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Which of the following is NOT considered a major type of advertising?
A) brand
B) retail
C) direct-response
D) institutional
E) generational
A commercial's ________ refers to how fast or slowly the action progresses.
A) storytelling
B) action
C) direction
D) key frame
E) pace
________ is the practice of maximizing the link between topics and brand-related
websites in an effort to drive more traffic to a company's site.
A) Search optimization
B) Search placement
C) Key wording
D) Rich media
E) Quick-response coding
In the process of developing a marketing plan, differentiating and positioning the
product relative to the competition most likely occurs when a marketing/firm is
________.
A) setting objectives
B) assessing consumer needs
C) developing the brand strategy
D) developing the marketing mix strategy
E) implementing tactical programs
The W in SWOT analysis stands for ________.
A) wins
B) wages
C) weaknesses
D) whys
E) websites
The goal of creating a payout plan is to produce promotions that increase ________.
A) awareness and attachment
B) loyalty and attachment
C) loyalty and conviction
D) awareness and interest
E) sales and profits
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 total gross rating points (Total GRPs).
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 print
ads, as well as on its website. Delia's works to make sure its public relations activities
and sales promotions harmonize with its advertising in all venues. From this
information, you can infer that Delia's is using ________.
A) buzz marketing
B) a full-service agency
C) integrated marketing communication
D) word-of-mouth marketing
E) mass communication
The ________ model demonstrates a theory of how persuasion works based on social
influence.
A) multi-step flow of communication
B) SMCR
C) AIDA
D) think/feel/do
E) traditional mass communication
Which of the following states a message that is untrue?
A) puffery
B) comparative advertising
C) image advertising
D) product demonstrations
E) false advertising
Gianna is a skeptical consumer whose motto is "I'll believe it works when I see that it
works." Which of the following would be the most effective form of direct marketing
for a marketer to use to reach Gianna and customers like her?
A) infomercials
B) catalogs
C) direct mail
D) telemarketing
E) data mining
