ADVERTISING 2

E) an insert.

A 116-page Calvin Klein ad in Vanity Fair was made to look like its own magazine in order to promote the company's jeans. It cost over $1 million for Calvin Klein to produce and pay Vanity Fair to include the ad in their magazine, but it also became an exemplar of A) a gatefold. B) island halves. C) a full unit. D) a junior unit. E) an insert.

A) planned

A full-page ad that Dell ran in Fortune magazine about the firm's latest laptop is an example of which type of company/brand-related message being sent to company stakeholders? A) planned B) service C) inadvertent D) unplanned E) product

E) straight-sell copy

A headline reads, "Everybody worries about the cost of fuel. Falcon airplane owners worry 20 to 60 percent less." The rest of the ad presents factual information about the fuel economy of Falcon airplanes. Which of the following has most likely been used in the Falcon ad? A) dialogue copy B) narrative copy C) institutional copy D) picture-caption copy E) straight-sell copy

E) validity.

A manufacturer of down-filled pillows wants to do a postcard survey of owners and operators of bed-and-breakfast inns to determine if it would be financially feasible to do a catalog mailing to this group. If the manufacturer rents the mailing list containing the names and addresses of all hotels in communities larger than 250,000, the sample would most likely lack A) clarity. B) reliability. C) bias. D) standardization. E) validity.

D) reliability.

A marketing research firm is testing consumer reactions to odorless charcoal briquettes by asking people in the community to test the briquettes and then following up with a telephone survey to learn how they feel about the product. The firm has found that different samples from the same general population give remarkably different survey results. The firm's test most likely lacks A) clarity. B) validity. C) standardization. D) reliability. E) distinctiveness.

C) qualitative

A question such as "Why do you allow your child to have a pet?" would most likely be a part of a(n) ________ research project. A) quantitative B) observational C) qualitative D) secondary E) experimental

B) observational

A researcher became a chef with a resort hotel chain for six months to observe food-handling practices. He saw food preparers using the same towel to wipe their hands, the counter, the food slicer, and cooking utensils during one food preparation session. In addition, he found the chefs tasted the food using their fingers. The researcher used ________ research to determine that more monitoring is needed to make sure that food handlers comply with sanitary regulations. A) survey B) observational C) simulation D) experimental E) manipulation

B) magazines cannot deliver high frequency.

Advertisers are reluctant to use magazines as an advertising medium because A) the results of magazine advertising cannot be measured. B) magazines cannot deliver high frequency. C) magazines have a low cost per thousand (CPM). D) magazines printing costs are increasing because of mass circulations. E) online magazine circulation is inefficient.

E) gatefold.

An ad for Covenant Transport, a national trucking company, is on a page that is wider than the normal pages found in Trucker's Connection magazine. To view the entire insert, the reader must open the folded pages. The Covenant Transport ad is an example of a A) folded unit. B) folded insert. C) larger-than-life unit. D) partitioned unit. E) gatefold.

E) island half.

An ad for a book entitled Run for Fun appears in the middle of a page of Runner's World magazine. An article about stretching surrounds the ad. The book ad is an example of a(n) A) centerpiece. B) floater. C) gatefold. D) trade promotion. E) island half.

C) insert.

An advertiser that wants to add weight and drama to its advertising message can have the ad printed on high-quality paper stock and placed in the magazine for a premium price. This is called a(n) A) island half. B) gatefold. C) insert. D) full unit. E) junior unit.

A) process of managing the visual presentation of the ad.

Art direction is the A) process of managing the visual presentation of the ad. B) technique for transforming concepts into verbal and nonverbal ad components. C) integration of the efforts of the copywriter and the artist. D) whole presentation, including all visual, verbal, and aural elements. E) execution of the step-by-step process outlined in the creative brief.

D) product

Because drugstore chains realize that nearly three-fourths of the visitors to a drugstore are there just to pick up a prescription, drugstores have found it profitable to stock a variety of products that have typically been found in supermarkets and convenience stores. Stakeholders receive a(n) ________ message when they go to a drugstore to pick up a prescription and are able to buy milk and bread without having to go to another store. A) unplanned B) service C) functional D) product E) planned

E) marketing mix.

Besides its signature product, the My-Tee T-shirt Company makes a line of skirts, shoes, tank tops, and accessories that retail from $32 to $78. Publicists and buyers browse My-Tee's online and storefront showrooms for the latest trends and clothing lines. The company's promotional strategy relies on publicity. Celebrities have been photographed in My-Tee clothing, which helped the company earn $1 million in sales last year. This is a brief description of My-Tee's A) marketing objectives. B) advertising mix. C) product differentiation. D) organizational strategy. E) marketing mix.

E) horizontal

Brand Packaging and Flexible Packaging are magazines designed to appeal to anyone who makes packaging decisions for the manufacturing or marketing of consumer goods. These magazines are examples of ________ publications. A) functional B) diffused C) vertical D) HMS E) horizontal

D) pass-along readership.

Charlotte is an avid Cosmopolitan reader. In fact, she has a subscription. She also wants her best friend, Unica, to read Cosmopolitan every month so they can compare notes, but Unica doesn't want to pay for a subscription, so Charlotte passes on her copy. Unica is a member of the magazine's A) subsidiary target audience. B) secondary target audience. C) primary circulation. D) pass-along readership. E) derived readership.

A) stakeholders

Clos du Bois wine pursues an advertising campaign that targets the gay and lesbian community. Its ad in gay publications features a wine cork emblazoned with the Gay Pride rainbow. Gay publications are examples of ________ for Clos du Bois wine. A) stakeholders B) target markets C) reference groups D) environmental curators E) target audiences

B) persuade

Creativity helps advertising ________ by creating new myths and heroes, like the Energizer Bunny, the Jolly Green Giant, and the Geico gecko. A) adapt B) persuade C) judge D) narrate E) explore

Sampling Methods -The process of selecting a subset of the population that is representative of the population as a whole •Probability sampling •ensures that every person in the target population has a chance of being selected •That probability is known •Simple random sampling - everyone in the target population has an equal chance of being selected •Nonprobability sampling •Does not attempt to ensure that every member of the target population has a chance of being selected. •Quota sampling - research team chooses a certain number of participants based on a selection criteria - i.e. demographics

Distinguish between Probability and Nonprobability Sampling. What are sampling methods?

E) produce the same results each time it is administered.

For a quantitative test to be reliable, the test must A) use a random sample of the population. B) reflect the true status of the market. C) be open-ended. D) be cost-efficient. E) produce the same results each time it is administered.

B) psychographic

Four examples of _____ magazines, which are purchased for entertainment, information, or both, are Cosmo, The New Yorker, Nature, and Time. A) consumer B) psychographic C) demographic D) statistical E) regional

D) audience resonance and strategic relevance.

Great ads have certain characteristics in common, which can be placed into two dimensions of greatness, which are A) informational and transformational dimensions. B) perceptual barriers and complete information. C) emotional and rational appeals. D) audience resonance and strategic relevance. E) metaphors and similes.

C) is the minimum number of copies of the magazine that the publisher expects to circulate.

Guaranteed circulation in magazines A) equals the delivered circulation. B) is the maximum number of magazines that will be distributed through all channels. C) is the minimum number of copies of the magazine that the publisher expects to circulate. D) is the number of copies of the magazine sold on newsstands. E) equals the primary circulation plus pass-along readership minus a safety measure of 10 percent.

C) tend to be very well read.

Horizontal publications are very effective advertising vehicles because they A) offer minimal reach. B) cover a specific industry in all of its aspects. C) tend to be very well read. D) provide controlled circulation to industry leaders. E) have low pass-along readership.

D) It shows the size and placement of each element

How does the layout of an advertisement help ensure its success? A) It is an elaboration of the ad agency's vision. B) It provides a thumbnail sketch for the production crew. C) It creates new target markets. D) It shows the size and placement of each element. E) It decodes the product's message.

A) magazine is free to individuals believed to be in a unique position to influence the purchase of advertised products.

If a publication is available on a controlled basis, it means the A) magazine is free to individuals believed to be in a unique position to influence the purchase of advertised products. B) publisher limits the number of advertisers in the publication to a maximum of 20. C) publisher limits the number of copies available so that a premium price can be charged for each issue. D) magazine is distributed through exclusive distribution channels rather than sent through the mail. E) publisher must run a series of marketing tests before new subscriptions can begin.

C) tactics

In 2009, Mountain Dew introduced radical new ________, including the "Dewmocracy" campaign that asked consumers to choose new flavors. A) organizational positions B) strategic postures C) tactics D) creative mechanisms E) marketing objectives

A) lead-in paragraph

In a print ad, the ________ is a bridge between the headline and the sales ideas presented in the text. A) lead-in paragraph B) reconnaissance C) trial close D) presentation paragraph E) kicker line

C) clutter in newspapers.

In newspaper advertising, each ad competes with editorial content and with all the other ads on the same page or spread. This is due to A) creative flexibility of newspapers. B) geographic selectivity of newspapers. C) clutter in newspapers. D) long life span of the newspapers. E) overlapping circulation of newspapers.

E) informational

In order to spread awareness about its ride-sharing service, Uber ran a social media ad campaign with a slogan meant to reach out to both riders and drivers: "What's your destination? Get there. The day belongs to you." The ad suggests that people driving cars could have more flexibility in their work schedules, while people ordering rides could have faster rides and more personal, helpful drivers. The ad is ________ because it offers a service that consumers may not have known existed. A) psychological B) transformational C) charismatic D) transactional E) informational

D) rough

In the ________, which is drawn to the size of the actual advertisement, the headlines and subheads are lettered in, the intended illustrations and photographs are sketched in, and the body copy is simulated by using pencil lines. A) mock-up B) thumbnail sketch C) draft copy D) rough E) dummy

D) is defined as a bold, creative initiative.

In the creative process, the big idea A) is rarely expressed through a combination of art and copy. B) joins the product benefit with the consumer desire in a recognizable, familiar way. C) describes the direction the message should take. D) is defined as a bold, creative initiative. E) helps the audience to ignore the ad if it does not apply to them

A) $53.00

Jerry looked at a rate card for Equus magazine and saw that the one-time cost for a full-page black-and-white ad was $795. He knows that the magazine has a total circulation of 15,000. Calculate the magazine's CPM. A) $53.00 B) $18.87 C) $0.53 D) $5.03 E) $188.87

D) vertical

Marketing News is a magazine from the American Marketing Association that covers all aspects of the marketing industry. It is mainly read by academics and people working directly in marketing. Therefore, it is an example of a(n) ________ publication. A) vendor B) integrated C) audience-selective D) vertical E) demographic

C) primary data.

Most nursing home lawsuits are settled out of court and never go to trial, so little public information is available about the total money expended by nursing homes and their insurance companies on litigation-related costs. One national study questioned lawyers and found that 88% of all nursing home cases were resolved through settlements and that the average recovery of claims was $406,000. The information gathered by this study would be an example of A) projective data. B) advertising information. C) primary data. D) secondary data. E) qualitative information

D) earned rates

Newspaper advertisers can sometimes receive ________, a discount applied retroactively as the volume of advertising increases through the year. A) space discounts B) acquisition fees C) ad overruns D) earned rates E) short rates

B) frequency discount

On the last page of Blood and Thunder magazine, a publication that covers womens' flat track derby, there is always a full-page ad for Riedell Skates. What kind of discount will this advertiser most likely receive from the publisher of this magazine? A) nonprofit discount B) frequency discount C) service allowance D) presentation discount E) trade promotion

C) establish research objectives

Once a research project on the viability of a cable channel designed to meet the needs of the Hispanic market has concluded its secondary research, it should next A) determine the target market size. B) conduct a competitive analysis. C) establish research objectives. D) engage in qualitative research. E) hire a product manager

D) a lack of selectivity of specific socioeconomic groups.

One con of newspaper advertising is A) organizational structures may slow ad production. B) that increasing subscription rates hamper circulation. C) that they primarily cover today's news. D) a lack of selectivity of specific socioeconomic groups. E) market research data is often insuffecient

A) controlled

People responsible for packaging products at their job can receive a free subscription to Packaging Digest magazine because the publisher believes they can influence the purchase of packaging. Packaging Digest is distributed on a(n) ________ circulation basis. A) controlled B) pro bono C) generic D) free exchange E) autonomous

E) are more conducive to color printing than newsprint.

Sunday supplements are distinct from other sections of the newspaper in that they A) primarily attract local rather than national advertisers. B) never contain editorial material. C) contain cheaper ad space. D) contain photographs. E) are more conducive to color printing than newsprint.

A) comprehensive layout

The ________ is a highly refined facsimile of the finished ad. A) comprehensive layout B) rough layout C) photo-ready art D) dummy E) thumbnail photo

D) experimental

The ________ method of conducting marketing research is designed to measure actual cause-and-effect relationships. A) source-based B) stimulus-response C) results-oriented D) experimental E) observation

C) third cover.

The ad for the newest Calvin Klein brand of perfume on the inside back cover of Martha Stewart Living magazine would be an example of an ad on the A) gatefold. B) island half. C) third cover. D) first cover. E) bleed page.

B) the number of lines the ad occupies.

The cost of a classified ad in a newspaper is typically based on A) anticipated response rates. B) the number of lines the ad occupies. C) the number of run-of-paper (ROP) rates it requires. D) the amount of creativity required for the ad design. E) desired reach.

D) provocative

The headline for Lay's Potato Chips reads, "Betcha can't eat just one." This headline is designed to be a(n) ________ headline. A) command B) informative C) imperative D) provocative E) benefit

D) benefit

The headline for Pimsleur's language program reads, "Speak a foreign language in 30 days or your money back." This headline is not only a command headline, but it is also designed to be a(n) ________ headline. A) question B) informative C) provocative D) benefit E) device

E) standard size and tabloid.

The two basic physical sizes of newspaper formats are A) oversize and carrier size. B) insert size and oversize. C) normal size and pocket-size. D) gatefold and standard size. E) standard size and tabloid.

D) creative strategy and media strategy.

The two sub-strategies of the advertising strategy are the A) message strategy and the media strategy. B) customer-satisfaction strategy and the profit strategy. C) planning strategy and the implementation strategy. D) creative strategy and media strategy. E) stakeholder strategy and the creative strategy.

Deceptive advertising is any ad that contains a misrepresentation, omission, or any other practice that can mislead a significant number of reasonable consumers to their detriment. The Federal Trade Commission is charged with following up on claims of deceptive advertising (can stop deceptive advertising by ordering a consent or cease and desist form).

Thoroughly describe "Deceptive Advertising." Which federal agency is charged with following up on claims of deceptive advertising?

C) quantitative

To help food advertisers produce more effective advertising, the Food Marketing Institute did a study that asked respondents which of four reasons best explained why they wanted to eat more nutritiously: to lose weight, to prevent health problems later in life, to follow their doctor's advice, or to manage an existing medical condition. The answer to this question is an example of ________ research. A) observational B) experimental C) quantitative D) qualitative E) informal

D) the word advertisement appear at the top of all reading notices.

To prevent newspaper readers from mistaking a reading notice for editorial matter, newspapers require that A) all reading notices appear in a back cover position. B) a black border be placed around the reading notice. C) reading notices never appear on or near a newspaper's editorial page. D) the word advertisement appear at the top of all reading notices. E) the typeface of a reading notice differs from the one used on the editorial page.

D) content, geography, and size

What are the three most common ways to categorize or classify magazines? A) size, distribution channels, and content B) print face, ad rates, and size C) audience, ad rates, and percentage of color D) content, geography, and size E) content, audience, and number of issues per year

A market-driven firm's overriding purpose is to create happy, loyal customers. Customers, not products, are the lifeblood of the business. This realization has moved firms away from simple transactional marketing to relationship marketing—creating, maintaining, and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other things of mutual value; customer loyalty can help businesses measure a customer's lifetime value (the profit value of a customer to a marketer). This can create a sustainable competitive advantage for the company. Value is the ratio of perceived benefits to the price of the product.

What is Relationship Marketing and why is maintaining strong customer relationships so important?

E) conducting a situation analysis

What is the first step in the traditional top-down marketing plan? A) evaluating potential marketing objectives B) establishing beneficial advertising objectives C) developing marketing tactics D) forming a marketing strategy E) conducting a situation analysis

D) If the advertiser contracts for a full year's worth of advertising and fails to buy it.

When would an advertiser be charged a short rate? A) If the ad is not ready by the closing date specified by the newspaper publisher. B) If the advertiser wants to use a preprinted insert in addition to a display ad. C) If the advertiser requests its ads to be placed in a particular section of the newspaper. D) If the advertiser contracts for a full year's worth of advertising and fails to buy it. E) If the newspaper advertiser wants to change an ad after the closing date.

D) newspaper

Which of the following advertising media has the highest level of credibility according to studies? A) radio B) digital C) television D) newspaper E) word-of-mouth

B) junior units and island halves

Which of the following are two types of ads placed in the middle of magazine pages and surrounded by editorial matter? A) gatefolds and inserts B) junior units and island halves C) quarter-page units and half-page units D) junior units and inserts E) island halves and gatefolds

E) creative process

Which of the following is a step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways? A) creative aggregation B) ideation methodology C) intuitive procedure D) innovative promotional process E) creative process

C) Newspapers are an active rather than a passive medium.

Which of the following is an advantage of newspaper advertising? A) Newspapers offer advertisers prestige for advertised products. B) Newspapers offer overlapping circulation. C) Newspapers are an active rather than a passive medium. D) Newspapers are the most selective of all media available. E) Newspapers have clear color reproductions.

E) their delivery frequency

Which of the following is used as a basis for classifying newspaper categories? A) their method of gathering marketing research data B) their primary and secondary readership C) their subscription rates D) their organizational structures E) their delivery frequency

D) Newspapers may have overlapping circulation.

Which of the following statements describes a disadvantage that has traditionally set newspapers apart from other media? A) Newspapers are ambiguous in scope. B) Newspapers are a passive medium. C) Newspapers do not provide an advertiser with any creative flexibility. D) Newspapers may have overlapping circulation. E) Newspaper readership is concentrated in time.

B) Evening papers are read more by women than by men.

Which of the following statements is true of daily newspapers? A) They must be published on all seven days of the week to be considered a daily publication. B) Evening papers are read more by women than by men. C) There are more evening daily papers than morning daily papers. D) They must have a morning and an evening edition to be considered a daily publication. E) Morning papers tend to have a narrow geographic circulation.

B) Account planning

_____ uses research to focus the creative process in order to nurture a relationship between consumer and brand. A) Customer transformation B) Account planning C) Empowerment D) Relationship marketing E) Relationship research