Quiz for chapter 18 & 19 – Flashcards
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Anne's Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering their product. Anne's is using a ________________ strategy.
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Push
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A _________________ is an advertisement that focuses on public welfare issues.
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Public Service Announcement
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The selling proposition communicated by advertising needs to be:
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Supportive of repetition, meaningful to the consumer, and unique to the brand
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During the marketing communication process, an advertising agency encodes the marketing message for Home Depot by creating a print media ad. In this case, the advertising agency is acting as the:
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transmitter
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Reaching the right audience with marketing communication is becoming more difficult because:
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The media environment has become more complicated
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Integrated marketing communications represents the _____________________P in the four P's of a firms marketing mix
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Promotion
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Sales promotions include
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coupons, free samples and point-of-purchase displays
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Personal selling is an especially important part of IMC in:
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Business to Business marketing
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"You have tried the rest, now try the best"
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Best example of puffery
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The __________ is the primary federal agency regulating television, radio, and other electronic advertising
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FCC
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To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). TO do so, they need to know the number of clicks and:
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The number of impressions
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All advertising messages are designed to
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inform, persuade, or remind customers
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For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers use a ____________ advertising schedule
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Continous
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Often advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver
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A consistent compelling message
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The basic goal of integrated marketing communications is to:
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Communicate the value proposition to the target market
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the AIDA model explains how marketing communications work to influence consumers buy behavior. What do the letters AIDA stand for, in the correct order?
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Attention, Interest, Desire, Action
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"buy one, get one free" is a ________ sales promotion
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deal
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Generally when advertising to consumers the objective of an advertising campaign is
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a pull strategy-to get the product into stores by having consumers demand it
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Compared to mass media advertising, a key advantage of direct marketing is
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it allows for personalization of the message
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The _____________________ means that consumers need multiple exposures to a particular marketing communication before they respond to the message
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The Lagged Effect
