advertising study prep

All of the following statements about marketing campaign options are true, except: A brand awareness campaign needs to highlight the "what" the company does and the products and services it sells. A product / service launch creates excitement with the right target audience. A search engine marketing campaign drives potential customers to a company's social media pages. A user-generated content campaign uses customer created content to promote the company

A search engine marketing campaign drives potential customers to a company's social media pages.

The five concepts to include when developing an advertisement include creating a hook, highlighting the problem, presenting the solution, ________, and stating a call to action. Addressing concerns Detailing the features and benefits Differentiating the solution from the competition None of these

Addressing concerns

Which of the following statements about public relations is true? Public relations is not considered a management function. Public relations has the same objectives as product and service promotion. An effective public relations program continues over months or even years. Public relations deals only with the activities designed to sell a product or service.

An effective public relations program continues over months or even years.

Which of the following statements is true of digital marketing? Digital marketing is an interactive medium that allows for a two-way flow of information. Digital marketing is a communications medium rather than a direct-response medium. Digital marketing is a unidirectional medium like all other media. Digital marketing does not allow consumers to control the messages and content they are exposed to.

Digital marketing is an interactive medium that allows for a two-way flow of information.

Which of the following statements is true about the growth of direct marketing? Direct marketing started being used as a promotional media tool only after the introduction of the internet. A result of direct marketing is the use of credit cards for purchases. The fast-paced and changing values and lifestyles of consumers are decreasing the effectiveness of direct marketing in urban areas. Digital technologies have made it easier for marketers to be successful in reaching desired target markets.

Digital technologies have made it easier for marketers to be successful in reaching desired target markets.

Which of the following is true? Direct mail marketing has declined due to the use of the internet. Traditional direct mail business has experienced higher response rates from many consumers since the advent of the internet. Direct mail is synonymous with personal selling. The key to success with direct mail marketing is the mailing list.

Direct mail marketing has declined due to the use of the internet.

True or False: Michelle has a consulting organization and wants to use her website to provide details about her company's profile. Michelle's primary objective in designing the website is to ________. Build a brand image Allow customer sampling Disseminate information Handle objections

Disseminate information

Brand positioning strategies include ________. Competition Price Use / Application Quality Each of these

Each of these

Which is an example of a seasonal push marketing campaign? Spring Christmas 4th of July Each of these

Each of these

Which of the following is a / are step(s) in developing an integrated marketing campaign? Identify the campaign objectives Select the target audience Define the message Determine the appropriate communication channels Each of these

Each of these

The goals of direct marketing are to create a brand image and ________. Generate an immediate behavioral response Utilize telephone communication exclusively Create awareness Convey detailed information

Generate an immediate behavioral response

Direct marketing ________. Is synonymous with word-of-mouth marketing Is one of the slowest growing forms of marketing Is a valuable component to an integrated marketing campaign Cannot be combined with other marketing options

Is a valuable component to an integrated marketing campaign

Which of the following is a disadvantage of public relations? It does not contribute to a company's ROI. It lacks credibility. It does not support advertising programs. It does not guarantee media time and space.

It does not guarantee media time and space.

Which of the following is an advantage of using public relations? It is a cost-effective way to reach a target market. It enables marketers to easily use slogans and other advertising devices. It provides a guarantee for media time and space. It offers several standard effectiveness measures.

It is a cost-effective way to reach a target market.

1. Which of the following is a disadvantage associated with using out-of-home as an advertising option? Poor reproduction quality Clutter Local restrictions High repetition Location specific

Local restrictions

W hich of the following is a disadvantage of newspaper advertising? Poor reproduction quality Long lead time for placing ads High cost Low coverage

Poor reproduction quality

Which of the following is not an advantage of podcasts? Significant growth opportunities Increase brand awareness Reach a target audience with dissimilar interests Easy access for the listener

Reach a target audience with dissimilar interests

Which of the following is not a format used in writing content? Short / long term text Images Web copy Audio Video

Short / long term text

Which of the following is not an advantage of print media? Longevity Flexibility High engagement Credibility Short lead times

Short lead times

Which of the following is not an advantage of broadcast media? Disseminates information to a mass market Exponential increase in brand awareness Suitable for all products / services Uses a combination of audio and video for multi-sensory appeal

Suitable for all products / services

7. Which of the following statements is true of the use of catalogs in the direct-marketing industry? A disadvantage of catalogs is that they can be used only in the form of traditional hard copies; they cannot be used online. The number of catalogs mailed and the number of traditional catalog shoppers has increased in recent years. The emotional appeal of a traditional catalog exceeds that of online catalogs, and, ultimately, a traditional catalog is one of the best ways to drive consumers online. Catalogs are ineffective due to their limited segmentation characteristics

The emotional appeal of a traditional catalog exceeds that of online catalogs, and, ultimately, a traditional catalog is one of the best ways to drive consumers online.

Which of the following statements is true of infomercials? Infomercials are only useful for creating awareness. The lower costs on cable and satellite channels have led to the growth of infomercials. According to broadcast standards, infomercials cannot exceed 30 minutes. Infomercials move a customer to take action quickly.

The lower costs on cable and satellite channels have led to the growth of infomercials.

True or False: The goal of an IMC campaign is to reach customers through a combination of marketing tactics to inform and influence the target audience in the decision-making process.

True

True or False: When determining the best type of campaign to run, marketers need to focus on the organizational objectives. True False

True

Common types of content used by marketers in developing their content marketing strategy include ________. Infographics Blogs Podcasts All of these

all of these

Which of the following is not a disadvantage of SEO? Long-term play Builds brand awareness No guarantees Time consuming

builds brand awareness

. True or False: Videos that are informative and educate consumers are not effective at generating leads. True False

false

The creative team does not need to research the target market's preferences prior to developing creative ideas for the campaign.

false

True or False: A disadvantage of digital marketing is the inability to measure its effectiveness in real time. True False

false

True or False: An advantage of television advertising is the low cost per exposure. True False

false

True or False: Blogs are the most expensive way to reach a large audience. True False

false

True or False: Consumers use a standard process to make a purchase.

false

True or False: Digital marketing is an effective way to disseminate information to a specific target audience and is more expensive compared to other marketing options. True False

false

True or False: If one part of an IMC campaign is not working, marketers need to cancel the entire campaign and start over.

false

True or False: Public relations is perceived in the same light as advertising. True False

false

True or False: The content and components of a creative brief will vary depending on the specific project.

false

True or False: The creative process consists of a chronological list of activities executed in a specific order to keep all team members working together.

false

True or False: The focus of content writing and copywriting is to provide information to potential customers.

false

True or False: With more individuals finding information online, magazine advertising is no longer an important component to an integrated marketing campaign. True False

false

True or False: The relative cost of public relations is very high. True False

fasle

Which of the following is a disadvantage of e-books? Inexpensive Easily revisable Interactive None of these

none of these

________ is the management function that evaluates public attitudes and implements a program of action to earn public understanding and acceptance. Public relations Image advertising Corporate advertising Public administration

public relations

________ and direct selling are two methods of personal selling used to generate sales. Public relations Sales promotion Infomercials Telemarketing

telemarketing

. True or False: Brochures are used as educational documents to provide information to potential customers about a company and its products / services. True False

true

. True or False: The best location to place a kiosk is in an area with the target audience currently shops. True False

true

1. True or False: Digital marketing is an effective tool for creating awareness for both small and large organizations. True False

true

True or False: A benefit of a user-generated content campaign is that content created by customers resonates better with the market than content created by the company.

true

True or False: A storyboard visualizes the storyline of the commercial by laying out the images and illustrations that will be used to tell the story. True False

true

True or False: A successful direct mail campaign is based on the mailing list, the ability to segment markets, and the offer.

true

True or False: An advantage of content marketing is building long-term relationships with customers, increasing customer lifetime value. True False

true

True or False: An advantage of out-of-home advertising is its pervasiveness. True False

true

True or False: As the PR media are not being compensated makes public relations messages a credible source of information. True False

true

True or False: Brand positioning creates a picture in the mind of the consumer and communicates the unique value proposition of the brand.

true

True or False: Companies develop e-books to promote the expertise of the company. True False

true

True or False: Content writing is used to inform and educate potential customers while copywriting is used to convince potential customers to take action.

true

True or False: Direct marketing activities are supported by the other elements of the promotional mix. True False

true

True or False: Embedded marketing is when products are seen in TV shows, personal videos, movies, and video games. True False

true

True or False: One of the main reasons businesses are concerned about public perception is that these perceptions may affect the sales of the company's products / services. True False

true

True or False: Public relations is designed to provide only positive information about a firm. True False

true

True or False: Radio advertisements are more flexible than magazine advertisements. True False

true

True or False: The creative brief details the various creative activities required to develop the marketing campaign components.

true

True or False: The five characteristics of effective marketing campaign objectives are specific, measurable, achievable, relevant and time-based.

true

True or False: The most common types of content used in marketing campaigns include web copy, ebooks, product descriptions, newsletters, case studies, brochures, infographics, tutorials, social media posts, white papers, and video scripts.

true

True or False: The public relations process is ongoing. True False

true

True or False: The purpose of a creative strategy is to ensure that all stakeholders are focused on a common goal.

true

True or False: The show-and-tell style of television advertising informs and educates while bringing the product / service story to life. True False

true

True or False: Videos that provide the highest marketing impact are those that are informational and educational. True False

true

True or False: When a department store notifies a customer of a special gift with purchase, the store is combining direct marketing with promotions.

true