Competitors are included in the marketing level of stakeholder audiences.
A press conference is useful because a company can control who is present as well as
the questions that will be asked.
Touch points are contact points that touch our emotions.
The process of assessing whether there are identifiable groups within the market whose
needs and wants intersect with the product and its features is known as point of
differentiation.
Women account for the majority of all consumer purchases in the United States.
Illumination is a technique in which a group of 6 to 10 people work together to come up
with ideas.
Directory advertising is described as directional advertising because it tells people
where to go to get the product or service they want.
One disadvantage of direct marketing is consumer frustration with too many catalogs
and junk mail.
Out-of-home advertising includes everything from billboards to hot air-balloons,
including ads on buses; posters on walls, telephone booths, and shopping kiosks;
painted semi-trucks; taxi signs; and skywriting.
In general, the majority of magazine revenues come from advertising rather than
subscriptions.
A company that uses consumer-generated advertising will likely have to increase what
it pays its agency-of-record.
If a press release or a feature story is well-written and timely, public relations specialists
can be confident that the media will use it.
Wholesome Soups, a maker of organic soups, is starting a new marketing campaign
emphasizing the ease of preparing and eating Wholesome Soups on the go. Print,
television, and Internet ads feature college-aged students enjoying Wholesome Soups
between classes and during study breaks. Wholesome Soups’ new marketing campaign
is most likely aimed at which of the following?
A) baby boomers
B) baby busters
C) Gen Xers
D) echo boomers
E) Generation Jones
________ advertising is brand communication that gets through our perceptual filters,
engages our attention, and makes a lasting impression on us.
A) Subliminal
B) Semiotic
C) Indirect
D) Direct
E) Breakthrough
Brand loyalty is most closely associated with which facet of advertising?
A) perception
B) cognition
C) behavior
D) emotion
E) association
Which of the following is an intangible feature of a brand?
A) the product’s design
B) the product’s performance
C) the product’s package
D) the product’s perceived value
E) the product’s ingredients or components
What is the primary agency governing marketing communications?
A) FCC
B) FTC
C) FDA
D) National Advertising Review Council
E) National Advertising Division
Manufacturers direct more sales promotion dollars toward ________ than to ________.
A) consumers; retailers
B) customers; wholesalers
C) retailers and wholesalers; consumers
D) salespeople; retailers
E) retailers; wholesalers
________ require participants to compete for a prize or prizes based on some sort of
skill or ability.
A) Sweepstakes
B) Swag offers
C) Contests
D) Premiums
E) Specialties
A headline for a magazine ad states “Lose up to 10 pounds this weekend!” Which type
of headline does this best represent?
A) command
B) news announcement
C) association
D) assertion
E) how-to
Many marketers now use permission marketing to address the problem of ________.
A) spoofing
B) predictive dialing
C) cold calling
D) spamming
E) variable data marketing
In a(n) ________ sell effort, a brand sets itself against other brands in its product
category.
A) category
B) service
C) competitive
D) identity
E) loyalty
According to the VALS classification of consumers, what are the three primary
motivations for buying products and services?
A) ideals, achievement, and self-expression
B) self-orientation, self-expression, and self-fulfillment
C) age, social class, and education
D) resources, innovations, and psychographics
E) attitudes, lifestyle, and values
In IMC planning, what is the relationship between a strategy and a tactic?
Lion’s Choice restaurant is launching its first national newspaper advertising campaign.
The ads will be placed in over 2,000 local, state, and national newspapers over six
weeks. How can the company use the same advertisement for every newspaper?
Briefly explain why a headline should move readers from the process of scanning to
reading.
List and describe five techniques copywriters can use to create catchy, memorable
slogans.
How do banner ads compare to outdoor boards?