Principles of Marketing Ch.19 - SmartBook
Product Blank involves the use of a brand-name product as a prop or accessory in, for example, a scene in a movie or television show.
[-] placement
As a type of sales promotion, Blank______ have the ability to influence you at the instant you are noticing different products in your supermarket aisle.
[-] point of purchase displays
Following the execution of an advertising program, the marketer then must assess it. This is typically accomplished with Blank______.
[-] posttesting
For a new Madden video game, EA Sports decides to have Patrick Mahomes on the cover and run an ad campaign on ESPN. After the advertisement has run, EA Sports asks ESPN viewers if they recall the advertising and if it changed their attitudes about the product. What is this process called?
[-] posttesting
______ shows the actual performance of ads in terms of awareness, costs efficiency, or sales and those that don't do well may be dropped.
[-] posttesting
A self-liquidating Blank______ is one in which the extra merchandise is offered at a savings over retail price but at a level that covers the cost of the item.
[-] premium
Coupons, deals, contests and sweepstakes, directed at the ultimate consumers, used to support a company's advertising and personal selling are forms of sales Blank
[-] promotion
Publicity is considered to be integral to which part of the promotional mix?
[-] public relations
Blank tools are methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost.
[-] publicity
Which three are approaches to setting an advertising schedule?
[-] pulse [-] continuous [-] fighting
What are two types of advertising media?
[-] radio [-] magazine
The FCC recommends that firms conduct market Blank to eliminate possible bias related to judgments about some population segments as they identify their target
[-] research
Free samples and point-of-purchase displays are known as consumer-oriented Blank promotions.
[-] sales
A local coffee shop is giving out free mini-size brewed coffee to entice consumers to come in the shop and try its products. The giveaways are called Blank______.
[-] samples
______ are often used for new products, as a way to get the product in the hands of the consumer at no risk to them.
[-] samples
When advertising agencies, trade associations, and marketing organizations develop standards to control potentially deceptive promotions tactics, they are engaged in Blank______.
[-] self-regulation
Which step in developing advertising is most helpful in selecting media and evaluating a campaign?
[-] specifying advertising objectives
A Blank______ does not require consumers to do anything other than buy a ticket or fill out a form for a chance to win some type of prize.
[-] sweepstakes
Which are considered forms of sales promotion?
[-] sweepstakes [-] product placement [-] loyalty programs
In order for an advertising program to succeed, the advertiser must accurately and effectively identify its Blank audience.
[-] target
Because it influences all aspects of the advertising program, it is essential to understand the needs and characteristics of the Blank______ if the advertising program is to be successful.
[-] target market
Product placement, a form of sales promotion, is Blank______.
[-] the use of a brand-name product in a movie or television show
Pretests for advertising can take several forms, including portfolio tests, jury tests, and Blank______ tests.
[-] theater
Deals are most commonly used as a sales promotion for which two reasons?
[-] to increase trial [-] to retaliate against a competitor's actions
Sales tools used to support a company's advertising and personal selling directed to wholesalers, retailers, or distributors are known as Blank______-oriented sales promotions.
[-] trade
Messages on the interior and exterior of buses, subway and light rail cars, and taxis are known as Blank______.
[-] transit advertising
As a sales promotion, a premium is Blank______.
[-] offering some type of merchandise for free or at significant savings
An advantage of Blank______ is that they often increase a firm's market share during the period immediately following their use.
[-[ coupons
True or False: Studies show that coupons do not have an effect on market share.
[-] False
Posttesting often leads to Blank______.
[-] a decision about changes in advertising
While shopping online at Amazon.com, you are given the option of free shipping if you add just six more dollars to your current total. This sales promotion appeal is analogous to the rack of candy bars and gum at a grocery store's checkout aisle, which is known as Blank______.
[-] a point-of-purchase display
An Blank is any paid form of nonpersonal communication, about an organization, a product, a service, or an idea by an identified sponsor.
[-] advertisement
Consumer-oriented sales promotions are used to support a company's Blank______.
[-] advertising and personal selling efforts
An outcome of companies that emphasize long-term relationships in their promotion practices is Blank______.
[-] an increase customer intimacy
When Sleep Number airs a half-hour program on cable television to inform potential customers about the health and sleep benefits of its products, this is known as Blank______.
[-] an infomercial
Trade-oriented sales promotions differ from consumer-oriented ones in that trade promotions Blank______.
[-] are directed at intermediaries in the channel
As a type of sales promotion, sweepstakes Blank______.
[-] are purely games of chance
Evaluation of advertising is usually done when?
[-] before a campaign [-] after a campaign
Portfolio tests, jury tests, and theater test are likely to occur Blank______.
[-] before an advertising campaign has begun
Which two are common types of outdoor advertising?
[-] billboards [-] transit advertising
When it comes to advertising, most options can be quite expensive, which is why it is necessary to have a formal advertising Blank______.
[-] budget
Product advertisements take three forms: pioneering, Blank______, and reminder.
[-] competitive
Self-regulation by advertising agencies, trade associations and marketing organization have a common goal of protecting Blank______.
[-] consumers
Consumers are required to apply their skill or analytical or creative thinking to try to win a prize in a(n) Blank
[-] contest
More than 93 percent of all Blank______ are distributed as freestanding inserts in newspapers.
[-] coupons
Sales promotions that offer a discounted price to the consumer to encourage trial are called Blank______.
[-] coupons
Short-term price reductions that can be used to retaliate against a competitor's actions like introducing a new product are called Blank______.
[-] deals
In what two ways have promotion efforts changed to improve transactions and increase customer intimacy?
[-] emphasizing long-term relationships [-] increasing self-regulation
The substantial financial commitment required of most advertising options, means that marketers should Blank______.
[-] engage in a formal budgeting process
______ of advertising is done usually at two separate times: before and after the advertisements are run in the actual campaign.
[-] evaluation
Advertising, like any part of the promotional mix, can be managed by following several steps. What are two of those steps?
[-] executing [-] evaluating
Which two are among the most common advertising appeals?
[-] fear [-] sex
By using self-regulation in promotional activities, marketers can do which two of these?
[-] help consumers gain confidence in marketing communication efforts [-] minimize regulatory constraints and restrictions
In addition to fear appeal and sex appeal, the third common appeal used in advertisements is Blank______.
[-] humor
Select two of the steps in the development of an ad campaign.
[-] identify the target audience [-] specify advertising objectives
Advertising functions performed by the company's own staff are said to be Blank______.
[-] in-house
Program-length advertisements on television that take an educational approach to communication with potential customers are known as Blank______.
[-] infomercials
A Coca-Cola ad that highlights the firm's growing use of recyclable materials and other investments in sustainability is an example of Blank______ advertising.
[-] institutional
A(n) Blank______ advertisement is used to build goodwill or an image for an organization rather than to promote a specific product.
[-] institutional
A contest differs from a sweepstakes in that Blank______.
[-] it requires skill or thinking on the part of the participant
An advertising agency that specializes in one aspect of the creative process is known as a(n) Blank______ agency.
[-] limited-service
As part of a sales promotion program, Blank______ programs are specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.
[-] loyalty
Which of the following sales promotion strategies is used to encourage and reward repeat purchases?
[-] loyalty programs
Newspapers, radio, and TV are examples of advertising Blank______.
[-] media
The means by which the message is communicated to the target audience are known as the advertising Blank______.
[-] media
Specifying a clear objective for an advertising campaign helps in selecting Blank______ and Blank______ the campaign.
[-] media; evaluating
Select the two primary characteristics that define advertising.
[-] nonpersonal [-] paid
