MKTG 3650 Ch. 16
Advertising in which brands are directly compared against one another are called _______ .
Comparative ads
With _________ IMC budgeting, the size of the promotion budget is based on industry comparisons.
Competitive parity
____________ is any form of communication that is conveyed via a "non-personal medium."
Advertising
Customers who purchase higher value consumer durable products such as electronics, appliances, sporting goods equipment generally demand more information and often welcome the "expert" advice. Which forms of promotion is best suited to these products?
Advertising and personal selling
When consumers engage in high-involvement, extensive decision making, for major durable goods, which elements of the promotional mix should be emphasized?
Advertising and personal selling
During the introductory stage of the product life cycle the promotion objectives are to stimulate primary demand by communicating product benefits, create brand awareness, and stimulate trial. The most appropriate form of promotion to accomplish these tasks are __________ .
Advertising and sales promotion
The forms of promotion most important for lower unit value consumer convenience goods are:
Advertising and sales promotion
The use of ____________ is most appropriate for consumers engaged in low involvement decisions.
Advertising and sales promotion
The simplest remedy available to the FTC against firms charged with false, misleading, or deceptive advertising is __________ .
Consent decree
The key principles of effective marketing communications include:
All of the above
Which of the following are characteristics of comparative advertisements?
All of the above
Which of the following is the key characteristic of IMC?
All of the above are important
Using ___________ the communications budget is essentially equal to any money left over after all other expenditures have been met.
All-You-Can-Afford
Two-sided ads present both the positives and negatives for brand and then usually attempt to refute the negatives. The effectiveness of such as is explained by:
Consumer tendencies to counter-argue with the positive points may be diffused due perceived increased credibility of the ad
Which of the following is not a major trend associated with IMC?
From the employment of large, corporate advertising firms to greater reliance on smaller, more specialized advertising production houses.
Consumers who spread positive word-of-mouth about products or brands are called _________.
Brand evangelists
The power of __________ communications is based on the fact that somebody whom the message recipient knows and likes becomes the credible, believable, and trustworthy face of the brand.
Brand evangelists
Celebrities tend to be perceived as credible sources that can influence consumer purchasing behaviors for which of the following reasons?
Celebrities often score high on all of the above
The positive rewards accruing to consumers from purchase and use of a brand along with the use of reminder advertising positively reinforce the consumer's brand purchase decision during the __________ stage of the Hierarchy of Communications Objectives.
Conviction and brand loyalty
The first, critical step in the Hierarchy of Communications Objectives is _________ .
Creating awareness
Advertising by advocacy groups and governmental agencies that attempt to reduce demand for a product is called ________ .
De-marketing
When promotion is used to encourage consumers to purchase less, or at a later date, they are attempting to reduce demand for the advertised product. This promotion objective is called ________ .
De-marketing
The Communications Process from the message sender to the message receiver begins with the sender formulating the "message" and ends with _________ .
Decoding the message by the receiver
During the "structuring beliefs and attitudes" stage of the Hierarchy of Communications Objectives, the key to differentiating the advertiser's brand from competitors is to emphasize ___________ in promotion communications.
Determinant attributes
When BMW airs advertising that emphasizes the performance, driving enjoyment, and style of its M4 they are employing _____________ .
Emotional appeals
____________ attempt to elicit affective or emotional responses from target audiences using humor, fear, and sex.
Emotional appeals
All of the following are important components of IMC except ___________.
Emphasis is placed on using cutting-edge digital media
False, misleading, and deceptive advertising are regulated by the __________.
FTC Act of 1914
With respect to the principles of marketing communication, FAB stands for:
Features, attributes, benefits
The most sever remedy available to the FTC against firms charged with false, misleading, or deceptive advertising is __________ .
Fines
Comparative advertising in which competing brands are directly identified in advertising messages is employed beginning in this product life cycle stage.
Growth
During the ____________ stage of the PLC, advertising objectives shift to communicating brand superiority by promoting the brand's differentiating characteristics relative to competing brands.
Growth
Advertisers attempt to move consumers through a series of steps beginning with becoming aware of a brand and ending with conviction and loyalty to the brand. This set of steps is referred to as _______ .
Hierarchy of Communications Objectives
Little active information search and alternative evaluation occurs with low involvement decisions. Which promotional media are most effective at reaching and influencing consumers under these conditions?
High imagery advertising media, such as TV and billboards.
_______ involves every department in the firm becoming involved in developing and communicating messages to customers, channel members, other stakeholders, and publics to create a unified image of the organization and its products.
IMC
Communications designed to relay information to consumers about product characteristics, their function, and availability are called ____________ communications.
Informative
The acronym IMC stands for ________.
Integrated Marketing Communications
Advertising is used extensively during the ____________ stage of the PLC to create awareness and stimulate product trial.
Introduction
Personal selling is employed to reach intermediaries and persuade them to stock and promote the product primarily during the __________ stage of the PLC.
Introduction
Sales promotions, such as coupons and free samples, are employed to induce trial primarily in the ______ stage of the PLC.
Introduction
______________ is considered to be the only promotional medium capable of "closing" a sale and directly generating revenue for the Firm.
Personal selling
Communications designed to convince consumers that a brand is the best solution to their purchasing problem are called ____________ communications.
Persuasive
Incentives, such as coupons, rebates, and other forms of sales promotion are best classified as _______ communications.
Persuasive
The message _________ is the apparent originator of the message and can be a person, a company, or an inanimate figure, such as a cartoon character.
Source
Which of the following is not a major determinant of source credibility?
Source attractiveness
During the _______ stage of the PLC, advertising is mainly used to announce product improvements, reach additional target segments, and demonstrate new ways that consumers could use the product.
Maturity
During the _________ stage of the PLC, a major purpose of advertising is to "buy market share" from competitors.
Maturity
During the __________ stage of the PLC, the primary role of sales promotions is to tempt consumers into "brand switching." Coupons, point-of-sale devices, premiums, and price incentives are needed to entice consumers away from competing brands.
Maturity
Informative messages are generally more appropriate during which stages of the PLC?
Maturity and decline
Reminder communications are generally more appropriate during which stages of the PLC?
Maturity and decline
_____________ includes the use of coupons, games, contests, free samples, rebates, frequent-flyer programs, in-store displays, in-store product demonstrations, free gifts, and travel vacations for salespeople.
Sales promotion
______________ is probably the best promotional tool for stimulating impulse purchases and brand switching for low involvement consumer convenience goods.
Sales promotion
______________ is probably the best promotional tool for stimulating new product trial and encouraging brand switching for consumer convenience goods.
Sales promotion
The firm's promotion mix consists of all of the following except _______ .
Social media
With respect to the Communications Process, physical/psychological barriers, distractions, and other impediments to successful communication are called ____________ .
Noise
The _____________ method of budgeting is the best approach to employ, although not normally the easiest.
Objective and task
Using the ____________ budgets are set by first identifying exactly what communications objectives are being pursued and then setting the budget to achieve them.
Objective and task
With ____________ IMC budgeting, the overall budget is built up from specific budgets allocated to each promotional activity that is needed to achieve objectives.
Objective and task
Promotion messages that point out only the positive aspect of a brand are called _________.
One-sided messages
In general, one-sided ads work better when consumers:
Only b and c above
With ___________ IMC budgeting, the magnitude of sales determines the size of the budget, rather than promotion driving sales.
Percentage of Sales and All-You-Can Afford
With the ____________ of IMC budgeting, the total budget will decline when sales decline and increase as sales go up.
Percentage of Sales and All-You-Can Afford
ABC corporation expects sales of $1,500,000 for next year and the promotion budget is limited to 5% of sales, the total promotion budget will be $75,000. ABC has employed the ______ method of budgeting.
Percentage of sales
With __________ the IMC budget is set at some fixed percentage of the previous year's sales or next year's forecasted sales.
Percentage of sales
The communication process inherent in _____________ is useful for ascertaining the customer's wants and needs, imparting customized information to customers about products or services, and for developing customer relationships, even if the contact does not immediately result in a "sale."
Personal selling
When promotion messages are complex or when products benefits must be extensively demonstrated (e.g. computers, vacuum cleaners, DVD players), _________ is more appropriate.
Personal selling
________ is the most important form of promotion for most industrial goods, particularly installations and major equipment, where product customization and demonstration are often essential.
Personal selling
_____________ is an oral, one-on-one, often face-to-face communication between prospective buyers and sellers.
Personal selling
Advertising, personal selling, sales promotion, publicity, and public relations comprise the firm's __________.
Promotion mix
Which of the following is not a common criticism of promotion?
Promotion provides too much information to consumers
Typical goals of ____________ are to garner positive news releases, arrange interviews between the media and the firm's spokespersons, lobby governmental agencies, support charitable events, and engage in corporate (institutional) advertising.
Public relations
_____________ is an attempt by Firms to manage the publicity it receives by seeking to enhance the image of the firm and its products, or to communicate important company information to key publics.
Public relations
A TV station runs a story about a company that is deemed to be "newsworthy." The company that is the subject of the news story does not pay for or directly sponsor the message. This is an example of ______ .
Publicity
______________ is any message about a product, organization, person, or event that is communicated via non-personal media and is not paid for by a sponsor.
Publicity
Mild claims of superiority in advertising are referred to as _________.
Puffery
A ______ promotion strategy builds sales by promoting aggressively to the final buyer, usually the ultimate consumer. By stimulating demand with the final buyer, intermediaries are forced to stock and sell the product to satisfy this demand.
Pull
Procter and Gamble employs extensive television and print advertising to create demand for its personal care products with consumers. Coupons, gifts, and premiums are employed at the point of purchase to stimulate trial and brand switching behaviors, as well as to create brand preference. P&G is employing a _________ promotion strategy.
Pull
With _________ promotion, advertising is directed at ultimate consumers in order stimulate demand and influence intermediaries to stock the product advertised.
Pull
Producers employ a wide range of promotions directed at intermediaries to motivate their selling efforts. Examples include dealer contests for middlemen's sales personnel, trade shows, slotting fees for retailers, and promotional allowances. These promotional tools are considered to be elements ____________ promotion.
Push
With ______ promotion, advertising and other promotion techniques are directed at intermediaries to convince them to stock the advertiser's products.
Push
With ________ promotion strategies producers heavily promote to wholesale and retail intermediaries. In turn, retailers actively promote the product to ultimate consumers. This strategy relies heavily on the aggressive selling efforts of the manufacturer's sales force to work with wholesalers and/or retailers.
Push
When Ford airs advertising that focuses on the functional characteristics of its cars, such as quality, reliability, gas mileage, warranties, and service they are employing ____________ in their ads.
Rational appeals
With respect to the appeals than can be employed in promotion, the type of appeal that emphasizes communicating information about concrete benefits, functions, or characteristics that are associated with the product are called ______ .
Rational appeals
___________ supports and augments advertising and personal selling efforts. It consists of activities that provide short-term incentives aimed at inducing desired responses from customers.
Sales promotion
____________ is a paid form of communication that is temporarily used to stimulate purchases, as well as enhance salesperson and dealer effectiveness.
Sales promotion
The perceived believability, expertise, and trustworthiness of the message source can be important for assuring acceptance of the message and is called __________ .
Source credibility
Family and friends typically score high on those factors that contribute to source credibility except:
Source expertise
The objectives of promotion during the growth stage of the PLC are primarily to:
Stimulate selective demand
Amanda is examining advertising, social media posts, and company websites, as well as talking to sales people to acquire information as she considers alternative DVD players for purchase. Which stage in the Hierarchy of Communications Objectives is illustrated in this example?
Structuring beliefs and attitudes
During the __________ stage of the Hierarchy of Communications Objectives, the key to differentiating the advertiser's brand from competitors is to emphasize determinant attributes in promotion communications.
Structuring beliefs and attitudes
With respect to the Communications Process, the promotional medium selected to transmit the message to the receiver is called ____________ .
The communications channel
The target audiences for a firm's public relations effort is least likely to include which of the following?
The firm's competitors
The major advantage to using the competitive parity of IMC budgeting is:
There are no real advantages.
The use of coupons, free samples, displays, and other point-of-sale techniques assume that consumers are at which stage in the Hierarchy of Communications Objectives?
Trial and purchase
When marketers of automobiles offer to let consumers "take a car home" for an extended test drive and offer generous return policies, they are emphasizing objectives at which stage of the Hierarchy of Communications Objectives?
Trial and purchase
Avis in some of its early ads began by pointing out that Avis was not the largest car rental company and then essentially discounted the "deficiency" by stating "...we try harder.'' Avis was employing ___________ .
Two-sided messages
Promotional message pointing out both the positive features and negative deficiencies (and then refuting the negatives) are called ___________ .
Two-sided messages
The power of __________ communications is based on the fact that somebody whom the message recipient knows and likes becomes the credible, believable, and trustworthy face of the brand.
Word-of-Mouth
___________ communications entail informal person-to-person communication between a non-marketing communicator and a prospective customer about the ownership or characteristics of a product or brand.
Word-of-Mouth
__________ communication entails any positive or negative opinions or experiences by potential, current, or former customers about products, brands, or marketing organizations transmitted through digital media.
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