Chapter 19Cross-promotion is most successful when
Which of the following is the best example of a reminder advertising message?
"Doing business in Peoria since 1848."
_______ refers to the process of evaluating and selecting the ________.
Media planning; media mix
The effectiveness of an advertising campaign is assessed during the campaign by
tracking.
An advertising plan is crucial to an ad campaign because it
will later be used to measure the success or failure of the campaign.
Which of the following is the best example of puffery?
"You have tried the rest, now try the best."
Generally, less money is spent on advertising in B2B markets than in B2C markets because
B2B marketing usually involves more personal selling.
__________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services.
Informational
__________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs.
Sales promotions
Which of the following is the best example of a mass media advertising channel?
USA Today
First Lady Michelle Obama recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity. This message is an example of
a public service announcement.
Which of the following is the least likely common emotional appeal for advertisers?
anger
Kevin is recognized by his friends as an activist on many fronts. He prefers to buy products from firms that will donate part of the total purchase price to organizations he supports. Marketers recognize that this approach can be an important competitive tool; it is called
cause-related marketing.
One of the advantages of niche media is it often allows marketers to
change and personalize messages for different audiences.
For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a __________ advertising schedule.
continuous
The key to a successful emotional advertising appeal is to use the emotion to
create a bond between the consumer and the brand.
"Buy one, get one free" is a __________ sales promotion.
deal
Danielle is creating an advertising message designed to appeal to consumers' fears of having their home broken into. Danielle's message will focus on a(n) __________ appeal.
emotional
A ____________ advertising schedule uses heavy advertising during some periods followed by periods of no advertising.
flighting
The advertising message "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes" suggests that advertising messages need to
focus on solving problems.
Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer. Yesenia's first concern will be to
get consumers' attention.
In very simple words, advertising is really about
getting consumers' attention.
Greg is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on
how well he can identify his target audience.
Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to
identify the target audience.
Estella is trying to create an advertising message that communicates the tangible features of her company's laptop computers, telling consumers about the relative advantages of her products as compared to other offerings in the market. Estella is trying to create a(n) __________ appeal.
informational
The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins that boogied to the song "I Heard It Through the Grapevine." The ads, which were hugely popular and which gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of
institutional advertising.
The additional sales that can be attributed to an advertising campaign are known as
lift.
Because advertising is the most visible form of marketing,
many people think of marketing and advertising as synonymous.
When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail advertising. This combination of advertising outlets represents Microsoft's
media mix.
Special in-store displays for magazines and chewing gum are most likely to be effective if located
near the checkout counter.
Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to
persuade consumers to take action.
P&G's Tide laundry detergent has been around since 1948 and is still a market leader. P&G has used __________ advertising to reposition Tide several times over the product's life, trying to motivate new consumer segments to use the product.
persuasive
When a product has gained a certain level of brand awareness, firms use __________ advertising to motivate consumers to take action.
persuasive
In the early stages of an ad campaign, the objectives are established. To determine if those objectives have been met, the marketer will
posttest.
Reminder advertising is primarily used to
prompt repurchase of a product.
In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to
protect consumers from deceptive practices.
Gypsy just bought a gift and jewelry store on Main Street. She knows from the previous owner that almost 60 percent of her sales take place during the Christmas holiday season, with the other 40 percent of sales evenly distributed over the rest of the year. Gypsy will probably use a __________ advertising schedule.
pulsing
Anne's Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering its product. Anne's is using a __________ strategy.
push
Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of _________ advertising.
reminder
Regina just bought a gourmet bagel store. She is working with a freelance graphic artist who is designing her logo and print advertisements. Regina is spending days looking over the various designs and color options. She needs to remember that the creative aspect of advertising design
should not overshadow the message.
Regardless of the objective of an advertising campaign, each campaign's objectives must be
specific and measurable.
Advertising in which medium relies on a mix of visual and auditory techniques?
television
Brett has developed a vitamin-enriched crouton in crazy colors that can be added to children's salads to make them more nutritious and fun. She'd like to ethically advertise the product directly to the children, so she is examining
the Better Business Bureau's Children's Advertising Review Unit guidelines.
All of the following are considered a major consideration in determining an advertising budget except
the budgeting method used.
The content of an advertising message is closely tied to
the characteristics of the media selected to carry the message.
Cross-promotion is most successful when
the two products appeal to the same target market.