Ch 18 – Flashcard
17 test answers
Unlock all answers in this set
Unlock answers 17question
UNLIKE ADVERTISING, PUBLIC RELATIONS
answer
SUPPORTS PROMOTIONAL EFFORTS BY GENERATING FREE MEDIA ATTENTION
Unlock the answer
question
BECAUSE ADVERTISING IS THE MOST VISIBLE FORM OF MARKETING,
answer
MANY PEOPLE THINK OF MARKETING AND ADVERTISING AS SYNONYMOUS
Unlock the answer
question
GENERALLY, LESS MONEY IS SPENT ON ADVERTISING IN B2B MARKETS BECAUSE
answer
B2B MARKETING USUALLY INVOLVES A MORE PERSONAL SELLING
Unlock the answer
question
ADVERTISERS OFTEN FACE THE PROBLEM OF CONSUMERS
answer
-SCREENING OUT THEIR MESSAGE -NOT REACTING TO THEIR MESSAGE -NOT REMEMBERING THEIR MESSAGE -REMEMBERING THE MESSAGE BUT FORGETTING THE BRAND
Unlock the answer
question
First step in advertising campaign
answer
IDENTIFY THE TARGET AUDIENCE
Unlock the answer
question
GENERALLY SPEAKING, ALL ADVERTISING MESSAGES RE DESIGNED TO
answer
INFORM, PERSUADE, OR REMIND CUSTOMERS
Unlock the answer
question
THE FTC
answer
PRIMARY ENFORCEMENT AGENCY FOR MASS MEDIA ADVERTISING
Unlock the answer
question
REACH, FREQUENCY, IMPACT, AND CPM ARE ALL MOST CLOSELY ALIGNED WITH ______ MADE WHEN DEVELOPING AN ADVERTISING PROGRAM
answer
MEDIA DECISIONS
Unlock the answer
question
ADVERTISERS CAN DETERMINE HOW EFFECTIVE THEIR MEDIA MIX HAS BEEN IN REACHING THEIR TARGET AUDIENCE BY CALCULATING ____ OF THE ADVERTISING SCHEDULE
answer
TOTAL GRP
Unlock the answer
question
REACH, FREQUENCY AND IMPACT ARE ALL ____ MADE WHEN DEVELOPING AN ADVERTISING PROGRAM
answer
MEDIA DECISIONS
Unlock the answer
question
GENERALLY, WHEN ADVERTISING TO CONSUMERS, THE OBJECTIVE OF AN ADVERTISING CAMPAIGN IS
answer
A PULL STRATEGY- TO GET THE PRODUCT INTO STORES BY HAVING CONSUMERS DEMAND IT
Unlock the answer
question
FLORIDA HEAT PUMP IS OFFERING A SWEEPSTAKE. IT IS USING A
answer
PUSH STRATEGY
Unlock the answer
question
WHENEVER A MAJOR BEVERAGE COMPANY DEVELOPS A NEW PRODUCT, THEY ADVERTISE IT HEAVILY USING TELEVISION AND PRINT MEDIA. THESE ARE DESIGNED TO
answer
PULL THE PRODUCT INTO RETAIL STORES THROUGH CONSUMER DEMAND
Unlock the answer
