HRTM Exam 4

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

Advertising

The six stages consumers normally pass through on their way to making a purchase are known as the ________ stages.

Buyer- readiness

________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.

Buzz Marketing

To measure the ________ effects of an ad after it has aired, the advertiser can evaluate how the ad affected consumer recall, product awareness, and preference.

Communication

Which of the following is a major step in selecting advertising media?

Determining reach, frequency and impact.

Which of the following is one of the five major promotion tools?

Direct Marketing

When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used.

Informative

Which of the following is most likely a shortcoming of advertising?

It is impersonal and lacks the direct persuasiveness of company salespeople.

The AIDA model identifies the characteristics of an effective ________.

Marketing Message

Which term refers to the general idea that will be communicated to consumers through an advertisement?

Message Strategy

________ becomes more important as competition increases. With this type of advertising, a company's objective is to build selective demand.

Persuasive Advertising

________ is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do.

Public Relations

A message showing a product's quality, economy, value, or performance is an example of a(n) ________ appeal.

Rational

You receive a report that 68 percent of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information?

Reach

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

Remind

A product in the maturity stage will most likely require ________ advertising.

Reminder

________ consists of strong short-term incentives that invite and reward quick responses from customers.

Sales Promotion

You want to advertise your new product. You want good mass marketing coverage and low cost per exposure. You also want to combine sight, sound, and motion and make the advertisement appealing to the senses. You should choose ________ as your advertising media.

Television

While using integrated marketing communications, the communications process should start with a(n) ________.

audit of all potential customer touch points

Today, several companies are adopting the concept of ________, which carefully combines and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.

integrated marketing communications