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Marketing Concepts Ch 13 Flashcards | StudBud
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Marketing Concepts Ch 13
What businesses should use comparative ads?
CPM is _______.
Marketing Concepts Ch 13
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1
CPM is _______.
cost to reach a thousand people
total cost of an ad
cost to reach a million people
cost to reach a hundred people
2
What businesses should use comparative ads?
service based businesses
the market leader
smaller businesses
manufacturers
3
Who's the source in a marketing communication and what do they do?
the marketer; encode a message
the marketer; decode a message
the consumer; encode a message
the consumer; decode a message
4
What does the hierarchy of effects show?
how an industry is set up
the effects of advertising
how consumers react to a new product
options to create an ad budget
5
When Adidas creates a sales promotion for Carnival Shoes, what type of strategy is used?
pull
layered
push
singular
6
Obama's 2008 campaign billboards appeared in the video game Burnout Paradise. The billboards would be ____.
earned media
branded entertainment
outdoor ads
owned media
7
If a company wants to have an ad made, who do they contact at the ad agency?
account management
media planning
creative department
marketing research
8
Which type of ad is more common?
emotional
unique selling proposition
rational
9
I watch "The Good Doctor" on ABC. "The Good Doctor" is a _____.
sales promotion
native advertising
media
vehicle
10
Which of the following would be puffery?
Best coffee in Seattle
Contains 100% Columbian beans
Open til midnight
Fair trade sourced
11
This ad would be an example of a ____.
Advocacy ad
Institutional ad
product ad
PSA
12
If Burlington Coat Factory set its communication budget equal to TJMaxx, what method was used?
bottom up
competitive parity
top down
objective task
13
Which would be a way to physiologically measure an ad's success?
industry award
sales
pupil dilation of people looking at ad
a survey question
14
Everyone on my block gets the same Bed, Bath & Beyond coupon in the mail. It would be an example of:
one to many
one to five
many to many
one to one
15
Ad spending: Jan - Sept $1k a month, Oct - Dec $4k a month. What type of schedule is this?
flighted
faulty
pulsing
continuous
