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Adreena wants to make consumers think of antiques with her photograph for a print
advertisement for handcrafted furniture. Adreena should use a sepia tone for the
photograph.
A thorough evaluation of an advertising campaign includes both quantitative and
qualitative research.
Custom online communities, such as the Adidas Insider community organized by
Adidas, allow marketers to address the problem of controlling who is in an online
sample.
Media planning begins with media research that gathers information about all possible
media and marketing communication tools that might be used in a campaign to deliver
a message.
Most media plans focus on reach objectives rather than frequency objectives.
A copyright is a brand, corporate or store name, or distinctive symbol that identifies the
seller's brand and thus differentiates it from the brands of other sellers.
In IMC planning, it is important to establish tactics before determining strategies.
A need is an internal force that stimulates an individual to behave in a particular
manner.
________ relies on listener support and corporate sponsorship for most of its funding.
A) Satellite radio
B) Cable radio
C) Local radio
D) Web radio
E) Public radio
To be a(n) ________, an account planner must be able to express the research findings
in one startlingly simple statement.
A) mapper
B) analyzer
C) integrator
D) synthesizer
E) idea generator
What word or phrase involves the digitization of the media, in which all of the mass
media save and transmit information through the same digital forms?
A) convergence
B) interactivity
C) cadence
D) commoditization
E) engagement
________ markets consist of people who buy products and services for personal or
household use.
A) Consumer
B) Business-to-business
C) Channel
D) Institutional
E) Media
Important people who influence the opinions of others are known as ________.
A) gatekeepers
B) trend spotters
C) opinion leaders
D) third-party endorsers
E) benchmarks
Copywriters and art directors who imagine what the finished ad might look like are
engaged in ________.
A) visualization
B) positioning
C) post production
D) stop action
E) surrealism
Which of the following types of post-campaign evaluation tools involves reading
information from a shopper's identification card and recording that along with
information about products that the shopper purchased?
A) scanner research
B) semiotics testing
C) tracking research
D) single-source research
E) pay-out analysis
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 want to learn more about the audiences of the local radio stations in
Hattiesburg. Name a company that provides audience data for these media.
During the ________, corporations were challenged on questions of taste and social
responsibility.
A) Early Age of Print
B) Era of Accountability and Integration
C) Early Age of Agencies
D) Creative Revolution
E) Scientific Era
________ refers to all forms of communication about a brand that appear in a variety of
media.
A) Integrated marketing communication
B) Marketing communication
C) Marketing network
D) Brand identity
E) Brand differentiation
________ are the actions that make the strategic plan come to life.
A) Strategies
B) Objectives
C) Tactics
D) Motives
E) Insights
Stimulating buzz, creating curiosity and excitement, and providing opportunity for
involvement are all objectives for the IMC tool of ________.
A) packaging
B) guerilla marketing
C) advertising
D) sales promotion
E) public relations
Using the Facets Model of Effects, what is the first effect an advertising message must
have if it is to be effective?
A) cognition
B) affect
C) perception
D) association
E) persuasion
A ________ is a list of the charges for newspaper advertising space and the discounts
given to local advertisers as well as advertisers who make volume buys.
A) rate card
B) take-away
C) give-away
D) media kit
E) sales kit
A(n) ________ is the imprint used for immediate identification of a brand or company.
A) icon
B) logo
C) brand image
D) design
E) thumbnail
The desired impact of an advertisement on a target audience is formally stated as a set
of ________.
A) achievements
B) objectives
C) influences
D) exposures
E) perceptions
Why are video releases an effective public relations tool? Why are they risky?
Discuss the challenge that was facing the creative team for the Altoids campaign
described in the chapter's opening vignette.
Is it better to test earlier or later in the course of an advertising campaign? Why?
Define advertising.
Charles is going to be a member of a discussion panel at an upcoming conference on
issues facing media planners and buyers. The topic of his panel's discussion will be the
biggest challenge facing media planners and what is currently being done in the
industry to address this challenge. Briefly describe what specific issues will most likely
be discussed during this session.
Several ads for a company have won creativity awards. Does that mean the ads were
effective? Explain your answer.
Calvin Klein used some very controversial ads depicting what looked like
drug-addicted teenagers posing in sexually suggestive poses. Calvin Klein claimed that
all the models in the ads were adults, but critics claimed that it did not look that way. It
was reported that the ads were produced "in-house." Why do you think Calvin Klein
used an in-house agency to produce these ads instead of an outside agency?
Jill is part of the creative team in the advertising agency developing the message for a
client's account. Her job is to conduct tests to evaluate the relative power of various
creative ideas. What is this type of test called?
Kellogg's is a well-known manufacturer of breakfast cereals and several other products,
such as Pop-Tarts, Eggo waffles, and fruit snacks. Kellogg's has used Tony the Tiger on
its Frosted Flakes box and promotional efforts for years. In fact, when Tony turned 50
years old, Kellogg's staged a big event in Michigan, which is where the cereal is
produced, to celebrate. The company also took the party on the road for the month,
traveling to 30 cities in a bus painted with an image of Tony and offering fun activities
for families. Also, during that month, the price of the cereal was lowered to what the
price was 50 years ago when Kellogg's first started selling it. The event received
considerable media exposure (e.g., a feature story about Tony in USA Today) due to the
successful public relations effort supporting the brand. Additionally, kids can go to
Kelloggs.com and click on "Fun-K-Town" and play games with Kellogg's breakfast
cereal characters such as Tony the Tiger. During the month of his birthday celebration,
there was a special game in which kids could help Tony find his birthday presents.
Although anyone could play a game with Tony, game pieces were placed in specially
marked boxes, giving kids the chance to participate in the game at a higher level and
win prizes.
What type of public relations tool does the game at Kelloggs.com represent?
