Chapter 13

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Questions and Answers

Which of the following is not a form of product advertising?

Comparative advertising

Reminder advertising

Survey advertising (correct)

Reminder advertising

Which of the following promotional budgeting methods aligns budgeting to the hierarchy of effects model?

All you can afford

Percent of sales

Objective and task (correct)

Hierarchy budgeting

In order to implement the objective and task budgeting method, objectives are set:

in accordance with selective demand and trial.

with regard to the primary demand needs.

relative to the competition.

along the levels of the hierarchy. (correct)

Which of the following is not a criteria of a good promotional objective?

Validity Signup and view all the answers

Using fear appeals in healthcare messages can result in:

consumers delaying in engaging with a care provider. Signup and view all the answers

Advertising messages that are directed at distinct functional aspects of the product or service are described as:

rational. Signup and view all the answers

Effective pretesting of an advertisement requires that:

the pretest be conducted with individuals similar to the target audience. Signup and view all the answers

The most expensive form of pretesting is the:

theater test. Signup and view all the answers

The form in which the message is to be delivered is referred to as the:

medium. Signup and view all the answers

The unduplicated audience that is covered in a promotional campaign is referred to as the:

reach. Signup and view all the answers

The more people who are exposed to a message, the broader the:

reach. Signup and view all the answers

The people who see the messages of an advertiser but are not in the target market are referred to as:

waste. Signup and view all the answers

The number of times the same person receives a message from a promotional or advertising campaign is referred to as:

frequency. Signup and view all the answers

Which of the following is not a common advertising scheduling method?

Variable Signup and view all the answers

Scheduling advertising for short periods of time is referred to as which scheduling pattern?

Flighting Signup and view all the answers

The logic of a flighting schedule is that:

there is a carryover effect to advertising messages. Signup and view all the answers

Cost per thousand is a calculation to compare the:

cost of advertising in different magazines or newspapers. Signup and view all the answers

To consider the cost of advertising on television, advertisers use which metric?

Cost per point Signup and view all the answers

A digital media costing approach that is content-based rather than performance-based is:

cost per mille. Signup and view all the answers

The preferred digital costing method by marketers is:

cost per action. Signup and view all the answers

Payment in the digital media costing space only when a sale occurs is done under which of the following metrics?

Cost per action Signup and view all the answers

Compared to television stations, radio:

has far more stations. Signup and view all the answers

The medium that receives the most advertising dollars is:

newspapers. Signup and view all the answers

The major trend in the magazine industry has been the:

growth in the number of specialized publications. Signup and view all the answers

Regulation may threaten which medium the most?

Outdoor Signup and view all the answers

A major limitation of time in the outdoor medium has been removed because of:

digital billboards. Signup and view all the answers

Which medium is only used as a supplemental vehicle?

Outdoor advertising Signup and view all the answers

One of the most targeted media choices available to marketers is:

direct mail. Signup and view all the answers

Critical to the success of a direct mail approach is:

All of these are correct. Signup and view all the answers

A major advantage to online advertising is the ability to:

track users closely. Signup and view all the answers

Inbound marketing involves which of the following?

Driving the individual to the organization's website and engaging them with the facility Signup and view all the answers

Blogging may be defined as a(n):

personal diary that can be read by others online. Signup and view all the answers

Advertising agencies that have a limited range of services or that specialize in a particular area are referred to as:

boutique agencies. Signup and view all the answers

When an advertising agency is paid by the media, it can be said to be a(n):

commission-based agency. Signup and view all the answers

The major limitation with the competitive parity budgeting method is that it assumes that all competitors:

have the same promotional objectives. Signup and view all the answers

The major problem with the "all you can afford" budgeting method for promotional strategy is that it can lead to:

spending too much or too little than is needed. Signup and view all the answers

True or False? A recent study indicated that the majority of physicians viewed direct-to-consumer pharmaceutical advertising to be a major benefit in making patients more aware of treatment options and having them ask more thoughtful questions.

False Signup and view all the answers

To institute a behavioral change with advertising requires a narrow target market as well as a clear call to action within the message.

True Signup and view all the answers

True or False? Chief marketing officers at hospitals state that the most often used budgeting method for advertising is the objective and task method.

False Signup and view all the answers

True or False? Activating a positive emotion in an advertisement activates more rationale information processing because it causes the release of dopamine in consumers.

False Signup and view all the answers

True or False? The method that attempts to determine the budget relative to the hierarchy of effects is the objective and sales.

False Signup and view all the answers

True or False? A good advertising objective must be time based, measurable, and specific to the target market.

True Signup and view all the answers

True or False? For pretesting to be effective, the key criterion is that the size of the pretest must be valid.

False Signup and view all the answers

True or False? Showing consumers alternative copy to be used in an advertisement is an approach often used in portfolio pretests.

True Signup and view all the answers

True or False? The most expensive and elaborate form of pretests is the use of jury tests, where highly knowledgeable jury panels must be identified and formed.

False Signup and view all the answers

True or False? In a theater pretest, consumers view advertisements shown within a movie or television show and then rate them after viewing the video.

True Signup and view all the answers

True or False? In developing the communication program, the medium refers to who will be delivering the message.

False Signup and view all the answers

True or False? Wired magazine would be considered the vehicle a company might use in a promotional campaign.

True Signup and view all the answers

True or False? If the goal is to drive sales or revenue in the short term, then frequency of advertising becomes a major factor in the budgeting objectives.

False Signup and view all the answers

True or False? Ascension Health has decided to purchase billboard space in all major sports stadiums in the United States. This is a decision that selects the medium rather than the vehicle.

True Signup and view all the answers

True or False? Scheduling advertising messages intensely for short periods of time is referred to as bursting.

False Signup and view all the answers

True or False? In a concentration scheduling pattern, a flighting approach is used if there is no seasonality.

False Signup and view all the answers

True or False? In a pulse scheduling approach, advertisements are scheduled on a constant level with occasional heavy periods.

True Signup and view all the answers

True or False? In using advertising dollars, the key goal is to minimize wasted coverage.

True Signup and view all the answers

True or False? A common formula for comparing print media is the cost-per-thousand (CPM) method, which is the cost of the medium to deliver an audience.

True Signup and view all the answers

True or False? Gross rating points are a measure used to assess the frequency of a broadcast vehicle and are calculated into its cost formula.

False Signup and view all the answers

True or False? The cost per point is often used to make comparisons across media markets as well as media vehicles.

True Signup and view all the answers

True or False? Cost per thousand impressions is the preferred rate approach for digital media content.

True Signup and view all the answers

True or False? Cost per click is not a performance-based digital media costing approach.

False Signup and view all the answers

True or False? The marketer's preferred digital costing metric is cost per action.

True Signup and view all the answers

True or False? Cost per action and cost per thousand impressions are both performance-based metrics.

False Signup and view all the answers

True or False? Affiliate marketing programs typically operate at a lower cost per action level.

True Signup and view all the answers

True or False? The proliferation of television stations in recent years has increased clutter.

True Signup and view all the answers

True or False? Prime-time television costs have risen dramatically in recent years.

False Signup and view all the answers

True or False? A key challenge with radio advertising is that it is difficult to create advertisements.

False Signup and view all the answers

True or False? The medium of choice for health care has been radio because it is local.

False Signup and view all the answers

True or False? In terms of its future, the most threatened of all media is newspapers.

True Signup and view all the answers

True or False? The medium in which segmentation possibilities have been more limited is newspapers.

True Signup and view all the answers

True or False? For reminder advertising programs, such as for "Ask-A-Nurse" call lines, the medium of choice is often newspapers.

False Signup and view all the answers

True or False? In the magazine industry, hospitals have turned to in-flight magazines to promote their institutions.

True Signup and view all the answers

True or False? A growing threat to outdoor media is the ban being placed on them by some communities.

True Signup and view all the answers

True or False? Hospitals are increasingly combining their database marketing sophistication with their selectivity in direct marketing, which is one of the most targeted media available.

True Signup and view all the answers

True or False? Direct mail's limitations are cost and online competition.

False Signup and view all the answers

True or False? The fastest growing segment of all media is projected to be direct mail.

False Signup and view all the answers

True or False? Geotargeting is available to hospitals and healthcare organizations through the use of streaming services such as Hulu Plus.

True Signup and view all the answers

True or False? Inbound marketing is a strategy to direct referrals into the organization.

False Signup and view all the answers

True or False? Advertising is considered a traditional outbound marketing approach.

True Signup and view all the answers

True or False? Posttest scores are often used to test advertising effectiveness when the promotional plan includes broadcast media.

False Signup and view all the answers

True or False? Hospitals have been relatively slow to adopt social media such as Facebook, Foursquare, and Yelp as marketing and communication tools.

False Signup and view all the answers

True or False? Blogs are a one-way social media tool to post thoughts about experiences with a product or organization.

False Signup and view all the answers

True or False? Similar to an online diary, podcasts are a tool that is more prevalent on the Web.

False Signup and view all the answers

True or False? Some pharmaceutical companies have begun to use social media like Facebook for the launching of new products.

True Signup and view all the answers

True or False? Boutique advertising agencies are limited in that they often deal with only a few clients.

False Signup and view all the answers

True or False? In recent years, advertising agency compensation has changed so that increasing numbers of agencies are being reimbursed via a fee-based system.

True Signup and view all the answers

True or False? The issue of not-for-profit hospitals spending too much on advertising is now being questioned by some state organizations, which suggests that regulators view this marketing mix tool as a for-profit business approach.

True Signup and view all the answers

Study Notes

Product Advertising

Reminder advertising, comparative advertising, and survey advertising are all forms of product advertising.
Survey advertising is not a form of product advertising.

Promotional Budgeting Methods

The objective and task method of promotional budgeting aligns the budget with the hierarchy of effects model.
This method sets objectives relative to primary demand needs and the levels of the hierarchy.

Promotional Objectives

Validity, time sensitivity, and measurability are criteria for a good promotional objective.
Target-market specificity is also a criterion for a good objective.
Fear appeals in healthcare messages can cause consumers to delay engaging with a care provider.

Advertising Message Descriptions

Advertising messages directed at distinct functional aspects of a product or service are described as rational.

Effective Advertising Pretesting

Effective pretesting of an advertisement requires individuals similar to the target audience.
The most expensive form of pretesting is a theater test.
The form of delivery of the message is referred to as the medium.

Promotional Campaign Audience

The unduplicated audience in a promotional campaign is the reach.
The broader the exposure, the greater the reach of the message.
People who see advertisements but are not in the target market are considered waste.

Advertising Scheduling Methods

Seasonal, flighting, and steady are common advertising scheduling methods.
Variable is not a common advertising scheduling method.
Flighting scheduling pattern involves advertising for short periods.

Cost per Thousand (CPM)

Cost per thousand is used to compare the cost of different media in delivering a thousand people in their audience.
Cost per thousand is used to compare the cost of advertising in different magazines or newspapers, or on different internet providers.

Advertising Metrics

Cost per point and cost-per-thousand (CPM) are metrics used to consider advertising costs.
Cost per action is a preferred digital costing method by marketing teams.

Media Spending

Radio is less costly than television in terms of advertisement costs.
The medium that receives the most advertising dollars is newspapers.

Advertising Industry Trends

There is a significant increase in the cost of advertising in the magazine industry, but there is growing specialization in the publishing of publications.
Regulation may threaten television the most due to possible changes in regulations.

Advertising Limitations

Outdoor advertising is limited by its low frequency of printing updates.
Radio advertising is limited by the challenge of creating appropriate advertisements.
Direct-to-consumer, pharmaceutical advertising has many benefits in making patients aware of their options.

Advertising Agency Types

Boutique advertising agencies are those that have a limited range of services or that specialize in a particular area.

Budgeting Method Limitations

One limitation of the competitive parity budgeting method is that it assumes all competitors budget the same way.
An issue with the "all you can afford" method for promotional strategy is that it may cause spending too little or too much compared to competitors.

Additional Concepts

Advertising agencies that are paid by the media are considered to be media-based or direct agencies.
- Correcting errors in the answer choices for these questions Post-test scores are often used when evaluating promotional strategies which include broadcast media.
Blogs are a one-way social media outlet.
Advertising effectiveness can be measured via posttest scores.

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Description

This quiz covers key concepts in product advertising, promotional budgeting methods, and criteria for effective promotional objectives. Test your knowledge on various advertising strategies and their effectiveness in reaching target markets.

Chapter 13

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Podcast

Questions and Answers

Which of the following is not a form of product advertising?

Which of the following promotional budgeting methods aligns budgeting to the hierarchy of effects model?

In order to implement the objective and task budgeting method, objectives are set:

Which of the following is not a criteria of a good promotional objective?

Using fear appeals in healthcare messages can result in:

Advertising messages that are directed at distinct functional aspects of the product or service are described as:

Effective pretesting of an advertisement requires that:

The most expensive form of pretesting is the:

The form in which the message is to be delivered is referred to as the:

The unduplicated audience that is covered in a promotional campaign is referred to as the:

The more people who are exposed to a message, the broader the:

The people who see the messages of an advertiser but are not in the target market are referred to as:

The number of times the same person receives a message from a promotional or advertising campaign is referred to as:

Which of the following is not a common advertising scheduling method?

Scheduling advertising for short periods of time is referred to as which scheduling pattern?

The logic of a flighting schedule is that:

Cost per thousand is a calculation to compare the:

To consider the cost of advertising on television, advertisers use which metric?

A digital media costing approach that is content-based rather than performance-based is:

The preferred digital costing method by marketers is:

Payment in the digital media costing space only when a sale occurs is done under which of the following metrics?

Compared to television stations, radio:

The medium that receives the most advertising dollars is:

The major trend in the magazine industry has been the:

Regulation may threaten which medium the most?

A major limitation of time in the outdoor medium has been removed because of:

Which medium is only used as a supplemental vehicle?

One of the most targeted media choices available to marketers is:

Critical to the success of a direct mail approach is:

A major advantage to online advertising is the ability to:

Inbound marketing involves which of the following?

Blogging may be defined as a(n):

Advertising agencies that have a limited range of services or that specialize in a particular area are referred to as:

When an advertising agency is paid by the media, it can be said to be a(n):

The major limitation with the competitive parity budgeting method is that it assumes that all competitors:

The major problem with the "all you can afford" budgeting method for promotional strategy is that it can lead to:

True or False? A recent study indicated that the majority of physicians viewed direct-to-consumer pharmaceutical advertising to be a major benefit in making patients more aware of treatment options and having them ask more thoughtful questions.

To institute a behavioral change with advertising requires a narrow target market as well as a clear call to action within the message.

True or False? Chief marketing officers at hospitals state that the most often used budgeting method for advertising is the objective and task method.

True or False? Activating a positive emotion in an advertisement activates more rationale information processing because it causes the release of dopamine in consumers.

True or False? The method that attempts to determine the budget relative to the hierarchy of effects is the objective and sales.

True or False? A good advertising objective must be time based, measurable, and specific to the target market.

True or False? For pretesting to be effective, the key criterion is that the size of the pretest must be valid.

True or False? Showing consumers alternative copy to be used in an advertisement is an approach often used in portfolio pretests.

True or False? The most expensive and elaborate form of pretests is the use of jury tests, where highly knowledgeable jury panels must be identified and formed.

True or False? In a theater pretest, consumers view advertisements shown within a movie or television show and then rate them after viewing the video.

True or False? In developing the communication program, the medium refers to who will be delivering the message.

True or False? Wired magazine would be considered the vehicle a company might use in a promotional campaign.

True or False? If the goal is to drive sales or revenue in the short term, then frequency of advertising becomes a major factor in the budgeting objectives.

True or False? Ascension Health has decided to purchase billboard space in all major sports stadiums in the United States. This is a decision that selects the medium rather than the vehicle.

True or False? Scheduling advertising messages intensely for short periods of time is referred to as bursting.

True or False? In a concentration scheduling pattern, a flighting approach is used if there is no seasonality.

True or False? In a pulse scheduling approach, advertisements are scheduled on a constant level with occasional heavy periods.

True or False? In using advertising dollars, the key goal is to minimize wasted coverage.

True or False? A common formula for comparing print media is the cost-per-thousand (CPM) method, which is the cost of the medium to deliver an audience.

True or False? Gross rating points are a measure used to assess the frequency of a broadcast vehicle and are calculated into its cost formula.

True or False? The cost per point is often used to make comparisons across media markets as well as media vehicles.

True or False? Cost per thousand impressions is the preferred rate approach for digital media content.

True or False? Cost per click is not a performance-based digital media costing approach.

True or False? The marketer's preferred digital costing metric is cost per action.

True or False? Cost per action and cost per thousand impressions are both performance-based metrics.

True or False? Affiliate marketing programs typically operate at a lower cost per action level.

True or False? The proliferation of television stations in recent years has increased clutter.

True or False? Prime-time television costs have risen dramatically in recent years.

True or False? A key challenge with radio advertising is that it is difficult to create advertisements.

True or False? The medium of choice for health care has been radio because it is local.

True or False? In terms of its future, the most threatened of all media is newspapers.

True or False? The medium in which segmentation possibilities have been more limited is newspapers.

True or False? For reminder advertising programs, such as for "Ask-A-Nurse" call lines, the medium of choice is often newspapers.

True or False? In the magazine industry, hospitals have turned to in-flight magazines to promote their institutions.

True or False? A growing threat to outdoor media is the ban being placed on them by some communities.

True or False? Hospitals are increasingly combining their database marketing sophistication with their selectivity in direct marketing, which is one of the most targeted media available.

True or False? Direct mail's limitations are cost and online competition.

True or False? The fastest growing segment of all media is projected to be direct mail.

True or False? Geotargeting is available to hospitals and healthcare organizations through the use of streaming services such as Hulu Plus.

True or False? Inbound marketing is a strategy to direct referrals into the organization.