978-0134292663 Chapter 13 Solution Manual Part 1

Chapter 13: Promotion I: Advertising and Sales Promotion

IV. END-OF-CHAPTER ANSWER GUIDE

Chapter Questions and Activities

 QUESTIONS: TEST YOUR KNOWLEDGE

13.1 What is promotion? What is integrated marketing communication? What are multichannel

promotional strategies?

Integrated marketing

communication (IMC) is the process that marketers use to plan, develop, execute, and

evaluate coordinated, measurable, persuasive brand communication programs over time to targeted

IMC marketers understand that to achieve their marketing communication goals, they must

selectively use some or all of these touchpoints to deliver a consistent message to their

better with our “wired” 24/7 cultures. When you take a break from posting to your friends on

Facebook, you’ll recognize that you also learn about products and services from your own

13.2 Describe the traditional communication model.

13.3 List the elements of the promotion mix and describe how they are used to deliver personal and

Chapter 13: Promotion I: Advertising and Sales Promotion

mass appeals.

Advertising is nonpersonal communication from an identified sponsor using the mass

media.

13.4 List and explain the steps in promotion planning.

A. Step 1: Identify the Target Audience(s)

An important part of overall marketing planning is to identify the target audience(s).

B. Step 2: Establish the Communication Objectives

The whole point of communicating with customers and prospective customers is to let them

know in a timely and affordable way that the organization has a product to meet their needs. In

most cases, it takes a series of messages that move the consumer through several stages. The

C. Step 3: Determine and Allocate the Marketing Communication Budget

Chapter 13: Promotion I: Advertising and Sales Promotion

E. Step 5: Evaluate the Effectiveness of the Communication Program

The final step to manage marketing communications is to decide whether the plan is working. It

13-5 Explain the hierarchy of effects and how it is used in communication objectives.

The marketer “pushes” the consumer through a series of steps, or a hierarchy of effects, from

level:

A. Create awareness: The first step is to make members of the target market aware that there

is a new brand of cologne on the market.

13-6 Describe the major ways in which firms develop marketing communication budgets.

Top-down budgeting requires top management to establish the overall amount that the

organization allocates for promotion activities. This amount is divided among advertising,

public relations, and other promotion departments. Percentage-of-sales and competitive parity

are two examples:

Chapter 13: Promotion I: Advertising and Sales Promotion

13.7 Describe push versus pull strategies. What is advertising, and what types of advertising do

marketers use most often? What is an advertising campaign?

A push strategy means that the company wants to move its products by convincing channel

members to offer them and entice their customers to select these items. Promotion efforts will

“push” the products from producers to consumer by focusing on personal selling, trade

advertising, and sales promotions.

Advertising is a nonpersonal communication paid for by an identified sponsor who is using

mass media to persuade or inform. Advertising informs, reminds, and creates (persuades)

Product advertising is used to persuade consumers to choose a specific good or service.

Institutional advertising is used to promote an entire organization (corporate image

An advertising campaign is a coordinated, comprehensive plan that carries out promotion

13-8 Firms may seek the help of full-service or limited-service advertising agencies for their

advertising. Describe each.

Although some firms create their own advertising in-house, in many cases several specialized

companies work together to develop an advertising campaign. Typically, the firm retains one or

Chapter 13: Promotion I: Advertising and Sales Promotion

13-9 What is consumer-generated advertising and why is it growing in importance? What is

crowdsourcing and how is it used in advertising?

The latest promotional craze is to let your customers actually create your advertising for you.

User-generated content (UGC), also known as consumer-generated media (CGM),

includes the millions of online consumer comments, opinions, advice, consumer-to-consumer

13-10 What are some of the major criticisms of advertising? What is corrective advertising?

What is puffery?

Advertising is manipulative

Advertising is deceptive and untruthful– in addition to fining firms for deceptive

advertising, the FTC also has the power to require firms to run corrective

advertising; messages that clarify or qualify previous claims. Other ads, although

13-11 Describe the steps in developing an advertising campaign. What is a creative brief? What

is meant by the appeal, execution format, tonality, and creative tactics used in an ad

campaign?

An advertising campaign is a coordinated, comprehensive plan that carries out promotion

objectives and results in a series of advertisements placed in media over a certain time period

Various departments of an advertising agency may be called upon to become involved in the

development of an advertising campaign.

Steps in the development of an advertising campaign include:

a. Understand the target audience

Chapter 13: Promotion I: Advertising and Sales Promotion

b. Establish message and budget objectives

Set message objectives

Set budget objectives

c. Create the ads

d. Pretest what the ads will say

e. Choose the media type(s) and media schedule

The creation of the advertising begins when an agency formulates a creative

strategy, which gives the advertising “creative” (art directors, copywriters, photographers, and

others) the direction and inspiration they need to begin the creative process. The strategy is

summarized in a written document known as a creative brief; a rough blueprint that guides but

does not restrict the creative process. It provides only the most relevant information and

insights about the marketing situation, the advertising objective, the competition, the

advertising target and, most importantly, the message that the advertising must deliver.

Tonality refers to the mood or attitude the message conveys. Some common tonalities include:

Straightforward: Straightforward ads simply present the information to the audience in

a clear manner.

Humor: Humorous, witty, or outrageous ads can be an effective way to break through

advertising clutter.

Dramatic: A dramatization, like a play, presents a problem and a solution in a manner

that is often exciting and suspenseful—a difficult challenge in 30 or 60 seconds.

Creative Tactics and Technique

Chapter 13: Promotion I: Advertising and Sales Promotion

13-12 What is media planning? What are the strengths and weaknesses of traditional media,

that is, television, radio, newspapers, and magazines?

Media planning is a problem-solving process for getting a message to a target audience in the

where people in the target market are most likely to be exposed to the communication.

Strengths Weaknesses

TELEVISION

RADIO

NEWSPAPERS

MAGAZINES

13.13What is digital media? What are owned, paid, and earned media? What are the different

advertising activities or techniques included in website advertising, mobile advertising, and

video sharing?

The term digital media refers to any media that are digital rather than analog. The more popular

types of digital media advertisers use today include websites, mobile or cellular phones, and

digital video such as YouTube.

Website advertising:

Chapter 13: Promotion I: Advertising and Sales Promotion

Search engines and directory listings are ways for people to find web pages of interest

E-mail advertising that transmits messages to very large numbers of inboxes

simultaneously is one of the easiest ways to communicate with consumers—it is the

● Mobile Advertising: The Mobile Marketing Association defines mobile advertising as “ a

form of advertising that is communicated to the consumer via a handset. Video sharing

13-14 What are different types of branded content? How do marketers use branded entertainment

and support media, such as directories, out-of-home media, and place-based media, to

communicate with consumers?

More and more marketers rely on paid product placements in TV shows and movies to grab

the attention of consumers who tune out traditional ad messages as fast as they see them.

better way to promote to the video generation than through brand placements in video

games? The industry calls this technique advergaming.

Support media reach people who may not have been reached by mass media advertising and

these platforms support the messages traditional media delivers.

13-15 How do marketers pretest their ads? How do they posttest ads?

Although it is clear that advertising does increase sales, advertisers need to conduct research to

determine whether specific advertisements are effective. One method of doing this is to conduct

Chapter 13: Promotion I: Advertising and Sales Promotion

to do this, advertisers can conduct posttest research to make sure that ads are doing well. Three

ways to measure the impact of an advertisement are unaided-recall (can consumers remember

ads—no prompting is allowed), aided-recall (prompting is allowed to aid consumers in

remembering ads), and attitudinal measures (probes deeper by examining consumer’s beliefs or

feelings about the product before and after being exposed to messages about it).