Even though advertising is complex, most practitioners believe that advertising effects
can be reduced to a single measure.
Creative problem solvers are risk takers who tend to be self-sufficient, self-disciplined,
and curious.
Because standards of good taste are generally consistent across a culture, creating
general guidelines for good taste in advertising is straightforward.
A feature story is a human interest story rather than a hard news story.
Business magazines target business readers and include trade papers, industrial
magazines, and professional magazines.
A typical advertising plan involves a SWOT analysis leading to the identification of the
key communication problem.
The first step in crafting a position is to identify the importance and performance of
your brand to determine competitive advantage.
The use of different measurement systems and data analysis techniques often
complicates the comparison of data from one market to another in the evaluation of
international brand communication.
News releases must be written in the same form for each medium to maintain
consistency.
Focus groups have the advantage of revealing what people actually do, as distinguished
from what they say they do.
Most brand communication campaigns have more than one objective.
Website traffic volume is measured by the metric of ________.
A) pay-per-click
B) cost-per-lead
C) click-through rates
D) conversion rates
E) page views
The outdoor board on the side of the highway with the message telling drivers that the
Holiday Inn Express is at the next exit best illustrates which advantage of outdoor
advertising?
A) high-impact medium offering larger-than-life visuals
B) good situational medium
C) flexibility
D) reinforcement of a creative concept employed in other media
E) least expensive of all major media
What do direct marketers use to keep track of customers, identify prospective
customers, and segment groups of customers and prospects?
A) databases
B) permission marketing
C) integrated marketing communication
D) opt-out strategies
E) opt-in strategies
The best customer prospects of direct marketers are ________.
A) profiled consumers
B) current customers
C) affiliated consumers
D) segmented consumers
E) purged customers
Using ________, national advertisers buy local advertising on a city-by-city basis from
local television stations.
A) independent buys
B) spot buys
C) specialty buys
D) syndicated buys
E) underwriting
According to a recent study led by the agency Publicis, which of the following formats
is the most effective way to deliver video ads?
A) pre-roll
B) click-through
C) ad selector
D) pay-per-click
E) widget
Which type of consumer sales promotion creates excitement by promising ‘something
for nothing” and offering impressive prizes that consumers can win by chance?
A) price deals
B) specialty advertising
C) sweepstakes
D) sampling
E) premiums
Nonprofit radio stations that serve a small market with a reach of three to five miles are
known as ________.
A) cable radio
B) public radio
C) AM/FM radio
D) low-power FM
E) Web radio
According to Stan Richards, three-part positioning includes identifying which of the
following?
A) target audience, media plan, and competitors
B) target audience, competitors, and most meaningful brand benefit
C) media plan, competitors, and most meaningful brand benefit
D) target audience, brand personality, and competitors
E) brand personality, competitors, and most meaningful brand benefit
As described in “A Matter of Principle,” what objective did 7-Up have for its campaign
in 1967?
A) repositioning the 7-Up brand
B) penetrating the British consumer market
C) changing the perception that 7-Up was too expensive
D) changing the perception that 7-Up was unhealthy
E) capturing a large share of the family market soft drink expenditures
Movie theaters sell time at the beginning of their film showings for commercials called
________.
A) participations
B) captive showings
C) selective showings
D) trailers
E) sponsorships
In an advertising agency, which functional area acts as a liaison between the advertiser
and the agency?
A) account services
B) account planning and research
C) creative development and production
D) media research, planning, and buying
E) internal operations
Public relations tools are divided into which two categories?
A) internal and external
B) marketing and corporate
C) controlled media and uncontrolled media
D) controlled message and uncontrolled message
E) controlled contact and uncontrolled contact
Sampling is generally most effective when reinforced on the spot with a ________.
A) self-liquidator premium
B) specialty item
C) game
D) rebate
E) coupon
The consumer insight process begins with ________.
A) a creative brief
B) insight research
C) a perceptual map
D) a SWOT analysis
E) break-even analysis
Polo Ralph Lauren manufactures and sells high-quality, expensive brands of clothing as
well as accessories, cosmetics, and home products. The company maintains complete
control over the brand image and all of the functions necessary to develop, execute, and
deliver advertising. Polo appeals to consumers’ lifestyle aspirations. Its products are of
high quality and better than most competitors’ offerings. The objective in the company’s
advertising is to convey this image and the fashion statement it makes.
Because Polo Ralph Lauren wants to maintain close control over its image and
advertising, which of the following statements is most likely true?
A) Polo Ralph Lauren will most likely use an outside advertising agency to develop and
execute its advertising.
B) Polo Ralph Lauren will most likely use an agency-of-record to develop and execute
its advertising.
C) Polo Ralph Lauren will most likely not use any outside resources, such as suppliers,
to assist in developing and executing its advertising.
D) Polo Ralph Lauren will get better media rates by not using an advertising agency to
purchase advertising time and space.
E) Polo Ralph Lauren will most likely use an in-house agency to develop and execute
advertising.
Recently, a class-action lawsuit was brought against McDonald’s charging that its food
has contributed to the nationwide obesity epidemic. The suit was eventually dismissed,
but many critics continue to point out the health dangers of typical “fast food” menu
items. These critics are concerned that the fast food industry has used ________.
A) high-pressure selling
B) deceptive promotions
C) deceptive pricing
D) deceptive packaging
E) harmful products
Fashion and safety are both examples of ________.
A) tangible product features
B) intangible product attributes
C) brand leadership
D) brand identity
E) brand preference
What are the advantages of advertising through movie trailers?
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 might Suzanne and Shandra use addressable media in a media plan for On-the-Go
Groomers?
You just interviewed for a job with Dial, Inc. and learned that they are looking for
someone who will call on grocery, drug, and convenience stores to sell and service
Dial’s health and beauty aid items to these types of retailers. What type of personal
selling does this represent?
Oust, a brand of air freshener, advertises how its product will get the odor out, not
merely cover it up. The advertisement provides facts, information, and an explanation
of how Oust can kill bacteria in the air that cause odors.
What type of response is Oust attempting to generate among consumers?
You, as a consumer, think that an advertisement you saw on television for a national
brand is making a false claim. What can you do about it?
Gucci allows manufacturers of complementary products to use its brand identity on
their products. What is this called, and why does Gucci do this?
At one time, Michael Jordan was the highest paid celebrity endorser for several
products. Why do advertisers use such celebrity endorsers?
Name and describe the three main types of newspaper advertising.
Oust, a brand of air freshener, advertises how its product will get the odor out, not
merely cover it up. The advertisement provides facts, information, and an explanation
of how Oust can kill bacteria in the air that cause odors.
Mary saw an ad for Oust on television and in a magazine, but she didn’t purchase the
product right away. She remembered the ads when she saw the product in the store and
decided to try it then. What effect does this demonstrate?
Name and describe the information sources media planners use in developing a media
plan.