Unit 7 - Chapter 18: Digital Marketing: Online, Social, And Mobile

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

Continuous.

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

Coupons.

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.

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

Deal.

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

Decide what appeal would be most effective.

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.

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

False

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.

Advertising is a paid form of communication, delivered through media from an identifiable source, about which of the following?

Idea, product, and service.

Which major types of appeals are used by advertisers?

Informational and emotional.

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

Informative.

Which of the following are true of an advertising plan?

It analyzes the marketing and advertising situation. It identifies the objectives of the advertising campaign. It indicates how a firm can determine whether the campaign was successful.

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?

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.

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

Mass

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 of the following media are most appropriate for trying to reach large numbers of anonymous audience members?

Newspapers and 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.

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.

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

The target audience.

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

Tide brand of laundry detergent.

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

True

A(n) ______ refers to a brand-sponsored competition that requires some form of skill or effort.

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

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

coupon

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

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.

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

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.

paid

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

placement

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

plan

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.

premium

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

premium

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

pretesting

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

product

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

relations

Advertising campaigns for products that are in the maturity stage of their life cycles and have established market acceptance will often use ______ advertising to keep the products in the minds of consumers.

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

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

Unlike a contest sales promotion, ______ 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.

sweepstakes

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

target

The FTC, FCC, and FDA are essential federal agencies that help to regulate advertising. Match the federal agency with its specific jurisdiction. FTC - FCC - FDA -

- Defines deceptive and unfair advertising practices - Enforces laws that prohibit or limit obscene, indecent, or profane language. - Regulates package labeling and definition of terms (e.g., light, organic) and requires disclosure statements (e.g., warning labels, dosage requirements).

List in chronological order the different stages for advertisers in assessing an advertising campaign, starting with the first stage at the top. Tracking - Pretesting - Posttesting -

1. Pretesting 2. Tracking 3. Posttesting

In which situations would a firm be most likely to use persuasive advertising?

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.

Which factors should be considered in the process of determining an advertising budget?

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 the campaign.

Which of the following activities are part of public relations?

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

What are some reasons that PR has become more influential?

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

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

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

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

increased

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

informative