Marketing Management - Iacobucci - Ch 12 (3)

Orange Inc. is a consumer electronics company and is preparing to launch its new portable music device, the uTune. In planning its advertising strategy, the company should keep in mind that the cost to produce a fairly simple 30-second television commercial today is at least

$500,000

Which ad would be the least expensive?

1-minute radio ad

A sales force plays an important role in pushing a firm's B2B products. a. True b. False

A

Agencies factor in the recency of the ad exposure when examining subsequent purchase behavior. a. True b. False

A

Coupons are the best known form of ________. a. sales promotion b. product placement c. publicity d. brand placement

A

GRP = ? a. Reach × Frequency b. Reach + Frequency c. Reach / Fequency d. Reach - Frequency

A

In the context of gross rating points, ________ is defined as the percentage of target audience who has seen the marketer's ad at least once. a. reach b. credibility c. distribution intensity d. frequency

A

In the context of media planning, a firm using ________ schedules advertises school supplies in the month of August. a. seasonal b. subliminal c. continuous d. variable

A

Which of the following is an example of the media with the best customization options? a. Online banners b. Special TV c. Billboards d. Radio by genre

A

Which of the following describes the general trend of proportion of ad spending to sales?

As ad spending increases, sales increases.

In integrated marketing communications across media, ________ have the advantage of extreme timeliness. a. radio ads b. newspapers c. TV ads d. magazines

B

In the context of gross rating points, frequency is defined as the: a. percentage of target audience who has seen the marketer's ad at least once. b. number of times a marketer's target audience is exposed to an ad. c. firm's market share in an exclusive niche market segment. d. number of B2B products sold in the guise of research.

B

Publicity is paid for by the brand's company. a. True b. False

B

In the context of media planning, a firm using occasional schedules: a. alters the periodicity of the ad depending on the length of the buying cycle. b. focuses on the pre-term season for the product. c. advertises in sync with purchase cycles. d. incurs more costs than a firm using continuous schedules.

C

Chapter 12 Quiz

Chapter 12 Quiz

In integrated marketing communications across media, which of the following is effective in covering good local numbers? a. Radio by genre b. An in-flight magazine c. A cable channel d. A billboard

D

In the context of integrated marketing communications across media, reach via the mass media is relatively: a. valid, not accurate. b. accurate, not reliable. c. segmented, not broad. d. broad, not targeted

D

In the context of media planning, a firm using a continuous schedule: a. has a consistent set of distributors to meet its customer demands. b. follows a predictable time schedule to show the ad to its customers. c. has a consistent set of suppliers to meet its product deadlines. d. advertises a little more frequently than the object is purchased.

D

________ require longer lead times for production, but they have nice reproduction quality. a. Radio ads b. Newspapers c. Radio by genre ads d. Magazines

D

What is a communication tool that is not paid for by the brand's company, and therefore appears to be objective?

Publicity

What term describes what marketers look for when evaluating the cost effectiveness of an ad?

ROMI

The goal of IMC is to integrate a brand message across

any media

If the target market is large, the saturation percentage __________ to be profitable.

can be smaller

Direct mail is relatively inexpensive to send and highly valued by its target audience.

false

Sid's Surf Shop has an ad out that reached 30% of his target audience. It reached that 30% on two occasions (on average). Sid's gross rating points is 2.3.

false

TV ads are vivid and dramatic and should be used for complex products, while print media is informative and should be used for simplistic products.

false

Donna's philosophy as she coordinates her firm's marketing efforts is to keep in mind the company's overarching strategy and to ensure that all marketing activities send a consistent message, beginning with the communications but also including the other marketing mix elements. Based on this information, Donna is most likely a proponent of

integrated marketing communications.

Ryan is a marketer for a computer gaming company. He wants to advertise the game's new graphics but doesn't want to pay the high price of showing it off on TV. Which of the following media should he use?

internet

Which of the following media options has the most reach?

magazines

Joe has his own small business. He doesn't have the budget to advertise on huge national sporting events. What is a good alternative place for him to advertise?

magazines and websites that his target audience visit

Oil Solutions, Inc. is a Texas-based oil company. One of its tanker ships was delivering oil from an off-shore drilling station to a refinery. The ship was in need of repairs and leaked a large quantity of oil into clear, blue ocean waters. The director of public relations for Oil Solutions, Inc. tried to smooth over this embarrassing accident. In this example, PR was used in a

recovery mode

Josh is in charge of media planning for a company that makes Halloween costumes. Seasonal ads would be a good advertising strategy for Josh's company because they are focused on the preterm season for the product.

true

One media question that companies need to answer is: "How much should we spend?"

true

Online advertising and direct mail are the most customizable.

true

Personal selling and a company's sales force are essential communication vehicles for many companies and industries.

true

Products and brands are being integrated into movies, TV shows, and video games.

true