Chapter 19: Advertising, Public Relations, and Sales Promotions

What type of advertising schedule has advertisers running their ads throughout the year? Flighting Intermittent Continuous Pulsing

Continuous

What type of advertising schedule is best suited for products and services that are consumed regularly at relatively steady rates? Intermittent Continuous Flighting Pulsing

Continuous

Which federal agency has the general purpose of regulating interstate and international communications? FTC FAA FDA FCC

FCC

Which federal agency has the general purpose of regulating food, supplements, drugs, cosmetics, medical devices, biologics, and blood products?

FDA

Which of the following is true of the process of determining an advertising budget? (Select all that apply.) Advertising spending should depend on the previous year's sales volume. Firms must understand how advertising will help them meet objectives. The budget should be relatively uniform throughout the product's life. Advertising spending will fluctuate over the course of the product life cycle. The budget should be uniform for all products within the firm.

Firms must understand how advertising will help them meet objectives. Advertising spending will fluctuate over the course of the product life cycle.

Persuasive advertising most often occurs in which stage of the product life cycle? Introduction Decline Growth Late maturity

Growth

Which of the following is NOT a type of appeal used by advertisers? Persuasive Hypothetical Informational Emotional

Hypothetical

When an advertising campaign is first launched for a new product, which type of advertising would be most appropriate, given the objective of building awareness? Persuasive Rebate Reminder Informative

Informative

Television is one of the most effective media outlets an advertiser can use in executing an ad campaign. There are, however, downsides to using this approach. Which of the following is a disadvantage of using television? (Select all that apply.) It is expensive to use. It may increase awareness of competitors' products. It does not reach a lot of people. It is relatively inflexible.

It is expensive to use. It may increase awareness of competitors' products.

Which of the following is true of cross-promotion? It creates a new target market by combining two separate markets. It is most successful when both firms have identical target markets. It eliminates the need to identify a target market. It is most successful when both firms have very different target markets.

It is most successful when both firms have identical target markets.

Which of the following activities are under the purview of public relations? (Select all that apply.) Maintaining positive relationships with the media Coming up with product claims in advertising Handling unfavorable press Handling distribution costs for products Building a positive image of the firm

Maintaining positive relationships with the media Handling unfavorable press Building a positive image of the firm

Media that are appropriate for trying to reach large numbers of anonymous audience members include which of the following? (Select all that apply.) Newspapers Sales personnel Radio Personalized websites

Newspapers Radio

____ ____ involves the management of communications and relationships to achieve various objectives within a given firm or institution.

Public relations

Unlike public relations, ______ is a paid form of communication, delivered through media from an identifiable source.

advertising

A(n) ______ plan identifies the objectives of the advertising campaign and clarifies the strategies which will be used to accomplish the objectives.

advertising (IMC)

A (n) ______ is an offer that reduces the price of specific items at the point at which the items are purchased.

coupon

One of the great advantages of ______ is that they stimulate demand for both new and existing, mature products. contests coupons samples product placements

coupons

During the ad ______ stage, an advertiser will decide how the message and appeal of an ad can be creatively translated into words, pictures, colors, and/or music. evaluation scheduling creation implementation

creation

When two or more firms join together to reach a specific target market through a sweepstakes, coupon, or other promotion, this is known as ______. gift-with-purchase cross-branding co-branding cross-promotion

cross-promotion

______ media channels, which include radio and television, are a good way to reach large numbers of anonymous audience members.

mass

One of the largest expenses in the advertising budget is the ______ buy, which refers to the actual purchase of airtime or print pages.

media

When a company uses its advertising budget to purchase airtime or print pages, it is conducting a(n) ______ buy. GRP media IMC competitive

media

When an advertiser is in the process of creating an ad and is debating whether to run the ad on television or in print, the advertiser is deciding on which ______ to use. message medium headline text

medium

A part of the communication model, the ______ provides the target audience with reasons to respond in the desired way.

message

Firms must provide the target audience with reasons to purchase their products or services. These reasons are conveyed through the ______. AIDA model budget push strategy message

message

One of the primary characteristics of advertising is that advertising is a ______ form of mass communication. promotional nonprofit paid limited

paid

Samsung's advertising campaign to introduce the Galaxy S4 smartphone is an example of ______ -focused advertising.

product

When a company's advertising is focused on informing, persuading, or reminding consumers about the company's specific offerings, it is referred to as ______ advertising. brand product-focused issue-based institutional

product-focused

If an advertiser wants to use a jingle in an ad but is looking to minimize cost, which of the following media outlets would probably be most suitable? Radio Television Print Billboard

radio

Products that are in the maturity stage of their life cycles and have established market acceptance will often use ______ ads so as to continuously stay in the minds of the consumer.

reminder

When products already have solid brand recognition and market acceptance and are in the maturity stage of their life cycles, firms may engage in ______ advertising to continuously stay in the minds of the consumer. persuasive image reminder informative

reminder

Firms conduct market ______ to identify their target audience and to help set the tone for their advertising program.

research

When companies try to entice customers to make purchases by offering special incentives or excitement-building programs, including loyalty programs, contests, etc.they are using ____ ____.

sales promotion

When a firm tries to encourage consumers directly to purchase a particular product or service by offering some sort of special incentive, this is known as ______. trade promotions sales promotions public relations consumer "pitches"

sales promotions

In order for an advertising program to succeed, the advertiser must accurately and effectively identify its ______ audience.

target

A firm would likely decide to use persuasive advertising for which of the following product situations? (Select all that apply.) A brand that the firm wishes to reposition A product category where competition is intense A product category where competition is not yet established A product category in the growth or early maturity stage of the product life cycle

A brand that the firm wishes to reposition A product category where competition is intense A product category in the growth or early maturity stage of the product life cycle

Which of the following are key components of an advertising plan? (Select all that apply.) Follow the same strategies for all campaigns Analyze the marketing and advertising situation Identify the objectives of the advertising campaign Indicate how the firm can determine whether the campaign was successful

Analyze the marketing and advertising situation Identify the objectives of the advertising campaign Indicate how the firm can determine whether the campaign was successful

Which of the following best describes when an ad campaign should be assessed? After the ad campaign has run At all points of a campaign While the ad campaign is running Before the ad campaign has run

At all points of a campaign

Advertisers combine two main types of appeals: informational and ______.

emotional

True or false: Advertisers assess a campaign only after the ad has run.

false

True or false: The advertising budget should remain the same throughout the course of the product life cycle.

false

During the early stages of a product's life cycle, ______ advertising should be used in order to create and build brand awareness.

information