Exam 2: Advertisings Role in Marketing

The multitude of products that consumers can purchase at drug and grocery stores are known as ________ goods.

________ means acknowledging a supplier's brand as an important product feature.

The practice of inviting prospective customers to sign up or self-select themselves into a brand's target market in order to receive marketing communication is referred to as permission marketing.

Compare and contrast an advertisement for Neutrogena brand of skin care products developed by the manufacturer and one developed by a retailer that sells these products.

Which method of adding value to a product is purely psychological?

Nike is an international brand with a distinctive brand image. Name and describe the four important categories of key players involved in the marketing of this brand.

Which of the following types of businesses is NOT considered part of the distribution chain?

MINI-CASE Johnson & Johnson manufactures health and beauty aid products under several brand names. They sell their products to ultimate consumers through retail stores such as grocery, drug, and discount stores. J&J employs a sales force that calls on intermediaries, such as wholesalers and retailers, and spends part of their promotion budget on trade deals to influence intermediaries to carry their brands. The remainder of J&J's promotion budget is spent on mass advertising and sales promotions, such as coupons, targeted toward consumers. -Refer to Mini-Case. Bob works at one of the advertising agencies that do J&J's advertising for skin care products. J&J has decided that this agency will also be the agency that will develop and execute the advertising for their new line of skin care products for the female "tween" market. Bob is the key executive working on J&J's business and the primary liaison between J&J and the agency. What is most likely Bob's job title?

MINI-CASE Johnson & Johnson manufactures health and beauty aid products under several brand names. They sell their products to ultimate consumers through retail stores such as grocery, drug, and discount stores. J&J employs a sales force that calls on intermediaries, such as wholesalers and retailers, and spends part of their promotion budget on trade deals to influence intermediaries to carry their brands. The remainder of J&J's promotion budget is spent on mass advertising and sales promotions, such as coupons, targeted toward consumers. -Refer to Mini-Case. Which promotion strategy is J&J pursuing primarily?

MINI-CASE Gore-tex is a revolutionary material that is used in several types of outer- and athletic-wear that can keep consumers warm and dry in the winter but also cool in the summer. It is lighter and stronger than other types of materials, such as wool or cotton, and costs more. However, many consumers of these products were not aware of the advantages of Gore-tex when comparing products and were put off by the very high price. To change this, Gore-tex hired an advertising agency to assist them in creating a special meaning for their brand and to communicate the advantages to end-user consumers. They also worked with the manufacturers of the products into which Gore-tex was incorporated to encourage them to call attention to the fact that Gore-tex is used in their products. -Refer to Mini-Case. Which key concept in marketing is illustrated by Gore-tex's desire to create a special meaning for it, and how can advertising help accomplish this?

Describe the evolution of Procter & Gamble's Ivory soap.

Explain why a company would use an advertising agency and describe the major functions performed by a full-service agency.

Which department of an advertising agency acts as a liaison between the client and the agency?

Identify the four key concepts in marketing and explain how they relate to advertising.

Compare and contrast push and pull strategies and explain the role of advertising in each.

MINI-CASE Johnson & Johnson manufactures health and beauty aid products under several brand names. They sell their products to ultimate consumers through retail stores such as grocery, drug, and discount stores. J&J employs a sales force that calls on intermediaries, such as wholesalers and retailers, and spends part of their promotion budget on trade deals to influence intermediaries to carry their brands. The remainder of J&J's promotion budget is spent on mass advertising and sales promotions, such as coupons, targeted toward consumers. -Refer to Mini-Case. J&J is interested in launching a new line of skin care products for the female "tween" market, that is, girls between eight and twelve years of age. They decided to use U.S. Census data to help them determine the absolute size of this market. What type of research is this?

In most companies of any size, the marketing function is handled by a(n) ________.

In marketing theory, every contribution from the supply chain adds ________ to the product.

Resellers may actually take ownership of the product and participate in the marketing, including the advertising.

The act of trading a desired product or service to receive something of value in return is known as which key concept in marketing?