Chapter 19

Question 1

advertisements that focus on selling a product or service and which take three forms: (1) pioneering, (2) competitive, (3) reminder
what is this ?

Answer 1

product advertisements

Question 2

advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service
what is this ?

Answer 2

institutional advertisements

Question 3

the number of different people or households exposed to Ann advertisement
what is this ?

Answer 3

reach

Question 4

the average number of times a person in the target audience is exposed to a message or an advertisement
what is this ?

Answer 4

frequency

Question 5

a reference number used by advertisers that is obtained by multiplying reach by frequency
what is this ?

Answer 5

gross rating points (GRPs)

Question 6

the cost of reaching 1000 individuals or households with advertising message in a given medium
what is this ?

Answer 6

cost per thousand (CPM)

Question 7

program length advertisements that take an educational approach to communication with potential customers
what is this ?

Answer 7

infomercials

Question 8

the broad set of interactive messaging options that enable organizations to communicate and engage with consumers through any mobile device
what is this ?

Answer 8

mobile marketing

Question 9

tests conducted before an advertisement is placed in any medium to determine whether it communicates the intended message or to select among alternative versions of the advertisement
what is this ?

Answer 9

pretests

Question 10

an advertising agency that provided the most complete range of services, including marketing research, media selection, copy development, artwork, and production
what is this ?

Answer 10

full service agency

Question 11

an advertising agency that specializes in one aspect of the advertising process, such as providing creative services to develop the advertising copy, buying previously unpurchased media space, or providing internet services
what is this ?

Answer 11

limited service agency

Question 12

consists of the company’s own advertising staff, who may provide full services or a limited range of services
what is this ?

Answer 12

in house agency

Question 13

tests conducted after an advertisement has been shown to the target audience to determine whether it accomplished its intended purpose
what is this ?

Answer 13

posttests

Question 14

sales tools used to support a company’s advertising and personal selling directed to ultimate consumers (also called consumer promotions)
what is this ?

Answer 14

consumer oriented sales promotions

Question 15

sales tools used to support a company’s advertising and personal selling directed to wholesalers, distributors, or retailers (also called trade promotions)
what is this ?

Answer 15

trade oriented sales promotions

Question 16

methods of obtaining non personal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements
what is this ?

Answer 16

publicity tools

Question 17

paid non personal communication by an identified sponsor
what is this ?

Answer 17

advertising

Question 18

short term incentives meant ti initiate a purchase
what is this ?

Answer 18

sales promotion

Question 19

public dissemination of noteworthy corporate events
what is this ?

Answer 19

public relations

Question 20

what does advertising do ?

Answer 20

provides customers a reason to buy

Question 21

what does sales promotion do ?

Answer 21

provides customers an incentive to buy

Question 22

what does public relations do ?

Answer 22

influences customers via third party influencers

Question 23

examples of advertising ?

Answer 23

1. television
2. out of home (billboards)
3. print
4. paid search
5. radio
6. social

Question 24

examples of sales promotion ?

Answer 24

1. sampling
2. sweepstakes
3. loyalty program
4. rebates
5. coupons

Question 25

examples of public relations ?

Answer 25

1. press release 2. stunts 3. press conferences 4. trade shows 5. challenges 6. targeted sampling

Question 26

how does the advertising process go ?

Answer 26

Client to Creative Brief to Agency

Question 27

What's all in the creative brief part of the advertising process ?

Answer 27

1. the challenge 2. the target audience 3. the insight 4. the benefit 5. the reasons to believe 6. relevant background

Question 28

the hook or creative message that is overachieving theme across your tactic what is this ?

Answer 28

the big idea

Question 29

What's the made to stick models acronym ?

Answer 29

Succes

Question 30

What does each letter stand for in SUCCES ?

Answer 30

-Simple -Unexpected -Concrete -Credible -Emotional -Stories

Question 31

interactive ads have drop down menus, built in games, or search engines to engage viewers what is this ?

Answer 31

rich media

Question 32

how often new buyers enter the market to buy the product what is this ?

Answer 32

buyer turnover

Question 33

the more frequently the product is purchased, the less repetition is required what is this ?

Answer 33

purchase frequency

Question 34

the speed with which buyers forget the brand if advertising is not seen what is this ?

Answer 34

forgetting rate

Question 35

consisting of an announcement regarding changes in the company or the product line what is this ?

Answer 35

news release

Question 36

representatives of the media are all invited to an informational meeting, and advance materials regarding the content are sent what is this ?

Answer 36

news conference

Question 37

free space or time donated by the media what is this ?

Answer 37

publice service announcements

Question 38

information contained within a message or accompanying a message what is this ?

Answer 38

message content

Question 39

adds an element of surprise, intrigue, an relatability to your brands communication what is this ?

Answer 39

message creativity

Question 40

attract a customers attention, persuade them to like the products or services and influence them to make a purchase what is this ?

Answer 40

message appeal