Advertising and Promotion Management
An ad for Aricept, a prescription-only drug for patients in the early stages of Alzheimer's disease, was published in a Better Homes & Gardens magazine. Since the ad encouraged consumers to ask their doctors about this drug and whether it would help them or someone they knew, the drug company that placed the ad is using:
A promotional pull strategy
The first step in the IMC planning process is:
A review of the marketing plan.
Inez and Troy were just strolling through the mall when they saw a mattress with adjustable levels of firmness in a store window. Once they became aware such a product existed, they were eager to talk to a salesperson and learn more about the mattresses. After talking to the salesperson for thirty minutes, Inez and Troy realized they wanted to own one. They used their credit card to order a mattress and to pay for its delivery to their home. In terms of the models of response process, Inez and Troy have just gone through the stages in the _____ model.
AIDA
Gillette believes commercials for deodorants are processed primarily through a peripheral processing route. Which of the following advertising strategies should Gillette use?
Ads that use celebrity endorsers such as basketball star Lebron James
Clave, a large soap manufacturing firm, has come up with a new soap known as 'Honeydew' for the masses across various countries. It wants to promote the soap to mass audiences across various countries in a persuasive and cost effective manner and at the same time enhance the overall company image. It has a promotional budget of about $1,000,000. Which of the following forms of promotion should Clave make use of for promotion of 'Honeydew'?
Advertising
Which of the following statements describe the difference between publicity and advertising?
Advertising is paid for by the sponsoring organization, and publicity is not.
For which of the following products would an advertiser be more likely to use the low-involvement hierarchy to explain the consumer decision-making process?
Bar of soap
_____ segmentation is most closely related to the "80-20 rule," which states that 80 percent of a company's business comes from 20 percent of its customers.
Behavioristic
Crest has come up with three types of toothpastes for different segments - whitening toothpaste for individuals who buy for aesthetic reasons, strawberry-flavored toothpaste for those concerned with the taste, and germi-check toothpaste for those looking to protect their teeth all day long. On what basis has it segmented the market?
Benefit
Arm & Hammer UltraMax deodorant contains time-released baking soda and provides "extra muscle for the game of life." Ads for the product featured a baseball star saying "When your day goes into extra innings, you need a deodorant with extra muscle," appeared in television and print ads. At the same time, Arm & Hammer ran sweepstakes in which people could enter to win a chance to meet the baseball star plus other great prizes. To enter sweepstakes customers had to fill out a $1-off coupon for deodorant or visit the website ahultramax.com. Through the use of IMC, Arm & Hammer is hoping to create _____ for its new product.
Brand Identity
____ is about building and maintaining a favorable identity and image of the company and or its products or services in the mind of the consumer.
Branding
An ad purchased by the Tennessee Department of Tourist Development encouraging people to choose the state of Tennessee for that vacation destination was published in Southern Living magazine. The ad shows various scenic pictures of Tennessee and includes the slogan, "Tennessee sounds good to me." In this example, Southern Living magazine would be an example of a _____, a part of the communication process.
Channel
_____ is likely to occur when a point-of-purchase display for a new type of dental adhesive is teamed with a life-size portrait of the late Clint Eastwood, a man many people who are over 50 admire and want to emulate.
Classical conditioning
There are many different types of medicines for relieving allergy symptoms, and there are several that offer 24-hour relief, but only Alavert comes in a quick-dissolving form that can be easily swallowed without water. The maker of Alavert hopes the fact that it dissolves and enters the system more quickly than other brands will create a:
Competitive advantage
Gatorade sports drink has defined its target market as 18-34 year old males who are active in sports. Which two bases of segmentation is Gatorade employing?
Demographic and psychographic
According to the planning model, the most involved and detailed step of the promotional planning process is:
Developing the integrated marketing communications (IMC) program.
For which of the following products is the consumer most likely to experience cognitive dissonance?
Diamond ring
Bradford Exchange is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mails each month providing you with information of new issues and encouraging you to place your order for additional plates. Given this information, which promotional element does Bradford Exchange depend upon?
Direct marketing
The ad for the Bose Wave radio/CD player in Newsweek magazine has a coupon that you can use to order the radio/CD player, a toll-free number you can call to place an order, and a website to place orders. This ad is an example of _____ advertising.
Direct-response
According to the dissonance/attribution model, the consumer passes through which of the following response sequences during the decision making process?
Do -> feel -> learn
_____ are the dimensions or attributes of a product that are used to compare different alternatives.
Evaluative criteria
Todd buys a cold drink every afternoon. He either buys a Coca-Cola, or a Minute Maid lemonade. He will not consider any other brand or type of soft drink because the two drinks make up his:
Evoked set.
Dividing the market into units such as nation, states, town, countries etc. is known as:
Geographic segmentation
Peugeot ran a print advertising campaign for its automobiles that presented twenty good reasons for buying a Peugeot 505. The ad was very detailed and contained a great deal of information concerning performance characteristics of the car. This type of ad campaign would be consistent with:
cognitive learning theory
Spalding ran an advertisement promoting its Top Flight golf balls as the brand that is the most durable and goes the farthest. This ad campaign attempted to influence consumers' attitudes by:
Increasing or changing the strength or belief rating of the brand on an important attribute.
How does strong brand equity benefit the seller?
It allows the seller to achieve higher sales volume and/or profit.
Which of the following is true about retail advertising?
It is done to build store traffic and sales
According to the IMC planning model,
It is important to monitor, evaluate, and control the promotional program to determine how well it is meeting communications objectives.
According to the low-involvement hierarchy, the consumer passes through which response sequence during the purchase decision making process?
Learn -> do -> feel
According to the standard learning model, the consumer passes through which of the following response sequences during the decision making process?
Learn -> feel -> do
____ are defined as external areas where there are favorable demand trends, customer needs and wants are not being satisfied and where a company thinks it can compete effectively
Market opportunities
Traditionally, _____ has been the cornerstone of brand-building efforts.
Mass-media advertising
Which of the following statements describes a major advantage inherent in the use of multiattribute models to study consumer behavior?
Multiattribute models help marketers better understand and diagnose the underlying structure or basis of consumers' attitudes.
_____ is the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world.
Perception
Chicken of the Sea includes coupons in their magazine advertisements. This is an example of:
consumer-oriented sales promotion
Amul, a food product marketing organization, has come up with new global ads that promote the benefits of drinking milk as well as demonstrates the various uses of milk. This is an example of:
Primary-demand advertising
BMW's positioning of its convertible as "the ultimate tanning machine" would reflect a positioning strategy based on:
Product attributes and benefits
______ are programs designed to persuade the retailer to promote a manufacturer's products.
Promotional push strategies
The headline for the National Flood Insurance program ad reads, "There's a chance of flooding in your area. Are you willing to bet the house on it?" The ad shows a picture of a flooded home and shows how flood insurance helps to satisfy the ______ need as defined by Maslow's hierarchy.
Safety
_____ occurs when consumer's expectations are either met or exceeded
Satisfaction
Micah and Jeremy both watched the Sugar Bowl on television. Micah was especially interested in the ads for Ford and GMC trucks because he is planning on buying a new truck soon. Jeremy did not notice the truck, but because he is a theater major, he did notice the ads for a new movie based on an Alfred Hitchcock classic. _____ accounts for why the two watched the same television show and saw different commercials.
Selective attention
The ad for Riverside Military Academy (RMA) states, "RMA sets standards that enable young men to achieve extraordinary excellence for a lifetime of accomplishments." In other words, students attending RMA will satisfy their ______ needs as defined by Maslow's hierarchy.
Self-actualization
When Sunkist introduced Almond Accents, a topping for everything from salads to casseroles, the promotional program for the introduction process included a 75-cents-off coupon on one 6 ounce bag and a $1.25-cents off coupon for two 6-ounce bags. In addition, consumers were asked to enter an original recipe using Almond Accents in a contest in which the first prize was a trip for two to the Culinary Institute of America. The use of these promotional tools is a good example of the application of:
Shaping procedures
Which of the following statements describe a situation in which marketer-induced problem recognition was used?
Shoppers Stop, a clothing and accessories brand, sends a newsletter to all its customers every three months that gives them details on what is in fashion and the new arrivals at the store.
For which of the following situations is a consumer's purchase behavior most likely to be characterized by extended problem solving?
The first time purchase of a personal computer by someone with no prior knowledge of PCs
_____ refers to each and every opportunity the customer has to see or hear about the company and/or its brands or have an encounter or experience with it.
Touch Point
Florafax Wire Service allows a consumer in Alaska to go to his or her local florist and order roses to be sent to a friend in Maine. The Alaskan florist uses Florafax to order the roses from a florist in Maine who will arrange and deliver them. An ad for Florafax in a trade journal for florists offers retail florists a $4 rebate when they send 20 orders and an additional $.75 per order when they use florafax.net online sending. In its ad, Florafax is using:
Trade-oriented sales promotion
Unisys Corporation engaged in a multi-million dollar campaign to alter its perceptions among many of its customers that it was simply a hardware manufacturer. Unisys wants customers to see it as a services and technology provider. Unisys was:
Using a repositioning strategy
______is the customers perception of all the benefits of a product or service weighed against all the costs of acquiring and consuming it
Value
Today many people take an aspirin at their doctor's recommendation as preventive medicine. The maker of Bayer aspirin has added calcium to its aspirin. The calcium is also often recommended by doctors to help maintain bone density. There are many types of aspirin on the market, but only one brand that also contains calcium. For Bayer, this calcium additive is an example of:
a competitive advantage
Civic organizations like Rotary Clubs, Kiwanis and Lions Clubs offer their members camaraderie and a chance to help others through donations of time and money. By being positive forces in their communities, these organizations become:
aspirational reference groups
The elaboration likelihood model (ELM) was developed to explain the process by which persuasive communications influence:
attitudes
Ned is planning on buying a new computer. He carefully studied the contents of an ad describing the superiority of Dell computers and scrutinized how the advertising message argued in favor of Dell's superiority. According to the ELM, Ned is engaging in what type of message processing?
central processing
When Bart heard an ad state that Kraft It's Pasta Anytime microwave meals could be prepared in three minutes, he thought he understood that he would find the meals in his supermarket';s frozen food aisle with other microwave meals. When he could not find the Kraft meals, he purchased another brand. He did not understand the Kraft meals were not frozen and that was why they cooked so quickly. He should have looked on the supermarket aisle that contains pasta. Bart experienced a problem with:
decoding
Product positioning is about:
developing a perception about a product or service in the mind of the consumers.
According to the marketing and promotions process model, the marketing process begins with the:
development of a marketing strategy and analysis
L'Oreal, the giant cosmetics manufacturer, targets the luxury market with Helena Rubinstein and Lancôme brands. Its less expensive brands like Elseve and L'Oreal are sold by discount retailers. L'Oreal uses:
differentiating marketing
The communication process begins with the process of _____, which leads to the development of a _____ that contains the information or meaning a source hopes to convey.
encoding; message
Sam Crenshaw looked at realty ads in local newspaper and in the listings magazine he found at a local restaurant, asked his friends, and called the local Chamber of Commerce before purchasing a home site in Lincoln. These activities are examples of:
external information search
An ad for The Peabody Hotel in Memphis, Tennessee, has an 800-number people can call if they are interested in reserving rooms at the hotel or knowing more about the hotel. One way to determine the effectiveness of this ad is to count the number of phone calls it receives in response to its ad. This response count is an example of:
feedback
The _____ model is a response model that was developed for setting and measuring advertising objectives. A basic premise of this model is that advertising effects occur over a period of time.
hierarchy of effects
The first step in the target marketing process is to:
identify markets with unfulfilled needs
On a trip to Spokane, Joy experienced car trouble. She knew she needed to find a good mechanic, so she asked the advice of the people running the motel where she was staying. She also called the local Better Business Bureau to help and looked in the local Yellow Pages. Finally, she called a friend who used to live in Spokane for his recommendation. Joy was engaged in the ____ stage of the consumer decision making process.
information search
British Airways employed ____ when it used product placement to make sure that viewers of the movie Die Another Day knew that James Bond flied first class on British Airways. The airline ran advertising campaign based around the slogan, "Save your Pennys, fly like Bond," referring to the secretary that Bond flirts with in each film. British airways also paid for the rights to screen the film on its flights before the movie was available at video stores.
integrated marketing communications
Starbucks has developed apps for the iPhone which allow customers to share drink recipes, find the nearest Starbucks, look up nutritional information, and manage their Starbucks gift cards. This is an example of _____ marketing.
interactive
The repeated use of the "Got milk" slogan by America's Dairy and Milk Processors in their ads can most readily be justified by the _____ hierarchy.
low-involvement
A lawsuit charged a mortgage lender with racism because it allegedly charged African-American borrowers higher rates than other borrowers. News of the lawsuit was reported by the wire service, and it appeared in several newspapers. This is an example of:
negative publicity
Winston is watching a suspenseful TV program with a group of friends. During the commercial break everyone starts discussing the show and he cannot hear the commercials even though he really wanted to watch the new Pepsi ad. Winston's inability to receive the Pepsi message illustrates which element of the communications process?
noise
Campbell's uses coupons, premiums and sweepstakes to promote its soup. This reflects an application of:
operant conditioning
Michael told Terry and Bill, and Terry told Melissa, and Melissa told Ty, Andrew, and Beryl that the new Mexican restaurant in town had authentically prepared Mexican dishes. This word-of-mouth took place via a(n) _____ channel of communication.
personal
Company X is a non-profit organization, that employs a large number of underprivileged people. It sells art and handicrafts made by these individuals at reasonable prices. Company X defines its market segment as people who believe in helping others and feel good about it. It uses _____ segmentation.
psychographic
When the individual voted off of The Survivor, a reality series, appears on David Letterman as a guest to discuss the series and his or her role in the series, it is an example of _____ for the CBS television show.
publicity
_____ advertising focuses on creating demand for a specific company's brand.
selective-demand
Graduate schools that offer MBAs are typically rated annually by business publications. Oftentimes when an MBA program rates high on a list, the information is publicized. If the purpose of the communication is to make sure current students know they have made the right choice and are attending a prestigious institution, then the _____ model would be correct.
standard learning
An ad by the Tennessee Department of Tourist Development encouraging people to choose the state of Tennessee for their vacation destination was published in Southern Living magazine. The ad shows various scenic pictures of Tennessee and includes the slogan, "Tennessee sounds good to me." In this print ad, the source of the advertising message is:
the Tennessee Department of Tourist Development
In its ads, Maxwell House Coffee stresses consumers' overall emotional impression of the brand with its "Good to the last drop" slogan. Maxwell House wants consumers to purchase on the basis of this impression and not by comparing specific attributes of other brands of coffee. This is an example of a marketer using:
the affect referral decision rule
When developing a communications plan, the process should begin with:
the identification and analysis of receivers in the target audience
Which of the following response hierarchy models depicts consumers as going through the stages of attention, comprehension, yielding, retention, and behavior?
the information processing model
When Coca-Cola only had one product in its line and was targeting everyone, the company was employing:
undifferentiated marketing
The Florida Orange Juice Commission's advertising campaign based around the slogan, "It's not just for breakfast anymore," reflected positioning by:
use or application
