ADV 3008 Exam 3 UF, ADV 3008 Exam 2 UF
Order of components in a media strategy statement.
1. A brief definition of target audiences. 2. An explanation of the nature of the message. 3. An outline of the specific reach, frequency, and continuity goals. 4. A budget for each medium including the cost of production. 5. A statement about the intended size of message units.
What are the first 3 steps in the objective/task method?
1. Defining objectives 2. Determining strategy 3. Estimating cost
___ is the basic unit of sale for outdoor advertising like billboards or posters.
100 showing.
What does a frame layout look like?
A copy surrounded by the visual or vice versa.
Advertisers are unable to take advantage of the feedback mechanism of social media sites due to ___.
A lack of resources.
What does the color brown symbolize?
A masculine color associated with earth.
Define brainstorming.
A process in which two or more people get together to generate new ideas.
Identify why FM band is more popular than AM. A. FM band has better sound fidelity B. FM band is more user friendly C. FM band is cheaper D. FM band has more advertising slots
A. FM band has better sound fidelity
Which of the following is true of an IMC message? A. It is a combination of copy, art, and production elements. B. It is a nonverbal representation of a company's sales-target objectives C. It is a representation of the types and levels of consumer involvement D. It is a verbal representation of a company's communications objectives
A. It is a combination of copy, art, and production elements.
The most authoritative source of advertising is ___. A. TV B. newspapers C. the Internet D. magazines
A. TV
___ concerns the advertising message and copy, as well as the medium. A. attention value B. gross value C. exposure value D. circulation value
A. attention value
A continuous schedule is used for products that ___. A. consumers purchase regularly B. have a slim media budget C. are consumed more heavily during a certain period D. experience large fluctuations in demand
A. consumers purchase regularly
Media planners calculate the total gross impressions for a schedule by summing the ___. A. gross impressions for each medium used B. television households across different states C. readers per copy of different publications D. advertising impressions per audience member
A. gross impressions for each medium used
JeanArt, a popular designer clothes label, wanted to advertise its latest spring collection to its audience. It chose to print a 30-page magazine, in high quality paper, to be supplied free of cost, along with popular lifestyle magazines. JeanArt's chosen form of advertising is called a(n) ___. A. insert B. gatefold C. custom magazine D. junior unit
A. insert
What is the advantage of using media-buying software? A. it improves the media buyers' control over placement of ads B. it improves the sales of the advertised product C. it improves the credibility of the product D. it improves the creativity of the commercials
A. it improves the media buyers' control over placement of ads
How is secondary readership estimated? A. it is estimated through market research B. it is estimated as 10 percent increase from last year's primary readership C. it is estimated as a fixed percent yearly D. it is estimated as an approximation from the primary circulations
A. it is estimated through market research
Moto Unit, a leading car manufacturer, has been having low sales in the past few months. To revive sales, it decides to place large magazine ad that cover almost 60 percent of a middle page and surround it with editorial matter. This usually placing of an ad is called a(n) ___. A. junior unit B. insert C. bleed D. custom magazine
A. junior unit
In print media, display advertisements are commonly found in the ___. A. lifestyle page B. editorial page C. obituary page D. classified pages
A. lifestyle page
Advertisers preprint newspaper advertisements because of the ___. A. low quality color printing of newspapers B. high expense newspaper advertising C. need to save money D. glossy papers used in newspapers
A. low quality color printing of newspapers
Making comparisons between media plans for various markets is virtually impossible because ___. A. of the difference in media research methodology used across different markets B. the media plans for each market are based on similar data C. the circulation figures and audience demographics are constant for most markets D. most countries are limited to upper-income consumers only
A. of the difference in media research methodology used across different markets
The Kim-Lord grid, which depicts the level of consumer involvement in a purchase, recognizes that ___ A. people can be cognitively and affectively involved at the same time B. Consumers feel rather than think when purchasing C. Consumers never have a high degree of personal involvement D. Different products do not require different kinds of advertising
A. people can be cognitively and affectively involved at the same time
All the facts are relevant for ___ are presented by the situation analysis in a marketing plan. A. planning a marketing strategy B. understanding an organization's purpose and philosophy C understanding the growth history of competitors D. developing a mission statement
A. planning a marketing strategy
How is print media reacting to the high influence of Internet in the society? A. print media is incorporating electronic media in its services B. print media is giving up paper as a medium altogether C. print media is trying to completely take over the online business platform D. print media is trying to make restrictions on how people use the Internet
A. print media is incorporating electronic media in its services
A factor that significantly affects a medium's motivation value is the ___. A. quality of advertising reproduction B. placement of the ads in the vehicle C. media choice with ad space D. senses used to perceive messages from the mediums
A. quality of advertising reproduction
According to the DAGMAR system, good objectives___ A. specify an audience B. Are time independent C. Avoid defining outcomes D. Define indefinite outcomes
A. specify an audience
Using the outside-in process, the IMC approach to marketing and campaign planning ___. A. starts with a customer and works back to a brand B. separates marketing and communications planning C. dedicates all marketing functions to building market share D. focuses on reducing overheads instead of stakeholder loyalty
A. starts with a customer and works back to a brand
Newsstand sales for magazines are impressive from an advertiser's point of view because they indicate ___. A. that the magazine is really wanted by the purchaser B. the buyer's habitual nature of buying the magazine C> that the magazine has a high rating D. that the magazine has credibility and is talked about in the society
A. that the magazine is really wanted by the purchaser
A true statement about gross rating points is that ___. A. the more GRPs you buy, the more it costs B. they represent the number of times an advertisement is used C. they are the percentage of homes exposed to advertising mediums D. the unit cost per GRP increases as more GRPs are bought
A. the more GRPs you buy, the more it costs
A shortcoming of the percentage of sales method is that it ___. A. violates the principle that marketing activities should stimulate demand B. is unrelated to revenue, and it is quite risky C. treats marketing activities as a main driver of sales D. discourages planners from developing objectives to fit a budget
A. violates the principle that marketing activities should stimulate demand
A(n) ___ pools together hundreds or even thousand of Web pages and facilitates advertising on these pages.
Ad network.
What is the technique of leading?
Adding extra space between lines.
What activities occur in the answer print stage of the post production of a TV commercial?
Addition of optical effects and titles to the almost completed visual celluloid.
During press run, the press is started and stopped a few times to ___.
Adjust the image's alignment on the paper.
A possible exposure of the advertising message to one audience member is called a(n) ___ ___.
Advertising impression
A(n) ___ is defined by the Interactive Advertising Bureau as an opportunity to deliver an advertising element to a Web site visitor.
Advertising impression.
What is a continuous schedule?
Advertising runs steadily and varies little over the campaign period.
A promotional product that is distributed free as part of a marketing communications program, as defined by the Promotional Products Association International (PPAI), is referred to as ___ ___.
Advertising specialty.
The signed and notarized document returned to the advertiser or agency, after the spots run, specifying when the spots aired and what make goods are available is called ___ ___ ___.
Affidavit of performance
In an ___ ___ ___, publishers charge the advertisers a percentage of the transaction cost.
Affiliate marketing program.
In a television commercial, the responsibility for completing the job on schedule and within budget lies with the ___.
Agency producer.
To prevent a brand's page from languishing, the brand should entrust the management of this page to a(n) ___.
Agency.
What is the nature of a flat rate?
Allows no discounts
Identify a factor that affects the attention of an individual that is beyond the creatives' control.
An ad's position in a cluster of commercials.
A series of four very thin sheets of plastic pressed together is used in the ___ proof.
Analog.
What is the second step in Wang and Schultz's IMC planning model?
Analyze information on customers
In the preproduction phase, to minimize costs for the advertisers, the producer must first ___.
Analyze production techniques.
A film strip of the sketches in a storyboard, accompanied by the audio portion of the commercial synchronized on tape, that supplements the storyboard is called a(n) ___.
Animatic.
Identify the type of commercial which is unique for its use of cartoons and puppet characters with computer-generated graphics.
Animation.
What kind of mood does intense light create?
Anxiety.
The information in a blog or microblog is open for ___ to see.
Anyone.
An ad's ___ is affected by typefaces.
Appearance.
Any site, tool, application, or the like can feed and extract information from Twitter in accordance with how the user has granted permissions by using Twitter's open ___ ___ ___.
Application protocol interface (API).
The act or process of managing the visual presentation of the message is termed as ___ ___.
Art direction.
What are the responsibilities of the Production Artist?
Assembling the various elements of an ad and mechanically putting them together as per instructions.
A major factor that has enabled on-demand viewing has been the ability of content owners to deliver content to multiple places ___.
At simultaneous and various times.
What is the order of the 5 steps in the creative pyramid?
Attention, Interest, Credibility, Desire, Action.
A(n) ___ is the total number of people or households exposed to a medium.
Audience
The distribution of the television audience into demographic categories is called ___ ___.
Audience composition
Identify a situation when a sexually provocative advertisement becomes counterproductive for the advertiser.
Audience getting distracted from the main message.
The specific types of people the advertiser wants to reach is defined by ___ ___.
Audience objectives
The central "switchboard" that the director and sound engineer work at for controlling the sounds and channeling them to the appropriate recording devices is called a(n) ___.
Audio console.
A brand being ___ refers to the brand being helpful in its own way and not just pushing promotional offers.
Authentic.
A consumer who is engaged with the brand in a give-and-take conversation is likely to perceive it as being less ___.
Authentic.
How do you calculate average frequency?
Average frequency = total exposures/audience reach
What is the order of the 5 steps in the advertising pyramid?
Awareness, Comprehension, Conviction, Desire, Action.
IMC is used as a(n) ___ A. Ploy to prevent repeated purchases of a product B. Investment in a product or brand C. Tactic to curb immediate sales of product D. Short-term capital investment
B. Investment in a product or brand
The product, price, place, and promotion are elements of the? A. Target Market B. Marketing Mix C. Price Mix D. Target Mix
B. Marketing Mix
The first part of a good marketing plan is the ___ A. Marketing strategy B. Mission statement C. Situation analysis D. Marketing objective
B. Mission statement
The term "share of voice" refers to ___. A. the shares issued for sale to the public B. a company's share of all promotional spending C. the shares owned by the board of directors D. a company's overall market share
B. a company's share of all promotional spending
___ refers to scheduling tactic flooding the airwaves with advertisements thereby making it virtually impossible to miss ads. A. burst B. blinking C. pulsing D. flighting
B. blinking
Heaviest radio use occurs when many users are ___. A. working during the day B. commuting to or from work or school C. having breakfast or dinner at home D. jogging or exercising in the morning
B. commuting to or from work or school
As the prominence of media departments rose in the late 1990s, agencies started ___. A. demanding more from clients in terms of accountability B. competing for media buying assignments separately from the creative business C. selling their services to clients in the form of package deals only D. focusing more on the rate of returns rather than efficiency
B. competing for media buying assignments separately from the creative business
Studies of the advertising response curve indicate that with repeated exposures incremental response to advertising ___. A. plateaus, and then dips sharply B. diminishes, rather than builds C. rises sharply D. rises steadily
B. diminishes, rather than builds
Businesspeople like the percentage of sales method because it ___. A. takes into consideration the strategic nature of marketing B. does not cost anything, is related to revenue, and is safe C. encourages planners to think carefully about a proper budget D. follows the principle that macerating activities must stimulate demand
B. does not cost anything, is related to revenue, and is safe
The average number of times a person must see or hear a message before it becomes effective is defined as ___. A. effective reach B. effective frequency C. continuity D. gross impression
B. effective frequency
Based on repeated exposures to the medium or the program, the intensity of a media schedule is measured by ___. A. circulation B. frequency C. reach D. continuity
B. frequency
Larger media companies bundle the various stations, publications, or properties they own and offer them in integrated combos as further incentives in order to ___. A. get a share of the advertiser value-added program B. get a bigger share of the advertiser's budget C. be a part of the advertiser's contingency plan D. be part of the advertiser's audience objectives
B. get a bigger share of the advertiser's budget
The steps for meeting marketing objectives by blending the four elements of the marketing mix are laid out by ___. A. audience objectives B. marketing strategies C. value-added packages D. gross rating points
B. marketing strategies
___ should be an advertiser''s medium of choice in order to reach whole urban populations where TV ownership is low. A. magazines B. movies C. listening D. internet radio
B. movies
One of the big mistakes that a company can make in developing its marketing strategy is ___. A. having precise communication objectives B. not staking out any position in the market C. having realistic sales-target objectives D. not having mass marketing monologue
B. not staking out any position in the market
The Kim-Lord grid, which depicts the level of consumer involvement in a purchase, recognizes that ___. A. consumers never have a high degree of personal involvement B. people can be cognitively and affectively involved at the same time C. consumers feel rather than think when purchasing D. different products do not require different kinds of advertising
B. people can be cognitively and affectively involved at the same time
Identify a main content of an insertion order. A. steps on the strategy followed by the advertisement B. size and desired position of the advertisement C. a statement of the relevance of the cast to the product advertised D. pasteup of the advertisement
B. size and desired position of the advertisement
A company can acknowledge that a sale is just the beginning of a valuable relationship between a marketer and a customer by ___. A. engaging in sales promotion for newer products B. soliciting feedback on that customer's experience C. conducting special events to showcase a product D. printing good product reviews in enthusiast magazines
B. soliciting feedback on that customer's experience
Based on Cannon and Riordan's analysis of frequency as a media objective, the basic emphasis in advertising should switch from maximizing frequency to maximizing ___. A. second exposures B. target market reach C. circulation D. gross impressions
B. target market reach
After an insertion order is given to the publication, if an advertiser fails to pay, ___. A. the advertiser's assets are attached to the publisher B. the agency is held liable C. the government decides the person liable D. the publication has to bear the loss
B. the agency is held liable
The cost of reaching many target audiences is increasing for almost all media due to ___. A. a decrease in below-the-line activities B. the media restricting the number of ads they sell C. the integration of many media platform D. magazines publishing for the audience as a whole
B. the media restricting the number of ads they sell
Combination rates are given to advertisers when ___. A. they advertise in two unrelated newspapers simultaneously B. they advertise in the morning and evening editions of the same newspaper C. similar kinds of advertisements appear in the same newspaper D. an old advertisement is repeated in the same newspaper
B. they advertise in the morning and evening editions of the same newspaper
Unlike a commerce site, a corporate site gives information about the ___.
Background of an organization, product, or service.
Clicking on the ___ on a Web page sends users to an advertiser's site or a buffer page.
Banner.
Because packaging that requires exact folding and fitting creates excessive assembly costs, a package's design should ___.
Be kept simple.
The ability to track people's behavior on the Internet is known as ___ ___.
Behavioral targeting.
The headline which promises the audience that experiencing the utility of the product or service will be rewarding is the ___ headline.
Benefit.
The population segment that sees the highest social media usage consists of individuals ___.
Between 18 and 29 years of age.
After gaining clear knowledge about the direction the message should take, a ___ gives it life.
Big idea.
What is the "formula" for the line are printing principle?
Black and white artwork.
In the CYMK printing process, K stands for ___.
Black.
An ad is said to ___ off the page when the dark or colored background of the ad extends to the edge of the page.
Bleed
When checking proofs, colors, type, or visuals that run all the way to the edge of the page are called ___.
Bleeds.
A reverse chronological journaling site, with no limit on the number of characters allowed in the text is called a ___.
Blog.
Simple, reverse chronological order Web pages that are typically commentary or opinionated in nature are referred to as ___.
Blogs.
A proof that is created by shining light through the negatives and exposing a light-sensitive paper that turns from white to blue is a ___.
Blueline.
The complete sales story is present in the ___ of an advertisement.
Body copy.
The sales potential of a particular brand in a specific market area is indicated by the ___ ___ ___.
Brand Development Index
Long-term descriptions of the enduring values of the brand, things that give the product bran equity, are called ___ statements.
Brand character.
Companies like Comcast and Zappos have been able to build ___ that is unmatched in their category using Twitter.
Brand loyalty.
The creative team's guide for writing and producing a campaign is called the creative ___.
Brief
Social media companies help brands to ___.
Bring entertainment in unique ways to their fan base.
Identify an effective method for ensuring a smooth approval process.
Bring great copy to the decision makers from the start.
The ability to transmit multiple signals simultaneously on one data line is called ___.
Broadband.
The fact that any kind of displeasure can be ___ is the hardest part of advertising in social media platforms.
Broadcast to a large audience.
What are text papers used for?
Brochures.
Advertisers find that large ___ work best where traffic is heavy and visibility is good.
Bulletin structures.
___ are jumbo full-color transparencies backlighted by fluorescent tubes that run the length of a bus.
Bus-o-rama signs.
Small versions of a banner that often look like an icon and usually provide a link to an advertiser's landing page are called ___.
Buttons.
How does a designer set a style?
By blending artistic elements in a unique way.
How can creatives ensure that a headline gains attention for the correct reasons?
By using large letters.
How does a creative incubate a concept?
By walking away from it and letting the unconscious mind mull it over.
The communications media used to promote a product must also___ A. be identical to that of competing brands B. treat customers in different target markets similarly C. Create a special environment for the product D. appeal to customers across all target market segments
C. Create a special environment for the product
The percentage of sales method is based on the fallacy that ___. A. IMC invalidates the sale B. IMC closes a sale C. IMC is a result of sales D. IMC reduces sales
C. IMC is a result of sales
A product's location on the Kim-Lord grid indicates how__ A. expensive it is V. it is accessible C. It is purchased D. it is produced
C. It is purchased
The IMC pyramid ___ A. Shows that the traditional mass marketing monologue is inappropriate B. Assumes that people follow the do-feel-learn that model for high-involvement products C. Represents the do-feel-learn model of effects D. Reflects the traditional mass marketing monologue
C. Represents the do-feel-learn model of effects
By starting with the customer and then integrating all aspects of their marketing communications, companies hope to ___. A. mimic the traditional mass marketing monologue B. pursue the learn-feel-do models of effects C. accelerate the communications process D. coerce the consumer into making a purchase
C. accelerate the communications process
The preprinted insert advertisements in a newspaper are printed by the ___. A. newspaper B. government C. advertiser D. consumers
C. advertiser
Identify a key item listed in the newspaper rate card. A. rate of change of readers switching newspapers B. circulation of newspaper C. advertising rates D. demographic data of the newspaper readers
C. advertising rates
When a company uses IMC in campaigns, the campaigns ___. A. prevent customers from making repeat purchases B. are irrelevant to the reputation of the company C. build consumer preference and promote goodwill D. are independent of the value of the company name and brand
C. build consumer preference and promote goodwill
Readers who share traits, such as age and income level, are targeted by advertisers with the ___ editions of magazines. A. regional B. industrial C. demographic D. geographic
C. demographic
Advertising returns ___. A. build over time and remain stable thereafter B. continually increase over time C. increase, plateau, and then decline D. do not require consistent investment
C. increase, plateau, and then decline
Identify an additional feature of Sunday newspapers. A. cheaper than usual editions B. fewer commercial advertisements C. increased volume of classified ads D. better quality of paper
C. increased volume of classified ads
Identify the role of media-buying software in print media. A. it helps the creative design a strategically relevant commercial B. it helps a team bring down the number of advertisements C. it helps media buyers keep track of orders D. it helps an advertiser choose the most efficient forms of media
C. it helps media buyers keep track of orders
She Voice, a leading publication for women, notices that many of its subscribers, like libraries, circulate their magazines to others. This prompted She Voice to do a market research on how many people actually read a single issue of its publication. This extra audience is called ___. A. uninfluential readership B. primary readership C. pass-along readership D. newsstand readership
C. pass-along readership
Independent shopping guides are also called ___. A. inserts B. tabloids C. pennysavers D. Sunday supplements
C. pennysavers
A newspaper gives the advertiser a ___ to check when it created ad copy and art. A. pasteup B. dub C. proof copy D. rough copy
C. proof copy
The term effective reach is used to describe the ___. A. intensity of a media schedule B. duration of an ad campaign over a given period of time C. quality of exposure to a medium D. percentage of homes exposed to an advertising medium
C. quality of exposure to a medium
___ refers to the number of unique people or households exposed to a medium during a given period of time. A. frequency B. circulation C. reach D. continuity
C. reach
Identify an important feature of the newspaper rate card. A. the rate card mentions reasons that help the advertisers choose an apt newspaper B. the rates in the rate card are chosen by the government to ensure parity C. the rates in the rate card vary from newspaper to newspaper D. the rate card for a newspaper is similar across local and national advertisements
C. the rates in the rate card vary from newspaper to newspaper
Due to the advent of modern technology and the natural maturation of the marketplace, ___. A. major advertisers can ensure a audiences by advertising on TV B. below-the-line activities show the slowest growth in large agencies C. the television is now fragmented into multiple sections D. magazines now aim at the population as a whole
C. the television is now fragmented into multiple sections
___ often employ communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing. A. sales communications B. employee compensation packages C. value-added packages D. internal communications
C. value-added packages
The magazine's total circulation is made available to media buyers through ___. A. newspapers B. publishers C. verified reports D. other advertisers
C. verified reports
What is the equation for the Category Development Index
CDI = (Percent of the product category's total U.S. sales in the area/Percent of total U.S. population in the area) (100)
___ art is the art where the printer needs to have layers of art that can be produced individually, and the total image is then constructed as each layer is printed over the previous one.
Camera-ready.
Billboards are referred to as the last mass medium because they ___.
Carry messages continuously to mass audiences.
The ___ ___ is a detailed, written description of the personalities of characters to be used in a television campaign.
Casting brief.
Traditionally, ___ have been used to deliver media content.
Centralized networks.
It is ___ for a company to use Web sites that use crowdsourcing to create a new logo or Web design as compared with other methods of doing so.
Cheaper.
A motion picture photographer is called a(n) ___.
Cinematographer.
A paid ___ business magazine refers to a magazine that is purchased by a subscriber.
Circulation
___ ___ is a thorough analysis, by companies such as ABC, of the circulation procedures, outlets of distribution, readers, and other factors affecting a magazine.
Circulation audit
The advertisements that provide a community marketplace for goods, services, and opportunities of every type, from real estate and new-car sales to employment and business opportunities are called ___ ads.
Classified
___ offer free advertising opportunities because they are typically supported by ad banners of other advertisers.
Classified ad Web sites.
The number of clicks on an advertisement divided by the number of advertisement impressions is called the ___ ___.
Click rate.
Four separate halftone negatives make a set of four-color plates. The resulting negatives appear in black and white and the set is called the ___ ___.
Color seperation.
The atmosphere at trade-show booths and exhibits should be ___.
Comfortable.
As an element of creative strategy, all the vehicles that might transmit a marketer's message are referred to as the ___ ___.
Communications media
Today, people are able to participate in a media revolution because of the incredible achievements in ___ technology.
Communications.
What category of information do the creatives need to answer the question, "Does the product have any advantages over other products in the market"?
Competitive information.
___ is part of the production phase of the print production process.
Completing ancillary functions such as illustrations or photography.
___is part of the production phase of the print production process.
Completing ancillary functions such as illustrations or photography.
The ___ involves input from five major groups: consumers, manufacturers, marketing intermediaries, consumer advocacy groups, and government agencies.
Conceptual process.
Most consumer campaigns are supported by a ___ ___ directed to the trade because retailers may construe a change in media strategy as a loss of advertising support.
Concurrent campaign
The fact that social media ___ helps explain their monumental rise in popularity.
Connect and relate people.
Web sites like Spotify and Facebook have been dubbed social not only for their characteristics, but also for their ability to ___.
Connect like individuals.
Crafts Inc., a leading retailer of office supplies, focuses mainly on getting bulk orders from companies that operate near its store. Its clientele also includes students who don't spend much for such products. The students are ___.
Considered as the secondary target audience.
Historically, the audiences were ___, while traditional media were content creators.
Content consumers.
The ___ is most important in Yellow Pages advertisements.
Content.
Social media is difficult and cumbersome for conservative and risk-averse brands to engage in because of the lack of ___.
Control.
What is the "formula" for the halftones printing principle?
Converting gray images to black and white artwork.
Marketing insights such as the number of times users call for an advertisement, time of day, type of browsers they use, and the time of their last visit are delivered to marketers through the use of ___.
Cookies.
The ___ ___ ___ is the cost divided by the number of thousands of people in the audience.
Cost per thousand
Targeting consumers on the Internet is a very ___ process.
Cost-intensive.
Which is the step that begins right after the creative department concludes the process of developing an integrated marketing communication (IMC) strategy?
Creating a message strategy.
A model that can help the creative team convert the advertising strategy and the big idea into the actual physical ad or commercial is the ___ ___.
Creative Pyramid.
The step-by-step procedure used to discover original ideas and reorganizing existing concepts in new ways is termed as the ___ ___.
Creative process.
Natura, a cosmetic brand, has just introduced a new soap in the market. It initially showcased the product in an ad with catchy tag lines and images. Going further, Natura let out the results of a comparative study conducted on users of its soap and the market leader soap to show that Natura has better results. At which level in the creative pyramid does this ad place Natura soap.
Credibility.
What category of information do the creatives need to answer the question, "How frequently is the product bought"?
Customer use.
Due to social media, value goes beyond just the pricing or product and extends into the ___.
Customer's life.
___ is used to define and select a target market. A. Product development B. Product diversification C. Market penetration D. Market segmentation
D. Market segmentation
Identify a major value addition given by newspapers and magazines to their regular advertisers. A. Discounts in TV commercial spots B. Contacts of prominent celebrities and discounts on their services C. Free prime spots in the newspaper and magazines D. Research into brand preferences and market conditions
D. Research into brand preferences and market conditions
In order to reach the upper class, auto manufacturers make use of __ advertising. A. internet radio B. radio C. internet D. TV
D. TV
The ___ is a specific action for helping to accomplish a marketing strategy A. creative mix B. Attribute C. Marketing objective D. Tactic
D. Tactic
Higher national rates in newspapers are attributed to the ___. A. higher quality paper used in national advertisements B. high investment costs it has to recover through national ads C. high demand for national advertisements D. added costs of servicing national advertisers
D. added costs of servicing national advertisers
Today, the ___ handles most of the trashiest for national advertisers. A. advertiser and its board of directors B. agency and its creatives C. audit bureau of circulation D. advertising Checking Bureau
D. advertising Checking Bureau
Cannon and Riordan point out that conventional media planning is based on media vehicle exposure, but effectiveness should relate to ___. A. message continuity B. overexposure C. gross rating point systems D. advertising message exposure
D. advertising message exposure
In the past, people who planned and bought media were ___. A. given the highest salaries for job positions at the entry level B. ignored since media decisions were made by software programs C. irrelevant to the success of the overall marketing plan D. anonymous in comparison to the stars in the creative department
D. anonymous in comparison to the stars in the creative department
___ are outcomes that are associated with promotional activities, such as increase in brand awareness or increased comprehension of a brand's attributes. A. production objectives B. sales objectives C. manufacturing objectives D. communication objectives
D. communication objectives
A discount applied retroactively as the volume of advertising increases through the year is called a(n) ___ rate. A. open B. short C. contract D. earned
D. earned
The number or percentage of the audience who receive enough exposure to truly receive the message is measured by ___. A. message weight B. continuity C. average frequency D. effective reach
D. effective reach
Identify an important function of an electronic media buying software. A. it can design many layouts for the commercial using its advanced technological measures B. it creates strategies for the company's growth C. it draws a budget for the agency based on the needs of the advertisement D. it evaluate market-by-market performance of media schedules
D. it evaluate market-by-market performance of media schedules
Identify a true statement regarding a custom magazine advertisement. A. it is cheaper than a regular insert B. it will include advertisements of various products C. its pages swing out like a gate to present the advertisement D. it is purchased by the readers from the newsstands
D. it is purchased by the readers from the newsstands
Marketing objectives should be ___. A. unattainable B. tangible C. vague D. measurable
D. measurable
All communications vehicles available to a marketer make up the ___. A. mechanics B. market C. currencies D. media
D. media
An agency's strategic ability to understand the target market and the most optimal time and place to communicate with them is attested by the work of a ___. A. social media manager B. supplier C. logo designer D. media planner
D. media planner
The overall strategy of selecting and scheduling media vehicles to achieve the desired reach, message weight, frequency, and continuity objectives is referred to as ___ element. A. media B. mechanics C. money D. methodology
D. methodology
The one-order, one-bill system for national advertising launched in 1994 by Newspaper Association of America is called the ___. A. newspaper licensing authority B. newspaper network advertising C. newspaper co-op network D. newspaper national network
D. newspaper national network
One of the factors that affects the probability of ad exposure is the ___. A. number of competitive advertisers B. quality of advertising reproduction C. price of the product D. placement of the ad in the media vehicle
D. placement of the ad in the media vehicle
When a company finds a market position not held by a competitor, this hole in the market is most likely filled through ___. A. bottom-up marketing B. top-down marketing C. market penetration D. product differentiation
D. product differentiation
Identify why radio is considered as an active medium/ A. radio ads are more creative and appealing than TV ads B. radio has infomercials that encourage people to purchase product C. radio has product demonstrations that take people to the action feel in the creative pyramid D. radio enables people to call in, make requests, and participate in contests
D. radio enables people to call in, make requests, and participate in contests
Historically, media planning emphasized frequency as the most important media objective and assumed a(n) ___ advertising response curve. A. convex B. concave C. step-shaped D. s-shaped
D. s-shaped
Cost per thousand (CPM) is computed by dividing the full-page rate of a magazine by the number of thousands of ___. A. vendors B. copies C. publishers D. subscribers
D. subscribers
The majority of magazine sales is delivered through ___. A. newsstand sales B. bookstore sales C. online purchases D. subscriptions
D. subscriptions
A feature of continuity is that it ___. A. reduces gross rating points B. reduces circulation C. creates memory D. sustains memory
D. sustains memory
The creative mix, whose elements are blended by the IMC strategy, consists of ___ A.product, place, price, and promotion B. target market, people, processes, communication, and convenience C. target market profiles, consumer, cost, communication, and convenience D. target audience, product concept, communications media, and advertising message
D. target audience, product concept, communications media, and advertising message
The task of determining the objectives for a marketing program was simplified considerably when Russell Colley introduced a system known as the ___ system
DAGMAR
What does horizontal publication deal with?
Deals with a variety of industries focusing on a particular job function
What does vertical publication deal with?
Deals with all aspects of a specific industry
The content and experience that the carrier made available to their users when they loaded a Web browser on their phones is referred to as the ___.
Deck.
Identify the concluding step in the process of developing an integrated marketing communications (IMC) strategy.
Delivering the creative brief to the creative department.
The Internet's ___ is one of the greatest draws of the Internet from a marketer's point of view.
Demographics.
The planning phase of creating a Web site begins with a(n) ___.
Design strategy.
How the art director and graphic artist choose and structure the artistic elements of an ad is referred to as ___.
Design.
Geographic areas (cities, countries) in which the local TV stations attract the most viewing are termed as ___ ___ ___ by the Nielsen station index.
Designated market areas
What is the sixth step in Wang and Schultz's IMC planning model?
Determine what communications tactics to use
What is the objective set by the Michael Conrad's rating scale to create world-class campaigns?
Develop campaigns that score 8 and above.
___ ___ is used by the copywriter with any copy style, to enhance attention, interest, and memorability by using puns, alliteration, assonance, and rhymes.
Device copy.
On-demand programming would not be possible without a ___.
Direct connection to the Internet.
The most effective means for generating inquires and leads and for closing a sale is ___.
Direct mail advertising.
What media is used to create comprehension?
Direct mail brochures and special events
What media is used to create action?
Direct mail solicitation, sales promotion, and the attentive service of a retail salesperson
What are cover papers used for?
Direct-mail pieces.
While product packaging is an example of exhibitive media, ___ are a part of supplementary media.
Directories.
___ is an example of a forum.
Disqus.
In a media plan where, when, and how often advertising should appear is defined by ___ ___.
Distribution objectives
The duplicates made from the master take sent to the radio stations for broadcast are called ___.
Dubs.
What activities occur in the dupes stage of the post production of a TV commercial?
Duplicate copes of the final commercial.
Identify a rational appeal from the list of integrated marketing communications (IMC) appeals.
Durability.
Burson-Marsteller, a large New York public relations firm, refers to the opinion leaders in the United States as ___.
E-fluentials.
Games have managed to attract users on social media by allowing them to ___.
Earn points and advance to levels.
In the finishing stage, the subcontractor may enhance the final printed piece by ___.
Embossing or die-cutting it.
A company is planning its promotional budget. Its planners have been running tests in various markets with different budgets in order to determine the appropriate amount of advertising expenditure. In this scenario, the company is using the ___ ___ method for promotional budgeting.
Empirical research
What is the mean feature of a question headline?
Encourages readers to search for an answer.
The profile of a company on social media is ___.
Essentially doing the job of a corporate Web site.
___ are designed specifically to help bring customer eyeball-to-eyeball with the product, often at the point of sale or close to it.
Exhibitive media.
The creatives examine the information they have and review the creative brief when they take on the role of the ___.
Explorer
If an individual tends to fragment concepts into components and to analyze situations to discover the one best solution, his or her thinking style is ___.
Fact-based.
True or False: A medium's attention value and motivation value are impacted in the same way by a similar set of factors.
False
True or False: Advertising people must avoid integrating marketing communications because consumers view advertising as IMC
False
True or False: An advertisement that resonates never fails to increase its sales amongst the target audience.
False
True or False: Cost per thousand (CPM) is very low in a national consumer magazine advertising.
False
True or False: Newspaper provides a clutter-free ad space for advertisers.
False
True or False: Split run is a free service given by a newspaper to an advertiser
False
True or False: Successful organizations separate IMC plans from marketing
False
True or False: The creative process does not follow a disciplined approach.
False
True or False: When buying radio time, advertisers usually buy the programs and not the station's format.
False
True or False: A demonstration commercial can be done only through television.
False.
True or False: All the people employed in commercial art perform the same set of tasks.
False.
True or False: As a design element, the headline area should normally fill 40 to 50 percent of the advertisement.
False.
True or False: Proofs of the production art are carefully inspected only for misspellings.
False.
True or False: Storyboard roughs are film strips of the sketches accompanied by the audio portion of the commercial synchronized on tape.
False.
True or False: Translating one overall campaign into each language is the best and accepted form of international campaign.
False.
What does a circus layout look like?
Filled with many devices such as illustrations, oversize type, reverse blocks, and tilts.
Companies with many brands and avenues to deploy their owned presence ___.
Find managing the fragmentation resource-intensive.
What activities occur in the mixed interlock stage of the postproduction of a TV commercial?
Finished sound with almost-completed visual celluloid.
A complete assortment of capitals, small capitals, lowercase letters, numerals, and punctuation marks for a particular typeface and size is referred to as a ___.
Font.
The process used for printing an advertisement in full color is the ___ ___.
Four-color process.
The process of allowing each new idea an opportunity to stimulate another is termed as ___ by the psychologists.
Free association.
A(n) ___ ___ in outdoor advertising means that one card will appear in each vehicle in the system.
Full showing.
How do you calculate gross rating points?
GRP = Reach x Frequency
___ ___ ___ that give the exact location of particular boards using satellite technology are used by outdoor advertising companies.
Global positioning systems.
The Internet can be best described as a ___ medium.
Global.
What media is used to create desire?
Good reviews in magazines and beautiful brochure photography
By adding the ratings of several media vehicles we can determine the message weight of a given advertising schedule that is expressed as ___ ___ ___.
Gross rating points
How are gross rating points calculated for Print Media?
Gross rating points are calculated for the number of ads in a campaign
How are gross rating points calculated for Outdoor Advertising?
Gross rating points are calculated on the bases of daily exposure
How are gross rating points calculated for Broadcast Media?
Gross rating points are often calculated for a week or a month
___ is the additional process required to create a continuous-tone photograph or other illustration requiring gradations in tone on an orthographic film or plate.
Halftone screen.
Concepts like reason and consistency constitute ___ thinking.
Hard.
What does Von Oech mean when he states "shift your focus" as a technique for better ideas in brainstorming.
He means that the members should pay attention to a variety of information.
What is the role of the copywriter in creating a television copy?
He or she decides the tone of the commercial.
In an advertisement, the words that will be read first and are situated to draw the most attention are ___.
Headlines.
___ are best suited to be advertised with the straight-sell style of body copy.
High think-involvement products.
What is the nature of an open rate?
Highest rate for a one-time insertion
What category of information do the creatives need to answer the question, "Who introduced the product"?
History.
Social media bring in the ___ element into advertising and marketing.
Human.
A visual image representing some idea or thing is called a(n) ___.
Icon.
What is the fourth step in Wang and Schultz's IMC planning model?
Identify brand contacts required to support consumers' change of purchase behavior
Planning of trade shows pivots on the ___.
Image of brand.
The ability of technology to ___ is limited by flaws in social technology.
Imitate more complex human behavior.
The ___ is placed above the seats and luggage area in a wall rack for advertising.
Inside card.
A positive belief that good information is available and that one has the skills to find and use it is termed as ___.
Insight outlook.
When a straight announcement is woven into a show or tailored to the style of a given program, it is called ___ ___.
Integrated Commercial.
___ ___ allows viewers to interact with content on the television screen.
Interactive TV.
An ad campaign for a leading clothes store features a lady in sophisticated clothes with her face covered. The ad states, "Watch this space to see the pretty face." The ad is in the ___ level of the creative pyramid.
Interest.
Identify the level of the creative pyramid to which the subhead of a campaign typically corresponds.
Interest.
For some companies, social media is not an ideal proposition because it ___.
Is an open environment.
When does preproduction begin?
It begins when the creative department submits the approved creative concepts to the production department.
According to Von Oech, how can elimination be used for manipulating ideas>
It can be used by subtracting the obvious aspects.
What is the nature of the mechanical produced in the production phase.
It contains the final artwork along with all the visuals and the actual type in place.
A reason for cinema advertising becoming more attractive to marketers is that ___.
It does not allow the audience to flip channels.
Identify a feature of the dummy.
It has the look and feel of brochures.
How does a metaphor prove helpful in the context of an integrated marketing communications (IMC) strategy?
It helps the audience learn more about the product by relating it to a more familiar concept.
Identify an important feature of a viral video.
It is a digital video.
Define an objective statement.
It is a specific, concise description of what the campaign is supposed to accomplish.
Identify a feature of a good punchline.
It is delivered with a bit of exaggeration.
Identify a feature of the comprehensive layout.
It is elaborate and in color.
Why do many small local and regional advertisers use prerecorded music available in studios?
It is inexpensive.
Define an optical center.
It is the point of reference that establishes the layout's balance.
What is the use of a thumbnail?
It is used by the artist to visualize the layout.
How does an advertisement with a negatively originated motive become informational?
It offers relief from some problem.
Identify the feature of a command headline.
It orders a reader to do something.
What is the use of a mnemonic device?
It triggers instant recall.
What is the unique feature of a presenter commercial?
It uses one person or character to do sales.
The role in the creative process when the creative evaluate the value of their big ideas and decide whether to implement, modify, or discard them is the role of the ___.
Judge
A subhead above the headline is called a(n) ___.
Kicker.
Compared to traditional media, social media is ___.
Labor-intensive.
The term used to describe direct links to deeper areas of a Web site that advertising drives consumers to beyond the homepage is a ___.
Landing page.
What is the most important consideration for copywriters and creative directors in the international markets?
Language.
Advertisements in Yellow Pages attract more attention if they are ___.
Large.
What characteristic does a display type have?
Larger and heavier.
An overall orderly arrangement of all the format elements of an ad: visual(s), headline, subheads, body copy, slogan, seal, logo, and signature is termed as ___.
Layout.
What are writing papers used for?
Letters and fliers.
What category of information do the creatives need to answer the question, "What is the average use span of the product"?
Life cycle.
A new range of energy drinks showcases a bunch of young, lively people playing and having fun on the beach. In this instance, by giving emphasis to the user and not the product, the advertisers are using a(n) ___ advertising.
Lifestyle.
Software such as Nielsen's BuzzMetrics which allow brands to aggregate conversations about a brand into dashboards with analytical components are known as ___.
Listening tools.
Advertisers use the ___ technique to portray people and things in lifelike, everyday situations.
Live action.
Unlike seals that are awarded to an advertiser's product by external authorities, ___ are special designs of the advertiser's product name.
Logotypes.
The Internet offers the same qualities of television advertising, like sight, sound, and motion, to a highly targeted audience, at prices ___ those of television.
Lower than.
Plant operators, in addition to leasing or buying suitable properties, acquiring legal permits, and erecting outdoor advertising structures, also ___.
Maintain the outdoor structures.
In the technical component of the message strategy, specific requirements such as addresses, logos, and slogans are called ___.
Mandatories.
Unlike a centralized network,a distributed network is characterized by ___.
Many different hubs and links.
The fact that social media uses Web-based technology for interactive communication between groups, communities, companies, and individuals explains why there are ___.
Many different types of technologies under social media.
What category of information do the creatives need to answer the question, "What is the market share of the product"?
Market position.
A document that serves as a guide for the present and future marketing activities of an organization is referred to as a ___ ___
Marketing Plan
With the help of ___, brands can ask their customers advocates for their thoughts on an idea or the communications or all of it.
Marketing research online communities (MROC).
One of the drawbacks of the Internet is that it ___.
May never offer mass media efficiency.
Black type and line art pasted in place on a piece of white art board with overlay sheets with an indication of the hue and positioning of color is called ___.
Mechanical.
Production managers translate the rough or comprehensive design into a final assembly of black-and-white artwork called a ___.
Mechanical.
A(n) ___ ___ is the person in charge of negotiating and contracting with the media.
Media Buyer
To conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time is the purpose of ___ ___.
Media planning
Media messages are delivered to the media audience that most closely resembles the desired target consumer using ___ ___.
Media vehicles
A trade-show booth's primary goal is to ___.
Meet qualified prospects face-to-face.
A simple description and explanation of a campaign's overall creative approach with three components: what the campaign says, how it says it, and why is called the ___ ___.
Message Strategy.
The total size of the audience for a set of ads or an entire campaign is called ___ ___.
Message weight
A blog that contains brief entries about the daily activities of an individual or a company is called a ___.
Microblog.
What is the sequence of the process of recording and controlling music for a TV commercial?
Microphone captures sound, sound is stored in a medium, sound engineer manipulates sounds for effects, sound is recorded onto a playback system synchronized with film.
For advertisers, the ___ is typically singular in focus and delivers on the current advertising message.
Microsite.
The ___ is a cross between traditional billboards and transit advertising.
Mobile billboard.
Unlike traditional media, advertising on social media sites is ___.
Mostly unpaid for.
Identify an end result of electronic production.
Motion picture.
Most companies agree that success in social media is ___.
Necessary for their prolonged success as brands.
A brand can create channels and pages on social media sites, which allow the brand to distribute communications to its own ___.
Network.
Max Weber proposed people think in two ways: a qualitative intuitive, value based manner and a ___, ___, ___.
Objective, rational, fact-based manner.
What is the nature of a contract rate?
Obtained by signing a bulk space purchase contract
The most common out-of-home media are ___, which promote goods and services on the property where they are located.
On-premise signs.
The essence of being ___ is one of the main attributes of social media.
Open.
Companies that are not on the same level of ___ as social media platforms are posed with the question of whether they should walk away from social media as a viable marketing tactic.
Openness.
___ are printed on high-grade cardboard and often varnished for weather resistance.
Outside posters.
A(n) ___, like a Web site, is not a place where you have to pay a media company to gain a presence to distribute your message.
Owned property.
A single ink premixed according to a formula and given specific color number is called a ___ ___.
PANTONE color.
Wrappers, cartons, bottles, jars, and pallets constructed from different materials like paper, steel, wood, and metal foils are different forms of ___.
Packaging.
___ encompasses the physical appearance of a container and includes design, color, shape, labeling, and materials.
Packaging.
Google uses an algorithm called ___ that analyzes the relationships and links of Web sites to rank them.
Page rank.
What are the responsibilities of the Illustrator?
Painting or drawing the visuals in an ad.
What kind of work does an illustrator do?
Paints, sketches, and draws in advertising.
The ranking of sponsored listings in Google's AdWords program is directly dependent on the ___.
Performance of an ad.
What is a flighting schedule?
Periods of advertising alternate with periods of no advertising.
Identify a true statement regarding a rough layout.
Photos and illustrations are sketched in on a rough layout.
Rank the three main aspects of a print ad in order of how they are most frequently spotted by a prospect.
Picture, Headline, Body Copy.
Identify the standard ad layout used traditionally for the ads that score the highest recall.
Picture-window layout.
What are the responsibilities of the Web Designer?
Planning and composing layouts and content for websites.
___ are the outdoor advertising companies that own and maintain outdoor advertising structures.
Plants.
The Superstitial makes use of a(n) ___ technology that enables an advertisement to avoid tying up bandwidth when the user needs it.
Polite download.
The rate that an advertiser has to pay to ensure a choice position for an ad is known as the preferred ___ rate.
Position
The place that a brand occupies competitively in the minds of consumers is referred to as ___
Positioning
The place that a brand occupies competitively in the minds of consumers is referred to as ___.
Positioning
Based on Professor Ernest Martin's approaches to developing a position strategy define "product competitor"
Positioning against competitors
Based on Professor Ernest Martin's approaches to developing a position strategy define "product class"
Positioning against other products that offer the same class of benefits
Based on Professor Ernest Martin's approaches to developing a position strategy define "product user"
Positioning against the particular group that uses the product
Based on Professor Ernest Martin's approaches to developing a position strategy define "use/application"
Positioning on the basis of how a product is used
Based on Professor Ernest Martin's approaches to developing a position strategy define "price/quality"
Positioning on the basis of price or quality
Based on Professor Ernest Martin's approaches to developing a position strategy define "cultural symbol"
Positioning through the creation or use of an icon
___ are mounted on a board with a total surface of 12 by 25 feet and usually change every 30 days.
Poster sheets.
The message on ___ is first printed at a lithography or screen plant on large sheets of paper, and then mounted by hand on the panel.
Posters.
A ___ rate is lower because the advertiser agrees to be "bumped" if another advertiser pays the highest regular rate
Preemption
Unlike the simple procedures required to get an advertising specialty, getting a ___ requires recipients to buy a product, send a coupon, witness a demonstration, or perform another action that is advantageous to the advertiser.
Premium.
The printer makes a plate from the base art and one from each overlay in the ___ phase of the print production process.
Prepress.
What service does the prepress graphic service provide?
Processing negatives from artwork or disk.
What kind of work does a photographer do?
Produces pictures with a camera.
A consumer receives ___ ___ from the marketer in the form of a "bundle of values"
Product concept
What category of information do the creatives need to answer the question, "Is it a necessity product"?
Product image.
___ refers to a company having its product written into a movie or program by paying a fee.
Product placement.
The ___ needs to verify the quality of the work at various stages of the print production process.
Production manager.
Experts in package engineering, graphic artists, label producers, and package warehousing companies are part of the ___ of packaging.
Production process.
What is the main feature of a news headline?
Promises information.
The ___ aspect of packaging makes it attractive and creates an immediate relationship with the customer, influences in-store shopping decisions, helps set the product apart from competitors, and informs the customers of the product's features and benefits.
Promotion.
What category of information do the creatives need to answer the question, "What is the product's trade name"?
Proprietary information.
The ___ aspects of packaging reduce the costly effects of damage, pilferage, and spoilage.
Protection and preservation.
Computers that are a part of the Internet communicate with each other through the use of ___, which are common rules that guide the transfer and exchange of information.
Protocols.
What service does the engraver provide?
Provides color separations, retouching, and press proofs.
What are the responsibilities of the Graphic Designer?
Providing shape and form to elements of an ad.
The legal ads showing changes in business and personal relationships, public governmental reports, notices by private citizens and organizations, and financial reports, printed for a nominal fee are called ___ ___.
Public notices
What media is used to create awareness?
Public relations activités supported by mass media advertising
Featuring a recipe ad that shows how to use a product in a new way ___.
Pulls up readership.
Advertisers that want more saturation should ___.
Purchase better locations.
Which is the least expensive electronic medium to produce?
Radio.
The circulation figure on which the publisher bases its magazine's rates is called ___ ___.
Rate base
___ refers to the percentage of homes exposed to an advertising medium.
Rating
The program audience of TV and radio stations for advertisers and broadcasters are measured by companies called ___ ___.
Rating services
When an advertisement is directed at the consumer's practical, functional need for the product or service, it is said to have a(n) ___ appeal.
Rational.
Companies have capitalized on advertising using ATM technology by printing retailer coupons on the back of ___.
Receipts.
Companies allow users to sign up for newsletters, and then take those names and ___ to them on an ongoing basis until they opted out of the communications.
Remarket.
The first step toward convenient interactivity was the ___ which had a major impact on commercial viewership.
Remote control.
What category of information do the creatives need to answer the question, "Which medium is suitable for the chosen research method"?
Research.
What is the "creative director" responsible for?
Responsible for the final form of the message.
What is the "art director" responsible for?
Responsible for the nonverbal aspect of the message.
What is the "copywriter" responsible for?
Responsible for the verbal message.
Everyday people can let the world know what they think of certain products or services through ___.
Reviews.
When a user opens a(n) ___, the e-mail client automatically calls up the Internet connection and launches an HTML page in the e-mail window.
Rich e-mail.
The interstitial is a type of ___ advertisement.
Rich-media.
Producing environmentally safe packaging causes the cost of the marketer's materials to ___.
Rise.
Who is the creator of the four-step creative model consisting of four imaginary roles?
Roger von Oech
What kind of mood does warmer light create?
Romance.
___-___ ___ are marketing objectives that include goals related to increasing or maintaining sales volume and market share
Sales-target objectives
Which is the two-column list containing names and dialogue used by radios?
Script
Web sites that allow people to type a word or a phrase into a text box and then quickly receive a listing of information are called
Search engines.
What is the first step in Wang and Schultz's IMC planning model?
Segment the customers and prospects in the database
What is the fifth step in Wang and Schultz's IMC planning model?
Set communications objectives and strategies
What is the third step in Wang and Schultz's IMC planning model?
Set objectives related to nurturing brand loyalty
How many steps are in Wang and Schultz's IMC planning model process?
Seven
Since color is very important for readability, painted displays are normally lighted and are repainted ___.
Several times a year.
Laila, an HR manager of a leading advertising company, wanted ideas for a new campaign she was working on. She invited a few of the top players in the organization for a brainstorming session. To save time, Laila recorded only the ideas that she thought was viable at the moment. Identify the mistake in her process.
She did not record all the ideas for alter review.
The difference between the contracted rate and the earned rate for the actual inches run is called a(n ___ rate.
Short
The ___ of the transit system is the reason for varying rates in transit advertising.
Size.
Commercials that dramatize real-life situations are referred to as ___ ___ ___.
Slice of life.
What characteristic does a text type have?
Smaller and finer.
Marketers gain information about a target audience's perception of a brand by using ___ ___ tools.
Social listening.
All ___ ___ are as much technology as they are media and can take on many different forms, including magazines, forums, weblog, social blog, microblogs, wikis, podcasts, photographs or pictures, videos, ratings, and social bookmarking.
Social media.
In comparison with any other form of existing media, ___ make it easier to maintain more friendships, to find people with similar interest, and to share photos and videos with friends.
Social media.
Unlike social bookmarking Web sites, ___ ___ Web sites are those where people congregate based on some shared interest.
Social networking.
___ media help to break down geographical barriers and allow people to meet each other virtually to discuss and share their interests.
Social.
A radio session is recorded in a ___.
Sound studio.
___ is electronic junk mail.
Spam.
While junior posters are small in size, ___ are giant electronic signs that incorporate movement, color, and flashy graphics to grab attention in high-traffic areas.
Spectaculars.
___ ___ is the local media that many consumers in a neighboring country inadvertently receive.
Spillover media
___ ___ are contained in an area on a Google search results page and are not organic in nature.
Sponsored links.
___ involves corporations promoting entire sections of a publisher's Web page or promoting single events for a limited period of time.
Sponsorship of Web pages.
Radio commercials are called ___.
Spots.
What is the technique of kerning?
Spreading or narrowing the spaces between letters.
___ have made transit advertising more attractive to national advertisers.
Standardization and better research.
What is the main feature of a provocative headline?
Stimulates the readers' curiosity.
30-sheet posters that are ready-made and available in any quantity, often featuring the work of first-class artists, are called ___ ___.
Stock posters.
Identify a traditional animation technique.
Stop-motion photography.
A ___ is used by an art director to turn the video portion of a TV commercial script into real images.
Storyboard.
Based on Professor Ernest Martin's approaches to developing a position strategy define "product attribute"
Stressing a particular product feature important to consumers
A process through which the various layers of line art and halftones are converted to film negatives, which are carefully mounted together in perfect registration is known as ___.
Stripping.
The ___ offers the best control for scenes requiring large amounts of space, scenery, and the full effect of outdoor lighting.
Studio lot.
Rehearsals are important in the preproduction phase as ___.
Studios charge by the hour for a session.
Phonetica, a new mobile brand, promises the use of advanced technology in its latest phones. Phonetica's ads include its brand name in bold, visuals of its products, and comparison charts to show the advanced technology used. Identify how support is found in Phonetica ads.
Support is shown through the comparison charts.
What does the color red symbolize?
Symbol of fire.
What does the color green symbolize?
Symbol of health and freshness.
The act of self-classification with key words that make content easier to search for and find is called ___.
Tagging.
The ___ ___ refers to the specific people that the IMC will reach
Target audience
The ability to specifically ___ an audience in a way that is virtually impossible in traditional media is the real marketing power of the Internet.
Target.
Marketers build traffic for a trade-show booth or exhibit through ___.
Telemarketing.
The accessory of a camera which allows the camera to se a spokesperson through the back of a two-way mirror while he or she reads moving text reflected off the front is called a ___.
Teleprompter.
___ are used to offer special advertising forms such as floor displays, island showcases, illuminated cars, dioramas, and clocks with special lighting and moving messages in major train and airline terminals.
Terminal boards.
In a true form of a(n) ___ advertisement, the effectiveness of a product is vouched for by a satisfied user.
Testimonial.
The measurement and analysis of user-generated content (UGC) is called ___ ___.
Text analytics.
What does a copy-heavy layout look like?
Text forms most of the advertisement.
Most social advertisements are ___ similar to search advertisements.
Text-based.
In a rough layout, an artist's drawing is ___.
The actual size of the ad.
What activity is done in the launch phase of Chris McConnell's Web site production model?
The completed and approved site is birthed to the world.
What is the closing date?
The date all ad material must be in the publisher's hands.
What is the cover date?
The date printed on the cover of a magazine.
What is the on-sale date?
The date the magazine is actually issued.
Identify the drawback of shooting at a location.
The natural lighting at a location is difficult to control.
What is the role of the "donut" in a jingle?
The part in a jingle left for the spoken copy.
What is the role of the "hook" in a jingle?
The part of the jingle that is remembered the most.
Design, a leading advertising company, has a deadline of six weeks f or its latest campaign. The production team spends five weeks on forming a creative brief and one week for all the other activities. The final product lacked coherence. Identify the is take made by the producer.
The producer did not allot time for each phase.
Identify an important function of a radio producer in the preproduction phase of a radio commercial.
The producer prepares a budget for the commercial.
___ selects a studio for the radio commercial recording and a director for it.
The producer.
Identify a basic rule in using translators.
The product must be understood by the translator.
What is the basis of a storyboard rough?
The script.
What happens at the work print stage?
The sound portion is assembled on another piece of celluloid.
What activity is done in the coding phase of Chris McConnell's Web site production model?
The template is transformed into a working Web site.
What activity is done in the maintain phase of Chris McConnell's Web site production model?
The updates and tasks necessary to keep the site fresh are generated.
What activity is done in the design phase of Chris McConnell's Web site production model?
The wireframe is developed to look like the final product.
Define information graphics.
They are colorful explanatory charts used to raise the perception of quality for some readers.
In a TV commercial production process, how are special effects like moving titles done?
They are done with digital video effects units.
Identify what the creatives do to ensure that their creative juices keep flowing.
They maintain an extensive library of award books.
Identify a true statement about digital media.
They offer interactivity.
What is pulsing schedule?
This schedule mixes advertising that runs steadily and periods of advertising that alternate with periods of no advertising.
What is the role of a value-based thinker in a fact-based campaign?
To add creative and emotional elements to it.
What is the major responsibility of the creative department?
To develop advertising messages
What is the major responsibility of the media department?
To ensure that advertising messages reach the correct target audience
What is the major responsibility of the marketing managers and account executives?
To establish the correct target audience for advertising messages
What is the major responsibility of the research department?
To measure the effectiveness of advertising messages
What is the purpose of action (the last stage of the creative pyramid)?
To motivate people to do something.
Identify a basic purpose for the slogan of a campaign.
To provide a connection between the various ads in a campaign.
Short-term emotional descriptions of the advertising strategy are called ___ statements.
Tone.
The only place where an advertiser can meet a company's major international prospect at the same time is at a ___.
Trade show.
An extensive review of more than 60 factors is required for budgeting for ___.
Trade shows.
The ___ decides the closing date for each step of the print production phase.
Traffic manager.
A category of out-of-home media that includes bus and taxicab advertising as well as posters on transit shelters, terminals, and subways is ___.
Transit advertising.
Advertisers who advertise at bus shelters and on the back of bus-stop seats are using ___.
Transit shelter advertising.
Where the edge of one color or shade overlaps its neighbor by a fraction of an inch to make sure the white paper underneath does not show through, a ___ occurs.
Trap.
The ___ is interspersed in the interior paragraphs and helps the consumers make the buying decisions early.
Trial close.
True or False: Although IMC affects sales, it is just one of many influences on consumers.
True
True or False: A complex hierarchy of decision makers, approvers, and lawyers can act as a budget buster in advertising production.
True.
True or False: A package designer has to consider what consumers regard as prestigious when designing a product's package.
True.
True or False: Before the introduction of the radio and the television, marketers had to sell their products by making an appeal to the consumer directly.
True.
True or False: Every time an individual steps into the Internet, some computer may be watching the steps of that person.
True.
True or False: If the message strategy does not conform to the strategy outlined in the creative brief, it will probably be rejected.
True.
True or False: Research shows that readership dips for ads that have more than 50 words.
True.
True or False: Social media go beyond promotion or advertising for many marketers.
True.
How many dimensions does Richard Vaughn's FCB grid have?
Two
The hardest part in having pages on online social networking sites is to continually ___.
Update them with engaging content.
What are the responsibilities of the Photographer?
Using cameras, lenses, and lights to create images.
What is the least expensive way of creating visuals?
Using stock photography.
The thinkers who make decisions based on intuition, values, and ethical judgement are ___ thinkers.
Value-based
The ad campaign is emotional and metaphorical. What is the thinking style of the creative team here?
Value-based.
Unlike on the Internet, time and space in traditional media are ___.
Very expensive.
___ helped Web sites like Amazon.com and Hotmail reach unexpected heights in a short time span, even with a low marketing budget.
Viral marketing.
For a company to benefit from search-based ad programs, they must have Web sites that convert their ___.
Visitors into customers.
What are the responsibilities of the Art Director?
Visual presentation of the ad.
While developing the big idea, the process of creating a mental picture of the message is called ___.
Visualization.
In the creative process, the ___ carries the concept into action.
Warrior
Unlike the static Internet which is full of pages and links, ___ is the social Web, where everything is open and sharable.
Web 2.0
Wikipedia, an online encyclopedia, in which anyone can create an entry, which in turn can be edited by someone else, is a prime example of ___.
Web 2.0.
___ ___ are displays that can be easily created with HTML and linked to all kinds of content.
Web pages.
The Web pages and other media of a Web site are stored on ___.
Web servers.
Sites that allow the community to create, edit, or delete content are called ___.
Wikis.
Web site blueprint, a visual guide that specifies the arrangement of the elements on the page, is called a(n) ___.
Wireframe.
The most effective form of communication in persuading a future sale is ___.
Word of mouth.
The mobile phone business and the way consumers interact with their phones have been revolutionized by the introduction of the ___.
iPhone.
