Because of the Great Recession, the use of cause marketing as a promotion tool is
decreasing.
All award-winning ads are effective ads.
“Do you remember seeing a commercial for wireless communication?” is an example of
an aided recall question.
People who accuse advertisements of causing demand creation believe that
advertisements cause people to buy things they do not need and cannot afford.
Cognitive learning occurs when the learner links one association with another.
In research terms, reliability means that any differences that are uncovered by the
research, such as different attitudes or purchasing patterns, really reflect differences
among individuals, groups, or situations.
A code of ethics identifies how a professional in the industry must respond when faced
with ethical questions.
Interactive media are those forms that invite users to participate in creating the message
or to respond personally to the message.
The appearance of the ad’s printed matter in terms of the style and size of typefaces is
known as typography.
In the qualitative research method called photo elicitation, consumers are asked to sort
through a deck of photos and pick out visuals that represent something, such as typical
users of the product or situations in which it might be used.
Focus groups should be used only in the background research step of the message
development process.
One drawback to using email for brand communication is the cost.
The households using television (HUT) metric provides data on how many people are
watching a specific program at a given time.
Conviction means an intention to try or buy a product.
Which form of data can usually be obtained more quickly and at a lower cost than the
others?
A) primary
B) survey research
C) experimental research
D) secondary
E) ethnographic research
Employees, investors, business partners, and government bodies are all stakeholder
audiences at the ________ level.
A) corporate
B) marketing
C) branding
D) internal
E) marcom
Using ________, a partner company rents another company’s brand name and transfers
some of that brand equity to another product.
A) co-branding
B) equity branding
C) brand licensing
D) integrated branding
E) parity branding
Which of the following is LEAST likely a typical target audience of sales promotion?
A) consumers
B) distributors
C) sales representatives
D) media
E) retailers
Which of the following was the top global brand, based on brand value, in 2012?
A) Google
B) Apple
C) Coca-Cola
D) McDonald’s
E) Walmart
An advertisement for an exercise bike states, “Get fit as a fiddle fast!” Which of the
following literary techniques is most likely used in this advertisement?
A) a startling phrase
B) alliteration
C) combination
D) parallel construction
E) cue the product
Which of the following is most closely associated with the introduction of mass
production and a new emphasis on wider distribution of products?
A) the Renaissance
B) the Industrial Revolution
C) the Dot Com Revolution
D) the Era of Integration
E) the Scientific Era
All of the following are drivers of the affective response EXCEPT which one?
A) wants
B) needs
C) emotions
D) liking
E) resonance
Direct-response Brand Communication is sometimes referred to as ________ direct
marketing.
A) integrated
B) diversified
C) strategic
D) Internet
E) one-to-one
Using ________, telemarketers call random numbers rather than numbers of qualified
prospects.
A) opt-in telemarketing
B) inbound telemarketing
C) cold calling
D) variable data marketing
E) conversion calling
A(n) ________ is an easily portable mini-computer.
A) smart phone
B) digital installation
C) electronic wall
D) flash drive
E) webisode
HP’s advertising agency assembles words and illustrations into an advertisement that
will convey the company’s intended brand message. In the communication process, HP
is ________.
A) messaging
B) encoding
C) channeling
D) decoding
E) responding
Allison works in the media department of a major advertising agency that has several
national advertisers as clients. Her responsibilities include identifying specific media
vehicles, such as TV programs, newspapers, magazines, or radio programs and stations
for clients’ advertising; negotiating the costs to advertise in them; and handling the
details of billing and payment. Although one of the agency’s major clients advertises
primarily in magazines, the media plan calls for the use of newspaper advertising as
well.
What is Allison’s job function?
A) media planning
B) rate negotiator
C) media buyer
D) account planner
E) account buyer
Describe the roles of the four key players in marketing.
What makes Web design different from print design?
Joan recently opened a store in her community that specializes in home decor, including
some furniture, such as sofas, chairs, and end tables, but mostly home-decorating
accessories. She is also a certified interior decorator, and she provides expertise in
assisting do-it-yourself home decorators in “putting it all together.” She has not been
pleased with her sales so far, and she decides she needs to promote her business.
What other communications tools besides advertising can Joan use? Give two specific
examples.
Discuss some out-of-home advertising vehicles that might be appropriate for this
business.
Name and describe the various forms of publicity used in public relations.