Average frequency gives the planner the best picture of a media plan’s performance.
The three distinct memory systems in the mind which advertisements seek to tap into
are semantic memory, episodic memory, and procedural memory.
To facilitate external marketing with a local community, town hall forums are
sometimes used.
Using an undifferentiated strategy, marketers treat the market as homogeneous,
purposely ignoring differences in the market and using one marketing strategy that will
appeal to as many people as possible.
The purpose of an employee communication program is to help employees convey
strategic brand information in personal conversations with friends and family members.
Advertisers trying to reach a wide audience often need to buy time on several radio
stations, which has been made easier by the “one-order, one-bill” system.
An acquired need can also be called a secondary need.
Newspaper readership is always larger than circulation.
Search marketing refers to the placement of out-of-home advertisements in locations
with large populations.
The objective of point-of-purchase promotions is long-term sales rather than short-term
sales spikes.
Although public relations can enhance a company’s credibility, it has no role in
supporting IMC efforts that focus on a product’s sales.
Which of the following is accurately described as a “work-in-progress” type of
evaluation?
A) media research
B) association testing
C) semiotic analysis
D) competitive analysis
E) concept testing
The ________ prohibits unfair and deceptive acts and practices regardless of whether
the competition is injured.
A) Lanham Act
B) Wheeler-Lea Amendment
C) National Advertising Review Council
D) Pure Food and Drug Act
E) Magnuson-Moss Warranty
Juan was born in Mexico but moved to the United States when he was five years old.
His family is still close to relatives living in Mexico, and he lives in a neighborhood
where most people speak Spanish, eat traditional Mexican dishes, wear traditional
Mexican clothing, and listen to Mexican music. He remembers fondly his grandfather
telling him stories of his home country’s customs and heroes. All of these factors form
the ________ that will influence Juan’s consumer behavior.
A) social class
B) family
C) niche
D) culture
E) psychographics
________ refers to a website’s ability to encourage visitors to stay and investigate the
site rather than bounce to another site.
A) Navigation
B) Convergence
C) Stickiness
D) Compatibility
E) Transferability
In Taylor’s Six-Segment Strategy Wheel, ________ strategies are based on images that
consumers have of themselves.
A) ration
B) acute need
C) routine
D) social
E) ego
Yard signs, bumper stickers, and buttons are examples of inexpensive forms of
________.
A) branded entertainment
B) direct advertising
C) corporate media
D) billboarding
E) signage
Intel manufactures computer chips that are part of several personal computer
manufacturers’ finished products. Intel and the computer manufacturers realized that
customers valued the superior quality of Intel computer chips and were asking whether
or not the computer they were considering purchasing contained an Intel computer chip.
As a result, Intel and computer manufacturers started communicating through
advertising and other promotional tools that there’s “Intel Inside.” This is an example of
________.
A) primary branding
B) secondary branding
C) supply chain branding
D) component branding
E) ingredient branding
The unique appearance of a company’s delivery truck is an example of ________.
A) traditional media
B) outdoor advertising
C) corporate media
D) billboarding
E) point-of-sale advertising
Sorting information in a company’s database in order to better target customers is called
________.
A) behavioral targeting
B) merging
C) variable data marketing
D) data mining
E) opt-in marketing
Which type of message format is designed to arouse curiosity, not showing the product
or delivering quite enough information to make sense?
A) teaser
B) slice-of-life
C) spokesperson
D) problem avoidance
E) sensory
You want to determine whether no-smoking policies have impacted employee morale in
the United States in the past two decades. Are any secondary data likely available? Why
or why not?
Explain the potential disadvantage of viral marketing.
Southern Company is a power company conglomerate in the southern United States,
operating several power plants throughout the region, a few of them nuclear power
plants. Some community members are concerned with emissions in the air surrounding
these plants. Explain what public opinion means and discuss what questions the public
relations specialists at Southern Company must understand about public opinion before
deciding on an appropriate campaign.
What are two disadvantages of using single-source research to evaluate a campaign?
What are some of the ways to ensure effective outdoor advertising as discussed in the
chapter?
Explain what a Big Idea is and give an example.
Jana is an account planner at an advertising agency. She conducts consumer research to
gain a better understanding of her clients’ brands and their customers. How is the
outcome of this strategic research communicated to the creative teams that work on
these clients’ accounts?
Several large corporations have multiple brand offerings in several product categories.
How might such corporations organize for advertising?
Briefly describe why the MRI CrossTab format is useful and what an index of 199
means for the 18 to 34 demographic that drinks Red Bull soft drinks.