MKTG 305 : CHAPTER 8 - Advertising & Promotions
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
A collection of coordinated advertisements that share a single theme is called a(n)
advertising campaign
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
A good rule of thumb marketers should use when determining the optimal promotion mix is to _______.
always consider the target market
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
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
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
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
A firm decides to coordinate the various promotion mix elements in order to provide its consumers with a clear and consistent message about it products. This firm is engaged in _______.
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 Itcampaign. 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
Which of the following are the three primary objectives marketers hope to achieve when utilizing an advertising campaign? (Check all that apply.)
o inform To remind To persuade
____________ 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 advertising
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.
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
As it pertains to marketing, all of the activities that communicate the value of a product and persuade consumers to buy it is referred to as _______.
promotion
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
What promotion mix tool can be especially important when an organization faces a crisis that it must diffuse?
public relations
_____________ ______________ strategies provide information and build a firm's image with the public, including customers, employees, stockholders, and communities.
public relations
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
A(n) _______ test is a performance metric that involves showing consumers an advertisement and asking if they recognize it.
recognition
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
Which of the following is a nontraditional form of advertising?
Advertisements that are embedded into a video game
Sales promotion
A set of nonpersonal communication tools designed to stimulate quicker and more frequent purchases of a product
Public relations
Communication focused on promoting positive relations between a firm and its stakeholders
True or false: Public relations is not as important today as it was years ago.
False. Reason: Advances in technology have caused information to spread faster than ever before. Because of this, marketers must be continually engaged in public relations to make sure the public perceives their companies in the most positive way possible.
True or false: The use of recognition tests always leads to consumers buying a product.
False. Reason: While recognition tests can help a firm determine whether its ad has caught the attention of the target market, recognition alone may not prompt consumers to buy a product.
_______ is defined as advertising that communicates directly with consumers and organizations in an effort to provoke a response.
Direct marketing
True or false: Once a promotion mix has been selected, a company should not change it.
False Reason: Marketers should utilize marketing research to measure how successful each element of the promotion mix is and make adjustments as necessary to maximize the value of each promotional dollar spent.
Which of the following are the two major advantages of radio advertising?
It allows for effective market segmentation. It is cost-effective.
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? (Check all that apply.)
Kred Buzzsumo Google Analytics
According to your text, business spending on which form of advertising has been increasing over the past decade?
Nontraditional
Of the following forms of advertising, which is generally considered to be the most cost-efficient form?
Outdoor advertising
_______ 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
Which of the following elements make up the promotion mix?
Sales promotion Personal selling Public relations Advertising
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. Reason: If a company fails to respond to negative feedback posted on social media sites, it could potentially harm the company's reputation.
Personal selling
Two-way flow of communication between a salesperson and a customer that seeks to influence the customer's purchase decision