The advertising strategy of status appeal is used to persuade nonwealthy people to
imitate the habits of rich people.
In comparison to the United States, Thailand and Hungary have stronger restrictions
against tobacco advertising.
Public radio stations are considered noncommercial in that they rely on listener support
for most of their funding and that no commercial support is allowed by law.
Until the 1980s, promotion was the dominant tool in marketing communication.
Ed purchases new technological devices such as PDAs, DVRs, and MP3 players after
many people he knows already own the devices. However, Ed is rarely among the last
people he knows to purchase a new technology. Ed is part of the late majority adopter
group.
An advertising agency can be held liable along with the advertiser for deceptive
advertising.
A horizontal publication deals with a business function that cuts across industries.
The frequency distribution method is more revealing, and thus more valuable, than the
average frequency method.
For advertising to be truly effective, it must focus on only one effect at a time.
The execution of a global campaign is usually no more complex than a national plan.
A two-step offer is designed to sell consumers a lower-priced item before offering them
a higher-priced, and thus more profitable, item.
In Maslow’s Hierarchy of needs, ________ needs include love, friendship and
acceptance by others.
A) self-actualization
B) ego
C) belongingness
D) safety
E) physiological
While print media audiences are measured in ________, television audiences are
measured in ________.
A) readership; exposure
B) readership; circulation
C) circulation; exposure
D) circulation; coverage
E) exposure; coverage
Lee was in a drug store to purchase some toiletry items. He picked up his favorite brand
of toothpaste and noticed that the package said “30 percent more FREE.” He noticed
that the price was what he normally pays for that toothpaste. Which type of consumer
price deal is this?
A) cents-off deal
B) price-pack deal
C) bonus pack
D) banded pack
E) coupon
Which of the following is most likely a true statement about catalogs?
A) Catalogs, for the most part, have been replaced by online publications.
B) Catalogs can sell a variety of brands and products or products solely from the
sponsoring brand.
C) The growth in catalogs in the 21st century is in general-interest catalogs.
D) Few paper catalogs are associated with online catalogs.
E) Catalog retailers do not have physical retail outlets.
Which key player makes the final decisions about the target audience and the size of the
advertising budget, in addition to approving the advertising plan?
A) advertiser
B) media
C) agency
D) vendor
E) audience
A temporary price reduction, sale price, or freebie is known as a ________.
A) refund
B) rebate
C) price deal
D) trade deal
E) price-off
Which of the following refers to the ethically questionable practice of companies
paying or providing incentives for bloggers to post positive comments about products?
A) blogola
B) puffery
C) comparative advertising
D) commercial speech
E) substantiated claims
________ links a company’s mission and core values to a cause that connects with the
company’s and its customers’ interests.
A) Social marketing
B) Cause marketing
C) Mission marketing
D) Nonprofit marketing
E) Development marketing
According to the text, which of the following is NOT a reason for evaluating IMC
effectiveness?
A) The stakes in making an advertising misstep are high.
B) Evaluation helps advertisers reduce their risks.
C) Evaluation helps advertisers identify best practices.
D) Federal regulation requires campaigns to be analyzed for effectiveness.
E) Advertisers want to learn what works and what doesn’t.
________ is a technique of mining the information in databases to uncover prospective
buyers whose characteristics match those of users.
A) Skimming
B) Searching
C) Profiling
D) Relationship marketing
E) Fulfillment
Separate preprinted ads provided by the advertiser to be glued into a publication as the
publication is being assembled are known as ________.
A) embosses
B) die-cuts
C) tint blocks
D) overlays
E) tip-ins
Why is search marketing so effective in reaching consumers?
A) The process minimizes competition.
B) The strategy is rarely used by large companies.
C) Ads are not perceived to be as intrusive as other types of marketing because
consumers initiate the search.
D) Search marketing appeals exclusively to Seekers.
E) Search marketing simplifies the purchase process.
An on-premise sign is an example of owned, out-of-home media.
Which of the following statements regarding business-to-business decision making is
FALSE?
A) Businesses buy goods and services because they need ingredients for the products
they manufacture.
B) Businesses buy goods and services because they need those goods and services for
their business operations.
C) Quality is less important in business-to-business buying than in consumer buying.
D) Buying decisions are often made by committees rather than individuals.
E) The actual price of the purchased goods and services is negotiated by a buyer.
Juana looked at her September issue of O magazine and did not see anything of interest.
However, after her mother was diagnosed with bipolar disorder, Juana found the issue
extremely interesting because it offered advice on how to help people who are suffering
from this problem. The fact that the boring issue became quite interesting is most
directly due to a change in ________.
A) exposure
B) values
C) relevance
D) personality
E) comprehension
Using value billing, an advertising agency is paid for its ________.
A) creative and strategic ideas
B) media placements
C) market research
D) advertising executions
E) share in the profits from a successful campaign
________ sites like MySpace and Facebook build on the interactivity of the Internet.
A) Social media
B) Product placement
C) Video game
D) Branded entertainment
E) Advertainment
Advertising begins with the ________, the person or organization that uses advertising
to send out a message about its products.
A) supplier
B) media
C) agency
D) advertiser
E) vendor
Everyone knows McDonald’s, the worldwide fast food chain. McDonald’s has used
consumer promotions for years. Restaurants offer a kids’ Happy Meal that always
includes a toy, and oftentimes the package itself is a promotion, such as pumpkin
buckets at Halloween. McDonald’s has also used a promotion patterned after the
popular Monopoly game, in which everyone wins something small, like a soft drink or
french fries, but one participant could win $1 million dollars. The Monopoly promotion
usually lasts several months. McDonald’s also participates in promotions with movies,
such as Star Wars and several Disney movies. Another promotion McDonald’s is
considering is a program that will give consumers one free Happy Meal for every 10
they purchase.
What type of consumer promotion is the toy in the Happy Meal?
A) direct premium
B) self-liquidator premium
C) sample
D) price deal
E) game
Describe the psychological influences of needs, wants, and motivations and explain
why they are important to advertisers.
Sarah is trying to think of ways to better define the marketing problem she is facing.
List three “What’s going on?” type questions that might be helpful to Sarah in defining
the marketing problem.
How does direct marketing benefit customers?
Describe at least three ways in which advances in technology have affected
direct-response programs.