Chapter 18 MKT Quiz

Which of the following is not an aspect of advertising? It must be carried by some medium. Legally, the source of the message must be known or knowable. It is a persuasive form of communication. It is used to sell only products. It is not free.

Which of the following is the first step in planning and executing an advertising campaign? Convey the message. Create the advertisements. Determine the advertising budget. Identify the target market. Set the advertising objectives.

A(n) _____ is a subsection of the firm's overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the advertising campaign, clarifies a specific strategy for accomplishing those objectives, and indicates how the firm can determine whether the campaign was successful. informational appeal advertising plan push strategy promotional plan publicity strategy

It is in the _____ step of the process of developing an advertising campaign that the metrics are articulated against which advertising success or failure is measured. convey the message identify the target market create the advertisements set the advertising objectives determine the advertising budget

When introducing new products, Quaker Oats uses a(n) _____ strategy by offering retailers discounts on the products along with point-of-purchase displays to motivate them to highlight the product. pull push reminder persuasive informative

When a company wants to create and build brand awareness, it would use _____ advertising. informative persuasive reminder push pull

Firms often use _____ advertising to convince consumers to take action such as switching brands, trying a new product, or even continuing to buy the advertised product. pull push reminder persuasive informative

_______ advertising generally occurs in the growth and early maturity stages of the product life cycle, when competition is most intense, and attempts to accelerate the market's acceptance of the product. Informative Persuasive Reminder Push Pull

As a product in the maturity stage of its life cycle, chewing gum brands would most likely require the use of _____ advertising to prompt purchases. informative persuasive reminder push pull

The "Beef, It's What's for Dinner" campaign to encourage beef consumption is an example of _____ advertising. relational institutional public service attribute-based product-focused

The "Indoor Tanning Is Out" campaign is designed to raise awareness of the increased risk of melanoma, the deadliest form of skin cancer, and decrease usage of tanning salons. This is an example of a(n) _____ advertisement. relational institutional public service attribute-based product-focused

_______ is a tool used to communicate the distinct attributes of a product; it can be used as a slogan or a theme and often becomes a snapshot of the entire advertising campaign. The media mix A unique selling proposition An informational appeal Puffery A headline

ExxonMobil uses a(n) _____ appeal when it explains technical aspects of its products, such as lithium ion batteries, hydrogen technology, biofuels, and CO2 capture technologies. candid emotional engineering informational contemporary

Bowflex and Jenny Craig develop advertisements featuring celebrities to address their target markets' need for feeling good about themselves. This is an example of which of the following? Social appeal Utilitarian appeal Relational appeal Emotional appeal Informational appeal

As a means to reach large numbers of anonymous audience members, USA Today newspapers are considered to be which of the following types of media? Mass media Niche media Utilitarian media Emotional media Transatlantic media

HGTV and Dwell magazine fall into which of the following categories of media? DIY media Mass media Niche media Specialty media Utilitarian media

Coppertone uses a _____ advertising schedule, where it advertises heavily in the months leading up to and during the summer, with no advertising after the season ends. status quo pulsing flighting seasonal continuous

IKEA advertises throughout the year, but significantly increases its advertising during the back-to-school time frame, thus implementing a _____ advertising schedule. seasonal pulsing flighting continuous status quo

In a print advertisement, items used to identify the sponsor of the ad, such as the company logo or USP, are referred to as brand elements. subheads. headlines. copy elements. advertising sponsorship.

Assessing the effectiveness of an advertising campaign while it is running by monitoring key indicators is referred to as pulsing. flighting. cross-checking. sampling. tracking.

The _____ enforces truth in advertising laws and defines deceptive and unfair advertising practices. U.S. Postal Service Federal Trade Commission Federal Communications Committee Federal Communications Commission Food and Drug Administration

The slogans "Coolest Video Game" and "World's Best Hamburgers" are examples of _____, which is the legal exaggeration of praise, stopping just short of deception, lavished on a product. flighting pulsing puffery inflated advertising cross-promoting

In many cases, _____ activities support other promotional efforts by generating "free" media attention and general goodwill. direct marketing public relations personal selling sales promotion pulsing

When two or more firms join to reach a specific target market, it is referred to as cross-promoting. pulsing. flighting. product placement. product highlighting.

As a type of sales promotion, _____ encourage trial and reduce consumer risk, although they may negatively impact perceptions of brand value. coupons deals premiums samples rebates

A _____ offers an item for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing. sweepstakes loyalty program premium POP display rebate

A form of sales promotion that offers prizes based on a chance drawing of entrants' names is referred to as a contest. rebate. sweepstake. premium. deal.

The Holiday Inn Priority Club is an example of _____, which is specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time. a sampling program a rebate a premium cross-promotion a loyalty program

An example of _____ is when Tom Hanks is shown stranded on an island with a FedEx box in the movie Cast Away. event sponsorship product placement a premium a loyalty program cross-marketing

J. Crew teaming up with several famous brands, including Belstaff and Timex, to offer exclusive products in the J. Crew stores and on its website is an example of sampling. POP displays. cross-promoting. dual marketing. product placement.