Advertising begins with the agency.
Vertical coordination is required for a coherent international IMC campaign, but
horizontal coordination is not.
The key drivers of association are symbolism, conditioned learning, and transformation.
An advertising objective associated with achieving the behavior Facet of Effect is to
touch emotions and create feelings.
Direct marketing is often used by nonprofit organizations and by political associations.
Risk taking is a personality characteristic that drives consumer behavior in the area of
trying a new product.
A product’s package is both a container for the product and a brand communication
vehicle.
The public relations practitioner has many tools, which can be divided into two
categories: planned and unplanned.
A media mix is the way various types of media are strategically combined in a media
plan.
Morphing is a video technique in which one object gradually changes into another.
The goal in marketing is to sell as many products as possible.
Media brokers work for a specific medium, such as a magazine or local television
station, and their objective is to build the best possible argument to convince media
planners to use the medium they represent.
An advertisement that creates resonance with a message that “rings true” helps the
consumer understand the brand more rationally.
What is used to sell editors on ideas for feature stories, which are human-interest stories
rather than hard news?
A) personal selling
B) release statement
C) pitch letter
D) feature summary
E) media kit
Which of the following most accurately describes an objective of advertising?
A) add tangible value to the product or service
B) encourage an immediate action
C) create a brand image over time
D) contribute to short-term profitability
E) emphasize price over value
Explain the difference between mass media and niche media.
Which of the following most accurately identifies the strength of radio?
A) delivering information in depth
B) tailoring programs to audience tastes
C) personalizing entertainment
D) delivering personalized information
E) creating two-way communication
Directory advertising is described as ________ advertising because it tells people where
to go to get the product or service they want.
A) primary
B) secondary
C) directional
D) promotional
E) selective
The tendency of consumers to trust the media more than they do advertisers is called
the ________.
A) implied third-party endorsement factor
B) halo effect
C) gatekeeping effect
D) indirect endorsement effect
E) carryover effect
Prior to 1997, broadcast ads for prescription drugs could not mention both the ailment
for which the drug received FDA approval and the name of the drug in the same
advertisement. That is, only one or the other could be mentioned, which led to much
confusion on the part of consumers. In 1997, the Food and Drug Administration
loosened its controls on pharmaceutical companies, and as a result, the amount of
prescription drug advertising on television has skyrocketed. Now both the ailment and
the name of the drug can be mentioned, but major side effects must also be mentioned
and there must be an indication where the consumer can get more information, such as
from a magazine ad or a website. Some have been quite critical of this
direct-to-consumer prescription advertising, claiming it has led to an increase in
requests for costlier drugs when the less expensive generic drugs would be just as
effective.
Although some doctors appreciate that the advertising has caused consumers to become
more active in managing their own health and more informed about their drug options,
some claim that they are being pressured to write inappropriate prescriptions because
their patients are influenced by the drug ad claims. What is this called, when an external
message, like an advertisement, causes people to feel a need to buy and use a product?
A) demand creation
B) shockvertising
C) indirect advertising
D) endorsement advertising
E) puffery
In marketing terms, “word-of-mouth” refers to ________.
A) brand communication
B) personal communication
C) relationship marketing
D) personal selling
E) direct marketing
An ad prepared for use in a company’s own publication or programming is known as
a(n) ________ ad.
A) house
B) corporate
C) service
D) company
E) advocacy
Which of the following is the most effective IMC tool for achieving the surrogate
measure of credibility?
A) advertising
B) sales promotion
C) public relations
D) direct marketing
E) packaging
You would most likely be able to purchase package goods at a(n) ________.
A) distribution warehouse
B) fast food restaurant
C) drugstore
D) automotive retailer
E) clothing store
Which of the following lists the three key effects, or domains, used in Moriarty’s
domains model?
A) perception, learning, and persuasion
B) perception, emotion, and action
C) perception, interest, and action
D) interest, desire, and action
E) thinking, feeling, and doing
A researcher is paging through a magazine and asking respondents whether they
remember seeing a particular ad. Explain which component of perception this study is
assessing.
Discuss how legitimate direct marketers can respond to the criticisms surrounding email
marketing.
Compare and contrast the five common budgeting methods described in your text.
Public relations programs are evaluated in terms of output and outcomes. Explain what
this means and discuss two questions that might be used to evaluate each.
Jim was looking for information on jet skis because he was interested in buying one. He
went to the Internet and “googled” the key words jet skis. Several results were returned,
and he noticed that there were several ‘sponsored links” to businesses selling jet skis
and accessory items along the top and right side of the search results page. In fact,
“Honda Jet Ski Deals” was in blue along the top, and when Jim clicked on it, it took
him to Honda Motorcycle’s website where he could get more information on Honda jet
ski products. What is Google, and how do marketers get these ‘sponsored links” on the
results pages?
To get consumers to come back frequently to its website, Amazon.com is considering
developing a series of movie critics and book reviewers reviewing DVDs and books
that are available to the market that week. The format is to be entertaining, with two
reviewers bantering with each other during their reviews. Explain what this new
Internet practice is called and why advertisers are starting to use it more often.