intro to mktg chapter 15

31 May 2023
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For marketers, important objectives of a point-of-purchase display are to
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maximize consumer's attention & provide storage
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Which of the following is not a consumer-oriented sales promotion: rebate, point-of-purchase display, cooperative advertising, sweepstakes, & premium
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cooperative advertising (it is a trade oriented sales promotion)
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National sales meetings sponsored by the manufacturer and field visits to a reseller's location to inform and motivate the salespeople to sell the products are considered forms of
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sales force training
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A few years ago, Young and Rubicam, Inc. developed the "Softer Side of Sears" campaign to target middle-income women. This agency provided research about that segment, media choices, and complete production of advertising for Sears. Young and Rubicam is an example of a(n)
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full service advertising agency
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The headline of a General Motors advertisement in a Reader's Digest magazine read, "I believe these kids will make great engineers. Now I've got to make them believe it." The ad shows an engineer surrounded by seven young people. The ad copy talks about how General Motors believes the more the company puts into the community, the more society will get out of the community. This advertisement is an example of a(n)
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advocacy advertisement
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Many shoe stores have sales during which they offer 50% off the second pair you purchase when you purchase the first pair at full price. This offer is an example of a
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deal
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A visit to The Tonight Show Starring Jimmy Fallon by Cameron Diaz to promote a new movie would be considered which element of the promotional mix?
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public relations
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__________ advertising is good for products that have achieved a well-recognized position and are in the mature phase of their product life cycle.
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reminder
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Three commonly used trade promotions are
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allowances and discounts, cooperative advertising, and training of distributor's salesforce
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Which of the following statements about attitude tests is most accurate?
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In an attitude test, respondents are asked questions to measure changes in their attitudes after an advertising campaign.
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3 forms of product advertisements
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pioneering, competitive, reminder
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pioneering advertising
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informational; tells people what the product is, what it can do, and where it can be found
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competitive advertising
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persuasive; promotes specific brand's features and benefits (common form is comparative advertisment)
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reminder advertising
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reinforces previous knowledge of a product
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institutional advertisment
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build goodwill or an image for an organization rather than promote a specific product/service
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advocacy institutional advertising
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state the position of a company on an issue
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steps in developing advertising program
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1. identify target market 2. specify advertising objectives 3. set advertising budget 4. design advertising 5. selecting right media 6. schedule advertising
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advertising appeals
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fear, sex, humor
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advertising media
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the means by which the message is communicated to the target audience
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reach
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number of people or households exposed to an advertisement
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rating
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used by TV and radio; percentage of households in a market that are tuned into station
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frequency
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average number of times a person in target market is exposed to message or ad
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GRP
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gross rating points; reach x frequency
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infomercials
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30min ads that take educational approach to communication with potential customers; can be both informative and entertaining
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3 types of schedules for advertising
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continuous (steady) schedule, flighting (intermittent) schedule: reflects seasonal demand, pulse (burst) schedule
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steps in executing advertising program
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1. pretesting advertising 2. carry out advertising
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portfolio tests
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ad hidden with other ads and shown to a panel
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jury tests
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ad shown to jury or panel of consumers
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theater test
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test commercials shown with TV/movie then rated
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3 types of advertising agencies
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full service, limited service, in-house
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steps in assessing advertising program
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1. post test advertising program 2. make needed changes
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5 approaches to post tests
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aided recall, unaided recall, attitude tests, inquiry tests, sales test
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consumer oriented sales promotion
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Sales tools used to support a company's advertising and personal selling directed to ultimate consumers; includes coupons, deals, premiums, contests, sweepstakes, samples, product placement
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trade-oriented sales promotions
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sales tools used to support a company's advertising and personal selling directed to wholesellers, retailers, or distributors
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cooperative advertising
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manufacturer pays a percentage of retailers local advertising expense for advertising manufacturer's products