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Marketing 300 uky > Chapter 17 exam review > Flashcards

Chapter 17 exam review Flashcards

1
Q

a paid form of nonpersonal communication that is transmitted to a target audience through mass media

A

advertising

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2
Q

both large and small organizations use conventional and online promotional efforts like advertising to:

A

change their corporate image
build brand equity
launch new products
promote current brands

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3
Q

promotes organizational images, ideas, and political issues; may be used to create a more favorable image of the organization

A

Institutional advertising

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4
Q

a type of institutional advertising that promotes a company’s position on a public issue

A

advocacy advertising

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5
Q

promotes the uses, features, and benefits of products

A

Product Advertising

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6
Q

two types of product advertisement:

A

pioneer

competitive

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7
Q

focuses on stimulating demand for a product category by informing potential buyers about the product

A

Pioneer advertising

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8
Q

attempts to stimulate demand for a specific brand by indicating a brand’s features, uses, and advantages relative to competing brands

A

Competitive advertising

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9
Q

types of competitive advertising

A

comparative advertising
reminder advertising
reinforcement advertising
narrative advertising

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10
Q

compares the sponsor brand with other brand(s) on the basis of one or more product characteristics

A

Comparative advertising

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11
Q

reminds customers that an established brand is still around and still offers certain characteristics and benefits

A

Reminder Advertising

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12
Q

assures current customers that they have made the right choice and shows how to get the most satisfaction from the brand

A

Reinforcement advertising

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13
Q

digital advertising that matches the appearance and purpose of the content in which it is assembled

A

narrative advertising

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14
Q

designing a series of advertisements and placing them in various media to reach a certain audience

A

advertising campaigns

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15
Q

what are the 8 basic steps to developing an advertising campaign

A
  1. Identifying and analyzing the target audience
  2. defining the advertising objectives
  3. creating the advertising platform
  4. determining advertising appropriation
  5. developing the media plan
  6. creating the advertising method
  7. executing the campaign
  8. evaluating advertising effectiveness
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16
Q

the group of people at whom advertisements are aimed

A

target audience

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17
Q

how must advertisers research the target audience?

A

location & geographic distribution
distribution of age, income, race, sex, and education
consumer attitudes regarding the purchase and use of the advertiser’s products and competing products

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18
Q

define the advertising objectives

A

objectives guide campaign development
objectives should be stated clearly, precise, and in measurable terms
objectives in advertising are stated in terms of sales and communication
benchmarks help advertisers evaluate progress and success

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19
Q

the basic issues or selling points an advertiser wishes to be included in the advertising campaign
should consist of issues important to customers
is the base on which a marketer builds the message and should be carefully constructed

A

Advertising platform

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20
Q

the total amount of money a marketer advocates for advertising for a specific time period

A

advertising appropriation

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21
Q

what are 4 factors that affect a firm’s budget?

A

geographic size of market, distribution of buyers, type of product, firm’s sales volume vs. competitor’s sales volume

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22
Q

determining campaign objectives and then attempting to list the tasks required to accomplish them

A

objective-and-task approach

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23
Q

marketers must multiply the firm’s past (plus a factor for growth or decline) by a standard percentage that the industry typically spends on advertisings

A

percent-of-sales approach

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24
Q

trying to match competitor’s advertising appropriations

A

competition-match approach

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25
Q

budget specified by high-level executive int the firm; can lead to under or over-spending

A

Arbitrary approach

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26
Q

sets forth the exact media vehicles to be used and the dates and times the advertisements will appear

A

Media Plan

27
Q

the percentage of consumers in the target audience exposed to particular advertisements in a stated period q

A

Reach

28
Q

the number of times these targeted consumers are exposed to the advertisements

A

Frequency

29
Q

what are 3 factors the media planners must consider?

A

location and demographics of target audience
sizes and types of audiences typical for each advertising medium
think about alternative media like the internet or product placement

30
Q

compares the costs of ad vehicles within a specific medium relative to the number of people reached

A

cost comparison indicator

31
Q

three basic types of media schedules :

A

continuous, flighting, pulsing

32
Q

ads run at a constant level

A

continuous

33
Q

ads run periodically, alternating with periods when no ads run

A

flighting

34
Q

combining continuous and flighting

A

pulsing

35
Q

basic content and form od advertising messages are a function of several factors product’s features, uses and benefits, target audience characteristic’s, campaign objectives and advertising platform, and choice of media

A
  1. Creating the advertising method
36
Q

is important as the only part of the copy people usually read

A

headline

37
Q

the written or verbal portion of advertisements

A

copy

38
Q

links the headline to the body copy

A

subheadlines

39
Q

is the main text

A

body copy

40
Q

a blueprint that combines copy and visual material to show the sequence of major scenes in a commercial

A

storyboard

41
Q

consists of an advertisement illustration and layout

A

artwork

42
Q

often photographs, but can be drawings, graphs, charts and tables; used to spark audience interest in an advertisement

A

illustrates

43
Q

the physical arrangement of an advertisement’s illustrations and copy

A

layout

44
Q

requires extensive planning and coordination
requires detailed schedules to ensure the various phases of work are finished on time
management should be monitoring the quality of the work and taking corrective measures when necessary

A
  1. executing the campaign
45
Q

evaluation of advertisements performed before the campaign begins

A

pretest

46
Q

a panel of existing or potential buyers of the advertised product who are asked to judge the advertisements

A

consumer jury

47
Q

evaluation of advertising effectiveness after the campaign

A

posttest

48
Q

individual respondents are shown the advertisement and ask whether they recognize it

A

recognition test

49
Q

asks subjects to identify recently-seen ads, but does not provide any clues

A

unaided recall

50
Q

asks subjects to identify recently-seen ads and provides clues to jog their memory

A

aided recall

51
Q

who develops the advertising campaign in small firms

A

one or two internal employees

52
Q

who develops the advertising campaign in larger firms

A

may have an advertising department, which could consist of a couple of generalists or many specialists; may use an advertising agency with skilled specialists; can be affordable

53
Q

a broad set of communication efforts used to create and maintain favorable relations between an organization and its stakeholders

A

public relations

54
Q

public relations tools:

A

written material (brochures, newsletters, magazines, annual reports
corporate identity materials such as business cards and signs
speeches
digital material
special events

55
Q

a part of public relations; is communication in news-story format about the organization and/or its products transmitted through mass media at no charge

A

publicity

56
Q

a short piece of copy publicizing an event or product

A

news release

57
Q

a manuscript of up to 3K words prepared for a specific publication

A

feature article

58
Q

a photo with a brief description of its contents

A

captioned photograph

59
Q

a meeting used to announce major news and events

A

press conference

60
Q

identifies changes in public opinion

A

environmental monitoring

61
Q

assesses an organization’s public audit

A

PR Audit

62
Q

may include a content analysis of messages, a readability study, or a readership survey

A

communications audit

63
Q

measures the extent to which stakeholders view an organization as responsible

A

social audit

Marketing 300 uky (11 decks)

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