MKT 300 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? Implementation stage Evaluation stage Creation stage Scheduling stage

Creation stage

In the second step taken to convey the message, what do marketers do? Decide how many staff are needed for the project Decide what appeal would be most effective Determine who the target audience is Calculate how much the project will cost

Decide what appeal would be most effective

Which federal agency has the general purpose of regulating interstate and international communications? FTC FCC FAA FDA

FCC

Which federal agency has the general purpose of enforcing federal consumer protection laws? FTC FDA FBI FCC

FTC

True or false: The advertising budget should remain the same throughout the course of the product life cycle.

False

Which of the following are part of the process of determining an advertising budget? (Select all that apply.) The budget should be uniform for all products within the firm. Firms must understand how advertising will help them meet objectives. The budget should be relatively uniform throughout the product's life. Advertising spending will fluctuate over the course of the product life cycle. Advertising spending should depend on the previous year's sales volume.

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

Persuasive advertising most often occurs in which stage of the product life cycle? Introduction Decline Growth Late maturity

Growth

Which of the following are key components of an advertising plan? (Select all that apply.) Identify the objectives of the advertising campaign Indicate how the firm can determine whether the campaign was successful Analyze the marketing and advertising situation Follow the same strategies for all campaigns

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 is first launched for a new product, which type of advertising would be most appropriate, given the objective of building awareness? Rebate Persuasive Reminder Informative

Informative

Which of the following is true of cross-promotion? It is most successful when both firms have identical target markets. It eliminates the need to identify a target market. It creates a new target market by combining two separate markets. It is most successful when both firms have very different target markets.

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

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. Which of the following is a disadvantage of using television? (Select all that apply.) It is relatively inflexible. It does not reach a lot of people. It may increase awareness of competitors' products. It is expensive to use.

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

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

Mass

Media that are appropriate for trying to reach large numbers of anonymous audience members include which of the following? (Select all that apply.) Newspapers Sales personnel Personalized websites Radio

Newspapers Radio

Which of the following are types of appeals used by advertisers? Persuasive Informational Emotional Hypothetical

Persuasive Informational Emotional

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

Public Relations

Marketers work to determine the key message they want to send to whom? Consumers age 18 to 59 The target audience The competition The advertising team

The target audience

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

advertising

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

advertising

A(n) _________________ is an offer that reduces the price of specific items at the point at which the items are purchased.

coupon

One of the great advantages of ______ is that they stimulate demand for both new and existing, mature products. coupons contests samples product placements

coupons

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-branding co-branding cross-promotion gift-with-purchase

cross-promotion

One of the largest expenses in the advertising budget is the ______________ buy, which refers to the actual purchase of airtime or print pages.

media

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

media

Firms must provide the target audience with reasons to purchase their products or services. These reasons are conveyed through the ______. budget push strategy message AIDA model

message

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

message

One of the primary characteristics of advertising is that advertising is a ______ form of mass communication. promotional limited paid nonprofit

paid

The Kleenex advertising campaign to remind customers to keep a tissue with them 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 ______ advertising.

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 Print Billboard Television

radio

Products that are in the maturity stage of their life cycles and have established market acceptance will often use ____________ ads so as to continuously stay in the minds of the consumer.

reminder

When products already have solid brand recognition and market acceptance and are in the maturity stage of their life cycles, firms may engage in ______ advertising to continuously stay in the minds of the consumer. image informative persuasive reminder

reminder

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

research

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

When a firm tries to encourage consumers to make a direct purchase with the aid of a special incentive, this is known as ______. trade promotions consumer "pitches" public relations sales promotions

sales promotions

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

target

A firm would likely decide to use persuasive advertising for which of the following product situations? (Select all that apply.) 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 A product category where competition is not yet established

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

A firm would likely decide to use persuasive advertising for which of the following product situations? (Select all that apply.) A product category where competition is intense 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 not yet established

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

What type of advertising schedule has advertisers running their ads throughout the year? Pulsing Intermittent Flighting Continuous

Continuous

Which of the following best describes when an ad campaign should be assessed? While the ad campaign is running After the ad campaign has run Before the ad campaign has run At all points of a campaign

At all points of a campaign

Which of the following products would benefit most from a continuous type of advertising schedule? Purdue turkeys Coppertone sunscreen Bud Lite beer K2 snowboards

Bud Lite Beer

Which of the following activities are part of public relations? (Select all that apply.) Building a positive image of the firm Handling unfavorable press Handling distribution costs for products Maintaining positive relationships with the media Coming up with product claims in advertising

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

Advertisers combine two main types of appeals: informational and ___________________.

emotional

During the early stages of a product's life cycle, _________________ advertising should be used in order to create and build brand awareness.

informative