Psychographic segmentation is primarily based on studies of how people spend their
money, their patterns of work and leisure, their interests and opinions, and their views
of themselves.
The key players in advertising are the advertiser, the agency, the media, and the
suppliers.
Most of Nareema’s friends consider her an expert on fashion, and Nareema regularly
posts comments on new fashion trends on Facebook and Twitter, where she has
hundreds of followers. A clothing marketer might look at Nareema as a potential brand
advocate.
Shoppers today have come to expect frequent if not constant short-term price
reductions.
The media consideration section of a creative brief identifies where and when the
message should be delivered.
Which of the following is NOT a type of sponsorship or event marketing?
A) providing financial support for a sports team
B) providing financial support for a festival or fair
C) cause marketing
D) co-marketing
E) providing financial support for an art museum
A direct-response ad on television is known as a(n) ________.
A) infomercial
B) sponsored program
C) promotional program
D) telemarketing program
E) home shopping network
________ provides audio files downloaded or streaming through a website.
A) Satellite radio
B) Cable radio
C) Low-power FM
D) Web radio
E) Public radio
Verbal or written words in an advertisement that indicate exceptions to the advertising
claim made are known as ________.
A) ethics
B) puffs
C) endorsements
D) testimonials
E) disclaimers
According to researchers, how many readers who read the headline go on to actually
read the body copy?
A) 10 percent
B) 20 percent
C) 30 percent
D) 40 percent
E) 50 percent
Which of the following is a type of partnership program?
A) continuity program
B) licensing
C) loyalty program
D) frequency program
E) sponsorship
Which approach to segmentation divides people into groups based on product category
and brand usage?
A) demographic segmentation
B) geographic segmentation
C) psychographic segmentation
D) benefit segmentation
E) behavioral segmentation
When a company distributes its products directly to buyers without the use of a reseller,
the company is using ________.
A) indirect marketing
B) no-channel marketing
C) direct marketing
D) indirect channel marketing
E) integrated marketing
Which of the following is NOT a good tip for creating effective direct mail?
A) Get the attention of the targeted prospect as the envelope comes from the mailbox.
B) Provide all of the information you have about the product.
C) Provide critical information about product use.
D) Use an incentive to encourage a fast response.
E) Inspire confidence, minimize risk, and establish that the company is reputable.
Any evaluation of an advertising campaign’s effectiveness should track both ________
and ________ over time.
A) direct effects; indirect effects
B) social effects; independent effects
C) carryover effects; instantaneous effects
D) concept effects; copy effects
E) major performance effects; minor performance effects
A television ad for Meridia, a prescription medication for the management of obesity,
begins by showing a close-up of a cute, pudgy baby’s face while the copy says
something to the effect that “doctors have been concerned about your weight all your
life.” The baby’s face gradually turns into that of a woman who is attractive yet
overweight, and the copy says, “Meridia can help-just ask your doctor.” Then the scene
shifts, rather abruptly, to the name of the prescription medication.
The art director wants to purchase a previously recorded image of a baby’s face rather
than go through the process of casting and abiding by all the regulations for working
with minors. This decision was most likely made during the ________ stage of the
production process.
A) message design
B) editing
C) preproduction
D) production
E) postproduction
Which of the following is most likely a proactive form of customer service?
A) tech support
B) shoppers’ surveys
C) feedback cards
D) mystery shoppers
E) loyalty programs
Which of the following is NOT a way advertising adds value to a product?
A) making the product appear more desirable
B) presenting the product as a status symbol
C) making the product more convenient for consumers to buy
D) providing news and useful information of interest to consumers
E) All of the above are ways advertising adds value to a product.
Which of the following is a type of film production that creates the illusion of depth?
A) stop motion
B) stop action
C) claymation
D) slow motion
E) 3-D
In a(n) ________ sample, each person in a population has an equal chance of being
selected to be in the sample.
A) aided
B) unaided
C) random
D) selected
E) observed
Which of the following is FALSE regarding online communication?
A) Corporate websites have become an important part of corporate communication.
B) The Internet presents at least as many challenges to public relations professionals as
it does opportunities.
C) The Internet makes it possible to present the company’s image and story without
going through the editing of a gatekeeper.
D) The Internet does not allow managed communication directly between organizations
and audiences without the gatekeeping function of other mass media.
E) Gossip and rumors can spread around the world within hours.
Twitter posts are searchable based on their ________.
A) mentions
B) profiles
C) hashtags
D) URLs
E) hits
Provide an example of an informative ad.
Why is it important for marketers to avoid the use of race-related stereotypes in
advertisements?
Talbots is a women’s clothing store that sells only Talbots brand clothing. The style is
fashionable, yet classic. It is relatively high-priced, but not priced at the level of
designer clothing. Talbots has expanded its reach through the company’s transactional
website, and management is interested in getting more traffic to the site as well as using
alternative media to reach the target market.
How might Talbots use Twitter to achieve its goal?
What type of learning occurs when a presentation of facts, information, and
explanations leads to understanding?
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.
What color or colors should Kimberly use to convey the mood she desires?
Name and describe four FTC remedies for deception and unfair advertising.
What is relationship marketing and why is it important?
Name and describe the four types of consumer promotions.