chapter 18 mktg 351
Domino's is looking into magazine advertising for its pizza. The company wants to reach as many people as possible, but due to budget constraints Domino's must reach consumers as efficiently as possible. What can Domino's use to evaluate various magazines?
A cost comparison indicator
An advantage of the arbitrary approach for determining the advertising appropriationis that it is
Expedient.
What design element is used to attract attention, communicate an idea quickly, or communicate ideas that are difficult to put into words?
Illustrations
Why is the headline of a print advertisement such a critical component of the copy?
It is often the only part of the advertisement that is read
Which of the following is nota public relations tool?
Product sample
Which of the following statements applies to media planning?
The message content affects the types of media used for an advertising campaign.
Why should a benchmark statement be included in advertising objectives?
Without a reference point, it is difficult to determine to what degree objectives have been accomplished
Advertising agencies typically receive
a 15 percent commission paid by the media from which it makes purchases
The total amount of money a marketer allocates for advertising for a specific time period is the
advertising appropriation
Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year."This would be considered a(n)
advertising objective
The basic issues or selling points that an advertiser wants to include in an advertising campaign is(are) the
advertising platform
An advertising platform is the
basic issue or selling point that an advertiser wishes to include in an advertising campaign
Rachel is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio itwill be important for her to
be both informal and conversational in tone
The effectiveness of an advertising campaign can be measured
before, during, and after the campaign through the use of pretests, inquiries, and posttests
Brands that are promoted through comparative advertising are most likely to be
brands that are attempting to compete with market leaders
A major benefit of using event sponsorship is that it
can provide large amounts of free media coverage
The verbal portion of an advertisement, including headlines, body, and signature, is called the
copy
A tool that allows an advertiser to compare the costs of several media vehicles within a specific medium relative to the number of persons reached by each vehicleis called a(n)
cost comparison indicator.
One way for a company to measure the effectiveness of its publicity-based public relations efforts isto
count the number of exposures in the media
Thestep in developing an advertising campaign that directly precedes campaign executionis
creating the advertising message
After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by
defining the advertising objectives
After the advertising budget is determined, the next step in creating an advertising campaignis
developing the media plan
A firm can identify changes in public opinion that affect it by conducting
environmental monitoring
The last stage in the development of any advertising campaign is
evaluating the effectiveness of advertising
A schedule in which advertisements run for set periods of time, alternating with periods in which no ads run is known as
flighting
The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times. This is advertising
frequency
The identification of an advertisement's sponsor is the
signature
The main problem with using the objective-and-task approach to setting an advertising budget is that
the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals
Carla is stopped by a researcher at a shopping mall and asked what was last television commercial sheremembers seeing was.This is an example of a(n)
unaided recall test
The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for Darnell Insurance in June. For its efforts this month, the agency "traditionally" would receive ___________ in compensation
$3,000
An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or
an advertising agency
Themost effective method of determining platform issues is to use a survey of
customers
The target audience for an advertising campaign is the
people toward whom the advertisements are directed.
ColinMcKinney, director of marketing for Greenwald Industrial Products, complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising expenditures. Based on this information, Greenwald is most likely using the __________ approach to determine its advertising expenditures.
percent-of-sales
Advertising that focuses on stimulating demand for a product categoryis called _____ advertising.
pioneer
The two major types of product advertising are
pioneer and competitive
An evaluation performed before an advertising campaign begins is a
pretest
General Mills used a panel of consumers to evaluate its Cheerios campaign featuring children who read the cereal box and try to persuade their parents to watch their cholesterol. These consumers judged the advertisements prior to the execution of the advertising campaign. This is an example of a(n)
pretest.
Belinda works for Burger King and her responsibilities include maintaining favorable relationships between the organization and its stakeholders. Belinda works in
public relations
Toyota's sponsorship of a major Professional Golf Association tournament would be an example of a(n) ______ tool.
public relations
Kohl's, a department store featuring clothing and housewares, communicates in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called
publicity
During the duration of an advertising campaign, Verizon Wireless ran television advertisements at a steady rate throughout the week and intensified its message with newspaper advertising in many major newspapers in the Sunday paper.Verizon Wireless used a(n)______ media schedule.
pulsing
If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) ______ media schedule is being used.
pulsing
When a copywriter and an artist combine the copy with the visual material for a television commercial, it usually is done through use of a
storyboard
Brian and Tiffany are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds. He tells her that while he agrees that __________ has tremendous impact, he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists.
television
The cost per thousand (CPM) indicator shows
the cost to expose 1,000 people to a one-page magazine advertisement
Reinforcement advertising is primarily targeted at
the current users of a particular product.
Advertisingappropriations are largest for which type of product?
Convenience goods
Which of the following lists forms of competitive advertising?
Comparative, reminder, reinforcement
What is the primary justification marketers use for conducting recognition and recall tests?
People are more likely to buy a product they have seen advertised than one they have not seen advertised
A television advertisement showing the safety features of the Volvo "Cross Country" Wagon would be bestclassified aswhich of the following?
Product advertising
What is an advertising platform most commonly based upon?
The opinions of employees within the firm or the advertising agency
When respondents are shown a list of various products, brands, and company names and then asked aboutadvertisements they have seen lately,researchers are conducting a(n)
aided recall test
When the CEO or chief financial officer of a company states how much the company should spend on advertising for the coming period, thecompany is using the
arbitrary approach.
If Target were to base its advertising appropriation on the amount that WalMart spends,it would be using the ______ approach.
competition-matching
Coors advertises that its beer is the only one that is kept cold from the brewery to the store.This type of advertising is called
competitive
Troy Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would most likely employ ___________ advertising.
competitive
An advertising platform should consist of issues that are important to consumers. Selling features should beimportant to consumers and should be features that
competitive products lack
Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by Specialized.He and the other consumers were shown three different advertisements and asked to judge several dimensions of each one. Matt participated in a(n)
consumer jury
Subwaydecided to run its new commercials several times a day for three weeks and then not at all for two weeks. It will then run the commercials again for three more weeks. Subway is using a _____ schedule for its advertising.
flighting
Artwork, a major part of most advertisements, consists of the
illustration and the layout
Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholdersis called __________ advertising.
institutional
First Union Bank airs a series of radio ads that claim, "We are the friendly bank." This campaign would best be described as__________ advertising.
institutional
Julie Reese is working on developing a magazine advertisement for Curves For Women, the ladies' fitness chain. She knows what she wants the advertisement to say and the illustrations she wants to use, but she is having a tough time putting it all together. Julie is having trouble determining the
layout
The physical arrangement of the illustration, headline, subheadline, body copy, and the signature is calledthe
layout
A marketer that wanted to include detailed information in advertisements would most likely use
magazines
After developing the budget for advertising GEO automobiles, marketing managers at General Motors then determined what proportion of that budget would be spent on magazine, television, and radio advertisements based on the cost effectiveness of each. This subsequent allocation of the budget is known as a(n) _________ plan.
media
The limitations in using publicity-based public relations tools stem primarily from the fact that
media personnel control the content of the communication
A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)
media plan
Recognition and recall tests are posttest methods based on
memory
As Oscar Meyer puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use outdoor advertising will have strong effects on its selection of the advertising
message
When using the percentage-of-sales approach for determining the advertising appropriation,marketers
multiply the firm's past sales plus a factor for expected changes in sales times a standard percentage
Theprimary goal of a media planner is to
reach the largest number of people in the target market within the budget constraints
The percentage of consumers in the target audience actually exposed to a particular advertisement in astated period of time is the definition of
reach.
If a consumer is shown a particular advertisement and asked if she has seen it before, a(n) _____ is beingperformed.
recognition test
Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?"exemplifies the use of ___________ advertising.
reinforcement
Advertising that lets consumers know that an established brand still offers certain uses, characteristics, and advantagesis _____ advertising
reminder
An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin,"would most likelybe considered ______ advertising.
reminder
What type of advertising points out a brand's features and advantages that fit consumers but may not be available in other brands?
Competitive
When a company promotes its position on a public issue, this is specifically referred to as ______ advertising.
advocacy
Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as
comparative
An ad's ___________ is designed to attract readers' attention and develop interest so that they will read the entire advertisement.
headline
The three general types of media schedules are
pulsing, continuous, and flighting
Darcy presents an identification card at the supermarket checkout and has a microcomputer attached to her TV. Information from both of these is sent to a research facility. Darcy is providing
single-source data
When developing an advertising campaign, benchmarks need to be included inthe
statement of advertising objectives
____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, andother highly skilled specialists.
Advertising agencies
Which of the following is notan advantage of using publicity-based public relations tools?
Control by media personnel of the content and timing of messages
FrederickGriffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm's agency. "We have the best customer service in town, and I feel that is what we should be hanging our hats on," he states. This statement is mostappropriate for use in which of the following stages of campaign development?
Creating the platform
Danielle Robinson, account representative for EXpert Advertising, tells D'Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15 percent. This approach is an example of which of the following methods of determining advertising expenditure levels?
Objective-and-task
To determine how much money to spend on advertising, marketers for a new brand of caffeinated energy drink decided that they wanted the advertising to create awareness of the new flavor in 80 percent of the energy drink market within one month of introduction. The marketers then determined how much it would cost to reach this goal.This is an example of which one of the following approaches to determining advertising budgets?
Objective-and-task
___________ is a broad set of communication activities used to create and maintain favorable relationsbetween the organization and its stakeholders
Public relations
___________ is communication in news story form about an organization or its products that is transmittedthrough a mass medium at no charge.
Publicity
Which of the following is the most important consideration when choosing an event to sponsor?
Reasonable association between the event and the company's product
The advertising department for the Pennzoil Corporation is working on a print advertisement for a new product. At this point, the layout contains a phrase to attract attention, an additional phrase to provide an explanation, an illustration to show the product, and a paragraph to explain the advantages and benefits of the product. What other important element should be included?
Signature
Some of the posttest methodsfor measuring advertising effectiveness are based on how well consumersremember advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two approaches?
The actual ads are shown in the former but not in the latter
When an organization uses an advertising agency, who usually develops the advertising campaign?
The firm and the agency working jointly
Before launching a new advertising campaign, marketers for Healthy Choice frozen dinners must determine the selling points that they want to include in the advertisements. The identification and organization of these selling points is called the
advertising platform
When Anheuser-Busch ran an advertising campaign featuring the slogan, "Know when to say when," it was using
advocacy advertising
Advertising campaign objectives that are aimed at making customers' attitudes more favorable are statedin ________ terms.
communication
If an advertising campaign is aimed at increasing brand awareness and consumers' knowledge of a product's features, the advertising objective should be stated in terms of
communication
Mike Stevens wonders whether the creative idea of using the character "Tom T. Turtle" as an image for marketing a new line of running shoes will be successful. He should suggest to his account representative that a(n) __________ be used to pretest the campaign.
consumer jury
As Will Marcum reads the copy for South Beach Hotel's upcoming magazine ad in Southern Living,he worries that no one will spend the time to read all the details of the facilities his resort has to offer. Wanting to have the greatest impact, Will focuses his creative efforts on the
headline
The first stage in the development of any advertising campaign is
identifying the advertising target audience
Measuring effectiveness during a campaign is usually accomplished by using
inquiries
The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty, staff, and students are as well as how outstanding its academic programs are. This type of promotion would bestbe characterized as
institutional advertising
Sony Corporation has a particular approach for determining its advertising appropriation.A problem with this technique, however, is that the people in the marketing department have difficulty estimating the level of effort needed to achieve certain goals. This problem is characteristic of the __________ approach.
objective-and-task
The owner of a professional baseball team asks the account representative of an advertising agency to develop an advertising campaign to bring more teenagers to the ballpark. At this point, the account representative logically begins to discuss establishing __________ for the campaign.
objectives
Generally, in small firms, ___________ create(s) and implement(s) advertising campaigns
one or two individuals
A consumer jury is a
panel of potential buyers of the advertised product brought together to pretest an advertising message
When individuals' behaviors are tracked from television sets to checkout counters using equipment providedby the marketer,this is known as
single-source data
Home Depot is interested in knowing how its efforts to act in a socially responsible manner through its Habitat for Humanity and disaster relief efforts have affected stakeholders' views of the company. HomeDepot should conduct a(n)
social audit
Chelsea Collins walks her client, Kaptain Korn president Steve Gonski, through her agency's proposed television campaign for the product's introduction. In doing so, she moves from square to square on the
storyboard
