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The "no-conflict-of-interest endorsement" factor reflects the tendency of the public to
trust the media more than they do advertisers.
The typical unhappy customer is more likely to contact the brand with his complaint
than to share his complaint about a brand with his friends, family, and coworkers.
The phrase "clicks or bricks" refers to whether a product is sold online or in a
traditional store.
Most branded apps are free but linked prominently to a brand.
Because Twitter is such a new medium, marketers are unable to measure how often
their brand is discussed in tweets.
Which of the following are the two types of coupons?
A) refund and rebate
B) immediate and delayed
C) percentage and cents-off
D) retailer and manufacturer
E) price cut and added value
* Target population: 100,000
** those who did not read either of the other two magazines
How many unduplicated readers are there for the three magazines?
A) 22,000
B) 66,000
C) 110,000
D) 150,000
E) 176,000
Radio stations measure their audiences in ________ and ratings.
A) response rate
B) conversions
C) traffic
D) circulation
E) coverage
Which of the following can be used to provide marketers with a deeper understanding
of how low-attention processing actually works and what motivates people into
unconscious, intuitive decision making?
A) microtargeting
B) niche marketing
C) neuromarketing
D) behavioral targeting
E) profile marketing
Which type of direct-marketing list is the most valuable list to a marketer?
A) data list
B) house list
C) compiled list
D) response list
E) prospect list
General Mills is planning on expanding its breakfast cereals to Central and South
America. What should the company consider when executing the international
campaign?
Of the following, which communication effect is MOST difficult to accomplish?
A) creating excitement
B) creating customer satisfaction
C) changing people's feelings
D) changing people's behaviors
E) changing people's knowledge
Which of the following can marketers use to make sure that their advertisements are not
seen as intrusive?
A) opt-in communications
B) mobile marketing
C) geotargeting
D) microblogging
E) viral marketing
Adbusters.org is an example of a(n) ________.
A) professional advertising association
B) anti-consumerist organization
C) regulatory government agency
D) public relations agency
E) advertising institute
A creative brief is also known as which of the following?
A) perceptual map
B) unique selling proposition
C) Big Idea
D) creative blueprint
E) creative concept
What is the role of interactive communication in branding?
Jon is a media planner for an advertising agency, and he is considering consumption
patterns for his client's product and brand. Name and describe two indices Jon will find
useful when analyzing consumption patterns for products and brands and explain how
they help planners.
How is a new advertising budget calculated using the percentage-of-sales method?
How are banner ads similar to outdoor advertising?
Give a hypothetical example of a slice-of-life message execution style.
What is the difference between an IMC plan and an advertising plan?
Briefly describe the modern media landscape.
You are a marketer for Yummy Yogurt, and your company has access to GPS data that
will allow you to gather information about how long a consumer lingers in front of your
product in the grocery aisle. Analysis of this data could potentially generate higher
profits for your yogurt client. What are some potential concerns about using this data?
Explain your response.
