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A form of action response, inquiry tests measure the number of responses to an
advertisement and are the primary measurement tool for direct-response
communication.
The majority of companies with international IMC campaigns adopt a localization
strategy.
The "Stop. Think. Tylenol." ad is an example of a bandwagon appeal.
Sales promotion not only targets consumers, but intermediaries and sales
representatives as well.
Subliminal message cues cannot be perceived because they are too brief to see or they
are disguised in some way.
Of the traditional forms of media, newspapers lost the most in the wake of online media
growth and the Great Recession.
Values are defined as rules that we learn through social interaction that specify or
prohibit certain behaviors.
Psychographics refers to lifestyle and psychological characteristics such as activities,
interests, and opinions.
Vampire creativity is using an idea that someone else has originated.
News releases should follow the 5W format of journalism.
Marketers who calculate ROI do not need to use other tools or techniques to evaluate
the efficiency and effectiveness of their marketing communications.
An appeal connects with some emotion that makes the product particularly attractive or
interesting.
Syndicated radio programs offer flexibility through their willingness to run unusual ads,
allow last-minute changes, and negotiate rates.
________ is seen by people riding inside buses, subway cars, and some taxis.
A) Interior transit advertising
B) Exterior transit advertising
C) Kiosk advertising
D) Outdoor advertising
E) Mobile advertising
A particular problem that Big Ideas face is that the message is sometimes so creative
that the ad is remembered but not the brand. This is known as ________.
A) marketing imperialism
B) the carryover effect
C) overpowering creativity
D) cannibalistic creativity
E) vampire creativity
As discussed in the chapter, ________ media are created and controlled by the
organization that holds the brand.
A) traditional
B) owned
C) interactive
D) earned
E) primary
Public relations news and feature stories are written and distributed to external media in
a ready-to-publish format called a ________.
A) creative brief
B) news release
C) script
D) storyboard
E) collateral material
Which of the following is NOT a basic concept of IMC?
A) Strategic consistency drives synergy.
B) Stakeholders overlap and so do their messages.
C) External brand integration requires internal integration.
D) Brand value drives brand relationships.
E) People automatically integrate brand messages and experiences.
Which of the following was indicated by the Census income data reported in 2011?
A) The middle class is growing.
B) The recession disproportionately affected the upper class.
C) More people are in the top third of the income distribution.
D) More people are in the bottom third of the income distribution.
E) The middle class was not affected by the recession.
Prospective customers for a product or service have one or more ideal times and places
at which they can be reached with an advertising message. This ideal point is called a(n)
________.
A) aperture
B) contact point
C) touch point
D) impression
E) pulse
In which step of the classic creative process does the problem solver look at the
problem from every angle, develop ideas, and generate as many alternatives as
possible?
A) ideation
B) brainfag
C) incubation
D) immersion
E) illumination
________ like MySpace and Facebook build on the interactivity of the Internet, linking
friends who have shared interests.
A) Social networks
B) Product sites
C) B2C sites
D) Viral sites
E) Microblogs
Which of the following can be described as "we" copy, written from the company's
point of view in a pompous tone?
A) hyperbole
B) display copy
C) key copy
D) brag-and-boast copy
E) your-name-here copy
In which type of network television advertising does a national advertiser pay for 10,
15, 20, 30, or 60 seconds of commercial time during one or more programs?
A) participations
B) spot announcements
C) dayparts
D) sponsorships
E) product placements
A recent article in the Wall Street Journal described how the next "Pepsi Generation"
likely will be drinking diet cola. Pepsi recently learned that one-third of teens were diet
soda drinkers and that teens start drinking diet soft drinks at a very early age. However,
Pepsi also acknowledged that a substantial portion of young people don't consider diet
sodas cool, particularly men. The chief marketing officer for Pepsi-Cola North America
was quoted as saying, "We are treating Diet Pepsi as the flagship brand. . . . It's a big
step for us." Indeed, this is a major break with the traditional soft-drink market, where
the sugar-sweetened version of Pepsi still dominates in market share. However, with
concerns of rising obesity and schools cutting back on sugar-sweetened drinks in
vending machines, soft-drink manufacturers, like Pepsi, are responding with increased
marketing of their diet soft drinks. As part of this new change in focus, Diet Pepsi will
be marketed as a hip, cool brand for everyone, including teenagers and baby boomers.
Meanwhile, the article stated that Pepsi is narrowing its sales pitch for regular
Pepsi-Cola to 'soda drinkers younger than 25, Latinos, African-Americans, and sports
fans."
The article also noted that a substantial portion of young people don't consider diet
sodas cool, particularly men. What is Pepsi trying to accomplish with its increased
effort to reach these consumers?
Which of the following is an advantage offered by co-branding?
A) Manufacturers do not have to invest in creating their own brand names.
B) Retailers have exclusive products that cannot be purchased from competitors.
C) A company can expand its existing brand into a category it otherwise might have
difficulty entering alone.
D) Advertising, sales, promotion, and marketing do not need to be as carefully
coordinated.
E) Brand equity is stabilized.
Mars, Inc., the makers of M&M's candy, was recently running television ads featuring
the colorful nature of its candy with the tagline, "Chocolate is better in color." What
type of research would be used to evaluate these commercials as the campaign is
running?
A) development research
B) tracking study
C) post-testing research
D) concept testing
E) semiotic testing
In which stage of the database management process is data entered into the computer to
merge it with other information already in the file or added at the same time?
A) first
B) second
C) fourth
D) fifth
E) seventh
Jones and Smith Advertising Agency is in the early process of developing an
advertising plan for one of its new clients, a regional soft-drink manufacturer. What
type of research would you recommend Jones and Smith conduct at this stage of the
process?
Cover Girl is a brand of cosmetics that can be purchased in major discount stores, drug
stores, and grocery stores. One of Cover Girl's largest target markets is college-aged
women, and the company wants to get a first-hand understanding of how this market
purchases and uses cosmetics on a daily basis. What type of research would be best at
getting at this level of understanding?
Anheuser-Busch, a beer manufacturer, sponsors an advertising campaign to curb drunk
driving, using the tagline "Friends Don't Let Friends Drive Drunk." The company has
also shown a burning automobile with the headline, "Ever Toast a Friend?" Which
component of the behavioral response are these ads attempting to stimulate?
What are two possible marcom objectives in the behavior category of the Facets Model
of Effects?
