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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
Copyright © 2018 Pearson Education, Inc.
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
Copyright © 2018 Pearson Education, Inc.
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:
Copyright © 2018 Pearson Education, Inc.
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
Copyright © 2018 Pearson Education, Inc.
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
Copyright © 2018 Pearson Education, Inc.
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
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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:
Copyright © 2018 Pearson Education, Inc.
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
Copyright © 2018 Pearson Education, Inc.
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).
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