Exam 14: Marketing Communications and Advertising

Kellogg's has a brand of Frosted Flakes that touts 1/3 less sugar on the packaging.This ad is emphasizing:

Amtrak Amtrak is taking the gloves off in advertisements and belittling its major competition,which is the airline shuttles.Amtrak's new name for its Metroliner is The Smart Shuttle.Gone are ads that were inner-directed and sold the Metroliner on its leisurely pace.In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign,which includes television,radio,print,billboards,and posters in commuter railroad cars,targets business travelers,who,Amtrak says,incorrectly believe the train takes far longer than the airplane to travel between two cities.One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam.Another shows a business traveler lumbering into the airport during a snowstorm.The announcer says,"Schedule a meeting.Take the shuttle.Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs.The announcer continues,"Schedule a meeting.Take the Metroliner.Then cross your legs." -Refer to Amtrak.Amtrak's campaign is designed to communicate to a large audience via television,radio,and print.This is an example of _____ communication.

Which of the following statements about the characteristics of the elements in the promotional mix is true?

A(n)_____ is a desirable,exclusive,and believable advertising appeal selected as the theme for a campaign.

In advertising,the goal is to sell the product's _____,not its _____.

Marketers use public relations to:

_____ is the cost of reaching one member of the target market.

All of the following are executional styles for advertising EXCEPT:

Ads for M&M candy that prominently feature the M&M candies in real-life situations are using a _____ appeal.

A blend of more advertising and sales promotion and less personal selling is useful when the target market is informed,loyal to the product in question,and geographically widely scattered.

A series of related advertisements focusing on a common theme,slogan,and set of advertising appeals is referred to as a(n):

An appeal to vanity and egotism is the reason that celebrity spokespeople are used so often in advertising.

_____ promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle.

Amtrak Amtrak is taking the gloves off in advertisements and belittling its major competition,which is the airline shuttles.Amtrak's new name for its Metroliner is The Smart Shuttle.Gone are ads that were inner-directed and sold the Metroliner on its leisurely pace.In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign,which includes television,radio,print,billboards,and posters in commuter railroad cars,targets business travelers,who,Amtrak says,incorrectly believe the train takes far longer than the airplane to travel between two cities.One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam.Another shows a business traveler lumbering into the airport during a snowstorm.The announcer says,"Schedule a meeting.Take the shuttle.Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs.The announcer continues,"Schedule a meeting.Take the Metroliner.Then cross your legs." -Refer to Amtrak.Television,radio,print,and out-of-home media represent the _____ in the communication process used by Amtrak.

When a product is in the growth stage of its product life cycle:

Testing the effectiveness of a media campaign can be done either before or after the campaign is run.

All of the following statements about postcampaign evaluation are true EXCEPT:

Unlike advertising that establishes or maintains a company's identity,_____ advertising touts the benefits of a specific good or service.

The manufacturer of the George Forman grill has produced a 30-minute sales pitch in the form of a talk and demonstration show to be aired on local cable TV channels.This is an example of an infomercial.

A commercial for frozen pot pies showed two moms sitting in the stands at their sons' soccer game talking about feeding their family this product.This is an example of a slice-of-life executional style for advertising.