BAS 282: Advertising and Sales Promotion: SmartBook

How do marketers determine which customer segments will be part of their target markets?

By conducting research

Which of the following are documents that give the consumers who carry them a discount on a product?

Coupons

When building an advertising campaign, which step occurs immediately before choosing advertising tools?

Creating advertisements

Why are contests expensive to administer?

Each entry must be judged.

What are the two types of advertising appeal?

Emotional and rational

The government agency created to enforce laws that prohibit profane and obscene content from being broadcast on television networks and radio is the ______.

Federal Communication Commission

What is the government agency that protects individuals and companies from anticompetitive behavior and unfair practices?

Federal Trade Commission (FTC)

Drag each example to the corresponding advertising metric (reach or frequency). No items may be used more than once.

Frequency * Twice a year, a hot dog manufacturer revisits its long-standing tailgating promotion. * A commercial airs four times per hour. Reach * A commercial is viewed by 7 million people. * A sales pamphlet is mailed to every residential address in a zip-code.

Toward whom are employee sales promotions usually directed?

Frontline employees who deal with customers

Which of the following is a true statement about advertising?

It is communication that is paid for by a company.

Which of the following is an accurate statement about self-regulation in advertising?

It sets standards that go further than existing laws.

Which of the following is an accurate statement about the role of marketers during the third step of an advertising campaign?

Marketers create advertisements to be used by a company.

Which of the following is the last step in building an advertising campaign?

Measuring the effectiveness of the advertising

Which of the following would a reminder advertisement most likely do?

Notify consumers of a seasonal buying opportunity.

Select the two ways that employee sales promotions reward employees.

* Contests * Cash Incentives

Drag each action to the method of using data most closely associated with it. No items may be used more than once.

* Determine Messaging Strategy - Using qualitative methods such as observation, interviews, or focus groups to understand consumer preference and knowledge * Inform Campaign Planning - Providing data from each media market about a product's target market * Identify and Justify Advertising Claims - Providing the FTC with research conducted by an independent expert. * Determine Sales Promotion Mix - Carefully studying target market consumers to understand which promotional tool will be most effective and, if applicable, the federal and state regulations.

What is a sample?

A trial portion of a product used to encourage product purchase

What is one disadvantage of coupons?

They can be illegally copied.

How do marketers generally view the desired balance between frequency and reach?

They want to reach as many customers as they can as frequently as possible.

Which of the following is the most effective technique to use for an advertising campaign?

Two ads about a product set in different locations and yet conveying the same message

Which of the following do marketers often use to determine what consumers remember, without any clues, about an advertisement?

Unaided recall tests

Companies often use ______ to support other aspects of their ______.

a sales promotion; promotional mix

Nonpersonal promotional communication about services, goods, or ideas that is paid for by the company identified in the communication is referred to as __________.

advertising

An advertising __________ is a group of coordinated advertisements that share a single theme.

campaign

Companies use data to inform their ______, although most large companies will hire firms, such as Nielsen, that specialize in that type of data.

campaign planning

Firms sometimes use sales promotions that encourage customers to engage with the brand by giving them a chance to win something, such as money or the company's products. When these promotions involve customers competing against one another while demonstrating some sort of skill, they are called ______. When the promotions are based on chance, they are called ______.

contests; sweepstakes

The most common type of sales promotion is ______. One advantage of this type of sales promotion is ______.

coupons; firms can control their timing and distribution

During the third step of their advertising campaign, the marketers at HighWater use technology to ______ for the firm's new vitamin-enriched water product. At this step, the marketers must also ______.

create their ads; create message content

By using advertising puffery, marketers present ______ that mislead consumers.

exaggerations

A count of how often a consumer is exposed to a promotional message is known as __________, while the percentage of the target market that has been exposed to the promotional message at least once during a specific period is known as __________.

frequency; reach

Employee sales promotions are typically directed at ______ and come in the form of ______.

frontline employees; cash incentives or contests

Advertisements inform by ______.

increasing consumer awareness about a product

Gathering information to determine which media a target audience prefers to use is part of using data to ______.

inform campaign planning

The goal of __________ advertising is to develop early demand for a product or service.

informative

Companies sometimes use a sales promotion technique that involves allowing customers to accumulate points or other benefits as a result of making purchases from the company. One of the primary goals of these ______ is to ______.

loyalty programs; strengthen customer relationships

Marketers decide which objective to follow based on the product and the ______.

needs of the target audience

To convince consumers to buy a product, marketers use _________ advertising to showcase the competitive advantage of that product over other products.

persuasive

To convince consumers to buy a product, marketers use __________ advertising to showcase the competitive advantage of that product over other products.

persuasive

A set of nonpersonal communication tools created to stimulate faster and more frequent purchases of a product is known as sales __________.

promotion

Making broad, exaggerated, or boastful statements about a product or service that are subjective rather than objective is known as advertising __________.

puffery

An appeal that uses logical arguments to make the viewer consider how a product's benefits make buying or using the product a good decision is known as a(n) __________ appeal.

rational

A(n) __________ gives consumers the opportunity to recoup a specified amount of money after making a purchase of a single product.

rebate

Firms that use ______ agree to give customers a certain amount of money after they make a single purchase. These usually result in greater profits than coupons because ______.

rebates; 40 to 60 percent are not redeemed

To determine if consumers can recognize an ad, marketers often use a(n) __________ test.

recognition

Customers use rebates to ______.

recoup an identified amount of money following a single purchase

Loyalty programs allow customers to accumulate points or other benefits by ______.

repeatedly using the same company

Some firms choose to give away ______, which are trial portions of a product, to promote a product and encourage purchases. The main disadvantage of this marketing tool is that ______.

samples; they can be expensive

The structure to settle disagreements in business without having to include government agencies is called __________.

self-regulation

The structure to settle disagreements in business without having to include government agencies is called ___________.

self-regulation

Marketers attempt to choose the correct advertising tools to match the __________ market of their advertising campaign.

target

The intended audience of an advertising campaign is known as the __________ market.

target

Marketers select the methods of advertising that are most likely to reach their ______. For example, if a company wants to sell its product to teenagers, it would probably use ______.

target audience; digital media

A rational appeal uses logic to make the consumer ______ the product, whereas an emotional appeal tries to make the consumer ______ the product.

think about; feel good about

Promotional tools directed to business to business (B2B) firms are called __________ sales promotions.

trade

Training is a(n) ______ sales promotion that includes elements such as ______.

trade; on-site demonstrations and brochures

According to the law, claims in advertising must be ______ and must also be ______.

truthful; evidence based

Defining an advertising campaign's objectives involves determining ______.

what the campaign will accomplish

Despite laws and regulations, it is often difficult with advertising to determine ______.

when a line has been crossed in an ad

Which of the following would advertisers most likely do in a persuasive advertisement rather than in an informative or reminder advertisement?

Show a celebrity using a product.

Drag each description to the corresponding step in designing and executing an advertising campaign. No items may be used more than once.

* Identify the target audience. -Marketers conduct research to determine which customer segments will make up their markets. * Define Objectives - Marketers determine what the campaign needs to accomplish. * Create Advertisements - Marketers perform production and creative services. * Choose Advertising Tools - Marketers focus their efforts on matching the correct method to the target audience of their advertising campaign. * Measure the Effectiveness of the Advertising - Marketers learn whether consumers see the ads and how well they recognize and remember them.

Select all of the characteristics associated with reminder advertising.

* It is used as the product matures and declines. * It is used to maintain market share. * It reinforces previous promotional activity.

Select all of the characteristics associated with informative advertising.

* It makes people aware of various aspects of a product. * It's most useful when few companies offer similar products. *It involves a great deal of expense.

Drag each description to the correct advertising objective. No items may be used more than once.

* To Inform: attempts to develop initial demand for a product. * To persuade: attempts to increase demand for an existing product. * To remind: attempts to keep the product before the public in an effort to reinforce pervious promotional activity.

Place the steps in building an advertising campaign in the correct order, with the first step at top and the last step at the bottom.

1. Identify the target audience. 2. Define objectives. 3. Create advertisements. 4. Choose advertising tools. 5. Measure the effectiveness of the advertising.

Which of the following involves paying retailers for financial losses associated with the promotion of a product?

Allowances

Drag each topic to the correct type of appeal (rational or emotional). No items may be used more than once.

Rational * Savings * Health * Convenience * Environmental Impact Emotional * Fear * Admiration * Pleasure * Envy