MARK 3000 Chapter 18 – Flashcards
Unlock all answers in this set
Unlock answersquestion
The difference between advertising and publicity is that advertising is
answer
a paid form of marketing communication.
question
Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to
answer
identify the target audience.
question
For an advertiser, the target audience can be understood as
answer
consumers whom its research designates as its target market.
question
Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to
answer
persuade consumers to take action.
question
In very simple words, advertising is really about
answer
getting consumers' attention.
question
Because advertising is the most visible form of marketing,
answer
many people think of marketing and advertising as synonymous.
question
To get us to remember their ad and the product or brand in the ad, advertisers must first
answer
get our attention.
question
Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer. Yesenia's first concern will be to
answer
get consumers' attention.
question
Brent is working on an advertising campaign to promote downtown businesses. He knows the increasing number of advertising communication channels available and changes in consumers' media usage
answer
makes his job more difficult.
question
The __________ stage of the advertising campaign planning process can be described by the question, "Who are we trying to talk to?"
answer
identifying target audience
question
Greg is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on
answer
how well he can identify his target audience.
question
After using market research to identify the target audience for his advertising campaign, Jorge will next use this information to
answer
set explicit and measurable objectives for the campaign.
question
Generally speaking, all advertising messages are designed to
answer
inform, persuade, or remind customers.
question
Yana has identified the target audience for her line of Russian jewelry. For optimum success, she is creating an advertising plan that will
answer
clarify the specific goals that the advertising is designed to accomplish.
question
An advertising plan is crucial to an ad campaign because it
answer
will later be used to measure the success or failure of the campaign.
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.
question
Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to
answer
pull the product into retail stores through consumer demand.
question
Florida Heat Pump Manufacturing Company is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least twenty units this year. Florida Heat Pump is using a __________ promotional strategy.
answer
push
question
Anne's Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering their product. Anne's is using a __________ strategy.
answer
push
question
After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to __________, __________, or __________ potential and/or existing students.
answer
inform, persuade, remind
question
Informative advertising is used to
answer
create and build brand awareness.
question
"Now available. The latest fall fashions." is an example of a(n) __________ advertising message.
answer
informative
question
When a product has gained a certain level of brand awareness, firms use __________ advertising to motivate consumers to take action.
answer
persuasive
question
Which of the following is the best example of a persuasive advertising message?
answer
"Buy now, pay later."
question
P&G's Tide laundry detergent has been around since 1948 and is still a market leader. P&G has used __________ advertising to reposition Tide several times over the product's life, trying to motivate new consumer segments to use the product.
answer
persuasive
question
Persuasive advertising is often used when competition
answer
is most intense.
question
Reminder advertising is primarily used to
answer
prompt repurchase of a product.
question
Which of the following is the best example of a reminder advertising message?
answer
"Doing business in Peoria since 1848."
question
Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of _________ advertising.
answer
reminder
question
Campbell's soup Company ran a series of radio ads tied to local weather forecasts. Before an impending storm, the ads said "Time to stock up on Campbell's soup." During the storm, the ads said, "Stay home and stay warm with Campbell's soup." The first ad was __________ advertising, whereas the second ad was __________ advertising.
answer
persuasive; reminder
question
The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins that boogied to the song, "I Heard It Through the Grapevine." The ads, which were hugely popular and which gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of
answer
institutional advertising.
question
A __________ is an advertisement that focuses on public welfare issues.
answer
public service announcement
question
First Lady Michelle Obama has recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity. This message is an example of
answer
a public service announcement.
question
Because PSAs are a special class of advertising, FCC rules require
answer
broadcasters to devote a specific amount of free time to them.
question
An advertisement featuring a cartoon Smokey the Bear saying "only you can prevent wildfires" is an example of a successful
answer
public service announcement.
question
Regardless of the objective of an advertising campaign, each campaign's objectives must be
answer
specific and measurable.
question
Generally, less money is spent on advertising in B2B markets because
answer
B2B marketing usually involves more personal selling.
question
Which of the following is NOT a major consideration in determining an advertising budget?
answer
the budgeting method used
question
Steve is working on the message to convey in his firm's advertising campaign. As a starting point, Steve should first consider
answer
touting the key benefits of his firm's services.
question
When developing an advertising message, the message should focus on
answer
solving problems for consumers.
question
The advertising message admonition, "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes," suggests that advertising messages need to
answer
focus on solving problems.
question
Neville is trying to create an advertising message that tells consumers how his company's cell, pager, instant messaging, and Internet services differ from other alternatives in the market. Neville is trying to create a(n)
answer
unique selling proposition.
question
Walmart's "Everyday low prices" selling proposition is effective primarily because it is
answer
meaningful to the consumer.
question
__________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services.
answer
Informational
question
Estella is trying to create an advertising message that communicates the tangible features of her company's laptop computers, telling consumers about the relative advantages of her products as compared to other offerings in the market. Estella is trying to create a(n) __________ appeal.
answer
informational
question
Jamara knows that his spring-break travel packages are the best deal on campus. He also knows his competitor is sloppy, often waiting until the last minute to provide the needed tickets and documents to students buying his island packages. Jamara wants to develop an advertising message that emphasizes the key benefits he provides. He will develop a(n) __________ appeal.
answer
informational
question
Danielle is creating an advertising message designed to appeal to consumers' fears of having their home broken into. Danielle's message will focus on a(n) __________ appeal.
answer
emotional
question
The key to a successful emotional advertising appeal is to use the emotion to
answer
create a bond between the consumer and the brand.
question
An emotional appeal aims to satisfy consumers' __________, whereas an informational appeal speaks to consumers' __________.
answer
personal desires; utilitarian needs
question
Automobile manufacturers often use television advertising showing an attractive man or woman driving the manufacturer's stylish new car on a winding road along an ocean vista. These types of ads have __________ appeal.
answer
emotional
question
Which of the following is likely the LEAST common emotional appeal for advertisers?
answer
anger
question
The content of an advertising message is closely tied to
answer
the characteristics of the media selected to carry the message.
question
The __________ is the combination of media used and the frequency of advertising in each medium.
answer
media mix
question
Ashley was nervous about making the ___________. She knew it was likely to be the largest expense in the advertising budget.
answer
media buy
question
When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail advertising. This combination of advertising outlets represents Microsoft's
answer
media mix.
question
Generally, which of the following is the most expensive media buy?
answer
television
question
In addition to Spanish-language media, which of the following mediums are experiencing significantly growing advertising expenditures?
answer
Internet
question
Which of the following is the best example of a mass media advertising channel?
answer
USA Today
question
One of the advantages of niche media is that it often allows marketers to
answer
change and personalize messages for different audiences.
question
__________ is a particularly good advertising medium for groceries and fast food.
answer
Radio
question
Advertisers can determine how effective their media mix has been in reaching their target audience by calculating __________ of the advertising schedule.
answer
the total GRP
question
How does an advertiser calculate the GRP?
answer
reach times frequency
question
Advertising in which medium relies on a mix of visual and auditory techniques?
answer
television
question
A ____________ advertising schedule uses heavy advertising during some periods followed by periods of no advertising.
answer
flighting
question
A ____________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising.
answer
pulsing
question
For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a __________ advertising schedule.
answer
continuous
question
Tyler runs a parasailing business on Hilton Head Island, South Carolina. Tyler closes his business in winter when the water gets too cold. Tyler should use a __________ advertising schedule.
answer
flighting
question
Gypsy just bought a gift and jewelry store on Main Street. She knows from the previous owner that almost 60 percent of her sales take place during the Christmas holiday season, with the other 40 percent of sales evenly distributed over the rest of the year. Gypsy will probably use a __________ advertising schedule.
answer
pulsing
question
After the advertiser has decided on the message, type of ad, and appeal, its attention now shifts to
answer
creation of the advertisement.
question
In the create advertisements step when planning and executing an ad campaign, often the execution style for the ad will
answer
dictate the type of medium used to deliver the message.
question
Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver
answer
a consistent and compelling message.
question
Regina just bought a gourmet bagel store. She is working with a freelance graphic artist who is designing her logo and print advertisements. Regina is spending days looking over the various designs and color options. She needs to remember that the creative aspect of advertising design
answer
should not overshadow the message.
question
The execution style of an advertising message must
answer
match the medium and the objectives.
question
Brad is working on the creative design for his company's new ad campaign. This is his first major assignment. His boss reminds him that when writing a headline, it should
answer
be short and use simple words.
question
Jennifer has worked for many years reviewing and approving print ads for her firm. She has memorized a checklist of key points to review. Which of the following would NOT be on her checklist?
answer
photo credits
question
The major text portion of a print advertisement that should arouse a desire for the product and move the consumer to action is contained in the
answer
body copy.
question
The effectiveness of an advertising campaign is assessed during the campaign by
answer
tracking.
question
Marketers __________ an advertising campaign to ensure that various elements of the campaign will work in an integrated fashion and do what they are intended to do.
answer
pretest
question
Jami is managing an extended advertising campaign for a local convenience store chain. The campaign includes a series of television, radio, and print messages. As part of monitoring the campaign, Jami will keep track of
answer
the daily and weekly sales volume.
question
Thomas had conducted a thorough pretest before the new ad campaign, so he was fairly sure the elements would work together. A lot was riding on the success of the ad campaign, so he couldn't wait until the campaign was over to see how well it did. During the campaign, he will be monitoring the sales volumes on a daily basis as part of his
answer
tracking.
question
In the early stages of an ad campaign, the objectives are established. To determine whether those objectives have been met, the marketer will
answer
posttest.
question
The additional sales that can be attributed to an advertising campaign are known as
answer
lift.
question
In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to
answer
protect consumers from deceptive practices.
question
Which of the following is NOT one of the federal agencies that regulate advertising activities?
answer
FRS
question
The __________ is the primary enforcement agency for mass media advertising.
answer
FTC
question
Brett has developed a vitamin-enriched crouton in crazy colors that can be added to children's salads to make them more nutritious and fun. She'd like to ethically advertise the product directly to the children, so she is examining
answer
the Better Business Bureau's Children's Advertising Review Unit guidelines.
question
The head of the marketing area told Alex to find the most stringent federal regulations on advertising to create the toughest standards. "If we can pass those, we should be able to get by all regulations." One real problem is
answer
state regulations are not always consistent with federal standards.
question
U.S.-based global marketers have often found that
answer
EU advertising laws are more restrictive than those in the United States.
question
Which of the following is the best example of puffery?
answer
"You have tried the rest, now try the best."
question
Unlike advertising, public relations
answer
supports promotional efforts by generating free media attention.
question
Gretchen has just started as a fashion marketing intern for an up-and-coming design firm. She expected to begin right away implementing the four Ps she had learned about in class. Instead, she was asked to work on a project identifying important events where celebrities might wear the fashions. Gretchen soon realized that this activity was part of __________, directly related to marketing.
answer
public relations
question
Which of the following is NOT true about public relations?
answer
With the growth of the Internet, PR is quickly losing its impact.
question
Kevin is recognized by his friends as an activist on many fronts. He prefers to buy products from firms that will donate part of the total purchase price to organizations he supports. Marketers recognize that this approach can be an important competitive tool; it is called
answer
cause-related marketing.
question
Which of the following is NOT a public relations tool?
answer
coupons and rebates
question
__________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs.
answer
Sales promotions
question
Sarah goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Paige doesn't read newspapers, let alone look through them for coupons. But Paige filled out a form from inside a cereal box entering her in a drawing for free exercise equipment. What kind of sales promotion reached Paige?
answer
sweepstakes
question
"Buy one, get one free" is a __________ sales promotion.
answer
deal
question
Chet was struggling selling his golf photography outside a PGA event. When he offered a tee shirt with a golf photograph on it with any framed golf photo, sales picked up. Chet discovered the value of sales promotions—specifically _________—in encouraging customers to buy.
answer
premiums
question
Firms are willing to offer generous rebates because
answer
rebates increase sales, but few customers actually apply for the rebate.
question
Actress Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes. She was probably objecting to a __________ arrangement the film company had made with an advertiser.
answer
product placement
question
Special in-store displays for magazines and chewing gum are most likely to be effective if located
answer
product placement
question
__________ is when two or more firms join forces to reach a target audience in a short-term effort.
answer
Cross-promotion
question
Traditionally, marketers have seen the role of __________ as generating short-term results, whereas the goal of __________ was to lead to long-term results.
answer
sales promotion; advertising
question
Cross-promotion is most successful when
answer
the two products appeal to the same target market.
