ADV Final

What is an accurate depiction of transit advertising?

A bus has two bus-o-rama positions, one on each side.

The creative team wants the new soda flavor to be advertised on the largest billboard available that will be easily seen on busy highways. They favor this approach because it guarantees heavy traffic and can be used long term. Which type of standardized structure should they use for the ad?

Bulletin

Bob Lauterborn has suggested that the 4Ps should be changed to the 4Cs which include consumer, cost, convenience, and

Communication

In terms of marketing objectives, ________ are outcomes that can reasonably be associated with promotional activities, such as increases in brand recognition or awareness and increased comprehension of a brand's attributes or benefits.

Communication objectives

When determining the best packaging for the product, Jameson Design Group gathered input from consumers and manufacturers. Which phase of buying packaging does this represent?

Concept

As a dues-paying member of the American Financial Association, Christine receives the quarterly publication, Finances For You, free-of-charge. What type of circulation does this represent?

Controlled-circulation Explanation: In controlled circulation, the publisher delivers the magazine free to individuals believed important to advertisers. Executives at Fortune 1000 corporations receive a strategy + business magazine. To qualify for the free subscription, people must specify that they want to receive the magazine and must give their professional title and information about the size of their company.

Marissa is part of the creative team at UpHill Advertising Group. She is responsible for the words that are used in the ads. Marissa is a(n)

Copywriter

What tool is used when writing a campaign that answers the questions who, what, where, when, and why?

Creative brief

Shelly's Gardening Center is deciding when to air their commercials on television. The marketing team feels it would be best to run the ads on weekend mornings anywhere from 9 am to noon. The timeframe the team is recommending is an example of a(n)

Daypart

Body copy that incorporates figures of speech is using ________ copy style.

Device Explanation: Device copy uses figures of speech (such as puns, alliteration, assonance, and rhymes) as well as humor and exaggeration.

What is the biggest reason for the growth in direct marketing in recent years?

Direct marketing is an accountable medium

During the media planning meeting, Julia's manager asked her to determine the percentage of the audience who received enough exposure to the new skin cream ad to truly receive the message. What does Julia need to find out?

Effective reach

A dummy is an example of final art.

False

As a national and global medium, outdoor advertising has had little success.

False

Authenticity and transparency are not considered important values in social media platforms

False

Emotional appeals are directed at the consumer's practical, functional need for the product

False

In the last three decades, the growth of cable has been stunted by new broadcast television networks.

False

Managers of large companies cannot profit from bottom-up marketing because they are less likely to discover a unique marketing tactic that can be developed into a strategy

False

Public relations advertising covers the broad area of nonproduct advertising and includes corporate advertising, institutional advertising, and corporate identity advertising.

False

Sponsorship is a way for businesses to have free publicity at a venue.

False

Advertisers who want to reach an entire country would use a regional plan.

False. Advertisers who want to reach several regions or an entire country use a national plan

Avails refer to the number of commercials vying for a particular daypart

False. Explanation: Avails refer to the available time slots on television

Newspapers are currently the largest medium in the United States in terms of advertising dollars.

False. Explanation: Newspapers are now the third-largest medium (After television and magazines)

Transit advertising is an expensive way for marketers to reach a large audience of people

False. It's cost effective

________ measures the intensity of a media schedule, based on repeated exposures to the medium or the program.

Frequency Explanation: Frequency measures the intensity of a media schedule, based on repeated exposures to the medium or the program. Frequency is important because repetition is the key to memory.

Every Wednesday, households in the city of Parkview receive a free community newspaper that contains extensive advertising pages of local businesses. This newspaper is an example of a(n)

Independent shopping guide Explanation: The independent shopping guide or free community newspaper offers advertisers local saturation. Sometimes called pennysavers, these shoppers offer free distribution and extensive advertising pages targeted at essentially the same audience as weekly newspapers—urban and suburban community readers.

What is a disadvantage of programmatic advertising?

It can be expensive.

Rob decided that the best way to advertise the Harvest Festival was with a large ad placed in the center of the newspaper page surrounded by editorial matter. What type of ad does Rob want to use?

Junior Unit Explanation: A junior unit is a large ad (60% of the page) placed in the middle of a page and surrounded with editorial matter.

What refer(s) to free advertising time an advertiser receives to compensate for spots the station missed or ran incorrectly or because the program's ratings were substantially lower than guaranteed

Makegoods

Some radio stations feature contemporary hits while others play country music. These differences are examples of

Programming formats

One of the areas where internet adoption lags centers on

Rural Americans

Gerald is in the preproduction phase of a television advertisement for a sports drink. What is something he would do during this phase?

Study the storyboard

________ refer(s) to the sale of programs on a station-by-station, market-by-market basis.

Syndication

How do production managers decide when each step of the work to produce an ad should be completed?

They work backward from the publication's closing date

________ deliver ads from one central source, or server, across multiple web domains, allowing advertisers the ability to manage the rotation and distribution of their advertisements.

Third-party-ad servers. Explanation: third-party ad servers deliver ads from one central source, or server, across multiple web domains, allowing advertisers the ability to manage the rotation and distribution of their advertisements.

A media schedule based on roadblocking buys airtime on all three networks at the same time to give the impression that the advertiser is everywhere.

True

After products are purchased, packages continue promoting the product in the home, reinforcing the brand's image.

True

An advertising specialty items is typically imprinted with an advertiser's name and message

True

Database marketing allows a company to measure the efficiency of its direct-response advertising efforts

True

Effective reach refers to the quality of the exposure. It measures the percentage of the audience who receive enough exposures to truly receive the message.

True

In programmatic advertising, many of the human tasks related to buying and selling ads are instead done by computer algorithms

True

Media planners refer to the duration of an advertising message or campaign over a given period of time as continuity.

True

Recyclable packaging is having a resurgence, especially in the international market

True

Text analytics is the measurement and analysis of text-based user-generated content

True

The preferred position near the top of a page or the top of a column next to reading matter is called a full position

True

Where are banner ads placed?

across the top or bottom of the web page

To protect its position in the marketplace, Hudson Bay Hydraulics wants to let the nation know that it supports stronger government regulations on manufacturing emissions. To accomplish this, it should use ________ advertising.

advocacy

The similarity between blogs and microblogs is that they

are organized in reverse chronological order

Social media differs from traditional media, in that social media

consists of 20 percent planning and 80 percent execution and management.

In the ________ step of the creative pyramid, a copywriter encourages prospective customers to picture themselves enjoying the benefits of the product or service.

desire

What is the final step in Wang and Schultz's IMC planning model?

determining what communications tactics to use

Simon is the editor of Garage Mechanics Monthly and last June he received a story from a company that is a general how-to guide for winterizing automobiles. He likes the article and plans to run it in either the October or November issue. What type of public relations tool did the company send to the magazine?

feature article

The advertising response curve indicates

incremental response to advertising diminishes with repeated exposures. Explanation: Cannon and Riordan would replace effective frequency with optimal frequency. Most studies of the advertising response curve indicate that incremental response to advertising actually diminishes, rather than builds, with repeated exposures. The optimal frequency concept moves the focus of media planning from exposure effectiveness to effective exposures per dollar.

What is the final communication objective according to the IMC pyramid?

inducing action

It is important for websites to provide readers with a way to respond. In other words, the site should be

interactive

What is the definition of ambush marketing?

it is a promotional strategy nonsponsors use to capitalize on the popularity of an event by giving the false impression that they are sponsors.

What advantage does newspaper advertising have over other media?

it provides timeliness

The manufacturer of Nashville Chicken Hot Sauce uses the internet to advertise its products. Each time a user types in the word "basting sauce," "spicy chicken," "flavor enhancer," or "condiment" in the search engine, their website comes up on the search results page. This is an example of a(n)

keyword purchase

When setting objectives for a marketing program based on the DAGMAR approach, an objective that relates to comprehension is based on

knowing about the brand's benefits

A ________ refers to the overall orderly arrangement of the formal elements of an ad

layout

n terms of bottom-up marketing, the ________ refers to a specific action for helping to accomplish a marketing strategy

marketing tactic

Which component of the message strategy accounts for the overall nature of the campaign's graphics?

nonverbal

The ________ of developing an IMC budget treats IMC as a marketing tool for generating sales

objective/task method

During the positioning strategy meeting, the team agreed that the best way to position the product was by redefining the market space and creating a space in which no other product currently fit. Which approach is the team using?

product category

What is an example of a pull strategy?

rebate

When Kelly picked up her favorite shampoo at the store, she noticed a sample bottle of the brand's conditioner was included in the package. This is a form of

sales promotion

In a ________ for a radio copy, speakers' names are arranged vertically, along with descriptions of sound effects and music on the left-hand side while the right column contains the dialogue

script

Geofencing allows social media to

serve ads to consumers when they are close to the advertiser.

Which method for determining an IMC budget attempts to link promotional dollars with sales objectives?

share of market/share of voice

The unit of purchase of transit advertising is known as a

showing

The holiday special that Natalie watched last night on television was underwritten by Hallmark. In this situation, Hallmark is engaging in

sponsorship Explanation: An advertiser who underwrites the cost of a program is engaging in sponsorship.

Sherri works in direct sales for an insurance company. She calls prospective customers about the company's products and helps them purchase the products they are interested in. Sherri works in

telemarketing

Why was cable television initially developed?

to provide tv to areas with poor reception such as rural regions

By starting the planning process with a database, a company focuses on the consumer and not profit goals

true

In 1984, the standard advertising unit (SAU) system was introduced to standardize newspaper column width, page sizes, and ad sizes.

true

In terms of the increasing complexity in media buying and selling, ________ often employ(s) communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing.

value-added packages Explanation: As the process of buying media has become more complex, so has the process of selling media. In the constant battle for additional sales, many print and broadcast media companies developed "value-added" programs to provide extra benefits. Value-added packages often employ communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing.

What is considered one of the most appealing aspects of streaming video?

video-on-demand capabilities

For magazines and newspapers, ________ discounts are based on the total amount of space bought during a specific period.

volume

Kendall Automotive needs to hire a mechanic and places an ad for the job in the local newspaper. What type of ad would the business use?

volume Explanation: Classified ads provide a community marketplace for goods, services, and opportunities of every type, from real estate and new-car sales to employment and business opportunities.

Which type of social media allows the community to create, edit, or delete content?

wikis