What type of television transmission broadcasts programming over airwaves to affiliate
stations across the United States under a contract agreement?
a. Satellite
b. Interactive
c. Network
d. Cable
When an advocacy position is taken by a spokesperson in an advertisement, it is known
as a(n)_____ ad.
a. transformational
b. testimonial
c. feel-good
d. image
Which of the following is true of Web 2.0?
a. It depends on mass collaboration as individuals simultaneously create value for
themselves and others.
b. It involves one-way messaging and online information retrieval.
c. It cannot be used for addressing consumers during crisis management.
d. It ignores consumer privacy and people feel unsafe in sharing information on the
Internet.
____can save a lot of time on a shoot day when many more costly personnel are on the
set.
a. Prelighting
b. Budgeting
c. Blocking
d. Scripting
A communication test simply explores whether the people “get” the adwhether they
understand the main point, get the joke, or see the connection.
a. True
b. False
Creativity is very different depending on the domain in which it exists.
a. True
b. False
One advantage of sales promotion is that it breaks through the media clutter.
a. True
b. False
A media planner is comparing the relative advantages and disadvantages of television
and magazines as advertising vehicles for her client. She needs to keep in mind that
when comparing the two, television:
a. gives an advertiser the advantage of lowest absolute cost.
b. has a higher degree of audience selectivity.
c. allows an advertiser to repeat a message more frequently.
d. has a higher degree of audience attentiveness.
Although cultures participate in rituals, consumers do not participate in rituals.
a. True
b. False
Though it is almost impossible to define, creativity is essentially the ability to:
a. see the world in a structured way.
b. hold together seemingly inconsistent elements.
c. think in terms of “the way things have to be.”
d. be conventional and hardworking.
Which of the following would be considered as a trade journal?
a. A publication written for health professionals
b. An e-zine for emerging writers to publish their work
c. A magazine for fitness enthusiasts
d. A newspaper carrying news articles about a particular city
An owner of a city-wide grocery chain is given the figure of 10 percent and is told that
this represents the people or households in its target audience that will be exposed to the
chosen media vehiclein this case, the city newspaper at least one time during the
campaign period. The client has just been given a measure based on:
a. reach.
b. frequency.
c. class.
d. scope.
Scenario 10-5
In 2007, the Michigan-based Ford Motor Company fell from second to third in the U.S.
annual vehicle sales for the first time in 56 years. Facing stiff competition from foreign
auto-makers and brand indifference amongst U.S. consumers, Ford appeared to be
headed towards turbulent times. However, when marketing and advertising guru Jim
Farley joined Ford in November 2007, he brought with him a number of fresh ideas that
helped turn the company toward the right direction. Farley quickly found that
Americans had become indifferent to the Ford brand, which in his opinion, was worse
than disliking the brand. So, Farley, along with the rest of the marketing team at Ford,
created a campaign that used catchy songs and cheerful images to accompany its line of
automobiles. The marketing team at Ford is now heavily utilizing the Internet to
promote the new Ford Fiesta, which is the focus of a campaign that has greatly
increased the awareness of the Ford brand. The company has also been stressing the
value of buying environment-friendly cars, a move it hopes will improve the brand’s
image throughout the world. So far, these moves appear to be workingin late 2010, Ford
was once again named the second leading automotive company in the United States, as
well as the fourth largest in the world.
(“Ford Can Fiesta Again.” TheEconomist, October 28, 2010)
If the objective of Ford is to demonstrate that its newest line of cars is superior to that
of a strong competitor, which of the following methods should Ford use?
a. Demonstration ads
b. Comparison ads
c. Reason-why ads
d. Point-of-purchase ads
Scenario8-4
American Express is dissatisfied with the degree of penetration of its Gold Rewards
Plus card in the U.S. market. Marketing managers at American Express feel that the
firm needs to increase advertising to small entrepreneurial businesses to encourage
more acceptance of the card for use in purchasing office supplies and durable goods like
computers and office furniture. American Express feels that to accomplish the goal of
increased penetration in this sector, the budget should be based on communications
objectives aimed at certain target markets.
American Express has decided to do a specific type of analysis that focuses on reach,
frequency, time frame, production costs, media expenditures, and other specific
elements. These factors are always included in a(n) _____ analysis.
a. market
b. situation
c. build-up
d. industry
Comparison ads are rarely seen outside the United States due to cultural customs or
legal restrictions of other nations.
a. True
b. False
____ is a term that advertisers created in the mid-1960s to refer to a form of research
that emphasizes the understanding of consumers’ activities, interests, and opinions.
a. Demographics
b. Geodemographics
c. Psychographics
d. Micrographics
A recent graduate decides to pursue his passion in writing. His strengths are that he is
very good with digital and interactive media, prefers writing in a journal format, and
has a unique and informal style of writing. Which of the following avenues would best
suit his abilities?
a. Writing a newspaper column
b. Creating a website
c. Writing a blog
d. Developing a corporate home page
Scenario 8-3
After working as an account executive in an advertising agency for 20 years, you’ve
decided to own your own business. You buy Springfield Hardware, a neighborhood
hardware store, from a man who has owned and run the business for the past 52 years.
He sells the store and all the inventory, with one warninghe wasn’t much on paperwork,
so there won’t be a lot of records to be found. You buy the store and begin to create your
ad plan.
You decide that as soon as you are financially able, you will hire an agency to put
together an advertising plan for you. Unfortunately, you realize that even if you do hire
an agency, you will still have to provide the agency with statements regarding:
a. the value proposition and the marketing mix.
b. the budget recommendation and the ad strategy.
c. the competition and the media plan.
d. the ad design and ad placement.
Which of the following terms identifies the visual line, real or imagined, that runs
through an ad and organizes all elements?
a. Serif
b. Axis
c. Thumbnail
d. Gaze motion
In the world of promotion, authenticity refers to the quality of being perceived as
genuine and natural, a definite plus in brand placement.
a. True
b. False
Media vehicles with broad reach are ideal for consumer convenience goods, such as
toothpaste and cold remedies.
a. True
b. False
Psychologists now believe that memory is more fluid than was once thought, and is
more strongly influenced by motivation to remember, or not to remember.
a. True
b. False
Scenario5-2
Since its introduction to the market in 2007, Apple Inc.’s iPhone dominated other
smartphones in terms of units activated per year. However, several years later, Apple
faced stiff competition from Google’s Android software and Research in Motion, the
maker of the Blackberry. The problem for Apple is that its competition, primarily
phones powered by Android operating systems, largely outnumber the iPhone in terms
of available options. In the U.S. alone, there are over twenty smartphones that run on
the Android operating system, compared to Apple’s one iPhone. Americans are now
buying more Android phones than iPhones. Experts claim that if the trend
continues, Android will have erased the iPhone’s once enormous lead in the high-end
smartphone market in a little over a year. Now more than ever, Apple, which insists on
tight control of its devices, must find a way to win in an intensely competitive market
against rivals that are openly licensing their software to scores of companies.
While searching for a phone with bluetooth and Wi-Fi features, Kate finds seven
different advertisements stating that their phones have the best bluetooth and Wi-Fi
features when compared to others. Kate is now confused about which brand to choose.
This is an example of _____.
a. advertising clutter
b. cognitive dissonance
c. predecisional distortion
d. life-stage variables
Scenario 15-2
The Sounds Good recording company is getting ready to release the first compact disc
from its newest band, Planet Moon. Sounds Good’s last three releases have been dismal
failures, and the struggling company needs a quick influx of cash. The owners decide to
use sales promotions to move the Planet Moon disc through record stores and into
customers’ hands.
The displays commissioned by Sounds Good need to be set up and maintained. Any
record store that agrees to do this gets several copies of Planet Moon CDs and past
releases from Sounds Good for free. This is known as a(n) ______.
a. incentive
b. merchandise allowance
c. maintenance exchange
d. off-invoice allowance
The idea of involvement in the context of consumer decision making refers to how:
a. a person will use a product or service.
b. much importance accompanies the choice of a product.
c. an individual’s past experience with a product makes the person more aware about it.
d. the consumer first heard about a product or brand.
AIO research uses survey data from consumers who have answered questions about
themselves.
a. True
b. False
The only medium that places the advertising, the product, and the consumer together in
the same place at the same time is Point-of-Purchase advertising.
a. True
b. False
A subhead for a Michigan resort ad reads, “Michigan’s Oldest Resort. In the Woods. On
the Cliffs. At the Beach. Location, Location, Location. Best Location on the Lake for
the Past 130 Years.” This copy fulfills the basic job of the subhead, which is to:
a. speak directly to readers with sound advice about the brand.
b. target a specific demographic group to consider the brand.
c. add key selling points about the brand.
d. promote a good feeling about the brand.
The success of any IBP campaign involves choosing the right set of options and
coordinating the placement of messages.
a. True
b. False
Billboards offer several strong advantages, but they are most effective as a promotional
medium when they are in a location that:
a. sends a message to the national and international market.
b. incorporates specialized lighting.
c. relates to an immediate need or desire.
d. offers round-the-clock exposure.
The mid-1990s presented insecure moments for advertisers heavily invested in
traditional advertising.
a. True
b. False
Rita needs to buy a tent, sleeping bag, and hiking boots for a two-week camping trip in
the mountains. She has never bought camping equipment before and assesses what
other equipment she may require during her trip. She also asks her friends, who have
gone camping before, what equipment she should buy. Once she has purchased all the
camping gear, she evaluates whether she made the right purchases. In this situation,
Rita is engaging in:
a. extended problem solving.
b. top of mind awareness.
c. stratification.
d. variety seeking.
When the prices and profit margins of brands become low, they become commodities,
sold on price.
a. True
b. False
The many forms of brand promotion that will supplement the advertising effort do not
need to be spelled out in the ad plan, since this would add too much length and detail.
a. True
b. False
In an advertising plan, the ____ is the section in which the client and the agency lay out
the key factors that define the current conditions and then explain the importance of
each factor.
a. execution
b. strategy
c. situation analysis
d. evaluation