Chapter 15 FINAL

Advertising is used mostly by ________. social agencies not-for-profit organizations governments business firms independent professionals

business firms

After creating a message strategy statement, the advertiser must develop a compelling ________ that will bring the message strategy to life in a distinctive and memorable way. creative concept execution style customer benefit customer strategy media vehicle

creative concept

Advertising is a good way to ________, inform, and persuade. define educate harvest engage create

engage

An IKEA ad shows consumers creating fanciful room designs with IKEA furniture, such as "a bedroom for a queen made by Bree and her sister, designed by IKEA." Which of the following message execution styles is illustrated in this example? personality symbol musical fantasy lifestyle mood or image

fantasy

A Spanish-language channel runs its ads only in Hispanic neighborhoods. This is an example of ________. media multitasking personal selling buzz marketing broadcasting narrow programming

narrow programming

Advertising objectives should be based on the marketing mix, positioning, and ________. costs of different media choices novelty of the product advertised differentiation ability to create special events past decisions about the target market

past decisions about the target market

A product in the maturity stage will most likely require ________ advertising. covert comparative informative reminder persuasive

reminder

After determining its advertising objectives, a company's next step in developing an advertising program is to ________. set an advertising budget develop a message strategy use cash rebate offers determine the media vehicle evaluate the advertising campaign

set an advertising budget

A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of a medication. Which of the following message execution styles is illustrated in this example? testimonial evidence personality symbol mood or image musical fantasy

testimonial evidence

Advertising has numerous goals. Which of the following is NOT one of those goals? to move people to immediate action to engage customers and change the way they think or feel about the brand to build or strengthen long-term customer relationships to work with lobbyists and legislators in developing industry regulations to help move consumers through the buying process

to work with lobbyists and legislators in developing industry regulations