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Information from the marketing mix can add value to a brand.
Price copy is the focus of a great deal of retail advertising.
Preference and loyalty strategies include providing information about warranties,
customer service, and technical support.
Public communication campaigns can be used to discourage behavior.
The exchange rate can affect the amount of money spent in a foreign market as well as
the timing of the expenditure.
Problem solving requires not just logic, but also creative thinking.
Sound effects used in radio advertising are often take from sound-effects libraries rather
than created originally for a specific radio message.
Tracking studies can be used to determine whether a campaign's core message has the
staying power to be effective in another campaign cycle.
Virtually all major advertisers and advertising agencies have in-house ad review
procedures, typically including reviews by agency and client attorneys.
Which of the following statements regarding attitudes is most likely FALSE?
A) Advertisers are interested in attitudes because of their impact on motivations.
B) Attitudes vary in direction and strength; that is, an attitude can be positive or
negative, reflecting like or dislike, or it can be neutral.
C) Most attitudes are deeply set and cannot be changed.
D) Attitudes are important to advertisers because they influence how consumers
evaluate products, institutions, retail stores, and advertising.
E) Attitudes are learned.
Nike's longtime symbol on its products and in its ads is the Nike "Swoosh," which
looks like a curved checkmark. If another athletic shoemaker used that symbol on its
products or in its ads, that company would most likely be guilty of ________.
A) comparative advertising
B) competitive infringement
C) misleading advertising
D) trademark infringement
E) deceptive advertising
A ________ of an ad translates the foreign language copy into the original domestic
language to check the accuracy of the message.
A) high-context translation
B) low-context translation
C) global translation
D) bilingual translation
E) back translation
In which type of network television advertising does the advertiser assume the total
financial responsibility for producing the program and providing the accompanying
commercials?
A) participations
B) spot announcements
C) dayparts
D) sponsorships
E) product placement
Every few years, the Association of National Advertisers conducts a study on how
national advertisers compensate advertising agencies that plan, develop, and execute
their advertising campaigns. A national advertiser uses this data to determine how it
should compensate its advertising agency. From the perspective of the national
advertiser, what type of research is this?
A) primary
B) qualitative
C) secondary
D) organizational
E) marketing communication
According to the text, what is the greatest asset an organization can have?
A) capital
B) public goodwill
C) corporate history
D) technology
E) equity
Starbucks is interested in radio advertising and wants to reach consumers at the best
time of day to get them to drive into a Starbucks location. Research has shown that 80
percent of consumers drink the majority of coffee before going to work or on their way
to work. What daypart would you recommend Starbucks use to reach these consumers?
A) 6 to 10 a.m. (morning drive time)
B) 10 a.m. to 3 p.m. (daytime)
C) 3 to 7 p.m. (evening drive time)
D) 7 p.m. to midnight (nighttime)
E) midnight to 6 a.m. (all night)
Slogans, logos, imagery, and color are all examples of brand ________.
A) relationships
B) experiences
C) signals
D) personality
E) awareness
________ advertising features a product other than the primary, and usually
controversial, product.
A) Deceptive
B) Unfair
C) Comparative
D) Injurious
E) Indirect
What type of schedule is used when proportionately more of the marketing budget is
spent in special regions or DMAs?
A) continuous schedule
B) flighting schedule
C) heavy-up schedule
D) pulsing schedule
E) frequency schedule
Which of the following groups is made up of those who are unaware of their connection
to an organization regarding some particular problem?
A) active public
B) inactive public
C) latent public
D) aware public
E) strategic public
A manufacturer-designed display distributed to retailers who use it to call their
customers' attention to product promotions is known as a ________.
A) trade incentive
B) point-of-purchase promotion
C) co-promotion
D) spiff
E) dealer loader
The slogan "Have it your way" is an example of which of the following literary
techniques used by advertisers?
A) direct address
B) parallel construction
C) music
D) rhyme
E) clich©
In general, ________ methods are more useful for gathering data (e.g., how many do
this or believe that?), and ________ methods are better at uncovering reasons and
motives (e.g., why do they do or believe?).
A) qualitative; quantitative
B) primary; secondary
C) secondary; primary
D) reliable; valid
E) quantitative; qualitative
Henry is employed at an advertising agency and was approached by a company that
recently became national. The company wanted to advertise exclusively on television.
Henry suggested that the company's media plan instead use several media vehicles,
known as ________.
A) measured media
B) earned media
C) a media mix
D) share of voice
E) unbundled media
Compare and contrast cost per thousand (CPM) and cost per point (CPP).
How can advertising deliver one-to-one communication with a large group of people?
Why did the advertising industry sponsor an ad that had the headline, "People Have
Been Trying to Find the Breasts in These Ice Cubes Since 1957"?
Dell Computers dramatically increased its consumer advertising, resulting in Dell
becoming the top-selling personal computer. Consumers can purchase a Dell computer
only directly from Dell, either by calling the toll-free number or visiting Dell's website.
One of Dell's popular television commercials included Steve, a young man who would
usually say, "Dude, you're gettin' a Dell." Audiences really liked Steve and the ads he
appeared in, and in fact, that's when Dell's sales started to skyrocket. However, Dell has
stopped that campaign and has moved on to others.
Dell's media buyers purchased television commercial slots based on audience estimate
measures and then compared those estimates to the actual audience. What else should
the Dell media buyers consider when using these exposure numbers to evaluate impact?
Explain what is meant by the term effective frequency.
Discuss the advantages and disadvantages of direct marketing.
Explain what spam is.
Eric is an account planner at a major advertising agency. What three elements are at the
heart of an advertising plan and represent the decisions Eric is responsible for as the
account planner?
Compare and contrast the two general types of printed images.
