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978-0134480435 Chapter 1 Part 1
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.) Chapter 1 Strategic Brand Communication 1) Marcom is an abbreviation for ________. A) marketing company B) marketing communication C) market company D) market communication E) market community Answer: B Learning […]
978-0134480435 Chapter 1 Part 2
65) Which of the following was the top global brand, based on brand value, in 2016? A) Google B) Apple C) Coca-Cola D) McDonald’s E) Walmart Answer: A Learning Objective: 1.2: What is integrated marketing communication? Difficulty: Difficult 66) Which […]
978-0134480435 Chapter 10 Part 1
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.) Chapter 10 Promotional Writing 1) What is the most important word selection in marketing communication? A) headline B) slogan C) brand or corporate name D) mission statement E) display copy […]
978-0134480435 Chapter 10 Part 2
70) Segments of action in a television commercial that occur in a single location are known as ________. A) scenes B) photoboards C) key frames D) storyboards E) scripts Answer: A Learning Objective: 10.3: Explain how to write for various […]
978-0134480435 Chapter 11 Part 1
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.) Chapter 11 Visual Communication 1) Which of the following is NOT a reason to use visuals in advertising, based on the Facets Model of Effects? A) to anchor associations B) […]
978-0134480435 Chapter 11 Part 2
66) Previously recorded images—either video, still slides, or moving film—are known as ________. A) morphs B) stock footage C) tip-ins D) photostats E) clip art Answer: B Learning Objective: 11.4: Identify the essentials of video production. Difficulty: Easy 67) A […]
978-0134480435 Chapter 12 Part 1
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.) Chapter 12 Media Basics 1) The term ________ refers to the way messages are delivered to a target audience. A) marketing B) engagement C) media D) broadcast E) reach Answer: […]
978-0134480435 Chapter 12 Part 2
66) Fishing Gear sells a range of fishing products to outdoor enthusiasts and serious fishermen. Fishing Gear wants to reach its target market in a way that minimizes intrusiveness. Which of the following would be the best fit for Fishing […]
978-0134480435 Chapter 13 Part 1
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.) Chapter 13 Paid Media 1) Newspapers, magazines, brochures, and other printed surfaces are known as ________ media vehicles. A) broadcast B) narrowcast C) print D) directional E) interactive Answer: C […]
978-0134480435 Chapter 13 Part 2
64) Movie theaters sell time at the beginning of their film showings for commercials called ________. A) participations B) captive showings C) selective showings D) trailers E) sponsorships Answer: D Learning Objective: 13.2: Explain the factors media planners consider when […]
978-0134480435 Chapter 14 Part 1
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.) Chapter 14 Owned, Interactive, and Earned Media 1) As discussed in the chapter, ________ media are created and controlled by the organization that holds the brand. A) traditional B) owned […]
978-0134480435 Chapter 14 Part 2
67) Inserting which of the following before a word in a tweet makes that word a category or topic than can be tracked? A) @ B) # C) ^ D) * E) → Answer: B Learning Objective: 14.3: Discuss what […]
978-0134480435 Chapter 15 Part 1
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.) Chapter 15 Media Planning and Negotiation 1) Which of the following refers to information such as demographic profiles of current customers, responses to previous promotions, product sales and distribution patterns, […]
978-0134480435 Chapter 15 Part 2
68) On Wednesday nights, one TV hit commanded the highest advertising rates for the network TV season, charging advertisers $658,333 per 30 seconds. During one Wednesday in April, the hit show had almost 25 million viewers. Calculate CPM for this […]
978-0134480435 Chapter 16 Part 1
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.) Chapter 16 IMC Management 1) Which of the following enables consumers to self-select themselves into a brand’s target market? A) total communication strategy B) 360-degree communication C) spherical marketing D) […]
978-0134480435 Chapter 16 Part 2
70) Which approach to developing an international IMC campaign would most likely rely on a competition to determine the content of the campaign? A) centrally conceived B) bottom-up creativity C) local initiative D) standardized E) lead agency Answer: B Learning […]
978-0134480435 Chapter 17 Part 1
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.) Chapter 17 Evaluating IMC Effectiveness 1) Which of the following is most important for the evaluation of an IMC campaign? A) The campaign should be limited to one or two […]
978-0134480435 Chapter 17 Part 2
65) The goal of media optimization is to optimize ________. A) reach B) frequency C) engagement D) response rates E) the budget Answer: E Learning Objective: 17.4: Explain how the performance of media vehicles is evaluated. Difficulty: Moderate 66) Media […]
978-0134480435 Chapter 18 Part 1
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.) Chapter 18 Social Impact, Responsibility, and Ethics: Is It Right? 1) ________ results when an external message drives people to feel a need or want to buy a product. A) […]
978-0134480435 Chapter 18 Part 2
68) Which statement regarding cease-and-desist orders issued by the FTC is FALSE? A) A cease-and-desist order requires that the deceptive or unfair practice by a business be stopped. B) An advertiser accused of deceptive advertising is entitled to legal representation […]
978-0134480435 Chapter 2 Part 1
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.) Chapter 2 Advertising 1) Which of the following is one of the basic functions of advertising? A) identification B) entertainment C) competition D) public relations E) two-way communication Answer: A […]
978-0134480435 Chapter 2 Part 2
71) For the Truth® campaign, Crispin Porter + Bogusky was the ________ hired by the American Legacy Foundation to plan and implement the advertising effort. A) advertiser B) media buying company C) client D) advertising agency E) advertising department Answer: […]
978-0134480435 Chapter 3 Part 1
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.) Chapter 3 Public Relations 1) Which IMC tool helps an organization and its publics relate to each other to the benefit of both? A) advertising B) personal selling C) publicity […]
978-0134480435 Chapter 3 Part 2
69) Which of the following involves a traveling spokesperson making announcements and speeches, holding press conferences to explain a promotional effort, and offering interviews? A) town hall forum B) speakers’ bureau C) displays and exhibits D) controlled media event E) […]
978-0134480435 Chapter 4 Part 1
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.) Chapter 4 Action and Interaction: Direct Response and Promotions 1) ________ marketing occurs when a seller and customers deal with each other directly rather than through an intermediary, such as […]
978-0134480435 Chapter 4 Part 2
70) Consumer promotions are most important in which type of strategy? A) push B) pull C) channel D) wholesale E) intermediate Answer: B Learning Objective: 4.2: Explain the importance of promotion. Difficulty: Moderate 71) Trade promotions are most important in […]
978-0134480435 Chapter 5 Part 1
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.) Chapter 5 How Brand Communication Works 1) Which of the following is NOT an element of the SMCR communication model? A) channel B) message C) source D) advertisement E) receiver […]
978-0134480435 Chapter 5 Part 2
69) Which of the following refers to the trustworthiness of a person delivering an advertising message? A) conviction B) engagement C) involvement D) credibility E) advocacy Answer: D Learning Objective: 5.3: Describe the Facets Model of Effects, how it explains […]
978-0134480435 Chapter 6 Part 1
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.) Chapter 6 Strategic Research 1) In marketing communication planning, ________ includes everything a planner can find out about consumer perceptions about the brand, product category, and competitors’ brands. A) advertising […]
978-0134480435 Chapter 6 Part 2
70) What does Karl Weiss mean when he advises marketers to “triangulate” research methods? A) Do each survey three different times. B) Repeat the same research with at least three different populations. C) Have at least three experts interpret the […]
978-0134480435 Chapter 7 Part 1
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.) Chapter 7 Segmenting and Targeting the Audience 1) Which of the following is NOT a step in the consumer decision process? A) need recognition B) cognitive dissonance C) information search […]
978-0134480435 Chapter 7 Part 2
67) Which of the following psychographic segmentation tools uses ZIP codes to identify geographic clusters of lifestyle segments? A) MindBase B) PRIZM C) VALS D) SRI E) DMA Answer: B Learning Objective: 7.4: List several characteristics that are used to […]
978-0134480435 Chapter 8 Part 1
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.) Chapter 8 Strategic Planning 1) ________ is the process of identifying a problem, determining objectives, deciding upon strategies, and implementing tactics. A) Insight mining B) Situation analysis C) Strategic research […]
978-0134480435 Chapter 8 Part 2
68) Advertisements for Netflix, a provider of on-demand streaming videos, feature the slogan “Watch anytime, anywhere, instantly.” Which type of brand positioning does this most clearly indicate? A) preemptive position B) value position C) psychological position D) usage position E) […]
978-0134480435 Chapter 9 Part 1
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.) Chapter 9 The Creative Side 1) Which dimension of effective advertising represents the “art” part? A) strategic dimension B) personal dimension C) creative dimension D) media dimension E) audience dimension […]
978-0134480435 Chapter 9 Part 2
70) Messages that ________ are designed to primarily affect attitudes and create beliefs. A) inform B) teach C) create brand association D) persuade E) remind Answer: D Learning Objective: 9.3: Identify key message strategy approaches. Difficulty: Moderate AACSB: Written and […]
Marketing Chapter 1 Strategic Brand Communication Strategic Brand Communication Content Key Objectives
Chapter 1: Strategic Brand Communication Chapter 1 Strategic Brand Communication CHAPTER CONTENT KEY OBJECTIVES 1. What is the marketing mix, and how does it send messages? 2. What is integrated marketing communication? 3. Understand how this text will prepare you […]
Marketing Chapter 10 Promotional Writing Promotional Writing Content Key Objectives Describe The
Chapter 10: Promotional Writing Chapter 10 Promotional Writing CHAPTER CONTENT KEY OBJECTIVES 1. Describe the writer’s role in brand communication. 2. Name the types of brand communication writing. 3. Explain how to write for various media. 4. Identify some challenges […]
Marketing Chapter 10 Promotional Writing Radio The Three Audio Elements Are Music Voices And
Chapter 10: Promotional Writing As in radio, the three audio elements are music, voices, and sound effects, but they are used differently in television commercials because they are connected to a visual image. A common manipulation of the […]
Marketing Chapter 11 Visual Communication The Production Process For Larger National Commercials The Steps
Chapter 11: Visual Communication The Production Process For larger, national commercials, the steps in the TV production process fall into four categories: message design, preproduction, the shoot, and postproduction. Figure 11.5 shows the steps in the process. Preproduction […]
Marketing Chapter 11 Visual Communication Visual Communication Content Key Objectives Define The
Chapter 11: Visual Communication Chapter 11 VISUAL COMMUNICATION CHAPTER CONTENT KEY OBJECTIVES 1. Define the role of visual communication. 2. Explain the basics of design. 3. Name the essentials of production for print media. 4. Identify the essentials of video […]
Marketing Chapter 12 Media Basics Media Basics Content Key Objectives Explain How
Chapter 12: Media Basics Chapter 12 MEDIA BASICS CHAPTER CONTENT KEY OBJECTIVES 1. Explain how various media work in marketing communication and how the industry is organized. 2. Describe the key strategic media concepts. 3. Discuss why and how the […]
Marketing Chapter 12 Media Basics Similarly The Number Viewers Watching Program Might Greater Than
Chapter 12: Media Basics Similarly, the number of viewers watching a program might be greater than the number of households reached since there may be more than one viewer watching and the commercial may be repeated several times in […]
Marketing Chapter 13 Paid Media Movie Giant Screenvision Now Offers Minute Preshow Called The
Chapter 13: Paid Media Movie giant Screenvision now offers a 20-minute preshow called The Limelight as a mobile app that lets viewers watch trailers, search for showtimes, and earn points toward free movie tickets and concession snacks. They can […]
Marketing Chapter 13 Paid Media Paid Media Content Key Objectives Describe How
Chapter 13: Paid Media Chapter 13 Paid Media CHAPTER CONTENT KEY OBJECTIVES 1. Describe how marketers make effective decisions about advertising in published media, such as newspapers and magazines. 2. Explain the factors media planners consider when making place-based (out-of-home) […]
Marketing Chapter 14 Owned Interactive And Earned Media Owned Interactive And Earned Media
Chapter 14: Owned, Interactive, and Earned Media Chapter 14 Owned, Interactive, and Earned Media CHAPTER CONTENT KEY OBJECTIVES 1. Explain what is meant by owned media that organizations control and manage. 2. Describe interactive owned media and explain why that […]
Marketing Chapter 14 Owned Interactive And Earned Media The Various Media The Earned Category
Chapter 14: Owned, Interactive, and Earned Media The various media in the earned category carry conversations, complaints and criticisms, praise, and questions—all of which can and should be monitored by brand stewards. Most importantly, they all impact the brand reputation, […]
Marketing Chapter 15 Media Planning And Negotiation Media Planning And Negotiation Content
Chapter 15: Media Planning and Negotiation Chapter 15 Media Planning and Negotiation CHAPTER CONTENT Key Objectives 1. Discuss what is in a media plan and the role of media research in developing media plans. 2. Detail the four steps […]
Marketing Chapter 15 Media Planning And Negotiation Step Media Metrics And Analytics Media Plans
Chapter 15: Media Planning and Negotiation 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 […]
Marketing Chapter 16 Imc Management All These Approaches Fall Into Three Groups Tight Central
Chapter 16: IMC Management All of these approaches fall into three groups: 1) tight central international control, 2) centralized resources with moderate control, or 3) a match of the client’s organization – if the client is highly centralized, then […]
Marketing Chapter 16 Imc Management Imc Management Content Key Objectives Discuss The
Chapter 16: IMC Management Chapter 16 IMC MANAGEMENT CHAPTER CONTENT KEY OBJECTIVES 1. Discuss the eight key IMC concepts and explain why they are important. 2. Outline the key parts of an IMC campaign plan. 3. Identify the strategic decisions […]
Marketing Chapter 17 Evaluating Imc Effectiveness Evaluating Imc Effectiveness Content Key Objectives
Chapter 17: Evaluating IMC Effectiveness Chapter 17 Evaluating IMC Effectiveness CHAPTER CONTENT KEY OBJECTIVES 1. Explain why it is important to evaluate brand communication effectiveness. 2. Discuss the role campaign objectives play in the measurement of campaign success. 3. Describe […]
Marketing Chapter 18 Social Impact Responsibility And Ethics Right Social Impact Responsibility And
Chapter 18: Social Impact, Responsibility, and Ethics: Is it Right? Chapter 18 Social Impact, Responsibility, and Ethics: Is It Right? CHAPTER CONTENT KEY OBJECTIVES 1. Name and discuss the key debates related to the social impact of brand communication. 2. […]
Marketing Chapter 18 Social Impact Responsibility And Ethics Right The Existence Regulatory Agency Such
Chapter 18: Social Impact, Responsibility, and Ethics: Is it Right? The existence of a regulatory agency such as the FTC influences advertisers’ behavior. Although most cases never reach the FTC, advertisers prefer not to risk long legal battles with […]
Marketing Chapter 2 Advertising Advertising Content Key Objectives Describe The Practice Advertising
Chapter 2: Advertising Chapter 2 Advertising CHAPTER CONTENT KEY OBJECTIVES 1. Describe the practice of advertising. 2. Explain the evolution of the key concepts of advertising. 3. Identify the key players and jobs within agencies. 4. Discuss changes in the […]
Marketing Chapter 2 Advertising Media Research Planning And Buying Agencies That Dont Rely Outside
Chapter 2: Advertising Media Research, Planning, and Buying Agencies that don’t rely on outside media specialists have a media department that recommends to the client the most efficient means of delivering the message to the target audience. That department […]
Marketing Chapter 3 Public Relations Public Relations Content Key Objectives Explain What
Chapter 3: Public Relations Chapter 3 Public Relations CHAPTER CONTENT KEY OBJECTIVES 1. Explain what public relations is. 2. Describe how public relations works. 3. List common public relations tools and their functions. 4. Name and discuss what is trending […]
Marketing Chapter 4 Action And Interaction Direct Response And Promotions Action And Interaction
Chapter 4: Action and Interaction: Direct Response and Promotions Chapter 4 Action and Interaction: Direct Response and Promotions CHAPTER CONTENT KEY OBJECTIVES 1. Identify the functions and key elements of direct-response communication. 2. Explain the importance of promotion. 3. Describe […]
Marketing Chapter 4 Action And Interaction Direct Response And Promotions Has Difficulty Perceiving Real
Chapter 4: Action and Interaction: Direct Response and Promotions has difficulty perceiving real differences between brands. A problem is that many shoppers are overwhelmed with loyalty programs. A study found that only 50% of members are active users. Marketers […]
Marketing Chapter 5 How Brand Communication Works How Brand Communication Works Content
Chapter 5: How Brand Communication Works Chapter 5 How Brand Communication Works CHAPTER CONTENT KEY OBJECTIVES 1. Explain how communication works as a form of both mass communication and interactive communication. 2. Discuss how the idea of advertising effects developed […]
Marketing Chapter 5 How Brand Communication Works Persuasion Other Words Area Which Cognitive And
Chapter 5: How Brand Communication Works Persuasion, in other words, is an area in which cognitive and affective factors are interrelated. Persuasion works both through rational arguments and by touching emotions in such a way that they create a […]
Marketing Chapter 6 Strategic Research Diaries Sometimes Consumers Are Asked Record Their Activities Through
Chapter 6: Strategic Research Diaries Sometimes consumers are asked to record their activities through the use of diaries. These diaries are particularly valuable in media research because they tell media planners exactly what programs and ads the consumers watched. […]
Marketing Chapter 6 Strategic Research Strategic Research Content Key Objectives Understand The
Chapter 6: Strategic Research Chapter 6 Strategic Research CHAPTER CONTENT KEY OBJECTIVES 1. Understand the strategic research process and why brand communicators use it. 2. Discuss the main factors involved in designing a research study. 3. Understand how to choose […]
Marketing Chapter 7 Segmenting And Targeting The Audience Race Ethnicity And Immigration Status The
Chapter 7: Segmenting and Targeting the Audience Race, Ethnicity, and Immigration Status In the United States, ethnicity is a major factor for segmenting markets. According to the 2011 update, Hispanics now comprise 16.3 percent of the population and have […]
Marketing Chapter 7 Segmenting And Targeting The Audience Segmenting And Targeting The Audience
Chapter 7: Segmenting and Targeting the Audience Chapter 7 Segmenting and Targeting the Audience CHAPTER CONTENT KEY OBJECTIVES 1. Explain how the consumer decision process works. 2. Describe the cultural, social, psychological, and behavioral influences on consumer responses to marketing […]
Marketing Chapter 8 Strategic Planning Strategic Planning Content Key Objectives Explain The
Chapter 8: Strategic Planning Chapter 8 Strategic Planning CHAPTER CONTENT KEY OBJECTIVES 1. Explain the differences between objectives, strategies, and tactics in strategic planning as well as the three levels of planning and how they are connected. 2. Identify the […]
Marketing Chapter 9 The Creative Side Other Message Approaches Addition The Basic Categories Selling
Chapter 9: The Creative Side Other Message Approaches In addition to the basic categories of selling premises, some common message formulas emphasize different types of effects. The planner uses these terms as a way to give direction to the […]
Marketing Chapter 9 The Creative Side The Creative Side Content Key Objectives
Chapter 9: The Creative Side Chapter 9 The Creative Side CHAPTER CONTENT KEY OBJECTIVES 1. Describe the role of creativity in integrated marketing communication. 2. Explain creative thinking and you get the Big Idea. 3. Identify key message strategy approaches. […]