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Public relations is primarily used to generate sales.
The idea behind the concept of effective frequency is that you add frequency to reach
until you get to the level where people respond.
To be considered deceptive under FTC policy, a false or misleading advertisement must
influence consumers' decision making about the product or service advertised.
The outdoor industry uses a system based on impressions, which refers to a standard
unit for space sales based on the opportunity a person has to see a particular outdoor
board.
Advertising can be used to transform a product into a distinctive brand.
The first step in the creative process is to read, research, and learn everything you can
about the problem.
The Federal Trade Commission (FTC) is the primary agency governing the advertising
industry.
Games and sweepstakes are both types of contests, only differing by the length of time
they run.
Brand communication is considered successful when set objectives-attitudinal,
behavioral, or both-have been met.
Lifetime customer value is based on a consumer's known purchases and predictions for
future purchases.
Vertical advertising relies heavily on end users passing information along as part of the
communication plan.
The layout stage in which the elements are assembled in their final position for
reproduction is known as a comprehensive.
Layout design only serves an aesthetic purpose.
Loyalty programs that require membership are popular with marketers because they
also generate information for customer databases.
Search marketing refers to the use of blogs, linked social networks, and online
communities to build relationships with customers.
Which of the following objectives is most closely related to the See/Hear facet of the
Facets Model of Effects?
A) change attitudes
B) create conviction
C) create attention
D) stimulate trial
E) touch emotions
Which of the following is a behavioral influence on consumer decision making?
A) culture
B) reference groups
C) personality
D) psychographics
E) innovation
Radio Facts, published by the Radio Advertising Bureau, is an example of ________.
A) qualitative research
B) primary information
C) a trade association report that helps advertisers make better decisions
D) a report developed by a secondary research supplier
E) a government report that helps advertisers make better decisions
The O in SWOT analysis stands for ________.
A) ownership
B) opportunities
C) on-site
D) off-site
E) objectives
A brand linkage test is another name for a(n) ________ test.
A) recall
B) inquiry
C) semiotics
D) likability
E) attitude
The most intrusive medium is ________.
A) radio
B) newspaper
C) television
D) personal selling
E) Internet
In targeting and profiling consumers, a traditional retailer's first strategic concern is
________.
A) diffusion
B) attitudes
C) fads
D) trends
E) geography
Which of the following is NOT part of the modern definition of advertising?
A) is a paid form of communication
B) has an identified sponsor
C) is usually personal in nature
D) provides information about products
E) uses mass and interactive media
The traditional media, such as print and broadcast, are considered ________ media.
A) earned
B) owned
C) paid
D) interactive
E) multiplatform
A short phrase that wraps up the key idea or creative concept and that usually appears at
the end of the body copy is known as a(n) ________.
A) caption
B) overline
C) underline
D) call-out
E) tagline
Which consumer sales promotion is a marketer's offer to return a certain amount of
money to the consumer who purchases the product?
A) rebate
B) sample
C) coupon
D) premium
E) self-liquidating
Explain two advantages of using email for brand communication.
Explain how a restaurant might use store-based merchandising.
Distinguish between strategies and tactics.
You have been asked by your supervisor to participate in a brainstorming session to
come up with ideas for your company's advertising campaign. Explain what
brainstorming is and why it is used.
Mark owns his own advertising agency and just won a new client's account. Discuss
two sources of secondary research that might be of use to him as he conducts strategic
research.
Compare and contrast functional and aesthetic needs in design.
Name and describe primary elements of the art director's toolkit for print advertising.
