Ch. 16, 17, 18, 10 MKTG

15%

An agency traditionally receives most of its compensation from ___ commission paid by the media from which it makes its purchases.

be both informal & conversational in tone

Astrid is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listener's attention on the radio it will be important for her to ___.

advertising platform

The J. Crew Ludlow Suit collection capitalizes on its positioning as "style with a substance." This is most likely the ___ for this particular J.Crew product line.

target audience

The group of people at whom advertisements are aimed

reach the largest number of people in the advertising target that the budget will allow

The media planner's goal is to ___

pulsing, continuous, and flighting

The three general types of media schedules are...

selective demand

Which of the following can be stimulated by increasing the number of product uses and promoting them through advertising campaigns, as well as through price discounts, free samples, coupons, consumer contests & games, and sweepstakes?

comparative advertising

Which of the following contrasts the promoted brand with one or more identified competing brands on the basis of one or more product characteristics?

advertising campaign

1. identifying and analyzing the target audience. 2. defining the advertising objective. 3. creating advertising platform. 4. determining the advertising appropriation 5. developing the media plan 6. creating the advertising message. 7. executing the campaign. 8. evaluating advertising effectiveness.

reduce sales fluctuations

A spokesperson for Quaker Oats encourages TV audiences to use its oats in the summer by using them to make healthy overnight oats, which are served cold. In this instance, Quaker is using promotion to:

local newspapers and broadcast stations

A very small firm is most likely to rely on which of the following in regards to its advertising needs?

product advertising

Advertising that promotes the uses, features, and benefits of products

advertising campaign

An _____ may be handled by an individual, a few people w/in a firm, a firm's own advertising department, or an ad agency.

native advertising

Digital advertising that matches the appearance and purpose of the content in which it is embedded

reducing sales fluctuations

Factors such as climate, seasons, and holidays tend to lead to the promotional objective of:

insitutional advertising

Promotes organizational images, ideas, & political issues; designed to create a favorable image for a company and foster goodwill in the marketplace

sales territory

Sales force objectives for the entire force are normally stated in terms of all of the following except -

advertising

Slow feedback, high absolute-dollar outlay, and difficulty in measuring effect on sales are disadvantages of which promotion mix ingredient?

communication channel

Staples' use of email to carry its advertising messages to its business customers is which component of the communication process?

properly plan, implement, coordinate, & control communication

To maximize promotional effectiveness, markets must strive to...

competitive advertising

Verizon releases advertising that informs users that it is "America's #1 Internet Service Provider." This is an example of __.

Aaron simply tunes out pop-up ads on the internet so that they don't even enter his awareness.

Which is the best example of noise that originates w/ the receiver in the communication process?

pioneer advertising

Which of the following focuses on a product category rather than a specific brand?

After ford promotes the towing capacity of its F-series truck, Chrysler soon emphasizes the towing capacity of its Dodge trucks.

Which of the following is the best example of the promotional objective of combating competitive promotional efforts.

measure attitude levels before and after the campaign

Which of the following is the best way to measure who read the company's PR message and what they thought about it?

free samples

Which of the following is the most expensive sales promotion method?

public relations audit

Which of the following is used to asses an organization's image among the public or to evaluate the effect of a specific public relations program?

public relations audit

Which of the following is used to assess an organizations' image among the public or evaluate the effect of a specific public relations program?

news release

Which of the following publicity-based PR tools is most common?

Institutional; product

___ advertising supports organizational images, ideas, and political issues, while ___ advertising touts the uses, features, & benefits of goods & services.

public relations

a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders; can be used to promote people, places, ideas, activities, and countries.

comparative advertising

a form of competitive advertising that makes direct product comparisons

recognition test

a posttest in which respondents are shown the actual ad and are asked if they recognize it

advertising

any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor - can be institutional or product

reinforcement advertising

assures current users that they have made the right brand choice & tells them how to get the most satisfaction from that brand.

competitive advertising

attempts to stimulate demand for a specific brand by promoting brand features, uses, & advantages through indirect or direct comparisons w/ competing brands.

advertising platform

consists of the basic issues or selling points that an advertiser wishes to include in the ad campaign

native advertising

digital advertising that matches the appearance and purpose of the content in which it is embedded

pioneer advertising

focuses on stimulating demand for a product category (rather than specific brand) by informing about product features, uses, & benefits.

environmental monitoring

identifies changes in public opinion affecting an organization

corporate identity materials

logos, stationary, uniforms, buildings

communication's audit

may include a content analysis of messages, a readability study, or a readership survey

social audit

measures the extent to which stakeholders view an organization as being socially responsible

reminder advertising

tells customers that an established brand is still around and still offers certain characteristics, uses, & advantages.

public relations audit

used to assess an organization's image among the public or to evaluate the effect of a specific public relations program

advocacy advertising

when a company promotes its position on a public issues - such as tax increase, sustainability, regulations, international trade coalitions; promote socially approved behavior - has social benefits & can help an organization build their image