SB Chapter 19: Advertising, Public Relations, and Sales Promotions

What type of advertising schedule is best suited for products and services that are consumed regularly at relatively steady rates? Flighting Continuous Intermittent Pulsing

Continuous

Advertisers combine two main types of appeals: informational and______.

Emotional

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

FDA

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

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? Late maturity Decline Growth Introduction

Growth

Which of the following is NOT a type of appeal used by advertisers? Emotional Hypothetical Persuasive Informational

Hypothetical

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

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

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

Informative

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? Persuasive Reminder Rebate Informative

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

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. It creates a new target market by combining two separate markets. It eliminates the need to identify a target market. It is most successful when both firms have very different target markets.

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

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

Mass

_____ ______involves the management of communications and relationships to achieve various objectives within a given firm or institution. (Enter one word in each blank.)

Public relations

If an advertiser wants to use a jingle in an ad but is looking to minimize cost, which of the following media outlets would probably be most suitable? Television Radio Billboard Print

Radio

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. informative image persuasive reminder

Reminder

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

advertising

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

copuons

A(n)_____ is an offer that reduces the price of specific items at the point at which the items are purchased. Listen to the complete question

coupon

During the ad ______ stage, an advertiser will decide how the message and appeal of an ad can be creatively translated into words, pictures, colors, and/or music. evaluation scheduling creation implementation

creation

When two or more firms join together to reach a specific target market through a sweepstakes, coupon, or other promotion, this is known as ______. co-branding cross-branding gift-with-purchase cross-promotion

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. GRP competitive media IMC

media

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

medium

A part of the communication model, ______the provides the target audience with reasons to respond in the desired way.

message

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

message

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

paid

A____ is a type of promotion that offers an item for free or for a very low price to reward specific buyer behaviors, such as sampling or testing. (Enter one word in the blank.)

premium

A______ is a type of promotion that offers an item for free or for a very low price to reward specific buyer behaviors, such as sampling or testing. (Enter one word in the blank.)

premium

The type of promotion that offers an item for free or at an extreme bargain price to reward a specific buyer behavior is known as a ______. deal premium contest coupon

premium

Samsung's advertising campaign to introduce the Galaxy S4 smartphone 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. brand issue-based institutional product-focused

product-focused

Media that are appropriate for trying to reach large numbers of anonymous audience members include _____ (select all that apply) - radio - personalized websites - sales personnel - newspaper

radio newspaper

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

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 directly to purchase a particular product or service by offering some sort of special incentive, this is known as ______. public relations sales promotions trade promotions consumer "pitches"

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 product category where competition is not yet established A product category in the growth or early maturity stage of the product life cycle 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 intense A brand that the firm wishes to reposition

Unlike public relations,______ is a paid form of communication, delivered through media from an identifiable source.

Advertising

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

Bud Lite beer

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

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

A ______ is a promotion that offers a short-term price reduction such as "buy one, get one free." premium deal sweepstakes contest

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 contests product placements premiums

deals

True or false: Advertisers assess a campaign only after the ad has run.

false

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

false