One potential benefit to shockvertising is that the controversy attracts attention and
buzz.
A direct-mail piece is a print advertising message for a product or service that is
delivered by mail.
Using inbound telemarketing, the call center staff calls unqualified numbers that are
sometimes just randomly selected.
Morning drive time is the period when the most listeners are tuned in to radio programs.
Consumers are more likely to see transit advertising in an urban environment than in a
suburban or rural environment.
The producer is the person responsible for the actual filming of a television
commercial.
________ needs are those we learn in response to our culture and environment and may
include needs for esteem, prestige, affection, power, and learning.
A) Innate
B) Primary
C) Acquired
D) Selective
E) Higher-order
In which type of radio advertising does an advertiser place an advertisement with an
individual station?
A) network
B) spot
C) syndicated
D) AM
E) FM
What technology allows users to record television programs without the hassles of
videotape?
A) interactive TV
B) high-definition TV
C) digital video recorders
D) broadband recorders
E) digital enhancers
Ja’Nelle is part of the planning team conducting a SWOT analysis for FroZenYo, a
chain of frozen yogurt shops. Which of the following research findings would Ja’Nelle
classify as a strength for FroZenYo?
A) Yum Yogurt, one of FroZenYo’s competitors, was featured in a USA Today article
about the continued popularity of frozen yogurt.
B) Yogurt You, one of FroZenYo’s competitors, recently closed two stores due to
decreased sales.
C) FroZenYo’s yogurt has fewer calories than Yum Yogurt’s or Yogurt You’s yogurt.
D) The union representing workers at FroZenYo is negotiating for a pay raise and better
benefits.
E) Recent economic data indicates that people are spending more money on eating out
than they did last year.
Marketing that reaches people on the street and in public places is called ________
marketing.
A) word-of-mouth
B) viral
C) search
D) experiential
E) guerilla
Signs, price cards, and mechanical product dispensers are all examples of ________.
A) advertising specialties
B) point-of-purchase materials
C) rebates
D) spiffs
E) dealer loaders
In which of the following locations would you most likely find an electronic wall?
A) private office
B) home entertainment center
C) lobby of a large hotel
D) classroom
E) website
What concept refers to the amount of time allowed before the beginning of the sales
period to reach people when they are just beginning to think about seasonal buying?
A) continuity
B) lead time
C) duration
D) flow
E) just-in-time
Which of the following would be considered a type of owned media?
A) display ads
B) ads on Internet search sites
C) company website
D) customer service
E) ads on out-of-home media
Kevin has taken over the international operations of his company. He contends that
advertisers must consider differences among countries, including local culture, media
availability, and legal restrictions. Which strategy is Kevin most likely to follow?
A) local initiative
B) localization
C) standardization
D) cooperation
E) synergy
Which of the following is NOT a role for which people can be cast in a television
commercial?
A) announcer
B) director
C) spokesperson
D) character type
E) celebrity
The outcome of strategic research usually reaches agency creative departments in the
form of a strategy document called a ________.
A) communication brief
B) situation analysis
C) business plan
D) marketing plan
E) competitive brief
WLSU is the campus radio station at Louisiana State University. It is a nonprofit,
noncommercial station that serves a small market (i.e., the university community), with
a reach of three to five miles. WLSU provides a variety of music and informational
programming, and all LSU student, faculty, and staff performances are broadcast on this
station. With respect to the structure of the radio industry, WLSU is an example of
________.
A) public radio
B) cable radio
C) satellite radio
D) low-power FM
E) Web radio
________ refers to advertising or other sales representations that praise the item to be
sold with subjective opinions, superlatives, or exaggerations, stating no specific facts.
A) Puffery
B) Manipulative advertising
C) Deceptive advertising
D) Comparative advertising
E) Endorsement
MMT, Inc., a pharmaceutical company, considered using direct marketing. An
important need the company had was to respond to the customers’ responses by getting
the product to the customers who ordered it within 48 hours. What step in the
direct-marketing process was MMT concerned about?
A) objectives
B) the offer
C) targeting
D) fulfillment
E) message strategy
Which of the following statements about public relations is FALSE?
A) Public relations is used to generate goodwill for an organization.
B) Public relations is practiced by a wide range of organizations.
C) On one level, public relations is a tactical function.
D) Publicity and public relations are synonymous terms.
E) A corporation’s publics may be external and internal.
For several years, the Cotton Growers of America, a trade group representing U.S.
cotton farmers, used an advertising campaign that depicted people in everyday
scenarios with a voice-over saying that cotton was the “fabric of our lives.” Although
cotton has several advantages over other types of fabric, none of this information was
conveyed in this advertising campaign.
Did this campaign use a hard-sell or soft-sell strategy? How do you know?
How do recent changes in FTC rules affect endorsers of products?
Carla works in the student activities office of her university and was given the task of
finding a way to better inform students of upcoming activities and events. It’s a rather
large university with a bi-weekly newspaper and student FM radio station. Give Carla
some suggestions on how she might accomplish this.
Many companies have developed databases and have begun database marketing.
Explain what this means.
Kellogg’s is a well-known manufacturer of breakfast cereals and several other products,
such as Pop-Tarts, Eggo waffles, and fruit snacks. Kellogg’s has used Tony the Tiger on
its Frosted Flakes box and promotional efforts for years. In fact, when Tony turned 50
years old, Kellogg’s staged a big event in Michigan, which is where the cereal is
produced, to celebrate. The company also took the party on the road for the month,
traveling to 30 cities in a bus painted with an image of Tony and offering fun activities
for families. Also, during that month, the price of the cereal was lowered to what the
price was 50 years ago when Kellogg’s first started selling it. The event received
considerable media exposure (e.g., a feature story about Tony in USA Today) due to the
successful public relations effort supporting the brand. Additionally, kids can go to
Kelloggs.com and click on “Fun-K-Town” and play games with Kellogg’s breakfast
cereal characters such as Tony the Tiger. During the month of his birthday celebration,
there was a special game in which kids could help Tony find his birthday presents.
Although anyone could play a game with Tony, game pieces were placed in specially
marked boxes, giving kids the chance to participate in the game at a higher level and
win prizes.
Explain what type of public relations program Tony the Tiger’s birthday celebration
illustrates.