Direct-response communication is measured in terms of cost-per-lead.
One limitation of infomercials is that they cannot easily be introduced into foreign
markets.
The storyboard is the visual plan or layout of the commercial.
One reason for the growth of sales promotion is that it reduces the consumer’s risk of
trying a new product by giving something of added value to motivate action.
In direct marketing, service firms are agencies that specialize in supplying printing,
mailing, and list brokering.
The area of public relations that focuses on developing media contacts (i.e., knowing
who in the media might be interested in the organization’s story) is called external
relations.
The last line of copy in a magazine advertisement for Post-its reads, “Find out more at
post-it.com/bigpad.” This is an example of a call to action.
After segmenting a market, the marketer uses targeting to design specific
communication strategies for the product’s audience.
________ advertising may use any advertising medium, but it differs from other types
of advertising in that it tries to stimulate an immediate consumer action.
A) Brand
B) Local
C) Direct-response
D) Institutional
E) Public service
________ takes place when a set of thoughts and feelings become linked to a brand
through repetition of the message.
A) Resonance
B) Conditioned learning
C) Differentiation
D) Social learning
E) Cognitive learning
Which of the following types of agencies would most likely be able to purchase media
at a low cost because they can group several clients’ purchases together?
A) creative boutiques
B) media-buying services
C) in-house agencies
D) traffic departments
E) full-service agencies
What do media planners, market researchers, copywriters, and art directors all have in
common?
A) They all search for new ideas.
B) They all manage the creative process.
C) They all conduct market research.
D) They all need consumer approval.
E) They all rely on logical appeals more heavily than emotional appeals.
When Procter & Gamble developed the Mr. Clean Magic Eraser, the company needed
to explain how the product cleans grime from walls without removing paint. Procter &
Gamble likely used a message that ________.
A) informed
B) touched emotion
C) resonated
D) teased
E) reminded
Which of the following is the public spread of a private want?
A) selective satisfaction
B) cognitive dissonance
C) adaptation
D) mass desire
E) normatization
Which of the following best explains why the amount of prescription drug advertising
has increased since 1997?
A) The American Medical Association approved the use of advertising to promote
prescription drugs.
B) The federal government loosened its controls on the production of prescription
drugs.
C) Pharmaceutical companies realized that a pull strategy would be more effective than
a push strategy.
D) The federal government loosened its controls on pharmaceutical advertising.
E) Patents held by many pharmaceutical companies expired, resulting in price
competition and heavy advertising.
The Internet, mail, and telephone are all considered addressable media.
________ is a contractual arrangement between the manufacturer and the resellers, in
which the manufacturer agrees to pay a part or all of the advertising expenses incurred
by the resellers.
A) Co-op advertising
B) Display advertising
C) A buying allowance
D) An advertising allowance
E) A dealer loader
Which of the following is the best example of a low-involvement product?
A) cars
B) computers
C) clothing
D) cosmetics
E) paper napkins
Local television stations that are not affiliated with a network are known as ________.
A) disconnects
B) interconnects
C) spot stations
D) syndicated stations
E) independent stations
When using which type of advertising agency does an advertiser produce its own
advertising?
A) home agency
B) agency-of-record
C) in-house agency
D) creative boutique
E) agency network
The animate program City Hunters, created for the Axe brand, is an example of
________.
A) advertainment
B) viral marketing
C) alternative media
D) subliminal advertising
E) guerilla marketing
An email from Amazon.com offers free shipping on your next purchase of more than
$35. This is an example of ________.
A) sales promotion
B) publicity
C) public relations
D) word-of-mouth
E) mass media
Vertical advertising relies mainly on ________ to get its messages to potential
customers.
A) brand advocates
B) opinion leaders
C) television, print, and radio
D) social media
E) mobile marketing
________ marketing occurs when a seller and customers deal with each other directly
rather than through an intermediary, such as a wholesaler or retailer.
A) Integrated
B) Simplified
C)
D) Direct-response
E) Tiered
For Hyundai Corporation, customers who care about the price of a car and its operating
economy make up one ________.
A) market position
B) market value
C) market segment
D) strategic business unit (SBU)
E) share of mind
What is the B2C2C model and why is it an important marcom tool?
One research study used the Zaltman Metaphor Elicitation Technique (ZMET) for the
Kraft boxed macaroni and cheese product. Kraft learned that its brand of boxed
macaroni and cheese generated feelings of fun and love, not just feelings of nutrition
and fulfillment. Explain how Kraft, using this technique, uncovered this information.
Kraft markets several consumer packaged goods products as well as appliances, such as
coffeemakers, and wants to get a better understanding of its target market and how
competing products are advertised. Kraft’s agency of record has conducted extensive
research for them as well as purchased information from research suppliers. The agency
is also conducting background research as well as using some imaginative qualitative
methods to better understand Kraft’s target market.
Describe the kind of information an advertiser can gain from Mediamark Research, Inc.
(MRI).
Why should evaluation be a component of any campaign? What are the risks of not
using formal evaluation?