Exam 13: Promotion I: Advertising: One to Many Marketing Communications

Through native advertising, marketers place brands in video games.

________ is a problem-solving process for getting an advertising message to a specific target audience in the most effective fashion.

Puffery is a term for a(n) ________.

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 ________.

Which of the following best explains why a 40-year-old woman and a 15-year-old boy would interpret an ad for an age-minimizing makeup differently?

Avis positioned itself against market-leading Hertz by claiming, "We're number two, so we try harder." This is an example 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 you'd like to tell the whole world about them. But please, don't." This ad uses the ________ appeal.

Street furniture advertising and transit advertising are both examples of ________.

A florist who decides to budget five percent of last year's sales for promotional activities is using which of the following budgeting techniques?

Which promotional mix strategy directs marketing efforts toward final consumers?

In terms of the communication model, ________ is the process whereby a receiver assigns meaning to a message.

________ can be classified by primary purpose, such as to inform, persuade, or remind.

Which of the following is true of institutional advertising?

A newspaper article reported on a lawsuit in which independent coffee shops accused a national chain of coffee shops of engaging in an illegal conspiracy to drive them out of business. What promotion element would the national chain of coffee shops most likely use to improve its corporate image, which has been tarnished by these accusations?

Allyson Godwin plans on setting up a small business where she will offer quilting lessons, sell material and quilting kits that she will create, and market her own creations. Last year her quilting skills earned her $2,000. She estimates that quilting as a full-time business will earn $10,000 during her first year. She has budgeted five percent of her sales estimate to be spent on promotion. What promotion method is Godwin using? What are the advantages and disadvantages of this method?

Which of the following advertising situations would LEAST likely be considered puffery?

Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, its website, and its retail outlets. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues. From this information, you can infer that Delia's is using ________.

Marketers have more control over the message through outbound marketing than through inbound marketing.

In the communication model, the message is the actual communication that bounces back from the receiver to the sender.

Apple ran ads featuring real people who had switched from Microsoft Windows PCs to Macs. When companies use people, actors, or sports celebrities to express the product's effectiveness, what kind of execution format is being used?