Media buyers negotiate rates, preferred positions, and extra support offers on behalf of
their clients.
Qualitative research should be used to draw conclusions about the larger population.
The term stakeholders refers to customers of a product as well as employees of the
company that produces and markets the product.
Association headlines use image and lifestyle to get attention and build interest.
The theory of cognitive dissonance refers to an internal conflict between two different
thoughts.
Products can be services and ideas, as well as goods.
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 primary research suppliers.
The calculation of ROI identifies how much money a brand made in comparison to its
expenses.
The primary goal of a media plan should be to maximize reach.
Specialty advertising presents a brand’s name on something that is given away as a
reminder, such as a pen, cap, or mouse pad.
Advertising agencies do not play a role in direct-response marketing.
Advertisers who don’t care where their ads run in the newspaper pay the
nonpreferred-position rate (NPR).
Whether or not the marketer plans for integrated marketing communication, people
automatically integrate the messages from a brand and the experiences they have with
that brand to create their own personal brand perception.
Direct-response communication is meant to drive a transaction or generate some other
type of immediate behavioral response, and this is easily measurable.
With new metrics available to more accurately evaluate campaign effects, informal
evaluation of brand communication based on the judgment of experienced managers is
no longer needed.
What form of newspaper advertising is the dominant form, can be any size, and can be
placed anywhere in the newspaper except the editorial page?
A) classified
B) display
C) supplement
D) gatefold
E) free-standing insert
Which of the following is a surrogate measure for the key effect of behavior?
A) motivation
B) trial
C) brand image
D) recall
E) relevance
Theo is implementing the direct-marketing process in his business. Currently, he is
conducting marketing research, segmenting and targeting markets, and setting
objectives. Which step in the direct-marketing process is he implementing?
A) Step 1
B) Step 2
C) Step 3
D) Step 4
E) Step 5
A company that takes a ________ approach to international marketing tries to make
accommodations in its marketing mix for cultural differences.
A) parity
B) domestic
C) global
D) standardized
E) localized
Which of the following is NOT a guideline for writing effective radio commercials?
A) Keep it impersonal.
B) Wake up the inattentive.
C) Speak to listeners’ interests.
D) Make it memorable.
E) Include a call to action.
An ad for Maybelline age-minimizing makeup in Ladies’ Home Journal magazine
featured actress Melina Kanakaredes and offered readers a $1-off coupon to try the new
makeup. The medium of this ad is ________.
A) Melina Kanakaredes
B) Ladies’ Home Journal
C) readers who redeem the $1-off coupon
D) Maybelline
E) the target market to whom Melina Kanakaredes appeals
Kindrella is trying to convey a natural, no-nonsense tone in a print ad. Which of the
following color(s) should she use in the ad?
A) earth tones
B) pastels
C) black and white
D) red and blue
E) red and yellow
* Target population: 100,000
** those who did not read either of the other two magazines
If there were one weekly insertion in all the magazines for a four week period, what
would the total insertions be for the plan?
A) 30
B) 24
C) 9
D) 12
E) 36
Which category of public relations tools includes news releases?
A) controlled
B) uncontrolled
C) semicontrolled
D) advocacy
E) image
“Farmville” and “Words with Friends” are both examples of ________.
A) fan pages
B) brand communities
C) user-generated sites
D) social games
E) crowdsourcing
Which of the following is NOT typically used to determine social class?
A) income
B) age
C) family prestige
D) occupation
E) education
________ are tiny computer programs that allow people to create and insert
professional-looking content into their personal websites and onto their TV screens.
A) Widgets
B) Superstitials
C) Banner ads
D) Skyscrapers
E) Minisites
The best measure of a successful trade promotion is whether ________.
A) brand awareness increases
B) the number of channel members increases
C) brand loyalty increases
D) sales increase
E) inventories increase
Which of the following is NOT a VALS classification of consumers?
A) Thinkers
B) Strivers
C) Makers
D) Doers
E) Believers
Which type of communication objective is most closely associated with the Facets
Model of Effects category of persuasion?
A) deliver information
B) create awareness
C) cue the brand personality
D) create conviction
E) connect to positive brand experiences
Monique and Bob Smith are married with two children at home and a third away at
college. They are also considering adopting another child. Monique is the primary
shopper for her family. Every week, she goes shopping to buy products that she and her
family need and want.
Lex, Bob and Monique’s oldest son who is away at college, lives with three other
students in a house off campus. According to the U.S. Census, Lex and the other
students represent a ________.
A) target market
B) family
C) household
D) reference group
E) subculture
The term ________ refers to content of a commercial nature that is created or posted on
the pages of users in social media promoting a product, service, or cause.
A) link
B) user-generated ad
C) interactive ad
D) trailer
E) microblog
Which component of a communication brief states the single-minded thought that the
communication will bring to life in a provocative way?
A) communication objective
B) consumer insight
C) creative direction
D) brand imperative
E) proposition or selling idea
The text of the ad is known as the ________.
A) headline
B) overline
C) body copy
D) subhead
E) tagline
The practice called search and reapply is typically used in the ________ approach to
planning an international IMC campaign.
A) centrally conceived
B) bottom-up creativity
C) local initiative
D) standardized
E) lead agency
List the six functions of a media buyer.
How do marketing managers use ROI?
Describe the SMCR mass communication model. Then compare and contrast that
model with the interactive communication model.
Compare and contrast the local initiative and centrally conceived approaches to
international IMC campaign planning.
Describe the evolution of Procter & Gamble’s Ivory soap. How does it illustrate the
concept of branding?
Explain why a movie studio may decide to spend more of its communication budget on
promoting a movie through social networks and less in conventional media for movie
advertising.