One way to measure memory is to show the advertisement to people and ask them
whether they remember having seen it before; this is known as a recall test.
Secondary research is less important than primary research.
Studies that periodically collect information from consumers throughout a campaign
and after it has concluded are called tracking studies.
An outdoor board with a showing of 85 in a suburban community reaches the same
number of people as an outdoor board with a showing of 85 in an urban community.
Standards allow the advertiser to tell whether a particular advertisement is above or
below the average score for the brand or its product category.
The first step in the consumer decision process is information search.
A business plan always directs the operations of the entire company.
The media buyer for a presidential campaign did not have enough campaign funds to
purchase television advertisements positions before the fall television season began. To
buy television advertisement time, she will have to make purchases in the scatter
market.
Rebate and refund mean basically the same thing.
All of the following are trends in the modern media landscape EXCEPT which one?
A) Media consumers are in control of their media.
B) Media consumers are passive rather than active.
C) Lives are media focused.
D) There are more media choices than ever before.
E) People use more than one medium at a time.
Commercials in song are known as ________.
A) jingles
B) musicals
C) lyricals
D) sound effects
E) voice-overs
________ occurs when companies support an event either financially or by donating
supplies and services.
A) Ambush marketing
B) Sponsorship
C) Co-marketing
D) Co-branding
E) Tie-in marketing
Which concept refers to marketers tracking how much competing brands spend on
media compared to how much they are spending on their particular brand?
A) share of market
B) share of voice
C) share of media
D) share of spending
E) share of category
A ________ brand is one that is marketed in a single country.
A) house
B) local
C) regional
D) store
E) private
Measuring and evaluating consumer behavior is part of the ________ step in the
direct-marketing process.
A) objectives
B) offer
C) response
D) fulfillment
E) relationship building
Which of the following is an index which estimates the strength of a brand in various
geographical areas?
A) product development index (PDI)
B) category development index (CDI)
C) brand development index (BDI)
D) buying power index (BPI)
E) brand share index (BSI)
________ includes an assessment of a brand’s role and performance in the marketplace,
as well as an investigation of the brand’s relationship with its customers.
A) Competitive analysis
B) Brand experience research
C) Consumer insight research
D) Media research
E) Concept testing
The term ________ refers to the ability of media planners to analyze the cost of a media
buy relative to the size of the medium’s audience.
A) audited media
B) mass media
C) niche media
D) targeted media
E) measured media
Which pricing strategy is used to communicate a dramatic or temporary price
reduction?
A) promotional pricing
B) value pricing
C) parity pricing
D) copy pricing
E) customary pricing
Researchers are planning brand and positioning strategies by asking respondents what
they think of when they hear the brand name “iPod.” Jan responded that she thought of
“cool,” “music,” “freedom,” “cutting edge technology,” “hip,” and “young.” What are
the researchers doing in this research? Why?
Explain how 7-Up, described in “A Matter of Practice,” repositioned its brand.
Todd just took a job as the manager of a television station. What does he need to know
about the station’s responsibility for showing children’s educational shows?
Gore-Tex is a revolutionary material that is used in several types of outer- and
athletic-wear that can keep consumers warm and dry in the winter but also cool in the
summer. It is lighter and stronger than other types of materials, such as wool or cotton,
and costs more. However, many consumers of these products were not aware of the
advantages of Gore-Tex when comparing products and were put off by the very high
price. To change this, Gore-Tex hired an advertising agency to assist in creating a
special meaning for the brand and to communicate the advantages to end-user
consumers. Gore-Tex also worked with the manufacturers of the products into which
Gore-Tex was incorporated to encourage them to call attention to the fact that Gore-Tex
is used in their products.
Manufacturers of apparel products using Gore-Tex include that information on their
product labels as well as in their advertising. What is this known as, and why do these
manufacturers do this?
Marcy is a creative consultant who goes to a business or organization to conduct
“creative aerobic” sessions. Explain what she does.