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Creative strategy is what the advertisement says, and execution is how it is said.
In direct marketing, optimization is the function that gets the product to the customer
who ordered it.
An argument uses logic, reasons, and proof to make a point and build conviction.
The term yuppies refers to young urban professionals who do not have children.
Developing a media strategy is the fourth and final step in developing a media plan.
FEED USA + Target is a new line of accessories and clothing sold at Target outlets
nationwide. A number is printed on each product, indicating how many meals for
families and children across America Target will donate as a result of your purchase.
Target's marketing of this new line is an example of ________.
A) viral marketing
B) societal marketing
C) business marketing
D) situational marketing
E) value marketing
Copywriters working on a radio commercial use a standard ________ format to write
the copy to certain time blocks, including all the words, dialogue, lyrics, sound effects,
instructions, and descriptions.
A) storyboard
B) radio script
C) transcript
D) dialogue
E) dual-column
Many professions write a code of ________ to help guide practitioners toward ethical
behavior.
A) morals
B) ethics
C) laws
D) regulations
E) missions
Scott works in the marketing department of a national insurance company. He
conducted a focus group interview in which 10 consumers discussed their attitudes
toward purchasing long-term disability insurance. Based on this research, Scott
concluded that most people think this insurance is not necessary because they feel that
they will always be able to work and would be wasting their money on such expensive
insurance. Which of the following statements is most likely true regarding this
situation?
A) Scott can feel confident that what he learned in this research is representative of the
perceptions held by the rest of the consumer population that makes up the target market
for this product.
B) Scott should really conduct one more focus group interview with a different group of
consumers before making any generalizations about the general public.
C) Scott should have conducted survey research before he conducted the focus group
interview.
D) Scott should conduct quantitative research that further investigates insights
uncovered during the focus group interview.
E) Focus groups are the only type of qualitative research from which reliable
conclusions can be drawn.
Storytelling is one way that copywriters can present action in a television commercial
more powerfully than in other media. Discuss the characteristics of storytelling and
message design.
Which type of design appeared in the 1990's as a rejection of the niceties of traditional
design?
A) psychedelic
B) pop art
C) grunge
D) art deco
E) modern
Which projective technique attempts to gain insight into how people perceive brands by
examining the link between concepts?
A) meaning creation
B) metaphors
C) purpose-driven games
D) panel groups
E) focus interviewing
Why do public relations and advertising need to find common ground and integrate
their efforts?
A) Companies can no longer afford to support both departments.
B) The time and costs associated with public relations can be prohibitive.
C) Public relations specialists lack the skills necessary to create productive campaigns.
D) Messages aimed at reaching mass audiences are becoming less effective.
E) The FTC has established laws that are making advertising more and more difficult.
Media planners operate with computer models of ________ that are used in decisions
about media selection, scheduling, and weights (amount of budget).
A) animatics
B) media efficiency
C) heuristics
D) media optimization
E) wave analysis
Firms that specialize in interviewing, observing, recording, and analyzing the behavior
of those who purchase or influence the purchase of a particular good or service are
called ________ research suppliers.
A) secondary
B) primary
C) trade
D) advertising
E) certified
Which of the following has the most in common with broadcasting?
A) guerilla marketing
B) out-of-home advertising
C) search marketing
D) Twitter
E) eBay
Which of the following is true of ethnographic research?
A) It is a type of experimental research.
B) It combines anthropology and marketing.
C) It is a traditional quantitative research approach.
D) It can be conducted online but not in person.
E) It is typically used to answer well-defined product or strategy questions.
Getting the product to those who order it is called ________.
A) optimization
B) generation
C) prospecting
D) conversion
E) fulfillment
Which type of message strategy delivers information symbolically by connecting a
brand with a certain type of person, lifestyle, or other characteristic?
A) unique selling proposition (USP)
B) affective
C) reminder
D) association
E) call to action
Laurie owns a 2011 Honda Accord, which is the third Honda vehicle that she and her
husband have owned. They describe themselves as a "Honda family" and intend to
purchase another Honda automobile when their daughter gets her driver's license. They
know and trust Hondas. Which key concept of marketing does this illustrate?
A) brand framework
B) brand relationship
C) brand personality
D) cause marketing
E) organization identity
TiVo's capability to let users pause, do instant replays, and begin watching programs
even before the recording has finished is known as ________.
A) sweeping
B) zipping
C) time-shifting
D) zapping
E) spotting
Which of the following is designed to gather leads or answer consumer questions?
A) a one-step offer
B) a two-step offer
C) a profiled offer
D) conversion
E) fulfillment
A designated marketing area (DMA) assignment is based on ________.
A) the population of the surrounding area
B) the number of television stations in the area
C) the number of broadcast media outlets available
D) how many households have cable or satellite television
E) which city provides the majority of the households' TV programming
The consumer promotion that provides a reduction in the normal price charged for a
good or service announced at the point of sale or through mass or direct advertising is
known as a ________.
A) prize-pack deal
B) cents-off deal
C) bonus pack
D) banded pack
E) coupon
Explain the relationship between a medium's level of intrusiveness and its capacity for
personalization.
You're not sure what major to decide on because you like advertising and you like
public relations. However, there is an area where these two disciplines overlap. Name
and describe this public relations tool.
Amie saw the movie The Phantom of the Opera and really liked it. She searched the
Internet and found one site that fans use to contact one another and exchange their
opinions and experiences. She even rented the silent version of the movie, but the
ending was defective. She asked other fans, through the Internet, about the ending and
received feedback immediately. From this site she can also link to several fans' personal
online "diaries" about Phantom. She has also found an area on Fanfiction.com where
people post their own stories about Phantom, and she uploaded one herself and received
favorable reviews. Identify the types of sites Amie is using.
Define segmenting and then name and describe typical approaches to segmentation.
Mary is the advertising director of a clothing manufacturer that distributes its brand in
the United States, Europe, and some Asian markets. She observed that women's
preferences in clothes differ considerably in different countries. Explain the strategy
Mary likely uses.
Explain how printers use screens to create the illusion of shades of colors.
What kind of control does a company have over the meaning of one of its brands?
Kellogg's is a well-known manufacturer of breakfast cereals and several other products,
such as Pop-Tarts, Eggo waffles, and fruit snacks. Kellogg's has used Tony the Tiger on
its Frosted Flakes box and promotional efforts for years. In fact, when Tony turned 50
years old, Kellogg's staged a big event in Michigan, which is where the cereal is
produced, to celebrate. The company also took the party on the road for the month,
traveling to 30 cities in a bus painted with an image of Tony and offering fun activities
for families. Also, during that month, the price of the cereal was lowered to what the
price was 50 years ago when Kellogg's first started selling it. The event received
considerable media exposure (e.g., a feature story about Tony in USA Today) due to the
successful public relations effort supporting the brand. Additionally, kids can go to
Kelloggs.com and click on "Fun-K-Town" and play games with Kellogg's breakfast
cereal characters such as Tony the Tiger. During the month of his birthday celebration,
there was a special game in which kids could help Tony find his birthday presents.
Although anyone could play a game with Tony, game pieces were placed in specially
marked boxes, giving kids the chance to participate in the game at a higher level and
win prizes.
Identify the public relations tool used for Tony's birthday celebration.
