In effective advertising, the visuals work together with the words to present the creative
concept.
An ad showing how much food a Dixie paper plate can handle and how much more
food a Chinet paper plate can handle is an example of a problem avoidance message
format.
Newspapers, radio or TV stations, billboards, and so forth are known as media vehicles.
Word association is a projective technique used to uncover the network of associations
in consumers’ thought patterns.
Currently, there are six national, over-the-air television networks in the United States:
ABC, CBS, NBC, Fox, WB, and UPN.
The Federal Communications Commission (FCC) has the power to ban the airing of
messages, including ads, that are deceptive or in poor taste.
A copyright gives an organization the exclusive right to use or reproduce original work,
such as an advertisement or package design, indefinitely.
PBS is an attractive medium for advertisers because it reaches affluent, well-educated
households.
Computer models are most important for which of the following techniques?
A) recognition tests
B) payout analysis
C) break-even analysis
D) media optimization
E) test marketing
When two companies come together to offer a product, the effort is called ________.
A) co-branding
B) sponsorship
C) cross promotion
D) tie-in marketing
E) continuity marketing
Barbara doesn’t like to make major purchase decisions, such as choosing which car to
buy. However, she had to replace the old car she owned because it was no longer
reliable, so she purchased a new Honda Accord. Although her entire family assisted in
the purchase transaction and the salesperson was a close family friend and practically
sold the car to her at cost, she is still concerned whether she made the right decision.
Barbara is suffering from ________.
A) mass desire
B) selective satisfaction
C) selective distortion
D) cognitive dissonance
E) selective exposure
Frank is a senior account planner and is in charge of concept testing. At which stage of
a campaign is concept testing performed?
A) before an ad or campaign runs
B) while an ad or campaign runs
C) after an ad or campaign has run
D) before and after a campaign runs
E) before, during, and after a campaign runs
A(n) ________ is used when an announcer who is not visible describes some kind of
action taking place on the screen.
A) voice-over
B) remote-voice
C) off-location
D) ghost-voice
E) monologue
Which of the following refers to big packages of media, such as print, broadcast, social
media, or mobile media?
A) platforms
B) associations
C) syndications
D) browsers
E) networks
________ helps marketers to make final go/no-go decisions about finished or nearly
finished ads by assessing the strength of the finished message and predicting how well
it will perform.
A) Pretesting
B) Tracking
C) Diagnostic testing
D) Moment-by-moment testing
E) Wave analysis
________ drives a transaction or generates immediate behavioral response, which
makes it easily measurable.
A) Public relations
B) Buzz marketing
C) Retail advertising
D) Media optimization
E) Direct-marketing communication
The primary objective of securing naming rights for a sports arena or public building is
________.
A) building brand loyalty
B) creating positive feelings about the brand
C) increasing brand visibility
D) presenting the brand promise
E) developing brand personality
Which of the following is NOT part of a crisis management plan?
A) deciding who contacts the various stakeholders who might be affected
B) deciding who speaks to the news media
C) deciding who sets up an onsite disaster management center
D) deciding who covers up events leading to the crisis
E) analyzing the potential for an emerging crisis
A public relations campaign is typically measured in terms of ________ and ________.
A) recognition; recall
B) payout point; break-even point
C) output; outcome
D) click-through rate; conversion rate
E) exposure; engagement
Which age-related population group is also referred to as the iGeneration?
A) Generation X
B) Millennials
C) Generation Y
D) the Greatest Generation
E) the Me Generation
A formal and systematic tabulation of competitors’ approaches and strategies is known
as a(n) ________.
A) content analysis
B) semiotic analysis
C) brand experience
D) association test
E) concept test
According to research reported in the text, which of the following letters have a calming
or relaxing effect?
A) T and K
B) X and Z
C) C and S
D) P and K
E) S and Z
If an advertising period is too long, ads may suffer from ________, which means the
audience gets tired of them and stops paying attention.
A) carryover
B) pulsing
C) weighting
D) wearout
E) aperture
Johnson & Johnson manufactures health and beauty aid products under several brand
names. The company sells its products to end consumers through retail stores such as
grocery, drug, and discount stores. J&J employs a sales force that calls on
intermediaries, such as wholesalers and retailers, and spends part of the promotion
budget on trade deals to influence intermediaries to carry the company’s brands. The
remainder of J&J’s promotion budget is spent on mass advertising and sales promotions,
such as coupons, targeted toward consumers.
Which promotion strategy is J&J pursuing?
A) push
B) zero channel
C) direct
D) pull
E) push and pull
The Internet practice of ________ is designed to deliver a groundswell of opinion,
buzz, or marketplace demand for a product.
A) netcasting
B) search marketing
C) category leadership
D) viral marketing
E) two-stage adoption
Name and describe the six steps in the classic creative process.
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.
What self-regulatory agencies would likely be interested in evaluating advertisements
for Barbie?
While working on a campaign plan for a client, Madeleine was given the task of
understanding the brand’s position within the competitive marketplace. What is a
position of a brand?
In the SMCR communication process, what is noise and why is it important?
Discuss five reasons for the growth of sales promotion.