The use of black in an advertisement conveys a natural, no-nonsense feel.
An appeal typically states the logic behind the sales offer.
A perfume maker wants to create an advertisement that gives consumers the chance to
experience a new perfume. The perfume maker should choose to advertise in a
magazine rather than in a newspaper.
In advertising, diversity tends to be discussed mostly in terms of representations of age,
ability, and gender.
A tie-in involves manufacturers developing marketing communication programs with
their main retail accounts, instead of for them.
Branded entertainment and product placement are simply different names for the same
strategy.
The account planner is the voice of the consumer.
A brand steward should monitor conversations, complaints, and questions about a brand
on social media as a part of managing the brand’s reputation.
Over the years, identification, information, and entertainment have been the basic
functions of advertising.
Campaign evaluation is typically conducted on a tool-by-tool basis before overarching
campaign synergy is measured.
Aperture is the point where a consumer has an opportunity to connect with a brand and
respond in some way to a brand message.
Melanie works in the public relations department at a major university. She is the editor
of an internal newspaper, called Update, that is distributed to all faculty and staff
working at the university. The newspaper covers stories about what faculty are doing,
grants and awards won by employees, and important information regarding human
resource issues. What type of public relations program does this illustrate?
A) issue management
B) corporate relations
C) internal relations
D) employee relations
E) house communications
If a local business wants to advertise extensively in a local market, wants to reach an
upscale and well-educated audience, needs room for explanation, and is unconcerned
with the quality of the image, what medium would best suit its advertising needs?
A) out-of-home media
B) radio
C) magazines
D) local or spot television
E) newspapers
Which of the following is most important for the evaluation of an IMC campaign?
A) The campaign should be limited to one or two specific objectives.
B) The campaign should have specific, measurable objectives.
C) The campaign should be limited to one or two marcom tools.
D) The campaign should be evaluated by the same team who planned it.
E) The campaign should be evaluated by the same team who implemented it.
Arthur works at an advertising agency and is in charge of the visual look of the
message, both in print and TV, and how it communicates mood, product qualities, and
psychological appeals. He makes decisions about whether to use art or photography in
print, film or animation in television, and what type of artistic style to use. He was
trained in graphic design and designs ads, but he rarely creates the finished art. What is
Arthur’s job title?
A) producer
B) art director
C) advertising director
D) creative director
E) creative strategist
You are having dinner with your former college roommate, who is a neurosurgeon. You
are an account planner at an advertising agency, and you do a lot of ad testing. You’re
trying to get him to help you with some neurological tests to determine the effectiveness
of some of your clients’ ads, especially those that attempt to evoke strong emotional
responses. He asks you, “If advertising is done to sell a product, why don’t you just
measure sales to determine the effectiveness of an ad?” You try to explain to him that it
is not that simple, and you tell him about all the types of research you conduct at
various stages of a campaign.
Which of the following is a reason that advertisers use other measures in addition to
sales as a measure of advertising effectiveness?
A) Sales are never an accurate measurement of advertising effectiveness.
B) Measuring other data is far cheaper than measuring sales.
C) Manufacturers, and therefore their advertising agencies, do not have access to sales
data because it is collected by retailers who don’t make that available to them.
D) Creating higher levels of brand recognition is one of the major objectives of
advertising and isn’t necessarily reflected in sales.
E) Advertisers don’t normally measure advertising effectiveness with other measures
besides sales.
A ________ identifies the best media to use to deliver an advertising message to a
targeted audience and is a subsection within a marketing communications plan.
A) media impression
B) media vehicle
C) gross impression plan
D) media plan
E) message plan
Who encodes the message in the SMCR communication model?
A) the receiver
B) the channel
C) the media
D) the source
E) the encoder
Which term refers to the percent of viewers based on the number of television sets
turned on?
A) rating
B) share
C) gross rating points
D) gross impressions
E) impressions
Which type of public relations is most directly focused on sales?
A) media relations
B) fund-raising
C) marketing public relations
D) corporate social responsibility
E) issue management
Rahim is an art director developing an advertising campaign for a new online
multiplayer game. The advertisement will feature actual actors moving through the
animated universe alongside avatars from the game. During which part of production
will the actors be inserted into the digital universe?
A) postproduction
B) the shoot
C) production
D) preproduction
E) interlock
Office rules, rigid work hours, and dress codes are all aspects of ________.
A) cross-cultural values
B) corporate culture
C) brand communities
D) cultural cohorts
E) reference groups
The ________ behind a marketing communication message is stated in measurable
objectives in areas such as sales and brand reputation.
A) creativity
B) media choice
C) buzz
D) strategy
E) information
________ are the ‘shoulds” and “oughts” of behavior.
A) Missions
B) Ethics
C) Regulations
D) Customs
E) Traditions
Lexis-Nexis and Dow Jones’ Factiva are both examples of ________.
A) qualitative research suppliers
B) primary research suppliers
C) trade associations
D) secondary research suppliers
E) reports supplied by government agencies
New electronic media are categorized as ________ media.
A) controlled
B) uncontrolled
C) semi-controlled
D) regulated
E) unregulated
What does Melissa Read, director of marketing analysis and strategy at Sapient, mean
when she says that consumers experience an “ecosystem of digital properties”?
Coca-Cola is a global brand that advertises all over the world. Discuss the special
problems managers face that make evaluation of international programs difficult.
Joan recently opened a store in her community that specializes in home decor, including
some furniture, such as sofas, chairs, and end tables, but mostly home-decorating
accessories. She is also a certified interior decorator, and she provides expertise in
assisting do-it-yourself home decorators in “putting it all together.” She has not been
pleased with her sales so far, and she decides she needs to promote her business.
Joan does not have a lot of resources to spend on promoting her business. What key
player in advertising is most likely to be of value to Joan in assisting her in her
advertising efforts?
Why is perception a particularly important facet of the Facets Model of Effects?
Louis is a food broker who calls on independently owned grocery stores in Louisiana
and Mississippi. Part of his job is to assist grocers with product displays. Manufacturers
provide information for him in the form of retailer kits. Describe this type of trade
promotion.