Advertising Test 2 Review Questions

a brand development index number of what indicates that a brand's performance balances with the size of the area's population

100

how many steps does the creative pyramid have?

5

before developing any messaging campaign or making any IMC decisions companies must use _____ research to get a feel for how people perceive its products, how they view the competition, and which messages offer greatest appeal

IMC

mix marketing and communications planning together

IMC approach

imc budgeting methods based on two fallacies

IMC is a result of sales and IMC creates sales

What the marketer wants to accomplish concerning consumer awareness, attitude, and preference is stated in the ______,

IMC objective

natural outgrowth of the marketing plan

IMC plan

what is the natural outgrowth of the marketing plan called?

IMC plan

reveals how consumers view products, reveals how consumers view competition, shows what brand or company image would be most credible, and shows what messages offer greatest appeal

IMC research

to seek information about the product concept, target audience, and communication media, and creative message, companies use which type of research?

IMC strategy

occur before any creative research; helps define product concept, guide messages and media used to get message out

IMC strategy research

what is used to assist in the selection of target markets, messages, or media?

IMC strategy research

what is the benefit of incubating a concept?

It helps rest the brain and enables better ideas to develop.

what is a feature of continuity?

It sustains memory.

"Young Digerati," "Bohemian Mix," and "American Dreams" are names of market segments used in which segmentation system?

PRIZM

applicable for products that require a frequency of more than one to reach threshold of greatest response

S shaped curve

strengths and weaknesses are internal elements; opportunities and threats are external, environmental factors

SWOT analysis

what is the big idea?

a flash of insight that gives a message life

what does MIS refer to

a marketing information system

max weber proposed people think in two ways:

a qualitative intuitive, value-based manner and an objective, rational, fact-based manner

what best defines an objective statement

a specific, concise description of the campaign's mission

the impact dimension

ad must capture audience attention and hold it; must resonate

communications activity sometimes called nonpersonal selling and used to inform, persuade, and remind customers about products and services

advertising

mass or non personal selling

advertising

a possible exposure of the advertising message to one audience member is called

advertising impression

which characteristic separates Millennial consumers from other generational demographics?

amount of time spent shopping online

percentage of sales method is based on

an industry average or on company's experience

in the past, people who planned and bought media were

anonymous in comparison to the employees in the creative department

who is included in the target audience of a product's IMC

anyone who can influence the purchasing decision

product attribute, price/quality, use/application, product class, product user, product competitor, and cultural symbol

approaches to be developing positioning strategy

refers to whole presentation - visual, verbal, and aural?

art

process of managing the visual presentation of a message is referred to as

art direction

the creative team

art director, copywriter, and creative director

develop and implementing the big idea is the role of who

artist

concerns advertising message and copy, as well as the medium

attention value

one of the characteristics of a great ad is called

audience impact

define specific types of people the advertiser wants to reach

audience objectives

two types of media objectives

audience objectives and message-distribution objectives

five steps in advertising pyramid

awareness, comprehension, conviction, desire, and action

marketing objectives should

be measurable

effective frequency takes place between a maximum level that ____ and a minimum level that provides message awareness

becomes overexposure

four groups of shared characteristics

behavioristic, geographic, demographic, and psychographic

studies that focus on consumer attitudes regarding the ability of a given product to meet their needs form the basis of which type of segmentation?

benefit segmentation

What is used to gain information about the market, the competition, and the business environment and to gain a greater understanding of the problem?

informal research

what is the key to successful planning, regardless of the size of the marketer's organization

information

a brand's method of distribution must be consistent with

its image

evaluate value of big idea and decide whether to implement, modify, or discard it is the role of who

judge

evaluating the value of the creatives' big ideas and deciding whether to implement, modify, or discard them is the role of the

judge

people cognitively and affectively involved at the same time

kim-lord grid

a problem faced by advertisers when using tv to advertise in an international market is

knowing how many people own TV sets

when a company operates in a highly competitive market, the company should target what? in order to be profitable

large mass market

IMC pyramid represents what model

learn-feel-do model of effects

what are the most common marketing approaches for a product that is in the decline stage

let product fade slowly with minimal advertising cease all promotion and phase out product quickly

a brand name that is used by another company for a fee

licensed brand

advantages to using magazine advertising as a media vehicle

local targeting, various ad sizes, and audience interest

although IMC is a current expense for accounting purposes, it is also a

long term capital investment

outdoor advertising has greater coverage in

many foreign markets

point where two curves cross

market clearing price

where demand and supply balance

market clearing price

key factors influencing price

market demand, product and distribution costs, competition, corporate objectives and strategies, and variable influences

clear, quantifiable, realistic marketing goals to be accomplished within a defined time period

marketing objectives

what are the clear, quantifiable, realistic marketing goals that are to be accomplished within a defined time period called?

marketing objectives

document that serves as a guide for present and future marketing activities of an organization

marketing plan

companies develop systematic procedures for gathering, recording, and analyzing new information that help managers make marketing decisions

marketing research

helps identify consumer needs and market segments, provides information for developing new products and marketing strategies, and enables managers to assess effectiveness of promotional activities

marketing research

what is it called when companies develop systematic procedures for gathering, recording, and analyzing new information that help managers make marketing decisions?

marketing research

procedures for reaching marketing objectives by blending the four elements of the marketing mix are detailed by

marketing strategies

description of how the company plans to meet marketing objectives

marketing strategy

determine specific short term actions to be taken, internally and externally, by whom, and when

marketing tactics

what is used to establish the short-term actions of a marketing campaign?

marketing tactics

various targets of media plan

markets

who should be the target of the media message?

markets

companies increase sales only at the expense of competitors during the

maturity stage

includes market saturation; sales reach plateau; emphasis on selective demand

maturity stage

time units, sizes, internet

mechanics

what variety and specifications should be used in the media vehicle?

mechanics

all available communication vehicles

media

what media vehicle should be used?

media

print, electronic, digital interactive, direct mail, and out of home

media classes

the wide media categories of print, electronic, digital interactive, direct mail, and out-of-home are referred to as

media classes

planners develop media strategies by blending elements of the

media mix

An agency's strategic ability to understand the target market and the most optimal time and place to communicate with them is attested by the work of a ___.

media planner

to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time is the purpose of

media planning

need to identify when, where, and under what conditions contact can best be made with customer and plan for that

media planning framework

what do agencies use when developing media strategies, selecting media vehicles, and evaluating their results?

media research

use syndicated research services such as ACNielson

media selection

newspaper, magazines, radio, television, internet, catalog brochure, outdoor transit

media subclasses

half or full page, 30 second spot, banner, letter size, poster pannel

media units

number of people in a medium's audience

media vehicle exposure

media messages are delivered to the media audience that most closely resembles the desired target consumer using

media vehicles

the ny times, wheel of fortune, apple app, website

media vehicles

occurs after ad has gone out

message posttesting

occurs when ad concept is flushed out before we go into final

message pretesting

developed after the creative brief and guided by creative brief

message strategy

total size of audience for set of ads or entire campaign

message weight

total size of the audience for a set of ads or an entire campaign is called

message weight

media planner must understand

message weight, reach, frequency, and continuity

the distribution objectives are directly related to

message weight, reach, frequency, and continuity

define where, when, and how often advertising should appear

message-distribution objectives

overall strategy of selecting and scheduling media vehicles

methodology

what overall strategy should be used to achieve the desired media objectives?

methodology

as of 2015, what was the biggest generational cohort in the US

millenials

short description of an organization's purpose and philosophy

mission statement

what is the first part of a good marketing plan called?

mission statement

How much should be budgeted and where should it be allocated?

money

how much to budget and where to allocate it

money

what is the motor driving every marketing and IMC plan

money

when a new product is introduced, what might be lacking?

money to attack all the geographic markets at the same time

what is one challenge related to research conducted in international markets?

more expensive than domestic research

what does the David Ogilvy Research Award honor?

most effective campaign guided by research

what is the purpose of the last stage of the creative pyramid

motivate people to do something (last stage is action)

another name for qualitative research

motivation research

factors like quality reproduction and timeliness can motivate consumer

motivation value

which of the five Ms is outside a company's control

motives

what is an advertiser's medium of choice in order to reach whole urban populations where TV ownership is low?

movies

one of the enablers of green marketing is _____ that has made ecologically safe packaging available and affordable for many product categories

new technology

If a verbal message is to be persuasive, it must be reinforced through the creative use of ______.

nonverbal messages

reach as a media objective

number of people exposed to an advertising medium

three elements of creative brief

objective statement, support statement, tone or brand character statement

researchers monitor activities in their native environment

observation

cannon and riordan focus on

optimal frequency

psychographic segmentation is criticized for

oversimplifying consumer personalities

what is the goal of positioning

own a word that ranks the product in the prospects mind

Identify an aspect of IMC strategy that can be pretested effectively.

package design

when doing research for print ads, direct questioning is often used at what stage?

pretest

customers' interpretation and evaluation of a message is helped through

pretesting

what is it called when message testing occurs before a campaign launches?

pretesting

which of the following refers to the demand for the entire product category, not just the company's own brand?

primary demand

which dimensions are used in the VALS segmentation system?

primary motivation and resources

marketers need to know how consumers percieve their brands to create a unique concept

product concept

major part of product element

product design

advertisers gain associative value unachievable with basic advertising by combining value-added packages with

product integration

4Ps

product, place, price, and promotion

four ps

product, price, place, and promotion

becoming bigger part of the way media is bought and sold

programmatic advertising

asking consumers indirect questions to generate a discussion about a product is an example of what type of technique

projective

methods of qualitative research

projective and intensive

use indirect questioning

projective techniques

what technique to advertisers use to unearth people's underlying or subconscious feelings, attitudes, interests, opinions, needs, and motives?

projective techniques

what is the key to successful advertising?

proper planning

groups people by their values, attitudes, personality, and lifestyle

psychographic segmentation

marketers group people by their values, attitudes, personality, and their lifestyle in

psychographic segmentation

value added programs include

public relation, sales promotion, and direct marketing

informs public about company

public relations

mix of continuous and flighting

pulsing

consumers are urged to have open discussions with interviewers in

qualitative research

provides general impression of the market, consumer, or product

qualitative research

bright colorful images, geometric shapes, and strong contrasts

qualities of creative ads

A factor that significantly influences a medium's motivation value is the _____.

quality of advertising reproduction

effective reach refers to ****

quality of exposure

provides hard numbers about specific marketing situation

quantitative

what must researchers do to get hard numbers about specific marketing situations

quantitative research

when an advertisement is designed to appeal to the consumer's practical, functional need for the product or service, it is said to have a

rational appeal

total number of unique people or households exposed, at least once, to a medium during a given period of time, usually four weeks

reach

what type of tests show the potency of message components, such as size or color?

recall

reveal effectiveness of message components

recall tests

three Rs of marketing research

recruiting, retaining, and regaining

what should package design do in order to penetrate people's psychological screens?

reflect the tone, image, and personality of the product concept

test must produce approximately same result each time it is administered

reliability

most modern media scheduling programs

rely on programmatic advertising or some type of software to select their media buys.

type of users marketers should primarily target with their brand messages

repertoire users

which type of user should marketers primarily target with their brand messages?

repertoire users

a feature of rating is that it

represents the number of people watching a program

what drives marketing decision making

research

a business firm that operates between the producer and the consumer or industrial purchaser is

reseller

many business marketers sell goods to entities such as retail businesses, which are

resellers

who do business markets sell to

resellers

when an advertisement catches an audience's attention and imagination, it is said to

resonate

a media planner's first duty is to

review the product, objective, strategy, market, and audience

understand where the company is going, how it will get there, and role of IMC in marketing mix

reviewing the marketing plan

buying air time on all three networks simultaneously

roadblocking

buying air time on multiple networks simultaneously is called

roadblocking

what does an advertiser have to do to gain continuity over time

sacrifice some reach and some frequency

stimulate customers behavior

sales promotion

which of the following is a category of communication tools designed to supplement the basic elements of the marketing mix and aimed at stimulating some immediate, overt behavior?

sales promotion

sold at a limited number of outlets

selective

in some developing countries it is less costly to

send out people with samples

bundle of intangible benefits

service

medical care is a temporary, intangible benefit that fills a need and is an example of a

service

what is the name of the method that contends that a company's best odds of maintaining its share of a market are to keep a share of IMC ahead of its market share

share of market/share of voice

links promotional dollars with sales objective; used for new products

share of market/share of voice method

information about where consumers live and work, what they purchase, and how they fill their free time help advertisers asses the _____ of consumers

shared characteristics

which of the following best defines a support statement as used in creative briefs?

short description of the evidence that supports the product promise

detailed analysis of a brand's current marketing situation

situation analysis

what is the name of the detailed description of a brand's current marketing position?

situation analysis

refers to less-tangible concepts such as metaphor, dream, humor, play

soft thinking

marketing objectives focus on

solving a problem or seizing an oppurtunity

after completing the exploratory phase, a company needs to establish _______ in order to get the additional information that it needs through primary research

specific research objectives

according to the DAGMAR system, what do good objectives achieve?

specify an audience define outcomes that are concrete and measurable

objective/task method

strategic budgeting

researcher gains information on attitudes, opinions, motivations

survey

to obtain better research results, what should be used in conjunction with focus groups

surveys

once data is collected, it must be validated, edited, coded, and

tabulated

date must be

tabulated, edited, coded, and validated

everyone who should know about your product

target audience

marketers use the dominance concept

target audience selection

creative mix includes

target audience, product concept, communications media, and advertising message

elements of creative mix

target audience, product concept, communications media, and advertising message

which of the following best describes the elements of the creative mix?

target audience, product concept, communications media, and advertising message

a segment that a company wants to appeal to with its products and marketing activities toward are known as

target market

everyone you will target within the target audience

target market

group of segments the company wants to appeal to, design products for, and tailor marketing activities toward

target market selection

four elements of the IMC strategy

target, product, media, and message

the price of a product ____ if the demand drops below available supply

tends to decrease

the percentage of sales method is based on the fallacy

that IMC is a result of sales

what can be used to measure cause-and-effect relationships?

the experimental method

when consumers rate the ad that made the best first impression as the highest for all categories surveyed

the halo effect

written guide for present and future marketing activities of an organization

the marketing plan

it is increasingly expensive to reach target audiences using most media due to

the media restricting the number of ads they sell

what famous saying is attributed to Marshall McLuhan?

the medium is the message

when using a sampling method, a company's research must reflect ____ of prospective customers

the universe

when a company discovers a market position not held by a competitor, how can it rapidly fill in the hole?

through product differentiation

what does the media planner decide when scheduling media

time frame for the ad amount of space to buy number of time units to buy

What does von Oech mean when he says that Explorers should leave their own turf?

to look in outside industries for ideas

short term emotional descriptions of the strategy that will be used for advertising

tone statements

positive reinforcement offers a reward

transformational

in order for the frequency of a radio advertisement to be increased, its continuity and/or reach must be decreased: true or false?

true

in the late 1990s, clients started taking on a la carte approach to agency service: true or false

true

media often spill over into countries lacking indigenous-language publications: true or false

true

true or false: choosing groups that share an interest in a product's utility is part of the second segmentation step?

true

when the brand manager first reviews the marketing plan, what is the manager looking for?

understand role of IMC in the marketing mix, understand how the company is going to get where it needs, understand where the company is going

a positioning strategy's main goal is to develop a

unique position for the brand in the customer's mind

One of the most important variables that determines behavioral segments is

user status

the results of ___ tests mirror the actual market status

valid

results must be free of bias and reflect true status of market

validity

what to companies create to provide benefits

value added programs

make decisions based on intuition, values, and ethical judgements

value based

for marketers, it is important to maintain the ____ during periods of intense price competition and fluctuation

value perception

the number of utilities offered by a product are perceived by the consumer as a bundle of

values

the profit on each unit sold is usually ____ in intensive distribution

very low

when people desire a product, what actions do they take?

visit a store request additional information buy a product

what type of segmentation are marketers using when they measure consumers' usage rates and use that information to categorize them as light, medium, or heavy users?

volume segmentation

in the creative process, the concept is put into action by the

warrior

overcoming setbacks and obstacles is the role of who

warrior

recall tests measure

what respondents notice

the results of primary research can cause legitimate concerns when which factors exist

when conducting formal quantitative research and research in international markets

When might a sexually provocative advertisement become counterproductive for the advertiser?

when the audience is distracted from the main message

what issues must marketers consider carefully when conducting primary research

whether the research is valid and reliable

what is true about value-based thinkers

better at embracing change than fact-based thinkers

flood airways to make it virtually impossible to miss advertisements

blinking

advertisements should have the

boom factor

useful in a small company, focus on tactic first then develop strategy

bottom-up marketing

a combination of name, words, symbols, or design that identifies the product and its source and differentiates it from competing products is referred to as

brand

role of branding

brands built on differences in images, meanings, and associations

imc is usually necessary to

bring hidden differences to customers' attention

what is a part of the technical component of message strategy

budget and scheduling limitations

what is strategic budgeting also called

budget buildup method

what are factors over which the media planner has little or no control?

budget considerations mood of the message purchase patterns

to create product concept, company must consider how consumers perceive product and weigh this against marketing strategy

bundle of values

same commercial runs every half hour on same network during prime time

bursting

manufacturers, government agencies, wholesalers, retailers, banks, and institutions that buy goods and services constitute

business markets

positive attitude changes about a brand are likely to predispose consumers to take what action?

buy the company's product

in scheduling release of advertisements, the media planner takes into consideration when consumers are most likely to

buy the product

which factors do media planners use to evaluate media vehicles?

campaign strategy audience characteristics exposure value cost efficiency

what do UPC labels improve

checkout time and inventory control

catalogs, brochures, sales kits

collateral materials

the many accessory items produced by companies to integrate and supplement their advertising PR activities are called

collateral materials

includes all marketing related communications between seller and buyer

communication element

advertising objectives focus on

communication goals

outcomes associated with promotional activities, such as increases in brand awareness or increased comprehension of a brand's attributes, called?

communication objectives

all the vehicles that might transmit a marketer's message are

communications media

message delivery system

communications media

message element selection

companies study consumers' likes and dislikes to create most promising message

what is one of the useful sources of internal secondary information called?

company records

factors brand manager must consider before attempting to determine IMC allocations

company's economic, political, social, and legal situations

in order to make an aware group recognize a product's features, what must the IMC strategy develop in consumers' minds

comprehension

which type of influential consumer identified by Malcolm Gladwell is characterized by having a very wide social circle?

connectors

4C's

consumer, cost, convenience, and communication

4C's of the marketing mix

consumer, cost, convenience, and communication

the type of people in the audience is usually decided by the _____ of the medium

content

duration of an advertising message or campaign over given period of time

continuity

runs steadily

continuous

applies to products for which first exposure produces best return and all subsequent exposures produce slightly lower response

convex curve

another term for creative brief

copy platform

creative brief is also called

copy platform

which of the following is another term for creative brief?

copy platform

the communications media used to promote a product must

create a special environment for the product

guide for writing and producing ad campaign

creative brief

occurs while concepts are being developed; takes place before agency produces an ad

creative concept research

guide to formulating copy and art

creative pyramid

offers simple guide for establishing copywriting objectives

creative pyramid

Together, the art director, the copywriter, and the creative director are referred to as _____.

creatives

problem solving, creating beautiful and meaningful works, and survival are examples of

creativity

messages created to appeal to the motives of consumers are

within a company's control

does the price of goods depend on the costs of production and distribution?

yes

personal selling is very important in business-to-business marketing because it helps marketers learn firsthand about

customer needs and wants

result of obsolescence, new technology, or changing consumer tastes

decline stage

first step in marketing strategy

define and select the target market

purposes of a mixed-media approach include

delivering coupons in print media when the primary vehicle is broadcast reaching people who are unavailable through only one medium providing repeat exposure in a less expensive secondary medium after attaining optimum reach in the first

which of the following are major factors that influence purchase decisions in business to business marketing?

delivery time terms of sale product demonstrations

information about characteristics like sex, ethnicity, education, and income are used by marketers in

demographic segmentation

once people are convinced about the value of a product, some of them are moved to

desire the product

after building an IMC strategy, what do companies begin doing?

developing creative concepts

Sequence of elements in BrandAsset Valuator model

differentiation, relevance, esteem, and familiarity

Analysis of the advertising response curve shows that, with repeated exposures, incremental response to advertising _____.

diminishes rather than builds

studies of advertising response curve show incremental response to advertising

diminishes rather than builds with repeated exposures

sell directly to end users or consumers

direct distribution

the manufacturer carries all of the promotional burden in

direct distribution

takes store to customer

direct marketing

which of the following is a form of advertising that is like taking the store to the customer?

direct marketing

pretesting methods

direct questioning, central location tests, and clutter tests

As media planners purchase more gross rating points (GRPs), the unit cost falls because of ______.

discounting

which best describes why businesspeople like the percentage of sales method?

does not cost anything, is related to revenue, and is safe

local, regional, national

domestic markets

average number of times a person must see or hear a message before it becomes effective

effective frequency

the average number of times a person must see or hear a message before it becomes effective is defined as

effective frequency

the portion of the audience who experience enough exposures to truly receive the message is measured by

effective reach

a company runs a series of tests in different markets with different budgets to determine the best level of advertising expenditure in what method for promotional budgeting?

empirical research

involves company running a series of tests in different markets with different budgets to determine best level of advertising expenditure

empirical research

selected wholesalers or retailers granted exclusive rights

exclusive

measures cause and effect relationships

experiment

when interpreting and reporting findings, tables and graphs should be

explained using everyday language

Creatives examine the information they have and review the creative brief when they take on the role of the ______.

explorer

develop insight look, know objective, and brainstorm is the role of who

explorer

the number of people an ad "sees" is referred to as

exposure

how many people an ad "sees"

exposure value

tends to fragment concepts into components and to analyze situations to come up with best solution

fact based

a brand used to market different products under the same name

family brand

which of the following are types of publicity?

feature stories and news release

alternate periods of advertising with periods of no advertising

flighting

an intensive research technique used to evaluate effectiveness of various elements of a sponsor's campaign

focus group

important attributes of how questionnares are designed

focus, brevity, and clarity

what is the next step for companies after they have designated a target market and determined marketing mix?

formalizing strategies and tactics in a written marketing and advertising plan

Retail dealers pay a fee to operate under the guidelines and direction of the parent company or manufacturer in ______.

franchising

in the past, what was the most important media objective stressed by media planning?

frequency

intensity of a media schedule, based on repeated exposures to the medium or program

frequency

one of the variables that affects the purchase occasion is

frequency of need

what are frequently used by media planners to define their target audiences?

geo-demographic classifications

when demographic data is combined with geographic data

geodemographic segmentation

segmenting a market based on location is known as

geographic segmentation

which of the following is frequently used in conjunction with demographics when choosing a target market?

geographic segmentation

many large media companies are combining their resources and services as an incentive to

get a bigger share of the advertiser's budget

media planners calculate the total gross impressions for a schedule by adding the

gross impressions for each medium used

by adding the ratings of several media vehicles we can determine the message weight of a given advertising schedule that is expressed as

gross rating points

after the introductory stage, when sales volume begins to rise rapidly, the product enters the

growth stage

characterized by rapid market expansion *****

growth stage

which of the following constitutes the verbal component of the message strategy?

guidelines for what should be said

during pretesting, respondents often rate the messages that make the best first impression as the highest in all the categories. What is this effect called?

halo effect

refers to concepts of logic, reason, precision, consistency, work, reality, analysis, and specificity

hard thinking

why is a creative brief important for creatives?

helps define what they are looking for

role of creativity in IMC campaigns

helps messages inform, persuade, and puts boom in campaigns

what is the advantage of following the creative process?

helps people improve their ability to discover new ideas

what brings many opportunities to product marketer*****

high brand equity

factors important for advertising success

high primary demand trend hidden qualities that are important to consumers substantial advertising budget

According to von Oech, what should an individual in the role of the Judge focus on first?

highlighting positive aspects of the idea

what three purchasing behaviors affect every element of the media mix

how, when, and where

product packaging has four considerations ****

identification, containment and protection and convenience, consumer appeal, and economy

Which steps are involved in the market segmentation process?

identifying groups with shared needs combining groups into segments according to their interest in the brand's utility

where does IMC's greatest power lie?

in its cumulative, long-range, reinforcement effect

if a sample is unlike the population it is meant to represent , the data a company receives will not be accurate

inclusive research

reseller operates between producer and consumer

indirect distribution

a brand established by a manufacturer for a product that it produces

individual brand

in order to use message strategies effectively, what should strategy research do?

inform a blueprint to steer creatives

what must a company do before it can convince customers to buy a product?

inform, remind, and persuade

what is used to determine if a message is effective?

posttesting

assigns consumers to one of eight groups

VALS classification system

What are VALS and MindBase criticized for

-oversimplyifing consumer personalities -being complicated -lacking proper theoretical underpinnings

traditional model for setting objectives

DAGMAR

different levels and types of consumer involvement, either cognitive or affective

FCB grid

what does the IMC pyramid best represent

It assumes that people follow the learn-feel-do model for high-involvement products.

divides consumers into eight psychological categories

MindBase

what does the U.S. Census Bureau use to classify all U.S businesses?

NACIS codes

what code provides consistency throughout North America

NAICS codes

offering relief from a problem

informational

when consumers respond to an offer for information or free samples, what type of test is being conducted?

inquiry test

consumers respond to offer for information

inquiry tests

available at every possible location

intensive

use carefully planned questions

intensive techniques

three distribution strategies

intensive, selective, and exclusive

can be challenging for US advertisers to adapt to

international markets

is research more expensive domestically or internationally

internationally

what is the genius of the business of marketing

interpreting what the information means

intended to stimulate primary demand through push and pull strategies

introduction stage

four major stages of product life cycle: first to last

introduction, growth, maturity and decline

what phase does a company must spend a significant amount of money on advertising to establish itself as a market leader and gain a large market share before the next stage begins?

introductory phase

according to max weber, qualitative thinking is

intuitive

what relationship do reach, frequency, and continuity have

inverse

what is one of the advantages of the Universal Product Code label

it allows timely inventory control

what is true of an IMC message

it is a combination of copy, art, and production elements

why have ad agencies moved the task of media planning to an earlier phase in the overall process?

it is important to plan when, where, and under what conditions to make contact

in order to generate beneficial information for future ad campaigns, companies use what

posttesting

based on percentage of previous year's sales, anticipated sales for next year, or combination of the two

percentage of sale method

what methods do companies use to determine how much to spend on IMC

percentage of sales, percentage of profit, and competitive parity

which type of differences do consumers identify easily and quickly?

perceptible

three types of product differentiation

perceptible differences, hidden differences, and induced differences

the tools that comprise the communications mix can be categorized into

personal and non personal communication activities

face to face

personal selling

the copywriting themes in a product's packaging or advertisement are known as copy

points

important for both advertiser and consumer because it helps differentiate products from competition

positioning