sb ch 18
Which claims would be considered puffery? (Choose every correct answer.) Multiple select question. "World's Best Coffee." "Better Ingredients. Better Burgers." "You Won't Be Fat Anymore." "Your Cravings Will Immediately Disappear."
"World's Best Coffee." "Better Ingredients. Better Burgers."
What is "Built Ford Tough" an example of?
A unique feature positioning
What is the most visible form of marketing communications?
Advertising
What type of appeal usually helps consumers understand the facts of a product and view the brand favorably?
An informational appeal
What is an example of a pull IMC strategy?
Budweiser buys 8 ads in the Super Bowl at $3M each.
What type of marketing involves commercial activity in which businesses and charities form a partnership to market an image, product, or service for their mutual benefit?
Cause-related
Suppose that for every pair of Nike shoes sold, Nike donates a percentage of the sales price toward funding high school athletics. Which type of marketing does this exemplify?
Cause-related marketing
What is the most important element to consider for firms that intend to use multiple media to deliver an advertisement?
Consistency
Which group is targeted by a pull strategy for sales promotion?
Consumers
What are some reasons that PR has become more influential? (Choose every correct answer.) Multiple select question. PR initiatives are mostly digital, whereas marketing initiatives are mostly print. Consumers have become increasingly skeptical of marketing claims. PR departments typically create more product ideas than marketing departments. PR is considered by many to be more credible than marketing.
Consumers have become increasingly skeptical of marketing claims. PR is considered by many to be more credible than marketing.
Imagine that you have been assigned to market a cleaning product. Which statement best describes the disadvantage of using coupons as a sales promotion strategy for such a product?
Consumers might stock up on the cleaning product now and not buy more later.
What type of advertising schedule has advertisers running their ads throughout the year?
Continuous
What are the three types of advertising schedules used by media planners?
Continuous, flighting, pulsing
At what stage does an advertiser decide how the message and appeal of an ad can be creatively translated into words, pictures, colors, and/or music?
Creation stage
What type of advertising appeal is aimed at creating a bond between the consumer and the brand?
Emotional
If an advertiser is assessing an advertisement's impact for the product after it has been advertised (posttesting), then in what activity is the advertiser most likely engaged?
Evaluating the overall sales changes in the product and/or service that was advertised
Coors Light, AT&T, and Intel are among many corporations that support the X Games. What term describes this support?
Event sponsorship
What is a popular PR tool through which corporations pay to attach their names to various cultural, sports, or entertainment activities?
Event sponsorship
Which federal agency has the general purpose of regulating interstate and international communications?
FCC
Which federal agency has the general purpose of regulating food, supplements, drugs, cosmetics, medical devices, biologics, and blood products?
FDA
Which federal agencies regulate advertising? (Choose every correct answer.)
FDA FTC FCC
The FTC, FCC, and FDA are essential federal agencies that help to regulate advertising. Match the federal agency with its specific jurisdiction. Instructions
FTC: Defines deceptive and unfair advertising practices FCC: Enforces laws that prohibit or limit obscene, indecent, or profane language FDA: Regulates package labeling and definition of terms (e.g., light, organic) and requires disclosure statements (e.g., warning labels, dosage requirements)
True or false: Advertisers assess a campaign only after the ad has run.
False
FCC stands for the
Federal Communications Commission
in which stage of the product life cycle is persuasive advertising most often used?
Growth
Which of the following is true of cross-promotion?
It is most successful when both firms have identical target markets.
What term is used to refer to additional sales for a product or service that are caused by advertising?
Lift
Which sales promotion tactic is a long-term strategy to retain customers?
Loyalty programs
Which promotions are considered long-term strategies for building customer faithfulness? (Choose every correct answer.) Multiple select question. Loyalty programs Contests Free samples POP displays
Loyalty programs Contests
Which of the following activities are part of public relations? (Select all that apply.) Multiple select question. Maintaining positive relationships with the media Building a positive image of the firm Handling distribution costs for products Handling unfavorable press Coming up with product claims in advertising
Maintaining positive relationships with the media Building a positive image of the firm Handling unfavorable press
While shopping online, you are given the option of free shipping if you add just six more dollars to your current total. Similar to the candy bars we grab at a grocery store's checkout aisle, this sales promotion, offered in the online checkout screen, is known as a
POP display
_______ refers to the evaluation of an advertisement's impact after it has already run. This is the final stage of assessment, where advertisers determine the sales and/or communication impact of the ad campaign.
Posttesting
What kind of promotion is a cereal company using when they advertise on a cereal's packaging that there is a free toy in the box?
Premium
What type of promotion is exemplified by a free perfume offer sent in the mail by Victoria's Secret?
Premium
Which items would typically be part of a PR toolkit? (Choose every correct answer.) Multiple select question. Press kits News releases Online coupons Brochures Rebates Annual reports
Press kits News releases Brochures Annual reports
In the movie Happy Gilmore, Adam Sandler becomes a spokesperson for Subway sandwiches. This is an example of which of the following sales promotion strategies?
Product placement
Lupita Nyong'o drew a lot of attention to the Ralph Lauren brand by wearing one of its cocktail dresses at the Golden Globes. Shortly after, Ralph Lauren enjoyed a spike in sales. What business activity is responsible for this phenomenon?
Public relations
Which of the following best characterizes the legal exaggeration of praise lavished on a product that stops just short of deception?
Puffery
_______ is the legal exaggeration of praise, stopping just short of deception.
Puffery
After making a purchase, consumers are sometimes offered the option of sending information to the seller in exchange for cash, thus lowering the final price of the item purchased. What is the term for this exchange?
Rebate
What type of a sales promotion strategy allows a buyer to redeem a portion of the purchase price from the manufacturer?
Rebate
Which statement about sales promotions strategies is true?
Sales promotion tools can be used with either a push or pull strategy.
What term is used to describe the special incentives offered by a firm to encourage customers to make a direct purchase?
Sales promotions
Which sales tactic offers potential customers the opportunity to try a product or service before they make a buying decision?
Sampling
Which type of sales promotion tactic is the distribution of free food products to customers at Costco?
Sampling
Delta ran a sales promotion that featured John Legend performing an in-flight concert. Participants had to purchase a Delta ticket in order for their names to be entered for a chance to win a seat on the concert plane. What type of sales promotions was Delta using?
Sweepstakes
Why is measuring the sales impact of an ad campaign difficult for firms?
The ad may not have been the only factor that influenced consumers' choices during the ad campaign.
True or false: Product placement uses products in nontraditional marketing situations.
True
True or false: Public service announcements are part of a PR toolkit.
True
True or false: The claim "Nobody has more experience than we do" would most likely be considered puffery.
True
True or false: When public relations people arrange for a celebrity to wear designer fashion, both parties benefit.
True
Which type of product's sales would be most likely to benefit most from using coupons?
Yogurt
3M had a "One Million Uses and Counting" promotion such that individuals would post a YouTube video showing their various uses for Post-it Notes for the chance to win a prize. This is an example of a
contest
A(n) _______ refers to a brand-sponsored competition that requires some form of skill or effort.
contest
A(n) _______ is an offer that reduces the price of specific items at the point at which the items are purchased.
coupon
Which type of sales promotion stimulates demand for both new and existing, mature products?
coupons
When two or more firms join together to reach a specific target market through a sweepstakes, coupon, or other promotion, this is known as ______.
cross-promotion
What type of promotion offers a short-term price reduction such as "buy one, get one free?"
deal
Using Blank______ as a type of sales promotion is beneficial because they can encourage consumers to try out a product at reduced risk, but they can be detrimental because they reduce perception of value for the product or service.
deals
If Burger King claims to have the top 1% of all hamburgers, the FTC would probably rule that claim as ______. However, if Burger King says that it has the best hamburgers in the world, the FTC would likely rule that claim as ______.
deceptive; puffery
As the cost of other forms of marketing communications has risen, PR has Blank______ in relevance for firms.
increased
The additional sales caused by advertising are known as a(n)
lift
As part of a sales promotion program, _______ programs are specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.
loyalty
One of the largest expenses in the advertising budget is the _______ buy, which refers to the actual purchase of airtime or print pages.
media
Product ______ is in some ways advantageous over traditional advertising in that it is more subtle and less aggressive in nature than if the brand were to simply run a typical commercial or other type of ad.
placement
Product ______ occurs when marketers display their products in nontraditional situations, such as in a scene in a movie or television show.
placement
an advertising ______ identifies the objectives of the advertising campaign and clarifies the strategies that will be used to accomplish the objectives.
plan
In the process of media _______ , an advertising firm evaluates and selects the media mix.
planning
POP displays stand for
point of purchase displays
A _______ is a type of promotion that offers an item for free or for a very low price to reward specific buyer behaviors, such as sampling or testing.
premium
What type of promotion offers an item for free or at an extreme bargain price to reward a specific buyer behavior?
premium
Public ______ involves the management of communications and relationships to achieve various objectives within a given firm or institution.
relations
When companies try to entice customers to make purchases by offering special incentives or excitement-building programs, including loyalty programs, contests, etc., they are using
sales promotion
Free samples and point-of-purchase displays are sales promotions designed to increase Blank______ sales.
short-term
A good guideline for knowing when a claim will be considered puffery versus deception is to examine how ______ the claim is
specific
A(n) ______ is a type of sales promotion that offers prizes based on a chance of drawing an entrant's name and requires nothing more than the purchase of a ticket or a filled-out form on the part of the consumer.
sweepstakes
Unlike a contest sales promotion, _______ do not require consumers to do anything other than buy a ticket or fill out a form for a chance to win some type of prize.
sweepstakes
Which are steps in the planning and execution of an ad campaign? (Choose every correct answer.) Multiple select question. Identify target audience. Set advertising objectives. Assess impact. Use any media available.
Identify target audience. Set advertising objectives. Assess impact.
While a product's impact is being tracked, in what activity is the advertiser most likely engaged?
Monitoring weekly sales for the product while the ad is run
A video game maker launches an ad campaign for a new game featuring a famous football player. After the advertisement has run its course, the company assesses how many copies of the game it sold during the campaign. What is this process called?
Posttesting
SoftBody Corp. is about to launch an ad campaign for a new product line of body washes. Before the first ad airs, managers examine all the elements of the campaign to make sure they are organized and integrated. What is this process called?
Pretesting
_______ refers to the assessments that are performed before an ad campaign is implemented in order to ensure that the various elements are integrated and effective.
Pretesting
What term is used to describe advertising focused on informing, persuading, or reminding consumers about the company's specific offerings?
Product-focused
Which type of advertising is used when the aim is to improve society and generate awareness about various issues?
Public service
IKEA maintains a steady level of advertising throughout the year but also tends to increase its advertising frequency in August, when college students are heading back to school. What is the name of this advertising schedule?
Pulsing
Which of the following media are most appropriate for trying to reach large numbers of anonymous audience members? (Check all that apply.) Multiple select question. Sales personnel Radio Niche websites Newspapers
Radio Newspapers
Television ads are generally seen by the largest audience, whereas print ads in magazines are seen by a much smaller audience. What type of media variation does this exemplify?
Reach
What are the objectives of all advertising campaigns? (Choose every correct answer.) Multiple select question. Create Warn Remind Persuade Inform
Remind Persuade Inform
What kind of advertising might firms use when products already have solid brand recognition and market acceptance and are in the maturity stage of their life cycles?
Reminder
Public service advertising is best categorized under the umbrella of what type of marketing?
Social marketing
Which type of marketing uses principles of marketing to raise awareness of social issues such as the environment or hunger?
Social marketing
Which is the best description of a good advertising campaign objective?
Specific and measurable
What is the best definition of media mix?
The combination of media used
What has been the result of changes in how consumers use media and the increase in the number of available communication channels?
The job of advertisers is more challenging.
Marketers work to determine the key message they want to send to whom?
The target audience
Which of the following products would benefit the most from a continuous type of advertising schedule?
Tide brand of laundry detergent
Imagine that McDonald's decides to run a print ad campaign for one month in a specific region's newspapers. While the ad is being run in the newspapers, McDonald's monitors any changes in weekly sales for their franchises in that specific region. What is this process called?
Tracking
True or false: Advertisers often use the total GRP to calculate how effective their media mix has been in reaching their target audience.
True
What does a firm employ when it wishes to set its product apart from competing products by persuading consumers that its product is special in some way?
Unique selling proposition
What is being measured when an advertiser assesses an advertisement's impact through pretesting?
Whether or not the various elements in the proposed ad match the intended message
The final product in an integrated marketing communications campaign (IMC), the one the consumer sees, is the
advertisement
unlike pr, ______ is a paid form of communication, delivered through media from an identifiable source.
advertising
A company will include the use of emotional appeal, such as fear, safety, or humor, to create a Blank______ between the customer and the brand.
bond
Sometimes minivan commercials are aired during Saturday morning cartoons. Advertisers are using these ads to build Blank______ awareness on the part of the children who may influence their parents' choice of minivans.
brand
Advertising campaigns for products that are in the maturity stage of their life cycles and have established market acceptance will often use ______ advertising to keep the products in the minds of consumers.
reminder
firms conduct market ______ to identify their target audience and to help set the tone for their advertising program.
research
A media planner creates an advertising _______ to specify the timing and duration of advertising.
schedule
In for an advertising program to succeed, the advertiser must accurately and effectively identify its ______ audience
target
Some advertising messages may be directed at portions of the audience who are not part of the marketer's ______ audience but who participate in the purchase process.
target
_______ refers to monitoring the key indicators while an advertisement is running, such as daily or weekly sales volume, to shed light on any problems with the message or the medium.
tracking
A common strategy to differentiate products is to employ the ______ selling proposition, which will be the common theme or slogan of the campaign.
unique
A common strategy to differentiate products is to employ the _______ selling proposition, which will be the common theme or slogan of the campaign.
unique
In which situations would a firm be most likely to use persuasive advertising? (Choose every correct answer.) Multiple select question. A product category where competition is intense A brand that the firm wishes to reposition A product category in the growth or early maturity stage of the product life cycle A product category where competition is not yet established
A product category where competition is intense A brand that the firm wishes to reposition A product category in the growth or early maturity stage of the product life cycle
Which factors should be considered in the process of determining an advertising budget? (Choose every correct answer.) Multiple select question. Advertising spending should depend on the previous year's sales volume. Advertising spending will fluctuate over the course of the product life cycle. The budget should be uniform for all products within the firm. The budget should be relatively uniform throughout the product's life. Firms must understand how advertising will help them meet objectives.
Advertising spending will fluctuate over the course of the product life cycle. Firms must understand how advertising will help them meet objectives.
What opportunities do niche media offer to advertisers? (Choose every correct answer.) Multiple select question. Appeal to people through international magazines Appeal to people through ads on the home page of specific Internet sites Appeal to people through national media buys Appeal to people through direct mailers
Appeal to people through ads on the home page of specific Internet sites Appeal to people through direct mailers
Which of the following best describes when an ad campaign should be assessed?
At all points of a campaign
What term describes the main text portion of a print ad?
Body copy
Which element of an ad is intended to elaborate on the interest generated by the visual and headlines?
Body copy
Which component of an ad is likely to contain the company logo?
Brand elements
Which part of an ad has the purpose of identifying the ad's sponsor?
Brand elements
Which products are best suited for a flighting advertising schedule?
Cadbury Easter eggs
Which step in the advertising process has become particularly difficult when trying to reach young consumers? Multiple choice question. Finding ad space online Coordinating with public relations Capturing their attention Having a large enough budget
Capturing their attention
Which element of advertising is critical, but carries the danger of overshadowing the overall message?
Creativity
In the second step taken to convey the message, what do marketers do?
Decide what appeal would be most effective
True or false: It is relatively easy to determine the sales impact of an advertising campaign.
False
True or false: The advertising budget should remain the same throughout the course of the product life cycle.
False
_______ refers to an advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising.
Flighting
In print advertising, what visual element is meant to draw the eye's attention first?
Headline
When developing an ad campaign firms must ensure that they apply many of the ______ strategies
IMC
Advertising is a paid form of communication, delivered through media from an identifiable source, about which of the following? (Choose every correct answer.) Multiple select question. Medium Idea Service Product
Idea Service Product
Which is NOT an appropriately stated objective for an advertising campaign? Multiple choice question. Increase the company's profitability. Increase brand awareness by 30% in the next year. Increase market share to 10% within a year. Increase product sales by 10% in the next three months.
Increase the company's profitability.
Which major types of appeals are used by advertisers? (Choose every correct answer.) Multiple select question. Informational Persuasive Hypothetical Emotional
Informational Emotional
When an advertising campaign for a new product is first launched, which type of advertising would be most helpful in building awareness?
Informative
Which type of advertising has the goal of ensuring that customers know about the arrival of new merchandise?
Informative
______ advertising is generally used during the early stages of a product's life cycle to create and build brand awareness. It can also be used by retailers to let customers know of the product's arrival in the store.
Informative
Which type of advertising focuses on promoting an organization or business as a whole rather than specific goods or services?
Institutional
What is another term for maintaining consistency across styles when using multiple media?
Integrated marketing
Which of the following are true of an advertising plan? (Check all that apply.) Multiple select question. It analyzes the marketing and advertising situation. It typically follows the same strategies for all campaigns. It indicates how a firm can determine whether the campaign was successful. It identifies the objectives of the advertising campaign.
It analyzes the marketing and advertising situation. It indicates how a firm can determine whether the campaign was successful. It identifies the objectives of the advertising campaign.
Which of the following is true of advertising? Multiple choice question. It is sometimes free for businesses. It is the most visible form of marketing communications. Its source is sometimes unknown. It can be purely informational and not persuasive.
It is the most visible form of marketing communications.
Television is one of the most effective media outlets an advertiser can use in executing an ad campaign. There are, however, downsides to using this approach. What are some disadvantages of using television? (Choose every correct answer.) Multiple select question. It may increase awareness of competitors' products. It is expensive to use. It is relatively inflexible. It does not reach a lot of people.
It may increase awareness of competitors' products. It is expensive to use.
Which characteristics must a brand possess in order for a product to be successful? (Choose every correct answer.) Multiple select question. It must be sustainable over time. It must have little competition. It must be meaningful to the consumer. It must have a limited life cycle.
It must be sustainable over time. It must be meaningful to the consumer.
______ media channels, which include radio and television, are a good way to reach large numbers of anonymous audience members.
Mass
In creating a good advertisement, what must the execution style match?
Medium and objectives
Which groups will a producer focus on when implementing a push strategy? (Choose every correct answer.) Multiple select question. Wholesalers Customers Salespeople Retailers
Wholesalers Salespeople Retailers
Advertisers combine two main types of appeals: informational and
emotional
Informational appeals are designed to help consumers make purchase decisions by offering
factual information that paints the product in a favorable and desirable way
The large type in an ad that is designed to draw attention is called a
headline
Which media outlet is a good choice for grocery and fast food advertisements because many consumers decide what to buy while enroute to the store?
radio
Place the steps in planning and executing an ad campaign in order, from the first step at the top to the last step at the bottom.
identify the target audience set advertising objectives determine the advertising budget convey the message evaluate and select media create advertisement assess impact
During the early stages of a product's life cycle, ______ advertising should be used in order to create and build brand awareness.
informative
When looking at an ad, you should be able to determine if the ad is persuading, ______, or reminding customers.
informing
The Ecomagination campaign, launched by GE, used ______ advertising to appeal to consumers interested in cleaner technologies and green brands.
institutional
When a company uses its advertising budget to purchase airtime or print pages, it is conducting a(n) _______ buy
media
When an advertiser is in the process of creating an ad and debates whether to run the ad on television or in print, the advertiser is deciding on which ______ to use.
medium
Firms must provide the target audience with reasons to purchase their products or services. These reasons are conveyed through the
message
The ______ provides the target audience with reasons to respond in the desired way.
message
In general, ______ media is used when trying to reach a narrow segment with unique demographic characteristics or interests.
niche
One of the primary characteristics of advertising is that advertising is a ______ form of mass communication.
paid
The Kleenex advertising campaign to remind customers to keep a tissue with them is an example of ______ - focused advertising
product
_______ service advertising represents a form of social marketing undertaken to address social issues.
public
A Blank______ strategy is designed to motivate consumers to demand products and force the channel to carry and sell the brand, whereas a Blank______ strategy relies on the channel members to move the brand.
pull; push
A(n) ______ advertising schedule combines the continuous and flighting schedules by maintaining a consistent base level of advertising with periodic increases in advertising intensity at strategic time periods.
pulsing
a(n) ______ strategy is designed to increase demand by motivating sellers, wholesalers, distributors, or salespeople to highlight the product rather than the products of a competitor.
push
