Archives
Journalism Chapter 1 1 Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by
Chapter 01 – An Introduction to Integrated Marketing Communications 1. (p. 07) Which of the following is an example of a marketing exchange? A. The waitress gave Cyrus a menu, and he placed his food order. B. Griffin helped Mandy […]
Journalism Chapter 1 2 Amul, a food product marketing organization, has come up with new global ads that promote the benefits of drinking milk as well as demonstrates the various uses of milk
Chapter 01 – An Introduction to Integrated Marketing Communications 38. (p. 20) Big bazaar, a supermarket in India, recently placed an ad in the newspapers circulated in Bangalore city that it would provide 10 vegetables at a flat rate of […]
Journalism Chapter 1 3 A lawsuit charged a mortgage lender with racism because it allegedly charged African-American borrowers higher rates than other borrowers
Chapter 01 – An Introduction to Integrated Marketing Communications 74. (p. 24) An article in Financial Times announced that Puma had developed the Thrift shoe, based on its award-winning design. The Thrift shoe was to be made in a limited […]
Journalism Chapter 1 Homework Discuss the role of integrated marketing communications in the marketing program of automobile manufacturers such as Volkswagen. How can Volkswagen use the various
Chapter 01 – An Introduction to Integrated Marketing Communications 1-13 Answers to Discussion Questions 1. Discuss the role of integrated marketing communications in the marketing program of automobile manufacturers such as Volkswagen. How can Volkswagen use the various IMC tools […]
Journalism Chapter 1 Homework To examine the marketing communication function and the growing importance advertising and other promotional elements play in the marketing programs of domestic and foreign companies
Chapter 01 – An Introduction to Integrated Marketing Communications 1-1 CHAPTER 1 AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS Chapter Overview The purpose of this opening chapter is to provide the student with an overview of the field of advertising and […]
Journalism Chapter 10 1 After the situation analysis and the development of both the marketing and creative strategy plans, it is time to develop the media plan
Chapter 10 – Media Planning and Strategy 1. (p. 328) The primary objective of _____ is to develop a framework that will deliver the message to the target audience in the most efficient cost-effective manner possible. A. media planning B. […]
Journalism Chapter 10 2 41 My product is hand-tooled leather wallets, which can be purchased at any time of the year, but which are more often purchased during the Christmas season
Chapter 10 – Media Planning and Strategy 41. (p. 344) Seasonal products such as Mother’s Day cards and Valentine candy would best make use of which scheduling alternative? A. Weighted ratings B. Market share C. Flighting D. Plighting E. Continuous […]
Journalism Chapter 10 3 Which of the following is an example of a marketing factor that has been shown to be important in determining advertising frequency levels
Chapter 10 – Media Planning and Strategy 73. (p. 350) _____ is the number of times the average household reached by a media vehicle is exposed to the vehicle over a specified period of time. A. Effective reach B. Unduplicated […]
Journalism Chapter 10 Homework Media objectives relate to the goals to be attained by the media program, and as such should be limited to those that can be accomplished through media strategies
Chapter 10 – Media Planning and Strategy 10-1 CHAPTER 10 MEDIA PLANNING AND STRATEGY Chapter Overview Chapter 10 introduces the concepts involved in media planning. The chapter begins with an overview of media planning by introducing some key terms and […]
Journalism Chapter 11 1 Advertisers who want the ability to demonstrate how their product operates and actually show its use are most likely to choose
Chapter 11 – Evaluation of Media: Television and Radio 1. (p. 365) Advertisers who want the ability to demonstrate how their product operates and actually show its use are most likely to choose: A. radio. B. television. C. direct mail. […]
Journalism Chapter 11 2 The arrangement under which syndicated programs are offered free or at a reduced rate to local stations but with some advertising time presold to national advertisers is known as
Chapter 11 – Evaluation of Media: Television and Radio 39. (p. 375) _____ are reruns of network shows that are bought by individual stations to broadcast. A. Off-network syndications B. Sponsorships C. First-run syndications D. Network spots E. Local syndications […]
Journalism Chapter 11 3 The arrangement under which syndicated programs are offered free or at a reduced rate to local stations but with some advertising time presold to national advertisers is known as
Chapter 11 – Evaluation of Media: Television and Radio 75. (p. 386) The weekly Nielsen report shows that 20 million of the 97 million television households in the U.S. watched American Idol last week even though only half of the […]
Journalism Chapter 11 Homework As discussed in the chapter, there are a number of problems with the sweeps ratings periods used to measure local TV viewing audiences
Chapter 11 – Evaluation of Media: Television and Radio Digital video recorders and video on demand (VOD) are major technological developments impacting the way people watch television and will continue to do so in the future. DVRs allow shows to […]
Journalism Chapter 11 Homework Radio has become a very viable media option for national as well as local advertisers. Examples of the creative and effective use of radio are readily available
Chapter 11 – Evaluation of Media: Television and Radio 11-1 CHAPTER 11 EVALUATION OF MEDIA: TELEVISION AND RADIO Chapter Overview The purpose of this chapter is to examine the media of television and radio. We examine the general characteristics of […]
Journalism Chapter 12 1 Avia makes athletic shoes. Its marketing research has shown there are a large number of serious runners living in the Pacific Northwest region of the United States
Chapter 12 – Evaluation of Print Media 1. (p. 406) Which of the following statements about newspapers and magazines as advertising media vehicles is true? A. Newspapers are exclusively a local advertising medium. B. Newspapers are primarily a local advertising […]
Journalism Chapter 12 2 Brut Champagne ran an ad in Esquire magazine featuring a cardboard replica of a champagne bottle that pops up when the magazine is opened to that page
Chapter 12 – Evaluation of Print Media 40. (p. 414) Brut Champagne ran an ad in Esquire magazine featuring a cardboard replica of a champagne bottle that pops up when the magazine is opened to that page. This is an […]
Journalism Chapter 12 3 Because of the medium’s ability to turn information around quickly and deliver a detailed message, many companies who provide critical services to consumers often
Chapter 12 – Evaluation of Print Media 74. (p. 421) Which of the following comparisons of primary in-home readers of a magazine and pass-along readers is true? A. Advertisers attach greater value to primary in-home readers. B. Advertisers attach greater […]
Journalism Chapter 12 Homework Magazines and newspapers still play an important role in the media strategy of many advertisers as they have a number of important characteristics which they must continue to promote
Chapter 12 – Evaluation of Print Media As discussed in the chapter opener, newspapers and magazines are facing major challenges on a number of fronts. Both of these print media have been hit hard by the recession which has led […]
Journalism Chapter 12 Homework there are several problems facing the magazine industry including declines in readership and advertising pages and increasing postal rates and paper costs
Chapter 12 – Evaluation of Print Media 12-1 CHAPTER 12 EVALUATION OF PRINT MEDIA Chapter Overview This chapter continues the analysis of the major media of advertising by examining the two primary types of print media—magazines and newspapers. The characteristics […]
Journalism Chapter 13 1 Outdoor advertising is one of the newest methods of advertising that has developed with the development of new technology
Chapter 13 – Support Media 1. (p. 446) Support media cannot be used as a sole medium for advertising. FALSE Support media are used to reach those people in the target market the primary media may not have effectively reached […]
Journalism Chapter 13 2 Transit advertising has been around for a long time, but interest in it has increased over the last few years. This increase is due to increased audience segmentation
Chapter 13 – Support Media 44. (p. 451) _____ is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, and subways. A. Aerial advertising B. Transit advertising C. In-store […]
Journalism Chapter 13 3 Which support medium should be employed if the consumer has already been provided with information about the service and now requires a directional medium
Chapter 13 – Support Media 72. (p. 458) Which of the following is an example of a disadvantage of promotional products marketing? A. High cost per repeat exposure B. Low level of selectivity C. Low level of frequency D. Inability […]
Journalism Chapter 13 Homework sales promotion and motivational communications medium which employs useful articles of merchandise imprinted with an advertiser’s name, message, or logo
Chapter 13 – Support Media 13-1 CHAPTER 13 SUPPORT MEDIA Chapter Overview In addition to the broadcast and print media discussed in the two previous chapters, marketers have a variety of alternative media from which to choose. In fact, the […]
Journalism Chapter 14 1 In the two step approach to direct marketing, the first effort generates the sales and the second effort reduces the post purchase dissonance
Chapter 14 – Direct Marketing 1. (p. 474) Direct marketing is synonymous to direct-marketing media. FALSE Direct marketing uses a set of direct-response media, including direct mail, telemarketing, interactive TV, print, the Internet, and other media. AACSB: Analytic Bloom’s: Remember […]
Journalism Chapter 14 2 With an offer to subscribe to a cooking magazine, Rosina was offered the opportunity to buy a set of cookware, an electric can opener
Chapter 14 – Direct Marketing 46. (p. 478) A ____, maintained by direct marketers, contains a listing of current and/or potential customers of the organization. A. informercial B. junk mail C. spot D. database E. response bag To segment and […]
Journalism Chapter 14 3 The lower cost and convenience of which of the following media have raised concerns among traditional direct-mail marketers but at the same time created better opportunities
Chapter 14 – Direct Marketing 74. (p. 482) Which of the following statements is true about mailing lists? A. They lead to a lot of waste coverage. B. They have become more current and selective leading to increased effectiveness. C. […]
Journalism Chapter 14 Homework Direct marketers are very good at determining the effectiveness of their programs. Many direct marketers now measure the impact of the program on the consumer funnel
Chapter 14 – Direct Marketing 14-1 CHAPTER 14 DIRECT MARKETING Chapter Overview One of the most rapidly growing areas in marketing is direct marketing. A variety of direct response media are used to convey the communications message. In this chapter […]
Journalism Chapter 15 1 Like the other media, which are essentially unidirectional, the Internet also provides only for one way flow of information
Chapter 15 – The Internet and Interactive Media 1. (p. 495–496) Like the other media, which are essentially unidirectional, the Internet also provides only for one way flow of information. FALSE Unlike other media, which are essentially unidirectional and responsible […]
Journalism Chapter 15 2 While Ginger waited for apparel site to download, a small ad encouraging her to check out the summer clothes at Nordstrom department store
Chapter 15 – The Internet and Interactive Media 48. (p. 500) _____ occur when a company pays to sponsor a section of a site. A. Paid searches B. Interstitials C. Regular sponsorships D. Content sponsorships E. Irregular sponsorships Regular sponsorships […]
Journalism Chapter 15 3 Buick conducted a sweepstakes in which people could enter to win the car Tiger Woods uses during tournaments. To enter sweepstakes
Chapter 15 – The Internet and Interactive Media 76. (p. 506) As the market for iPods and MP3 players grows, the attractiveness of which of the following medium would increase? A. Social networking sites B. Really simple syndication C. User […]
Journalism Chapter 15 Homework The Internet has used its own methods for measuring effectiveness as well as some traditional methods. In an attempt to respond to criticisms and to adopt a standard basis for measurement
Chapter 15 – The Internet and Interactive Media 15-1 CHAPTER 15 THE INTERNET AND INTERACTIVE MEDIA Chapter Overview Perhaps the most intriguing of all media—at least to students—is the Internet and Interactive media. Since the inception of the World Wide […]
Journalism Chapter 16 1 Which of the following elements of the integrated marketing communications programs is designed to provide an extra incentive to consumers to purchase a brand
Chapter 16 – Sales Promotion 1. (p. 520) ______ is defined as a direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or to ultimate consumer with the primary objective of creating […]
Journalism Chapter 16 2 Sampling for a product such as expensive skin cream that is designed to reduce wrinkles over a long period of time might not be feasible because
Chapter 16 – Sales Promotion 40. (p. 532) The objective of a $.75-off coupon for Selsun Blue dandruff shampoo was most likely to: A. attract non-users of the product category. B. identify new uses for the brand. C. defend current […]
Journalism Chapter 16 3 Which of the following sales promotion techniques is impacted negatively by the presence of professionals or hobbyists who take advantage of the promotion without making a purchase
Chapter 16 – Sales Promotion 80. (p. 545) Sweepstakes and contests: A. are primarily used to move consumers into the conviction stage of the hierarchy of effects model. B. can be used to generate excitement and involvement with a popular […]
Journalism Chapter 16 Homework a direct inducement that offers an extra value or incentive for the product to the sales force, distributors or the ultimate consumer with the primary objective of creating an immediate sale
Chapter 16 – Sales Promotion 16-1 CHAPTER 16 SALES PROMOTION Chapter Overview In this chapter we turn our attention to sales promotion and its role in a firm’s integrated marketing communications program. We examine how marketers use both consumer– and […]
Journalism Chapter 16 Homework In this chapter we examine the very important area of sales promotion including the promotional activities directed at consumers as well as the trade. This is a very long chapter as its covers both consumer
Chapter 16 – Sales Promotion 16–14 C. Media Support and Timing—using a promotion without prior or concurrent advertising can limit VI. SALES PROMOTION ABUSE The increasing use of sales promotion in the marketing program represents a change in the fundamental, […]
Journalism Chapter 17 1 One of the main reasons why firms are so concerned about public attitudes is that these attitudes may affect the sales of the firm’s products
Chapter 17 – Public Relations, Publicity, and Corporate Advertising 1. (p. 572) Publicity, public relations, and corporate advertising all are integral parts of the overall promotional effort. TRUE Publicity, public relations, and corporate advertising all have promotional program elements that […]
Journalism Chapter 17 2 An article in the Financial Times about Iressa, a new lung cancer drug made by AstraZeneca, said the drug was not the miracle drug it was supposed to be
Chapter 17 – Public Relations, Publicity, and Corporate Advertising 49. (p. 582) Because public relations communications are typically perceived as ____, they are not subject to the problems with clutter that are common to other forms of promotional communication. A. […]
Journalism Chapter 17 3 An advertisement for dishes pictured a bride and groom sitting down to a table setting, with a line of copy indicating that the Queen of England
Chapter 17 – Public Relations, Publicity, and Corporate Advertising 76. (p. 590) _____ is the form of corporate advertising devoted to promoting the organization’s overall image. A. Transit advertising B. Cause – related advertising C. Image advertising D. Advocacy advertising […]
Journalism Chapter 17 Homework The actual process of conducting public relations will require a number of tasks. These tasks will involve both traditional and new role activities
Chapter 17 – Public Relations, Publicity, and Corporate Advertising 17-1 CHAPTER 17 PUBLIC RELATIONS, PUBLICITY, AND CORPORATE ADVERTISING Chapter Overview Public relations (PR), publicity and corporate advertising are ways by which information about the organization, its products and/or its services […]
Journalism Chapter 18 1 One of the main reasons marketers do not measure the effectiveness of promotional activities is the loss of first mover advantages.
Chapter 18 – Measuring the Effectiveness of the Promotional Program 1. (p. 603) Measuring the effects of advertising does not just save money but it helps the firm maximize its investment. TRUE If the advertising and promotions program is not […]
Journalism Chapter 18 2 Which of the following is the methodology that a manufacturer of computer game software could use to test the concepts being used to create an ad to appeal to preteens
Chapter 18 – Measuring the Effectiveness of the Promotional Program 44. (p. 611) In order to help Americans prepare for a terrorist attack, the U.S. Department of Homeland Security used a new $1.2 million advertising campaign involving both print and […]
Journalism Chapter 18 3 Which testing method should The Home Depot employ to determine if consumers remember its new advertising campaign slogan
Chapter 18 – Measuring the Effectiveness of the Promotional Program 74. (p. 619) _____ distinguishes between alpha activity in the left and right sides of the brain and is used to determine how an ad is affecting the mental processes […]
Journalism Chapter 18 Homework Many of the methods already mentioned are also used in the post testing of advertisements. The text once again discusses methods of market testing
Chapter 18 – Measuring the Effectiveness of the Promotional Program 18-1 CHAPTER 18 MEASURING THE EFFECTIVENESS OF THE PROMOTIONAL PROGRAM Chapter Overview This chapter discusses one of the most critical—yet controversial—issues in all of advertising. While it seems perfectly logical […]
Journalism Chapter 19 1 Demographic data can provide insight into the living standards and lifestyles in a particular country to help companies plan ad campaigns.
Chapter 19 – International Advertising and Promotion 1. (p. 641) International markets are important to small and mid-size companies as well as large multinational corporations. TRUE International markets are important to small and mid-size companies as well as the large […]
Journalism Chapter 19 2 A beverage company entered a new market in which it saw great potential. However, though its products matched those of local competitors in quality and price
Chapter 19 – International Advertising and Promotion 43. (p. 647) _____ refers to the tendency of individuals to view their own group or society as the center of the universe. A. Central perception B. Halo effect C. Origin-of-country effect D. […]
Journalism Chapter 19 3 Automated Logic Systems manufactures high-tech building automation systems and sells them to Latin American and Asian buyers
Chapter 19 – International Advertising and Promotion 71. (p. 662) Complete _____ of international advertising is likely when market and media conditions are similar from one country to another, when the company has only one or a few international agencies […]
Journalism Chapter 19 Homework Just as with domestic marketing, companies engaging in international marketing must carefully analyze and consider the major environmental factors of each market in which they compete
Chapter 19 – International Advertising and Promotion 19-1 CHAPTER 19 INTERNATIONAL ADVERTISING AND PROMOTION Chapter Overview The purpose of this chapter is to introduce the student to the role of advertising and promotion in a company’s international marketing program. We […]
Journalism Chapter 2 1 Anyone who has ever attended a state fair understands how complicated the ticketing system can be. Attendees buy a number of tickets and then turn them in to various
Chapter 02 – The Role of IMC in the Marketing Process 1. (p. 42) According to the marketing and promotions process model, the marketing process begins with the: A. development of the marketing mix. B. development of a marketing strategy […]
Journalism Chapter 2 2 The fact that some consumers want pure bottled water while some want flavored bottle water and still others want bottled water with added minerals provides
Chapter 02 – The Role of IMC in the Marketing Process 41. (p. 52) The 80-20 rule states that: A. around 80 percent of the firm’s sales comes from 20 percent of the customers. B. only 80 percent of a […]
Journalism Chapter 2 3 When Bruce Teilhaber opened his men’s shoe store, he decided to carry a full line of shoes in the larger, hard-to-find sizes. Today, his shoe store caters to professional basketball
Chapter 02 – The Role of IMC in the Marketing Process 75. (p. 56) When Bruce Teilhaber opened his men’s shoe store, he decided to carry a full line of shoes in the larger, hard-to-find sizes. Today, his shoe store […]
Journalism Chapter 2 Homework To know the various decision areas under each element of the marketing mix and how they influence and interact with advertising and promotional strategy
Chapter 02 – The Role of IMC in the Marketing Process 2-1 CHAPTER 2 THE ROLE OF IMC IN THE MARKETING PROCESS Chapter Overview The purpose of this chapter is to examine the marketing process and the role of advertising […]
Journalism Chapter 20 1 A number of self-regulatory mechanisms have been established by the business community in an effort to control advertising practices and among them
Chapter 20 – Regulation of Advertising and Promotion 1. (p. 684) Advertisers are often supportive of voluntary self-regulation because: A. self-regulation is viewed as a way of limiting government interference of advertising. B. all clients and agencies are affected by […]
Journalism Chapter 20 2 A prepackaged milkshake sold in convenience stores advertises that it has more chocolate-taste than shakes purchased at restaurants
Chapter 20 – Regulation of Advertising and Promotion 41. (p. 697) The _____ gave the Federal Trade Commission the power to establish trade regulation rules. A. Magnuson-Moss Act of 1975 B. FTC Act C. Wheeler-Lea Amendment D. Sherman Antitrust Act […]
Journalism Chapter 20 3 The origin of the Federal Trade Commission’s corrective advertising program came from a deceptive advertising case involving
Chapter 20 – Regulation of Advertising and Promotion 71. (p. 705) The origin of the Federal Trade Commission’s corrective advertising program came from a deceptive advertising case involving: A. Listerine. B. Ocean Spray Cranberry Juice. C. Campbell Soup. D. STP […]
Journalism Chapter 20 Homework For many years the advertising industry has practiced and promoted the use of voluntary self-regulation as a means of regulating and controlling advertising
Chapter 20 – Regulation of Advertising and Promotion 20-1 CHAPTER 20 REGULATION OF ADVERTISING AND PROMOTION Chapter Overview The purpose of this chapter is to examine the regulatory environment in which advertising and promotion operate including industry self-regulation and regulation […]
Journalism Chapter 20 Homework It is likely that distilled spirits are at a competitive disadvantage to beer and wine since the latter two products can be advertised on radio and television.
Chapter 20 – Regulation of Advertising and Promotion There is a need for regulation of advertising and other IMC tools as consumers rely on the information provided by marketers to make consumption decisions. If this information is false and/or misleads […]
Journalism Chapter 21 1 A lapse in ethical standards or judgment in advertising and promotion can be more damaging to a company than the lapses in other disciplines.
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion 1. (p. 731) _____ are moral principles and values that govern the actions and decisions of an individual or group. A. Regulations B. Guidelines C. Policies […]
Journalism Chapter 21 2 Advertising for which of the following product categories is most likely to be criticized for promoting materialistic values
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion 40. (p. 742) _____ refers to a personal value orientation that stresses hard work and individual effort and initiative and views the accumulation of material possessions […]
Journalism Chapter 21 3 Which of the following alternatives to an advertiser-supported media system would run counter to most Americans’ desire for freedom of the press
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion 72. (p. 751) Which of the following alternatives to an advertiser-supported media system would run counter to most Americans’ desire for freedom of the press? A. […]
Journalism Chapter 21 Homework Advertising is a part of life and children must learn to deal with it as part of the consumer socialization process of acquiring the skills needed to function in the marketplace
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion 21-1 CHAPTER 21 EVALUATING THE SOCIAL, ETHICAL, AND ECONOMIC ASPECTS OF ADVERTISING AND PROMOTION Chapter Overview The purpose of this final chapter is to evaluate the […]
Journalism Chapter 21 Homework They argue that children, especially young ones, are vulnerable to advertising because they lack the necessary experience and knowledge to understand
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion 21–12 There are numerous arguments that are offered by those individuals or groups opposed to advertising to children. They argue that children, especially young ones, are […]
Journalism Chapter 22 1 Management should determine what the specific responsibilities of personal selling will be and what role it will assume relative to the other promotional mix elements
Chapter 22 – Personal Selling (online) 1. (p. 4) Personal selling is typically under the control of the: A. sales manager. B. advertising department. C. promotions department. D. marketing department. E. operations manager. Personal selling is typically under the control […]
Journalism Chapter 22 2 Many organizations analyze their databases to study purchase behavior and frequency and duration of customer interactions.
Chapter 22 – Personal Selling (online) 40. (p. 8) Many organizations analyze their databases to study purchase behavior and frequency and duration of customer interactions. Which of the following is likely to be the reason for this study? A. Evaluation […]
Journalism Chapter 22 3 Personal selling often results in conflicts between sales force and management. Which of the following is the major reason for these conflicts
Chapter 22 – Personal Selling (online) 72. (p. 13–14) Which of the following characteristics of personal selling can be both advantageous and disadvantageous? A. The ability to personalize the sales message B. Lack of distraction C. Cost of selling D. […]
Journalism Chapter 22 Homework Personal selling will take on a more or less important role depending upon the characteristics of the firm and the marketplace in which it is competing
Chapter 22 – Personal Selling (online) 22-1 CHAPTER 22 PERSONAL SELLING (ONLINE) Chapter Overview While certainly an integral part of the promotional mix, personal selling is generally the responsibility of the sales department rather than the advertising or promotional departments. […]
Journalism Chapter 3 1 Company A has hired company B to take care of its advertising needs. All company A has to do is provide its products and funds to company B to execute its advertising requirements
Chapter 03 – Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations 1. (p. 69) _____ are the major participants in the integrated marketing communications process. A. Advertising agencies and new product development firms […]
Journalism Chapter 3 2 Which type of ad agency is most likely to assist the client in areas such as marketing strategy and research, campaign planning and execution, and media planning and buying
Chapter 03 – Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations 38. (p. 81) Which of the following statements is true about advertising agencies? A. Most large, national advertisers use in-house agencies. B. […]
Journalism Chapter 3 3 Under which type of compensation system might an agency be more inclined to recommend expensive media such as network television and national magazines to its clients
Chapter 03 – Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations 72. (p. 89) Critics argue the use of _____ can encourage agencies to ignore cost accounting systems and avoid media such as […]
Journalism Chapter 3 Homework The Decentralized System in this system, individual products or brands are the responsibility of the product manager or brand manager
Chapter 03 – Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations 3-1 CHAPTER 3 ORGANIZING FOR ADVERTISING AND PROMOTION: THE ROLE OF AD AGENCIES AND OTHER MARKETING COMMUNICATION ORGANIZATIONS Chapter Overview The purpose […]
Journalism Chapter 4 1 Which of the following best explains why the makers of Honey Maid graham crackers found it necessary to develop and market Honey Maid graham sticks
Chapter 04 – Perspectives on Consumer Behavior 1. (p. 110) Consumer behavior is defined as: A. a process of conspicuous consumption. B. the process people engage in when searching for, selecting, and using products and services they need. C. the […]
Journalism Chapter 4 2 In terms of the alternative evaluation stage of the consumer decision-making process, how a golf cart handles, how the brakes on a bicycle work
Chapter 04 – Perspectives on Consumer Behavior 40. (p. 119) The gecko lizard in the Geico Direct insurance ads, the golden arches of McDonald’s, and the Mr. Peanut character used by Planters’ Peanuts are all examples of: A. drives. B. […]
Journalism Chapter 4 3 For which of the following situations is a consumer’s purchase behavior most likely to be characterized by extended problem solving
Chapter 04 – Perspectives on Consumer Behavior 76. (p. 128) For which of the following situations is a consumer’s purchase behavior most likely to be characterized by extended problem solving? A. The purchase of laundry detergent B. The purchase of […]
Journalism Chapter 4 Homework A brief introduction to the field of consumer behavior and an indication of the increased importance that this domain of study has assumed in marketing would be a good
Chapter 4 – Perspectives on Consumer Behavior 4-1 CHAPTER 4 PERSPECTIVES ON CONSUMER BEHAVIOR Chapter Overview The purpose of this chapter is to examine the field of consumer behavior and to demonstrate how knowledge and understanding of the consumer can […]
Journalism Chapter 5 1 When an actress from the television show Desperate Housewives appears in a commercial endorsing Garnier Lumia hair products, the message source is
Chapter 05 – The Communication Process 1. (p. 145) The basic function of all of the elements of the integrated communications program is to: A. communicate with a firm’s target audience. B. convince customers to make a purchase immediately. C. […]
Journalism Chapter 5 2 An ad for The Peabody Hotel in Memphis, Tennessee, has a number that people can call on if they are interested in reserving rooms at the hotel or knowing more about the hotel
Chapter 05 – The Communication Process 40. (p. 153) An ad for The Peabody Hotel in Memphis, Tennessee, has a number that people can call on if they are interested in reserving rooms at the hotel or knowing more about […]
Journalism Chapter 5 3 According to the FCB planning model, a package goods company might want to send out free samples to generate trial and follow this with discount
Chapter 05 – The Communication Process 74. (p. 162) Marketers trying to sell _____ will find the use of a catchy jingle or ad slogan to be most effective. A. products characterized by a low-involvement response hierarchy B. products characterized […]
Journalism Chapter 5 Homework An important aspect of developing effective communication involves having an understanding of the response process the receiver may go through and how the promotional
Chapter 05 – The Communication Process 5-1 CHAPTER 5 THE COMMUNICATION PROCESS Chapter Overview The purpose of this chapter is to examine the communication process by introducing the student to the fundamentals of communication and examining various models and perspectives […]
Journalism Chapter 6 1 What combination of independent and dependent variables of the persuasion matrix did The Golf Channel consider when it hired Canadian golfing pro Steve Allen
Chapter 06 – Source, Message, and Channel Factors 1. (p. 179) The _____ is a planning tool that can be used by marketers to consider how controllable elements of the communications process interact with the consumers’ response process. A. dissonance/attribution […]
Journalism Chapter 6 2 If viewers of the commercial perceived Barnes as being able to mete out punishment if the census forms were not filled out, then Barnes, as a message source, is said to have
Chapter 06 – Source, Message, and Channel Factors 40. (p. 194) For which of the following products would a marketer find the use of a physically attractive model to be most effective? A. Cattle feed B. Bricks C. Azalea bushes […]
Journalism Chapter 6 3 An ad for Tums antacid shows a patron at a diner asking for Tums to alleviate his heartburn. The waitress points to a bowl that is filled with a jumble of Maalox
Chapter 06 – Source, Message, and Channel Factors 76. (p. 202) Which of the following situations would be most conducive for the use of a comparative advertising message? A. A company is a market leader with high market share. B. […]
Journalism Chapter 6 Homework Peyton Manning of the Indianapolis Colts and Tom Brady of the New England Patriots are two of the top quarterbacks in the National Football League
Chapter 6 – Source, Message, and Channel Factors 6-12 Power is a source characteristic when the source can actually administer rewards and punishments to the receiver and operates through a process known as compliance whereby the receiver accepts the 4. […]
Journalism Chapter 6 Homework while a celebrity may draw attention to an ad, consumers may focus on the celebrity rather than the product or service and the advertising message
Chapter 6 – Source, Message, and Channel Factors 6-1 CHAPTER 6 SOURCE, MESSAGE, AND CHANNEL FACTORS Chapter Overview This chapter is a continuation of the discussion of communications theory and focuses on the controllable variables that are a part of […]
Journalism Chapter 7 1 Many marketers are uncertain as to what the integrated marketing communications should contribute to the marketing program
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program 1. (p. 216) Many marketers are uncertain as to what the integrated marketing communications should contribute to the marketing program. The only goal of their company’s advertising and promotional […]
Journalism Chapter 7 2 Before beginning its new advertising campaign, Landmark Bank conducted a study to determine consumers’ level of awareness and knowledge of the bank
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program 39. (p. 227) According to DAGMAR, advertising objectives should be written in measurable terms that specify: A. a communications task, a target market, a benchmark starting point, a time […]
Journalism Chapter 7 3 Which top-down budgeting method is being employed when expenditure is allocated by assigning a budget based on gut feelings
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program 71. (p. 238) The _____ method of budgeting is being employed when expenditure is allocated by an analysis of expenditure for all aspects of producing and marketing the product. […]
Journalism Chapter 7 Homework The determination of objectives for integrated marketing communication occurs after a thorough situation analysis has been conducted and the marketing and promotional problems
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program 7-1 CHAPTER 7 ESTABLISHING OBJECTIVES AND BUDGETING FOR THE PROMOTIONAL PROGRAM Chapter Overview This chapter focuses on the process of setting objectives and budgeting for the IMC program. The […]
Journalism Chapter 7 Homework The text gives a very good example of how the communications effects models can be used to establish communication objectives for a new brand
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program 7-13 One of the reasons for planning is to improve the company’s overall goals, the other is to determine what worked and what did not. Planners need to know […]
Journalism Chapter 8 1 Which of the following statements is true according to the Hirschman study about the creative people involved in advertising
Chapter 08 – Creative Strategy: Planning and Development 1. (p. 259) In the development of an advertising campaign or message, creative _____ involves determining what the message will say or communicate, while creative _____ deals with how the message will […]
Journalism Chapter 8 2 A client who manufactures maternity clothes for businesswomen wants a new advertising campaign. Visits to obstetrician’s offices to observe the clothes
Chapter 08 – Creative Strategy: Planning and Development 41. (p. 269) A client who manufactures maternity clothes for businesswomen wants a new advertising campaign. Visits to obstetrician’s offices to observe the clothes being worn and to maternity shops at the […]
Journalism Chapter 8 3 Leslie is working for a local agency as an intern. Her company has been hired to develop an advertising campaign for chain of coffee shops
Chapter 08 – Creative Strategy: Planning and Development 74. (p. 275) “Diamonds are forever,” “Impossible is Nothing” and “Just do it” are all examples of: A. unique selling propositions. B. long-running advertising campaign themes. C. inherent drama appeals. D. copy […]
Journalism Chapter 8 Homework A number of advertising people have argued that creativity in advertising is best viewed as a process and that creative success is most likely when some organized approach is followed
Chapter 8 – Creative Strategy: Planning and Development 8-1 CHAPTER 8 CREATIVE STRATEGY: PLANNING AND DEVELOPMENT Chapter Overview This is the first of two chapters devoted to the area of creative strategy in advertising. This chapter focuses on the planning […]
Journalism Chapter 9 1 An ad for Enbrel, a prescription medicine for people who have rheumatoid arthritis, tells the reader that this drug has proven to work for people
Chapter 09 – Creative Strategy: Implementation and Evaluation 1. (p. 293) The agency that developed the ‘Jack–in-the-Box’ fast-food restaurants ads created a new ad with the return of a brand image that was remembered by customers from previous years, thereby […]
Journalism Chapter 9 2 Taco Bell launched the advertising campaign for its Double Decker taco by running anonymous full-page ads featuring basketball stars issuing vague challenges to one another
Chapter 09 – Creative Strategy: Implementation and Evaluation 39. (p. 299) Hershey’s advertises heavily around Christmas with ads that show only a picture of red, green and silver wrapped Hershey Kisses chocolate. Hershey’s is using _____ advertising. A. transformational B. […]
Journalism Chapter 9 3 The state of Colorado runs an ad which shows an obviously scared third grader getting ready to go on stage for his first public stage appearance
Chapter 09 – Creative Strategy: Implementation and Evaluation 71. (p. 306) Timberland Co. sells all-weather gear. For its advertising, it has developed an imaginary place called Timber Land, which is a Utopian setting of extraordinary landscapes and crystal-clear water. Its […]
Journalism Chapter 9 Homework Once the major selling idea and the advertising campaign theme has been agreed upon, the creative team then turns its attention to determining the specific type of appeal
Chapter 09 – Creative Strategy: Implementation and Evaluation 9-1 CHAPTER 9 CREATIVE STRATEGY: IMPLEMENTATION AND EVALUATION Chapter Overview In the previous chapter the importance of advertising creativity was examined along with the creative process of advertising. Attention was also given […]
Journalism Teaching Note Homework Are the intended branding messages being communicated clearly and do the ads speak equally well to users, as well as non-users, of IBM products and services
1 Development and Implementation and the development of advertising campaigns. The case allows students to analyze the creative strategy and executions used by IBM for the various campaigns. It also provides insight into how each campaign was developed in response […]
Journalism Teaching Note Homework Are there any other sampling or promotional programs that XM should pursue to attract new subscribers and retain them
1 XM Satellite Radio: Competing in the New Digital World Teaching Note Case Overview This case examines XM Satellite Radio Inc., the leader in the satellite-delivered radio market. XM’s founding was promoted by the radio industry’s first major technological development […]
Journalism Teaching Note Homework Discuss the consumer decision making process for a product such as canned tuna and the response hierarchy model that is most likely to applicable in the purchase of this product
1 Chicken of the Sea International The Jessica Simpson Spokesperson Decision Teaching Note Case Overview This case examines Chicken of the Sea International (COSI), one of the major competitors in the canned/packaged tuna and seafood industry, and the decision facing […]
Journalism Teaching Note Homework Do you agree with Benetton’s decision to drop the use of shock ads and return to the use of more conventional ads
1 Teaching Note Benetton Group: Evolution of Communication Strategy Case Overview This case examines the controversial “shock advertising” campaign that was used by Benetton, the Italian-based clothing manufacturer and retailer for nearly two decades. Thanks to its unusual Benetton has […]
Journalism Teaching Note Homework Do you agree with the decision to use a more mature and less playful approach to advertising for the MAZDA6
1 MAZDA – POSITIONING A PRODUCT LINE TEACHING NOTE Case Overview This case examines Mazda North American Operations and the efforts of the automobile company and its advertising agency, Doner, to its position its vehicles in the highly competitive U.S. […]
Journalism Teaching Note Homework Evaluate the creative strategy used by the Partnership for a Drug Free America in its advertising campaign, particularly with respect to the use of strong fear appeals
1 Using Advertising to Fight the War on Drugs: The Power of Social Marketing or a Waste of Money? Teaching Note Case Overview This case examines the advertising efforts that have been used by the Partnership for a Drug Free […]
Journalism Teaching Note Homework Evaluate the strategy used by Under Armour to enter the basketball shoe market and compete against Nike as well as adidas and Reebok
1 Case Teaching Note Under Armour Enters The Basketball Shoe Market Case Overview This case examines Under Armour (UA), the highly successful athletic apparel and footwear company that was founded in 1996 and is now approaching $1 billion in sales. […]
Journalism Teaching Note Homework The Real California Cheese certification mark was created for the industry as a unifying symbol that provided synergy for all promotional efforts
California Milk Advisory Board Teaching Note This case examines the integrated marketing communications program developed by the California Milk Advisory Board on behalf of the California Cheese industry. It focuses on the “Happy Cows” campaign created by the Deutsch LA […]
Journalism Teaching Note Homework This decision appears to have been driven by the decision by Gateway to change its positioning and image from folksy to hip
1 Teaching Note Gateway: Searching for the Right Agency Case Overview This case examines Gateway, one of the major competitors in the personal computer industry, and its search to find the right advertising agency and positioning platform for the company. […]