Chapter 19 Marketing, Chapter 18 Advertising, Public Relations, and Sales Promotions, Chapter 18, Marketing Ch. 18

Which of the following federal agencies regulate advertising? (select all that apply) - FCC - FDA - FTC - FAA

- FCC - FDA - FTC

Which of the following exemplifies a pull IMC strategy?

Budweiser buys 8 ads in the Super Bowl at $3M each.

True or false: Advertisers often use the GRP to calculate how effective their media mix has been in reaching their target audience.

True

usually a _____ appeal will help consumers understand the facts of a product and view the brand favorably.

informational

One of the goals of _ advertising is to ensure that customers know about the arrival of new merchandise.

informative

When an advertising campaign is first launched for a new product, which type of advertising would be most appropriate given the objective of building awareness?

informative

When looking at an ad you should be able to determine if the ad is persuading, _______, or reminding customers

informing

A lift refers to additional sales for a product or service that are caused by advertising. Which element in the diagram exemplifies the lift?

promotion

________ service advertising represents a form of social marketing undertaken to address social issues

public

When products have already gained market acceptance and are in the maturity stage of their life cycle, oftentimes firms will engage in _ advertising to continuously stay in the thoughts of the consumer.

reminder

Firms conduct market ______ to identify their target audience and to help set the tone for their advertising program

research

When a firm offers a special incentive encouraging consumers to purchase a particular product or service, that is known as:

sales promotions

Select all of the following products that would probably be best suited for a flighting advertising schedule (select all that apply) - Salomon skis - NBC nightly news - McDonald's big mac - Cadbury easter eggs - Charmin toilet paper

- Salomon skis - Cadbury easter eggs

Identify the key components to the advertising plan (select all that apply) - analyze the marketing and advertising situation - recognize that information cannot be used to late measure success or failure - identify the objectives of the advertising campaign - indicate how the firm can determine whether the campaign was successful

- analyze the marketing and advertising situation - identify the objectives of the advertising campaign - indicate how the firm can determine whether the campaign was successful

From the following list, select the claims that would be identified as puffery (select all that apply) - better ingredients. better burgers - you won't be fat anymore - world's best coffee - your cravings will immediately disappear

- better ingredients. better burgers - world's best coffee

What are some of the acts that could be considered Public Relations?

- building a positive image of the firm - maintaining positive relationships with the media - handling unfavorable press

An advertising firm will be successful if the media mix delivers a message that is ______ (Select all that apply) - compelling - coercive - clear - consistent

- compelling - clear - consistent

The main types of appeal an argument may use include _____ (select all that apply) - emotional - devotional - informational - hypothetical

- emotional - informational

identify key characteristics of the media mix:

- frequency of advertising in each medium - combination of media used

Identify some long-term strategies for building customer faithfulness (select all that apply) - loyalty programs - free samples - POP displays - contests

- loyalty programs - contests

Select all of the following activities that could be considered acts of PR - handling distribution costs for products - maintaining positive relationships with the media - building a positive image of the firm - coming up with product claims in advertising - handling unfavorable press

- maintaining positive relationships with the media - building a positive image of the firm - handling unfavorable press

Identify the key considerations when determining advertising budget:

- nature of the market and the product influence the size of advertising budgets - firms must consider the role that advertising plays - advertising expenditures vary over the course of the product life cycle

Media that are appropriate for trying to reach large numbers of anonymous audience members include _____ (select all that apply) - radio - personalized websites - sales personnel - newspaper

- radio - newspaper

Niche media can offer advertisers the opportunity to _____ (select all that apply) - reflect local differences - create one message that fits all - personalize their messages - reach an international audience

- reflect local differences - personalize their messages

Advertising is a paid form of communication, delivered through media from an identifiable source, about a ______ (select all that apply) - service - product - medium - idea

- service - product - idea

Some products get away with outrageous claims because they are either puffery or a claim that cannot really be proved true or false. What are some examples of puffery?

- stunningly beautiful - the king of beers * not ones like your cravings will disappear forever because that can be tested

When implementing a push strategy the producer will focus on promoting to:

- wholesalers - retailers - salespeople

When implementing a push strategy the producer will focus on promoting to the ______ (select all that apply) - customers in stores - wholesalers - distributors - sales staff in stores

- wholesalers - distributors - sales staff in stores

Most jewelry retailers try to appeal to:

- women who will purchase it for themselves - men who will purchase it for the women in their lives

What types of appeals do marketers use to portray their products/services? How do marketers assess which type of appeal to use?

-Appeal -Informational appeals: Used in a promotion to help consumers make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage them to evaluate the brand favorably on the basis of the key benefits it provides -Emotional appeals: aims to satisfy consumers emotional desires rather than their utilitarian needs (fear, safety, humor, happiness, love, comfort, and nostalgia; Ex: Fear/Safety, ADT Security; "Breaking into your apartment is easier than you may think)

What is the advertising schedule and what are the three types of schedules?

-Determining the advertising schedule -Continuous (all year long) -Flighting (certain parts of the year. i.e. suntan lotion) -Pulsing (combines both in certain times of the year. i.e. Hotels have a steady advertising schedule but may advertise heavily during low demand periods)

What are the various focuses of advertisements and what is entailed in each?

-Focus -Product focused (suggest to buy coke or mac) -Product focused advertisements: Used to inform, persuade, or remind consumers about a specific product or service -Institutional (about polotics, issues, entire industry) -Institutional advertisements: A type of advertisement that informs, persuades, or reminds consumers about issues related to places, politics, or an industry (Got MILK?) -Public service advertising (PSA): Advertising that focuses on the public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups; a form of social marketing -Social marketing: the content distributed through online and mobile technologies to facilitate interpersonal interactions

There are a number of reasons why firms integrate PR into their business plan. What are some of those reasons?

-PR is considered more credible than marketing - unlike advertising, PR does not buy media slots

In most cases, a firm matches media usage with the message they want to stress. Match the media message with the media type 1) price 2) image A) newspaper and radio B) television and magazines

1 - A 2 - B

The FTC, FCC, and FDA are essential federal agencies that help to regulate advertising. Match the federal agency with its specific jurisdiction 1) FTC 2) FCC 3) FDA A) enforces laws that prohibit or limit obscene, indecent, or profane language B) regulates package labeling and definition of terms and requires disclosure statements C) defines deceptive and unfair advertising practices

1 - C 2 - A 3 - B

3M's post-it notes "one million uses and counting" promotion where individuals post on YouTube their various uses for 3M's post-it notes for the chance to win a prize is an example of a ______ 1) contest 2) sample 3) sweepstakes 4) rebate

1) contest

A very important consideration for advertisers is to make sure an ad's ______ does not overshadow its ______ 1) creativity; message 2) message; audience 3) message; creativity 4) creativity; audience

1) creativity; message

Imagine that for the next Madden video game, the marketer decides to have Peyton Manning on the package's cover and run an ad campaign on television. After the advertisement has run its course, EA Sports assesses how many video game copies it sold during the campaign. What is this process called? 1) post testing 2) pretesting 3) taking stock 4) keeping tabs

1) post testing

In executing any type of advertising campaign, there are typically three stages for assessing the campaign's overall effectiveness - tracking - pretesting - post testing

1) pretesting 2) tracking 3) post testing

IKEA maintains a steady level of advertising throughout the year but also tends to increase its advertising frequency in August, which is when college students are heading back to school. What is the name of the advertising schedule that IKEA has adopted? 1) pulsing 2) fighting 3) continuous 4) ongoing

1) pulsing

In executing any type of advertising campaign, there are typically three stages for assessing the campaigns overall effectiveness. Rank the three stages in order.

1. pretesting 2. tracking 3. post testing

List in chronological order the different stages for advertisers in assessing an advertising campaign starting with the beginning at the top.

1. pretesting 2. tracking 3. post testing

Which of the federal agencies has the general purpose of regulating food, supplements, drugs, cosmetics, medical devices, biologics, and blood products? 1) FTC 2) FDA 3) FCC 4) FAA

2) FDA

Which of the following is the most visible form of marketing communications? 1) sales promotions 2) advertising 3) press releases 4) public relations

2) advertising

Persuasive advertising most often occurs in which stage of the product life cycle? 1) later 2) growth 3) introduction 4) decline

2) growth

When an advertising campaign is first launched for a new product, which type of advertising would be most appropriate given the objective of building awareness? 1) rebate 2) informative 3) persuasive 4) reminder

2) informative

When an advertiser is in the process of creating an ad and is debating whether to run the ad on television or in print, the advertiser is deciding on which ______ to use 1) headline 2) media 3) message 4) text

2) media

Supposed that for every pair of Nike shoes sold, Nike donates a percentage of the sales price toward funding high school athletics. This process is an example of which of the following? 1) nonprofit marketing 2) institutional marketing 3) cause-related marketing 4) mutual marketing

3) cause-related marketing

What type of advertising schedule is best suited for products and services that are consumed regularly at relatively steady rates? 1) fighting 2) pulsing 3) continuous 4) relentless

3) continuous

When a company uses its advertising budget to purchase airtime or print pages, they are conducting a(n) ______ buy 1) GRP 2) IMC 3) media 4) competitive

3) media

If an advertiser is assessing an advertisement's impact for the product while it's begin advertised (tracking), then what is the most probable factor being examined? 1) identifying any negative consequences of running the ad 2) deciding if the ad's content matched the intended message 3) monitoring weekly sales for the product while the ad is run 4) evaluating whether or not cheaper media could have been used

3) monitoring weekly sales for the product while the ad is run

One of the primary characteristics of advertising is that advertising is a ______ form of mass communication 1) non-profit 2) promotional 3) paid 4) limited

3) paid

When products have already gained market acceptance and are in the maturity stage of their life cycle, oftentimes firms will engage in _____ advertising to continuously stay in the thoughts of the consumer 1) image 2) persuasion 3) reminder 4) informative

3) reminder

When a firm tries to encourage consumers to purchase a particular product or service by offering some sort of special incentive, this is known as ______ 1) trade promotions 2) public relations 3) sales promotions 4) consumer "pitches"

3) sales promotions

What is the first step advertisers must take to get consumers to remember their ads and the brand? 1) they must get a signed contract from the client 2) they must sell products 3) they must capture people's attention 4) they must create a social media campaign

3) they must capture people's attention

Imagine that McDonald's decides to run a print ad campaign for one month in a specific region's newspapers. While the ad is being run in the newspapers. McDonald's monitors any changes in weekly sales for their franchises in that specific region. What is this process called? 1) calculating 2) tabulating 3) tracking 4) emulating

3) tracking

Identify the three types of advertising schedules used by media planners 1) sporadic, discontinuous, loading 2) fighting, pulsing, sporadic 3) loading, pulsing, discontinuous 4) continuous, fighting, pulsing 5) pulsing, sporadic, continuous

4) continuous, fighting, pulsing

If an advertiser is assessing an advertisement's impact for the product after it has been advertised (post testing), then what is the most probable factor being examined? 1) evaluating the type of media best suited for delivering the ad 2) looking at the weekly sales volume in the weeks in which the ad was run 3) looking at daily sales volume in the days in which the ad was run 4) evaluating the overall sales changes in the product and/or service that was advertised

4) evaluating the overall sales changes in the product and/or service that was advertised

The _______ is the large type in an ad that is designed to draw attention 1) foreground 2) subhead 3) background 4) headline

4) headline

Usually a(n) ______ appeal will help consumers understand the facts of a product and view the brand favorably 1) persuasive 2) reminder 3) institutional 4) informational

4) informational

The ______ component of the communication model provides the target audience with reasons to respond in the desired way 1) push strategy 2) AIDA model 3) budget 4) message

4) message

Imagine that Johnson & Johnson is about to begin developing an ad campaign for a new product line of body washes. Before doing so, they make sure that the various elements for this ad campaign are in place in an organized, integrated, and sensible fashion before moving on. What is this process called? 1) post testing 2) tracking 3) beta testing 4) pretesting

4) pretesting

Which of the following calculations can be used to determine if the selected media mix has been successful in reaching their target audience? 1) frequency x total cost 2) variable cost x reach 3) total cost x variable cost 4) reach x frequency

4) reach x frequency

Short-term sales promotions might include free ______, whereas long-term sales promotions could include ______ programs 1) sweepstakes; sampling 2) contests; sampling 3) coupons; sampling 4) samples; loyalty

4) samples; loyalty

When a firm tries to sell is product apart from competing products by trying to persuade consumers that its product is special in some way, the firm is promoting the product's ______ 1) information appeals 2) public service announcement 3) emotional components 4) unique selling proposition

4) unique selling proposition

When an advertiser is assessing an advertisement's impact through pretesting, what is most likely to be measured? 1) whether or not the ad is likely to be recalled by the audience 2) whether or not the firm is making any money on the product or service in the ad 3) whether or not the ad is going in one medium or multimedia 4) whether or not the various elements in the proposed ad match the intended message

4) whether or not the various elements in the proposed ad match the intended message

You may select to use persuasive advertising if which of the following factors is true?

A firm decides to reposition the brand. Competition is most intense. It is at the growth or early maturity stage in PLC.

What is advertising? Is word-of-mouth marketing a type of advertising?

Advertising is a paid form of communication, delivered through media from an identifiable source, about an organization, product, service, or idea, designed to persuade the receiver to take some action now, or in the future. Word of mouth marketing is not a type of advertising

Which of the federal agencies has the general purpose of regulating interstate and international communications?

FCC

Who is the FCC and what is puffery? How does the FTC relate to advertising?

FCC: Federal communications Commission; regulates interstate and international communications by radio, tv, wire, satellite, and cable The FTC is the federal trade commission; its the primary enforcement agency for most mass media advertising Puffery: the legal exaggeration or praise, stopping just short of deception, lavish on a product. (Ex: Match.com claims that it leads to better first dates, it is puffery because better is subjective)

Which of the following federal agencies regulate advertising?

FTC FCC FDA

The FTC, FCC, and FDA are essential federal agencies that help to regulate advertising. Match the federal agency with its specific jurisdiction.

FTC -> Defines deceptive and unfair advertising practices FCC -> Enforces laws that prohibit or limit obscene, indecent, or profane language FDA -> Regulates package labeling and definition of terms (e.g., light, organic) and requires disclosure statements (e.g.,) warning labels, dosage requirements)

When developing an ad campaign firms must ensure that they apply many of the _____ strategies.

IMC

_ refers to assessments performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do.

Pretesting

_ is the legal exaggeration of praise, shopping just short of deception.

Puffery

Which of the following statements about sales promotions strategies is true?

Sales promotion tolls can be used with either a push or pull strategy.

When companies try to entice customers to make purchase by offering special incentives or excitement-building programs, they are using _.

Sales promotions

What is entailed in identifying the target audience? What question is a marketer trying to answer in this step? Why is identifying the target audience important?

Step 1. Identify the target audience -Tone of message -Target market -May or may not be current users -Adidas may put derrick rose or selena gomez on ads depending on target audience -Media selection (ven-diagrama where these overlap)

What are the steps when planning an ad campaign?

Step 1. Identify the target audience -Tone of message -Target market -May or may not be current users -Adidas may put derrick rose or selena gomez on ads depending on target audience -Media selection (ven-diagrama where these overlap) Step 2.Set advertising objectives -Advertising plan: a subsection of the firms overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the ad campaign, clarifies a specific strategy for accomplishing those objectives, and indicates how the firm can determine whether the campaign was successful -Strategies: Push vs. Pull -Push Strategy:(traditional) Designed to increase demand by motivating sellers-wholesalers, distributors, or salespeople-to highlight the product, rather than the products of competitors, and thereby push the product onto consumers -Pull Strategy:(more effective) Designed to get consumers to pull the product into the supply chain by demanding it. Much better at building trust. -Overall objective -Inform (new product or brand in the market) -Informative advertising: a communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase -Persuade (I have to persuade you my brand is better) -Persuasive advertising: communication used to motivate consumers to take action -Remind (repeatedly see ads for products) Reminder advertising: communication used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle -Fucus -Product focused (suggest to buy coke or mac) -Product focused advertisements: Used to inform, persuade, or remind consumers about a specific product or service -Institutional (about polotics, issues, entire industry) -Institutional advertisements: A type of advertisement that informs, persuades, or reminds consumers about issues related to places, politics, or an industry (Got MILK?) -Public service advertising (PSA): Advertising that focuses on the public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups; a form of social marketing -Social marketing: the content distributed through online and mobile technologies to facilitate interpersonal interactions Step 3: Determine the advertising budget -Considerations -Role -Product life cycle -Nature of the market and product -Ex: less money is spent on advertising in B2B than B2C, personal selling is more important to B2B Step 4: Convey the message -Key Message -Problem-solving ability -Unique selling proposition (USP): A strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in the entire advertising campaign. (Red bull...Gives you wings) -Appeal -Informational appeals: Used in a promotion to help consumers make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage them to evaluate the brand favorably on the basis of the key benefits it provides -Emotional appeals: aims to satisfy consumers emotional desires rather than their utilitarian needs (fear, safety, humor, happiness, love, comfort, and nostalgia; Ex: Fear/Safety, ADT Security; "Breaking into your apartment is easier than you may think) Step 5: Evaluate and select media -Media Planning: The process of evaluating and selecting the media mix that will deliver a clear, consistent, compelling, message to the intended audience -Media mix: The combination of the media used and the frequency of advertising in each firm (Ex: Macy's determines that a heavy dose of TV, radio, print, and billboards is appropriate for the holiday selling season) -Media buy: the actual purchase of airtime or print pages. (largest expense) -Mass media: Channels that are ideal for reaching large numbers of anonymous audience members; include national newspapers, magazines, radio, and television -Niche media: Channels that are focused and generally used to reach narrow segments, often with unique demographic characteristics or interests. (Ex: Magazines such as Skateboarder or Cosmo Girl) -Determining the advertising schedule -Continuous (all year long) -Flighting (certain parts of the year. i.e. suntan lotion) -Pulsing (combines both in certain times of the year. i.e. Hotels have a steady advertising schedule but may advertise heavily during low demand periods) Step 6. Create Advertisements -Message transaction -Medium (to demonstrate an image they may use TV, to promote price they may use radio or newspaper) -Creativity (important that creativity doesn't overshadow the message) -Objectives Step 7: Assess impact using marketing metrics -Pretesting: assessment performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do -Tracking: Includes monitoring key indicators, such as daily or weekly sales volume, while the ad is running to shed light on any problems with the message or the medium -Posttesting: The evaluation of an IMC campaign's impact after it has been implemented

Advertising objectives are based on what? What are the overall objectives of advertisements and what is entailed in each? How is the product life cycle relevant?

Step 2.Set advertising objectives -Advertising plan: a subsection of the firms overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the ad campaign, clarifies a specific strategy for accomplishing those objectives, and indicates how the firm can determine whether the campaign was successful -Strategies: Push vs. Pull -Push Strategy:(traditional) Designed to increase demand by motivating sellers-wholesalers, distributors, or salespeople-to highlight the product, rather than the products of competitors, and thereby push the product onto consumers -Pull Strategy:(more effective) Designed to get consumers to pull the product into the supply chain by demanding it. Much better at building trust. -Overall objective -Inform (new product or brand in the market) -Informative advertising: a communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase -Persuade (I have to persuade you my brand is better) -Persuasive advertising: communication used to motivate consumers to take action -Remind (repeatedly see ads for products) Reminder advertising: communication used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle

What must firms consider when setting an advertising budget?

Step 3: Determine the advertising budget -Considerations -Role -Product life cycle -Nature of the market and product -Ex: less money is spent on advertising in B2B than B2C, personal selling is more important to B2B

What is the purpose of the message in advertising? What is the purpose of the unique selling proposition (USP)?

Step 4: Convey the message -Key Message -Problem-solving ability -Unique selling proposition (USP): A strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in the entire advertising campaign. (Red bull...Gives you wings)

What is entailed in selecting and evaluating media? Which element is generally the largest expense in the advertising budget? What is the difference between the mass media and the niche media?

Step 5: Evaluate and select media -Media Planning: The process of evaluating and selecting the media mix that will deliver a clear, consistent, compelling, message to the intended audience -Media mix: The combination of the media used and the frequency of advertising in each firm (Ex: Macy's determines that a heavy dose of TV, radio, print, and billboards is appropriate for the holiday selling season) -Media buy: the actual purchase of airtime or print pages. (largest expense) -Mass media: Channels that are ideal for reaching large numbers of anonymous audience members; include national newspapers, magazines, radio, and television -Niche media: Channels that are focused and generally used to reach narrow segments, often with unique demographic characteristics or interests. (Ex: Magazines such as Skateboarder or Cosmo Girl)

What is entailed in the process of creating advertisements? The execution style and medium utilized are related in what way? What is important to keep in mind in terms of creativity?

Step 6. Create Advertisements -Message transaction -Medium (to demonstrate an image they may use TV, to promote price they may use radio or newspaper) -Creativity (important that creativity doesn't overshadow the message) -Objectives

What is entailed in assessing an advertisement's impact?

Step 7: Assess impact using marketing metrics -Pretesting: assessment performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do -Tracking: Includes monitoring key indicators, such as daily or weekly sales volume, while the ad is running to shed light on any problems with the message or the medium -Posttesting: The evaluation of an IMC campaign's impact after it has been implemented

Measuring sales impact resulting from an advertisement can be tricky for firms to determine. Why is that?

The ad may not have been the only factor that influenced consumers' choices during the ad campaign.

_ refers to monitoring the key indicators while an advertisement is running, such as daily or weekly sales volume, to shed light on any problems with the message or the medium.

Tracking

The increasing number of communication channels and changes in consumer media usage have made the job of the advertiser more difficult. Therefore one of the steps taken to achieve a successful advertising campaign is to identify the target market and create the actual _____ and then assess the performance.

ad

A _____ plan identifies the objectives of the advertising campaign and clarifies the strategies which will be used to accomplish the objectives.

advertising

A(n) _ plan identifies are objectives of the advertising campaign and clarifies the strategies which will be used to accomplish the objectives.

advertising

A(n) ______ schedule specifies the timing and duration of advertising

advertising

Unlike PR, _ is a paid form of communication, delivered through media from an identifiable source.

advertising

Unlike PR, _______ is a paid form of communication, delivered through media from an identifiable source

advertising

If an advertiser is assessing an advertisements impact for the product after it has been advertised (post testing), then what is the most probably factor being examined?

assessing the overall sales changes in the product/ service that was advertised

A company will include the use of emotional appeal such as fear, safety, or humors to create a(n) ______ between the customer and the brand

bond

Sometimes minivan commercials are aired during Saturday morning cartoons. Advertisers are using them ads to build _ awareness on the part of the children who may or will influence their parents' minivan choice.

brand

_____ marketing refers to commercial activity in which businesses and charities form a partnership to market an image, product, or service for their mutual benefit.

cause-related

Identify key characteristics of the media mix.

combination of media used frequency of advertising in each medium

Doritos allowed consumers to submit their own commercials for the brand with the best one being run during the superbowl. This is an example of:

contest

Identify some long term strategies for building customer loyalty:

contests and loyalty programs

Identify the three types of advertising schedules used by media planners.

continuous, flighting, pulsing

One of the great advantages of _ is that they now enable the marketer to directly track consumer sales.

coupons

a _____ refers to a promotion that is a short term price reduction that can take several forms. Examples include featured price or buy one get one free.

deal

If Burger King claims to have the top 1% of all hamburgers, the FTC would probably would rule that claim as _. However, if Burger King says that it has the best hamburgers in the world, the FTC would likely rule that claim as _.

deceptive; puffery

FTC (Federal Trade Commission)

defines deceptive and unfair advertising practices

FCC (Federal Communications Commission)

enforces laws that prohibit or limit obscene, indecent, or profane language

True or false: Advertisers only assess a campaign after the ad has run

false

A ______ advertising schedule is one where the ad is implemented in strategic spurts, having a period of heavy advertising followed by a period of no advertising

flighting

Identify the three types of schedules:

flighting continuous pulsing

Identify the key components to the advertising plan.

identify the objectives of the advertising campaign indicate how the firm can determine whether the campaign was successful analyze the marketing and advertising situation

Which of following is not an appropriately stated objective for an advertising campaign?

increase the company's profitability

Advertising objectives can be classified into the categories of _.

inform persuade

_____ advertising is generally used during the early stages of a products life cycle. It can also be used by retailers to let customers know of the products arrival in the store.

informative

______ advertising is generally used during the early stages of a product's life cycle. It can also be used by retailers to let customers know of the product's arrival in the store

informative

The "Got Milk" campaign launched by the milk industry used _ advertising to appeal to consumers to drink more milk.

institutional

The Ecomagination campaign launched by GE used _______ advertising to depict GE as a "green" company

institutional

The type of advertising that does not focus on promoting specific goods or services but instead attempts to promote an organization or business as a whole is known as _ advertising.

institutional

the Got Milk campaign launched by the milk industry was attempting to employ _____ advertising in appealing to consumers to drink more milk.

institutional

Identify some long-term strategies for building customer faithfulness.

loyalty programs contests

_____ media channels are ideal for reaching large number of audience members.

mass

One of the largest expenses in the advertising budget may go toward the ______ buy, which refers to the actual purchase of airtime or print pages

media

Most jewelry retailers try to appeal to _.

men who will purchase it for the women in their lives women who will purchase it for themselves

A part of the communication model, the _____ provides the target audience with reasons to respond in the desired way.

message

A part of the communication model, the ______ provides the target audience with reasons to respond in the desired way

message

If an advertiser is assessing an advertisement's impact for the product while it's being advertised (tracking), then what is the most probable factor being examined?

monitoring weekly sales for the product while the ad is run

Media that are are appropriate for trying to reach large numbers of anonymous audience members include _.

newspapers radio

In general, _ media is used when trying to reach a narrow segment with unique demographic characteristics or interests.

niche

One of the primary characteristics of advertising is that advertising is a _____ form of mass communication.

paid

POP display stands for _____ of _____.

point of purchase

_____ refers to the evaluation of an advertisements 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.

post-testing

Imagine that for the next Madden video game, the marketer decides to have Peyton Manning on the package's cover and run on ad campaign on television. After the advertisement has run its course, EA Sports (the maker of the game) assesses how many video game copies it sold during the campaign. What is this process called?

posttesting

A _____ is a type of promotion that offers an item for free or at an extreme bargain price to reward a specific buyer behavior.

premium

In executing any type of advertising campaign, there are typically three stages for assessing the campaign's overall effectiveness. Please rank the stages in order, starting with the first stage at the top and ending with the last.

pretesting tracking posttesting

List in chronological order the different stages for advertisers in assessing an advertising campaign starting the beginning at the top.

pretesting tracking posttesting

Samsung's advertising campaign introducing the Galaxy S4 smartphone is an example of ______- focused advertising

product

When a company's advertising is focused on informing, persuading, or reminding consumers about the company's specific offerings, it is referred to as _____ focused advertising.

product

When a company's advertising is focused on informing, persuading, or reminding consumers about the company's specific offerings, it is referred to as _ advertising.

product-focused

This type of advertising is used when the aim is to improve society and generate awareness about various issues.

public service advertising

Broadcasters are required by Federal Communications Commission rules to provide a specific amount of free airtime to _.

public service announcements

A _____ strategy is designed to motivate consumers to demand products and force the channel to carry and sell the brand.

pull

A _ strategy is designed to motivate consumers to demand products and force the channels to carry and sell the brand, whereas a _ strategy relies on the channel members to move the brand.

pull; push

The _ strategy is designed to increase demand by motivating sellers, wholesalers, distributors, or salespeople to highlight the product rather than the products of competitor.

push

FDA (Food and Drug Administration)

regulates packaging labeling and definitions of terms and requires disclosure statements

Products that are in the maturity stage of their product life cycle and have already gained market acceptance will often use _ ads so as to continuously stay in the minds of the consumer.

reminder

When companies try to entice customers to make purchases by offering special incentives or excitement-building programs, they are using ______ _______

sales promotion

When shoppers at Costco explore the aisles, often there are employees handing out small servings of various food products for customers to try. This sales promotion tactic is known as _______

samples

Many federal and state laws, as well as a wide range of _-regulatory agencies and agreements, affect advertising.

self

The type of marketing that uses principles of marketing to raise awareness of social issues such as the environment or hunger is known as _.

social marketing

A good rule of thumb for knowing when a claim will be considered puffery versus deception is to examine how _ the claim is.

specific

A ______ is a type of sales promotion that offers prizes based on a chance of drawing an entrant's name and requires nothing more than the 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

Some advertising messages also may be directed at portions of the audience who are not part of the marketer's _ market but who participate in the purchase process.

target

In print advertising, what is meant to draw they eyes attention first?

the headline

advertising objectives can be classified into the categories of:

to inform, persuade, and remind

_____ refers to monitoring the key indicators while an advertisement is running, such as daily or weekly sales volume, to shed light on any problems with the message or the medium.

tracking

A common strategy used in differentiating product is by using the "______ selling proposition," which becomes a common theme or slogan

unique

A common strategy used in differentiating products is by using the "_____ Selling Proposition" which becomes a common theme or slogan.

unique