People who search, share, and initiate marketing communication and brand
relationships are referred to as Seekers.
The corrective advertising required by the Warner-Lambert v. FTC case shows how
corrective advertising can change consumers’ impressions created by deceptive
advertising.
According to the Supreme Court’s ruling, the free speech rights of the telemarketing
industry are infringed upon by the national Do Not Call Registry.
Trade advertising is also known as B2B advertising.
Julian and his planning team are conducting a SWOT analysis for Parties-R-Us, a
regional chain of party supplies stores. According to the research Julian received, a
national party supply store chain is planning on opening five new retail outlets in the
region in which Parties-R-Us currently is the market leader. In the SWOT analysis for
Parties-R-Us, this represents a weakness.
The objective of direct-response advertising is to create an immediate response from the
consumer.
You want to find out whether Americans between 21 and 40 years of age tend to vote
Democratic and whether Americans between 41 and 70 tend to vote Republican. You
will most likely use ________ to collect your data.
A) ethnographic research
B) observational research
C) survey research
D) experimental research
E) projective techniques
Using the ________ for budgeting, the budget is determined based on a comparison to
what other companies in the product category are spending.
A) percentage-of-sales method
B) objective-task method
C) historical method
D) competitive method
E) all you can afford method
Ads for charitable and civic organizations that run free of charge on television or radio
or in print media are known as ________.
A) house ads
B) public service announcements
C) cause marketing
D) advocacy ads
E) feature ads
The person who shapes and sculpts the words in marketing communication is called
a(n) ________.
A) account planner
B) art director
C) copywriter
D) creative director
E) account manager
Kimball Gardens is a company that operates as two distinct businesses: one that sells
lawn and garden products and one that markets booklets. Each business is called a(n)
________.
A) return on investment (ROI)
B) strategic business unit (SBU)
C) integrated media company (IMC)
D) key account
E) business portfolio
Computer-vision software and eye-tracking technology would most likely be used in
which type of research?
A) secondary
B) qualitative
C) ethnographic
D) survey
E) experimental
Which concept refers to the repetition of message exposure?
A) reach
B) frequency
C) continuity
D) impression
E) carryover
In an advertising agency, who is usually responsible for gathering available intelligence
on the market and consumers and for acting as the voice of the consumer?
A) account executive
B) account planning group
C) traffic department
D) copywriter
E) human resources department
Which model works on the idea that advertising motivates people to think about the
message, feel something about the product, and do something, such as try it or buy it?
A) AIDA model
B) SMCR model
C) Facets model
D) think/feel/do model
E) feel/do/think model
Manufacturers may offer a(n) ________, which may be a set amount of money or a
discount, to a reseller who purchases a certain amount of the product during a specified
time period.
A) display allowance
B) advertising allowance
C) promotion allowance
D) buying allowance
E) loader allowance
Which of the following is NOT considered a process color?
A) black
B) magenta
C) cyan
D) yellow
E) brown
Which of the following describes multichannel and multimarketing communication
areas?
A) mixed media
B) multiplatform
C) addressable media
D) interactive media
E) measured media
Sleepy’s, the national mattress store that has branded itself as “the mattress
professionals,” runs several radio spots throughout the country on a variety of stations.
All of the radio ads end with the slogan, “Trust Sleepy’s for the rest of your life” sung to
a simple tune. This slogan is an example of a(n) ________.
A) jingle
B) sound effect
C) emotional pivot
D) key frame
E) key visual
What is the key difference between directory advertising and brand-image advertising?
A) Directory advertising reaches people who already know they have a need for the
product or service.
B) Directory advertising provides directions on how to use the product, but
brand-image advertising does not.
C) Directory advertising provides interactive maps with directions on how to find the
retailer’s location.
D) Directory advertising is used in the initial stages of consumer decision making
regarding a purchase.
E) Directory advertising is more expensive than brand-image advertising.
A producer of beverages and snack foods wants to market its products to the
18-to-34-year-old demographic by providing incentives to respond instantly to
time-sensitive offers. Which of the following forms of marketing would this producer
most likely choose?
A) branded entertainment
B) guerilla marketing
C) mobile marketing
D) product placement
E) podcasting
Compare and contrast a business plan, a marketing plan, and a brand communication
plan.
What advantages do the Yellow Pages bring to consumers and sellers?
Compare and contrast continuous, pulsing, and flighting strategies.
Explain what layout means, and compare the common ad layouts the art director might
use.
What is the marketing benefit of a kiosk?