The Facets Model of Effects posits that effective advertising has six different types of
communication goals: perception, cognition, emotion, association, persuasion, and
behavior.
Direct-response marketing is a growth area because it is easy to evaluate its
effectiveness.
“Pork. The other white meat.” is an example of a slogan that cues the product.
The art director’s toolkit for print advertising includes the photos, illustrations, typeface,
color, and layout of the proposed ad.
Intrusiveness is the primary strategy for countering clutter in the media environment.
Experts suggest that copywriters use no less than 20 words in outdoor advertising copy.
Only grammatically correct sentences should be used in advertising copy.
A car manufacturer buys tires from a tire manufacturer. These manufacturers are part of
the institutional market.
The four main players in direct-response marketing are the advertisers, the agencies, the
media, and the government.
Julian and his planning team are creating an IMC campaign for Parties-R-Us. They plan
to focus on positioning Parties-R-Us as the specialists that can solve all of your party
problems. This focus on the positioning of Parties-R-Us is an example of an IMC tactic.
Sweepstakes and contests are effective promotional tools for driving people to
marketers’ websites.
The number of people in the vehicle’s audience who are neither customers nor prospects
is called wasted reach.
The cognition component of a consumer’s response would typically be more influential
than the affective component for purchases such as scented candles, bath salts, and
luxurious towels.
Which of the following statements is most likely FALSE?
A) In the last decade, gay and lesbian consumers have become substantial target
markets.
B) Few ethnic markets are more important to U.S. marketing than the Hispanic market
because it is growing proportionately faster than other ethnic groups.
C) Some media use differences are related to ethnicity.
D) In the United States during the last three decades, there has been a gradual
movement from white-collar occupations to blue-collar occupations.
E) For advertisers, education tends to correlate with the type of medium consumers
prefer.
Which of the following federal agencies has control over lotteries and mail fraud?
A) U.S. Postal Service
B) FCC
C) FDA
D) U.S. Patent and Trademark Office
E) Library of Congress
What does Karl Weiss mean when he advises marketers to “triangulate” research
methods?
A) Do each survey three different times.
B) Repeat the same research with at least three different populations.
C) Have at least three experts interpret the data.
D) Use a number of research methods to investigate a research question.
E) Use primary research before collecting secondary research.
Which public relations function focuses on an organization’s image and reputation?
A) corporate relations
B) employee relations
C) public affairs
D) crisis management
E) media relations
Psychographic analysis looks at ________ in terms of patterns of consumption,
personal relationships, interests, and leisure activities.
A) lifestyles
B) psychology
C) values
D) family
E) attitudes
Ads that demonstrate how something works or how to solve a problem are messages
that are most likely designed to ________.
A) create brand associations
B) remind loyal customers
C) teach
D) touch emotions
E) resonate
To understand the effectiveness of the most recent campaign for Table Time, a packaged
meal brand, planners used tracking studies to measure changes in consumer brand
awareness, knowledge, and affinity. These are all examples of ________ measures.
A) concept
B) semiotic
C) surrogate
D) behavioral
E) cognitive
Which of the following is an example of human media?
A) shelf talker
B) flash mob
C) electronic wall
D) kiosk
E) billboarding
The question of whether advertising creates social values rather than merely reflecting
them is known as the ________.
A) social-versus-economic debate
B) competitive-versus-market power debate
C) personal-versus-corporate debate
D) personal-versus-social debate
E) shape-versus-mirror debate
Which of the following refers to a brand appearing in a television program or movie as
a prop?
A) product placement
B) advertainment
C) guerilla marketing
D) viral marketing
E) branded entertainment
Which projective technique asks consumers to explain the artifacts in their lives, such
as photos in their homes and treasured objects?
A) fill-in-the-blanks
B) artifact creation
C) purpose-driven games
D) story elicitation
E) photo sorts
How has the introduction of interactive types of media changed marketing
communication patterns?
Why is it important for creatives working in digital media to have user-centered design
skills?
How can a company increase the click-through response to its banner ads?
Why might training programs for new employees be considered as part of corporate
presence media?
Explain how and why liking is measured in terms of responses.
What are two possible marcom objectives in the association category of the Facets
Model of Effects?
What options does a media buyer have for global media buying?