Print ads with color tend to get more attention than ads without color.
The product or service alone is considered the offer in direct marketing.
A press kit contains only printed material, but a publicity kit may include a DVD or
flash drive along with printed material.
Words are generally better than visuals at getting and keeping attention.
Die cutting is a mechanical technique in which a sharp-edged stamp, or die, is used to
cut out unusual shapes.
A gap analysis is used to identify baselines from previous audits or audits of other
related companies and industries so there is a point of comparison.
Television stations not affiliated with a network are known as independent stations.
The concern that children may be exploited by certain advertising messages could be
addressed by both the FTC and the FCC.
National advertisers sometimes buy local advertising on a city-by-city basis using spot
buys.
The two paragraphs that get the most attention in body copy are the lead and the
follow-up paragraph.
Source credibility means that the person delivering the message, such as a doctor, is
respected and believed.
Researchers use beeper diaries as a way to randomize the recording of consumer
activities.
In most cases, advertising is not needed to support promotions.
Just For Me is a line of hair care products for pre-teenage girls, that is, girls between the
ages of eight and twelve. This is the age in which young girls start to care about their
looks and want to make their own decisions regarding their grooming. The
manufacturer of this brand decided to use television advertising to inform and persuade
girls about this line of products.
The manufacturer of this line of products used an advertising agency to assist in
developing the commercial so that it would communicate the desired meaning to the
pre-teenage girl. Which element of the SMCR communication model does this
represent?
A) noise
B) feedback
C) encoding
D) channel
E) decoding
________ research involves the researcher living the lives of the people being studied.
A) Focus group
B) Ethnographic
C) Friendship group
D) Quantitative
E) Survey
Puma sells its edgy designs to trendy retailers but also sells its more mainstream
products in stores such as Foot Locker. Which marketing mix element does this strategy
illustrate?
A) product
B) price
C) place
D) promotion
E) branding
Patrick and his colleagues were working on the creative concept for a client when they
all seemed to hit a blank wall. To help overcome this, they decided to go play a game of
basketball. In the second half of the game, Patrick came up with a great idea, and they
all went back to work. In which step of the creative process were Patrick and his
colleagues when they went to play basketball?
A) immersion
B) ideation
C) incubation
D) evaluation
E) creative leap
Lauren is very particular about her coffee in the morning, using bottled water because
the tap water in her community smells like chlorine and makes her coffee taste funny.
She saw an ad for a coffeemaker that filters out impurities from the water used to make
the coffee. The ad had the headline, “Come on, this is your coffee we’re talking about!”
When Lauren saw that, she exclaimed, “Yes!” because she could identify with it on a
personal level. This is an example of which type of emotional driver?
A) bandwagon appeal
B) motivation
C) comprehension
D) resonance
E) need
You are looking at the New York Times home page, and you click on the link for an
article you’d like to read. Before the page of the article appears, a twenty-second
animated ad for Hyundai appears. This is an example of a ________.
A) search optimization
B) pop-under
C) mini-site
D) pop-up
E) superstitial
________ techniques enable marketers to determine the relative impact of a media mix
on product sales by using computer models that calculate the weight of a media
schedule and optimize the schedule for the greatest impact.
A) Aperture
B) Frequency
C) Weighting
D) Reach
E) Optimization
The objective of a change-agent program is to ________.
A) create excitement in the workplace
B) provide product information
C) increase personal affiliation with a brand
D) change attitudes that drive behavior
E) change harmful behaviors
Which of the following is a way that a company can demonstrate its social
responsibility by providing financial support to a good cause?
A) recruitment
B) lobbying
C) cause marketing
D) marketing public relations
E) issue management
An ad for a new convection oven shows a busy professional woman serving dinner to
her family. The convection oven is seen in the background, and the headline reads, “The
latest development in time travel.” This objective of this message was most likely to
________.
A) create believability
B) resonate
C) inform
D) teach
E) remind
Segments of action in a television commercial that occur in a single location are known
as ________.
A) scenes
B) photoboards
C) key frames
D) storyboards
E) scripts
In the days before the Internet, people purchased volumes of reference books, such as
atlases and encyclopedias, or visited public libraries to find general information about a
broad range of topics. Which of the following websites fulfills a similar purpose today?
A) YouTube
B) Facebook
C) Wikipedia
D) eBay
E) Twitter
Monetary bonuses paid to a store’s salesperson based on the units that salesperson sells
over a period of time are known as ________.
A) pull money
B) spiffs
C) loaders
D) rebates
E) allowances
As a young woman, Rhonda grew up with newspapers, radio, and television dominating
the media. However, she did not have cable television as a child. During her adult life,
though, Rhonda uses a smart phone, a personal computer and an e-book reader. Rhonda
is part of which generation?
A) the Traditionalists
B) the Boomers
C) the Gen Xers
D) the Gen Yers
E) the Millennials
A creative ________ is typically a small ad agency that concentrates entirely on
preparing the creative execution of the idea or the creative product.
A) department
B) holding company
C) network
D) account
E) boutique
The Michelin Man is an illustration that appears in many advertisements for Michelin
tires. The Michelin Man, who is made of tires, represents the brand. The Michelin Man
is an example of a ________.
A) logo
B) position
C) brand icon
D) brand image
E) thumbnail
Six months ago, Volkswagen launched a new campaign that included print ads and
television commercials. Edwin thought the commercials were clever, but exposure to
the commercials didn’t change Edwin’s behavior. However, six months after viewing the
commercials, Edwin has decided he needs to purchase a new car, and he includes
Volkswagen on the list of cars he wants to test drive. Edwin’s behavior is an example of
which of the following?
A) the break-even point
B) unaided recall
C) an instantaneous effect
D) a carryover effect
E) a synergistic effect
Seasons is a new restaurant opening in town, and the owners know they should
advertise to attract customers. Based on what you learned in this chapter, recommend
some media options for this restaurant.
Compare and contrast bonus packs and banded packs.
Your friend is confused about the terms impression and circulation. What would you
say to help him understand the difference in these concepts?
What were the three objectives of the UPS campaign described in the chapter?
Melanie was informed that she will be participating in a media tour for her company for
the next three weeks. Explain what this is and the activities that she might be
performing.
Proactive Solution is a skincare system to help people with acne. Proactive was
originally sold only through direct marketing. The consumer had to enroll in the
Proactive Solution Clear Skin Club. However, now some large malls have kiosks
selling Proactive Solution products without the club membership, but the prices are
much higher. Proactive Solution has had one of the longest-running infomercials on
television, and its product line is also sold through magazine ads. Through these
mediums, consumers can purchase the product directly by calling, mailing, or going
through the Internet to submit an order.
Name and describe the type of advertising that Proactive Solution uses to promote and
sell its product.
Explain what tracking studies are and how they are used.
Describe the creative person.