Week 10

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? Evaluation stage Creation stage Scheduling stage Implementation stage

Creation stage

In the second step taken to convey the message, what do marketers do? Determine who the target audience is Decide what appeal would be most effective Decide how many staff are needed for the project Calculate how much the project will cost

Decide what appeal would be most effective

Which federal agency has the general purpose of regulating food, supplements, drugs, cosmetics, medical devices, biologics, and blood products? FAA FTC FCC FDA

FDA

in which stage of the product life cycle is persuasive advertising most often used? Decline Growth Introduction Late maturity

Growth

What are key components of an advertising plan? Indicate how the firm can determine whether the campaign was successful Follow the same strategies for all campaigns Identify the objectives of the advertising campaign Analyze the marketing and advertising situation

Indicate how the firm can determine whether the campaign was successful Identify the objectives of the advertising campaign Analyze the marketing and advertising situation

Which major types of appeals are used by advertisers? (Choose every correct answer.) Hypothetical Persuasive Informational 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? Persuasive Informative Reminder Rebate

Informative

Which of the following is true of cross-promotion? It creates a new target market by combining two separate markets. It is most successful when both firms have identical target markets. It eliminates the need to identify a target market. It is most successful when both firms have very different target markets.

It is most successful when both firms have identical target markets.

Which media are most appropriate for trying to reach large numbers of anonymous audience members? (Choose every correct answer.) Newspapers Niche websites Radio Sales personnel

Newspapers Radio

What term is used to describe advertising focused on informing, persuading, or reminding consumers about the company's specific offerings? Issue-based Brand Institutional Product-focused

Product-focused

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? Television Radio Billboard Print

Radio

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? Image Informative Persuasive Reminder

Reminder

What term is used to describe the special incentives offered by a firm to encourage customers to make a direct purchase? Trade promotions Consumer "pitches" Public relations Sales promotions

Sales promotions

Marketers work to determine the key message they want to send to whom? The competition Stockholders The advertising team The target audience

The target audience

Unlike PR, ____ is a paid form of communication, delivered through media from an identifiable source.

advertising

Which type of sales promotion stimulates demand for both new and existing, mature products? product placements contests coupons samples

coupons

_____ media channels, which include radio and television, are a good way to reach large numbers of anonymous audience members.

mass

One of the largest expenses in the advertising budget is the ____ buy, which refers to the actual purchase of airtime or print pages

media

When a company uses its advertising budget to purchase airtime or print pages, it is conducting a(n) ______ buy. media competitive GRP IMC

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. text medium message headline

medium

Firms must provide the target audience with reasons to purchase their products or services. These reasons are conveyed through the ______. AIDA model push strategy budget message

message

The ____ provides the target audience with reasons to respond in the desired way.

message

One of the primary characteristics of advertising is that advertising is a ______ form of mass communication. nonprofit promotional paid limited

paid

An advertising ____ identifies the objectives of the advertising campaign and clarifies the strategies that will be used to accomplish the objectives.

plan

The Kleenex advertising campaign to remind customers to keep a tissue with them is an example of _____-focused advertising.

product

Public ____ involves the management of communications and relationships to achieve various objectives within a given firm or institution.

relations

Advertising campaigns for products that are in the maturity stage of their life cycles and have established market acceptance will often use ____ ads 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

In order for an advertising program to succeed, the advertiser must accurately and effectively identify its ____ audience.

target

What type of advertising schedule has advertisers running their ads throughout the year? Continuous Intermittent Pulsing Flighting

Continuous

In which situations would a firm be most likely to use persuasive advertising? (Choose every correct answer.) A product category where competition is intense A brand that the firm wishes to reposition A product category where competition is not yet established A product category in the growth or early maturity stage of the product life cycle

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 products would benefit most from a continuous type of advertising schedule? Purdue turkeys Coppertone sunscreen K2 snowboards Bud Lite beer

Bud Lite beer

Advertisers combine two main types of appeals: informational and ____.

emotional

True or false: Advertisers assess a campaign only after the ad has run.

false

True or false: The advertising budget should remain the same throughout the course of the product life cycle.

false

During the early stages of a product's life cycle, _____ advertising should be used in order to create and build brand awareness.

informative