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