Internet marketers use offline advertising in conventional media to drive traffic to their
websites.
The proposition or selling idea component of a communication brief describes the
single thought that the communication will bring to life in a provocative way.
Display copy includes the elements that are designed to be read and absorbed, such as
the text of the ad message and captions.
One disadvantage of Internet advertising is that it is relatively expensive, often making
it prohibitive for a small company.
The process printers use to reduce the original color image to four halftone negatives is
called color separation.
Designers of outdoor advertising should make the relationship between foreground and
background as obvious as possible.
Many companies have the business philosophy of making a profit.
The three types of direct-marketing lists are house lists, response lists, and directory
lists.
One advantage of direct marketing is that it affords flexibility in both form and timing.
The biggest problem with product placement is that the placement may not be noticed.
Account planning is the research-and-analysis process used to gain knowledge and
understanding of the consumer, which is expressed as a key consumer insight into how
people relate to a brand or product.
The principles of good copywriting are not really applicable to Web ads.
Copywriters and art directors are the only creative roles in advertising agencies.
Which of the following is LEAST likely to be a benefit of conducting marketing
research?
A) assessing market potential and market share
B) understanding customer satisfaction and purchase behavior
C) measuring the effectiveness of accounting practices
D) measuring the effectiveness of promotion activities
E) understanding customer motivation
You are looking up hotel rates on the Internet. Alongside your search results, a message
reads, “Stay at Holiday Inn and get a 25 percent discount!” This is an example of
________.
A) search marketing
B) pop-unders
C) content sponsorship
D) pop-ups
E) superstitials
Prestige, status, and accomplishments are all examples of which level of needs in
Maslow’s Hierarchy of Needs?
A) ego needs
B) belongingness needs
C) safety needs
D) self-actualization needs
E) physiological needs
Several profit-oriented organizations participated in the Great American Bake Sale that
was held to raise funds to end child hunger in the United States. Parade magazine and
ABC entertainment helped get the word out about this event. For Parade and ABC, this
represents what type of social marketing program?
A) mission marketing
B) development marketing
C) cause marketing
D) business-to-business marketing
E) promotional marketing
A ________ is a multipage direct-mail publication that shows a variety of merchandise.
A) letter
B) brochure
C) broadsheet
D) self-mailer
E) catalog
Turning the page in the newspaper or a magazine, hitting the mute button on the
television, tossing unopened mail that looks like an ad, and deleting spam without
looking at it are all examples of how consumers ________ messages.
A) decode
B) encode
C) selectively attend to
D) transform
E) accept
Melissa was in the grocery store to purchase lunch food and snacks for her family. She
was in the cookie aisle and noticed small neon-colored signs attached to the shelf
holding a brand she is interested in. The sign read “Was $3.59, now $2.89!” What type
of consumer price deal is this?
A) cents-off deal
B) price-pack deal
C) bonus pack
D) banded pack
E) coupon
Discuss the advantages and disadvantages of owned media.
Allison works in the media department of a major advertising agency that has several
national advertisers as clients. Her responsibilities include identifying specific media
vehicles, such as TV programs, newspapers, magazines, or radio programs and stations
for clients’ advertising; negotiating the costs to advertise in them; and handling the
details of billing and payment. Although one of the agency’s major clients advertises
primarily in magazines, the media plan calls for the use of newspaper advertising as
well.
The media plan calls for placing ads in all the major newspapers in the southeastern
United States. Because newspaper is primarily a local medium, Allison seeks the
services of a professional to assist her in placing the buy with one order. Allison needs
to contact a ________.
A) media salesperson
B) customer service rep
C) media rep
D) media-buying service
E) media consolidator
Which of the following is NOT a reason for the growth of sales promotion?
A) consumer expectation of constant short-term price reductions
B) need for accountability
C) power of dominant retailers
D) reduction of consumers’ risk
E) pressure for long-term profits
During a television commercial shoot, which technician moves props and sets and lays
tracks for the dolly on which the camera is mounted?
A) grip
B) gaffer
C) camera crew
D) shoot clerk
E) mixer
Newspaper, radio, and television are all examples of which element of the basic
communication model?
A) the receiver
B) the channel
C) the source
D) the encoder
E) the decoder
An advertisement by the manufacturer of Flonase, a prescription allergy nasal spray,
compared its product with another nasal spray on the market, Nasonex, and claimed that
it controlled allergy symptoms for a longer period of time. The ad was effective,
resulting in a two percent increase in market share for Flonase. Manufacturers of
Nasonex claimed that the advertisement misrepresented their product and basically
made a false comparison. Nasonex would have to prove all of the following EXCEPT
which one to support its claim?
A) False statements had been made about Nasonex or Flonase.
B) The ads actually deceived a substantial segment of the audience.
C) Both Nasonex and Flonase are sold in interstate commerce.
D) Nasonex has been injured or is likely to be injured as a result of the false statements.
E) Flonase relied on puffery in the ads.
Which of the following is a type of indirect-action headline?
A) assertion
B) command
C) how-to head
D) association
E) news announcement
Which of the following is a tangible product feature?
A) quality
B) status
C) value
D) ease of use
E) fashion
Which of the following codes is designed to help marketers and advertising specialists
create transparent advertising in a fair, honest, and forthright manner?
A) FTC Improvement Act
B) Principles and Practices for Advertising Ethics
C) The Distilled Spirits Council Model
D) National Advertising Review Board Rules
E) Better Business Bureau of Practices
List three ethical questions advertising professionals can ask themselves when
confronted with ethical dilemmas concerning the social impact related to
shockvertising.
Explain how a centrally conceived international campaign can be cost efficient.
Do you think you have what it takes to work in public relations or public affairs? List
five of the required skills for public relations managers or public affairs specialists.
Describe the practice of product placement, explaining its advantages and
disadvantages.
You work in an advertising agency and have been tasked with recommending some
imaginative ways to investigate consumers’ relationships with the brands they buy.
Briefly describe four of the more imaginative qualitative methods discussed in the
chapter.
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’s mother limits Amy’s television viewing time because she feels there is just too
much advertising influencing her child to want more stuff. However, there are
restrictions regarding advertising toward children. Briefly name and describe the laws
and regulations specific to television advertising targeted at children.
The Secret Gallery is a unique gift and home accessories store that recently opened. The
owners want to advertise their business and are looking for an advertising medium that
will allow them to advertise frequently and at a low cost to women aged 18 to 45. They
want to get the audience curious about the unique offerings and get them imagining the
beauty they can expect when they visit the store. Based on this information, recommend
the appropriate medium for advertising.
Explain the purpose of a perceptual map.
Marcus is the advertising director of a major international corporation that
manufactures skateboard components to sell to skate shops around the world. His
philosophy is that teenagers, who are his products’ target market, are pretty much the
same all over the world, especially teens that are passionate about skateboarding. Name
and describe the strategy Marcus will likely use.
Describe the think/feel/do model.