Media flow charts are used to plot out what media will run when and for how long.
Word-of-mouth communication about a product is persuasive because people tend to
have more faith in comments from friends and family members than in planned
marketing communication messages.
Type in print ads has an aesthetic as well as a functional role.
The Australian IMC campaign for Luscious, a line of beauty products, was so
successful that planners for Luscious decided to use the campaign, with a few
modifications, in England. This is an example of a local initiative approach to
international IMC campaigns.
In comparison to sales promotion, advertising is usually viewed as a longer term
investment.
Which type of indirect-action headline uses image and lifestyle to get attention and
build interest?
A) assertion
B) puzzle
C) how-to head
D) association
E) news announcement
Which of the following is NOT a type of traditional measured media?
A) branded entertainment
B) outdoor
C) newspapers
D) magazines
E) radio
Which of the following is the LEAST likely way to generate publicity?
A) news releases
B) press conferences
C) media tours
D) personal contact with members of the media
E) internal marketing
Which of the following would a brand communication team most likely use to post a
brand-related video?
A) Off-the-Wall
B) Hulu
C) Amazon.com
D) Hootsuite
E) Constant Contact
The biggest advantage of owned media is ________.
A) cost effectiveness
B) efficiency
C) reach
D) control
E) interactivity
A(n) ________ is a tendency, inclination, or mental readiness to react to a situation in a
given way.
A) attitude
B) argument
C) motivation
D) influence
E) association
As you’re flipping through the newspaper, your eye catches a bright blue graphic in an
ad for a new restaurant. This ad uses ________ to attract attention.
A) off-set printing
B) tip-ins
C) color separation
D) four-color printing
E) spot color
Max is trying to get into a fraternity in college. Because he wants to be accepted by this
group, he notices the brands of clothes they all seem to wear and the types of beer they
drink at parties, and he does the same. Actually, he doesn’t even like beer, but that
seems to be what is expected of people in this fraternity. What influence does this
fraternity represent with respect to Max’s consumption behavior?
A) culture
B) social class
C) reference group
D) family
E) trend spotting
P&G is a major producer of consumer coupons and prefers to deliver them to
consumers through newspaper advertising. P&G is very concerned about the
reproduction quality of the advertisements, wants to command more attention than just
another ad in the paper, and wants to place different ads in different markets. Which
type of newspaper advertising will meet P&G’s needs?
A) classified
B) display
C) supplements
D) co-op
E) preferred
What is a general rule of thumb regarding the number of exposures needed for a
message to sink in?
A) one to two
B) two to three
C) three to ten
D) six to twelve
E) ten to fifteen
Describe the Early Age of Agencies in the evolution of advertising.
Why is the use of nontraditional media particularly important for marketers who are
trying to reach the youth market?
Talbots is a women’s clothing store that sells only Talbots brand clothing. The style is
fashionable, yet classic. It is relatively high-priced, but not priced at the level of
designer clothing. Talbots has expanded its reach through the company’s transactional
website, and management is interested in getting more traffic to the site as well as using
alternative media to reach the target market.
How might Talbots use geotargeting to achieve its goal?
Bob works at a major advertising agency, and his job entails understanding the meaning
of the client’s brand and the target audience’s relationship to the brand. He must also
articulate communication strategies, prepare a creative brief based on an understanding
of the consumer and the brand, and finally, evaluate the effectiveness of the
communication in terms of how the target reacts to it.
What is Bob’s function called?
Describe how Americans’ media habits are changing and how this will affect future
media mixes.
Explain how researchers might collect feedback during telemarketing calls.
Dell Computers dramatically increased its consumer advertising, resulting in Dell
becoming the top-selling personal computer. Consumers can purchase a Dell computer
only directly from Dell, either by calling the toll-free number or visiting Dell’s website.
One of Dell’s popular television commercials included Steve, a young man who would
usually say, “Dude, you’re gettin’ a Dell.” Audiences really liked Steve and the ads he
appeared in, and in fact, that’s when Dell’s sales started to skyrocket. However, Dell has
stopped that campaign and has moved on to others.
Dell uses a combination of media, one of which is direct mail. How can Dell evaluate
the efficiency and effectiveness of the direct-mail ads?
What is the goal of a media plan?
How does public opinion differ from mass opinion?