PoM Ch 15 A

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

• personal selling

• advertising

• direct marketing

• direct marketing

Competitive parity and task methods are considered when making decisions about ________.

• sales objectives

• message effectiveness

• media selection

• budget

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

• reciprocate

• explain

• suggest

• remind

When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

• developmental advertising

• reminder advertising

• persuasive advertising

• informative advertising

Comparative advertising is also known as ________ advertising.

• attack

• covert

• institutional

• informative

A product in the maturity stage will most likely require ________ advertising.

• informative

• comparative

• persuasive

• reminder

Which of the following most likely requires the smallest advertising budget?

• mature brands

• undifferentiated brands

• new products

• products in competitive markets

The aim of ________ is to make an advertisement so useful or entertaining that people want to watch it.

• branded entertainment

• advertainment

• viral marketing

• buzz marketing

Product placement in television programs and movies is an example of ________.

• branded entertainment

• advertainment

• direct marketing

• buzz marketing

After creating a message strategy statement, the advertiser must develop a compelling ________ that will bring the message strategy to life in a distinctive and memorable way.

• creative concept

• customer strategy

• execution style

• media vehicle