Interactive media is more useful than mass media for engaging consumers in
brand-related conversations.
Advertising is often more effective than sales promotion for increasing sales of a parity
product when the products in the category are largely undifferentiated.
In advertising, an action that is legal is by definition ethical.
Insertions are the number of ads placed in each media vehicle or program within a
given period of time.
Because it is easy to measure, brand reputation is not significant in determining brand
value.
“Your-name-here copy” is most effectively used in corporate advertising.
Secondary research is information that has been collected and published by someone
else.
A brand icon is the imprint used for immediate identification of a brand or company.
Stop motion and claymation are two types of animation.
If your brand communication objective is to generate awareness of the brand, then you
should most likely avoid humor in your advertising.
Critics of advertising tend to argue that advertising has the power to shape social trends
and the way people think and act.
In public relations evaluation, tracking studies help us determine the favorability of the
coverage, share of voice, and competitor coverage.
Persuasion is the conscious intent on the part of the source to influence or motivate the
receiver of a message to believe or do something.
The people appearing in a television commercial are referred to as the talent.
Full-color images are reproduced using four distinctive shades of ink called ________.
A) process colors
B) primary colors
C) basic colors
D) halftones
E) tint blocks
A(n) ________ is a special advertising page or section in a magazine that looks like
regular editorial pages but is identified by the word “advertising” at the top.
A) gatefold
B) house ad
C) advertorial
D) insert
E) supplement
Mike works in the marketing department of a consumer package goods manufacturer.
His primary responsibility is the marketing of a new brand of cereal that is targeted to
women. The cereal includes extra calcium and soy to help women avoid osteoporosis, a
disease that weakens bones later in life and primarily affects women. Much research
was conducted before this product was developed, but more is necessary to develop a
marketing communication campaign. Mike is working with an advertising agency to
develop the marketing communication campaign.
Before the advertising agency created any advertising for this new brand of cereal,
people working on the account started reading everything they could find on the
product, company, industry, and competition. This is known as ________ research.
A) primary
B) secondary
C) qualitative
D) experimental
E) quantitative
Cigarette advertising on ________ has been banned since 1971.
A) radio only
B) television only
C) the Internet only
D) radio and television only
E) radio, television, and the Internet
To make campaign evaluation possible, IMC campaign objectives should be ________,
________, and ________.
A) creative; measurable; specific
B) clear; creative; concrete
C) clear; sales-oriented; specific
D) clear; measurable; attainable
E) creative; awareness-oriented; specific
Which of the following is NOT an example of merchandising material?
A) press release
B) shelf talker
C) end-of-aisle display
D) in-store banner
E) sample dispenser
Which federal agency was formed to protect the public interest in radio and television
broadcast communications?
A) Federal Trade Commission
B) Food and Drug Administration
C) Federal Communications Commission
D) Bureau of Alcohol, Tobacco, and Firearms
E) National Advertising Division
Which of the following refers to communication channels through which messages can
be sent to identifiable groups of people with a distinct common interest?
A) interactive media
B) viral media
C) mass media
D) personal media
E) niche media
________ presents the brand’s name on something that is given away as a reminder.
Examples include calendars, pens, T-shirts, mouse pads, and so forth.
A) A premium
B) A rebate
C) A bonus pack
D) Specialty advertising
E) Specialty sampling
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.
One commercial was particularly effective because viewers watched the entire
commercial to see the bunny do something funny at the end. It is most accurate to say
that this commercial had ________.
A) stopping power
B) pulling power
C) sticking power
D) credibility
E) repetition
Harris, the marketing manager at a small sports retail chain, has investigated the
company’s internal resources and situational factors, as well as factors and trends in the
competitive sports retail chain market. Which of the following has Harris completed?
A) a SWOT analysis
B) a business plan
C) a creative brief
D) a marketing plan
E) a marketing mix
Which of the following is a magazine-style publication inserted into a newspaper?
A) display advertisement
B) co-op advertisement
C) supplement
D) gatefold
E) circular
Which of the following is NOT a step in Linda Correll’s Creative Aerobics?
A) Come up with a list of facts about a product.
B) Create new “names” for the product.
C) Look for similarities between dissimilar objects.
D) Create new definitions for product-related nouns.
E) Copy test ideas with a focus group.
Images from collections of copyright-free art that anyone who buys the service can use
are known as ________.
A) sepia images
B) die-cut images
C) process images
D) public art
E) clip art
Which two methods do media planners use to estimate the frequency of a schedule?
A) pulsing and flighting
B) weighted frequency and weighted reach
C) average frequency and gross frequency
D) average frequency and frequency distribution
E) gross frequency and frequency distribution
Adam is assisting in the development of his company’s marketing plan, and he has been
assigned to assess the external and internal environments that affect the marketing
operations. He will be looking at the company’s history, products, and brands, as well as
the competitive environment, consumer trends, and other marketplace trends that affect
the product category. What type of analysis is Adam conducting?
A) business analysis
B) competitive analysis
C) internal/external analysis
D) situation analysis
E) category analysis
A(n) ________ is a group of affiliated stations.
A) radio network
B) national syndicate
C) local network
D) AM network
E) FM network
An expert panel is ________.
A) more common than a consumer research panel.
B) made up of experts from many fields of study
C) made up of experts from one field of study.
D) made up of “professional snoops.”
E) a form of quantitative market research.
Why do some marketers see a conflict between brand building and promotions?
What are the advantages and disadvantages of mobile marketing?
What kind of writing should a copywriter use when creating an ad that will be placed in
a directory?
The beginning of the chapter describes the insurance company Aflac and the success of
its advertising campaign. How did the company bring brand awareness from 10 percent
to more than 90 percent and increase profits?
Compare and contrast the terms creative strategy and creative execution.
Kraft is known for its cheese products, but the company also manufactures several
consumer packaged goods products, such as mayonnaise, salad dressing, barbeque
sauce, macaroni and cheese, and other types of food products sold in grocery stores. A
large portion of Kraft’s marketing communication budget is spent on incentives such as
sales contests and retail kits.
James was with his mother in the grocery store, and near the cheese section he saw that
there was a cardboard display filled with little soccer balls. James saw them, grabbed
one, and immediately started dribbling it down the aisles of the store. His mother
looked more closely at the display and learned that the soccer ball was free with the
purchase of two Kraft cheese products that were on the shelf nearby. What type of
consumer promotion is this? What kind of trade promotion is this?
Kraft is known for its cheese products, but the company also manufactures several
consumer packaged goods products, such as mayonnaise, salad dressing, barbeque
sauce, macaroni and cheese, and other types of food products sold in grocery stores. A
large portion of Kraft’s marketing communication budget is spent on incentives such as
sales contests and retail kits.
What kind of audience is Kraft targeting with incentives to get its products to
consumers in the stores?
Why is repositioning a difficult task?
The Kitchen Table is a specialty kitchen store that tries to get customers to make repeat
visits. To do that, the Kitchen Table holds cooking demonstrations hosted by various
chefs from restaurants around town. To promote these events, the store advertises in the
newspaper for two weeks leading up to each event. How can the store know if the ads
are successful?
Jack, a successful businessman, is annoyed by the barrage of junk mail he receives from
credit card companies. What would you recommend that Jack do to reduce the credit
card solicitations he receives?