Comm and Prom

Which of the following is an example of a channel

A *billboard* beside an interstate highway

Which of the following is an example of a channel

A billboard beside an interstate highway

Which type of ad agency is most likely to offer its clients an extensive range of marketing, communications, and promotions services, including planning, creating, and producing the advertising; performing research; and selecting media

A full service agency

A(n) _____ is responsible for understanding the advertiser's marketing and promotional needs and *interpreting* them to agency personnel

Account executive

Which of the following elements of the promotional mix is defined as a paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor using predominantly mass media

Advertising

A(n) _____ is an outside firm that specializes in the creation, production, and/or placement of the communications message and that may provide other *marketing* and *promotions-related services*

Advertising agency

According to the AIDA model, a customer expressing interest and desire is in the

Affective stage

Consumers in an "active" shopping mode

Are more likely to purposefully week info and or assistance

Can be static, animated, or in flash.

Banner Ads

Trial, purchase, adoption, and rejection are all examples of the _____ stage of the response process.

Behavioral

Clinton Steel Inc., a manufacturer of golf equipment, targets consumers based on their *website surfing behaviors.* The company places ads on websites where web traffic is highest for golf-*related searches*. In this scenario, Clinton Steel is using

Behavioral targeting

Which of the following is a similarity between publicity and advertising?

Both involve *nonpersonal communication* to a mass audience

The rapid growth of branded entertainment tie-ins has led to an *overwhelming number* of product placements and integrations, which will eventually result in

Clutter and loss of effectiveness

As marketers embraced the concept of integrated marketing communications, they began to rely primarily on media advertising T or F?

False

Which of the following techniques is most suitable for scheduling seasonal products such as *Mother's Day cards* and *Valentine's Day candy*

Flighting

Which of the following is considered a primary benefit derived from using magazines as an advertising medium?

High reproduction quality

Which of the following is considered a primary benefit of using magazines as an advertising medium?

High reproduction quality

Diva Boutique, located in Manhattan, relies on external advertising agencies for its advertising needs, but due to its growing global presence, it is now worried that using external agencies may lead to inconsistency in delivery of its brand image. It also wants to maintain tighter control over its advertising and promotional activities. Which of the following advertising agencies should it adopt

In-house agency

_______ are ads that appear on a user's computer screen while he or she is waiting while downloading content from a site.

Interstitials

A _____ determines the best way to get an *advertiser's message* to the market

Media plan

Chef's Delight is a television show hosted by Kevin Bacon. If the show is a specific carrier of messages within the television medium, it is referred to as a

Media vehicle

The goal of _____ is to be *less intrusive* while *catching the attention* of a reader who is likely interested in the content matter he or she is reading

Native advertising

a *product* is featured throughout a program or becomes the program itself.

Product integrations

In a movie, the lead actor is shown wearing *Zelus running shoes* in several scenes. Marketers of Zelus are using the nontraditional support medium of

Product placement

Because advertisers have no say over how often and when their *products will be shown*, the lack of control is cited as a disadvantage of

Product placements

A measure of potential reach in the broadcast industry that is expressed as a percentage is the TV, or radio

Program rating

A local newspaper published an article about Pluto Inc.'s latest line of shoes. The shoes were made with used clothing sourced from households across the country. The article also included *select photographs* and offered consumers a "sneak peek" into the manufacturing process. This form of nonpersonal marketing communication is known as

Publicity

Which of the following statements is true about advertising reach

Reach of a media vehicle can be defined as the "opportunities to see" an ad

A major reason why some companies choose to use an in-house agency is to

Reduce advertising and promo costs

The primary objective of _____ is to *time promotional efforts* of a company so that they will coincide with the highest potential *buying times.*

Scheduling

is the process of improving the volume of traffic driven to one's site by a browser or web portal through unpaid (organic) results as opposed to paid inclusions.

Search engine optimization

The _____ of a communication is the person or organization that has information to *share with another person* or group of people.

Source

refers to commercials on local television stations for which the advertisers negotiate directly with the individual stations

Spot advertising

Which of the following statements is true of the Internet?

The Internet is an interactive medium that allows for a *two-way flow* of information.

A company that manufactures paintball equipment might prefer to advertise in *specialized publications* rather than newspapers due to

The greater audience selectivity of specialized publications.

Which of the following statements about network advertising is true?

The high cost of network time can be a drawback to advertisers with limited media budgets.

Which of the following statements about product placement advertising is true?

There is a strong source association between *actors* and the *products featured* through product placements.

Newspapers and magazines are often referred to as high-involvement media because

They require consumers to expend some effort to *process the information* they provide

A *media* plan is a guide for

media selection

Which of the following has been cited as an advantage of using the Internet?

message tailoring

Pay-per-click advertising is an example of

nonorganic search

______ searches are those that appear because of their relevance to the search terms, not advertisements.

organic

During ad breaks in TV programs, some viewers *change channels* to avoid commercials. This practice is known as

zapping

__________ refers to the practice of *fast-forwarding* through commercials on prerecorded programs

zipping

Which of the following statements about commercial length is true?

*Increasing media costs* have resulted in advertisers preferring *shorter commercials.*

___________________ can be achieved through advertising that creates and maintains *product differentiation* and *brand equity*, as with the long-running advertising campaign for Michelin tires, which stressed security and performance.

Competitive advantage

In a communication process, _____ refers to the *information* and/or *meaning* contained in a message.

Content

Naomi has a consulting firm. She wants to use her website to provide details about her company's profile and to answer FAQs. Naomi's primary objective while designing her website is to

Disseminate information

When a certain percentage of people are exposed to an ad *twice*. This overlap is referred to as

Duplicated frequency

With respect to common television dayparts for Eastern and Pacific time zones, the slot between 5:00 P.M. and 7:00 P.M. from Monday through Saturday is called

Early news

The concept of _____ is based on the assumption that one exposure to an ad *may not be enough* to convey a desired message.

Effective research

An ad by the Minnesota State Tourism Department, which promotes Minnesota as a vacation destination, was published in Life Mode magazine. The ad includes a picture of a couple against a scenic backdrop. In this print ad, the source of the advertising message

Is the Minnesota State Tourism Dept.

Which of the following best defines integrated marketing communications?

It involves coordinating the various promotional elements and other marketing activities *that interact with a firm's customers.*

Which of the following advertising media has the potential advantages of selectivity, reproduction quality, creative flexibility, and prestige?

Magazines

Which of the following statements about the role of magazines and newspapers as advertising media vehicles is true?

Magazines and newspapers allow the presentation of detailed information that can be processed at a *reader's own pace.*

Which of the following statements about magazines as an advertising medium is true?

Magazines are a highly specialized medium that *reaches specific target audiences.*

FunZone Inc. identified and developed a SmartCard that can be used at fair grounds to make the ticketing process easier. The company found that the existing system was complicated and highly time-consuming. The SmartCard was easy to operate and each swipe would deduct the cost of a ride automatically. According to the given scenario, FunZone has recognized a

Market opportunity

Price, product, place, and promotion together form the

Marketing Mix

Prior to the development of integrated marketing communications, the *promotional function* in most companies was dominated by

Mass-media advertising

Juno Inc., a confectionery company, introduces a new line of peanut brittle. The company wants to make *all its potential customers* aware of its new product. The company should concentrate on

Maximizing reach

Which of the following departments of a full-service agency analyzes, selects, and contracts for space or time to publish or *broadcast* the client's *advertising message*

Media department

Creative Networks is a major participant in the advertising and promotion process. It attracts various companies to buy space and time with them by providing the same at discounted rates. Creative Networks helps these companies reach their target market effectively by communicating their message. In this scenario, Creative Networks is a

Media organization

A company that uses an in-house agency might turn its advertising and promotion tasks over to an outside agency in order to

Obtain greater objectivity

The Manischewitz company broadened its marketing efforts to capture more of the mainstream market following a(n) ____________________________, which identified favorable demand trends for ethnic foods

Opportunity analysis

Which of the following is true of outdoor advertising?

Outdoor advertising is a pervasive form of communication for residents of *urban* and *suburban* areas.

Henry's Supermarkets has been very effective in positioning itself as stores that offer superior products at a *discounted rate.* With respect to the positioning strategies, its strategy reflects positioning based on

Price/quality

While commuting by a *local bus*, Trevor notices an ad for "Tantalize Sandwiches" above his seat. This is an example of

Transit advertising

Which of the following is a primary difference between publicity and advertising?

Unlike advertising, publicity is not paid for by the sponsoring organization.

The term _____ is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the *World Wide Web.*

Web 2.0

sponsorship

a public relations strategy in which a *company spends money to support* an issue, cause, or event that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image

is an Internet advertising strategy that is based on advertisers' targeting consumers by *tracking their website surfing patterns*, such as which websites they have visited and/or searches they have made

behavorial targeting

is a nontraditional form of advertising that blends marketing and recreation through *television, film, music talent,* and *technology*

branded entertainment

With respect to common television dayparts for Eastern and Pacific time zones, the slot between 3:00 P.M. and 5:00 P.M. from Monday through Friday is called

early fringe

A marketer of super computers will recruit individuals with *backgrounds* in computer science and engineering to work as salespeople in order to ensure its sales force has *high levels* of

expertise

is the number of times a receiver is exposed to a media vehicle in a given time period

frequency

_____ is a summary measure that combines a program rating *and* the average number of times a home is reached during this period

gross ratings points

Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it

has the ability to *reach large audiences* in a relatively cost-efficient manner.

Which television daypart has the highest rates and is dominated by national advertisers

prime time

The tagline on an ad for Baker Grill, a manufacturer of gas grills, reads, "The Ultimate Durable Grill." Baker Grill is using a positioning strategy based on

product attributes and benefits

Placement is integrated throughout the program content and/or script

product integration

is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time

reach

In general, a site that ranks higher on a search page is likely to...

receive more visitors

the flighting scheduling method....

results in a lack of awareness of promotional messages during nonscheduled times.

a source based on a resemblance between the source and receiver of a message

similarity

a public relations strategy in which a *company spends money to support* an issue, cause, or event that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image

sponsorship

Which of the following statements best defines value?

the customer's perception of all of the *benefits* of a product or service weighed against all the costs of acquiring and consuming it

Typically, when consumers are in a "passive" shopping mode

the information and advice they need to make a purchase comes to them *unsolicited.*

Analysis of the communication process may involve preliminary discussions on media-mix options and their cost implications, T or F

true