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Do-not-call lists do not restrict companies from calling their own customers.
National television is an effective advertising outlet to reach a wide, mass audience.
The term SoLoMo refers to the convergence of social, local, and mobile marketing.
Most media use intrusiveness to some degree as a way to grab the attention of media
consumers.
Advertisers must comply with a consent decree and stop the deceptive practice.
The disadvantages of advertising in magazines include limited flexibility and lack of
immediacy.
A circus layout combines lots of elements-art, type, color-to deliberately create a busy,
jumbled image.
Media efficiency refers to reaching the largest audience possible.
A brand's position is based on a particular feature or attribute as well as on some notion
of comparison to other brands.
The Federal Communications Commission (FCC) has the authority to take legal actions
against advertisers and advertising agencies.
Encouraging repeat purchases and rewarding loyal customers are two of the primary
effects of the IMC tool of specialties.
An effective ad is relevant, original, and has impact.
Most selling premises demand facts, proof, or explanations to support the sales
message.
A basic design principle is "Less is more."
Through influencer marketing, public relations specialists attempt to persuade
traditional media gatekeepers to share brand information.
The advertisers' desired impact on the target audience is formally stated as a(n)
________, which is the measurable goal or result that the advertising is intended to
achieve.
A) objective
B) promotion
C) effect
D) strategy
E) image
The process of planning and delivering programs that encourage sales and contribute to
customer satisfaction by providing communication that addresses the needs and wants
of consumers is called ________.
A) marketing public relations
B) consumer public relations
C) recruitment
D) public affairs
E) issue management
A ________ is a single event at which a company spokesperson makes a statement to
media representatives.
A) media tour
B) press conference
C) sponsored event
D) speakers' forum
E) town hall forum
Printers create the illusion of shades of color by using dots of color surrounded by
________.
A) tint blocks
B) tint screens
C) color separations
D) offset prints
E) white space
What is at the core of all account planning?
A) consumer research
B) pricing plans
C) situation analysis
D) competitive advantage
E) distribution management
Which of the following is a term that describes what happens when Western culture is
imposed on others?
A) marketing imposition
B) cultural imposition
C) cultural imperialism
D) demand creation
E) marketing elitism
Laurie saw a television commercial that depicts a mother stressed out from working and
taking care of children. The scenes show hassles at work, kids crying, dogs barking, and
the phone ringing. Then the commercial shows the mother relaxing in a bubble bath
with the voice-over saying, "Calgon, take me away!" When Laurie saw that ad, she
exclaimed, "Yes, that's exactly how I feel!" What message approach was this ad using?
A) straightforward
B) demonstration
C) comparison
D) slice-of-life
E) humor
In Taylor's Six-Segment Strategy Wheel, ________ strategies are based on logic.
A) ration
B) acute need
C) routine
D) social
E) ego
The youngest of the baby boomers are now in their ________.
A) late 20s
B) mid to late 30s
C) mid to late 40s
D) early 50s
E) early 60s
Which of the following is LEAST likely to be a factor on which the price of a product is
based?
A) what the market will bear
B) the amount of support provided by resellers
C) the economic well-being of the consumer
D) the consumer's ability to gauge the value of the product
E) the relative value of the product
Which of the following is NOT a function of a media buyer?
A) provide information to media planners
B) evaluate media choice after campaign
C) negotiate cost and make the media buy
D) handle all billing and payment
E) design and promote advertising campaigns
Viral marketing primarily uses which of the following communication channels?
A) billboards
B) print media
C) radio
D) broadcast media
E) social media
A ________ is a legal sign that indicates ownership.
A) trademark
B) logo
C) brand
D) patent
E) brand position
The bulk of P&G's television advertising is 30-second commercials that air nationwide
during several different programs every day of the week. What type of television
advertising is this?
A) sponsorship
B) participations
C) spot announcements
D) on-network syndication
E) specialty television
________ markets are made up of members of a company's distribution chain.
A) Consumer
B) Business-to-business
C) Channel
D) Institutional
E) Media
Brand ________ reflects the degree to which the associations presented in a marketing
message, as well as the consumer's interest, are connected to the brand.
A) resonance
B) linkage
C) synergy
D) stickiness
E) image
At the most basic level of evaluation of the effectiveness of a sales promotion,
managers require proof of ________.
A) brand recognition
B) brand recall
C) promotion execution
D) trial rates
E) sales rates
An ad in a professional journal targeted to an audience of dentists asked dentists to
recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists
could buy at cost to give to their patients to encourage patients to take better care of
their teeth. The manufacturer of Crest toothpaste was using ________.
A) personal selling
B) direct marketing
C) a push strategy
D) a pull strategy
E) public relations
Which of the following is a written document that summarizes the objectives and
strategies that guide how media dollars will be spent?
A) corporate plan
B) market plan
C) advertising plan
D) media plan
E) message plan
Through ________, a company solicits contributions from a digital audience to provide
collective intelligence.
A) social games
B) user-generated ads
C) interactive ads
D) crowdsourcing
E) microblogging
What is the difference between a consumer's need and a want?
Barbara is a media buyer for an advertising agency, and one of her responsibilities is to
monitor her media buys on behalf of clients. She has to be alert for missed positions or
errors in handling her client's message presentation and ensure that her client is
compensated appropriately when errors occur. How would Barbara likely ask that her
client be compensated?
Compare and contrast the terms family and household.
Explain the concept of the media mix and identify the Tigers' media mix in this case.
What role does an ad agency's environment play in the process of innovation?
Laurie was with her toddler in the hair care aisle of Walmart. Her daughter saw a bottle
of shampoo that had a Winnie-the-Pooh head on the top and begged for it because she
wanted to "play with Pooh!" Laurie purchased it for her daughter even though it cost
almost three times as much as a similar shampoo that wasn't in a cute bottle. What is the
role of packaging in this scenario?
