MKT 344 Exam 2 Study Guide - Fall 23

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University of Alabama *

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344

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Marketing

Date

Jan 9, 2024

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pdf

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Uploaded by ChancellorVultureMaster72

MKT 344 Fall 202 3 – Exam 2 Study Guide _______________________________ refers to something that the competition either cannot or does not offer __________________________________ is a major determinant of creativity that reflects the degree to which various elements of an ad are meaningful, useful, or valuable to the consumer. Fly High Airlines, an Australian airline, rebranded itself by using a kangaroo wearing a hat in its logo. Since the kangaroo is a significant cultural symbol in Australia, the company hoped that associating itself with such a national icon would enhance its popularity. Subsequently, the company also launched an ad campaign for the Save the Kangaroo Foundation. In this scenario, Fly High Airlines was using _________________________________. An approach to finding a major selling idea that uses consumer benefits as a foundation, with an emphasis on presenting these benefits in a theatrical way, is the __________________________ approach. When BMW communicates that its car is "the ultimate driving machine," which transcends and helps differentiate its entire product line, it is using the concept of ________________________ as a basis for advertising strategy. Richard participated in a study conducted by an advertising agency. During his interview, he was asked to gauge the services provided by a regional airline on the basis of his experiences and what others had told him. The interviewer asked Richard specific questions about the food, the seating arrangements, the ease with which he entered and exited the plane, and the service provided by the flight attendants. The advertising agency used the research data to develop the creative strategy. In this scenario, Richard provided the agency with ______________________. Big Ticket Sales is working with Success Advertising to create the message that the Big Ticket Brand meets consumer needs better than their competition does, then listing the reasons why and providing facts and education about their brand. Big Ticket Brand is asking the ad to be ______________________________________.

An international denim brand asks its advertising agency to create a campaign to instill an emotional connection to the brand in young people all over the world. The agency is asked to focus on the adventure-seeking nature of the youth. Here, the brand is trying to come up with a(n) ________________________________. An ad for TaylorMade M1 and M2 drivers notes that more professional golfers play these drivers on tour than any other brand. TaylorMade is using a(n)________________________ appeal. A campaign run by the manufacturers of Glad garbage bags informs viewers that Glad garbage bags are twice as thick as those made by Crash Bin Bags, the leading garbage bag brand in the market. In this scenario, Glad is using a(n) ____________________________________ appeal. _______________________________ is a type of paid placement designed to fit seamlessly into the content that surrounds it. The design, content, and writing style of this ad format mirrors the nonpaid content around it, giving the user the impression that it really belongs. When Frito-Lay sponsored its "Crash the Super Bowl" creative competition and ran an ad that was entirely conceived and produced by amateurs, rather than advertising professionals, it was an example of ________________________________________. If a product has an index number over 100, it means that the use of the product is proportionately greater in that segment than in one that is __________________________. The first step in the promotional planning process is __________________________________. The primary objective of ______________________ is to develop a framework that will deliver a message to the target audience in the most efficient, cost-effective manner possible.

A __________________________ is the general category of available delivery systems, which includes broadcast media, print media, direct marketing, outdoor advertising, and other support media. ______________________________ is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time. Helios Inc. has a low market share for its Achilles range of running shoes in the South Atlantic region. The __________________________________________index reflects this information. Fabian wants to create awareness in the target market by creating a positive brand image through mood and creativity. This is an example of ____________________________________. Television commercials for Halo laundry detergent are aired several times a day, on various cable networks, throughout the year. Advertisers of Halo believe that this will serve as a constant reminder of the brand to the consumers. Media planners of Halo are likely to be using a(n) ______________________________________ scheduling method. Most viewers of the sitcom Blonde Dream also watch Euphony, a music-based reality show, which is broadcast immediately after Blonde Dream. An ad for Savor chocolates placed during both of these shows would most likely result in ____________________________________. Start-up Services is a small entrepreneur coaching enterprise. With a limited advertising budget that does not afford the purchase of primary media, the advertising program is solely dependent on ___________________________________________. The ________________________ and ___________________________combination of out-of-home advertising constitutes the majority of outdoor billings. The CEO of Start-up Services has placed an ad about the small entrepreneur coaching enterprise on her vehicle. This form of support media is an example of ____________________________. Shopping carts fitted with signage is an example of ___________________________________.

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