The key to crisis management is to anticipate the possibility of a disaster and plan how
to deal with the bad news and all the affected publics.
The key drivers of the affective response are needs, emotions, liking, and resonance.
A person buying a boat would be likely to exhibit low-involvement buying behavior.
A true global medium does not currently exist.
Public relations objectives are designed to make changes in the public’s knowledge,
attitudes, and behaviors related to a company, brand, or organization.
Inbound telemarketing calls generate more consumer resistance than outbound
telemarketing calls do.
During the Early Age of Print stage in advertising’s evolution, ads looked like what we
call classified advertising today.
The literary technique of parallel construction uses repetition of sounds.
A company with a societal marketing philosophy is by definition a non-profit company.
Which type of television advertising appears in the breaks between programs, which
local affiliates sell to advertisers who want to show their ads locally?
A) participations
B) spot announcements
C) dayparts
D) sponsorships
E) product placements
Lexus works to keep customers happy after each sale, aiming to delight the customer in
order to gain a customer for life. In this pursuit, Lexus is focused on which step of the
buyer decision process?
A) need recognition
B) information search
C) evaluation of alternatives
D) purchase decision
E) postpurchase evaluation
Banner ads normally invite viewers to click on the banner to link to an ad or the
advertiser’s home page. The effectiveness of such efforts is monitored in part by the
number of ________.
A) write-ins
B) readers
C) visuals
D) key words
E) click-throughs
Which research method would a marketing communication researcher most likely use
to obtain information that people are unwilling or unable to provide?
A) observational
B) survey
C) questionnaire
D) focus group
E) personal interview
Which of the following would most likely increase the reliability of research?
A) Select a sample that truly represents its population.
B) Use sample sizes larger than 200.
C) Test hypotheses.
D) Only conduct qualitative research.
E) Rely on focus groups and in-depth interviews.
In which of the following locations would a bank be most likely to use a sign spinner?
A) on the bank’s corporate website
B) on the bank’s Facebook page
C) on the bank’s Twitter feed
D) inside the bank
E) on the sidewalk outside of the bank
________ refers to the way the advertising is spread over the length of a campaign.
A) Continuity
B) Lead time
C) Duration
D) Flow
E) Just-in-time
Anthony is working on an account interested in direct-marketing to a target audience of
men who own sports cars. Anthony will most likely use a ________ list.
A) converted
B) house
C) response
D) satisfaction
E) compiled
During the 2003 World Cup, which was held in Japan and South Korea, Puma got a
well-known sushi chef to create a special Puma sushi roll that was served in select
Japanese restaurants in cities around the world. Puma also discretely announced the
sponsorship in its company-branded chopsticks, sake cups, and napkins. At the same
time, Puma partnered with the Terence Conran design shop to sell an exclusive version
of its World Cup soccer boot, holding weekend sushi-making events at the home
furnishings store. Which marketing mix element does this strategy illustrate?
A) product
B) price
C) place
D) promotion
E) branding
Using ________, a marketer sets a high price for a product to make the product seem
worthy or valuable.
A) prestige pricing
B) value pricing
C) distribution pricing
D) promotional pricing
E) customary pricing
Ads that rely on arousing feelings such as humor, love, or fear are using ________
appeals.
A) resonant
B) symbolic
C) emotional
D) cognitive
E) transformational
Brad is a music industry major in college who wants to work in the advertising industry
writing and performing jingles for radio commercials. If Brad gets a contract with an
agency to write a jingle for a commercial, then Brad would be a(n) ________.
A) advertiser
B) agency
C) media
D) supplier
E) vehicle
According to U.S. law, which of the following is NOT an element a company/plaintiff
is required to prove to win a false advertising lawsuit about an ad containing a
comparative claim?
A) False statements have been made about either product.
B) The ads actually deceived or had the tendency to deceive a substantial segment of
the audience.
C) The offending advertiser intended to damage the complaining company’s business.
D) The deception was “material” and likely to influence purchasing decisions.
E) Falsely advertised goods are sold in interstate commerce.
________ programs can be sold to independent firms and other cable channels to replay
as reruns.
A) Syndicated
B) Network
C) Cable
D) Pay-per-view
E) On-demand
Name and describe any five common message approaches.
Briefly explain the targeting function of a headline.
How does the language of direct-response messages typically differ from that of other
print brand communications?
Describe four purposes of consumer promotions.
What is the difference between an intangible feature and a tangible feature?
( What do these publics think?
A magazine ad for Geico car insurance asks, “How Could You Save Over $200 on car
insurance?” with a subhead of “The answer is @ your fingertips.” The ad then goes on
to explain how in just minutes you can get an accurate price quote when you visit
Geico’s website. Identify and describe the type of headline this illustrates.
Name and describe the four rational selling premises.
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.
In a SWOT analysis, what would be Head Over Heels’ strengths?