quiz 17 pt2

Domino's is looking into magazine advertising for its pizza. The company wants to reach as many people as possible, but due to budget constraints Domino's must reach consumers as efficiently as possible. What can Domino's use to evaluate various magazines?

A cost comparison indicator

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 our hats on," he states. This statement is most appropriate for use in which of the following stages of campaign development?

Creating the platform

Why is the headline of a print advertisement such a critical component of the copy?

It is often the only part of the advertisement that is read.

Danielle Robinson, account representative for EXpert Advertising, tells D'Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15 percent. This approach is an example of which of the following methods of determining advertising expenditure levels?

Objective-and-task

To determine how much money to spend on advertising, marketers for a new brand of caffeinated energy drink decided that they wanted the advertising to create awareness of the new flavor in 80 percent of the energy drink market within one month of introduction. The marketers then determined how much it would cost to reach this goal. This is an example of which one of the following approaches to determining advertising budgets?

Objective-and-task

The advertising department for the Pennzoil Corporation is working on a print advertisement for a new product. At this point, the layout contains a phrase to attract attention, an additional phrase to provide an explanation, an illustration to show the product, and a paragraph to explain the advantages and benefits of the product. What other important element should be included?

Signature

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 statement be included in 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 automobile insurance 10 percent by the end of the fiscal year." This would be considered a(n)

advertising objective.

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.

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

advertising platform.

When the CEO or chief financial officer of a company states how much the company should spend on advertising for the coming period, the company is using the

arbitrary approach.

An advertising platform is the

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

Rachel is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio it will be important for her to

be both informal and conversational in tone.

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

communication

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

When a source converts meaning into a series of signs or symbols representing ideas or concept, the source is undergoing

communication

If Target were to base its advertising appropriation on the amount that WalMart spends, it would be using the ______ approach.

competition-matching

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 verbal portion of an advertisement, including headlines, body, and signature, is called the

copy

A tool that allows an advertiser to compare the costs of several media vehicles within a specific medium relative to the number of persons reached by each vehicle is called a(n)

cost comparison indicator.

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

developing the media plan.

An advantage of the arbitrary approach for determining the advertising appropriation is that it is

expedient

A schedule in which advertisements run for set periods of time, alternating with periods in which no ads run is known as

flighting

Subway decided to run its new commercials several times a day for three weeks and then not at all for two weeks. It will then run the commercials again for three more weeks. Subway is using a _____ schedule for its advertising.

flighting

The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times. This is advertising

frequency

An ad's ___________ is designed to attract readers' attention and develop interest so that they will read the entire advertisement.

headline

As Will Marcum reads the copy for South Beach Hotel's upcoming magazine ad in Southern Living, he worries that no one will spend the time to read all the details of the facilities his resort has to offer. Wanting to have the greatest impact, Will focuses his creative efforts on the

headline

A marketer that wanted to include detailed information in advertisements would most likely use

magazines

After developing the budget for advertising GEO automobiles, marketing managers at General Motors then determined what proportion of that budget would be spent on magazine, television, and radio advertisements based on the cost effectiveness of each. This subsequent allocation of the budget is known as a(n) _________ plan.

media

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)

media plan.

As Oscar Meyer puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use outdoor advertising will have strong effects on its selection of the advertising

message

When using the percentage-of-sales approach for determining the advertising appropriation, marketers

multiply the firm's past sales plus a factor for expected changes in sales times a standard percentage.

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 representative logically begins to discuss establishing __________ for the campaign.

objectives

Selective demand is demand for a

particular brand

Colin McKinney, director of marketing for Greenwald Industrial Products, complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising expenditures. Based on this information, Greenwald is most likely using the __________ approach to determine its advertising expenditures.

percent-of-sales

During the duration of an advertising campaign, Verizon Wireless ran television advertisements at a steady rate throughout the week and intensified its message with newspaper advertising in many major newspapers in the Sunday paper. Verizon Wireless used a(n)______ media schedule.

pulsing

If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) ______ media schedule is being used.

pulsing

The three general types of media schedules are

pulsing, continuous, and flighting.

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of

reach

The primary goal of a media planner is to

reach the largest number of people in the target market within the budget constraints.

The identification of an advertisement's sponsor is the

signature

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

statement of advertising objectives.

Brian and Tiffany are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds. He tells her that while he agrees that __________ has tremendous impact, he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists.

television

The process of putting one's thoughts (meaning) into signs (symbols) is called

the coding process.

The cost per thousand (CPM) indicator shows

the cost to expose 1,000 people to a one-page magazine advertisement.

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

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