Marketing 3000 Chpt 18

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

"Buy now, pay later."

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

"Doing business in Peoria since 1848.

A pulsing advertising schedule uses periods of heavy advertising followed by periods of no advertising.

False A pulsing advertising schedule maintains a base level of advertising, but increases intensity during certain periods.

When businesses support cultural or sporting events, such as the Capital One Orange Bowl football game, 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.

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.

Public Service Announcements (PSA) represent a form of sales promotion

False PSAs are public service announcements, which are typically related to social causes. Sales promotions are special incentives or excitement-building programs that encourage consumers to purchase a particular product or service, typically used in conjunction with other advertising or personal selling programs.

The primary federal agencies that regulate advertising activities in the U.S are the Fed, FEMA, and the FCC

False The advertising regulatory agencies are the FTC, the FCC, and the FDA.

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

False The three general objectives of advertising are to inform, persuade, and remind customers.

Which of the following is a key hallmark of advertising

It is a paid form of marketing communication.

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

Although it is usually brief, the role of the subhead in print advertisements is to provide additional product information

True

Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product placement.

True

Contests and sweepstakes are both forms of sales promotions, but a contest requires some sort of effort, while a sweepstakes is a drawing of entrants' names

True

Issac wants to measure the effectiveness of his company's advertising campaign. To do so, Isaac will have to access elements of the campaign before, during, and after the campaign runs

True

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

True

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

True

The key to a successful emotional appeal is to create a bond between the consumer and the brand

True

an advertising campaign's objectives should be specific and measurable

True

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.

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.

informative advertising is used to

create and build brand awareness.

Glenn is trying to promote his new, self-published financial guidebook. By directly promoting it to readers in the Wall Street Journal, he is using a push strategy.

false A push strategy seeks to increase demand by focusing on wholesalers, retailers, or salespeople. Campaigns aimed at consumers are pull strategies.

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

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, "Whom are we trying to talk to?"

identifying target audience

Generally speaking, all advertising messages are designed to

inform, persuade, or remind 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

'Now available—the latest fall fashions" is an example of a(n) __________ advertising message.

informative

Persuasive advertising is often used when competition

is most intense

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

Because advertising is the most visible form of marketing,

many people think of marketing and advertising as synonymous.

Advertising slogans such as " Don't text and drive" and " Buy flood insurance before it is too late" are example 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 cycle, 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. 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

Reminder advertising is primarily used to

prompt repurchase of a product.

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.

Anne's Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering its 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 20 units this year. Florida Heat Pump is using a __________ promotional 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

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

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

true

Loyalty programs are sales promotions designed to retain current customers and encourage multiple purchases over time with the promise of a reward or premium.

true

Public Service Announcement (PSA) typically focus on social marketing objectives

true

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

true

An advertising plan is crucial to an ad campaign because it

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