Marketing Ch. 18

The difference between advertising and publicity is that advertising is a) more effective in reaching consumers. b) designed to remind consumers, while publicity is used to persuade consumers. c) almost always used in conjunction with consumer satisfaction surveys. d) designed for very targeted audiences, while publicity reaches mass audiences. e) a paid form of marketing communication.

Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to a) determine the advertising budget. b) set the advertising objectives. c) evaluate and select the media. d) identify the target audience. e) create the advertisements.

Advertising slogans such as "Don't text and drive" and "Buy food insurance before it is too late" are examples of ads designed to a) generate goodwill. b) recruit employees. c) persuade customers to take action. d) provide information e) remind consumers.

In very simple words, advertising is really about a) improving brand image. b) getting consumer's attention. c) being creative. d) personal selling. e) linking emotions with products.

Because advertising is the most visible form of marketing, a) everyone prefers to be in advertising. b) it is the largest source of employment opportunities for marketing graduates. c) it is the most important part of the marketing mix. d) many people think of marketing and advertising as synonymous. e) marketing budgets always emphasize advertising over other forms of communication.

The __________ stage of the advertising campaign planning process can be described by the question, "Whom are we trying to talk to?" a) assessing the impact b) setting advertising objectives c) determining the advertising budget d) conveying the message e) identifying target audience

Generally speaking, all advertising messages are designed to a) entertain or apprise. b) comply with FCC rules combined with FTC antitrust regulations. c) meet the needs of society. d) match production scheduling with consumer demand. e) inform, persuade, or remind customers.

An advertising plan is crucial to an ad campaign because it a) offers insights into the creative leadership of mass media buyers. b) is required by the accounting department. c) stimulates demand for a product category. d) is the basis for sales commissions. e) will later be used to measure the success or failure of the campaign.

Generally, when advertising to consumers, the objective of an advertising campaign is a) a push strategy- to increase demand by focusing on wholesalers, retailers or salespeople. b) to offset sales promotion costs. c) to maximize media planning. d) a pull strategy- to get the product into stores by having consumers demand it. e) to win advertising awards.

Florida Heat Pump Manufacturing Company is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least twenty units this year. Florida Heat Pump is using a __________ promotional strategy. a) push b) publicity c) puffery d) pull e) post-testing

After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to __________, __________, or __________ potential and/or existing students. a) push; pull; sell b) inform; persuade; remind c) pay; buy; entertain d) create; stimulate; ignore e) beg; borrow; steal

When a product has gained a certain level of brand awareness, firms use __________ advertising to motivate consumers to take action. a) discussive b) reminder c) informative d) institutional e) persuasive

Which of the following is the best example of a persuasive advertising message? a) "Doing business in Peoria since 1848." b) "Buy now, pay later." c) "Better than average." d) "Now available- the latest fall fashions." e) "Serving the public since last Tuesday."

Persuasive advertising is often used when competition a) is ineffective. b) is cooperating. c) is nonexistent. d) is most intense. e) is declining.

Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of _________ advertising. a) persuasive b) informative c) institutional d) discussive e) reminder

The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins that boogied to the song "I Heard it Through the Grapevine." The ads, which were hugely popular and which gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of a) consumer-generated advertising. b) public service announcements. c) push strategies. d) product-focused advertising. e) institutional advertising.

A _________ is an advertisement that focuses on public welfare issues. a) product-focused advertisement b) public service announcement c) consumer-generated advertisement d) reminder advertisement e) push strategy

Regardless of the objective of an advertising campaign, each campaign's objectives must be a) consistent with those of the available media. b) sincere and emotional. c) either informative or persuasive but not both. d) designed for use in both a pull and a push strategy. e) specific and measurable.

Generally, less money is spent on advertising in B2B markets than in B2C markets because a) B2B marketing is too expensive to use advertising. b) business customers prefer coupons. c) B2B marketing usually involves more personal selling. d) B2B markets are too homogeneous to use advertising. e) publicity is the most effective advertising in B2B markets.

___________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services. a) Reminder b) Institutional c) Niche marketing d) Emotional e) Informational

Danielle is creating an advertising message designed to appeal to consumers' fears of having their home broken into. Danielle's message will focus on a(n) __________ appeal. a) informational b) emotional c) reminder d) niche marketing e) institutional

Which of the following is the LEAST LIKELY common emotional appeal for advertisers? a) humor b) fear c) nostalgia d) anger e) love

Ashley was nervous about making the ___________. She knew it was likely to be the largest expense in the advertising budget. a) media buy b) media mix choice c) publicity plan d) monitoring and evaluation plan decision e) media flight plan decision

When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail advertising. This combination of advertising outlets represents Microsoft's a) niche buy. b) product placement. c) advertising plan. d) supply chain messaging. e) media mix.

An advertisement for Titleist golf balls that airs on the cable television Golf Channel network is an example of what type of media channel? a) niche b) institutional c) mass d) select e) product placement

Define advertising.

What are the steps in planning and executing an Ad campaign?

What is a push strategy?

What is a pull strategy?

What are the three advertising objectives?

What is the purpose of informative advertising?

What is the purpose of persuasive advertising?

What is the purpose of reminder advertising?

What are the three types of advertising schedules?

Define puffery.

What are the various types of sales promotions?