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Identify a case in which advertising tends to support higher prices.
when national manufacturers use advertising to emphasize features that strengthen their brands
 
How does advertising affect competition between firms?
It can restrict competition because small companies lack the immense advertising budget of large firms.
 
Identify a controversy that focuses on the societal effects of advertising.
Does advertising make people materialistic and corrupt language, art, and culture?
 
Demand for an entire product category is ______ demand; demand for the particular advantages of one brand
over another is ______ demand.
primary; selective
 
Marcel Bluestein-Blanchet, the "father" of modern French advertising, states that the level of advertising
investment in a country is directly proportional to the _______.
country's standard of living
 
In the context of advertising, the communication of benefits over and above those offered by the product itself
provides _____ value to the product.
added
 
The _____ principle states that in an economy with more goods and services than can be consumed,
advertising serves the important purposes of providing consumers with information about their choices while also
giving companies the opportunity to compete for sales.
abundance
 
True or false: The Federal Trade Commission and the Supreme Court have ruled that by encouraging competition,
advertising keeps prices up.
False
 
The FTC and the Network Advertising Initiative created “Fair Information Practice Principles” to respond to consumer privacy concerns.
The five core elements are:
Notice
Choice
Access
Security
Enforcement
 
Identify accurate statements about the effects of advertising on competition. (Check all that apply.)
Advertising by big companies often has minimal impact on small businesses.
The entry of new competitors is restricted in industries that have large advertising budgets.
 
Jason just graduated and landed his first job, so he needs to buy a car to commute to work.
Although Jason really likes the look of the Mazda Miata, he chooses the Honda Civic because it has more features and gets
better gas mileage. Jason's need for a car illustrates ______ demand;
his selection of the Honda Civic illustrates ______ demand.
primary; selective
 
An advertisement for an apparel brand claims that the brand offers "the most stylish suits." This claim is an example of ______.
puffery
 
The chain reaction of economic events that takes place once a company begins to advertise is likened to ______.
the opening break shot in a game of billiards
 
In most markets, the variety and assortment of breakfast cereals available exceeds the amount that can be consumed by customers.
This leads to greater and more effective competition among breakfast cereal producers. This scenario demonstrates the _____.
abundance principle
 
Identify a case in which advertising tends to support higher prices.
when national manufacturers use advertising to emphasize features that strengthen their brands
 
How does advertising affect competition between firms?
It can restrict competition because small companies lack the immense advertising budget of large firms.
 
Which term refers to over-the top, subjective claims that cannot be proven to be true or false?
puffery
 
A paid, mediated form of communication from an identifiable source, designed to persuade the reciever to take some action, now or in the future.
Definition of Advertising
 
The various efforts and tools companies use to communicate with customers and prospects, including newspaper ads, event sponsorship, publicity, telemarketing, digital ads, and coupons, just to mention a few.
Marketing Communications
 
Manufactures portraying their brands as different from and better than similar competitive products through advertising, packaging, or physical product differences.
Product Differentiation
 
 
The distinctive benefits that make a product different than any other. The reason marketers believe consumers will buy a product even though it may seem no different from many others just like it.
Unique Selling Proposition (UPS)
 
Need-Satisfying Objective
improve product safety, increase the "cool" factor
 
Sales-Target Objective
increase gallons sold, increase retailers who carry the product
 
Marketing Strategy
define a new target market, reformulate the marketing mix
 
Marketing Tactic
encourage users to design a new flavor, sponsor Stephen Curry
 
Create a factual statement of the organization's current situation and how it got there
situation analysis; company history
 
Set specific targets for how much brand sales will increase next year
sales-target objectives; sales growth of 15%
 
Offer most beautiful line of women's shoes
need-satisfying objectives; satisfy desire for beauty
 
Identify the target market, determine the position, develop the marketing mix for each target market
marketing strategy; "the beautiful shoe"
 
Pay a music star to wear the shoe brand at the MTV Music Awards
marketing tactics; Taylor's beautiful shoes
 
The _____ forces all departments to focus on the customer, lists goals and objectives for definitive periods of time, and describes precise strategies to achieve them.
marketing plan
 
The _____ perspective of integrated marketing communications (IMC) sees customers as partners in an ongoing relationship, recognizes the terminology they use, acknowledges the importance of the whole communications system, and accepts the many ways they come into contact with the company or the brand.
outside-in
 
Identify a case in which advertising tends to support higher prices.
when national manufacturers use advertising to emphasize features that strengthen their brands
 
How does advertising affect competition between firms?
It can restrict competition because small companies lack the immense advertising budget of large firms.
 
Identify a controversy that focuses on the societal effects of advertising.
Does advertising make people materialistic and corrupt language, art, and culture?
 
Demand for an entire product category is ______ demand; demand for the particular advantages of one brand over another is ______ demand.
primary; selective
 
Marcel Bluestein-Blanchet, the "father" of modern French advertising, states that the level of advertising investment in a country is directly proportional to the _______.
country's standard of living
 
In the context of advertising, the communication of benefits over and above those offered by the product itself
provides _____ value to the product.
added
 
The _____ principle states that in an economy with more goods and services than can be consumed, advertising serves the important purposes of providing consumers with information about their choices while also giving companies the opportunity to compete for sales.
abundance
 
True or false: The Federal Trade Commission and the Supreme Court have ruled that by encouraging competition,
advertising keeps prices up.
false
 
Identify accurate statements about the effects of advertising on competition. (Check all that apply.) Advertising by big companies often has minimal impact on small businesses. The entry of new competitors is restricted in industries that have large
advertising budgets.
 
Jason just graduated and landed his first job, so he needs to buy a car to commute to work. Although Jason really likes the look of the Mazda Miata, he chooses the Honda Civic because it has more features and gets better gas mileage. Jason's need for a car illustrates ______ demand; his selection of the Honda Civic illustrates ______ demand.
primary; selective
 
An advertisement for an apparel brand claims that the brand offers "the most stylish suits." This claim is an example of ______.
puffery
 
The chain reaction of economic events that takes place once a company begins to advertise is likened to ______.
the opening break shot in a game of billiards
 
In most markets, the variety and assortment of breakfast cereals available exceeds the amount that can be consumed by customers.
This leads to greater and more effective competition among breakfast cereal producers. This scenario demonstrates the _____.
abundance principle
 
Identify a case in which advertising tends to support higher prices.
when national manufacturers use advertising to emphasize features that strengthen their brands
 
How does advertising affect competition between firms?
It can restrict competition because small companies lack the immense advertising budget of large firms.
 
Which term refers to over-the top, subjective claims that cannot be proven to be true or false?
puffery
 
A paid, mediated form of communication from an identifiable source, designed to persuade the reciever to take some action, now or in the future.
Definition of Advertising
 
The various efforts and tools companies use to communicate with customers and prospects, including newspaper ads, event sponsorship, publicity, telemarketing, digital ads, and coupons, just to mention a few.
Marketing Communications
 
Manufactures portraying their brands as different from and better than similar competitive products through advertising, packaging, or physical product differences.
Product Differentiation
 
 
Investigate advertising complaints
Consumer Advocate Groups
 
The distinctive benefits that make a product different than any other. The reason marketers believe consumers will buy a product even though it may seem no different from many others just like it.
Unique Selling Proposition (UPS)
 
Advertising strategy blends together
creative strategy and media strategy
 
Ford's Wood Elixir Company makes everything you need to strip and restore antique wooden furniture. It has developed a new all-natural cleaner that is effective and easy to use. The product will be called Nature's Way, and it will be introduced to the marketplace in December. If Ford's Wood Elixir follows the common practice for firms with a new product, which method of allocating funds will it most likely use?
share-of-market/share-of-voice
 
The creativity in these ads likely helps to
A. inform
B. persuade
C. remind
D. all of these choices are correct
all of these choices are correct
 
Target's ads end in red, a bold visual statement that reminds people of the brand. In terms of developing the big idea, this tactic is referred to as
Visualization
 
Better knowledge of product, increases its ____________
desirability
 
The Target ads are effective but risky. They hardly resemble any other ads for a major retailer. If the company was reluctant to take such risks, the creative director would assume which role to convince Target the ads would be effective?
warrior
 
A great commercial, such as this one from Target, may motivate consumers to act because it
A. is transformational
B. is strategically sound
C. is relevant
D. resonates
E. all of these choices are correct
all of these choices are correct
 
Advertising promotes a _____________ way of life
materialistic
 
 
After Toyota found a number of consumer types that might be interested in the Scion, including teens, college students, urban youth, and young adults in their early 20s, it began the second step in the market segmentation process. This step, in which the different small segments are combined, is known as
aggregating
 
The two "Bleachable Moments" commercials shown in the case are examples of which format?
slice of life
 
To create effective television commercials, such as these shown in the Clorox campaign, most professionals recommend that advertisers keep in mind a number of factors. Which of these did the "Bleachable Moments" campaign incorporate into their commercials?
A. make demonstrations dramatic but believable.
B. create an attention-getting opening.
C. use a situation that grows naturally out of the sales story.
D. make characters appealing.
E. all of the above
all of the above
 
This Clorox campaign was comprehensive in its use of television, banner ads, blogs, contests, etc. The overall goal for each of these media was to
drive consumers to the website
 
What does FTC stand for?
Federal Trade Commission Act
 
This agency protects the public from unfair, misleading/deceptive products and companies
Federal Trade Commission Act
 
Advertising of products in interstate commerce
FTC regulates:
 
most people tolerate ad clutter as the price for free TV and an informant internet
Social Impact of Advertising