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Business buyers are not influenced by emotional factors.
Typically, the advertiser initiates the advertising effort by employing the services of a
creative boutique.
A problem facing global advertisers is cross-cultural communication and how to arrive
at an intended message without cultural distortions or insensitivities.
Ambush marketing is the term given to promotional stunts used at events by companies
that are not official sponsors.
The goal of IMC planning is to identify a problem that can be solved with
communication.
The historical method of calculating a marcom budget is focused on reaching brand
communication objectives.
Marketers tend to believe that public relations is more effective at providing credibility
than at driving sales for a brand.
Identifying market segments happens in marketing plans, but targeting audiences for
specific messages happens in brand communication plans.
The dominant form of newspaper advertising is classified advertising.
Positioning represents one of advertising's most critical tasks.
The copywriter for a television message typically makes the decisions about location,
music, and casting, while the director for a television message typically makes the
decisions about words, costumes, and lighting.
Gross impression refers to the number of times a person is exposed to an advertisement.
Bob is a brand manager for a national brand laundry detergent and noticed a claim
made in a competitor's advertisement that falsely indicates that its brand performed
better than his company's brand. What must Bob's company prove to win a false
advertising lawsuit over this comparative claim?
Through the use of technology, brand communication has become less complex and
simpler than ever before.
Experimental research uses formal hypothesis-testing techniques.
________ communication is a form of two-way communication, a dialogue.
A) Mass
B) Target
C) Interactive
D) Integrative
E) External
The four tools of product, price, place, and promotion are collectively referred to as the
________.
A) product mix
B) promotion mix
C) marketing mix
D) integration elements
E) exchange elements
Architectural choices in a store that reflect the personality of its brand are part of
________.
A) environmental design
B) composition
C) mechanicals
D) visual storytelling
E) layout
During the ________ step of the direct-marketing process, the DMC campaign must
communicate benefits to buyers by answering the enduring question: "What's in it for
me?"
A) strategy
B) offer
C) response
D) fulfillment
E) relationship building
One study assessed consumers' regard for specific brands and related that score to the
brand's advertising expenditures relative to competitors' expenditures. The study found
that all of the top brands in a given product category also represented the largest
percentage of total advertising spending in a product category relative to competitors.
What was measured in this study?
A) targeted reach
B) aperture
C) share of voice
D) share of market
E) wasted reach
How is most direct mail sent?
A) first-class mail
B) second-class mail
C) second-class bulk mail
D) third-class bulk mail
E) certified mail
________ takes place in the neocortex, which is the most evolved and "highest" part of
the brain, but ________ comes from the limbic system, which is the most primitive part
of the brain.
A) Conditioned learning; cognitive learning
B) Social learning; conditioned learning
C) Conditioned learning; social learning
D) Emotion; rational thought
E) Rational thought; emotion
Which of the following is NOT typically part of the offer in direct marketing?
A) description of the product
B) terms of sale
C) payment information
D) delivery information
E) rebate
The Internet advertising metric of ________ is the percentage of visitors to a site who
complete a desired action.
A) click-through rates
B) page views
C) cost-per-lead
D) pay-per-click (PPC)
E) conversion rate
Which of the following refers to the overall direction of a marcom plan?
A) brand position
B) communication objective
C) brand communication strategy
D) Big Idea
E) consumer insight
The tab on a file folder is an example of a(n) ________.
A) emboss
B) die-cut
C) tint block
D) overlay
E) tip-in
In Ron Taylor's model, the ________ view is similar to the more rational "head"
strategies.
A) transmission
B) positioning
C) ritual
D) dramatic
E) substantiated
How does participant observation have an advantage over standard observational
research?
A) The observer is watching strangers.
B) The observations are done in a more formal setting.
C) Data from participant observation are more easily quantified.
D) The observer has an inside view of the group's experiences.
E) The participants are chosen by the researcher.
Sanjay is in charge of crafting posts for his company's Facebook page. Sanjay's goal is
for each post to be shared by fans of the page among their own networks. Posting at
which of the following times would LEAST likely result in sharing of the post?
A) 10 a.m. on a Saturday
B) 10 a.m. on a Sunday
C) 4 p.m. on Monday
D) 1 p.m. on a Tuesday
E) 8 a.m. on a Wednesday
According to creative professionals, humor in advertisements works best when the
________.
A) audience has a high need for cognition
B) product is high-involvement
C) ad appears in print media rather than broadcast
D) product is high-risk
E) audience has a low need for cognition
Which of the following is true regarding a trademark?
A) It gives an organization the exclusive right to use or reproduce original work, such
as an advertisement or package design, for a period of time.
B) Controls for protection are provided by the Library of Congress.
C) The Department of Labor protects unique trademarks from infringement by
competitors.
D) It identifies the seller's brand and differentiates it from the brands of other sellers.
E) It must be registered with the Federal Trade Commission, which gives the
organization exclusive use of the mark, as long as the trademark is maintained as an
identification for a specific product.
A ________ is a representation of a cultural group that emphasizes a trait or group of
traits that may or may not communicate an accurate representation of the group.
A) norm
B) reference group
C) symbol
D) mean
E) stereotype
Getting attention reflects the ________ power of an advertisement; creating interest
reflects the ________ power of an ad.
A) stopping; sticking
B) pulling; stopping
C) stopping; pulling
D) pulling; sticking
E) sticking; pulling
Discuss how the use of visuals can be related to the Facets Model of Effects.
List and describe five characteristics of effective copy that were given in the chapter.
Kimberly is an art director at an advertising agency, and she is developing the print
campaign for one of the agency's clients. The client doesn't have a large budget, so it
would like to keep the costs of production as low as possible. This means that the
creation of original art in the ads is not feasible. The desired look of the ads is formal,
and the mood Kimberly wants to convey is calm, serene, reflective, and intellectual.
She also wants the layouts to be formal because the product is financial services
targeted to consumers 50+ years old.
Considering that the client does not want to pay for original visuals to be included in
the ads, how will Kimberly get the visuals she needs to get attention and to set the tone
for the ads?
Discuss the key ethical issues of taste, stereotyping, use of sex appeal, and targeting
children. How do advertising professionals deal with these issues?
What is the difference between a push strategy and a pull strategy? How do these two
strategies work together?
Explain the difference between interactivity and engagement in terms of the media
environment.
Why might a media planner prefer to place an ad in a television program that has a
share of 35 instead of a program that airs at a different time but has a share of 38?
