Marketing Ch 18

Which of the following is the best example of a reminder advertising message? Select one: a. "Buy now, pay later." b. "Doing business in Peoria since 1848." c. "Serving the public since last Tuesday." d. "Now available. The latest fall fashions." e. "Better than the rest."

"Doing business in Peoria since 1848."

Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver Select one: a. a consistent and compelling message. b. selective, continuous pulsing. c. niche media emotional appeals to the mass market. d. value-based posttesting. e. mild puffery.

a consistent and compelling message

Ashley was nervous about making the ___________. She knew it was likely to be the largest expense in the advertising budget. Select one: a. media mix choice b. media flight plan decision c. publicity plan d. media buy e. monitoring and evaluation plan decision

media buy

An advertising plan is crucial to an ad campaign because it Select one: a. is required by the accounting department. b. will later be used to measure the success or failure of the campaign. c. stimulates demand for a product category. d. offers insights into the creative leadership of mass media buyers. e. is the basis for sales commissions.

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

Generally, less money is spent on advertising in B2B markets because Select one: a. B2B marketing is too expensive to use advertising. b. business customers prefer coupons. c. B2B marketing usually involves more personal selling. d. publicity is the most effective advertising in B2B markets. e. B2B markets are too homogeneous to use advertising.

B2B marketing usually involves more personal selling.

The __________ is the primary enforcement agency for mass media advertising. Select one: a. FDA b. FCC c. USPS d. FTC e. BATF

FTC

__________ 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. Select one: a. Push programs b. Targeted leader items c. Trade incentives d. B2B programs e. Sales promotions

Sales promotions

in the early stages of an ad campaign, the objectives are established. To determine whether those objectives have been met, the marketer will Select one: a. conduct tracking. b. conduct feedback analysis. c. posttest. d. arrange for peer analysis. e. initiate content analysis.

posttest.

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 Select one: a. will determine pretesting and posttesting options. b. dictates tracking alternatives. c. should not overshadow the message. d. should always include coupons. e. is everything.

should not overshadow the message

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__________ appeal. Select one: a. emotional b. informational c. institutional d. reminder e. niche marketing

informational

Persuasive advertising is often used when competition Select one: a. is ineffective. b. is cooperating. c. is most intense. d. is nonexistent. e. is declining.

is most intense

An emotional appeal aims to satisfy consumers' __________, whereas an informational appeal speaks to consumers' __________. Select one: a. institutional focus; personal focus b. cost-consciousness; imaginations c. needs; desires d. top-of-the-mind awareness; bottom-of-the-mind reactions e. personal desires; utilitarian needs

personal desires; utilitarian needs

Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to Select one: a. generate goodwill. b. persuade consumers to take action. c. provide information. d. recruit employees. e. remind consumers.

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. Select one: a. reminder b. informative c. discussive d. persuasive e. institutional

persuasive

Anne's Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering their product. Anne's is using a __________ strategy. Select one: a. puffery b. publicity c. push d. posttesting e. pull

push

Cross-promotion is most successful when Select one: a. the two products are similar in price. b. the promotion takes place over a very short time period. c. the two products appeal to the same target market. d. the firms have a prior marketing relationship. e. one product is well-known and one product is less known.

the two products appeal to the same target market.

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 Select one: a. body copy. b. photo credits. c. brand elements. d. subheads. e. headline.

body copy

Because PSAs are a special class of advertising, FCC rules require Select one: a. broadcasters to devote a specific amount of free time to them. b. they use only the informative or reminder advertising appeals. c. consumers to listen to them. d. all advertisers to contribute to them. e. court approval before they are aired.

broadcasters to devote a specific amount of free time to them.

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 Select one: a. advertising plan. b. media mix. c. supply chain messaging. d. track testing. e. niche buy.

media mix

Special in-store displays for magazines and chewing gum are most likely to be effective if located Select one: a. near the restrooms. b. near the entrance to the store. c. in the window at the front of the store. d. along the aisle or wall to the far right of the customer as he or she enters the store. e. near the check-out counter.

near the check-out counter.

When developing an advertising message, the message should focus on Select one: a. the producer. b. solving problems for consumers. c. the advertising environment. d. creating investment opportunities. e. niche media balance.

solving problems for consumers.

U.S.-based global marketers have often found that Select one: a. anything goes when advertising outside the United States. b. children in other countries are less influenced by advertising. c. self-regulatory groups are especially demanding of U.S. advertisers. d. outside the U.S., standards are subject to U.N. approval. e. EU advertising laws are more restrictive than those in the United States.

EU advertising laws are more restrictive than those in the United States.

Generally, when advertising to consumers, the objective of an advertising campaign is Select one: a. a push strategy—to stimulate interest among members of the supply chain. b. to maximize media planning. c. a pull strategy—to get the product into stores by having consumers demand it. d. to win advertising awards. e. to offset sales promotion costs.

a pull strategy—to get the product into stores by having consumers demand it.

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 Select one: a. identify the sponsor of the ad. b. use jargon and complex terminology. c. be short and use simple words. d. represent the main text of the ad. e. overshadow the visual message.

be short and use simple words.

One of the advantages of niche media is that it often allows marketers to Select one: a. use major events like the Super Bowl. b. spend fewer advertising dollars. c. reach a larger audience than mass media. d. change and personalize messages for different audiences. e. sell cooperative advertising space to cosponsors.

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 Select one: a. maximize puffery. b. clarify the specific goals that the advertising is designed to accomplish. c. allow her to skip the assessment stage at the end of the campaign. d. offer discounts to media as an incentive to carry out her plan. e. encapsulate her unique selling proposition.

clarify the specific goals that the advertising is designed to accomplish.

For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a __________ advertising schedule. Select one: a. penetrating b. continuous c. purposeful d. flighting e. pulsing

continuous

Informative advertising is used to Select one: a. create and build brand awareness. b. convince consumers to take action. c. prompt repurchase of a product. d. trigger an emotional response. e. gather information about consumers.

create and build brand awareness.

A ____________ advertising schedule uses heavy advertising during some periods followed by periods of no advertising. Select one: a. continuous b. flighting c. penetrating d. purposeful e. pulsing

flighting

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 Select one: a. make sure firms producing sunscreen lotions approve. b. get consumers' attention. c. use public relations to buy advertising space. d. enlist creative advertising designers. e. collect a petition in support of controls against global warming.

get consumers attention

To get us to remember their ad and the product or brand in the ad, advertisers must first Select one: a. get our attention. b. offer incentives. c. create effective PSAs. d. vary between flighting and pulsing scheduling. e. use persuasion.

get our attention

In very simple words, advertising is really about Select one: a. being creative. b. getting consumers' attention. c. linking emotions with products. d. improving brand image. e. personal selling.

getting consumers' attention.

Greg is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on Select one: a. how much consumers like him. b. the quality of his kayaks. c. how well he can identify his target audience. d. whether he can gain commitments from manufacturers for complementary products. e. how much money he spends.

how well he can identify his target audience.

Walmart's "Everyday low prices" selling proposition is effective primarily because it is Select one: a. variable over time. b. meaningful to the consumer. c. a one-time message. d. generally unsustainable. e. unique to the industry.

meaningful to the consumer.

The __________ is the combination of media used and the frequency of advertising in each medium. Select one: a. communications operational plan b. media buy c. media mix d. media plan e. communications tactical plan

media mix

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? Select one: a. body copy b. headline c. brand elements d. subheads e. photo credits

photo credits

Marketers __________ an advertising campaign to ensure that various elements of the campaign will work in an integrated fashion and do what they are intended to do. Select one: a. pretest b. flight c. posttest d. pulse e. monitor

pretest

An advertisement featuring a cartoon Smokey the Bear saying "only you can prevent wildfires" is an example of a successful Select one: a. product-focused advertisement. b. push-and-pull advertisement. c. public service announcement. d. sales promotion. e. puffery campaign.

public service announcement

__________ is a particularly good advertising medium for groceries and fast food. Select one: a. Television b. Radio c. Internet d. Direct mail e. Newspaper

radio

The content of an advertising message is closely tied to Select one: a. the characteristics of the media selected to carry the message. b. the coupon redemption rate. c. recent institutional advertising. d. the sales promotion opportunities. e. the opportunity for posttesting.

the characteristics of the media selected to carry the message.

Advertisers can determine how effective their media mix has been in reaching their target audience by calculating __________ of the advertising schedule. Select one: a. the conversion rate b. the total GRP c. the click rate d. the media mix e. the USP

the total GRP

Steve is working on the message to convey in his firm's advertising campaign. As a starting point, Steve should first consider Select one: a. touting the key benefits of his firm's services. b. whether he uses the product being advertised. c. which media he wants to use. d. what competitors are doing. e. the due date for his contribution to the campaign.

touting the key benefits of his firm's services.

The effectiveness of an advertising campaign is assessed during the campaign by Select one: a. tracking. b. pulsing. c. pretesting. d. posttesting. e. flighting.

tracking

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 Select one: a. simultaneous sampling. b. cause-related marketing. c. economic monitoring. d. in-flight testing. e. tracking.

tracking

The additional sales that can be attributed to an advertising campaign are known as Select one: a. lift. b. ROI. c. impact. d. payload. e. the campaign increment.

lift

Sarah goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Paige doesn't read newspapers, let alone look through them for coupons. But Paige filled out a form from inside a cereal box entering her in a drawing for free exercise equipment. What kind of sales promotion reached Paige? Select one: a. premium b. contest c. deal d. sweepstakes e. loyalty program

sweepstakes

Advertising in which medium relies on a mix of visual and auditory techniques? Select one: a. newspapers b. magazines c. television d. direct marketing e. radio

television

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 Select one: a. flighting ad strategy. b. proportional benefit communication. c. unique selling proposition. d. institutional advertising message. e. PSA.

unique selling proposition.

"Buy one, get one free" is a __________ sales promotion. Select one: a. sweepstake b. sample c. deal d. rebate e. coupon

deal

The key to a successful emotional advertising appeal is to use the emotion to Select one: a. deliver a logical message. b. get consumers to think about the benefits of the product. c. make consumers cry. d. create a bond between the consumer and the brand. e. balance social marketing with product-focused advertising.

create a bond between the consumer and the brand.

Automobile manufacturers often use television advertising showing an attractive man or woman driving the manufacturer's stylish new car on a winding road along an ocean vista. These types of ads have __________ appeal. Select one: a. informational b. ethical c. institutional d. emotional e. reminder

emotional

Danielle is creating an advertising message designed to appeal to consumers' fears of having their home broken into. Danielle's message will focus on aNo __________ appeal. Select one: a. reminder b. informational c. institutional d. niche marketing e. emotional

emotional

Generally speaking, all advertising messages are designed to Select one: a. comply with FCC rules combined with FTC antitrust regulations. b. entertain or apprise. c. meet the needs of society. d. match production scheduling with consumer demand. e. inform, persuade, or remind customers.

inform, persuade, or remind customers.

Firms are willing to offer generous rebates because Select one: a. the retailer and manufacturer always split the cost. b. they are easier for the consumer to use than are coupons. c. they tend to generate repeat customers. d. rebates increase sales, but few customers actually apply for the rebate. e. rebates are the only type of sales promotion proven to affect sales.

rebates increase sales, but few customers actually apply for the rebate.

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 Select one: a. consumer generated advertising. b. public service announcements. c. push strategies. d. institutional advertising. e. product-focused advertising.

institutional advertising.

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 Select one: a. makes his job more difficult. b. increases consumers' preference for high-pressure persuasive advertising. c. makes budget more important, and creativity less important. d. will force him to use PSAs. e. makes it easier to select media.

makes his job more difficult.

The execution style of an advertising message must Select one: a. match the medium and the objectives. b. correspond with globally accepted norms. c. cover new creative ground to be effective. d. include a minimum of puffery and maximum media buy. e. selectively pull retailers into the marketing channel.

match the medium and the objectives.

Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to Select one: a. make it easier to do posttesting. b. pull the product into retail stores through consumer demand. c. generate goodwill for the company. d. signal strategy changes to market competitors. e. use a push strategy.

pull the product into retail stores through consumer demand.

A ____________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising. Select one: a. flighting b. continuous c. penetrating d. pulsing e. purposeful

pulsing

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. Select one: a. publicity b. push c. pull d. puffery e. posttesting

push

How does an advertiser calculate the GRP? Select one: a. reach times frequency b. sales minus advertising costs c. reach times range d. current sales plus new sales e. reach minus frequency

reach times frequency

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, whereas the second ad was __________ advertising. Select one: a. institutional; persuasive b. discussive; informative c. informative; persuasive d. persuasive; reminder e. reminder; persuasive

reminder; persuasive