Chapter 18 Flashcards
Needed for final
Posttesting most often does what for an advertiser?
Determines if the advertising has accomplished its intended purpose.
Fear, sex, and humor are common advertising __________, providing a basic reason for the consumer to act.
appeals
By using self-regulation in promotional activities, marketers can do which two of these?
Eliminate established consumer protection laws.
Eliminate weaker competitors.
Help consumers gain confidence in marketing communication efforts.
Minimize regulatory constraints and restrictions.
Help consumers gain confidence in marketing communication efforts.
Minimize regulatory constraints and restrictions.
________ are increasingly popular because they can be both informative and entertaining, and often the cost of airing of a 30-minute block of television time is reasonable.
Infomercials
While shopping online at Amazon.com, you are given the option of free shipping if you add just six more dollars to your current total. This sales promotion appeal is analogous to the rack of candy bars and gum at a grocery store’s checkout sale, which is known as what?
Point-of-purchase display
Select from the following two primary characteristics that define advertising.
Creative Uniform Paid Nonpersonal Uncontrolled
Paid
Nonpersonal
Product advertisement takes three forms: pioneering, __________, and reminder.
competitive
Because a certain poster is focused on building the image of the US Army, this is an example of a(n) __________ advertisement.
institutional
Portfolio test
Used to compare copy alternatives, with subjects asked for their impressions on the test ad as well as others.
Jury tests
A single ad is evaluated by a panel of consumers, and rated in terms of concepts such as liking, attention, attractiveness.
Theater tests
Advertising taking place during television shows or movies is evaluated by consumers.
Deals are most commonly used as a sales promotion for which two reasons?
To provide in-store support for other promotions.
To demonstrate product use.
To retaliate against a competitor’s actions.
To increase trail.
To retaliate against a competitor’s actions.
To increase trial.
A(n) __________ is a type of promotion that offers an item for free or at an extreme bargain price to reward a specific buyer behavior such as collectible toys given away in McDonald’s Happy Meals.
Premium (deal is not free)
Consumers are required to apply their skill or analytical or creative thinking to try to win a prize in a(n) ___________.
contest
When shoppers at Costco explore the aisles, often there are employees handing out small servings of various food products for customers to try. This sales promotion tactic is known as ___________.
sampling
A ________ is a sales promotion strategy in which a portion of the purchase price is returned by the manufacturer to the buyer in the form of cash.
rebate
American Idol features Coca Cola products on its show, which for Coke is an example of which type of sales promotion?
Product placement
Trade-oriented sales promotions are directed at?
Your wholesalers, retailers or distributors
If Costco just ordered an increased number of 37-inch Sharp Aquos LCD HDTVs at $300 below the standard wholesale price, they have probably just accepted which type of trade-oriented sales promotion?
Allowance
Cooperative advertising means that?
A manufacturer pays a percentage of the retailer’s local advertising expense for advertising the manufacturer’s products.
A media planner will decide on the advertising schedule, including the specific times and durations of advertisements. Which of the following are approaches to this scheduling?
Continuous Straight-line Sporadic Flighting Pulse Parabolic
Continuous (steady)
Flighting (intermittent)
Pulse (burst)
Merchandise
Reimbursing a retailer for extra in-store support or special featuring of the brand.
Case
Offering a discount on each case ordered during a specific time period.
Finance
Paying retailers for certain costs or losses associated with consumer sales promotions.
Which of the following are types of advertising media?
Radio
Personal selling
Magazine
Sales promotion
Radio
Magazine
In advertising, reach is
the number of different people or households exposed to an advertisement.
In advertising, rating is
the percentage of households in a market that are turned to a particular TV show or radio station.
When advertisers want to reach the same audience more than once, they are concerned with?
Frequency
Each medium of communication varies in its ________ and _________ and by multiplying these it gives the advertiser the gross rating points.
reach, frequency
Directed at the ultimate consumers, consumer-oriented sales __________ consists of sales tools used to support a company’s advertising and personal selling.
promotions
Coupons, contests and samples are forms of consumer-oriented sales _________.
promotions
__________ can be found in the Valpak mailer and also at www.valpak.com; they provide discounts to consumers to encourage trial.
Coupons
An advantage of _______ is that they often increase a firm’s market share during the period immediately following their use.
coupons
Which two of the following are reasons why pretesting is conducted?
To select the best agency to develop a campaign.
To determine the impact the advertisement has on sales.
To determine whether the ad communicates the intended message.
To select among alternative versions of advertisements.
To determine whether the ad communicates the intended message.
To select among alternative versions of advertisements.
Imagine that Johnson & Johnson is about to begin developing an ad campaign for a new product line of body washes. Before doing so, they make sure that the various elements for this ad campaign are in place in an organized, integrated and sensible fashion before moving on. What is this process called?
Pretesting
When a test ad is placed with a group of other ads and stories for a consumer to examine, and then the subjects are asked for their impressions of the ads, it is known as a _______ test.
portfolio
In a jury test,
a single ad is shown to a panel of subjects, and they proceed to rate it.
A ______ test is similar to a portfolio test, except that the test advertisement is not hidden within other ads.
jury
If test subjects are shown a print ad and asked to rate how much they like it, how attractive it is, or how much it drew their attention, they are participating in a ______ test.
jury
Viewing test commercials within new television shows or movies and providing personal reactions to the advertising is known as a(n) ______ test.
theater
An advertising agency that specializes in one aspect of the creative process is known as a(n) ______ agency.
limited-service
_________ of advertising is done usually at two separate times: before and after the advertisements are run in the actual campaign.
Evaluation
Which two of the following are among the most common advertising appeals?
Fear
Effort
Ethical
Sex
Fear
Sex
(and humor)
Mayhem is a character depicted in Allstate Insurance commercials. He reminds buyers of possible problems on the road besides themselves and the need for adequate coverage. This is an example of using a(n) _______ appeal.
fear
The contemporary women’s clothing store Bebe designs its advertising to “attract customers who are intrigued by the playfully sensual and evocative imagery of the Bebe lifestyle.” This company uses what type of advertising appeal?
Humor
Attraction
Sex
Social
Sex
Geico ads that use caveman, a gecko, and a stack of money named Kash in order to imply that its services are __________________ the competition.
more fun or exciting than
Which two of the following are problems associated with humorous appeals in advertising?
Humor wears out quickly, so consumers lose interest.
Humor varies across cultures.
Adding humor creates greater production costs.
Humor lowers the effectiveness of advertising.
Humor wears out quickly, so consumers lose interest.
Humor varies across cultures.
Chanel’s use of popular actress Nicole Kidman to represent Chanel No. 5 product is an example of using a(n) _________ spokesperson.
celebrity
Companies that are interested in using celebrity endorsers for their products but are worried about image problems sometimes consider ________ athletes that are more low risk.
retired
Which of the following most closely represents the cost of producing a high quality 30-second TV commercial?
$35,000
$3,500
$350,000
$3.5 million
$350,000
On which of the following media are the most advertising dollars spent annually?
Outdoor advertising
Newspapers
Internet
Direct mail
Internet
When an advertiser is debating whether to run an ad on television or in print, the advertiser is deciding which _______ to use.
medium
Which two of the following are conflicting goals that commonly occur with media planning?
To maximize product availability
To minimize costs
To minimize brand switching
To maximize the exposure to the message
To minimize costs
To maximize the exposure to the message
CPM is a measure that refers to the _______________ individuals or households with an advertising message in a given medium.
cost of reaching 1,000
Which advertising option reaches about 96 percent of all households, through traditional and nontraditional methods?
Network television
Which of the following is a disadvantage of using television advertising, especially on broadcast networks?
The likelihood of wasted coverage
Poor image
Effectiveness is uncertain
A relatively small reach
The likelihood of wasted coverage
Despite the large number of media options today, the average Millennial still ________________ for an average of 9.9 hours every week.
listens to the radio
Radio listening time reaches its peak during which of these time periods?
During the lunch break
During the dinner hour
During the late evening hours
During the morning drive
During the morning drive
The marketing advantage of which medium is the great number of special-interest publications that appeal to narrowly defined segments?
Magazines
__________ can be achieved with newspapers by advertising in the Wall Street Journal or USA Today.
National reach
Which two of the following are trends influencing newspapers today?
The increase in advertising revenue
The growth in online newspapers
A dramatic decline in circulation
An improvement in journalistic integrity
Th growth in online newspapers
A dramatic decline in circulation
_________ are primarily a directional medium for advertising because they help consumers know where purchases can be made after other media have created awareness and demand.
Yellow pages
Two problems with advertising in ___________ are the lack of accountability and ROI measurements and the increasing public concern about environmental impact.
the Yellow Pages
Interactive online advertising, known as __________, often has drop-down menus, built-in games, or search engines to engage viewers.
rich media
Which two of the following are types of online advertising?
Infomercials
Display (banner) ads
Transit ads
Paid search
Display (banner) ads
Paid search
A lack of technical and administrative standards for the various formats and the difficulty of measuring the impact are two of the shortcomings of _______ advertising.
online
Which two of the following are common types of outdoor advertising?
Transit advertising
Display (banner) ads
Billboards
Infomercials
Transit advertising
Billboards
The MINI Cooper ad features a billboard that responds to a chip in every passing Cooper owner’s car. This is an example of which feature associated with digital billboards?
The ability to change the message quickly
Advertising messages found in airports, on movie screens before the show and bar restrooms known as
place-based media.
________ of media may depend on the habits of the target audience, the product attributes, or the cost.
Selection
