In a SWOT analysis, opportunities are situations in which a company could develop
advantages over its competition.
Brand equity measures the financial value the brand contributes to the company.
To get attention, an ad has to have pulling power.
The eight major types of advertising include brand, retail/local, direct-response,
directory, political, business-to-business, institutional, and nonprofit advertising.
Advertising sent from one business to another is known as direct-response advertising.
Synergy is created when the components of integrated marketing communication have
more impact as a whole than they would individually.
The majority of media budgets are spent on television advertising.
The same budgeting techniques used for an IMC campaign for one country can also be
used to prepare a budget for an international IMC campaign.
According to the Pareto Rule, 20 percent of the market buys 80 percent of the products.
A position is a location in a consumer’s mind where the product or brand is placed
relative to its competitors on the basis of the key factors the consumer uses to make a
decision.
National advertisers are not heavy users of newspapers as an advertising medium
because each paper has its own size guidelines for ads, making it impossible to prepare
one ad that would fit every newspaper.
In personal sales, leads are also known as prospects.
When conducting a ________, the advertising planner will either formally or informally
begin an assignment by collecting every possible piece of advertising and other form of
marketing communication by the brand, as well as its competitors’ communication and
other relevant categories that may have lessons for the brand.
A) media audit
B) semiotic analysis
C) brand experience audit
D) marketing communication audit
E) competitive analysis
________ indicate the weight, or efficiency, of a media plan by estimating the reach and
frequency.
A) Targeted costs per thousand (TCPMs)
B) Costs per point (CPPs)
C) Targeted rating points (TRPs)
D) Gross rating points (GRPs)
E) Designated marketing areas (DMAs)
Which type of indirect-action headline is strictly used for curiosity and provocative
power?
A) assertion
B) puzzle
C) how-to head
D) association
E) news announcement
For years, Energizer batteries used the Energizer Bunny in its television commercials.
The bunny was cute, always beating a drum with the tagline, “The Energizer Bunny
keeps going and going and going.” Several of the ads were humorous. Viewers could
remember the battery ad with the bunny, but for a long time, people could not name the
brand of battery. In response, Energizer started putting the bunny on the packaging and
using it in point-of-purchase displays in stores, even going so far as to let consumers
enter a drawing to take home the bunny that was on top of the battery display. The
creative team that worked on this campaign spent considerable time researching
consumers’ usage of batteries as well as the problems they had with them. The team
learned that people didn’t like batteries that don’t last long, and because Energizer
batteries lasted much longer than competitors’ brands, they decided to feature that in the
execution of the ads.
In which step of the creative process did the creative team read, research, and learn
everything they could about Energizer batteries and their competitors?
A) immersion
B) ideation
C) incubation
D) illumination
E) evaluation
________ coupons can be redeemed only at the specified retail outlet, and ________
coupons can be redeemed at any outlet distributing the product.
A) Retailer-sponsored; manufacturer-sponsored
B) Manufacturer-sponsored; retailer-sponsored
C) Refund; rebate
D) Rebate; refund
E) Immediate; delayed
Of the following, ROI is easiest to calculate for ________.
A) public relations
B) advertising
C) social marketing
D) direct marketing
E) buzz marketing
Which of the following relies on the power of personal communication in consumer
decision making?
A) word-of-mouth
B) advertainment
C) guerilla marketing
D) product placement
E) search engine advertisement
Recently a local breaking-news story ran on a television channel instead of a scheduled
advertisement. The media buyer compensated by promising the client an equally
valuable spot to replace it or reimbursement. What is this policy known as?
A) make goods
B) bleed-throughs
C) earned media
D) lead time
E) value-added media service
________ materials bring together all the elements of a sale, including the consumer,
the product, and often price deals.
A) Corporate
B) Point-of-sale
C) Publicity
D) Promotional
E) Public relations
Photographs are considered which type of printed image?
A) formal
B) halftone
C) tint block
D) line art
E) informal
Which of the following gives the House of Representatives and the Senate joint veto
power over FTC regulations?
A) 1980 FTC Improvement Act
B) 1938 Wheeler-Lea Amendment
C) 1946 Lanham Act
D) 1906 Pure Food and Drug Act
E) 1975 Magnuson-Moss Warranty/FTC Improvement Act
Proactive Solution is a skincare system to help people with acne. Proactive was
originally sold only through direct marketing. The consumer had to enroll in the
Proactive Solution Clear Skin Club. However, now some large malls have kiosks
selling Proactive Solution products without the club membership, but the prices are
much higher. Proactive Solution has had one of the longest-running infomercials on
television, and its product line is also sold through magazine ads. Through these
mediums, consumers can purchase the product directly by calling, mailing, or going
through the Internet to submit an order.
What do you think Proactive Solution uses to track consumer purchases? How can they
use this to restart customers who have joined the club but later quit?
How are the ideas of buzz and viral marketing related?
John is designing a website for a client. What does he need to know about designing the
navigation of the website to make it easy to use?
What are the arguments against using sex appeals in an advertisement for a product that
is not related to sex?
To announce the expansion of a Louis Vuitton flagship store in the center of Hong
Kong’s luxury shopping district, the marketer made a building resemble an LV
hard-case canvas trunk, with brass fittings and a cherry monogram print from the
summer collection. The 3D ad is 26 feet high and 151 feet by 59 feet wide. Describe the
type of advertising medium this represents and the advantages of it.
What is an advantage of magazine advertising?
Name and describe the four partnership programs discussed in your text.