MKt chapt 15

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

advertising

When the product differs greatly from those of competitors, ________.

advertising can point out the differences to consumers

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

be advertised more heavily to be noticed in the marketplace

To measure the ________ effects of an ad after it has aired, the advertiser can evaluate how the ad affected consumer recall, product awareness, attitude changes, and preference.

communication

When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________.

comparative advertising

Rather than measuring click-through rates, companies now want to track ________ as a more accurate measure of the engagement of the consumers in the message.

consumer impressions

Which of the following is illustrated by an amateur 30-second video, developed by a consumer, telling the story of the online crafts marketplace, Etsy.com?

consumer-generated messages

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

customer benefits

Marketing management must make important decisions when developing an advertising program. Which of the following is NOT one of those decisions?

designing products and distribution

While traditional mass media still make up a majority of today's media mixes, companies have added digital, mobile, and social media that cost less, target more effectively, and ________.

engage consumers more fully

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

frequency

What is the first element that a reader most likely notices in a print ad?

illustration

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

informative

An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.

lifestyle

The decisions about impact and engagement of an advertisement fall into the category of ________ decisions.

media

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

news

The McDonald's fast-food restaurant chain uses Ronald McDonald, a clown, as its primary character. Which message execution style is used by McDonald's?

personality symbol

Pepsi being prominently featured on episodes of Empire is an example of ________.

product placement

Which of the following promotion tools involves building up a positive corporate image and handling unfavorable stories and events?

public relations

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

remind

Keeping the brand in a customer's mind during off-seasons is most likely a goal of ________ advertising.

reminder

Which of the following is a major element of developing an advertising strategy?

selecting advertising media

An ad for a new convection oven shows a busy professional woman using the convection oven to cook dinner for her family. Which of the following message execution styles is illustrated in this example?

slice of life

Which of the following is a digital medium that is used by advertisers to reach consumers directly?

smartphone

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 focuses on the company's skill and knowledge in making the product?

technical expertise

You want to advertise your new product. You want good mass marketing coverage and low cost per exposure. You also want to combine sight, sound, and motion and make the advertisement appealing to the senses. You should choose ________ as your advertising media.

television

To break through the clutter, many marketers have subscribed to a new merging of advertising and entertainment, dubbed ________

Madison & Vine