61. An unaided recall test is a performance metric that
62. A measure of the percentage of the target market that has been exposed to a promotional message at least once during a
specific time period is referred to as
A. depth.
B. frequency.
63. A measure of how often the audience is exposed to a promotional message during a specific time period is referred to as
A. depth.
B. breadth.
64. A manufacturer of a cookware line decides to advertise on the Food Network instead of on the three main networks,
because it is less expensive to do so. As a result, the manufacturer can run its advertisement more frequently, and will hopefully
increase the frequency that the target market will see the advertisement. This type of strategy is aimed at
65. The performance metric that is calculated by comparing total revenue to the amount of money spent on advertising is
referred to as
66. A strategy of cultivating high-frequency advertising at a low cost can improve
A. frequency.
B. rate of trial.
67. Which tool for evaluating social media marketing strategies tells marketers how many people the organization influences,
how much it influences them, and the influence of its customer network across social media platforms?
A. Google Analytics
B. My Top Tweet
68. Firms typically determine their promotional budget using one of three methods: the affordable method, the percentage–of–
sales-method, and the
69. As a budgeting method, which approach is simple and fiscally conservative but offers no other benefits for the organization?
A. percentage-of-sales method
B. objective-and-task method
70. The most widely used budgeting approach is the
A. objective-and–task method.
B. cost-per-media method.
71. The primary disadvantage of the percentage–of-sales budgeting method occurs when
A. there is not enough time to properly execute the method.
B. a firm’s sales increase.
72. Which budgeting method takes a bottom-up approach by defining specific objectives, determining the tasks needed to
achieve these objectives and then estimating how much each task will cost?
A. affordable method
B. principal accounting method
73. _______ refers to all the activities that communicate the value of a product and persuade customers to buy it.
74. The four elements of the promotion mix are public relations, sales promotion, personal selling, and _______.
75. The makers of Lay’s potato chips recently introduced its Do Us a Flavor marketing campaign to allow customers to come up
with a new potato chip variety. The company used various promotion mix elements to provide a consistent message about the
campaign. Television advertisements with celebrities explained the contest and encouraged people to vote; customers were
allowed to use Facebook to enter their ideas; advertisements were placed in numerous magazines; and customers created
YouTube videos to showcase their ideas. This type of promotional strategy is referred to as _____ _____ _____.
76. Included within the definition of advertising are two key words that help one to understand how advertising fits into the
promotion mix. They are _______ and _______.
77. The type of advertising that attempts to develop initial demand for a product is _______ advertising.
78. _______ is the dissemination of information to a fairly small, select audience that is defined by its shared values,
preferences, or demographic attributes.
79. When Norwegian Cruise Lines advertises its cruises on the Travel Channel they are attempting to target a specific audience
through _______.
80. According to your text, perhaps the biggest disadvantage of television advertising is that it is _______.
81. An example of _____ _____ is when E.T. was seen eating Reese’s Pieces in the film E.T., the Extra-Terrestrial.
82. The type of Internet advertising that typically involves offering consumers advertising links to brand content based on what
they are searching for is called _____ _____ advertising.
83. You purchased a new cordless drill from Sears and during the sales transaction you provided the salesperson with your e–
mail address. Now, periodically you receive e-mail advertisements from Sears about products the company thinks you would be
interested in. This type of advertising communication is called _______ marketing.
84. A form of print advertising, special interest _______ offer marketers the ability to reach very precise target markets with their
ads.
85. _______ advertising is often the most cost-effective medium available to a company.
86. The biggest disadvantage to radio advertising is that radio ads are _______-only.
87. Billboards, signs in sports arenas, skywriting, and ads on the sides of buildings are all forms of _______ advertising.
outdoor
Outdoor ads can be located where they will most likely be seen. Billboards, signs in sports arenas, skywriting, and ads on the
88. One of the major disadvantages of outdoor advertising is wasted coverage, meaning that the viewers of the advertisement
may not be part of the _____ _____.
08–30
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 08-02 Compare the advantages and disadvantages of different types of advertising.
Topic: Advertising Media
89. A form of advertising that is communicated to the consumer via a handheld device is referred to as _______ advertising.
90. _____ _____ activities account for the bulk of most firms’ promotional budgets.
91. ________ are the most common type of sales promotion.
92. While most customers prefer coupons because they’re easier to use, most marketers prefer ________ because of low
redemption rates.
93. Dick’s Sporting Goods offers its customers the opportunity to sign up for a Scorecard which allows them to earn points on
purchases. After a certain number of points are earned, the customer receives a cash award. In addition, the Scorecard entitles
customers to member-only savings. This is an example of a _______ program.
94. Trade sales promotions are promotion tools directed to _______ firms.
95. The two-way flow of communication between a salesperson and a customer that is paid for by the firm and seeks to
influence the customer’s purchase decision is referred to as _____ _____.
96. _____ _____ is the single most effective approach for establishing and developing a personal relationship with the
customer.
97. Nonpersonal communication focused on promoting positive relations between a firm and its stakeholders is referred to as
_____ _____.