Ch17 MKT350
Artwork
consists of illustration and the layout
Recognition and recall tests are posttest methods based on
memory
When a company promotes its position on a public issue, this is referred to as
Advocacy advertising Ex. When Bud Light ran an advertising campaign featuring the slogan, "Know when to say when."
Expedient
An advantage of the arbitrary approach for determining the advertising appropriation is that it is
Advertising platform
Before launching a new advertising campaign, marketers for healthy choice frozen dinners must determine the selling points they want to include in the advertisments. The identification and organization of these selling points is the_____-
Advertising appropriations are largest for which type of product?
Convenience goods
The assumption that sales create advertising is a disadvantage of which approach to setting an advertising budget?
Percent-of-sales
What is an advertising platform commonly based upon?
The opinions of employees within the firm or the advertising agency
Advertising appropriation
The total amount of money a marketer allocates for advertising for a specific time period is the
When a copywriter and an artist combine the copy with the visual material for a television commercial, it usually is done through the use of
a storyboard
Cost consumer indicator
a tool that allows an advertiser to compare the costs of several media vehicles within a specific medium relative to the number of persons reached by each vehicle
Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be
advertising objective
When respondents are shown a list of various products, brands, and company names and then asked about advertsemnets they have seen lately, researchers are conducting a
aided recall test
An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization or
an advertising agency
Pretest
an evaluation performed before an advertising campaign begins
When the CEO of a company states how much the company should spend on advertising for the coming period, the company is using the
arbitrary approach
Comparative, reminder, reinforcement
are forms of competitive advertising
effectiveness of an advertising campaign can be measured
before, during, and after the campaign through the use of pretests, inquiries, and posttests
Brands that are promoted through comparative advertising are most likely to be
brands that are attempting to compete with market leaders
Advertising campaign objectives that are aimed at making customer's attitudes more favorable are stated in__________ terms
communication
If an advertising campaign is aimed at increasing brand awareness and consumer's knowledge of a product's features, the advertising objective should be stated in terms of
communication
Coors advertises that its beer is the only one that is kept cold from the brewery to the store
competitive advertising
An advertising platform should consist of issues that are important to consumers. Selling features should be important to consumers and should be features that
competitve products lack.
The step in developing an advertising campaign that directly precedes campaign execution is
creating the advertising message
The most effective method of determining platform issues is to use a survey of_______
customers
After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by
defining the advertising objectives
Illustrations
design element that is used to attrat attention, communicate an idea quickly, or communicate ideas that are difficult to put into words
After the advertising budget is determined, the next step in creating an advertising campaign is
developing the media plan
The last stage in the development of any advertising campaign is
evaluating the effectiveness of advertising
A schedule in which advertisments run for set periods of time, alternating with periods in which no ads run is
flighting Ex. subway runs commercials several times a day for three weeks and then not at all for two weeks. it will run the commercials again for three more weeks
Pioneer Advertising
focuses on stimulating demand for a product category
The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times. This is
frequency advertising
An ad's________________ is designed to attract reader's attention and develop interest so that they will read the entire advertisement
headline
Measuring effectiveness during a campaign is usually accomplished by using
inquiries
Advertising that promotes organizational images or ideas is
institutional advertising Ex. First Union bank airs a series of radio ads that claim, "We are the friendly bank."
Public relations
is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders
The first stage in the development of any advertising campaign is
is identifying the advertising target audience
An advertising platform
is the basic issue or selling point that an advertiser wishes to include in an advertising campaign
The physical arrangement of the illustration, headline, subheadline, body copy, and the signature is called the
layout
A marketer that wanted to include detailed information in advertisements would most likely use
magazines
A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the date and times, is a the primary goal is to reach the largest number of people in the target market within the budget constraints
media plan
media planning
message content affects the types of media used for an advertising campaign
When using the percentage-of-sales approach for determining the advertising appropriation, marketers
multiply the firm's past sales plus a factor for expected changes in sales times a standard percentage
Generally in small firms
one or two individuals create and implement advertsing campaigns
consumer jury
panel of potential buyers of the advertised product brought together to pretest an advertising message
The target audience for an advertising campaign is the
people toward whom the advertisements are directed
Which of the following is not a public relations tool?
product sample
Advertising agencies
provide businesses with copywriters, artists, production coordinators, media experts, researchers
If during the advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a __________ media schedule is being used
pulsing
The 3 general types of media schedules are
pulsing, continuous, and flighting
the percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of
reach
If a consumer is shown a particular advertisement and asked if she has seen it before, a ___________ is being performed
recognition test
Dial Soap's advertising slogan, "Aren't you glad you use Dial? Don't you wish everybody did? exemplifies the use of
reinforcement advertising
Advertising that lets consumers know that an established brand still offers certain uses, characteristics, and advantages is
reminder advertising
The identification of an ad's sponsor is
signature
When developing an advertising campaign, benchmarks need to be included in the
statement of advertising objectives
The verbal position of an advertisement, including headlines, body, and signature, is called
the copy
The cost per thousand indicator shows
the cost to expose 1,000 people to a one-page magazine advertisment
Reinforcement advertising is primarily targeted at
the current users of a particular product
The main problem for using the objective-and-task approach to setting an advertising budget is that
the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals
Pioneer and Competitive
the two major types of product advertising
Competitive Advertising
type of advertising that points out a brand's features and advantages that fit consumers but may not be available in other brands
Carla is stopped by a researcher at a shopping mall and asked what was the last television commercial she remembers seeing was. This is an example of
unaided recall test