marketing management ch 18 Flashcards

An ________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

________ aims to create brand awareness and knowledge of new products or new features of existing products.

Which of the following is an example of informational advertising?

________ aims to create liking, preference, conviction, and purchase of a product or service.

Comparative advertising works best when ________.

________ aims to stimulate repeat purchase of products and services.

The "Got Milk" campaign was intended to boost the sagging milk consumption among Californians in the 1990s. The campaign ads highlighted the inconvenience of running out of milk when intended to be used with certain foods, such as cookies or muffins, advising consumers to stock up on milk to avoid such inconveniences. The "Got Milk?" campaign an example of ________.

________ aims to convince current purchasers that they made the right choice.

9) Which of the following conditions necessitates that the objective of advertising should be to stimulate more usage of a product?

10) Which of the following statements is true of the factors that affect an advertising budget?

11) Marketers often cut the cost of advertising dramatically by using consumers as their creative team. This strategy is known as ________.

12) Which of the following is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure?

13) TV advertising is considered to be particularly advantageous because ________.

14) According to researchers, which of the following is the correct order in which content of print advertisements matter?

15) Which of the following is the main advantage of radio as an advertising medium?

16) ________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.

17) Which of the following organizations uses top-notch industry talent to produce and distribute public service announcements for nonprofits and government agencies?

18) ________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.

19) The number of different persons or households exposed to a particular media schedule at least once during a specified time period is known as ________.

20) The number of times within a specified time period that an average person or household is exposed to an advertising message is known as ________.

21) The qualitative value of an exposure through a given medium is known as ________.

22) Which of the following equations accurately describes the total number of exposures (E) of an advertising message through a given medium?

23) The weighted number of exposures (WE) of an advertising message over a given medium is given by ________.

24) Under which of the following conditions is the reach of media the most important factor in media selection?

25) Under which of the following conditions is the frequency the most important factor in media selection?

26) What is the gross rating points (GRP) for a media schedule that reaches 60 percent of homes with an average exposure frequency of 4 and impact of 1.5?

27) What is the weighted number of exposures of a media schedule that reaches 80 percent of the target audience, with an exposure frequency of 4 and impact value of 2?

1. 28) Which of the following is an advantage of using newspapers as an advertising medium?

1. 29) Which of the following is a disadvantage of using newspapers as an advertising medium?

1. 30) Which of the following is an advantage of using television as an advertising medium?

31) Which of the following is a disadvantage of using television as an advertising medium?

Which of the following is an advantage of using radio as an advertising medium?

1. 33) Which of the following is a disadvantage of using direct mail as an advertising medium?

34) Which of the following is an advantage of using magazines as an advertising medium?

1. Which of the following is a disadvantage of using magazines as an advertising medium?

Which of the following is a disadvantage of using outdoor media for advertising?

Which of the following is an advantage of using Yellow Pages as an advertising medium?

Which of the following is a disadvantage of using Yellow Pages as an advertising medium?

Which of the following is a disadvantage of using the Internet as an advertising medium?

Which of the following is a disadvantage of using newsletters as an advertising medium?

Pepe Homes manufactures a range of bathroom accessories and fittings that include bath-tubs, shower stalls, etc. While deciding on an effective advertising media vehicle for its planned advertising campaign, the marketing department decides that its advertising objectives would be best achieved if they used a medium that would portray their brand as prestigious and a symbol of luxury. To this effect, the medium should offer the marketers a high degree of audience selectivity and high-quality reproduction. Which of the following advertising media would best serve the advertising purposes of Pepe Homes?

Moonburst is a newly-launched brand of energy drinks, one among many other recently introduced competing brands. The advertising agency handling Moonburst's account decides that to promote Moonburst better, it has to zero in on an advertising medium that would offer immunity from the clutter of other brands, flexibility to alter its advertising message, and fit in with the modest advertising budget. Also, the medium has to provide a high repeat exposure of the advertising message to the target audience. The advertising agency would be happy to trade-off audience selectivity and creative possibilities, if the medium satisfies the above criteria. Which of the following would be the best option for Moonburst?

Which of the following advertising practices involves advertisers paying filmmakers to have their products make cameo appearances in movies and television shows?

The popular music talent show, American Idol, has been generally acknowledged as the most profitable TV series in U.S. history, in terms of advertising and merchandising revenue. Major sponsors of the show include Coca-Cola, AT&T Wireless, and iTunes, among many others. Cups bearing the logo of Coca-Cola were a prominent prop found on the show's judges' tables. The show also urged viewers to vote for contestants using AT&T sms services. Contestants were routinely shown rehearsing for their performances with the help of Apple iPods. Which of the following advertising practices is apparent in this example?

Which of the following media timing factors expresses the rate at which new customers enter the market?

________ is the number of times the average buyer buys a product during the period.

In which of the following types of advertising timing patterns do exposures appear evenly throughout a given period?

Which of the following types of advertising timing patterns calls for spending all the advertising dollars in a single period?

Ted is a media buyer with Shelvey Partners, an ad agency in San Francisco. He is currently working on charting a media plan for a departmental store chain's ads that are targeted at the upcoming Thanksgiving weekend. Which of the following advertising timing patterns is best suited for running these ads?

Advertisements for which of the following products categories would merit a continuous advertising timing pattern the most?

________ is an advertising timing pattern that calls for advertising during a period, followed by a period with no advertising, followed by a second period of advertising activity.

Flighting as an advertising timing pattern is most useful when ________.

Advertisements for which of the following product categories would be most effective when used with a flighting pattern?

________ is continuous advertising at low-weight levels, reinforced periodically by waves of heavier activity.

________ seeks to determine whether an ad is communicating effectively.

________ represents the proportion of company advertising of a product to all advertising of that product.

Which of the following elements of the marketing communications mix consists of a collection of incentive tools, mostly short-term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade?

Which of the following is an example of a trade promotion?

Which of the following is an example of a business and sales force promotion?

Sales promotion expenditures increased as a percentage of budget expenditure for a number of years, although its growth has recently slowed. Which of the following is a factor that has contributed to the growth of sales promotion expenditures?

According to consumer-packaged goods companies, which of the following effects is attributed to the heavy use of sales promotion?

Which of the following is an example of a manufacturer promotion?

Which of the following is a sales promotion tool that is consumer franchise building in nature?

Which of the following is a sales promotion tool that typically does not build brand image?

Which of the following consumer promotion tools offers a free amount of a product or service delivered door-to-door, sent in the mail, picked up in a store, attached to another product, or featured in an advertising offer?

________ are certificates that entitle the bearer to a stated saving on the purchase of a specific product.

________ are consumer promotion tools that provide a price reduction after purchase rather than at the retail shop.

________ are consumer promotion offers to consumers of savings off the regular price of a product, flagged on the label or package.

Premiums, as a consumer promotion tool, are defined as ________.

________ is a consumer promotion tool that involves inviting prospective purchasers to try the product without cost in the hope that they will buy

Which of the following consumer promotion tools involves using one brand to advertise another noncompeting brand?

Which of the following consumer promotion tools refers to explicit or implicit promises by sellers that the product will perform as specified or that the seller will fix it or refund the customer's money during a specified period?

Which of the following terms describes the practice of retailers purchasing a greater quantity during a sales promotion period than they can immediately sell?

Which of the following retailer practices involves buying more units than needed of a product under a sales promotion in a region where the manufacturer offers a promotion deal and shipping the surplus to their stores in nondeal regions?

A ________ is a salesforce promotion tool that aims at inducing the sales force or dealers to increase their sales results over a stated period, with prizes (money, trips, gifts, or points) going to those who succeed.

________ is the time necessary to prepare a promotional program prior to launching it.

________ begins with the promotional launch and ends when approximately 95 percent of the deal merchandise is in the hands of consumers.

Becoming part of a personally relevant moment in consumers' lives through ________ can broaden and deepen a company or brand's relationship with the target market.

Rolex calls itself the "Official Timekeeper" of the Wimbledon and Australian Open lawn tennis championships, by virtue of its sponsorships of the marquee events. What is the most likely objective for Rolex's sponsorship deal with these events?

Mountain Dew is a brand known for sponsorships of adventure events such as snowboarding and skateboarding competitions. What is the most likely objective of Mountain Dew's sponsorship of these events?

Audi models featured prominently in the 2010 blockbuster Iron Man 2, including main character Tony Stark's personal R8 Spyder. Which of the following is the most rational explanation for Audi's decision to associate itself with the movie?

JBJ Sports is a leading sports goods maker from Atlanta. It has recently initiated a program in association with the Children of God Foundation, which bids to raise funds to promote nutritional awareness and education of young children from Bangladesh. The company plans to donate $1 for every item it sells in the North American market. Also, JBJ has roped in professional sports teams associated with it to wear the Children of God logo on their team gear. Which of the following best describes the motivation for JBJ's involvement in the program?

Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods?

Which of the following parameters forms the basis for measuring sponsorship effectiveness using demand-side methods?

________ is a marketing communications tool that includes a variety of programs to promote or protect a company's image or individual products.

Which of the following functions of public relations departments involves presenting news and information about the organization in the most positive light?

Which of the following describes the public relations function of lobbying?

What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications?

When a public relations department of a company advises management about public issues, and company positions and image during good times and bad, it is performing the function of ________.

________ refers to the task of securing editorial space—as opposed to paid space—in print and broadcast media to promote or "hype" a product, service, idea, place, person, or organization.

Which of the following is a medium of visual identity for a company?

The easiest measure of marketing public relations effectiveness is ________.