Marketing 380 MidTerm
economies of scale
A manufacturer creates massive demand for its new plastic sandal and greatly increases its production level. Over time, its high-volume production brought on by demand stimulation results in lower costs. This is an example of
primary demand stimulation.
A manufacturer of a new electronic device launches a campaign to create demand for the entire product category, since it is new to the public. This is known as
global advertising
A marketing manager for a giant beverage firm has been put in charge of all advertising for a new soft drink that appears to have a common appeal in different cultures around the world. This manager will most likely engage in
team sport
Advertising is a
Primary demand stimulation
Advertising that creates demand for an entire product category is called
Madison & Vine.
An established electronics business has reinvented itself and come up with some novel new products. The owners want to go beyond the same old ads and commercials to promote these innovations. As a well-informed media planner, you suggest a merger of advertising and entertainment, including promotions in video games, on cell phones, in malls and retail stores, and at movie theaters. This mix is known in the industry as
Relevant, Memorable
Creative ads are: Unexpected, Persuasive, __________
set of guidelines to get the creative group moving in the right direction.
In essence, a creative brief is a
the Roman numeral for one thousand
In the world of advertising and promotion, what does the "M" in the acronym CPM represent?
class
Media _______ is the category of media like television, radio, or newspapers
creative abrasion.
New ideas and breakthrough solutions often result when there is just enough tension and just the right clash of ideas, called
basic human needs
One might argue one pro of advertising is that it addresses a wide variety of
social meaning
Products that signify a certain class membership for those who purchase them—or hope to purchase them—are said to carry a certain level of ____ with their name and brand.
Deceiving due to subliminal stimulation
Some people believe that advertising can communicate below the threshold of consciousness and have concerns that this type of advertising is what?
creatives favor right-brain thinking.
The "stereotyped" view of the people who work in the world of promotion, which probably has some truth to it, says that
selective demand stimulation
The advertising for a snow blower points out a brand's unique benefits compared to the snow blowers offered by the competition. This is known as
delayed response advertising
The attempt to develop brand awareness and preference over time, as well as emphasize the benefits of using that brand is called
organized approach to generating ideas.
The term brainstorming can mean many things in today's workplace, but in general it can be defined as an
Fee system
The type of agency compensation that is based on hourly rates or by project is called
make new connections.
Though it is almost impossible to define, creativity is essentially the ability to
Appropriation
Use of pictures or images owned by someone else without permission is called
Blogs
Websites frequented by individuals with common interests where they can post facts, opinions, and personal experiences have emerged as sophisticated sources of product and brand information are called what?
cognitive style
What concept refers to the unique preference that each person has for thinking and solving problems in a particular way?
People, Process, and Place
What do the three Ps stand for in the 3P's creativity framework?
Advertising agency
What is defined as an organization of professionals who provide creative and business services to clients in planning, preparing and placing advertisements?
An event-planning agency
What kind of firm acts as an expert in finding locations, securing dates, scheduling activities, and pulling together teams of facilities managers, caterers, security people, entertainers, and celebrities?
Creative services
What kind of groups are responsible for coming up with the concepts that express the benefits of a brand?
consumers are less sensitive to price increases for a brand they like.
When consumers are brand loyal, the term inelasticity of demand is often used. This means that
Emotional appeals
Which aspects of advertising are legal but fall into an ethical gray area, making them almost impossible to legislate against?
interpersonal abrasion
Which condition almost always has a very negative effect when found in teams?
Fulfillment centers
Which of the following acts as support for direct marketing agencies and follow-up for the delivery of product ordered through their direct mail?
Media specialists
Which of the following are organizations that specialize in buying media time and space and offer media strategy consulting to advertising agencies and advertisers?
Moral standards and principles used to evaluate behavior
Which of the following best defines ethics?
"The Best Laundry Detergent in the World!"
Which of the following claims demonstrates puffery in advertising?
Advertising
Which of the following is a paid, mass-mediated attempt to persuade?
Continous
Which of the following is a scheduling pattern of placing ads at a steady rate over a period of time?
Flighting
Which of the following is a scheduling pattern that schedules heavy advertising for a period of time and then stops altogether for a period, only to come back with another heavy schedule?
Pulsing
Which of the following is a scheduling pattern where ads are scheduled continuously in a media over a period of time, but with periods of much heavier scheduling?
Media vehicle
Which of the following is a specific media option for placement of an ad?
Crowdsourcing
Which of the following is a technique used by marketers to get consumers involved with and committed to brands by distributing certain tasks to groups online, such as naming a new product?
Digital/interactive agencies
Which of the following is an advertising agency that helps advertisers prepare communications for new media such as the Internet, mobile marketing, and interactive television?
Vertical cooperative advertising
Which of the following is an advertising technique whereby a manufacturer and dealer share the expense of advertising?
Procter & Gamble creating different versions of its Tide ad for various countries
Which of the following is an example of international advertising?
Stealth sponsorship
Which of the following is defined as reporters being paid by corporations in exchange for favorable treatment and promotion in editorials and commentaries?
Economies of scale
Which of the following is one of the four major aspects of advertising that lower the overall cost of products, according to proponents?
Assessing a fine against the advertiser
Which of the following is outside of the power of the National Advertising Review Board (NARB) when punishing advertisers?
Frequency
Which of the following is the average number of times an individual or household within a target audience is exposed to an ad or media vehicle in a given period of time?
Media mix
Which of the following is the blend of different media that will be used to reach the target audience?
Integrated Brand Promotion (IBP)
Which of the following is the process of using a wide range of promotional tools working together to create widespread brand exposure.
CAN SPAM Act
Which of the following outlaws fraudulent, deceptive, or pornographic messages sent to email addresses?
Reach
Which of the following refers to the number of people or households in a target market that will be exposed to an ad at least once during a given period of time?
Gross impressions
Which of the following represents the sum of exposures to the entire media placement in a media plan?
The representation, omission or practice must make a consumer "feel" deceived
Which one of the following is not one of the three elements specified by The Federal Trade Commission (FTC's) policy statement on deception in advertising?
Public relations firm
Which type of organization manages an organization's relationships with the media, the local community, competitors, industry associations, and government organizations?
Media planning and buying services
Which type of services examine an enormous number of options to put together an effective media plan within the clients budget?
the account executive
Who is the liaison between the two main parties involved in promotion—the client and the agency?
Product placement
____is placing products in movies and TV shows
Humor
ads create a pleasant and memorable association with the brand in the receiver
