CE 332 Midterm 1

subject Type Homework Help
subject Pages 9
subject Words 2309
subject Authors Chris Allen, Richard J. Semenik, Thomas O'Quinn

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NASCAR bills itself as the
a. best marketing opportunity in sports.
b. most popular form of entertainment in America.
c. most inexpensive advertising in marketing.
d. most popular form of product placement.
Dialogue balloons, story construction, and sentence and picture completion are all types
of ____ techniques.
a. quantitative
b. predictive
c. survey
d. projective
A 30-second TV spot begins with a strip of yellow litmus paper being lowered into a
bottle of household cleaner. Music plays in the background. The words "You Probably
Know This. Litmus Paper Measures Alkalinity" are superimposed on the bottom of the
screen. The litmus paper is removed, and it has turned a dark blue-green color. "You
Probably Know This. The Darker, The Harsher" is then superimposed. A series of cuts
reveals litmus paper being lowered onto different bars of wet soap. In each case, the
strip turns a dark color. The brand name of each bar of soap is superimposed
underneath. Finally, litmus paper is lowered onto a bar of Ivory soap. The paper
remains yellow. Three superimpositions appear in succession: "Ivory," "Ivory is the
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mildest," and "Bar none."
Which guideline for copywriting is most strongly demonstrated by this spot overall, one
that is also important in radio copy and digital/interactive copy?
a. emphasizing the brand name
b. making the slogan a major component of the ad
c. using dialogue to gain interest
d. keeping the wording short and to the point
What do the three Ps stand for in the 3P's creativity framework?
a. Processes, Problems, and Perks
b. Preparation, Pragmatism, and People
c. Practicality, Problem-solving, and Production
d. People, Process, and Place
____ is a delivery system by which television and radio programs are sent directly into
homes, giving households access to hundreds of different broadcast channels.
a. DBS
b. HUT
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c. RADAR
d. VOD
A media planner is working with a yogurt manufacturer in the placement of print ads
highlighting new flavors and healthful benefits. Within the media ____ of magazines,
she decides on the media ____ of Rolling Stone, Yoga Journal, and In Touch.
a. plan; frequencies
b. class; vehicles
c. mix; earned media
d. vehicle; classes
What is meant by the term audio wallpaper?
a. the incorrect choice of broadcast media for the message to be delivered
b. the spoken or musical formats commonly used in broadcast ads
c. the use of radio as unobtrusive background or filler
d. the creative plan for TV or radio that lacks any real creative thought
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Among all the tools of public relations that a company might use, which one focuses
specifically on employees?
a. a press release
b. a feature story
c. a company newsletter
d. a sponsored event
Research shows that compared to traditional marketing efforts, ___ communication
between consumers is more meaningful and results in longer lasting impressions that
affect buying behavior.
a. word-of-mouth
b. social network
c. online
d. mobile
If a reader of an advertising plan remembers only one part, it should be the
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a. situation analysis.
b. executive summary.
c. strategy.
d. objectives.
In the world of promotion today, payments in the form of slotting fees, cash allowances,
and incentives are becoming more popular, largely due to the growing power of
a. retailers.
b. manufacturers.
c. consumers.
d. wholesale distributors.
Which research technique was employed to create the "Got Milk?" campaign, one that
involves observation in real-life situations, and is now so popular that it's hard to find a
company that doesn't use it?
a. online netnography
b. embedded field work
c. geographic clustering
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d. consumer panel
A global jewelry retailer serving diverse markets is concerned that its agency is
unaware of some cultural issues that may come up in its campaign, since none were
addressed in the initial advertising plan. The client is worried that the agency staffers
may be unconsciously relying only on their own personal values, experiences, and
backgrounds to make promotional decisions, referring to a concept called
a. ethnocentrism.
b. international advertising.
c. share of voice.
d. self-reference criterion.
Scenario 1-5
Exodus Moving is a small business that was created to serve local furniture stores'
delivery needs in the Boulder Colorado area. They have specialized equipment that
allows them to lift and transfer large and bulky pieces of furniture with less risk of
damage than most traditional movers. Many of these furniture stores do not sell enough
volume to keep their own trucks and drivers busy all of the time, so Exodus fills a real
market need. As a result, most such stores are very interested in outsourcing delivery
service needs. Exodus has attracted many customers from these stores by guaranteeing
48 hour delivery within a 50 mile radius of any of the stores they serve. Eventually,
Exodus hopes to attract the business of other retailers who might require delivery
services, such as electronics or appliance stores.
Exodus marketers limit their current advertising to furniture store publications, because
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they perceive that readers of these publications are
a. their target audience.
b. their trade channel.
c. household consumers.
d. professionals and business organizations.
A Los Angeles ad agency goes public, and before long it is being pressured to show
more profit. What are the two quickest routes to the short-term profits demanded by
shareholders of publicly traded ad agencies?
a. cutting production expenses, and downsizing executive personnel
b. firing staff, and making money from fees and media buys
c. soliciting funds from investors, and handling more costly ad productions
d. increasing creativity to win industry awards, and charging higher rates
Facing stiff competition from Walmart and K-mart, executives for Target stores have
decided to focus on reaching more affluent shoppers and luring them away from
traditional department stores. They have already expanded the products and brands they
offer to include reasonably priced items by modern design masters. Target hopes to
draw more affluent shoppers into its stores through a series of advertising campaigns
that are presently in the planning stages. Most of the advertising budget will be directed
to ads in regional luxury magazines, which research shows are frequently read by
affluent individuals.
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Target managers decide to run magazine ads with very few words, instead focusing on
visuals of the Target logo (the recognizable red ball) and high-end goods sold in their
stores. Target is attempting to use an efficient communication that sends a message at a
glance, in the form of
a. image ads.
b. demonstration ads.
c. point-of-purchase ads.
d. comparison ads.
Scenario 15-5
Starting in late 2010, shoppers at a number of Bloom supermarkets will be able to
watch commercials on small notebook-sized monitors as they stroll through the aisles.
The devices, or 3GTV's as creator Automated Media Services calls them, will advertise
products nearby ranging from macaroni noodles to peanut butter. The mini-televisions
are part of a pilot program in nine of the grocer's locations in Maryland and Virginia to
test the effectiveness of commercials at the point-of-purchase. Advertisers, which are
growing increasingly frustrated by TiVo and DirectTV's fast-forwarding capabilities,
will be able to pitch consumers at what Automated believes is the most crucial point in
the sale process. The new technology could help grocery stores such as Bloom save
money on circulars, but the transition will likely not come without conflict. Before the
first 3GTV was even activated, one coalition group argued that the system would
undercut parental authority by causing children to lobby for the product being
advertised.(Danielle Douglas, "Bloom to Try Out In-Store TV Advertising
System." Washington Post, November 1, 2010.)
There are many different types of point-of-purchase displays. Which of the following
best describes a shelf talker?
a. any P-O-P unit that stands independently on the floor
b. lighted signage used outside or in-store to promote a brand or the store
c. a printed card or sign designed to mount on or under a shelf
d. a smaller display designed to fit on counters or shelves
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A national radio broadcasters association hosts an annual convention that attracts station
owners and program managers as well as ad agencies and media planners. As a media
planner, you take part in forums on the current status of traditional radio, the
competition between AM and FM formats, the growth of satellite and Internet radio,
and the rise of new technologies. During one forum, a professor of broadcasting sparks
discussion by posing a number of questions based on real-life situations that he has
encountered over the years.
An owner of a large restaurant/lounge wants to run a spot on a radio station that covers
the Dallas/Ft. Worth metropolitan area and plays country-western music. FM stations
will be the best choice because AM stations are more likely to
a. have a news or talk radio focus.
b. feature a classical music or religious music format.
c. broadcast to a smaller geographic area.
d. target teenagers rather than adults.
A large agency in Minneapolis hires a number of external facilitators to complete
specific aspects of its projects. Which of the following is not an external facilitator in
the structure of the advertising industry?
a. television network
b. advertising research firm
c. production facilitator
d. software firm
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Public relations strategies can be broadly categorized as either ____ or ____.
a. public; private
b. product-oriented; customer-oriented
c. proactive; reactive
d. internal; external
Of all options available for Internet advertisers, the World Wide Web, or WWW,
provides the widest and most diverse range of opportunities.
Psychologist Robert Sternberg has devoted his entire career to the study of creativity
and intelligence. What advice does he give to those who want to boost their creativity?
The text highlighted ten of his suggestions for becoming more creative. List as many
you can. Then choose three and give a realistic example of how each might apply to the
world of promotion.
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A copywriter is creating a 30-second radio ad with no music or sound effects. This
means that he can write about 120 to 125 words, based on an average word count for
airtime.
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What are the three elements that declare an ad to be "deceptive"? What elements
declare an ad to be "unfair"? How is "puffery" related to these concepts?
Digital/interactive media advertising on the Web has finally emerged as a legitimate
option due, in part, to strong selectivity, tracking, deliverability, flexibility, and reach,
among other reasons.
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Infomercials that use celebrity testimonials have a definite advantage over those
featuring ordinary people, though this adds significantly to overall cost.

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