A320 Final Exam
Which of the following questions would be used to gather qualitative data? (You may select more than one.) "How many times per week do you ride Metro bus routes?" "Would you buy this product for a price of $22.95?" "What kind of person do you think is most likely to drive a Lincoln Towncar?" "What is the first thing you think of when you hear the brand name Adidas?" "On a scale of 1-5, with 1 being the least pleasing and 5 being the most pleasing, please rate the aroma of Febreze Sandalwood & Soothe spray."
"What kind of person do you think is most likely to drive a Lincoln Towncar?" "What is the first thing you think of when you hear the brand name Adidas?"
Today's Gardner magazine has a circulation of 750,000. Your client is planning a full-page ad for an upcoming edition; the cost of the ad is $18,000. The cost per thousand impressions for this ad is __________________. $18.00 $24.00 $2.40 $3.20
$24.00
Which of the following are examples of "street furniture?" (You may select more than one.) An outdoor billboard A bus shelter or bench A newsstand A taxi topper A kiosk
A bus shelter or bench A newsstand A kiosk
What is a reference group? Library and research specialists who deal with psychology and behavioral sciences A crowd sourcing network for solving research problems A cultural, familial or social set or subset that a person takes as a standard in forming attitudes and behaviors All competing products in a market category
A cultural, familial or social set or subset that a person takes as a standard in forming attitudes and behaviors
In the context of research, what is a sample? A product in development that is given to a group of consumers for evaluation. An advertisement shown to test audiences in order to gauge effectiveness. Every member of a unique target market. an excerpt from a popular song, video or motion picture that is used in advertisements. A group of people selected by researchers to represent the characteristics of a larger population.
A group of people selected by researchers to represent the characteristics of a larger population.
What is a story board? A committee tasked with evaluating proposed scripts for television commercials and selecting the best one for production A series of illustrations that depict the action, camera angles, and shot framing of a television commercial A type of print advertisement that uses a series of illustration panels A consumer watchdog group established to monitor the content of television advertising
A series of illustrations that depict the action, camera angles, and shot framing of a television commercial
"To A , our brand is the brand of B , that provides/delivers C ."
A- target audience B- frame of reference C- point of difference
What is Business-to-Business (B2B) Advertising? Advertising that is shared by similar businesses in different markets Advertising that is partially funded by manufacturers on behalf of retailers that sell their products Advertising by businesses selling to other businesses Advertising that helps consumers compare different businesses
Advertising that is partially funded by manufacturers on behalf of retailers that sell their products
What is co-operative (or co-op) advertising? Conspicuous placement of a consumer product in the scenes of an entertainment medium, such as a motion picture or television program Advertising whose cost is shared by the product manufacturer and the retailer or dealer Consumer advocacy for a brand, shared by word of mouth or social media Advertising that appears in the same form in different countries
Advertising whose cost is shared by the product manufacturer and the retailer or dealer
The Amazon.com website populates visitor screens with merchandise in which they have shown previous interest and/or have previously purchased. This is an example of what type of market segmentation at work? Behavioristic Demographic Geographic Psychographic
Behavioristic
__________________ is the text of a print advertisement that tells the deeper story and attempts to persuade readers, establish credibility, and "close the sale." It is the logical continuation of the headline and subheads and is usually set in smaller type size than those elements. Body copy Analysis Disclaimer Development Strategy statement
Body copy
______________________ is a type of marketing plan characterized by tactical activities that evolve into a broader strategic form. Guerilla Organic Informal Bottom-up Top-down
Bottom-up
What is cognition? Comprehension of a message The making of a purchase decision A consumer behavior model developed by the Foote Cone & Belding agency A type of perceptual screen
Comprehension of a message
Modern emphasis on content marketing can be attributed largely to what? Consumers' online research habits Consumer backlash against traditional advertising media Mergers and acquisitions in the traditional media Shortage of talent in traditional advertising media Brand awareness
Consumers' online research habits
Which of the following best describes integrated marketing communication (IMC)? -Coordinating all marketing communication messages and tools to create a unified, consistent expression of a product or brand -social media -Being certain that marketing plans for complementary products are synchronized -Scheduling each advertisement at precisely the same time of day
Coordinating all marketing communication messages and tools to create a unified, consistent expression of a product or brand
What does the abbreviation CPM stand for? Clicks per minute Cost per thousand Copies per million Channel planning method
Cost per thousand
In addition to creating ground-breaking advertising campaigns, Madison Avenue legend George Lois is also known for what? Designing 92 covers for Esquire Magazine from 1962-1972 Hosting his own television talk show in the late 1960s Creating his own brand of breakfast cereal Being a successful fashion designer Being a former Olympic athlete
Designing 92 covers for Esquire Magazine from 1962-1972
What is retargeting (also known as remarketing)? Resuming advertising following a period of paused advertising A consumer sharing recommendations for products on social media None of the above Digital advertisements based on the user's recent browsing history (e.g. a consumer views an item on Amazon.com and then sees the item they viewed advertised on websites and social media channels during their subsequent internet browsing)
Digital advertisements based on the user's recent browsing history (e.g. a consumer views an item on Amazon.com and then sees the item they viewed advertised on websites and social media channels during their subsequent internet browsing)
_____________ is an intensive research technique that has been gaining popularity among advertisers. It involves trying to understand behavior and culture by going out and talking to people wherever they are, while they're doing whatever it is that they do. Focus group study Psychotherapy Ethnography Consumer intercept
Ethnography
True or False: If an advertisement's headline lacks immediacy and relevance to readers, they will read further in order to clarify the ad's intent.
False
True or False: The central route to persuasion focuses on information not directly related to product features and benefits, but rather on entertainment value and building brand image.
False
What is a media commission? Operating authority for broadcast stations granted by the Federal Communications Commission (FCC) Financial compensation paid by media outlets to advertising agencies in consideration for advertising purchased and placed on behalf of clients A fee paid by marketers to have editorial content about their products or services placed in a publication or broadcast program A committee established to set local standards for obscenity and censorship
Financial compensation paid by media outlets to advertising agencies in consideration for advertising purchased and placed on behalf of clients
What is another name for a program-length advertisement? Show Spot Direct response advertising Infomercial Procumentary Pitch TV
Infomercial
Which of the following statements describe(s) primary research? (You may select more than one.) It is relatively inexpensive to obtain. It is readily available. It is undertaken to answer highly specific questions that are relevant to a marketer's unique situation. It is expensive and time-consuming to gather. It is information not available from an existing source. It is information previously collected or published.
It is undertaken to answer highly specific questions that are relevant to a marketer's unique situation. It is expensive and time-consuming to gather. It is information not available from an existing source.
Which of the following statements describe(s) quantitative research? (You may select more than one.) It is used to gather factual data in numerical format. It is used to develop hypotheses. It is used to test hypotheses. It is used to probe for consumers' feelings and motivations. It is typically gathered from large samples of the target market—up to 1,000 people.
It is used to gather factual data in numerical format. It is used to test hypotheses. It is typically gathered from large samples of the target market—up to 1,000 people.
Which of the following traits are advantages of cable TV as an advertising medium? (You may select more than one.) Low cost It makes TV more accessible to local advertisers Ability to selectively target by geography Excellent share during drive time None of these choices
Low cost It makes TV more accessible to local advertisers Ability to selectively target by geography
Professor Philip Ward Burton identified three components of print advertising that define or express the concept or big idea. What are they? Attention, interest and credibility Hypothesis, research and segmentation Main visual, logo and slogan Main visual, headline and copy lead
Main visual, headline and copy lead
___________________ refers to the number of people who read a magazine without actually buying it. Pass-along rate Browsing rate Bonus reach Effective readership rate Piracy
Pass-along rate
Marketers target their activity toward a select group of segments based on what factors? Management input and distribution channels Consumer income levels and social values Hottest trends and market outlook Profit potential and ability to penetrate the segment
Profit potential and ability to penetrate the segment
Marketers decide which segment(s) to focus their resources on, based on what factor(s)? (You may select more than one.) Stage of the product life cycle Profitability of the segment Advertising media costs Ability to penetrate the segment Gross Rating Points
Profitability of the segment Ability to penetrate the segment
Local retail businesses are usually concerned with which of the following factors when planning their advertising (select all that apply): Generating store visits (traffic) Long-term brand building Brand strategies Sales tactic
Sales tactic
What is permission-based email marketing? Email marketing that requires a special offer code from the advertiser before the consumer can obtain a special deal There is no such thing; advertising is delivered based on targeting, not permission Sending commercial emails to people after obtaining their consent to do so, usually by means of an online or offline opt-in form. An email service provider (ESP) obtaining an advertiser's permission to send email on behalf of the advertiser's brand Spam
Sending commercial emails to people after obtaining their consent to do so, usually by means of an online or offline opt-in form.
What are the three characteristics of outstanding advertising? Promise, Support and Tone of Voice Price, Product and Promotion Simplicity, Relevance and Surprise Headline, Visual and Copy Lead
Simplicity, Relevance and Surprise
What are the elements of the SWOT analysis? Strategy, Workforce, Overview, Tactics Situation, Worths, Organization, Tabulation Strengths, Weaknesses, Opportunities, Threats Segmentation, Wants, Opportunities, Target Market
Strengths, Weaknesses, Opportunities, Threats
Classification of the social media audience by their usage habits is known as what? Habitualizations Spectrographics Technographics VALS Stratification
Technographics
The advertising strategy has two sub-strategies. What are they? The creative strategy The marketing strategy The segmentation strategy The media strategy
The creative strategy The media strategy
The blending or mixing of the Four Ps (product, price, place, and promotion) forms what? Psychographics Advertising The marketing strategy Product development
The market strategy
What is a perceptual screen? The physiological or psychological factors that may interfere with message cognition by the recipient A process of testing advertising concepts on people who match the target audience characteristics Another term for subliminal advertising A reader's technique of skimming over advertisements in print publications
The physiological or psychological factors that may interfere with message cognition by the recipient
What is Search Engine Optimization (SEO)? Internet users choosing the most effective search engine to make their queries A search engine developer continually adjusting its algorithms to deliver more accurate search results An advertiser using traditional media to direct the target audience to search for its products online The process of a search engine crawling the web and indexing sites The practice of carefully creating and managing website and associated content to increase the likelihood that search engines will recommend that site in response to specific queries
The practice of carefully creating and managing website and associated content to increase the likelihood that search engines will recommend that site in response to specific queries
In the documentary film Art & Copy, Hal Riney described his creation of an ad campaign for San Francisco's Crocker Bank that featured what? A promotional auto loan rate for GM's new Saturn brand automobiles. The song "We've Only Just Begun," written by Paul Williams and later recorded by The Carpenters. Television spots with the theme, "It's Morning Again in America." The first instance of internet-based advertising
The song "We've Only Just Begun," written by Paul Williams and later recorded by The Carpenters.
What is the most important function of a headline in a printed advertisement? To entertain the reader To promote reader recall To stimulate the reader's thought process To capture the reader's attention
To capture the reader's attention
Which of the following choices below describe functions served by visuals in a print advertisement? (You may select more than one.) To deflect attention from the ad's headline To provide a contrasting color to the logo To capture the readers' attention To show the product in use To identify the brand
To capture the readers' attention To show the product in use To identify the brand
Which of the following best describes the marketing exchange? Providing a resource to consumers in exchange for their data The venue where goods and services are traded, known collectively as the "marketplace" Trading one thing of value for another to satisfy needs, concerns and/or desires A trade-off or compromise between product utility and cost of ownership
Trading one thing of value for another to satisfy needs, concerns and/or desires
True or False? Author Marc Gobé defines the brand as the emotional relationship between the consumer and the product based on the sum of all interactions between them.
True
True or False? One of the principles of good advertising design is to give overall dominance to just one visual element.
True
True or False? The marketing strategy is driven by corporate or business objectives; that is, the necessary intent to generate revenue and profits.
True
Under Armour announced that it will underwrite the total cost of televising the ESPY Awards on ESPN cable network for three years. Through this activity, Under Armour is engaged in ______________. a media plan narrowcasting sweeps preemption a program sponsorship
a program sponsorship
Strategic communication by marketers that uses informational and emotional content to influence receivers' thoughts, feelings, and actions.
advertising
The first step in the research process is to _________________________________. analyze the situation and define the problem conduct primary research establish the research objectives conduct secondary research conduct qualitative research
analyze the situation and define the problem
An advertising agency creative team comprises people who compose the symbols, words, and images of advertisements. The ___________________ is the person responsible for the nonverbal aspect of the advertising message—the visual design, which determines the look and feel of the ad. creative director account planner copywriter account manager art director
art director
What is the unit of measure for selling newspaper advertising space? Square inches Column-inches Page fractions (e.g. half-page, quarter page, etc.) Picas
column-inches
In an advertising agency, the _____________________ is the person who supervises creative staff and is ultimately responsible for the creative product. copywriter art director creative director chief operating officer account planner
creative director
Which of the following are examples of interpersonal influences on consumer behavior? (You may select more than one.) Culture Family Time Place Environment Society
culture family society
What term refers to the way in which the art director, graphic artist, or graphic designer chooses and structures the artistic elements of an ad? Big Idea Format Design Concept Style
design
The VALS (Values and Lifestyles) framework identifies ______________ different psychographic typologies. two eight three six
eight
Brand awareness is achieved merely by what? Meeting or exceeding consumer expectations Product trial Exposure Bottom-up marketing The media plan
exposure
True or False: An advertising agency Account Executive rarely has direct contact with clients.
false
True or False: Cable television works by energizing an antenna to transmit electromagnetic waves through the atmosphere, which are then received and translated into sound and images by means of a tuning device.
false
If content is fire, social media is _______________. a wet blanket smoke gasoline a fire truck water
gasoline
The orderly formation and design of all the parts of a print advertisement is referred to as the ___________________. thumbnail camera-ready art layout dummy mechanical
layout
Identifying groups of people with similar needs and concerns is known as _________________________. demographics market research advertising market segmentation
market segmentation
Satisfying customer wants and needs by providing products (can be goods, services, and/or ideas)
marketing
Advertising is a form of ___________________________. marketing communication marketplace regulation corporate welfare media
marketing communication
Broadcast outlets, print publications and online sources that deliver entertainment, editorial content and advertising to audiences are a special category of supplier or vendor to the advertising agency, known as _________________. Research firms Production houses Consultants Media
media
The combination of media types that work together to most effectively deliver an advertiser's message is called the ______________________. media mix channel distribution total audience plan (TAP) communication spectrum
media mix
This type of perceptual screen pertains to the five senses (sight, hearing, taste, smell and touch): ____________________.
physiological screens physiological physiological screen
_________________ refers to the place occupied by a product or brand in the minds of consumers, relative to its competitors. Perception Popularity Placement Positioning
positioning
Showing a rough-cut TV spot or TV storyboards to a sample of the target audience prior to final production and airing is an example of ___________________________. exploratory testing post-testing field testing clutter testing pre-testing
pre-testing
What are the elements of the marketing mix? (You may select more than one.) People Profit Price Process Public Relations Product Promotion Place
price product promotion place
M&M Mars conducted consumer research to determine if a version of their Snickers® bar fortified with caffeine, taurine and B-vitamins would be viable. The company later introduced the limited edition Snickers Charged® bar. The above case is an example of research focused on ______________________________. media strategy advertising concept brand identity regional marketing product development
product development
An advertiser paying to have a product conspicuously displayed in a scene during a motion picture or television program is known as _________________. borrowed interest product placement subliminal advertising conflict of interest backdoor advertising
product placement
When network television programs are later sold to individual stations for rebroadcast, it is a form of _________________. copyright infringement program syndication networking ratings manipulation prime time
program syndication
Making exaggerated, subjective claims in advertising that can be neither proved nor disproved is known as _____________________. puffery bait-and-switch advertising false advertising IMC
puffery
Recognizing the long-term, lifetime value of happy customers, many companies have shifted from transactional marketing to ___________________. positioning top-down marketing relationship marketing social marketing guerilla marketing
relationship marketing
For a test to be reliable, it must be ___________________; that is, it must produce approximately the same results each time it is administered. projective repeatable qualitative valid tabulated
repeatable
Communication aimed at changing harmful behavior rather than selling products or services is often referred to as ____________________. self-improvement social marketing persuasion corrective action
social marketing
The alleged practice of embedding imperceptible trigger devices (i.e. hidden words, visual symbols, etc.) in advertising to be subconsciously perceived by audiences is known as ___________________________. false advertising subliminal advertising audience manipulation Freudian psychology
subliminal advertising
Four month-long periods when television markets are measured for station viewing habits and demographic data are known as __________________. samples prime time sweeps demos baselines
sweeps
"Better ingredients, better pizza," "Just Do It," and "The Ultimate Driving Machine" are examples of what kind of advertising device? Tagline Brand positioning statement Copy Headline Perceptual Screen
tagline
Although advertising media outlets publish their rates, in reality the cost of purchasing advertising time and space is negotiable.
true
True or False: Advertising art directors, graphic designers and copywriters are usually supervised by a person known as the Creative Director.
true
True or False: Advertising seen by consumers after their purchase/trial of a product can serve to reinforce their satisfaction.
true
True or False: Conditioning theory describes learning through a trial-and-error process, rather than a process of rationally applying knowledge.
true
True or False: If a television program earns a 7.8 share, it means that 7.8 percent of Households Using Television (HUT) were tuned into the program.
true
True or False: The nonverbal or visual aspect of an advertisement carries at least half the burden of communication.
true
True or False: When local businesses purchase advertising, the media will often include the services of their on-staff graphic designers and copywriters to create the advertisements, because many local businesses cannot afford to hire an advertising agency to do the work.
true
True or False? Advertising for high-involvement products usually requires more extensive copy
true
True or False? Advertising strategy is driven by marketing objectives.
true
True or False? Because of online research, by the time consumers make direct contact with businesses, more than 60 percent of their purchase decision has already been made.
true
True or False? Focus group research reveals a range of thoughts, opinions, feelings, concerns etc. Researchers often use this information to create hypotheses, which can be later tested using quantitative research (e.g. surveys) with larger samples of the target market.
true
True or False? Magazine circulation is verified by independent audit bureaus.
true
True or False? Magazines usually charge a higher rate for preferred advertising positions, such as the inside front or back covers, or the outside back cover.
true
True or False? National magazines often publish multiple editions with some content that differs from region to region.
true
True or False? Publishing online content helps consumers connect with brands through internet search engines.
true
True or False? Social media empowers every consumer to be a reporter.
true
True or False? The advertising industry is regulated by multiple government agencies.
true
A product's ability to satisfy both functional needs and symbolic or psychological desires, is known as ___________________. utility popularity versatility marginal effectiveness
utility
