With respect to prescription drugs, the Food and Drug Administration’s primary job is to
determine whether the drugs are marketed in a responsible way.
Ads that open with questions or dubious or ambiguous statements are designed to create
curiosity.
Undifferentiated products with low inherent interest can be distinguished by linking the
product with visual associations representing lifestyles and types of users.
Direct response media are designed to generate a sale with the assistance of a sales
person.
The first step in the regulation process after the FTC determines that an ad is deceptive
is the issuance of a cease-and-desist order.
Research methods and analytical techniques are readily available to demonstrate ROI
for public relations activities.
Dailies are rough versions of the commercial assembled from cuts of the raw film
footage.
Typically, the cost of airing a trailer in a first-run theater is about the same as the cost of
airing a 30-second ad in prime time.
Creating a high level of excitement about the product among distribution channel
members responsible for the product’s sale is one of the most important functions of a
trade promotion.
The share figure is always larger than the rating for television because the base is
smaller.
The strategy of “ads as news” was not introduced until after World War II.
Unbundling media services has allowed media groups to work for clients who may be
competitors of those handled by the agency.
The Children’s Food and Beverage Advertising Initiative is a federal law regulating the
marketing of so-called “junk food” to children.
Commercials shot outside the studio are said to be filmed ________, which means the
entire crew and cast are transported somewhere away from the studio.
A) off frame
B) on camera
C) on location
D) off location
E) off camera
In the mass communication process, an actual HP printer/fax machine advertisement in
a magazine is called ________.
A) feedback
B) the channel
C) noise
D) the message
E) the medium
If a flighting strategy works, there will be a ________, which means that consumers
will remember the product across the gap until the next advertising period begins.
A) carryover effect
B) hiatus
C) lead time effect
D) push
E) pull
Government organizations and trade associations are both sources of ________ data.
A) primary
B) secondary
C) ethnographic
D) subscription
E) unregulated
Which stage of the classic creative process is characterized as an unexpected moment
when the idea comes, often when the mind is relaxed and doing something else?
A) ideation
B) brainfag
C) incubation
D) immersion
E) illumination
Knight-Abbey Commercial Printers and Direct Mailers is a large commercial printer in
the southeastern United States. The company develops, prints, and mails direct mail
pieces for several businesses. One of the company’s largest customers is Beau Rivage
Casino in Gulfport, Mississippi. Knight-Abbey personalizes and prints eight variations
of a direct mail offer to customers. In terms of the types of firms in direct-response
advertising, which type is Knight-Abbey?
A) advertising agency
B) direct-marketing agency
C) service firm
D) fulfillment house
E) print brokerage
In the Facets Model, the cognitive objectives generally speak to the ________, and the
affective objectives are more likely to speak to the ________.
A) ego; conscience
B) conscience; ego
C) attributes; benefits
D) head; heart
E) heart; head
Which classification of business magazines presents stories and information about an
entire industry?
A) trade papers
B) regional magazines
C) professional magazines
D) vertical publications
E) horizontal publications
When Procter & Gamble developed the Mr. Clean Magic Eraser, the company needed
to explain how the product cleans grime from walls without removing paint. Which
basic role of advertising was most likely the focus of the campaign for this new
product?
A) providing information
B) providing product identification
C) providing entertainment
D) providing social value
E) providing comparisons
A recent article in the Wall Street Journal described how the next “Pepsi Generation”
likely will be drinking diet cola. Pepsi recently learned that one-third of teens were diet
soda drinkers and that teens start drinking diet soft drinks at a very early age. However,
Pepsi also acknowledged that a substantial portion of young people don’t consider diet
sodas cool, particularly men. The chief marketing officer for Pepsi-Cola North America
was quoted as saying, “We are treating Diet Pepsi as the flagship brand. . . . It’s a big
step for us.” Indeed, this is a major break with the traditional soft-drink market, where
the sugar-sweetened version of Pepsi still dominates in market share. However, with
concerns of rising obesity and schools cutting back on sugar-sweetened drinks in
vending machines, soft-drink manufacturers, like Pepsi, are responding with increased
marketing of their diet soft drinks. As part of this new change in focus, Diet Pepsi will
be marketed as a hip, cool brand for everyone, including teenagers and baby boomers.
Meanwhile, the article stated that Pepsi is narrowing its sales pitch for regular
Pepsi-Cola to ‘soda drinkers younger than 25, Latinos, African-Americans, and sports
fans.”
Which segmentation variables is Pepsi using when it narrows its marketing efforts for
regular Pepsi-Cola to ‘soda drinkers younger than 25, Latinos, African-Americans, and
sports fans”?
Which of the following would a planner use to compare positions of competitors?
A) brand matrix
B) situation matrix
C) differential map
D) perceptual map
E) SWOT map
( Which publics are most important to the organization, now and in the future?
Explain why this ad was less well received in Germany than in the United States.
Describe the roles performed by advertising in the functioning of our economy and
society.
What is the purpose of cross-functional brand management?
How have loyalty programs become reward programs?
Discuss problems advertisers might face when translating copy into another language.
How can these problems be addressed?
If Kraft wants to understand the deeper meanings consumers derive from competitors’
advertising, what type of research do you suggest and why?
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 purpose of collateral materials.