Chapter 13

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.

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

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

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

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

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

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

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

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 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.

What is NOT a form of product advertising?

Hierarchy of Effects Model

Objective and Task Budgeting

Criteria for a Good Promotional Objective

Fear Appeal in Healthcare

Descriptive Advertising

Effective Pretesting

Most Expensive Pretesting Method

Medium in Advertising

Unduplicated Audience

Reach

Waste in Advertising

Frequency

Flighting Schedule

Cost Per Thousand (CPM)

Cost Per Point

Digital Media Costing: Cost Per Mille

Digital Media Costing: Cost Per Action

Affiliate Marketing

Most Targeted Media Choice

Inbound Marketing

Blog

Boutique Advertising Agencies

Commission-Based Advertising Agency

Competitive Parity Budgeting

All You Can Afford Budgeting

Direct-to-Consumer Pharmaceutical Advertising

Behavioral Change through Advertising

Objective and Task Budgeting Method

Emotion and Rationale Information Processing

Social Media for Pharmaceutical Companies

Advertising Agency Fee-Based System

Not-for-Profit Hospitals and Advertising