MKTG 409 Ch 17

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) a. media plan. b. media audit. c. advertising media appropriation. d. media platform. e. advertising plan.

a. media plan.

______ advertising supports organizational images, ideas, and political issues while ______ advertising touts the uses, features, and benefits of goods and services. a. Publicity; pioneer b. Institutional; product c. Advocacy; product d. Reminder; competitive e. Institutional; reminder

b. Institutional; product

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising. a. product b. institutional c. pioneer d. organizational e. advocacy

b. institutional

Scenario 17.2 Use the following to answer the questions. The State Farm Group includes several companies. Probably the most well-known company in the group is the State Farm Insurance company, the largest auto and home insurer in the United States. State Farm Insurance provides protection for approximately 78 million policies on auto, fire, life, and health services. It is also a leading insurer of homes and autos in Canada. Another company in the State Farm group is the State Farm Bank, which was opened in 2000, beginning State Farm's entry into the financial services field. However, the State Farm Bank is not a traditional bank, in that it has no branch offices and its services are provided through State Farm agents, a call center, the mail, and on the internet. It currently serves over 1.9 million bank accounts. Refer to Scenario 17.2. When deciding on its advertising allocation for the coming year, State Farm Insurance could choose to spend the same amount as Safe Auto, another auto insurance company, or it could allocate an amount that is 10% of last year's premiums. If State Farm uses the same amount as Safe Auto, this method of advertising appropriation is known as the ____ approach; if State Farm uses the amount based on last year's premiums, the method would be _____. a. arbitrary; competition-matching b. competition-matching; percent-of-sales c. objective-and-task; percent-of-sales d. arbitrary; objective-and-task e. competition-matching; objective-and-task

b. competition-matching; percent-of-sales

You and your marketing team are conducting a series of focus groups with potential customers of a new product your firm is launching next year. The purpose of these focus groups is to find out what potential customers consider most important in the selection and use of this new product.Which of the following steps in the advertising campaign development process are you performing with this activity? a. Identifying and analyzing the target audience b. Determining the advertising appropriation c. Creating the advertising platform d. Defining the advertising objectives e. Developing the media plan

c. Creating the advertising platform

When Mini Cooper ran an advertising campaign featuring the slogan, "Texting and Driving Don't Mix," it was using a. public service awareness. b. product advertising. c. advocacy advertising. d. competitive advertising. e. public relations

c. advocacy advertising.

The media planner's primary goal is to a. use as many media as possible. b. achieve the appropriate message reach and frequency for the target audience while staying within budget. c. reach the largest number of people in the advertising target that the budget will allow. d. reach everyone in the target market. e. spend as little as possible.

c. reach the largest number of people in the advertising target that the budget will allow.

Carrie, who works in the marketing department at a consumer electronics firm, is part of a team assigned to develop an advertising campaign for the firm's newest electronic product. Carrie and her team have decided that they will take out advertisements in certain magazines that best reach their target market. Carrie will also advertise heavily on the firm's website and social media pages. Finally, they agree that they should take out 30-second television advertisements that will run for two weeks on a pulsing schedule. At what stage are Carrie and her team in the development of the advertising campaign? a. Creating the advertising message b. Determining the advertising appropriation c. Creating the advertising platform d. Developing the media plan e. Defining the advertising objectives

d. Developing the media plan

Which of the following is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its customers, suppliers, employees, shareholders, the media, educators, potential investors, government officials, and society in general? a. A press strategy b. Publicity c. Personal selling d. Public relations e. Advertising

d. Public relations

Anique 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. Anique is providing a. family behavior recording. b. advertisement exposure data. c. individual consumer jury. d. single-source data. e. detailed market research.

d. single-source data.

You are a brand manager for a major retailer, and you just completed developing a series of advertisements with the help of your outside ad agency. You are excited about the ads and you are anxious to get the marketing vice president's opinion of the ads. Unfortunately, the vice president does not believe the ads will be effective. She wants you to do some type of effectiveness evaluation of the ads before the company spends a lot of money running them.Which of the following evaluation techniques should you use? a. A recognition test b. An unaided recall test c. Any type of post test d. An aided recall test e. A consumer jury

e. A consumer jury

The two major types of product advertising are a. advocacy and competitive. b. institutional and advocacy. c. pioneer and competitive. d. competitive and comparative. e. informative and comparative.

c. pioneer and competitive.

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. a. continuous with emphasis b. interval c. pulsing d. alternating e. flighting

c. pulsing

Which of the following is NOT a public relations tool? a. Annual report b. News release c. Product sample d. Company magazine e. Feature article

c. Product sample

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by a. determining the financial resources available. b. creating the advertising platform. c. defining the advertising objectives. d. creating an advertising message. e. developing a media plan.

c. defining the advertising objectives.

Malik works for F1 where his responsibilities include maintaining favorable relationships between the organization and its stakeholders. Malik is most likely employed in a. advertising. b. sales. c. public relations. d. digital media marketing. e. human resources.

c. public relations.

The three general types of media schedules are a. light, heavy, and alternating. b. short, medium, and long-term. c. pulsing, continuous, and flighting. d. pulsing, alternating, and continuous. e. flighting, continuous, and repetitive.

c. pulsing, continuous, and flighting.

Astrid 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, it will be important for her to a. buy a really long time slot to get all the information in. b. say the restaurant's name and location three separate times. c. use a high level of repetition. d. be both informal and conversational in tone. e. use a quick speaker to attract attention to the commercial.

d. be both informal and conversational in tone.

An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising. a. institutional b. reminder c. competitive d. comparative e. reinforcement

b. reminder

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 a. exposure. b. frequency. c. targeting. d. repetition. e. reach.

b. frequency.

Why should a benchmark statement be included in advertising objectives? a. Objectives become more easily attainable when such a statement is included. b. It gives an indication of how the advertising message is best presented. c. It is useful in determining whether retailers have increased their sales over the year. d. Without a reference point, it is difficult to determine to what degree objectives have been accomplished. e. Shareholders want to see where a company is in relation to competition.

d. Without a reference point, it is difficult to determine to what degree objectives have been accomplished.

TJMaxx, an off-price retailer 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 a. mass communications. b. free advertising. c. news reporting. d. publicity. e. public relations.

d. publicity.

Which of the following would most likely fall under the responsibility of an advertising agency? a. Legal services b. Developing advertising objectives c. Advertising appropriation d. Public relations services e. Copywriting and artwork

e. Copywriting and artwork

Which of the following is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program? a. Social audit b. Communications audit c. Consumer jury d. Environmental monitoring e. Public relations audit

e. Public relations audit

When a company promotes its position on a public issue, this is specifically referred to as ____ advertising. a. competitive b. product c. issue d. institutional e. advocacy

e. advocacy