Product performance delivers the loudest message about a product and determines
whether the product is purchased again.
Employee communications programs and special events create buzz that an
organization can control.
Participations are commercials that appear in the breaks between programs, which local
affiliates sell to advertisers who want to show their ads locally.
Corporate blogs are a way of keeping employees and other stakeholders informed.
A household differs from a family in that it consists of all those who occupy a dwelling,
whether or not they are related.
The saying “KISS” refers to the design principle of ________.
A) unity
B) movement
C) simplicity
D) direction
E) proportion
According to the Supreme Court, commercial speech could be restricted for all of the
following reasons EXCEPT which one?
A) It is untruthful.
B) It is harmful to the public.
C) It is deceptive.
D) It makes a political statement.
E) It is misleading.
How often is the typical marketing plan evaluated?
A) every ten years
B) every five years
C) every year
D) every six months
E) every month
What is most likely used to evaluate an ad before it runs to try to determine its
effectiveness?
A) narrative testing
B) competitive research
C) brainstorming
D) comparative analysis
E) copy testing
A researcher asks a consumer who watched a particular television program whether she
remembers any commercials for a certain brand-name product. What type of question is
this?
A) unaided recall
B) aided recall
C) recognition
D) unprompted recall
E) open-ended
According to the U.S. Census definition, a ________ consists of two or more people
who are related by blood, marriage, or adoption, and live in the same household.
A) subculture
B) family
C) household
D) reference group
E) normative group
Which of the following refers to the percentage of direct-marketing contacts who
actually act on a direct-marketing communication?
A) frequency
B) conversion rate
C) recency
D) fulfillment rate
E) variable rate
WDAM is a local television station in Hattiesburg, Mississippi, that airs programming
provided from the National Broadcasting Company (NBC). This station has a
contractual relationship with NBC in which it agrees to carry programming originating
from NBC during a certain part of its schedule. WDAM is allowed to sell a small
amount of time during this programming to advertisers wishing to reach the local
market, but the station typically pays NBC 30 percent of the fees it charges for this
local advertising. However, WDAM receives 15 percent of the advertising revenue paid
to NBC by national advertisers. WDAM is known as a network ________.
A) affiliate
B) subscriber
C) agent
D) assistant
E) enabler
Which approach to segmentation divides the market using characteristics such as
gender, ethnicity, income, and so forth?
A) demographic segmentation
B) geographic segmentation
C) psychographic segmentation
D) benefit segmentation
E) behavioral segmentation
What does CPM stand for?
A) cost per million
B) cost per impression
C) cost per thousand
D) cost per point
E) cost per medium
A ________ measures the differences in perceptions and attitudes between groups or
between the organization and its publics.
A) benchmark
B) base point
C) gap analysis
D) situation analysis
E) communication audit
________ is the intangible value of the brand based on the relationships with its
stakeholders, as well as intellectual property.
A) Brand position
B) Brand parity
C) Brand image
D) Brand identity
E) Brand equity
In New York City, a series of advertisements seen on billboards and subway cars
conveys the image of soda into bottles of fat. Many of these images also include people
trying to drink the fatty contents of the bottle. The advertisements, sponsored by the
NYC Health Department, ask “Are you pouring on the pounds?” Looking at the images
is unsettling for many viewers. This is an example of ________.
A) shockvertising
B) false advertising
C) flogging
D) indirect advertising
E) corrective advertising
Proof statements that serve to make a claim believable are referred to as ________.
A) benefits
B) attributes
C) substantiation
D) comparison
E) problem solution
Explain why an illustration might be easier to understand than a photograph.
How does integrated marketing communication (IMC) build brand identity?
How can a media buyer evaluate the effectiveness of online advertising?
You are conducting research and want to make sure that it adheres to the scientific
method. Discuss the two basic research criteria you need to be concerned about.
A major television commercial production company is seeking summer interns. The
jobs students would fill are called grip and script clerk. In which stage of the television
production process will these roles be found, and what can you expect to do if you take
either of these positions?
Define account planning and describe the tasks involved.
Madeleine needs to conduct a focus group interview to get consumers’ reactions to
various advertising ideas. However, she does not have much time and she needs more
in-depth responses than she normally gets from a typical focus group interview. What
would you recommend Madeleine do to meet her needs?
Explain how the VALS system categorizes consumers.