Ch17 MKT350

Artwork

consists of illustration and the layout

Recognition and recall tests are posttest methods based on

memory

When a company promotes its position on a public issue, this is referred to as

Advocacy advertising Ex. When Bud Light ran an advertising campaign featuring the slogan, "Know when to say when."

Expedient

An advantage of the arbitrary approach for determining the advertising appropriation is that it is

Advertising platform

Before launching a new advertising campaign, marketers for healthy choice frozen dinners must determine the selling points they want to include in the advertisments. The identification and organization of these selling points is the_____-

Advertising appropriations are largest for which type of product?

Convenience goods

The assumption that sales create advertising is a disadvantage of which approach to setting an advertising budget?

Percent-of-sales

What is an advertising platform commonly based upon?

The opinions of employees within the firm or the advertising agency

Advertising appropriation

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

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

a storyboard

Cost consumer indicator

a tool that allows an advertiser to compare the costs of several media vehicles within a specific medium relative to the number of persons reached by each vehicle

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be

advertising objective

When respondents are shown a list of various products, brands, and company names and then asked about advertsemnets they have seen lately, researchers are conducting a

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

Pretest

an evaluation performed before an advertising campaign begins

When the CEO of a company states how much the company should spend on advertising for the coming period, the company is using the

arbitrary approach

Comparative, reminder, reinforcement

are forms of competitive advertising

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

Advertising campaign objectives that are aimed at making customer's attitudes more favorable are stated in__________ terms

communication

If an advertising campaign is aimed at increasing brand awareness and consumer's knowledge of a product's features, the advertising objective should be stated in terms of

communication

Coors advertises that its beer is the only one that is kept cold from the brewery to the store

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

competitve products lack.

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

creating the advertising message

The most effective method of determining platform issues is to use a survey of_______

customers

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by

defining the advertising objectives

Illustrations

design element that is used to attrat attention, communicate an idea quickly, or communicate ideas that are difficult to put into words

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

developing the media plan

The last stage in the development of any advertising campaign is

evaluating the effectiveness of advertising

A schedule in which advertisments run for set periods of time, alternating with periods in which no ads run is

flighting Ex. subway runs commercials several times a day for three weeks and then not at all for two weeks. it will run the commercials again for three more weeks

Pioneer Advertising

focuses on stimulating demand for a product category

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

frequency advertising

An ad's________________ is designed to attract reader's attention and develop interest so that they will read the entire advertisement

headline

Measuring effectiveness during a campaign is usually accomplished by using

inquiries

Advertising that promotes organizational images or ideas is

institutional advertising Ex. First Union bank airs a series of radio ads that claim, "We are the friendly bank."

Public relations

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

The first stage in the development of any advertising campaign is

is identifying the advertising target audience

An advertising platform

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

The physical arrangement of the illustration, headline, subheadline, body copy, and the signature is called the

layout

A marketer that wanted to include detailed information in advertisements would most likely use

magazines

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the date and times, is a the primary goal is to reach the largest number of people in the target market within the budget constraints

media plan

media planning

message content affects the types of media used for an advertising campaign

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 times a standard percentage

Generally in small firms

one or two individuals create and implement advertsing campaigns

consumer jury

panel of potential buyers of the advertised product brought together to pretest an advertising message

The target audience for an advertising campaign is the

people toward whom the advertisements are directed

Which of the following is not a public relations tool?

product sample

Advertising agencies

provide businesses with copywriters, artists, production coordinators, media experts, researchers

If during the 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 __________ media schedule is being used

pulsing

The 3 general types of media schedules are

pulsing, continuous, and flighting

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

If a consumer is shown a particular advertisement and asked if she has seen it before, a ___________ is being performed

recognition test

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

reinforcement advertising

Advertising that lets consumers know that an established brand still offers certain uses, characteristics, and advantages is

reminder advertising

The identification of an ad's sponsor is

signature

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

statement of advertising objectives

The verbal position of an advertisement, including headlines, body, and signature, is called

the copy

The cost per thousand indicator shows

the cost to expose 1,000 people to a one-page magazine advertisment

Reinforcement advertising is primarily targeted at

the current users of a particular product

The main problem for using the objective-and-task approach to setting an advertising budget is that

the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals

Pioneer and Competitive

the two major types of product advertising

Competitive Advertising

type of advertising that points out a brand's features and advantages that fit consumers but may not be available in other brands

Carla is stopped by a researcher at a shopping mall and asked what was the last television commercial she remembers seeing was. This is an example of

unaided recall test