Compared to advertising, sales promotion is
a. more long-term.
b. more immediate.
c. more sophisticated.
d. harder to document.
A company allows its workers to take one afternoon off each month to volunteer at the
nonprofit organization of their choice. The company sends out a press release that
explains this program to the media. This is considered a reactive public relations
strategy, similar to event sponsorship.
Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for
new custom homes and kitchen remodeling jobs. The line of cabinets is to be called
“Signature Hardwoods” and a new magazine advertising campaign is being tested. Each
of the ads that is being tested has a photograph of a woodworker handcrafting some part
of the cabinet. In addition, his or her signature is shown at the bottom of the page as an
indicator that the cabinets are carefully hand made.Wood Carver might consider testing
the magazine ad by recruiting a group of potential consumers to take part in story
construction. What would a story construction technique ask these respondents to do?
a. provide a narrative about people depicted in a scene or picture
b. identify the functional utility of a product
c. fill in blanks in sentences that describe an ad
d. think visually about how they would represent their experiences with a brand
The classic role of public relations is to
a. foster goodwill between a firm and its constituent groups.
b. minimize any negative messages about a company.
c. use unpaid media to convey a message traditionally carried by paid media.
d. employ personal contact with media figures to present a business in the best possible
light.
When the advertising of Brandmoor’s, a regional department store, is created to
encourage and maintain brand loyalty, it supports successful price increases.
Economists would call this department store’s strategy an example of
a. direct response advertising.
b. selective demand stimulation.
c. primary demand stimulation.
d. inelasticity of demand.
A creative team is attempting to define a brand image by creating several image ads. It
will most likely rely heavily on ____, since they allow for instant communication, clear
differentiation, and universal recognition.
a. visuals
b. jingles
c. slogans
d. words
Which of the following is accurate in discussing account planning?
a. It is taking the place of brand management.
b. Its cost is less than that of relying on secondary sources.
c. It eliminates the need for secondary research.
d. It is replacing the research department in many highly regarded creative ad agencies.
What is the basic premise behind a recall test?
a. For an ad to work, it has to be remembered.
b. To be effective, an ad has to be based on motivation.
c. To activate the memory, ads need five repeat exposures.
d. If people like the ad, they will buy the product.
What is the best guideline for working with both audio and visual elements during the
production of a television spot?
a. Emphasize the visual but reinforce it with the audio.
b. Don’t use the audio when showing a key visual.
c. Let the audio tell the full brand story.
d. Allow the visual to establish the tone and the audio to sell the benefits.
The purpose behind all efforts at market segmentation is to identify the
a. unique aspects of the product being offered.
b. consumers with common characteristics that will lead to a positive response.
c. largest market that might possibly be interested in the product.
d. demographics of individuals already buying competitors’ products.
You are the director of advertising research at a large Minneapolis ad agency. Due to
employee turnover and budget cuts, you’re currently staffed with too many entry-level
research assistants and too few management-level research group leaders. To make
matters worse, one of the group heads is on vacation and another is out sick. Of course,
your clients still expect their research to be done in a timely, professional manner.
Therefore, you have gathered your department together and announced that your door is
always open if anyone has any questions about any phase of any project. As a result,
your entire day has been filled with questions.
An assistant is working with a company that heard about using UPC data from
packages to generate information on how households turn information from advertising
into actual purchases. She’s never heard of it. What type of research is this?
a. inquiry/direct response measures
b. frame-by-frame testing
c. single-source tracking
d. split-transmission testing
Billboards have evolved from outdoor signs and posters, which represent one of the
oldest forms of marketing, dating back to the early promotional tools of the 1800s.
A recent surge in database development has involved companies that use advanced
technology to get more personal information on consumers. They merge offline data,
like credit ratings and home value, with online data, like ordinary search activities and
Internet navigation.
The term Madison & Vine comes from the two renowned streets on which the
advertising and entertainment professions arose and grew.
The newest venue for viral campaigns involves online videos of television commercials
or their followup ads.
Point-of-purchase methods have the strategic advantage of inherent credibility based on
the idea that ‘seeing is believing.”
When an organization creates large-scale demand for its brand, the quantity of product
produced is increased, and unit production costs increase.
How has the concept of “privacy” changed with the advent of the Internet? Discuss
issues of privacy as they relate to online e-commerce, and as they have emerged as
critical concerns for advertisers, regulators, and consumers. Explain how privacy issues
are currently being addressed.
What are the three broad forms of advertising research? Briefly describe each form, as
well as when and how it is used. If you can, list some of the methods and techniques
related to each.
