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Direct-marketing messages are constantly being measured, enabling direct marketers to
learn what works and modify future campaigns based on results.
According to the text, the hierarchy-of-effects models adequately explain what makes
effective advertising effective.
The objectives in local advertising tend to focus on stimulating store traffic and creating
a distinctive image for the retailer.
Advertising is effective only for informing consumers about products and services.
IMC research uncovers critical information that becomes the basis for strategic
planning decisions.
Unwanted email is known as spam.
An advertisement that uses puffery makes an exaggerated promise about the advertised
product.
Which of the following does Forrester use to evaluate the quality of user experience on
websites?
A) click-through rates
B) conversion rates
C) heuristic evaluation
D) break-even analysis
E) payout analysis
Tropicana Orange Juice had a promotion in which consumers could send in 10 UPC
symbols along with $4.95 for shipping and handling and receive a nice Hawaiian shirt
in return. Which type of premium is this?
A) store premium
B) in-pack premium
C) on-pack premium
D) container premium
E) self-liquidator premium
When an art director creates storyboards that reflect the eventual positions of the
camera, she is engaged in ________.
A) layout design
B) rough layout
C) composition
D) typography
E) semicomps
When a message is interpreted by the receiver in the SMCR model, it means it has been
________.
A) encoded
B) delivered
C) decoded
D) persuasive
E) accepted
The delayed impact of advertising is referred to as the ________effect.
A) halo
B) social
C) indirect
D) carryover
E) instantaneous
Jamie is a media planner for an advertising agency. The guiding principle he uses to
determine a client's media plan is that advertising is most effective when it reaches the
right people at the right time with the right message. What concept is this principle
based on?
A) marketing concept
B) maximization concept
C) touch point concept
D) aperture concept
E) contact point concept
Shelf talkers, end-of-aisle displays, and sample dispensers are examples of ________
media.
A) earned
B) paid
C) owned
D) interactive
E) integrated
Which design principle describes how all of the elements in an ad come together?
A) unity
B) oneness
C) simplicity
D) direction
E) proportion
Which of the following literary techniques used to enhance the memorability of slogans
refers to the repetition of specific sounds?
A) direct address
B) parallel construction
C) startling phrase
D) rhyme, rhythm, alliteration
E) cue the product
As a part of new health care reform efforts, the United States government now requires
health insurance companies to ________.
A) discontinue broadcast advertising
B) discontinue direct advertising
C) provide coverage for brand name medications only
D) provide coverage for generic medications only
E) spend at least 80% of the premiums they receive on medical care, not other costs
such as advertising
In particular, ________ advertising is used to create a representation of the brand in a
consumer's mind through symbolism.
A) reminder
B) image
C) slice-of-life
D) teaser
E) comparison
________ are professional researchers hired by advertisers to identify trends that may
affect consumer behavior.
A) Profilers
B) Seekers
C) Trend spotters
D) Demographers
E) Buzz marketers
Charley's Fish Fry restaurant claims it has the "best seafood in town." What type of
claim does the Federal Trade Commission consider this to be?
A) deceptive
B) comparative
C) puffery
D) endorsement
E) indirect
________ focuses on message development research, media planning research, and
evaluation, as well as information about competitors' advertising.
A) Brand communication research
B) Market research
C) Consumer research
D) Strategic research
E) Copy research
A print advertisement for Bloomingdale's features seven separate photographs of
products for a trip to the beach, including sunglasses and a beach bag. The largest
image in the ad is a photograph of a famous surfer. The headline for the ad appears
above the photographs, and smaller text providing details on the products and the sale
appears below the photographs. Which type of layout does this ad use?
A) picture window
B) circus
C) panel
D) nonlinear
E) dominant type
In an advertising agency, who is responsible for researching a brand and its customer
relationships in order to devise advertising message strategies that are effective in
addressing consumer needs and wants?
A) account manager
B) account planner
C) media director
D) creative director
E) research director
Calvin Klein used some very controversial ads depicting what looked like
drug-addicted teenagers posing in sexually suggestive poses. What type of advertising
is this? Explain your answer.
Discuss the use of scanners and scanner research.
Explain the concept of stickiness and why it is important to the success of a website.
When Scentsation introduced a new air freshener, the company sent emails to people
asking for referrals. People referring five friends to the company's promotional website
received free merchandise and were entered into a sweepstakes to win a year's supply of
the product. Explain what this technique is and why marketers use it.
Name and describe the five basic steps in traditional direct marketing.
Name and describe the types of direct- and indirect-action headlines.
OfficeMax has an advertisement that shows an African American with a bushy
1970s-era Afro hairdo dancing among office cubicles as he dispenses office supplies to
fellow employees. The music he is dancing to is a famous song, "Rubberband Man,"
recorded by an African American singer. While OfficeMax claims this ad has been
received favorably by consumers, it seems as though the response could have gone the
other way. Explain why.
Describe the reach objective. Include an explanation of targeted reach and wasted reach.
Name and describe the most common hierarchy-of-effects model that has been used to
explain advertising effects. What, if any, problems exist with this type of model?
What is the difference between a category sell problem and a competitive sell problem?
