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978-0133506884 Chapter 1 Lecture Note Part 1
Part 1 Principle: Back to Basics This is one of the most exciting times to take an advertising course because of all of the changes in the industry – new technology, new media, new types of consumers and media users, […]
978-0133506884 Chapter 1 Lecture Note Part 2
THE ADVERTISING WORLD Who Are the Key Players? As we discuss the organization of the industry, consider that all of the key players also represent job opportunities they may wish to consider. The players include the advertiser or client, the […]
978-0133506884 Chapter 1 Solution Manual Part 1
REVIEW QUESTIONS 1-4. Analyze the Old Spice campaign discussed in this chapter and compare its key aspects to the modern definition of advertising. The Old Spice campaign illustrates how advertising has evolved in complexity over the past four decades. When […]
978-0133506884 Chapter 1 Solution Manual Part 2
Discussion Questions 1-11. Many industry experts feel that Apple’s “1984” commercial is the best television commercial ever made. Watch it online on Youtube.com and analyze how it works. How many of the basic advertising practices and concepts that we introduced […]
978-0133506884 Chapter 10 Lecture Note Part 1
Chapter 10 VISUAL COMMUNICATION CHAPTER CONTENT CHAPTER KEY POINTS 1. What is the role of visual communication in brand communication messages? 2. What is the difference between layout and composition, and why are those concepts important? 3. How are art […]
978-0133506884 Chapter 10 Lecture Notel Part 2
WHAT DO YOU NEED TO KNOW ABOUT PRODUCTION? Art directors need to understand print media requirements and the technical side of production because these aspects affect both the look of the printed piece and its costs. Print Media Requirements Different […]
978-0133506884 Chapter 10 Solution Manual Part 1
REVIEW QUESTIONS 10-4. Explain in what ways visuals add impact to brand communication. Visual impact in an advertisement has the ability to: Stick in memory: Visuals persist in the mind because people generally remember messages as visual fragments, that is, […]
978-0133506884 Chapter 10 Solution Manual Part 2
TAKE-HOME PROJECTS 10-17. Portfolio Project: Select a product that is advertised exclusively through print. Examples of such products are business-to-business and industrial products, school supplies, many over-the-counter drugs, and some food items. Your objective is to develop a 30-second television […]
978-0133506884 Chapter 11 Lecture Note Part 1
Part 4 Practice: Where Are Media Headed? We talked about creating messages in Part 3. In Part 4 we turn to the delivery of messages. Note that people consume media, as well as products. They push buttons, touch screens, click […]
978-0133506884 Chapter 11 Lecture Note Part 2
WHAT ARE THE FUNDAMENTALS OF MEDIA STRATEGY? Media is often the largest single cost item in a marketing communication budget, especially for consumer goods and services. The Media Plan The challenge that marketing communicators face is how to manage all […]
978-0133506884 Chapter 11 Solution Manual Part 1
REVIEW QUESTIONS 11.4. Trace the evolution of media forms and explain how the new Digital Era is different from previous media environments. We can summarize the evolution of media forms through the following eras: The Broadcast Era: Visual and audio […]
978-0133506884 Chapter 11 Solution Manual Part 2
TRACE North America Case Multicultural Media Read the TRACE case in the Appendix before coming to class. 11-15. What medium do you believe would be most impactful in the “Hard to Explain, Easy to Experience” campaign? Why? 11-16. What target […]
978-0133506884 Chapter 12 Lecture Note Part 1
Chapter 12 Paid Media CHAPTER CONTENT CHAPTER KEY POINTS 1. What should marketers know to make effective decisions about advertising in published media, such as newspapers and magazines? 2. How do radio and television work as marketing communication media? 3. […]
978-0133506884 Chapter 12 Lecture Note Part 2
Broadcast Media: Radio The reason advertisers like radio is that it is as close as we can come to a universal medium. Most every American listens to radio in some form either over the air or streaming from Internet-based services, […]
978-0133506884 Chapter 12 Lecture Note Part 3
Video Game Advertising Marketers and media planners have been frustrated trying to reach young people with traditional ads on mainstream media. That has led to an increased focus on unusual media that are clearly the province of young people, such […]
978-0133506884 Chapter 12 Solution Manual Part 1
REVIEW QUESTIONS 12-4. Explain how newspapers vary based on frequency of publication, format and size, and circulation. Most newspapers are published either daily or weekly. Daily newspapers are usually Newspapers typically are available in two sizes. The first, called the […]
978-0133506884 Chapter 12 Solution Manual Part 2
TRACE NORTH AMERICA CASE Multicultural Advertising Media Read the TRACEcase in the Appendix before coming to class. 12-19.In what ways do traditional advertising media contribute to the “Hard to Explain, Easy to Experience” campaign? Why? 12-20.How can online advertising be […]
978-0133506884 Chapter 13 Lecture Note Part 1
Chapter 13 Owned, Interactive, and Earned Media uCHAPTER CONTENT CHAPTER KEY POINTS 1. What do we mean by owned media that organizations control and manage? 2. What are the interactive owned media that are also managed by organizations, and why […]
978-0133506884 Chapter 13 Lecture Note Part 2
Personal Sales In addition to conversation with employees, word-of-mouth communication can occur in more structured selling situations. Salespeople in stores are trained to answer product questions and help customers find things. Retail sales employees use personal communication to relay information […]
978-0133506884 Chapter 13 Lecture Note Part 3
EARNED INTERACTIVE MEDIA: LET’S LISTEN Earned media are mentions or stories about a brand, through either publicity, social media, personal contact, or word of mouth. The term has been used in public relations to distinguish between paid advertising messages and […]
978-0133506884 Chapter 13 Solution Manual
REVIEW QUESTIONS 13-4. Explain the differences between owned and earned media. Give an example of each. Owned brand messages are delivered from a company to consumers through channels controlled by the company, like a company website or brochure. These media […]
978-0133506884 Chapter 14 Lecture Note Part 1
CHAPTER CONTENT Chapter Key Points 1. What is the role of media research in developing media plans? 2. What are the four steps in media planning? 3. What are the responsibilities of media buyers? . Chapter Overview Media planning […]
978-0133506884 Chapter 14 Lecture Note Part 2
Key Steps in Media Planning The media plan is a written document that summarizes the objectives and strategies pertinent to the placement of a company’s advertising messages. The goal of a media plan is to find the most effective and […]
978-0133506884 Chapter 14 Lecture Note Part 3
Step 4: Media Metrics and Analytics Media plans are driven by questions of accountability. And because media decisions are based on measurable factors, identifiable costs, and budget limitations, media planners are engrossed in calculating the impact and efficiency of their […]
978-0133506884 Chapter 14 Solution Manual
REVIEW QUESTIONS 14-4. Explain the differences between media planning and media buying. Media planning is a problem-solving process, devised jointly by the agency’s media 14-5. What is aperture and how is it used in media planning? Finding the right moment […]
978-0133506884 Chapter 15 Lecture Note Part 1
Principle: IMC and Total Communication Hundreds of different communication activities deliver brand messages both formally through planned communication programs and informally through other activities. This section provides a framework for you to understand how all of these programs and tools […]
978-0133506884 Chapter 15 Lecture Note Part 2
Part 5 WHAT ARE THE MOST COMMON TYPES OF PUBLIC RELATIONS TOOLS? Public relations uses a variety of marketing communication tools just as advertising does. Advertising is particularly useful in corporate image and reputation programs. Direct marketing is sometimes useful […]
978-0133506884 Chapter 15 Solution Manual
REVIEW QUESTIONS 15.4. Explain why public opinion is important to the success of public relations. Public relations programs are built on an understanding of public opinion on issues critical to the organization, such as the company’s impact on the environment […]
978-0133506884 Chapter 16 Lecture Note Part 1
Chapter 16 Direct-Response Marketing CHAPTER CONTENT CHAPTER KEY POINTS 1. How does the direct-response marketing process work and who are the key players? 2. What are the primary tools and media available to direct-response programs? 3. How are databases used […]
978-0133506884 Chapter 16 Lecture Note Part 2
Telemarketing Before telemarketing calls were greatly limited by government-supported do-not-call lists, more direct-marketing dollars were spent on telemarketing phone calls than on any other DBC medium. That’s because telemarketing is a form of personal sales, but a lot less expensive. […]
978-0133506884 Chapter 16 Solution Manual Part 1
REVIEW QUESTIONS 16.4. What are the advantages and disadvantages of direct response marketing communication? Because DBC is designed to generate immediate responses, this means it is also easy to tell quickly if the messages are meeting their objectives. Unlike mass […]
978-0133506884 Chapter 16 Solution Manual Part 2
DISCUSSION QUESTIONS 16.16. Most people hate telemarketing. Let’s say you work for the local campus environmental organization. How could you conduct a campus and community telemarketing effort that would not generate resistance?Apply your ideas to developing a telemarketing program to […]
978-0133506884 Chapter 17 Lecture Note Part 1
Chapter 17 Promotions CHAPTER CONTENT CHAPTER KEY POINTS 1. What are the current trends and practices in planning promotions? 2. What are the tools of consumer promotion and how are they used? 3. What are the types and purposes of […]
978-0133506884 Chapter 17 Lecture Note Part 2
How Are Consumer Promotions Used? Although an action response is the goal of most sales promotions, some programs are designed to build awareness first, but always with action as the ultimate goal. Promotions can deliver on a number of our […]
978-0133506884 Chapter 17 Solution Manual Part 1
REVIEW QUESTIONS 17-4. Define sales promotion and explain how it differs from other marcom areas. When a marketer increases the value of its product or brand by offering an extra incentive to purchase it, the marketer is creating a sales […]
978-0133506884 Chapter 17 Solution Manual Part 2
TAKE-HOME PROJECTS 17-16. Portfolio Project: Select a print ad for a national marketer. Redesign the ad, including the use of a consumer sales promotion. Now design a second version, 17-17.Mini-Case Analysis: Why do you think the Susan G. Komen “Pink” […]
978-0133506884 Chapter 18 Lecture Note Part 1
Chapter 18 The Principles and Practices of IMC CHAPTER CONTENT CHAPTER KEY POINTS 1. What are the eight key IMC concepts and why are they important? 2. How would you outline the key parts of an IMC campaign plan? 3. […]
978-0133506884 Chapter 18 Lecture Note Part 2
Message Strategy Chapter 8 explored the ins and outs of message strategy. Good Big Ideas are valued because they may be enduring and they lend themselves to extendibility, which means they ‘have legs.’ By that we mean the idea is […]
978-0133506884 Chapter 18 Solution Manual Part 1
REVIEW QUESTIONS 18-4. Explain the difference between planning an IMC campaign and planning a 360-degree total communication program. 360 degree total communication programs take a much broader, long term approach than a typical IMC campaign. 360 degree total communication programs […]
978-0133506884 Chapter 18 Solution Manual Part 2
TRACE NORTH AMERICA CASE Multicultural IMC Read the Trace case in the Appendix before coming to class. 18-18. How could you increase the consistency of the “Hard to Explain, Easy to Experience” campaign so that the overall impact was greater? […]
978-0133506884 Chapter 19 Lecture Note Part 1
Chapter 19 Evaluating IMC Effectiveness CHAPTER CONTENT CHAPTER KEY POINTS 1. Why is it important to evaluate brand communication effectiveness? 2. What role do campaign objectives play in the measurement of campaign? 3. What are the key ways in which […]
978-0133506884 Chapter 19 Lecture Note Part 2
Evaluating the Performance of Media Vehicles Brand communication has little chance to be effective if no one sees it. That is why analyzing the effectiveness of the media plan is another important part of campaign evaluation. Media Optimization When a […]
978-0133506884 Chapter 19 Solution Manual
REVIEW QUESTIONS 19-4. Why is setting campaign objectives important? Typically, a brand communication campaign has multiple objectives. It is critical that the stated objectives be established up front because they provide the all-important framework for evaluating the success of a […]
978-0133506884 Chapter 2 Lecture Note Part 1
Chapter 2 Integrated Brand Communication CHAPTER CONTENT CHAPTER KEY POINTS 1. What is the difference between marketing communication and brand communication? 2. How is marketing the marketing mix related to marketing communication? 3. What is integrated marketing communication? 4. How […]
978-0133506884 Chapter 2 Lecture Note Part 2
WHAT IS THE ROLE OF COMMUNICATION IN BRANDING? A brand is more than a product. Responsibility for developing and maintaining a successful brand lies with the marketing or corporate function called brand management. Branding is a communication function that creates […]
978-0133506884 Chapter 2 Solution Manual
Review Questions 2-4. What is the difference between marketing communication and brand communication? Marketing communication (marcom) involves the use of a variety of tools and functions, such as advertising, public relations, sales promotion, direct response events and sponsorships, point of […]
978-0133506884 Chapter 3 Lecture Note Part 1
Chapter 3 Brand Communication and Society CHAPTER CONTENT CHAPTER KEY POINTS 1. What is the social impact of brand communication? 2. What ethical and social responsibilities do communicators have? 3. Why and how is advertising regulated? CHAPTER OVERVIEW This chapter […]
978-0133506884 Chapter 3 Lecture Note Part 2
COMMUNICATOR’S ETHICAL RESPONSIBILITIES Ethicsare the “shoulds” and “oughts” of behavior. They are “the right thing to do.”Morals are frameworks for right actions and are more the domain of religion and philosophy. When faced with an ethical decision, the difficulty often […]
978-0133506884 Chapter 3 Solution Manual
REVIEW QUESTIONS 3-4. Explain the debate over whether advertising shapes or mirrors society. If you were to take a side in this debate, which side would you choose? The second half of the 20th century was notable for the rise […]
978-0133506884 Chapter 4 Lecture Note Part 1
Part 2 Principle: Be True to Thy Brand – and Thy Consumer Part II of this textbook focuses on how brand communication works, why and how consumers make the decisions they do, and how a winning strategy – one that […]
978-0133506884 Chapter 4 Lecture Note Part 2
The Cognitive Facet: Think/Understand Cognition refers to how consumers search for and make sense of information, as well as learn and understand something. It’s a rational response to a message. Some call this a left-brain approach, based on the left-right […]
978-0133506884 Chapter 4 Solution Manual
REVIEW QUESTIONS 4-4. What are the key components of a communication model and how do they relate to brand communication? Mass communication is usually thought of as a process that begins with a source, a sender who encodes a message […]
978-0133506884 Chapter 5 Lecture Note Part 1
Chapter 5 Segmenting and Targeting the Audience CHAPTER CONTENT CHAPTER KEY POINTS 1. How does the consumer decision making process work? 2. What cultural, social, psychological, and behavioral influences affect consumer responses to advertising? 3. How does targeting work and […]
978-0133506884 Chapter 5 Lecture Note Part 2
PROFILING MARKETS AND TARGET AUDIENCES Profiles are built for typical customers or prospects in order to make the brand communication more personal and relevant. Profiles are descriptions of the target audience that read like a description of someone you know. […]
978-0133506884 Chapter 5 Solution Manual
REVIEW QUESTIONS 5-4. In what ways does the culture in which you grew up affect your consumer behavior? Describe and explain one purchase you have made recently that reflects your cultural background. The culture and the society in which you […]
978-0133506884 Chapter 6 Lecture Note Part 1
Chapter 6 Strategic Research CHAPTER CONTENT CHAPTER KEY POINTS 1. What are the basic types of strategic research, and how they are used? 2. How do brand communicators use research? 3. What are the most common research methods used in […]
978-0133506884 Chapter 6 Lecture Note Part 2
WHAT ARE THE MOST COMMON RESEARCH METHODS? This section focuses on the types of research used in message development and the research situations where these methods are typically applied. Consumer research methodologies are often described in terms of the ways […]
978-0133506884 Chapter 6 Solution Manual
REVIEW QUESTIONS 6-4. Distinguish between marketing research and market research. Why is it important to understand the difference? Formal research used by the marketing department for strategic planning is called marketing research. It includes surveys, in-depth interviews, observational methods, focus […]
978-0133506884 Chapter 7 Lecture Note Part 1
Chapter 7 Strategic Planning CHAPTER CONTENT CHAPTER KEY POINTS 1. What are the differences between objectives, strategies, and tactics in strategic planning, and how are the four levels of planning connected? 2. What are the key strategic decisions, and why […]
978-0133506884 Chapter 7 Lecture Note Part 2
Brand Identity Strategy • A brand identity must be distinctive. In other words, it represents only one particular product within a category, so it needs to be recognizable and therefore memorable. Recognizing the brand means that the consumer knows the […]
978-0133506884 Chapter 7 Solution Manual
REVIEW QUESTIONS 7-4. Define objectives, strategies, and tactics and explain how they differ. For marketing communication, strategic planning is the process of identifying a problem that can be solved with marketing communication, and then determining 7-5. What information does a […]
978-0133506884 Chapter 8 Lecture Note Part 1
Part 3 PRACTICE: DEVELOPING BREAKTHROUGH IDEAS IN THE DIGITAL AGE The new century has created a huge challenge for brand communication creatives who have to develop breakthrough messages that will not get lost in the media explosion of the 21st […]
978-0133506884 Chapter 8 Lecture Note Part 2
CREATIVE THINKING: SO HOW DO YOU DO IT? Professor Mark Stuhlfaut has identified the significant elements of creativity, which begins with novelty but include appropriateness as well as authenticity and relevance. He adds that, “if it’s creative, it is also […]
978-0133506884 Chapter 8 Solution Manual
REVIEW QUESTIONS 8-4. This chapter argues that effective advertising is both a science and an art. Explain what this means and give examples of each. Effective advertising is a product of both science (persuasion) and art (creativity). The message plan, […]
978-0133506884 Chapter 9 Lecture Notes Part 1
Chapter 9 Promotional Writing CHAPTER CONTENT CHAPTER KEY POINTS 1. What are the basic word, language, and writing skills that distinguish brand communication? 2. How is advertising copy written? 3. Which copy elements are essential to a print media pieces? […]
978-0133506884 Chapter 9 Lecture Notes Part 2
Body Copy The body copy is the text of the ad and its primary role is to maintain the interest of the reader. It is the persuasive heart of the message. It develops the sales message, states the argument, summarizes […]
978-0133506884 Chapter 9 Solution Manual Part 1
REVIEW QUESTIONS 9-4. What qualities make a good tagline or slogan? Slogans are a long term brand or corporate identity effort. They must be catchy and memorable. It is a distinctive catchphrase that serves as a motto for a campaign, […]
978-0133506884 Chapter 9 Solution Manual Part 2
ADDITIONAL MATERIAL WEB REVIEW QUESTIONS 1. What is a copywriter and what is their job? The person who shapes and sculpts the words in an advertisement is called a copywriter.Copy is the text of an ad or the words that […]
BUSMKT 302 Test
In which layout stage of a print ad are the elements assembled in their final position for reproduction? A) thumbnail sketches B) comprehensives C) mechanicals D) rough layouts E) semicomps ________ describes an approach to marketing that uses advertising driven […]
BUSMKT 350 Test 1
The percentage of the total sales in a product category that a particular brand has is called the brand’s ________. A) position B) market segment C) distribution D) share of market E) exchange What do tracking studies show? A) performance […]
BUSMKT 357 Quiz 3
Before information can be recalled, it must ________. A) be associated with another thought or emotion B) have resonance C) be perceived D) be differentiated E) create conviction Brokers, distributors, wholesalers, dealers, franchisees, and retailers are referred to as ________. […]
BUSMKT 427 Midterm 1
Selective binding allows a magazine to print personalized messages directly on ads or on inserts. The distinction between mass media and niche media is based entirely on size. Answer: FALSE IMC plans are multiplatform, multichannel, and multitargeted. Answer: TRUE Although […]
BUSMKT 486 Quiz 1
Brand communication creates brand meaning through symbolism and association. In most cases, the media plan will identify special regions or cities to be emphasized with a heavy-up schedule, which means proportionately more of the budget is spent in those areas. […]
BUSMKT 487 Test 2
The focus of the ________ consumer response from the Facets Model of Effects is cueing a brand image. A) see/hear B) feel C) think/understand D) connect E) believe Haley and Lauren, who recently graduated with MBAs, are opening a new […]
BUSMKT 635
One potential benefit to shockvertising is that the controversy attracts attention and buzz. A direct-mail piece is a print advertising message for a product or service that is delivered by mail. Answer: TRUE Using inbound telemarketing, the call center staff […]
BUSMKT 637
The key to crisis management is to anticipate the possibility of a disaster and plan how to deal with the bad news and all the affected publics. The key drivers of the affective response are needs, emotions, liking, and resonance. […]
BUSMKT 682 Midterm 2
People who search, share, and initiate marketing communication and brand relationships are referred to as Seekers. The corrective advertising required by the Warner-Lambert v. FTC case shows how corrective advertising can change consumers’ impressions created by deceptive advertising. Answer: FALSE […]
BUSMKT 694 Final
A key to an effective outdoor board is eye-stopping graphics. The cost per point (CPP) is calculated by multiplying the cost of the ad by 1,000 and dividing that number by the readers in the target audience. Answer: FALSE In […]
BUSMKT 780
High-involvement products are also known as ________ purchases. A) trial B) conviction C) direct D) considered E) indirect A new pizza restaurant is opening in town. The owners of this restaurant decide to place an advertisement in the town newspaper […]
BUSMKT 801 Midterm 2
Which of the following refers to brand visibility, presence, and importance to the target market? A) ROI B) the 3 Ps C) brand personality D) brand salience E) brand position Brand advertising is also known as ________ advertising. A) trade […]
BUSMT 224 Test 2
Which of the following is a tangible feature of a brand? A) a person’s feelings about the brand B) a person’s experience with the brand C) the product’s performance D) the product’s perceived value E) the brand’s image Communication efforts […]
BUSMT 285 Quiz 3
“I am Devoted” and “I Measure Twice” are two general consumer groups identified by MONITOR’s MindBase. The Harley-Davidson slogan, “Steak for your ears” presents an unexpected juxtaposition. Answer: TRUE Retailers and wholesalers who have created their own brands-such as Walmart’s […]
BUSMT 303 Quiz 1
Which of the following is most closely associated with the B2C2C concept? A) crowdsourcing B) customer referral C) implied third-party endorsement D) push marketing E) opt-in mobile marketing ________ advertising focuses on establishing a corporate identity or winning the public […]
BUSMT 349 Midterm 1 Solumbria
A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families. This method is an example of a survey. Advertising has both instantaneous effects and […]
BUSMT 452 Test
Average frequency gives the planner the best picture of a media plan’s performance. The three distinct memory systems in the mind which advertisements seek to tap into are semantic memory, episodic memory, and procedural memory. Answer: TRUE To facilitate external […]
BUSMT 601
Media flow charts are used to plot out what media will run when and for how long. Word-of-mouth communication about a product is persuasive because people tend to have more faith in comments from friends and family members than in […]
BUSMT 630 Quiz 2
A consumer’s brand ________ is motivated by conviction. A) position B) image C) personality D) preference E) credibility All of the variables that are intended to satisfy the needs of the consumer are considered part of the ________ in direct […]
BUSMT 727
* Target population: 100,000 ** those who did not read either of the other two magazines 70% of Magazine A’s readers are part of the target market for a certain advertiser. This percentage represents Magazine A’s ________ for this advertiser. […]
BUSMT 893
Even though advertising is complex, most practitioners believe that advertising effects can be reduced to a single measure. Creative problem solvers are risk takers who tend to be self-sufficient, self-disciplined, and curious. Answer: TRUE Because standards of good taste are […]
CE 145 Final
The advertising strategy of status appeal is used to persuade nonwealthy people to imitate the habits of rich people. In comparison to the United States, Thailand and Hungary have stronger restrictions against tobacco advertising. Answer: TRUE Public radio stations are […]
CE 290 Midterm 2
A form of action response, inquiry tests measure the number of responses to an advertisement and are the primary measurement tool for direct-response communication. The majority of companies with international IMC campaigns adopt a localization strategy. Answer: FALSE The “Stop. […]
CE 362 Final
Business buyers are not influenced by emotional factors. Typically, the advertiser initiates the advertising effort by employing the services of a creative boutique. Answer: FALSE A problem facing global advertisers is cross-cultural communication and how to arrive at an intended […]
CE 403
Competitors are included in the marketing level of stakeholder audiences. A press conference is useful because a company can control who is present as well as the questions that will be asked. Answer: FALSE Touch points are contact points that […]
CE 428 Quiz 1
Recall tests and recognition tests are two types of ________ tests. A) inquiry B) persuasion C) semiotics D) likability E) memory Which of the following does NOT have governmental authority concerning some form of advertising regulation? A) Bureau of Alcohol, […]
CE 444
________ is what happens when a product takes on meaning and is differentiated from other products in the category by virtue of its brand identity and image. A) Resonance B) Comprehension C) Conditioned learning D) Transformation E) Affect For most […]
CE 505 Test
Combining direct-mail lists is known as ________. A) purging B) merging C) mining D) sourcing E) converting In which of the following marketing communication patterns does word-of-mouth play the most important role? A) business to business B) business to business […]
CE 510 Quiz 3
In the 1980s and 1990s, teenagers congregated in suburban malls to socialize. Which of the following websites fulfills a similar purpose for teenagers today? A) LinkedIn B) Facebook C) Wikipedia D) eBay E) Angie’s List Just For Me is a […]
CE 518 Test 1
The Facets Model of Effects posits that effective advertising has six different types of communication goals: perception, cognition, emotion, association, persuasion, and behavior. Direct-response marketing is a growth area because it is easy to evaluate its effectiveness. Answer: TRUE “Pork. […]
CE 546 Quiz 1
Psychographic segmentation is primarily based on studies of how people spend their money, their patterns of work and leisure, their interests and opinions, and their views of themselves. The key players in advertising are the advertiser, the agency, the media, […]
CE 568 Midterm 1
Banner ads are designed more like outdoor boards than like conventional print ads. The tighter the focus on a target market, the harder it is to find appropriate media to deliver a relevant message. Answer: FALSE Similar to television programs, […]
CE 603 Homework
Advertising begins with the agency. Vertical coordination is required for a coherent international IMC campaign, but horizontal coordination is not. Answer: FALSE The key drivers of association are symbolism, conditioned learning, and transformation. Answer: TRUE An advertising objective associated with […]
CE 608 Quiz
Which Amendment to the U.S. Constitution states that Congress shall make no law “abridging the freedom of speech or of the press”? A) First B) Second C) Third D) Fourth E) Fifth ________ is the multitude of messages all competing […]
CE 685
Print ads with color tend to get more attention than ads without color. The product or service alone is considered the offer in direct marketing. Answer: FALSE A press kit contains only printed material, but a publicity kit may include […]
CE 772 Quiz 3
Because of the Great Recession, the use of cause marketing as a promotion tool is decreasing. All award-winning ads are effective ads. Answer: FALSE “Do you remember seeing a commercial for wireless communication?” is an example of an aided recall […]
CE 795
Creative strategy is what the advertisement says, and execution is how it is said. In direct marketing, optimization is the function that gets the product to the customer who ordered it. Answer: FALSE An argument uses logic, reasons, and proof […]
Marketing 149
________ are small ads on other Web pages that lure visitors to move to the advertised site. A) Superstitials B) Blogs C) Minisites D) Banner ads E) Pop-ups Which type of database provided by an outside firm contains information useful […]
Marketing 306 Final
Product performance delivers the loudest message about a product and determines whether the product is purchased again. Employee communications programs and special events create buzz that an organization can control. Answer: FALSE Participations are commercials that appear in the breaks […]
Marketing 328 Quiz 2
Package goods are most closely associated with the business-to-business markets. Single-source research allows researchers to come closer to showing a causal relationship between advertising and sales. Answer: TRUE A practice designed to deliver a groundswell of opinion, buzz, or marketplace […]
Marketing 375
Honda is launching a new SUV and wants to expose the largest possible percentage of the prime time TV viewing audience to its message at least once during the next six months. Which media concept is Honda trying to maximize? […]
Marketing 499 Quiz 1
Relying on public relations means never having to pay for media exposure. The two main types of audiences that magazines target are consumer and business audiences. Answer: TRUE The supply chain refers to the various companies that are involved in […]
Marketing 571 Final
In 1971, what organization did several professional advertising associations, in conjunction with the Council of Better Business Bureaus, establish to negotiate voluntary withdrawal of national advertising that professionals consider deceptive? A) Public Citizen B) American Legacy Foundation C) American Association […]
Marketing 592
Copy is the text of an ad or the words that people say in a commercial. Semiotics is a research tool used to uncover deeper layers of meaning in brand communications. Answer: TRUE Marketers license their brand identity to other […]
Marketing 658 Homework
Direct-response communication is measured in terms of cost-per-lead. One limitation of infomercials is that they cannot easily be introduced into foreign markets. Answer: FALSE The storyboard is the visual plan or layout of the commercial. Answer: TRUE One reason for […]
Marketing 660 Quiz 3
Media buyers negotiate rates, preferred positions, and extra support offers on behalf of their clients. Qualitative research should be used to draw conclusions about the larger population. Answer: FALSE The term stakeholders refers to customers of a product as well […]
Marketing 674
________ means that the research actually measures what it says it measures. A) Semiotics B) Reliability C) Validity D) Criteria E) Quality Which of the following is a type of direct-action headline? A) news announcement B) puzzle C) association D) […]
Marketing 677 Quiz
With respect to prescription drugs, the Food and Drug Administration’s primary job is to determine whether the drugs are marketed in a responsible way. Ads that open with questions or dubious or ambiguous statements are designed to create curiosity. Answer: […]
Marketing 693 Quiz 3
An understanding of local culture and customs is important in international advertising. Combining direct-mail lists is called merging, and deleting the repeat names is called purging. Answer: TRUE Corporate communication programs with the government and the public on issues related […]
MET 103 Homework
A roadblock is an ad that is aired on multiple networks at exactly the same time. Integrated marketing communication (IMC) is a recent trend that uses databases to drive communication with customers and keep track of their interactions with a […]
MET 268 Midterm 1
Ronny finished college three years ago and has been working in the advertising industry ever since. Ronny feels comfortable adopting technological innovations at work and in his personal life, perhaps because he is a member of the first generation to […]
MET 282 Final
In most marketing communication, the power to get attention lies primarily with the ________. A) visual B) audio C) script D) copy E) sound effects Companies within the same industry gather to present, demonstrate, and sell their merchandise at ________. […]
MET 399 Test
Which of the following is a benefit statement that looks to the future and predicts that something good will happen if you use the product? A) substantiation B) claim C) promise D) reason why E) unique selling proposition Which of […]
MET 446 Test 2
________ are simply rules learned through social interaction that specify or prohibit certain behaviors. A) Norms B) References C) Values D) Attitudes E) Motivations Which of the following describes the effect of a grocery shelf filled with packages that prominently […]
MET 550 Midterm
Evaluative research conducted during an ad campaign seeks to determine the effectiveness of the ad, while evaluative research conducted at the end of an ad campaign has diagnostic objectives. An IMC program is more complex than a traditional advertising plan. […]
MET 569 Midterm 1
Exposure does not necessarily lead to readership or viewership. Sora is a teenager who loves to shop for clothes. She has a points card from Trend Town, her favorite shop. Sora’s card is scanned each time she makes a purchase […]
MET AD 161
A company’s ________ is the online face it presents to the public. A) website B) intranet C) extranet D) portal E) interface Which of the following gave the FTC the authority to provide consumers methods for seeking redress or restitution […]
MET AD 251 Midterm 2
Which of the following groups is made up of those who know about their connection to an organization regarding some particular problem but who do not communicate about it? A) active public B) inactive public C) latent public D) aware […]
MET AD 336 Quiz 3
Which of the following is the first step in the classic creative process? A) ideation B) brainfag C) incubation D) immersion E) illumination Strategic planning is a four-tiered process that begins with the ________. A) marketing plan B) initial investment […]
MET AD 457 Test 2
The focus of the ________ consumer response from the Facets Model of Effects is cueing brand position or leadership. A) see/hear B) feel C) think/understand D) connect E) believe Which measure would be most helpful for determining how well a […]
MET AD 539
Information from the marketing mix can add value to a brand. Price copy is the focus of a great deal of retail advertising. Answer: TRUE Preference and loyalty strategies include providing information about warranties, customer service, and technical support. Answer: […]
MET AD 599 Quiz 1
A media strategy that involves high ________ most likely involve creating broad exposure using many media vehicles, while a strategy involving high ________ is most likely narrower in focus with a more limited list of media vehicles. A) continuity, aperture […]
MET AD 627 Final
It is typical for large companies to have only one advertising agency working for them, known as the agency-of-record. The two general types of coupons are immediate and delayed. Answer: FALSE Determining advertising’s impact on sales is typically a straightforward […]
MET AD 804 Midterm 2
Paid media buys take the forms of_______ and ________. A) share; impressions B) space; time C) circulation; impressions D) ratings; share E) reach; frequency Which of the following is an index of the relative consumption rate of a particular product […]
MGMT 186 Final
Marty is an employee of Chevron/Texaco oil company. In terms of public relations, what term below best describes him? A) brand advocate B) influencer C) decision maker D) stakeholder E) opinion leader Which of the following is referred to as […]
MGMT 200 Midterm 1
Adreena wants to make consumers think of antiques with her photograph for a print advertisement for handcrafted furniture. Adreena should use a sepia tone for the photograph. A thorough evaluation of an advertising campaign includes both quantitative and qualitative research. […]
MGMT 209
Giving customers opt-in or opt-out options for receiving brand information digitally is an effective way to minimize ________. A) intrusiveness B) engagement C) share D) frequency E) viral communication The Internet, mail, and telephone are all examples of ________ media. […]
MGMT 357
Which of the following is NOT an element of the FDA’s 1996 restrictions on tobacco advertising? A) a ban on all in-store advertising located within 1,000 feet of a school B) a ban on outdoor ads within 1,000 feet of […]
MGMT 417 Quiz 3
A comparison of the costs of promotion to the forecasted sales generated by the promotion is called a ________. A) cost per thousand B) payout analysis C) response count D) response per thousand E) redemption assessment The ________ process refers […]
MGMT 436 Test 2
In a SWOT analysis, opportunities are situations in which a company could develop advantages over its competition. Brand equity measures the financial value the brand contributes to the company. Answer: TRUE To get attention, an ad has to have pulling […]
MGMT 500 Midterm 2
Lisa writes original music and sometimes writes the lyrics along with the music for radio and television commercials. What is Lisa’s role in TV and radio production? A) producer B) director C) arranger D) composer E) mixer Media experts describe […]
MGMT 594 Midterm
The “no-conflict-of-interest endorsement” factor reflects the tendency of the public to trust the media more than they do advertisers. The typical unhappy customer is more likely to contact the brand with his complaint than to share his complaint about a […]
MGMT 631 Test 2
Promotions and advertisements for a brand should share a common strategy and voice. Persuasion can involve emotional messages as well as information. Answer: TRUE Profiles are descriptions of the target audience that read like a description of someone you know. […]
MGMT 638
Some television shows have shown actors drinking a cup of Starbucks coffee. In these instances, Starbucks has chosen ________ as a marketing tool. A) networking B) guerrilla marketing C) broadcast advertising D) product placement E) advertainment A producer of beverages […]
MGMT 764 Test 2
In best practices for tracking studies, information is first collected from consumers ________ after the campaign is launched. A) two days B) two weeks C) four weeks D) six weeks E) two months Your local newspaper is an example of […]
MGMT 779 Midterm 2
All budgeting is dependent on a time frame or schedule. The network effect refers to the increasing importance of cable networks in television. Answer: FALSE Common designs or symbols can be copyrighted. Answer: FALSE Looking at a problem in a […]
MK 200 Test 1
Sales promotion is primarily designed to motivate people to act by offering incentives. The key players in the marketing industry include the marketer, suppliers and vendors, distributors and retailers, and marketing partners, such as agencies. Answer: TRUE Commercials shot outside […]
MK 214 Test 2
Interactive media is more useful than mass media for engaging consumers in brand-related conversations. Advertising is often more effective than sales promotion for increasing sales of a parity product when the products in the category are largely undifferentiated. Answer: FALSE […]
MK 229 Final
One way to measure memory is to show the advertisement to people and ask them whether they remember having seen it before; this is known as a recall test. Secondary research is less important than primary research. Answer: FALSE Studies […]
MK 282
Integrated marketing communication (IMC) means that ads can now be customized to individual consumers. Insight research may uncover why a consumer wants to buy a product or why a consumer does not want to buy a product. Answer: TRUE Nelly […]
MK 301 Midterm 2
Three basic objectives of direct marketing are lead generation, traffic generation, and increasing competition. In an agency, the person in charge of an advertiser’s business is known as the ‘supplier manager.” Answer: FALSE A push strategy directs marketing efforts at […]
MK 341 Quiz 2
Online media is now more popular than traditional media as the first spot in the consumer search process. The two general types of printed images are photographs and illustrations. Answer: FALSE A situation analysis assesses the external and internal environments […]
MK 348
In which scenario is advertising most likely to thrive in a society? A) when demand exceeds supply B) when there is little price competition C) when public speech is tightly controlled by the government D) when consumers do not have […]
MK 538
The use of black in an advertisement conveys a natural, no-nonsense feel. An appeal typically states the logic behind the sales offer. Answer: FALSE A perfume maker wants to create an advertisement that gives consumers the chance to experience a […]
MK 593 Quiz 2
Which component of a communication brief details the brand’s essence, personality, and image? A) communication objectives B) problem C) target audience D) brand imperatives E) support A video technique in which one object gradually changes into another is called ________. […]
MK 602
A ________ is a generic, non-original, non-novel idea. A) Big Idea B) cliche C) slogan D) tagline E) creative concept A company that uses an established brand name with a related line of products is using a(n) ________. A) co-brand […]
MK 715 Quiz
Even though brand communication planners don’t manage customer service, customer service is an important part of brand communication. Co-branding means acknowledging a supplier’s brand as an important product feature or component. Answer: FALSE If a message tries to convey abstract […]
MK 733 Quiz 2
Which of the following departments in an advertising agency fulfills the three functions of research, planning, and buying? A) account planning department B) art department C) traffic department D) print production department E) media department In the process of developing […]
MK 759 Test 1
Internet marketers use offline advertising in conventional media to drive traffic to their websites. The proposition or selling idea component of a communication brief describes the single thought that the communication will bring to life in a provocative way. Answer: […]
MK 772 Quiz 1
In effective advertising, the visuals work together with the words to present the creative concept. An ad showing how much food a Dixie paper plate can handle and how much more food a Chinet paper plate can handle is an […]
MK 777
Diffusers are people with low brand loyalty who may be willing to try a new product. Active publics are composed of people who are aware of their connection to an organization regarding some particular problem and who communicate and organize […]
MK 794 Quiz 2
Which strategy directs marketing efforts at the consumer? A) push B) exchange C) pull D) coverage E) cooperative Traditional measured media such as print and broadcast are also referred to as ________ media channels. A) owned B) earned C) interactive […]
MK 827
Direct Data is a service firm specializing in collecting and analyzing data about potential customers for a variety of direct marketers. Direct Data tracks geographic, demographic, and psychographic data, pulling together lists of potential target customers for its clients. When […]
MKT 206
A business plan often begins with a vision statement or mission statement. The goal of brand communication is to create immediate sales to people who are shopping for a product. Answer: FALSE Advertising is particularly effective in accomplishing exposure, awareness, […]
MKT 245 Test 1
A recall test is more rigorous than a recognition test. In strategic planning, the idea is to leverage the strengths and opportunities and to avoid the weaknesses and threats. Answer: FALSE Factors that drive a behavioral response include trial, buying, […]
MKT 432 Test 1
________ is the strategy based on reaching people with a message when they are near a store. A) Viral marketing B) Experiential marketing C) Mobile marketing D) Digital marketing E) Search marketing The visual that sticks in the mind and […]
MKT 571 Final
What concept refers to the production time needed to get the advertisement in to the medium? A) continuity B) lead time C) duration D) flow E) just-in-time Because users can create their own paths through a website, designers have to […]
MKT 578 Test 1
The decision to use any part of a news release at all is based on an editor’s judgment of its news value, and this is based on the information’s ________. A) timeliness B) proximity C) impact D) human interest E) […]
MKT 644 Test 2
Do-not-call lists do not restrict companies from calling their own customers. National television is an effective advertising outlet to reach a wide, mass audience. Answer: TRUE The term SoLoMo refers to the convergence of social, local, and mobile marketing. Answer: […]
MKT 712
The consumer’s ability to separate one brand from another in a product category is called ________. A) comprehension B) conviction C) differentiation D) association E) preference If a website’s ________ is cluttered or unclear, website visitors will likely give up […]
MKT 755 Quiz 2
Kindles, iPhones, and iPads are all examples of ________. A) broadcast media B) outdoor media C) personal media D) user-generated content E) traditional media According to creative professionals, which type of audience member responds best to humor in advertising copy? […]
MKT 758 Midterm 1
Compared to Gen Yers, Boomers spend more time with media of all kinds and are more likely to media multitask. Public relations programs use advertising to create corporate visibility. Answer: TRUE Businesses are more likely to use advertising in specialized […]
MKT 825 Test
28th Avenue Wine & Spirits decided to start advertising its business, but it does not have a large budget to devote to it. However, the company’s sales are seasonal, with the highest sales occurring between Thanksgiving and New Year’s. If […]
MKT 884 Quiz
User-generated content is supplied by ________. A) market researchers B) copywriters C) consumers D) media planners E) creative agencies Advertising is usually paid for by the ________. A) audience B) target C) agency D) advertiser E) media Answer: D Which […]
MT 128 Quiz 2
The typical radio programming day is divided into five segments called ________. A) listener groups B) drive times C) coverages D) ratings E) dayparts Which type of thinking is logical, orderly, and linear? A) right-brain B) left-brain C) top-brain D) […]
MT 131 Quiz 2
Which of the following include exposure to traditional mass media, word-of-mouth, place-based media, in-store brand exposures, and interactive media? A) contact points B) gross rating points C) aperture points D) impression points E) rating points A television commercial for Tylenol […]
MT 150 Test 2
Public relations is primarily used to generate sales. The idea behind the concept of effective frequency is that you add frequency to reach until you get to the level where people respond. Answer: TRUE To be considered deceptive under FTC […]
MT 213 Quiz 3
The four major steps in the production of a national television commercial are message design, preproduction, the shoot, and postproduction. Relevance results when an advertisement initially makes an impression. Answer: FALSE The marketing mix strategy includes decisions about the target […]
MT 338 Quiz 1
Direct-marketing messages are constantly being measured, enabling direct marketers to learn what works and modify future campaigns based on results. According to the text, the hierarchy-of-effects models adequately explain what makes effective advertising effective. Answer: FALSE The objectives in local […]
MT 431 Homework
WTBS-Atlanta, WGN-Chicago, and WWOR-New York are all independent television stations whose programs are carried by satellite to cable operators; they are known as ________. A) cable networks B) superstations C) broadcast networks D) affiliates E) syndicated networks Advertising creatives use […]
MT 498 Quiz 3
Once a position is established in consumers’ minds, it is difficult for marketers to change it. In comparison to direct-action headlines, indirect-action headlines are more effective tools for targeting the right audience for the brand. Answer: FALSE Television copywriters have […]
MT 511 Test
Which calculation of efficiency is an estimate of the cost of getting 1,000 impressions? A) cost per point B) cost per thousand C) cost per impression D) brand development index E) category development index New product campaigns and brand reminder […]
MT 596 Test 1
Promotions add tangible value to the good or service and can contribute greatly to the profitability of the brand. You receive a text message from Upscale Furnishings about an upcoming sale on custom furniture. Upscale Furnishings is developing a direct […]
MT 616 Quiz 2
The most common and long-standing explanation of advertising effects is referred to as AIDA, which stands for attitude, interest, decision, and action. Advertising is the process of creating the tangible and intangible elements of a brand. Answer: FALSE The key […]
MT 723 Test 2
A contemporary style of layout that can be read starting at any point in the image is known as ________. A) circus B) panel or grid C) jumbled D) picture window E) nonlinear Which of the following is prepared by […]
MT 752 Midterm
Which of the following is NOT considered a major type of advertising? A) brand B) retail C) direct-response D) institutional E) generational A commercial’s ________ refers to how fast or slowly the action progresses. A) storytelling B) action C) direction […]
MT 802 Test 1
Neal Murphy sells his company’s unique gift items on television programs and entire channels dedicated to selling goods and services. Neal is using ________. A) direct-response television advertising B) Internet-based infomercials C) online marketing D) telemarketing E) data mining A(n) […]
MT 823 Quiz 2
During the Great Recession, how did some major brands, including Kraft and Walmart, change their type in ad messages in order to create a softer and less stiff appearance? A) They capitalized the letters. B) They made the font nonlinear. […]
MT 890 Test
A product’s package can deliver brand information and customer benefits. A major change in consumer media use is the increase in media-driven lives. Answer: TRUE Advertising messages can appear on Twitter. Answer: TRUE The home offices of the Longaberger Company, […]