Chapter 18 - MARK 3000

Which of the following is the best example of a persuasive advertising message?

"Buy now, pay later"

Which of the following is the best example of a reminder advertising message?

"Doing business in Peoria since 1848"

Which of the following is the best example of puffery?

"You have tried the rest, now try the best"

Generally, less money is spent on advertising in B2B markets because

B2B marketing usually involves more personal selling

Which of the following is not true about public relations?

Because of its high cost, the use of PR has wanted in recent years

"Buy one, get one free" is which type of sales promotion?

Deal

U.S.-based global marketers have often found that

EU advertising laws are more restrictive than those in the United States.

Which of the following is not one of the federal agencies that regulate advertising activities?

FRS

The __________ is the primary enforcement agency for mass media advertising.

FTC

Which of the following is a key hallmark of advertising?

It is a paid form of marketing communication

_______ channels are used to reach a broad audience; _______ channels are used to reach a narrower segment of consumers.

Mass media; niche media

_______ refers to the process of evaluating and selecting the _______.

Media planning; media mix

__________ is a particularly good advertising medium for groceries and fast food.

Radio

__________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs.

Sales promotions

Which of the following is the best example of a mass media advertising channel?

USA Today

Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver

a consistent and compelling message

First Lady Michelle Obama has recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity. This message is an example of

a public service announcement

Generally, when advertising to consumers, the objective of an advertising campaign is

a pull strategy- to get the product into stores by having consumers demand it

Which of the following is the least common emotional appeal for advertisers?

anger

Brad is working on the creative design for his company's new ad campaign. This is his first major assignment. His boss reminds him that when writing a headline, it should

be short and use simple words

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

Because PSAs are a special class of advertising, FCC rules require

broadcasters to devote a specific amount of free airtime to them

Kevin is recognized by his friends as an activist on many fronts. He prefers to buy products from firms that will donate part of the total purchase price to organizations he supports. Marketers recognize that this approach can be an important competitive tool; it is called

cause-related marketing

Yana has identified the target audience for her line of Russian jewelry. For optimum success, she is creating an advertising plan that will

clarify the specific goals that the advertising is designed to accomplish

For an advertiser, the target audience can be understood as

consumers whom its research designates as its target market

For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a __________ advertising schedule.

continuous

Which of the following is not a public relations tool?

coupons and rebates

The key to a successful emotional advertising appeal is to use the emotion to

create a bond between the consumer and the brand

Informative advertising is used to

create and build brand awareness

After the advertiser has decided on the message, type of ad, and appeal, its attention now shifts to

creation of the advertisement

In the "create advertisements" step when planning and executing an ad campaign, often the execution style for the ad will

dictate the type of medium used to deliver the message

Automobile manufacturers often use television advertising showing an attractive man or woman driving the manufacturer's stylish new car on a winding road along an ocean vista. These types of ads have __________ appeal.

emotional

Danielle is creating an advertising message designed to appeal to consumers' fears of having their home broken into. Danielle's message will focus on a(n) __________ appeal.

emotional

An emotional appeal aims to satisfy consumers' __________, while an informational appeal speaks to consumers' __________.

emotional desires; utilitarian needs

Tyler runs a parasailing business on Hilton Head Island, South Carolina. Tyler closes his business in winter when the water gets too cold. Tyler should use a __________ advertising schedule.

flighting

\A ____________ advertising schedule uses heavy advertising during some periods followed by periods of no advertising.

flighting

One of the advantages of niche media is it often allows marketers to

focus on narrow audience segments

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

Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer. Yesenia's first concern will be to

get consumers' attention

To get us to remember their ad and the product or brand in the ad, advertisers must first

get our attention

In very simple words, advertising is really about

getting consuers' attention

Greg is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on

how well he can identify his target audience

Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to

identify the target audience

The __________ stage of the advertising campaign planning process can be described by the question, "Whom are we trying to talk to?"

identifying target audience

Generally speaking, all advertising messages are designed to

inform, persuade, or remind customers

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

Estella 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. Estella is trying to create a(n) __________ appeal.

informational

Jamara 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. Jamara wants to develop an advertising message that emphasizes the key benefits he provides. He will develop a(n) __________ appeal.

informational

__________ 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

"Now available—the latest fall fashions" is an example of a(n) __________ advertising message.

informative

The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins that boogied to the song "I Heard It Through the Grapevine." The ads, which were hugely popular and which gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of

institutional advertising

Persuasive advertising is often used when competition

is most intense

The additional sales that can be attributed to an advertising campaign are known as

lift

Brent is working on an advertising campaign to promote downtown businesses. He knows the increasing number of advertising communication channels available and changes in consumers' media usage

makes his job more difficult

Because advertising is the most visible form of marketing,

many people think of marketing and advertising as synonmous

The execution style of an advertising message must

match the medium and the objectives

Walmart's "Everyday low prices" selling proposition is effective primarily because it is

meaningful to the consumer

Ashley was nervous about making the ___________. She knew it was likely to be the largest expense in the advertising budget.

media buy

The __________ is the combination of media used and the frequency of advertising in each medium.

media mix

When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail advertising. This combination of advertising outlets represents Microsoft's

media mix

An advertisement for Titleist golf balls that airs on the cable television network Golf Channel is an example of which type of media channel?

niche

Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to

persuade consumers to take action

P&G's Tide laundry detergent has been around since 1948 and is still a market leader. P&G has used __________ advertising to reposition Tide several times over the product's life cycle, trying to motivate new consumer segments to use the product.

persuasive

When a product has gained a certain level of brand awareness, firms use __________ advertising to motivate consumers to take action.

persuasive

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

Jennifer has worked for many years reviewing and approving print ads for her firm. She has memorized a checklist of key points to review. Which of the following would not be on her checklist?

photo credits

In the early stages of an ad campaign, the objectives are established. To determine if those objectives have been met, the marketer will

posttest

Chet was struggling selling his golf photography outside a PGA event. When he offered a T-shirt with a golf photograph on it with any framed golf photo, sales picked up. Chet discovered the value of sales promotions—specifically _________—in encouraging customers to buy.

premiums

Marketers __________ an advertising campaign to ensure that various elements of the campaign will work in an integrated fashion and do what they are intended to do.

pretest

Actor Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes. She was probably objecting to a __________ arrangement the film company had made with an advertiser.

product placement

Reminder advertising is primarily used to

prompt repurchase of a product

In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to

protect consumers from deceptive practices

Gretchen has just started as a fashion marketing intern for an up-and-coming design firm. She expected to begin right away 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. Gretchen soon realized that this activity was part of __________, directly related to marketing.

public relations

A __________ is an advertisement that focuses on public welfare issues.

public service announcement

An advertisement featuring a cartoon Smokey the Bear saying "Only you can prevent wildfires" is an example of a successful

public service announcement

Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to

pull the product into retail stores through consumer demand

A ____________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising.

pulsing

Gypsy just bought a gift and jewelry store on Main Street. She knows from the previous owner that almost 60 percent of her sales take place during the Christmas holiday season, with the other 40 percent of sales evenly distributed over the rest of the year. Gypsy will probably use a __________ advertising schedule.

pulsing

Anne's Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering its product. Anne's is using a __________ strategy.

push

Florida Heat Pump Manufacturing Company is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least 20 units this year. Florida Heat Pump is using a __________ promotional strategy.

push

Firms are willing to offer generous rebates because

rebates increase sales, but firms may not have to pay off all the rebates offered

Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of _________ advertising.

reminder

After using market research to identify the target audience for his advertising campaign, Jorge will next use this information to

set explicit and measurable objectives for the campaign

Regina just bought a gourmet bagel store. She is working with a freelance graphic artist who is designing her logo and print advertisements. Regina is spending days looking over the various designs and color options. She needs to remember that the creative aspect of advertising design

should not overshadow the message

When developing an advertising message, the message should focus on

solving problems for consumers

Regardless of the objective of an advertising campaign, each campaign's objectives must be

specific and measurable

The head of the marketing area told Alex 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

Unlike advertising, public relations

supports promotional efforts by generating "free" media attention.

Sarah goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Paige doesn't read newspapers, let alone look through them for coupons. But Paige filled out a form from inside a cereal box entering her in a drawing for free exercise equipment. What kind of sales promotion reached Paige?

sweepstakes

Generally, which of the following media outlets relies on a mix of visual and auditory techniques and is typically very expensive?

television

Which advertising medium relies on a mix of visual and auditory techniques?

television

The only formal regulation of children's advertising appears in

the Better Business Bureau's Children's Advertising Review Unit guidelines

Which of the following is not a major consideration in determining an advertising budget?

the budgeting method used

The content of an advertising message is closely tied to

the characteristics of the media selected to carry the message

Jami 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

Steve is working on the message to convey in his firm's advertising campaign. As a starting point, Steve should first consider

touting the key benefits of his firm's services

The effectiveness of an advertising campaign is assessed during the campaign by

tracking

Thomas had conducted a thorough pretest before the new ad campaign, so he was fairly sure the elements would work together. A lot was riding on the success of the ad campaign, so he couldn't wait until the campaign was over to see how well it did. During the campaign, he will be monitoring the sales volumes on a daily basis as part of his

tracking

Neville is trying to create an advertising message that tells consumers how his company's cellular and Internet services differ from other alternatives in the market. Neville is trying to create a(n)

unique selling proposition

An advertising plan is crucial to an ad campaign because it

will later be used to measure the success or failure of the campaign