MK 3010 Chapter 15

Which of the following are acceptable advertising objectives?

Make more people aware of the product. Introduce new products to specific target markets. Persuade customers to take some specific action that could lead to a purchase.

Using Exhibit 15-3, match the stage of the adoption process (on the left) with the examples of types of advertising that tend to work best at that stage.

- awareness match ads that emphasize slogans and jingles or that are built around viral videos- interest match ads that feature a celebrity, describe a product, or demonstrate the benefits of a product- evaluation and trail match ads that include testimonials or that compare a product to its competitors- decision match ads that offer an unusually low price or that are displayed near the product in a store- confirmation match ads that remind the customer about something or that explain "why"

On average, U.S. companies spend about _____ of sales dollars on advertising.

2.5%

Apple used informative television ads to highlight the benefits of its iPhone over rival cell phones that used the Android operating system. What type of advertising was this?

Comparative

The advertisement on the back page of Sandy's newspaper compared the cost savings between three major furnace manufacturers and listed each company by name. What type of advertisement was Sandy looking at?

Comparative

What type of advertising describes a specific product, along with the names and features of rival products?

Comparative

Micah saw an advertisement for the new Google phone that emphasized a higher-quality camera than some of the other phones on the market. What type of advertisement was Micah reading?

Competitive

Southwest Airlines used informative television ads highlighting its high customer service ranking to encourage consumers to buy its reduced fares. What type of advertising was this?

Competitive

Raoul receives a postcard from a car dealership reminding him of the substantial discounts and extras he can receive if he buys a car this month. This ad addresses which stage in the adoption process? (Refer to Exhibit 15-3.)

Confirmation

______ competitive advertising aims for immediate buying action.

Direct

One of the advertising objectives for Richter's Jewelry is to get customers to make a decision about a purchase. Based on Exhibit 15-3, to achieve this goal, what type of advertising might work best in this step of the adoption process?

Direct action retail ads

What type of advertising tries to persuade the customer to choose a particular product instead of its rivals, and to purchase it immediately?

Direct competitive

The Red Cross uses ads that emphasize its admirable reputation. It wants to promote its good name and solidify its relationship with donors. What type of advertising is this?

Institutional

Which type of advertising promotes an organization's identity instead of the things it sells?

Institutional

______ advertising promotes an organization's image, reputation, or ideas rather than a specific product.

Institutional

Which three of the following could be the result of a poorly done marketing plan? (Check all that apply.)

It can waste a great deal of money. It can alienate customers. It produces uneven results.

______ advertising tries to develop primary demand for a product category rather than demand for a specific brand.

Pioneering

What are the three types of product advertising?

Pioneering Competitive Reminder

Which of the following are good examples of objectives that a marketing manager might set for advertising?

Promote the company website as a way for customers to learn more about the product. Emphasize that the product is more innovative than its rivals. Persuade potential customers to try a sample of the product.

What type of advertising simply tries to keep the product's name before the public?

Reminder

What are two characteristics of pioneer advertising? (Check all that apply.)

Tells people about a product that is in the process of being launched. Helps convince people to embrace new products.

Uneven results and a waste of money are possible drawbacks of advertising and sales promotion.

True

Which of the following decisions does a marketing manager have to make?

What are the desired objectives?

Marketing managers often work with advertising agencies to determine which of the following? (Check all that apply.)

What to say Advertising objectives Which media will deliver the message to the intended audience

Advertising managers sometimes hire an outside team of specialists to plan and execute an advertising campaign. These teams are called ______.

advertising agencies

Sometimes a company lowers the price of goods it sells to other businesses, which then use the savings to promote the company's products. These discounts are called ___.

advertising allowances

_____ _____ are price reductions to firms further along in the channel to encourage them to advertise or otherwise promote the firm's products locally. (Enter one word in each blank.)

advertising allowances

FedEx markets its services in many countries across the globe. It discovered that customers in Italy trust celebrity endorsements more than customers in Finland. FedEx has come to realize that ______.

advertising strategies should take cultural differences into account

When Breyer's Ice Cream offered Safeway supermarkets a price discount to encourage them to include Breyer's in Safeway's local advertising, Breyer's was offering ______.

an advertising allowance

Carrie's Coffee Cafe has markets all over the world. The company should remember that basic strategy planning decisions for advertising and sales promotion ______.

are the same all over the world

Downy Fabric Softener highlights its ability to soften clothes better and leave them more wrinkle-free than other fabric softeners. This is an example of _____ advertising.

comparative

Mom's Apply Pie uses informative ads telling customers how it only uses organic Macintosh apples in its pies rather than a mix of leftover apples from multiple orchards. The company encourages customers to only buy the best -- Mom's Apply Pies -- for holiday dinners. This is a form of ______ advertising.

competitive

Quite some time after a new product has been introduced, advertising is likely to emphasize the item's specific features instead of its general product category. This type of advertising is called ______.

competitive

Marissa owns a Chichi's Chicken Restaurant franchise and is able to compete in her local market because the franchisor shares the cost of her advertising. This is an example of _____ advertising.

cooperative

Betty Crocker branded cake mixes are highlighted in all Kroger supermarket ads. Betty Crocker is sharing the cost of the ads and is also discounting its cake mix products for Kroger. This is an example of ______.

cooperative advertising

Mason & Mason produces specialized barbecue grills and smokers that are sold at hardware stores. When the Midtown Hardware advertises Mason & Mason grills and smokers, it submits the costs for the ads to Mason & Mason, and they share the costs. Mason & Mason appears to be using ______.

cooperative advertising

Samsung is sharing in the costs of the most recent Best Buy advertising campaign. Samsung LCD televisions will be highlighted in all ads. This is an example of ______.

cooperative advertising

Sometimes a producer will split the cost of advertising with other businesses that are selling its merchandise at wholesale or retail. This is called ______.

cooperative advertising

In general, companies that make consumer products spend a _____ percentage on advertising than firms that produce business products.

higher

Since the end of World War II, the amount of money spent on advertising in the United States has ______.

increased dramatically

Well-designed advertising and sales promotion can efficiently ______. (Check all that apply.)

motivate channel members convince customers to purchase a product tell customers about a service

A company's advertisements in the local newspaper include a coupon designed to encourage customers to try the company's new product. This is an example of advertising based on ______.

objectives

Marketing that tries to make customers interested in a general product category instead of one particular brand is called ______.

pioneering advertising

Soon after a product is launched, a marketing campaign that describes the new merchandise to potential customers is called ______.

pioneering advertising

Pioneering, competitive, and reminder advertising are all different types of ______ advertising.

product

Advertising that tries to sell goods or services is called ______.

product advertising

The use of advertising and sales promotion by a company plays a central role in the ____ blend of the marketing mix because it helps the company reach many customers at the same time.

promotion

Marketing managers hire advertising agencies because they ______. (Check all that apply.)

provide an outside point of view can often do the work at less cost have experience

Between 1946 and 2017, annual advertising in the United States ______.

rose from about $3 billion to more than $200 billion

The main goal of institutional advertising is to generate positive feelings or enhance an organization's standing with ______. (Check all that apply.)

shareholders channel members employees