The four major steps in the production of a national television commercial are message
design, preproduction, the shoot, and postproduction.
Relevance results when an advertisement initially makes an impression.
The marketing mix strategy includes decisions about the target market, brand position,
product design and performance, pricing, distribution, and marketing communication.
According to federal regulations, a spokesperson who endorses a brand must use the
brand.
Psychographic research involves the researcher participating in the lives of the people
being studied.
Stimulating trial, sample or purchase is one type of persuasion objective that might be
included in a marcom plan.
Tie-ins are successful because brands can leverage similar strengths to achieve a bigger
impact in the marketplace.
In a SWOT analysis, strengths and opportunities are internally focused, and weaknesses
and threats are externally focused.
A trade network is where companies within the same industry gather to present and sell
their merchandise, as well as to demonstrate their products.
Homemade videos and commercials posted on YouTube are examples of
consumer-generated content.
Companies can associate themselves with a good cause, providing assistance as well as
financial support, through the practice of public service marketing.
Direct marketing, particularly catalog marketing, is the model for e-commerce.
Cognition is the process by which we receive information through our five senses and
assign meaning to it.
Interest and recognition are both surrogate measures for the key effect of ________.
A) perception
B) emotion
C) cognition
D) association
E) persuasion
An IMC campaign strategy focused on share of wallet seeks to ________.
A) increase the size of the market
B) introduce a new product
C) extend a brand name
D) increase the amount customers spend on the brand
E) establish a market leader position
Unfair methods of competition in commerce were declared unlawful by the ________.
A) 1906 Pure Food and Drug Act
B) 1914 Federal Trade Commission Act
C) 1938 Wheeler-Lea Amendment
D) 1946 Lanham Act
E) 1980 FTC Improvement Act
Members of which of the following generational groups grew up with the computer, the
Internet, and cell phones, but not smart phones or Twitter?
A) Traditionalists
B) Boomers
C) Gen Xers
D) Gen Yers
E) Millennials
The “Blue Books” published by the J. Walter Thompson agency published ________.
A) creative copy
B) media data
C) status appeals
D) current Nielsen ratings
E) cultural archetypes
Advertising regulations have been in place in the United States since the ________.
A) early 1900s
B) end of World War II
C) 1950s
D) 1960s
E) 1970s
A print ad for Wonder Bread used a picture of a little boy with sentences floating
around him and arrows pointing to various parts of his body. Each arrow was
accompanied by a statement about how Wonder Bread helps a specific body part. These
sentences and lines pointing to the various parts of the visual are known as ________.
A) overlines
B) underlines
C) body copy
D) call-outs
E) cut-outs
________ describe what a company wants to accomplish regarding the delivery of its
brand messages and their impact on the target audience.
A) Reach objectives
B) Media objectives
C) Frequency objectives
D) Mission statements
E) Vision statements
Trade promotions are most important in which of the following types of strategies?
A) push
B) pull
C) end-user
D) direct marketing
E) one-to-one
A(n) ________ identifies the three key aspects of brand communication that must work
together.
A) IMC planning grid
B) SWOT analysis
C) integration triangle
D) brand vision
E) media schedule
Quick, miniature, preliminary sketches are known as ________.
A) rough layouts
B) semicomps
C) storyboards
D) thumbnail sketches
E) mechanicals
For several years, the Cotton Growers of America, a trade group representing U.S.
cotton farmers, used an advertising campaign that depicted people in everyday
scenarios with a voice-over saying that cotton was the “fabric of our lives.” Although
cotton has several advantages over other types of fabric, none of this information was
conveyed in this advertising campaign.
Name and describe the message format approach that you think best describes the
television commercial execution for this campaign.
Identify the five primary tools of direct marketing.
An advertising agency’s client wants to use the Internet for sales promotion programs.
Discuss two types of sales promotions that are appropriate for this medium.
When Dell computer indicates in its ads and on its computer boxes “Intel inside,” what
type of branding is this, and why does Dell do this?
Proactive Solution is a skincare system to help people with acne. Proactive was
originally sold only through direct marketing. The consumer had to enroll in the
Proactive Solution Clear Skin Club. However, now some large malls have kiosks
selling Proactive Solution products without the club membership, but the prices are
much higher. Proactive Solution has had one of the longest-running infomercials on
television, and its product line is also sold through magazine ads. Through these
mediums, consumers can purchase the product directly by calling, mailing, or going
through the Internet to submit an order.
Explain which type of direct-mail list is the most important to Proactive.
Dell Computers dramatically increased its consumer advertising, resulting in Dell
becoming the top-selling personal computer. Consumers can purchase a Dell computer
only directly from Dell, either by calling the toll-free number or visiting Dell’s website.
One of Dell’s popular television commercials included Steve, a young man who would
usually say, “Dude, you’re gettin’ a Dell.” Audiences really liked Steve and the ads he
appeared in, and in fact, that’s when Dell’s sales started to skyrocket. However, Dell has
stopped that campaign and has moved on to others.
It seems like every week Dell has a special offer for consumers. For example, one offer
included a free printer and digital camera with the purchase of a desktop computer.
How could marketers evaluate the effectiveness of sales promotion offers such as this?
Explain why the Hispanic market is of great interest to marketers in the United States.
What is a media mix?
Juan works at an advertising agency that has been designated as the lead agency for a
client’s global advertising effort. Explain what is meant by lead agency and describe its
purpose.
Identify two common starting points of most international IMC campaigns.