An understanding of local culture and customs is important in international advertising.
Combining direct-mail lists is called merging, and deleting the repeat names is called
purging.
Corporate communication programs with the government and the public on issues
related to government and regulation are called public affairs.
Physiological needs include the need for water, food, and sleep.
Single-source research is better for measuring the long-term effects of sales promotions
than the short-term sales effects.
Institutional markets are made up of nonprofit organizations only.
The two basic media objectives are reach and frequency.
Because of privacy concerns and regulations, direct marketing is more difficult in some
countries than in the United States.
Response rates and redemption rates are used to evaluate the effectiveness of
promotional programs.
Public relations specialists design ads, prepare written messages, and buy media time
and space.
As competition in a product category increases, prices tend to increase.
In the case where the core targeting and positioning strategies remain the same in
different markets, execution needs to be the same.
A communication brief should be both strategic and inspirational.
Media planning should begin after message planning is complete.
An advertiser should have data on file to substantiate any claims it makes in its
advertisements.
What are the two general types of premiums?
A) direct and mail
B) free and self-liquidator
C) immediate and delayed
D) direct and indirect
E) retailer-sponsored and manufacturer-sponsored
Why do some Internet surveys create results that may not reflect a specified
population’s behavior and attitudes?
A) Participants typically volunteer rather than being randomly selected
B) The practice of spamming has gained acceptance.
C) Internet surveys can present images, sounds, and videos.
D) Internet surveys are effective for reaching a wide audience.
E) More people have Internet access than telephone access.
________ is the process by which we receive information through our five senses.
A) Cognition
B) Behavior
C) Exposure
D) Awareness
E) Perception
An ad for CLR bathroom cleaner shows soap scum and grime on a shower wall. The ad
demonstrates how one spray is all it takes for CLR to restore everything to a shiny,
clean luster. Which component of persuasion is most clearly demonstrated in this ad?
A) attitude
B) argument
C) involvement
D) loyalty
E) trial
According to the rational view of the economic impact of advertising, which of the
following is NOT a type of information that advertising provides to help consumers
assess the value of a product?
A) price cues
B) psychological appeals
C) quality
D) location
E) reputation
The most basic federal law that governs advertising is the ________ Amendment to the
U.S. Constitution.
A) First
B) Second
C) Third
D) Fourth
E) Fifth
What is the primary objective of point-of-sale materials?
A) to build brand loyalty
B) to provide a special reason to buy
C) to offer a price comparison
D) to inform customers about product benefits
E) to reinforce the brand promise
On Your Side Worldwide is an international advertising company that has several
departments working on different aspects of brand communication for their clients. In
order to monitor and integrate this diversity of brand communication, the company
must have ________.
A) cooperative advertising
B) house brands
C) standardization
D) cross-functional management
E) localization
Which basic objective of direct marketing involves attempting to motivate customers to
visit an event or retail outlet?
A) developing leads
B) driving traffic
C) testing offers
D) enhancing awareness
E) driving responses
Which of the following are two strategies for global advertising programs?
A) market-orientation and culture-orientation
B) standardization and localization
C) short-term and long-term
D) high-context and low-context
E) structured and unstructured
Which of the following is NOT a marketing communication tool used in public
relations?
A) sales promotion
B) advertising
C) Internet
D) direct marketing
E) personal sales
The advertising that launched General Motors’ OnStar GPS system used a Batman
theme. Looking at the commercial in terms of signs and symbols, it is possible to
discover the obvious and hidden meanings of the message. For instance, the “bat
beacon” becomes the OnStar for the average person who wants to have the wonderful
technology toys Batman had. This is an example of ________.
A) consumer insight research
B) semiotic analysis
C) aided recognition
D) quantitative research
E) unaided recognition
P&G is concerned that some of the controversial programming on television today hurts
its brand’s image if the company advertises during that type of programming. Allison
suggests that P&G develops its own family-friendly programming, assuming the total
financial responsibility for producing the program and providing the accompanying
commercials. What form of television advertising would P&G be undertaking?
A) sponsorship
B) participations
C) spot announcements
D) on-network syndication
E) specialty television
Kimberly is an art director at an advertising agency, and she is developing the print
campaign for one of the agency’s clients. The client doesn’t have a large budget, so it
would like to keep the costs of production as low as possible. This means that the
creation of original art in the ads is not feasible. The desired look of the ads is formal,
and the mood Kimberly wants to convey is calm, serene, reflective, and intellectual.
She also wants the layouts to be formal because the product is financial services
targeted to consumers 50+ years old.
Kimberly is considering using mostly copy in her ad since financial services is a
complex topic and the market is interested in knowing detailed information. Describe
the layout you would suggest.
Joan recently opened a store in her community that specializes in home decor, including
some furniture, such as sofas, chairs, and end tables, but mostly home-decorating
accessories. She is also a certified interior decorator, and she provides expertise in
assisting do-it-yourself home decorators in “putting it all together.” She has not been
pleased with her sales so far, and she decides she needs to promote her business.
If Joan decides to use advertising, what type of advertising will that be and what should
it emphasize?
Advertising, publicity, and publications such as annual reports and collateral material
are well-known tools of public relations. List three other, lesser-known, yet effective,
public relations tools.
Explain how media technology has changed from the print era to today.
Bob works at a major advertising agency, and his job entails understanding the meaning
of the client’s brand and the target audience’s relationship to the brand. He must also
articulate communication strategies, prepare a creative brief based on an understanding
of the consumer and the brand, and finally, evaluate the effectiveness of the
communication in terms of how the target reacts to it.
For one of the agency’s clients, Bob is involved in assisting the team in crafting a
position by identifying features of the company’s brand as well as the competition’s
brand to determine where the brand has an advantage over its competitors. Name and
describe a technique Bob can use to help structure this analysis.
Discuss a major issue that global researchers face.
What are the differences between a recognition test, an unaided recall test and an aided
recall test?
Explain how cognitive and affective factors are related in the persuasion facet of the
Facets Model of Effects.
Nike was not a sponsor of the Olympics, but during a summer Olympics, Nike ran a
“Bronze, Silver, and Gold” promotion while the games were occurring. Name and
describe this marketing activity.