A product’s package can deliver brand information and customer benefits.
A major change in consumer media use is the increase in media-driven lives.
Advertising messages can appear on Twitter.
The home offices of the Longaberger Company, which markets a variety of high quality
baskets, are housed in a seven-story building designed to look like a basket. This is an
example of environmental design.
In most Western countries, the Internet is a system with little policing.
The term multiplatform describes multichannel and multimarketing communication
areas.
Media buyers develop the strategic decisions outlined in the media plan.
Gross rating points (GRPs) indicate an approximate measure of the reach and frequency
of a media plan, as well as the plan’s efficiency.
Due to pass-along readership, circulation and readership are different numbers.
Conviction refers to the degree to which a consumer is engrossed in attending to an ad
or making a product decision.
On an outdoor board, the product or brand label may be hundreds of times larger than in
real life.
Companies undertake sponsorships to build brand associations and to increase the
perceived value of the brand in consumers’ minds.
A command headline politely tells the reader to do something.
Heavy users and brand-loyal buyers are usually a brand’s most important customers,
and they are the most difficult for competitors to switch away from a brand.
A type of advertising that firms use to enhance or maintain their reputation among
specific audiences or to establish a level of awareness of the company’s name and the
nature of its business is called ________.
A) corporate identity advertising
B) advocacy advertising
C) cause marketing
D) house advertising
E) controlled advertising
Which of the following is NOT an approach to segmenting consumer markets?
A) demographic segmentation
B) geographic segmentation
C) psychographic segmentation
D) behavioral segmentation
E) brand segmentation
________ involves manufacturers developing marketing communication programs with
their main retail accounts, instead of for them.
A) Ambush marketing
B) Sponsorship
C) Cross promotion
D) Co-marketing
E) Licensing
When Kodak wanted to create excitement for its line of digital cameras, the company
encouraged consumers to submit pictures electronically in the “Kodak Moments”
promotion. Judges selected a grand prize winner to receive a vacation for four to Disney
World, with several other lower-level winners receiving Kodak products. What type of
consumer promotion was this?
A) coupon
B) sweepstakes
C) game
D) contest
E) premium
________ identifies people who are in the market for a product in terms of their
characteristics, attitudes, interests, and motivations.
A) Advertising research
B) Market research
C) Consumer research
D) Strategic research
E) Copy research
Laurie is a college professor who teaches a course in direct marketing. She is a member
of the Direct Marketing Association (DMA), a trade association for businesses in the
direct-marketing industry, because it is a useful source of current information for her
course. She receives direct mail offers, emails, and telemarketing calls from a variety of
businesses that are also sent to other members of the DMA. What type of list is Laurie’s
name most likely on?
A) house list
B) response list
C) compiled list
D) professional list
E) converted list
The estimate of ________ adjusts the calculation of an audience to exclude waste
coverage so it more accurately reflects the percentage of the target audience watching a
program.
A) frequency distribution
B) gross rating points (GRPs)
C) targeted rating points (TRPs)
D) share of voice
E) total audience impressions
The term ________ refers to the way messages are delivered to a target audience.
A) marketing
B) engagement
C) media
D) broadcast
E) reach
________ means that you can run the same test again and get the same answer.
A) Semiotics
B) Reliability
C) Validity
D) Criteria
E) Quality
Press releases and video releases are examples of ________ media.
A) owned
B) earned
C) paid
D) interactive
E) social
Which of the following is NOT an objective of consumer promotions such as coupons?
A) generate awareness
B) generate trial
C) maintain or increase market share
D) remind consumers about the brand
E) increase profit margins
Artists, writers, songwriters, photographers, directors, producers, and printers are all
examples of which type of “key player” in advertising?
A) advertisers
B) agencies
C) media
D) suppliers
E) channels
Organic Designs is a small, successful chain of stores offering stylish clothes made of
all-organic materials for infants, toddlers, and young children. Most of the Organic
Designs stores are located in urban areas. Now Organic Designs is considering using
direct marketing to reach potential customers who live outside of the company’s
existing markets, with the goal of engaging attention and creating long-term
relationships with a new group of customers. Which of the following methods of direct
marketing would most likely be effective in accomplishing this goal?
A) telemarketing
B) print direct-response advertising
C) catalogs
D) opt-out marketing
E) bulk emailing
Nontraditional delivery of magazines is referred to as ________, meaning the magazine
is distributed free to specific audiences.
A) uncontrolled circulation
B) nonmeasured circulation
C) traditional circulation
D) discounted circulation
E) controlled circulation
Although there were several executions of the cotton television commercials, they each
included the words, “Cotton. The fabric of our lives.” What are these words known as?
What purpose do they serve?
When P&G introduced Physique shampoo, it sent emails to people asking for referrals.
People referring 10 friends to the shampoo’s promotional website received free
merchandise and were entered into a sweepstakes to win a year’s supply of the
shampoo. Explain what this technique is and why marketers use it.
Advertisements for a particular brand of soap include the phrase, “Love the skin you’re
in.” Print ads usually show a close-up of a young woman’s clean face, and the copy is
usually written as if she is telling the reader the benefits of this soap. She explains how
soft your skin will feel and how much you will love that feeling. The copy of this ad
was translated into several foreign languages so that it could be used globally. However,
German women thought it was strange to use the word love in reference to something
other than another person.
One copy element of the print ad explained the effect this brand of soap had on the
young woman’s skin structure, which is what allows skin to feel so soft after using this
soap. An arrow was used to connect the explanation to the skin on her cheek. What type
of copy element does this represent?
Identify the four primary objectives of a marketing database.
Why is relationship building particularly important in direct marketing?
In the 1880s, advertising was referred to by advertising legend Albert Lasker as
‘salesmanship in print driven by a reason why.” Explain what this means.
Explain how you would ensure that a brainstorming session is successful.
Four college roommates who were advertising majors are now in New York working in
the advertising industry. John is a media planner, Carl is a media buyer, George is a
media researcher, and they all work at the same advertising agency. Chuck works at a
media buying company and jokes that he will be taking over all of their jobs. Describe
how their jobs are different and why Chuck can make the joke he did.
You are developing the offer for a direct-marketing campaign. Explain what is included
in the “offer.”
Clinique and other cosmetic counters at department stores frequently have
gift-with-purchase promotions in which customers receive a nice cosmetics bag filled
with lotions, make-up, and other items such as brushes and mirrors. For really nice
gifts, customers have to pay a certain amount, such as $29.99, but they usually get a
larger bag and several full-sized products that would cost considerably more if they had
purchased them separately. What type of promotion is this, and why is it used?