ADV 281 unit 2

From chapter 6 of "Naked Statistics" a bag contains 2 red, 3 green, and 2 blue balls. Two balls are removed at random, what is the probability that none of the balls are blue?

10/21

What is an accurate statement about advertising?

A wide variety of people with various skills are employed in advertising.

________ consumers are real, as opposed to imagined, members of the ad's target audience

Actual

_____________ employ the majority of people in advertising.

Advertisers

_________ informs, persuades, and reminds customers that a company's products and services will meet their needs.

Advertising

What kind of relationship?: Once the product is sold, the company does not follow up in any way (Target)

Basic transactional relationship

In which of the following ways are ad messages interpreted by actual consumers?

By the symbols in the ad, by the words in the ad, by sounds?

What is the order of hierarchy of job roles in an overseas division of a transnational company?

Category manager, marketing manager, brand manager

Locating and creating new employees, offering services, or selling or leasing merchandise is frequently done through ______________.

Classified advertising

In vertical cooperative advertising, the ______________.

Complete ad is provided by the manufacturer

The broad category of ______ advertising refers to advertising in the mass media, such as television, radio, newspapers, and magazines

Consumer

An advertisement's headline and message is created by people called __________.

Copywriters

Which of the following should be a priority for a company's integration process in order to make the most of IMC's synergy benefits?

Ensure consistent positioning

Which of the following refers to messages from the product, price, or distribution elements?

Inferred

Likert-type scale questions provide data at which level of measurement?

Interval

The Celsius temperature scale is an example of which level of measurement?

Interval

Companies use tools to communicated with clients and customers. These include television commercials and Websites as well as product placements int television programs, e-mails, coupons and discounts, or even sponsorship of events. Collectively these tools are known as _________.

Marketing communications

______________ are an example of government or nonprofit organizations

Municipalities

At which level of measurement are the concepts "mutually exclusive" and "exhaustive" most relevant?

Nominal

What kind of relationship?: The product is sold, and customers are encouraged to call if they encounter any problems (Men's warehouse)

Reactive relationship

_______________ is used to stimulate sales of particular merchandise or increase store traffic by placing items on sale and offering two-for-one specials or other deals.

Sale advertising

Which of the following statements about actual consumers is true?

They will probably not think or act like the implied consumer

___________ is the concept of integrated marketing communications

Wholeness

The responsibility for utilizing the agency's resources to create plans that properly serve the needs and visions of the client lies with __________.

account executives

The breach between account management and creative personnel is narrowed through research by hybrid discipline known as ___________________.

account planning

According to the American Association of Advertising Agencies (AAAA), creative people and business people specializing in developing and preparing advertising plans, advertisements, and other promotional tools are a part of independent organizations called __________.

advertising agencies

Advertisers plan, create, and prepare ad campaigns and other promotional materials with help from ___________.

advertising agencies

The fit of the verbal and visual symbols is decided by graphic designers called _____________.

art directors

Local merchants focus on _____________ because they often carry hundreds of different brands or numerous models of an exclusive brand.

attracting customers to their particular place of business

Producing the advertising message is the role of the ____________.

author

What are the ways in which companies organize their centralized advertising departments?

by media, product or brand, and by end user

The ____________________________ is utilized by companies that focus on cost efficiency and continuity in their communications programs.

centralized advertising department

A message is sent through some _______ to another party called the receiver

channel

Unplanned messages

confirm messages because that's what others say and confirm (or not) about what the company says and does

In order to understand integrated marketing communications, it is important to look through the eyes of the ______________.

consumer

A company that wants its centralized advertising department to be organized by end user should categorize its department by ___________.

consumer advertising and trade advertising

Separate ad departments are set up for different divisions, subsidiaries, regions, brands, or other groups when a company uses a _________ system.

decentralized

When transnational companies enter joint ventures or invest in foreign facilities, they use a(n) _________ structure.

decentralized international

Product and service messages

do messages because they represent what a company does

Which characteristic distinguishes the interval level of measurement from the ordinal level of measurement?

equal distance between response options

Which of the following is the part of advertising's communication process that completes the cycle as it is directed from the receiver back to the source?

feedback

Providing advertising and nonadvertising services across the spectrum of communications and promotion is the defining feature of a __________.

full-service advertising agency

Sandy is a copywriter at an ad agency, She is creating an ad for a vitamin-fortified orange juice that is packaged in small, animal-shaped containers. When she writes the copy for the ad she considers how she could persuade parents with school-aged children to buy the juice. The parents are the ad's ________ consumers.

implied

The ______ consumers are those the ad's creators have in mind as the likely and ideal audience for the ad

implied

Which of the following are among the tactics the IMC approach focuses on, according to Nowak and Phelps?

increased use of consumer data, increased emphasis on reaching smaller segments

Which of the following trends influenced the development of IMC, according to advertising professors Glen Nowack and Joe Phelps?

increasing media costs

agricultural advertising

intended audience: farmers and other employed in the agribusiness

professional advertising

intended audience: people with specialized training who work under a code of ethics

trade advertising

intended audience: resellers, including wholesalers and retailers, involved in product distribution

The birth of the ______ can be credited to the increased interest in integrated marketing communications and rapid Internet growth.

interactive agency

According to the AAAA Service Standards, an advertising agency's purpose is to __________.

interpret a legally marketed product or service to the public.

Why is the random assignment of individuals to experimental and control groups important when designing an experiment?

it reduces many of the treats to internal validity

A decentralized organization is more practical than a centralized organization when __________.

large companies establish divisions in different countries

Advertising is just one form of _________ communications

marketing

The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large is known as ________.

marketing

A _____________ usually oversees the functions of a department head or an advertising manager of a chain store.

marketing manager

Which of the following are different functions performed by businesses?

marketing of products, manufacturing of products, administration

service messages

messages delivered to customers via employee interaction

product messages

messages having to do with the product, price, or distribution, such as packaging

unplanned messages

messages, not controlled or sanctioned by companies, such as word-of-mouth rumors

In a(n) _____________ message, a third-person character tells a story about others to an imagined audience.

nararrative

Ford, General Motors, and Chrysler are all examples

national advertisers

The advertising of _________ tends to focus on the competitive features of one brand over another, especially in conquest sales situations, because the companies are concerned about building their brands.

national companies

A(n) __________ is a real or imaginary spokesperson who provides voice or tone to an advertisement within the text of the ad

persona

The representative of the sponsor who serves as the source of the within-text message is the __________.

persona

An agency's ___________ is entrusted with an ad after it is designed, written, and approved by a client.

print production manager

What's the final step in conducting a focus group?

recap

A state lottery or a grocery store that operates in a three state area are both examples of _______________.

regional advertisers

When advertising notifies consumers about services or merchandise that are offered at normal prices, it is called _______________.

regular price-line advertising

When a company focuses on development and keeping long-term relationships with consumers it is engaging in ___________.

relationship marketing

The advertising sponsored by retail establishments and business and directed to potential consumers who would purchase the product or service for personal use is called _________ advertising.

retail

Planned messages

say messages because they are what companies say about themselves

The media _________________________.

sell advertisers time and space to promote their products and services

The ______ of a firm is the particular segment of the population at which it aims its marketing activities.

target market

In the context of time orientation, unlike local advertisers, national companies _______________.

think and plan long-term

planned messages

traditional promotional messages, such as advertising

Companies practice IMC because it helps them to _________.

understand and effectively communicated with consumers

Unlike national advertisers, local advertisers think and pan their advertising strategies in terms of ________.

weeks