Mid-Term

What is the formula for CDI?

(% category sales in market/% population in market) x 100

What is the formula for BDI?

(brands market share in market/% of population in market) x 100

objectives get set at how many levels?

3 levels

Although TV accounts for the largest dollar amount of advertising expenditures among national advertisers, more companies advertise in magazines than in any other medium. a. True b. False

a

Newspaper ads are unlikely to have any impact beyond the day of publication, and repeat exposure is very unlikely as well. a. True b. False

a

Radio advertisements have better flexibility than magazine advertisements. a. True b. False

a

Which of the three objectives contain the goals: share price total revenue, net income, profit, return on assets

business objectives

What are the stages of consumer buyer journey?

consider, evaluate, buy, enjoy-advocate-bond

what persepective is when the creativity of an ad is in its artisitc value and originalit

creative peoples perspective

Which of the following combinations is most reasonable? Because my SBU is a ______, it is likely in the ________ stage of the product lifecycle and therefore I will run _________ advertising. a. Star, mature, pioneering b. Cash cow, growth, competitive c. Dog, decline, comparative d. Question mark, introductory, pioneering e. Star, introductory, reminder

d

According to the ______ ________ model, the attitude formation or change process depends on the amount and nature of elaboration, or processing, of relevant information that occurs in response to a persuasive message.

elaboration likelihood

the role of the client organization and agency and perfectly seprated true or false

false

what is challenge with communication objectives?

hard to measure

what point is strongest signual thing a company can say about its product or service, has the broadrst and most meaningful appeal to the target

major selling idea

what perspective is when advertising is creative only if it sells the product

managers perspective

sales goals sit at what objective? business, marketing, or communication? why?

marketing

Which of the three objectives identifies what is to be accomplished by the overall marketing program. Objectives to be identifyed include: sales unit volume market share sales conversion rates

marketing objectives

Information received from ______ influence channels is usually more persuasive than information received via the mass media.

personal

An influence that a medium has on a message is known as the ______.

qualitative media effect

______ occurs when strong points are made at the end of a message and are considered most persuasive.

recency effect

The receiver's ____ is a set of his or her reactions after seeing, hearing, or reading a message.

response

what role identifies/executes market research, develops brand strategy, develops creative campaigns that brings brand to life, develop compethensive marketing communication plan, execute/refine marketing communication plan

role of the agency

what role sets business strategy (SBU/SWOT), set growth/ sales groals, budget allocation, develop product strategy, product innovation,, product lnes, measure business reulrts

role of the client organization

what are the characteristics of objectives?

smart

A person involved in conveying an advertising message, either directly or indirectly, is known as a(n) ______

source

what does SMART stand for?

specific, measurable, attainable, relevant, time based

An arrangement in which an advertiser is responsible for the production and the content of a program as well as the advertising that appears within it is known as ______.

sponsorship

what must be simple, relfect the brand, appeal to emotions, be catchy, not to long

taglines

what is a blueprint, a roadmap for your creative efforts?

the creative brief

lead with communication objectives true or false

true

A critical part of any creative process is the determination of the ______ around which a campaign will be built.

unifying theme

Unlike traditional media advertising, the new interactive media allow consumers to do which of the following? (Check all that apply.) a. Share images in real time b. Make inquiries c. Carry out online purchases d. Engage in only one-way communication

a, b, c

A characteristic of creative people in advertising is that they are more ______ than uncreative people in their approach to a problem.

abstract

Marketers typically select spokespeople whose traits will maximize their message influence. According to Herbert Kelman, the three categories of source attributes that should be considered during the selection process are: a. power, image, and knowledge. b. credibility, attractiveness, and power. c. knowledge, fee, and differentiability. d. consistency, credibility, and continuity. e. credibility, reputation, and individuality.

b

New brands or products need a very high level of reach a. in order to minimize the waste coverage. b. to make all potential buyers aware of the new entry. c. because they have an associated problem of overexposure. d. since they have low brand and category development indices. e. to facilitate continuity scheduling.

b

One of the advantages of the continuity method of scheduling is low costs. a. True b. False

b

The desire to have satisfying relationships with others and feel a sense of love, affection, belonging, and acceptance is a reflection of _____ need. a. Physiological b. Social c. self-actualization d. esteem e. safety

b

The major reason for the decline in the viewing audiences of the four major networks is a. the widespread use of videocassette recorders. b. the growth of cable television. c. poor programming. d. the exponential growth of clutter. e. changes in cultural values, which are reducing television viewing time.

b

Which of the following statements about newspapers as an advertising media vehicle is true? a. Newspapers are the primary advertising medium in terms of ad revenue but not in terms of number of advertisers. b. Newspapers are primarily a local advertising medium for retail businesses but are also used by large national advertisers. c. A primary feature of newspapers is that they can survive without any advertising revenue. d. Consumers view newspapers as their primary source of entertainment. e. The popularity of newspapers as an important media vehicle to advertisers has drastically declined because of the competition from the broadcast media.

b

Which of the following statements is true of image advertising? a. It is used most often when there are significant functional or performance differences among brands. b. It is often used when competing brands are difficult to differentiate on a functional or performance basis. c. Advertisers often use it when their products or services offer a unique attribute or benefit to consumers. d. It is most commonly used for business-to-business products. e. It concentrates on those functional features of a product that are unique and cannot be imitated by competitors.

b

You need to promote a product in your role as a brand manager. Your objective is to trigger "relatability". Which advertising technique would you employ? a. Comparison ad b. Slice life ad c. Use of a celebrity endorser in an ad d. Scientific approach e. Fear appeal

b

Which of the following statements about direct marketing are true? (Select all that apply.) a. It involves only direct mail and mail-order catalogs. b. It is one of the fastest-growing sectors of the U.S. economy. c. It involves numerous activities, including telemarketing and direct-response advertising. d. It is used primarily by small, privately held companies.

b, c

which are the three objectives?

business, marketing, and communication objectives

An advantage of television advertising is that advertisers can ______. a. achieve higher geographic selectivity than with direct mail advertising b. reach the most selective audiences at significantly lower costs c. create an emotional attachment between a brand and the viewers d. attract unlimited viewer attention

c

Identify the role of buying power index in establishing a media plan. a. It determines the category potential for a brand in a particular market area. b. It assesses how a brand is doing relative to other brands in a particular area. c. It assesses the relative value of a particular market. d. It determines the rate of product usage by geographic area.

c

What is effective reach? a. The number of people in the target audience b. The number of people whose behavior is affected by the message c. The number of people exposed to a message enough times to be affected by that message d. The number of times people are exposed to a message e. The number of media outlets used to convey a message

c

Which of the following is used to execute an ad wherein excitement and suspense are used to tell a short story with a product as the star of the ad? a. slice of life b. animation c. dramatization d. testimonial e. imagery

c

_______ _________ are generally measured by having consumers write down or verbally report their reactions to a message.

cognitive response

which of the three objectives consists of these things that the IMC will accomplish: awareness brand or product associations trial repeat

communication objectives

what do we use to effectively move our prospective customer to get to the point where they take action and we're building a relationship and increasing knowledge?

communications effects pyramid