Even though brand communication planners don’t manage customer service, customer
service is an important part of brand communication.
Co-branding means acknowledging a supplier’s brand as an important product feature or
component.
If a message tries to convey abstract qualities, such as justice and quality, words tend to
communicate these concepts more easily than pictures.
A persuasive message is designed to change behaviors rather than attitudes.
Attitudes can be either rational or emotional.
User-generated adsare the extra-long, skinny ads running down the right or left side of a
website.
A radio host who makes gender stereotyped references that are in poor taste could face
action from the FTC.
Which of the following is most likely the best place to start when setting objectives for
a media plan?
A) frequency
B) continuity
C) lead time
D) distribution
E) reach
Which type of evaluative research involves arranging to have test commercials
delivered to a select group of households within a market, and then comparing the
purchase behavior of the select group to that of a control group of households?
A) scanner research
B) persuasion tests
C) likability tests
D) inquiry tests
E) single-source research
What is the most important word selection in marketing communication?
A) headline
B) slogan
C) brand or corporate name
D) mission statement
E) display copy
The TAB visibility research program uses ________ to determine the effectiveness of
out-of-home media.
A) conversion rates
B) response rates
C) circulation
D) traffic counts
E) eye-tracking technology
Which of the following is the most important function of media buying?
A) providing information to media planners
B) matching the media vehicle to the strategic needs of the message
C) negotiating cost and making the media buy
D) handling all billing and payment for media buys
E) monitoring the media plan performance
Which “key player” in the advertising world is composed of the channels of
communication that carry the message from the advertiser to the audience and from
consumers back to companies?
A) advertiser
B) agency
C) media
D) vendor
E) distributors
You’ve heard someone mention the “St. Louis Designated Marketing Area (DMA).”
Explain what this means and why it is useful to media planners.
Wendy’s fast food restaurant recently had a situation in which a woman found a
fingertip in her bowl of chili. Of course, customers were disgusted and sales at that
particular Wendy’s and Wendy’s outlets nationwide went down. Fortunately for
Wendy’s, though, it was discovered weeks later that the accuser has a history of filing
lawsuits against businesses, and the owner of the lost digit turned out to be a co-worker
of the woman’s husband. The Wendy’s location in which this incident occurred received
very favorable exposure in the local media once it was learned that the restaurant was
victimized by this false accusation.
The local Wendy’s franchise is a good corporate citizen, and the owners of that
particular franchise had fostered relationships with local media contacts. What type of
relationship management program focuses on developing media contacts?
A) public affairs
B) issue management
C) corporate relations
D) media relations
E) town hall forums
The objective for the new IMC campaign for Mean Jeans is to increase share of wallet
from 18% to 25%, an increase of 7%. Which of the following is missing from this
objective in order for it to be measurable?
A) a budget
B) a media plan
C) a time frame
D) a specific effect
E) a strategy
Which of the following is a primary disadvantage of viral marketing?
A) The costs of viral marketing are too high for most companies.
B) The brand associated with the viral message is usually forgotten.
C) Viral messages can spread negative stories about a brand.
D) Viral messages are offensive to many potential customers.
E) Viral messages are blocked by most search engines.
A line at the end of an ad that encourages people to respond and gives information on
how to respond is called a(n) ________.
A) underline
B) caption
C) call to action
D) overline
E) call-out
A type of memory test in which respondents are asked to report what they remember
from the ad about the brand is known as a(n) ________ test.
A) recall
B) recognition
C) semiotics
D) likability
E) attitude
In a SWOT analysis, a(n) ________ is an area in which the company could develop an
advantage over its competition.
A) win
B) weakness
C) opportunity
D) threat
E) leverage
What is the first of the four basic steps in media planning?
A) developing a media strategy
B) establishing metrics
C) analyzing metrics
D) identifying the target audience
E) purchasing media
Which of the following is NOT a reason marketers use new social media tools such as
Facebook and Twitter?
A) to increase competition
B) to promote brands
C) to engage customers
D) to create brand relationships
E) to have instantaneous customer connections
Booth exhibits are particularly important at ________.
A) press conferences
B) trade shows
C) guerilla marketing events
D) staged events
E) town hall forums
B->C2 represents which type of communication?
A) business initiated, one-way communication
B) business initiated, targeted communication
C) business initiated, shared communication
D) consumer initiated, one-way communication
E) consumer initiated, shared communication
Explain why advertisers are interested in social games, such as Farmville.
You are planning a presentation on why marketers use consumer promotions. What are
the reasons you would include in your presentation?
In the 1930s, John Caples published Tested Advertising Methods, which discussed his
theories about the pulling power of headlines. How did Caples’ work change the style of
advertising writing?
Kim and her boyfriend were watching a movie on television when a commercial for a
feminine hygiene product came on. Kim was actually interested in this product, but
being a teenager, she was mortified that her boyfriend was there when this ad came on.
She quickly changed the channel. What key ethical issue challenging the standards of
advertising professionals does this best illustrate?
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.
One ad for Barbie shows an animated Barbie character diving off of a diving board
doing flips and twists before landing in a pool. The commercial was advertising a
Barbie doll with a diving board that can be attached to the side of a bathtub. Amy
begged her mother for the doll and got it, but she was very disappointed when the doll
did not perform as she had seen it perform in the commercial. She realized she had to
hold on to the doll to make it flip around and dive into the water. What was wrong with
this ad?