A key to an effective outdoor board is eye-stopping graphics.
The cost per point (CPP) is calculated by multiplying the cost of the ad by 1,000 and
dividing that number by the readers in the target audience.
In the typical process of developing a marketing plan, marketing mix strategies are
developed before target markets are identified.
Slang is usually easy to use effectively in radio advertising.
The majority of revenue in print and broadcast media comes from advertising.
Copy testing is a way to take apart the signs and symbols in a message to uncover
layers and types of meanings.
The evaluation of public relations examines the success of the program in getting the
message out to the target audience in terms of output and outcomes, as well as public
opinion and relationship tracking.
The branding of an organization will occur even if a branding process is not managed.
The result of the editor’s initial work is called an interlock, which is a preliminary
edited version of the story that is created when the editor chooses the best shots and
assembles them to create a scene.
An association message strategy delivers information symbolically by connecting a
brand with a certain type of person, lifestyle, or other characteristic.
Research used to evaluate the relative power of various creative ideas before the launch
of a product is called copy testing.
Marketing research is informal research.
Which of the following prohibits consumers from taking cash from manufacturers,
suppliers, or their representatives for making recommendations, reviews, or
endorsements, unless full disclosure is provided?
A) the Word of Mouth Marketing Association’s ethics code
B) the Council of Better Business Bureaus
C) the American Association of Advertising Agencies’ Creative Code
D) the TARES Test of Ethical Advertising
E) the Federal Trade Commission
A consumer’s ability to gauge the value of a product is referred to as the ________.
A) psychological price
B) price/value proposition
C) exchange rate
D) comparative price
E) value exchange
Using the percentage-of-sales method of budgeting, the ratio of advertising
expenditures to sales from the previous year is multiplied by ________ to determine the
new advertising budget.
A) the competition’s sales
B) share of media
C) share of market
D) last year’s sales
E) next year’s sales forecast
For years, Energizer batteries used the Energizer Bunny in its television commercials.
The bunny was cute, always beating a drum with the tagline, “The Energizer Bunny
keeps going and going and going.” Several of the ads were humorous. Viewers could
remember the battery ad with the bunny, but for a long time, people could not name the
brand of battery. In response, Energizer started putting the bunny on the packaging and
using it in point-of-purchase displays in stores, even going so far as to let consumers
enter a drawing to take home the bunny that was on top of the battery display. The
creative team that worked on this campaign spent considerable time researching
consumers’ usage of batteries as well as the problems they had with them. The team
learned that people didn’t like batteries that don’t last long, and because Energizer
batteries lasted much longer than competitors’ brands, they decided to feature that in the
execution of the ads.
Though humorous, the ads stressed that Energizer batteries last three times longer than
competing brands. What is this known as?
A) intangible characteristics
B) vampire creativity
C) association message strategy
D) positioning
E) creative platform
Malaysia has banned many forms of tobacco advertising. However, the name Salem, a
major cigarette manufacturer, can be found in advertisements for a line of clothing
sponsored by the company. Salem is using which of the following to work around the
tobacco advertising bans?
A) stealth advertising
B) deceptive advertising
C) indirect advertising
D) unfair advertising
E) imperialistic advertising
Media that offer opportunities for dialogue and two-way conversations between
companies and customers, as well as among consumers, are most accurately described
as ________.
A) engaging
B) niche
C) addressable
D) interactive
E) converging
________ includes the elements in a print ad that are designed to be read and absorbed.
A) Body copy
B) Display copy
C) Adese
D) Brag-and-boast copy
E) News copy
Material that is published to support a company’s marketing public relations efforts is
known as ________.
A) a feature story
B) a media kit
C) collateral material
D) supplemental material
E) an annual report
The T in SWOT analysis stands for ________.
A) time
B) team
C) trade
D) tactics
E) threats
In which type of telemarketing does the call originate with the marketer?
A) opt-in
B) opt-out
C) external
D) inbound
E) outbound
A ________ is a creative concept that becomes a point of focus for communicating the
message strategy.
A) Big Idea
B) clich©
C) slogan
D) tagline
E) creative leap
Media ________ compile audience measurement data, media costs, and availability
data.
A) salespeople
B) researchers
C) distributors
D) reps
E) buyers
Bob is a sales representative for a local radio station, but he also helps advertisers with
the copy for their ads. What are the main tools Bob has to work with when developing
copy for radio commercials, and how are they used?
Compare and contrast the trade promotions of bonuses and dealer loaders.
You are trying to determine whether retired people drink more coffee at McDonald’s
during lunch than they do during dinner. Why is observation research NOT effective in
this scenario?
What are five guidelines to follow when emailing a news release?
Compare and contrast copywriting for radio and copywriting for television.