Chapter 8: Smartbook
There are _____ different methods to determining a promotional budget that firms typically use. Listen to the complete question
3
Which of the following is a form of advertising that exemplifies narrowcasting?
A commercial for Barilla pasta shown on the Food Network
sales promotion
A set of nonpersonal communication tools designed to stimulate quicker and more frequent purchases of a product
Which of the following are advantages to television advertising?
Ability to target specific markets Ability to demonstrate a product in use Ability to combine various senses to appeal to consumers
Which of the following is a nontraditional form of advertising?
Advertisements that are embedded into a video game
_______ is a nonpersonal promotional communication about goods, services, or ideas that is paid for by the organization identified in the communication.
Advertising
Which of the following elements make up the promotion mix?
Advertising Sales promotion Personal selling Public relations
A collection of coordinated advertisements that share a single theme is called a(n) ______ _______
Advertising campaigns
Of the following, which are public relations tools?
Brochures Annual reports Blogs Speeches
Public relations
Communication focused on promoting positive relations between a firm and its stakeholders
Which of the following are disadvantages of Internet advertising?
Consumers can ignore banner advertisements Online ads can delay customers from finding desired content Pop-up ads can be intrusive
What is a disadvantage of using banner ads in Internet advertising?
Consumers can simply ignore them.
The maker of Lays potato chips wanted its customers to choose the next new flavor of its chips. Contestants would submit their ideas along with an idea for an advertising jingle and the winner would receive a cash prize and have their chip idea placed into production. This is an example of which sales promotion technique?
Contest
_______ is defined as advertising that communicates directly with consumers and organizations in an effort to provoke a response.
Direct marketing
Marketers using Buzzsumo are analyzing and monitoring which social media outlet?
Once a promotion mix has been selected, a company should not change it.
False
True or false: Public relations is not as important today as it was years ago.
False
According to your text, which form of advertising is especially important in the introductory stage of the product life cycle?
Informative advertising
Your text outlined the percentage of global advertising delivered by each major medium. Which one is projected to see an increase in use in the near future?
Internet
Which of the following are the two major advantages of radio advertising
It allows for effective market segmentation. It is cost-effective.
In the context of promotion mix budgeting strategies, which statement is true of the objective-and-task approach?
It estimates the cost of each task involved in promotion.
When done correctly, what is the major advantage of publicity as a promotion mix tool?
It is low in cost.
LumiNight is an outdoor home lighting system. The company's sales have declined by 30 percent over the past year due to an increase in competition. LumiNight must now decide about its promotional budget. According to the objective-and-task method, what would the best strategy for LumiNight to follow?
It should define specific objectives, determine the tasks required, and estimate the cost of each task.
Which tool for evaluating social media marketing strategies measures both social influence and outreach, providing a score for each on a user's profile?
Kred
Which of the following tools are used specifically for measuring the effectiveness of social media?
Kred Google Analytics Buzzsumo
Which of the following are disadvantages of magazine advertising?
Long lead time necessary to place ads Turnaround time between ad creation and placement Lack of control marketers have in ad placement
A package of information provided to reporters and the general press that promotes a new product or promotion is referred to as a _____ ______
MEDIA KIT
Often used in television advertising, _______ is described as the dissemination of information to a fairly small, select audience that is defined by its shared values, preferences, or demographic attributes.
Narrowcasting
________ is best defined as the dissemination of information, often by television, to a fairly small, select audience that is defined by its shared values, preferences, or demographic attributes.
Narrowcasting
Of the following, what two words are key to understanding how advertising fits into the promotion mix?
Nonpersonal Paid
According to your text, business spending on which form of advertising has been increasing over the past decade?
Nontraditional
Which method takes a bottom-up approach to promotional budgeting?
Objective-and-task
_____-___________ strategies provide information and build a firm's image with the public, including customers, employees, stockholders, and communities.
PUBLIC RELATIONMEDIA
_______ advertising typically involves offering consumers advertising links to brand content based on what they're searching for.
Paid search
Advertising
Paid, nonpersonal promotional communication about goods, services, or ideas
_______ is the two-way flow of communication between a salesperson and a customer that is paid for by the firm and seeks to influence the customer's purchase decision.
Personal selling
Which of the following are elements of the promotion mix?
Personal selling Sales promotion Advertising Public relations
John is an accountant in a small town near Chicago. Tax time is approaching and he wants to advertise his tax preparation services. Which of the following is the best advertising choice for John to reach his local community?
Place an advertisement in the business section of the local newspaper
Ted's Taco Bar is opening a new location on campus. The first 100 customers to visit the new location will receive a free taco along with their orders. Which of the following sales promotion tools is being used by Ted's Taco Bar?
Premium
________ is defined as nonpersonal communication focused on promoting positive relations between a firm and its stakeholders.
Public relations
_________ advertising seeks to keep the product before the public in an effort to reinforce previous promotional activity.
Reminder
While in the grocery store, a clerk entices customers to buy a new type of pizza by offering them a small taste. This is an example of which sales promotion technique?
Sample
Which of the following technological advances have created disadvantages for radio advertising?
Smartphones MP3 players Satellite music radio stations Digital presets
In which approach to budgeting do firms set their promotion budget based on what they believe they can afford?
The affordable method
Which of the following are disadvantages of television advertising?
The use of DVRs by potential viewers High cost of creating television ads High cost of airing advertisements
Which of the following are the three primary objectives marketers hope to achieve when utilizing an advertising campaign?
To inform To persuade To remind
True or false: While there are many positive aspects to the use of social media in public relations, it can also have negative effects for a firm.
True
Personal selling
Two-way flow of communication between a salesperson and a customer that seeks to influence the customer's purchase decision
Which of the following are disadvantages of outdoor advertising?
Wasted coverage Short exposure time Limited number of words or images
A firm that posts a video on Facebook showing how its product had a positive impact on someone's life is using _______ as a public relations tool.
a case study
Firms typically determine their promotional budget using one of three methods: the objective-and-task method, the percentage-of-sales method, and the_______ method
affordable
The _____ method to budgeting is a top-down approach that is simple and fiscally conservative but offers no other benefits for the organization.
affordable
The makers of Aquafina ask a group of consumers the following question: "Which of the following brands of bottled water do you recognize - Aquafina, Dasani, Ice Mountain, or Perrier?" This is an example of a(n) _______.
aided recall test
_________ typically involve paying retailers for financial losses associated with consumer sales promotions or reimbursing a retailer for an in-store or local expense to promote a specific product.
allowances
A good rule of thumb marketers should use when determining the optimal promotion mix is to _____.
always consider the target market
Overall, the biggest disadvantage of radio advertising is that radio ads are _______.
audio-only
Which of the following are the two major advantages of radio advertising?
cost effective and allows markters to segement
Now widely available on smartphones, _____ are documents that entitle the holder to a discount on a product.
coupons
Which promotion tool commonly involves problems due to misredemption practices?
coupons
______ are the most common type of sales promotion.
coupons
A manufacturer of yogurt found that its product was responsible for a breakout of E. coli. In response, the company issued refunds to consumers who bought its product, and immediately had all of its production plants cleaned and sanitized. In addition, the company donated money to help raise awareness of the disease as well as compensate those who became sick. This is an example of ______ management
crisis
In 2010, BP was responsible for a massive oil spill in the Gulf of Mexico. When the company realized it was facing a serious problem, it updated its website with details on the company's efforts to contain the leak. The company also donated money to help a food bank feed people whose incomes were depleted by the oil spill and it hired laid-off workers to help clean the beaches and animals contaminated with oil. BP's actions can be classified as _______.
crisis management
Because you have eaten at Red Lobster restaurants in the past and provided them with your e-mail address, you now get notifications from them of upcoming specials and coupons for discounted menu items. This is an example of _______.
direct marketing
True or false: The use of recognition tests always leads to consumers buying a product.
false
A measure of how often the audience is exposed to a promotional message during a specific time period is referred to as _______.
frequency
Marketers strive to use their advertising budgets in the smartest way possible by ensuring that the target market is exposed to a particular ad as many times as possible. By doing so, marketers are trying to increase the _______ of the advertisement.
frequency
One of the biggest challenges involved with personal selling is
having to deal with the high cost of sales calls.
A manufacturer of pet products decides to advertise on the Animal Planet channel instead of on the three main networks, because it is less expensive to do so. As a result, the manufacturer can run its advertisement more frequently, and will hopefully increase the frequency that the target market will see the advertisement. This type of strategy is aimed at _______.
increasing revenue per ad dollar
Pam has just started a business where she sells handmade jewelry. To let people know about her business, she mailed a flyer to the residents of her subdivision announcing her product line and holiday sale. The flyer contained the date and time of the sale, as well as a description of the items being sold. The flyer is a form of _______ advertising.
informative
A firm engaged in a(n) _______ strategy, will coordinate the various promotion mix elements to produce a clear and consistent message about its products that customers will understand.
integrated marketing communications
A(n) ________ strategy involves coordinating the various promotion mix elements to provide consumers with a clear and consistent message about a firm's products.
integrated marketing communications
At one time, Nike's product was targeted mainly to marathon runners. When Nike sought to capitalize on the fitness craze, it launched its Just Do It campaign. The company used television commercials and print advertisements showcasing athletes of all types attaining their fitness goals. It sponsored local sporting events and secured celebrity spokespersons to promote its products. This exemplifies the promotional strategy referred to as _______.
integrated marketing communications
Informative advertising is especially important during the ________ stage of the product life cycle as it helps to develop initial demand for a product.
introductory
By allowing customers to accumulate points or other benefits for doing business with the same company, the goal behind the use of ______ programs is to strengthen customer relationships.
loyalty
Walgreens offers its customers the opportunity to sign up for its Balance Rewards card, which allows them to earn points on purchases. After a certain number of points are earned, the customer receives a cash reward that can be used on future purchases. This is an example of a(n) _______ program.
loyalty
Right On is a leading retailer of clothing, footwear, and accessories. It has a chain of department stores across the United States. Right On offers its customers a Right Way Card to which points are added every time the customer's bill amount exceeds $100. These points can be accumulated and used for purchases at any of its locations. What promotion mix element is the retail company using?
loyalty programs
One advantage of advertisements printed in _________ is that they have a longer shelf life than daily newspaper advertisements.
magazines
Reminder advertising is most common in the _______ stages of the product life cycle.
maturity and decline
. Often used in television advertising, ____________ is described as the dissemination of information to a fairly small, select audience that is defined by its shared values, preferences, or demographic attributes. Listen to the complete question
narrowcasting
When KitchenAid advertises its stand mixers on the Food Network, it is an example of
narrowcasting
When marketers disseminate information to a select audience that is unique in its demographic attributes and preferences, they are using _______.
narrowcasting
Because it incorporates many of the strengths of the other budgeting methods without falling prey to their weaknesses, the _______ method is typically considered the best of the budgeting methods.
objective-and-task
Being able to locate the ad close to where it will most likely be seen is an advantage of ________ advertising
outdoor
Billboards, signs in sports arenas, and ads on the sides of buildings are all forms of ______ advertising.
outdoor
While sitting at a baseball game, Kendra notices that the area near the scoreboard periodically changes to display advertisements for various things. This is a type of advertising known as _______ advertising.
outdoor
_____ ads can be located where they will most likely be seen, are one of the most cost-efficient ways to reach potential customers, and are generally cheaper than other types of advertising.
outdoor
While browsing online, Lizzie noticed a graphic display advertising shoes at low prices. When she clicked on the advertisement, it took her to a website where she could view and purchase the shoes. This is an example of what type of Internet advertising?
paid display
According to your text, one of the most widely used budgeting approaches is the _______ method.
percentage of sales
If a firm is looking to establish and develop a personal relationship with its customers, the single most effective approach it can use is _________
personal seling
Which promotion mix element involves prospecting, presenting, closing, and follow-up?
personal selling
________ results in immediate feedback from the customer since a salesperson can observe the nonverbal communication of the customer.
personal selling
Posters that depict Uncle Sam pointing a finger at the reader with the wording "I want You for the U.S. Army" is a type of _______ advertisement.
persuasive
__________ advertising attempts to increase demand for an existing product and is common in the growth stage of the product life cycle.
persuasive
Mr. Wilson is a professor of marketing at the local university. In the student orientation program, he addressed the first-year students regarding the advantages of taking marketing as a major course and how marketing would benefit the students personally. What type of advertising did Mr. Wilson use?
persuasive advertising
An ________ is a promotional item that is given as an incentive for performing a particular act, typically buying a product.
premium
In order for marketers to evaluate an ad campaign, they set a baseline measure before the ad campaign begins. This is referred to as a(n) _______.
pretest
To measure the effectiveness of an advertising campaign, marketers typically conduct a(n) _______ before the ad campaign begins and a(n) _______ after the campaign.
pretest, postest
Advertisements that are placed in newspapers and magazines fall under the category of ______ advertising
Because it requires a greater degree of involvement on the part of the consumer, _______ advertising is especially appealing for high-involvement (significant) consumer products, such as a house or a car.
The major disadvantage of advertising in all types of print media is that _______.
print media is declining as a primary information source
Refresh is a sports hydration drink. Its manufacturer is sponsoring a rugby match between the two most-popular local schools in Chicago. The rugby match will be shown on television and viewed by many. The company's logo will be shown as a banner on the TV announcers' broadcast table and the announcers will have Refresh drinks in front of them. What promotion technique is Refresh using in this case?
product placement
To offset consumers' ability to skip or fast-forward through ads, firms are using the technique of _________ ________ by having their products appear directly in the program content of television shows.
product placement
When a company promotes its product by having it make an appearance in a television show, movie, or other media, it is referred to as _______.
product placement
The marketing mix element where most of a firm's communications with the marketplace occur is called
promotion
Annual reports, speeches, blogs, and brochures are tools used in which promotional strategy?
public relations
Because of advances in technology that cause information to spread faster than ever before, _______ is now a 24-hours-a-day, 7-days-a-week job for marketers across government entities, for-profit industries, and nonprofit organizations.
public relations
Nonpersonal communication focused on promoting positive relations between a firm and its stakeholders is referred to as _______.
public relations
The aim of a(n) _________ campaign is to promote positive relations between a firm and its stakeholders.
public relatons
As a public relations tool, ________ involves disseminating unpaid news items through some form of media to gain attention and support.
publicity
Along with being one of the most cost-effective media available, another major advantage of ________ advertising is the ability to market to small geographic regions including very small or rural communities.
radio
Along with being one of the most cost-effective media available, another major advantage of _________ advertising is the ability to market to small geographic regions including very small or rural communities.
radio
A measure of the percentage of the target market that has been exposed to a promotional message at least once during a specific time period is referred to as _______.
reach
An advertiser that shows a commercial once during the Super Bowl is most likely trying to increase _______ by exposing as much of the target market as possible to its promotional message.
reach
Which marketing metric measures the percentage of the target market that has been exposed to a promotional message at least once during a specific time period?
reach
Jared was shopping for a new lawnmower. One of the brands he was looking at would give him $25 back on his purchase if he mailed in a form with a copy of his receipt. This type of sales promotion is called a _______.
rebate
Because customers often fail to redeem them, marketers like to use ________ as a sales promotion tactic.
rebates
________ allow consumers to recoup a specified amount of money after making a single purchase.
rebates
A(n) _______ test is a performance metric that involves showing consumers an advertisement and asking if they recognize it.
recognition
Since very few firms can survive on the profits generated from one-time transactional sales, _________ selling has become an increasingly important way for firms to develop personal relationships with their customers.
relationship
_______ selling involves building a trusting relationship with a customer over a long period of time.
relationship
The process of building a trusting relationship with a customer over a long period of time is referred to as
relationship selling.
According to the data outlined in your text regarding the percentage share of global advertising expenditures, most advertising mediums are projected to _______, while _______ advertising is projected to double.
remain relatively stable; Internet
An unaided recall test is a performance metric that _______.
requires consumers to recall advertisements from memory without any clues
The strategy of cultivating high-frequency advertising at a low cost is aimed at improving _______.
revenue per ad dollar
Companies that use the percentage-of-sales method allocate a specific percentage of a period's _______ to the promotional budget for that period.
sales
Activities centered around _______ account for the bulk of most firms' promotional budgets.
sales promotion
Marketers of a pet food company are distributing free samples of its newest line of dog treats. The company hopes that the strategy will result in an increase in sales if the sample is a hit. Which promotion mix element is the pet food company using in this case?
sales promotion
The goal of _____ _______ is to stimulate quicker and more frequent purchases of a product.
sales promotion
Even though it is an expensive sales promotion technique, the use of ______ can be a powerful tool for getting customers to actually buy the product after they have tried it
samples
As a sales promotion technique, contests are based on _________ , while sweepstakes are based on ________.
skill, chance
Which promotional tool is used in the advertising element of the promotion mix?
social media
During its annual Black Friday sale, a local electronics store gave customers a chance to win a new laptop computer. Customers only had to fill out a card with their name and address and drop it into a box. One winner would be chosen at random. This is an example of a _______.
sweepstakes
According to your text, perhaps the biggest disadvantage of _______ advertising is its high cost.
television
An advantage of _______ is that this is often what people think of first when they hear the term marketing.
television advertising
Sales promotions directed to B2B firms including wholesalers and retailers are called _______ sales promotions.
trade
One of the major disadvantages of outdoor advertising is that the viewers of the advertisement may not be part of the target market. This is a situation known as _________ coverage.
wasted
