“I am Devoted” and “I Measure Twice” are two general consumer groups identified by
MONITOR’s MindBase.
The Harley-Davidson slogan, “Steak for your ears” presents an unexpected
juxtaposition.
Retailers and wholesalers who have created their own brands-such as Walmart’s Sam’s
Choice beverages and food products-are participating in co-branding.
A manufacturer-designed display distributed to retailers who use it to call their
customers’ attention to product promotions is known as a spiff.
According to Taylor’s Six-Segment Strategy Wheel, strategies addressing the acute need
segment are based on a consumer’s unplanned and unanticipated need for a product or
service.
What is the most common form of online advertising?
A) superstitials
B) pop-ups
C) mobile ads
D) testimonials
E) banners
A SWOT analysis is used in the ________ step of developing an IMC plan.
A) budgeting
B) targeting
C) situation analysis
D) message strategy
E) objectives
Newspaper is the ________, and the Wall Street Journal is the ________.
A) vehicle; medium
B) medium; vehicle
C) medium; execution
D) execution; medium
E) reach; impression
In a ________ campaign, a task force or work team is assembled from around the world
to agree on a basic strategy as the foundation for the campaign.
A) centrally conceived
B) bottom-up creativity
C) local initiative
D) standardized
E) lead agency
Which IMC tool helps an organization and its publics relate to each other to the benefit
of both?
A) advertising
B) personal selling
C) publicity
D) sales promotion
E) public relations
SWOT analysis is a type of ________.
A) situation analysis
B) brand strategy
C) feature analysis
D) perceptual analysis
E) consumer insight
Bold, fun, exciting, and daring are all examples of ________.
A) brand promises
B) brand positions
C) brand personalities
D) brand equities
E) brand value
Julie, who writes a witty daily blog about her life as a college student, has more than a
thousand followers on Twitter. Julie frequently mentions her experiences with brands,
from fashion to dining, sometimes spreading positive word-of-mouth and sometimes
spreading negative word-of-mouth. In public relations terms, Julie is a(n) ________.
A) gatekeeper
B) advocacy advertiser
C) maven
D) third-party endorser
E) philanthropist
An arrangement between a national advertiser and a local retailer whereby the retailer
buys the ad and then the manufacturer pays for half or a portion is known as ________.
A) joint advertising
B) co-op advertising
C) run-of-paper advertising (ROP)
D) selective advertising
E) subsidized advertising
A firm that exercises tight central international control over its advertising is likely to
adopt a ________ strategy for an international IMC campaign.
A) localized
B) low-context
C) high-context
D) standardized
E) culture-oriented
________ is the process of making symbolic connections between a brand and
characteristics, qualities, or lifestyles that cue the brand’s image and personality.
A) Resonance
B) Association
C) Comprehension
D) Recall
E) Recognition
Rachel is creating an international media plan for her client. Which of the following is
NOT true concerning global media planning?
A) Global media plans have to piece together worldwide coverage with a variety of
tools.
B) The Internet is the only true global medium.
C) Cable TV companies are offering an increasing number of international networks.
D) Satellites are regional, not global, in coverage.
E) Technical limitations, coverage areas, and government regulations prevent satellite
transmission from becoming universal.
It is most accurate to say that an idea that makes an impression on the audience is said
to have ________.
A) relevance
B) originality
C) resonance
D) impact
E) association
Which dimension of effective advertising represents the “art” part?
A) strategic dimension
B) personal dimension
C) creative dimension
D) media dimension
E) audience dimension
Which of the following is a strategy that uses two brand names owned by two separate
companies to create a partnership offering?
A) co-branding
B) equity branding
C) brand licensing
D) integrated branding
E) parity branding
________ describes how individuals or groups select, purchase, or use products, as well
as the needs and wants that motivate these behaviors.
A) Marketing
B) Consumption
C) Consumer behavior
D) Psychology
E) Segmentation
Benetton has often used ads that send a social message, such as showing AIDS victims
dying or featuring death row inmates, to make people aware of these issues. What type
of advertising is this?
A) advocacy advertising
B) brand advertising
C) identity advertising
D) social advertising
E) maven advertising
________ is mounted on the side, rear, or top exteriors of buses, subway cars, or taxis.
A) Interior transit advertising
B) Exterior transit advertising
C) Kiosk advertising
D) Outdoor advertising
E) Mobile advertising
A client at an advertising agency wants to know what reach means. Explain the
concept.
Tom was given the task of writing the objectives for a marcom plan. Briefly explain the
logic of objectives.
What are the three steps of structural analysis? Explain why a creative team would use a
structural analysis.
A print ad for the American Cancer Society pictured an attractive young woman in a
bikini bathing suit from the torso up, with her face turned toward the sun and her arms
folded behind her head. The headline read, “Fry now, pay later.” The copy went on to
give factual information on skin cancer and how to avoid it, as well as information on
how sun exposure can cause wrinkles later in life. In terms of DDB Needham agency’s
“ROI,” evaluate this ad.
One of Kraft’s research projects had the objective of understanding competitors’
advertisements. Name and describe the purpose of this type of background research.
Kraft markets several consumer packaged goods products as well as appliances, such as
coffeemakers, and wants to get a better understanding of its target market and how
competing products are advertised. Kraft’s agency of record has conducted extensive
research for them as well as purchased information from research suppliers. The agency
is also conducting background research as well as using some imaginative qualitative
methods to better understand Kraft’s target market.
Miriam purchased a new car last month, but she continues to look at advertising for cars
and notes how many other cars like hers are on the road. When a news article came out
indicating problems with the transmission noted by owners of her make of car, Miriam
took that to mean that all types of cars in that class can have those problems, not just
hers. She even sought out a Consumer Reports article that pointed out that the car she
purchased was rated highly on reliability. What is Miriam experiencing?
Discuss several of the challenges involved in evaluating international IMC campaigns.
Name and describe six of the nine components of a typical communication brief.
Briefly describe the purpose of Facets Model of Effects. What are the six types of
consumer responses the model posits?
Explain the concept of integrated marketing communications.