Relying on public relations means never having to pay for media exposure.
The two main types of audiences that magazines target are consumer and business
audiences.
The supply chain refers to the various companies that are involved in moving a product
from its manufacturer into the hands of its buyer.
The television and radio industries use ratings rather than gross impression figures.
Purchase decision is the last step of the consumer decision process.
Brand communication should be considered effective when it generates the advertiser’s
desired response.
Though advertising is used to showcase brands, it cannot actually create consumer
demand.
The outcome of strategic research usually reaches agency creative departments in the
form of a strategy document called a message brief.
A media kit provides information about the size and makeup of a media vehicle’s
audience.
Market planning is the process of identifying a problem, determining objectives,
deciding on strategies, and implementing the tactics to occur within a specified time
frame.
The goal in a measurable objective should be a realistic estimate of the change the IMC
campaign can create.
Advertisers use database information to target their campaigns to consumers who, based
on demographics, are likely to buy their products.
A message that uses an emotional pivot structure creates a feeling at the beginning of
the message and then intensifies that feeling throughout the message.
Banner advertising is decreasing in effectiveness.
Both SMRB and MRI conduct and report original research that is intended primarily for
use in media planning.
Policies of compensating advertisers for errors, such as missed positions or errors in
handling the message presentation, are known as ________.
A) preemptions
B) make goods
C) up-fronts
D) preferred positions
E) remuneration
Advertising, sales promotion, personal selling, public relations, and direct marketing
are all promotional tools ________.
A) that should be integrated under the concept of integrated marketing communications
B) used in business-to-business markets but not consumer markets
C) used for push strategies but not pull strategies
D) used for pull strategies but not push strategies
E) used in consumer markets but not business-to-business markets
The Effie award is given to recognize advertisements that are ________.
A) integrated with other marketing efforts
B) both creative and effective
C) developed into complete advertising campaigns
D) cost-efficient
E) created by in-house agencies
A ________ consists of all those who occupy a dwelling, whether or not they are
related.
A) subculture
B) family
C) household
D) reference group
E) normative group
Which projective technique involves asking consumers to visually record something
with a camera, such as a shopping trip, and then later reviewing those visuals and
asking consumers to explain what they were thinking or doing?
A) fill-in-the-blanks
B) photo elicitation
C) purpose-driven games
D) story elicitation
E) photo sorts
Which of Frazier’s Six Creative Strategies is most likely to force competitors into “me
too” positions?
A) resonance
B) positioning
C) preemptive
D) affective
E) brand image
A local business that hires a sign holder to stand on the sidewalk, trying to catch the
attention of passersby by promoting a special marketing event, is using ________.
A) guerrilla marketing
B) viral marketing
C) product placement
D) advertainment
E) mobile marketing
Which of the following departments has the primary responsibility for managing the
advertising process?
A) accounting department
B) traffic department
C) marketing services
D) art studio
E) print production
Which of the following is NOT a main communication effect that is assessed in various
types of advertising research?
A) persuasion
B) investigation
C) cognition
D) perception
E) emotion
Pfizer is a large pharmaceutical company that has dramatically increased its
direct-to-consumer television advertising of prescription drugs. However, Pfizer has
stringent in-house ad review procedures, including reviews by agency and client
attorneys. Pfizer is concerned that any claim made in an ad is verifiable and that the ad
is executed in good taste. What type of advertising self-regulation does this illustrate?
A) industry self-regulation
B) self-discipline
C) self-regulation by community groups
D) mandatory self-regulation
E) voluntary self-regulation
In which stage of the classic creative process does the problem solver try to put his or
her conscious mind to rest to let the subconscious take over?
A) ideation
B) brainfag
C) incubation
D) immersion
E) illumination
Big companies may have hundreds of agencies working for them, but they normally
have a(n) ________, which does most of their advertising business and may even
manage the other agencies.
A) agency-of-record
B) creative boutique
C) media-buying service
D) agency-of-importance
E) media vehicle
How does advertising create cost efficiencies?
What is the difference between a hit and a mention in publicity?
What role does customer service play in effective brand communication?
Compare and contrast the responsibilities of a producer and a director in a broadcast
production.
In the measurement of a public relations campaign, what is the difference between
output and outcomes?
Explain one advantage and one disadvantage of adding variables to a target audience
definition.
Explain the function of a key visual.
Maria is a public relations specialist who works primarily on writing news releases and
feature stories for the clients of the agency in which she works. On the most basic level,
how can her efforts be evaluated?
Why is advertising often seen as the driving force in marketing communications?
Explain the “Reasonableness” element of the current FTC policy on deception.