The most common and long-standing explanation of advertising effects is referred to as
AIDA, which stands for attitude, interest, decision, and action.
Advertising is the process of creating the tangible and intangible elements of a brand.
The key to effective crisis management is to put the blame on the responsible party as
soon as possible.
Quality and value are both examples of tangible product attributes.
A brand perception is created from information, feelings, and personal experiences with
a brand.
________ refers to billboards along streets and highways, as well as posters in other
public locations.
A) Outdoor advertising
B) Public advertising
C) Broadcast advertising
D) Transit advertising
E) Miscellaneous advertising
Which of the following is a challenge of advertising through online social networks?
A) Users may resent an intrusive marketing communication message.
B) Existing networks are resistant to advertising.
C) Most existing networks are already controlled by major corporations.
D) Virtual worlds will most likely replace social networks in the near future.
E) Measuring the frequency and volume of social network usage is difficult.
Which projective technique do researchers use to see how people solve problems and
search for information?
A) fill-in-the-blanks
B) meaning creation
C) purpose-driven games
D) story elicitation
E) photo sorts
Management of a company that adheres to the principle of integrated marketing
communications is most likely to believe which of the following?
A) The use of multiple marketing communications channels is advantageous.
B) The use of a single marketing communications channel is advantageous.
C) Long-term relationships with customers are best nurtured through sales promotion.
D) Long-term relationships with customers are best nurtured through public relations.
E) Short-term relationships with customers are more profitable than long-term
relationships with customers.
Sandra works for the local chapter of the Humane Society, a non-profit organization
dedicated to protecting animals. Sandra has worked to identify area residents who are
likely to donate to the Humane Society. She will invite all of these potential donors to a
fun family day event that she is organizing at the Humane Society. Sandra is involved in
________.
A) issue management
B) recruitment
C) fund-raising
D) crisis management
E) internal marketing
________ is a type of marketing communication that has characteristics of advertising
but also includes an element that allows the audience to make a direct response to the
advertiser.
A) Direct-response advertising
B) Direct-focus advertising
C) Integrated marketing communications
D) Direct-marketing advertising
E) Direct-to-consumer advertising
The Detroit Tigers’ baseball season is about to kick off, and the owners want to
advertise that fact in the Detroit metropolitan area. They will be using television,
newspaper, and radio as part of their media mix. Below is one portion of their media
plan.
Calculate the cost per thousand (CPM) for CSI, the Detroit News, and WJBR,
respectively.
Service firms in direct marketing specialize in ________.
A) printing, mailing, list brokering, and data management
B) media buying
C) evaluating the results of direct-marketing campaigns
D) creating direct-marketing messages
E) delivering ordered products to customers
Which of the following is a type of freebie given away to people who attend special
events, such as award ceremonies?
A) sample
B) rebate
C) swag
D) banded pack
E) bonus pack
Which of the following are the two fundamental components of the direct-marketing
business?
A) communication sent directly to the consumer and promotion of brand awareness
B) promotion of brand awareness and consumer response sent directly back to the
source
C) IMC and database marketing
D) communication sent directly to the consumer and consumer response sent directly
back to the source
E) consumer response sent directly back to the source and comparative marketing
Messages that ________ are designed to primarily affect attitudes and create beliefs.
A) inform
B) teach
C) create brand association
D) persuade
E) drive action
Copy testing is also referred to as ________.
A) pretesting
B) concept testing
C) evaluative research
D) media research
E) semiotic analysis
Which of the following would most likely be used in a message that is intended to
persuade consumers to change an attitude or belief?
A) sales promotion
B) image advertising
C) news announcement
D) testimonial
E) emotional appeal
A ________ layout may have art, but it is either embedded in the copy or placed in a
subordinate position.
A) dominant type
B) circus
C) panel
D) nonlinear
E) picture window
In one promotional activity, MSN.com had actors dressed as butterflies skate around the
streets of New York. What form of advertising media does this represent, why do
advertisers use it, and are there any drawbacks?
Compare and contrast the cognition and the emotion facets of the Facets Model of
Effects.
Why is it important for a brand promise to be simple and honest?
What types of products would be successful with standardized global marketing?
Name the components of persuasion and describe how they work in advertising.
Compare and contrast the three types of direct-marketing lists.