Mkt ch18

Which type of sales promotion stimulates demand and can be found on mobile devices and/or on products themselves?

Coupons

In the second step taken to convey the message, what do marketers do?

Decide what appeal would be most effective

Select all that apply Which major types of appeals are used by advertisers? (Choose every correct answer.)

Emotional Informational

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

FCC

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

FDA

True or false: Advertisers assess a campaign only after the ad has run.

False

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

False

Which factors should be considered in the process of determining an advertising budget? (Choose every correct answer.)

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

in which stage of the product life cycle is persuasive advertising most often used?

Growth

Which major types of appeals are used by advertisers? (Choose every correct answer.)

Informational Emotional

When an advertising campaign for a new product is first launched, which type of advertising would be most helpful in building awareness?

Informative

Which of the following are true of an advertising plan? (Check all that apply.)

It identifies the objectives of the advertising campaign. It indicates how a firm can determine whether the campaign was successful. It analyzes the marketing and advertising situation.

Select all that apply Television is one of the most effective media outlets an advertiser can use in executing an ad campaign. There are, however, downsides to using this approach. What are some disadvantages of using television? (Choose every correct answer.)

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

Select all that apply Which of the following activities are part of public relations? (Select all that apply.)

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

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

Mass

Which of the following media are most appropriate for trying to reach large numbers of anonymous audience members? (Check all that apply.)

Newspapers Radio

Advertising is a paid form of communication, delivered through media from an identifiable source, about which of the following? (Choose every correct answer.)

Product Service Idea

What term is used to describe advertising focused on informing, persuading, or reminding consumers about the company's specific offerings?

Product-focused

Which media outlet is a good choice for grocery and fast food advertisements because many consumers decide what to buy while enroute to the store?

Radio

What kind of advertising might firms use when products already have solid brand recognition and market acceptance and are in the maturity stage of their life cycles?

Reminder

What term is used to describe the special incentives offered by a firm to encourage customers to make a direct purchase?

Sales promotions

Which component of a print ad should use short, simple words and describe the primary benefit of the product?

Subhead

Marketers work to determine the key message they want to send to whom?

The target audience

Which of the following products would benefit the most from a continuous type of advertising schedule?

Tide brand of laundry detergent

Which type of product's sales would be most likely to benefit most from using coupons?

Yogurt

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

advertising, ads, or advertisement

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

coupon

One of the largest expenses in the advertising budget is the _____ buy, which refers to the actual purchase of airtime or print pages.

media

When a company uses its advertising budget to purchase airtime or print pages, it is conducting a(n) ______ buy.

media

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

message

The _____ provides the target audience with reasons to respond in the desired way.

message

An advertising _____ identifies the objectives of the advertising campaign and clarifies the strategies that will be used to accomplish the objectives.

plan or campaign

The Kleenex advertising campaign to remind customers to keep a tissue with them is an example _____ of -focused advertising.

product

The Kleenex advertising campaign to remind customers to keep a tissue with them is an example of _____ -focused advertising.

product

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

relations

Advertising campaigns for products that are in the maturity stage of their life cycles and have established market acceptance will often use _____ advertising to keep the products in the minds of consumers.

reminder

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

research

When companies try to entice customers to make purchases by offering special incentives or excitement-building programs, including loyalty programs, contests, etc., they are using _____ _____ .

sales promotions or promotion

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

target

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

Continuous

In which situations would a firm be most likely to use persuasive advertising? (Choose every correct answer.)

A brand that the firm wishes to reposition A product category in the growth or early maturity stage of the product life cycle A product category where competition is intense

Which of the following should a subhead contain?

An action verb

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

At all points of a campaign

Imagine that you have been assigned to market a cleaning product. Which statement best describes the disadvantage of using coupons as a sales promotion strategy for such a product?

Consumers might stock up on the cleaning product now and not buy more later.

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

emotional or emotion

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

informative, informational, or information