Chapter 1

Question 1

Advertising

Answer 1

is a paid, mass-mediated attempt to persuade

Question 2

Mass-mediated

Answer 2

delivered through a communication medium designed to reach more than one person, typically a large number—or mass—of people

Question 3

Attempt to persuade

Answer 3

The ad informs the consumer for some purpose, and that purpose is to get the consumer to like the brand and, because of that liking, to eventually buy the brand

Question 4

Integrated brand promotion (IBP)

Answer 4

is the process of using a wide range of promotional tools that work together to create widespread brand exposure. It is brand focused.

Question 5

Advertisement

Answer 5

a specific message that an organization has placed to persuade an audience

Question 6

Advertising campaign

Answer 6

a series of coordinated advertisements and other promotional efforts that communicate a single theme or idea

Question 7

A model of mass-mediated communication

Answer 7

The source = is the originator or creator of the content

Accommodation and negotiation = are the ways in which consumers interpret ads, decoding what the source has encoded

Clutter = is the sheer number and diversity of brand messages to which you’re exposed every day in every medium

Reception = encoding and decoding

Question 8

Audience

Answer 8

a group of individuals who may receive and interpret messages sent from advertisers through mass media

Question 9

Target audience

Answer 9

a particular group of consumers singled out for an advertisement or IBP campaign

many specifically target these categories:
household consumers, members of business organizations, members of a trade channel, professionals, and government officials and employees

Question 10

Audience categories - five types of audiences for advertising:

Answer 10

Household consumers, Members of business organizations, Members of a trade channel, Professionals, Government officials and employees

Question 11

Household consumers

Answer 11

the most conspicuous of the five types of audiences for advertising; most mass media advertising is directed at them

Question 12

Members of business organizations

Answer 12

the focus of advertising for firms that produce business and industrial goods and services such as office equipment, production machinery, supplies, and software

Question 13

Members of a trade channel

Answer 13

the retailers, wholesalers, and distributors targeted by producers of both household and business goods and services
promotional tool used most often here is personal selling because this audience represents a relatively small, easily identifiable group

Question 14

Professionals

Answer 14

defined as doctors, lawyers, accountants, teachers, or any other professionals who require special training or certification
the language and images used in advertising to this target audience often rely on esoteric terminology and unique circumstances that members of professions readily recognize
mostly done through trade publications

Question 15

Government officials and employees

Answer 15

includes employees of government organizations, such as schools and road maintenance operations, at the federal, state, and local levels
advertising to this target audience is dominated by direct mail, catalogs, personal selling, and Web advertising

Question 16

Global advertising

Answer 16

developing and placing advertisements with a common theme and presentation in all markets around the world where the firm’s brands are sold
very few brands can do this
is effective only when a brand and the messages about that brand have a common appeal across diverse cultures

Question 17

International advertising

Answer 17

the preparation and placement of advertising in different national and cultural markets, outside the home market

Question 18

National advertising

Answer 18

advertising that reaches all geographic areas of one nation

Question 19

Regional advertising

Answer 19

advertising that reaches all geographic areas of one nation

Question 20

Local advertising

Answer 20

advertising directed at an audience in a single trading area, either a city or state

Question 21

cooperative advertising (co-op advertising)

Answer 21

the sharing of advertising expenses between national advertisers and local merchants.

Question 22

The role of advertising relates to four important aspects of the marketing process undertaken by every organization:

Answer 22

1. contributing to the marketing mix,
2. developing and managing the brand,
3. achieving effective market segmentation, differentiation, and positioning, and
4. contributing to revenue and profit generation

Question 23

Marketing

Answer 23

the activity, set of institutions, and process of creating, communicating, delivering, and exchanging offerings that benefit consumers, clients, partners, and society

Question 24

Marketing mix

Answer 24

the blend of the four responsibilities of marketing—conception, pricing, promotion, and distribution—used for a particular idea, product, or service

Question 25

Brand

Answer 25

a name, term, sign, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers

Question 26

Advertising affects brand development and management in 5 important ways:

Answer 26

1. Information and Persuasion
2. Introduction of New Brand or Brand Extension
3. Building and Maintaining Brand Loyalty among Consumers
4. Creating an Image and Meaning for a Brand
5. Building and Maintaining Brand Loyalty Within the Trade

Question 27

brand extension

Answer 27

an adaptation of an existing brand to a new product area; also known as brand variant

Question 28

brand loyalty

Answer 28

a decision-making mode in which consumers repeatedly buy the same brand of a product as their choice to fulfill a specific need

Question 29

brand equity

Answer 29

developed by a firm that creates and maintains positive associations with the brand in the mind of consumers, building brand loyalty

Question 30

The Role of Advertising in Market Segmentation, Differentiation, and Positioning: External Position

Answer 30

the competitive niche a brand pursues

Question 31

The Role of Advertising in Market Segmentation, Differentiation, and Positioning: Internal Position

Answer 31

the niche a brand achieves with regard to the other similar brands a firm markets
Effective internal positioning is accomplished by developing vastly different products within the firm’s own product line

Question 32

Advertising can help create pricing flexibility by

Answer 32

(1) contributing to economies of scale and

(2) helping create inelasticity (insensitivity) of demand to price changes

Question 33

purpose-driven marketing

Answer 33

marketing (including advertising and IBP) that helps the organization achieve its long-term social purpose

Question 34

Primary demand stimulation

Answer 34

using advertising to create demand for a product category in general

challenging and costly
only works for new products not mature products

Question 35

selective demand stimulation

Answer 35

using advertising to stimulate demand for a specific brand within a product category

Question 36

Direct-response advertising

Answer 36

advertising that asks the receiver of the message to act immediately

Question 37

Delayed-response advertising

Answer 37

advertising that relies on imagery and message themes to emphasize the benefits and satisfying characteristics of a brand

Question 38

Corporate advertising

Answer 38

advertising intended to establish a favourable attitude toward a company as a whole, not just toward a specific brand

Question 39

Brand advertising

Answer 39

advertising that communicates the specific features, values, and benefits of a particular brand offered for sale by a particular organization

Question 40

Institutional advertising

Answer 40

corporate advertising that takes place in the trade channel. This form of advertising is used most prominently by retailers

Question 41

Advertising’s Effect on Gross Domestic Product

Answer 41

As demand for these new products grows, this consumer spending fuels retail sales, housing starts, and corporate investment in finished goods and capital equipment—all part of a nation’s GDP

Question 42

Value

Answer 42

A perception by consumers that a product or service provides satisfaction beyond the cost incurred to acquire it

Question 43

Symbolic value

Answer 43

What a product or service means to consumers in a nonliteral way

Question 44

Social meaning

Answer 44

What a product or service means in a societal context.

Question 45

integrated marketing communications (IMC)

Answer 45

The process of using promotional tools in a unified way so that a synergistic communications effect is created for a brand.