mktg ch 17

Which of the following lists forms of competitive advertising?

Comparative, reminder, reinforcement

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

Competitive

Advertising appropriations are largest for which type of product?

Convenience goods

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

Creating the platform

A television advertisement showing the safety features of the Volvo "Cross Country" Wagon would best be classified as

Product Advertising

Which of the following statements applies to media planning?

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

What is an advertising platform most commonly based upon?

The opinions of employees within the firm or the advertising agency

Why should a benchmark be included in the statement of advertising objectives?

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

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

advertising appropriation

Suppose State Farm Insurance stated "We want our advertising to increase our customer base for home and auto insurance 10% by the end of the fiscal year." This would be considered an

advertising objective

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

advertising platform

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

advertising platform.

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

advocacy

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

advocacy advertising.

An advertising platform is the

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

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

brands that are attempting to compete with market leaders.

Advertising campaign objectives that are aimed at making customers' attitudes more favorable are stated in ___ terms.

communication

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

communication

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

comparative

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

competitive

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

competitive

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

competitive products lack.

The step in developing an advertising campaign that directly precedes campaign execution is

creating the advertising message

The most effective method of determining platform issues is to use a survey of

customers

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

defining the advertising objectives.

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

developing the media plan

The last stage in the development of any advertising campaign is

evaluating the effectiveness of advertising.

The first stage in the development of any advertising campaign is

identifying the advertising target audience

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

institutional

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

institutional

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

institutional advertising.

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

objective-and-task

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

objectives

The target audience for an advertising campaign is the

people toward whom the advertisements are directed

Advertising that focuses on stimulating demand for a product category is called ___ advertising

pioneer

The two major types of product advertising are

pioneer and competitive

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

reinforcement

Advertising that lets consumers know that an established brand still offers certain uses, characteristics, and advantages is ___ advertising.

reminder

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

reminder

When developing an advertising campaign, benchmarks need to be included in the

statement of advertising objectives

Reinforcement advertising is primarily targeted at

the current users of a particular product

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

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