ADVERTISING EXAM
An ad agency in Atlanta, Georgia, buys a quarter-page ad in a golfing magazine for a travel agency that specializes in preparing all-inclusive, hassle-free golf travel packages, on a 15 percent commission basis. The cost of the ad is $300. How much money should the agency pay the publication?
$255
If an agency were to buy an ad in a magazine for a company that sells customized fabric, the ad would cost $5,000. How much money would the agency send the publication after deducting its media commission?
$4,250
Which of the following is a feature of puffery?
Exaggeration
You can do your share of voice based on your % of market share
How could you use the share of market/share of voice method to determine its advertising target?
phone companies, Chick-fil-a and Popeyes, Apple and Microsoft
What companies can you think of that engage in marketing warfare
Interactive customer relationship makes you feel like you're part of the brand. It makes it easier for companies to communicate in digital media. It also creates a higher profit margin (AUDIENCE ENGAGEMENT)
what are the advantages of an interactive customer relationship versus a traditional one?
Basically, a company telling you about the dangers or the consequences of what they're promoting
what does a demarketing strategy do?
A product life cycle influences the target market that's selected and the kind of advertising used As you can see, the product life cycle has four major stages: introduction, growth, maturity, and decline
what effect does the product life cycle have on the advertising a company uses?
Doing a test before you actually spend the money on it ex. A media trying a specific type of media in an isolated space before you launch it
what is a controlled experiment
the functional, symbolic, and psychological needs of the product Your product is offering more than just what it looks like - the emotional affect is what drives connection with the consumer
what is product utility?
Cracks down on deceptive advertising - you can't make false claims Privacy, health monitoration
what's the role of FTC in advertising?
in finding Local taste and customs and what people like or are used to
when can research be helpful in developing ads
Which of the following is an example of product differentiation?
A manufacturer of cosmetics trying to portray that its brands are not only different from its competitors but also superior in terms of quality and variety
_____ is the structured and composed non-personal communication of information, usually paid for and usually persuasive in nature, about products by identified sponsors through various media.
Advertising
Which of the following is true about the impact of advertising on the society and the economy?
Advertising has been a major factor in improving the standard of living in the United States and around the world.
61) _____ is a technique of producing television commercials which refer(s) to cartoons, dancing puppets, and demonstrations in which inanimate objects come to life. A) Avatars B) Live action C) Special effects D) Mnemonics E) Animation
Animation
98) Which of the following types of local advertising is most likely to be used by a franchise of a food chain store to recruit new employees? A) Product B) Classified C) Institutional D) Clearance E) Subliminal
Classified
Scientific Advertising, the bible of the era of salesmanship in the 1920s, was written by _____.
Claude Hopkins
_____ advertising is aimed at people who buy the product for their own or someone else's use.
Consumer
The advertising business has evolved into four distinct groups. Which of the following is not one of these groups?
Customers
84) Which of the following strategies best describes a company's efforts to slow the demand for cigarettes through public service messages? A) Product positioning B) Corrective advertising C) Demarketing D) Image advertising E) Macromarketing
Demarketing
Which of the following strategies best describes a company's efforts to slow the demand for cigarettes through public service messages?
Demarketing
75) A home building company specializes in constructing houses for old people. The houses are constructed with doors wide enough for wheelchairs to pass through, lever-operated door handles, roll-out shelves, and raised toilet seats. Which of the following types of market segmentation does this company employ? A) Demographic segmentation B) Behavioristic segmentation C) Psychographic segmentation D) Volume segmentation E) Geographic segmentation
Demographic segmentation
74) Which of the following is true of the key factors influencing price? A) As the risks associated with new products diminish, consumers are no longer willing to pay high prices. B) A company's objectives are not related to the price of its products. C) When introducing a product, companies initially set a low price to attract more consumers. D) Economic conditions, government regulations and marketing costs influence product prices. E) In the later stages of the product life cycle, prices tend to rise.
Economic conditions, government regulations and marketing costs influence product prices.
94) Which of the following is the reason why radio is the least expensive electronic medium to produce? A) Music does not affect the cost of radio commercials. B) Talent does not influence the effectiveness of radio commercials. C) Radio commercial production does not need artists to perform live, thus reducing costs. D) The Federal Communications Commission controls the cost of radio commercials. E) Equipment and labor costs are lower than that required for other electronic media.
Equipment and labor costs are lower than that required for other electronic media.
54) _____ thinkers tend to fragment concepts into components and to analyze situations to discover the one best solution. A) Convergent B) Value-based C) Fact-based D) Divergent E) Emotional
Fact-based
Which of the following significantly contributed and eventually led to the declines in music sales in the recording industry in the postindustrial age?
File-sharing technologies
Reach x frequency Reach - how many people you reach Frequency - how many times you reach them
How do you calculate a GRP (gross rating point)
you have to use IMC to apply it
How does product utility relate to IMC
a. Market segmentation breaks down populations into shared characteristics (behavioral, geographical, demographical, psychographic) to speak to them and market a product in a way that's relevant to them. b. Looking for people with commonality that you can group people together with - then maybe group those groups into bigger groups to apply economies of scale GROUPING PEOPLE
How does the concept of shared characteristics relate to the market segmentation process?
a.Consumer markets are segmented into shared characteristics: behavioristic, demographic, geographic, psychographic b.Business markets do NOT analyze psychographic (Business size, vertical market, business procedures)
How does the segmentation of business markets differ from that of consumer markets?
90) Which of the following is true of the influence of IMC on sales? A) IMC is the only factor affecting sales. B) IMC campaigns may stimulate inquiries and product trials. C) The principle job of IMC is to close sales. D) The real role of an IMC campaign is to create sales. E) IMC is a result of sales.
IMC campaigns may stimulate inquiries and product trials.
Which of the following is an advantage of using a decentralized advertising department?
Increased divisional flexibility
81) An ad for Stella's clothing, a brand of fashion wear, was designed to promote a breast cancer campaign organized by the company. The ad described why it was important for women to conduct annual mammograms and support breast cancer research. Which of the following copy styles was used by the ad? A) Straight-sell copy B) Dialogue copy C) Institutional copy D) Device copy E) Picture-caption copy
Institutional copy
When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands, it is practicing _____.
Integrated marketing communications
Which of the following statements is true about a speculative presentation?
It is a presentation prepared by an agency to demonstrate its capabilities to a prospect.
87) Which of the following is true of mental files? A) Memory is an unlimited resource. B) Advertisers cannot modify consumers' mental files. C) Information in mental files is stored randomly. D) It is important that advertisers understand what is in the consumer's mental files. E) Memory is not affected by a person's biases.
It is important that advertisers understand what is in the consumer's mental files.
Which of the following is true of a trademark?
It is used by a manufacturer to identify his goods and distinguish them from those manufactured or sold by others.
77) Which of the following is true of a reliable test? A) It must be cost-effective. B) It must use a random sample. C) It must reflect the true status of the market. D) It must produce the same result each time it is administered. E) It must be open-ended and free of bias.
It must produce the same result each time it is administered.
72) Which of the following contributes to the development of interests, attitudes, beliefs, preferences, prejudices, emotions, and standards of conduct—all of which affect, among other things, one's eventual purchase decisions? A) Learning B) Perception C) Stimulation D) Simulation E) Cognition
Learning
According to Nowak and Phelps, which of the following tactics does the IMC approach focus on?
Less emphasis on advertising via the mass media
Which of the following statements about local advertising is true?
Local advertising is critical because most consumer sales are made or lost locally.
100) Which of the following products should be exclusively distributed? A) Luxury watches B) Fashion magazines C) Breakfast cereal D) Pet food E) A blende
Luxury watches
_____ created a social media company called Facebook.
Mark Zuckerberg
59) Which of the following is an important guideline for creating effective radio commercials? A) Ensure the commercial is completed within 20 seconds. B) Mention the advertiser's name early and often. C) Use passive voice and lesser verbs than adjectives. D) Put across a long list of copy points and complex arguments. E) Use several varied selling points.
Mention the advertiser's name early and often.
Who among the following developed AdWords, an advertising program for Google?
Page and Brin
_____ messages often have the least impact because they are seen as self-serving.
Planned
According to the integration triangle, which of the following are "say" messages ?
Planned messages
66) Gold Sheen, a cosmetic company, introduced a new range of herbal cosmetics in a market largely dominated by non-herbal products. Aware of the growing customer concern surrounding the overuse of chemicals in beauty products, Gold Sheen's strategy was to associate its brand with long-term safety that ranked high on consumers' priority list. Which of the following strategies does Gold Sheen use in this instance? A) Vertical integration strategy B) Positioning strategy C) Diversification strategy D) Horizontal integration strategy E) Product placement strategy
Positioning strategy
Gold Sheen, a cosmetic company, introduced a new range of herbal cosmetics in a market largely dominated by non-herbal products. Aware of the growing customer concern surrounding the overuse of chemicals in beauty products, Gold Sheen's strategy was to associate its brand with long-term safety that ranked high on consumers' priority list. Which of the following strategies does Gold Sheen use in this instance?
Positioning strategy
_____ is an effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs that rank high on the consumer's priority list.
Positioning strategy
70) _____ advertising promotes a specific good or service and stimulates short-term action while building awareness of the business. A) Product B) Static C) Interactive D) Agency E) Institutional
Product
_____ advertising promotes a specific good or service and stimulates short-term action while building awareness of the business.
Product
58) In print ads, which of the following subjects is appropriate for automobile ads? A) How to use the product B) The package containing the product C) Negative appeal D) Product features E) The product in use
Product features
Which of the following types of advertising is considered good at creating awareness and credibility for a business firm at relatively low cost?
Public relations advertising
Which famous English literary figure's observation that advertisements were so numerous that they were "negligently perused" and that it had become necessary to gain attention "by magnificence of promise", led to the beginning of puffery in advertising?
Samuel Johnson
For a snack on a cold day, Teresa wants a bowl of Lin's chicken noodle soup. Which of the following types of demand does Teresa have?
Selective demand
Which of the following is an assumption that characterizes a free-market economy?
Self-interest
99) Kate, a hard working employee, feels fatigued due to her heavy workload. She longs to take a vacation and visits an exotic place. Which of the following transformational motives is she influenced by? A) Social approval B) Intellectual stimulation C) Sensory gratification D) Problem avoidance E) Normal depletion
Sensory gratification
Which of the following comprise the first level of ethical responsibility?
Societal level
82) _____ refers to the process of mounting film negatives together in perfect registration onto opaque plastic sheets called flats during the prepress phase of print production. A) Stripping B) Leading C) Trapping D) Bleeding E) Kerning
Stripping
In the context of advertising, which of the following refers to a major feature of TiVo?
The ability to target potential customers and measure effectiveness against that target
62) Which of the following is true of the design phase of Web site production? A) The completed and approved site is birthed to the world. B) Suggestions may be offered to their clients about how to keep the site running smoothly. C) The wireframe is developed to look like the final product, often in Photoshop. D) The template is transformed into a working Web site. E) It involves specifying the updates and tasks necessary to keep the Web site fresh, functioning, and useable.
The wireframe is developed to look like the final product, often in Photoshop.
65) Which of the following is true about a company's stakeholders? A) Stakeholders uniformly require reactive relationships. B) Product messages have negligible influence on a stakeholder's relationship decision. C) The number of stakeholders is unimportant in marketing. D) There is often significant overlap in stakeholder roles. E) An employee cannot be a stockholder.
There is often significant overlap in stakeholder roles.
Which of the following is true about a company's stakeholders?
There is often significant overlap in stakeholder roles.
Which of the following statements is true about general consumer agencies?
They concentrate on consumer accounts.
57) Which of the following is true of rough layouts? A) They are a highly refined facsimile of the finished ad and look exactly like the finished product. B) They comprise solely of blocks of straight or squiggly lines that indicate text placement. C) They consist of illustrations and photos that are sketched in and body copy that is simulated with lines. D) They present the handheld look and feel of brochures, multipage materials, and point-of-purchase displays. E) They consist of rough, rapidly produced drawings without headlines and subheads.
They consist of illustrations and photos that are sketched in and body copy that is simulated with lines.
top-down marketing
This approach begins with analyzing their current situation This analysis then informs marketing objectives which in turn guide the formation of marketing strategy which is executed through various marketing tactics. the strategy that results from all the planning steps is executed through
Which of the following is the primary objective of demarketing?
To dampen demand for products, especially those that create unwanted costs for society
Jill & Joel Co., owned by Jill and Joel Hudson, sells and installs above-ground swimming pools and hot tubs. The manufacturer of the hot tub a letter to Jill & Joel in which it offers to pay 60 percent of the advertising cost if the Hudson's run a newspaper ad featuring the hot tubs. Which of the following types of advertising is the hot tub manufacturer planning to undertake with the Hudsons?
Vertical cooperative advertising
80) In the final step of the creative process, the _____ carries the concept into action and gets the big idea approved, produced, and placed in the media. A) Artist B) Judge C) Explorer D) Director E) Warrior
Warrior
a. Ecological, social, political, economic, technical, household. b. Things that will affect people's sensitivities c. Different competitors
What are some of the environmental influences on consumer behavior in international markets?
Verbal - what it should say Nonverbal - graphics/images/visuals Technical - how you intend to get the message out or how the brand goes about its brand style
What are the elements of message strategy and how does it differ from advertising (or creative) strategy?
i. Inadequate planning ii. Production planning/luxuries iii. Overtime iv. Special equipment v. hierarchy
What are the five common budget busters every production manager should be aware of?
a. Well structured b. Set the tone c. Present your strategy d. Solve the problem
What are the important things to remember about making a presentation?
Chemistry and partnership - you're an extension of their marketing department. Without chemistry, it's hard to do good work. - Chemistry comes first before quality of the work - PEOPLE SKILLS ARE IMPORTANT Intuition Communication Performance - you need to do a good job in the end to keep them happy.
What are the major influences on the client-agency relationship? What can clients and agencies do to maintain a good relationship? (4)
Who, what, why, where, when Features of the product, key differentiators, objective statement You should have your client approve it
What are the most important elements of a creative brief
roadblock, continous, flighting, pulsing, bursting, blinking
What are the principal methods used to schedule media?
thumbnail, rough layout, comphrensive, dummy, mechanical
What are the steps in the design process for a print ad: _______-small, rapidly produced drawing for visualization _______-drawn to actual size, art sketched in, body copy lines _______-facsimile of the finished ad _______-presents look and feel of brochures, multipage materials and displays _______-text and visuals in exact camera-ready position, or digitally prepared art ready for printing
top down, bottom up, IMC
What are the three types of marketing plans?
consumer and business
What are the two broad categories of target markets?
a. California Department of Health Services - tobacco b. Electric companies to stop using washers and dryers during the day in peak electricity c. Politicians to use against one another i
What are three examples of companies or organizations that use a demarketing strategy
a. It enlightens you to the emotional processes that lead you to the physical activities of your consumers b. B2B also have this because companies can be risk adverse, large, freewheeling
What does the term consumer behavior refer to and why is it important to market
Geography, size, audience, circulation, cost, competition, quality, the ability to test other things like data from it, creative offerings
What factors should advertisers consider in deciding among several local papers (including dailies and weeklies)?
pay attention to translations and dialects
What guidelines can you cite for preparing an ad in a foreign language?
Cost of the audience WITHIN that audience Chose the media to promote it because it's the best way to hit them The slice of the audience that is your target
What is CPM (cost per thousand)
Blank windows in the shape of TV screens show planned camera views in the commercial. Show your advertisement without actually do it. (just in pictures)
What is a storyboard, and what is its role?
Puffery refers to exaggerated, subjective claims that can't be proven true or false, such as "the best," "premier," or "the only way to fly." "world's best cup of coffee" "America's best 4G LTE Network"
What is puffery? Give some examples
Its audience targeted - more than just a print.
What is the advantage of magazine advertising to businesses that sell to other businesses?
Big idea - brings strategy to life and Creative initiative Strategy - describes the direction and the why
What is the difference between a strategy statement and a big idea
Planning/organizing, directing/controlling
What is the primary role of the print production manager?
Negative tries to get you to use things to avoid or fix negative things like "use this to avoid tooth decay" Positive offers a positive outcome with the product
What is the significance of negatively originated motives and positively originated motives for IMC planners?
Not proper preproduction planning - you want to try and reduce shooting time because that takes the bulk of the expense
What leads to the greatest waste of money in TV commercial production? Explain
Fact based Value based
What qualities characterize the two main styles of thinking
a. It helps drive our economy b. Lowers the price of products c. Provides employment
What role does advertising play in our economic system?
Advertisers and agencies Suppliers and media (Suppliers: photographers, graphic designers, production companies, web developers, printers) (Media: TV, radio, social media, (PAID MEDIA OR ORGANIC) Research companies like Nielson
What roles do the major organizations involved in the advertising business perform
Public relations social media video promotions co-op advertising packaging lead-gen consulting creative team trade show exhibits copywriting
What services might a modern full-service advertising agency offer a large business-to-business advertiser?
a. How ad elements are arranged b. Gives the ad its look and feel c. Develop nonverbal and symbolic components d. Serves as blueprint
What's a layout/its purpose
a. My billboard drives you online to download my app b. A bus wrap has you text a word to a number to learn more c. Get people to go online through offline things to engage
What's a way a digital advertiser can use digital to enhance your IMC program?
technology, the printing press, literacy, the ability to do interactive engagement
What's had the greatest impact on the way advertising has evolved over the years
Social responsibility - what you're doing for society Ethics - doing what's right There should be a combo of both
What's the difference between ethics and social responsibility
1 to 1 because it needs a lot of people
Which of the major surveying methods is most costly? Why
a. You have to make sure you're part of a network that people will go to when they're doing their buying b. This is based on audience (older generation) c. Pick and choose in a database based on geography
Why do retailers advertise so heavily in local newspapers?
To reach people unavailable through only one medium (in case you're missing an audience)
Why might an advertiser use a mixed-media approach?
A product's unique selling proposition refers to:
a feature that differentiates it from competitive products.
The record decline in advertising activity in America in 2001 resulted from:
a mild recession, a weak stock market, and the burst of the dot-com.
An ad for a soft drink that uses the slogan: "Life is good" is employing _____.
a non-product fact
69) A socially responsible company is most likely to: A) view puffery as a persuasive and sustainable means of attracting buyers. B) view deceptive advertising as a necessary measure to enhance revenues. C) discount social media as an effective means of communicating with the public. D) act in the interest of the community. E) consciously engage in stereotyping demographic groups in the community.
act in the interest of the community.
A socially responsible company is most likely to:
act in the interest of the community.
55) The final block of the creative pyramid, _____, reaches the smallest audience but those with the most to gain from the product's utility. A) action B) conviction C) credibility D) interest E) desire
action
continous
advertising runs steadily and varies little over the campaign period.
When Melissa looked at the container of weed and grass killer on a store shelf, she noticed a label on the container that read, "Avoid contact with eyes. This product can cause eye irritation." This is this an example of _____.
an affirmative disclosure
The _____ is in charge of the nonverbal communication portion of an ad.
art director
During the postindustrial age, a growing affluence and sophistication of the consuming public characterized the marketing world of that time period in America. This trend was led by the _____.
baby boomer generation
79) The category development index is: A) published annually by the Federal Trade Commission. B) an indication of the economic forecast for a specific product category. C) based on sales potential of the entire product range in a specific target market. D) another way to express the advertising response curve. E) an indication of the sales potential of a particular brand in a specific target
based on sales potential of the entire product range in a specific target market.
91) The _____ indicates the sales potential of a particular brand in a specific market area. A) category development index B) brand equity C) brand domain D) effective reach E) brand development index
brand development index
pulsing
building the brand over time but at times of peak demand driving the marketing to a higher level
roadblock
buying airtime on all major networks simultaneously
71) Advertisers are often referred to as: A) clients. B) encoders. C) suppliers. D) senders. E) customers.
clients.
78) As an element of creative strategy, the _____ are all the vehicles that might transmit the marketer's message. A) communications media B) marketing tactics C) advertising messages D) copy points E) product concepts
communications media
68) A(n) _____ refers to a document the advertiser signs agreeing to stop the objectionable advertising without admitting any wrongdoing. A) consent decree B) estate clearance decree C) trademark D) customer feedback form E) testimonial
consent decree
A(n) _____ refers to a document the advertiser signs agreeing to stop the objectionable advertising without admitting any wrongdoing.
consent decree
64) A TV ad for a soft drink falls under the category of _____ advertising. A) farm B) corporate C) consumer D) professional E) business
consumer
In the industrial age, fresh mass markets developed for new and inexpensive brands of luxury and convenience goods called _____.
consumer packaged goods
As a cost of doing business, advertising is paid for by the _____.
consumers
If an ad is deceptive, it is most likely to:
contain misrepresentation or omission of facts.
A national manufacturer assisting a distributor in product promotion by providing direct mail flyers is an example of _____ advertising.
cooperative
Ensuring the various marketing mix elements such as advertising direct-response, sales promotions, and the like, work together is referred to as _____.
coordinated marketing communications
92) The _____ refers to the creative team's guide for writing and producing a campaign. A) copy point B) message plan C) copy platform D) storyboard E) rationale
copy platform
52) The elements of the _____ are the product concept, target audience, advertising message, and communications media. A) media action plan B) reach/frequency plan C) creative mix D) media vision E) advertising mission
creative mix
53) The _____ is a model that can help convert the advertising strategy and the big idea into the actual physical ad or commercial. A) mixed-media approach B) work plan C) creative pyramid D) product concept E) creative brief
creative pyramid
Green Life, a supermarket based in Louisiana, recently came under scrutiny when it distributed leaflets that explicitly discouraged consumers from shopping at Appleton Supermarket, Green Life's rival. In the leaflet, Green Life provided a comparative price chart that compared the prices of similar merchandise available at both the supermarkets. The price chart promoted the view that Green Life provided far better value for consumer dollars than did Appleton. Appleton alleged that Green Life's claims were not only misleading but also instrumental in jeopardizing its sales. In this instance, Green Life had engaged in _____.
deceptive advertising
During the _____ stage, the agency and the client are at the peak of their optimism and eager to develop a mutually profitable relationship.
development
51) In terms of media objectives, _____ define where, when, and how often advertising should appear. A) media vehicles B) advertising impressions C) distribution objectives D) exposure values E) audience objectives
distribution objectives
Simon Bates, a market analyst, believes that advertising sometimes causes prices of products to increase which, in turn, affect consumer demand adversely. In this instance, Bates is focusing on the _____ role of advertising.
economic
95) A horse stable operator comes across an ad for a worming medicine in the local newspaper. He decides to call the toll-free number provided in the ad to see if the company can deliver 40 doses of its worming medicine before Saturday morning. In the context of the advertising, this is a form of _____. A) relationship marketing B) cue C) feedback D) gatekeeping E) noise
feedback
A horse stable operator comes across an ad for a worming medicine in the local newspaper. He decides to call the toll-free number provided in the ad to see if the company can deliver 40 doses of its worming medicine before Saturday morning. In the context of the advertising, this is a form of _____.
feedback
89) In a(n) _____, an intensive research technique, a company invites six or more people typical of the target market to a session to discuss the product, the service, or the marketing situation. A) survey B) observation C) experiment D) simulation E) focus group
focus group
One of the disadvantages for a company that uses a decentralized advertising department is:
focus on what is good for the department rather than what is good for the entire organization.
Validity
free of bias reflection the true status of the market
83) To succeed, companies must focus on managing loyalty among carefully chosen customers and stakeholders because: A) reducing customer defections by 25-85 percent can improve profit potential by about 5 percent. B) 90 percent of a manufacturer's profit comes from trial or sporadic purchasers. C) it is easy to lure satisfied customers away from competitors. D) great advertising will not win back a customer lost from shoddy products or poor service. E) offensive marketing typically costs less than defensive marketing.
great advertising will not win back a customer lost from shoddy products or poor service.
Medium and large advertising agencies are usually structured according to:
group or departmental systems.
There should be regulation because of a factor you didn't anticipate or because companies are reaching such masses that there's room for unethical activity.
how well/should advertisers regulate?
The _____, who are addressed by the ad's spokesperson, are not real.
implied consumers
A golf company has developed a golf club that has a wider shaft and is 40 grams lighter than other clubs currently available in the market. It has hired an agency to develop an advertising campaign for this new club. The golf company has offered to pay the agency 3 percent of its profits if it sells more than 30,000 clubs during its first full year of production. This bonus is an example of a(n):
incentive system.
An ad in a fitness magazine offered a 30-day, free, at-home trial of an exercise bicycle with free shipping, and the option of returning the bicycle if the customer was not satisfied with it. The primary function of the ad was to:
induce consumers to try the bicycle.
The drawback to personal selling is _____.
its high cost
93) In a print ad, the _____ is a link between the headline and the sales ideas presented in the text. A) hook B) pasteup C) close D) demonstration E) lead-in paragraph
lead-in paragraph
Retailers that sell within one small trading area typically use _____ advertising often placed in direct mail.
local
fact based thinking
look at things as the sum of components and then analyze the solution Organize the execution of the idea
The year-in, year-out, day-to-day working relationship is called the _____ stage.
maintenance
value based thinking
make decisions based on intuition and other judgements Embrace change eagerly creative Attempt to integrate the varying group into one concept everyone can win with
67) A publishing company prints three monthly magazines—one each for horse breeders, adventure sports enthusiasts, and care givers—to cater to different groups of readers with varying interests. This is an instance of _____. A) product differentiation B) market segmentation C) unique selling proposition D) multi-level marketing E) production focus
market segmentation
50) As an element of the media mix, _____ includes all communications vehicles available to a marketer that includes radio, TV, newspapers, magazines, outdoor, online and direct mail, plus sales promotion, direct marketing, public relations activities and publicity, special events, brochures, and even shopping bags. A) market B) methodology C) mechanics D) money E) media
media
86) A company buys unsold television and radio media time and resells this time and space to advertisers and agencies. This company is an example of a(n): A) promotional facilitator. B) promotional broker. C) entrepreneurial agency. D) creative boutique. E) media-buying service.
media-buying service.
A company buys unsold television and radio media time and resells this time and space to advertisers and agencies. This company is an example of a(n):
media-buying service.
reliability
must be repeatable, producing the same result each time
73) Problem removal and problem avoidance are _____ motives. A) negatively originated B) reward C) need-based D) transactional E) transformational
negatively originated
To succeed, companies must focus on managing loyalty among carefully chosen customers and stakeholders because:
no amount of advertising can win back a customer lost from shoddy products or poor service.
An ad promoting a company's mission or philosophy is called _____.
non-product advertising
88) The North American Industry Classification System (NAICS) codes: A) have no relevance for industries outside the United States. B) will soon be replaced by the strategic industrial classification. C) are published by the North American Treaty Alliance. D) organize all industries into 20 broad sectors such as mining, manufacturing, wholesale trade, and information. E) were developed in co-operation with Brazil and China.
organize all industries into 20 broad sectors such as mining, manufacturing, wholesale trade, and information.
In a(n) _____, the company works continuously with customers (and other stakeholders) to discover ways to deliver better value.
partnership
An ad for a beauty product claimed that its skin-whitening properties could "cure the blackness of the darkest Africans." Watchdog groups are most likely to accuse such an ad of _____.
perpetuating of a stereotype
63) In order to convey the benefits of sponsorship to a potential sponsor, a rodeo show would most likely use _____. This enables the marketer to answer the prospect's questions on the spot. A) public service advertising B) professional advertising C) personal selling D) social media marketing E) cold calling
personal selling
In order to convey the benefits of sponsorship to a potential sponsor, a rodeo show would most likely use _____. This enables the marketer to answer the prospect's questions on the spot.
personal selling
blinking
picking a day and flooding the market
During the _____, the Chinese invented paper and Gutenberg invented the printing press in Germany.
pre-industrial age
Some products are publicized using _____, in which an ad claims the product is equal in quality to higher priced brands.
price advertising
During the 1800s, wholesalers placed ads in publications called _____ that informed retailers about the sources of supply and shipping schedules for commodities.
price currents
76) A marketing research agency conducted a study to determine the reasons for the decreased sales of a particular clothing brand. Researchers spoke to customers at the clothing store as well as at competitors' stores. This information gathered by the researchers is an example of _____. A) metadata B) primary data C) secondary data D) induced information E) projective data
primary data
David visited the supermarket to buy soft drinks. In this instance, David's demand for soft drinks can be classified as _____.
primary demand
flighting
principle method to scheduling media that has a 0 sum
60) The _____ process consists of four major phases: preproduction, production, prepress, and printing and distribution. A) work print B) CYMK printing C) print production D) answer print E) screen printing
print production
In the context of early advertising, the invention of the _____ made advertising via posters, handbills, and signs possible.
printing press
85) When the city of Pensacola in Florida uses the slogan, "the best seafront vacation in the Americas" to promote tourism in the area, it is using _____. A) covert advertising B) a stereotype C) demarketing D) puffery E) bait-and-switch
puffery
In a(n) _____, a salesperson sells products and encourages customers to call if they encounter any problems.
reactive relationship
Fresh Zone is a supermarket based in New York that has branches in two other states, Ohio and Illinois. It uses _____, in which ads are placed in the local media or territorial editions of the national media.
regional advertising
Marketing Research
research About developing your message; Helps make marketing decisions (ex. Product development)
market research
research about developing your market (ex. This target audience, this geography) ii. Think target market 1. Information gathering about the target audience
bursting
running the same commercial every half hour for example
In the context of advertising, market segmentation is the process of:
searching for unique groups of people whose needs could be addressed through more specialized products.
Primary- doing your own research Secondary- using research that already exists
secondary vs primary research
The company that is advertising a product or idea is known as the _____.
sponsor
bottom up marketing
starts with building a marketing tactic and then working up. Small companies have less money to spend so they use this method. By following this you can build up to results
IMC
starts with the customer, learn about the audience using data and then tailor your strategy and tactics to that
If a suspected violator cites survey findings or scientific studies, the FTC is likely to ask for _____.
substantiation
Advertising is organized around four distinct groups. The _____ group includes the photographers, the illustrators, video production houses, and digital service bureaus.
suppliers
56) In the creative brief used by Leo Burnett, a(n) _____ refers to a brief description of the evidence that backs up the product promise. A) support statement B) objective statement C) mission statement D) brand character statement E) tone statement
support statement
A firm's marketing activities are always aimed at a particular segment of the population called the _____.
target market
At some point, an irreconcilable difference may occur, and the relationship reaches the _____ stage.
termination
introduction, growth, maturity, decline
the 4 stages of the product life style: 1.________-You need to have a budget 2._______-sales volume increases, probably going to spend less as a % of total sales because you're growing 3._______-you're leveling off and have more competitors now. Competition has probably driven down price 4._______-maybe you're not advertising at all or just a little bit depending on your competition.
96) Two related economic factors characterized the marketing world of the 1980s in the United States. One of those factors was: A) the rise of trade barriers such as import tariffs. B) the implementation of affirmative action policies. C) the aging of traditional products, with a corresponding growth in competition. D) the growing burden of financial debt, forcing governments to return to aggressive high tax policies. E) an aging higher management, which led to a lack of innovation.
the aging of traditional products, with a corresponding growth in competition.
In declining markets:
the only effect advertising will have on primary demand is to slow the rate of decline.
The primary reason some advertisers set up a wholly owned in-house ad agency is to:
tighten control over their advertising.
97) Redwagon, an automobile manufacturer, was charged for its failure to warn elderly customers about safety problems in one of its models, the Red Auto. Elderly users of the Red Auto were substantially inconvenienced owing to the lack of information pertaining to the safety problem in their cars. In this case, the FTC found that Redwagon had failed to address this safety issue in their ads for the Red Auto. This is an example of _____. A) deceptive advertising B) unfair advertising C) covert advertising D) comparative advertising E) corrective advertising
unfair advertising
Redwagon, an automobile manufacturer, was charged for its failure to warn elderly customers about safety problems in one of its models, the Red Auto. Elderly users of the Red Auto were substantially inconvenienced owing to the lack of information pertaining to the safety problem in their cars. In this case, the FTC found that Redwagon had failed to address this safety issue in their ads for the Red Auto. This is an example of _____.
unfair advertising