Chapter 17

Question 1

Product advertisements

Answer 1

Focus on selling a good or service

Question 2

PIoneering advertisments

Answer 2

-Tell people what a product is, what it can do, and where it can be found

Question 3

Competitive advertisments

Answer 3

-Promote a specific brand’s features and benefits

Question 4

Reminder advertising

Answer 4

Used to reinforce previous knowledge of a product

Question 5

Institutional advertisements

Answer 5

-It is to build goodwill or an image for an organization rather than promote a specific good or a service

Question 6

Advocacy institutional advertisment.

Answer 6

-State the position of a company on an issue

Question 7

Pioneering institutional advert.

Answer 7

Announce what a company is, what it can do or where it is located

Question 8

Competitive instituational advertisements.

Answer 8

-Promote the advantages of one product class over another

Question 9

Reminder institutional advertisments.

Answer 9

-Simply bring the company’s name to the attention of the target market

Question 10

Direct response advertising

Answer 10

-Seek to motivate the customer to take immediate action

Question 11

Delayed response advertising

Answer 11

-Advertising presents images/information designed to influence the consumer in the near future

Question 12

Reach

Answer 12

-The number of different people or households exposed to an advertisement

Question 13

Rating

Answer 13

-The percentage of households in a market that are tuned to a particular TV show or radio station

Question 14

Frequency

Answer 14

-The average number of time a person in the target audience is exposed to a message or advertisement

Question 15

Gross rating points

Answer 15

-A reference number for advertisers created by multiplying reach by frequency

Question 16

Cost per thousand

Answer 16

-The cost of reaching 1000 individuals or households with an advertising message in a given medium

Question 17

Informercials

Answer 17

-Program length advertisements that take an education approach to communication with potential customers

Question 18

User generated content

Answer 18

-Media generated by users and disseminated via various channels in particular the internet

Question 19

Cooperative advertising

Answer 19

-Advertising programs by which a manufacturer pays a percentage of the retailer’s local advertising expense for advertising the manufacture’s products,

Question 20

Trade oriented sales

Answer 20

• Sales tools used to support a company’s advertising and personal selling efforts directed to wholesalers, distributors or retailers.
• Three common approaches are allowances and discounts cooperative advertising and salesforce training.

Question 21

Product placement

Answer 21

-Using a brand name product in a movie, tv show, video or a commercial for another product

Question 22

Post tests

Answer 22

-Tests conduced after an advertisement has been shown to the target audience to determine whether it has accomplished its intended purpose

Question 23

Consumer oriented sales promotion

Answer 23

• Sales tools used to support a company’s advertising and personal selling efforts directed to ultimate consumers,
• Coupons, sweepstakes, samples

Question 24

In house agency

Answer 24

-A company’s own advertising staff which may provide full services or a limited range of service

Question 25

Limited service agencies

Answer 25

-Specialize in one aspect of the advertising process such as providing creative services to develop the advertising copy or buying previously unpurchased media space

Question 26

Pulse schedule

Answer 26

-A fighting schedule is combined with a continuous schedule because of increases in demand, heavy promotion or introduction of a new product.

Question 27

Flighting schedule

Answer 27

-Periods of advertising scheudle between periods of no advertising

Question 28

Continuous schedule

Answer 28

-When seasonal factors are unimportant

Question 29

User generated content

Answer 29

-Media generated by users and disseminated via various channels, the Internet

Question 30

Pre-tests

Answer 30

-Tests conducted before an advertisement is placed to determine whether it communicates the intended message or to select among alternative versions of an advertisement.

Question 31

Portfolio tests are used t

Answer 31

-To test copy alternatives

Question 32

Jury tests

Answer 32

-involve showing the ad copy to a panel of customers and having them rate how they liked it, how much it drew attention and how attractive it was

Question 33

Theathre tests

Answer 33

-Consumers are invited to view new television shows or movies in which test commercials are also shown