A business plan often begins with a vision statement or mission statement.
The goal of brand communication is to create immediate sales to people who are
shopping for a product.
Advertising is particularly effective in accomplishing exposure, awareness, and brand
image, as well as delivering brand reminders.
The media can reject ads that violate their standards of truth and good taste.
Video games offer opportunities for product placement but not for advertising.
The social and cultural forces that impact consumer decision making include culture,
social class, family, and demographics.
An IMC measurable objective can contain a baseline or a benchmark, but not both.
Program preemptions, missed closings, and/or technical problems caused by the media
often lead to the offer of make-goods to the advertiser.
Ultimately, the difference between advertising and public relations is that advertising
takes a longer, broader view of the importance of image and reputation.
When an insurance company tailors its promotional messages to show how its products
protect people from being devastated by a natural disaster or an accident, the company
is appealing to a secondary need on Maslow’s Hierarchy of Needs.
The marketing plan process typically follows business planning.
A banner ad placed on a news website should be designed using the same design and
layout principles as those that guide the creation of ads placed in print newspapers.
Institutional markets consist of people who buy products and services for personal use.
A brand that consumers describe as loving, trustworthy, or protective has most likely
established a ________.
A) leadership position
B) superiority position
C) brand preference
D) brand loyalty
E) brand personality
Which of the following is NOT considered a main type of market?
A) consumer
B) business-to-business
C) channel
D) institutional
E) media
Members of which of the following generational groups grew up with DVDs, TiVo,
satellite radio, iPods, smart phones, Facebook, and Twitter?
A) Traditionalists
B) Boomers
C) Gen Xers
D) Gen Yers
E) Millennials
Which of the following statements regarding planning a global advertising strategy is
true?
A) The problem of managing brand consistency is largely responsible for limiting most
global marketing objectives to awareness and recall.
B) The globalization/localization debate is really about budgeting.
C) It is not advantageous to conduct research in each international market that is
entered.
D) Consumer buying motivations are basically the same in every country.
E) The execution of a global campaign is no more complex than executing a national
plan.
________ means building a product’s marketing program around a sponsored event,
such as the Olympics or a golf tournament.
A) Event marketing
B) Sports marketing
C) Co-marketing
D) Co-branding
E) Tie-in marketing
Which of the following is NOT an advantage of product placement?
A) demonstrates product use in a natural setting by people who are celebrities
B) unexpected and catches the audience when resistance to advertising messages may
be dialed down
C) effective even if there is not a match between the product and the movie or its
audience
D) good for engaging the affections of other stakeholders, such as employees and
dealers, particularly if the placement is supported with its own campaign
E) can be supported with its own campaign
What is the most important characteristic of copywriting for outdoor advertising?
A) rhythm
B) adese
C) call to action
D) brevity
E) alliteration
Polo Ralph Lauren manufactures and sells high-quality, expensive brands of clothing as
well as accessories, cosmetics, and home products. The company maintains complete
control over the brand image and all of the functions necessary to develop, execute, and
deliver advertising. Polo appeals to consumers’ lifestyle aspirations. Its products are of
high quality and better than most competitors’ offerings. The objective in the company’s
advertising is to convey this image and the fashion statement it makes.
Which of the following approaches would Polo Ralph Lauren most likely take in an
advertising campaign?
A) puffery
B) ads as news
C) status appeal
D) classified advertising
E) truth well told
The majority of network television advertising inventory is sold in the ________
market.
A) scatter
B) up-front
C) programmatic
D) sweeps
E) horizontal
In IMC programs, media are also all of the following EXCEPT which one?
A) contact points
B) touch points
C) engagement points
D) shares
E) feedback channels
The financial contribution through sales volume of an individual customer or customer
segment over a length of time is known as ________.
A) return on investment
B) lifetime customer value
C) customer contribution
D) customer loyalty
E) customer relationship assessment
What is a USP? When would an advertiser use a USP strategy?
Advertisements for a particular brand of soap include the phrase, “Love the skin you’re
in.” Print ads usually show a close-up of a young woman’s clean face, and the copy is
usually written as if she is telling the reader the benefits of this soap. She explains how
soft your skin will feel and how much you will love that feeling. The copy of this ad
was translated into several foreign languages so that it could be used globally. However,
German women thought it was strange to use the word love in reference to something
other than another person.
The phrase “Love the skin you’re in” appears in every ad for this product. Explain
which element of copy this represents.
Describe the levels of credibility and control over message when public relations
strategists promote a news story.
A magazine ad for Aveeno moisturizing lotion states, “Get healthy skin for life.”
Identify and describe the type of headline this illustrates.
In 1997, the Food and Drug Administration loosened its controls on pharmaceutical
companies, and as a result, the amount of prescription drug advertising has skyrocketed.
What is an advantage of this regulatory change?
Name and describe the three major types of radio advertising.
You’ve just started working at a consumer products business as the public relations
director. You learned that your company does not have a crisis management plan, so
you are going to develop one. What should you include in the plan, and how will you
get employees to know what to do in the event of a crisis?
Explain how direct-marketing professionals are able to continually evaluate and
accurately measure the effectiveness of various offers in a single campaign.
Name and describe the four types of agencies involved in direct-response advertising.
Explain how every component of the marketing mix, not just marketing
communication, sends a brand message.