Marketing Chapter 18 – Flashcards
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The objective of __________ advertising is to persuade the target market to select the firm's brand rather than that of a competitor.
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competitive
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Institutional advertisements are:
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advertisements that build goodwill or an image for an organization rather than promote a specific good or service.
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An institutional advocacy advertisement:
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states the position of a company on an issue.
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To eliminate possible bias that might result from subjective judgments about some population segments, the Federal Communications Commission (FCC) suggests that:
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advertising program decisions should be based on market research about the target audience.
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Which of the following statements describes a potential problem when using humorous appeals in advertising?
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Humor tends to wear out quickly, boring the consumer.
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A reference number used by advertisers that is obtained by multiplying reach (expressed as a percentage of the total market) by frequency, is referred to as:
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gross rating points (GRPs).
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One of the advantages associated with radio as an advertising medium is that it:
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is a segmented medium.
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Which of the following is a trend that influences newspapers today?
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Online versions of local and national newspapers are growing.
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Yellow pages as an advertising medium there is the proliferation of directories in many cities. have all of the following advantages except:
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there is the proliferation of directories in many cities.
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Billboard advertising is most effective for __________ advertising.
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reinforcement
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Continuous scheduling would most likely be used for advertising __________.
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bathroom cleaner
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Which of the following is an example of a pretest?
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portfolio test
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Portfolio tests refer to
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placing a test ad in a collection with several other ads, asking consumers to read through them, and then asking for their impressions of the ads.
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A few years ago, Young and Rubicam, Inc. developed the "Softer Side of Sears" campaign to target middle-income women. This agency provided marketing research, media selection, copy development, artwork, and production services for Sears. Young and Rubicam is an example of a(n):
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full-service advertising agency.
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There are five common approaches to posttests: aided recall, unaided recall, attitude tests, inquiry tests, and __________.
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sales tests
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Which of the following statements about attitude tests is most accurate?
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In an attitude test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised.
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Which of the following is not a consumer-oriented sales promotion?
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Merchandise allowance
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The offer of one free pizza with the purchase of two pizzas at the regular price might appeal to you. This offer is an example of a __________.
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consumer-oriented sales promotion
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For marketers, the primary objective of a premium is to:
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encourage customers to return frequently or to use more of the product.
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National sales meetings sponsored by the manufacturer and field visits to a reseller's location to inform and motivate salespeople to sell the products are considered forms of:
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salesforce training
