In most marketing communication, the power to get attention lies primarily with the
________.
A) visual
B) audio
C) script
D) copy
E) sound effects
Companies within the same industry gather to present, demonstrate, and sell their
merchandise at ________.
A) dealer loaders
B) point-of-purchase promotions
C) trade shows
D) multiplatform promotions
E) event markets
For an advertisement to be considered effective, what is the first thing it must do?
A) hold consumers’ interest
B) gain consumers’ attention
C) convince consumers to change their purchasing behavior
D) convince consumers to continue buying the brand
E) remind consumers of the brand and their positive feelings about it
How are most press releases distributed?
A) online
B) by fax
C) through the mail
D) through social networks
E) in person
The ________ regulates email marketing.
A) Do Not Mail List
B) Mail Preference Service
C) McAfee Internet Security Suite
D) CAN-SPAM Act
E) Do Not Call Registry
The cost of purchasing a 30-second advertising spot during the Super Bowl is very
high, typically millions of dollars. Despite the cost, commercials for products such as
Coca-Cola, Doritos, and Bud Light run during the Super Bowl every year. In
advertising terms, the Super Bowl is the ________.
A) media vehicle
B) agent
C) message
D) supplier
E) client
What is meant by the term effective with respect to advertising?
A) The advertising delivers the results the marketer has specified for the advertising.
B) The advertising wins creativity awards, such as the Effie or the Clio.
C) The advertising is remembered by at least 50 percent of the target audience.
D) The advertising results in increased sales.
E) The advertising media exposure was purchased at the lowest possible cost to reach
the target audience.
________ is obtained in the SMCR communication model by monitoring the response
of the receiver to the message.
A) Noise
B) Feedback
C) Acceptance
D) Persuasion
E) Awareness
Another term for publics is ________, which refers more specifically to people who
have a stake, financial or not, in a company or organization.
A) targets
B) stakeholders
C) audience
D) shareholders
E) contact points
Scannable QR codes that link to product websites are now being used ________.
A) on television
B) on mobile ads
C) on radio
D) in print ads
E) in branded entertainment
Advertising intended to mislead consumers by making claims that are false or by failure
to make full disclosure of important facts, or both, is called ________.
A) puff advertising
B) indirect advertising
C) deceptive advertising
D) unsubstantiated advertising
E) injurious advertising
Some critics claim that advertising has a strong impact on how young women view
themselves, often resulting in negative self-images. Some critics have even claimed that
advertising is a major cause of eating disorders for young women because ads targeted
to this demographic use unreasonably thin models. Which of the four functions of
advertising does this best illustrate?
A) marketing role
B) economic role
C) societal role
D) public service role
E) institutional role
Which schedule spreads the advertising evenly over the campaign?
A) pulsing
B) flighting
C) continuous
D) carryover
E) lead-in
Subsegments of a more general market segment are known as ________ markets and
are defined by individuals with some distinctive interest or attitude, such as being
ecologically minded consumers.
A) behavioral
B) niche
C) cultural
D) generational
E) social
________ is a practice that uses databases to predict trends and monitor consumers to
more effectively implement direct-marketing strategies.
A) Integrated marketing
B) Permission-based marketing
C) Database marketing
D) Conversion marketing
E) Predictive marketing