It is typical for large companies to have only one advertising agency working for them,
known as the agency-of-record.
The two general types of coupons are immediate and delayed.
Determining advertising’s impact on sales is typically a straightforward process.
In marketing terms, ROI stands for rate of interest.
The channel of distribution refers to the complex network of suppliers who produce
components and ingredients that are then sold to the manufacturer.
The primary advantage of advertising’s use of mass media is that the costs are spread
over the large number of people that these media reach.
Mass communication is a conversation or dialogue in which the source and receiver
change positions as the message bounces back and forth between them.
Digital media have led to increased word-of-mouth conversations about advertising
among friends.
Geotargeting is a form of push marketing.
A business mission statement should be a concise expression of the broad goals and
policies of the business.
One alternative that allows a national advertiser to pay the local rate is co-op
advertising with a local retailer.
Only manufacturers advertise.
A pulsing strategy is the most severe type of continuity adjustment and is characterized
by alternating periods of intense advertising activity and periods of no advertising.
A difference between the low- and high-involvement decision processes is the amount
of information needed to make a decision.
The price of a commercial is in part determined by the time of day it is scheduled to air.
In a focus group of women in their 50s, participants objected to health care ads showing
older women with arthritis in sedentary positions. They would prefer to see the women
working out in a gym. This is an example of ________.
A) marketing imperialism
B) cultural differences
C) deceptive advertising
D) ethnic stereotyping
E) age-related stereotyping
Corporate communication programs targeted to the government and the public on issues
related to government and regulation are called ________.
A) media relations
B) external public relations
C) cause marketing
D) public affairs
E) corporate relations
Government oversight responsibility with respect to advertising includes ________.
A) professional discipline
B) self-regulation
C) laws and regulations
D) right to refuse
E) community group regulation
Which of the following is one of the basic functions of advertising?
A) identification
B) entertainment
C) competition
D) public relations
E) two-way communication
Signs and posters are examples of ________ media.
A) interpersonal
B) interactive
C) digital
D) outdoor
E) broadcast
6SecondAbs, an abdominal workout device, runs an infomercial that lasts 30 minutes
and demonstrates the benefits of the product. The infomercial claims that users of the
product can reduce their waist and lose one size in a week when following the
6secondAbs workout plan. Viewers can call the 1-800 number provided in the
infomercial to purchase the product directly. To stimulate a sale immediately, the
infomercial offers several incentives, such as a lower price and additional products, if
consumers call in the “next 30 minutes.” Which type of advertising is this?
A) retail
B) local
C) public service
D) direct response
E) institutional
Everyone knows McDonald’s, the worldwide fast food chain. McDonald’s has used
consumer promotions for years. Restaurants offer a kids’ Happy Meal that always
includes a toy, and oftentimes the package itself is a promotion, such as pumpkin
buckets at Halloween. McDonald’s has also used a promotion patterned after the
popular Monopoly game, in which everyone wins something small, like a soft drink or
french fries, but one participant could win $1 million dollars. The Monopoly promotion
usually lasts several months. McDonald’s also participates in promotions with movies,
such as Star Wars and several Disney movies. Another promotion McDonald’s is
considering is a program that will give consumers one free Happy Meal for every 10
they purchase.
The promotion in which customers receive one Happy Meal for every 10 they purchase
is best described as a ________.
A) price deal
B) premium
C) tie-in
D) refund
E) loyalty program
The use of ________ lends a dignity and sophistication to a visual.
A) full color
B) spot color
C) blue and yellow
D) red and orange
E) black and white
Which of the following is NOT a type of company that has traditionally made extensive
use of direct marketing?
A) insurance companies
B) book and record clubs
C) gardening firms
D) publishers
E) oil companies
For print media, ________ refer(s) to copies sold, and ________ estimate(s) the actual
readership.
A) circulation; frequency
B) circulation; impressions
C) frequency; circulation
D) impressions; circulation
E) exposure; gross impressions
Phrases or sentences that either lead into the headline or follow up on the thought in the
headline are known as ________.
A) overlines and underlines
B) heads and subheads
C) display and body copy
D) call-outs and calls to action
E) taglines and slogans
Which of the following best states a weakness of hierarchical models in planning
advertising?
A) They are technically complex and difficult to use.
B) They require significant investments in technology to use.
C) The models do not take into account the rational, information-driven process
consumers use to make a decision.
D) The models assume that people proceed through steps in a predictable fashion.
E) The models do not take into account consumers’ perceptions.
Corporate ________ are a way to keep employees and other stakeholders informed, but
employees may also be encouraged to have their own.
A) Internets
B) blogs
C) extranets
D) chat rooms
E) technets
Which of the following is the most common type of post-campaign evaluation?
A) semiotics testing
B) inquiry testing
C) concept testing
D) media optimization
E) tracking study
Allison works in the media department of a large advertising agency. Her biggest client
is P&G, a major manufacturer of consumer packaged goods that spends billions on
consumer advertising every year. Allison is putting together a media plan for P&G
using a variety of media vehicles.
Allison learns that one magazine she is considering for P&G combines information on
subscribers kept in a database with a computer program to produce magazines that
include special sections for subscribers based on their demographic profiles. What is
this known as?
A) selective binding
B) relationship management
C) undifferentiated distribution
D) ink-jet imaging
E) satellite transmission
What is the purpose of the Institute for Advertising Ethics’ Principles and Practices for
Advertising Ethics?
Give three tips for writing an email pitch letter.
Infomercials have been around since the emergence of the cable industry in the 1980s
and have become a multibillion-dollar industry. Explain what an infomercial is and
why, today, it is viewed as a viable medium.
Explain the difference between the terms delivery and connection.
Explain why it is important in advertising to balance creativity with responsibility to a
brand’s image.
How does the IMC approach to campaign planning and implementation differ from the
silo approach?
Distinguish between goals and objectives.