All budgeting is dependent on a time frame or schedule.
The network effect refers to the increasing importance of cable networks in television.
Common designs or symbols can be copyrighted.
Looking at a problem in a different way, from a different angle, is referred to as
thinking inside the box.
MONITOR¢ is a research tool that tracks consumer usage and adoption rates.
IMC planning encourages the silo approach to selecting, using, and evaluating
campaign tools.
Sales-force promotions include two general sets of promotional activities directed at
salespeople: (1) activities that better prepare salespeople to do their jobs and (2)
incentives that motivate salespeople to work harder.
An ad prepared for use in a company’s own publication or programming is known as a
corporate ad.
In traditional mass media, communication is a one-way process.
Formal focus groups take place in a comfortable setting, usually people’s homes, where
the participants have been recruited by the host.
The two basic research criteria of validity and reliability are drawn from the scientific
method.
One tip for writing effective copy is to use evocative or figurative language to build a
picture in the consumer’s mind.
Store premiums, in-pack premiums, and on-pack premiums are all types of
self-liquidator premiums.
Which of the following is NOT a type of broadcast radio?
A) public radio
B) satellite radio
C) Web radio
D) AM/FM radio
E) spot radio
A brand ________ is what makes consumers brand loyal.
A) image
B) association
C) personality
D) perception
E) relationship
Which element of the marketing mix includes distribution channels and market
coverage?
A) product
B) promotion
C) price
D) communication
E) place
Acme is calculating its IMC budget by considering how much it will cost to establish a
20% share in the European market within one year. What type of budgeting method is
Acme most likely using?
A) historical method
B) objective-task method
C) percentage-of-sales method
D) competitive method
E) all you can afford method
Which of the following is NOT a desirable quality for a brand name?
A) It should suggest something about the product’s benefits and qualities.
B) It should be easy to pronounce, recognize, and remember.
C) The brand should be a long word to get attention.
D) The name should translate easily into foreign languages.
E) It should be distinctive.
What are the two primary toolkits available to television copywriters?
A) voice-over and on-camera
B) voice and sound effects
C) visual and audio
D) on- and off-location
E) script and storyboard
Which of the following positions in an advertising agency is most closely involved with
creative development?
A) account executive
B) account planner
C) media buyer
D) copywriter
E) management supervisor
As a part of its IMC plan, Acme, Inc. intends to use promotional sales competitions to
motivate its international sales force. The sales competitions are an example of an IMC
________.
A) strategy
B) objective
C) message
D) tactic
E) metric
________ means the message connects on some personal level with the receiver.
A) Attention
B) Perception
C) Selection
D) Interest
E) Relevance
The goal of marketing is achieved by matching a product’s availability to the ________.
A) competition’s availability
B) previous year’s level of sales
C) company’s production capabilities
D) consumers’ need, desire, or demand for the product
E) legal limits of availability
Norms come from a culture’s ________, which represent underlying belief systems.
A) values
B) legal systems
C) social systems
D) social classes
E) education systems
Travelocity.com is an online travel agency that advertises that users will get the best
prices on airfare, hotels, and rental cars. Travelocity.com uses the “Roaming Gnome” in
its television commercials, often in humorous situations. For example, a recent ad
showed the gnome in Europe where he plugged an American appliance (i.e., hair dryer)
into a socket and was shocked across the room. All that was shown of him when the
smoke cleared was the top of his gnome hat down behind a chair. Viewers hear him say,
“Am I going to die?”
When a new concept and execution is developed for a television commercial,
Travelocity.com’s advertising agency provides a visual plan or layout of the commercial
for the company to approve. This plan is called a(n) ________.
A) storyboard
B) scene-by-scene plan
C) script
D) action plan
E) progression sheet
________ is the practice of coordinating all marketing communication tools so they
send a consistent message using the same basic brand strategy.
A) Marketing communications (MC)
B) Integrated advertising execution (IAE)
C) Integrated promotional activities (IPA)
D) Integrated marketing communications (IMC)
E) Global marketing communications (GMC)
The office that develops the approved campaign is designated the ________ and
develops all the necessary elements of the campaign and prepares a standards manual
for use in other countries.
A) agency-of-record
B) lead agency
C) contextual agency
D) planning agency
E) buying agency
The period of time during which there is no advertising during a flighting schedule is
called a ________.
A) flight
B) pulse
C) down time
D) carryover
E) hiatus
Which of the following promotional events would most likely include the use of sales
kits?
A) sampling
B) news conference
C) media tour
D) trade show
E) informational tour
In an advertising agency, which of the following is responsible for internal tracking of
completion of projects?
A) research and development department
B) production department
C) traffic department
D) creative department
E) copywriter
Which strategy do planners employ to treat the market as homogeneous, using general
appeals for all consumers?
A) multi-segment strategy
B) undifferentiated strategy
C) behavioral targeting strategy
D) microtargeting strategy
E) niche strategy
Why might a media buyer prefer to use measured media rather than nontraditional
media?
Explain the differences among market research, consumer research, brand
communication research, IMC research, and strategic research.
Anthony is in the planning stages for his media campaign. He is considering how he
should spread out the advertising over the length of the campaign. What is an advantage
of using a pulsing strategy?
On Wednesday, Jim heard a radio ad about a new book by one of his favorite authors.
On Saturday, at his wife’s suggestion, he went shopping at the mall. When he saw the
bookstore, he remembered the new book and went into the store to purchase the book.
Explain the effect of the ad operating in this situation.
What are some of the guidelines for writing effective radio commercials that address
the distinctive characteristics of radio advertising?
Explain the difference between circulation and readership. Why are they different?
A marketer of frozen dinners has decided to collect consumer feedback via a focus
group interview. How might the marketer use the focus group interview to determine
whether peas or green beans should be included with the turkey entr©e?
Compare and contrast primary and secondary research and provide examples of sources
for each.