Chapter 19 Quiz

Special in-store displays for magazines and chewing gum are most likely to be effective if located

• near the entrance to the store.

• in the window at the front of the store.

• near the restrooms.

• along the aisle or wall to the far right of the customer as he or she enters the store.

• near the checkout counter.

The three general objectives of advertising are to select, target, and

• survey.

• discuss

• promote.

• remind.

• deceive.

The execution style of an advertising message must

• selectively pull retailers into the marketing channel.

• include a minimum of puffery and maximum media buy.

• correspond with globally accepted norms.

• cover new creative ground to be effective.

• match the medium and the objectives.

Generally speaking, all advertising messages are designed to

• entertain or apprise.

• match production scheduling with consumer demand.

• comply with FCC rules combined with FTC antitrust regulations.

• inform, persuade, or remind customers.

• meet the needs of society.

Marketers ________ an advertising campaign to ensure that various elements of the campaign will work in an integrated fashion and do what they are intended to do.

• posttest

• flight

• pulse

• pretest

• monitor

Anthony is working on an advertising campaign to promote downtown businesses. He knows the increasing number of advertising communication channels available and changes in consumers’ media usage

• make his job more difficult.

• increase consumers’ preference for high-pressure persuasive advertising.

• will force him to use PSAs.

• make budget more important, and creativity less important.

• make it easier to select media.

Informative advertising is used to

• prompt repurchase of a product.

• convince consumers to take action.

• create and build brand awareness.

• gather information about consumers.

• trigger an emotional response.

Achmed’s Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering its product. Achmed’s is using a ________ strategy.

• post-testing

• pull

• push

• puffery

• publicity

Lyle is planning an advertising campaign to promote his canoe tour company. The success of his ad campaign depends on

• how much money he spends.

• whether he can gain commitments from manufacturers for complementary products.

• how well he can identify his target audience.

• how much consumers like him.

• the quality of his canoes.

Elias was struggling selling his golf photography outside a PGA event. When he offered a T-shirt with a golf photograph on it with any framed golf photo, sales picked up. Elias discovered the value of sales promotions—specifically ________—in encouraging customers to buy.

• premiums

• rebates

• sweepstakes

• deals

• samples