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100 Cards in this Set
- Front
- Back
Video on demand (VOD), iPods, and DVRs (digital video recorders) present which challenge for advertisers? |
Consumers have more choices about what advertisements to watch or not watch |
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What is defined as non personal communication paid by and identified sponsor using mass media to persuade or inform an audience? |
advertising |
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What type of advertising delivers a message that focuses on a specific good or service? |
product advertising |
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What is true about institutional advertising? |
it promotes the activities or point of view of an organization |
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_______ advertising promotes the company as a whole instead of the firm's individual products |
corporate |
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Which is true of advocacy advertising? |
it is intended to influence public opinion |
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Which is the type of advertising that the media runs free of charge? |
public service advertisements |
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________ are messages that champion an issue or promote not-for-profit organizations that serve society in some way |
public service advertisements |
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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 |
advertising campaign |
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______ provides a firm with one or more specialized services, such as media buying or creative development, that an advertising campaign requires? |
a limited service agency |
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A(n) _______ provides most or all of the services needed to mount an advertising campaign |
full service agency |
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Advertising account managers are typically responsible for ... |
acting as liason between the agency and client |
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Which advertising agency specialist is responsible for acting as the voice of the consumer in creating effective advertising? |
the account planner |
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An ad agency's copywriters are part of the agency's _______ |
creative services |
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Which of the following is NOT an example of a specialized task that is typically performed to create an advertising campaign? |
new product development |
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Which of the following is the responsibility of an advertising agency's media planner? |
deciding where, when, and how often an advertisement will appear |
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CGM, which stands for _______, includes online consumer comments, discussions, reviews, photos, images, videos, podcasts, and webcasts |
consumer generated media |
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______ is an example of Do-It-Yourself advertising |
MasterCard's use of "Priceless" commercials shot by customers |
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DIY advertising is a type of ________ |
user generated content |
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Through _________ , a firm outsources marketing activities to a community of users |
crowdsourcing |
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Advertising "puffery" is a term for a(n) _________ |
claim of superiority that cannot be proven or disproven |
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What should be the first step of developing an advertising campaign? |
understand the target audience |
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_______ can be classified by primary purpose -- whether the aim is to inform, persuade, or remind |
message objectives |
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the creative strategy for an advertising campaign is summarized in a(n) _________ |
creative brief |
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The central idea of an ad is expressed in its _______ |
advertising appeal |
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_______ is the execution format that depicts typical people using the product in an everyday setting |
Slice of Life |
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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? |
testimonial |
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__________ refers to the mood or attitude an advertisement conveys |
tonality |
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_________ is a problem solving process for getting an advertising message to a specific target audience in the most effective fashion |
media planning |
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________ is NOT an example of a specialized and highly targeted media that an advertiser might use to reach smaller customer segments |
network TV |
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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. |
television |
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What is true about magazines as an advertising medium? |
Magazines have long lead times and deadlines that can reduce flexibility |
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Which of the following statements about radio as an advertising medium is true? |
One advantage of radio advertising is its flexibility |
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______ would be the best medium for an advertisement encouraging customers to come to a local retailer's weekend sidewalk sale? |
local newspaper |
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Web sites and mobile phones are examples of _______ |
digital media |
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Through what kind of ads can users block the applications developed by Internet access software? |
pop ups |
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In which type of media would you find buttons advertising products? |
the Internet |
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______ is the practice of sending unsolicited email directed to five or more people not personally known to the sender |
spamming |
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Which practice helps to protect consumers from spamming? |
permission marketing |
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Product placements in television programs and movies are examples of ______ |
branded entertainment |
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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 |
out of home |
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Which of the following would a consumer be most likely to consult just before making a purchase decision? |
a directory |
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Brand placement in video games is referred to as ______ |
advergaming |
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What would a marketer use to track customers as they pass through the aisles of a retail outlet? |
RFID technology |
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_______ 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 |
reach |
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Frequency is ... |
the number of times a person in the target group will be exposed to an ad |
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To compare the relative cost-effectiveness of different media and of spots run on different vehicles in the same medium, media planners use ______ |
cost per thousand (CPM) |
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Which of the following is a media schedule of short, intense bursts alternating with periods of little to no activity ? |
flighting |
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What is true about a continuous advertising schedule? |
it can lead to advertising wear out |
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Which of the following is a technique for measuring the impact of an advertisement during the final step of developing an advertising campaign? |
attitudinal measures |
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_______ 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? |
unaided recall |
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Which of the following promotion tools is most closely associated with building up a positive corporate image and handling unfavorable stories and events? |
public relations |
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______ is the communication function that seeks to build good relationships with an organization's publics |
public relations |
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The basic rule of _____ is "do something good, then talk about it." |
public relations |
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What is least likely to be performed by a public relations department? |
media vehicle selection |
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There are three steps involved in creating a public relations campaign. The first step is to _____ |
develop objectives |
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One of the barriers to greater reliance on _____ is the difficulty of gauging its effectiveness |
public relations |
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The most common way for public relations specialists to communicate is through the use of ______ |
press releases |
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Timely topics and research project stories are both types of ______ |
press releases |
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Which of a following is relatively inexpensive objective measurement that public relations (PR) specialists can use to gauge the effectiveness of their efforts? |
coverage in print and broadcast media |
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A company newsletter is an example of _______ |
internal PR |
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Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of _____ |
public relations |
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_______ 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 |
corporate identity materials |
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Planning and implementing special events are typically responsibilities of _______ |
the PR department |
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______ 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 |
guerrilla marketing |
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_______ is NOT a public relations activity |
creative strategy |
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_______ is the promotional tool used to build interest in or encourage purchase of a good or service during a specified period |
sales promotion |
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Which of the following would be most useful if a firm has an immediate objective to achieve? |
sales promotions |
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A downside to _____ is that if used too frequently, consumers become conditioned to purchase the product only at the lower promotional price |
price based consumer sales promotion |
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_______ are the most common price promotion |
coupons |
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________ offer consumers savings off the regular price of a product, with the reduced price marked by the producer directly on the label or package |
price off packs |
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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 |
loyalty program |
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______ 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 |
premiums |
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Of the major consumer promotion tools, which is the most effective for introducing a new product? |
sampling |
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Which of the following types of sales promotions would not be offered to a final consumer? |
push money |
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A television commercial for Post Select cereal is an example of which of the following? |
product advertising |
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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 ______ |
institutional advertising |
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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 _______ |
advocacy advertising |
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Which advertising situation would least likely be considered "puffery"? |
a retired couple drinking a vitamin and protein shake and then going bicycling |
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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? |
What are the message objectives of U Frame It? |
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Avis positioned itself against market leading Hertz by claiming, "We're number two, so we try harder." This is an example of ________ |
comparative advertising |
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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 |
lifestyle |
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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? |
demonstration |
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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? |
slice of life |
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When a pharmaceutical ad includes a world renowned heart surgeon describing the benefits of the medication, which type of execution format is being used? |
testimonial |
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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 ________. |
slogans |
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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? |
mobile advertising |
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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. |
place based |
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Some television shows have shown actors drinking a cup of Starbucks coffee. In these instances, Starbucks has chosen ________ as a marketing tool. |
brand placement |
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For which products would a continuous advertising schedule be most appropriate? |
lightbulbs |
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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 ________. |
publicity |
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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 ________. |
press releases |
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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? |
corporate identity materials |
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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 ________.
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a sponsorship |
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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 ________. |
sponsorship |
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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 ________.
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guerrilla marketing |
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a coupon for $5 off a visit to an amusement park is an example of _____ |
sales promotion |
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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 ________. |
rebate |
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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. |
rebate |
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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 ________. |
sampling |