Chapter 12 Communicating Customer Value: Advertising, Sales Promotion, and Public Relations

GENERAL CONTENT: Multiple-Choice Questions 1. A companys total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and directmarketing tools that the company uses to pursue its advertising and marketing objectives. This is also called _____. direct marketing integrated marketing promotional mix competitive marketing target marketing (Answer: c; p. 363; Challenging) _____ is the nations largest advertiser. Wal-Mart Ford Motors General Motors Procter & Gamble Xerox (Answer: d; p. 370; Moderate) 3. Four important decisions are made when developing an advertising program. Which is (are) one of these decisions? Setting advertising objectives. Setting the advertising budget. Developing advertising strategy. Selecting a target market A, B, and C (Answer: e; p. 370; Easy) _____ define(s) the job that advertising must do in the total market program. Advertising objectives Advertising budget Advertising strategy Advertising campaigns A and B (Answer: a; p. 370; Moderate)

a. b. c. d. e. 2. a. b. c. d. e.

a. b. c. d. e. 4. a. b. c. d. e.

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5. _____ can be classified by primary purposewhether the aim is to inform, persuade, or remind. Advertising objectives Advertising budgets Advertising strategies Advertising campaigns Advertising logos (Answer: a; p. 371; Moderate) 6. _____ is used heavily when introducing a new product category. The objective is to build primary demand. Persuasive advertising Informative advertising Comparative advertising Patronage advertising Institutional advertising (Answer: b; p. 371; Easy) 7. _____ becomes more important as competition increases. The companys objective is to build selective demand. Persuasive advertising Informative advertising POP promotion advertising Patronage advertising Reminder-oriented advertising (Answer: a; p. 371; Challenging) 8. Some persuasive advertising has become _____, in which a company directly or indirectly compares its brand with one or more other brands. informative advertising reminder advertising comparative advertising POP promotion advertising institutional advertising (Answer: c; p. 371; Easy) 9. Avis positioned itself against market-leading Hertz by claiming, Were number two, so we try harder. This is an example of _____. informative advertising reminder advertising comparative advertising persuasive advertising none of the above (Answer: c; p. 371; Challenging)

a. b. c. d. e.

a. b. c. d. e.

a. b. c. d. e.

a. b. c. d. e.

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10. a. b. c. d. e. 11. a. b. c. d. e.

Expensive Coca-Cola television ads primarily are a type of _____. informative advertising comparative advertising persuasive advertising reminder advertising institutional advertising (Answer: d; p. 371; Challenging) After determining its advertising objectives, the companys next step is to _____. set its advertising budget use advertising specialty use cash refund offers use coupons B or C (Answer: a; p. 371; Moderate) 12. Short-term incentives to encourage the purchase or sale of a product or service are called _____. direct marketing sales promotions personal selling public relations publicity (Answer: b; p. 363; Moderate) 13. Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called _____. sales promotion direct marketing advertising personal selling none of the above (Answer: c; p. 363; Moderate) 14. Which of the five major promotion tools includes press releases and special events? Sales promotion Personal selling Direct marketing Public relations Publicity (Answer: d; p. 363; Challenging)

a. b. c. d. e.

a. b. c. d. e.

a. b. c. d. e.

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15. _____ includes displays, discounts, coupons, and demonstrations. Sales promotion Direct marketing Affordable method Public relations Advertising (Answer: a; p. 363; Easy) 16. The promotion mix is the companys primary communication activity; the marketing mix must be coordinated for the greatest communication impact. What is not included in the entire marketing mix? Product. Competitor. Price. Place. Promotion. (Answer: b; p. 363; Moderate) 17. Mass-media advertising routinely invests _____ of dollars in reaching tens of millions of customers with a single ad. billions thousands millions hundreds tens (Answer: c; p. 364; Easy) 18. Major factors are changing the face of todays marketing communications. Why is this happening? a. Mass markets have fragmented; marketers are shifting away from mass marketing. b. Vast improvements in information technology are speeding the movement toward segmented marketing. Mass-media companies routinely invest millions of dollars in the mass media. All of the above. None of the above. (Answer: d; p. 364; Easy) What is the name of an element of advertising strategy? Selecting advertising media. Sophisticated statistical models. Setting advertising objectives. B and C None of these. (Answer: a; p. 372; Moderate) 94

a. b. c. d. e.

a. b. c. d. e.

c. d. e. 19. a. b. c. d. e.

a. b. c. d. e.

20. The creative department first creates good advertisements, and then the media department selects the best media for carrying these advertisements to desired target audiences. This often causes _____. sales promotions friction advertising specialty integrated service marketing myopia (Answer: b; p. 372; Challenging) 21. Absolut Vodkas ad campaign based on tight media-creative partnership is an example of _____. a. an advertising campaign that starts with a great message idea, followed by the choice of appropriate media b. an advertising campaign that begins with a good media opportunity, followed by advertisements designed to take advantage of that opportunity c. A and B d. an integrated service e. none of the above (Answer: b; p. 373; Challenging)

a. b. c. d. e.

22. The cost of advertising for most products is especially high during _____. peak seasons the summer months morning news shows prime-time programs late-night programming (Answer: d; p. 374; Moderate) 23. Television viewers were pretty much a captive audience for advertisers until _____ were invented. remote-control units VCRs POP promotions satellite stations A, B, and C (Answer: e; p. 374; Easy) 24. With _____, television viewers can instantly turn off the sound during a commercial or zip around the channels to see what else is on. remote-control units VCRs advertising specialty POP promotion none of the above 95

a. b. c. d. e.

a. b. c. d. e.

a. b. c. d. e.

(Answer: a; p. 374; Easy) 25. According to one advertising executive, a commercial has to cut through the clutter and seize the viewer in _____, or theyre gone. 15 seconds 10 seconds five seconds one to three seconds less than one second (Answer: d; p. 375; Moderate) 26. _____ is the first step in creating effective advertising messagesdeciding what general message will be communicated to consumers. Deciding advertising clutter Message strategy Media opportunity Rewarding consumers Selecting the medium (Answer: b; p. 375; Moderate) 27. Developing an effective message strategy begins with identifying _____ that can be used as advertising appeals. sales promotions premium promotions advertising specialties customer benefits emotions (Answer: d; p. 375; Challenging) 28. Ideally, Modern Tool & Die Companys advertising message strategy will follow directly from the companys _____ strategy. objective cash refund broader positioning patronage reward operational (Answer: c; p. 375; Moderate) 29. _____ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress. POP promotions Message strategy statements Creative concept statements Big idea statements None of the above (Answer: b; p. 375; Moderate)

a. b. c. d. e.

a. b. c. d. e.

a. b. c. d. e.

a. b. c. d. e.

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30. The advertiser must develop a compelling _____that will bring the message strategy to life in a distinctive and memorable way. At this stage, simple message ideas become great ad campaigns. big idea customer strategy customer benefit B and C none of the above (Answer: a; p. 375; Easy) 31. When simple message ideas become great ad campaigns, usually the _____ and the _____ will team up to generate many creative concepts, hoping that one of these concepts will turn out to be the big idea. advertising specialist; art director sales promoter; copywriter advertising agency; art director copywriter; art director none of the above (Answer: d; p. 375; Challenging) 32. The big idea or the creative concept may emerge as a(n) _____, a phrase, or a combination of the two. appeal visualization differentiation verbalization none of the above (Answer: b; p. 375; Easy) 33. Advertising appeals should have three characteristics. Which is not one of these characteristics? They should be meaningful. They must be believable. They all must show lifestyle. They should be distinctive. A and B (Answer: c; p. 376; Moderate)

a. b. c. d. e.

a. b. c. d. e.

a. b. c. d. e.

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34. The creative people must find the best style, tone, words, and format for executing the message. _____ is the style that shows one or more typical people using the product in a normal setting. Lifestyle Fantasy Slice of life Personality symbol Real-world depiction (Answer: c; p. 378; Moderate) 35. In an ad, the second thing the reader notices is the _____. It must effectively entice the right people to read the block of text. copy illustration headline advertising specialty color (Answer: c; p. 378; Moderate) There are major steps in media selection. Which is not one of these steps? Deciding on reach, frequency, and impact. Choosing among major media types. Selecting specific media vehicles. Deciding on format elements. None of the above. (Answer: d; p. 379; Challenging) 37. ______ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time. Reach Qualitative value Format Premium Gross rating point (Answer: a; p. 379; Easy) 38. The advertiser must decide on the desired media impactthe _____ of a message through a given medium. reach illustration qualitative value copy gross rating point (Answer: c; p. 379; Challenging)

a. b. c. d. e. 36. a. b. c. d. e.

a. b. c. d. e.

a. b. c. d. e.

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39. A company decides on its promotion budget by using four common methods to set the total budget for advertising. What is not one of these methods? The affordable method. The percentage-of-sales method. The integrated method. The competitive-parity method. All of the above. (Answer: c; p. 371; Moderate) 40. Network television advertising is very expensive. The media planner looks both at the total cost of using a medium and at the _____. cost per exposure cost of premium offers cost of the magazine it is using opportunity cost none of the above (Answer: a; p. 379; Easy) For a long time, _____ have (has) dominated in the media mix of national advertisers. the Internet newspapers TV magazines C and D (Answer: e; p. 379; Moderate) 42. Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. All of the following benefit greatly from this shift, except _____. outdoor advertising cable television network television digital satellite television systems A and B (Answer: c; p. 379; Easy) 43. _____ have (has) undergone resurgence in recent years. Gone are the ugly eyesores of the past; in their place we now see cleverly designed, colorful attention grabbers. They are a fraction of the cost of other major media. Newspapers Billboards Direct mailings Online ads None of the above (Answer: b; p. 382; Easy)

a. b. c. d. e. 41. a. b. c. d. e.

a. b. c. d. e.

a. b. c. d. e.

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44. The _____ method is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit. It wrongly views sales as the cause of promotion rather than the result. percentage-of-sales affordable competitive-parity objective-and-task regression (Answer: a; p. 372; Moderate) 45. What is the name for specific media within each general media type? Examples are for television: ER and ABC World News Tonight. Editorial quality. Audience attention. Vehicle. Advertising specialty. Micromedia. (Answer: c; p. 380; Easy) 46. In selecting media vehicles, the planner must balance media cost measures against several media impact factors. First, the planner should balance costs against the media vehicles _____. audience quality audience attention editorial quality A or C none of the above (Answer: a; p. 382; Challenging) 47. The advertiser has to choose the pattern of the ads. _____ means scheduling ads evenly within a given period. _____ means scheduling ads unevenly over a given time period. Pulsing; Continuity Continuity; Hard hitting Continuity; Pulsing Pulsing; Hard hitting Sequencing; Routing (Answer: c; p. 382; Moderate)

a. b. c. d. e.

a. b. c. d. e.

a. b. c. d. e.

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48. The advertiser has to choose the pattern of the ads. _____, scheduling ads unevenly, builds awareness that is intended to be carried over to the next advertising period. Continuity Pulsing Hard hitting Sequencing All of the above (Answer: b; p. 382; Challenging) 49. The most logical budget-setting method is the _____ method. It deals more with specific promotion goals and accomplishments. percentage-of-sales affordable competitive-parity objective-and-task exponential smoothing (Answer: d; p. 372; Easy) 50. Companies are doing less _____ and more _____ as a result of an explosion of more focused media that better match todays targeting strategies. market; media media; sales narrowcasting; broadcasting broadcasting; narrowcasting advertising; word-of-mouth (Answer: d; p. 365; Moderate) 51. The concept of _____ marketing communications suggests that the company must blend the promotion tools carefully into a coordinated _____. affordable; promotion mix integrated; promotion mix percent-of-sales; integration A and C none of the above (Answer: b; p. 366; Easy) 52. One way to measure the _____ effect of advertising is to ______ past sales and past advertising expenditures. sales; compare promotion; disregard copy; disregard sales; disregard none of the above (Answer: a; p. 383; Easy)

a. b. c. d. e.

a. b. c. d. e.

a. b. c. d. e.

a. b. c. d. e.

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53. _____ were started in the mid-to-late 1800s by salespeople and brokers who worked for the media and received a commission for selling advertising space to companies. Eventually, they grew closer to the advertisers than to the media. Advertising agencies Large companies Patronage companies POP companies Ad unions (Answer: a; p. 383; Easy) Advertising has some shortcomings. What is not one of them? It is impersonal. It can be very costly. U.S. firms spend up to three times as much on personal selling. It carries on one-way communications. None of the above. (Answer: c; p. 368; Challenging) What is not a benefit of standardized global television? Lower advertising costs. Greater global advertising coordination. The fact that demographics differ. Consistent worldwide image. None of the above. (Answer: c; p. 384; Easy) Advertising media costs _____ from country to country. differ vastly remain about the same use POP promotions are impossible to compare none of the above (Answer: a; p. 384; Easy) McDonalds advertises itself as a family restaurant in Sweden because of _____. comparative ads competition law restrictions sales promotions language translation differences (Answer: c; p. 384; Challenging)

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58. _____ consists of short-term incentives to encourage the purchase or sale of a product or service. This offers reasons to buy it now. A patronage reward A segmented promotion Advertising Sales promotion Publicity (Answer: d; p. 385; Easy) 59. They are targeted toward final buyers, retailers and wholesalers, business customers, and members of the sales force. They account for 74 percent of all marketing expenditures and their goal is to stimulate earlier or stronger market response. What type of promotion is it? Rebates. POP promotions. Sales promotions. Advertising objectives. A and B (Answer: c; p. 385; Moderate) The growing use of sales promotion has resulted in _____. advertising specialty promotion clutter promotion objective all of the above none of the above (Answer: b; p. 385; Challenging) What is not an objective for trade promotions? To get retailers to carry new items and more inventory. To get retailers to advertise the product. To gain more shelf space. To get salespeople to sign up new accounts. None of the above. (Answer: e; p. 386; Challenging) 62. In general, rather than creating only short-term sales or temporary brand switching, _____ should help to reinforce the products position and build long-term customer relationships. sales promotions promotion clutter samples POP promotions publicity (Answer: a; p. 386; Easy)

a. b. c. d. e. 60. a. b. c. d. e. 61. a. b. c. d. e.

a. b. c. d. e.

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Out of the main consumer promotion tools, which is (are) the most effective? Coupons. Sampling. Cash refunds. Advertising. C and D (Answer: b; p. 387; Moderate) Out of the main consumer promotion tools, which is (are) the most costly? Coupons. Sampling. Cash refunds. Advertising. Billboards. (Answer: b; p. 387; Moderate) 65. _____ offer consumers savings off the regular price of a product. The reduced prices are marked by the producer directly on the label or package. They stimulate short-term sales. Advertising objectives Patronage rewards Price packs Samples None of the above (Answer: c; p. 388; Easy) _____ are goods offered either free or at low cost as an incentive to buy a product. Rebates Premiums Price packs Cash refund offers Gimmicks (Answer: b; p. 388; Easy) 67. In a recent study, 71 percent of all consumers surveyed were either carrying or wearing a(n) _____. These have the advertisers name on them. advertising objective coupon advertising specialty price pack badge (Answer: c; p. 388; Moderate)

a. b. c. d. e. 66. a. b. c. d. e.

a. b. c. d. e.

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Manufacturers direct more sales promotion dollars toward _____ than to _____. consumers; retailers customers; wholesalers retailers and wholesalers; consumers mature consumers; teenagers retailers; wholesalers (Answer: c; p. 388; Challenging) 69. Manufacturers may offer a(n) _____ in return for the retailers agreement to feature the manufacturers products in some way. POP promotion allowance incentive promotion price pack premium (Answer: b; p. 389; Moderate) Business promotion tools are used for all of the following except to _____. generate business leads stimulate purchases reward customers generate more manufacturers locate customers (Answer: d; p. 389; Moderate) _____ is (are) the companys most expensive promotion tool. Advertising Personal selling Mass media Public relations Publicity (Answer: b; p. 368; Easy) 72. Sales promotion includes a wide assortment of tools. Which is not one of these tools? Contests. Premiums. Telephone surveys. Coupons. None of the above. (Answer: c; p. 368; Easy)

a. b. c. d. e. 70. a. b. c. d. e. 71. a. b. c. d. e.

a. b. c. d. e.

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a. b. c. d. e. 74. a. b. c. d. e. 75. a. b. c. d. e.

73. Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of _____. outdated business ethics press relations press agencies public relations none of the above (Answer: d; p. 390; Challenging) Which function(s) may be performed by a public relations department? Product publicity. Lobbying. Public affairs. A and B All of the above. (Answer: e; p. 390; Easy) _____ use several tools. Some of these are: the news, speeches, and special events. Advertising agencies Advertising specialists Public relations professionals Computer programmers None of the above (Answer: c; p. 392; Easy) True/False 76. A specific communication task to be accomplished with a specific target audience during a specific period of time is called an advertising objective. (True; p. 371; Easy)

77.

Coca-Cola television ads primarily are comparison advertising. (False; p. 371; Challenging) 78. In advertising strategy, the creative department first created good advertisements, and then the media department selected the best media. This system always works very well. (False; p. 372; Moderate) 79. Television advertisers regularly pay $2 million or more for 30 seconds of advertising during a popular prime-time program. (False; p. 374; Moderate)

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80. According to an ad executive profiled in the textbook, a commercial has to cut through the clutter and seize the viewers in one to three seconds, or theyre gone. (True; p. 374; Easy) 81. The three characteristics for advertising appeals are: meaningful, believable, and distinctive. (True; p. 376; Moderate) 82. Slice of life, lifestyle, and personality symbol are all parts of public relations. (False; p. 378; Moderate) 83. Technical expertise, scientific evidence, and testimonial evidence are all examples of the execution styles that the creative people use in advertising products. (True; p. 378; Challenging) 84. The copy is the main block of text in an ad. (True; p. 378; Easy) 85. Reach is a measure of how many times the average person in the target market is exposed to the message. (False; p. 379; Moderate) 86. The media planner has to know the reach, frequency, and impact of each ad. (True; p. 379; Moderate) 87. Advertisers look for media that showcase the product effectively. Fashions are best advertised on television, and automobile performance is best in color magazines. (False; p. 379; Challenging) 88. Pulsing means scheduling ads evenly over a given period of time. (False; p. 382; Easy) 89. A companys total marketing communications mix is also called its promotion mix. (True; p. 363; Moderate) 90. Coca-Cola has succeeded in its consistent worldwide image, advertising young sexy men and scantily dressed women drinking the product. (False; p. 383; Moderate) 91. Sales promotion consists of short-term incentives to encourage purchases or sales of a product or service. (True; p. 363; Easy)

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92. An e-mail from Amazon.com that offers free shipping on your next purchase of more than $35 is an example of sales promotion. (True; p. 385; Moderate) 93. 94. The most effective consumer promotion tool is sampling. (True; p. 386; Easy) The most expensive consumer promotion tool is sampling. (True; p. 386; Moderate) 95. Toro ran a clever preseason promotion on some of its snow blower models, offering money back if the snowfall in the buyers market area turned out to be below average. This is an example of price packs. (False; p. 388; Moderate) 96. Quaker Oats inserted $5 million worth of gold and silver coins in Ken-L Ration dog food packages. This is an example of patronage rewards. (False; p. 388; Challenging) 97. POP promotions include displays and demonstrations that take place at the point of purchase or sale. (True; p. 388; Easy) 98. Manufacturers direct more sales promotion dollars toward consumers than toward retailers. (False; p. 388; Challenging) 99. Manufacturers may offer an allowance in return for the retailers agreement to feature the manufacturers products in some way. (True; p. 389; Easy) 100. Major factors are changing the face of todays marketing communications. Mass markets have fragmented; thus, marketers are shifting away from mass marketing. (True; p. 364; Easy) 101. Vast improvements in information technology are speeding the movement toward segmented marketing. (True; p. 364; Moderate) 102. If the pull strategy is effective, consumers will then demand the product from channel members, who will in turn demand it from producers. (True; p. 369; Moderate) 103. Scientific evidence is the executional style used when Subway advertises six subs for under six fat grams. (True; p. 378; Moderate) 108

104.

Informative ads are used primarily in the growth stage of the product life cycle. (False; p. 371; Easy) 105. Percentage-of-sales method wrongly views sales as the cause of promotion rather than the result. (True; p. 372; Moderate) Essay 106. Marketing management must make four important decisions when developing an advertising program. Name and describe these four decisions. 1. Set advertising objectives, which can be classified by primary purpose: whether the aim is to inform, persuade, or remind. 2. Set the advertising budget: often depends on its stage in the product life cycle. 3. Develop advertising strategy: consists of either creating advertising message or selecting advertising media. 4. Evaluate advertising campaigns: monitoring how well the advertising worked. (p. 370; Challenging)

107.

What are the three characteristics of advertising appeals? a. Meaningful: pointing out benefits that make the product more desirable or interesting to consumers. b. Believable: consumers must believe that the product or service will deliver the promised benefits. c. Distinctive: they should tell how the product is better than the competing brands. (p. 376; Challenging) 108. The creative people must find the best way to execute a message. Name and describe three of these styles of execution. a. Slice of life: shows one or more typical people using the product in a normal setting. b. Lifestyle: shows how a product fits in with a particular lifestyle. c. Fantasy: creates a fantasy around the product or its use. (p. 378; Moderate)

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Name and describe the four major steps in media selection. Decide on reach, frequency, and impact. Reach is a measure of the percentage of people that are exposed to the advertisement; frequency is the measure of how many times the average person is exposed to the message; impact is how people feel about the advertisement. 2. Choose among major media types: television, newspapers, magazines, and billboards. 3. Select specific media vehicles, such as choosing TV shows that the target would watch so he or she will see the commercial. 4. Decide on media timing. Figure out how to schedule the advertising over the course of a year. (p. 379; Challenging) 110. Marketers can choose from two basic promotion mix strategiespush promotion or pull promotion. Describe these two strategies. Using the pull strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product; whereas, if the pull strategy is effective, consumers will then demand the product from channel members who will in turn demand it from producers. (p. 369; Moderate)

111.

Tell how advertising agencies have changed over the years. In the mid-to-late 1800s, salespeople and brokers worked for the media and received a commission for selling advertising space to companies. Eventually, they formed agencies and grew closer to the advertisers than to the media. They are trying to get away from commission sales. (p. 383; Moderate)

112.

Describe what a price pack is and how it works. A price pack offers consumers savings off the regular price of a product. The reduced prices are marked by the producer directly on the label or package. It stimulates shortterm sales. (p. 388; Easy)

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Describe public relations and its three functions. Public relations build good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. Functions include: 1. Product publicity: publicizing specific products 2. Public affairs: building and maintaining national or local community relations 3. Lobbying: building and maintaining relations with legislators and government officials to influence legislation and regulation (p. 390; Challenging) 114. Explain how sales promotion campaigns are developed and implemented. Sales promotion campaigns call for setting sales promotions objectives, selecting tools, developing and implementing the sales promotion program by using trade promotion tools and business promotion tools, as well as deciding on such things as the size of the incentive, the conditions for participation, how to promote and distribute the promotion package, and the length of the promotion. After this process is completed, the company evaluates the results. (p. 386; Challenging) 115. A companys total marketing communications mixalso called its promotion mix consists of the specific blend of five different parts. Name and define these parts. Advertising is any paid for or nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Sales promotion includes short-term incentives to encourage the purchase or sale of a product or service. Public relations includes building good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stores, or events. Personal selling includes a personal presentation by the firms sales force for the purpose of making sales and building customer relationships. Direct marketing includes direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationshipsthe uses of telephone, mail, fax, e-mail, the Internet, and other tolls to communicate directly with specific customers. (p. 363; Challenging)

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APPLICATION CONTENT: Multiple-Choice Questions 116. The creative people must find the best style, tone, words, and format for executing the message. Here is an example of the execution style of _____. 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 youd like to tell the whole world about them. But please, dont. slice of life lifestyle fantasy scientific evidence none of the above (Answer: b; p. 378; Moderate) 117. The creative people use this execution style when their ads are built around dream themes. Mood or image. Musical. Fantasy. Slice of life. Scientific evidence. (Answer: c; p. 378; Easy) 118. When Taco Bell uses the small dog to represent their product, the creative people are using what kind of execution style? Mood or image. Fantasy. Personality symbol. Technical expertise. Musical. (Answer: c; p. 378; Easy) 119. When Maxwell House shows one of its buyers carefully selecting coffee beans, the creative people are using what kind of execution style? Mood or image. Fantasy. Personality symbol. Musical. Technical expertise. (Answer: e; p. 378; Moderate)

a. b. c. d. e.

a. b. c. d. e.

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120. Apple recently ran ads featuring real people who had recently switched from Microsoft Windows-based PCs to Macs. When the companies use people, actors, or sports celebrities as product endorsers, the creative people are using what kind of execution style? Personality symbol. Testimonial evidence. Scientific evidence. Lifestyle. Fantasy. (Answer: b; p. 378; Moderate) 121. Procter & Gamble always uses _____. They usually avoid _____that might take attention away from the message. humor; negative tone cash refund offers; sales promotion positive tone; humor sales promotion; cash refund offers cash refund offers; humor (Answer: c; p. 378; Challenging) Mikes Bike Shops readers will notice this first in its new advertising. Headline. Illustration. Copy. Subheadlines. None of the above. (Answer: b; p. 378; Moderate) 123. Here is an example of how the _____method operates. The company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising. percentage-of-sales affordable competitive-parity objective-and-task moving-average (Answer: b; p. 372; Easy) 124. An e-mail from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of _____. sales promotion POP promotion rebate advertising objective a premium (Answer: a; p. 385; Moderate) 114

a. b. c. d. e. 122. a. b. c. d. e.

a. b. c. d. e.

a. b. c. d. e.

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125. Toro ran a clever preseason promotion on some of its snow blower models, offering some money back if the snowfall in the buyers market area turned out to be below average. This is an example of a(n) _____. rebate advertising specialty price pack premium pack none of the above (Answer: a; p. 388; Easy) 126. An example of a(n) _____ is when airlines offer frequent plans, awarding points for miles traveled that can be turned in for free airline trips. advertising objective POP reward premium reward patronage reward publicity (Answer: d; p. 388; Easy) 127. An example of a(n) _____ is a five-foot-high cardboard display of Capn Crunch next to Capn Crunch cereal boxes. patronage promotion POP promotion POP pack advertising promotion premium (Answer: b; p. 388; Challenging) A product in the maturity stage may require _____ advertising. informative comparative persuasive reminder cooperative (Answer: d; p. 371; Easy) 129. Marketing communicators must do all of the following except _____. identify the target audience send products to the customer determine the communication objectives collect audience responses none of the above (Answer: b; p. 366; Moderate)

a. b. c. d. e.

a. b. c. d. e. 128. a. b. c. d. e.

a. b. c. d. e.

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130. a. b. c. d. e.

Which of the following is not a personality symbol? Mickey Mouse. The Jolly Green Giant. The Energizer bunny. Snap, Crackle, and Pop. None of the above. (Answer: e; p. 378; Easy) 131. Buy it now refers to _____. personal selling advertising nonpersonal communication channel sales promotion publicity (Answer: d; p. 368; Challenging) 132. Which of the following is not a sales promotion? Coupons. TV commercials. Contests. Cents-off deals. Premiums. (Answer: b; p. 368; Moderate) 133. Whether you place most promotional emphasis on advertising or whether you place most promotional emphasis on sales promotion may depend on _____. the nature of your product the nature of your industry money available competitors promotional efforts all of the above (Answer: e; p. 367; Moderate) 134. If you are attempting to create primary demand toward your product, you will use _____ ads. informative persuasive reminder developmental cooperative (Answer: a; p. 371; Moderate)

a. b. c. d. e.

a. b. c. d. e.

a. b. c. d. e.

a. b. c. d. e.

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135. a. b. c. d. e.

You want to increase reach. You could _____. aim your ads at different demographic groups air your ad at different times of the day attack your competitors ad messages none of the above A and B (Answer: e; p. 379; Challenging) Short Answer

136.

What are the three primary purposes of advertising objectives? Advertising objectives can be classified by primary purposewhether the aim is to inform, persuade, or remind. (p. 371; Easy)

137.

When does a marketer use informative ads? Informative ads are used heavily when introducing new products or new product categories. (p. 371; Easy)

138.

When does a marketer use a comparative ad? Comparative ads are a type of persuasive ads in which a company directly or indirectly compares its brand with one or more other brands. (p. 371; Easy)

139.

When does a marketer use reminder ads? Reminder ads are important for mature products; they keep consumers thinking about the product. (p. 371; Easy)

140.

Explain a push strategy. A push strategy involves pushing the product through distribution channels to final consumers; the producer directs marketing activities toward channel members to induce them to carry the product and to promote it to final consumers. (p. 369; Moderate)

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141. Explain how a marketer may create a message strategy when marketing a product toward children. When directing marketing efforts toward children, the marketer will want to create a message that is most appealing to children. The market will likely relate to specific situations in which children usually find themselves or the marketer may use a personality symbol with which the children can relate. (p. 375; Challenging) 142. Give a hypothetical example of a slice of life executional style. Possible examples are endless. Slice of life examples show one or more typical people using a product in a normal setting. (p. 378; Challenging) 143. How does a personality symbol impact a brand? A personality symbol is a character that represents the product and with which the consumer can relate. (p. 378; Moderate) 144. Give a hypothetical example of testimonial evidence. Possible examples are endless. Testimonial evidence features a highly believable or likable source endorsing the product. (p. 378; Moderate) 145. What does reach tell a marketer? Reach is a measurement of the percentage of people in the target market who are exposed to the ad campaign during a given period of time. (p. 379; Moderate) 146. What does frequency tell a marketer? Frequency is a measure of how many times the average person in the target market is exposed to the advertising message. (p. 379; Moderate) 147. Explain how different types of messages may require different media. For example, a message announcing a major sale tomorrow will require radio or newspapers; whereas, a message with a lot of technical data might require magazines, direct mailings, or an online ad. (p. 379; Challenging)

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148.

Explain a pull strategy. With a pull strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product; if this strategy is effective, consumers will then demand the product from channel members, who will in turn demand it from producers. (p. 369; Challenging)

149.

Explain how seasonality impacts media timing. Seasonality will impact how often an advertisement is aired or printed. Usually during the Christmas season, ads from numerous marketers of various products are seen more frequently. During other seasons, the pattern of ads (frequency) will change greatly. (p. 382; Challenging)

150.

Explain why an ad may have to be altered from one country to the next. Differences in perceptions of time, color, and imagery will impact how effective or acceptable an advertisement will be in other countries. In addition, changes in the use of language may be required to avoid being offensive to the foreign culture. (p. 384; Challenging)

151.

Give three examples of sales promotions. Sales promotions may include contests, gimmicks, games, fee samples, coupons or end-of-aisle displays; sales promotions include any tactic to attract the consumers attention. (p. 385; Easy)

152.

How can an advertiser using sales promotion reduce promotion clutter? The market can, for example, offer larger coupon values or create more dramatic point-of-purchase displays. (p. 385; Moderate)

153.

What type of sales promotion may benefit a political candidate the most? Political candidates benefit from various sales promotions in various ways. Pencils or pens with the candidates name and office being sought are useful. In addition, Tshirts with the candidates name and/or photograph can be effective when campaigning in parades. Name recognition is critical for any political candidate. (p. 386; Challenging)

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154.

How can a marketer enhance the credibility behind contests and sweepstakes? First of all, those consumers playing these games and entering these sweepstakes like to know when there is an actual winner and how the winner was selected. In addition, consumers appreciate seeing the games rules in print prior to entering the contest. (p. 388; Moderate)

155.

Explain why the message might be uncontrollable in public relations. Although companies work to build good relations with their publics, the publics perceptions of the marketer cannot be predicted. Though a marketer may work to positively improve relations with an external group, that group may perceive the marketer as being pushy, for example. (p. 390; Challenging) Scenario Most of the clientele at Second Avenue had surfaced through word-of-mouth communication. This small retailer of quality second-hand childrens clothing thrives on the sale of a vast inventory of childrens clothing placed there on consignment. Because small children growth so quickly, Second Avenues owner commented, they often outgrow many of their clothes before theyve hardly been worn! Second Avenue provides a way for people to sell their childrens clothing, earn a few dollars, and buy the next larger size. Were extremely picky about the condition of the clothing we stock, the owner stated, but we sell most items at a 60 percent discount. 156. Though Second Avenue has thrived merely through word of mouth, how could the business benefit from advertising? With an ad campaign, Second Avenue could become better known in a larger geographic area; in addition, the products offered and customer benefits could be positioned or repositioned in consumers minds. (p. 370; Easy) 157. What appeals might this marketer use? Explain. The appeals must point out the cost-saving benefits of shopping at Second Avenue while focusing on the comparable quality of brand-new clothing. (p. 376; Moderate)

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158.

How could this marketer use the slice of life executional style in an ad? The marketer could show typical people with children quickly outgrowing their clothing and the satisfaction from finding cost savingsand a place to sell outgrown clothesat Second Avenue. (p. 378; Moderate)

159.

Would a personality symbol impact Second Avenues image? How? Children often relate to personality symbols. Though the benefits of Second Avenue are geared toward parents pocketbooks, a personality symbol may attract and positively influence childrenwho represent a strong force in the target audience. (p. 378; Challenging) 160. What media options might best benefit Second Avenues promotional efforts? Explain. Periodic advertising in a local/regional newspaper would provide large coverage at a relatively low cost. TV would, perhaps, provide too much geographic coverage or, at the least, be too expensive. A few radio spots may be profitable, especially during times of seasonal inventory changes at Second Avenue. (p. 379; Challenging) 161. Hypothetically, if the second-hand clothing concept were to be implemented in England or France, for example, in what way(s) might clientele perceptions be different? Consumers abroad may or may not accept the idea of purchasing second-hand clothing; furthermore, some cultures may not provide consignment options in their marketplaces. (p. 384; Challenging) 162. What sales promotion tools might benefit Second Avenue? A number of examples exist. Coupons for a percentage off or something similar to Kmarts blue light special might work. Company names on pens and direct-mail flyers may also spark interest. (p. 387; Moderate)

163.

What types of premiums might Second Avenue offer? Second Avenue may offer toys with the purchase of specific childrens clothes or a package of diapers with a minimum purchase of $100 in merchandise, for example. (p. 388; Moderate)

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164. Give an example of a patronage reward that may benefit Second Avenue. A buyers card may attract consumers; such a card would be punched for every $10 spent and a discount, for example, could be provided after 10 punches. (p. 388; Challenging) 165. What roles does public relations play at Second Avenue? Relationships with customers are especially critical, especially considering that many of these people comprise Second Avenues customer base and supplier base. Press relations are also important for a small business. (p. 390; Moderate)

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