Chapter 19

Question 1

Any pain form of nonpersonal communication about a organization, product, service, or idea by an identified sponsor

Answer 1

Advertising

Question 2

Advertisements that focus on selling a product or service and which take three forms: 1. Pioneering (or informational), 2. Competitive (or persuasive), and 3. Reminder.

Answer 2

Product Advertising

Question 3

Number of different people or households exposed to an advertisement

Answer 3

Reach

Question 4

Percentage of households in a market that are tuned to a particular show or radio station

Answer 4

Rating

Question 5

Average number of times a person in the target audience is exposed to a message or an advertisement

Answer 5

Frequency

Question 6

Reference number used by advertisers that is obtained by multiplying reach (expressed as a percentage of the total market) by frequency.

Answer 6

Gross Rating Points (GRPS)

Question 7

Cost of reaching 1,000 individuals or households with the advertising message in each medium (M is the roman numeral for 1,000)

Answer 7

Cost Per Thousand (CPM)

Question 8

30 minute advertisements that use educational approach

Answer 8

Infomerical

Question 9

Broad interactive messaging options that enables organizations to communicate with consumers through any mobile devise

Answer 9

Mobile Marketing

Question 10

Test conducted before advertisement

Answer 10

Pretest

Question 11

Provides most complete range of services, including market research, media selection, copy development, artwork, and promotion

Answer 11

Full-service Agency

Question 12

Specializes in one aspect of advertising process.

Answer 12

Limited-service Agency

Question 13

Consist of the company’s own advertising staff, who may provide full services or a limited range of services

Answer 13

In-house Agency

Question 14

Conducted after an advertisement has been shown to the target audience to determine whether it accomplished its intended purpose

Answer 14

Post-tests

Question 15

Sales tools used to support a company’s advertising and personal selling directed to ultimate consumers. Also called consumer promotions

Answer 15

Consumer-oriented Sales Promotion

Question 16

Consumer sales promotion tool that uses a brand-name in a movie, television show, video game, or a commercial for another product

Answer 16

Product Placement

Question 17

Tools used to support a company’s advertising and personal selling directed towards wholesalers, distributers, or retailers. Also called trade promotions

Answer 17

Trade-oriented Sales Promotion

Question 18

Advertising programs by which a manufacturer pays a percentage of the retailers local advertising expense for advertising the, manufacturers products

Answer 18

Cooperative Advertising

Question 19

Methods of obtaining nonpersonal presentations of an organization, product, or service without direct cost, such as new releases, new conferences, and public service announcements

Answer 19

Publicity Tools

Question 20

3 Appeals

Answer 20

Fear
Sex
Humor

Question 21

Celebrity Spokes Person

Answer 21

Kevin Heart

Question 22

Television

Answer 22

Print Sound motion, Perishable

Question 23

Radio

Answer 23

Perishable, Target Local Audience

Question 24

Example of Premium

Answer 24

Happy Meal