MKGT 303 Chapter 19

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

"Doing business in Peoria since 1848."

Generally, less money is spent on advertising in B2B markets than in B2C markets because

B2B marketing usually involves more personal selling.

__________ 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

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

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.

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

Walmart's "Everyday low prices" selling proposition is effective primarily because it is

meaningful to the consumer.

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

Traditionally, marketers have seen the role of __________ as generating short-term results, whereas the goal of __________ was to lead to long-term results.

sales promotion; advertising

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, which of the following offers a good indicator of advertising effectiveness?

the daily and weekly sales volume