A researcher investigating the amount of food waste in the typical four-person family
plans to sift through the garbage of a small sample of representative families. This
method is an example of a survey.
Advertising has both instantaneous effects and carryover effects, so both should be
measured over time.
There is no solid evidence to support the argument that subliminal advertising would
persuade real consumers to buy real products.
Members of an audience for Internet ads are referred to as visitors or surfers rather than
readers or listeners.
The materials and ingredients used in producing the product are obtained from other
companies who are referred to as distributors.
Cloning is a technique of sifting through the information in databases to uncover
prospective buyers whose characteristics match those of current buyers.
A brand with symbolic meanings typically represents something abstract such as
tradition, love, or health.
A broadsheet is a multipage direct-mail publication that shows a variety of
merchandise.
Using the ________ for budgeting, the budget is determined by estimating how much it
will cost to accomplish the objectives for each promotional activity.
A) percentage-of-sales method
B) objective-task method
C) historical method
D) competitive method
E) all you can afford method
Solumbria, a company that sells medically recommended sun protective clothing, has
ads in several different magazines that give consumers information about their products.
The headline of the ad says “Serious Sun Protection” over a man and a woman dressed
head to toe in the protective clothing. The body copy then goes on to tout the benefits of
sun protection, the comfort of the company’s clothing, and how dermatologists have
recommended Solumbria for their patients. The last paragraph of the copy says “For a
FREE catalog of Solumbria hats, shirts, pants and accessories for men, women and
children, call Sun Precautions: 1-800-882-7860.” The ad also provides a Web address.
Which of the following best describes the type of advertising described in this scenario?
A) retail advertising
B) indirect advertising
C) directory advertising
D) direct-response advertising
E) direct-to-consumer advertising
A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of
the medication. Which of the following was most likely the objective of this ad?
A) remind
B) tease
C) compare
D) resonate
E) create believability
Which of the following is one of the traditional media of direct-response marketing?
A) television
B) radio
C) newspapers
D) catalogs
E) cable
The percentage of the media audience exposed at least once to the advertiser’s message
during a specific time frame is known as ________.
A) an impression
B) circulation
C) exposure
D) reach
E) frequency
Gwen was an English major in college and took a job at an advertising agency after she
graduated. She knows the meanings and derivations, as well as the moods and feelings,
of words and the images and associations they create in a reader’s mind. Her job is to
select, shape and sculpt the words in an advertisement. Gwen works as a(n) ________.
A) art director
B) creative director
C) copywriter
D) wordsmith
E) proofreader
Which of the following allows the advertiser to tell whether a particular advertisement
is above or below the average score for the brand or its product category?
A) industry ratios
B) averages
C) norms
D) confidence intervals
E) industry standards
An apparel marketer is planning to launch an existing brand name into a new product
category. Which brand development strategy is being implemented?
A) co-branding
B) brand extension
C) ingredient branding
D) brand licensing
E) rebranding
An ad for Maybelline age-minimizing makeup in Ladies’ Home Journal magazine
featured international film star Ziyi Zhang and offered readers a $1-off coupon to try
the new makeup. In terms of the SMCR communication model, which of the following
would be the best way for the source to measure feedback?
A) the number of subscribers to Ladies’ Home Journal
B) the number of people who make up the target market
C) the number of people who redeem the coupon
D) the number of people who were exposed to the ad
E) the number of people to whom Ziyi Zhang is an appealing spokesperson
Devon planned and implemented a promotion for Just Jeans, a trendy clothing store.
The promotion was popular and brought in a significant number of new customers, but
Just Jeans ended up losing money rather than making a profit through the promotion. In
which of the following did Devon most likely make a mistake?
A) brand integrating
B) cross promoting
C) sampling
D) payout planning
E) media buying
A subset of a population that is representative of the entire population is called a
________.
A) sample
B) cohort
C) subculture
D) census
E) subcensus
A strategic business unit is best defined as ________.
A) a line of products under a single brand name
B) all of the product lines offered by a corporation
C) a functional department within a corporation
D) a brand
E) a corporation
P&G has developed and purchased huge databases and has more than 30 million
consumers in its current database. P&G routinely mines the information in the database
to uncover potential buyers whose characteristics match those of their current customers
for a given product and brand. What technique is P&G most likely using?
A) skimming
B) searching
C) prospecting
D) relationship marketing
E) converting
Johnson & Johnson manufactures health and beauty aid products under several brand
names. The company sells its products to end consumers through retail stores such as
grocery, drug, and discount stores. J&J employs a sales force that calls on
intermediaries, such as wholesalers and retailers, and spends part of the promotion
budget on trade deals to influence intermediaries to carry the company’s brands. The
remainder of J&J’s promotion budget is spent on mass advertising and sales promotions,
such as coupons, targeted toward consumers.
J&J also markets its Tylenol brand of pain relievers to hospitals. What type of market is
that?
A) consumer
B) primary
C) institutional
D) reseller
E) secondary
According to the Facets Model of Effects, which of the following is a key driver of
association?
A) resonance
B) liking
C) conditioned learning
D) cognitive learning
E) emotions
Wendy’s fast food restaurant recently had a situation in which a woman found a
fingertip in her bowl of chili. Of course, customers were disgusted and sales at that
particular Wendy’s and Wendy’s outlets nationwide went down. Fortunately for
Wendy’s, though, it was discovered weeks later that the accuser has a history of filing
lawsuits against businesses, and the owner of the lost digit turned out to be a co-worker
of the woman’s husband. The Wendy’s location in which this incident occurred received
very favorable exposure in the local media once it was learned that the restaurant was
victimized by this false accusation.
To help rebuild Wendy’s reputation, the corporate office encourages franchisees to
support local organizations in their communities, such as charities and schools. This
practice is most likely known as ________.
A) public affairs
B) marketing public relations
C) cause marketing
D) fund-raising
E) development
What term is used to mean a place or a particular type of buyer?
A) market
B) position
C) channel
D) demographic
E) partner
An art director creates ________ to plan out the scenes that will be used in a video.
A) semicomps
B) comprehensives
C) mechanicals
D) rough layouts
E) storyboards
How might creativity in message execution be demonstrated by the selection and use of
different forms of media?
Suzanne and Shandra, longtime friends, share a love of animals and an animal
grooming business. They own a small fleet of RV motorhomes outfitted with
comfortable dog and cat grooming stations. On-the-Go Groomer’s motorhomes come to
clients’ homes in the metro area to provide pet services instead of requiring pet owners
to come to them. Suzanne and Shandra are pleased with their success, but both feel that
they are not reaching enough potential customers. So far, they have relied on local
newspaper advertisements and positive word-of-mouth to generate business. Suzanne
said, “We have come so far and really have a great little business going. But I think we
could become much bigger with the right plans in place.”
How could Suzanne and Shandra use search marketing?
Name and describe the four key players in advertising.
How are the product, price, and place elements of the marketing mix involved in
contributing communication effects in the marketing mix?
Describe and explain a purchasing situation in which the purchaser and user of a
product might have different wants.
Compare and contrast quantitative and qualitative research, and discuss uses of each.
Why is nonverbal communication important in brand messages? Provide examples.
In the 1960s and 1970s, Leo Burnett used cultural archetypes in his advertisements.
What is a cultural archetype? Give an example.