Brand communication creates brand meaning through symbolism and association.
In most cases, the media plan will identify special regions or cities to be emphasized
with a heavy-up schedule, which means proportionately more of the budget is spent in
those areas.
An effective crisis plan should outline who contacts the various stakeholders who might
be affected, who speaks to the media, and who sets up and runs an onsite disaster
management center.
A brand identity typically represents multiple products within a category.
Marketers who want insight into the underlying reasons for consumer behavior should
conduct qualitative research.
Visuals persist in the mind because people generally remember messages as visual
fragments, or key images that are filed easily in their minds.
Responsible marketing refers to the use of marketing programs and marketing
communication tools to create awareness for a social need.
Whether or not a website is effective depends on its stickinessand its ease of navigation.
For media planners, information provided by various media is more useful than
independently gathered research because it better reflects the true value of the medium
to advertisers.
IMC cannot solve problems related to actual brand quality, but it can address the issue
of perception of brand quality.
A product must be differentiated on tangible differences in order to create long-lasting
product differentiation.
In direct-response marketing, a business responsible for making sure consumers receive
whatever they requested in a timely manner is known as a service firm.
Brand value refers to what a brand is worth to the company and to its customers.
Emotions tend to generate conclusions but not necessarily actions, while thoughts and
reasoning more frequently lead to actions.
A formal method of evaluating the effectiveness of an ad, either in draft form or after it
has been used, is called copy testing.
Rates for ________ advertisements are based on the guaranteed circulation that a
publisher promises to provide.
A) radio
B) magazine
C) television
D) outdoor
E) online
Which of the following questions would most likely be asked in the output evaluation
of a public relations campaign?
A) What was audience knowledge of the brand before the campaign?
B) Can we associate a change in product trial during the campaign?
C) What was the audience attitude toward the brand before the campaign?
D) How much and what kind of buzz are tweets generating?
E) Has there been a change in repeat purchasing during the campaign?
Before revising or developing a new public relations campaign for a new client,
Lakshmi is conducting formal background research to assess the internal and external
public relations environment that affects the organization’s audiences, objectives,
competitors, and past results. She is doing this to ensure that the current campaign is on
track and performing as intended. What does this scenario illustrate?
A) communication audit
B) SWOT analysis
C) gap analysis
D) situation analysis
E) social monitoring
Marketers who have the objective of creating ________ are focused on getting people
to talk about their brand.
A) customer value
B) buzz
C) social responsibility
D) a campaign
E) logos
________ speech is speech that promotes buying and/or selling products.
A) Political
B) Free
C) Unregulated
D) Commercial
E) Regulated
Which of the following is an example of a sales promotion?
A) a news release encouraging voters to support a new bond issue for a local
elementary school
B) a staged dance routine promoting a new product in a busy public place
C) a coupon for $5 off a visit to an amusement park
D) a listing of all the television programs to be shown by Charter Cable the week of
March 16
E) a plan to increase ice cream sales by adding two new flavors
Which federal agency oversees package labeling, ingredient listing, and advertising for
food and drugs?
A) Federal Trade Commission
B) Food and Drug Administration
C) Federal Communications Commission
D) Bureau of Alcohol, Tobacco, and Firearms
E) National Advertising Division
________ includes house ads, public service announcements, corporate advertising,
in-house publications, and visual presentations.
A) Internal media
B) External media
C) Controlled media
D) Uncontrolled media
E) Semi-controlled media
Which key player in marketing refers to the organization, company, or manufacturer
producing the product and offering it for sale?
A) marketer
B) supplier or vendor
C) distributor or retailer
D) agency
E) brand manager
To be more precise in determining the efficiency of a potential media buy, planners
often look at the ________.
A) targeted cost per thousand (TCPM)
B) gross ratings points (GRP)
C) cost per impression (CPI)
D) category development index (CDI)
E) brand development index (BDI)
Based on the chapter’s opening vignette, the success of Altoids breath mints is primarily
a result of ________.
A) the increased awareness of a new line of Altoids
B) the increased awareness of Altoids among children younger than 12 years old
C) the consistent graphic presentation of Altoids in its marketing communication
D) a complete change in how Altoids was branded
E) the communication to consumers about the price/value relationship of Altoids
Which type of list is derived from people who have answered some type of
direct-response offer?
A) data list
B) house list
C) compiled list
D) response list
E) prospect list
Which of the following are considered “key players” in the marketing industry?
A) marketers
B) suppliers or vendors
C) distributors or retailers
D) agencies
E) all of the above
Give two examples of different types of advertising appeals that marketers can use.
In 1997, the Food and Drug Administration loosened its controls on pharmaceutical
companies, and as a result, the amount of prescription drug advertising has skyrocketed.
What is a disadvantage of this regulatory change?
You notice that an advertising agency is recruiting on your campus and that one of the
job positions they are seeking to fill is “account planner.” What should be included in
the job description that explains an account planner’s tasks?
Describe three specific responsibilities of the Federal Trade Commission.
Explain the IMC concept that a brand is an integrated perception. How is this related to
the concept of synergy?
Why was Apple’s “1984” advertisement so effective?
Some companies have large databases they have examined to determine who their best
customers are. Banks, in particular, have analyzed customer data and have learned that
the top 5 percent of their customers are very profitable for the bank and the bottom 5
percent are very unprofitable. Name and describe the concept that many marketers are
using to assess the value of customer loyalty.