Quiz 10

Dominos is looking into magazine advertising for its pizza. The company wants to reach as many people as possible, but due to budget constraints Dominos must reach consumers as efficiently as possible. What can Domino's use to evaluate various magazines?

A cost comparison indicator

_____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.

Advertising agencies

_____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders.

Public relations

The advertising department for the Pennzoil Corporation is working on a print advertisement for a new product. At this point, the layout contains a phrase to attract attention, an additional phrase to provide an explanation, an illustration to show the product, and a paragraph to explain the advantages and benefits of the product. What other important element should be included?

Signature

Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two approaches?

The actual ads are shown in the former but not in the latter

Advertising agencies typically receive:

a 15 percent commission paid by the media from which it makes purchases.

The total amount of money a marketer allocates for advertising for a specific time period is the _____.

advertising appropriation

Before launching a new advertising campaign, marketers for Healthy Choice frozen dinners must determine the selling points that they want to include in the advertisements. The identification and organization of these selling points is called the _____.

advertising platform

When a company promotes its position on a public issue, this is specifically referred to as _____ advertising.

advocacy

When respondents are shown a list of various products, brands, and company names and then asked about advertisements they have seen lately, researchers are conducting a(n) _____.

aided recall test

An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or _____.

an advertising agency

An advertising platform is the:

basic issue or selling point that an advertiser wishes to include in an advertising campaign.

Rachel 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:

be both informal and conversational in tone.

The effectiveness of an advertising campaign can be measured:

before, during, and after the campaign through the use of pretests, inquiries, and posttests.

Brands that are promoted through comparative advertising are most likely to be _____.

brands that are attempting to compete with market leaders

Dan is responsible for developing the promotional campaign for Under Armour's new line of footwear for teens. He will be writing advertising campaign objectives that are aimed at making the target customers' attitudes more favorable toward Under Armour, which should be stated in terms of _____.

communication

Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as _____.

comparative

If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the _____ approach.

competition-matching

Tercile Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would most likely employ _____ advertising.

competitive

When Volvo's advertising campaign mentions that the Volvo CX60 has the highest safety rating of any European sedan, it is using _____ advertising.

competitive

Coors Inc. advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is called _____.

competitive advertising

An advertising platform should consist of issues that are important to consumers. Selling features should be important to consumers and should be features that

competitive products have as well.

An advertising platform should consist of issues that are important to consumers. Selling features should be important to consumers and should be features that:

competitive products have as well.

Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by Specialized Sports. He and the other consumers were shown three different advertisements and asked to judge several dimensions of each one. Matt was part of a(n) _____.

consumer jury

Advertising appropriations are largest for _____.

convenience goods

The verbal portion of an advertisement, including headlines, body, and signature, is called the _____.

copy

The step in developing an advertising campaign that directly precedes campaign execution is:

creating the advertising message.

After the advertising budget is determined, the next step in creating an advertising campaign is:

developing the media plan.

A firm can identify changes in public opinion that affect it by conducting _____.

environmental monitoring

The last stage in the development of any advertising campaign is:

evaluating the effectiveness of advertising.

A schedule in which advertisements run for set periods of time, alternating with periods in which no ads run is known as _____ schedule.

flighting

Disney decided to run its new commercials for all of its theme parks several times a day for three weeks and then not at all for two weeks. It will then run the commercials again for three more weeks. Disney is using a _____ schedule for its advertising.

flighting

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 _____.

frequency

The first stage in the development of any advertising campaign is:

identifying the advertising target audience.

Measuring effectiveness during a campaign is usually accomplished by using _____.

inquiries

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called _____ advertising.

institutional

An advantage of the percent-of-sales approach for determining the advertising appropriation is that _____.

it is easy to implement

A marketer who wants to include detailed information in advertisements would most likely use _____.

magazines

After developing the budget for advertising the Kia Soul automobile, marketing managers at Kia Inc. determined what proportion of that budget would be spent on television, radio, and magazine advertisements based on the cost effectiveness of each. This subsequent allocation of the budget is known as a(n) _____ plan.

media

The limitations in using publicity-based public relations tools stem primarily from the fact that:

media personnel control the content of the communication.

As Oscar Meyer puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use outdoor advertising will have strong effects on its selection of the advertising _____.

message

When using the percentage-of-sales approach for determining the advertising appropriation, marketers:

multiply the firm's past sales, plus a factor for expected changes in sales by a standard percentage.

A single page of typewritten copy that has 300 words or less and describes a company event or product is called a _____.

news release

To determine how much money to spend on advertising, marketers for a new brand of caffeinated energy drink decided that they wanted the advertising to create awareness of the new flavor in 80 percent of the energy drink market within one month of introduction. The marketers then determined how much it would cost to reach this goal. This is an example of _____approach toward determining advertising budgets.

objective-and-task

Colin McKinney, director of marketing for Greenwald Industrial Products, complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising expenditures. Based on this information, Greenwald is most likely using the _____ approach to determine its advertising expenditures.

percent-of-sales

Tropicana orange juice has a television commercial where a young boy is drinking orange juice at dinner. He remarks that he likes the great taste of Tropicana anytime. The element of the commercial that focuses on drinking orange juice at dinner would be best classified as _____, while the focus on the great taste of Tropicana would be best classified as _____.

pioneer advertising; competitive advertising

If researchers at Merck Pharmaceuticals develop a cure for prostate cancer, the best way to announce this to the public and get wide media coverage would be through a:

press conference.

An evaluation performed before an advertising campaign begins is a _____.

pretest

General Mills used a panel of consumers to evaluate its Cheerios campaign featuring children who read the cereal box and try to persuade their parents to watch their cholesterol. These consumers judged the advertisements prior to the execution of the advertising campaign. This is an example of a(n) _____.

pretest

The "Got milk?" print campaign is advertising that stimulates demand for a(n) _____, known as _____ advertising.

product category; pioneer

Kohl's, a department store featuring clothing and houseware, 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 _____.

publicity

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.

pulsing

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of _____.

reach

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of _____ advertising.

reinforcement

An advertisement for a multivitamin that claims, "We still bring you everything you need to get through your day in one pill," would most likely be considered as _____ advertising.

reminder

When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the marketer, this is known as _____.

single-source data

Darcy 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. Darcy is providing:

single-source data.

When developing an advertising campaign, benchmarks need to be included in the _____.

statement of advertising objectives.

When a copywriter and an artist combine the copy with the visual material for a television commercial, it usually is done through use of a _____.

storyboard

Brian and Tiffany are discussing the media plan for the opening of their new laundromat called Soap and Suds. While talking to Tiffany, Brian agrees that _____ has a tremendous impact. However, he feel that the upfront costs for such a campaign cannot be covered, at present, in their modest budget.

television

Reinforcement advertising is primarily targeted at:

the current users of a particular product.

When an organization uses an advertising agency, _____develops the advertising campaign.

the firm and the agency working jointly

The owner of a professional baseball team asks the account representative of an advertising agency to develop an advertising campaign to bring more teenagers to the ballpark. At this point, the account representative logically begins to discuss establishing _____ for the campaign.

the target audience