CH. 16 BB quiz 2023 with complete solution

_____________ aims to impact people's attitudes, and execute programs to gain their understanding and acceptance. Public relations _____________ is impersonal, one way, mass communication, paid for by the marketers, to increase sales in the long run. Advertising As the product enters growth stage, other competitors come into the market, and companies shift their focus to convincing the customers to buy their own brands, by creating favorable attitudes towards their brands. What type of advertising is being used here? Competitive advertising Which of the following has a short-term orientation? Sales promotion Which of the following experiences a slippage factor? Rebates The advertising response function looks like a/an: elongated "S" ________________ is used during the early stages of the product life cycle. Because the product is new, the focus is on explaining the benefits of the product class, and not on promoting the specific brand. Pioneering advertising Under a ________________ media schedule, advertisements are run at a steady pace throughout the campaign. continuous ________________ is when a brand appears in a TV show, movie, radio program, etc. as part of the narrative. Product placement ________________ also called corporate advertising, focuses on promoting the corporation as a whole. Institutional advertising In advertising, the term "reach" refers to the number of the target audience that sees an ad at least once. True Heavily used during the maturity stage of the product life cycle, comparative advertising offers consumers reasons why your brand is better than competitors' brands by comparing your brand with a competitor's brand on performance or mentioning competitor's name directly or indirectly. True Widely used during the introduction stage of the product life cycle, ___________ offers consumers reasons why consumers should consider the product category. Pioneering advertising Every year, the Discovery Channel has what it calls Shark Week, a weeklong marathon of programs on sharks. In New York, Discovery Channel street teams disguised as Surfers, Bight University faculty, and Bight University "chewleaders" will attack city streets in July visiting morning TV shows, landmarks, and high-traffic areas to promote the series. An article in the New York Times on Shark Week and the Discovery Channel's street teams would be an example of: publicity What is cash amount paid to intermediaries to secure shelf space slotting allowances Imagine a retailer who is pondering over which media to use and how often to use it. Which of the following statements would NOT be true? frequency will be more important than reach if the goal of advertising is to inform consumers of upcoming discount sales. What is the most effective promotional mix to use with products that are convenience goods and purchased routinely? sales promotion and advertising The first step in any advertising campaign decision process must be to determine campaign objectives Stormbreaker, a new spymovie, details the story of Alex Rider who, after the death of his uncle, is recruited as an M16 spy. Armed with a special set of gadgets, Rider's mission is to save millions of lives. In James Bond fashion, the Cross pen serves as one of the key gadgets in the film. The maker of Cross pen paid to have its pen featured in this movie. This is an example of: product placement In advertising, the term "frequency" refers to: The number of times the target audience sees an ad. This commonly used advertising appeals to people's internal desire to avoid such negative things as social embarrassment, old age, and losing health. Fear Select a statement that is correct about advertising: Advertising spending has diminishing returns on sales after a certain point. The ads for Tilex Mold & Mildew cleaner show the product being applied to a mildewed bathroom shower and the mildew disappearing. These ads use a _____ executional style demonstration Schwinn Cycling and Fitness, Inc., is offering a chain of sporting goods superstores a 20 percent discount on all Schwinn bicycles if the stores will run their own special promotion on the new Schwinn Paramount Titanium bikes. Schwinn is offering retailers a: trade allowance Which of the following sales promotion will be the most effective in reinforcing the positive behaviors of your loyal customers? Loyalty marketing Please answer the question based on the following information only. Once Pizza Hut identified Big New Yorker's benefits, and turned these benefits into the advertising appeals, they linked the appeals into a testimonial executional style using a TV mainly. They aired their ads once a day before and after the Super Bowl day consistently throughout promotion period. However, on the Super Bowl day, the ads were shown every 20 minutes before the start of the Super Bowl. Which media schedule best represent their approach? Pulsing media schedule Advertising spending and sales has a positive linear relationship. False