Chapter 16

Identify a true statement about an advertising campaign

it extends for a defined period of time

Magnira Corp., a manufacturer of hygiene and personal care products, launches a new toothpaste "Tidy" that is more effective in maintaining oral hygiene than other brands. The advertisements of Tidy provide highly valid research information. This is an example of _____.

scientific executional style

Pete is the owner of a range of homestays in Carmen Islands. He advertises heavily every other month in order to maintain the visibility of his business. Which of the following types of media schedule does the given scenario exemplify?​

a flighted media schedule

Smithy Writing Implements has launched a range of markers with gel inks that show up brightly on dark surfaces. The pens have special writing tips and specially designed caps to prevent the ink from drying. The ad campaign for the pens, however, focuses only on their capability to write on dark surfaces as this feature is not offered by any of their competitors. In the given scenario, this feature is an example of _________.​

a unique selling proposition

Which of the following is a difference between an attribute and a benefit of a product?

an attribute is simply a feature of a product, while a benefit is what consumers receive by using a product

When Jacob opened a gaming lounge in his town, it was the only one of its kind for two years. When other clubs opened in the area, he hired an advertising agency to create a campaign to promote his lounge. The campaign focused on reminding consumers of the good times they had had at his club. He also hired a local celebrity to endorse his club. The ad campaign's appeal to the emotions of the consumers is an example of __________.​

competitive advantage

At Rue's Hunting Emporium, a retail store, equipment required for hunting is sold. When a new or revised equipment is introduced, it advertises those products steadily throughout a planned period of time. This is an example of a _____.​

continuous media schedule

Fournotts Corp., a sports shoe manufacturer, launched a new sports shoe. As a part of publicity, it invited its customers to try the shoes and get a feel of its features. This is an example of _____.​

experiential marketing

_____ is the number of times an individual is exposed to a given message during a specific period.

frequency

If the goal of the promotion plan is to improve the image of the company or the industry, _____ may be used

institutional advertising

Which of the following is an advantage of using cost per contact to determine the media mix for a product?

it enables an advertiser to compare the relative expenses of specific media vehicles

Which of the following statements is true of pioneering advertising?

it offers consumers in-depth information about the benefits of the product class

Tread Inc. is the market leader for sports shoes. Though the brand has not introduced any new product lines over the past decade, its signature products enjoy a high demand and have always remained popular. According to the concept of advertising response function, which of the following should be Tread Inc.'s advertising strategy?

it should spend proportionately less on advertising than on a newer line

New brands with a small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share because:

a certain minimum level of exposure is needed to measurably affect purchase habits

Kelly's Kitchen, a popular chain of fast food restaurants, offers a kids' meal pack free with every purchase of its newly introduced luxury meal pack. This is an example of a:

premium