Marketing Chapter 16

Duke University submits a press release to The Herald Sun newspaper that Henry Gibson has been named Dean of the College of Business. This illustrates which duty of public relations departments?

Press relations

In the context of advertising media, which of the following statements is true of infomercials?

They are the ideal way to present complicated messages to potential customers.

A(n) _____ identifies a reason for a person to buy a product.

advertising appeal

A(n) _____ identifies the specific communication task that a campaign should accomplish for a specified target audience during a specified period.

advertising objective

In the context of the effects of advertising on consumers, serious or dramatic advertisements

are effective at changing consumers' negative attitudes.

In thinking about different types of sales promotions, winning a ______ depends on chance and participation or entry is free while a ______ requires some skill or ability to compete for prizes.

sweepstakes; contest

Which of the following refers to a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns?

Advertising response function

Which of the following is a form of advertising that firms use when a product enters the growth phase of the product life cycle and other companies begin to enter the marketplace?

Competitive advertising

Which of the following refers to an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand?

Cooperative advertising

_____ is an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand.

Cooperative advertising

_____ is defined as the coordinated effort to handle the effects of unfavorable publicity, ensuring fast and accurate communication in times of emergency.

Crisis management

During which stage of the product life cycle, pioneering advertising is heavily used?

Introductory stage

Which of the following statements is correct about an advertising campaign?

It extends for a defined period of time.

Which of the following is a disadvantage of newspaper advertising?

It has a low pass-along rate.

Which of the following is correct about humorous advertising?

It is effective at shaping attitudes when consumers already have a positive image of an advertised brand.

Which of the following statements is true of the benefit of a product?

It is what consumers will achieve by using a product.

In 2014, fashion retailer, H&M, placed a full page advertisement in a newspaper in the Czech Republic detailing the withdrawl of a belt that had small pieces which could be a choking hazard. This is an example of:

crisis management.

________ promotes the benefits of a specific good or service.

product advertising