MKTG 361 CH 18 LS
Please select three of the following products that would benefit most from a continuous type of advertising schedule.
-Bounty Paper towels -Pantene Pro-V Shampoo -Mott's applesauce
Please select all of the following products that would probably be best suited for a flighting advertising schedule.
-Cadbury Easter Eggs -Coppertone suntan lotion
Advertising is a paid form of communication by an identified sponsor, potentially about which of the following?
-an organization -an idea -a service
Evaluation of advertising is usually done when?
-before a campaign -after a campaign
Which of the following are used exclusively as trade-oriented sales promotions rather than for consumers?
-cooperative advertising -salesforce training
Which two of the following are disadvantages of using coupons as a sales promotion?
-coupons are more costly than just their face value -consumers could delay purchase until a coupon becomes available
Which two of the following are among the most common advertising appeals?
-fear -sex -humor
By using self-regulation in promotional activities, marketers can do which two of these?
-help consumers gain confidence in marketing communication efforts -minimize regulatory constraints and restrictions
Which two of the following are problems associated with humorous appeals in advertising?
-humor varies across cultures -humor wears out quickly, so consumers lose interest
Which of the following activities could be considered public relations efforts?
-introducing company-wide changes to the public -building a positive image of the firm -handling unfavorable press
Which of the following are types of advertising media?
-magazine -radio -tv -newspaper
Which two of the following are reasons that firms like to advertise during the Super Bowl?
-many viewers actually look forward to watching the commercials -over 100 million viewers watch the game
Which two of the following are types of online advertising?
-paid search -display (banner) ads
Which two of the following are broad types of advertising?
-product -instiutional
Which of the following are considered forms of sales promotion?
-product placement -loyalty programs -sweepstakes
Which of the following are steps in the planning and execution of an ad campaign?
-set advertising objectives -identify target audience
Which of the following are steps in developing advertising?
-set the advertising budget -identify the target audience
Identify advantages of using coupons and samples as a type of sales promotion
-stimulates demand -encourages trial
Which two of the following are trends influencing newspapers today?
-the growth in online newspapers -a dramatic decline in circulation
Which of the following are factors that are commonly considered in the initial selection of media?
-the product attributes -the media habits of the target audience -the cost
Which two of the following are required by federal and state laws and monitored by the Federal Trade Commission, regarding the use of contests and sweepstakes?
-there must be a guarantee that the prizes are awarded -the chance of winning must be represented honestly
Which two of the following are reasons why pretesting is conducted?
-to determine whether the ad communicates the intended message -to select among alternative versions of advertisements
Deals are most commonly used as a sales promotion for which two reasons?
-to increase trial -to retaliate against a competitor's actions
Which two of the following are conflicting goals that commonly occur with media planning?
-to maximize the exposure to the message -to minimize costs
Which two of the following are common types of outdoor advertising?
-transit advertising -billboards
__ can be achieved by newspapers by advertising in the Wall Street Journal or USA Today
National Reach
Cooperative advertising means that
a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products
Match the following forms of institutional advertising with its description advocacy pioneering institutional competitive institutional reminder institutional
advocacy- states the position of a company on an issue pioneering institutional- announces what a company is, what it can do, or where it is located competitive institutional- promotes the advantages of one product class over another reminder institutional- brings the company's name to the attention of the target market again
Aided and unaided recall tests are done __ the commercial airs on TV
after
If a retailer is weighing the cost of carrying additional inventory (greater than the usual amount) against the benefit of a reduced wholesale price, he or she is probably considering whether to take advantage of a(n) __ offered by a manufacturer
allowance
In a portfolio test,
an ad is viewed by subjects while surrounded by other ads or stories
Reese Witherspoon drew a lot of attention to the Nina Ricci brand by wearing a cocktail dress at the Golden Globes. Shortly after, Nina Ricci enjoyed a spike in sales. Celebrities can sometimes be used in this way
as publicity tools
Reverse product placement refers to
bringing fictional products to the market space
The use of personalized promotions targeting individual preferences is most helpful in
building long-term relationships
Match the following factors that are considered in setting an advertising schedule with the correct description buyer turnover purchase frequency forgetting rate
buyer turnover- how often new buyers enter the market to buy the product purchase frequency- how often the product is bought forgetting rate- the speed with which buyers forget the brand without advertising
Chanel's use of popular actress Nicole Kidman to represent its Chanel No. 5 product is an example of using a(n) __ spokesperson
celebrity
With a product such as facial tissue, it is important for a firm to demonstrate the superior benefits its product has over similar products using __ advertising
competitive
Sales promotions can either be trade-oriented or __-oriented
consumer
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
Consumers are required to apply their skill or analytical or creative thinking to try to win a prize in a(n)
contest
Match the following approaches to advertising scheduling with the correct description continuous flighting pulse
continuous- running advertising on a steady schedule throughout the year flighting- scheduling periods of advertising between periods of no advertising pulse- running some advertising at all times, supplemented by higher levels in specified periods
CPM is a measure that refers to the __ individuals or households with an advertising message in a given medium
cost of reaching 1,000
__ can be found in the Valpak mailer and also at www.valpak.com; they provide discounts to consumers to encourage trial
coupons
This strategy to get consumers to purchase at Payless Shoe store is known as a(n) __
deal
Posttesting most often does what for an advertiser?
determine if the advertising has accomplished its intended purpose
Radio listening time reaches its peak during which of these time periods?
during the morning drive
Misredemption of coupons, a form of __, is a problem associated with their use by manufacturers
fraud
When advertisers want to reach the same audience more than once, they are concerned with
frequency
A __-service advertising agency provides a complete range of services, including research, media selection, copy and artwork development, and campaign coordination
full
GRPs, a commonly used reference number in advertising, stands for
gross rating points
Program-length advertisements on television that take an educational approach to communication with potential customers are known as
infomercials
Most advertising messages are made up of intertwined __ and persuasive elements
informational
Because it is focused on building the image of the US Army, this is an example of a(n) __ advertisement
institutional
__ advertising is often used to support a firm's public relations plan or counter adverse publicity
institutional
A __ test is similar to a portfolio test, except that the test advertisements is not hidden within other ads
jury
If test subjects are shown this print ad and asked to rate how much they like it, how attractive it is, or how much it drew their attention, they are participating in a __ test
jury
The advertising message should communicate which of the following to its target audience?
key benefits of the product
As part of a sales promotion program, __ programs are specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time
loyalty
As part of a sales promotion program, __ programs are specifically designed to retain customers by offering premiums other incentives to customers who make multiple purchases over time
loyalty
The marketing advantage of which medium is the great number of special-interest publications that appeal to narrowly defined segments
magazines
Reminder advertisements are used at which stage of the product life cycle?
maturity
When an advertiser is debating whether to run an ad on television or in print, the advertiser is deciding which __ to use
medium
Match each product advertisement with the correct promotional objective. mercedez benz progressive duracell
mercedez benz- to inform progressive- to persuade duracell- to remind
Match the following type of allowances used for trade-oriented sales promotion to the correct description merchandise case finance
merchandise-reimbursing a retailer for extra in-store support or special featuring of the brand case- offering a discount on each case ordered during a specific time period finance- paying retailers for certain costs or losses associated with consumer sales promotions
During the early stages of a product's life cycle, __ advertisements help a firm to achieve its primary objective to inform the target market
pioneering
__ advertising is generally used during the introductory stage of a product's life cycle to explain what it is, what it can do, and where it can be found
pioneering
Match the three forms of product advertisements with the correct description pioneering competitive reminder
pioneering- tells people what a product is, what it can do, and where it can be found competitive- promotes a specific brand's features and benefits reminder- reinforces a consumers previous knowledge of a product
__-of-__ displays have the ability to influence you at the instant you are noticing different products in your supermarket aisle
point; purchase
Match the following forms of pretest with the correct description portfolio test jury tests theater tests
portfolio test- used to compare copy alternatives, with subjects asked for their impressions on the test ad as well as others jury tests- a single ad is evaluated by a panel of consumers, and rated in terms of concepts such as liking, attention, attractiveness theater tests- advertising taking place during television shows or movies is evaluated by consumers
Aided recall and sales tests are two common approaches to __
posttesting
For a new Madden video game, EA Sports decides to have Rob Gronkowski on the cover and run an ad campaign on ESPN. After the advertisement has run, EA Sports asks ESPN viewers if they recall the advertising and if it changed their attitudes about the product. What is this process called?
posttesting
A(n) __ is a type of promotion that offers an item for free or at an extreme bargain price to reward a specific buyer behavior such as collectible toys given away in McDonald's Happy Meals
premium
When a cereal's packaging includes mention of a free toy placed inside the cereal box, this is an example of a __
premium
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 the process called?
pretesting
In 2006, a novel entitled Cathy's Book changed all of the book's makeup references to include some kind of Cover Girl reference. This is a book format of what kind of sales promotion?
product placement
Placing a branded product in a scene of a video game is an example of which type of sales promotion?
product placement
Coupons, contests, and samples are forms of consumer-oriented sales __.
promotion
Because it is in the manufacturer's best interest if resellers have a highly qualified salesforce, it may
provide sales training to those individuals
__ tools are methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost
publicity
A(n) __ advertising schedule combines the continuous and flighting schedules together by maintaining a consistent base level of advertising but periodically increases in advertising intensity at strategic time periods
pulse
Newspapers often refer to their __ as total circulation while television and radio stations describe theirs as ratings
reach
A __ is a sales promotion strategy in which the buyer can redeem a portion of the purchase price from the manufacturer
rebate
"Slippage" or failure to redeem, is less likely to occur with frequent users of __ as well as online consumers
rebates
The FCC recommends that firms conduct market __ to eliminate possible bias related to judgements about some population segments as they identify their target audience for advertising
research
Interactive inline advertising, known as __, often has drop-down menus, built-in games, or search engines to engage viewers
rich media
One type of sales promotion involves the use of __. This is where the firm gives out trial versions of the product or service with the hope that the consumer will eventually purchase the entire item
sample
__ are often used for new products, as a way to get the product in the hands of the consumer at no risk to them.
samples
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 __
sampling
Which of these steps in developing advertising is most helpful in selecting media and evaluating a campaign?
specifying advertising objectives
A(n) __ 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
Delta ran a sales promotion that featured John Legend performing an in-flight concert. Assuming that participants just had to purchase a ticket for a chance to win, this would be an example of a
sweepstakes
In order for an advertising program to succeed, the advertiser must accurately and effectively identify its __ audience
target
Sometimes minivan commercials are aired during Saturday morning cartoons. Advertisers are using these ads to reach the __ market or those who influence them
target
Accounting for both traditional and nontraditional methods, research indicates that time allocated to consumption of __ is increasing
television
Two problems with advertising in __ are the lack of accountability and ROI measurements and the increasing public concern about environmental impact
the Yellow Pages
In advertising, rating is
the percentage of households in a market that are turned to a particular TV show or radio station
Viewing test commercials within new television shows or movies and providing personal reactions to the advertising is known as a(n) __ test
theater
Sales tools used to support a company's advertising and personal selling directed to wholesalers, retailers, or distributors are known as __-oriented sales promotions
trade
"What ads do you remember seeing yesterday?" is a question most likely asked during which type of post-testing?
unaided recall
Reminder advertising is most appropriate
when the product has achieved a well-recognized position
