Advertising Test 2 Review Questions
a brand development index number of what indicates that a brand's performance balances with the size of the area's population
100
how many steps does the creative pyramid have?
5
before developing any messaging campaign or making any IMC decisions companies must use _____ research to get a feel for how people perceive its products, how they view the competition, and which messages offer greatest appeal
IMC
mix marketing and communications planning together
IMC approach
imc budgeting methods based on two fallacies
IMC is a result of sales and IMC creates sales
What the marketer wants to accomplish concerning consumer awareness, attitude, and preference is stated in the ______,
IMC objective
natural outgrowth of the marketing plan
IMC plan
what is the natural outgrowth of the marketing plan called?
IMC plan
reveals how consumers view products, reveals how consumers view competition, shows what brand or company image would be most credible, and shows what messages offer greatest appeal
IMC research
to seek information about the product concept, target audience, and communication media, and creative message, companies use which type of research?
IMC strategy
occur before any creative research; helps define product concept, guide messages and media used to get message out
IMC strategy research
what is used to assist in the selection of target markets, messages, or media?
IMC strategy research
what is the benefit of incubating a concept?
It helps rest the brain and enables better ideas to develop.
what is a feature of continuity?
It sustains memory.
"Young Digerati," "Bohemian Mix," and "American Dreams" are names of market segments used in which segmentation system?
PRIZM
applicable for products that require a frequency of more than one to reach threshold of greatest response
S shaped curve
strengths and weaknesses are internal elements; opportunities and threats are external, environmental factors
SWOT analysis
what is the big idea?
a flash of insight that gives a message life
what does MIS refer to
a marketing information system
max weber proposed people think in two ways:
a qualitative intuitive, value-based manner and an objective, rational, fact-based manner
what best defines an objective statement
a specific, concise description of the campaign's mission
the impact dimension
ad must capture audience attention and hold it; must resonate
communications activity sometimes called nonpersonal selling and used to inform, persuade, and remind customers about products and services
advertising
mass or non personal selling
advertising
a possible exposure of the advertising message to one audience member is called
advertising impression
which characteristic separates Millennial consumers from other generational demographics?
amount of time spent shopping online
percentage of sales method is based on
an industry average or on company's experience
in the past, people who planned and bought media were
anonymous in comparison to the employees in the creative department
who is included in the target audience of a product's IMC
anyone who can influence the purchasing decision
product attribute, price/quality, use/application, product class, product user, product competitor, and cultural symbol
approaches to be developing positioning strategy
refers to whole presentation - visual, verbal, and aural?
art
process of managing the visual presentation of a message is referred to as
art direction
the creative team
art director, copywriter, and creative director
develop and implementing the big idea is the role of who
artist
concerns advertising message and copy, as well as the medium
attention value
one of the characteristics of a great ad is called
audience impact
define specific types of people the advertiser wants to reach
audience objectives
two types of media objectives
audience objectives and message-distribution objectives
five steps in advertising pyramid
awareness, comprehension, conviction, desire, and action
marketing objectives should
be measurable
effective frequency takes place between a maximum level that ____ and a minimum level that provides message awareness
becomes overexposure
four groups of shared characteristics
behavioristic, geographic, demographic, and psychographic
studies that focus on consumer attitudes regarding the ability of a given product to meet their needs form the basis of which type of segmentation?
benefit segmentation
What is used to gain information about the market, the competition, and the business environment and to gain a greater understanding of the problem?
informal research
what is the key to successful planning, regardless of the size of the marketer's organization
information
a brand's method of distribution must be consistent with
its image
evaluate value of big idea and decide whether to implement, modify, or discard it is the role of who
judge
evaluating the value of the creatives' big ideas and deciding whether to implement, modify, or discard them is the role of the
judge
people cognitively and affectively involved at the same time
kim-lord grid
a problem faced by advertisers when using tv to advertise in an international market is
knowing how many people own TV sets
when a company operates in a highly competitive market, the company should target what? in order to be profitable
large mass market
IMC pyramid represents what model
learn-feel-do model of effects
what are the most common marketing approaches for a product that is in the decline stage
let product fade slowly with minimal advertising cease all promotion and phase out product quickly
a brand name that is used by another company for a fee
licensed brand
advantages to using magazine advertising as a media vehicle
local targeting, various ad sizes, and audience interest
although IMC is a current expense for accounting purposes, it is also a
long term capital investment
outdoor advertising has greater coverage in
many foreign markets
point where two curves cross
market clearing price
where demand and supply balance
market clearing price
key factors influencing price
market demand, product and distribution costs, competition, corporate objectives and strategies, and variable influences
clear, quantifiable, realistic marketing goals to be accomplished within a defined time period
marketing objectives
what are the clear, quantifiable, realistic marketing goals that are to be accomplished within a defined time period called?
marketing objectives
document that serves as a guide for present and future marketing activities of an organization
marketing plan
companies develop systematic procedures for gathering, recording, and analyzing new information that help managers make marketing decisions
marketing research
helps identify consumer needs and market segments, provides information for developing new products and marketing strategies, and enables managers to assess effectiveness of promotional activities
marketing research
what is it called when companies develop systematic procedures for gathering, recording, and analyzing new information that help managers make marketing decisions?
marketing research
procedures for reaching marketing objectives by blending the four elements of the marketing mix are detailed by
marketing strategies
description of how the company plans to meet marketing objectives
marketing strategy
determine specific short term actions to be taken, internally and externally, by whom, and when
marketing tactics
what is used to establish the short-term actions of a marketing campaign?
marketing tactics
various targets of media plan
markets
who should be the target of the media message?
markets
companies increase sales only at the expense of competitors during the
maturity stage
includes market saturation; sales reach plateau; emphasis on selective demand
maturity stage
time units, sizes, internet
mechanics
what variety and specifications should be used in the media vehicle?
mechanics
all available communication vehicles
media
what media vehicle should be used?
media
print, electronic, digital interactive, direct mail, and out of home
media classes
the wide media categories of print, electronic, digital interactive, direct mail, and out-of-home are referred to as
media classes
planners develop media strategies by blending elements of the
media mix
An agency's strategic ability to understand the target market and the most optimal time and place to communicate with them is attested by the work of a ___.
media planner
to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time is the purpose of
media planning
need to identify when, where, and under what conditions contact can best be made with customer and plan for that
media planning framework
what do agencies use when developing media strategies, selecting media vehicles, and evaluating their results?
media research
use syndicated research services such as ACNielson
media selection
newspaper, magazines, radio, television, internet, catalog brochure, outdoor transit
media subclasses
half or full page, 30 second spot, banner, letter size, poster pannel
media units
number of people in a medium's audience
media vehicle exposure
media messages are delivered to the media audience that most closely resembles the desired target consumer using
media vehicles
the ny times, wheel of fortune, apple app, website
media vehicles
occurs after ad has gone out
message posttesting
occurs when ad concept is flushed out before we go into final
message pretesting
developed after the creative brief and guided by creative brief
message strategy
total size of audience for set of ads or entire campaign
message weight
total size of the audience for a set of ads or an entire campaign is called
message weight
media planner must understand
message weight, reach, frequency, and continuity
the distribution objectives are directly related to
message weight, reach, frequency, and continuity
define where, when, and how often advertising should appear
message-distribution objectives
overall strategy of selecting and scheduling media vehicles
methodology
what overall strategy should be used to achieve the desired media objectives?
methodology
as of 2015, what was the biggest generational cohort in the US
millenials
short description of an organization's purpose and philosophy
mission statement
what is the first part of a good marketing plan called?
mission statement
How much should be budgeted and where should it be allocated?
money
how much to budget and where to allocate it
money
what is the motor driving every marketing and IMC plan
money
when a new product is introduced, what might be lacking?
money to attack all the geographic markets at the same time
what is one challenge related to research conducted in international markets?
more expensive than domestic research
what does the David Ogilvy Research Award honor?
most effective campaign guided by research
what is the purpose of the last stage of the creative pyramid
motivate people to do something (last stage is action)
another name for qualitative research
motivation research
factors like quality reproduction and timeliness can motivate consumer
motivation value
which of the five Ms is outside a company's control
motives
what is an advertiser's medium of choice in order to reach whole urban populations where TV ownership is low?
movies
one of the enablers of green marketing is _____ that has made ecologically safe packaging available and affordable for many product categories
new technology
If a verbal message is to be persuasive, it must be reinforced through the creative use of ______.
nonverbal messages
reach as a media objective
number of people exposed to an advertising medium
three elements of creative brief
objective statement, support statement, tone or brand character statement
researchers monitor activities in their native environment
observation
cannon and riordan focus on
optimal frequency
psychographic segmentation is criticized for
oversimplifying consumer personalities
what is the goal of positioning
own a word that ranks the product in the prospects mind
Identify an aspect of IMC strategy that can be pretested effectively.
package design
when doing research for print ads, direct questioning is often used at what stage?
pretest
customers' interpretation and evaluation of a message is helped through
pretesting
what is it called when message testing occurs before a campaign launches?
pretesting
which of the following refers to the demand for the entire product category, not just the company's own brand?
primary demand
which dimensions are used in the VALS segmentation system?
primary motivation and resources
marketers need to know how consumers percieve their brands to create a unique concept
product concept
major part of product element
product design
advertisers gain associative value unachievable with basic advertising by combining value-added packages with
product integration
4Ps
product, place, price, and promotion
four ps
product, price, place, and promotion
becoming bigger part of the way media is bought and sold
programmatic advertising
asking consumers indirect questions to generate a discussion about a product is an example of what type of technique
projective
methods of qualitative research
projective and intensive
use indirect questioning
projective techniques
what technique to advertisers use to unearth people's underlying or subconscious feelings, attitudes, interests, opinions, needs, and motives?
projective techniques
what is the key to successful advertising?
proper planning
groups people by their values, attitudes, personality, and lifestyle
psychographic segmentation
marketers group people by their values, attitudes, personality, and their lifestyle in
psychographic segmentation
value added programs include
public relation, sales promotion, and direct marketing
informs public about company
public relations
mix of continuous and flighting
pulsing
consumers are urged to have open discussions with interviewers in
qualitative research
provides general impression of the market, consumer, or product
qualitative research
bright colorful images, geometric shapes, and strong contrasts
qualities of creative ads
A factor that significantly influences a medium's motivation value is the _____.
quality of advertising reproduction
effective reach refers to ****
quality of exposure
provides hard numbers about specific marketing situation
quantitative
what must researchers do to get hard numbers about specific marketing situations
quantitative research
when an advertisement is designed to appeal to the consumer's practical, functional need for the product or service, it is said to have a
rational appeal
total number of unique people or households exposed, at least once, to a medium during a given period of time, usually four weeks
reach
what type of tests show the potency of message components, such as size or color?
recall
reveal effectiveness of message components
recall tests
three Rs of marketing research
recruiting, retaining, and regaining
what should package design do in order to penetrate people's psychological screens?
reflect the tone, image, and personality of the product concept
test must produce approximately same result each time it is administered
reliability
most modern media scheduling programs
rely on programmatic advertising or some type of software to select their media buys.
type of users marketers should primarily target with their brand messages
repertoire users
which type of user should marketers primarily target with their brand messages?
repertoire users
a feature of rating is that it
represents the number of people watching a program
what drives marketing decision making
research
a business firm that operates between the producer and the consumer or industrial purchaser is
reseller
many business marketers sell goods to entities such as retail businesses, which are
resellers
who do business markets sell to
resellers
when an advertisement catches an audience's attention and imagination, it is said to
resonate
a media planner's first duty is to
review the product, objective, strategy, market, and audience
understand where the company is going, how it will get there, and role of IMC in marketing mix
reviewing the marketing plan
buying air time on all three networks simultaneously
roadblocking
buying air time on multiple networks simultaneously is called
roadblocking
what does an advertiser have to do to gain continuity over time
sacrifice some reach and some frequency
stimulate customers behavior
sales promotion
which of the following is a category of communication tools designed to supplement the basic elements of the marketing mix and aimed at stimulating some immediate, overt behavior?
sales promotion
sold at a limited number of outlets
selective
in some developing countries it is less costly to
send out people with samples
bundle of intangible benefits
service
medical care is a temporary, intangible benefit that fills a need and is an example of a
service
what is the name of the method that contends that a company's best odds of maintaining its share of a market are to keep a share of IMC ahead of its market share
share of market/share of voice
links promotional dollars with sales objective; used for new products
share of market/share of voice method
information about where consumers live and work, what they purchase, and how they fill their free time help advertisers asses the _____ of consumers
shared characteristics
which of the following best defines a support statement as used in creative briefs?
short description of the evidence that supports the product promise
detailed analysis of a brand's current marketing situation
situation analysis
what is the name of the detailed description of a brand's current marketing position?
situation analysis
refers to less-tangible concepts such as metaphor, dream, humor, play
soft thinking
marketing objectives focus on
solving a problem or seizing an oppurtunity
after completing the exploratory phase, a company needs to establish _______ in order to get the additional information that it needs through primary research
specific research objectives
according to the DAGMAR system, what do good objectives achieve?
specify an audience define outcomes that are concrete and measurable
objective/task method
strategic budgeting
researcher gains information on attitudes, opinions, motivations
survey
to obtain better research results, what should be used in conjunction with focus groups
surveys
once data is collected, it must be validated, edited, coded, and
tabulated
date must be
tabulated, edited, coded, and validated
everyone who should know about your product
target audience
marketers use the dominance concept
target audience selection
creative mix includes
target audience, product concept, communications media, and advertising message
elements of creative mix
target audience, product concept, communications media, and advertising message
which of the following best describes the elements of the creative mix?
target audience, product concept, communications media, and advertising message
a segment that a company wants to appeal to with its products and marketing activities toward are known as
target market
everyone you will target within the target audience
target market
group of segments the company wants to appeal to, design products for, and tailor marketing activities toward
target market selection
four elements of the IMC strategy
target, product, media, and message
the price of a product ____ if the demand drops below available supply
tends to decrease
the percentage of sales method is based on the fallacy
that IMC is a result of sales
what can be used to measure cause-and-effect relationships?
the experimental method
when consumers rate the ad that made the best first impression as the highest for all categories surveyed
the halo effect
written guide for present and future marketing activities of an organization
the marketing plan
it is increasingly expensive to reach target audiences using most media due to
the media restricting the number of ads they sell
what famous saying is attributed to Marshall McLuhan?
the medium is the message
when using a sampling method, a company's research must reflect ____ of prospective customers
the universe
when a company discovers a market position not held by a competitor, how can it rapidly fill in the hole?
through product differentiation
what does the media planner decide when scheduling media
time frame for the ad amount of space to buy number of time units to buy
What does von Oech mean when he says that Explorers should leave their own turf?
to look in outside industries for ideas
short term emotional descriptions of the strategy that will be used for advertising
tone statements
positive reinforcement offers a reward
transformational
in order for the frequency of a radio advertisement to be increased, its continuity and/or reach must be decreased: true or false?
true
in the late 1990s, clients started taking on a la carte approach to agency service: true or false
true
media often spill over into countries lacking indigenous-language publications: true or false
true
true or false: choosing groups that share an interest in a product's utility is part of the second segmentation step?
true
when the brand manager first reviews the marketing plan, what is the manager looking for?
understand role of IMC in the marketing mix, understand how the company is going to get where it needs, understand where the company is going
a positioning strategy's main goal is to develop a
unique position for the brand in the customer's mind
One of the most important variables that determines behavioral segments is
user status
the results of ___ tests mirror the actual market status
valid
results must be free of bias and reflect true status of market
validity
what to companies create to provide benefits
value added programs
make decisions based on intuition, values, and ethical judgements
value based
for marketers, it is important to maintain the ____ during periods of intense price competition and fluctuation
value perception
the number of utilities offered by a product are perceived by the consumer as a bundle of
values
the profit on each unit sold is usually ____ in intensive distribution
very low
when people desire a product, what actions do they take?
visit a store request additional information buy a product
what type of segmentation are marketers using when they measure consumers' usage rates and use that information to categorize them as light, medium, or heavy users?
volume segmentation
in the creative process, the concept is put into action by the
warrior
overcoming setbacks and obstacles is the role of who
warrior
recall tests measure
what respondents notice
the results of primary research can cause legitimate concerns when which factors exist
when conducting formal quantitative research and research in international markets
When might a sexually provocative advertisement become counterproductive for the advertiser?
when the audience is distracted from the main message
what issues must marketers consider carefully when conducting primary research
whether the research is valid and reliable
what is true about value-based thinkers
better at embracing change than fact-based thinkers
flood airways to make it virtually impossible to miss advertisements
blinking
advertisements should have the
boom factor
useful in a small company, focus on tactic first then develop strategy
bottom-up marketing
a combination of name, words, symbols, or design that identifies the product and its source and differentiates it from competing products is referred to as
brand
role of branding
brands built on differences in images, meanings, and associations
imc is usually necessary to
bring hidden differences to customers' attention
what is a part of the technical component of message strategy
budget and scheduling limitations
what is strategic budgeting also called
budget buildup method
what are factors over which the media planner has little or no control?
budget considerations mood of the message purchase patterns
to create product concept, company must consider how consumers perceive product and weigh this against marketing strategy
bundle of values
same commercial runs every half hour on same network during prime time
bursting
manufacturers, government agencies, wholesalers, retailers, banks, and institutions that buy goods and services constitute
business markets
positive attitude changes about a brand are likely to predispose consumers to take what action?
buy the company's product
in scheduling release of advertisements, the media planner takes into consideration when consumers are most likely to
buy the product
which factors do media planners use to evaluate media vehicles?
campaign strategy audience characteristics exposure value cost efficiency
what do UPC labels improve
checkout time and inventory control
catalogs, brochures, sales kits
collateral materials
the many accessory items produced by companies to integrate and supplement their advertising PR activities are called
collateral materials
includes all marketing related communications between seller and buyer
communication element
advertising objectives focus on
communication goals
outcomes associated with promotional activities, such as increases in brand awareness or increased comprehension of a brand's attributes, called?
communication objectives
all the vehicles that might transmit a marketer's message are
communications media
message delivery system
communications media
message element selection
companies study consumers' likes and dislikes to create most promising message
what is one of the useful sources of internal secondary information called?
company records
factors brand manager must consider before attempting to determine IMC allocations
company's economic, political, social, and legal situations
in order to make an aware group recognize a product's features, what must the IMC strategy develop in consumers' minds
comprehension
which type of influential consumer identified by Malcolm Gladwell is characterized by having a very wide social circle?
connectors
4C's
consumer, cost, convenience, and communication
4C's of the marketing mix
consumer, cost, convenience, and communication
the type of people in the audience is usually decided by the _____ of the medium
content
duration of an advertising message or campaign over given period of time
continuity
runs steadily
continuous
applies to products for which first exposure produces best return and all subsequent exposures produce slightly lower response
convex curve
another term for creative brief
copy platform
creative brief is also called
copy platform
which of the following is another term for creative brief?
copy platform
the communications media used to promote a product must
create a special environment for the product
guide for writing and producing ad campaign
creative brief
occurs while concepts are being developed; takes place before agency produces an ad
creative concept research
guide to formulating copy and art
creative pyramid
offers simple guide for establishing copywriting objectives
creative pyramid
Together, the art director, the copywriter, and the creative director are referred to as _____.
creatives
problem solving, creating beautiful and meaningful works, and survival are examples of
creativity
messages created to appeal to the motives of consumers are
within a company's control
does the price of goods depend on the costs of production and distribution?
yes
personal selling is very important in business-to-business marketing because it helps marketers learn firsthand about
customer needs and wants
result of obsolescence, new technology, or changing consumer tastes
decline stage
first step in marketing strategy
define and select the target market
purposes of a mixed-media approach include
delivering coupons in print media when the primary vehicle is broadcast reaching people who are unavailable through only one medium providing repeat exposure in a less expensive secondary medium after attaining optimum reach in the first
which of the following are major factors that influence purchase decisions in business to business marketing?
delivery time terms of sale product demonstrations
information about characteristics like sex, ethnicity, education, and income are used by marketers in
demographic segmentation
once people are convinced about the value of a product, some of them are moved to
desire the product
after building an IMC strategy, what do companies begin doing?
developing creative concepts
Sequence of elements in BrandAsset Valuator model
differentiation, relevance, esteem, and familiarity
Analysis of the advertising response curve shows that, with repeated exposures, incremental response to advertising _____.
diminishes rather than builds
studies of advertising response curve show incremental response to advertising
diminishes rather than builds with repeated exposures
sell directly to end users or consumers
direct distribution
the manufacturer carries all of the promotional burden in
direct distribution
takes store to customer
direct marketing
which of the following is a form of advertising that is like taking the store to the customer?
direct marketing
pretesting methods
direct questioning, central location tests, and clutter tests
As media planners purchase more gross rating points (GRPs), the unit cost falls because of ______.
discounting
which best describes why businesspeople like the percentage of sales method?
does not cost anything, is related to revenue, and is safe
local, regional, national
domestic markets
average number of times a person must see or hear a message before it becomes effective
effective frequency
the average number of times a person must see or hear a message before it becomes effective is defined as
effective frequency
the portion of the audience who experience enough exposures to truly receive the message is measured by
effective reach
a company runs a series of tests in different markets with different budgets to determine the best level of advertising expenditure in what method for promotional budgeting?
empirical research
involves company running a series of tests in different markets with different budgets to determine best level of advertising expenditure
empirical research
selected wholesalers or retailers granted exclusive rights
exclusive
measures cause and effect relationships
experiment
when interpreting and reporting findings, tables and graphs should be
explained using everyday language
Creatives examine the information they have and review the creative brief when they take on the role of the ______.
explorer
develop insight look, know objective, and brainstorm is the role of who
explorer
the number of people an ad "sees" is referred to as
exposure
how many people an ad "sees"
exposure value
tends to fragment concepts into components and to analyze situations to come up with best solution
fact based
a brand used to market different products under the same name
family brand
which of the following are types of publicity?
feature stories and news release
alternate periods of advertising with periods of no advertising
flighting
an intensive research technique used to evaluate effectiveness of various elements of a sponsor's campaign
focus group
important attributes of how questionnares are designed
focus, brevity, and clarity
what is the next step for companies after they have designated a target market and determined marketing mix?
formalizing strategies and tactics in a written marketing and advertising plan
Retail dealers pay a fee to operate under the guidelines and direction of the parent company or manufacturer in ______.
franchising
in the past, what was the most important media objective stressed by media planning?
frequency
intensity of a media schedule, based on repeated exposures to the medium or program
frequency
one of the variables that affects the purchase occasion is
frequency of need
what are frequently used by media planners to define their target audiences?
geo-demographic classifications
when demographic data is combined with geographic data
geodemographic segmentation
segmenting a market based on location is known as
geographic segmentation
which of the following is frequently used in conjunction with demographics when choosing a target market?
geographic segmentation
many large media companies are combining their resources and services as an incentive to
get a bigger share of the advertiser's budget
media planners calculate the total gross impressions for a schedule by adding the
gross impressions for each medium used
by adding the ratings of several media vehicles we can determine the message weight of a given advertising schedule that is expressed as
gross rating points
after the introductory stage, when sales volume begins to rise rapidly, the product enters the
growth stage
characterized by rapid market expansion *****
growth stage
which of the following constitutes the verbal component of the message strategy?
guidelines for what should be said
during pretesting, respondents often rate the messages that make the best first impression as the highest in all the categories. What is this effect called?
halo effect
refers to concepts of logic, reason, precision, consistency, work, reality, analysis, and specificity
hard thinking
why is a creative brief important for creatives?
helps define what they are looking for
role of creativity in IMC campaigns
helps messages inform, persuade, and puts boom in campaigns
what is the advantage of following the creative process?
helps people improve their ability to discover new ideas
what brings many opportunities to product marketer*****
high brand equity
factors important for advertising success
high primary demand trend hidden qualities that are important to consumers substantial advertising budget
According to von Oech, what should an individual in the role of the Judge focus on first?
highlighting positive aspects of the idea
what three purchasing behaviors affect every element of the media mix
how, when, and where
product packaging has four considerations ****
identification, containment and protection and convenience, consumer appeal, and economy
Which steps are involved in the market segmentation process?
identifying groups with shared needs combining groups into segments according to their interest in the brand's utility
where does IMC's greatest power lie?
in its cumulative, long-range, reinforcement effect
if a sample is unlike the population it is meant to represent , the data a company receives will not be accurate
inclusive research
reseller operates between producer and consumer
indirect distribution
a brand established by a manufacturer for a product that it produces
individual brand
in order to use message strategies effectively, what should strategy research do?
inform a blueprint to steer creatives
what must a company do before it can convince customers to buy a product?
inform, remind, and persuade
what is used to determine if a message is effective?
posttesting
assigns consumers to one of eight groups
VALS classification system
What are VALS and MindBase criticized for
-oversimplyifing consumer personalities -being complicated -lacking proper theoretical underpinnings
traditional model for setting objectives
DAGMAR
different levels and types of consumer involvement, either cognitive or affective
FCB grid
what does the IMC pyramid best represent
It assumes that people follow the learn-feel-do model for high-involvement products.
divides consumers into eight psychological categories
MindBase
what does the U.S. Census Bureau use to classify all U.S businesses?
NACIS codes
what code provides consistency throughout North America
NAICS codes
offering relief from a problem
informational
when consumers respond to an offer for information or free samples, what type of test is being conducted?
inquiry test
consumers respond to offer for information
inquiry tests
available at every possible location
intensive
use carefully planned questions
intensive techniques
three distribution strategies
intensive, selective, and exclusive
can be challenging for US advertisers to adapt to
international markets
is research more expensive domestically or internationally
internationally
what is the genius of the business of marketing
interpreting what the information means
intended to stimulate primary demand through push and pull strategies
introduction stage
four major stages of product life cycle: first to last
introduction, growth, maturity and decline
what phase does a company must spend a significant amount of money on advertising to establish itself as a market leader and gain a large market share before the next stage begins?
introductory phase
according to max weber, qualitative thinking is
intuitive
what relationship do reach, frequency, and continuity have
inverse
what is one of the advantages of the Universal Product Code label
it allows timely inventory control
what is true of an IMC message
it is a combination of copy, art, and production elements
why have ad agencies moved the task of media planning to an earlier phase in the overall process?
it is important to plan when, where, and under what conditions to make contact
in order to generate beneficial information for future ad campaigns, companies use what
posttesting
based on percentage of previous year's sales, anticipated sales for next year, or combination of the two
percentage of sale method
what methods do companies use to determine how much to spend on IMC
percentage of sales, percentage of profit, and competitive parity
which type of differences do consumers identify easily and quickly?
perceptible
three types of product differentiation
perceptible differences, hidden differences, and induced differences
the tools that comprise the communications mix can be categorized into
personal and non personal communication activities
face to face
personal selling
the copywriting themes in a product's packaging or advertisement are known as copy
points
important for both advertiser and consumer because it helps differentiate products from competition
positioning
