Exam 14: Advertising and Digital Communications

Marketers are NOT satisfied with an advertisement that gains attention, informs, or persuades.They want only an ad that can produce measurable sales results.

Media selection is a five-step process that includes identifying the target market, matching the target with the appropriate media, estimating necessary media coverage without waste, and a comparison of alternative media options before the final purchase decision is made.

Using advertisement to stimulate buying action is often difficult because an advertisement alone cannot actually close a sale.

Unlike other forms of marketing communications, organizations cannot measure public relations results.

What is the general market-share size of a product that has comparative advertising?

What is product advertising designed for?

Advantages of direct mail include speed, flexibility, and the ability to practise market segmentation.

Some of the major advantages of Web advertising are speed, provision of information, and two-way communication.

The role of advertising is to communicate the attributes of the product that will place it in the desired position in the marketplace.

Which of the following BEST characterizes the hiring that a majority of large companies, in industries with large advertising expenditures, do?

What is the MOST intrusive form of online advertising, which allows ads to be shown on users' screens through the use of software downloaded to their computers without their consent?

Informative advertising is most common for products in the introductory stage of the product life cycle.

What type of advertising is often used to promote a product in the introductory stage of the product life cycle?

MATCHING a.product advertising b.institutional advertising c.informative advertising d.persuasive advertising e.reminder advertising f.comparative advertising g.cooperative advertising h.advertising campaign i.cross-promotion j.media research k.message research l.pretesting m.Post-testing n.CPM -tests reactions to an advertising message. 2.Promotion of a concept, idea, or organization is _____. 3.assesses how well a particular medium delivers an advertiser's message. 4.is especially common during the introductory stage of the product life cycle. 5.is a promotional campaign in which marketing partners share the cost of a promotional campaign that meets their mutual needs. 6.is promotion designed to increase demand for a product, organization, concept, or cause. 7.In order to assess an advertisement's likely effectiveness before it actually appears in the chosen medium, marketers often conduct _____. 8.Promotion that is designed to reinforce previous promotional activity is called _____. 9.If a retailer shares advertising costs with a manufacturer it is called _____. 10.is an advertising strategy that emphasizes messages with direct or indirect references to competing products. 11.Advertising fees are based on the cost per 1000 viewers, or _____. 12.assesses advertising copy after it has appeared in the appropriate medium. 13.A(n) _____ is a series of different but related ads. 14.is nonpersonal selling of a particular good or service.

The advertising director's ability and willingness to communicate both vertically and horizontally are essential elements in the success of a firm's promotional strategy.

Which of the following is NOT an advantage of a blog compared to instant messaging?

Pretesting evaluates the likely effectiveness of an advertisement before it appears in the selected medium.

Ellen DeGeneres has been featured in a series of American Express TV advertisements.These commercials, along with others featuring personal moments with celebrities, end with the tag line, "My Life.My Card." Coupled with the corresponding print ads, these commercials are classified as part of an advertising campaign.

According to studies, what kind of advertisements do consumers respond to with suspicion?

List and describe the major types of post-tests used to evaluate advertising effectiveness.