Compared to Gen Yers, Boomers spend more time with media of all kinds and are more
likely to media multitask.
Public relations programs use advertising to create corporate visibility.
Businesses are more likely to use advertising in specialized media than in mass media
to reach customers in business-to-business markets.
The government can ban truthful commercial speech if it can be proven that the public
good demands such restrictions.
Holiday Inn has divided the total customer market into smaller segments and selected
the most promising segments. Deciding what position it wants to occupy in these
segments is called targeting.
A brand steward is a key customer who has positive messages to share about a brand
within a circle of friends and contacts.
In the new digital environment, the work previously done by an agency team can be
accomplished by one copywriter.
Semiotic testing is conducted before a campaign “goes live” in the marketplace.
Freelance writers, lighting specialists, and printers are examples of suppliers.
A price deal is a temporary price reduction or a sale price.
The Internet is useful for sampling.
Both retail outlets where a brand is sold to consumers and manufacturers of the brand
are interested in data gathered through scanner research.
Which of the following is NOT an FTC course of action for deception and unfair
advertising?
A) consent decrees
B) cease-and-desist orders
C) incarceration
D) corrective advertising
E) consumer redress
In the evolution of advertising, P.T. Barnum is known for which of the following?
A) conducting one of the first full ad campaigns
B) crafting the strategy of advertising as news
C) identifying the pulling power of headlines
D) scientifically measuring the effectiveness of advertisements
E) introducing the concept of status appeal
Public relations writers follow the traditional “five Ws” form when writing news stories
sent as news releases to external media.
Malaya Ramirez is organizing marketing research in Central American countries for a
large American corporation that is interested in expanding its market. The survey
Malaya is using was written in English and then translated into Spanish for use by
Spanish-speaking respondents. Which of the following is it most important for Malaya
to do before administering this questionnaire to a sample of the market?
A) make sure that the survey includes both open-end and closed-end questions
B) decide whether to focus on primary or secondary data
C) determine which type of research instrument to use
D) examine the questionnaire for cultural distortions and insensitivities
E) determine whether to focus on qualitative or experimental objectives
When promoting Corn Crunchies, marketers wanted to emphasize a clear benefit of the
product by arranging experiences that invite people to use the product. What was the
most likely objective for this promotion?
A) increasing market share
B) changing price position
C) stimulating trial
D) building awareness
E) reminding consumers about the brand
A blog that plugs a product in return for cash or freebies is referred to as a ________.
A) referral
B) paid post
C) product placement
D) microblog
E) plug-in
Beverly works at a specialty kitchen store. The manufacturer of a brand of gourmet
mustard that is sold through her store pays her $1.00 for every jar she sells to
consumers. What is this called?
A) a retailer kit
B) a contest
C) a spiff
D) a loader
E) a buying allowance
When an advertiser hires an advertising agency, the advertiser becomes the agency’s
________.
A) supplier
B) client
C) channel
D) vendor
E) vehicle
When Kraft foods made a claim that their processed cheese slices contained as much
calcium as contained in 5 ounces of milk, the Federal Trade Commission pursued it as a
deceptive claim. Although Kraft admitted that a cheese slice did not actually contain as
much calcium as claimed due to processing, the company argued that its ad was not
deceptive because consumer research indicated that calcium content was not important
to consumers when deciding among brands of cheese. Basically, Kraft’s defense was
based on its belief that the misleading claim ________.
A) did not lead to material injury to consumers, and thus it was not deceptive
B) did not claim anything different from other cheese manufacturers
C) was not technically misleading if consumers didn’t think it was
D) was not reasonable from the consumers’ point of view
E) did not omit any important information
The Pampered Sole is a new women’s shoe store in Birmingham, Alabama. The owners
want to target women between the ages of 30 and 45 with a household income greater
than $50,000 with a special promotion. They have purchased two mailing lists: one with
demographic information for their retail area and one with psychographic information.
They want one list that combines both types of information, but they don’t want to mail
someone twice. What should they do?
A) purge, then merge the lists
B) merge, then define the lists
C) merge, then purge the lists
D) purge, then define the lists
E) compile, then convert the lists
________ is the conscious intent on the part of the source to influence or motivate the
receiver of a message to believe or do something.
A) Motivation
B) Involvement
C) Persuasion
D) Association
E) Cognition
Several full-service advertising agencies have made their media buying functions
available to advertisers who want one agency to purchase their media. What is this
called and why is it becoming more common?
Which type of billboard is created by designers, printed in sections, and then shipped to
an outdoor advertising company that then applies the sections to the poster panel’s face
on location?
A) painted bulletin
B) printed bulletin
C) painted poster
D) printed poster
E) cutout
How do consumers typically recognize a brand?
Discuss how public relations professionals might be involved in recruitment.
Explain why advertising planners are so interested in media that generate buzz.
Describe how an understanding of brand usage patterns and innovation and adoption
patterns helps marketers target consumers.
What is the difference between a supply chain and a distribution chain?
Explain the advantages of using online videos for public relations and promotional
programs.
How is the Distilled Spirits Council a model for industry self-regulation?
Briefly explain the distinctions between pretesting, monitoring, and measurement of a
campaign.
Angela is starting the planning phase of a public relations campaign for a client.
Explain where she should start.
What is the difference between a touch point and a critical touch point?