Chapter 17

Question 1

Four elements of promotion mix:

Answer 1

Advertising, public relations, personal selling, sales promotion.

Question 2

Advertising (promotion mix):

Answer 2

Paid, non-personal communication transmitted through mass media. Used to promote goods, services, ideas, images, issues, and people. Can have profound impact on how customers view certain products and can influence purchase behavior throughout a lifetime.

Question 3

Institutional advertising:

Answer 3

Images, ideas, and political issues.

Question 4

Advocacy advertising:

Answer 4

Firms position on a public issue.

Question 5

Product advertising:

Answer 5

Uses, features, benefits of product. Pioneer—demand for product category. Competitive— demand for specific brand. Comparative—compares brand on traits. Reminder—reminds about established brand. Reinforcement—assures customers who bought.

Question 6

First step of marketing campaign:

Answer 6

Identify and analyze target audience. Group of people ads directed to, entire target market or portion, must research and analyze targets. Use information based and understand types of media.

Question 7

Second step of marketing campaign:

Answer 7

Define ad objectives. What firm hopes to accomplish, clear/precise/measurable, allows marketers to evaluate, set benchmarks and timeframe.

Question 8

Third step of marketing campaign:

Answer 8

Create advertising platform. Basic issues or selling points included in campaign, important issues, consider selling and competitive features, informative messages can create trust.

Question 9

Fourth step of marketing campaign:

Answer 9

Determine the advertising appropriation. Advertising appropriation is money allocated for advertising during time period. Objective-and-task is desired objectives, list required tasks, estimate cost of each task. Percent-of-sales is multiply past sales by stand percentage. Competition-matching is match competitors absolute dollars or percentage. Arbitrary is high-level executive determines budget.

Question 10

Fifth step of marketing campaign:

Answer 10

Develop the media plan. Select media outlets and schedule. Reach most people in target within budget.

Question 11

Reach and frequency of media plan:

Answer 11

Reach is percentage of people exposed to ad. Frequency is number of times exposed to ad.