BA 370 CH.19

An advertising campaign's objectives should be specific and measurable

TRUE -Regardless of whether the advertising campaign's objective is to inform, persuade, or remind, with a focus on a particular product or the institution in general, each campaign's objectives must be specific and measurable

A television ad showing a crowd holding candles and singing "I'd like to teach the world to sing," followed by the words "Happy Holidays from your Coca-Cola bottler," is an example of reminder advertising

TRUE -Reminder advertising is a communication used to remind or prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle

The target audience for advertisers is not always the same as current users of the product

TRUE -The success of an advertising program depends on how well the advertiser can identify its target audience. Firms must keep in mind, however, that their target audience may or may not be the same as current users of the product

Which of the following is the best example of a reminder advertising message?

"Doing Business in Peoria since 1848" -Reminds consumers "we're still here"

The major text portion of a print advertisement that should arouse a desire for the product and move the consumer to action is contained in the

BODY COPY -The body copy represents the main text portion of the ad. It builds on interest generated by the visual and headlines, explains in more depth what the headline and subheads introduced, arouses desire for the product, and provides enough information to move the target consumer to action

Because PSAs are a special class of advertising,

Broadcasters devote a specific amount of free airtime to them

For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a ________ advertising schedule

CONTINUOUS -A continuous advertising schedule runs steadily throughout the year, which is well suited to products purchased continually or at steady rates

For an advertiser, the target audience can be understood as

Consumers designated by research as its focal market -Firms must keep in mind that their target audience may or may not be the same as current users of the product. They must conduct research to identify their target audience

The key to a successful emotional advertising appeal is to use the emotion to

Create a BOND between the consumer and the brand -An emotional appeal tries to reach the consumer by forging a bond between the consumer and the brand

An ________ appeal aims to satisfy consumers' demonstrative desires rather than their utilitarian needs

EMOTIONAL -An emotional appeal aims to satisfy consumers' emotional desires rather than their utilitarian needs

An emotional appeal aims to satisfy consumers' ________, while an informational appeal speaks to consumers' ________

EMOTIONAL DESIRES; UTILITARIAN NEEDS -An emotional appeal tries to reach the consumer by forging a bond between the consumer and the brand based on personal desires. An informational appeal tries to reach the consumer by offering factual information, focusing on utilitarian needs

When businesses support cultural or sporting events, such as the St. Jude Walk/Run to End Childhood Cancer, this is known as cause-related marketing

FALSE -Cause-related marketing is commercial activity in which businesses and charities form a partnership to market an image, product, or service for their mutual benefit, while event sponsorship occurs when corporations support various activities (financially or otherwise), usually in the cultural or sports and entertainment sectors

Persuasive advertising is often used when competition

Is MOST intense -Persuasive advertising is often used during the growth and early maturity stages of the product life cycle when competition is most intense, hoping to accelerate market acceptance of the product

The additional sales that can be attributed to an advertising campaign are known as

LIFT

The ________ is the combination of media used and the frequency of advertising in each medium

MEDIA MIX -Media planning refers to the process of evaluating and selecting the media mix—the combination of the media used and the frequency of advertising in each medium—that will deliver a clear, consistent, compelling message to the intended audience

Campbell's Soup Company ran a series of radio ads tied to local weather forecasts. Before an impending storm the ads said, "Time to stock up on Campbell's Soup." During the storm the ads said, "Stay home and stay warm with Campbell's Soup." The first ad was ________ advertising, while the second ad was ________ advertising

PERSUASIVE; REMINDER -The first ad is persuasive because it seeks to persuade consumers to go to the store and buy some Campbell's Soup. The second ad is a reminder ad—it does not seek to motivate consumers to go to the store and buy soup, but rather reminds them of the soup that is probably already in the pantry

The three general objectives of advertising are to select, target, and

PROMOTE -The three general objectives of advertising are to inform, persuade, and remind customers

Carlina has just started as a fashion marketing intern for an up-and-coming design firm. She expected to immediately begin implementing the four Ps she had learned about in class. Instead, she was asked to work on a project identifying important events where celebrities might wear the fashions. Carlina soon realized that this activity was part of ________, directly related to marketing

PUBLIC RELATIONS -Public relations consists of "free" media attention, often obtained because of promotional activities to encourage the attention. By getting celebrities to wear the fashions, Carlina was helping get publicity for the design firm's clothing

A ________ is an advertisement that focuses on public welfare issues

PUBLIC SERVICE ANNOUNCEMENT -As a form of advertising, public service announcements inform, persuade, or remind consumers, but their focus is on public welfare and the betterment of society

A ________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising

PULSING -Pulsing combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods

________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, typically used in conjunction with advertising or personal selling programs

SALES PROMOTIONS

Starbucks provides tastes of new products to customers. This is called

SAMPLING -Sampling offers potential customers the opportunity to try a product or service before they make a buying decision

After using market research to identify the target audience for her advertising campaign, Nya will next use this information to

Set EXPLICIT and MEASURABLE objectives for the campaign -The second step in creating and advertising program is to set the advertising objectives. Regardless of whether the advertising campaign's objective is to inform, persuade, or remind, with a focus on a particular product or the institution in general, each campaign's objectives must be specific and measurable

When developing an advertising message, the message should focus on

Solving problems for consumers

The head of the marketing area told Alisha to find the most stringent federal regulations on advertising to create the toughest standards. "If we can pass those, we should be able to get by all regulations." One real problem is

State regulations are not always consistent with federal standards -States have different regulations and are beginning to assert their authority more than in the past., The same is true of European Union laws regulating advertising—they are typically more restrictive than U.S. federal requirements

Ivan is managing an extended advertising campaign for a local convenience store chain. The campaign includes a series of television, radio, and print messages. As part of monitoring the campaign, which of the following offers a good indicator of advertising effectiveness?

The daily and weekly SALES VOLUME

Which of the following is considered a major consideration in determining an advertising budget?

The role of advertising in overall promotional objectives -In determining an advertising budget, firms must consider the role that advertising plays in their attempt to meet overall promotional objectives, expenditures over the course of the product life cycle, the nature of the market, and the nature of the product

Franco is working on the message to convey in his firm's advertising campaign. As a starting point, Franco should first consider

Touting the key benefits of his firm's services -A starting point for an ad message is often to tout the product's key benefits as perceived by the target market

After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to ________, ________, or ________ potential and/or existing students

-INFORM -PERSUADE -REMIND

The ________ stage of the advertising campaign planning process can be described by the question, "To whom are we trying to talk?"

IDENTIFYING TARGET AUDIENCE

After the advertiser has decided on the message, type of ad, and appeal, its attention now shifts to

CREATION OF THE ADVERTISEMENT

An iPad mini advertisement appearing in the New York Times is an example of using a niche media channel

FALSE -Niche media channels are more focused and generally used to reach narrower segments. Since the New York Times is geared toward reaching large audiences, it would be considered mass media

The primary federal agencies that regulate advertising activities in the United States are the Fed, FEMA, and the FCC

FALSE -The primary federal agencies that regulate advertising activities are the Federal Trade Commission (FTC), the Federal Communications Commission (FCC), and the Food and Drug Administration (FDA)

Consumer goods firms such as Lancôme often use reminder advertising to convince consumers to take action—switch brands, try a new product, or even continue to buy the advertised product

FALSE -This is a form of persuasive advertising. Persuasive advertising generally occurs in the growth and early maturity stages of the product life cycle, when competition is most intense, and attempts to accelerate the market's acceptance of the product

The advertising message "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes" suggests that advertising messages need to

FOCUS ON SOLVING PROBLEMS -Advertising messages should focus on how the product can solve a consumer's problems

Jerome knows that his spring break travel packages are the best deal on campus. He also knows his competitor is sloppy, often waiting until the last minute to provide the needed tickets and documents to students buying his island packages. Jerome wants to develop an advertising message that emphasizes the key benefits he provides. He will develop a(n) ________ appeal

INFORMATIONAL -By informing consumers about the key benefits of his spring break travel packages, Jerome is using an informational appeal

________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services

INFORMATIONAL -Informational appeals help consumers make purchase decisions by offering factual information that encourages consumers to evaluate the brand favorably on the basis of the key benefits it provides

Emelia is trying to create an advertising message that communicates the tangible features of her company's laptop computers, telling consumers about the relative advantages of her products as compared to other offerings in the market. Emelia is trying to create a(n) ________ appeal

INFORMATIONAL -This describes an informational appeal, which helps consumers make purchase decisions by offering factual information that encourages consumers to evaluate the brand favorably on the basis of the key benefits it provides

Because advertising is the most visible form of marketing,

Many people think of marketing and advertising as synonymous -Many people think of advertising when they hear the term marketingbecause advertising is such a visible form of marketing

In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to

Protect consumers from DECEPTIVE practices -Many federal and state laws, as well as a wide range of self-regulatory agencies and agreements, affect advertising. Most regulation of advertising is related to consumer protection

A form of sales promotion that offers prizes based on a chance drawing of entrants' names, ________ do not require the entrant to complete a task other than buying a ticket or filling out a form

SWEEPSTAKES -A form of sales promotion that offers prizes based on a chance drawing of entrants' names, sweepstakes do not require the entrant to complete a task other than buying a ticket or filling out a form. Often the key benefit of sweepstakes is that they encourage current consumers to consume more if the sweepstakes form appears inside the packaging or with the product

Sarita goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Pilar doesn't read newspapers, let alone look through them for coupons. But Pilar filled out a form from inside a cereal box entering her in a drawing for free exercise equipment. What kind of sales promotion reached Pilar?

SWEEPSTAKES -All of these are alternate ways of reaching consumers who do not search for coupons—but a sweepstakes does not require the entrant to complete a task other than buying a ticket or filling out a form

Advertising in which medium relies on a mix of visual and auditory techniques?

TELEVISION -Television is used primarily for escapism and entertainment, so most television advertising relies on a mix of visual and auditory techniques

Generally, which of the following media outlets relies on a mix of visual and auditory techniques and is typically very expensive?

TELEVISION -Television is used primarily for escapism and entertainment, so most television advertising relies on a mix of visual and auditory techniques. In addition, it has the disadvantage of being high in cost

Tamara had conducted a thorough pretest before the new ad campaign, so she was fairly sure the elements would work together. A lot was riding on the success of the ad campaign, so she couldn't wait until the campaign was over to see how well it did. During the campaign, she will be monitoring the sales volumes on a daily basis as part of her

TRACKING -Tracking includes monitoring key indicators such as daily or weekly sales volume while the advertisement is running to shed light on any problems with the message or the medium

The effectiveness of an advertising campaign is assessed during the campaign by

TRACKING -Tracking includes monitoring key indicators, such as daily or weekly sales volume while the advertisement is running to shed light on any problems with the message or the medium

An advertisement stating "Buy now: no money down" is a persuasive-type ad

TRUE

One problem facing advertisers is that consumers screen out messages that are not relevant to them

TRUE -Consumers have grown adept at screening out messages they consider irrelevant, making it hard to reach them

Public service advertising typically focuses on social marketing objectives

TRUE -Public service advertising (PSA) focuses on public welfare; generally these ads are sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups

Puffery is not always illegal in the United States under state and federal law

TRUE -Puffery is the legal exaggeration of praise, stopping just short of deception, lavished on a product. The FTC's position is that it "will not pursue cases involving obviously exaggerated or puffing representations, i.e., those that ordinary consumers do not take seriously"