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__________ advertising is good for products that have achieved a well-recognized position and are in the mature phase of their product life cycle. |
Reminder |
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The headline of a General Motors advertisement in a Reader’s Digest magazine read, "I believe these kids will make great engineers. Now I’ve got to make them believe it." The ad shows an engineer surrounded by seven young people. The ad copy talks about how General Motors believes the more the company puts into the community, the more society will get out of the community. This advertisement is an example of a(n) |
advocacy advertisement. |
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Which of the following is a potential problem when using fear appeals in advertising? |
Overly threatening messages have a negative effect on the intention to adapt behavior. |
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In advertising, rating refers to |
the percentage of households in a market tuned to a particular TV or radio program. |
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One of the disadvantages associated with radio as an advertising medium is that it |
has no visual element. |
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Which of the following statements regarding newspapers as an advertising medium is most accurate? |
Local retailers often use newspapers as their sole advertising medium. |
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__________ advertising can be interactive, with drop-down menus, built-in games, or search engines to engage viewers. |
Online |
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Continuous scheduling would most likely be used for advertising |
baby food. |
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Which of the following would be conducted before an advertisement was placed in any medium? |
Portfolio test |
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Jury tests refer to |
presenting a panel of consumers with an ad and asking for their reactions concerning the ad’s effectiveness, appeal, etc. |
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A few years ago, Young and Rubicam, Inc. developed the "Softer Side of Sears" campaign to target middle-income women. This agency provided research about that segment, media choices, and complete production of advertising for Sears. Young and Rubicam is an example of a(n) |
full-service advertising agency. |
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A Starch test uses all of the following to score an advertisement except which? |
the percentage of those who found the content informative |
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A snack food company experimented with the frequency of its advertising by working with a local cable provider. On the north end of the city, the frequency was high, while it was only moderate on the south end of town. The company then obtained the checkout scanner data from grocery stores in each part of town for comparison. This is a form of |
Sales test |
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Which of the following statements about attitude tests is most accurate? |
In an attitude test, respondents are asked questions to measure changes in their attitudes after an advertising campaign. |
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Which of the following is not a consumer-oriented sales promotion? |
Cooperative advertising |
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Many shoe stores have sales during which they offer 50% off the second pair you purchase when you purchase the first pair at full price. This offer is an example of a |
deal |
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For marketers, important objectives of a point-of-purchase display are to |
maximize the consumer’s attention and provide storage. |
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Three commonly used trade promotions are |
allowances and discounts, cooperative advertising, and training of distributor’s salesforces. |
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National sales meetings sponsored by the manufacturer and field visits to a reseller’s location to inform and motivate the salespeople to sell the products are considered forms of |
Salesforce training |
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A visit to The Tonight Show Starring Jimmy Fallon by Cameron Diaz to promote a new movie would be considered which element of the promotional mix? |
Public relations |
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