Marketing Chapter 15

Franklin & Marshall College wishes to contact high school seniors at independent schools in Pennsylvania. Which of the following media would be most effective and efficient?

A direct mail piece sent to selected students

Frito-Lay was looking for new flavors for potato chips and ran a multi-stage contest among consumers who submitted ideas for new chips. Those entries eventually were narrowed to three flavors which were then manufactured and tested in the market. What tactic was Frito-Lay employing?

Consumer-generated content

Any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified sponsor is called​ ________.

advertising

Product placement in television programs and movies is an example of​ ________.

branded entertainment

Competitive parity and task methods are considered when making decisions about ____________.

budget

Which of the following is a media​ measure?

click-through rate

Which of the following types of advertising will most likely result in an advertising​ war?

comparative advertising

Comparative advertising is also known as​ ________ advertising.

covert

After creating a message strategy statement, the advertiser must develop a compelling ___________ that will bring the message strategy to life in a distinctive and memorable way.

creative concept

Which of the following is a major step in selecting advertising media?

determining reach, frequency, and impact

The Progressive Insurance Ad campaign knows that the average person in the target market is exposed to the message 13 times in 3 months. What does this​ measure?

frequency

The number of times an average person in the target market is exposed to a message is known as the _________ of the message.

frequency

When the advertising objective is to build primary demand for a new product​ category, ________ advertising will most likely be used.

informative

Which term refers to the qualitative value of message exposure through a given medium?

media impact

Which of the following is a major tool used by PR​ professionals?

news

Encouraging customers to switch brands is most likely the objective of _________ advertising

persuasive

​________ becomes more important as competition increases. With this type of​ advertising, a​ company's objective is to build selective demand.

persuasive advertising

Coca-Cola cups prominently featured on episodes of American Idol are an example of ___________.

product placement

​________ is a measure of the percentage of people in a target market who are exposed to an ad campaign during a given period of time.

reach

An advertising objective is classified by its primary purpose, which is to inform, persuade, or

remind

Which message execution style depicts average people using a product in an everyday setting?

slice of life

News​ conferences, press​ tours, and grand openings are examples of​ ________, a type of tool commonly used by public relations professionals.

special events

Which of the following message execution styles features a highly believable or likable source endorsing the​ product?

testimonial evidence

Brands in a market with many competitors and high advertising clutter must ___________.

Be advertised more heavily to be noticed in the marketplace

What are the two major elements that make up advertising strategy?

Creating advertising messages and selecting advertising media

Which of the following is a disadvantage of using direct mail as an advertising​ medium?

Relatively high cost per exposure

Although advertising is used mostly by business​ firms, a wide range of​ not-for-profit organizations,​ professionals, and social agencies also use advertising to promote their causes to various target publics. The​ forty-ninth largest advertising spender is what​ organization?

The US government

What does the term "Madison and Vine" mean?

The merging of advertisement and entertainment

Which promotional tool is the least used of the major tools but has the ability to create a very favorable company image and build consumer awareness and preference at a low cost?

public relations

Which of the following brands most likely requires heavy advertising in order to be set apart from similar​ products?

undifferentiated brands