mark
U.S.-based global marketers have often found that
EU advertising laws are more restrictive than those in the United States.
which of the following is the best example of a mass media advertising channel?
USA today
Generally, less money is spent on advertising in B2B markets because
a B2B marketing usually involves more personal selling
Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver
a consistent and compelling message
the difference between advertising and publicity is that advertising is
a paid form of communication
generally, when advertising to consumers, the objective of an advertising campaign is
a pull strategy, to get the product into stores by having consumers demand it
which of the following is likely the LEAST common emotional appeal for advertisers?
anger
Brad is working on the creative design for his company's new ad campaign. This is his first major assignment. His boss reminds him that when writing a headline, it should
be short and use simple words
brad is working on the creative design for his company's new ad campaign. this is his first major assignment. his boss reminds him that when writing a headline, it should
be short and uses simple words
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
Because PSAs are a special class of advertising, FCC rules require
broadcasters to devote a specific amount of free time to them
informative advertising
builds awareness of the release of something but does not specifically try to persuade the consumer to purchase it
which of the following is the best example of a persuasive advertising message?
buy now, pay later
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 that it often allows marketers to
change and personalize messages for different audiences
Yana has identified the target audience for her line of Russian jewelry. For optimum success, she is creating an advertising plan that will
clarify the specific goals that the advertising is designed to accomplish
for an advertiser, the target audience can be understood as
consumers whom its research designates as its target market
For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a __________ advertising schedule.
continuous
which of the following is not a public relations tool?
coupons and rebates
the key to a successful emotional appeal is to use the emotion to
create a bond between the consumer and the brand
informative advertising is used to
create and build awareness
After the advertiser has decided on the message, type of ad, and appeal, its attention now shifts to
creation of the ad
In the "create advertisements" step when planning and executing an ad campaign, often the execution style for the ad will
dictate the type of medium used to deliver the message
reminder advertising
does not seek to motivate any particular action, but simply reminds consumers that the product is out there, using the familiar logo that have long been associated with the brand
which of the following is the best example of a reminder advertising message?
doing business in peoria since 1948
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
automobile manufacturers often use television advertising showing an attractive man driving the new car on a winding road along an ocean vista. these types of ads have an
emotional appeal
most common emotional appeals are
fear, safety, humor, happiness, love, comfort, and nostalgia
Tyler runs a parasailing business on Hilton Head Island, South Carolina. Tyler closes his business in winter when the water gets too cold. Tyler should use a __________ advertising schedule.
flighting
a ___ advertising schedule uses heavy advertising during some periods followed by periods of no advertising
flighting
The advertising message admonition, "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
which of the following is not one of the federal agencies that regulate advertising activities?
frs
the __ is the primary enforcement agency for mass media advertising
ftc
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 consumer's attention
to get us to remember their ad and the product or brand in the ad, advertisers must first
get our 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
the ____ stage of the advertising campaign planning process can be described by the question, who are we trying to talk to?
identifying targets audience
generally speaking, all advertising messages are designed to
inform, persuade or remind consumers/customers
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
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
Jamara 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. Jamara wants to develop an advertising message that emphasizes the key benefits he provides. He will develop a(n) __________ appeal.
informational
__________ 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
"Now available. The latest fall fashions." is an example of a(n) __________ advertising message.
informative
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
in addition to spanish lang media, which of the following mediums are experiencing significantly growing advertising expenditures?
internet
persuasive advertising is often used when competition
is most intense
The additional sales that can be attributed to an advertising campaign are known as
lift
Brent is working on an advertising campaign to promote downtown businesses. He knows the increasing number of advertising communication channels available and changes in consumers' media usage
makes his job more difficult - the increasing number of communications media has made it more complex to choose appropriate media for a campaign
because advertising is the most visible form of marketing
many people think marketing and advertising as synonymous
The execution style of an advertising message must
match the medium and the objectives
Walmart's "Everyday low prices" selling proposition is effective primarily because it is
meaningful to the consumer
Ashley was nervous about making the ___________. She knew it was likely to be the largest expense in the advertising budget.
media buy
the ____ is the combination of media used and the frequency of advertising in each medium
media mix
when microsoft introduced a new version of its windows operating system, it typically uses selected magazine, internet, and direct mall advertising. this combination of advertising outlets represents microsoft's
media mix
An emotional appeal aims to satisfy consumers' __________, whereas an informational appeal speaks to consumers' __________. A. needs; desires B. institutional focus; personal focus C. personal desires; utilitarian needs D. top-of-the-mind awareness; bottom-of-the-mind reactions E. cost-consciousness; imaginations
personal desires, utilitarian needs
advertising slogans such as dont 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
campbell's soup company ran a series of radio ads tied to local weather forecasts. during the storm, the ads said, stay home and stay warm with campbell's soup. the first ad was __ advertising whereas the second ad was __ advertising
persuasive, reminder
Jennifer has worked for many years reviewing and approving print ads for her firm. She has memorized a checklist of key points to review. Which of the following would NOT be on her checklist?
photo credits
in the early stages of an ad campaign, the objectives are established. to determine whether those objectives have been met, the marketer will
posttest
marketers ______ an advertising campaign to ensure that various element of the campaign will work in an integrated fashion and do what they are intended to do
pretest
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
an advertisement featuring a cartoon smokey the bear, saying only you can prevent wildfire is an example of successful
psa
Gretchen has just started as a fashion marketing intern for an up-and-coming design firm. She expected to begin right away 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. Gretchen soon realized that this activity was part of __________, directly related to marketing.
public relations
First Lady Michelle Obama has 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
public service announcement
a ____ is an advertisement that focused on public welfare issues
public service announcement
Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to
pull the product into retail stores through consumer demand
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
a __ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising
pulsing
Anne's Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering their product. Anne's is using a __________ strategy.
push
Florida Heat Pump Manufacturing Company is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least twenty units this year. Florida Heat Pump is using a __________ promotional strategy.
push
____ is a particularly good advertising medium for groceries and fast food
radio
a push strategy promotes a product to members of the supply chain.
rather, consumer advertising is part of a pull strategy in which the goal is to have consumers demand the product of retailers
how does an advertiser calculate the grp
reach times frequency
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
__ 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
after using market research to identify the target audience for his advertising campaign, jorge will next use this information to
set explicit and measurable objectives for the campaign
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
when developing an advertising message, the message should focus on
solving problems for consumers
Regardless of the objective of an advertising campaign, each campaign's objectives must be
specific and measurable
The head of the marketing area told Alex 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
unlike advertising, public relations
supports promotional efforts by generating free media attention
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 advertising review unit guidelines
which of the following is not a major consideration in determining an advertising budget?
the budgeting method used
the content of an advertising message is closely tied to
the characteristics of the media selected to carry the message
Jami 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, Jami will keep track of
the daily and weekly sales volume
advertisers can determine how effective their media mix has been in reaching their target audience by calculating the ___
total grp of the advertising schedule
Steve is working on the message to convey in his firm's advertising campaign. As a starting point, Steve should first consider
touting the key benefits of his firm's services
Thomas had conducted a thorough pretest before the new ad campaign, so he was fairly sure the elements would work together. A lot was riding on the success of the ad campaign, so he couldn't wait until the campaign was over to see how well it did. During the campaign, he will be monitoring the sales volumes on a daily basis as part of his
tracking
the effectiveness of an advertising campaign is assessed during the campaign by
tracking
Advertising in which medium relies on a mix of visual and auditory techniques?
tv
generally, which of the following is the most expensive media buy?
tv
Neville is trying to create an advertising message that tells consumers how his company's cell, pager, instant messaging, and Internet services differ from other alternatives in the market. Neville is trying to create a(n)
unique selling proposition
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 not true about public relations?
with the growth of the internet, pr is quickly losing its impacts
which of the following is the best example of puffery?
you have tried the rest, now try the best