Advertising & IMC: Principles and Practice 10th Edition

ISBN 13

978-0133506884

ISBN 10

0133506886

Authors

Nancy Mitchell, Sandra Moriarty, William Wells

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187 documents found.

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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, new ways of looking at brand communication, and new economic challenges. It is

Advertising & IMC: Principles and Practice 10th Edition

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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 agency, the media, and suppliers who provide expertise. The A Matter of

Advertising & IMC: Principles and Practice 10th Edition

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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 the current campaign is contrasted to its original from 1953, changes can

Advertising & IMC: Principles and Practice 10th Edition

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978-0133506884 Chapter 1 Solution Manual Part 2

Discussion Questions 1-11. Many industry experts feel that Apples 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 in the historical timeline of Figure 1.1 does it demonstrate? Why do you

Advertising & IMC: Principles and Practice 10th Edition

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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 and color reproduced in print advertising? 4. What are the steps in planning and producing

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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 media put different demands on the design, as well as the production, of

Advertising & IMC: Principles and Practice 10th Edition

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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: Grab attention: Generally, visuals are better at getting and keeping attention than words. Grab attention: Generally, visuals are better at getting and keeping attention than words. Grab attention: Generally, visuals are

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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 spot for this product. Develop a creative brief (see Chapter 8) to

Advertising & IMC: Principles and Practice 10th Edition

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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 their fingers on links and turn pages electronic as well

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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 of the media opportunities and yet maximize the efficiency of budgets that

Advertising & IMC: Principles and Practice 10th Edition

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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 Print Era: Ink and print images reproduced as newspapers, magazines, and posters The Print Era: Ink and print

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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 market insights led to the development of the Hard to Explain, Easy

Advertising & IMC: Principles and Practice 10th Edition

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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. What factors do media planners consider when making place-base (out-of-home) media advertising decisions? 4. How do

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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, such as Pandora or Spotify. Virtually every household in the United

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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 as video games. Now a global multi-billion dollar industry, the video

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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 found in cities and larger towns and have morning editions, evening editions, or all-day editions. found in cities and larger towns and have

Advertising & IMC: Principles and Practice 10th Edition

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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 used in support of this campaign? ADDITIONAL MATERIAL WEB REVIEW QUESTIONS 1. What are the

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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 is that interactive element important? 3. What are earned media, and how do organizations relate

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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 about a product and give reasons to buy it. These

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978-0133506884 Chapter 13 Lecture Note Part 3

EARNED INTERACTIVE MEDIA: LETS 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 unpaid brand mentions in the news media. In recent years the

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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 represent a constellation of contact points that can be strategically designed

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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 is a problem-solving process. The problem: How can media choices help meet the marketing and advertising objectives?

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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 companys advertising messages. The goal of a media plan is to find the most effective and efficient ways to deliver messages to a targeted audience. Media plans

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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 media recommendations. Impact: GRPs and TRPs Among the most important tools media

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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 agencys media department, the account and creative teams, and the marketers brand management group. Once the plan is formed, a media buying unit executes the plan. department, the account and creative

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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 can work together to engage target audiences with consistent, persuasive messages

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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 in sending out corporate books and DVDs. The Internet is important because

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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 companys impact on the environment and its local community or workers rights and how the company deals

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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 in direct marketing? 4. What are the trends and challenges facing direct-response marketing? CHAPTER OVERVIEW Marketers use direct

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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. Thats because telemarketing is a form of personal sales, but a lot less expensive. An in-person sales call may cost anywhere from $50 to $1,000,

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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 media advertising and public relations, the effects of DBC are more immediate

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978-0133506884 Chapter 16 Solution Manual Part 2

DISCUSSION QUESTIONS 16.16. Most people hate telemarketing. Lets 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 promote campus fundraising for a good cause, such as a campus

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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 trade promotions? 4. How do multiplatform promotions - sponsorships and events, loyalty programs, and partnership programs

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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 Facets of Effects and drive a specific set of objectives. Awareness The first

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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 promotion. In most cases, the objective of sales promotions is to

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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, orienting the ad to a trade audience. Write a one-paragraph explanation for each ad that summarizes the objectives and strategy you are

Advertising & IMC: Principles and Practice 10th Edition

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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. Which strategic decisions underlie effective international marketing communication? 4. What do we mean by 360

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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 strong enough to serve as an umbrella concept for a variety

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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 work to ensure that a unifying brand vision surrounds all of the

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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? 18-19.If you wanted to go global with this campaign, what would you need to

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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 campaign evaluation is conducted? 4. What are some key challenges faced in evaluating IMC effectiveness? CHAPTER OVERVIEW Throughout

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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 brand manager optimizes the mix of IMC tools used, the resulting brand

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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 campaign. This is true for social media, also. Although evaluation of brand

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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 does marketing communication contribute to the development of a brand? 5. What current trends affect marking and

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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 the intangible aspects of a brand that make it memorable and

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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 sale, digital media, and the communication aspects of packaging, as well as personal sales and

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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 explores the impact of brand communication on society. Ongoing debates concerning the impact of brand communication

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978-0133506884 Chapter 3 Lecture Note Part 2

COMMUNICATORS 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 lies in making choices from equally compelling or competing options. These

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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 of a materialistic consumer culture in the Western world. Did advertising create this culture,

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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 reflects how consumers think and feel can be developed. A basic principle is that brands must be

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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. Its a rational response to a message. Some call this a left-brain approach, based on the left-right brain ways of thinking that evolved from brain hemisphere research. Right-brain thinking

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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 and puts it in words and pictures. The message is presented through

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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 how is it different from market segmentation? 4. What characteristics are used to segment markets and

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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. Targeting and Profiling UsingDemographics The statistical, social, and economic characteristics of a population,

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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 were raised affect your values and opinions. The boundaries each culture

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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 advertising? CHAPTER OVERVIEW Strategic research is critical since all brand decisions, including those regarding brand communications,should be

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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 researchers contact their respondents. The contact can be in person,

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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 groups, and all types of primary and secondary data used to develop

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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 are they central to brand communication planning? 3. What is account planning and how it

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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 brands identification markersname, logo, colors, typeface, design, and sloganand can connect those marks with a

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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 objectives (what you want to accomplish), deciding on strategies (how to accomplish the objectives), and implementing the

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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 century. As Professor Karen Mallia explains, We are in a second creative

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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 its creative, it is also generative; in other words, it leads to other new ways of

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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, for example, is a rational analysis of a problem and what is needed

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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? 4. How can we characterize the design and tools of radio advertising? 5. What are the major

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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 the proof, and provides explanation. It is the persuasive heart of

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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, brand, or company and is used across a variety of marketing communication

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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 people say in a commercial. Copywriters begin with the strategy and creative

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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 Answer: C Answer: C Answer: C ________ describes an approach to marketing that uses advertising driven by keywords that consumers use to search for information. A) Search marketing B) Search placement C)

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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 Answer: D Answer: D Answer: D What do tracking studies show? A) performance of a marketer's brand over time B) the break-even point for a campaign C) return on

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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 Answer: C Answer: C Answer: C Brokers, distributors, wholesalers, dealers, franchisees, and retailers are referred to as ________. A) consumers B) trade C) gatekeepers D) suppliers E) merchandisers Answer: B Answer: B Answer: B Which is the largest category of

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BUSMKT 427 Midterm 1

Selective binding allows a magazine to print personalized messages directly on ads or on inserts. Answer: FALSE Answer: FALSE Answer: FALSE The distinction between mass media and niche media is based entirely on size. Answer: FALSE Answer: FALSE Answer: FALSE IMC plans are multiplatform, multichannel, and multitargeted. Answer: TRUE Answer: TRUE Answer: TRUE Although fairly inexpensive and widely used, single-source data should

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BUSMKT 486 Quiz 1

Brand communication creates brand meaning through symbolism and association. Answer: TRUE Answer: TRUE Answer: TRUE 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. Answer: TRUE Answer: TRUE Answer: TRUE An effective crisis plan should outline

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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 Answer: D Answer: D Answer: D Haley and Lauren, who recently graduated with MBAs, are opening a new shoe boutique called The Pampered Soul in Hattiesburg, Mississippi, which is classified as

Advertising & IMC: Principles and Practice 10th Edition

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BUSMKT 635

One potential benefit to shockvertising is that the controversy attracts attention and buzz. Answer: TRUE Answer: TRUE Answer: TRUE A direct-mail piece is a print advertising message for a product or service that is delivered by mail. Answer: TRUE Answer: TRUE Answer: TRUE Using inbound telemarketing, the call center staff calls unqualified numbers that are sometimes just randomly

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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. Answer: TRUE Answer: TRUE Answer: TRUE The key drivers of the affective response are needs, emotions, liking, and resonance. Answer: FALSE Answer: FALSE Answer: FALSE A person buying a boat would

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BUSMKT 682 Midterm 2

People who search, share, and initiate marketing communication and brand relationships are referred to as Seekers. Answer: TRUE Answer: TRUE Answer: TRUE 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 Answer: FALSE Answer: FALSE According to the Supreme Court's ruling, the free

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BUSMKT 694 Final

A key to an effective outdoor board is eye-stopping graphics. Answer: TRUE Answer: TRUE Answer: TRUE 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 Answer: FALSE Answer: FALSE In the typical process of developing a marketing plan,

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BUSMKT 780

High-involvement products are also known as ________ purchases. A) trial B) conviction C) direct D) considered E) indirect Answer: D Answer: D Answer: D A new pizza restaurant is opening in town. The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening. The owners of the restaurant are using

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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 Answer: D Answer: D Answer: D Brand advertising is also known as ________ advertising. A) trade B) local C) consumer D) corporate E) public service Answer: C Answer: C Answer: C ________ markets include a wide variety of

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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 Answer: C Answer: C Answer: C Communication efforts aimed at informing employees about marketing programs and encouraging their support are known

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BUSMT 285 Quiz 3

"I am Devoted" and "I Measure Twice" are two general consumer groups identified by MONITOR's MindBase. Answer: TRUE Answer: TRUE Answer: TRUE The Harley-Davidson slogan, "Steak for your ears" presents an unexpected juxtaposition. Answer: TRUE Answer: TRUE Answer: TRUE Retailers and wholesalers who have created their own brands-such as Walmart's Sam's Choice beverages and food products-are participating in

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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 Answer: B Answer: B Answer: B ________ advertising focuses on establishing a corporate identity or winning the public over to the organization's point of view. A) Brand B) National C) Public service D) Institutional E) Business-to-business Answer: D Answer:

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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. Answer: FALSE Answer: FALSE Answer: FALSE Advertising has both instantaneous effects and carryover effects, so both should be measured over

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BUSMT 452 Test

Average frequency gives the planner the best picture of a media plan's performance. Answer: FALSE Answer: FALSE Answer: FALSE The three distinct memory systems in the mind which advertisements seek to tap into are semantic memory, episodic memory, and procedural memory. Answer: TRUE Answer: TRUE Answer: TRUE To facilitate external marketing with a local community, town hall forums

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BUSMT 601

Media flow charts are used to plot out what media will run when and for how long. Answer: TRUE Answer: TRUE Answer: TRUE 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 planned marketing communication messages. Answer: TRUE Answer: TRUE Answer: TRUE Type in

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BUSMT 630 Quiz 2

A consumer's brand ________ is motivated by conviction. A) position B) image C) personality D) preference E) credibility Answer: D Answer: D Answer: D All of the variables that are intended to satisfy the needs of the consumer are considered part of the ________ in direct marketing. A) message B) media C) fulfillment D) offer E) response Answer: D Answer: D Answer: D Bob and Larry have taken their

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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. A) gross ratings points B) targeted reach C) average frequency D) effective frequency E) average reach Answer: B Answer:

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BUSMT 893

Even though advertising is complex, most practitioners believe that advertising effects can be reduced to a single measure. Answer: FALSE Answer: FALSE Answer: FALSE Creative problem solvers are risk takers who tend to be self-sufficient, self-disciplined, and curious. Answer: TRUE Answer: TRUE Answer: TRUE Because standards of good taste are generally consistent across a culture, creating general guidelines

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CE 145 Final

The advertising strategy of status appeal is used to persuade nonwealthy people to imitate the habits of rich people. Answer: TRUE Answer: TRUE Answer: TRUE In comparison to the United States, Thailand and Hungary have stronger restrictions against tobacco advertising. Answer: TRUE Answer: TRUE Answer: TRUE Public radio stations are considered noncommercial in that they rely on listener

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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. Answer: TRUE Answer: TRUE Answer: TRUE The majority of companies with international IMC campaigns adopt a localization strategy. Answer: FALSE Answer: FALSE Answer: FALSE The "Stop. Think. Tylenol." ad is an example of a

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CE 362 Final

Business buyers are not influenced by emotional factors. Answer: FALSE Answer: FALSE Answer: FALSE Typically, the advertiser initiates the advertising effort by employing the services of a creative boutique. Answer: FALSE Answer: FALSE Answer: FALSE A problem facing global advertisers is cross-cultural communication and how to arrive at an intended message without cultural distortions or insensitivities. Answer: TRUE Answer: TRUE Answer:

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CE 403

Competitors are included in the marketing level of stakeholder audiences. Answer: TRUE Answer: TRUE Answer: TRUE A press conference is useful because a company can control who is present as well as the questions that will be asked. Answer: FALSE Answer: FALSE Answer: FALSE Touch points are contact points that touch our emotions. Answer: TRUE Answer: TRUE Answer: TRUE The process of

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CE 428 Quiz 1

Recall tests and recognition tests are two types of ________ tests. A) inquiry B) persuasion C) semiotics D) likability E) memory Answer: E Answer: E Answer: E Which of the following does NOT have governmental authority concerning some form of advertising regulation? A) Bureau of Alcohol, Tobacco, and Firearms B) Federal Communications Commission C) U.S. Postal Service D) National Advertising Division E) Food and

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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 Answer: D Answer: D Answer: D For most organizations, strategic planning starts with ________. A) formulating a business mission statement B) identifying the

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CE 505 Test

Combining direct-mail lists is known as ________. A) purging B) merging C) mining D) sourcing E) converting Answer: B Answer: B Answer: B 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 to consumer C) business to consumer D) consumer to business E) business to consumer to consumer Answer: E Answer: E Answer:

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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 Answer: B Answer: B Answer: B Just For Me is a line of hair care products for pre-teenage girls, that is, girls between the ages

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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. Answer: TRUE Answer: TRUE Answer: TRUE Direct-response marketing is a growth area because it is easy to evaluate its effectiveness. Answer: TRUE Answer: TRUE Answer: TRUE "Pork. The other white meat." is an example of

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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. Answer: TRUE Answer: TRUE Answer: TRUE The key players in advertising are the advertiser, the agency, the media, and the suppliers. Answer: TRUE Answer: TRUE Answer: TRUE Most of Nareema's

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CE 568 Midterm 1

Banner ads are designed more like outdoor boards than like conventional print ads. Answer: TRUE Answer: TRUE Answer: TRUE The tighter the focus on a target market, the harder it is to find appropriate media to deliver a relevant message. Answer: FALSE Answer: FALSE Answer: FALSE Similar to television programs, microblogs are a new form of Web advertising

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CE 603 Homework

Advertising begins with the agency. Answer: FALSE Answer: FALSE Answer: FALSE Vertical coordination is required for a coherent international IMC campaign, but horizontal coordination is not. Answer: FALSE Answer: FALSE Answer: FALSE The key drivers of association are symbolism, conditioned learning, and transformation. Answer: TRUE Answer: TRUE Answer: TRUE An advertising objective associated with achieving the behavior Facet of Effect is to

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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 Answer: A Answer: A Answer: A ________ is the multitude of messages all competing to get consumers' attention. A) The medium B) Feedback C) Clutter D) The channel E) Internal noise Answer: C Answer:

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CE 685

Print ads with color tend to get more attention than ads without color. Answer: TRUE Answer: TRUE Answer: TRUE The product or service alone is considered the offer in direct marketing. Answer: FALSE Answer: FALSE Answer: FALSE A press kit contains only printed material, but a publicity kit may include a DVD or flash drive along with printed

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CE 772 Quiz 3

Because of the Great Recession, the use of cause marketing as a promotion tool is decreasing. Answer: FALSE Answer: FALSE Answer: FALSE All award-winning ads are effective ads. Answer: FALSE Answer: FALSE Answer: FALSE "Do you remember seeing a commercial for wireless communication?" is an example of an aided recall question. Answer: FALSE Answer: FALSE Answer: FALSE People who accuse advertisements of causing

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CE 795

Creative strategy is what the advertisement says, and execution is how it is said. Answer: TRUE Answer: TRUE Answer: TRUE In direct marketing, optimization is the function that gets the product to the customer who ordered it. Answer: FALSE Answer: FALSE Answer: FALSE An argument uses logic, reasons, and proof to make a point and build conviction. Answer: TRUE Answer:

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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 Answer: D Answer: D Answer: D Which type of database provided by an outside firm contains information useful in segmenting as well as contact information? A) mined database B) relational database C) response database D)

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Marketing 306 Final

Product performance delivers the loudest message about a product and determines whether the product is purchased again. Answer: TRUE Answer: TRUE Answer: TRUE Employee communications programs and special events create buzz that an organization can control. Answer: FALSE Answer: FALSE Answer: FALSE Participations are commercials that appear in the breaks between programs, which local affiliates sell to advertisers who

Advertising & IMC: Principles and Practice 10th Edition

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Marketing 328 Quiz 2

Package goods are most closely associated with the business-to-business markets. Answer: FALSE Answer: FALSE Answer: FALSE Single-source research allows researchers to come closer to showing a causal relationship between advertising and sales. Answer: TRUE Answer: TRUE Answer: TRUE A practice designed to deliver a groundswell of opinion, buzz, or marketplace demand for a product is called viral marketing. Answer:

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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? A) frequency B) impressions C) reach D) circulation E) integration Answer: C Answer: C Answer: C In B2B marketing,

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Marketing 499 Quiz 1

Relying on public relations means never having to pay for media exposure. Answer: FALSE Answer: FALSE Answer: FALSE The two main types of audiences that magazines target are consumer and business audiences. Answer: TRUE Answer: TRUE Answer: TRUE The supply chain refers to the various companies that are involved in moving a product from its manufacturer into the

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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 of Advertising Agencies D) National Advertising Review Council E) American Advertising Federation Answer: D Answer: D Answer: D Older

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Marketing 592

Copy is the text of an ad or the words that people say in a commercial. Answer: TRUE Answer: TRUE Answer: TRUE Semiotics is a research tool used to uncover deeper layers of meaning in brand communications. Answer: TRUE Answer: TRUE Answer: TRUE Marketers license their brand identity to other manufacturers because it makes them money and extends

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Marketing 658 Homework

Direct-response communication is measured in terms of cost-per-lead. Answer: FALSE Answer: FALSE Answer: FALSE One limitation of infomercials is that they cannot easily be introduced into foreign markets. Answer: FALSE Answer: FALSE Answer: FALSE The storyboard is the visual plan or layout of the commercial. Answer: TRUE Answer: TRUE Answer: TRUE One reason for the growth of sales promotion is that it

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Marketing 660 Quiz 3

Media buyers negotiate rates, preferred positions, and extra support offers on behalf of their clients. Answer: TRUE Answer: TRUE Answer: TRUE Qualitative research should be used to draw conclusions about the larger population. Answer: FALSE Answer: FALSE Answer: FALSE The term stakeholders refers to customers of a product as well as employees of the company that produces and

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Marketing 674

________ means that the research actually measures what it says it measures. A) Semiotics B) Reliability C) Validity D) Criteria E) Quality Answer: C Answer: C Answer: C Which of the following is a type of direct-action headline? A) news announcement B) puzzle C) association D) question E) provocation Answer: A Answer: A Answer: A During television sweeps, A.C. Nielsen collects extensive audience data from people meters and

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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. Answer: FALSE[/cpmembership] Answer: FALSE[/cpmembership] Answer: FALSE[/cpmembership] Ads that open with questions or dubious or ambiguous statements are designed to create curiosity. Answer: TRUE Answer: TRUE Answer: TRUE Undifferentiated products with low inherent interest can be distinguished

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Marketing 693 Quiz 3

An understanding of local culture and customs is important in international advertising. Answer: TRUE Answer: TRUE Answer: TRUE Combining direct-mail lists is called merging, and deleting the repeat names is called purging. Answer: TRUE Answer: TRUE Answer: TRUE Corporate communication programs with the government and the public on issues related to government and regulation are called public affairs. Answer:

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MET 103 Homework

A roadblock is an ad that is aired on multiple networks at exactly the same time. Answer: TRUE Answer: TRUE Answer: TRUE Integrated marketing communication (IMC) is a recent trend that uses databases to drive communication with customers and keep track of their interactions with a company. Answer: FALSE Answer: FALSE Answer: FALSE The video equivalent of a

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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 grow up with personal computers and the Internet. Ronny belongs to the

Advertising & IMC: Principles and Practice 10th Edition

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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 Answer: A Answer: A Answer: A Companies within the same industry gather to present, demonstrate, and sell their merchandise at ________. A) dealer loaders B) point-of-purchase promotions C) trade shows D) multiplatform promotions E) event markets Answer: C Answer: C Answer: C For

Advertising & IMC: Principles and Practice 10th Edition

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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 Answer: C Answer: C Answer: C Which of the following is NOT considered a consumer category of brand relationship? A) innovators B) ex-users C)

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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 Answer: A Answer: A Answer: A Which of the following describes the effect of a grocery shelf filled with packages that prominently display a brand's name or logo? A) billboarding B) environmental design C) premium D) merchandising E) publicity Answer: A Answer:

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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. Answer: FALSE Answer: FALSE Answer: FALSE An IMC program is more complex than a traditional advertising plan. Answer: TRUE Answer: TRUE Answer: TRUE Shoppers today are more brand loyal,

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MET 569 Midterm 1

Exposure does not necessarily lead to readership or viewership. Answer: TRUE Answer: TRUE Answer: TRUE 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 at Trend Town, and the more she uses

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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 Answer: A Answer: A Answer: A Which of the following gave the FTC the authority to provide consumers methods for seeking redress or restitution for deceptive marketing practices? A) Federal Trade Commission Act B) Telemarketing and Consumer Fraud Act

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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 public E) strategic public Answer: D Answer: D Answer: D Inexpensive, rough-surfaced, spongy paper that quickly absorbs ink on

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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 Answer: D Answer: D Answer: D Strategic planning is a four-tiered process that begins with the ________. A) marketing plan B) initial investment C) business plan D) brand communication plan E) SWOT analysis Answer: C Answer: C Answer: C One goal of integration is ________,

Advertising & IMC: Principles and Practice 10th Edition

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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 Answer: C Answer: C Answer: C Which measure would be most helpful for determining how well a banner ad achieves the objective of increasing the number of transactions on a

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MET AD 539

Information from the marketing mix can add value to a brand. Answer: TRUE Answer: TRUE Answer: TRUE Price copy is the focus of a great deal of retail advertising. Answer: TRUE Answer: TRUE Answer: TRUE Preference and loyalty strategies include providing information about warranties, customer service, and technical support. Answer: TRUE Answer: TRUE Answer: TRUE Public communication campaigns can be used to

Advertising & IMC: Principles and Practice 10th Edition

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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 B) aperture, continuity C) frequency, reach D) reach, frequency E) distribution, reach Answer: D Answer: D Answer: D Satellite

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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. Answer: FALSE Answer: FALSE Answer: FALSE The two general types of coupons are immediate and delayed. Answer: FALSE Answer: FALSE Answer: FALSE Determining advertising's impact on sales is typically a straightforward process. Answer: FALSE Answer: FALSE Answer: FALSE In marketing terms, ROI stands

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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 Answer: B Answer: B Answer: B Which of the following is an index of the relative consumption rate of a particular product category in a particular market? A) product development index (PDI) B) category development index (CDI) C)

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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 Answer: D Answer: D Answer: D Which of the following is referred to as a designated market area? A) niche market B) micromarket C) media market D) cultural cohort E) brand community Answer:

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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. Answer: TRUE Answer: TRUE Answer: TRUE A thorough evaluation of an advertising campaign includes both quantitative and qualitative research. Answer: TRUE Answer: TRUE Answer: TRUE Custom online communities, such as the

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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 Answer: A Answer: A Answer: A The Internet, mail, and telephone are all examples of ________ media. A) interactive B) traditional C) addressable D) earned E) owned Answer: C Answer: C Answer: C ________ are the statistical, social, and

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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 a school C) ads limited to black-and-white, text only, in magazines with 55

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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 Answer: B Answer: B Answer: B The ________ process refers to the speed with which people are willing to try a new product. A)

Advertising & IMC: Principles and Practice 10th Edition

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MGMT 436 Test 2

In a SWOT analysis, opportunities are situations in which a company could develop advantages over its competition. Answer: TRUE Answer: TRUE Answer: TRUE Brand equity measures the financial value the brand contributes to the company. Answer: TRUE Answer: TRUE Answer: TRUE To get attention, an ad has to have pulling power. Answer: FALSE Answer: FALSE Answer: FALSE The eight major types of

Advertising & IMC: Principles and Practice 10th Edition

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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 Answer: D Answer: D Answer: D Media experts describe ________ as the closeness of fit between the interests of viewers and the

Advertising & IMC: Principles and Practice 10th Edition

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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. Answer: FALSE Answer: FALSE Answer: FALSE The typical unhappy customer is more likely to contact the brand with his complaint than to share his complaint about a brand with his friends, family, and coworkers. Answer: FALSE Answer:

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MGMT 631 Test 2

Promotions and advertisements for a brand should share a common strategy and voice. Answer: TRUE Answer: TRUE Answer: TRUE Persuasion can involve emotional messages as well as information. Answer: TRUE Answer: TRUE Answer: TRUE Profiles are descriptions of the target audience that read like a description of someone you know. Answer: TRUE Answer: TRUE Answer: TRUE The audio elements for television and

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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 Answer: D Answer: D Answer: D A producer of beverages and snack foods wants to market its products to the 18-to-34-year-old demographic by

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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 Answer: B Answer: B Answer: B Your local newspaper is an example of ________. A) broadcast media B) outdoor media C) media channels D) one-to-one media E) user-generated media Answer: C Answer: C Answer:

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MGMT 779 Midterm 2

All budgeting is dependent on a time frame or schedule. Answer: TRUE Answer: TRUE Answer: TRUE The network effect refers to the increasing importance of cable networks in television. Answer: FALSE Answer: FALSE Answer: FALSE Common designs or symbols can be copyrighted. Answer: FALSE Answer: FALSE Answer: FALSE Looking at a problem in a different way, from a different angle, is referred

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MK 200 Test 1

Sales promotion is primarily designed to motivate people to act by offering incentives. Answer: TRUE Answer: TRUE Answer: TRUE The key players in the marketing industry include the marketer, suppliers and vendors, distributors and retailers, and marketing partners, such as agencies. Answer: TRUE Answer: TRUE Answer: TRUE Commercials shot outside the studio are said to be filmed on

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MK 214 Test 2

Interactive media is more useful than mass media for engaging consumers in brand-related conversations. Answer: TRUE Answer: TRUE Answer: TRUE 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 Answer: FALSE Answer: FALSE In advertising, an action that is legal is

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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. Answer: FALSE Answer: FALSE Answer: FALSE Secondary research is less important than primary research. Answer: FALSE Answer: FALSE Answer: FALSE Studies that periodically collect information from consumers throughout a

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MK 282

Integrated marketing communication (IMC) means that ads can now be customized to individual consumers. Answer: FALSE Answer: FALSE Answer: FALSE 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 Answer: TRUE Answer: TRUE Nelly creates the Facebook posts for her company's page

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MK 301 Midterm 2

Three basic objectives of direct marketing are lead generation, traffic generation, and increasing competition. Answer: FALSE Answer: FALSE Answer: FALSE In an agency, the person in charge of an advertiser's business is known as the 'supplier manager." Answer: FALSE Answer: FALSE Answer: FALSE A push strategy directs marketing efforts at the consumer in an attempt to stimulate consumer

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MK 341 Quiz 2

Online media is now more popular than traditional media as the first spot in the consumer search process. Answer: TRUE Answer: TRUE Answer: TRUE The two general types of printed images are photographs and illustrations. Answer: FALSE Answer: FALSE Answer: FALSE A situation analysis assesses the external and internal environments that affect marketing operations. Answer: TRUE Answer: TRUE Answer: TRUE Branding and

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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 disposable income E) when supply is greater than demand Answer: E Answer: E Answer: E A(n) ________ is an

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MK 538

The use of black in an advertisement conveys a natural, no-nonsense feel. Answer: FALSE Answer: FALSE Answer: FALSE An appeal typically states the logic behind the sales offer. Answer: FALSE Answer: FALSE Answer: FALSE A perfume maker wants to create an advertisement that gives consumers the chance to experience a new perfume. The perfume maker should choose to

Advertising & IMC: Principles and Practice 10th Edition

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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 Answer: D Answer: D Answer: D A video technique in which one object gradually changes into another is called ________. A) crawling B) image transfer C) morphing D) interlocking E) dubbing Answer: C Answer: C Answer: C The Microsoft slogan "Where do you

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MK 602

A ________ is a generic, non-original, non-novel idea. A) Big Idea B) cliche C) slogan D) tagline E) creative concept Answer: B Answer: B Answer: B A company that uses an established brand name with a related line of products is using a(n) ________. A) co-brand B) ingredient brand C) brand extension D) licensed brand E) brand parity Answer: C Answer: C Answer: C Which of the following

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MK 715 Quiz

Even though brand communication planners don't manage customer service, customer service is an important part of brand communication. Answer: TRUE Answer: TRUE Answer: TRUE Co-branding means acknowledging a supplier's brand as an important product feature or component. Answer: FALSE Answer: FALSE Answer: FALSE If a message tries to convey abstract qualities, such as justice and quality, words tend to

Advertising & IMC: Principles and Practice 10th Edition

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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 Answer: E Answer: E Answer: E In the process of developing a marketing plan, determining pricing and distribution most likely occurs when a marketing/firm is

Advertising & IMC: Principles and Practice 10th Edition

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MK 759 Test 1

Internet marketers use offline advertising in conventional media to drive traffic to their websites. Answer: TRUE Answer: TRUE Answer: TRUE 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: TRUE Answer: TRUE Answer: TRUE Display copy includes the elements that are

Advertising & IMC: Principles and Practice 10th Edition

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MK 772 Quiz 1

In effective advertising, the visuals work together with the words to present the creative concept. Answer: TRUE Answer: TRUE Answer: TRUE 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 example of a problem avoidance message format. Answer: FALSE Answer: FALSE Answer:

Advertising & IMC: Principles and Practice 10th Edition

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MK 777

Diffusers are people with low brand loyalty who may be willing to try a new product. Answer: FALSE Answer: FALSE Answer: FALSE Active publics are composed of people who are aware of their connection to an organization regarding some particular problem and who communicate and organize to do something about the issue or situation. Answer:

Advertising & IMC: Principles and Practice 10th Edition

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MK 794 Quiz 2

Which strategy directs marketing efforts at the consumer? A) push B) exchange C) pull D) coverage E) cooperative Answer: C Answer: C Answer: C Traditional measured media such as print and broadcast are also referred to as ________ media channels. A) owned B) earned C) interactive D) legacy E) addressable Answer: D Answer: D Answer: D The objectives for planning at the ________ planning level tend to focus

Advertising & IMC: Principles and Practice 10th Edition

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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 creating direct mail messages, Direct Data's clients likely use this

Advertising & IMC: Principles and Practice 10th Edition

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MKT 206

A business plan often begins with a vision statement or mission statement. Answer: TRUE Answer: TRUE Answer: TRUE The goal of brand communication is to create immediate sales to people who are shopping for a product. Answer: FALSE Answer: FALSE Answer: FALSE Advertising is particularly effective in accomplishing exposure, awareness, and brand image, as well as delivering brand

Advertising & IMC: Principles and Practice 10th Edition

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MKT 245 Test 1

A recall test is more rigorous than a recognition test. Answer: TRUE Answer: TRUE Answer: TRUE In strategic planning, the idea is to leverage the strengths and opportunities and to avoid the weaknesses and threats. Answer: FALSE Answer: FALSE Answer: FALSE Factors that drive a behavioral response include trial, buying, contacting, and prevention. Answer: TRUE Answer: TRUE Answer: TRUE One problem with test

Advertising & IMC: Principles and Practice 10th Edition

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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 Answer: C Answer: C Answer: C The visual that sticks in the mind and becomes the image that viewers remember when they think about the commercial is known

Advertising & IMC: Principles and Practice 10th Edition

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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 Answer: B Answer: B Answer: B Because users can create their own paths through a website, designers have to make sure that their sites have clear ________. A) URLs B) networks C) sequencing D) navigation E) pop-ups Answer:

Advertising & IMC: Principles and Practice 10th Edition

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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) all of the above Answer: E Answer: E Answer: E Which of the following describes people with low levels

Advertising & IMC: Principles and Practice 10th Edition

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MKT 644 Test 2

Do-not-call lists do not restrict companies from calling their own customers. Answer: TRUE Answer: TRUE Answer: TRUE National television is an effective advertising outlet to reach a wide, mass audience. Answer: TRUE Answer: TRUE Answer: TRUE The term SoLoMo refers to the convergence of social, local, and mobile marketing. Answer: TRUE Answer: TRUE Answer: TRUE Most media use intrusiveness to some degree

Advertising & IMC: Principles and Practice 10th Edition

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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 Answer: C Answer: C Answer: C If a website's ________ is cluttered or unclear, website visitors will likely give up and move on to some other site. A) banner ad B) URL C) navigation D) pop-up E) click-through

Advertising & IMC: Principles and Practice 10th Edition

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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 Answer: C Answer: C Answer: C According to creative professionals, which type of audience member responds best to humor in advertising copy? A) younger male B) younger female C) middle-aged male D) middle-aged female E) retired adults Answer: A Answer: A Answer: A A(n)

Advertising & IMC: Principles and Practice 10th Edition

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MKT 758 Midterm 1

Compared to Gen Yers, Boomers spend more time with media of all kinds and are more likely to media multitask. Answer: FALSE Answer: FALSE Answer: FALSE Public relations programs use advertising to create corporate visibility. Answer: TRUE Answer: TRUE Answer: TRUE Businesses are more likely to use advertising in specialized media than in mass media to reach customers in

Advertising & IMC: Principles and Practice 10th Edition

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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 28th Avenue Wine & Spirits would like to have a

Advertising & IMC: Principles and Practice 10th Edition

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MKT 884 Quiz

User-generated content is supplied by ________. A) market researchers B) copywriters C) consumers D) media planners E) creative agencies Answer: C Answer: C Answer: C Advertising is usually paid for by the ________. A) audience B) target C) agency D) advertiser E) media Answer: D Answer: D Answer: D Which of the following is the most important reason social networking websites are valuable to marketers? A) high number of

Advertising & IMC: Principles and Practice 10th Edition

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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 Answer: E Answer: E Answer: E Which type of thinking is logical, orderly, and linear? A) right-brain B) left-brain C) top-brain D) back-brain E) lateral-brain Answer: B Answer: B Answer: B ________ is a photo-sharing social network. A) Twitter B) Instagram C) Tumblr D) Angie's List E) SoundCloud Answer: B Answer:

Advertising & IMC: Principles and Practice 10th Edition

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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 Answer: A Answer: A Answer: A A television commercial for Tylenol brand pain reliever focuses on a woman's face as she talks about her

Advertising & IMC: Principles and Practice 10th Edition

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MT 150 Test 2

Public relations is primarily used to generate sales. Answer: FALSE Answer: FALSE Answer: FALSE 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 Answer: TRUE Answer: TRUE To be considered deceptive under FTC policy, a false or misleading advertisement must influence

Advertising & IMC: Principles and Practice 10th Edition

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MT 213 Quiz 3

The four major steps in the production of a national television commercial are message design, preproduction, the shoot, and postproduction. Answer: TRUE Answer: TRUE Answer: TRUE Relevance results when an advertisement initially makes an impression. Answer: FALSE Answer: FALSE Answer: FALSE The marketing mix strategy includes decisions about the target market, brand position, product design and performance, pricing,

Advertising & IMC: Principles and Practice 10th Edition

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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. Answer: TRUE Answer: TRUE Answer: TRUE According to the text, the hierarchy-of-effects models adequately explain what makes effective advertising effective. Answer: FALSE Answer: FALSE Answer: FALSE The objectives in local advertising tend to focus on stimulating store traffic

Advertising & IMC: Principles and Practice 10th Edition

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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 Answer: B Answer: B Answer: B Advertising creatives use the term ________ to refer to the process of coming up with a new

Advertising & IMC: Principles and Practice 10th Edition

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MT 498 Quiz 3

Once a position is established in consumers' minds, it is difficult for marketers to change it. Answer: TRUE Answer: TRUE Answer: TRUE In comparison to direct-action headlines, indirect-action headlines are more effective tools for targeting the right audience for the brand. Answer: FALSE Answer: FALSE Answer: FALSE Television copywriters have two primary toolkits: video and audio. Answer: TRUE Answer: TRUE Answer:

Advertising & IMC: Principles and Practice 10th Edition

Exam Prep

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 Answer: B Answer: B Answer: B New product campaigns and brand reminder ads are typically designed to create and maintain a high level of brand

Advertising & IMC: Principles and Practice 10th Edition

Exam Prep

MT 596 Test 1

Promotions add tangible value to the good or service and can contribute greatly to the profitability of the brand. Answer: TRUE Answer: TRUE Answer: TRUE You receive a text message from Upscale Furnishings about an upcoming sale on custom furniture. Upscale Furnishings is developing a direct customer relationship with you through guerilla marketing. Answer: FALSE Answer: FALSE Answer:

Advertising & IMC: Principles and Practice 10th Edition

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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. Answer: FALSE Answer: FALSE Answer: FALSE Advertising is the process of creating the tangible and intangible elements of a brand. Answer: FALSE Answer: FALSE Answer: FALSE The key to effective crisis management is to put the

Advertising & IMC: Principles and Practice 10th Edition

Exam Prep

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 Answer: E Answer: E Answer: E Which of the following is prepared by the account planner to summarize the basic marketing and advertising strategy? A) creative brief B)

Advertising & IMC: Principles and Practice 10th Edition

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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 Answer: E Answer: E Answer: E A commercial's ________ refers to how fast or slowly the action progresses. A) storytelling B) action C) direction D) key frame E) pace Answer: E Answer: E Answer: E ________ is the practice of maximizing the link between topics and

Advertising & IMC: Principles and Practice 10th Edition

Exam Prep

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 Answer: A Answer: A Answer: A A(n) ________ strategy directs marketing efforts at resellers, and success depends on the ability

Advertising & IMC: Principles and Practice 10th Edition

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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. C) They narrowed the width of the letters. D) They used lower case letters. E)

Advertising & IMC: Principles and Practice 10th Edition

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MT 890 Test

A product's package can deliver brand information and customer benefits. Answer: TRUE Answer: TRUE Answer: TRUE A major change in consumer media use is the increase in media-driven lives. Answer: TRUE Answer: TRUE Answer: TRUE Advertising messages can appear on Twitter. Answer: TRUE Answer: TRUE Answer: TRUE The home offices of the Longaberger Company, which markets a variety of high quality baskets, are

Advertising & IMC: Principles and Practice 10th Edition

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