Evaluative research conducted during an ad campaign seeks to determine the
effectiveness of the ad, while evaluative research conducted at the end of an ad
campaign has diagnostic objectives.
An IMC program is more complex than a traditional advertising plan.
Shoppers today are more brand loyal, so promotion incentives have to provide
substantial incentives to encourage brand switching.
Accurately measuring the mobile audience of outdoor advertising is fairly easy as one
would merely have to count passing cars.
Lands’ End is a clothing and accessories company that markets to children, men, and
women. The Lands’ End website features all of the company’s products and allows
customers to order directly. Lands’ End sends regular emails to customers notifying
them of new products and sales offers. Lands’ End is an example of Internet-based
e-commerce.
Speaking style in radio advertising should match the speech style of the target audience.
Multichannel deals are a result of media convergence and allow advertisers to purchase
media across all platforms with a single deal.
Facebook and Twitter are both microblog sites.
Seekers tend to conduct three types of searches: knowledge, experiences, and
interaction.
Impressions and circulation are different terms for the same measure.
The Internet is the most multidimensional medium available to advertisers.
Underwriting is a type of corporate sponsorship of public radio.
A freelance job typically pays better than a staff job in the short term.
Brand essence and brand position are two terms that describe the same concept.
Behavior refers to how consumers respond to information, learn, and understand
something.
In the case of designated marketing areas (DMAs), weak markets may be given more
than their share of media weight in the hopes of strengthening the brands in these
markets, a practice known as ________.
A) investment spending
B) pull spending
C) push spending
D) flighting
E) gross rating
Normally, the largest unit of ad space that magazines sell is the ________.
A) full-page ad
B) double-page spread
C) gutter spread
D) bleed page
E) nonbleed page
The cost of purchasing a 30-second advertising spot during the Super Bowl is typically
millions of dollars. From the advertiser’s perspective, what is the most important benefit
of placing an advertisement during the Super Bowl?
A) the ability to reach a mass audience
B) the best media for introducing products
C) the ability to make personal connections with consumers
D) the likelihood that consumers will make an immediate purchase decision
E) the persuasive nature of television commercials
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 are trying to figure out how many people will see their newspaper
advertisements. They saw that the Hattiesburg American had very different numbers for
readership and circulation. Why is that?
Which pricing strategy uses marketing communication to manipulate the customer’s
judgment of value?
A) psychological pricing
B) true pricing
C) distribution pricing
D) copy pricing
E) customary pricing
A television ad for Meridia, a prescription medication for the management of obesity,
begins by showing a close-up of a cute, pudgy baby’s face while the copy says
something to the effect that “doctors have been concerned about your weight all your
life.” The baby’s face gradually turns into that of a woman who is attractive yet
overweight, and the copy says, “Meridia can help-just ask your doctor.” Then the scene
shifts, rather abruptly, to the name of the prescription medication.
The art director wants to purchase a previously recorded image of a baby’s face rather
than go through the process of casting and abiding by all the regulations for working
with minors. What could the art director use?
A) pre-shot footage
B) open footage
C) stock footage
D) proprietary footage
E) dubbed footage
According to the Facets Model of Effects, which of the following are drivers of the
affective response?
A) wants
B) recall
C) comprehension
D) needs
E) differentiations
A type of formula writing that is full of clich©s, superlatives, stock phrases, and vague
generalities is known as ________.
A) hyperbole
B) display copy
C) key copy
D) adese
E) news copy
________ means the receiver of the message has become mentally engaged in some
way with the ad and the product.
A) Attention
B) Perception
C) Selection
D) Interest
E) Awareness
* Target population: 100,000
** those who did not read either of the other two magazines
What are the total gross rating points (GRPs) for this media plan, assuming that each
magazine carries a weekly ad insertion for a total of four weeks?
A) 11
B) 22
C) 26.4
D) 44
E) 52.8
Advertisements for which of the following types of products are most heavily criticized
for using misleading claims?
A) automobiles
B) weight loss products
C) travel packages
D) over-the-counter medicines
E) snack foods
The planners for Cat Care, a line of cat food and products, want to gather information
about which commercial in a new campaign is most effective at increasing sales. Which
of the following methods would be best for helping the planners gather the information
they need?
A) semiotics testing
B) single-source research
C) recognition testing
D) brand linkage testing
E) conversion research
Which concept is a measurement that shows whether, in general, the costs of
conducting the business are more than matched by the revenue produced in return?
A) SWOT
B) SBU
C) IMC
D) the 4 Ps
E) ROI
In which step of the classic creative process does the problem solver hit a blank wall
and want to give up?
A) ideation
B) brainfag
C) incubation
D) mental block
E) immersion
The extra-long, skinny ads running down the right or left side of a website are called
________.
A) skyscrapers
B) borders
C) pop-ups
D) minisites
E) superstitials
Many advertisements for weight-loss products feature before-and-after photos of
individuals who have lost an astonishing amount of weight. While these products may
work for some people, the results shown in the ads may not be typical. What are
regulators’ concerns regarding these ads, and how do advertisers of these products get
away with showing such demonstrations?
Hector is a media buyer, and one of his responsibilities is to evaluate the media vehicles
he will purchase for his clients. Name the companies that he most likely uses to give
him information on print and broadcast media audiences.
Stephanie has a Target Visa card. It’s a regular Visa card, but when she uses it at a
Target store, her child’s school receives 1 percent of her purchase. When she uses the
card elsewhere, the school receives 0.5 percent of her purchase. In fact, the school has
helped sign up people for the cards by sending brochures home with every student, and
now the school receives $500€$2,000 every quarter from Target. What types of
promotion are represented in this scenario?
How does a brand name add value to a product?
P&G is concerned about a claim made in a rival’s advertisement. P&G thinks that the
competition’s claim is deceptive. If P&G does not want to get the government involved
in this dispute, what course of action can P&G take to resolve this issue?
Why are the intangible features of a brand just as important as the tangible features of a
brand?
According to this chapter’s “A Matter of Practice,” what are the three performance
measures that can be used to assess executional quality of advertising?