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Promotions and advertisements for a brand should share a common strategy and voice.
Persuasion can involve emotional messages as well as information.
Profiles are descriptions of the target audience that read like a description of someone
you know.
The audio elements for television and radio messages are the same.
A block of color that is printed solid and screened with black to create a shade is known
as a tint-block.
The four basic steps in media planning are targeting, setting media objectives,
developing media strategies, and analyzing the metrics of a media plan.
The measure of gross rating points (GRPs) excludes any waste coverage or audience
members outside the target audience.
As a part of a research team, Fatima observed five groups of teenagers shop, socialize,
and eat dinner at a local mall. Fatima was participating in traditional quantitative
research.
Owned and earned media have overlap and are not neat, straightforward categories.
Which of the following is the most reasonable criticism of sales promotion?
A) cannot account for results
B) can lead to consumer brand insensitivity
C) difficult to integrate with other elements of the communications mix
D) ineffective in the short term
E) difficult to determine specific objectives
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 make sure that customers know how to find their business.
Which medium is most appropriate for providing consumers information on where to
purchase the shoes they are looking for?
What is the first step in the direct-marketing process?
A) objectives and strategy
B) the offer
C) customer ordering
D) fulfillment and customer follow-up
E) relationship building
Which of the following is NOT an objective of frequency programs?
A) Increase customer retention.
B) Reward customers for their patronage.
C) Increase the purchase levels of current customers.
D) Generate information for customer databases.
E) Attract new customers to replace unprofitable current customers.
Which of the following would a brand communication team most likely use to manage
social media outlets?
A) Off-the-Wall
B) Hulu
C) Amazon.com
D) Hootsuite
E) Constant Contact
The advertising agency also analyzed all media that is relevant to the client's target
market. Not surprisingly, they found that women they wanted to reach with the
advertising were heavy readers of health-related magazines, such as Prevention and
Health. However, they also found that these women were also heavy readers of shelter
magazines, such as Better Homes and Gardens and House Beautiful. What kind of
research did the agency conduct?
A) concept testing
B) consumer insight
C) media research
D) message development
E) evaluation research
Hamburgers and toothpaste are both examples of ________.
A) services
B) ideas
C) brands
D) products
E) markets
The global name for the Microsoft operating system Vista turned out to be a disparaging
term for a frumpy old woman in Latvia. Microsoft had to adjust the name. This is an
example of the need for ________ in international advertising campaigns.
A) adaptation
B) standardization
C) centralization
D) decentralization
E) bottom-up creativity
For the Truth® campaign, Crispin Porter + Bogusky was the ________ hired by the
American Legacy Foundation to plan and implement the advertising effort.
A) advertiser
B) media buying company
C) client
D) advertising agency
E) advertising department
Which of the following is NOT a type of direct premium?
A) co-op premiums, given to consumers at the retail site but paid for by the
manufacturer
B) store premiums, given to customers at the retail site
C) in-pack premiums, inserted in the package at the factory
D) on-pack premiums, placed on the outside of the package at the factory
E) container premiums, in which the package is the premium
What two variables are used to organize the VALS Lifestyle Framework?
A) resources and innovation
B) age and self-orientation
C) age and social class
D) resources and psychographics
E) social class and education
________ is a blog-hosting platform.
A) Twitter
B) Instagram
C) Tumblr
D) Angie's List
E) Google+
A(n) ________ is the visual plan or layout of the commercial that shows the number of
scenes, the composition of the shots, and the progression of the action.
A) key frame
B) script
C) storyboard
D) storyline
E) action plan
Solumbria, a company that sells medically recommended sun protective clothing, has
ads in several different magazines that give consumers information about their products.
The headline of the ad says "Serious Sun Protection" over a man and a woman dressed
head to toe in the protective clothing. The body copy then goes on to tout the benefits of
sun protection, the comfort of the company's clothing, and how dermatologists have
recommended Solumbria for their patients. The last paragraph of the copy says "For a
FREE catalog of Solumbria hats, shirts, pants and accessories for men, women and
children, call Sun Precautions: 1-800-882-7860." The ad also provides a Web address.
What type of offer does this ad represent?
A) one-step
B) two-step
C) primary
D) secondary
E) indirect
Which of the following is NOT an aspect of typeface selection that designers must work
with?
A) digitization
B) capitalization
C) vertical height
D) legibility
E) column width
After selecting a sweater on the Lands' End website, Kelly Oldham filled out the
required customer and credit card information. A box with a checkmark inside was next
to the following statement: "Yes, I would like to receive promotional information via
email from Lands' End." The statement suggests that Lands' End is using which of the
following marketing tools?
A) spam
B) telemarketing
C) spoofing
D) data mining
E) permission marketing
Which of the following is an advantage of owned media?
A) creates sense of credibility
B) allows for control
C) lets customers initiate contact
D) reaches prospects
E) persuades easily
Finding the right director, locating or building a set, and casting the talent are all
elements of which step in the production of a television commercial?
A) message design
B) preproduction
C) production
D) postproduction
E) shorts
How might geographic shifts in population impact marketers?
Name and describe the five types of trade promotions.
Ads during the Super Bowl cost an advertiser $3 million for 30 seconds of time. Why
would an advertiser pay this much for advertising time?
Explain what is meant by the term media vehicle and give three examples.
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.
In general, who are potential targets for Kellogg's public relations efforts?
Richard is tasked with developing the marketing plan for his family's business. Give a
general outline of the major components of this type of plan.
Dell Computers dramatically increased its consumer advertising, resulting in Dell
becoming the top-selling personal computer. Consumers can purchase a Dell computer
only directly from Dell, either by calling the toll-free number or visiting Dell's website.
One of Dell's popular television commercials included Steve, a young man who would
usually say, "Dude, you're gettin' a Dell." Audiences really liked Steve and the ads he
appeared in, and in fact, that's when Dell's sales started to skyrocket. However, Dell has
stopped that campaign and has moved on to others.
Dell wants to use its "Dude, you're gettin' a Dell" campaign in other countries. At the
very least, what type of research should Dell conduct before using this ad?
You, as a consumer, think that an advertisement you saw on television for a national brand
is making a false claim. What can you do about it?
