Package goods are most closely associated with the business-to-business markets.
Single-source research allows researchers to come closer to showing a causal
relationship between advertising and sales.
A practice designed to deliver a groundswell of opinion, buzz, or marketplace demand
for a product is called viral marketing.
Planners typically make heavier advertising allocations in weak sales areas because
these are the areas that promise the greatest growth.
Cross-media integration means that various media work together to create coherent
brand communication.
Sampling is a type of promotion that allows a consumer to try a product or service
before buying it.
Advertising helps us shape an image of ourselves by setting up role models with whom
we can identify. Advertising also gives us a way to express ourselves in terms of our
personalities and sense of style through the things we wear and use.
Personal judgment and moral reasoning rest on ________.
A) explicit laws governing practice
B) membership in a professional association
C) an understanding of the law
D) a sense of right and wrong
E) a code of standards
A television advertisement for Chick-fil-a shows several cows eating grass in a large
field. The camera zooms out to show that the cows have eaten a pattern into the grass
that reads “Eat more chikin.” The message closes with the lines, “We didn’t invent the
chicken, just the chicken sandwich.” This commercial best demonstrates which
characteristic of effective copy?
A) using news
B) using imaginative description
C) providing product information
D) being original
E) being general
A company that pays bloggers to pose as customers and post customer reviews online is
using ________.
A) green marketing
B) cause marketing
C) shockvertising
D) flogging
E) networking
An attitude (respect, preference), an emotion (liking), and an action (repeat purchases)
combine to make brand ________.
A) position
B) image
C) promise
D) loyalty
E) personality
Rooms with large banks of phones and computers where workers send and receive calls
are known as ________.
A) call centers
B) telephone pits
C) call lists
D) call floors
E) call pits
Which component of a communication brief provides the reason to believe the
proposition?
A) brand position
B) support
C) creative direction
D) brand imperative
E) proposition or selling idea
Which is a method of comparing media vehicles by estimating the cost of reaching 1
million households based on a program’s rating points?
A) cost per point (CPP)
B) cost per thousand (CPM)
C) cost per prospect (CPP)
D) brand development index (BDI)
E) category development index (CDI)
________ occurs when a presentation of facts, information, and explanations leads to
understanding.
A) Resonance
B) Conditioned learning
C) Transformation
D) Social learning
E) Cognitive learning
Promotions are typically LEAST effective at which of the following?
A) creating immediate sales
B) reinforcing brand image
C) building brand awareness
D) changing negative brand attitudes
E) generating product trial
Which of the following is a social influence on consumer decision making?
A) state of mind
B) innovation
C) satisfaction
D) family
E) personality
Explain how the meaning of the term earned media has changed in recent years.
One advertising agency’s client wanted to use only television commercials, primarily
because the client thought it would impress its customers and business colleagues. The
advertiser’s agency is having a difficult time convincing the client to use a media mix,
not just television. Explain why it’s better to use a media mix than to rely on just one
medium.
Oust, a brand of air freshener, advertises how its product will get the odor out, not
merely cover it up. The advertisement provides facts, information, and an explanation
of how Oust can kill bacteria in the air that cause odors.
Mary was extremely satisfied with the product after she tried it, so she purchased the
product again. She even told her mother and sister about the benefits of Oust and
convinced them to try the brand as well. What component of persuasion does this
represent, and why do marketers want to attain this level of persuasion?
To get attention, an ad has to have stopping power. Describe how ads can accomplish
this.
Name and describe six of the eight common types of advertising.
Compare and contrast the responsibilities of a composer and an arranger working on a
broadcast production.