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MKTG Exam 3 > To Know About Promotion: Advertising > Flashcards

To Know About Promotion: Advertising Flashcards

1
Q

Limited in quantity

Limited in time

A

Promotions

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2
Q

Starting point of the marketing concept

A

Market

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3
Q

Focus of the marketing concept

A

Customer needs

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4
Q

Means of the marketing concept

A

Integrated marketing

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5
Q

Ends of the marketing concept

A

Profits through customer satisfaction

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6
Q

4 P’s

A

Product
Promotion
Price
Place

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7
Q

5 parts of the promotion mix

A 
Advertising 
PR/Publicity
Direct Marketing 
Sales promotion 
Personal selling
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8
Q

A goal of the promotion mix is to persuasively

A

Communicate customer value and build customer relationships

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9
Q

A goal of the promotion mix is to deliver

A

A clear, consistent and compelling message

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10
Q

A goal of the promotion mix is “integrated…”

A

Integrated Marketing Communications

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11
Q

Three key characteristics in advertising

A

Paid
Nonpersonal communication
Identified sponsor

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12
Q

Four types of media

A

Paid
Owned
Earned
Shared

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13
Q

An ad, billboard or commercial are examples of what kind of media

A

Paid

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14
Q

A company website, Twitter, Instagram, Facebook are examples of what kind of media

A

Owned media

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15
Q

A retweet or a repost is an example of what kind of media

A

Shared media

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16
Q

A 3rd party getting involved; media got involved when kid was put on blast for eating a kit kat wrong; this is an example of what kind of media

A

Earned

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17
Q

Three types of advertising involved in setting objectives

A

Informative
Persuasive
Reminder

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18
Q

Build primary demand (knowledge); good for introducing a new product category is what advertising

A

Informative advertising

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19
Q

Builds secondary demand (preference); good for direct or indirect brand comparisons is what kind of advertising

A

Persuasive advertising

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20
Q

Increase frequency of purchase; good for mature products is what kind of advertising

A

Reminder advertising

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21
Q

When the first iPhone came out of when there’s a new update on the iPhone and tips pop up, this is what kind of advertising

A

Informative advertising

22
Q

Energizer bunny commercials or bounty commercials serve as what king of advertising

A

Persuasive advertising

23
Q

Pepsi, Coke, Toyota, Bud Light are cash cows (mature products) and therefore require what kind of advertising

A

Reminder advertising

24
Q

Four methods for setting the advertising budget

A

Affordable method
Percentage of sales method
Competitive parity method
Objective and task method

25
Q

What is the best method for setting an advertising budget

A

Objective and task method

26
Q

The method that’s asks what can we actually afford

A

Affordable method

27
Q

The method that asks what our sales were last quarter and then sets and a spending goal based on a percentage of those sales

A

Percentage of sales method

28
Q

The method that asks what are our competitors doing

A

Competitive-parity method

29
Q

The method that asks what are we trying to accomplish and what does it cost

A

Objective and task method

30
Q

3 steps in objective and task method

A

Define specific objective
Determine tasks
Estimate costs of each task

31
Q

What is needed for the objective and task method because it’s difficult to do well without

A

Good data

32
Q

Internal ad message decisions

A

Positioning strategy

33
Q

External ad message decisions

A

The big idea

34
Q

Compelling creative concept; what are we presenting to the consumer is

A

The big idea

35
Q

Two ad message decisions

A

Positioning strategy

The big idea

36
Q

9 Ad execution styles

A 
Slice of life 
Lifestyle 
Fantasy 
Mood/image
Musical
Personality symbol 
Technical expertise 
Scientific evidence 
Testimonial
37
Q

Moderate incongruity means

A

Not too easy but not too hard to understand

38
Q

Maslows hierachry of needs

A 
Psychological
Safety 
Social 
Esteem 
Self-actualization
39
Q

Key concepts in media decisions

A 
Media vehicles
Media scheduling 
Reach 
Frequency 
Media impact
40
Q

Where we do want to place our ad (needs to be specific) refers to

A

Media vehicles

41
Q

Continuity, flighting and pulsing refer to

A

Media scheduling

42
Q

No fluctuation in consumer buying behavior is

A

Continuity

43
Q

Seasonal products are

A

Flighting

44
Q

When you buy it frequently but there are certain times when you buy it more this is

A

Pulsing

45
Q

Percentage of target market exposed to ad during a given period of time is

A

Reach (how many)

46
Q

Number of times a person in the target market is exposed to ad

A

Frequency (one person)

47
Q

Qualitative value of an exposure through a given medium

A

Media impact (what makes the most sense)

48
Q

Two ways of evaluating advertising effectiveness

A

Communications effect

Sales and profit effect

49
Q

$.79 cent soup vs limit 12 soup cans was testing

A

Sales and profit effects

50
Q

Attitude change with self driving cars and product placement in transformers commercial is

A

Communications effect

MKTG Exam 3 (9 decks)

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