Chapter 13 questions

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

• Budget objectives

• Creative briefs

• Creative strategies

• message objectives

• media plans

Which of the following statements about radio as an advertising medium is true?

• National radio advertising opportunities are simple to purchase.

• Radio prohibits the use of segmentation strategies.

• One advantage of radio advertising is its flexibility.

• Radio advertising is typically quite expensive.

• Radio is defined as a place-based medium.

You are looking to advertise your new product, and you want good mass-marketing coverage that allows you to show the product in use. You should go with ________ as your advertising medium.

• branded entertainment

• directories

• place-based media

• television

• advergaming

Which of the following types of ads can users block with Internet access software applications?

• banners

• search engine listings

• pop-ups

• buttons

• pre-roll ads

When developing a promotional plan, a company should ________ before establishing the communication objectives.

• evaluate the effectiveness of the communication program

• allocate the marketing communication budget

• identify the target audiences

• design the promotion mix

• determine the marketing communication budget

Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses

• buzz marketing

• a push strategy

• viral marketing

• stealth marketing

• a pull strategy

An agency's creative director, copywriters, and art director make up the ________ department.

• research

• media planning

• account management

• creative services

• marketing

Which of the following should be the first step of developing an advertising campaign?

• draft the creative brief

• set the budget objectives

• establish the advertising message

• understand the target audience

• select the execution format

With which type of marketing communication does the marketer have the greatest level of control over the message?

• personal selling

• advertising

• public relations

• word of mouth communication

• direct marketing

The ________ approach argues that consumers come in contact with a company or brand many different ways before, after, and during a purchase.

• promotion

• word-of-mouth communication

• four Ps

• multichannel promotion

• integrated marketing communications