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A roadblock is an ad that is aired on multiple networks at exactly the same time.
Integrated marketing communication (IMC) is a recent trend that uses databases to
drive communication with customers and keep track of their interactions with a
company.
The video equivalent of a rough layout for a print ad is a storyboard.
Under the brand position section of a communication brief, the brand essence, brand
personality, and image are described.
The key set is what sticks in the mind and becomes the image that viewers remember
when they think about the commercial.
Some advertising messages are designed to deter rather than encourage behaviors.
The database management process begins with a sale.
Another way to look at advertising return on investment (ROI) is to use the
cost-to-sales ratio.
A belief that your family is more important than your job is an example of a value.
The only marketing mix element with communication effects is promotion.
Everything communicates is a basic concept of 360° communication.
An advertisement that is considered offensive in one context is considered offensive in
all contexts.
Which type of trade promotion rewards a reseller financially for purchase of a certain
level of a product or support of a promotion?
A) trade incentives and deals
B) contest
C) point-of-purchase display
D) self-liquidator
E) retailer kit
A technique in which 6 to 10 people work together to come up with ideas is known as
________.
A) concept listing
B) brainstorming
C) convergent thinking
D) free associating
E) dramatizing
Online media vehicles now offer media buyers ________ buying that relies upon
algorithms to target individual viewers based on their digital tracking data.
A) scatter market
B) up-front market
C) programmatic
D) frequency distribution
E) horizontal
The FTC's policy on ________relies on the likelihood that the advertisement is
misleading, the reasonability of the consumer's interpretation, and the probability of
material injury.
A) puffery
B) comparative advertising
C) competitive advertising
D) deceptive advertising
E) corrective advertising
Which of the following is NOT a type of research used in planning advertising and
marketing communication?
A) market research
B) consumer research
C) brand communication research
D) strategic research
E) segmentation research
Which category of headlines is straightforward and informative?
A) call-outs
B) calls to action
C) overlines
D) indirect action
E) direct action
________ invites viewers to share games and hangouts.
A) Twitter
B) Instagram
C) Tumblr
D) Angie's List
E) Google+
Haley and Lauren, who recently graduated with MBAs, are opening a new shoe
boutique called The Pampered Soul in Hattiesburg, Mississippi, which is classified as a
Metropolitan Statistical Area (MSA) with more than 100,000 people. It's also home of
The University of Southern Mississippi. Haley and Lauren will offer national brands of
shoes that are not available in the department stores in the mall, and their primary target
market will be women ages 18 to 35. They've rented a location on the main street in
front of the USM campus. The owners realize that most of their business will come
from within a five-mile radius and want to limit their advertising to those potential
customers. They have a modest budget for advertising, so they want to get as much out
of it as they can.
Haley and Lauren want to hold a special event for the USM college women in an
attempt to get them into their store. Would advertising in the local newspaperbe a good
advertising medium to make them aware of the special event? Why or why not?
Through ________, marketers can target individuals based on what they have
purchased, what shows they have watched, or what websites they have visited.
A) variable data marketing
B) permission-based marketing
C) behavioral targeting
D) predictive targeting
E) conversion marketing
After the headline, which copy element has the second-highest readership?
A) overlines
B) underlines
C) call-outs
D) captions
E) taglines
Socialtizing is a combination of ________ and corporate driven social chatter online.
A) networking
B) advertising
C) brand advocating
D) mobile marketing
E) viral marketing
In a SWOT analysis, which of the following would be considered a threat?
A) a loss of market share
B) a strong economy
C) a loss of stock value
D) another company's loss of market share
E) an economic downturn
A(n) ________ is any advertising message that consumers believe reflects the opinions,
beliefs, or experiences of an individual, group, or institution.
A) endorsement
B) comparative ad
C) puffed ad
D) one-sided message
E) two-sided message
Contrast the roles of account manager and account planner.
( F
Suzanne and Shandra, longtime friends, share a love of animals and an animal
grooming business. They own a small fleet of RV motorhomes outfitted with
comfortable dog and cat grooming stations. On-the-Go Groomer's motorhomes come to
clients' homes in the metro area to provide pet services instead of requiring pet owners
to come to them. Suzanne and Shandra are pleased with their success, but both feel that
they are not reaching enough potential customers. So far, they have relied on local
newspaper advertisements and positive word-of-mouth to generate business. Suzanne
said, "We have come so far and really have a great little business going. But I think we
could become much bigger with the right plans in place."
Suzanne and Shandra advertised in the metro newspaper and now want to calculate how
many people saw their ad last week. What are Suzanne and Shandra trying to
determine?
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.
What should Bob include in the creative brief that he prepares for the creative
department?
Converges is a nationwide call center operator and has several call centers in college
towns. They are recruiting on campus, and your roommate is interested because the pay
is pretty good and the hours are flexible. However, she doesn't know much about
telemarketing, so she asked you about it because you are taking this class. Briefly
describe the two types of telemarketing.
In SWOT planning, what makes a strength different from an opportunity? Give an
example of each.
Explain how marketers may be able to reduce postpurchase cognitive dissonance.
Name and describe some of the primary and secondary research suppliers that Kraft and
its agencies might have purchased information from.
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.
