Diffusers are people with low brand loyalty who may be willing to try a new product.
Active publics are composed of people who are aware of their connection to an
organization regarding some particular problem and who communicate and organize to
do something about the issue or situation.
A critical factor in perception is relevance, which means the message connects on some
personal level.
Telephone surveys largely replaced door-to-door surveys in the 1960s.
In the United States, the Asian market is becoming a huge opportunity because it is
growing faster than other ethnic groups.
One reason freestanding insert advertising is growing is because it allows advertisers
greater control over the reproduction quality of the advertisement.
An entire shelf in the snack aisle of a large supermarket is stocked with Ritz products,
including a variety of crackers, cracker sandwiches, and toasted chips. Each red Ritz
package displays the distinctive yellow lettering on a blue background. This is an
example of ________.
A) a premium
B) environmental design
C) branded entertainment
D) the billboarding effect
E) point-of-sale materials
Lolly, Lolly, Lollypop is a candy manufacturer building its brand nationally. In addition
to advertising, the company is careful about what it says, how the company performs,
and what the response is from consumers. All of this is to promote one consistent
message through many different aspects, also known as brand message ________.
A) synergy
B) adaptation
C) reorganization
D) promotion
E) cooperation
In which case did the Supreme Court establish a test that determines to what extent the
government can restrict advertising?
A) Valentine v. Chrestensen (1942)
B) Virginia State Board of Pharmacy v. Virginia Citizens Consumer Council (1976)
C) Central Hudson Gas & Electric Corporation v. Public Service Commission of New
York (1980)
D) Cincinnati v. Discovery Network (1993)
E) 44 Liquormart, Inc. v. Rhode Island (1995)
The ________ takes charge of the production arrangements and makes sure the
expenses and bids come in under budget.
A) copywriter
B) art director
C) producer
D) director
E) arranger
Which of the following is for many people the most important reference group because
of its formative role and the intensity of its relationships?
A) neighbors
B) teachers
C) family
D) employers
E) coworkers
The term ________ refers to lifestyle and psychological characteristics, such as
activities, values, attitudes, interests, and opinions.
A) psychology
B) psychographics
C) attitude
D) motivation
E) personality
Newsletters and annual reports are both examples of ________.
A) collateral materials distributed through press kits
B) collateral materials distributed through kiosks
C) promotional materials distributed through point-of-purchase displays
D) corporate publications
E) training materials
All the groups of people with which a company or organization interacts€such as
employees, media, community groups, stockholders, and so forth€are known as
________.
A) targets
B) publics
C) audiences
D) shareholders
E) contact points
Which of the following most accurately characterizes members of Generation Y?
A) They are children of baby boomers.
B) They are the least environmentally educated.
C) They have reached their peak earning and spending years.
D) They were once labeled “the Greatest Generation.”
E) They are less immersed in technology than Gen Xers are.
________ is found where the product has a strong feature in an area that is important to
the target and in which the competition is weaker.
A) Position
B) Competitive advantage
C) Differentiation
D) Segmentation
E) Brand equity
Which of the following literary techniques used to enhance the memorability of slogans
refers to the repetition of the structure of a sentence or phrase?
A) direct address
B) parallel construction
C) startling phrase
D) rhyme, rhythm, alliteration
E) cue the product
In difficult economic times, the public relations budget is likely to suffer more severe
cuts than other functions of an organization. Jill is the director of her company’s public
relations department, and she has to convince her superiors that her department’s
function produces tangible results. To them, concepts such as goodwill are just “warm
fuzzies.” What should Jill say to help them appreciate the importance of public
goodwill?
Name and describe the six types of common Internet advertising.
Explain why someone would rather have a Rolex watch than a Timex watch, which is
as reliable as a Rolex but considerably less expensive.
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.
Every year Head Over Heels donates $1 dollar to the local school district for every pair
of shoes sold during the back-to-school promotion. Name and describe this activity.
Explain the two ways videographers and photographers handle composition.
Name the four steps in the production of a television commercial, and discuss some of
the activities associated with each.
Two basic approaches to message design are sometimes referred to as head and heart
strategies. Explain what this means in terms of the Facets Model.
How did increasing literacy rates and increased access to printed materials affect
advertising in the Early Age of Print?
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 is the most likely objective of Kraft’s trade promotion activities?