CHAPTER 15

What is a potential problem associated with comparative advertising?

Competitors respond with their own ads, which often result in negative publicity for both brands.

A company's total marketing communications package consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.

the promotion mix

Advertising ________ define the task that advertising must accomplish with a specific target audience during a specific period of time.

objectives

Which of the following may require heavy advertising in order to be set apart from similar products?

undifferentiated brands

________ advertising becomes more important as competition increases. The company's objective is to build selective demand.

Persuasive

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

advertising

Competitive parity and objective-and-task are two options for ________ made when developing an advertising program.

budget decisions

Advertising is used mostly by which of the following?

business firms

Persuasive advertising becomes ________ advertising when a company directly or indirectly compares its brand with one or more other brands.

comparative

When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used.

informative

What is one of the primary goals of reminder advertising?

maintain customer relationships

All of the following require high advertising budgets EXCEPT ________.

mature brands

Reach, frequency, and impact are all ________ made when developing an advertising program.

media decisions

Which of the following is the most likely result of reducing brand-building advertising for a product?

reduced long-term market share

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

remind

A product in the maturity stage will often require ________ advertising.

reminder

Which of the following is an element of developing an advertising strategy?

selecting advertising media

After determining its advertising objectives, the company's next step in developing an advertising program is to ________.

set its advertising budget

Some large corporations have developed ________ to help determine the optimal investment across various media; such tools are useful when determining the relationship between promotional spending and brand sales.

statistical models

Which of the following is an objective of informative advertising?

suggest new uses for a product