CSUF MKTG 351 CHAPTER 17 PRACTICE |57 QUESTIONS AND ANSWERS|GUARANTEED SUCCESS

What is advertising? -a popular form of promotion Why do new brands w/small market share tend to spend more for advertising and sales promotion? -a certain minimum level of exposure is needed to measurably affect purchase habits -after certain level of spending, diminishing returns set in Define advertising response function. spending for advertising and sales promotion increases sales or market share, up to a certain level, but then produces diminishing returens What are the effects of advertising on consumers? -informs people about products and services and influences their attitudes, beliefs, and ultimately their purchases -may succeed in transforming a person's negative attitude into a positive one -reinforces positive attitudes towards a brand What are the major types of advertising? -institutional advertising -product advertising Define institutional advertising. the goal of the promotion plan is to improve the image of the company Define product advertising. advertiser wants to enhance the sales of a specific good or service What are the major functions of institutional advertising? -designed to establish, change, or promote the corporation's identity as a whole -used to advocate or express their views on controversial issues What are the major functions of product advertising? -promotes the benefits of a specific good/service -product's life cycle determines which type of advertising is used What type(s) advertising fall under product advertising? -pioneering advertising -competitive advertising -comparative advertising What type(s) of advertising fall under institutional advertising? -advocacy advertising Define advocacy advertising. used to safeguard against negative consumer attitudes and to enhance the company's credibility among consumers who already favor its positon Define pioneering advertising. intended to stimulate primary demand for a new product or product category Define competitive advertising. used to influence demand for a specific brand Define comparative advertising. directly or indirectly compares 2+ competing brands on one or more specific attributes Define advertising campaign. a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals Define advertising objective. identifies the specific communication task that a campaign should accomplish for a specified target audience during a specific period What method is used to set advertising objectives? -DAGMAR approach Defining Advertising Goals for Measured Advertising Results What is the main goal in advertising? -to sell the products benefit Define advertising appeal. identifies a reason for a person to buy a product What are some characteristics of advertising appeal? -plays of consumers' emotions or address some need or want consumers have -appeal must make positive impression on and be desirable to target market -must be exclusive or unique form competitor's messages -appeal should be believable Define unique selling proposition. desirable, exclusive, and believable advertising appeal selected as the theme for a campaign How should the advertising message be executed? -it should portray the information -message must hold: interest, create desire for good/service, and motivate a purchase What is post-campaign evaluation?> -it's testing ad effectiveness before or after campaign What is a major decision for advertisers in advertising? -the choice of medium Define medium. the channel used to convey a message to a target market Define media planning. the series of decisions advertisers make regarding the selection and use of media, enabling the marketer to optimally and cost-effectively communicate the message to the target audience What are the major media types? -newspapers, magazines, radio, t.v., internet, etc. Define cooperative advertising. manufacturer and retailer split costs of advertising the manufacturer's brand Define infomercial. 30 minute or longer advertisement, inexpensive to produce and air Define advergaming. where companies put ad messages in web-based, mobile to advertise or promote a product/service or issue Define CMP (cost per contact or cost per thousand). the cost of reaching one member of the target market What is the function of CMP? -enables advertiser to compare the relative costs of specific media vehicles or more specifically, w/in a media category Define audience selectivity. medium's ability to reach a precisely defined market What factors contribute audience selectivity? -flexibility -noise level (distraction level) -medium -life span Define media schedule. designates the medium or media to be used, the specific vehicles, and the insertion dates of the advertising What are the 4 types of media schedules? -continuous media schedule -flighted media schedule -pulsing media schedule -seasonal media schedule Define continuous media schedule. strategy in which adveritsing is run steadily throughout the advertising period > products in the later stages of the product life cycle use it Define flighted media schedule. advertiser may schedule ads heavily every other month or every two weeks to achieve a greater impact w/an increased frequency and reach at those times Define pulsing medial schedule. strategy that uses continuous scheduling throughout the year coupled w/a flighted schedule during the best sales periods Define public relations. the element in the promotional mix that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance Define publicity. the effort to capture media attention What are the major public relations tools and how do they function? -new product publicity: explains what's different about new product -product placement: to reinforce brand awareness and create favorable attitudes -consumer education: educated consumers are more loyal customers -sponsorship: to reach more audience and differentiate product from competitors -experiential marketing: involves engaging w/consumers in a way that enables them to feel the brand -company web sites: used to introduce new products, new releases, promote existing product etc. Define product placement. a strategy that involves getting one's product, service, or name to appear Define sponsorship. a company that spends money to support an issue, cause, or event that is consistent w/corporate objectives, such as improving brand awareness or enhancing corporate image Define crisis management. the coordinated effort to handle the effects of unfavorable publicity, ensuring fast and accurate communication in times of emergency Define sales promotion. marketing communication activities in which a short-term incentive motivates consumers or members of the distribution channel to purchase a good or service immediately, either by lowering the price or by adding value What are some advantages of sales promotion? -cheaper than advertising and easier to measure -marketers know precise number of coupons redeemed or number of contest entries received -has more effect on behavior than on attitudes -used so consumers make immediate purchase