MRK 318 Midterm

Market Positioning

- For each target segment, establish and communicate the distinctive benefit(s) of the company's market offering.

Market Segmentation

- Identify and profile distinct groups of buyers who differ in their needs and wants.

Market Targeting

- Select one or more market segments to enter.

Functions and Effects of Advertising

-Identify and differentiate products (branding) -Communicate product features and availability -Induce customers to try products and suggest reuse -Increase product use -Stimulate product distribution -Build value, brand preference, loyalty -Lower overall cost of sales

Marketing Communications Mix

Advertising Sales promotion Events and experiences Public relations and publicity Word-of-Mouth Direct and Interactive Marketing Sales Force Personal Selling

Which of the following is a difference between the artistic concept in television and radio? The storyboard serves as a guide for the final production phase in television whereas in radio, it does not. In television, the art director assists the copywriter whereas in radio, he does not. Artistic development is more extensive in television as compared to the radio. In radio, the copywriter does not have a role whereas in television, the copywriter's role is essential. In radio, the art director creates a series of storyboard roughs whereas in television, he or she does not.

Artistic development is more extensive in television as compared to the radio. In both radio and TV, the art director assists the copywriter in script development. But in television, artistic development is much more extensive.

direct and interactive marketing communication platforms

Catalogs Mailings Telemarketing Electronic shopping TV shopping Email Company blogs Web sites

The three primary types of ads placed in local media are institutional, product, and: a) classified. b) service. c) corrective. d) retail. e) wholesale.

Classified Most ads placed in local media are product, institutional, or classified advertising.

What type of advertising will be typically used by a locally owned furniture store that plans to shut down after Christmas? Clearance advertising Institutional advertising Regular price-line advertising Classified advertising Sale advertising

Clearance advertising Local advertisers use clearance advertising (a special form of sale advertising) to make room for new product lines or new models and to get rid of slow-moving lines, floor samples, broken or distressed merchandise, or out-of-season items. Companies going out of business also use clearance advertising.

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 strategic objectives financial objectives sales-target objectives technical objectives

Communication objectives Communication objectives are outcomes that can reasonably be associated with promotional activities, such as increases in brand recognition or awareness, increased comprehension of a brand's attributes or benefits, more positive attitudes about a brand or a more favorable image of the brand or its typical user, and stronger intentions to try or buy a brand.

Which of the following is an example of a concept that involves hard thinking? Metaphor Hunch Consistency Fantasy Dream

Consistency Roger von Oech defined the dichotomy in people's way of thinking as hard and soft thinking. Hard thinking refers to concepts like logic, reason, precision, consistency, work, reality, analysis, and specificity.

sales promotion communication platforms

Contests, games, sweepstakes, lotteries Premiums and gifts Sampling Fairs and trade shows Coupons Rebates Trade-in allowances Tie-ins

Which of the following is true of writing for websites and social media? Numbered lists and bulleted items should be avoided because they irritate the reader. People using the Internet typically look at photos first, so graphics are most important. Copywriters should get to know SEO since copy has to attract Web searchers. Information presented on a website should be detailed because people read thoroughly. A website should be elaborate, given the fewer limitations on space.

Copywriters should get to know SEO since copy has to attract Web searchers. Effective copywriting in social media presents creative challenges. Copywriters should get to "know SEO" (search engine optimization) since copy has to attract Web searchers.

Which of the following is the first communication objective according to the IMC pyramid? Inducing action Creating awareness Developing comprehension Creating desire Developing conviction

Creating awareness The IMC pyramid shows some of the tasks IMC can perform. Obviously, before one's product is introduced, prospective customers are completely unaware of it. One's first communication objective according to the IMC pyramid is to create awareness—to acquaint people with the company, product, service, and brand.

Which of the following is true of advertising? Sales occur only when there is advertising. Culture imposes saturation limits above which no amount of advertising can increase sales. Advertising expenditures above certain minimum levels have no effect on sales. The durability of advertising is long, so a one-time investment is sufficient. Profits keep increasing endlessly with additional advertising.

Culture imposes saturation limits above which no amount of advertising can increase sales. Economists have long studied the relationship between the amount a company spends on advertising, traditionally one of the most important IMC elements, and subsequent increases or decreases in sales or profitability. Substantial research supports the principle that culture and competition impose saturation limits above which no amount of advertising can increase sales.

According to Wang and Schultz's seven-step IMC planning model, which step is taken by a planner after setting communications objectives and strategies for reaching the consumer? Segmenting customers and prospects in a database using a measurable purchase behavior Deciding which elements of the marketing mix will further encourage the desired behavior Finding the best time, place, and situation to build and maintain relationships Setting marketing objectives based on the analysis of customers Analyzing information on customers to understand their attitudes and their history

Deciding which elements of the marketing mix will further encourage the desired behavior Wang and Schultz developed a seven-step IMC planning model. The fifth step sets communications objectives and strategies for reaching the consumer and influencing his or her attitudes, beliefs, and purchase behavior. The marketer can then decide what other elements of the marketing mix (product, price, distribution) will further encourage the desired behavior.

Which of the following is the final step in Wang and Schultz's IMC planning model? Determining what communications tactics to use Identifying what brand contacts are required to change purchase behavior Analyzing information on customers Setting marketing objectives Segmenting customers and prospects in the database

Determining what communications tactics to use Wang and Schultz developed a seven-step IMC planning model. In the final step, the planner determines what communications tactics to use—advertising, direct marketing, publicity, sales promotion, special events—to make further contact and influence the consumer's behavior.

In a TV commercial, the more the number of elements used, the more effective the commercial is. True False

False According to My IMC Campaign 11-F, in a TV commercial, the sequence of ideas should be easy to follow. It is thus important to keep the number of elements in the commercial to a bare minimum.

As product experience and information spread, the risks associated with new products increase. True False

False As product experience and information spread, the risks associated with new products diminish, which increases consumers' willingness to purchase at a higher price.

The marketing mix refers to a group of segments the company wishes to appeal to, design products for, and tailor its marketing activities toward. True False

False Companies have many strategic options they can employ to enhance the product/service concept and effect marketing exchanges (make sales). Marketers categorize these options under four headings: (1) product, (2) price, (3) distribution, and (4) communication. The way the marketer mixes and blends these different elements creates the company's marketing strategy—often called the marketing mix.

A difference between creating copy for radio and television is that in radio, the art director assists the copywriter in script development whereas in television, he or she does not. True False

False In both radio and TV, the art director assists the copywriter in script development. Using the TV script, the art director creates a series of storyboard roughs to present the artistic approach, the action sequences, and the style of the commercial.

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. True False

False In bottom-up marketing, managers of small companies have an advantage. Surrounded by the details of the business, they are more likely to discover a good tactic that can be developed into a powerful strategy. However, that's not to say that a large company cannot profit from bottom-up marketing.

In print ads, the action step of the creative pyramid should primarily correspond with the subhead and the first paragraph of body copy. True False

False In print, the action step takes place with the logo, slogan, and signature block. The interest step typically corresponds to the subhead and the first paragraph of body copy.

The final stage in the agency-client relationship is the maintenance stage. True False

False In the advertising business, the life cycle of the agency-client relationship passes through four distinct stages: prerelationship, development, maintenance, and termination.

When advertising is outstanding, many factors unrelated to IMC such as government regulations and new competitors have a low impact on sales. True False

False Many factors unrelated to IMC (a recession, new competitors, government regulation, and the like) can have a large impact on sales no matter how good or poor the advertising.

National advertisers plan tactically to launch, build, and sustain brands while local advertisers think strategically. True False

False National advertisers plan strategically to launch, build, and sustain brands. Local advertisers think tactically.

In the creative brief used by Leo Burnett, the objective statement is a brief description of the evidence that backs up the product promise. True False

False Procter & Gamble and Leo Burnett use a simple creative brief with three parts: an objective statement, a support statement, and a tone or brand character statement. An objective statement is a specific, concise description of what the advertising is supposed to accomplish or what problem it is supposed to solve.

In the credibility step of the creative pyramid, the writer encourages prospective customers to picture themselves enjoying the benefits of the product or service. True False

False The third step in the creative pyramid is to establish credibility for claims about the product or service. Customers are skeptical. They want proof. Comparison ads can build credibility, but they must be relevant to customers' needs—and fair.

The straight-fee and the retainer methods are the two methods by which agencies are paid a basic monthly fee. True False

False There are two pricing methods in the fee system. With the fee-commission combination, the agency charges a basic monthly fee for all its services to the client and retains any media commissions earned. In the straight-fee or retainer method, agencies charge for all their services, either by the hour or by the month, and credit any media commissions earned to the client.

Most ads have little impact on the customer because they are driven by informational motives. True False

False Unfortunately, most ads, whether they're informational or transformational, have little impact. This is because they lack a "big idea" or they fall down in the execution.

Integrated marketing communications differs from traditional processes by separating marketing and communications planning from each other. True False

False Integrated marketing communications suggests a new approach to planning marketing and communications activities. It differs from the traditional processes by mixing marketing and communications planning together rather than separating them.

Which of the following is true of the key factors influencing product price? An increase in production and distribution costs is not reflected in the price of goods. For new durable goods, social media communication helps generate awareness. If the supply of a product is stable but the demand for it increases, prices tend to fall. Product pricing is independent of the company's objectives. Consumers are more concerned with a product's actual price than its perceived price relative to competitors.

For new durable goods, social media communication helps generate awareness. Some marketing researchers theorize that for new durable goods, advertising works with word-of-mouth and social media communication to generate awareness of and belief in the product's benefits.

Major segmentation variables are:

Geographic, Demographic Psychographic Behavioral

Which of the following is a concept that involves soft thinking? Humor Precision Analysis Specificity Work

Humor Roger von Oech defined the dichotomy in people's way of thinking as hard and soft thinking. Soft thinking refers to less tangible concepts: metaphor, dream, humor, ambiguity, play, fantasy, and hunch.

In terms of IMC strategy, what a company plans to say and how it plans to say it, both verbally and nonverbally, make up the _____. mission statement IMC research IMC message communications media product concept

IMC message What the company plans to say and how it plans to say it, both verbally and nonverbally, make up the IMC message. The combination of copy, art, and production elements forms the message, and there are infinite ways to combine these elements.

Target Marketing Requirements, STP

Identify and profile distinct groups of buyers (market segmentation). Select one or more market segments to enter (market targeting). For each, establish and communicate benefits of offering (market positioning)

_____ attempts to create a favorable long term perception of the business as a whole, not just of a particular product or service. a) Clearance advertising b) Classified advertising c) Regular price-line advertising d) Institutional advertising e) Sale advertising

Institutional advertising

Which of the following is a basic format element used to construct long copy ads? Hook Donut Paste-up Logotype Interior paragraph

Interior paragraph Four basic format elements are used to construct long copy ads are the lead-in paragraph, interior paragraphs, trial close, and close. The interior paragraph of a body copy should develop credibility by providing proof for claims and promises made for the product or service.

Marketing communications

Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers about the products and brands they sell. In a sense, marketing communications represent the voice of the company and its brands. Marketing communications can: -help firms establish a dialogue and build relationships with consumers and strengthen customer loyalty, and thus contribute to customer equity. -work for consumers when by showing how and why a product is used, by whom, where, and when. Consumers can learn who makes the product and what the company and brand stand for, and they can get an incentive for trial or use. -allow companies to link their brands to other people, places, events, brands, experiences, feelings, and things. -contribute to brand equity by establishing the brand in memory and creating a brand image. -drive sales and even affect shareholder value.

word-of-mouth communication platforms

Person-to-person Chat rooms/Blogs

Smart & Trendy, a clothing and accessories retailer based in Los Angeles, California, decides to create an ad campaign for its latest line of products. Due to lack of in-house technical know-how required to create promotional materials, Smart & Trendy plans to outsource this task to professionals. Who should it hire to create this ad campaign? a) Just Fashion, a weekly fashion magazine b) Leisure, a premium fashion magazine c) Pixels, an advertising agency d) BlueStone Co., an advertiser e) Fashion House, a raw materials supplier for Smart & Trendy

Pixels, an advertising agency

Which of the following is the first distinct stage in an agency-client relationship? Growth Referral Development Prerelationship Introduction

Pre-relationship In the advertising business, the life cycle of the agency-client relationship passes through four distinct stages: prerelationship, development, maintenance, and termination.

PR and publicity communication platforms

Press kits Speeches Seminars Annual reports Charitable donations Publications Lobbying Company magazine

advertising communication platforms

Print and broadcast ads Packaging Cinema Brochures Posters Billboards Display signs Point of purchase displays

Four P's of Marketing

Product, Price, Place, Promotion

A mobile phone company wanted to create intense demand for a new phone that it was about to launch in the market. Before it was made available at retail stores, the company generated a lot of hype by heavily advertising the phone using many channels of communication. Consumers were so interested in the new product that they queued up outside retail stores on the day of the launch. In this scenario, which of the following was used by the company to sell its product? Volume segmentation Franchising Indirect marketing Primary motivation Pull strategy

Pull strategy When mobile telephones were introduced in the late 1980s, advertisers had to first create enough consumer demand to pull the product through the channels of distribution (called a pull strategy). IMC educated consumers about the new product and its category, explaining what such phones are, how they work, and the rewards of owning one.

personal selling communication platforms

Sales presentations Samples Incentive programs Fairs / trade shows

events and experiences communication platforms

Sports Entertainment Festivals Arts Causes Factory tours Company museums Street activities

Which of the following is NOT one of the four main types of local advertisers? Specialty businesses and services Dealers or local franchisees of national companies Stores that sell a variety of branded merchandise Stores that resell items that have been sold to them by consumers Governmental, quasi-governmental, and nonprofit organizations

Stores that resell items that have been sold to them by consumers The four main types of advertisers are dealers or local franchisees of national companies, stores that sell a variety of branded merchandise, specialty businesses and services, and government and nonprofit organizations.

Which of the following design layout guidelines should be used while creating headlines for a print ad? The headline should fill only 10 to 15 percent of the total ad space. The headline type should be extremely large in order to draw the reader's attention. The headline should include the company logo to indicate who placed the ad. The headline should only appear below the visual, irrespective of the situation. The headline should use a visual which uses 60 to 70 percent of the ad area.

The headline should fill only 10 to 15 percent of the total ad space.

Which of the following guidelines should be used by companies while hiring translators? The translator should be aware that English is an easy language to translate. The translator should be an effective copywriter. The translator should focus on the language instead of on social attitudes and culture. Translations should be punctuated properly even if it is not a good copy. The translator should be a generalist and not a product specialist.

The translator must be an effective copywriter. Often, marketers simply let a translation service rewrite their ads in a foreign language but this should be avoided.

Which of the following statements is true of fact-based thinkers? They tend to fragment concepts into components and to analyze situations to discover the one best solution. They are good at using their imagination to produce a flow of new ideas. They make decisions based on intuition, values, and ethical judgments. They attempt to integrate the divergent ideas of a group into an arrangement that lets everyone win. They are better able to embrace change, conflict, and paradox.

They tend to fragment concepts into components and to analyze situations to discover the one best solution. People whose preferred style of thinking is fact-based tend to fragment concepts into components and to analyze situations to discover the one best solution. Although fact-based people can be creative, they tend to be linear thinkers and prefer to have facts and figures—hard data—they can analyze and control.

Which of the following is a similarity between a headline and a subhead? They are also known as overlines. They transmit key sales points quickly. They serve as direct stepping stones to the close. They are of equal length. They involve the action step of the creative pyramid.

They transmit key sales points quickly.

In the creative brief used by Procter & Gamble and Leo Burnett, _____ statements are short-term emotional descriptions of an advertising strategy. support mission technical objective tone

Tone Procter & Gamble and Leo Burnett use a simple creative brief with three parts: an objective statement, a support statement, and a tone or brand character statement. Tone statements are short-term emotional descriptions of the advertising strategy.

A creative brief serves as the creative team's guide for writing and producing a campaign. True False

True

An ad for a hotel is an example of product advertising. True False

True

In the maturity stage of the product life cycle, companies emphasize selective demand to impress customers with the subtle advantages of their particular brand. True False

True

Psychographic segmentation is used by marketers to group people by their values, attitudes, personality, and lifestyle. True False

True

Sales promotions are aimed at stimulating customers or members of the distribution channel to some immediate, overt behavior. True False

True

The share of market/share of voice method of developing an IMC budget is an attempt to link promotional dollars with sales objectives. True False

True

When designing ads for use in other countries, the art director must be aware of local artistic preferences. True False

True

While developing the visual for a print ad, one should ensure it emphasizes the product's unique features. True False

True

Writers must arrange verbal message components according to a genre of social meaning so that readers can easily interpret the message using commonly accepted symbols. True False

True

When developing an IMC plan, objectives should be specific, realistic, and measurable. True False

True After reviewing the marketing plan, a brand manager determines what tasks IMC must accomplish. Unfortunately, some corporate executives (and advertising managers) state vague goals. When this happens, no one understands what the messages are intended to do, how much they will cost, or how to measure the results. Objectives should be specific, realistic, and measurable.

With the fee-commission combination pricing method, an agency charges a basic monthly fee for all its services to the client and retains any media commissions earned. True False

True With the fee-commission combination, the agency charges a basic monthly fee for all its services to the client and retains any media commissions earned.

The owner of a cleaning service would need to do which of the following to create effective local advertising? Blend in with the competition Make excessive claims. Use tie-ins with local or special news events. Avoid utilizing white spaces Generalize

Use tie-ins with local or special news events.

geographic segmentation

____ segmentation divides the market by nations, states, regions, counties, cities, or neighborhoods.

demographic segmentation

_____ segmentation divides the market on variables such as age, family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality, and social class. ______ variables are often associated with consumer needs and wants and are easy to measure.

Behavioral segmentation

________ divide buyers into groups on the basis of their knowledge of, attitude toward, use of, or response to a product. Needs and Benefits: Not everyone who buys a product has the same needs or wants the same benefits from it. Needs-based or benefit-based segmentation is a widely used approach because it identifies distinct market segments with clear marketing implications. Decision Roles: People play five roles in a buying decision: Initiator, Influencer, Decider, Buyer, and User. User and Usage: variables related to various aspects of users or their usage—occasions, user status, usage rate, buyer-readiness stage, and loyalty status—are good starting points for constructing market segments. Occasions: We can distinguish buyers according to the occasions when they develop a need, purchase or use a product. For example, air travel is triggered by occasions related to business, vacation, or family. User Status: The key to attracting potential users, or even possibly nonusers, is understanding the reasons they are not using. Included in the potential-user group are consumers who will become users in connection with some life stage or life event. Mothers-to-be are potential users who will turn into heavy users. Usage Rate Heavy users are often a small slice but account for a high percentage of total consumption.

psychographic segmentation

________ segmentation identifies the values, attitudes, personality, feelings, and lifestyle issues that guide consumers' decisions. _______ looks at the personal psychology behind why someone buys a particular product.

The ad for a line of high power batteries shows a rabbit running a marathon and emerging as the winner. This ad is using a(n) _____ commercial format. slice of life testimonial testimonial straight announcement animation

animation Cartoons, puppet characters, and demonstrations with computer-generated graphics are very effective animation techniques for communicating difficult messages and reaching specialized markets, such as children.

_____ segmentation is determined by variables such as usage rate, user status, purchase occasion, and benefits sought. Geographic Geodemographic Behavioristic Psychographic Demographic

behavioristic A straightforward way to segment markets is to group consumers by buying behavior. This is called behavioristic segmentation. Behavioral segments are determined by many variables, but the most important are user status, usage rate, purchase occasion, and benefits sought.

Intergrated Marketing Communications (IMC)

combining a bunch of media channels A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service or organization are relevant to that person and consistent over time.

The creative team's _____ develops the verbal message, the words within an ad spoken by an imaginary persona. marketing representative art director quality analyst copywriter graphic engineer

copywriter Creativity is vitally important for all elements of IMC. The creative spark begins with a team made up of an art director and a copywriter. The copywriter develops the verbal message, the copy (words) within the ad spoken by the imaginary persona.

A popular brand of breakfast cereal is targeted at women between 40 and 50 years of age. This is an example of _____ segmentation. demographic behavioristic psychographic volume geographic

demographic Demographic segmentation is a way to define population groups by their statistical characteristics: sex, age, ethnicity, education, occupation, income, and other quantifiable factors.

In the _____ step of the creative pyramid, a copywriter encourages prospective customers to picture themselves enjoying the benefits of the product or service. awareness desire action credibility interest

desire In the desire step of the creative pyramid, the writer encourages prospects to picture themselves enjoying the benefits of the product or service. Essentially, they are invited to visualize.

A _____ presents the handheld look and feel of brochures, multipage materials, or point-of-purchase displays. comprehensive layout mechanical dummy thumbnail rough layout

dummy A dummy presents the handheld look and feel of brochures, multipage materials, or point-of-purchase displays. The artist assembles the dummy by hand, using color markers and computer proofs, mounting them on sturdy paper, and then cutting and folding them to size.

A _____ presents the handheld look and feel of brochures, multipage materials, or point-of-purchase displays. thumbnail mechanical rough layout comprehensive layout dummy

dummy A dummy presents the handheld look and feel of brochures, multipage materials, or point-of-purchase displays. The artist assembles the dummy by hand, using color markers and computer proofs, mounting them on sturdy paper, and then cutting and folding them to size.

A(n) _____ agency represents the widest variety of accounts, but it concentrates on consumer accounts. a) media-buying service b) interactive c) general consumer d) creative boutique e) business-to-business

general consumer

Parkas made of goose down and wool balaclavas (hats that protect the entire face) are aggressively marketed in colder climates than in regions with warm weather. This is known as _____ segmentation. volume demographic behavioristic psychographic geographic

geographic Geographic segmentation looks for people in one region or the country (or world) that have needs, wants, and purchasing habits different from those in other regions.

Cooperative advertising serves two key purposes. One of those purposes is to build the manufacturer's brand image. The second purpose is to: a) reduce dependence on institutional advertising. b) help with market research. c) optimize the available resources. d) help a manufacturer's distributors, dealers, or retailers make more sales. e) save the manufacturer money by reducing its variable costs.

help a manufacturer's distributors, dealers, or retailers make more sales.

Advertising

is a paid, mediated form of communication from an identifiable source, designed to persuade the received to take some action, now or in the future.

Marketing

is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offers that have value for customers, clients, partners, and society at large.

In terms of bottom-up marketing, the _____ refers to a specific action for helping to accomplish a marketing strategy. mission statement situation analysis marketing tactic creative mix product concept

marketing tactic In the context of bottom-up marketing, the marketing tactic is a specific action for helping to accomplish a strategy. By planning from the bottom up, entrepreneurs can find unique tactics to exploit. But caution is required. Companies should find just one tactic, not two or three. The marketer can then focus all elements of the marketing mix on the tactic.

In the _____ stage of the product life cycle, the marketplace becomes saturated with competing products and the number of new customers dwindles, so industry sales reach a plateau. maturity pioneer decline introduction growth

maturity In the maturity stage, the marketplace becomes saturated with competing products and the number of new customers dwindles, so industry sales reach a plateau. Competition intensifies and profits diminish. Companies increase their promotional efforts but emphasize selective demand to impress customers with the subtle advantages of their particular brand.

The _____ is a simple description and explanation of a campaign's overall creative approach, what the campaign says, how it says it, and why. creative mix message strategy creative pyramid tone statement support statement

message strategy The message strategy (or rationale) is a simple description and explanation of a campaign's overall creative approach—what the campaign says, how it says it, and why.

In _____, individuals act as independent distributors for a manufacturer or private- label marketer. vertical marketing selective marketing direct marketing telemarketing network marketing

network marketing A method of direct distribution is network marketing (also called multilevel marketing), in which individuals act as independent distributors for a manufacturer or private-label marketer.

The _____ of developing an IMC budget treats IMC as a marketing tool for generating sales. share of market/ share of voice method percentage of profit method objective/task method empirical research method percentage of sales method

objective/task method The objective/task method, also known as the budget buildup method, is used by many large national marketers in the United States. It treats IMC as a marketing tool for generating sales.

A popular sports shoe brand has introduced a new product for people over the age of 65 who enjoy an active life and have an above-average level of discretionary income. This segment of people form the _____ of the shoe brand. equity product concept values opinion leaders distribution channel

opinion leaders A target market is the group of segments the company wishes to appeal to, design products for, and tailor its marketing activities toward.

In terms of designing a print layout, _____ create a nonverbal expression that reinforces the verbal message. They select interesting angles, control the lighting, and use techniques to enhance the subject's image quality. graphic designers production artists illustrators web designers photographers

photographers According to Ad Lab 11-A, the advertising photographer creates a nonverbal expression that reinforces the verbal message. They select interesting angles, arrange subjects in new ways, carefully control the lighting, and use many other techniques to enhance the subject's image quality.

In a(n) _____ strategy, companies manufacture the product and sell it to resellers (distributors or dealers), who put their own brand on the product. exclusive distribution private-labeling co-operative advertising licensing network marketing

private-labeling Because it is so expensive for manufacturers to market national brands (also called manufacturer's brands), some companies use a private-labeling strategy. They manufacture the product and sell it to resellers (distributors or dealers), who put their own brand on the product.

Among the different approaches to developing a positioning strategy, the _____ approach involves positioning by defining or redefining the business bracket. use/application product category product user cultural symbol product class

product category The product category approach to developing a positioning strategy involves positioning by defining or redefining the business category. A simple way for a company to get the number one position is to invent a new product category.

According to Professor Ernest Martin, the _____ approach to developing a positioning strategy involves positioning against the particular group that uses the product. use/application product user cultural symbol price/quality product class

product user Professor Ernest Martin proposed seven distinct approaches to developing a positioning strategy. The product user approach to developing a positioning strategy involves positioning against the particular group that uses the product.

Many firms supplement or replace their advertising with news releases and feature stories. This is known as: telemarketing. distribution. personal selling. publicity. franchising.

publicity Many firms supplement (or replace) their advertising with various public relations activities such as publicity (news releases, feature stories) and special events (open houses, factory tours, VIP parties, grand openings) to inform various audiences about the company and its products and to build corporate trustworthiness and image.

A certain supermarket chain is only found in the southeastern regions of the United States. You would expect the supermarket to use _____ advertising if it were trying to convince Southerners that its products were competitive, and its prices were the lowest. regional transnational adjacency corrective national

regional Regional advertisers operate in one part of the country—in one or several states—and market exclusively within that region.

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. voice-over tagline testimonial script jingle

script A script for a radio copy resembles a two-column list. On the left side, speakers' names are arranged vertically, along with descriptions of any sound effects and music. The right column contains the dialogue, called the audio.

According to the creative brief employed by Leo Burnett, the _____ contains a brief description of the evidence that backs up the product promise. mission statement objective statement support statement brand character statement tone statement

support statement Procter & Gamble and Leo Burnett use a simple creative brief with three parts: an objective statement, a support statement, and a tone or brand character statement. The support statement is a brief description of the evidence that backs up the product promise.

_____ thinkers are good at using their imagination to produce a flow of new ideas and synthesizing existing concepts to create something new. Conditioned Fact-based Hard Value-based Analytic

value-based Value-based thinkers make decisions based on intuition, values, and ethical judgments. They are better able to embrace change, conflict, and paradox. They are good at using their imagination to produce a flow of new ideas and synthesizing existing concepts to create something new.

In terms of the Artist's role, creating a mental picture of a message is known as _____. brainstorming creative blocking mind mapping incubation visualization

visualization Creating a mental picture of the message is called visualization or conceptualization. It's where the search for the big idea—that flash of insight—takes place.