Chapter 5 Social Media

_____ is a preferred media resource for the business-to-business market

A trade journal

The agency selection process can vary from country to country. For example, in ________, a gift exchange is expected at the start of meetings.

Asian cultures

According to the hierarchy of effects model, the consumer goes through which of the following stages before making a purchase?

Awareness, knowledge, liking, preference, and conviction

Creating effective campaigns requires attention to the advertising campaign parameters. Of the following, which is NOT one of those advertising campaign parameters?

Budget

Recent studies have altered certain concepts about the relationship between marketing expenditures and advertising. All of the following factors present a more realistic conceptualization of the relationship between marketing expenditures and advertising EXCEPT:

Carry-through effects

_____ are promotions for infrequently purchased products intended to create brand recall

Carryover effects

________ might appear to hold the "glamour" jobs in agencies, because they get to actually create ads and marketing materials.

Creatives

________________ offers an alternative to creating commercials in-house or hiring an external advertising agency and involves outsourcing the creative aspect of an advertisement or campaign to the public.

Crowdsourcing

____________________ involve(s) outsourcing the creative aspect of an advertisement or campaign to the public.

Crowdsourcing

_____ indicate the point at which time the promotional campaign has saturated the market.

Diminishing returns

In-house advertising has several advantages. Which of the following is not one of the advantages?

Higher turnover in the creative team

Choosing an agency begins with the development of quality selection criteria. Which of the following is NOT one of the steps in selecting an agency?

Issue a contract

Global advertising agencies try to create visual Esperanto which can be described by all of the following statements EXCEPT:

It involves the use of visual images to support the words

Which type of agency handles media buys?

Media service companies

Which of the following criteria is not considered in the selection of an agency?

Product benefits

The _________________ helps to clarify the objectives of an advertising campaign and outlines the following six steps: awareness, knowledge, liking, preference, conviction, and actual purchase.

The Hierarchy of Effects

Which theoretical approach to advertising explains ways to move consumers from product attributes to personal values by highlighting the product's benefits?

The MECCAS model

Which of the following statements about preparing advertising campaigns in other countries is true?

The availability of qualified agencies varies from region to region.

In comparing a domestic advertising to an international campaign, which of the following tends to be fairly uniform between the two campaigns?

The general process to prepare them

What are the two theoretical approaches in developing an advertising campaign that provide a solid foundation?

The hierarchy of effects and means-end chain

Choose the statement about the means-end theory that is false

The means-end chain states that there is no linkage between a product's attributes and the benefits a consumer can realize.

The presence of the decay effect in marketing communications occurs when ________.

The presence of the decay effect in marketing communications occurs when ________.

What are the two differences that emerge when considering advertising management in an international perspective?

The process itself and the preparation of international advertising campaigns

________ effects occur at the point in which the advertising program begins to have a significant impact on consumer responses.

Threshold

________ occur at the point at which the advertising program begins to have a significant impact on consumer responses.

Threshold effects

________ becomes especially important in advertising because most customers spend little time viewing an advertisement.

Visual consistency

________ often lead to more favorable attitudes toward both the advertisement and the brand

Visual images

_____ occur at the point when the advertising campaign has become old or boring

Wear-out effects

When beginning an advertising program, deciding whether to use an in-house advertising group or an external advertising agency constitutes the first issue. Which of the following is NOT one of the advantages to using an external agency?

Working closer with the CEO

When the company has reduced the selection of an agency to two or three finalists, the selection team asks each agency for ________.

a creative pitch

The ________ helps the company define the theme of the overall IMC program and how advertising fits into the brand's marketing strategy.

account executive

The roles of advertising personnel include __________.

account executives, creatives, traffic managers, and account planners

The __________ provides the voice and serves as the advocate for the consumer within the advertising agency.

account planner

Advertising management now involves major expenditures overseas. The top 100 global advertisers spent an average of 62 percent of _______________ outside the United States

advertising budgets

One of the most important differences in preparing advertising campaigns in other countries is ________.

agency qualification and selection

After completing the agency selection process, the agency and the company will work together to prepare ________.

an advertising campaign

The first step outlined by the hierarchy of effects model is ________.

awareness

A company's advertising goals should include __________.

building brand awareness, persuading consumers, and encouraging action

The _____________________ and ________________ influence the advertising goal, budget, and message to be sent.

communications objective; stage in the hierarchy of effects model

A good rule of thumb to follow while selecting the size of an advertising agency is to ________.

consider agency size as it compares to the size of the company hiring the agency

The _____ is a document used to guide the production of an advertising campaign or a specific commercial.

creative brief

When a client prepares a document to guide in the production of an advertising campaign or for a specific commercial, the document is called the ________.

creative brief

When a company has narrowed the choices down to two or three agencies, a(n) _____ is often requested.

creative pitch

The ________ face enormous pressures to design effective advertisements that produce tangible results.

creatives

The primary roles within the agency consist of the account executives, ___________, traffic managers, and account planners.

creatives

One important goal of advertising is to build a brand's image, which begins with ________.

developing brand awareness

Eventually, a circumstance will be reached when a promotional campaign has saturated the market, which indicates a point of _________.

diminishing returns

When making a high-involvement purchase, such as a high-definition big screen TV, a consumer will typically ______________________.

go through all six hierarchy of effects stages: awareness, knowledge, liking, preference, conviction, and the actual purchase

The ________ model helps to clarify the objectives of an advertising campaign in six sequential steps.

hierarchy of effects

Left-brain advertising is focused on _____.

logical features

There are common advertising goals, which should be consistent with the _______________ and other components of the integrated marketing communications plan.

marketing communications objectives

Some countries have state-run television networks, which would greatly impact ______.

media selection

Support takes the form of facts that substantiate the ________.

message theme

A criticism of crowdsourcing is that although the approach may lead to innovative and eye-catching advertisements, ________.

no consistent message or theme results over time

The ________ guides the advertising design and the choice of execution

objective

The creative brief contains the __________.

objective, the target audience, the support, and the constraints

There are three final agency selection criteria, which help make the final determination in the selection process. The three criteria are:

other services available, client retention rates, and personal chemistry

Use of the hierarchy of effects model ___.

parallels the cognitive, affective, and conative attitudinal sequence

Ads often show consumers the negative consequences of failing to buy a particular brand. Alternatively, an advertising campaign can highlight the superior attributes or benefits of a brand. Both of these techniques are used towards the goal of _____.

persuading consumers

Ineffective communications between agencies and clients sometimes occur when those involved do not properly ____________________.

prepare a brief

A _______________, when prepared properly, saves the agency considerable time and effort and results in a stronger advertising campaign for the client

quality creative brief

The variability theory states that ___.

repetition of the same ad in varied environments will increase recall and effectiveness of the ad

When marketing managers use in-house advertising, it helps in lowering costs and it ________.

retains better control of the message

The first step in choosing an advertising agency is ________.

setting goals

The key phrase in an advertisement is called a _____.

tagline

One rule of thumb for distribution of the marketing budget for larger accounts is ________.

the 75-15-10 breakdown

The top 100 global advertisers spent an average of 62 percent of their advertising budgets outside the U.S. That allocation of advertising budgets is because _____.

the sales of many of those companies are generated outside the U.S.

Disclaimers about marketing offers specifically apply to _____________________________.

the terms of financing agreements and when discounts apply

During production, the ________ is responsible for making sure props, actors, and other items needed have been ordered and are in place at the time of the filming or recording.

traffic manager

Recent research suggests that campaigns designed in ________ have the greatest likelihood of being "highly effective."

two months or less

Some advertisers believe that if a consumer sees the same advertisement in different environments, these varied environments increase recall and effectiveness. This is called ______.

variability theory

Most major forms of advertising contain both ____ and ____ elements.

visual; verbal

Research regarding advertising campaigns over the last 50 years indicates that about half of all campaigns last too long and experience ________.

wear-out effects