A recall test is more rigorous than a recognition test.
In strategic planning, the idea is to leverage the strengths and opportunities and to avoid
the weaknesses and threats.
Factors that drive a behavioral response include trial, buying, contacting, and
prevention.
One problem with test marketing for collecting tracking data is that the possibilities for
isolating variables in test markets are very limited.
A public relations news release typically runs exactly as the company desires and as
scheduled.
Under the First Amendment to the U.S. Constitution, protection of commercial speech
is absolute.
Mission marketing indicates a greater commitment to a cause than cause marketing
does.
One disadvantage of promotions is that, although they can help introduce a new product
and create brand awareness, they cannot create an immediate consumer response.
Spiffs are monetary bonuses paid to a store’s salesperson based on the units that
salesperson sells over a period of time.
Feature analysis is used to assess a brand’s features in comparison to competitors’
products.
Email as a marketing tool is typically only used by e-commerce companies, such as
Amazon.com.
An in-house agency performs most, and sometimes all, of the functions of an outside
advertising agency.
In which stage of the database management process can the direct marketer create
clusters of characteristics and behaviors representing valuable consumer segments or
target markets?
A) first
B) third
C) fourth
D) fifth
E) seventh
The way elements are positioned to lead the eye through a print ad is known as
________.
A) dominance
B) balance
C) movement
D) KISS
E) simplicity
Using a ________ strategy, a media planner would most likely put more emphasis on
consumer publications than professional journals.
A) pulsing
B) flighting
C) push
D) pull
E) carryover
Some online advertising uses a ________ metric that records how well the
click-through generates prospects.
A) pay-per-click (PPC)
B) cost-per-lead
C) click-through rate
D) conversion rate
E) page view
Travelocity.com is an online travel agency that advertises that users will get the best
prices on airfare, hotels, and rental cars. Travelocity.com uses the “Roaming Gnome” in
its television commercials, often in humorous situations. For example, a recent ad
showed the gnome in Europe where he plugged an American appliance (i.e., hair dryer)
into a socket and was shocked across the room. All that was shown of him when the
smoke cleared was the top of his gnome hat down behind a chair. Viewers hear him say,
“Am I going to die?”
Based on the description of the Roaming Gnome commercials, Travelocity.com’s
objective for these ads is most likely to ________.
A) create an emotional pivot
B) get the audience to become aware of and like the brand
C) provide how-to information about the Travelocity.com website
D) compare Travelocity with other online travel agencies
E) increase market share among men and women ages 65 and older
A group of informed, well-spoken people in a company who will talk about topics at the
public’s request is known as a ________.
A) town hall forum
B) public service group
C) pitch group
D) speakers’ bureau
E) collateral group
All Athletes is an on-line athletic shoes and sporting goods marketer that has a monthly
contest that encourages fans of the company to submit designs for new products.
Visitors to the company’s website can vote once a day on the design they think should
actually be manufactured and sold. All Athletes is most likely using ________.
A) brand advocacy
B) customer referral
C) opt-in marketing
D) crowdsourcing
E) user-generated ads
Haley and Lauren, who recently graduated with MBAs, are opening a new shoe
boutique called The Pampered Soul in Hattiesburg, Mississippi, which is classified as a
Metropolitan Statistical Area (MSA) with more than 100,000 people. It’s also home of
The University of Southern Mississippi. Haley and Lauren will offer national brands of
shoes that are not available in the department stores in the mall, and their primary target
market will be women ages 18 to 35. They’ve rented a location on the main street in
front of the USM campus. The owners realize that most of their business will come
from within a five-mile radius and want to limit their advertising to those potential
customers. They have a modest budget for advertising, so they want to get as much out
of it as they can.
Haley and Lauren recall learning something in their marketing class about an
arrangement between manufacturers of national brands and local businesses with
respect to advertising. Name and describe this arrangement.
Which paragraph(s) most likely gets special attention in body copy?
A) lead only
B) middle and closing
C) lead, middle, and closing
D) lead and closing
E) lead and middle
Indirect-action headlines that give little information but attempt to compel readers to
read on to find out the point of the message are known as ________.
A) blind headlines
B) blank headlines
C) assertion headlines
D) taglines
E) commands
Billboards that use revolving panels that change messages periodically are known as
________.
A) extensions
B) kinetic boards
C) die cuts
D) offsets
E) screens
The goal of media optimization is to optimize ________.
A) reach
B) frequency
C) engagement
D) the response rate
E) the budget
Direct-response marketing is typically designed to accomplish which of the following?
A) increase awareness
B) enhance attitudes
C) produce an immediate sale or response
D) gain acceptance among several stakeholders
E) encourage switching from a competitor’s product or service
Allison works in the media department of a large advertising agency. Her biggest client
is P&G, a major manufacturer of consumer packaged goods that spends billions on
consumer advertising every year. Allison is putting together a media plan for P&G
using a variety of media vehicles.
The media plan also calls for magazine advertising, and the creative execution will have
the color extend to the edge of the page. What type of page will Allison need to
purchase?
A) gatefold
B) back cover
C) double-page spread
D) bleed
E) gutterless
Which of the following does NOT add value to a product?
A) advertising
B) convenience
C) useful features
D) branding
E) All of the above add value to a product.
Which type of Internet advertising is thought of as “the Internet’s commercial,”
designed to work like TV ads?
A) minisites
B) superstitials
C) pop-ups
D) banner ads
E) skyscrapers
Why might marketers want to target segments of the population based on lifestyles
rather than age groups?
What are two ways that an advertising message’s frequency can be increased? Give an
example of each.
Jill is a member of the Proactive Solution Clear Skin Club. She also received a
telephone sales call trying to get her to purchase Proactive make-up. Jill had previously
registered her phone number with the national Do Not Call Registry and is upset that
she received this call. Can Proactive call her? Explain any restrictions they must be
aware of.
Why is language more important in an advertisement for a high-involvement product
than for a low-involvement product?
Name and describe the seven stages of the database management process.
Discuss two differences between advertising and sales promotion to help him better
understand each tool’s strengths and weaknesses.
Discuss how advertising can be used as a public relations tool.