Correct comparative or persuasion advertising

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Correct! comparative or persuasion advertising informative or USP advertising Reminding or demonstration advertising reminder or point-of-purchase advertising Correct! (See chapter 13 and virtual lecture 7.) Comparing your cold medicine to that of competitors is an example of comparative or persuasion advertising which explicitly compares two or more brands. Question 6 4 / 4 pts The ____________ method of establishing a marketing communication budget is generally the best because it values promotion as an investment and doesn't rely entirely on sales to determine how much it can afford. Correct! Objective-and-task method Top down method Bottom up method
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competitive-parity method Correct! (See chapter 13 and virtual lecture 7.) The objective-and-task method is zero-based and requires marketers to justify the budget request based on the company's marketing goals. Question 7 4 / 4 pts Marketing companies monitor and evaluate the impact of their advertising on their target audiences by investing in research to measure the result of their advertising campaigns. Usually, the most important information to discover is: the target audience's awareness of the brand name the frequency that the target audience sees/hears the ads Correct! advertising awareness and familiarity of the key ad message points by the target audience(s) the amount of sales the ads generated from the target audience Correct! (See chapter 13 and refer to virtual lecture 7.) Usually it is very difficult to pin a direct cause-and-effect result of brand advertising. Awareness and frequency are similar and are also important metrics, but they don't necessarily result in sales. The single most important element to be measured is the recall of the message key points by the target audience. This is also called familiarity. Question 8 4 / 4 pts Wonder Bread Company manufacturers food products with very short shelf life. Wonder's goal for its logistics system is to maximize its profit opportunity. The "formula" Wonder uses to find the lowest total cost of logistics adds up its total freight costs, plus its total fixed warehouse costs, plus total variable warehouse costs, plus total cost of lost sales due to average delivery delays. Is Wonder using the correct "formula" to reveal their lowest overall logistics cost (i.e. their highest profit opportunity)? Correct! True
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False Correct! (Ref. lecture 7.) Summing each of the logistics costs to determine the lowest cost and therefore the highest profit opportunity is also stated as M = T+FW+VW+S. Question 9 4 / 4 pts Geico's multi-topic advertising campaign is an example of: Slice-of-life creative strategy Demonstration advertising Lifestyle advertising at its best. Correct! advertising aimed at various customer segments using a single POD. Correct! (Ref. Ch 13, virtual lecture 7.) Geico has created an integrated advertising campaign that is aimed a many different target segments, but all held together by humor and a common POD: 15% off car insurance.
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