Online media is now more popular than traditional media as the first spot in the
consumer search process.
The two general types of printed images are photographs and illustrations.
A situation analysis assesses the external and internal environments that affect
marketing operations.
Branding and positioning play minor roles in the development of a creative brief.
Association, the primary tool used in brand communication, guides the process of
making symbolic connections between a brand and characteristics, qualities, or
lifestyles that cue the brand’s image and personality.
Magazine rates are based on the guaranteed readership that a publisher promises to
provide.
The think/feel/do model of how advertising works is also known as the FCB model.
When www.women.com advertises that “It’s where today’s educated, affluent women
find in-depth coverage on issues they care about,” it is using the strategy of comparison.
A cereal maker that advertises its product as “the one that will make you smile” is using
an exaggerated claim, not puffery.
________ work for a specific vehicle, such as a magazine or local television station,
with the objective of building the best possible argument to convince media planners to
use the medium they represent.
A) Media buyers
B) Account planners
C) Media researchers
D) Media salespeople
E) Media brokers
Most advertising dollars are spent on ________ markets.
A) consumer
B) business-to-business
C) media
D) channel
E) institutional
The ________ rate measures the rate at which people use coupons, refunds, or rebates
offered in a promotion.
A) parity
B) conversion
C) retail
D) trade
E) redemption
Using the ________ for budgeting, the budget is determined based on whatever is left
over after other budget responsibilities have been met.
A) percentage-of-sales method
B) objective-task method
C) historical method
D) competitive method
E) all you can afford method
The Detroit Tigers’ baseball season is about to kick off, and the owners want to
advertise that fact in the Detroit metropolitan area. They will be using television,
newspaper, and radio as part of their media mix. Below is one portion of their media
plan.
Calculate the cost per point (CPP) for CSI, the Detroit News, and WJBR, respectively.
Allison works in the media department of a large advertising agency. Her biggest client
is P&G, a major manufacturer of consumer packaged goods that spends billions on
consumer advertising every year. Allison is putting together a media plan for P&G
using a variety of media vehicles.
Allison’s media plan calls for advertising in national newspapers. If P&G doesn’t care
where its ads run in the newspaper, what rate will Allison request for her client?
A) run-of-paper (ROP) rate
B) display ad
C) supplement rate
D) classified rate
E) differential rate
When creating an advertisement or complete campaign, it is typically more efficient for
an advertiser to use an outside agency rather than an in-house agency for all of the
following reasons EXCEPT which one?
A) Outside agencies typically have fewer restrictions on getting ideas approved.
B) Outside agencies have creative expertise.
C) Outside agencies have media knowledge.
D) Outside agencies have workforce talent.
E) Outside agencies have the ability to negotiate good deals for clients.
The basic driving forces that motivate us to do something are called ________.
A) wants
B) desires
C) values
D) needs
E) attitudes
Which of the following is NOT a requirement of a measurable objective?
A) a specific effect that can be measured
B) a baseline
C) a time frame
D) a budget
E) a percentage change
Experimental research is most likely used to ________.
A) test hypotheses about cause-and-effect relationships
B) gather preliminary information that will help define problems
C) uncover information in an unstructured way
D) describe marketing problems or situations
E) quantify observations that produce insights unobtainable through other forms of
research
One way to measure memory is to show an advertisement to people and ask them
whether they remember having seen it before. This is known as a(n) ________ test.
A) aided recall
B) recognition
C) semiotics
D) likability
E) attitude
The ________ era features electronic information transmitted through the Internet and
saw the birth of e-commerce.
A) print
B) digital
C) broadcast
D) social media
E) traditional
Newspapers measure their audiences in ________ and readership.
A) response rate
B) conversions
C) traffic
D) circulation
E) coverage
For several years, Nike included the phrase “Just Do It” in all of its advertisements,
print and television. This phrase is an example of a(n) ________.
A) caption
B) underline
C) slogan
D) call-out
E) body copy
Touch point strategies and programs are sometimes referred to as ________.
A) mission marketing
B) permission marketing
C) experiential marketing
D) spherical marketing
E) direct marketing
________ tend to be something you think about; ________ tend to be based on feelings
and desires.
A) Wants; needs
B) Transformations; emotions
C) Recollections; memories
D) Memories; recollections
E) Needs; wants
Explain four key publics addressed by relationship programs in public relations.
Briefly compare and contrast blogs and Twitter.
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 type of promotion could Kraft provide to retailers to call their customers’
attentions to Kraft’s products?
Head Over Heels is a unique children’s toy and shoe store. Although it is the only store
in town that has a large selection of educational toys, it also features Thomas the Tank
Engine; Madeline dolls, clothes, and dollhouses; and all sorts of infant toys. Head Over
Heels carries the largest selection of Stride Rite shoes in town, as well. The store
advertises all year, but it advertises more heavily around back-to-school time for shoes
and the holidays for toys.
The planners at Head Over Heels believe that share of media voice directly relates to
market share. What budgeting method are they most likely to use to create an IMC
budget?
Amy is seven years old and loves to play with dolls. In fact, she has more than 20
Barbie dolls and lots of clothes and accessories, including three cars, a house with
furniture, and an airplane. Mattel, the manufacturer of Barbie, also sells many other
products with the Barbie brand, such as games, notebooks, and girls’ clothing, to name a
few.
Amy saw a commercial on television for a newer Barbie house than the one she
currently has, and of course, she wanted it. Advertising has been criticized because it is
used to drive people to feel a need or want. What is this called and why is advertising
criticized?
Compare and contrast cause marketing and mission marketing.
Some advertising students are visiting your agency on a field trip and have asked you to
provide some guidance on creating effective direct-response mail. Give them three of
the ideas that were given in the text.
Kimberly is an art director at an advertising agency, and she is developing the print
campaign for one of the agency’s clients. The client doesn’t have a large budget, so it
would like to keep the costs of production as low as possible. This means that the
creation of original art in the ads is not feasible. The desired look of the ads is formal,
and the mood Kimberly wants to convey is calm, serene, reflective, and intellectual.
She also wants the layouts to be formal because the product is financial services
targeted to consumers 50+ years old.
Kimberly is considering using visuals of matched or proportional sizes. Name and
describe the appropriate layout she should use.
RoC Retinol Correxion is a skin cream product that says you can “Get 10 Years Back.”
The print ad doesn’t really give much information regarding the product, but it does say,
“For more about the science behind RoC, visit rocskincare.com.” How can the
effectiveness of this ad be measured?