Integrated marketing communication (IMC) means that ads can now be customized to
individual consumers.
Insight research may uncover why a consumer wants to buy a product or why a
consumer does not want to buy a product.
Nelly creates the Facebook posts for her company’s page and wants to increase the odds
of her posts being shared across social networks. For this reason, she should avoid the
use of videos in her posts.
The key publics addressed by relationship programs in public relations are media,
employees, the financial community, government, and the general public.
A brand can initiate and control viral marketing.
Media planners examine client information, market research, competitive advertising
expenditures, media kits, media coverage area, and consumer behavior reports before
media decision making begins.
Of the following, which is the best advice for writing an effective direct-response letter?
A) Make the offer as early as possible in the body of the letter.
B) Don’t confuse prospects by including information about a website.
C) Use a general salutation.
D) Use brief descriptions of the product and offer.
E) Do not guarantee the product.
What is the second 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
One of the primary effects of trade sales promotions is to ________.
A) reach a wide audience through mass media
B) create conviction in consumers
C) reinforce consumer satisfaction
D) energize the sales force
E) create a brand reminder
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.
Though Monique doesn’t eat them, she buys snack items for her children and is always
looking for nutritious snacks rather than mere junk food. In marketing terms, Monique
is considered which type of consumer?
A) user
B) business
C) purchaser
D) influencer
E) trend setter
Prior to 1997, broadcast ads for prescription drugs could not mention both the ailment
for which the drug received FDA approval and the name of the drug in the same
advertisement. That is, only one or the other could be mentioned, which led to much
confusion on the part of consumers. In 1997, the Food and Drug Administration
loosened its controls on pharmaceutical companies, and as a result, the amount of
prescription drug advertising on television has skyrocketed. Now both the ailment and
the name of the drug can be mentioned, but major side effects must also be mentioned
and there must be an indication where the consumer can get more information, such as
from a magazine ad or a website. Some have been quite critical of this
direct-to-consumer prescription advertising, claiming it has led to an increase in
requests for costlier drugs when the less expensive generic drugs would be just as
effective.
One ad for a drug used to overcome male erectile dysfunction depicted an old man in a
nursing home acting like a young man chasing after several women at once. The ad was
not allowed to air on the major television networks of NBC, CBS, and ABC. The ad did
not contain any deceptive or unsubstantiated claims, so there was nothing untruthful in
the ad. Furthermore, the ad followed the guidelines given by the FDA regarding
broadcast advertising by indicating the major side effects and referring to a magazine ad
for more information. Which of the following best explains why the ad was not allowed
to air?
A) Stereotypes of “dirty old men” are not allowed in any advertising.
B) The National Advertising Division determined the ad was distasteful and disallowed
it from being aired on television.
C) Not all advertising is given the same protection under the First Amendment of the
Constitution.
D) The media can reject ads that violate their standards of good taste.
E) The behavior portrayed by the old man did not reflect the real behavior of the
individual involved.
Howard Computers is a manufacturer of portable medical laptop computers, which are
more technical than a typical laptop computer. Howard Computers will be advertising
in trade and medical professional publications. Which approach to writing copy would
be most appropriate for this product and target market?
A) being conversational
B) being funny
C) being specific
D) using alliteration
E) using adese
When individual messages within a campaign have more impact working together to
promote a product than they would individually, ________ has been achieved.
A) stickiness
B) conviction
C) transformation
D) synergy
E) relevance
________ are premiums, such as a free trip, that a manufacturer gives to a retailer for
buying a certain amount of a product.
A) Bonuses
B) Loaders
C) Spiffs
D) Allowances
E) Pulls
The marketing communication tool of ________ is attractive because the measurement
for response is always built in.
A) public relations
B) buzz marketing
C) retail advertising
D) media optimization
E) direct-marketing
A new weight loss program called Keep It Off advertises that dieters who have used the
program have maintained their weight loss for more than three years. However, Keep It
Off does not have any record of independent research that shows these results. The
company may encounter problems with the FTC because it ________.
A) cannot provide claim substantiation
B) did not sign a mandated consent decree
C) has not allowed for consumer redress
D) has run corrective advertising
E) has used misleading endorsements
How is public service advertising different from brand advertising?
Describe five ways research is used in marketing communication planning.
Jane is teaching an undergraduate introductory advertising course and is trying to
explain the difference between reach and frequency. How should Jane explain these
terms, and what is the goal of a media plan with respect to these two terms?
Josh was told to conduct in-depth interviews with consumers to gain a better
understanding of their perceptions and feelings toward his company’s brand of facial
tissue. He has only had experience conducting survey research and is not sure what an
in-depth interview actually is. Explain what it is, how it’s different from survey
research, and how it’s done.
What is a brand loyalty program? Give an example of one.