Sales promotion is primarily designed to motivate people to act by offering incentives.
The key players in the marketing industry include the marketer, suppliers and vendors,
distributors and retailers, and marketing partners, such as agencies.
Commercials shot outside the studio are said to be filmed on set, which means the
entire crew and cast are transported somewhere away from the studio.
When art directors use the word art, they mean only illustrations.
Lecture as a basic strategy relies on the viewer to make inferences.
The only accurate measure of the effectiveness of out-of-home media is a traffic count.
Consumers will not integrate brand messages and experiences unless a brand has a
unified vision.
Through the local initiative approach to international IMC campaign planning, a
successful campaign created for one country is modified for use in other countries.
The more IMC tools that are used, the easier it is to maintain consistency across a
variety of messages.
Local business owners are able to offer coupons to potential consumers through social
sites such as Groupon.com and Foursquare.
One problem with using color in newspaper advertising is that because of the
limitations of the printing process, the color may not be perfectly in registration.
Direct marketing is less expensive than personal sales.
Crowdsourcing refers to collecting the opinions of consumers through surveys
administered in public places, such as shopping malls.
An annual audit or a campaign-specific audit can be used to ensure that a program is on
track and performing as intended.
In a(n) ________ layout, the art fills the frame, and the copy is embedded in the picture.
A) all art
B) circus
C) panel
D) nonlinear
E) picture window
When the makers of a ballpoint pen state they are in the communication equipment
business, they are defining their mission too ________.
A) narrowly
B) realistically
C) specifically
D) broadly
E) futuristically
A group of 6 to 10 users of a product who are brought together once to have a
discussion about some topic, such as the brand, the product category, or marketing
communication, is known as a(n) ________.
A) focus group
B) focus panel
C) survey group
D) random sample
E) ethnographic research sample
________ is what the advertisement says, and ________ is how it is said.
A) Execution; creative strategy
B) Message strategy; media strategy
C) Creative strategy; execution
D) Media strategy; message strategy
E) Cognition; affect
In which layout stage of a print ad is the ad drawn to size and used for presentation
either in-house or to the client?
A) thumbnail sketches
B) photoboards
C) mechanicals
D) rough layouts
E) semicomps
In Taylor’s Six-segment strategy wheel, the transmission view is equivalent to the
________ strategy.
A) head
B) heart
C) teaser
D) talking head
E) resonance
When conducting a(n) ________, account team members will buy and test other
products in a brand’s category.
A) media audit
B) semiotic analysis
C) association test
D) marketing communication audit
E) competitive analysis
Which of the following best explains why many advertisements, particularly television
advertisements, are designed to be intrusive?
A) Exposure cannot be achieved without intrusion.
B) Intrusive ads are more likely to create synergy.
C) The media environment is so cluttered that it is difficult to gain the audience’s
selective attention.
D) Intrusive ads are more likely to arouse curiosity.
E) Intrusive ads are more frequently associated with positive emotions.
To communicate with and build relationships with the growing Hispanic market,
marketers will likely focus on how to do which of the following?
A) advertise to a homogeneous group
B) advertise to a group with widely diverse backgrounds
C) use standardized marketing
D) best use traditional mass media
E) best use tiered marketing
Which of the following is a function of a media buyer?
A) design and create ads
B) personally create in-depth market research
C) find and connect agencies to handle billing and payment
D) promote certain types of media
E) negotiate cost and purchase media
Kinder Clothes, an online children’s clothing marketer, uses data mining to identify and
segment customers who have purchased infant clothing, toddler clothing, and children’s
clothing. The company has also used data mining to further identify and segment these
groups based on whether they purchased clothing for boys or girls. In this example,
Kinder Clothes is using ________.
A) skimming
B) behavioral targeting
C) prospecting
D) converting
E) opt-in marketing
Subheads are short, catchy, and particularly memorable phrases used at the end of an ad
to complete or wrap up the creative idea.
Monique and Bob Smith are married with two children at home and a third away at
college. They are also considering adopting another child. Monique is the primary
shopper for her family. Every week, she goes shopping to buy products that she and her
family need and want.
Bob and Monique only purchase cars produced by General Motors. They also attend
General Motors car shows, own General Motors merchandise, and encourage their
friends and family to buy exclusively from General Motors. Their devotion to General
Motors indicates that Bob and Monique belong to a ________.
A) cultural cohort
B) social class
C) reference group
D) brand community
E) corporate culture
Understanding and recall are both surrogate measures for the key message effect of
________.
A) perception
B) emotion
C) cognition
D) association
E) persuasion
Blenco, Inc. is a manufacturer of frozen breakfast products, such as biscuits, pancakes,
and waffles. Blenco does not spend any money on consumer advertising or promotions,
but rather concentrates its promotion budget on intermediaries in the channel of
distribution. What promotion strategy is Blenco pursuing, and which promotion tools
are most appropriate for implementing this strategy?
Explain the role of marketers in the information search step of the consumer
decision-making process. Give an example of how the marketer might execute this role.
Explain insight mining and why it is important.
Compare and contrast needs and wants.
What are some ways public relations specialists can defend against negative
word-of-mouth on the Internet?
Explain why qualitative or experimental research would be the better method for
determining whether shoppers in the Midwest are more sensitive to a price increase for
laundry soap than shoppers on the East Coast are.
Identify three questions account planners can use to gain useful insights from consumer
and market research.
Why do marketers value opinion leaders?
Explain the idea of strategic consistency and its relationship to synergy.
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.
The infomercials and print ads allow consumers to purchase directly from the ad itself.
There is a mail-in coupon order form, a toll-free phone number, and a Web address
given in the print ad that states, “Call Now!” Some infomercials even state that “calls
received within the next 30 minutes will receive ‘2 Free Bonuses’ when ordering.”
Name and describe the type of offer this is, and explain how it is different from the
other type of offer.