MKTG 3310 - Ch. 18 || Questions and 100% Accurate Answers.
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MKTG 3310 - Ch. 18
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MKTG 3310 - Ch. 18
Conducting market research to understand which consumers are most likely to want, need, and buy a firm's products would take place during which step of designing and executing an advertising campaign? correct answers Identify the target audience
In which stage of designing and executing an adver...
MKTG 3310 - Ch. 18 || Questions and 100% Accurate
Answers.
Conducting market research to understand which consumers are most likely to want, need, and
buy a firm's products would take place during which step of designing and executing an
advertising campaign? correct answers Identify the target audience
In which stage of designing and executing an advertising campaign would a marketer develop an
advertising plan? correct answers Set advertising objectives
Determining what the company wants the target market to know about its product or service that
will get them interested enough to buy is generally finalized during which step of designing and
executing an advertising campaign? correct answers Convey the message
During which stage of designing and executing an advertising campaign would a firm's creative
department translate the company's message into something that consumers will understand, pay
attention to, and remember favorably? correct answers Create advertisements
Pretesting, posttesting, and tracking most likely occur during which step of designing and
executing an advertising campaign? correct answers Assess impact
Retailers would most likely use ________ advertising to tell their customers about an upcoming
sales event or the arrival of new merchandise. correct answers informative
Firms often use _______ advertising to convince consumers to take action such as switching
brands, trying a new product, or even continuing to buy the advertised product. correct answers
persuasive
When your grocery store places a display of a mature product such as Charmin toilet paper on
the end of the paper products aisle, it is using ________ advertising. correct answers reminder
The ultimate goal of _______ advertising is to help the public through the steps of the buying
cycle all the way to an actual purchase. correct answers informative
What type of advertising is most often used for products that have gained market acceptance and
are in the maturity stage of their life cycle? correct answers Reminder
_______ appeals encourage consumers to evaluate the brand favorably by highlighting the key
benefits that the product and service provides. correct answers Informational
_______ appeals attempt to create a bond between the buyer and the brand that satisfies the
consumer's emotional desires. correct answers Emotional
, During election periods, political candidates would most likely use _______ appeals in an
attempt to get voters on their side and paint a grim picture of the opponent to make voters
question their opponent's agenda. correct answers fear
Advertisers count on two categories of appeals to portray their products and persuade consumers
to buy them: _______. correct answers informational and emotional
_______ channels are ideal for reaching large numbers of consumers, _______ channels are used
to reach a narrower segment of the population. correct answers Mass media; niche media
Specialty television channels like Home and Garden TV, and specialty magazines such as
Skateboarder or Cosmo Girl all provide examples of _______ media. correct answers niche
The disadvantages of using _______ as a medium are that it can be expensive, it has lots of
program options, and it has the potential to increase the awareness of competitor's products.
correct answers television
All of the following are advantages of radio advertising EXCEPT _______. correct answers its
exposure periods are short
Which type of advertising medium has the advantage of being highly flexible and interactive?
correct answers Internet
The ______ is the primary enforcement agency for most mass media advertising. correct answers
Federal Trade Commission
Regulation of satellite radio company Sirius XM would be done by the _______. correct answers
FCC (Federal Communications Commission)
Which agency enforces truth in advertising laws and defines deceptive and unfair advertising
practices? correct answers Federal Trade Commission
The _______ regulates the labeling and inserts on primary and secondary packaging, including
warning labels and dosage instructions, and defines the criteria a product must meet to label
something as "light," "organic," or "fat free." correct answers FDA
"Best Price in Town," and "Bargain of the Year'' are examples of ________, which is the legal
exaggeration of praise, stopping just short of deception. correct answers Puffery
The influence of ______ has become more powerful as consumers have become increasingly
skeptical of marketing claims made in other media. correct answers public relations
Chili's partnership with St. Jude's Research Hospital is one of the most successful ___________
efforts (commercial activity in which businesses and charities form a partnership to market an
image, product, or service for their mutual benefit) in history. correct answers cause-related
marketing
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