Three basic objectives of direct marketing are lead generation, traffic generation, and
increasing competition.
In an agency, the person in charge of an advertiser’s business is known as the ‘supplier
manager.”
A push strategy directs marketing efforts at the consumer in an attempt to stimulate
consumer demand.
The media are used primarily for advertising.
All print ads end with a call to action with instructions on how to respond.
A market can refer to either a place or a particular type of buyer.
Consumers with higher education tend to prefer print media, the Internet, and selected
radio and cable stations.
Companies that need close control over their advertising are more likely to use an
agency-of-record than an in-house agency.
One advantage of advertising in magazines is that they have high reach potential
because they are passed along to family, friends, customers, and colleagues.
All touch points are contact points, but not all contact points are touch points.
A SWOT analysis reflects a general understanding of the difficulty of changing people’s
attitudes about issues relevant to the company.
Celebrities and product placements are credibility techniques used to give consumers
permission to believe a claim or selling premise.
A banner ad that does not deliver a high level of response may still be effective in
building brand awareness.
Positioning is one of the key strategic elements that brands usually try to change from
country to country when using a localization strategy for an international IMC
campaign.
Focus groups use no interviewer to bias the answers, may produce more honest
answers, and can be used to collect large amounts of data at a low cost per respondent.
A national advertiser would like to advertise more in newspapers, but there is a
substantial rate differential between national advertisers purchasing the same ad size as
local retailers. On average, the national advertisers must pay more than 60 percent more
for the same space. What can a national advertiser do to avoid this rate differential?
A) Use the “one-order, one-bill” ordering system because they’ve negotiated the rates
down to the local rates.
B) Use the “co-op” ordering system because they’ve negotiated the rates down to the
local rates.
C) Advertise only in larger cities because newspapers in those markets do not charge a
rate differential.
D) Use co-op advertising, which is an arrangement between an advertiser and a retailer
whereby the retailer buys the ad at the local rate and the advertiser reimburses some or
all of the costs.
E) There’s really nothing a national advertiser can do to avoid the higher rate.
On Twitter, users post tweets no longer than 140 characters, otherwise known as
________.
A) social networks
B) chats
C) status updates
D) paid posts
E) microblogs
In a marketing database, the term expires means ________.
A) the customer is dead
B) the marketer no longer has permission to communicate with this customer
C) the customer name is no longer valid
D) the customer has not purchased from the marketer for more than 18 months
E) the customer’s name has been merged to another list
Susan is working on the advertising plan for her company’s shampoo named Silkience.
She has conducted a SWOT analysis and learned that her company enjoys a strong
financial position and has good working relations with the resellers of its brands. The
primary target customers for this brand are women between the ages of 35 and 50, and
demographic analysis indicates that this age demographic will grow in double digits
over the next 10 years. Silkience targets women who may be having concerns about
graying hair. It is a gentle shampoo that will not wash out color, especially
semi-permanent color that women of this age tend to use. However, Susan also learned
that the target customers do not perceive her company’s brand of shampoo as a brand
for them but rather for a younger consumer because previous ads tended to use
younger-looking models. There was also nothing in the previous advertising campaigns
that really explained the benefits of the brand, such as suggesting that it was gentler for
semi-permanent-colored hair.
Silkience’s place in consumers’ minds among other brands targeted to younger women
represents Silkience‘s ________.
A) position
B) competitive advantage
C) competitive disadvantage
D) target
E) perceptual map
One of the primary effects of packaging is to ________.
A) create participation
B) maximize credibility and likability
C) deliver product information
D) create conviction
E) reward behavior
Which type of network connects people in one business with its business partners?
A) Internet
B) intranet
C) extranet
D) social network
E) internal Web
Rough versions of the commercial assembled from cuts of the raw film footage are
known as ________.
A) dailies
B) rushes
C) rough cuts
D) interlocks
E) answer prints
During the ________ step in the direct-marketing process, the DMC message must
make it as easy as possible for customers to respond.
A) objectives
B) offer
C) response
D) fulfillment
E) relationship building
Which of the following is NOT an advantage of direct mail?
A) reaches a highly targeted audience
B) builds in feedback
C) personalizes the message
D) simplifies calculation of return on investment
E) provides a low cost per thousand
Newspapers offer advertisers ________, which allows them to target specific consumer
groups.
A) market intermediation
B) market zoning
C) market selectivity
D) direct marketing
E) selective binding
________ refers to the use of blogs, linked social networks, online communities, and
other types of media to drive consumer interaction and build widespread brand
awareness.
A) Search marketing
B) Direct marketing
C) Niche marketing
D) Social media marketing
E) Community marketing
Just For Me is a line of hair care products for pre-teenage girls, that is, girls between the
ages of eight and twelve. This is the age in which young girls start to care about their
looks and want to make their own decisions regarding their grooming. The
manufacturer of this brand decided to use television advertising to inform and persuade
girls about this line of products.
Taylor Swift, a singer and actress popular with the target market, appears in the
commercial claiming the benefits of the product. Swift is well liked, respected, and
believable to this target market. The ads are very successful. What is the most likely
reason for the success of this campaign?
A) The target market needed this product.
B) The use of Taylor Swift led to cognitive learning in members of the target market.
C) Taylor Swift was a credible source to deliver this message to this target audience.
D) The use of Taylor Swift was a successful bandwagon appeal.
E) This was a high-involvement product.
The term ________ describes something that stimulates wants, touches the emotions,
and creates feelings.
A) cognitive
B) resonant
C) perceptive
D) affective
E) transformative
Which of the following is used to make a campaign as strong as possible before it “goes
live” in the market place?
A) concept testing
B) scanner analysis
C) tracking survey
D) recall testing
E) brand linkage testing
The position you and your family occupy within your society is known as your
________.
A) subculture
B) culture
C) ethnic group
D) reference group
E) social class
How might a marketer use Google to create an experiment to judge the effectiveness of
a campaign?
Name and describe the two broad categories into which public relations tools can be
divided. Give an example of each.
Identify three of the key factors driving perception.
Rob has been writing advertising copy for magazine ads for many years, but now he
wants to venture into writing copy for Web ads. Explain how writing for the Web is
going to be different for Rob.
Discuss the advantages and disadvantages of Twitter as a medium for brand
communication.