Promotion Management- Marketing

Average CTR is less than ____________ % for display ads and between ___________ and _____________ % for paid search ads.

1, 3, 5

The Tampa Bay DMA is made up of how many counties?

10

The "Haagen Dazs Loves Honey Bees" campaign described in this chapter illustrates various aspects of relationship- building through public relations. The campaign also included which of the following that resemble a newspaper article?

Advertorials

Anheuser-Busch often reminds consumer to "Drink Responsibly," which promotes safe use of the product, rather than the product itself. This is an example of which of the following?

Advocacy advertising

Although an action response is the ultimate goal, consumer sales promotions typically drive a specific set of objectives. Which of the following correctly identifies this set and the sequence of objectives?

Awareness, trial, increase market share, brand reminder

Several marketplace changes are provided as reasons for the move to sales promotion. Which of the following is incorrect?

Because of the internet and social media, consumers are less educated about individual products and will frequently switch brands

The A Matter of Practice insert entitled "The Greatest Ever Made" discusses Apple Computer's "1984" commercial. This is an example of what type of advertising?

Brand advertising

In the past, when a mechanic ordered a new radiator for a Jaguar (a luxury car brand), the radiator arrived with a Ford logo on it. Which of Frazer's six creative strategies explains the reason why automobile companies will have more than one brand, but at the same time the inner workings of the cars are essentially the same?

Brand image

___________ is the measure of number of copies sold. ________________ is a measure of the average number of readers per copy. Industry standard is __________ readers per copy.

Circulation, readership, 2.3

Cut to commercial: "Dad is sitting at the computer looking completely dumbfounded. His 5-year old daughter walks in, pushes him out of the way, and then shows him how to work the computer." This is an example of a(n) _________.

Cliche

Doritos has run an online video contest called "Crash the Super Bowl" for the past several years, in which users submit advertisements for selection. This is an example of ____________.

Consumer-generated advertising

The newest era for advertising and marketing communications is called "The Social Media Era." A key differentiation between The Social Media Era and all the others is ______________.

Consumers have taken over the role as creators of advertising

According to its website, "The Mission of the Ben & Jerry's Foundation is to engage Ben & Jerry's employees in philanthropy and social change work; to give back to our Vermont communities; and to support grassroots progressive social change organizations around the country." This BEST represents which function of PR?

Corporate social responsibility

What is the primary advantage of using mass media for advertising?

Cost efficiencies

CPM stands for _____________ and is a measure used to buy digital media. TikTok ads pricing starts at $______________ CPM with a minimum spend of $____________. Display ad pricing on tampabay.com and many other web sites is $_____________ CPM. Rule of thumb for influencer pricing is $___________ per 1,000 followers.

Cost per thousand, 10, 500, 100

The use of which type of consumer sales promotion has increased as our economy has struggled?

Coupons

The recession that hit the United States in 2008 spawned an increased focus on efficiency and effectiveness in the advertising arena. Effectiveness refers to ________.

Creating ads that achieve the desired objectives

Which term refers to a big idea that is new, unexpected, and untested?

Creative concept

Which of the following manages the creative process and plays an important role in focusing the strategy of ads and making sure the creative concept is strategically on target?

Creative director

After church on a Sunday afternoon, you have decided to take a nap. Your cell phone wakes you. The receptionist from the hospital where you work as the marketing and public relations director says, "A tornado just hit our community, and you need to get here now." This is an example of what public relations aspect?

Crisis management

The Marlboro Man was created by Leo Burnett for the cigarette manufacturer Philip Morris in the 1950s. Which of the following best describes the Marlboro Man?

Cultural archetype

Which demographic variable would tell you that bikinis will not sell very well in the Middle East?

Culture

The time segments in which Radio and TV schedules are divided are called these.

Dayparts

The recent website you visited while researching a term project included a pop-up box for you to enter your name and email to sign up for the newspaper you are viewing. This is an example of what type of advertising?

Direct-response advertising

To ____________ the ___________ is to review outdoor advertising to see how it will be seen.

Drive, boards

Redbook magazine, targeted toward women, releases its best new beauty products each year. The products featured in the magazine each year are most likely utilizing which type of media?

Earned

Chapter 5 begins with a discussion of​ Chrysler's award-winning​ "Imported from​ Detroit" advertising campaign. As part of its​ impact, the campaign attempts to grab​ people's emotions and heart. What facet of impact is described​ here?

Feel

A local hospital is seeking information from its potential patients (for example, target audience) about what they feel the hospital does well and not so well. It has invited a random sample of potential patients to discuss the hospital's services. This is an example of what?

Focus group

Trade promotions frequently use a push strategy to push the product through the channel by motivating or rewarding members of the distribution network. Each of the following is an example of a push strategy EXCEPT__________.

Free samples mailed to consumers

As the account planner, you work with others who are responsible for media planning, research, account management, and creative services. Your firm is hired by companies who lack the expertise to create advertising. You most likely work in which of the following?

Full-service agency

With the assistance of public relations, a company seeks to use communication to ultimately change behavior. To accomplish this, public relations objectives can include all of the following EXCEPT ______.

Fully controlling buzz, or word of mouth advertising

As opposed to straight advertising where, within limits, firms can say virtually anything, PR brings with it an implied third- party endorsement due to the actions of ________.

Gatekeepers

______________ reaches people on mobile devices in a specific area. Site or search _____________ is what is what is happening when an ad follows you to another Web sites.

Geofencing, retargeting

Arguably the newest power segment that advertisers are targeting is not really new, per se, but less hidden. It has been shown that this segment makes more money and has less debt than its more traditional counterpart. Which segment has less debt than its traditional counterpart and is the target of advertisers?

LGBT

Paid media is the ___________ trusted of these three forms __________ media is the most controllable. ___________ media is the most trusted but hardest to get.

Least, owned, earned

Which of the following BEST completes this statement: BMW, being branded as a young person's luxury vehicle, has a much larger _______ than the retiree's luxury vehicle brand image owned by Cadillac.

Lifetime customer value

In addressing the question, "How do you get insights into consumer behavior?" which of the following is the first step?

Listening

Pharmaceutical companies have been known to spend $100 million and 10 years developing a new drug. As it relates to advertising and marketing communication, when the new drug is ready to launch, which type of research would they entail?

Market research

A local advertising agency, Adding Results, has just landed a new account. As part of the initial learning process, Adding Results has asked for examples of all past advertisements and any other relevant information about the new account. This is a basic example of what?

Marketing communication audit

As the public relations professional for your local hospital, the newspaper from a neighboring community has called for your assistance. Somehow, a patient at another hospital was given the wrong type of blood and has suffered harm. The newspaper is calling you to ask about the proper policies for transporting blood products within hospitals. This is an example of what public relations aspect?

Media relations

____________ and ________ need to work together to create effective communication in an IMC plan.

Media, message

The consumer decision process involves five fairly predictable steps. Of the following, which one is MOST important?

Need recognition

The Honest Company produces and sells biodegradable diapers for infants and toddlers. Which of the following best describes the company's segmentation strategy?

Niche market strategy

Cues such as​ logos, imagery, and color can be referred to as what type of​ communication?

Nonverbal communication

In email marketing this permission based practice is more likely retain subscribers?

Opt-in

Netflix and other streaming TV services are examples of _________ the __________ or O.T.T. for short.

Over, top

A benefit of this type of research is that it answers specific questions being asked, often for the first time. Yet, for drawbacks, it might take quite a long time to get the results and it is more expensive.

Primary research

Original research asking questions never before asked is an example of _______.

Primary research

According to its website, the Advertising Council receives over $1 billion of donated media each year to run ________.

Public service announcements

Your community's not-for-profit library is seeking donations for upgrade. During a fundraising event, the news media shows up and interviews you about the needs of the library. The piece will be aired during the evening news, so it most likely represents which of the following?

Publicity

Your supervisor has asked you to code the data he has collected on consumers for the past year. Which type of data is he most likely referring to?

Qualitative data

What type of research often uses interviews and case studies?

Qualitative research

Have you ever received a survey in the mail asking you what type of consumer products your household uses and how often you purchase them? Typically, you are asked to provide ratings on a five-point scale (called a Likert scale). This is an example of type of research?

Quantitative research

___________ is best used to count or predict conclusions, whereas ____________ provides insight into those conclusions.

Quantitative, qualitative

___________ - number of people listening/watching at any given time. ___________- number of people who had their TV or radio on at the time.

Ratings, Share

During the 2013 Super Bowl, when the arena lost power, Oreo immediately tweeted a photo with the caption: " You can still dunk in the dark." Which of the following did Oreo use in this situation?

Real-time marketing

Typically, ROI means return on investment. But, in terms of creativity, it is used to mean ________.

Relevant, original, impact

Brand building is challenging for sales promotion, a challenge that is better suited for advertising. Which of the following statements does NOT support this statement?

Sales promotion helps convey the message that companies are sensitive to customers' needs during difficult economic times.

Did you know that there are several online companies that will pay college students to take surveys? All you have to do is sign up, offer your demographic information, and they will match you with companies seeking your input. In this instance, you are a smaller part of the larger population, also called what?

Sample

We have all heard the PSAs about 18-year-old males being required to sign up for Selective Service. When you turned 18, did you or someone you know receive a free razor from Gillette? This is an example of what consumer sales promotion?

Sampling

As a new strategic research analyst, you begin research by scrolling through Nielson data about consumer television habits. Which type of research are you conducting?

Secondary research

Proctor Gamble, the world's largest consumer goods company, has just decided to send out a questionnaire to its proposed target audience. Which of the following does NOT describe this example?

Secondary research

Your product is very expensive. You decide to ___________based on income, and then _________ only those individuals who make more than $100,000 per year.

Segment, target

You have decided to go back to college. You don't actually need to go back for your present job, but you want to just for yourself. This is an example of what level in Maslow's Hierarchy of Needs?

Self-actualization

What is described as the logic behind an advertisement that focuses on areas such as objectives, appeals, branding, positioning, segmenting, and targeting?

Strategy

This research method is used to collect demographic characteristics such as age, gender, income , and so on. Also, it is the most often used research method.

Survey research

"The Uncola.""Think different" "What's in your wallet?" "A diamond is forever". These are all examples of _______.

Taglines

When discussing advertising, the person or persons the organization is intending to reach is called a(n)_________.

Target audience

The typical response rates for direct mail are in the 2-3% range. Given this, what is arguably the most important part of a direct mail campaign?

The address list

Your creative director likes your Big Idea and tells you to "give it legs." What does he mean by this?

The idea is strong enough to serve as an umbrella concept for a variety of executions.

As a marketing research analyst, you conduct an online survey to gather data regarding mothers' preferences for baby formula in the United States. All of the following are potential challenges you may face in this scenario EXCEPT which one?

The increased cost of online surveys compared to traditional methods

Which advertising model found that exposure to ads causes changes in human cognition, emotions, and behavior?

Think/feel/do model

Walmart routinely collects data on its website about purchases made by consumers to provide the most relevant products to its consumers. Which of the following best explains why Walmart's brand communicators use strategic research?

To acquire insights for making targeting decisions

Due to its high levels of technological innovation, Apple might choose to use which of the following creative strategies?

Unique selling proposition

In a previous chapter, we discussed the concept of competitive advantage with the questions "Why should I buy your product as opposed to another?" or even "What do you do better than everyone else?" Which of Frazer's six creative strategies is most closely related to competitive advantage?

Unique selling proposition

__________ means the research actually measures what it says it measures, whereas _________ means you can run the same test again and get the same answer

Validity, reliability

Viral marketing is essentially word-of-mouth advertising facilitated by social media. For example, at the time of this writing a particular commercial entitled "Ship my Pants" has over 25 million views on YouTube. Many will remember the ad but not necessarily the advertiser. This is called ___________.

Vampire creativity

Which of the following is NOT part of the consumer decision process?

Verifying financing options

Pay per ________________, pay per _____________or pay per _______________ are three types of SEM.

View, click, action

The Tampa Bay Times publishes a print edition on _____________ and ___________ only.

Wednesday, Sunday

What does CTR stand for?

click through rate

The right side of your brain is linked to the more emotional and creative messages​ (for example,​ affective), whereas​ ________ refers to the left​ brain's use of learning and message comprehension.

cognition

You are now the owner of a small business you started called Watching Paint Dry. Obviously, your target market is any person or organization with painting needs. You have been contemplating branching out from your word-of-mouth advertising strategy and intend to spend some money on ads in the local newspaper. In meeting with the advertising representative at the paper, all of the following have been described as basic functions of advertising EXCEPT _____________.

commission

When McDonald's, Wendy's, and Burger King fight over whose kid's meal will house the latest movie toy, this is an example of _________.

cross promotion

The advertising campaign you created was successful in meeting its objectives; consumer purchases have increased nearly 10% since the campaign launched. This indicates that your campaign was ________.

effective

One of the biggest drivers of sales promotion is accountability for marketing communication efforts. As opposed to advertising, one benefit of sales promotion is that it ____________.

encourages immediate results

Although models attempt to explain all consumers behavior, we must realize that some consumers buy out of loyalty (called___________) and others buy without truly thinking about the purchase ( called ____________).

habit, impulse

When discussing advertising, television, radio, billboards, and newspapers are all types of __________.

mass media

Which of the following best completes the following sentence? Sales promotions are primarily designed to affect demand by __________.

motivating people to act

The local hospital where you work as the marketing and public relations manager has recently purchased a new CT scanner. This new machine has numerous capabilities that are quite beneficial to the public. You decide to write an article and send it to the local newspaper. You realize it might or might not run it, and might or might not run it in its entirety. This is an example of a(n) _________.

news release

For interactive communication to​ work, companies look for people who will talk to other people and influence the formation of attitudes and behaviors. These people are called​ what?

opinion leaders

When you see end-of-aisle displays for Pepsi and Mountain Dew in the local grocery store, you are most likely witnessing ___________.

point-of-purchase materials

Although research has repeatedly shown this type of advertising​ doesn't work, we still talk about it quite often. For​ example, did you ever see the arrow and spoon in the FedEx logo or the two people sharing a chip in the Tostitos​ logo? What type of advertising is​ this?

subliminal advertising

The key components of advertising include all of the following EXCEPT _________.

target audience

Where, when and how you send your materials to a TV or radio station and when the spots are supposed to run is known as ___________ specs.

traffic

One of the cons of advertising on broadcast TV is ____________ reach.

wasted

​AIDA, described as the most commonly used explanation of how advertising​ work, stands for​ what?

​Attention, Interest,​ Desire, Action