unbiased, objective information Internalization

Interactivity

Is there a balance between mass media and one-to-one media? · Do special programs facilitate customer inquiries and complaints? · Do databases capture inquiries, complaints, and sales behavior? · Are databases accessible?

News conference

Is where representatives of the media are all invited to an informational meeting, and advance materials regarding the content are sent. · Is often used when negative publicity requires a company response.

Identification

Is where the receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preference, or behavior Does not usually integrate information from an attractive source into the receiver's belief system The receiver may maintain the attitudinal position or behavior only as long as it is supported by the source or the source remains attractive

Competitive Parity Disadvantages

It ignores the fact that advertising and promotions are designed to accomplish specific objectives by addressing certain problems and opportunities It assumes that because firms have similar expenditures, their programs will be equally effective It ignores possible advantages of the firm itself; some companies simply make better products than others No guarantee that competitors will continue to purse their existing strategies

Inhibition of Creativity

It inhibits advertising creativity by imposing too much structure on the people responsible for developing the advertising Is too concerned with quantitative assessment of a campaign's impact on awareness, brand-name recall, or specific persuasion measures The emphasis is on passing the numbers test rather than developing a message that is truly creative and contributes to brand equity

With respect to advertising messages, which of the following best defines creative strategy?

It involves determining what the advertising message will say or communicate

Which of the following is true of e-commerce?

It is a direct sales strategy.

Which of the following is true of social media?

It is built on the ideological foundations of Web 2.0.

Percentage of Sales Advantages

It is financially safe and keeps ad spending within reasonable limits, as it bases spending on the past year's sales or what the firm expects to sell in the upcoming year Is simple Is straightforward Is easy to implement Is stable

You have recently been promoted to be director of advertising for the Timkin Tool Company. In your first meeting with Mr. Timkin, he says, "Advertising is a waste! We've been advertising for six months now and sales haven't increased. Tell me why we should continue." Give your answer to Mr. Timkin.

It is important to tell Mr. Timkin that it is difficult to measure the effects of advertising on sales. First, many factors (competitors, the environment, distribution) can affect sales. Second, the impact of advertising on sales may take more than six months to become apparent—it is possible that people who have seen the ads have not yet purchased the product. Third, Mr. Timkin may be correct—the advertising may be wasted coverage—the message either is not be decoded properly (see Chapter 15) or is not reaching the intended target audience. If so, the message and/or media alternatives used need to be analyzed and adjusted before additional expenditures are made.

Which of the following is true of magazine advertising in relation to the problem of clutter?

It is not as serious an issue for magazines as for radio or TV.

Assumption that Sales are a Direct Measure of Advertising and Promotions Efforts

It is often difficult, if not impossible, to demonstrate the effects of advertising and promotions on sales To try to show that the size of the budget will directly affect sales of the product is misleading A more logical approach would be to examine the impact of various budgets on the attainment of communications objectives

Which of the following statements describes a weakness inherent in the use of the marginal analysis model for establishing an advertising budget?

It is very illogical and virtually no theoretical base is used to determine the budgets.

Which of the following is an advantage of the competitive parity method?

It leads to stability in the marketplace by minimizing marketing warfare.

Which of the following is true of magazine advertising?

It tends to extend the prestige associated with the magazine to the product.

Which of the following statements provides a good rule of thumb for setting the advertising budget for a new product?

Its advertising budget should be twice the desired market share.

c

JCPenney's department store distributed a four-color catalog in newspapers in major metropolitan areas advertising its President's Day Sale. This is an example of ____. A. display advertising B. classified advertising C. preprinted insert D. printacular E. gatefold advertising

c

Janome manufactures sewing machines. In an issue of Home Companion, Janome purchases the bottom quarter ad space on three successive pages to advertise the winter clearance sale on different models of sewing machines at Janome authorized dealers. Janome is using _____ to attract reader's attention. A. gatefold B. bleed page C. creative space buys D. overrun E. total page ad

message

Many advertisers believe that letting customers draw their own conclusions reinforces the points being made in the

MAILING LIST

Keys to success of direct mail which constitutes the database from which names are generated, and the ability to segment markets and, of course the offer.

Effective IMC Program Should?

Lead with the marketing communications function that mos effectively addresses the company's main problem or opportunity and should use a promotional mix that draws on the strengths of whichever communications functions relate best to the particular situation

account executive

Leon works for an ad agency and is responsible for understanding the advertiser's marketing and promotions needs and interpreting them to agency personnel. He also presents the recommendations of the agency to the client and obtains approval from them. Leon has a strong marketing background and understands the advertising process comprehensively. What is Leon's position in the organization?

Percentage of Sales Disadvantages

Letting the level of sales determine the amount of advertising and promotions dollars to be spent reverses the cause-and-effect relationships between advertising and sales A firm may wish to allocate more monies to the advertising and promotions budget, a strategy that is not possible unless the manager is willing to deviate from industry percentage standards Misappropriation of funds Is difficult to employ for new product introductions If the budget is contingent on sales, decreases in sales will lead to decreases in budgets when they most need to be increased

b

Linn's Stamp News is a newspaper written specifically for stamp collectors and published weekly. It contains information that is interest to people who collect stamps. It is an example of a: A. trade newspaper. B. special-audience newspaper. C. demographically-oriented newspaper. D. newspaper supplement. E. regional newspaper.

b

Madison has recently learned that newspaper advertising space for national advertisers has been sold by the SAU. The letters SAU stand for: A. sales and advertising units. B. standard advertising units. C. standardized aggregated utility. D. space for advertising usage. E. space for advertising unit.

b

Magazine advertisements that extend to the end of the page rather than leaving a margin around the ad are called: A. gatefolds. B. bleed pages. C. maximum coverage ads. D. overruns. E. total page ads

PRINT MEDIA

Magazines and newspaper are difficult media to use for direct marketing, because these ads have to compete with the clutter of other ads and because the space is relatively expensive, response rates, and profits may be lower than in other media

Which of the following statements is true?

Magazines are the most specialized of all advertising media.

Competitor's Share of Voice is Low and Your Share of Market is High

Maintain a modest spending premium

(3) Favorable Price Appeal - Informational / Rational Appeals

Makes the price offer the dominant point of the message - Used most often by retailers to announce sales, specials, or everyday low prices

e

Many business magazines are sent free to individuals who, a publisher believes, are appropriate members of a target audience and can influence purchases for products and services advertised in the publication. This is known as _____ basis. A. primary circulation B. guaranteed circulation C. free circulation D. circulation verification E. controlled circulation

Using Corporate Leaders as Spokespeople Cont.

Many companies believe the use of their president or CEO is the ultimate expression of the company's commitment to quality and customer service For some firms, the use of a president or CEO in their ads can help create an identity and personality for the company and/or brand

Budgeting Approaches

Many firms employ more than one method Vary according to the size and sophistication of the firm Top-down approaches Build-up approaches

c

Many publications base their rates on _____ and give refunds to advertisers if the number of delivered magazines is below that quantity. A. total circulation B. primary circulation C. guaranteed circulation D. circulation verification E. rebate circulation

According to Robert Steiner, which of the following terms is synonymous with contribution margin?

Marginal analysis

a

Marketers can achieve geographic selectivity in magazine advertising by using: A. magazines edited for and targeted toward particular regions, cities, or areas. B. national editions of major magazines that cover the entire country. C. general-interest business publications. D. magazines targeted to adults. E. magazines targeted specifically to men and women

controllable elements

Marketers can choose the person or source who delivers the message, the type of message appeal used, and the channel or medium. These three elements are also known as the

Segmentation capabilities.

Marketers can rent lists of recent product purchasers, car buyers, bank-card holders, and so on. These lists may allow segmentation on the basis of geographic area, occupation, demographics, and job title.

Implications of Using celebrity Endorsers

Marketers must first decide on the image or symbolic meanings important to the target audience for the particular product, service, or company They must then determine which celebrity best represents the mean An advertising campaign must be designed that captures that meaning in the product and moves it to the consumer ing or image to be projected

b

Newspapers generally offer more _____ than any other medium except for direct mail. A. demographic selectivity B. geographic selectivity C. color advertising D. permanence E. creative options

Due to the number and variety of promotional tools available to marketers, there are many possible combinations that can achieve any specific objective.

Marketers use an analytical approach and their experience to: a. Assess the relative importance of each promotional tool. b. Select the appropriate tool based on each promotional objective.

_____ objectives are types of objectives that are usually stated in terms of specific, measurable outcomes such as sales volume, market share, or return on investment

Marketing

c

Marlboro used a cowboy to advertise Marlboro cigarettes for a number of years. This is an example of: A. testimonial advertising execution technique. B. demonstration advertising execution technique. C. personality symbol advertising execution technique. D. slice-of-death advertising execution technique. E. imagery advertising execution technique.

Choosing a Celebrity Endorser

Match with audience Match with product Image Cost Trust Risk Familiarity Likability

According to the factors influencing advertising budgets, which of the following stages of a product lifecycle negatively influences the advertising budget?

Maturity

Frequency.

May be possible to build frequency. Vehicles used for direct-response TV advertising are usually the most inexpensive available, marketers can afford to purchase repeat times. Frequency may not be easily accomplished through mail, since consumers may be annoyed to receive the same mail repeatedly.

a

Modern Maturity, Playboy, and Seventeen are all magazines that offer advertisers _____ selectivity. A. demographic B. geographic C. lifestyle D. affective E. behavioral

Carryover Effect

Monies spent on advertising do not necessarily have an immediate impact on sales

b

More companies buy advertising _____ than in any other medium. A. in newspapers B. in magazines C. on cable television D. on radio E. on network television

The Target Audience

More highly educated people prefer to draw their own conlusions and may be annoyed at an attempt to explain the obvious or to draw an inference for them Stating the conclusion may be necessary for a less educated audience, who may not draw any conclusion or may make an incorrect inference from the message For highly personal or ego-involving issues, message recipients may want to make up their own minds and resent any attempts by the communicator to draw a conclusion

A. television dayparts.

Morning, daytime, prime time and late fringe are all examples of: A. television dayparts. B. designated market periods. C. types of syndication. D. run-of-station spots. E. up-front markets.

Message Content

Most advertising messages are made up of both informational and persuasional elements that can be combined in an appeal to provide consumers with a reason to act. · Most persuasive advertisements have some basic information to convey. · Information contained in ads: - Includes the product name, benefits, features, and price. - Is presented to attract attention and encourage purchase. · The most common appeals marketers use are fear, sex, and humorous. b. Fear appeals. · Suggest that consumers can avoid some negative experience through: - The purchase and use of a product or service. - A change in behavior. - A reduction in the use of a product. · Should be strong enough to get the audience's attention but not so strong that it will lead them to tune out the message. c. Sex appeals. · Suggest to the audience that the product will increase the attractiveness of the user. · Can be found in almost any product category. · Are successful at gaining the attention of the audience. · Have little impact on how consumers think, feel, or act, and may even distract them from the ad's purpose. d. Humorous appeals. · Imply either directly or more subtly that the product is more fun or exciting than competitors' offerings. · Is widespread and found in many product categories. · Tends to wear out quickly, boring the consumer. · Their effectiveness varies across cultures if used in a global campaign.

D. use both network and spot advertising and try to effectively combine the two.

Most national advertisers: A. use only network advertising. B. use only national spot advertising. C. prefer spot advertising because of lower rates, less clutter, and more flexibility. D. use both network and spot advertising and try to effectively combine the two. E. prefer to use only network advertising and only buy spot advertising in markets where there are no network stations.

B. participations.

Most network television advertising time is sold as: A. sponsorships. B. participations. C. adjacencies. D. spot announcements. E. affiliated offerings.

Theoretical Issues in Budget Setting

Most of the models used to establish advertising budgets can be categorized as taking an economic or a sales response perspective

Factors that Change Market Share Goals

New brands generally receive higher-than-average advertising support Older, more mature brands are often milked - that is, when they reach the maturity stage, advertising support is reduced There's an advertising economy of scale whereby advertising works harder for well-established brands, so a lower expenditure is required

B. Integrated marketing opportunities

Mountain Dew often sponsors live radio broadcasts at beaches, sporting events, and festivals in which it sets up booths for sampling and giveaways. On which advantage offered by radio is Mountain Dew capitalizing? A. Low relative costs B. Integrated marketing opportunities C. Mental imagery D. Geographic selectivity E. Flexibility

d

Mr. Peanut from the Planters Nut Company's ads is an example of advertising that uses _____ execution techniques. A. informational/rational B. demonstration C. fantasy D. personality symbol E. behavioral appeal

A. spot advertising

National advertisers are not limited to using only network television. Advertisers can adjust their media strategies to take advantage of different geographic markets through _____ in specific market areas. A. spot advertising B. network advertising C. adjacencies D. image transfer E. interconnects

Self-Placed Media Types

Newspapers Magazines Direct Mail Internet

(B) Indirect headlines - Headline

Not straightforward about identifying the product or service or getting to the point - Often more effective at attracting readers' attention and interest because they provoke curiosity and lure readers into the body copy to learn an answer or get an explanation - Include using questions, provocations, how-to statements, and challenges

b

Novell makes security systems for computer networks. Recognizing user fingerprints is of its offerings. An ad for Novell products shows a thumb with the words "Access Granted" painted on it. The blue background behind the thumb extends to the very edge of the page. This ad is an example of a(n): A. gatefold. B. bleed page. C. maximum coverage ad. D. overrun. E. total page ad.

Build-Up Approaches Types

Objective and task method Payout planning Quantitative models

internalization

Occurs when audience members incorporate message content into their belief systems. - credibility - using dentists to promote toothpaste

d

Offshore is a publication that provides information on world trends and technology to offshore oil and gas operations. This is an example of a(n) _____ publication. A. general business B. trade C. professional D. industrial E. consumer-oriented

a

One of the primary advantages of using magazines as an advertising medium is their: A. selectivity. B. low clutter level. C. limited reach and frequency. D. low absolute costs. E. long lead time.

C. create "hybrid" pod commercial breaks that are part promotion and part ads.

One tactic that can be used by TV networks to hold viewers' attention and inhibit zapping is to: A. increase the number of commercials during a break. B. increase the use of clutter in commercials. C. create "hybrid" pod commercial breaks that are part promotion and part ads. D. convince advertisers to be the sole sponsor of a show. E. change the standard commercial format to 10 seconds.

(2) Transformational ad - Emotional Appeals

One which associates the experience of using (consuming) the advertised brand with a unique set of psychological characteristics which would not typically be associated with the brand experience to the same degree without exposure to the advertisement - Creates feelings, images, meanings, and beliefs about the product or service that may be activated when consumers use it

Effective Sales Presenations

Open and close with strong selling points and bury weaker arguments in the middle

Message Structure

Order of Presentation Conclusion drawing Message sideness Refutation Verbal versus visual message characteristics

_____ searches are those that appear because of their relevance to the search terms, not advertisements.

Organic

The questions also allow managers to identify areas for improvement. They include the following:

Organizational infrastructure, Interactivity, Mission marketing, Strategic consistency and Planning and evaluation

What is the difference between pioneering and competitive ads?

Pioneering ads tell people what a product is, what it can do, and where it can be found. Competitive ads promote a specific brand's features and benefits to persuade the target market to select the firm's brand rather than that of a competitor.

_____ is a medium that uses the Internet to distribute audio or video files for downloading into iPads and other portable devices.

Podcasting.

_____ are windows or animated creatures that appear on a user's screen in an attempt to get his or her attention when the user is accessing the Internet.

Pop-ups

(6) Slice of Life - Creative execution

Portrays a problem or conflict that consumers might face in their daily lives. The ad then shows how the advertiser's product or service can resolve the problem

S-Shaped Response Curve

Projects an S-shaped response function to the budget outlay (measured in sales) Initial outlays of the advertising budget have little impact After a certain budget level has been reached advertising and promotional efforts begin to have an effect, as additional increments of expenditures result in increased sales This increment gain continues only to a point, however, at a point, additional expenditures begin to return little or nothing in the way of sales

Bottom-Up Dugeting

Promotion objectives are set Activities needed to achieve objectives are planned Costs of promotion activities are budgeted Total promotion budget is approved by top management

Explain the difference between pretesting and posttesting advertising copy.

Pretests are conducted before ads are placed in any medium to determine whether the ads communicate the intended message or select among alternative versions. Posttests are conducted after an advertisement has been shown to the target audience to determine whether it accomplished its intended purpose.

Sales-Oriented Objectives

Primary goal is increased sales They requires economic justification Should produce measurable/ results

COMBINING DIRECT MARKETING WITH PUBLIC RELATIONS

Private companies may use telemarketing activities to solicit funds for charities or co-sponsor charities that use these and other direct-response techniques to solicit funds.

Criticism of DAGMAR

Problems with the response hierarchy Only relevant measure is sales Costly and time consuming Inhibits creativity

An agreement which states that Rochelle brand cosmetics would pay a fee to have its products prominently featured in twenty episodes of the soap opera Proclivity is an example of:

Procuct placement

Advertisers can prevent consumers from zapping commercials by

Producing commercials that meaningful

According to McCann-Erickson's concept of emotional bonding, the most basic relationship a consumer has with a brand is how he or she thinks about the:

Product benefits

b

Professional golfer Arnold Palmer appeared in ads advocating the engine protection cars get from Pennzoil motor oil. This is an example of a(an): A. comparison. B. endorsement. C. demonstration. D. straight sell. E. slice-of-life.

A measure of potential reach in the broadcast industry that is expressed as a percentage or radio ___

Program rating

a

Purchase motives, such as convenience, comfort, economy and performance are used as a basis for _____ appeals. A. rational B. emotional C. price D. inherent drama E. refutational

Q-Score Formula

Q-Score = The percent of those who say "one of my favorites" / by the percent who have heard of him/her

RFM SCORING METHOD

RFM stands for recency, frequency, and monetary transaction between the company and the customer. Data need to be entered each time there is a transaction so the company can track how recently purchases have been made, how often they are made, and what amounts of money are being spent. Tracking which products and or services are used increase the ability to conduct the activities previously mentioned. By analyzing the database on regular basis, company and org. can identify trends and buying patterns that will help it establish a better relationship with its customers by more effectively meeting their needs.

In the _____ method of budget determination advertising is considered an investment, similar to plant and equipment.

ROI budgeting

Content sponsorship - branded entertainment

Rather than developing their own content, some advertisers agree to sponsor specific programs, receiving product placements, integration, and promotions in return Ex: Heineken collaborating with FIFA

c

Rational and emotional advertising appeals: A. represent two distinctive approaches which should never be combined because they divide the focus of consumers' attention. B. are essentially the same. C. can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives. D. are used together only for low-involvement products. E. can be combined only for products and not for services.

Advertising appeal

Refers to the approach used to attract the attention of consumers and/or influence their feelings toward the product, service, or cause - Forms the underlying content of the advertising

Wearout

Refers to the tendency of a television or radio commercial to lose its effectiveness when it is seen and/or heard repeatedly

Three forms of direct selling:

Repetitive person-to-person selling. Salesperson visits buyer's home, job site, or other location to sell frequently purchased products or services. Ex. Mary Kay and Amway. Nonrepetitve person-to-person selling. Salesperson visits buyer's home, job site, or other location to sell infrequently purchased products or services. Ex. World Book Encyclopedia. Party plans Salesperson offers product or services to groups of people through home or office parties and demonstrations. Ex. Tupperware and PartyLite Gifts.

For which of the following advertising communication tasks should the specified time period be the longest?

Repositioning a brand

e

Research has shown that the first thing people look at in a print ad is the: A. illustrations. B. visuals. C. body copy. D. subheads. E. headline.

b

Research shows consumers perceive Miller beer as strong, bold, and adventurous. This is an example of how consumers assign a _____ to a brand. A. product rank B. personality C. product features D. unique selling proposition E. market rank

Unaided Recall

Respondents are asked a question such as, "What ads do you remember seeing yesterday?" without any prompting to determine whether they saw or heard the messages.

Federated Banks is interested in consumer-oriented sales promotions that would encourage senior citizens to direct deposit their Social Security checks with the bank. Evaluate the sales promotion options, and recommend two of them to the bank.

Sales promotion alternatives such as coupons, contests, sweepstakes, samples, rebates, and product placement are better suited to consumer goods than to this service. Continuity programs are expensive and would require setting a minimum bank balance that might exclude too many in the target audience. The two sales promotion options most promising to reach senior citizens are deals and premiums. Deals and Premiums

Swish Turbo Inc., an automaker, conducted a sweepstakes in which people could enter to win the car that Adam Gosling, a popular golfer, uses during tournaments. To enter the sweepstakes, consumers had to visit Swish Turbo's website. Which of the following promotional mix elements did the automaker use on the Internet?

Sales promotions

How has the view of sales promotions changed during the past decades?

Sales promotions are now considered an essential part of an organization's branding strategies.

Which of the following is true of the increase in sales promotion by brand managers?

Sales promotions are typically used by brand managers to meet quarterly goals.

A Bright laundry detergent ad showed a baseball team-manager removing stains from two dozen uniforms by throwing them in a washer and adding Bright detergent. Which of the following advertising execution styles has been illustrated in this scenario?

Slice-of-life situation

_____ sites are platforms that allow users to share interests, activities, backgrounds, or real-life connections.

Social networking

How have advertising agencies changed to facilitate the use of IMC programs?

Some agencies have adopted: (1) a total communications solutions approach; (2) a long-term perspective in which all forms of promotion are integrated; and (3) an IMC audit to analyze the internal communication network of their clients.

Market Potential

Some markets hold more potential than others When particular markets hold higher potential, the marketing manager may decide to allocate additional monies to them A market with low sales but high potential may be a candidate for additional appropriations

D. provides network audience measures, along with estimates of network audiences for all commercials.

Statistical Research's Inc.'s RADAR: A. cannot be used to estimate the audience for commercials on various programs. B. is sponsored by nine of the largest advertisers in the nation. C. primarily measures TV viewership for local TV stations. D. provides network audience measures, along with estimates of network audiences for all commercials. E. collects information and issues a new report every month.

_______offer differentiated editorial content and are published for labor unions, professional organizations, industries or hobbyists.

Special-audience newspapers

VODs (Ad support video on demand) - branded entertainment

Specialized content programs offered through cable TV networks that are developed by advertisers and provided to the cable operators for free Ex: General Motors created a short feature on the history of the Corvette to be shown on CNN

Measuring Promotional Products Marketing

Specialty advertising has no ongoing audience measurement system

Communications Goals Must be What?

Specific Attainable Measurable Time limited

Communication

Specific objectives for the IMC program facilitate coordination of the various groups working on the campaign The advertising and promotional program must be coordinated within the company, inside the ad agency, and between the two

Planning and Decision Making

Specific promotional objectives also guide development of the integrated marketing communications plan Meaningful objectives can also be a useful guide for decision making

Applying Expertise

Spokespeople are often chose because of their knowledge, experience, and expertise in a particular product or service area Endorsements from individuals or groups recognized as experts, such as doctors or dentists, are also common in advertising

_____ refers to commercials on local television stations for which the advertisers negotiate directly with the individual stations

Spot advertising

________is a system that was created in 1984 to make newspaper advertising rates comparable to other media that sell space and time in systemized units.

Standardized advertising units

Outside-In Planning

Starts with the customer and builds backward to the brand Promotional planners study the various media customers and prospects use, when the marketer's messages might be most relevant to customers and when they are likely to be most receptive to the message

BMW introduced its first sport-utility vehicle, the X5, to compete with other popular all-wheel-drive vehicles such as the Mercedes-Benz M-class and the Jeep Grand Cherokee. Design a direct marketing program to generate (a) leads, (b) traffic in dealerships, and (c) direct orders.

Students should consider the many forms of direct marketing including direct mail and catalogs, television, telemarketing, direct selling, direct response advertising and interactive online marketing. Instructors can remind students of the discussion of nonstore retailing in Chapter 14 and alert them to the online discussion in Chapter 18. Leads, Traffic in dealership and Direct Orders

Develop a privacy policy for database managers that provide a balance of consumer and seller perspectives. How would you encourage voluntary compliance with your policy? What methods of enforcement would you recommend?

Students' answers will vary. To begin the discussion, ask students to consider the guidelines provided in the European Union Data Protection Directive. The directive suggests that consumers have the right (1) to be informed of any data processing when they are the data subject, (2) of access to data about them, and (3) to access to the logic on which automated decisions are based. Students should be encouraged to discuss the value of self-regulation versus enforcement by outside bodies in terms of penalties and breadth of items covered. Methods of enforcement discussions should bring out the difficulties and advantages of enforcement in a voluntary membership group. A good strategy would be to compare and contrast well-known examples and to bring the discussion to current topics, such as the regulation of the Internet and e-mail advertising.

Competitor's Advertising Affects Your Sales Positively and Your Advertising Affects Competitor's Sales Positively

Symbiotic competition The brands are strong complements to each other The market is growing Maintain modest advertising

_____ are shows that are sold or distributed on a station-by-station, market-by-market basis.

Syndicated programs

Which of the following statements best explains a difference between target ratings points (TRPs) and gross rating points (GRPs)?

TRPs calculations do not include waste coverage, whereas GRPs calculations do. Unlike gross rating points (GRPs), target ratings points (TRPs) do not include waste coverage

True or False. Decisions on whether sole sponsorship or shared sponsorship is ideal are made during the media use decisions stage of developing a media plan.

TRUE Specific details such as the kind of sponsorship (sole, shared, participating, or other) are determined later during the stage of media use decisions. Other decisions made at this stage for broadcast medium include the levels of reach and frequency required, on which days and months the commercial will appear, and the placement of spots.

True or False. An index number over 100 means that the use of the product is proportionately greater in that segment than in one that is average.

TRUE The index number is considered a good indicator of the potential of the market. An index number over 100 means use of the product is proportionately greater in that segment than in one that is average (100) or less than 100.

True or False. Media objectives are the goals for the media program and should be limited to those that can be accomplished through media strategies.

TRUE The media objectives are not ends in themselves. Rather, they are designed to lead to the attainment of communications and marketing objectives. Media objectives are the goals for the media program and should be limited to those that can be accomplished through media strategies.

True or False. The potential for deception is high in digital/interactive media.

TRUE The potential for deception is high in digital/interactive media.

True or False. The situation analysis precedes the marketing and creative strategy plan in the media plan development process.

TRUE The purpose of a situation analysis is to understand the marketing problems. Once this is accomplished, a marketing strategy plan is created to solve one or more of the marketing problems. This is followed by formulating a creative strategy plan that determines what to communicate through advertisements.

True or False. The survey of buying power index is conducted for every major metropolitan market in the United States.

TRUE The survey of buying power index is conducted for every major metropolitan market in the United States and is based on a number of factors, including population, effective buying income, and total retail sales in the area. Each of these factors is individually weighted to drive a buying power index that charts the potential of a particular metro area, county, or city relative to the United States as a whole.

TV SPOTS

TV Spots referred to in the direct-marketing industry as short form programs, these spots include direct response commercials commonly seen on television for products such as drugs and toiletries, audio and video supplies, household products, and more.

b

Taco Bell launched the advertising campaign for its Double Decker taco by running anonymous fullpage ads featuring basketball stars issuing vague challenges to one another. This is an example of _____ advertising. A. reminder B. teaser C. transformational D. favorable price appeal E. news appeal

Competitive Parity Advantages

Takes advantage of the collective wisdom of the industry Takes the competition into consideration, which leads to stability in the marketplace by minimizing marketing warfare Minimizes unusual or unrealistic ad expenditures

B. has the ability to reach large audiences in a relatively cost-efficient manner.

Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it: A. has such a low absolute cost. B. has the ability to reach large audiences in a relatively cost-efficient manner. C. has a high level of geographic selectivity. D. is very easy to develop creative television advertising. E. has no impact on the image of a brand.

c

The Hathaway Shirt Company uses most of its media budget to advertise in publications such as Esquire and The New Yorker magazines. The company thinks these magazines are very well respected and provide a favorable environment that helps enhance the image of its products. This example demonstrates which of the following advantages of magazines as an advertising medium? A. Geographic selectivity B. Creative flexibility C. Prestige D. Permanence E. Costs

Which of the following statements is true of the Internet?

The Internet is an interactive medium that allows for a two-way flow of information.

Why has the Internet become a popular advertising medium?

The Internet offers a visual message, can use both audio and video, is interactive through rich media, and tends to reach younger consumers.

C. designated market areas (DMAs).

The Nielsen Station Index (NSI) refers to local television markets as: A. areas of dominant influence. B. metropolitan rating areas (MRAs). C. designated market areas (DMAs). D. local markets. E. geodemographic areas.

c

The Oscar Mayer ad touched the child in all of us when it showed Andy on the pier singing the "My bologna has a first name" jingle. This example of _____ advertising won America's heart and stomach. A. competitive advantage B. refutational C. transformational D. transactional E. rational

a

The Top Line is a Canadian publication targeted to high school teens. It offers Canadian advertisers _____ selectivity. A. demographic B. psychographic C. lifestyle D. affective E. behavioral

C. television network.

The WB assembled a group of affiliated independent television stations to which it supplied programming and other services. The WB is an example of a: A. syndicated station. B. superstation. C. television network. D. cable station. E. television station.

b

The _____ is a market outside of a city whose residents regularly do business within the city. A. city zone B. retail trading zone C. area of dominant influence D. MSA E. designated market area

c

The _____ is considered the heart of a print ad but is often difficult to get readers to attend to. A. headline B. subhead C. body copy D. visual E. logo

C. average quarter-hour rating

The _____ is the average number of people estimated to have listened to a radio station for a minimum of five minutes during any quarter-hour in a time period expressed as a percentage of the survey area population. A. average quarter-hour figure B. cumulative audience C. average quarter-hour rating D. average quarter-hour share E. average daily market share

b

The _____ is the manner in which an advertising idea is turned into a message and presented to consumers. A. advertising appeal B. creative execution style C. rational appeal D. emotional appeal E. big idea

Which of the following statements is true of marketing factors important in determining frequency levels as recommended by Joseph Ostrow?

The ability of a target group to learn and to retain messages has a direct effect on frequency. The ability of a target group to learn and to retain messages has a direct effect on frequency.

Which of the following factors has led to a rapid adoption of the Internet?

The ability to conduct e-commerce through one's personal computer

b

The ad for 'TDAmeritrade' investment bank states that the company is "Ranked #1 by SmartMoney Magazine for the Do-It-Yourself Investor." The ad is using a(n) _____ appeal. A. emotional B. competitive advantage C. feature D. favorable price E. transformational

a

The ad for TDA meritrade investment company opens with the statement, "You can't plan for tomorrow if you don't know where your money is today" and continues with a lot of information about investment and its benefits. This indicates that the ad is an example of _____ advertising. A. straight-sell B. transformational C. testimonial D. teaser E. refutational

d

The advertising agency of Sony Electronics has prepared two print ads for the company's new DVD. Ad 'A' uses a straightforward informational appeal, which discusses the DVD player's features, while ad 'B' is an image ad that promotes the overall quality of the player. The purpose of both ads is to encourage readers to send in a card or call a toll-free number to request more information about Sony's DVD player and other products. To get idea about which ad might work best and should be used in the national campaign, Sony can: A. conduct a split run test where one of the ads is placed in Stereo Review magazine and the other is placed in Time. B. conduct a split run test where one of the ads is placed in Stereo Review magazine and the other is placed in a major newspaper. C. make a cross media buy that includes both newspapers and magazines. D. conduct a split run test, where both ads are printed in alternate copies of the same issue of a magazine and then measure which one generates more inquiries. E. use bleed pages for the two ads and publish them in various magazines

c

The advertising manager for a fashionable, upscale women's clothing line is concerned over an ad agency recommendation to run ads for the brand in People magazine. She thinks the editorial environment of the magazine may not be appropriate to the high fashion and trendy positioning strategy being used for the brand. This reflects concern over which of the following aspect of magazine advertising? A. Permanence B. Creative options C. Prestige of the publication D. Reproduction quality E. Costs

Client/Agency Policies

The agency may discourage the allocation of monies to sales promotion, preferring to spend them on the advertising area The orientation of the agency also directly influence where monies are spent

a

The agency that developed the 'Jack-in-the-Box' fast-food restaurants ads created a new ad with the return of a brand image that was remembered by customers from previous years, thereby creating a(n): A. advertising appeal. B. creative plan. C. marketing plan. D. sales approach. E. sales presentation

Percentage of sales

The amount of money spent on promotion is a percentage of past or anticipated sales. b. A common budgeting method, this approach is often stated in terms such as, "Our promotion budget for this year is 3 percent of last year's gross sales."

Suppose you are the advertising manager for a new line of children's fragrances. Which form of media would you use for this new product?

The answer to this question depends on whether you are focusing on the child who might use the product or the parent who might be the primary purchaser of the product. If the target is children, television is probably the best medium to reach this audience. With parents, however, you have more latitude in your choice. Magazines are probably the best choice because they can provide efficient reach to this segment of the population.

Which of the following is an advantage of the arbitrary allocation method?

The arbitrary allocation approach has no obvious advantages.

a

The argument by famous advertising copywriter David Ogilvy that "what you say in advertising is more important than how you say it" suggests that: A. advertising appeal is more important than the way it is executed. B. advertising execution is more important than the appeal. C. advertising appeals and executions are equally important. D. advertising execution is more important than message content. E. the product is more important than the creative appeal.

C. barter syndication.

The arrangement under which syndicated programs are offered free or at a reduced rate to local stations but with some advertising time presold to national advertisers is known as: A. off-network syndication. B. first-run syndication. C. barter syndication. D. sponsorship. E. participation.

b

The audio portion of a commercial is often presented through the use of a(n): A. layout. B. voice-over. C. illustration. D. headline. E. jingle.

Strong Arguments Work Best at?

The beginning of the message if the audience is not interested in the topic, so they can arouse interest in the message

Objective and Task Method Advantages

The budget is driven by the objectives to be attained

Which of the following statements is true of the effects of reach and frequency of a media vehicle?

The central goal of productive media planning should be to enhance frequency rather than reach. Since one exposure is usually ineffective, the central goal of productive media planning should be to enhance frequency rather than reach.

Refutation Appeal

The communicator presents both sides of an issue and then refutes the opposing viewpoint Are useful when marketers wish to build attitudes that resist change and must defend against attacks or criticism

Quantifiable

The delineate the target market and note the time frame for accomplishing the goal (often one year)

Contribution Margin

The difference between the total revenue generated by a brand and its total variable costs

c

The inside cover of the Business 2.0 magazine opens up to reveal a large advertising spread on the Cadillac Escalade. This ad is an example of a(n): A. bleed page. B. printacular. C. gatefold. D. page manipulator. E. overrun

C. interconnects.

The growth in spot cable advertising has been facilitated by the use of: A. LANs. B. multiplexing. C. interconnects. D. interstitials. E. clutter minimizers.

a

The headline reads, "Introducing new Crayola Washable Crayons for the youngest artist in your gallery." This is an example of a(n) _____ headline. A. direct B. indirect C. straight-sell D. subhead E. rational

B. local advertisers.

The heaviest users of radio as an advertising medium are: A. national service providers. B. local advertisers. C. national retail chains. D. national consumer-products manufacturers and distributors. E. tobacco and alcohol advertisers.

a

The high ratio of advertising to editorial content in most magazines causes magazines to have a problem with: A. clutter. B. limited frequency. C. long lead times. D. high costs. E. low reproduction quality.

The Growth of Direct Marketing

The increasing interest in customer relationship management is reflected in the dramatic growth in direct marketing. · Marketers like the ability to customize communication efforts and create one-to-one interactions due to the availability of databases. · Recently, direct marketing spending, revenues generated, and employment has outpaced total economic growth, due in part to the popularity of the Internet.

4 Cognitive Appraisal Processes Mediate the Individual's Response to the Threat

The information available regarding the severity of the perceived threat The perceived probability that the threat will occur THe perceived ability of a coping behavior to remove the threat The individual's perceived ability to carry out the coping behavior

9. (p. 451) Addy saw the ad for 'Maggi noodles' in the aisle of the grocery store which urged him to buy the product. It can be said that 'Maggi' used in-store media to advertise its product.

True

B. the growth of cable television.

The major reason for the decline in the viewing audiences of the three major networks is: A. the widespread use of videocassette recorders. B. the growth of cable television. C. poor programming. D. the exponential growth of clutter. E. changes in cultural values, which are reducing television viewing time.

Consumption (Stage 3)

The meanings the celebrity has given to the product are transferred to the consumer

Sales-Objectives

The only relevant measure of advertising objectives is sales They have little tolerance for ad campaigns that achieve communications objectives but fail to increase sales Advertising is seen as effective only if it induces consumers to make a purchase

A. households using television.

The percentage of homes in a given area that are watching television during a specific time period is referred to as: A. households using television. B. ratings point. C. program rating. D. share of audience. E. total audience.

B. television

The pervasiveness and intrusive nature of ____, as an advertising medium, contributes to the high level of distrust consumers have for the ads that appear in it. A. radio B. television C. newspapers D. direct response E. magazines

e

The physical arrangement of the various parts of an ad including headlines, subheads, illustrations, body copy and identifying marks is known as: A. the narrative style. B. visualization. C. copy writing. D. art direction. E. a layout.

C. audience size and composition.

The price for commercial time charged by a television network is largely a function of a program's: A. average frequency. B. production costs. C. audience size and composition. D. duplicated reach. E. overlap.

After listening to a recent sales presentation, Mary Smith signed up for membership at the local health club. On arriving at the facility, she learned there was an additional fee for racquetball court rentals. "I don't remember that in the sales talk; I thought they said all facilities were included with the membership fee," complained Mary. Describe the problem in terms of the communication process.

The problem is miscommunication between the sender (the health club representative) and the receiver (Mary Smith) as a result of improper encoding or decoding of the message (the sales presentation). There may have been noise in the channel that prevented proper decoding of the message.

c

The promoter of a boxing match would probably want to place an ad in the sports section of the newspaper and, therefore, pay a(n) _____ rate. A. flat B. run-of-paper C. preferred position D. agate E. bleed page

c

The proprietary research technique developed by the McCann-Erickson Worldwide agency that helps evaluate how consumers feel about brands and the nature of their relationship with them is known as: A. focus group research. B. transformational research. C. emotional bonding. D. psychographics. E. ethnographics.

a

The state of Colorado runs an ad which shows an obviously scared third grader getting ready to go on stage for his first public stage appearance. He is dressed to look like a carrot. The ad tells the reader that being a third grader is much more stressful than we remember and causes us to have great sympathy for the young man dressed in the ridiculous costume. The tag line at the end of the ad reads, "Your kids need a carefree Colorado vacation as much as you do." This is an example of the: A. dramatization technique. B. testimonial technique. C. fear technique. D. personality symbol technique. E. scientific evidence technique.

Ads using Fear Appeals Should Give What?

The target audience infomration about the severity of the threat The probability of its occurrence The effectiveness of a coping response The ease with which the response can be implemented

Identifying the Target Audience

The target audience is the group of prospective buyers toward which the program is directed. · Is the first decision in developing the promotion program. · Market segmentation studies help: a. Identify a firm's target audience. b. Develop a firm's target audience's profile (lifestyle, attitudes, and values).

E. prime time.

The television daypart that attracts the largest viewing audience is: A. daytime. B. early fringe. C. late news. D. morning. E. prime time.

A. adjacencies.

The television time period available to local stations right before or after network programming is called: A. adjacencies. B. dayparts. C. access time. D. scatter advertising. E. sweeps.

How are marketers responding to the fragmentation of the consumer market?

They are using more sales promotions that are tied to local events.

c

The use of a third page that folds out to create an extra large advertising spread in a magazine is calledn a(n): A. bleed page. B. printacular. C. gatefold. D. page manipulator. E. overrun.

c

The use of actor James Garner's voice reading poetry in a series of automobile commercials is an example of a: A. needledrop. B. talking jingle. C. voice-over. D. tagline. E. subtextual message.

identification process

The use of celebrities in commercials is generally based on the source characteristics of attractiveness and represents an attempt to induce persuasion through the

mnemonics

The use of memory-enhancing strategies or cues to remember something. This might include such things as rhymes, visualization or acronyms.

Creative execution style

The way a particular appeal is turned into an advertising message presented to the consumer - The way in which the content is presented

B. 21.

The weekly Nielsen report shows that 20 million of the 97 million television households in the U.S. watched American Idol last week even though only half of the households were actually watching television during this time period. The program rating for the show is approximately: A. 18. B. 21. C. 29. D. 42. E. 30.

B. 44.

There are approximately 900,000 television households in the San Diego County market. During a Sunday afternoon in October, 50 percent of the households had their television sets turned on and 200,000 were watching the San Diego Chargers versus Pittsburgh Steelers NFL football game on Channel 7. The approximate share of audience for the game would be: A. 22. B. 44. C. 50. D. 200. E. 100.

Practicality and Costs

There are difficulties of implementing it Money must be spent on research to establish quantitative benchmarks and measure changes in the response hierarchy This is costly and time-consuming and can lead to considerable disagreement over method, criteria, measures and so forth Is practical only for large companies with big advertising and research budgets

What are the six elements required for communication to occur?

They are a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

Which of the following is true of QR codes?

They are being threatened by near field communication.

Which of the following is true of consumer franchise-building promotions?

They are designed to increase long term brand preference.

What are the three types of responses generated by direct marketing activities?

They are direct orders, lead generation, and traffic generation.

Which of the following is true of consumer magazines?

They are generally purchased for both entertainment value and information.

Which of the following is true of weekly newspapers?

They are used exclusively by national advertisers.

Which of the following is a characteristic of magazine ads ?

They offer a potential for gaining prestige

Which of the following is true of newspapers as an advertising medium?

They offer high market penetration and coverage.

Which of the following is one of the disadvantages associated with the use of magazines as an advertising medium?

Thin penetration of households

Assumption that Sales are Determined Solely by Advertising and Promotion

This assumption ignores the remaining elements of the marketing mix - price, product and distribution - which do contribute to a company's success

Search-based advertising

This form of advertising uses the key words typed into search engines such as Google to select the ad that is displayed alongside the search results. This form of advertising has been attractive to advertisers who are new to the online medium.

Display advertising

This form of online advertising is typically found on portals and home pages. Advertisers pay a fee, sometimes as high as $300,000 for 24 hours, to have their ad appear on a website. The three big portals (Yahoo, AOL, and MSN) alone reach an audience of 50 million people each day. In addition, the broadband connections allow advertisers to deliver TV-like ads online.

a

Timberland Co. sells all-weather gear. For its advertising, it has developed an imaginary place called Timber Land, which is a Utopian setting of extraordinary landscapes and crystal-clear water. Its ads use a(n) _____ execution style to get the audience to envision themselves in Timber Land. A. imagery B. demonstration C. slice-of-life D. animation E. competitive advantage

B. people meter.

Today, the Nielsen Television Index provides weekly estimates of networks and major cable viewing audiences on a national level through the use of an electronic device that measures what is being watched and by whom. This device is called a(n): A. audiometer. B. people meter. C. electronic diary. D. market survey. E. focus group.

Top-Down Approaches

Top management sets the spending limit A budgetary amount is established (usually at an executive level) and then the monies are passed down to the various department Promotion budget set to stay within spending limit These budgets are essentially predetermined and have no true theoretical basis

d

Toyota ran an advertisement proclaiming their Camry has been the best selling model in the United States for two straight years. This is an example of a _____ appeal. A. feature B. favorable price C. news D. product popularity E. generic

c

Traditionally, newspaper advertising space for national advertisers has been sold by the: A. standard advertising units (SAUs). B. column inch. C. agate line. D. cost per thousand (CPM). E. page

b

Transformational advertising can differentiate a product or service by: A. convincing a consumer of the superior performance of a brand. B. making the consumption experience more meaningful, exciting and enjoyable. C. making a consumption experience last longer. D. showing performance superiority of one brand over another. E. proving brand superiority.

10. (p. 451-452) Increase in the number of women in the workforce has led to the increased popularity of transit media.

True

11. (p. 452) One of the disadvantages of transit cards is that they can be depressing and intrusive.

True

13. (p. 454) Because of the high frequency of exposures, outdoor may lead to a quick wearout.

True

14. (p. 454) Transit advertising is not very suitable in rural and suburban areas where mass transit is limited.

True

15. (p. 456) Advertising specialities are always distributed free of charge to the recipients.

True

16. (p. 456) Nelson receives a beautiful pen and a calendar from a company of which he has been an old customer. The calendar and the pen could be termed as advertising specialty.

True

17. (p. 456) Promotional products marketing is employed by both small as well as large companies.

True

Bubble Inc., a chewing gum manufacturer, specifically targets children in its advertisements. In its latest advertisement, the company indicates that Bubble is the only chewing gum that lets you blow "massive" bubbles that won't stick to your face. This statement represents the brand's:

Unique Selling Proposition

Message/Yielding

What type of message will create favorable attitudes or feelings? Marketers generally try to create agreeable messages that lead to positive feelings toward the product or service Humorous messages often put consumers in a good mood and evoke positive feelings that may become associated with the brand being advertised

Balancing Objectives and Budgets

What we're willing and able to spend What we need to achieve our objectives

Affordable Method Logic Stems from What?

We can't be hurt with this method thinking If we know what we can afford and we don't exceed it, we will not get into financial problems

The terminology used to refer to the early evolution of the World Wide Web, in which users could view web pages and interface with them but could not contribute to the content of the web page, is known as _____.

Web 1.0

The term _____ is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web.

Web 2.0

b

Well-known brands and market leaders often run ads that do not use any specific types of appeals but rather focus primarily on keeping their brand name in front of consumers. This type of advertising is known as _____ advertising. A. teaser B. reminder C. repetitive D. popularity E. brandstanding

d

What does it mean when the text describes newspapers and magazines as high-involvement media? A. They have to be acquired outside the home. B. Unlike network television, they must be actively sought. C. They are not purchased using routine purchase decision-making techniques. D. They generally require consumers to expend some time and energy to process the information they provide. E. They provide connotative meanings to life

c

When America Online's customers were unhappy with their ability to access the Internet quickly, CompuServe, its major competitor, quickly ran ads taking advantage of AOL's problems. Which of the following characteristics of a newspaper made this possible for CompuServe? A. Extensive penetration B. Selectivity C. Flexibility D. Permanence E. Reader involvement

A. off-network syndications.

When Dodi watches old episodes of Friends and Everybody Loves Raymond on her local TV station while she eats her evening meal, she is watching: A. off-network syndications. B. sponsorships. C. first-run syndications. D. network spots. E. sweeps.

c

When Ford Motor Company was preparing to introduce a new model, ads were run for several weeks that talked about the new car but never showed it. This is an example of _____ advertising. A. reminder B. transformational C. teaser D. emotional E. cognitive

d

When a newspaper offers no discounts for quantity or repeated space buys, it is using a(n) _____ structure. When discounts are available, it is using a(n) _____ structure. A. preferred position; flat rate B. preferred position; open-rate C. open-rate; flat rate D. flat rate; open rate E. flat rate; preferred position

e

When a person speaks on the behalf of a product or service based on his or her personal use of and/or experiences with it, a(n) _____ execution is being used. A. dramatization B. slice-of-life C. animation D. demonstration E. testimonial

c

When an advertiser cites technical information such as the results of laboratory studies in an advertisement, a(n) _____ execution is being used. A. dramatization B. slice-of-life C. scientific evidence D. testimonial E. animation

a

When an advertiser has something important or new to announce to a target audience. A(n) _____ headline will be used. A. direct B. indirect C. subhead D. visual E. affective

A. network

When an advertiser purchases airtime from a national network, the commercial is transmitted across the nation through the affiliate station network. This is known as _____ advertising. A. network B. scatter C. local D. spot E. up-front

a

When deciding on the visual portion of a print ad, an advertiser must determine: A. the identification marks that need to be included. B. whether to use needledrop or not. C. the focus of the visual portion of the ad. D. the length of the ad copy. E. whether to present the ad in color or black and white.

d

When magazines set advertising rates based on a set average circulation figure delivered by the publication but do not guarantee a rebate if they fail to meet it they are using: A. guaranteed circulation. B. circulation verification. C. pass-along circulation rates. D. a circulation rate base system. E. a rebate system

peripheral route to persuasion

When people make decisions based upon emotional appeals and incidental cues. - lacking motivation to process info and is no likely to engage in detailed cognitive processing

Channel/Presentation

Which media will increase presentation? A top-rated, prime-time TV program is seen by nearly 12 million households each week

Continuous (steady) schedule

When seasonal factors are unimportant, advertising is run at a continuous or steady schedule throughout the year.

Isolate Objectives

When the promotional model is presented, a company will have two sets of objectives to accomplish - the marketing objectives for the product and the communications objectives After the former are established, the task involves determining what specific communications objectives will be designed to accomplish these goals

When are Celebrity Spokespeople Most effective?

When they are knowledgeable, experienced, and qualified to talk about the product they are endorsing

Budget Decisions in a Down Economy

When times get tough, advertising and promotional budgets are the first to be cut

Using Images in an Ad

When verbal information was low in imagery value, the use of pictures providing examples increased both immediate and delayed recall of product attributes However, when the verbal information was already high in imagery value, the addition of pictures did not increase recall Advertisers often design ads where the visual image supports the verbal appeal to create a compelling impression in the consumer's mind

The ability to design and use direct marketing programs has increased with the availability of ___________ and ___________.

customer information databases; new printing technologies

a

Which of the following comparisons of primary in-home readers of a magazine and pass-along readers is true? A. Advertisers attach greater value to primary in-home readers. B. Advertisers attach greater value to pass-along readers. C. Pass-along readers should be totally discounted in evaluating magazine readership. D.Pass-along readers generally spend more time with a magazine and pick it up more often than do primary readers. E. Advertisers generally attach greatest value to out-of-home readers.

c

Which of the following criteria should be met by a magazine in order to be eligible for verification audits by Audit Bureau of Circulations? A. It must be published on a controlled-circulation basis. B. It must be a business publication. C. The publication should have 70 percent or more paid circulation. D. The publication must be a member of the Magazine Publishers of America trade association. E. The first 70 percent that have the lowest amount of clutter.

A. Morning drive time and evening drive time

Which of the following dayparts sees the largest radio audiences? A. Morning drive time and evening drive time B. Daytime and late evening C. Evening drive time and daytime D. Nighttime and morning drive time E. All night and daytime

a

Which of the following does Standard Rate and Data Service (SRDS) classify as a general business magazine? A. Forbes B. Drug Store News C. Restaurant News D. Architectural Digest E. Floral Management

C. The high costs of producing and airing television commercials.

Which of the following factors makes it difficult for companies with small advertising budgets to use television as part of their media mix? A. Television programs do not reach their target markets. B. Small ad agencies generally do not know how to produce TV commercials. C. The high costs of producing and airing television commercials. D. The limited creative options available through television. E. The lack of captivity and attention that TV advertising provides.

b

Which of the following is an advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use? A. Comparison B. Demonstration C. Scientific evidence D. Straight-sell E. Animation

d

Which of the following is an example of a trade magazine? A. Fortune B. National Law Review C. Farm Journal D. Progressive Grocer E. Architectural Digest

a

Which of the following is an example of special services offered by newspapers? A. Merchandising programs to help make the trade aware of a company's products B. Complete in-house advertising agency competitive with many of the finest agencies in the U.S. C. High reproduction quality D. Circulation verification E. Reduction in clutter

d

Which of the following is an example of special-audience newspaper? A. The Los Angeles Times B. The Washington Post C. The Wall Street Journal D. The newspaper published by your college E. USA Today

c

Which of the following is one of the disadvantages associated with the use of magazines as an advertising medium? A. Low receptivity to advertising by readers B. Low demographic selectivity C. Thin penetration of most individual magazines D. Long reading life and permanence of publication E. Difficulty associated with the processing of complex messages in magazines

D. Young adult males are the most likely to zap commercials than older adults.

Which of the following is true about zapping? A. Older adults engage in commercial zapping more often than teens. B. Women are more likely to zap commercials than men. C. Young adult females zap more than young adult males. D. Young adult males are the most likely to zap commercials than older adults. E. Older women are more likely to zap commercials than younger women.

D. In participations, advertisers have little control over the placement of ads.

Which of the following is true for participations? A. Participating advertisers have financial responsibility for production of the program. B. Participations involve long-term commitment on the part of advertisers. C. Participations offer advertisers a lower reach than sponsorships. D. In participations, advertisers have little control over the placement of ads. E. Participations are not suitable for small advertisers with limited budgets.

A. Networks provide programming and services to affiliates.

Which of the following is true? A. Networks provide programming and services to affiliates. B. Affiliates have no say in the sale of advertising time on their stations. C. Affiliates do not receive any advertising revenue from networks. D. Networks provide programming to affiliates, but affiliates provide the advertising. E. Affiliates are not obliged to carry national advertising provided by networks.

b

Which of the following processes makes it possible to personalize an advertising message? A. Cross-market transaction B. Ink-jet imaging C. Cross media binding D. Controlled circulation E. Desk top publishing

B. Increasing media costs have resulted in advertisers preferring shorter commercials.

Which of the following statements about commercial length is true? A. Fifteen-second spots are the most common commercial lengths. B. Increasing media costs have resulted in advertisers preferring shorter commercials. C. Most advertisers believe shorter commercials cannot deliver a message as effectively as longer commercials. D. Fifteen-second spots typically sell for about the same amount as 30-second spots. E. Most 15 second commercials are being converted to 5 second commercials known as split commercials.

C. The high cost of network time can be a drawback to advertisers with limited media budgets.

Which of the following statements about network advertising is true? A. Using network advertising significantly complicates the purchase of television media time for national advertisers. B. Network advertising is cheaper and more selective than local advertising. C. The high cost of network time can be a drawback to advertisers with limited media budgets. D. National advertisers have to negotiate with both the network and local affiliates when they want to make a media buy. E. Network advertising is less effective than spot advertising for mass consumption products.

b

Which of the following statements about newspapers and magazines as advertising media is true? A. Most magazines and newspapers could survive without advertising revenue. B. Newspapers are a primary source of shopping information for many consumers. C. The number of daily newspapers in most cities has been increasing due to a dramatic increase in the amount of readily available advertising revenue. D. Magazines are not really dependent on advertising revenue since they can charge higher prices for their publications. E. In order for newspapers and magazines to be read by a large audience, the print media should include lots of advertisements

b

Which of the following statements about newspapers and magazines as advertising media vehicles is true? A. Newspapers are exclusively a local advertising medium. B. Newspapers are primarily a local advertising medium but are also used by national advertisers. C. Magazines are primarily a local advertising medium. D. Magazines are the primary advertising media in terms of ad revenue and number of advertisers. E. Because of the difference in media format, there is no competition between broadcast and print media.

d

Which of the following statements about newspapers and magazines as advertising media vehicles is true? A. Newspapers are exclusively a local advertising medium. B. Newspapers are primarily a local advertising medium but are also used by national advertisers. C. Magazines are primarily a local advertising medium. D. Magazines are the primary advertising media in terms of ad revenue and number of advertisers. E. Because of the difference in media format, there is no competition between broadcast and print media.

A. Off-network syndicated shows are an important source of quality programming for local stations.

Which of the following statements about off-network syndication is true? A. Off-network syndicated shows are an important source of quality programming for local stations. B. Off-network syndicated shows an insignificant source of revenue to the studios that produce them. C. Off-network syndicated shows are usually low-budget, low-quality programs. D. The FCC prime-time access rule forbids independent stations from carrying off-network syndicated shows between 7:00 and 8:00 P.M. E. Off-network syndication refers to shows produced specifically for the syndication market.

B. Radio has evolved into primarily a local advertising medium.

Which of the following statements about radio as an advertising medium is true? A. Almost 50 percent of all radio revenue comes from network advertising. B. Radio has evolved into primarily a local advertising medium. C. Radio advertising revenue has been steadily declining for the last 20 years. D. One of the main weaknesses of radio as an advertising medium is the high production costs. E. The high costs of radio advertising result in lower reach and frequency.

E. Spot advertising offers the national advertiser flexibility in adjusting to local market conditions.

Which of the following statements about spot advertising is true? A. Spot advertising is subject to less commercial clutter than network advertising. B. Obtaining spot advertising for a number of different areas is quicker and easier than acquiring network advertising. C. Spot advertising is generally more expensive than network advertising. D. Only local advertisers use spot advertising. E. Spot advertising offers the national advertiser flexibility in adjusting to local market conditions.

C. Many national advertisers use syndicated shows to target certain audiences.

Which of the following statements about syndication is true? A. The advertising revenue generated by syndicated programs is insignificant compared to that of the three major networks. B. Syndicated programs never draw larger viewing audiences than network shows. C. Many national advertisers use syndicated shows to target certain audiences. D. Syndicated programs have less commercial time and thus less clutter than network shows. E. Syndicated programs benefit only local advertisers, not national ones.

c

While purchasing advertising space in magazines, media planners will focus primarily on the: A. lead time for placing ads. B. absolute costs. C. cost of the advertising space relative to the size and composition of the audience reached. D. preproduction and production costs. E. circulation of the publication

d

Which of the following statements about the geographic selectivity offered by newspapers is true? A. Newspapers offer less geographic selectivity than most other media. B. Newspapers in large cities provide very little geographic selectivity to advertisers. C. Newspapers provide little geographic selectivity to national advertisers. D. Many newspapers publish several geographic or zone editions and thus provide selectivity to local advertisers. E. Newspaper offer more geographic selectivity when compared to direct mail

C. Commercials became shorter because advertisers turned to shorter spots as a way of controlling their media costs.

Which of the following statements about the length of television commercials is true? A. Commercials have become longer as the demand for broadcast time dwindles. B. Commercial length is increasing and 60-second spots will become dominant by the end of the decade. C. Commercials became shorter because advertisers turned to shorter spots as a way of controlling their media costs. D. Commercial length is increasing as the cost of ad space decreases. E. The number of 60-second commercials has declined due to the networks' desire to sell more ads and restrict clutter.

d

Which of the following statements about the level of advertising clutter in newspapers is true? A. Clutter is really not a problem in newspaper advertising since most ads are very large. B.Clutter is not a problem with newspapers even though nearly two thirds of the average daily paper is devoted to advertising. C. The term clutter only relates to broadcast media, not print media. D. Clutter is a particularly difficult problem in newspaper advertising because it is difficult to do anything unique or creative that will grab the reader's attention. E. There are no advertising techniques that will cause an ad to break though newspaper clutter.

b

Which of the following statements about the reach and frequency of consumer magazines is true? A. Popular consumer magazines have broad reach and frequency. B. For a broad-reach strategy, magazines should be used in conjunction with other media. C. Using multiple ads in the same issue of a magazine is a viable way of increasing the reach of the publication. D. Advertisers seeking broad reach through the use of magazines cannot accomplish this goal by making media buys in a number of different publications. E. Advertisers who are seeking broad reach and frequency in their media schedules must use monthly magazines in order to obtain desired frequency

b

Which of the following statements about the role of magazines and newspapers as advertising media vehicles is true? A. The advantages and disadvantages associated with the use of either magazines or newspapers as advertising media vehicles are the same. B. Special-interest magazines reach a very selective audience and are very valuable for reaching specific types of consumers or market segments. C. Magazines generate most of their total revenue from advertising. D. Business magazines generate most of their revenue from subscriptions and single copy sales and are not really dependent on advertising. E. Both newspapers and magazines are generally considered low-involvement media.

B. Cable time can be purchased on a national, regional, or local level.

Which of the following statements concerning advertising on cable television is true? A. Cable time can only be purchased on a national level. B. Cable time can be purchased on a national, regional, or local level. C. Spot cable advertising revenues have decreased dramatically over the past five years. D. Local cable systems provide advertisers with a great deal of research information on demographics, lifestyles, and viewership patterns. E. The initial popularity of cable television has passed, and network television is once again the more popular medium.

b

Which of the following statements describe a potential problem associated with the use of indirect headlines in a print ad? A. They generate too much interest or curiosity among the readers which leads to lack of remembrance of the message. B. They may not be provocative enough to get the readers' attention and offer a reason for reading the remainder of the message. C. They must always be accompanied by an engaging visual appeal in order to be effective. D. They only work when readers are already interested in the category of the good or service being advertised. E. They are often less effective at attracting readers' attention and interest because they are unable to provoke curiosity and lure readers into the body copy.

D. The high number of stations in most markets means there is a great deal of audience fragmentation.

Which of the following statements describes a limitation associated with the use of radio as an advertising medium? A. The production of radio advertising is expensive. B. The absence of clutter means radio advertising tends to be very uncreative. C. Buying space for radio advertising is more expensive than buying ad space on TV. D. The high number of stations in most markets means there is a great deal of audience fragmentation. E. Radio is unable to provide marketers with a variety of integrated marketing opportunities.

CATALOGS

Whiles some predicted that catalogs would cease to exist with more use of the Internet, just the opposite is true. The emotional appeal of the traditional catalog exceeds that of online catalogs, and ultimately is one of the best ways to drive consumers online.

D. There are more variations in the pricing policies of local stations than networks.

Which of the following statements describes a problem encountered by national advertisers when using spot advertising? A. Spot advertising does not allow national advertisers to adjust to local market conditions. B. Spot advertising cannot be used as part of their cooperative advertising programs. C. Spot advertising is easy to acquire since time is purchased from a number of local stations. D. There are more variations in the pricing policies of local stations than networks. E. Spot advertising provides advertisers with limited coverage in geographic markets in which they do business.

c

Which of the following statements is true about clutter in magazine advertising? A. Clutter is not really a problem at all in magazine advertising. B. Most magazines devote less than 30 percent of their pages to advertising so clutter is a controlled problem. C. The clutter problem for a magazine increases as they become more successful since they attract more ad pages. D. Most magazines are not concerned about the clutter problem since there is usually no other way for advertisers to reach the market they serve. E. Clutter is a more serious issue for magazines than it is for either television or radio

a

Which of the following statements is true about feature appeals? A.They tend to be very informative and present a number of attributes that can be used as the basis for a rational purchase decision. B. They are never used for technical and high-involvement products. C. They can be used for advertising a product but not a service. D. They never focus on attributes or benefits that are important to consumers. E. They stress upon the popularity of a product or service by pointing out the number of consumers who use the brand and the number who have switched to it

c

Which of the following statements is true about informational/rational advertising appeals? A. The particular features, benefits, or attributes that serve as the basis for these appeals are constant across product categories. B. These types of appeals work well for products but not for services. C. The particular features, benefits, or attributes that serve as the basis for these appeals vary from one product or service category to another as well as by market segment. D. The particular features, benefits, or attributes that serve as a basis for these appeals generally do not vary by market segment. E. Informational/rational ads create feelings, images, beliefs, and meanings about the product or service.

c

Which of the following statements is true about newspaper supplements? A. Most national advertisers avoid them because of high clutter. B. Newspaper supplements carry no national advertising. C. Some of these publications are similar to national magazines and carry national and regional ads in four-color. D.They appeal to advertisers who are not concerned about reproduction quality and who prefer to use black and white ads. E. Newspaper supplements are a category of newspapers just like daily, weekly, and national newspapers are.

C. Share of audience is always higher than the program rating unless all of the households in a market have their set in use.

Which of the following statements is true about program ratings and share of audience measures? A. Program ratings are always higher than share of audience. B. Program ratings and share of audience are usually the same. C. Share of audience is always higher than the program rating unless all of the households in a market have their set in use. D. Unlike share of audience measures, program ratings consider variations in the number of sets in use since they are based only on those households that have their sets in use. E. Share of audience is always higher than the program rating when all of the households in a market have their set in use.

A. Spot advertising is mostly confined to station breaks between programs on network-originated shows.

Which of the following statements is true about spot advertising? A. Spot advertising is mostly confined to station breaks between programs on network-originated shows. B. Only local advertisers use spot advertising. C. Spot advertising is subject to less clutter than network advertising. D. Spot advertising is easier to buy than advertising on national networks. E. Spot advertising does not allow advertisers to adjust to local market conditions.

C. Syndication has become a major business that generates revenue comparable to the major networks.

Which of the following statements is true about syndication? A. Syndicated programs are of limited value to advertisers since they reach a limited number of viewers. B. There is basically one form of syndicated programming. C. Syndication has become a major business that generates revenue comparable to the major networks. D. National advertisers rarely use syndicated programs. E. Syndicated programs are attractive to national advertisers since they contain a lower level of advertising clutter.

c

Which of the following statements is true about the use of color in magazine advertising? A. The more color used in the ad, the lower the cost. B. Advertisers prefer using black and white because of the greater visual impact it makes. C.Research has shown that color ads are superior to black and white ads in terms of attracting and holding attention. D.Bleed pages are less expensive than color pages with margins because less fine-tuning is required with bleed pages. E. Black and white ads are generally considered superior to color in terms of recall, awareness, and retention

d

Which of the following statements is true about the use of slice-of-life executions? A. Slice-of-life executions are very inefficient in business-to-business advertising. B.To be effective, a slice-of-life execution should avoid mimicking real life because its primary purpose is to rise above the clutter. C. Slice-of-life executions work well only for advertising for consumer products with perceived homogeneous qualities. D. Many advertisers like slice-of-life executions because they feel they are an effective way to present a situation to which consumers can relate. E. Slice-of-life or problem/solution execution approaches are limited to consumer-product advertising.

c

Which of the following statements is true about the use of teaser advertising? A. They cannot be used to draw attention to and generate publicity for an upcoming advertising campaign. B. They do not work well because consumers really do not pay much attention to advertising. C. They can be effective but marketers must be careful not to use them too long. D. They usually offend consumers. E. They have the objective of building brand awareness by keeping the brand name in front of the customers.

D. Audimeters only record what is being watched, while people meters can also record who is watching.

Which of the following statements is true? A. The diary system of measuring viewership is more accurate than people meters. B. It is impossible to track viewership for commercials. C. People meters only record what is being watched, not who is watching. D. Audimeters only record what is being watched, while people meters can also record who is watching. E. People meters are being replaced by audimeters.

a

Which of the following statements provides a reason for why marketers use emotional appeals? A. The favorable feeling created by the appeal may transfer to the brand. B. Emotional appeals focus on the consumer's practical, functional, or utilitarian need for the product or service. C. Emotional appeals tend to be informative, and advertisers using them generally attempt to convince consumers that their product or service has a particular attribute(s) or provides a specific benefit that satisfies their needs. D. Emotional appeals persuade the target audience to buy the brand because it is the best available or does a better job of meeting consumers' needs. E. Emotional appeals are easy to execute and cost less than rational appeals due to lack of creativity

b

Which of the following statements provides a reason why consumers are more receptive to magazine advertising than to television advertising? A. Unlike television ads, magazine ads are intrusive and not easy to ignore. B. Because they are interested in the content and ads provide additional information relevant to the issue or topic area. C. There are not many ads in most magazines, so they do not bother consumers. D. Because more creative options are available for magazines than for television advertising, that is, magazine ads are more interesting. E. Magazine advertising does not provide the psychographic or demographic selectivity that the television does.

C. Prime time

Which television daypart has the highest rates and is dominated by national advertisers? A. Morning B. Early fringe C. Prime time D. Late news E. Late fringe

Costs.

While CPM, for direct mail may be very high on an absolute and a relative basis, its ability to specifically target the audience and eliminate waste coverage reduces the actual CPM.

Source/Attention

Who will be effective in getting consumers' attention? The large number of ads we are bombarded with every day makes it difficult for advertisers to break through the clutter Marketers deal with this problem by using sources who will attract the target audience's attention - actors, athletes, rock stars, or attractive models

a

Why are farm publications not classified with business publications? A. Because historically farms were not perceived as businesses. B. Because adding up farm magazines with business magazines would make the category too large. C. Because farm magazines are a hybrid of consumer and business magazines. D. Because the service that did the initial classification of magazines was owned by a farm publication. E. Because federal laws require the breakout of farm magazines because subscriptions to these magazines help to determine farm allowances.

B. To reinforce its video messages.

Why do advertisers use the image transfer process in radio advertising? A. To take advantage of vivid musical messages to create images in the mind of radio listeners. B. To reinforce its video messages. C. To transfer the image created by a radio commercial to the point-of-purchase. D. To transfer the image of celebrities to the advertised brand. E. To create brand loyalty through the use of multisensory messages.

A. Sponsorship allows Hallmark to capitalize on the prestige of a high-quality program.

Why does a company like Hallmark choose to sponsor the television adaptation of classic books such as Sara: Plain and Tall? A. Sponsorship allows Hallmark to capitalize on the prestige of a high-quality program. B. No other advertiser could afford the sponsorship costs. C. The shows are never shown during a sweeps period, and therefore, sponsorship is more affordable. D. The network would not allow the shows to appear on television unless they had a sponsorship from an approved company. E. Sponsoring an entire show is very cheap and many of Hallmarks competitors also sponsor various other shows.

C. To increase its appeal to national advertisers

Why would a local radio station air a nationally syndicated program like Rush Limbaugh? A. To increase audience fragmentation B. To cut its real costs C. To increase its appeal to national advertisers D. To bypass problems with clutter E. To attract local advertisers

Which of the following is an advantage of outdoor advertising?

Wide coverage of local markets

B. sponsorships

With ____, advertisers assume responsibility for the production and usually the content of the program as well as the advertising that appears within it. A. participations B. sponsorships C. adjacencies D. syndications E. countertrades

Problems with Sales Objectives

Won't work in isolation Sales results can be due to any of the other marketing-mix variables Ad effects take time Hard to determine precise relationship between advertising and sales Offers little guidance to those planning and developing the promotional program

c

You won't find Armani advertising its new line of men's toiletries in just any men's magazine. The company is striving to position its new line of toiletries as a product for the man with discerning tastes who only buys the finest products. While selecting a print medium to run an ad for this new product, Armani would be most concerned with the publication's: A. permanence. B. pass-along-readership. C. prestige. D. reproduction quality. E. cost

Competitor's Advertising Affects Your Sales Negatively and Your Advertising Affects Competitor's Sales Negatively

Zero-sum competition The brands are strong substitutes for each other The market is not growing Increase advertising to defend your position

_____ refers to the practice of fast-forwarding through commercials on prerecorded programs

Zipping

c

_____ advertising attempts to make the experience of using a product or service richer, warmer or more exciting. A. Informational B. Competitive advantage C. Transformational D. Image E. Rational

a

_____ advertising is a category of advertising that is found throughout a newspaper and generally uses illustrations, headlines, white space, and other visual devices in addition to the copy text. A. Display B. Classified C. Preprinted insert D. Supplement E. Index

b

_____ advertising is sometimes used to create curiosity and build interest and excitement in a new product or brand by talking about it but not showing it. A. Reminder B. Teaser C. Rational D. Comparative E. Feature appeal

d

_____ are catchy songs about a product or service that usually carry the advertising theme and a simple message. A. Headlines B. Taglines C. Voice-overs D. Jingles E. Needledrops

C. Superstations

_____ are independent local television stations that send their signals via satellite to cable operators to make available to their subscribers. A. Networks B. Interconnects C. Superstations D. Affiliates E. Cable operators

D. Station reps

_____ are individuals who act as salespersons for a number of local stations and represent them in their dealings with national advertisers. A. Station managers B. Affiliates C. Negotiators D. Station reps E. Sponsors

D. Affiliates

_____ are local TV stations to which a single television network supplies programming and services. A. Syndicates B. Adjacencies C. Full-run spots D. Affiliates E. Zappers

a

_____ are often referred to as high-involvement media, because they generally require some attention and effort on the part of the consumer to process the information that they provide. A. Newspapers and magazines B. Newspapers and television C. Magazines and radio D. Radio and television E. Radio and newspapers

A. Off-network syndications

_____ are reruns of network shows that are bought by individual stations to broadcast. A. Off-network syndications B. Sponsorships C. First-run syndications D. Network spots E. Local syndications

e

_____ are secondary headlines that usually appear in a type size smaller than the main headline but larger than the body copy of a print ad. A. Direct headlines B. Indirect headlines C. Body copy D. Voice-overs E. Subheads

E. Syndicated programs

_____ are shows that are sold or distributed on a station-by-station, market-by-market basis. A. Spot broadcasts B. Televised advertorials C. Affiliate programs D. Participation programs E. Syndicated programs

c

_____ is a type of advertising execution style that involves creating a central character who can deliver the advertising message and with whom the product or service can be identified. A. Demonstration B. Testimonial C. Personality symbol D. Fantasy E. Slice-of-life

a

_____ is an advertising execution technique often used for emotional appeals. It offers a viewer a form of mental escape and/or an opportunity to envision themselves in a certain situation. A. Image advertising B. Demonstration C. Slice-of-life D. Animation E. Competitive advantage

c

_____ is an advertising execution technique whereby the focus is on using excitement and suspense to tell a short story with the product as the star of the ad. A. Slice-of-life B. Animation C. Dramatization D. Testimonial E. Imagery

c

_____ is an occupational term in the advertising and music industries that refers to prefabricated, multipurpose music that is often used as the background audio portion of a commercial. A. Jingle B. Voice-over C. Needledrop D. Stock photo E. Beat music

B. A ratings point

_____ is defined as one percent of all the television households in a particular area tuned to a specific program. A. A program rating B. A ratings point C. Households using television (HUT) D. Share of audience E. Brand development index

D. Cume

_____ is defined as the estimated total number of different people who listen to a radio station for a minimum of five minutes in a quarter-hour period within a reported daypart. A. Average quarter-hour figure B. Average quarter-hour rating C. Average quarter-hour share D. Cume E. Average market share

a

_____ is the number of magazine copies distributed to original subscribers or purchasers. A. Primary circulation B. Total circulation C. Primary readership D. Guaranteed circulation E. Basic readership

b

_____ offer advertisers the opportunity to buy space in a group of publications as a package deal. A. Cross media organizations B. Magazine networks C. Publication verification networks D. Magazine blocks E. News networks

A. Nielsen Station Index

_____ provides local audience measurement for television. A. Nielsen Station Index B. RADAR C. Arbitron D. ADI E. Burke Research

B. Spot advertising

_____ refers to commercials on local television stations for which the advertisers negotiate directly with the individual stations. A. Network advertising B. Spot advertising C. Regional advertising D. Syndication E. Sponsorship

D. First-run syndication

_____ refers to shows produced specifically for the syndication market. A. Off-network syndication B. Spot advertising C. Special-purpose syndication D. First-run syndication E. Rerun syndication

A. Zipping

_____ refers to the practice of fast-forwarding through commercials on prerecorded programs. A. Zipping B. Zapping C. Pulsing D. Time shifting E. Zooming

a

_____ verifies the circulation of consumer magazines and farm publications in the United States. A. The Audit Bureau of Circulations B. Business Publications Audit C. Standard Rate and Data Service D. Simmons Market Research Bureau E. Mediamark Research, Inc.

19. (p. 446) Ads have been placed on the back of envelopes that contain airplane tickets and on banners pulled by planes that are flown over sports arenas. Both of these are examples of: A. support media. B. out-of-home advertising. C. indirect communications. D. advertising accessories. E. category ads.

a

21. (p. 446) Media used to reinforce communications messages that may have been received from other forms of advertising are called: A. support media. B. source media. C. indirect communications. D. accessory advertising. E. category ads.

a

34. (p. 449) _____ are screens which transmit in LED (light emitting diodes) or LCD (liquid crystal display) technologies. A. Digital billboards B. Advertising specialities C. Video advertising networks D. Mnemonics E. Mobile billboards

a

37. (p. 449) Which of the following statements is true about aerial advertising? A. It is not expensive in absolute terms. B. It is not a good tool for reaching specific target audiences. C. It includes video advertising networks and digital billboards. D. It includes advertising on aisle displays and store leaflets. E. It is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, and subways.

a

45. (p. 451) Truck sides, taxi displays and wrapped vehicles are all examples of: A. transit media. B. in-office media outlets. C. areas where government has regulated advertising. D. product placements. E. specialty advertising.

a

49. (p. 451) Transit advertising has been around for a long time, but interest in it has increased over the last few years. This increase is due to increased audience segmentation, the rising cost of TV advertising, and: A. the increased number of women in the workforce. B. the development of Internet advertising. C. the ban on advertising cigarettes on billboards. D. an increase in the number of consumers who are over 60. E. a change in entertainment venues.

a

56. (p. 453) Floor displays, island showcases, electronic signs, and other forms of advertising that appear in train or subway stations and airline terminals are all forms of: A. transit advertising. B. aerial advertising. C. product placements. D. branded entertainment. E. specialty advertising.

a

59. (p. 454) Outdoor advertising would best be suited for a company whose communication objective is to: A. attain brand awareness. B. explain a complex product advantage. C. create attitude change. D. stimulate product trial for a new type of computer. E. influence immediate behavior.

a

60. (p. 454) Which of the following support media provides advertisers with wide coverage of local markets and high levels of frequency? A. Outdoor advertising B. Mail advertising C. Airport advertising D. In-store and out-of-store advertising E. Newspaper and transit advertising

a

62. (p. 455) Which of the following is an advantage associated with transit advertising? A. Excellent reach B. The elimination of waste coverage C. No copy limitations D. Superior frequency E. Image factors

a

68. (p. 456) Useful articles of merchandise, such as sports bottles, calendars, and pens, imprinted with an advertiser's name, message, or logo that are distributed free are examples of: A. advertising specialties. B. product placements. C. transportable advertising. D. sales promotions. E. trade promotions.

a

77. (p. 458) Yellow Pages advertising is referred to as a directional medium. This means that Yellow Pages ads: A. direct buyers to a source of product purchase. B. direct buyers to other ads in the IMC program. C. direct consumers through the response hierarchy. D. are used to geographically segment buyers. E. are a form of direct-response advertising.

a

85. (p. 462) The use of Nike shoes in the movie Forest Gump and the appearance of the Marriott Hotel logo in the movie True Lies are both examples of: A. product placement. B. specialty advertising. C. promotional products marketing. D. free-form marketing. E. transactional advertising.

a

86. (p. 461) The agreement that Revlon brand cosmetics would pay a fee to have its products prominently featured in twenty episodes of the soap opera, All My Children, is an example of: A. product placement. B. specialty advertising. C. promotional products marketing. D. free-form marketing. E. transactional advertising.

a

81. (p. 460) Which of the following is an advantage of movie theater advertising? A. High relative and absolute costs B. Lack of clutter C. Low recall D. Low exposure E. Loved by most of the audience

b

90. (p. 463) _____ are specialized content programs offered through cable TV networks that are developed by advertisers and provided to the cable operators for free. A. Video-on-demand B. Digital ads C. Product placements D. Mnemonics E. Advertainment

a

91. (p. 464) With which type of advertising medium is source association strongest? A. Product placements B. In-flight advertising C. Promotional products marketing D. Transit advertising E. Spectaculars

a

92. (p. 463) A company promoting its product through product placements in movies would benefit from: A. potentially high exposure. B. low absolute cost. C. a wealth of audience measurement data. D. lack of competition for viewers' attention. E. strong control upon messages.

a

94. (p. 464) Which of the following is an example of a disadvantage associated with branded entertainment? A. High absolute cost B. Low exposure numbers C. International regulations opposing product placements D. Ineffective reach E. Low recall rates

a

97. (p. 466) Guerilla marketing is also known as: A. viral marketing and buzz marketing. B. outdoor marketing and traditional marketing. C. street marketing and aerial marketing. D. mobile marketing and measured marketing. E. in-store marketing and synchro marketing.

a

99. (p. 467) The strategy behind place-based media is to: A. bring the advertising media to the consumer. B. use the place element of the marketing mix to impact advertising. C. use mobile billboards. D. create a media vehicle that leads in its ability to attract and retain consumer attention. E. provide places that are free of clutter from competition of ads.

a

According to DAGMAR, advertising objectives should be written in measurable terms that specify:

a communications task, a target market, a benchmark starting point, a time period, and degree of change sought.

Setting the Promotion Budget-After Promotion Objective

a company must decide on how much to spend, using one of several budgeting methods. · Determining the ideal amount for the promotion budget is difficult because there is no precise way to measure the results.

Regular sponsorship occurs when:

a company pays to sponsor a section of a site.

horizontal cooperative advertising

a cooperative advertising arrangement where advertising is sponsored in common by a group of retailers or other organizations providing products or services to a market

vertical cooperative adevertising

a cooperative arrangement under which a manufacturer pays for a portion of the advertising a retailer runs to promote the manufacturers product and its availability in the retailers place of business

cross-ruff coupon

a coupon offer delivered on one product that is redeemable for the purchase of another product. the other product is usually one made by the same company buy may involve a tie in with another manufacturer

bounce back coupon

a coupon offer made to consumers as an inducement to repurchase the brand

Specifying Promotion Objectives-after Identifying Target Audience

a decision must be reached on what the promotion should accomplish. Consumers respond in terms of a hierarchy of effects, which is the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action—either trial or adoption of the product. These stages are: a. Awareness. The consumer's ability to recognize and remember the product or brand name. b. Interest. An increase in the consumer's desire to learn about some of the features of the product or brand. c. Evaluation. The consumer's appraisal of the product or brand on important attributes. d. Trial. The consumer's actual first purchase and use of the product or brand. e. Adoption. The consumer's repeated purchase and use of the product or brand based on a favorable experience on the first trial. · For a totally new product, the sequence applies to the entire product category. · For a new brand competing in an established product category, it applies to the brand itself.

trade allowence

a discount or deal offered to retailers or wholesalers to encourage them to stock, promote, or display a manufacturers product

DAGMAR is:

a philosophy of advertising goal setting

planograms

a planning configuration of products that occupy a shelf section in a store that is used to provide more efficient shelf space utilization

While Ginger waited for Etenia.com's apparel site to download, a small ad encouraging her to check out the summer clothing collection at Ritzy, a retail outlet, appeared on her computer screen, along with a link to Ritzy's website. Ritzy's ad is an example of:

a pop-up.

contest

a promotion whereby consumer compete for prizes or money on the basis of skills or ability, and winners are determined by judging the entries or ascertaining which entry comes closest to some predetermined criteria

price off deal

a promotional strategy in which the consumer receives a reduction in the regular price of the brand

focus group

a small number of people with similar backgrounds and/or interests are brought together to discuss a particular product, idea, or issue

sales promotion trap

a spiral that results when a number of competitors extensively use promotions. one firm uses sales promotions to differentiate its product or service and other competitors copy the strategy, resulting in no differential advantage and a loss of profit margins to all

direct source

a spokesperson who conveys a piece of info and/ or supports a commodity or service

failure fees

a trade promotion arrangement whereby a marketer agrees to pay a penalty fee if a product stocked by a retailer does not meet agreed upon sales levels

event marketing

a type of promotion where a company or brand is linked to an event, or where a themed activity is developed for the purpose of creating experiences for consumers and promoting a product or service

sampling

a variety of procedures where by consumers are given some quantity of a product for no charge to induce trial

Point-of-Purchase Displays.

a. A point-of-purchase display takes the form of advertising signs, which sometimes actually hold or display the product. b. They are often located in high-traffic areas near the cash register or the end of an aisle.

Personal selling advantages

a. A salesperson can control to whom a presentation is made. b. This reduces wasted coverage, or communication with consumers who are not in the target audience. c. The salesperson can: · See or hear the potential buyer's reaction to the message. · Modify the message if the feedback is unfavorable.

Inquiry Tests

a. Additional product information, product samples, or premiums are offered to an ad's readers or viewers. b. Ads generating the most inquiries are judged the most effective.

Other Media

a. Advertisers are now using a variety of nontraditional advertising options called place-based media because traditional media have become more expensive and cluttered. b. Messages are placed in locations that attract a specific target audience, such as airports, doctors' offices, health clubs, theaters, gas pumps, elevators, and other locations.

Promotional programs directed to business buyers:

a. Advertising is used selectively in trade magazines. b. Personal selling is used because: · Business buyers often have specialized needs or technical questions. · A salesperson can provide information and any needed support after the sale.

Design an integrated marketing communications program—using each of the five promotional elements—for Rhapsody, the online music store.

a. Advertising. Ads placed in Billboard, Rolling Stone, Wired, and PC Magazine. b. Personal selling. Sales calls by a salesperson to record companies to get tracks online. c. Public relations. Video news releases and press conferences. d. Sales promotion. Online contest to win free downloads or discounts for first-time users or coupons shrink-wrapped in CD cases. e. Direct marketing. E-mails to potential customers who have "opted-in" for such contact.

84. (p. 461) _____ is a form of advertising that blends marketing and entertainment through television, film, music talent, and technology. A. Flighting B. Branded entertainment C. Direct response promotion D. Publicity E. Sales promotion

b

To evaluate its IMC programs, a firm uses an IMC audit, which

a. Analyzes the internal communication network. b. Identifies key target audiences and evaluates customer databases. c. Assesses messages in recent ads, public relations releases, packaging, video news releases, signage, sales promotion pieces, and direct mail. d. Determines the IMC expertise of company and agency personnel. e. This process is becoming increasingly important as consumer-generated media such as blogs, RSS, podcasts, and social networks become more popular.

Theater Tests

a. Are the most sophisticated form of pretesting. b. Consumers are invited to view new television shows or movies in which test commercials are also shown. c. Viewers register their feelings about the ads either during the viewing or afterward.

Personal selling is also the major promotional ingredient for intermediaries. Salespeople:

a. Assist intermediaries in coordinating promotional campaigns sponsored by the manufacturer. b. Provide marketing advice and expertise.

Premiums

a. Consists of either merchandise offered free or offered at a significant savings over its retail price. b. With a self-liquidating premium, the cost charged to the consumer covers the cost of the item. c. Premiums encourage customers to return or use more of the product.

In-house agencies

a. Consists of the company's own advertising staff. b. May provide full services or a limited range of services.

Yellow Pages

a. Consumers use: · Print yellow pages more than 15 billion times annually. · Online yellow pages an additional 1.6 billion times per year. · The 7,000+ yellow page directories reach almost all telephone households. c. Advantage: Yellow pages are a directional medium because they help consumers know where purchases can be made after other media have created awareness and demand. d. Disadvantage: Printed versions of yellow pages lack timeliness since they can only be updated with new information once each year.

Explain how the promotional tools used by an airline would differ if the target audience were (a) consumers who travel for pleasure and (b) corporate travel departments that select the airlines to be used by company employees.

a. Consumers. When promoting to pleasure travelers, mass advertising would be used because of the large number of potential customers and their wide geographical dispersion. b. Corporate travel departments. An airline selling to corporate travel departments may rely more on a personal sales calls, since the number of potential customers is relatively small who require complex information that could not be addressed in advertising.

Creating the Actual Message

a. Copywriters are responsible for creating the text portion of an ad's message. b. Translating a copywriter's ideas into an actual ad is a complex process. c. Designing quality artwork, layout, and production for ads: · Is costly—high-quality 30-second TV ads cost an average of $335,000. · Is time consuming. · May require hiring expensive actors and shooting on exotic locations. · Their effectiveness varies across cultures if used in a global campaign. d. Advertising agency Berlin Cameron was recently named Advertising Age magazine's U.S. Agency of the Year for its strategic insight and creativity.

Direct marketing has several benefits. Consumers:

a. Don't have to go to a store. b. Can shop 24 hours a day. c. Save time and money. d. Avoid hassles with salespeople. e. Have more fun and privacy than in-store shopping. f. Receive excellent customer service.

fast-growing form of communication takes many forms:

a. Face-to-face selling, Telemarketing, Direct mail, Direct response advertising, Catalogs and Online marketing.

Personal selling disadvantages

a. Flexibility—different salespeople can change the message so no consistent communication is given to all customers. b. On a cost-per-contact basis, it is the most expensive promotional element.

Public relations.

a. Is a form of communication management. b. Seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.

Field of experience

a. Is a mutually shared understanding and knowledge that a sender and receiver apply to a message so that it can be communicated effectively. b. Misinterpretations can occur when messages are taken to cultures with different fields of experience or are the result of bad translations.

Publicity

a. Is a non-personal, indirectly paid presentation of an organization, good, or service. b. Can take the form of a news story, editorial, or product announcement. c. A difference between publicity and both advertising and personal selling is the "indirectly paid" dimension. With publicity, a firm: · Does not pay for space in a mass medium (such as television or radio). · Attempts to get that medium to run a favorable story on it.

Loyalty Programs

a. Is a sales promotion tool that offers consumers a premium to encourage and reward repeat purchases. b. The most popular are frequent-traveler programs used by airlines, hotels, etc. to reward loyal customers.

Integrated marketing communications (IMC).

a. Is the concept of designing marketing communications programs. b. Coordinates all promotional activities (advertising, personal selling, sales promotion, public relations, and direct marketing). c. Provides a consistent message across all audiences.

Communication

a. Is the process of conveying a message to others. b. Requires six elements: a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding. · A source is a company or person who has information to convey. · A message is the information sent by a source to a receiver. · A channel of communication is the means (e.g., a salesperson, advertising media, or public relations tools) of conveying a message to a receiver.

Decoding

a. Is the process of having the receiver take a set of symbols, the message, and transform them back to an idea. b. Receivers perform decoding according to their own frame of reference (attitudes, values, and beliefs).

Personal selling

a. Is the two-way flow of communication between a buyer and seller. b. Often in a face-to-face encounter. c. Designed to influence a person's or group's purchase decision. · Unlike advertising, personal selling is usually face-to-face communication between the sender and receiver.

direct marketing advantages

a. It consists of interactive communication like personal selling. b. It can be customized to match the needs of specific target markets. c. Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers.

Advertising advantages

a. It is attention-getting. b. It communicates specific product benefits to prospective buyers. c. By paying for ad space to communicate a message, a firm controls what is said, to whom it is sent, and when to send it. d. Once the pictorial, text, and brand elements of the message are created and properly tested, an advertiser can ensure that the ad's ability to capture the attention of and be decoded by all receivers in a market segment.

direct marketing disadvantages

a. It requires a comprehensive and up-to-date database with information about the target market, which is expensive and time consuming. b. Customer concerns about privacy have led to a decline in response rates.

IMC agencies have adopted "total communications solutions," such as:

a. Media management, Entertainment, Internet and digital communications, Sports, and event marketing, Direct response media and Multicultural marketing.

Newspapers

a. Newspapers have excellent reach potential because they are published daily and therefore allow ads to focus the "24-hour sale." b. Local retailers often use newspapers as their sole advertising medium. c. Consumers rarely save newspapers, although some will clip and save ads. So firms are limited to ads that call for an immediate customer response. d. Newspapers do not have as good color reproduction as magazines. e. National advertising campaigns rarely include newspapers except in conjunction with local distributors of their products. · In these instances, both parties often share the advertising costs using a cooperative advertising program. · Some newspapers, such as The Wall Street Journal and USA Today, have national distribution.

Sales promotion advantages

a. Often increases sales for their duration due to the short-term nature of these programs. Examples: A coupon or sweepstakes with an expiration date. b. Offering value to the consumer in terms of a cents-off coupon or rebate may increase store traffic from consumers who are not store-loyal.

Executing the advertising program involves:

a. Pretesting the advertising copy. b. Actually carrying out the advertising program.

Full-service agency

a. Provides the most complete range of services, including market research, media selection, copy development, artwork, and production. b. Develop and place ads for a client traditionally charge a commission of 15 percent of media costs. c. With IMC approaches, most advertisers have switched from paying commissions to incentives or fees based on performance. d. The most common performance criteria are sales, brand and ad awareness, market share, and copy test results.

Sweepstakes

a. Require participants to submit an entry but require no analytical or creative effort by the consumer. b. Consists of two variations: · One that offers products that consumers value. · One that offers an "experience" as the prize. c. Federal and state laws: · Regulate fairness. · Ensure the chance for winning is stated. · Guarantee that prizes are awarded.

Sales promotion disadvantages

a. Sales gains are often temporary and drop off after it ends. b. Advertising support is needed to convert the customer who tried the product because of a sales promotion into a long-term buyer. c. If used continuously, sales promotions lose their effectiveness because customers begin to delay purchase until a coupon is offered. d. The federal government regulates some aspects of sales promotions.

Samples

a. Sampling is the offering of a product free or at a greatly reduced price. b. Sampling is often used for new products. c. A trial size is offered that is smaller than the regular package size. d. If consumers like the sample, marketers hope they will remember and buy the product. e. Firms invest more than $2 billion in sampling programs annually.

Each manufacturer has developed integrated marketing communications (IMC) campaigns that emphasize a single theme:

a. Sony is trying to communicate a message that the PS3 is "an experience 'beyond' games, harnessing the power of imagination." b. Microsoft's message for the Xbox 360 is "Jump In" and move to the next generation of gaming. c. Nintendo is positioning its Wii as a gaming system for the entire family. · Promotion: a. Represents the fourth element of the marketing mix. b. Consists of advertising, personal selling, sales promotion, public relations, and direct marketing.

Limited-service agencies

a. Specialize in one aspect of the advertising process. b. Provide creative services to develop the advertising copy. c. Buy previously unpurchased media space. d. Provide Internet services. e. Are compensated by a contractual agreement for the services performed.

Identify the sales promotion tools that might be useful for (a) Tastee Yogurt, a new brand introduction, (b) 3M self-sticking Post-It Notes, and (c) Wrigley's Spearmint Gum.

a. Tastee Yogurt. The Tastee Yogurt product is in the introductory stage of the product life cycle. As a result, coupons and in-store free samples may help the introduction. b. 3M self-sticking Post-It Notes. 3M Post-It Notes are in the mature stage of the product life cycle. As a result, point-of-purchase displays will serve as reminders of a consumer's need for the product. c. Wrigley's Spearmint Gum. Wrigley's Spearmint Gum is a mature, well-known brand. A premium, which ties this brand into another product or product line, may encourage additional purchases. Additionally, a point-of-purchase display at the counter will encourage impulse purchases.

User Generated Content (UGC)

ads are created by consumers rather than by the company and/or its agency. Ex: Ford's "Fiesta Movement"

Television

a. Television is a valuable medium because it communicates with sight, sound, and motion. b. Network television reaches 95 percent of U.S. homes. c. Out-of-home TV reaches millions more viewers in bars, hotels, offices, and college campuses. d. Because of TV's high cost (≈ $128,000 for a 30-second prime-time ad): · Many advertisers choose less expensive "spot" ads, which run between programs in 10-, 15-, 30-, or 60-second lengths. · Shorter ads: - Reduce costs. - Severely restrict the amount of information and emotion that can be conveyed. · Two different versions of a 15-second commercial, run back-to-back, will increase recall over long intervals. e. Wasted coverage. · Is having people outside the market for the product see the advertisement. · Can be reduced through the specialized cable and direct broadcast (satellite) channels. - Advertising time is often less expensive on cable and direct broadcast channels than on the major networks. - There are about 150 cable TV options that reach very narrowly defined audiences. - Many cable and satellite TV services now offer boxes with built-in digital video recorders (DVRs) and remotes with "30-second skip" buttons for ad-zapping. f. Infomercials are program-length (30-minute) advertisements that take an educational approach to communication with potential customers. · More than 90 percent of all TV stations air infomercials. · More than 25 percent of all consumers have purchased a product as a result of seeing an infomercial.

Each year managers at Bausch & Lomb evaluate the many advertising media alternatives available to them as they develop their advertising program for contact lenses. (a) What advantages and disadvantages of each alternative should they consider? (b) Which media would you recommend to them?

a. The advantages and disadvantages of advertising media (excluding outdoor) for Bausch & Lomb managers include the following: b. Since contact lens buyers require detailed information about the product and a relatively long purchase period, magazines are the best advertising medium.

Rebates

a. The cash rebate offers money based on proof of purchase. b. On lower-priced items, many buyers never mail in proof of purchase to take advantage of the rebate due to the time and trouble. c. Online consumers are more likely to use rebates.

Advertising disadvantages

a. The costs to produce and place a message are expensive. b. The lack of direct feedback makes it difficult to know how well the message was received.

Errors during the communication process occur in several ways

a. The source may not transform the idea into an effective set of symbols. b. A properly encoded message may be sent through the wrong channel and never make it to the receiver. c. The receiver does not transform the set of symbols into the intended idea. d. Feedback may be so delayed or distorted that it is of no use to the sender.

Balance the promotional elements based on:

a. The target audience for the promotion. b. The stage of the product's life cycle. c. The characteristics of the product. d. The decision stage of the buyer. e. The channel of distribution.

Radio

a. There are 7 times as many radio stations as TV stations in the U.S. b. The advantage of using radio is that it is a segmented medium; different market segments listen to a different format, such as all-talk, classic rock, etc. c. College students are heavy radio listeners at 2.2 hours a day vs. the average of 1.6 hours per day. d. The disadvantages of using radio are: · Has limited use for products that must be seen. · Consumers can tune out a commercial by switching stations. e. Sirius XM Radio offers over 300 digital-quality coast-to-coast radio channels to consumers for a monthly subscription fee. f. Radio competes for people's attention as they do other activities such as driving, working, or relaxing. g. Peak radio listening time is during the drive times (6-10 AM and 4-7 PM).

Magazines

a. There are more than 19,500 magazines, with new ones launched each year. b. The advantages of using magazines are that they: · Appeal to narrowly defined segments that have unique profiles. · Can create strong images due to good color reproduction. c. The disadvantage of using magazines is that: · National costs are high. · However, many magazines publish regional editions, which reduce absolute cost and wasted coverage.

Direct marketing creates customer value through:

a. Toll-free telephone numbers. b. Representatives with access to purchase preference information. c. Overnight delivery. d. Unconditional guarantees.

Portfolio Tests

a. Used to test copy alternatives. b. The test ad is placed in a portfolio with other ads and stories. c. Afterward, consumers are asked for their impressions of the ads.

Newspapers' major strength lies in their role as a medium that can be used effectively by local advertisers on a continual basis. However, there are a number of problems and issues newspapers must address to maintain their strong position as a dominant local advertising medium. These include:

a. competition from other advertising media. b. maintaining and managing circulation. c. cross-media opportunities *d. All of the above.

A disadvantage of magazines as an advertising medium is:

a. cost of advertising and clutter. b. limited reach and frequency. c. long lead time. *d. All of the above.

An advantage of newspapers as an advertising medium is:

a. flexibility. b. geographic selectivity. c. reader involvement and acceptance. *d. All of the above.

Outdoor advertising

a. is effective for reminding consumers about a product. b. Billboards are the most common form of outdoor advertising. · The advantages of using billboards are: - Has good reach and frequency in a desired geographical area. - Has been shown to increase purchase rates. - Is a good visual and supplemental reinforcement for well-known products. - Is a relatively low-cost, flexible alternative. · The disadvantages of using billboards are: - No opportunity exists for lengthy advertising copy. - A good billboard site depends on traffic patterns and sight lines. - In many areas, environmental laws have limited or banned the use of this medium. c. Transit advertising. · Is common in metropolitan areas. · Includes messages on the interior and exterior of buses, subway cars, and taxis. · Advantages are: - Mass transit is growing. - Selectivity is available to advertisers, who can buy space by neighborhood or route. · A disadvantage is that during heavy travel times when the audiences are the largest, people may find it difficult to read the message.

psychosocial consequences

abstract outcomes that are more impalpable, subjective, and personal

COST PER ORDER (CP0)

advertisers can evaluate the relative effectiveness of an ad in only a few minutes based on the number of calls generated. ex. if the advertiser targets a $5 return per order and a broadcast commercial (production and print) costs $2,500, the ad is considered effective if it generates more than 500 orders.

full service agency

advertising agency that offers its clients a complete range of marketing, communications, and promotion services

An international denim brand asks its advertising agency to create a campaign to instill an emotional connect to the brand in young people all over the world. The agency is asked to focus on the adventure-seeking nature of the youth. In the given scenario, the brand is trying to come up with a(n)

advertising appeal

Evaluating advertising efforts before and after the ads are run in the campaign ensures that

advertising expenditures are not wasted.

comparative

advertising is advertising that, either directly or indirectly, names competitors and compares the brands on one or more attributes.

cooperative advertising

advertising program in which a manufacturer pays a certain percentage of the expenses a retailer or distributor incurs for adverting the manufacturer's product in a local market area

ingredient sponsored cooperative advertising

advertising supported by raw material manufacturer with the objective being to help establish end products that include materials and or ingredients supplied by the company

The _____ method of budgeting is being employed when expenditure is allocated by an analysis of expenditure for all aspects of producing and marketing the product. The ad budget is determined by making sure a certain amount is not exceeded.

affordable

persuasion matrix

aid marketers to see how each controllable element interacts with a consumer's acknowledgement process

A marketing firm decides to purchase media time in an attempt to sell its new product. After purchasing approximately $1 million dollars of time, it has noticed no impact on the sales of the product. However, at $3 million, a substantial increase is shown. This might best be explained by:

an S-shaped response function.

one of my favorites score

an absolute measure of the appeal or popularity of a celebrity

refund

an offer by a manufacturer to return a portion of a products purchase price, usually after the consumer supplies a proof of purchase

premium

an offer of an item of merchandise or service either free or at a low price that is used as an extra incentive for purchasers

Setting schedules requires

an understanding of how the market behaves. Most companies follow one of three basic approaches: a. Continuous (steady) schedule. b. Flighting (intermittent) schedule c. · Pulsing schedules are superior to other advertising strategies.

Advertising

any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor. a. The paid aspect of advertising is important because the space for the advertising message normally must be bought. b. The non-personal component of advertising involves mass media, which are non-personal and do not have an immediate feedback loop as does personal selling.

protection motivation model

appraising the info available regarding the severity of the perceived threat

Which top-down budgeting method is being employed when expenditure is allocated by assigning a budget based on gut feelings?

arbitrary allocation

You know the _____ method of budgeting is being employed after hearing an experienced marketing department manager respond to a new employee's question, "How was the ad budget established last year?" by saying, "The same way it's always been done. I just have an instinct for how much should be budgeted where."

arbitrary allocation

Posttests

are conducted after an advertisement has been shown to the target audience to determine whether it accomplished its intended purpose.

Pretests

are conducted before an advertisement is placed in any medium to determine whether it communicates the intended message or to select among alternative versions of the advertisement.

Allowances and discounts

are effective methods, but overuse can lead to changes in ordering patterns.

Coupons

are sales promotions that usually offer a discounted price to the consumer, which encourages trial. · 286 billion coupons are distributed in the U.S. annually. · The redemption rate is about 0.5%, although it declined recently due to the decline in the average expiration period—to about three months—giving consumers less time to redeem them. · The average face value of redeemed coupons is $1.27. b. Some firms have actually increased their use of coupons. c. Coupons generated at Internet sites and over cell phones are increasing. d. Coupons are often a key element in an IMC program. e. Coupons are often far more expensive than their face value. · They can cost three times that after paying for the advertisement, dealer handling, clearinghouse costs, and redemption. · Misredemption, or paying the face value of the coupon even though the product was not purchased, should be added to the cost of the coupon.

Consumer-oriented sales promotions, or simply consumer promotions

are sales tools used to support a company's advertising and personal selling directed to ultimate consumers.

Trade-oriented sales promotions, or simply trade promotions

are sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers.

Advertising media

are the means by which the message is communicated to the target audience and include newspapers, magazines, radio, and TV.

Direct Orders

are the result of direct marketing offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.

Databases

are the result of organizations' efforts to collect demographic, media, and consumption profiles of customers so that direct marketing tools can be directed at specific customers.

humorous message

attract and hold consumers' attention. They enhance effectiveness by putting consumers in a positive mood

evaluative criteria

attributes that consumers consider when reviewing alternative solutions to a problem

22. (p. 446) Another name for alternative media is: A. functional communications. B. nontraditional media. C. techno media. D. responsive media. E. nonstructured communications.

b

25. (p. 447) The _____ categorizes billboards, street furniture, alternative media, and transit—as well as specific forms of radio as out-of-home or outdoor media. A. Traffic Audit Bureau (TAB) B. Outdoor Advertising Association of America (OAAA) C. Competitive media report D. American Public Transportation Association (APTA) E. Point of Purchase Advertising Institute

b

32. (p. 449) Digital outdoor media takes three forms. They are video advertising networks, ambient advertising and: A. aerial advertising. B. digital billboards. C. speciality advertising. D. viral marketing. E. network advertising.

b

35. (p. 449) _____ include(s) smaller signs that appear in restrooms, stairs, personal vehicles, and on specialty items. A. Mobile billboards B. Ambient advertising C. Transit advertising D. Aerial advertising E. Digital billboards

b

38. (p. 449) Which of the following statements about aerial advertising is true? A. It is expensive in absolute terms. B. It can be used to reach specific target markets. C. It is seldom used by local advertisers. D. It is illegal at sporting events. E. It is generally done inside stores and small supermarkets.

b

39. (p. 449) Which of the following is an example of an aerial ad? A. Anne receives a SMS containing an ad that informed her about the ongoing sale at 'Levis'. B. Anna views a huge balloon flying in the air which reads 'McDonald's - I'm loving it'. C. Alice watches a truck painted with an ad for 'Levis' jeans. D. Christa sees a full page ad for 'Covergirl' cosmetics in the 'Beauty in Vogue' magazine. E. Jane comes across a small ad like sticker for 'Whisper' sanitary napkins in the restroom of the hotel.

b

40. (p. 450) Ads on small billboards that are mounted on trailers and driven around or parked in the geographic areas being targeted are known as: A. aerial ads. B. mobile billboards. C. advertising specialities. D. skyscrapers. E. pop - ups.

b

42. (p. 450) A City of Macon public transit system bus painted to look like a large moving loaf of Wonder Bread is an example of: A. out-of-store advertising. B. a mobile billboard. C. free-form advertising. D. a spectacular. E. a sales promotion.

b

44. (p. 451) _____ is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, and subways. A. Aerial advertising B. Transit advertising C. In-store advertising D. Specialty advertising E. Promotional products marketing

b

46. (p. 451) Based on research figures, approximately two-thirds of all consumers' purchase decisions are made while shopping. Given this fact, which of the following media should be most effective in influencing consumer decisions? A. Nationally televised ads B. In-store media C. Local newspaper coupon supplements D. Parking meter advertisements E. Billboards

b

55. (p. 452) A company uses a global positioning system to adjust the advertising messages shown on top of a taxi cab. This is an example of technology-driven _____ advertising. A. specialty B. transit C. aerial D. movie E. radio

b

67. (p. 456) Products, such as free pens, calendars, and coffee mugs featuring advertising and used as promotional tools are referred to as: A. premiums. B. advertising specialties. C. sales promotions. D. publicity. E. giveaways.

b

74. (p. 458) Because _____ advertising does not create awareness or demand for products or services, but rather points consumers toward where their purchases can be made, it is considered a directional medium. A. specialty B. Yellow Pages C. radio D. transit E. television

b

75. (p. 458) The Yellow Pages are often referred to as a _____ medium because the ads do not create awareness or demand for products or services rather, once consumers have decided to buy, the Yellow Pages point them in the direction where their purchases can be made. A. direct-response B. directional C. aerial D. mobile E. transit

b

93. (p. 464) Which of the following statements about product placement advertising is true? A. The product placements benefit from low potential for exposure. B. There is a strong source association between actors and the products. C. The major disadvantage associated with the use of product placement advertising is its costs. D. The recall of product placements is generally lower than that of television ads. E. Alcohol and tobacco companies are legally prohibited from using product placements.

b

98. (p. 467) Which of the following is the best example of place-based media? A. Movie ads on popcorn bags B. Televisions in classrooms C. Interactive kiosks D. Internet banners E. Mobile billboards

b

negotiated commission system

based on a sliding scale that becomes lowers as the clients' media expenditures increase

perceived control

being able to administer positive or negative sanctions to the receiver

Determining a target market's present level of awareness, knowledge and liking towards a product often requires _____ measures.

benchmark

Marketers believe that

better management of e-mail campaigns will improve the value of e-mail advertising for customers. Two general approaches are: (1) the "opt-out" system, which allows recipients to decline future messages after the first contact and (2) the "opt-in" system, which requires advertisers to obtain e-mail addresses from registration questions on websites or other means. In the U.S., the Controlling the Assault of Non-Solicited Pornography and Marketing Act (CAN-SPAM) requires e-mail be truthful and to provide an opt-out return e-mail address.

According to Duncan's zero-based marketing communications planning approach,

big ideas for a promotional campaign can be based on public relations, advertising, sales promotion or media advertising

A _____ is a web-based publication consisting primarily of periodic articles normally, presented in reverse chronological order.

blog

Institutional advertisements

build goodwill or an image for an organization rather than promote a specific good or service. · Often this form of advertising is used to support the public relations plan or counter adverse publicity.

28. (p. 448-449) Which of the following pieces of federal legislation had the greatest impact on outdoor advertising? A. Fair Packaging and Labeling Act (1966) B. Wheeler-Lea Act (1938) C. Highway Beautification Act of 1965 D. National Environmental Policy Act (1969) E. Consumer Product Safety Act (1972)

c

33. (p. 449) _____ include digital video screens that appear in offices, stores, theaters, inside transit networks, and entertainment venues such as health clubs, sporting arenas, bars, and restaurants. A. Aerial advertising B. Speciality advertising C. Video advertising networks D. Network advertising E. Mobile billboards

c

47. (p. 451) Advertising placed on buses and taxis are called: A. sales promotions. B. stationary advertising. C. transit advertising. D. aerial advertising. E. free-form advertising.

c

48. (p. 451) An ad in a subway for a local Mexican restaurant is an example of: A. a sales promotion. B. stationary advertising. C. transit advertising. D. aerial advertising. E. free-form advertising.

c

50. (p. 451) At the Chicago's O'Hare Airport, Kevin saw an ad for Alamo Car Rental on the trolley as he made his way to his departure gate. The ad Kevin saw was an example of: A. a sales promotion. B. stationary advertising. C. transit advertising. D. aerial advertising. E. free-form advertising.

c

53. (p. 452) The digital screens in transit vehicles, which deliver news, video ads, and restaurant information are examples of: A. digital ads. B. mobile billboards. C. transit ads. D. interactive television. E. aerial ads.

c

58. (p. 454) Which of the following is an advantage of outdoor advertising? A. No waste coverage B. Ease of measurement of audience size C. Wide coverage of local markets D. Low costs E. Slow wearout

c

61. (p. 454) Which of the following is a disadvantage associated with transit advertising? A. Low frequency of exposure B. High relative costs C. Copy and creative limitations D. Short exposure times E. High absolute costs

c

63. (p. 456) _____ is "the advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives." A. Aerial advertising B. Mobile advertising C. Promotional products marketing D. Synchro marketing E. Multi-level marketing

c

69. (p. 457) Which support medium should be employed if the objective is to achieve high levels of retention and have the communication serve as a frequent reminder? A. Billboards B. Product placements C. Advertising specialties D. In-flight advertising E. Yellow Pages

c

70. (p. 457) Which of the following forms of support media is described as the only medium that frequently generates goodwill in the receiver? A. Transit advertising B. Outdoor advertising C. Promotional products marketing D. Aerial advertising E. Mobile billboards

c

80. (p. 459) Which of the following methods are used to measure the impact of Yellow Pages advertising on sales? A. CPM and frequency B. Reach and frequency C. Circulation and usage D. Visibility and usage E. CPM and pass-along rate

c

83. (p. 461) Which of the following statements best compares the cost per thousand (CPM) for movie theater advertising with that of other media? A. The CPM for movie advertising is higher than that for magazines. B. Movies have a lower CPM than radio, but higher than newspapers. C. When compared to other advertising media, the CPM is quite high for movie ads. D. When compared to other advertising media, the CPM is quite low for movie ads. E. The CPM for movie advertising is equal to that of the other forms of advertising media.

c

In 2007, Cingular acquired AT&T but renamed itself using AT&T. The choice of the name reflected consumers' awareness and recognition of an established brand. Advertising to make consumers aware of new combined firm would more than likely have _____ objectives.

communications

Many marketing managers approach promotion from a(n) _____ perspective and believe the objective of advertising and other promotional mix elements is to relay information about a product to customers

communications

Various response hierarchy variables such as awareness, knowledge, interest, attitudes, and intention are the basis for:

communications objectives.

Under the DAGMAR model, a(n) _____ can be performed by, and attributed to advertising rather than a combination of marketing factors.

communications task

A stereo speaker manufacturer developed advertising objectives, which stated that the goal of the company's new ad campaign is "To communicate our ability to create an environment of total audio ambience in the home." This statement could serve as an example of a:

communications task.

category management system

companies have an additional layer of management above the brand managers to coordinate their efforts in handling a related group of products

IMC programs-to fully benefit

companies must create and maintain a test-result database that allows: a. Comparisons of the relative impact of the promotional tools in various situations. b. Informed design and execution decisions and provide support for IMC activities during internal reviews by financial or administrative personnel.

A disadvantage associated with the _____ method is its assumption that because firms have similar promotional expenditures their programs will be equally effective.

competitive parity

The _____ budgetary allocation method is designed to promote stability and minimize marketing warfare as well as take advantage of the collective wisdom of the industry.

competitive parity

The two models that are commonly used to explain the relationship between advertising and sales are the:

concave-downward function and the S-shaped response function.

Before setting objectives for advertising and promotion, an organization should

conduct a situation analysis to identify marketing and promotional issues facing the firm

According to Standard Rate and Data Service (SRDS), magazines can be classified as:

consumer, health care, and business publications.

multiattribute model

consumers have beliefs about specific brand dimensions and attach different levels of importance to these attributes

affect referral decision rule

consumers make a selection on the basis of an overall impression or summary evaluation of the various alternatives under consideration.

Receivers

consumers who read, hear, or see the message sent by a source.

As a powerful social medium, YouTube is a:

content aggregator.

Describe three approaches to scheduling advertising.

continuous (steady) schedule; flighting (intermittent) schedule; and pulse (burst) schedule.

Which trade promotion is used to encourage local advertising efforts of resellers?

cooperative advertising.

instant coupon

coupons attached to a package that can be removed and redeemed at the time of purchase

In developing creative strategies specifically adapted to the medium, marketers have found it most difficult to:

create a brand image on the Internet.

direct response agencies

create and implement direct marketing programs

When using the Internet as a medium, traditional marketers have experienced difficulties in:

creating brand images.

23. (p. 446) Support media can be broadly divided into: A. outdoor media and transit media. B. non traditional media and below-the-line media. C. outdoor media and in-store media. D. traditional support media and non-traditional support media. E. aerial media and ambient media.

d

29. (p. 448) A major reason for the continued success of outdoor advertising is: A. ability to communicate complex messages. B. low cost. C. elimination of waste coverage. D. innovation through technology. E. ability to provide extremely accurate measures of the medium's reach.

d

31. (p. 449) Video advertising, digital billboards, and ambient advertising are forms of: A. aerial advertising. B. television advertising. C. magazine advertising. D. digital out-of-home media. E. network advertising.

d

36. (p. 449) Airplanes pulling banners, skywriting, and blimps all constitute: A. transit advertising. B. mobile advertising. C. digital advertising. D. aerial advertising. E. speciality advertising.

d

41. (p. 450) The cost of mobile billboards depend on: A. number of clicks. B. number of recalls. C. sales of the product advertised. D. the geographic area. E. the speed of the billboard.

d

43. (p. 451) Aisle displays, store leaflets, shopping cart signage, and in-store TV are examples of _____ media. A. aerial B. transit C. mobile D. in-store E. interactive television

d

51. (p. 452) There are three forms of transit advertising. They are inside cards, station, platform or terminal posters, and: A. mobile billboards. B. aerial banners. C. spectaculars. D. outside posters. E. promotional cards.

d

52. (p. 452) The advertisements that are placed above the seats and luggage area in a commuter bus advertising restaurants, TV or radio stations, or a myriad of other products and services are known as: A. aerial ads. B. in-store ads. C. terminal posters. D. inside cards. E. mobile ads.

d

57. (p. 454) Which of the following is an advantage of outdoor advertising? A. Ability to communicate complex messages B. Low cost C. Elimination of waste coverage D. Geographic flexibility E. Ability to provide extremely accurate measures of the medium's reach

d

64. (p. 456) Promotional products marketing is the more up-to-date name for what used to be called: A. aerial marketing. B. mobile marketing. C. viral marketing. D. specialty advertising. E. sales promotion.

d

78. (p. 459) Which of the following is an advantage associated with Yellow Pages advertising? A. Great creative potential B. Short lead times C. A passive orientation D. Nonintrusiveness E. Absence of clutter

d

79. (p. 459) Which of the following is a disadvantage associated with Yellow Pages advertising? A. Limited availability B. Nonintrusiveness C. A passive orientation D. Long lead time E. Absence of clutter

d

87. (p. 462) In ____, the product is woven throughout the program or becomes the program itself. A. mobile advertising B. interactive television ads C. synchro ads D. product integrations E. multi-level marketing

d

amplify

deals with designing a communications program

power of the source

depends on several factors such as perceived control, perceived concern and perceived scrutiny.

account specific marketing

development of customize promotional programs for individual retail accounts by marketers

self-paced information

direct mail

Eli receives a mail offering a software program that helps in filing taxes online at a discounted price. This offer is an example of how the Internet and _____ can complement each other.

direct marketing

Pull Strategy

directs the promotional mix at ultimate consumers to encourage them to ask the retailer for a product. b. Sometimes, manufacturers face resistance from channel members who do not want to order a new product or increase inventory levels of an existing brand. c. Seeing demand from consumers, retailers order the product from wholesalers, pulling the item through intermediaries. d. Many firms use direct-to-consumer advertising that: · Complements traditional personal selling and free samples. · Is designed to encourage consumers to ask their retailer for the product—pulling it through the channel.

Naomi has a consulting firm. She wants to use her website to provide details about her company's profile and to answer FAQs. Naomi's primary objective while designing her website is to:

disseminate information.

promotion decision process

divided into developing, executing, and evaluating the promotion program.

20. (p. 446) _____ media are used to reach those people in the target market the primary media may not have effectively reached and to reinforce, or support, their messages. A. Advertising B. Direct response C. Traditional D. Sales promotion E. Support

e

24. (p. 447) _____ media includes billboards, street furniture, alternative media, and transit—as well as specific forms of radio. A. Radio advertising B. Aerial advertising C. Viral advertising D. Multi-level advertising E. Out-of-home advertising

e

27. (p. 448) Which of the following statements about outdoor advertising is true? A. The number of billboards for outdoor advertising has been increasing. B. Outdoor advertising does not have a negative image problem as do some other types of advertising. C. Outdoor advertising is typically used by national companies like Kraft and IBM. D. Outdoor advertising is the only form of advertising that is not regulated by national legislation. E. Outdoor advertising is a pervasive medium.

e

30. (p. 449) Which of the following is an example of ambient advertising? A. Anne receives a SMS containing an ad that informed her about the ongoing sale at 'Levis'. B. Anna views a huge balloon flying in the air which reads 'McDonald's - I'm loving it'. C. Alice watches a truck painted with an ad for 'Levis' jeans. D. Christa sees a full page ad for 'Covergirl' cosmetics in the 'Beauty in Vogue' magazine. E. Jane comes across a small ad like sticker for 'Whisper' sanitary napkins in the restroom of a hotel.

e

54. (p. 452) _____ appear on the sides, backs, and/or roofs of buses, taxis, trains, and subway and trolley cars. A. Inside cards B. Aerial ads C. Speciality ads D. Product placements E. Outside posters

e

71. (p. 457) Which of the following is a disadvantage of promotional products marketing? A. Low level of frequency B. Lack of audience selectivity C. Low lead time D. Lack of flexibility E. Possibility of market saturation

e

72. (p. 458) Which of the following is an example of a disadvantage of promotional products marketing? A. High cost per repeat exposure B. Low level of selectivity C. Low level of frequency D. Inability to supplement other media E. Longer lead times

e

73. (p. 458) Which of the following statements about audience measurement in promotional products marketing is true? A. Reach and frequency are as easy to measure with promotional products marketing as with print advertising. B. Response to direct-mail advertising with included promotional products marketing is typically used as a measure of all support media. C. Donnelly Marketing has established an acceptable method for measuring the impact of promotional products marketing on sales. D. Companies that use promotional products marketing are not interested in sales; they only want to create goodwill. E. There is no established ongoing audience measurement system for promotional products marketing.

e

76. (p. 458) Which support medium should be employed if the consumer has already been provided with information about the service and now requires a directional medium? A. Billboards B. Product placements C. Advertising specialties D. In-flight advertising E. Yellow Pages

e

89. (p. 462-463) The creation of video and/or music content by an advertiser in an attempt to entertain viewers while advertising their products is known as: A. video on demand. B. digital advertising. C. product integration. D. buzz marketing. E. advertainment.

e

96. (p. 465) How are audience measurements for the effectiveness of product placement conducted? A. Independent agencies conduct recognition tests. B. Advertisers use trend analysis. C. The same methods used for audience measure of broadcast media work well. D. Any commonly used audience measurement method is effective. E. At this time, there is no one accepted standard method for audience measurement.

e

Direct selling of goods and services on the Internet is known as:

e-commerce.

The more specific the firm's advertising objectives, the

easier it becomes to measure advertising effectiveness.

As a result of ____, large advertisers can maintain advertising expenditure shares that are smaller than their market shares because they get lower advertising rates and accrue the advantages of advertising several products jointly.

economies of scale

projective techniques

efforts designed to gain insights into consumer's values, motives, or needs that are difficult to express by having them reveal these internal states upon some external object

Before beginning its new advertising campaign, Landmark Bank conducted a study to determine consumers' level of awareness and knowledge of the bank and its services as well as consumers' perceptions of the bank's image. This was done to:

establish benchmark measures

in-depth interviews

face-to-face situations in which an interviewer asks a consumer to talk freely in an unstructured manner using specific question designed to obtain insights into his or her motives, ideas, or opinions

which is an example of a media vehicle

fashion magazine

slotting allowance

fees that must be paid to retailers to prove a slot or position to accommodate a new product on the store shelves

A difficulty for U.S. companies advertising in international markets is that the audience does not share the same ___________.

field of experience

monitor

first step for a marketer in a social consumer decision journey model- know what is being said online about a product or brand

When a newspaper offers no discounts for quantity or repeated space buys, it is using a(n) ________ structure. Others have an __________, which means various discounts are available.

flat rates; open-rate structure

Product Advertising

focus on selling a good or service and take three forms: Pioneering advertisements, Competitive advertisements and Reminder advertising

qualitative audit

focuses on agency's efforts in developing an advertising program

You see the same ad in Time and Fortune magazines and on billboards and TV. Is this an example of reach or frequency?

frequency

associative process

frequency of association

promotion mix can vary

from a simple program using a single tool to a comprehensive program using all forms.

Responsibility for actually carrying out the advertising program can be handled in one of three types of agencies:

full-service, Limited-service and In-house agencies

Many marketers are uncertain as to what the integrated marketing communications should contribute to the marketing program. The only goal of their company's advertising and promotional program is to:

generate sales

As a result of economies of scale, smaller advertisers:

get higher advertising rates than large advertisers.

The DAGMAR approach to setting objectives:

has focused advertisers' attention on the value of using communications objectives rather than sales objectives.

Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it

has the ability to reach large audiences in a relatively cost-efficient manner.

promotion-to-sales ratio to assess -Marketeers often use

how effective the IMC program expenditures are at generating sales. Specifically, the promotion-to-sales ratio can compare programs (1) on a year-to-year basis, (2) with competitor's programs, and (3) with industry averages.

associative learning process (classical conditioning)

important for repetition and contiguity to occur

qualitative media effect

influence that a medium has on a message

externally paced

information from ads presented in broadcast media is

When major corporations first began to conduct business on the Internet, they put up websites primarily for:

information purposes.

Creative executives from the advertising industry might oppose the DAGMAR approach to setting objectives because it:

inhibits their creativity by putting too much emphasis on numbers and the quantitative assessment of an advertising campaign.

The S-shaped response function implies that:

initial advertising expenditures will have little impact on sales.

According to the S-shaped response curve,

initial outlays of the advertising budget have little impact on sales.

To more fully appreciate the value of advertising and promotion, managers should treat the communications budget as a(n):

investment.

Product Placement

involves the use of brand-name products in a movie, television show, video, or commercial for another product. b. A reverse product placement brings fictional products to the marketplace.

TWO-STEP APPROACH

involves the use of more than one medium. First effort is designed to screen, or qualify, potential buyers. The second effort generates the response (e.g. order). ex. Companies use telemarketing to screen on basis of interest, and then follow up to interested parties with more information designed to achieve an order or use personal selling to close the sale.

Case allowance

is a discount on each case ordered during a specific time period and is deducted from the invoice. · These allowances are usually deducted from the invoice. · A variation of the case allowance is the "free goods" approach, whereby retailers receive some amount of the product free based on the amount ordered.

Sales promotion

is a key element of the promotional mix, which now accounts for more than $342 billion in annual expenditures.

INFOMERCIALS

is a long commercial that is designed to fit into a 30-minute or 1-hour time slot.

Sales promotion

is a short-term inducement of value offered to arouse interest in buying a good or service. Examples include coupons, samples, and contests. · Sales promotions are offered to intermediaries as well as to ultimate consumers.

DIRECT MARKETING

is a system of marketing by which organizations communicate directly with target customers to generate a response or transaction. Direct marketing has been around since the invention of the printing press. Ben Franklin was a successful direct marketer.

Direct marketing

is a valuable tool in the integrated communications program

Q rating score

is an absolute measure of the appeal or popularity of the celebrity

Like broadcast or print, the Internet:

is an advertising medium.

clutter

is an aspect of the media environment that is important to advertisers. It is defined as the amount of advertising in a medium

fear

is an emotional response to a threat that expresses, or at least implies, some sort of danger

perceived scrutiny

is an important factor of source power

SUPPORT ADVERTISING

is designed to support other forms of advertising. ex. Ads for Publishers Clearing House or Reader's Digest or other companies telling you to look in your mailbox for a sweepstakes entry.

credible source

is less important when the target audience has a neutral position and may even be less effective than a moderately credible source when the receiver's initial attitude is favorable.

The carryover effect

is particularly apparent with mature, low-priced, and frequently purchased products

simultaneous media

is so common it has created 32-hour "media days." Generation Y is particularly adept: 72 percent is "connected" while watching television.

General Motor's promotion-to-sales ratio

is substantially lower than Ford's and slightly lower than the industry average (lower is better). This suggests that GM's current mix of promotional activities and the level of expenditures are both creating an effective IMC program to generate sales of its vehicles.

Online advertising advantage

is that they only pay when someone clicks on their ad. Unfortunately, the growth of the medium has led to "click fraud," which is the deceptive clicking of ads solely to increase the amount advertisers must pay. There are several forms of click fraud. Paid-to-Read (PTR) websites recruit and pay members to simply click on ads. Another is "clickbots," which are software programs that produce automatic clicks on ads. A third is "webtipping," in which legitimate website visitors click on ads to keep the site free. These activities are difficult to detect and stop. Experts estimate that up to 15% of clicks may be the result of fraud and may cost advertisers as much as $500 million each year! Google and Yahoo! try to filter out illegitimate clicks, although some advertisers claim that they are still charged for PTR and clickbot traffic. Each has settled class action lawsuits and agreed to provide rebates or credits to advertisers who were charged for fraudulent clicks.

Frequency

is the average number of times a person in the target audience is exposed to a message or advertisement.

Cost per thousand (CPM)

is the cost of reaching 1,000 individuals or households with the advertising message in a given medium (M = Roman numeral for 1,000).

Online advertising disadvantages

is the difficulty of measuring its impact and effectiveness. · Some firms are testing methods of tracking where viewers go on their computer in the days and weeks after seeing an ad. · Nielsen Online Ratings is a rating service that measures actual click-by-click behavior through meters installed on peoples' computers at home and work. · Permission-based advertising is where viewers agree to watch a commercial online in exchange for points, samples, or access to premium content and advertisers only pay for completed views.

Traffic generation

is the outcome of a direct marketing offer designed to motivate people to visit a business.

Rating

is the percentage of households in a market that are tuned to a particular TV show or radio station.

internalization

is the process where the receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate.

departmental systems

it gives employees the opportunity to develop expertise in servicing a variety of accounts

familiarity

knowledge of a source as a result of physical appearance

Although not a category of newspapers per sea, ______are valuable to advertisers that want to use a newspaper yet get four-color reproduction quality in their ads.

magazine supplements

Advertisers try to

maximize the number of individuals in the target market exposed to the message. a. Reach is the number of different people or households exposed to an advertisement. This definition varies among alternative media. b. Newspapers often use reach to describe their total circulation or the number of different households that buy the paper. c. Rating d. Advertisers try to maximize reach in their target market at the lowest cost. e. Frequency · Advertisers expose their target audience to a message more than once because it often does not pay close attention to advertising messages. · With repeated exposure to advertisements, consumers respond more favorably to brand extensions. f. Gross rating points (GRPs). · To obtain the appropriate number of GRPs to achieve an advertising campaign's objective, the media planner must balance reach, frequency, and cost. g. Cost per thousand (CPM)

Generally, companies that develop Integrated Marketing Communications (IMC) programs which do not contain specific objectives:

may find it difficult to facilitate coordination of the efforts of various groups working on a promotional campaign since the various groups may not understand what goal they are working towards.

The primary objective of _____ is to develop a framework that will deliver the message to the target audience in the most efficient cost-effective manner possible.

media planning

A _____ is the general category of available delivery systems, which includes broadcast media, print media, direct marketing, outdoor advertising, and other support media.

medium

promotional push strategy

moving the product through the channels of distribution by aggressively selling and promoting the item to the resellers, or trade

As defined by Wikipedia, _____ is "a web advertising in which an advertiser attempts to gain attention by providing valuable content in the context of a user's experience."

native advertising

The goal of _____ is to be less intrusive while catching the attention of a reader who is likely to be interested in the content matter he or she is reading.

native advertising

social consumer decision journey

necessitates the establishment of communications objectives as viewed from a different perspective 1. monitor- know what is being said about a co. 2. respond- to what is being said about a co. 3. amplification- designing the communications program, get consumers more involved in a brand 4. lead- take the consumer to long-term behavioral changes

source derogations

negative thoughts about the spokes person or organization making the claims in an ad

A misprint in a newspaper ad is an example of ___________.

noise

Pay-per-click advertising is an example of:

nonorganic search.

financial audit

number of personnel hours charges to an account

Defining the communications objectives to be accomplished and estimating the costs associated with the performance of the necessary strategies and activities are steps in the _____ method of budgeting.

objective and task

Which of the following is an example of a budgeting allocation method that uses a build-up approach?

objective and task

Cooperative advertising

occurs when a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products. b. The manufacturer pays a percentage, often 50 percent, of the cost of advertising up to a certain dollar limit based on the purchases the retailer makes of the manufacturer's products. c. The manufacturer also furnishes the retailer with a selection of different print or broadcast ads for the retailer to adapt and use.

Competitive advertisements

promote a specific brand's features and benefits. · The objective of these ads is to persuade the target market to select the firm's brand over a competitor's. · Comparative advertising: - Shows one brand's strengths relative to those of competitors. - Is an increasingly form of competitive advertising. - Attracts more attention and increase the perceived quality of the advertiser's brand. - Needs market research to provide legal support for their claims.

Due to high media costs

promotion decisions must be made carefully using a systematic approach like the strategic marketing process.

off-invoice allowance

promotional discount offered to retailers or wholesalers whereby a certain per case amount or percentage is deducted from the invoice

Trade promotions

often focus on maintaining or increasing inventory levels in the channel of distribution.

During her visit to a beauty salon, Lily browsed through inner beauty, a magazine dedicated to working women, while she was waiting at the reception. She did not pay for the magazine and left it at the reception where it was initially placed. This scenario is an illustration of:

pass-along readership

During the first months of a new product introduction, a useful budgeting technique to determine a ballpark figure for setting feasible objectives is the _____ method

payout planning

finance allowance

pays retailers for financing costs or financial losses associated with consumer sales promotions. This can take the form of: · A floor stock protection program, in which manufacturers give retailers a case allowance price for products in their warehouse, thereby preventing stockouts during the promotional period. · Freight allowances, which compensate retailers that transport orders from the manufacturer's warehouse.

problem recognition

perceived difference between actual and ideal state

The _____ method of budgeting uses advertising/sales ratio data.

percent of sales

The major problem associated with the _____ budgeting method is that it reverses the cause and effect relationship between advertising and sales.

percent of sales

The _____ method of budgeting is being employed when expenditures are allocated by assigning a part of the cost of the product to be allocated to advertising. The total budget is based on units sold.

percentage of sales

Which of the following budgeting procedures would be used if a firm wanted a method that is simple to understand and financially safe?

percentage of sales

The most commonly utilized method of budget determination by large firms is:

percentage of sales method.

Cost per contact is high with the _____________ element of the promotional mix.

personal selling

classical conditioning

portrays the existing relationship between a stimulus and a response

positioning by product class

positioning a product or brand against a different product category

If a promoter of a boxing match wants to place an ad in the sports section of a newspaper, the promoter is likely to pay a(n)_______rate.

preferred position

high relative ad expenditures

premium pricing

self liquidating premiums

premiums that are require the consumer to pay some or all of the cost of the premium plus handling and mailing costs

primacy effect

presenting the strongest arguments at the beginning of message. Information presented first is most effective

promotion program should

pretest each design before it is actually used to make changes that improve its effectiveness. · Similarly, posttests should evaluate the impact of each promotion and its contribution toward achieving objectives.

perception

process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world

consumer behavior

processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and product use

Merchandise allowances

reimburse a retailer for extra in-store support or special featuring of the brand. · Consists of a percentage deduction from the list case price ordered during the promotional period. · Manufacturers do not pay for allowances until they see proof of performance.

similarity

resemblance between a source and the receiver of a message

account executive

responsible for interpreting an advertiser's marketing and promotions needs to the personnel of the advertising agency

Sales-oriented objectives are appropriate for

retail advertising promoting a sale or special event

Sales-oriented objectives are appropriate for:

retail advertising promoting special events

TELEMARKETING

sales by telephone. Telemarketing suffered from a decline due to potential of fraud and deception and its potential for annoyance

Which promotional element should be offered only on a short-term basis?

sales promotion

consumer franchise building promotion

sales promotion activities that communicate distinctive brand attributes and contribute to the development and reinforcement of brand identity

non franchise building promotion

sales promotion activity that are designed to accelerate the purchase decisions process and generate an immediate increase in sales but do little or nothing to communicate information about a brand and contribute to its identity or image

trade oriented sales promotion

sales promotion designed to motivate distributors and retailers to carry a product and make an extra effort to promote or push it t o their customers

Financially oriented managers who view marketing communications as an expense rather than an investment are likely to prefer _____ objectives for advertising and other promotional areas.

sales-oriented

Public relations

seeks to influence the image of an organization and its products and services.

In the past, marketers often viewed the communication tools

separate and independent. a. The advertising department often designed and managed its activities without consulting departments or agencies that had responsibility for sales promotion or public relations. b. The result was often an overall communication effort that was usually uncoordinated and inconsistent.

storyboard

sequence of frames or panels that depicts a television commercial in still form

percentage of sales method

setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price - treats advertising as an expense

affordable method

setting the promotion budget at the level management thinks the company can afford

Heinz developed a sales promotion program called "All About Family." It offered a coupon of a free Halloween candy when one purchased any of five different participating Heinz brands. Cents-off coupons for the participating brands were placed in newspaper inserts. The campaign also featured a contest called the "Ultimate Family Night" sweepstakes. Heinz management most likely used _____ objectives to measure the effectiveness of this sales promotion.

short-term sales

Reminder institutional advertisements

simply bring the company's name to the attention of the target market again.

As defined in Wikipedia, _____ have been defined as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content."

social media

public relations department's tools include

special events, lobbying efforts, annual reports, press conferences, and image management, although publicity is often most important.

bonus packs

special packaging that provides consumers with extra quantity of merchandise at no extra charge over the regular price

promotional pull strategy

spending money on advertising and sales promotion efforts directed toward the u ltimate consumer

Advocates of communication-based objectives for advertising propose using _____ as a basis for setting these objectives

stages of a hierarchical response model

association tests

techniques in which an individual is asked to respond with the first thing that comes to mind when he or she is presented with a stimulus

The largest of all advertising media in terms of real dollar volume is:

television

BROADCAST MEDIA

television and radio.

Pioneering advertisements

tell people what a product is, what it can do, and where it can be found. · Are used in the introductory stage of the product life cycle. · The key objective is to inform the target market. · Informative ads are interesting, convincing, and effective.

Direct marketers face ethical challenges

that are of increasing concern to consumers, governments, and direct marketers. Some of these issues include: a. Annoying direct marketing activities such as telephone solicitations during dinner and evening hours. b. Concerns about privacy, which have led to guidelines that balance consumer and business interests. c. The proliferation of e-mail advertising.

One reason for consumers' increased sensitivity to sales promotions is:

that they save money.

source derogations

the negative thoughts about the spokesperson or organizaton

Aided Recall

the Starch test determines the percentage of those who: a. Remember reading, viewing, or listening to the ad (noted). b. Saw or read any part of the ad identifying the product or brand (seen-associated). c. Report reading at least half the ad (read most). d. Elements of the ad are then tagged with the results.

subliminal perception

the ability of a consumer to perceive a stimulus that is below the level of conscious awareness

viral marketing

the act of propagating marketing-relevant messages through the help and cooperation of individual consumers

slice of life commercial

the advertiser usually starts by presenting a predicament with the hope of getting the consumer to think, "I can see myself in that situation." This can help establish a bond of similarity between the communicator and the receiver, increasing the source's level of persuasiveness

Promotional products marketing

the advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemorative *Used to be known as specialty advertising

billings

the amount of client money that agencies spend on media purchases

elaboration likelihood model

the attitude formation or change process depends on the amount and nature of elaboration, or processing, of relevant info that occurs in response to a persuasive message

elaboration likelihood model

the attitude formation or change process depends on the amount and nature of elaboration, or processing, of relevant information the occurs in response to a persuasive message

The concept of advertising expenditures producing long term rather than immediate results is known as:

the carry-over effect

The concept of advertising expenditures producing long term rather than immediate results is known as:

the carry-over effect.

promotional mix

the combination of one or more communication tools used to: a. Inform prospective buyers about the benefits of the product. b. Persuade them to try it. c. Remind them later about the benefits they enjoyed by using the product.

DIRECT SELLING

the direct, personal presentation, demonstration, and sales of products and services to consumers in their homes.

in store couponing

the distribution of coupons in retail stores through various methods such as tear off pads, hand outs and on shelf or electronic dispensers

creative brief

the document that an advertising agency's creative department uses to guide the development of advertising ideas and concepts

Coordinate a consistent promotional effort since the elements are often the responsibility of different departments—

the essence of an integrated marketing communications approach.

consideration threat

the exact number of the evoked set

communication

the exchange of ideas or the process of establishing a commonness or oneness of thought between a sender and receiver

repetition

the frequency of the association- important for learning to occur through the associative process

sleeper effect

the increase in the persuasiveness of a message with time

ONE-STEP APPROACH

the medium is used directly to obtain an order. ex. TV commercial that sells products like wrench sets, workout equipments, magazine subscriptions, and such which urge viewers to phone a toll-free number to place order immediately. Goal is to generate immediate sale when the ad is shown.

The concave-downward function model is based on:

the microeconomics law of diminishing returns.

Marketing goals defined in terms of sales, profits or market share increases are:

usually not appropriate for promotional objectives

feedback

the part of a receiver's response that is communicated back to a sender

perceived control

the perception that a source has the ability to administer positive or negative sanctions

product manager

the position of a brand manager who is responsible for the total management of the brand, including planning, budgeting, sales, and profit performance

target marketing

the process marketers follow to develop different marketing strategies to satisfy consumer needs

Encoding

the process of having the sender transform an idea into a set of symbols.

Product Integration - branded entertainment

the product is woven throughout the program or becomes the program itself - more detailed form of product placement

DIRECT RESPONSE ADVERTISING

the product or service is offered and a sales response is solicited, through either the one or two-step approach.

The objective and task method is most difficult to use when:

the product to be promoted is new to the market.

Designing the Promotion-central element of a promotion program is

the promotion itself. a. Advertising consists of advertising copy and the artwork that the target audience is intended to see or hear. b. Personal selling depends on the characteristics and skills of the salesperson. c. Sales promotion activities consist of the specific details of inducements. d. Public relations efforts are seen in tangible elements such as news releases. e. Direct marketing depends on written, verbal, and electronic forms of delivery. · The design of the promotion determines the message that is communicated to the target audience and requires the most creativity. · Successful designs are the result of insights into consumers' interests and behavior. · One of the challenges of IMC is to design each promotional activity to communicate the same message.

evaluative criteria

the properties of a product or service that are used to compare different alternatives

Many marketing managers prefer sales-oriented objectives for advertising because they believe:

the reason a company spends money on advertising and promotion is to sell its products or service.

perceived scrutiny

the receiver's estimate of the source's ability to oberserve conformity

perceived concern

the receiver's perception that the source cares about whether or not the receiver conforms

shaping

the reinforcement of successive acts that lead to a desired behavior pattern or response

Once a budget has been set

the relative importance of the five basic IMC tools is analyzed based on the objectives specified.

DAGMAR MOD II was developed to alleviate problems with:

the response hierarchy used in the original DAGMAR model.

innovation adoption model

the stages a consumer passes through in adopting a new product or service

collateral services

the support functions used by advertiser, agencies, media organizations, and specialized marketing communication firms - marketing research companies, package design firms, consultants, photographers, printers, etc

operant conditioning approach

the theory that people learn to perform behaviors that lead to desired consequences and learn not to perform behaviors that lead to undesired consequences

externally paced

the transmission rate is controlled by the medium

Promotional programs can be directed to _______, to _______, or to both.

the ultimate consumer; an intermediary (retailer, wholesaler, or distributor)

contiguity

the unconditioned stimulus and conditioned stimulus must be close in time and space- important for learning to occur through the associative process

motivation research

the use of psychoanalytical techniques to determine consumers' purchase stimulations

DATABASE MARKETING

the use of specific information about individual customers and/or prospects to implement more effective and efficient marketing communications.List contain names, addresses, and Zip codes; more sophisticated database include information on demographics and psychographics, purchase transactions and payments, personal facts, neighborhood data, and even credit histories.

Publicity Disadvantages

the user's lack of control over what is said, to whom, or when. · Social media, such as blogs: a. Have grown dramatically. b. Allow uncontrollable public discussions of almost any company activity. c. Many public relations departments now focus on facilitating and responding to online discussions. According to research, publicity followed by advertising with the same message increases the positive response to the message.

Media buyers primarily evaluate magazines on the basis of:

their ability to deliver the advertiser's message to as many people as possible in the target audience.

Business publications are important to advertisers because:

they provide an effective way of reaching the specific types of individuals who constitute their target market.

manufacturer often spends

time and money helping to train the reseller's salesforce about the manufacturer's products to increase sales performance. b. Methods include providing manuals and brochures to educate the reseller's salesforce, which then uses them in selling situations.

Samples would be an appropriate promotional strategy:

to introduce a new product into the marketplace.

When higher-level executives determine the budget amounts to be allocated for each department's advertising expenditures, a _____ approach is being used.

top-down

Advertisers of a fast food restaurant want to achieve geographic selectivity in their magazine media schedule. They should do so by advertising in:

trade publications targeted at distributors and retailers.

decoding

transforming the senders message back into thought

trade show

type of exhibition or forum where manufacturers can display their products to current as well as prospective buyers

affect referral decision rule

type of heuristic in which consumers make a selection on the basis of an overall impression of the various alternatives under consideration

event sponsorship

type of promotion whereby a company develops sponsorship relations with a particular event such as a concert, sporting event, or other activity

Top-down budgeting methods are commonly used because of:

upper management's desire for control.

Clipping Service

used by smaller companies, which clips competitors; ads from local print media, allowing the company to work backward to determine the cumulative costs of the ads placed

open-ended message

used when immediate impact is not the objective, and repeated exposure will give audience members opportunities to draw their own conclusions

Direct marketing

uses direct communication with consumers to generate: a. A response in the form of an order. b. A request for further information. c. A visit to a retail outlet.

strategic marketing plan

usually derived from an organization's broad corporate strategy and used to facilitate the development of specific marketing programs and policies

Assume the Greyhound Bus Company runs a six-month advertising campaign promoting its convenient bus routes and excellent on-time service without conducting any sort of marketing research. At the end of the six-month period, Greyhound conducts a study and finds 80 percent of its frequent travelers agree the bus company has convenient bus routes and excellent on-time service. Greyhound can conclude that:

without benchmark measures, it will never know if the campaign was a success or a failure.

During ad breaks in TV programmes, some viewers change channels to avoid the commercials. This is known as:

zapping

Identifying The Target Audience

· Advertisers must identify the target audience to develop an effective advertising program. · The lifestyles, attitudes, and demographics of target consumers influenced all aspects of an advertising program. · The scheduling (time of year, geographic area, etc.) of ads also depends on the audience. · The Federal Communications Commission (FCC) suggests that advertising program decisions be based on market research about the target audience to eliminate possible bias that might result from subjective judgments about some population segments.

example is creating awareness for the offering.

· Helps advertisers with other choices in the promotion decision process, such as selecting media and evaluating a campaign.

Reminder advertising

· Is used to reinforce previous knowledge of a product. · Is good for products that have achieved a well-recognized position and are in the mature phase of their product life cycle. Reinforcement advertising, another type of reminder ad, is used to assure current users they made the right choice.