Chapter 19Cross-promotion is most successful when

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

"Doing business in Peoria since 1848."

_______ refers to the process of evaluating and selecting the ________.

Media planning; media mix

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

tracking.

An advertising plan is crucial to an ad campaign because it

will later be used to measure the success or failure of the campaign.

Which of the following is the best example of puffery?

"You have tried the rest, now try the best."

Generally, less money is spent on advertising in B2B markets than in B2C markets because

B2B marketing usually involves more personal selling.

__________ 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

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

Sales promotions

Which of the following is the best example of a mass media advertising channel?

USA Today

First Lady Michelle Obama recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity. This message is an example of

a public service announcement.

Which of the following is the least likely common emotional appeal for advertisers?

anger

Kevin is recognized by his friends as an activist on many fronts. He prefers to buy products from firms that will donate part of the total purchase price to organizations he supports. Marketers recognize that this approach can be an important competitive tool; it is called

cause-related marketing.

One of the advantages of niche media is it often allows marketers to

change and personalize messages for different audiences.

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

continuous

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

create a bond between the consumer and the brand.

"Buy one, get one free" is a __________ sales promotion.

deal

Danielle is creating an advertising message designed to appeal to consumers' fears of having their home broken into. Danielle's message will focus on a(n) __________ appeal.

emotional

A ____________ advertising schedule uses heavy advertising during some periods followed by periods of no advertising.

flighting

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.

Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer. Yesenia's first concern will be to

get consumers' attention.

In very simple words, advertising is really about

getting consumers' attention.

Greg is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on

how well he can identify his target audience.

Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to

identify the target audience.

Estella 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. Estella is trying to create a(n) __________ appeal.

informational

The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins that boogied to the song "I Heard It Through the Grapevine." The ads, which were hugely popular and which gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of

institutional advertising.

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

lift.

Because advertising is the most visible form of marketing,

many people think of marketing and advertising as synonymous.

When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail advertising. This combination of advertising outlets represents Microsoft's

media mix.

Special in-store displays for magazines and chewing gum are most likely to be effective if located

near the checkout counter.

Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to

persuade consumers to take action.

P&G's Tide laundry detergent has been around since 1948 and is still a market leader. P&G has used __________ advertising to reposition Tide several times over the product's life, trying to motivate new consumer segments to use the product.

persuasive

When a product has gained a certain level of brand awareness, firms use __________ advertising to motivate consumers to take action.

persuasive

In the early stages of an ad campaign, the objectives are established. To determine if those objectives have been met, the marketer will

posttest.

Reminder advertising is primarily used to

prompt repurchase of a product.

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

protect consumers from deceptive practices.

Gypsy just bought a gift and jewelry store on Main Street. She knows from the previous owner that almost 60 percent of her sales take place during the Christmas holiday season, with the other 40 percent of sales evenly distributed over the rest of the year. Gypsy will probably use a __________ advertising schedule.

pulsing

Anne's Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering its product. Anne's is using a __________ strategy.

push

Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of _________ advertising.

reminder

Regina just bought a gourmet bagel store. She is working with a freelance graphic artist who is designing her logo and print advertisements. Regina is spending days looking over the various designs and color options. She needs to remember that the creative aspect of advertising design

should not overshadow the message.

Regardless of the objective of an advertising campaign, each campaign's objectives must be

specific and measurable.

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

television

Brett has developed a vitamin-enriched crouton in crazy colors that can be added to children's salads to make them more nutritious and fun. She'd like to ethically advertise the product directly to the children, so she is examining

the Better Business Bureau's Children's Advertising Review Unit guidelines.

All of the following are considered a major consideration in determining an advertising budget except

the budgeting method used.

The content of an advertising message is closely tied to

the characteristics of the media selected to carry the message.

Cross-promotion is most successful when

the two products appeal to the same target market.