Chapter 18 SmartBook

Advertisers combine two main types of appeals: informational and __________.

emotional

During the early stages of a product's life cycle, ________ advertising should be used in order to create and build brand awareness.

informative, informational, or information

What type of promotion offers an item for free or at an extreme bargain price to reward a specific buyer behavior? premium contest coupon refund

premium

True or false: The advertising budget should remain the same throughout the course of the product life cycle.

False

True or false: Advertisers assess a campaign only after the ad has run.

False (Advertisers assess a campaign before, during, and after an ad has run.)

in which stage of the product life cycle is persuasive advertising most often used? Decline Growth Late maturity Introduction

Growth

When an advertising campaign for a new product is first launched, which type of advertising would be most helpful in building awareness? Persuasive Rebate Reminder Informative

Informative

_______ media channels, which include radio and television, are a good way to reach large numbers of anonymous audience members.

Mass

SoftBody Corp. is about to launch an ad campaign for a new product line of body washes. Before the first ad airs, managers examine all the elements of the campaign to make sure they are organized and integrated. What is this process called? Beta testing Pretesting Tracking Posttesting

Pretesting

True or false: Product placement uses products in nontraditional marketing situations.

True (Product placement involves marketers paying to have their product included in nontraditional situations, such as in a scene in a movie or television program.)

A(n) _________ is a type of sales promotion that offers prizes based on a chance of drawing an entrant's name and requires nothing more than the purchase of a ticket or a filled-out form on the part of the consumer.

sweepstake(s)

Unlike a contest sales promotion, __________ do 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 type of sales promotion stimulates demand and can be found on mobile devices and/or on products themselves? Contests Product placements Coupons Samples

Coupons

At what stage does an advertiser decide how the message and appeal of an ad can be creatively translated into words, pictures, colors, and/or music? Evaluation stage Implementation stage Creation stage Scheduling stage

Creation stage

In the second step taken to convey the message, what do marketers do? Decide what appeal would be most effective Decide how many staff are needed for the project Determine who the target audience is Calculate how much the project will cost

Decide what appeal would be most effective

Advertising is a paid form of communication, delivered through media from an identifiable source, about which of the following? (Choose every correct answer.) Idea Medium Service Product

Idea Service Product

Which major types of appeals are used by advertisers? (Choose every correct answer.) Informational Persuasive Hypothetical Emotional

Informational Emotional

What are some reasons that PR has become more influential? (Choose every correct answer.) PR is considered by many to be more credible than marketing. PR initiatives are mostly digital, whereas marketing initiatives are mostly print. PR departments typically create more product ideas than marketing departments. Consumers have become increasingly skeptical of marketing claims.

PR is considered by many to be more credible than marketing. Consumers have become increasingly skeptical of marketing claims.

What kind of promotion is a cereal company using when they advertise on a cereal's packaging that there is a free toy in the box? Premium Sample Loyalty program Deal

Premium

What type of promotion is exemplified by a free perfume offer sent in the mail by Victoria's Secret? Deal POP display Premium Trade promotion

Premium

___________ refers to the assessments that are performed before an ad campaign is implemented in order to ensure that the various elements are integrated and effective.

Pretest(ing)

Which media outlet is a good choice for grocery and fast food advertisements because many consumers decide what to buy while enroute to the store? Blogs Television Radio Print

Radio

Which sales tactic offers potential customers the opportunity to try a product or service before they make a buying decision? Sampling Premiums Loyalty programs Contests

Sampling

Which type of sales promotion tactic is the distribution of free food products to customers at Costco? Sweepstakes Buy one, get one Contests Sampling

Sampling

Which component of a print ad should use short, simple words and describe the primary benefit of the product? Multiple choice question. Brand element Subhead Visual element Body copy

Subhead

When a company uses its advertising budget to purchase airtime or print pages, it is conducting a(n) ______ buy. competitive GRP IMC media

media

The ___________ provides the target audience with reasons to respond in the desired way.

message

One of the primary characteristics of advertising is that advertising is a ______ form of mass communication. limited paid nonprofit promotional

paid

Product _________ occurs when marketers display their products in nontraditional situations, such as in a scene in a movie or television show.

placement

An advertising ________ identifies the objectives of the advertising campaign and clarifies the strategies that will be used to accomplish the objectives.

plan or campaign

A ______ is a type of promotion that offers an item for free or for a very low price to reward specific buyer behaviors, such as sampling or testing.

premium

Public ______ involves the management of communications and relationships to achieve various objectives within a given firm or institution.

relations

Advertising campaigns for products that are in the maturity stage of their life cycles and have established market acceptance will often use ________ advertising to keep the products in the minds of consumers.

reminder

If an advertiser is assessing an advertisement's impact for the product after it has been advertised (posttesting), then in what activity is the advertiser most likely engaged? Evaluating the type of media best suited for delivering the ad Evaluating the overall sales changes in the product and/or service that was advertised Looking at daily sales volume in the days in which the ad was run Looking at the weekly sales volume in the weeks in which the ad was run

Evaluating the overall sales changes in the product and/or service that was advertised

Which of the following are true of an advertising plan? (Check all that apply.) It identifies the objectives of the advertising campaign. It analyzes the marketing and advertising situation. It typically follows the same strategies for all campaigns. It indicates how a firm can determine whether the campaign was successful.

It identifies the objectives of the advertising campaign. It analyzes the marketing and advertising situation. It indicates how a firm can determine whether the campaign was successful.

Television is one of the most effective media outlets an advertiser can use in executing an ad campaign. There are, however, downsides to using this approach. What are some disadvantages of using television? (Choose every correct answer.) It does not reach a lot of people. It is expensive to use. It is relatively inflexible. It may increase awareness of competitors' products.

It is expensive to use. It may increase awareness of competitors' products.

While a product's impact is being tracked, in what activity is the advertiser most likely engaged? Monitoring weekly sales for the product while the ad is run Identifying any negative consequences of running the ad Evaluating whether or not cheaper media could have been used Deciding if the ad's content matched the intended message

Monitoring weekly sales for the product while the ad is run

Which of the following products would benefit the most from a continuous type of advertising schedule? K2 snowboards Coppertone sunscreen Tide brand of laundry detergent Purdue turkeys

Tide brand of laundry detergent

One of the largest expenses in the advertising budget is the ________ buy, which refers to the actual purchase of airtime or print pages.

media

When an advertiser is in the process of creating an ad and debates whether to run the ad on television or in print, the advertiser is deciding on which ______ to use. headline text medium message

medium

Firms must provide the target audience with reasons to purchase their products or services. These reasons are conveyed through the ______. AIDA model push strategy budget message

message

The Kleenex advertising campaign to remind customers to keep a tissue with them is an example of ________-focused advertising.

product

Firms conduct market _______ to identify their target audience and to help set the tone for their advertising program.

research

In order for an advertising program to succeed, the advertiser must accurately and effectively identify its ________ audience.

target

In which situations would a firm be most likely to use persuasive advertising? (Choose every correct answer.) A product category where competition is not yet established A product category where competition is intense A brand that the firm wishes to reposition A product category in the growth or early maturity stage of the product life cycle

A product category where competition is intense A brand that the firm wishes to reposition A product category in the growth or early maturity stage of the product life cycle

Which factors should be considered in the process of determining an advertising budget? (Choose every correct answer.) Advertising spending should depend on the previous year's sales volume. Advertising spending will fluctuate over the course of the product life cycle. The budget should be uniform for all products within the firm. The budget should be relatively uniform throughout the product's life. Firms must understand how advertising will help them meet objectives.

Advertising spending will fluctuate over the course of the product life cycle. Firms must understand how advertising will help them meet objectives.

Which of the following should a subhead contain? An action verb A brand element A headline A visual component

An action verb

Which of the following best describes when an ad campaign should be assessed? Before the ad campaign has run While the ad campaign is running At all points of a campaign After the ad campaign has run

At all points of a campaign

Which of the following activities are part of public relations? (Select all that apply.) Building a positive image of the firm Handling distribution costs for products Maintaining positive relationships with the media Handling unfavorable press Coming up with product claims in advertising

Building a positive image of the firm Maintaining positive relationships with the media Handling unfavorable press

Imagine that you have been assigned to market a cleaning product. Which statement best describes the disadvantage of using coupons as a sales promotion strategy for such a product? Consumers might think the brand is "cheap" and go with another brand. Consumers might stock up on the cleaning product now and not buy more later. Cleaning supplies are perishable, and consumers might miss the coupon "window" for purchasing. Consumers are unlikely to use the coupons because they realize the price of cleaning supplies is steadily dropping.

Consumers might stock up on the cleaning product now and not buy more later.

What type of advertising schedule has advertisers running their ads throughout the year? Flighting Continuous Intermittent Pulsing

Continuous

Which federal agency has the general purpose of regulating food, supplements, drugs, cosmetics, medical devices, biologics, and blood products? FCC FTC FAA FDA

FDA

What term is used to describe advertising focused on informing, persuading, or reminding consumers about the company's specific offerings? Brand Product-focused Issue-based Institutional

Product-focused

Which of the following media are most appropriate for trying to reach large numbers of anonymous audience members? (Check all that apply.) Sales personnel Radio Niche websites Newspapers

Radio Newspapers

What kind of advertising might firms use when products already have solid brand recognition and market acceptance and are in the maturity stage of their life cycles? Reminder Informative Image Persuasive

Reminder

What term is used to describe the special incentives offered by a firm to encourage customers to make a direct purchase? Public relations Trade promotions Consumer "pitches" Sales promotions

Sales promotions

Marketers work to determine the key message they want to send to whom? The competition The target audience Stockholders The advertising team

The target audience

Which type of product's sales would be most likely to benefit most from using coupons? Yogurt Garbage bags Paper towels Bleach

Yogurt

3M had a "One Million Uses and Counting" promotion such that individuals would post a YouTube video showing their various uses for Post-it Notes for the chance to win a prize. This is an example of a ______. contest sample sweepstakes rebate

contest

Doritos allowed consumers to submit their own commercials for the brand, promising to air the best submission during the Super Bowl. This is an example of a ______. sweepstakes contest loyalty program sample

contest

A(n) ________ is an offer that reduces the price of specific items at the point at which the items are purchased.

coupons

What type of promotion offers a short-term price reduction such as "buy one, get one free?" deal contest premium sweepstakes

deal

Using ______ as a type of sales promotion is beneficial because they can encourage consumers to try out a product at reduced risk, but they can be detrimental because they reduce perception of value for the product or service. product placements premiums deals contests

deals

As the cost of other forms of marketing communications has risen, PR has ______ in relevance for firms. stabilized differentiated decreased increased

increased

When companies try to entice customers to make purchases by offering special incentives or excitement-building programs, including loyalty programs, contests, etc., they are using ________ ________.

sales promotion