Marketing Chapter 18

At what stage does an advertiser decide how the message and appeal of an ad can be creatively translated into words, pictures, colors, and/or music?

Creation stage

In the second step taken to convey the message, what do marketers do?

Decide what appeal would be most effective

Which major types of appeals are used by advertisers? (Choose every correct answer.)

Emotional Informational

If an advertiser is assessing an advertisement's impact for the product after it has been advertised (posttesting), then in what activity is the advertiser most likely engaged?

Evaluating the overall sales changes in the product and/or service that was advertised

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

FCC

Which federal agency has the general purpose of regulating food, supplements, drugs, cosmetics, medical devices, biologics, and blood products?

FDA

Which federal agency has the general purpose of enforcing federal consumer protection laws?

FTC

in which stage of the product life cycle is persuasive advertising most often used?

Growth

In print advertising, what visual element is meant to draw the eye's attention first?

Headline

What are key components of an advertising plan? When developing an ad campaign firms must ensure that they apply many of the ______ strategies.

Identify the objectives of the advertising campaign Indicate how the firm can determine whether the campaign was successful Analyze the marketing and advertising situation

When an advertising campaign for a new product is first launched, which type of advertising would be most helpful in building awareness?

Informative

Television is one of the most effective media outlets an advertiser can use in executing an ad campaign. There are, however, downsides to using this approach. What are some disadvantages of using television? (Choose every correct answer.)

It is expensive to use. It may increase awareness of competitors' products.

Which of the following is true of cross-promotion?

It is most successful when both firms have identical target markets.

Which of the following activities are part of public relations? (Select all that apply.)

Maintaining positive relationships with the media Building a positive image of the firm Handling unfavorable press

While a product's impact is being tracked, in what activity is the advertiser most likely engaged?

Monitoring weekly sales for the product while the ad is run

Which media are most appropriate for trying to reach large numbers of anonymous audience members? (Choose every correct answer.)

Newspapers Radio

What kind of promotion is a cereal company using when they advertise on a cereal's packaging that there is a free toy in the box?

Premium

What type of promotion is exemplified by a free perfume offer sent in the mail by Victoria's Secret?

Premium

SoftBody Corp. is about to launch an ad campaign for a new product line of body washes. Before the first ad airs, managers examine all the elements of the campaign to make sure they are organized and integrated. What is this process called?

Pretesting

Advertising is a paid form of communication, delivered through media from an identifiable source, about which of the following? (Choose every correct answer.)

Product Idea Service

What term is used to describe advertising focused on informing, persuading, or reminding consumers about the company's specific offerings?

Product-focused

Which media outlet is a good choice for grocery and fast food advertisements because many consumers decide what to buy while enroute to the store?

Radio

What kind of advertising might firms use when products already have solid brand recognition and market acceptance and are in the maturity stage of their life cycles?

Reminder

What term is used to describe the special incentives offered by a firm to encourage customers to make a direct purchase?

Sales promotions

Which sales tactic offers potential customers the opportunity to try a product or service before they make a buying decision?

Sampling

Which type of sales promotion tactic is the distribution of free food products to customers at Costco?

Sampling

Delta ran a sales promotion that featured John Legend performing an in-flight concert. Participants had to purchase a Delta ticket in order for their names to be entered for a chance to win a seat on the concert plane. What type of sales promotions was Delta using?

Sweepstakes

Marketers work to determine the key message they want to send to whom?

The target audience

True or false: Product placement uses products in nontraditional marketing situations.

True

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 the chance to win a prize. This is an example of a ______.

contest

Doritos allowed consumers to submit their own commercials for the brand, promising to air the best submission during the Super Bowl. This is an example of a ______.

contest

Which type of sales promotion stimulates demand for both new and existing, mature products?

coupons

During the early stages of a product's life cycle, informational advertising should be used in order to

create and build brand awareness

When two or more firms join together to reach a specific target market through a sweepstakes, coupon, or other promotion, this is known as ______.

cross-promotion

When a company uses its advertising budget to purchase airtime or print pages, it is conducting a(n) ______ buy.

media

When an advertiser is in the process of creating an ad and debates whether to run the ad on television or in print, the advertiser is deciding on which ______ to use.

medium

Firms must provide the target audience with reasons to purchase their products or services. These reasons are conveyed through the ______.

message

Product placement

occurs when marketers display their products in nontraditional situations, such as in a scene in a movie or television show.

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

paid

What type of promotion offers an item for free or at an extreme bargain price to reward a specific buyer behavior?

premium

The Kleenex advertising campaign to remind customers to keep a tissue with them is an example of

product-focused advertising

The message

provides the target audience with reasons to respond in the desired way.

Pretesting

refers to the assessments that are performed before an ad campaign is implemented in order to ensure that the various elements are integrated and effective.

Advertising campaigns for products that are in the maturity stage of their life cycles and have established market acceptance will often use

reminder ads to keep the products in the minds of customers

When companies try to entice customers to make purchases by offering special incentives or excitement-building programs, including loyalty programs, contests, etc., they are using

sales promotion

In order for an advertising program to succeed, the advertiser must accurately and effectively identify its

target audience

Firms conduct market research

to identify their target audience and to help set the tone for their advertising program.

Mass media channels

which include radio and television, are a good way to reach large numbers of anonymous audience members.

One of the largest expenses in the advertising budget is the media buy

which refers to the actual purchase of airtime or print pages.

What type of advertising schedule has advertisers running their ads throughout the year?

Continuous

In which situations would a firm be most likely to use persuasive advertising? (Choose every correct answer.)

A brand that the firm wishes to reposition A product category in the growth or early maturity stage of the product life cycle A product category where competition is intense

Which factors should be considered in the process of determining an advertising budget? (Choose every correct answer.)

Advertising spending will fluctuate over the course of the product life cycle. Firms must understand how advertising will help them meet objectives.

Which of the following best describes when an ad campaign should be assessed?

At all points of a campaign

Which products would benefit most from a continuous type of advertising schedule?

Bud Lite beer

What are some reasons that PR has become more influential? (Choose every correct answer.)

Consumers have become increasingly skeptical of marketing claims. PR is considered by many to be more credible than marketing.

What type of promotion offers a short-term price reduction such as "buy one, get one free?"

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

Unlike a contest sales promotion, sweepstakes

do not require consumers to do anything other than buy a ticket or fill out a form for a chance to win some type of prize.

Advertisers combine two main types of appeals: informational and

emotional

The large type in an ad that is designed to draw attention is called a ______.

headline

An advertising plan

identifies the objectives of the advertising campaign and clarifies the strategies that will be used to accomplish the objectives.

As the cost of other forms of marketing communications has risen, PR has ______ in relevance for firms.

increased

Public relations

involves the management of communications and relationships to achieve various objectives within a given firm or institution.

A coupon

is an offer that reduces the price of specific items at the point at which the items are purchased.