Archives: Quiz

The message weight of a media plan is used as a simple measure of the a. density or penetration of words as they appear in print, radio, or television copy. b. gross number of advertising messages delivered by the vehicles […]

Many consumers are becoming frustrated or cynical regarding the increase of brand-name products that appear in television shows and movies or show up in bloggers’ commentaries. These are examples of a. stealth sponsorship. b. hierarchy of needs. c. emotional appeals. […]

An advertiser for a weight-loss product decides to use paid search. This means that it a. pays websites and portals to place ads in or near certain lists of search results. b. offers the same content materials a consumer would […]

Scenario 15-4 General Mills brand breakfast cereals face strong competition in the dry cereal category from brands like Kellogg’s and Quaker Oats. Still, General Mills brands like Wheaties and Cheerios maintain a strong share of the market. As a manufacturer, […]

The CEO of a nationwide amusement park chain has instructed his marketing director to finalize this season’s radio advertising plan and report back to him. The marketing director still needs to decide between two types of radio advertising. What is […]

How are rich media/video and audio different from other Internet technology used for advertising? a. by allowing for two-way interaction between consumer and advertiser b. by incorporating visual and auditory elements on a corporate website c. by streaming video or […]

El Sol sunglasses were designed by an avant-garde artist. She said there were no sunglasses out there that she would wear, so she had to design her own. Her sunglasses were worn by a whacked-out bad guy in a blockbuster […]

Which person in your community is most likely to be a professional influencer? a. your doctor who prescribes an antibiotic for your strep throat b. your neighbor who likes to shop, talk about new products, and share recipes c. your […]

Farm Fresh Market, a local grocery store chain, has decided to run a series of advertisements. For this to be considered an advertising campaign, the Farm Fresh Market ads must a. focus on store products rather than store services. b. […]

Recall measurements probably make the most sense when the goal is to a. visualize a picture or image of the brand. b. feel an emotion connected to the brand. c. remember the brand name. d. think of a time when […]

Of all options for creating advertising budgets, the ____ relies most heavily on a marginal analysis involving the company’s past sales, profits, and ad expenditures. a. objective-and-task method b. share-of-market method c. percentage-of-sales system d. advertising response function EcoNature is […]

NASCAR bills itself as the a. best marketing opportunity in sports. b. most popular form of entertainment in America. c. most inexpensive advertising in marketing. d. most popular form of product placement. Dialogue balloons, story construction, and sentence and picture […]

A media buyer is glancing through the latest edition of the industry trade publication, Advertising Age, and notices an ad targeted at media buyers. The ad encourages the purchase of space in a fast-growing magazine that reaches 12- to 18-year-olds […]

A hospital is attempting to change its image. In the past, the hospital has been perceived as having a high degree of expertise across all medical services, but also as having a cold and unfeeling atmosphere. This has resulted in […]

Scenario 15-1 One of the nation’s most popular times for sales promotions was a great deal longer than usual in 2010. Black Friday, which typically takes place the Friday following Thanksgiving, started in October for a number of retailers and […]

Which of the following is true regarding advertising? a. Advertising is a universal communication beyond language and culture. b. Advertising has as its main responsibility the increase of product sales. c. Advertising plays a pivotal role in world commerce and […]

In the early 1990s, Jacquelyn Ottman wrote a book that predicted a new marketing revolution, which didn’t really occur at the time, but is growing and becoming quite popular now. What is it? a. buzz marketing b. influencer marketing c. […]

It is evident that firms have not fully exploited all the opportunities that ____ marketing has to offer via communication through devices like smartphones and digital tablet-like devices. a. direct b. mobile c. local d. trade channel TheSolutions Group is […]

Scenario 15-6 You are a media planner at an advertising agency in Dallas. Since it is Friday, you take a long lunch with a sales associate at the Dallas Morning News followed by a walk through a nearby park, returning […]

What types of programs have made product placements the norm on television? a. soap operas and reality shows b. sitcoms and quiz shows c. police/legal dramas and family dramas d. animated shows and action/adventure shows A marketing director for a […]

What is probably the most agonizing task to be done during an advertising effort? a. setting the objective b. creating the budget c. summarizing the campaign d. writing the copy Media research services that compile data on demographics and brand […]

Which company has become a media conglomerate on the Web, amassing its own digital empire of diverse Internet sites? a. ABC Broadcasting Network b. Facebook c. Dell d. InterActiveCorp TheSolutions Group is a combination of companies that help clients better […]

In the world of advertising, culture is seen as a group’s a. rules and regulations. b. total way of life. c. sense of morality. d. tastes and preferences. The risk taken with the ____ testimonial is that the person may […]

What applications of the Internet are most frequently used by American consumers today? a. using email and accessing news or information b. viewing videos and taking part in social networking c. making online purchases and accessing email d. paying bills […]

(Scenario 18-1) Scenario 18-1 The giant brewing companies of the U.S. love to use public relations to keep their company names in the minds of Americans and to promote their many brands of beer and ale. Both traditional and innovative […]

You are a production assistant working on a 30-second television spot for Happy Heart Hound, an all-natural gourmet dog food for puppies and young dogs. The client wants to emphasize the healthful ingredients as well as the “happy and fun-loving” […]

A day’s shooting expenses for just an average television production, including director’s fees, can range from about a. $20,000 to $50,000. b. $60,000 to $70,000. c. $80,000 to $120,000. d. $140,000 to $180,000. After it drew a record-low 9.8 million […]

What is often called the advertising department within the firm? a. the creative boutique b. the digital/interactive firm c. the media-buying department d. the in-house agency A major ‘sweet spot” for the brand occurs in event sponsorship when there is […]

An art director is conducting an orientation with two new artists and stresses that this agency does, in fact, consistently incorporate the generally acceptedprinciples of design in its creative work. In his brief summary of these principles, which of the […]

There are many types of external facilitators in the advertising community. ____ help advertisers prepare communications for new media such as the Internet, mobile marketing and interactive television. a. Digital/interactive agencies b. Production facilitators c. Advertising research firms d. Communication […]

Advertisers have a wide choice of objectives and methods when creating an ad for a product, no matter what the product category is. For example, both Taylor and Yamaha sell guitars. Both have created ads that have been recognized by […]

For all that the Internet fundamentally is-a depository for almost limitless information, an email delivery system, an entertainment medium-it has exploded and become so much more in the last few years. One word tells us why. What is that word? […]

What are the two major components of the mass-mediated communication model, each representing a somewhat independent process? a. primary demand and selective demand b. advertiser and consumer c. internal position and external position d. production and reception Advertisements-like books, movies, […]

The marketers at Kraft are currently focusing on building brand loyalty and considering a number of consumer-market sales promotion techniques. Which would work best at encouraging brand loyalty toward Kraft Macaroni and Cheese? a. offering a 50-cent rebate on the […]

(Scenario 13-4) Considering the slow economy and the new focus on simple home decor, a greenhouse located in a central business district, Gretta’s Garden, decides to sign up “garden club” members to get discounts on flowers, shrubs, vegetable plants, houseplants, […]

(Scenario 14-1) When the social networking/gaming website Foursquare launched in 2009, it was only accessible to residents in 100 U.S. cities. One year later, an updated version of the service allows check-ins from locations all over the world and has […]

In 2008, Chicago native Andrew Mason launched Groupon, a website that offered Chicago consumers various “deals of the day.” At the time, Groupon had a unique business model-each day, one “groupon” would be offered in a particular city. If a […]

(Scenario 13-3) You are a media planner at a large advertising agency in Chicago. You are currently assigned to five accounts-a used car dealer in the northern suburbs of the city, a guitar/drum retailer on the south side of the […]

Various personnel see ads in various ways. For instance, people in the creative department tend to see an advertisement as a way to a. achieve a predetermined objective. b. showcase a personal ideology. c. grow the market share for the […]

Some people believe that advertising can communicate below the threshold of consciousness, despite no solid evidence to prove this. Still, based on this belief, they have concerns that advertising is a. consistently offensive. b. influencing program content. c. perpetuating cultural […]

The Xcellent Agency specializes in developing advertising campaigns for smaller retail clients. Xcellent was hired by Shadowleaf Shoes, a small regional chain of six shoe stores, to develop a slogan and specific ads to be used in a three-month newspaper […]

Compared to advertising, sales promotion is a. more long-term. b. more immediate. c. more sophisticated. d. harder to document. A company allows its workers to take one afternoon off each month to volunteer at the nonprofit organization of their choice. […]

A national radio broadcasters association hosts an annual convention that attracts station owners and program managers as well as ad agencies and media planners. As a media planner, you take part in forums on the current status of traditional radio, […]

What are two of the main disadvantages of newspaper as an advertising medium? a. creative constraints and cluttered environment b. time lags and geographic restrictions c. lack of credibility and minimal reach d. short life and few local opportunities Probably […]

Art production for advertising to appear in cyberspace-particularly those composed of headline, body copy, and illustration-most closely resembles production of advertising for a. radio. b. television. c. packaging. d. print. Three teenage girls who hang around together all start to […]

Today’s advertisers are looking to benefit by associating with something new and hip, a process that anthropologist Grant McCracken labeled a. “an inexorable death spiral.” b. “the movement of meaning.” c. “the brave new world of business.” d. “Madison & […]

(Scenario 13-3) You are a media planner at a large advertising agency in Chicago. You are currently assigned to five accounts-a used car dealer in the northern suburbs of the city, a guitar/drum retailer on the south side of the […]

(Scenario 18-5) Scenario 18-5 An old adage states that all publicity is good publicity. However, Professors Jonah Berger of the Wharton School, and Alan Sorensen and Scott Rasmussen of Stanford found that there is such a thing as bad publicity. […]

Jerome was preparing to host a graduation party for his friends and relatives when he suddenly realized that he did not have a blender to mix certain beverages that he knew his guests would like. Having never purchased a blender […]

Home Depot is a powerful retailer with a high-volume, low-price position. Therefore, Home Depot can exert pressure on manufacturers and suppliers to offer its staff various forms of trade-market promotions. These come in four major types: a. couponing, cash allowances, […]