A copywriter not only has to fulfill all the responsibilities of proper information
inclusion based on creative platform and strategy decisions, but also has to:
a. carefully fit all the information within, between, and around the display.
b. sell the product and entertain the audience.
c. tell the same story with the audio and the video.
d. ensure that the consumer has a voice in the creative planning.
Psychographic segmentation focuses on the inner mindset of consumers rather than
outer aspects of their lives such as activities, interests, and lifestyles.
a. True
b. False
Rumors are running rampant through a company that a competitor is going to buy out
the firm and fire half of its workers. To reduce the anxiety of its workforce, which of the
following objectives of public relations can the company adopt?
a. Participate in industry events.
b. Lobby with industry groups.
c. Promote its products and services.
d. Prepare internal communications.
By the late 1800s, manufacturers were developing brand names. This helped them:
a. steer clear from advertising their products.
b. lower their economies of scale.
c. gain power.
d. lower their prices of products.
Pay-for-inquiry advertising is a payment scheme in which the medium gets paid by
advertisers based on the number of inquiries received in response to an ad.
a. True
b. False
Advertisers should set only one objective in an advertising plan.
a. True
b. False
The only way to measure the benefits of sponsoring an event is to determine how often
the sponsor’s name appears at the event and in media coverage of the event.
a. True
b. False
Which of the following is a reason for advertisers to divert their funds from traditional
media?
a. Consumers’ desire to control their information environment
b. Increased funds available for investment in alternative media
c. Increased costs for television spots
d. Media watchdogs monitoring traditional media
____are unsolicited commercial messages sent through the e-mail system.
a. Blogs
b. Spam
c. Premiums
d. Infomercials
____ are consumer-generated images that an online user portrays, which may or may
not accurately coincide with the consumers’ “real identity.”
a. Click-throughs
b. Avatars
c. Big data
d. Interstitial’s
Scenario 17-3
As the number of firms utilizing direct marketing continues to grow, so does the
number of consumers opposed to the methods often described as “intrusive.” To combat
the growing number of opposed consumers, marketers need to find creative new ways
to optimize their direct marketing campaigns. One such outlet that firms are beginning
to experiment with is social media. Executives understand that many consumers view a
company’s Facebook page more often than the company’s home page, so they”ve grown
to realize that setting up some form of an email optin on social media sites is a great
way to build marketing databases. In addition to opt-in sections, social media allows
businesses to interact with consumers, which may make them less inclined to respond
negatively to a company’s direct marketing efforts. By utilizing social media more often
in the future, a number of U.S. companies hope to build stronger and more useful
marketing databases.
Building a marketing database can be helpful because it allows companies to gauge
how receptive customers may be to new products or product features. One way of
isolating a company’s best customers is by utilizing:
a. a recency, frequency, and monetary analysis.
b. a frequency marketing program.
c. cross-selling techniques.
d. direct response advertising.
One objective for promotions in the trade channel is to increase store traffic, which
benefits both manufacturers and retailers.
a. True
b. False
An advantage offered by secondary data from government sources is that the
information is:
a. less biased than that from other sources.
b. always up-to-date.
c. available even to small businesses with no research budget.
d. gathered directly from consumers.
Which of the following is an example of international advertising?
a. Crispy Cracks promoting their new line of cracker at the Olympics
b. Flextronic advertising its flat-screen TVs in different states of a country
c. Radicle creating different versions of its new detergent ad for various countries
d. Unicorn featuring its “unicorn” logo on gear worn by tennis players
Infomercials that use celebrity testimonials have a definite advantage over those
featuring ordinary people, though this adds significantly to overall cost.
a. True
b. False
A manufacturer of high-priced gourmet cookware is discussing media alternatives with
his agency, and is strongly considering radio as a medium. The media planner at the
agency reminds his client that one of the major limitations of radio may work against
the company. Which of the following drawbacks of radio is the agency most likely to be
discussing?
a. Low flexibility for advertisers
b. Relatively high cost
c. Fragmented audiences
d. Lack of timeliness
Which of the following can advertisers accomplish if they create their own story for a
branded entertainment initiative?
a. They can attract specific target audiences.
b. They can find a special place for their brands in existing shows.
c. They can make target audiences three times more likely to purchase their products.
d. They can expect quantifiable return on investment.
What concept refers to the unique preference that each person has for thinking and
solving problems?
a. Interpersonal abrasion
b. Creativity framework
c. Brainstorming
d. Cognitive style
Slice-of-life ads are typically produced when an advertiser wants to:
a. promote brand recall.
b. change behavior by inducing anxiety.
c. give the brand social meaning.
d. gain recognition through brand name repetition.
What do the three Ps stand for in the 3P”s creativity framework?
a. Processes, Problems, and Perks
b. Preparation, Pragmatism, and People
c. Practicality, Problem-solving, and Production
d. People, Process, and Place
Which of the following is a reason for the convergence of advertising and
entertainment?
a. The desire to recapture the fading glamour of the good old days of advertising.
b. The recession-era’s focus on more work and less leisure time.
c. The availability of new kinds of media that people can use at their leisure.
d. The natural and inevitable partnership between marketing and promotion.
What is the most fundamental ethical issue in advertising?
a. Exaggeration, which is a serious but increasingly common practice
b. Taste, particularly regarding society’s exposure to offensive messages
c. Materialism, which also is a key legal issue
d. Deception, particularly false or misleading statements
An auto marketer runs a commercial that focuses on the clean energy that its new
hybrid uses. The commercial shows that the car is eco-friendly and does not pollute the
environment. Which of the following is the auto marketer using?
a. Cause-related advertising
b. Community marketing
c. Affinity marketing
d. Green marketing
Which of the following is one of the four areas of responsibility in the marketing mix?
a. Price
b. Communication
c. Convenience
d. Process
A shoe manufacturing company advertises its products in a way that focuses on how the
company uses sustainable, environment-friendly materials to manufacture footwear. Its
ads emphasize the company’s focus on green products. This is an example of advocacy
advertising.
a. True
b. False
Creative selling involves answering questions and providing basic benefits of the goods
being offered, but it rarely requires communicating large amounts of information or
advice.
a. True
b. False
Scenario 16-4
You are a marketing associate at a promotional firm that specializes in innovative
branding. You will be meeting with several clients next week and you need to review
their files and get updated on their latest promotional efforts. In your initial review, you
realize that all four clients are currently paying a fee to have their brands exposed or
displayed within some entertainment format. This means that they are all utilizing ____.
a. event sponsorship
b. product placement
c. branded entertainment
d. co-branding
Media buyers evaluate the audience reach, CPM, and timing of each buy.
a. True
b. False
In the 1970s, cable programming grew in quality with several viewing options and
advertisers learned how to reach more specific audiences.
a. True
b. False
The ____ is an ongoing survey that provides estimates of demographic, housing, social,
and economic characteristics every year for states, cities, counties, metropolitan areas,
and population groups of 65,000 people or more.
a. American Demographics Survey
b. Census of Population and Housing
c. American Community Survey
d. Current Population Survey
The goal of creating persuasive communication is to attract attention and develop
preference for a brand.
a. True
b. False
Which of the following steps help in retaining the intended meaning and purpose of a
press release?
a. Distributing newsletters among employees
b. Having working relationships with editors
c. Conducting shareholder meetings regularly
d. Encouraging employees to write feature stories about the firm
A car manufacturer offers free car rides for a week to popular bloggers, who then blog
about their positive experiences about their car rides. This is an example of influencer
marketing.
a. True
b. False