MK303 C15 SmrtBk Chapter 15

d. Direct action retail ads

One of the advertising objectives for Richter's Jewelry is to get customers to make a decision about a purchase. Based on Exhibit 15-3, to achieve this goal, what type of advertising might work best in this step of the adoption process? a. Teaser campaigns b. Search ads c. E-mail ads d. Direct action retail ads

c. objectives

A company's advertisements in the local newspaper include a coupon designed to encourage customers to try the company's new product. This is an example of advertising based on ______. a. budgets b. employees c. objectives d. bloggers

b. addressable TV

A recent phenomenon in advertising allows cable television providers to deliver targeted ads to each household rather than general ads that reach everyone watching a particular program. This is known as _____. a. dish television b. addressable TV c. prime viewing d. streaming

allowances or allowance

Advertising _________ are price reductions to firms further along in the channel to encourage them to advertise or otherwise promote the firm's products locally.

media or mediums

Advertising __________ is communicated to the target market.

a. are the same all over the world Reason: Recall that the basic strategy decisions are the same, but the specific decisions can vary significantly if target markets have different characteristics.

Carrie's Coffee Cafe has markets all over the world. The company should remember that basic strategy planning decisions for advertising and sales promotion ______. a. are the same all over the world b. differ for every country c. vary by region of the world

trust

Copy __________ is the core message of an advertisement, conveyed through text and illustrations.

d. its current target market

ESPN uses marketing research to develop profiles of its audience. Based on this information, the company decided to advertise its new NFL football programming in those magazines read by fans of Monday Night Football. With this media choice, it appears that ESPN is aiming this advertising at ______. a. the mass market b. a niche market c. completely new customers d. its current target market

d. advertising strategies should take cultural differences into account

FedEx markets its services in many countries across the globe. It discovered that customers in Italy trust celebrity endorsements more than customers in Finland. FedEx has come to realize that ______. a. the company should use the same advertising in various countries b. service products should not use endorsements. c. endorsements are a bad idea in northern Europe d. advertising strategies should take cultural differences into account

c. specialized media

Lucas Laundry placed advertising on a park bench, on the sidewalk in front of the business, and on top of taxi cabs—all places where its target customers might notice the advertising. These are examples of ______. a. cottage industries b. comparative advertisements c. specialized media d. "must buy" services

d. whole

Macy's advertising campaign objective was to attract women to its spring collection of clothing. The company placed ads during the Academy Awards because research showed that the telecast is viewed primarily by women. Since women are not the only viewers of the television event, Macy's paid for the ______ audience. a. dedicated b. target c. loyal d. whole

a. behavioral

Retargeting is also known as _____ retargeting. a. behavioral b. psychological c. social d. prospective

a. digital

The American consumer continues to increase their time spent on ______ media. a. digital b. radio c. print d. television

d. promotion

The use of advertising and sales promotion by a company plays a central role in the ____ blend of the marketing mix because it helps the company reach many customers at the same time. a. price b. place c. product d. promotion

e. promotion

The use of advertising and sales promotion by a company plays a central role in the ____ blend of the marketing mix because it helps the company reach many customers at the same time. a. promotion b. product c. place d. price e. promotion

d. target market

To assure that the advertising message reaches the right customers, marketing managers must first choose a specific ______. a. cost-benefit ratio b. product feature c. inventory control d. target market

a. True Reason: Addressable TV delivers specific ads to households not all- encompassing general ads.

True or false: Addressable TV provides considerable advertising cost savings to companies because it generates large-scale, all-encompassing ads designed to reach all viewers. a. True Reason: Addressable TV delivers specific ads to households not all- encompassing general ads. b. False

a. True Reason: With the advent of the Internet, daily views of print newspapers has decreased.

True or false: The average time American's view a print newspaper has increased in the past three years. a. True Reason: With the advent of the Internet, daily views of print newspapers has decreased. b. False

a. True Reason: A poor marketing effort can produce these negative results.

True or false: Uneven results and a waste of money are possible drawbacks of advertising and sales promotion. a. True b. False

d. pay-per-click advertising

Under Armour, the originator of performance apparel, has ads that appear when a potential customer uses Google to search for sports-related words, such as football, baseball, or basketball. Under Armour pays only if the customer selects its ads. This is called ______. a. industrial advertising b. comparative advertising c. banner advertising d. pay-per-click advertising

a. convince customers to purchase a product c. motivate channel members

Well-designed advertising and sales promotion can efficiently ______. (Check all that apply.) a. convince customers to purchase a product b. tell customers about a service c. motivate channel members d. make goods available in the right quantities

a. Obtaining action b. Holding interest c. Arousing desire g. Getting attention

What are the four components of the AIDA concept? (Check all that apply.) a. Obtaining action b. Holding interest c. Arousing desire d. Selecting icons e. Defining absolutes f. Capturing diffusion g. Getting attention

a. To promote a particular movement or belief b. To improve the company's sullied reputation d. To portray the company in a positive way

What are three uses of institutional advertising? (Check all that apply.) a. To promote a particular movement or belief b. To improve the company's sullied reputation c. To make comparisons between specific brands d. To portray the company in a positive way e. To introduce new products

a. Signs on bicycle racks b. Ads on ATM machines

What are two examples of specialized media? (Check all that apply.) a. Signs on bicycle racks b. Ads on ATM machines c. Ads during the weather report on local television d. Classified ads in newspapers

b. sales promotion money c. reminder advertising d. an advertising allowance Reason: Recall that cooperative advertising involves producers sharing in the cost of ads with wholesalers or retailers.

When Breyer's Ice Cream offered Safeway supermarkets a price discount to encourage them to include Breyer's in Safeway's local advertising, Breyer's was offering ______. a. cooperative advertising b. sales promotion money c. reminder advertising d. an advertising allowance e. It tends to motivate to employees.

d. whole

When companies purchase advertising on a particular media, it pays for the ______ audience that the media delivers. a. secondary b. interested c. prime d. whole

a. cookie

When people visit sites on the Internet, companies often place a tracking device called a ______ on their computers to collect information about them. a. cookie b. cache c. cyber bug d. spybot

b. Persuade customers to take some specific action that could lead to a purchase. c. Make more people aware of the product. e. Introduce new products to specific target markets.

Which of the following are acceptable advertising objectives? a. Make decisions for potential customers. b. Persuade customers to take some specific action that could lead to a purchase. c. Make more people aware of the product. d. Disgrace the competition at any cost. e. Introduce new products to specific target markets.

b. Persuade potential customers to try a sample of the product. d. Promote the company website as a way for customers to learn more about the product.

Which of the following are good examples of objectives that a marketing manager might set for advertising? a. Pressure customers to make a decision. b. Persuade potential customers to try a sample of the product. c. Describe the product in great detail in every advertisement. d. Promote the company website as a way for customers to learn more about the product. e. Emphasize that the product is more innovative than its rivals.

b. It can waste a great deal of money. c. It can alienate customers. d. It produces uneven results.

Which three of the following could be the result of a poorly done marketing plan? (Check all that apply.) a. It tends to be exciting and involving. b. It can waste a great deal of money. c. It can alienate customers. d. It produces uneven results. e. It tends to motivate to employees.

c. Television d. The Internet

Which two of the following would be the best advertising media to provide a demonstration of how a product works? (Check all that apply.) a. Radio b. Magazines c. Television d. The Internet