Exposure does not necessarily lead to readership or viewership.
Sora is a teenager who loves to shop for clothes. She has a points card from Trend
Town, her favorite shop. Sora’s card is scanned each time she makes a purchase at
Trend Town, and the more she uses the card, the more special offers she receives from
the shop. Data from Sora’s card can be used to monitor buzz.
An advertiser’s objectives are stated in terms of the effects the advertiser wants a
message to have on an audience.
Unilever regularly runs ads comparing its Suave products to “overpriced competitors.”
To account for cultural differences, Unilever should adapt this campaign if it wanted to
run ads in Japan.
Newspapers are primarily used by advertisers trying to reach a national market.
The current FTC policy on deception is clear and easy for advertisers to measure.
Advertising does not serve a positive societal role.
Radio is a highly segmented medium.
Because people are able to move between social classes, these classes are relatively
impermanent and disordered divisions composed of members who do not share values,
interests, or behaviors.
Which of the following refers to the help provided to a customer before, during, and
after a purchase?
A) customer service
B) brand stewardship
C) brand management
D) relationship marketing
E) integrated marketing
Increasing immediate sales, attracting attention at decision points, creating interest,
stimulating urgency, and encouraging trial and impulse purchasing are all objectives for
the IMC tool of ________.
A) direct marketing
B) guerilla marketing
C) advertising
D) point-of-purchase
E) public relations
Travelocity.com is an online travel agency that advertises that users will get the best
prices on airfare, hotels, and rental cars. Travelocity.com uses the “Roaming Gnome” in
its television commercials, often in humorous situations. For example, a recent ad
showed the gnome in Europe where he plugged an American appliance (i.e., hair dryer)
into a socket and was shocked across the room. All that was shown of him when the
smoke cleared was the top of his gnome hat down behind a chair. Viewers hear him say,
“Am I going to die?”
Most audience members who see this commercial remember the image of the Roaming
Gnome being jolted across the room. This visual is known as a(n) ________.
A) action point
B) visual point
C) key visual
D) key frame
E) primary frame
Which of the following adds primarily psychological value to a product?
A) branding
B) quality
C) features
D) convenience
E) service
The National Pork Board developed the very successful “Pork. The Other White Meat”
campaign. The campaign provided nutritional information and pork recipes in an
attempt to encourage consumers to view pork as a tasty alternative to poultry and fish.
Which of the following functions was the goal of this public relations campaign?
A) influence government regulations on pork
B) gain financial support for pork producers
C) create newsworthy information about pork
D) maintain relationships with pork producers
E) reposition pork
Direct marketers have identified the criteria of recency, frequency, and monetary to
predict who will most likely ________.
A) respond negatively to direct-marketing
B) have the most purchasing power
C) stop purchasing
D) repurchase
E) recommend to a friend
What is typically used at the end of an ad to summarize the point of the ad’s message in
a highly memorable way?
A) testimonial
B) tagline
C) teaser
D) unique selling proposition
E) signature
________ advertising, which is the most visible type of advertising, focuses on the
development of a long-term brand identity or image.
A) Retail
B) Institutional
C) Brand
D) Nonprofit
E) Public service
Which of the following was the agreement reached in 1996 between broadcasters,
children’s advocates, and the federal government?
A) limiting advertising to 10 minutes per hour in children’s weekend television
programming
B) limiting advertising to 12.5 minutes per hour in children’s weekday television
programming
C) limiting advertising to 10 minutes per hour in all children’s television programming
D) requiring all TV stations to air three hours of children’s educational shows a week
E) banning all advertising during children’s television programming
________ means dividing the market into groups of people who have similar
characteristics in certain key product-related areas.
A) Targeting
B) Marketing
C) Positioning
D) Segmenting
E) Profiling
Which of the following is NOT a planning approach for creating global campaigns?
A) local initiative
B) centrally conceived campaigns
C) variations on central campaigns
D) top-down creativity
E) bottom-up creativity
Which of the following practices involves aggregating the wisdom of Internet users in a
type of digital brainstorming?
A) focus group interviewing
B) ethnographic observing
C) crowdsourcing
D) expert panel interviewing
E) consumer research panel interviewing
Which of the following most accurately identifies the strength of newspapers and
magazines?
A) delivering information in depth
B) tailoring programs to audience tastes
C) bringing entertainment into the home
D) delivering personalized information
E) creating two-way communication
Warm colors such as yellow and orange convey ________.
A) intellect
B) alarm
C) danger
D) happiness
E) aloofness
Why might an advertiser use an in-house agency?
Why might curiosity be a problem for certain types of ad campaigns?
Explain why pictures are important in print ads.
Kyle is a media planner at an advertising agency and has just been assigned to develop
a media plan for a new client of the agency. What critical client information will Kyle
find useful in developing the media plan?
Explain four advantages of advertising in magazines.
Kim, who is an avid cyclist, decided to buy a new bicycle. She searched the Web for
information on bikes and visited some bike shops. What is involved in the next step in
her decision process if she follows the sequence in the text?
Explain the “Injurious” element of the current FTC policy on deception.