Mkt 201 Ch 13

Front 1

Video on demand (VOD), iPods, and DVRs (digital video recorders) present which challenge for advertisers?

Back 1

Consumers have more choices about what advertisements to watch or not watch

Front 2

What is defined as non personal communication paid by and identified sponsor using mass media to persuade or inform an audience?

Back 2

advertising

Front 3

What type of advertising delivers a message that focuses on a specific good or service?

Back 3

product advertising

Front 4

What is true about institutional advertising?

Back 4

it promotes the activities or point of view of an organization

Front 5

_______ advertising promotes the company as a whole instead of the firm's individual products

Back 5

corporate

Front 6

Which is true of advocacy advertising?

Back 6

it is intended to influence public opinion

Front 7

Which is the type of advertising that the media runs free of charge?

Back 7

public service advertisements

Front 8

________ are messages that champion an issue or promote not-for-profit organizations that serve society in some way

Back 8

public service advertisements

Front 9

A(n) _______ is a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in various media over a period of time

Back 9

advertising campaign

Front 10

______ provides a firm with one or more specialized services, such as media buying or creative development, that an advertising campaign requires?

Back 10

a limited service agency

Front 11

A(n) _______ provides most or all of the services needed to mount an advertising campaign

Back 11

full service agency

Front 12

Advertising account managers are typically responsible for ...

Back 12

acting as liason between the agency and client

Front 13

Which advertising agency specialist is responsible for acting as the voice of the consumer in creating effective advertising?

Back 13

the account planner

Front 14

An ad agency's copywriters are part of the agency's _______

Back 14

creative services

Front 15

Which of the following is NOT an example of a specialized task that is typically performed to create an advertising campaign?

Back 15

new product development

Front 16

Which of the following is the responsibility of an advertising agency's media planner?

Back 16

deciding where, when, and how often an advertisement will appear

Front 17

CGM, which stands for _______, includes online consumer comments, discussions, reviews, photos, images, videos, podcasts, and webcasts

Back 17

consumer generated media

Front 18

______ is an example of Do-It-Yourself advertising

Back 18

MasterCard's use of "Priceless" commercials shot by customers

Front 19

DIY advertising is a type of ________

Back 19

user generated content

Front 20

Through _________ , a firm outsources marketing activities to a community of users

Back 20

crowdsourcing

Front 21

Advertising "puffery" is a term for a(n) _________

Back 21

claim of superiority that cannot be proven or disproven

Front 22

What should be the first step of developing an advertising campaign?

Back 22

understand the target audience

Front 23

_______ can be classified by primary purpose -- whether the aim is to inform, persuade, or remind

Back 23

message objectives

Front 24

the creative strategy for an advertising campaign is summarized in a(n) _________

Back 24

creative brief

Front 25

The central idea of an ad is expressed in its _______

Back 25

advertising appeal

Front 26

_______ is the execution format that depicts typical people using the product in an everyday setting

Back 26

Slice of Life

Front 27

Apple recently ran ads featuring real people who had switched from Microsoft Windows based PC's to Macs.

When companies use people, actors, or sports celebrities to express the product's effectiveness, what kind of execution format is being used?

Back 27

testimonial

Front 28

__________ refers to the mood or attitude an advertisement conveys

Back 28

tonality

Front 29

_________ is a problem solving process for getting an advertising message to a specific target audience in the most effective fashion

Back 29

media planning

Front 30

________ is NOT an example of a specialized and highly targeted media that an advertiser might use to reach smaller customer segments

Back 30

network TV

Front 31

You are looking to advertise your new product, and you want good mass marketing coverage and low cost per exposure. You should go with _____ as your advertising medium.

Back 31

television

Front 32

What is true about magazines as an advertising medium?

Back 32

Magazines have long lead times and deadlines that can reduce flexibility

Front 33

Which of the following statements about radio as an advertising medium is true?

Back 33

One advantage of radio advertising is its flexibility

Front 34

______ would be the best medium for an advertisement encouraging customers to come to a local retailer's weekend sidewalk sale?

Back 34

local newspaper

Front 35

Web sites and mobile phones are examples of _______

Back 35

digital media

Front 36

Through what kind of ads can users block the applications developed by Internet access software?

Back 36

pop ups

Front 37

In which type of media would you find buttons advertising products?

Back 37

the Internet

Front 38

______ is the practice of sending unsolicited email directed to five or more people not personally known to the sender

Back 38

spamming

Front 39

Which practice helps to protect consumers from spamming?

Back 39

permission marketing

Front 40

Product placements in television programs and movies are examples of ______

Back 40

branded entertainment

Front 41

Ads on the sides of delivery trucks, ads on the fence around a baseball field, and ads that you see on interstate billboards are all examples of _____ media

Back 41

out of home

Front 42

Which of the following would a consumer be most likely to consult just before making a purchase decision?

Back 42

a directory

Front 43

Brand placement in video games is referred to as ______

Back 43

advergaming

Front 44

What would a marketer use to track customers as they pass through the aisles of a retail outlet?

Back 44

RFID technology

Front 45

_______ is a measure of the percentage of people in the target market who are exposed to at the media vehicle at least once during a given period

Back 45

reach

Front 46

Frequency is ...

Back 46

the number of times a person in the target group will be exposed to an ad

Front 47

To compare the relative cost-effectiveness of different media and of spots run on different vehicles in the same medium, media planners use ______

Back 47

cost per thousand (CPM)

Front 48

Which of the following is a media schedule of short, intense bursts alternating with periods of little to no activity ?

Back 48

flighting

Front 49

What is true about a continuous advertising schedule?

Back 49

it can lead to advertising wear out

Front 50

Which of the following is a technique for measuring the impact of an advertisement during the final step of developing an advertising campaign?

Back 50

attitudinal measures

Front 51

_______ is a post testing technique used by telephone survey or personal interview to determine whether a person remembers seeing an ad during a specified period without giving the person the name of the brand?

Back 51

unaided recall

Front 52

Which of the following promotion tools is most closely associated with building up a positive corporate image and handling unfavorable stories and events?

Back 52

public relations

Front 53

______ is the communication function that seeks to build good relationships with an organization's publics

Back 53

public relations

Front 54

The basic rule of _____ is "do something good, then talk about it."

Back 54

public relations

Front 55

What is least likely to be performed by a public relations department?

Back 55

media vehicle selection

Front 56

There are three steps involved in creating a public relations campaign. The first step is to _____

Back 56

develop objectives

Front 57

One of the barriers to greater reliance on _____ is the difficulty of gauging its effectiveness

Back 57

public relations

Front 58

The most common way for public relations specialists to communicate is through the use of ______

Back 58

press releases

Front 59

Timely topics and research project stories are both types of ______

Back 59

press releases

Front 60

Which of a following is relatively inexpensive objective measurement that public relations (PR) specialists can use to gauge the effectiveness of their efforts?

Back 60

coverage in print and broadcast media

Front 61

A company newsletter is an example of _______

Back 61

internal PR

Front 62

Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of _____

Back 62

public relations

Front 63

_______ in the form of logos, stationary, brochures, signed, business forms, business cards, buildings, uniforms, and company trucks can be used to help a com pay create an identity that the public immediately recognizes

Back 63

corporate identity materials

Front 64

Planning and implementing special events are typically responsibilities of _______

Back 64

the PR department

Front 65

______ is a strategy that involves a company "ambushing" consumers with promotional content in places consumers would typically not expect to see information about a product or service

Back 65

guerrilla marketing

Front 66

_______ is NOT a public relations activity

Back 66

creative strategy

Front 67

_______ is the promotional tool used to build interest in or encourage purchase of a good or service during a specified period

Back 67

sales promotion

Front 68

Which of the following would be most useful if a firm has an immediate objective to achieve?

Back 68

sales promotions

Front 69

A downside to _____ is that if used too frequently, consumers become conditioned to purchase the product only at the lower promotional price

Back 69

price based consumer sales promotion

Front 70

_______ are the most common price promotion

Back 70

coupons

Front 71

________ offer consumers savings off the regular price of a product, with the reduced price marked by the producer directly on the label or package

Back 71

price off packs

Front 72

An example of a(n) ______ is an airline's practice of awarding customers points for miles traveled that can be turned in for free airline trips

Back 72

loyalty program

Front 73

______ are goods offered either free or at low cost as an incentive to buy a product; they may be in pack, on pack, or delivered through the mail

Back 73

premiums

Front 74

Of the major consumer promotion tools, which is the most effective for introducing a new product?

Back 74

sampling

Front 75

Which of the following types of sales promotions would not be offered to a final consumer?

Back 75

push money

Front 76

A television commercial for Post Select cereal is an example of which of the following?

Back 76

product advertising

Front 77

An ad for Ford did not advertise any cars, but instead explained the meaning of the company's slogan, "no boundaries." This ad is an example of ______

Back 77

institutional advertising

Front 78

Prior to the 2008 US presidential election, MTV's "Choose or Lose" campaign encouraged millions of young peoples age eighteen to thirty to learn about the issues, to vote, and to be a deciding factor in the election. This campaign is an example of _______

Back 78

advocacy advertising

Front 79

Which advertising situation would least likely be considered "puffery"?

Back 79

a retired couple drinking a vitamin and protein shake and then going bicycling

Front 80

U Frame It is a small company that has hired a local ad agency to put together an advertising campaign. What question should be addressed first?

Back 80

What are the message objectives of U Frame It?

Front 81

Avis positioned itself against market leading Hertz by claiming, "We're number two, so we try harder." This is an example of ________

Back 81

comparative advertising

Front 82

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states, "There are places that are so awesome and so killer that you'd like to tell the whole world about them. But please, don't." This ad uses the ______ appeal

Back 82

lifestyle

Front 83

When Proctor & Gamble developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What kind of execution format would most likely be used by P&G for the Mr. Clean Magic Eraser?

Back 83

demonstration

Front 84

An ad for a new convection oven shows a busy professional woman serving dinner to her family. The convection oven is seen in the background, and the headline reads, "The latest development in time travel." This is an example of what type of execution format?

Back 84

slice of life

Front 85

When a pharmaceutical ad includes a world renowned heart surgeon describing the benefits of the medication, which type of execution format is being used?

Back 85

testimonial

Front 86

Jell-O ads contain the phrase "Make some magic." All Ace Hardware store ads contain the statement "Life is an ongoing project." The American Dairy Farmers run ads that say, "Ahh, the power of cheese." These are all examples of ________.

Back 86

slogans

Front 87

A supermarket chain wants to quickly inform loyal customers who are close to one of the chain's locations of short-term price cuts. What would be the most effective media vehicle for the chain?

Back 87

mobile advertising

Front 88

The current event television shows that are specifically designed to be broadcast in U.S. high school classrooms contain some ads from sponsors of the educational program. The ads reach this captive audience through the use of ________ media.

Back 88

place based

Front 89

Some television shows have shown actors drinking a cup of Starbucks coffee. In these instances, Starbucks has chosen ________ as a marketing tool.

Back 89

brand placement

Front 90

For which products would a continuous advertising schedule be most appropriate?

Back 90

lightbulbs

Front 91

A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at fairgrounds across the country. As part of this project, each restroom was to provide fairgoers with a clean oasis featuring aromatherapy, soothing music, constant maintenance, and premium toilet tissue. Newspaper articles about the company's role in making restrooms inviting are an example of ________.

Back 91

publicity

Front 92

Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company. She is using ________.

Back 92

press releases

Front 93

In an attempt to set the company apart from its competitors, United Parcel Service has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is UPS using?

Back 93

corporate identity materials

Front 94

The Red Baron Gallery has provided funding to Georgia Public Television to help pay for the rights to broadcast the Antiques Roadshow and is credited at the beginning of the show for its financial support. This is an example of ________.

Back 94

a sponsorship

Front 95

A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at fairgrounds across the country. As part of this project, each restroom was to provide fairgoers with a clean oasis featuring aromatherapy, soothing music, constant maintenance, and premium toilet tissue. The use of this brand in this clean-up effort is an example of ________.

Back 95

sponsorship

Front 96

Dancers and singers hired by the California Board of Tourism staged a series of seemingly impromptu performances of a medley of Beach Boys songs, including "Surfing U.S.A." and "California Girls," in busy airport terminals around the country. This is an example of ________.

Back 96

guerrilla marketing

Front 97

a coupon for $5 off a visit to an amusement park is an example of _____

Back 97

sales promotion

Front 98

Toro ran a clever preseason promotion on some of its snow blower models, offering some money back if the snowfall in the buyer's market area turned out to be below average. This is an example of a ________.

Back 98

rebate

Front 99

When Antoine purchased a doll dream house for his daughter, he mailed in his receipt showing how much he had paid for the toy and the proof of purchase form off the carton in which the dream house came to the manufacturer. In six weeks, he received a check from the manufacturer for five dollars. The manufacturer used a ________ to refund part of the purchase price.

Back 99

rebate

Front 100

Keely was invited to examine a free copy of a new magazine called Coastal Living. If she did not enjoy the magazine, she could write "Refused" on the invoice for her subscription, which would arrive about three weeks after the free magazine. The magazine's publisher was using ________.

Back 100

sampling