mktg-Advertising an Sales Promotion
Which of the following statements from an advertisement best demonstrates puffery?
Best pasta in town!
Which of the following regulates advertising for intoxicants?
Bureau of Alcohol, Tobacco, Firearms, and Explosives
Select the two ways that employee sales promotions reward employees
Cash incentives Contests
Why are contests expensive to administer?
Each entry must be judged.
Marketers create advertisements during step number _____ of an advertising campaign.
3
Which of the following is the most effective technique to use for an advertising campaign?
Two ads about a product set in different locations and yet conveying the same message
Which of the following do marketers often use to determine what consumers remember, without any clues, about an advertisement?
Unaided recall tests
Diego's company makes paper towels that absorb 30 percent more liquid than those made by the competition. In order to advertise this claim, Diego must submit research conducted by an independent expert to the FTC. This is an example of how data are used ______.
in substantiation
To convince consumers to buy a product, marketers use ______ advertising to showcase the competitive advantage of that product over other products.
persuasive
A set of nonpersonal communication tools created to stimulate faster and more frequent purchases of a product is known as sales
promotions
Firms that use ______ agree to give customers a certain amount of money after they make a single purchase. These usually result in greater profits than coupons because ______.
rebates; 40 to 60 percent are not redeemed
To determine if consumers can recognize an ad, marketers often use a(n) _____ test.
recognition
Customers use rebates to ______.
recoup an identified amount of money following a single purchase
A rational appeal uses logic to make the consumer ______ the product, whereas an emotional appeal tries to make the consumer ______ the product.
think about; feel good about
Promotional tools directed to business to business (B2B) firms are called _____ sales promotions.
trade
Defining an advertising campaign's objectives involves determining ______.
what the campaign will accomplish
A team of rope manufacturers decides to focus their marketing efforts on young adults who do rock climbing and other outdoor activities that use their nylon ropes. Which step of building an advertising campaign does this represent?
Identifying the target audience
Which of the following would a reminder advertisement most likely do?
Notify consumers of a seasonal buying opportunity.
Which of the following would advertisers most likely do in a persuasive advertisement rather than in an informative or reminder advertisement?
Show a celebrity using a product.
What is one disadvantage of coupons?
They can be illegally copied.
Which of the following often happens with advertisers who use rational appeals?
They exaggerate claims.
Nonpersonal promotional communication about services, goods, or ideas that is paid for by the company identified in the communication is referred to as
advertising
An advertising _____ is a group of coordinated advertisements that share a single theme.
campaign
If a food company organizes a variety of commercials, giveaways, and slogans around the single theme of how healthy its kale is, the company is carrying out an advertising
campaign
Companies use data to inform their ______, although most large companies will hire firms, such as Nielsen, that specialize in that type of data.
campaign planning
A cell phone carrier has a commercial explaining that it offers service in places where other carriers do not and that it is priced about 20 percent lower than competitors. This advertisement is an example of a(n) _____ appeal.
rational
An appeal that uses logical arguments to make the viewer consider how a product's benefits make buying or using the product a good decision is known as a(n) _____ appeal
rational
In order to reinforce previous promotions of a product, ______ advertising attempts to keep the product before the public.
reminder
Loyalty programs allow customers to accumulate points or other benefits by _____
repeatedly using the same company
The marketers at Fun 'n Games, Inc., want to determine who will most likely buy their new board game. To do this, they conduct ______ by having children and adults of various ages play the game and then giving them a questionnaire that assesses how much they enjoyed playing it. Through this process, Fun 'n Games determines that adults and children age 12 and up are the ______ that will make up their target market.
research; customer segment
To prompt consumers to purchase boxes of his specialty chocolates, Jerome gives a free truffle to every customer who visits his shop. What type of sales promotion is Jerome using?
sample
Firms use ______, or trial portions of a product, to encourage consumers to purchase a product.
samples
Some firms choose to give away ______, which are trial portions of a product, to promote a product and encourage purchases. The main disadvantage of this marketing tool is that ______
samples; they can be expensive
The structure to settle disagreements in business without having to include government agencies is called
self-regulation
Marketers attempt to choose the correct advertising tools to match the _____ market of their advertising campaign.
target
The intended audience of an advertising campaign is known as the _____ market
target
Training is a(n) ______ sales promotion that includes elements such as ______.
trade; on-site demonstrations and brochures
Brochures or on-site demonstrations for retail and wholesale personnel that help them understand a product's benefits are examples of employee _____ activities.
training
According to the law, claims in advertising must be ______ and must also be ______.
truthful; evidence based
Select all of the typical areas of focus of a rational appeal.
Savings Environmental impact Health
Which of the following involves paying retailers for financial losses associated with the promotion of a product?
Allowances
Select all of the examples of informative advertising.
An advertisement conveys the time-saving benefits of using a kitchen gadget. An advertisement conveys the nutritional qualities of a new sports drink.
Which of the following is the best example of an advertising campaign?
A company does a series of TV ads about a new deodorant that conveys a unified message about the product.
What is a sample?
A trial portion of a product used to encourage product purchase
What involves paying retailers for financial losses associated with consumer sales promotions or reimbursing a retailer for an in-store or local expense to promote a specific product?
Allowances
How do marketers determine which customer segments will be part of their target markets?
By conducting research
What are the two types of advertising appeal?
Emotional and rational
The government agency created to enforce laws that prohibit profane and obscene content from being broadcast on television networks and radio is the ______. Multiple choice question.
Federal Communication Commission
Toward whom are employee sales promotions usually directed?
Frontline employees who deal with customers
Which of the following is a true statement about advertising?
It is communication that is paid for by a company.
Select all of the characteristics associated with informative advertising.
It makes people aware of various aspects of a product. It involves a great deal of expense. It's most useful when few companies offer similar products.
select all of the characteristics associated with reminder advertising.
It reinforces previous promotional activity. It is used to maintain market share. It is used as the product matures and declines.
Which of the following is an accurate statement about self-regulation in advertising?
It sets standards that go further than existing laws.
Customers of Poinciana Boutique have the option of creating a customer account that will allow the store to track their purchases. After customers who are signed up buy $1,000 worth of clothing and accessories, they receive a $50 gift card to spend as they please. What type of sales promotion does this example illustrate?
Loyalty program
Which of the following is an accurate statement about the role of marketers during the third step of an advertising campaign?
Marketers create advertisements to be used by a company.
During which step of designing and executing an advertising campaign are recognition and unaided recall tests used?
Measure the effectiveness of the advertising.
Which of the following is the last step in building an advertising campaign?
Measuring the effectiveness of the advertising
A well-known candy company releases a magazine ad just before Valentine's Day with the slogan "Sweets for your sweetheart." This type of ad would be considered ______ advertisement because it ______ an established brand.
a reminder; prompts consumers to keep in mind
Companies often use ______ to support other aspects of their ______.
a sales promotion; promotional mix
Firms sometimes use sales promotions that encourage customers to engage with the brand by giving them a chance to win something, such as money or the company's products. When these promotions involve customers competing against one another while demonstrating some sort of skill, they are called ______. When the promotions are based on chance, they are called ______.
contests; sweepstakes
Which of the following are documents that give the consumers who carry them a discount on a product?
coupons
The most common type of sales promotion is ______. One advantage of this type of sales promotion is ______.
coupons; firms can control their timing and distribution
During the third step of their advertising campaign, the marketers at HighWater use technology to ______ for the firm's new vitamin-enriched water product. At this step, the marketers must also ______.
create their ads; create message content
Lori is a marketer for a snack foods company. After reviewing the data about her target market, she determines that she must first educate consumers about her company's new product. This is an example of how data can be used to ______.
determine message strategy
A beer company uses a TV ad that shows a macho, sexy man who drinks only the company's brand of beer. This ad is an example of a(n) ______ appeal because it uses ______ to convince consumers to buy the product.
emotional; envy
By using advertising puffery, marketers present ______ that mislead consumers.
exaggerations
A count of how often a consumer is exposed to a promotional message is known as _____, while the percentage of the target market that has been exposed to the promotional message at least once during a specific period is known as _____
frequency, reach
Employee sales promotions are typically directed at ______ and come in the form of ______.
frontline employees; cash incentives or contests
Advertisements inform by ______.
increasing consumer awareness about a product
advertisements inform by ______.
increasing consumer awareness about a product
Gathering information to determine which media a target audience prefers to use is part of using data to ______.
inform campaign planning
The goal of ______ advertising is to develop early demand for a product or service.
informative
Companies sometimes use a sales promotion technique that involves allowing customers to accumulate points or other benefits as a result of making purchases from the company. One of the primary goals of these ______ is to ______.
loyalty programs; strengthen customer relationships
Select all of the traditional communication methods marketers use to convey their message to consumers.
magazines Radio television
Marketers decide which objective to follow based on the product and the ______.
needs of the target audience
Advertising that uses media to transmit a message to large numbers of people rather than sending a message to individuals face-to-face is known as _____ advertising.
non personal
LTN Company purchases TV time to communicate a message about a new product to at least 2 million viewers. LTN is using ______ advertising, which enables marketers to control how their message is ______.
paid; encoded
Making broad, exaggerated, or boastful statements about a product or service that are subjective rather than objective is known as advertising
puffery
When James goes on television and says he makes the best cookies in human history, it is an example of advertising ______.
puffery
