Once a position is established in consumers’ minds, it is difficult for marketers to
change it.
In comparison to direct-action headlines, indirect-action headlines are more effective
tools for targeting the right audience for the brand.
Television copywriters have two primary toolkits: video and audio.
The sponsor is identified in an advertising message.
Sales objectives may be set annually, quarterly, or even weekly.
Acquired needs are those we learn in response to our culture and environment and may
include needs for esteem, prestige, affection, power, and learning.
TiVo is a substantial threat to marketers because it allows consumers to skip
commercials completely.
Feedback interrupts the sending as well as the receiving of the message.
A true Big Idea is risky because it is new and unexpected.
The more elaborate the copy, the greater its impact is likely to be.
Sculpting is a projective technique that involves physically putting product users in
static positions that reflect how they think about or use a brand.
The director has responsibility for the actual filming of a TV commercial, including
how long the scene runs.
Media convergence has occurred because nearly every media vehicle has one or more
websites.
To be effective, a headline needs to interrupt readers’ scanning and get their attention,
present the selling premise, and lead to conviction.
Qualitative research is often conducted before quantitative research.
Media buyers should be consulted early in planning, as they are a good source of
information on changes in media.
Delia’s is a clothing retailer that targets teenage girls. It runs coordinated promotions for
its catalogs, website, and retail outlets. It uses the same models in its catalog and in its
print ads as well as on its website. Delia’s works to make sure its public relations
activities as well as its sales promotions harmonize with its advertising in all venues.
From this information, you can infer that Delia’s is using ________.
A) repositioning
B) insight mining
C) integrated marketing communication
D) feature analysis
E) benchmarking
You are looking at an eHow.com video for cleaning stains out of a shirt when you
notice a small ad for Febreze odor eliminator on the right-hand side of the page. When
you click on the ad, you move from eHow to a Febreze website. You have clicked on a
________.
A) widget
B) pop-under
C) mini-site
D) pop-up
E) banner ad
Which of the following companies uses devices called people meters to gather
information about television audiences?
A) Arbitron Ratings Company
B) Simmons-Scarborough Syndicated Research
C) Audit Bureau of Circulations
D) A.C. Nielsen
E) MediaMark
To understand how effective Table Time’s most recent IMC campaign was in
comparison to its closest competitors’ campaigns, brand planners would most likely use
which of the following data?
A) norms
B) semiotics
C) coverage
D) ratings
E) circulation
Which of the following is a central purpose of reminder advertising?
A) to encourage repeat business
B) to build brand image
C) to correct false impressions
D) to inform the market of a price change
E) to restore company image
________ combines information on subscribers kept in a database with a computer
program to produce magazines that include special sections for subscribers based on
their demographic profiles.
A) Fractional page space
B) Ink-jet imaging
C) Selective binding
D) Desktop publishing
E) Custom publishing
An advertising idea is considered ________ when it’s one of a kind.
A) relevant
B) impactful
C) original
D) divergent
E) convergent
The newspaper in Panama City, Florida, The News Herald, charges national advertisers
$45.00 per column inch. On Sunday, which is the day most national advertisers would
want to advertise, this newspaper has a circulation of 70,000 households. Calculate the
approximate CPM for one column inch.
A) $0.64
B) $1.12
C) $6.40
D) $11.30
E) $18.00
A(n) ________ connects with some emotion that makes the product particularly
attractive or interesting.
A) claim
B) appeal
C) feature
D) attribute
E) argument
To deliver information and aid understanding are objectives related to which facet of
the Facets Model of Effects?
A) See/Hear
B) Think/Understand
C) Feel
D) Believe
E) Connect
The main concern the FTC has when an advertiser makes substitutes for products
during a demonstration (such as using a mixture of glue and water instead of ice cream)
is whether the ________.
A) substitution is necessary
B) demonstration uses puffery
C) advertiser indicates that substitutes are used in the demonstration
D) consumer knows substitutes are used in the demonstration
E) demonstration falsely upgrades the consumers’ perception of the advertised brand
What is the difference between a tagline and a slogan?
What are the typical communication goals in a product launch?
Mitch is very interested in all electronic devices, from computers to stereos, and pays
attention to all advertisements related to these types of products, even if he is not
purchasing one of these products. Why does he do this?
Ruth was watching public television and noticed that there were commercial messages.
She always thought that public television was commercial-free. Is that true? Explain
your answer.
Name and describe the four main types of markets, and discuss characteristics of
advertising targeted toward each market.
Name the stages of the consumer decision process. What role might marketing
communication play in each?