Selective binding allows a magazine to print personalized messages directly on ads or
on inserts.
The distinction between mass media and niche media is based entirely on size.
IMC plans are multiplatform, multichannel, and multitargeted.
Although fairly inexpensive and widely used, single-source data should be used with
caution because the data tend to be unreliable and weak in external validity.
The most creative marketing communication may not be the most strategic marketing
communication.
Most ads end with a signature of some kind.
The National Advertising Division (NAD) and the National Advertising Review Board
(NARB) are government agencies that negotiate the voluntary withdrawal of national
advertising that professionals consider deceptive.
Once the media purchases have been made, the media buyer is no longer involved with
the advertising campaign.
Message design refers to the use of graphics and visuals.
Headlines can be grouped into which two general categories?
A) call-outs and calls to action
B) overlines and underlines
C) taglines and slogans
D) direct action and indirect action
E) display and body
Procter & Gamble has sales of almost $50 billion and spends more than $4 billion on
advertising every year. The company’s corporate brand value is estimated to be more
than $107 billion. Which type of key marketing player does P&G represent?
A) marketer
B) supplier or vendor
C) distributor
D) agency
E) media
Which of the following is the primary measurement tool for assessing the effectiveness
of direct-response communication?
A) memory tests
B) persuasion tests
C) likability tests
D) inquiry tests
E) single-source tests
An advertising ________ is a set of related ads that are variations on a theme.
A) brand
B) market
C) campaign
D) position
E) target
________ uncovers critical information that becomes the basis for strategic planning
decisions for both marketing and marketing communication.
A) Segmentation research
B) Market research
C) Consumer research
D) Strategic research
E) Copy research
Which type of direct-action headline states a claim or a promise that will motivate
someone to try the product?
A) assertion
B) command
C) how-to head
D) association
E) provocation
Acquired needs are also called ________ needs.
A) secondary
B) primary
C) physiological
D) innate
E) safety
The problem with evaluating campaigns, particularly IMC campaigns, is estimating the
impact of ________ since it’s difficult to prove that multichannel communication with
messages that reinforce and build on one another has more impact than single messages
from a single source.
A) efficiency
B) conversion
C) synergy
D) advocacy
E) brand penetration
The promotion “P” of marketing is also known as ________.
A) product
B) distribution
C) price
D) marketing communication
E) differentiation
The logic and planning behind the advertisement that gives it direction and focus is
known as the creative idea.
Which of the following is considered a societal role of advertising?
A) creating a more rational economy
B) reaching a mass audience
C) serving an educational function
D) making consumers focus on nonprice benefits
E) all of the above
Name and describe four social and cultural influences on consumer decisions. Why are
they important for advertisers?
Compare and contrast display copy and body copy.
Many students in a junior high school wear the same style of shoes to school each day.
From the marketing perspective, why are these students conforming to a similar style?
Head Over Heels is a unique children’s toy and shoe store. Although it is the only store
in town that has a large selection of educational toys, it also features Thomas the Tank
Engine; Madeline dolls, clothes, and dollhouses; and all sorts of infant toys. Head Over
Heels carries the largest selection of Stride Rite shoes in town, as well. The store
advertises all year, but it advertises more heavily around back-to-school time for shoes
and the holidays for toys.
This year, Head Over Heels has the IMC objective of increasing share of wallet by 10%
during the back-to-school sale season. Which IMC tools would you recommend for an
IMC plan designed to meet this objective?
David is planning an IMC campaign and is considering using sponsorship and events.
What are the common outcomes for these IMC tools?
Compare and contrast a trademark and a copyright. Explain the importance of each and
how each is protected.
Consider such brand names as A1 Steak Sauce, 409, A & D Ointment, A & W Root
Beer, and Super 8. Why might such names with alphanumeric characters aid in brand
name selection?