Quiz for chapter 18 & 19 – Flashcards

Unlock all answers in this set

Unlock answers
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
A _________________ is an advertisement that focuses on public welfare issues.
answer
Public Service Announcement
question
The selling proposition communicated by advertising needs to be:
answer
Supportive of repetition, meaningful to the consumer, and unique to the brand
question
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:
answer
transmitter
question
Reaching the right audience with marketing communication is becoming more difficult because:
answer
The media environment has become more complicated
question
Integrated marketing communications represents the _____________________P in the four P's of a firms marketing mix
answer
Promotion
question
Sales promotions include
answer
coupons, free samples and point-of-purchase displays
question
Personal selling is an especially important part of IMC in:
answer
Business to Business marketing
question
"You have tried the rest, now try the best"
answer
Best example of puffery
question
The __________ is the primary federal agency regulating television, radio, and other electronic advertising
answer
FCC
question
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:
answer
The number of impressions
question
All advertising messages are designed to
answer
inform, persuade, or remind customers
question
For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers use a ____________ advertising schedule
answer
Continous
question
Often advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver
answer
A consistent compelling message
question
The basic goal of integrated marketing communications is to:
answer
Communicate the value proposition to the target market
question
the AIDA model explains how marketing communications work to influence consumers buy behavior. What do the letters AIDA stand for, in the correct order?
answer
Attention, Interest, Desire, Action
question
"buy one, get one free" is a ________ sales promotion
answer
deal
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
Compared to mass media advertising, a key advantage of direct marketing is
answer
it allows for personalization of the message
question
The _____________________ means that consumers need multiple exposures to a particular marketing communication before they respond to the message
answer
The Lagged Effect
Get an explanation on any task
Get unstuck with the help of our AI assistant in seconds
New