Chapter 16

Question 1

_______ is a popular form of promotion, especially for
consumer-packaged goods and services

Answer 1

Advertising

Question 2

Typically, promotional spending is divided into:
− _____ ____ _____ ______ – network and cable TV,
newspapers, magazines, radio, outdoor, and internet (though paid
search and social media are not included)
− Unmeasured media spending – direct marketing, promotions, co-
op, coupons, catalogs, product placement, and event marketing

Answer 2

Measured media ad spending

Question 3

Typically, promotional spending is divided into:
− Measured media ad spending – network and cable TV,
newspapers, magazines, radio, outdoor, and internet (though paid
search and social media are not included)
− _____ _____ _____ – direct marketing, promotions, co-
op, coupons, catalogs, product placement, and event marketing

Answer 3

unmeasured media spending

Question 4

A phenomenon in which spending for advertising and
sales promotion increases sales or market share up to a certain level but then produces
diminishing returns

Answer 4

advertising response function

Question 5

Which of the following is divided into measured and unmeasured media?
A. Advertising campaign
B. Promotional mix
C. Media selection
D. Promotional spending

Answer 5

D. Promotional spending

Question 6

A form of advertising designed to
enhance a company’s image rather than promote a particular
product

Answer 6

institutional advertising

Question 7

A form of advertising that touts the
benefits of a specific good or service

Answer 7

product advertising

Question 8

_______, or corporate, advertising is designed to establish, change, or
promote the corporation’s identity as a whole

Answer 8

Institutional

Question 9

_______ advertising is also important for hiring and recruitment

Answer 9

institutional

Question 10

A form of advertising in which an organization
expresses its views on controversial issues or responds to media attacks

Answer 10

advocacy advertising

Question 11

The product’s stage in its life cycle often determines which type of ____ _____ is used: pioneering, competitive, or comparative
advertising.

Answer 11

product advertising

Question 12

A form of advertising designed to stimulate
primary demand for a new product or product category

Answer 12

pioneering advertising

Question 13

A form of advertising designed to influence
demand for a specific brand

Answer 13

competitive advertising

Question 14

A form of advertising that compares two or
more specifically named or shown competing brands on one or more
specific attributes

Answer 14

comparative advertising

Question 15

A series of related advertisements focusing
on a common theme, slogan, and set of advertising appeals

Answer 15

advertising campaign

Question 16

A specific communication task that a campaign
should accomplish for a specified target audience during a specified
period

Answer 16

advertising objective

Question 17

A reason for a person to buy a product

Answer 17

advertising appeal

Question 18

A desirable, exclusive, and believable
advertising appeal selected as the theme for a campaign

Answer 18

unique selling proposition

Question 19

Depicts people in normal settings, such as at the dinner table or in their car.
Oreo’s often uses slice-of-life styles showing an adult and a child sharing an
Oreo cookie by twisting the cookie apart, licking the filling, and then dunking
the cookie in milk.

Answer 19

slice-of-life advertising style

Question 21

Shows how well the product will fit in with the consumer’s lifestyle. Nike
commercials often depict individuals that go the extra mile and give it their all,
then end the commercial with the tagline, “Just Do It.”

Answer 21

Lifestyle advertising style

Question 22

Can feature a celebrity, company official, or typical consumer making a
testimonial or endorsing a product. Lil Nas X represents Coach, while H.E.R.
is an ambassador for L’Oréal Paris. Testimonials also include the growing
area of social media influencers like Charli D’Amelio who promotes brands
like Prada, Amazon, and Spotify

Answer 22

spokesperson/ testimonial

Question 23

Creates a fantasy for the viewer built around the use of the product.
Carmakers often use this style to let viewers fantasize about how they would
feel speeding around tight corners or down long country roads in their cars

Answer 23

fantasy advertising style

Question 24

Often used by advertisers in their ads, such as Frito Lay’s “Free Doritos”
commercial, in which a snow globe used as a crystal ball was thrown into a Doritos vending machine, breaking the glass to access the product.

Answer 24

humor advertising style

Question 25

Creates a character that represents the product in advertisements, such as Tony the Tiger for Frosted Flakes, or the M&M spokescharacters. GEICO’s suave gecko has become a cult classic for the insurance company

Answer 25

real/animated product symbols advertising style

Question 26

Builds a mood or image around the product, such as peace, love, or beauty. Coca-Cola ads often depict an emotion of happiness or shared happy memories

Answer 26

mood or image advertising style

Question 27

Shows consumers the expected benefit. Many consumer products use this technique. Dyson vacuum commercials demonstrate the high suction power of the machines which allows users to get cleaner floors

Answer 27

demonstration advertising style

Question 28

Conveys the message of the advertisement through song. For example, T- Mobile enlisted the help of John Travolta to sing about the benefits of home internet with T-Mobile in a revised version of Grease’s “Summer Nights".

Answer 28

musical advertising style

Question 29

Uses research or scientific evidence to give a brand superiority over competitors. Allergy relief medicines like Allegra, Claritin, and Zyrtec use scientific evidence in their ads

Answer 29

scientific advertising style

Question 30

The channel used to convey a message to a target market

Answer 30

medium

Question 31

The series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience

Answer 31

media planning

Question 32

An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand

Answer 32

cooperative advertising

Question 33

− Despite decline in circulation as well as in number, nationally, there are still several major newspapers − Good for mass market exposure, but may not be the best vehicle for marketers trying to reach a narrow market

Answer 33

newspapers

Question 34

− Cost per contact usually high as compared with the cost of advertising in other media − Cost per potential customer may be much lower if magazine is targeted to the appropriate audience, thus reaching more potential customers

Answer 34

magazines

Question 35

Strengths include hyper-local selectivity and audience segmentation, a large out- of-home audience, low unit and production costs, timeliness, and geographic flexibility

Answer 35

radio

Question 36

− Network reaches a wide and diverse market − Advertising time can be very expensive, especially for network and popular cable channels

Answer 36

television

Question 37

A 30-minute or longer advertisement that looks more like a television talk show than a sales pitch

Answer 37

infomercial

Question 38

− Advertising includes search engine marketing, display advertising, social media advertising, email marketing, and mobile marketing. − Programmatic advertising uses technology to match audiences and websites with marketers seeking to purchase advertising.

Answer 38

Digital

Question 39

Placing advertising messages in web-based, mobile, console, or handheld video games to advertise or promote a product, service, organization, or issue

Answer 39

advergaming

Question 40

− Opting for social advertising should be done with a long-term investment in mind and an understanding that this medium is very time-consuming. − Increases to inbound web traffic is the most likely outcome of social advertising

Answer 40

social

Question 41

The fastest-growing platform for digital advertising; mobile ads account for nearly all growth in digital advertising.

Answer 41

mobile

Question 42

− Ideal for promoting convenience products and services as well as for directing consumers to local businesses − Exposure frequency is very high; the amount of clutter from competing ads is very low

Answer 42

OUTDOOR MEDIA

Question 43

− Includes shopping carts in grocery stores, computer screen savers, interactive kiosks in department stores, advertisements run before movies at the cinema, posters on bathroom stalls, and advertainments. − Marketers are looking for additional innovative ways to reach captive and often bored commuters.

Answer 43

Alternative media

Question 44

– The cost of reaching one member of the target market − Enables an advertiser to compare the relative costs of specific media vehicles

Answer 44

cost per contact (CPM)

Question 45

The cost associated with a consumer clicking on a display or banner ad

Answer 45

cost per click

Question 46

The number of target consumers exposed to a commercial at least once during a specific period, usually four weeks

Answer 46

reach

Question 47

The number of times an individual is exposed to a given message during a specific period

Answer 47

frequency

Question 48

The ability of an advertising medium to reach a precisely defined market

Answer 48

audience selectivity

Question 49

Designation of the media, the specific publications or programs, and the insertion dates of advertising

Answer 49

media schedule

Question 50

A media scheduling strategy in which advertising is run steadily throughout the advertising period; used for products in the later stages of the product life cycle

Answer 50

continuous media schedule

Question 51

A media scheduling strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times

Answer 51

flighted media schedule

Question 52

A media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods

Answer 52

pulsing media schedule

Question 53

A media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used

Answer 53

seasonal media schedule

Question 54

Media mix decisions are typically based on several factors. How is the factor of “reach” defined? A. The number of times an individual is exposed to a given message B. The ability of an advertising medium to reach a precisely defined market C. The number of target consumers exposed to an ad during a specific period, usually four weeks D. The cost of reaching one member of the target audience

Answer 54

C. The number of target consumers exposed to an ad during a specific period, usually four weeks

Question 55

The element in the promotional mix that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance

Answer 55

public relations

Question 56

An effort to capture media attention, often initiated through press releases that further a corporation’s public relations plans

Answer 56

publicity

Question 57

A public relations strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, video game, video or audio clip, book, or commercial for another product, on the internet, or at special events

Answer 57

product placement

Question 58

A public relations strategy in which a company spends money to support an issue, cause, or event that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image

Answer 58

sponsorship

Question 59

A coordinated effort to handle all the effects of unfavorable publicity or another unexpected unfavorable event

Answer 59

crisis management

Question 61

Marketing communication activities other than advertising, personal selling, and public relations, in which a short-term incentive motivates consumers or members of the distribution channel to purchase a good or service immediately, either by lowering the price or by adding value

Answer 61

sales promotion

Question 62

Promotion activities directed to members of the marketing channel, such as wholesalers and retailers

Answer 62

trade sales promotion

Question 63

Promotion activities targeted to the ultimate consumer market

Answer 63

consumer sales promotion

Question 64

A price reduction offered by manufacturers to intermediaries such as wholesalers and retailers

Answer 64

trade allowance

Question 65

Money offered to channel intermediaries to encourage them to “push” products—that is, to encourage other members of the channel to sell the products

Answer 65

push money

Question 66

Marketing managers must decide which consumer _____ ______ devices to use in a specific campaign.

Answer 66

sales promotion

Question 67

____ ____ ____ are a particularly good way to encourage product trial and repurchase

Answer 67

coupons and rebates

Question 68

A certificate that entitles a consumer to an immediate price reduction when the product is purchased

Answer 68

coupon

Question 69

A cash refund given for the purchase of a product during a specific period

Answer 69

rebate

Question 70

An extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product

Answer 70

premium

Question 71

A promotional program designed to build long-term, mutually beneficial relationships between a company and its key customers

Answer 71

loyalty marketing program

Question 72

A loyalty program in which loyal consumers are rewarded for making multiple purchases of a particular good or service

Answer 72

frequent-buyer program

Question 73

Through _____ ______, shoppers receive discounts, alerts about new products, and other types of enticing offers. Retailers can build customer databases that help them better understand customer preferences.

Answer 73

loyalty programs

Question 74

Contests and sweepstakes are generally designed to create interest in a good or service, often to encourage ____ _____

Answer 74

brand switching

Question 75

A promotional program that allows the consumer the opportunity to try a product or service for free

Answer 75

sampling

Question 76

A promotional display set up at the retailer’s location to build traffic, advertise the product, or induce impulse buying

Answer 76

point of purchase (POP)