Chapter 18
Which of the following are common approaches in using allowances as a form of trade-oriented sales promotions?
- Finance allowance - Merchandise allowance - case allowance
Which of the following are common approaches to posttesting?
- Inquiry tests - Attitude tests - Sales tests
by using self-regulation in promotional activities, marketers can do which two of these?
- Minimize regulatory constrains and restrictions - help consumers gain confidence in marketing communication efforts
Please select three of the following products that would benefit most from a continuous type of advertising schedule
- Mott's applesauce - Pantene Pro-V Shampoo - Bounty Paper Towels
Match the three forms of product advertisements with the correct description.
- Pioneering: tells people what a product is, what it can do, and where it can be found. - Competitive: Promotes a specific brand's features and benefits - Reminder: Reinforces a consumers previous knowledge of a product.
Which two of the following are trends influencing newspapers today?
- a dramatic decline in circulation - the growth in online newspapers
Evaluation of advertising is usually done when?
- before a campaign - after a campaign
Which of the following are factors that should be considered when setting an advertising schedule?
- buyer turnover - purchase frequency - forgetting rate
A media planner will decide on the advertising schedule, including the specific times and durations of advertisements. Which of the following are approaches to this scheduling?
- continuous - flighting - pulse
Please select all of the following products that would probably be best suited for a flighting advertising schedule
- coppertone suntan lotion - cadbury easter eggs
Which two of the following are disadvantages of using coupons as a sales promotion?
- coupons are more costly than just their face value. - consumers could delay purchase until a coupon becomes available.
Which two of the following are types of online advertising?
- display (banner) ads - paid search
Which two of the following are problems associated with humorous appeals in advertising?
- humor wears out quickly, so consumers lose interest - humor varies across cultures
Which two of the following are reasons that firms like to advertise during the Super Bowl?
- over 100 million viewers watch the game - many viewers actually look forward to watching the commercial
Which of the following are factors that are commonly considered in the initial selection of media?
- the product attributes - the media habits of the target audience - the cost
Which two of the following are conflicting goals that commonly occur with media planning?
- to maximize the exposure to the message - to minimize costs
Which two of the following are common types of outdoor advertising?
-Transit advertising - billboards
Which two fo the following are required by federal and state laws and monitored by the Federal Trade Commission, regarding the use of contests and sweepstakes?
-the chance of winning must be represented honestly -There must be a guarantee that the prizes are awarded
Match the following forms of institutional advertising with its description
Advocacy - states the position of a company on an issue Pioneering institutional - announces what a company is, what it can do, or where it is located. Competitive institutional - promotes the advantages of one product class over another Reminder institutional - brings the company's name to the attention of the target market again.
The cost of reaching 1,000 individuals or households with the advertising message is a given medium is abbreviated as
CPM
Consumers are required to apply their skill or analytical or creative thinking to try to win a prize in a(n) ___
Contest
What type of advertising schedule has advertisers running their ads throughout the year?
Continuous
programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products is known as ___ advertising.
Cooperative
Radio listening time reaches its peak during which of these time periods?
During the morning drive
Advertising, like any part of the promotional mix, can be managed by following several steps, including which of these?
Executing Evaluating
Program-length advertisements on television that take an educational approach to communication with potential customers are known as
Infomercials
The objective of ___ advertisements it to build goodwill or an image for an organization rather than promote a specific good or service
Institutional
___ advertising has been used by companies like Texaco, Pfizer, and IBM to build confidence in the company name
Institutional
Which two of the following are broad types of advertising?
Institutional Product
Match the type of product advertisement with its objective
Pioneering: to inform Competitive: to persuade Reminder: to reinforce
Match the following forms of pretest with the correct description.
Portfolio test - Used to compare copy alternatives, with subjects asked for their impressions on the test ad as well as others. Jury test - Single ad evaluated by a panel of consumers, and rated in terms of concepts such as liking, attention, attractiveness. theater tests - Advertising taking place during television shows or movies is evaluated by consumers.
For a new Madden video game, EA Sports decides to have Rob Gronkowski on the cover and run an ad campaign on ESPN. After the advertisement has run, EA Sports asks ESPN viewers if they recall the advertising and if it changed their attitudes about the product. What is this process called?
Posttesting
In the movie Happy Gilmore, Adam Sandler becomes a spokesperson for Subway sandwiches. This is an example of which of the following sales promotion tactics?
Product placement
Theater tests for a new commercial are the most sophisticated of pretests and require subjects to view them within
TV shows or movies
Sometimes minivan commercials are aired during Saturday morning cartoons. Advertisers are using these ads to reach the ___ market or those who influence them.
Target
Which of the following is a disadvantage of using television advertising, especially on broadcast newworks?
The likelihood of wasted coverage
Allowances, cooperative advertising, and the training of distributor's salesforce are types of ___-oriented sales promotions.
Trade
When an advertiser is assessing an advertisement's impact through pretesting, what is most likely to be measured?
Whether or not the various elements in the proposed ad match the intended message.
Consumer-oriented sales promotions are used to support
a company's advertising and personal selling.
Posttesting often leads to
a decision about changes in advertising
In a jury test
a single ad is shown to a panel of subjects, and they proceed to rate it.
___ is any paid form of nonpersonal communication, about an organization, a product, a service or any idea by an identified sponsor.
advertising
One of the biggest differences between advertising and publicity tools is that
advertising typically has a direct cost while publicity does not
Aided and unaided recall tests are done ___ the commercial airs on TV.
after
If a retailer is weighing the cost of carrying additional inventory (greater than the usual amount) against the benefits of a reduced wholesale price, he or she is probably considering whether to take advantage of a(n) ___ offered by a manufacturer.
allowance
In a portfolio test,
an ad is viewed by subjects while surrounded by other ads or stories.
Reese Witherspoon drew a lot of attention to the Nina Ricci brand by wearing a cocktail dress at the Golden Globes. Shortly after, Nina Ricci enjoyed a spike in sales. Celebrities can sometimes be used in this way.
as publicity tools
the advertising message should focus on the key ___ of the product that are important to a prospective buyer in making trial and adoption decisions.
benefits
Reverse product placement refers to
bringing fictional products to the market space.
The use of personalized promotions targeting individual preferences is most helpful in
building long-term relationships
Channel's use of popular actress Nicole Kidman to represent its Chanel No. 5 product is an example of using a(n) ___ spokesperson
celebrity
This Escalade Hybrid print ad highlights the product's differences with BMW and Volvo products, so it is an example of ___ advertising.
comparative
With a product such as facial tissue, it is important for a firm to demonstrate the superior benefits its product has over similar products using ___ advertisements
competitive
The "Milk Life" campaign launched by the milk industry was attempting to generate increased demand for milk as it competes against other beverages. These advertisements would be considered
competitive institutional
3M had a "One Million Uses and Counting" promotion such that individuals would post a YouTube video showing their various uses for Post-it Notes for a chance to win a price. This is an example of ___.
contest
This is an example of a ___ offered by Bed bath and Beyond.
coupon
An advantage of ___ is that they often increase a firm's market share during the period immediately following their use
coupons
A ___ refers to a sales promotion that is a short-term price reduction which can take several forms, including "featured price" or "buy one get one free"
deal
This strategy to get consumers to purchase at Payless Shoe store is known as a(n) ___.
deal
Using ___ as a type of sales promotion is beneficial because they can encourage consumers to try out a product at reduced risk, but they can be detrimental because they reduce perception of value for the product or service.
deals
The average number of times a person in the target audience is exposed to an advertisement is known as the
frequency
A commonly used reference number in advertising is called ___, found by multiplying a mediums reach by frequency
gross rating points
In addition to fear appeal and sex appeal, on what other common appeal could a commercial message rely?
humor
Advertising functions performed by the company's own staff are said to be
in-house
Even the most basic ___ for an advertised product can be shown in a persuasive manner in order to attract attention and encourage purchase
information
On which of the following media are the most advertising dollars spent annually?
internet
Despite the large number of media options today, the average Millenial still ___ for an average of 9.9 hours every week
listens to the radio
As part of a sales promotion program, ___ programs are specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.
loyalty
Which of the following sales promotion strategies is used to encourage and reward repeat purchases?
loyalty programs
Newspapers, radio and TV are examples of advertising
media
The means by which the message is communicated to the target audience are known as the advertising
media
As a sales promotion, a premium is
offering some type of merchandise for free or at a significant savings
Companies use ___ advertisements to tell people what a product is, what it can do, and where it can be found.
pioneering
During the early stages of a product's life cycle, ___ advertisements help a firm to achieve its primary objective to inform the target market.
pioneering
Product ___ involves the use of brand-name product as a prop or accessory in, for example, a scene in a movie or television show.
placement
The Hostess products show in this picture are a part of which sales promotion tactic?
point of purchase displays
This is an example of which type of sales promo that can be found in retail stores?
point-of purchase display
___ refers to the evaluation of an advertisement's impact after it has already run. This is the final stage of assessment, where advertisers determine the sales and/or communication impact of the ad campaign.
posttesting
When customers at Victoria's Secret can qualify for a free perfume with purchase, it is an example of which sales promotion?
premium
An uproar began in response to the admission by Russell Simmons that he negotiated with McDonald's to get rappers to he represents to mention Big Macs in their rhymes. this would most likely be considered a new type of
product placement
Coupons, contests, and samples are forms of consumer-oriented sales ___.
promotion
Because it is in the manufacturer's best interest if resellers have a highly qualified salesforce, it may
provide sales training to those individuals
___ ___ is a form of communication management that seeks to influence the image of an organization and services primarily using publicity
public relations
A(n) ___ advertising schedule combines the continuous and flighting schedules together by maintaining a consistent base level of advertising but periodically increases in advertising intensity at strategic time periods
pulse
Television and radio stations refer to their reach using the tearm
rating
The number of different people or households exposed to an advertisement is known as
reach
Apple offered to return $100 to consumers who purchased an Apple computer and a printer during a three-month promotional period. Consumers provided proof of purchase in exchange for a
rebate
Products that are in the maturity stage of their product life cycle and already have achieved a well-recognized position will often use ___ advertisements
reminder
The FCC recommends that firms conduct market ___ to eliminate possible bias related to judgments about some population segments as they identify their target audience for advertising.
research
Ben & Jerry's offers customers a complimentary scoop of ice cream on "Free Cone Day," which is an example of which form of sales promotion?
samples
___ are often used for new products, as a way to get the product in the hands of the consumer at no risk to them.
samples
The contemporary women's clothing store Bebe designs its advertising to "attract customer who are intrigued by the playful sensual and evocative imagery of the Bebe lifestyle." this company uses what type of advertising appeal?
sex
Which of these steps in developing advertising is most helpful in selecting media and evaluating a campaign?
specifying advertising objectives
A(n) ___ is a type of sales promotion that offers prizes based on a chance of drawing an entrant's name and requires nothing more than purchase of a ticket or a filled-out form on the part of the consumer.
sweepstakes
In order for an advertising program to succeed, the advertiser must accurately and effectively identify its ___ audience
target
Accounting for both traditional and nontraditional methods, research indicates that time allocated to consumption of ___ is increasing
television
"What ads do you remember seeing yesterday?" is a question most likely asked during which type of post-testing?
unaided recall
When an advertiser is choosing which fashion magazine in which to run a print ad, Cosmopolitan or Vogue, the advertiser is deciding which ___ to use.
vehicle
Reminder advertising is most appropriate
when the product has achieved a well-recognized position
Trade-oriented sales promotions are directed at
your wholesalers, retailers, or distributors
