IMC Exam 2
sticky ads
-Audience comprehends correctly -Remembered -Change behavior -Lasting Impact Characteristics: Simple, unexpected, credible, story, emotional, concrete
value
A customer's subjective assessment of benefits relative to costs in determining the worth of a product
_____ act as liaisons so that the client does not need to interact directly with several different service departments and specialists in a full-service advertising agency.
Account managers
Which of the following is a type of anti-tracking software used by online consumers to help protect their privacy?
AdBlock Plus
_____ is the process of creating ad messages, selecting media in which to place the ads, and measuring the effects of the advertising efforts.
Advertising management
_____ deals with the tactical, day-to-day activities that must be performed to carry out an advertising campaign.
Advertising strategy implementation
Which of the following is true regarding the source attribute of attractiveness?
An endorser, although physically unattractive, may be perceived as attractive if consumers share a sense of similarity with him or her.
Which of the following is perhaps most important when it comes to social media campaigns and success?
Brand Storytelling
Which of the following is a way a blog can be used for advertising?
Brand marketers can develop their own blogs
Which of the following explains why some argue that children should not be on Facebook before they are high-school age?
Children lack logic and sophisticated reasoning
_____ occurs when a competitor or other party clicks on a sponsored link repeatedly in order to foul up advertising effectiveness.
Click fraud
The goal of _____ is to discover trends and patterns contained in databases.
Data Mining
_____ advertising is delivered to individuals' homes or workplaces typically via postal mail in the form of printed materials or in a digital/electronic form.
Direct
Beverly should use _____ advertising for her client who has requested a medium that is less wasteful than other media and produces the highest percentage of responses.
Direct Mail
Letters, postcards, programs, calendars, folders, and catalogs are all examples of _____.
Direct Mail Marketing
The knowledge, expertise, or skills possessed by an endorser is referred to as _____.
Expertise
Which of the following is considered the "Goliath" of social media, based having the largest volume of monthly active users and unique visitors every month?
T/F Social media turns communication into one-way dialogue.
False. Social media is designed to facilitate two-way communication, allowing users to engage in conversations, share their thoughts, and respond to others.
Which of the following agencies deals with consumers' privacy concerns for Facebook?
Federal Trade Commission
_____ advertising appeals to consumers' needs for tangible, physical, concrete benefits.
Functionally-oriented
Lou is trying to increase the lifetime value of his customers. Which of the following is a way for him to augment his customers' lifetime value?
Increase the Referral Rate
Which of the following is a complicating factor that makes subscription counting an inadequate way of determining a magazine's readership?
Individual magazines subscribers share issues with other people. Magazine subscriptions are collected through a variety of intermediaries, making it difficult to obtain accurate lists of who subscribes to what magazines. Magazines that are available in public locations (i.e., doctors' offices, beauty salons) are read by numerous people and not just the subscriber. Magazines often are purchased from newsstands, supermarkets, and other retail outlets rather than through subscriptions, thus completely eliminating knowledge of who purchases what magazines.
_____ refers to the fact that the online user has control over the flow of information.
Individualization
The person who started Facebook is _____.
Mark Zuckerburg
_____ is the design of a strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives.
Media planning
Advertising
Paid, mediated form of communication from an identifiable source DESIGNED/PURPOSE to persuade the receiver to take action, now or in future
_____ are ads that appear in a separate window that materializes on the screen seemingly out of nowhere while a selected Web page is loading.
Pop-ups
A company's revenue is determined by which of the following equations?
Price × Volume
The Beef Council sponsored a variety of advertisements encouraging people to eat more meat. These advertisements were designed to create _____ demand.
Primary
Laddering
Technique used in marketing research to connect a specific product feature with a higher level need or goal
attitudinal response (feelings)
Television commercials and online videos can evoke a variety of positive and negative feelings. Positive feelings might include reactions such as pride, excitement, warmth, tenderness, amazement, confidence, humor, and so on. Negative feelings might include fear, boredom, sadness, anger, disgust, and irritation
commercial specifics
The elements in the execution of the advertisement such as the spokesperson or endorser, the music, the overall situation, and characters
advertising plan
The plan that directs the company's advertising effort. A natural outgrowth of the marketing plan, it analyzes the situation, sets advertising objectives, and lays out a specific strategy from which ads and campaigns are created.
advertising strategy
The strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media.
Whether one chooses to invest or disinvest in advertising a brand depends largely on expectations about how advertising will influence a brand's sales volume and revenue.
True
brand
a name, term, symbol, design, or combination thereof that identifies a seller's products and differentiates them from competitors' products
consequences
a result or effect of an action or condition.
slogan
a short, catchy phrase that conveys an important idea
Marketing Plan
a written document that acts as a guidebook of marketing activities for the marketing manager
Kraft is introducing a new line of salad dressings that are made with hearty-health omega-3 oils and wants to get the highest reach possible for the advertising of this product. What can Kraft to do increase reach?
advertise in multiple media, such as television and magazines
Facebook earns its revenue primarily from _____.
advertising
generic style
an ad strategy that uses a straightforward product claim with no assertion of brand superiority
Appropriateness, means that
an advertisement provides information pertinent to the advertised brand relative to other brands in the product category.
Laddering is a marketing research technique that has been developed to identify links between _____.
attributes, consequences, and values
Attributes
characteristics; qualities of a person or thing
Molly is an advertiser who is assisting one of her clients. The client is concerned with the how advertising budget should be allocated over time. The client is concerned with the _____ fundamental objective to media planning.
continuity
Which form of advertising focuses not on specific brands but on a corporation's overall image or on economic or social issues relevant to the corporation's interests?
corporate advertising
CPM stands for _____.
cost per thousand
The most effective level of fear
depends on how much relevance a topic has for an audience
When firms choose to reduce advertising expenditures if a brand is performing well or during periods of economic recession, this is referred to as _____.
disinvesting
In the terms of the MECCAS model, an advertisement that proclaims that pleasure and freedom will result from the purchase of a particular brand is using pleasure and freedom as _____.
driving forces
A performer's Q score is a function of
familiarity and popularity
In a _____ advertising schedule, the advertiser varies expenditures throughout the campaign and allocates zero expenditures in some months.
flighting
Rick's job at a major consumer goods manufacturer is to oversee the process of setting advertising objectives, devising budgets, message creation, and determining media strategy. Rick is involved in _____.
formulating advertising strategy
The period preceding and following prime time in television is known as _____.
fringe time
Enjoying life and receiving pleasure are fundamental to which universal value?
hedonism
Chloe is playing "Need for Speed," which is a video game they plays on their Playstation 3 game console. During their races, they sees signage for various brands, such as McDonald's and other fast food restaurants. This is an example of _____.
in game advertising
Music has been shown to be effective
in influencing product preferences
Generics
indicate only the product category and do not include the company name or other identifying terms; usually sold at lower prices
The Eastman Kodak company introduced a 30-minute _____ on TV to promote its new DC210 zoom digital camera.
infomercial
Humor _____.
is more successfully used with established rather than new products
Search engine advertising relies heavily on understanding consumer searches by _____.
keywords
Which of the following is an advantage of brand placements in movies, TV programs, and elsewhere?
less likely to be summarily rejected as just another persuasive attempt
A(n) _____ represents the linkages among brand attributes, the consequences obtained from using the brand, and the personal values that the consequences reinforce.
means-end chain
Carrie works at an advertising agency, and her job is to procure specific vehicles within particular media that have been selected for the agency's clients. Carrie is a(n) ____.
media buyer
An advertiser who is interested in advertising in a specific magazine would want to obtain a(n) _____ to learn about the demographic and lifestyle profiles of the readers.
media kit
To distinguish advertising, which typically is conveyed via print, TV, radio, the Internet, etc., from person-to-person forms of communication, including personal selling and word of mouth, the term _____ communication is used.
mediated
One reason that cable advertising is attractive to national advertisers is because cable networks focus on specialized areas of viewing interest. This is called _____.
narrowcasting
John was going to his favorite sports website when an ad for home equity loans appeared in a separate window that materialized on the screen seemingly out of nowhere. He wasn't interested, so he closed the window. What type of online ad is this?
pop-up
The _____ creative style is employed when an advertiser makes a generic-type claim but does so with an assertion of superiority.
preemptive
Which of the following types of information can be gleaned from social media sites?
product ideas pricing information promotion modifications consumer feedback
Auby's Corporation is an apparel manufacturer that specializes in casual clothing. The company advertises primarily in consumer magazines, spending approximately $5 million each year. The company advertises with minor expenditures every month of the year, but major advertising expenditures are made in the three months—May, August, and December. What type of advertising schedule does Auby's use?
pulsing
The percentage of a target audience that is exposed, at least once, during a specified time frame to the vehicles in which an advertising message is inserted represents _____.
reach
Gross rating points are calculated by _____.
reach times frequency
Online advertising formats that use motion, sights, and sounds are referred to as _____.
rich media
Which of the following is an activity performed in developing the media strategy?
selecting the target audience
The three dimensions of the general concept of source attractiveness are _____.
similarity, familiarity, and liking
Which form of device is used most often to access Facebook
smartphone/mobile
novelty
something new
When a national television advertiser places ads in select geographic markets, this is termed _____.
spot advertising
Tim was looking for football stats aon the NFL webpage when an animated ad for Nike team-branded jerseys appeared on top of the NFL's Web page. What type of online advertisement is this?
superstitial
Those performing the "creative" function in the advertising-development process must know the audience for the advertisements they are to create. This "audience" is also referred to as the _____.
target market
The medium that is best able to use humor as an advertising strategy is _____.
television
Which general objective for assessing online advertising effectiveness makes use of the metric of the profile of website visitors?
the ability to target users
The effectiveness of sexual content depends on _____.
the appropriateness of it to the advertised subject matter
specific sales message
the last or highest level on an impression viewers retain
The cost of network television advertising depends on _____.
the time of day when an ad is aired
An advertiser is hesitant to hire a certain celebrity endorser because that celebrity has a reputation for getting in trouble with the law. In this situation, the advertiser is considering ______.
the trouble factor
Which of the following is an advantage of social media?
two-way dialogue
A brand's primary benefit or how it can solve the consumer's problem is known as a(n) _____.
value proposition
Effective media strategy requires first that the target audience be pinpointed. Failure to precisely define the audience results in _____, where some nonpurchase candidates see the advertisements, while prime candidates are missed..
wasted exposure
When a viewer switches to another channel while commercials are aired, _____ has occurred.
zapping
When ads that have been recorded along with program material are fast-forwarded, _____ has occurred.
zipping
What is a distinct feature of direct-response advertising?
~It includes a response device ~It makes a definite offer. ~It contains all the information necessary for the prospect to make a decision.
How to INCREASE profits
~Maintain status quo (Ep, Ea both inelastic) ~Build Image Via Advertising (Ea elastic and > Ep) ~Grow Volume via Price Discounting (Ep elastic and > Ea) ~Increase Advertising and/or discount prices (Ep, Ea both elastic)
When consumers perceive a celebrity endorser to be attractive, they are likely to _____.
~identify with endorser ~adopt the endorser's behaviors ~adopt the endorser's attitudes
Which of the following is a function direct mail can accomplish?
~sell products and services to new customers ~build traffic at a specific retailer or website ~generate leads for a sales force ~communicate with individuals in a relatively private manner
Telemarketing uses outbound calls from salespeople for what purpose?
~to service existing business ~to open new accounts ~to qualify advertising leads
