BA 370 CH.19
An advertising campaign's objectives should be specific and measurable
TRUE -Regardless of whether the advertising campaign's objective is to inform, persuade, or remind, with a focus on a particular product or the institution in general, each campaign's objectives must be specific and measurable
A television ad showing a crowd holding candles and singing "I'd like to teach the world to sing," followed by the words "Happy Holidays from your Coca-Cola bottler," is an example of reminder advertising
TRUE -Reminder advertising is a communication used to remind or prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle
The target audience for advertisers is not always the same as current users of the product
TRUE -The success of an advertising program depends on how well the advertiser can identify its target audience. Firms must keep in mind, however, that their target audience may or may not be the same as current users of the product
Which of the following is the best example of a reminder advertising message?
"Doing Business in Peoria since 1848" -Reminds consumers "we're still here"
The major text portion of a print advertisement that should arouse a desire for the product and move the consumer to action is contained in the
BODY COPY -The body copy represents the main text portion of the ad. It builds on interest generated by the visual and headlines, explains in more depth what the headline and subheads introduced, arouses desire for the product, and provides enough information to move the target consumer to action
Because PSAs are a special class of advertising,
Broadcasters devote a specific amount of free airtime to them
For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a ________ advertising schedule
CONTINUOUS -A continuous advertising schedule runs steadily throughout the year, which is well suited to products purchased continually or at steady rates
For an advertiser, the target audience can be understood as
Consumers designated by research as its focal market -Firms must keep in mind that their target audience may or may not be the same as current users of the product. They must conduct research to identify their target audience
The key to a successful emotional advertising appeal is to use the emotion to
Create a BOND between the consumer and the brand -An emotional appeal tries to reach the consumer by forging a bond between the consumer and the brand
An ________ appeal aims to satisfy consumers' demonstrative desires rather than their utilitarian needs
EMOTIONAL -An emotional appeal aims to satisfy consumers' emotional desires rather than their utilitarian needs
An emotional appeal aims to satisfy consumers' ________, while an informational appeal speaks to consumers' ________
EMOTIONAL DESIRES; UTILITARIAN NEEDS -An emotional appeal tries to reach the consumer by forging a bond between the consumer and the brand based on personal desires. An informational appeal tries to reach the consumer by offering factual information, focusing on utilitarian needs
When businesses support cultural or sporting events, such as the St. Jude Walk/Run to End Childhood Cancer, this is known as cause-related marketing
FALSE -Cause-related marketing is commercial activity in which businesses and charities form a partnership to market an image, product, or service for their mutual benefit, while event sponsorship occurs when corporations support various activities (financially or otherwise), usually in the cultural or sports and entertainment sectors
Persuasive advertising is often used when competition
Is MOST intense -Persuasive advertising is often used during the growth and early maturity stages of the product life cycle when competition is most intense, hoping to accelerate market acceptance of the product
The additional sales that can be attributed to an advertising campaign are known as
LIFT
The ________ is the combination of media used and the frequency of advertising in each medium
MEDIA MIX -Media planning refers to the process of evaluating and selecting the media mix—the combination of the media used and the frequency of advertising in each medium—that will deliver a clear, consistent, compelling message to the intended audience
Campbell's Soup Company ran a series of radio ads tied to local weather forecasts. Before an impending storm the ads said, "Time to stock up on Campbell's Soup." During the storm the ads said, "Stay home and stay warm with Campbell's Soup." The first ad was ________ advertising, while the second ad was ________ advertising
PERSUASIVE; REMINDER -The first ad is persuasive because it seeks to persuade consumers to go to the store and buy some Campbell's Soup. The second ad is a reminder ad—it does not seek to motivate consumers to go to the store and buy soup, but rather reminds them of the soup that is probably already in the pantry
The three general objectives of advertising are to select, target, and
PROMOTE -The three general objectives of advertising are to inform, persuade, and remind customers
Carlina has just started as a fashion marketing intern for an up-and-coming design firm. She expected to immediately begin implementing the four Ps she had learned about in class. Instead, she was asked to work on a project identifying important events where celebrities might wear the fashions. Carlina soon realized that this activity was part of ________, directly related to marketing
PUBLIC RELATIONS -Public relations consists of "free" media attention, often obtained because of promotional activities to encourage the attention. By getting celebrities to wear the fashions, Carlina was helping get publicity for the design firm's clothing
A ________ is an advertisement that focuses on public welfare issues
PUBLIC SERVICE ANNOUNCEMENT -As a form of advertising, public service announcements inform, persuade, or remind consumers, but their focus is on public welfare and the betterment of society
A ________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising
PULSING -Pulsing combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods
________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, typically used in conjunction with advertising or personal selling programs
SALES PROMOTIONS
Starbucks provides tastes of new products to customers. This is called
SAMPLING -Sampling offers potential customers the opportunity to try a product or service before they make a buying decision
After using market research to identify the target audience for her advertising campaign, Nya will next use this information to
Set EXPLICIT and MEASURABLE objectives for the campaign -The second step in creating and advertising program is to set the advertising objectives. Regardless of whether the advertising campaign's objective is to inform, persuade, or remind, with a focus on a particular product or the institution in general, each campaign's objectives must be specific and measurable
When developing an advertising message, the message should focus on
Solving problems for consumers
The head of the marketing area told Alisha to find the most stringent federal regulations on advertising to create the toughest standards. "If we can pass those, we should be able to get by all regulations." One real problem is
State regulations are not always consistent with federal standards -States have different regulations and are beginning to assert their authority more than in the past., The same is true of European Union laws regulating advertising—they are typically more restrictive than U.S. federal requirements
Ivan is managing an extended advertising campaign for a local convenience store chain. The campaign includes a series of television, radio, and print messages. As part of monitoring the campaign, which of the following offers a good indicator of advertising effectiveness?
The daily and weekly SALES VOLUME
Which of the following is considered a major consideration in determining an advertising budget?
The role of advertising in overall promotional objectives -In determining an advertising budget, firms must consider the role that advertising plays in their attempt to meet overall promotional objectives, expenditures over the course of the product life cycle, the nature of the market, and the nature of the product
Franco is working on the message to convey in his firm's advertising campaign. As a starting point, Franco should first consider
Touting the key benefits of his firm's services -A starting point for an ad message is often to tout the product's key benefits as perceived by the target market
After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to ________, ________, or ________ potential and/or existing students
-INFORM -PERSUADE -REMIND
The ________ stage of the advertising campaign planning process can be described by the question, "To whom are we trying to talk?"
IDENTIFYING TARGET AUDIENCE
After the advertiser has decided on the message, type of ad, and appeal, its attention now shifts to
CREATION OF THE ADVERTISEMENT
An iPad mini advertisement appearing in the New York Times is an example of using a niche media channel
FALSE -Niche media channels are more focused and generally used to reach narrower segments. Since the New York Times is geared toward reaching large audiences, it would be considered mass media
The primary federal agencies that regulate advertising activities in the United States are the Fed, FEMA, and the FCC
FALSE -The primary federal agencies that regulate advertising activities are the Federal Trade Commission (FTC), the Federal Communications Commission (FCC), and the Food and Drug Administration (FDA)
Consumer goods firms such as Lancôme often use reminder advertising to convince consumers to take action—switch brands, try a new product, or even continue to buy the advertised product
FALSE -This is a form of persuasive advertising. Persuasive advertising generally occurs in the growth and early maturity stages of the product life cycle, when competition is most intense, and attempts to accelerate the market's acceptance of the product
The advertising message "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes" suggests that advertising messages need to
FOCUS ON SOLVING PROBLEMS -Advertising messages should focus on how the product can solve a consumer's problems
Jerome knows that his spring break travel packages are the best deal on campus. He also knows his competitor is sloppy, often waiting until the last minute to provide the needed tickets and documents to students buying his island packages. Jerome wants to develop an advertising message that emphasizes the key benefits he provides. He will develop a(n) ________ appeal
INFORMATIONAL -By informing consumers about the key benefits of his spring break travel packages, Jerome is using an informational appeal
________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services
INFORMATIONAL -Informational appeals help consumers make purchase decisions by offering factual information that encourages consumers to evaluate the brand favorably on the basis of the key benefits it provides
Emelia is trying to create an advertising message that communicates the tangible features of her company's laptop computers, telling consumers about the relative advantages of her products as compared to other offerings in the market. Emelia is trying to create a(n) ________ appeal
INFORMATIONAL -This describes an informational appeal, which helps consumers make purchase decisions by offering factual information that encourages consumers to evaluate the brand favorably on the basis of the key benefits it provides
Because advertising is the most visible form of marketing,
Many people think of marketing and advertising as synonymous -Many people think of advertising when they hear the term marketingbecause advertising is such a visible form of marketing
In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to
Protect consumers from DECEPTIVE practices -Many federal and state laws, as well as a wide range of self-regulatory agencies and agreements, affect advertising. Most regulation of advertising is related to consumer protection
A form of sales promotion that offers prizes based on a chance drawing of entrants' names, ________ do not require the entrant to complete a task other than buying a ticket or filling out a form
SWEEPSTAKES -A form of sales promotion that offers prizes based on a chance drawing of entrants' names, sweepstakes do not require the entrant to complete a task other than buying a ticket or filling out a form. Often the key benefit of sweepstakes is that they encourage current consumers to consume more if the sweepstakes form appears inside the packaging or with the product
Sarita goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Pilar doesn't read newspapers, let alone look through them for coupons. But Pilar filled out a form from inside a cereal box entering her in a drawing for free exercise equipment. What kind of sales promotion reached Pilar?
SWEEPSTAKES -All of these are alternate ways of reaching consumers who do not search for coupons—but a sweepstakes does not require the entrant to complete a task other than buying a ticket or filling out a form
Advertising in which medium relies on a mix of visual and auditory techniques?
TELEVISION -Television is used primarily for escapism and entertainment, so most television advertising relies on a mix of visual and auditory techniques
Generally, which of the following media outlets relies on a mix of visual and auditory techniques and is typically very expensive?
TELEVISION -Television is used primarily for escapism and entertainment, so most television advertising relies on a mix of visual and auditory techniques. In addition, it has the disadvantage of being high in cost
Tamara had conducted a thorough pretest before the new ad campaign, so she was fairly sure the elements would work together. A lot was riding on the success of the ad campaign, so she couldn't wait until the campaign was over to see how well it did. During the campaign, she will be monitoring the sales volumes on a daily basis as part of her
TRACKING -Tracking includes monitoring key indicators such as daily or weekly sales volume while the advertisement is running to shed light on any problems with the message or the medium
The effectiveness of an advertising campaign is assessed during the campaign by
TRACKING -Tracking includes monitoring key indicators, such as daily or weekly sales volume while the advertisement is running to shed light on any problems with the message or the medium
An advertisement stating "Buy now: no money down" is a persuasive-type ad
TRUE
One problem facing advertisers is that consumers screen out messages that are not relevant to them
TRUE -Consumers have grown adept at screening out messages they consider irrelevant, making it hard to reach them
Public service advertising typically focuses on social marketing objectives
TRUE -Public service advertising (PSA) focuses on public welfare; generally these ads are sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups
Puffery is not always illegal in the United States under state and federal law
TRUE -Puffery is the legal exaggeration of praise, stopping just short of deception, lavished on a product. The FTC's position is that it "will not pursue cases involving obviously exaggerated or puffing representations, i.e., those that ordinary consumers do not take seriously"