Marketing 4550 exam 2
List and describe the five functions of advertising.
1) Informing- This is publicizing the brand 2) influencing- trying to influence prospective customers to purchase from the brand 3) reminding and increasing- keeping a brands memory fresh and when the need arises the brand is thought of 4) adding value- innovating, improving quality, and altering consumer perceptions. 5) assisting company efforts- improving other areas of the company with advertising
Explain the six alternative creative strategies. For each style, provide an example of an actual advertisement that uses that style.
1) generic- soup is good or people need to drink orange juice 2) preemptive- eye drops saying that they can get all of the red out of your eyes 3) unique selling proposition- a company could cut your energy bill in half 4) brand image- when an advertisement focuses on the brands logo or colors 5)resonance- an ad empowering women 6) emotional- mother's day ads
In the past, what was the standard media commission paid to advertising agencies? 5 percent 25 percent 10 percent 15 percent 20 percent
15 percent
The primary complaint about the commission system from the ad agencies is that ______. 15 percent compensation is too little 15 percent compensation is too much the hourly fee is too low it is too difficult to track time outcome is too subjective to measure
15 percent compensation is too little
Which of the following is a type of anti-tracking software used by online consumers to help protect their privacy? AdSense Advantage AdWords AdWare AdSEA Plus AdBlock Plus
AdBlock Plus
Which of the following types of information can be gleaned from social media sites? promotion modifications product ideas consumer feedback pricing information All of these are correct.
All of these are correct.
Which of the following is a way a blog can be used for advertising? Only video blogs can be used for advertising Brand marketers can assess blogs for research Blogs cannot be used for advertising Brand marketers can get ideas from competing blogs Brand marketers can develop their own blogs
Brand marketers can develop their own blogs
Anti-spam legislation under the rubric _____ has been passed in the United States. SPAMLEG WEB-SAFE X-SPAM NOSPAM CAN-SPAM
CAN-SPAM
_____ represent(s) the percentage of people who are exposed to an online ad that actually clicked their mouse on it. Opportunity to see (OTS) Cost per action (CPA) Cost per thousand (CPM) Click-through rates (CTR) Search engine assessment (SEA)
Click-through rates (CTR)
Which information exchange situation is active in protection and shares information? Conditional Surrender Unconditional Surrender Conditional Share Active Trust Unconditional Share
Conditional Share
Which of the following agencies deals with consumers' privacy concerns for Facebook? National Labor Relations Board Commission on Civil Rights Federal Trade Commission Corporation for Public Broadcasting Small Business Administration
Federal Trade Commission
The person who started Facebook is _____. Larry Page Sam Adams Steve Jobs Mark Zuckerburg Sergey Brin
Mark Zuckerburg
_____ is the practice of marketers asking for and receiving consumers' permission to send them messages on particular topics. Phishing Superstitial e-mailing Opt-in e-mailing Spam Interstitial e-mailing
Opt-in e-mailing
Discuss the strengths and limitations of television advertising. Discuss the impact of zipping, zapping, and streaming.
People now have the ability to record shows ahead of time and so when they get to a commercial they can zip through it and aren't really required to watch it. Also now that streaming platforms are becoming more prevalent, there is less of a need for watching regular television that has commercials when some streaming platforms do not have commercials.
_____ allows users to send and receive text messages on their mobile phones of up to 160 characters in length. Podcasting Hot spot technology Blogging Tex-Mex Technology Short Message System (SMS)
Short Message System (SMS)
Discuss the strengths and weaknesses of magazine advertising. Make recommendations for the types of products and situations in which magazine advertising should be used.
Some of the strengths for magazine is their long life, detailed info, ability to be selective, and the ability to reach a large audience. Some of the weaknesses are long lead times, clutter, limited geographic location and not intrusive. I think that products that do not change often like perfume and toothpaste would be good for magazines since they have such a long life.
Which of the following questions is most important when choosing metrics to evaluate a social media campaign? How often can you measure? What are your objectives? Who is your audience? How much information can you collect? When do you want results?
What are your objectives?
Rebecca's position at an advertising agency has her involved in tactical decision making and frequent contact with brand managers and other client personnel. Rebecca is a(n) _____. assistant supervisor product manager management supervisor account executive line manager
account executive
Beyond thoughts and feelings, the creative brief focuses on the specific _____ the advertising campaign is designed to motivate in the target audience. action cognitive connections attitudes schemata memories
action
Identify three advantages and three disadvantages of social media.
advantages: 1) Flexible 2) has a large reach 3) two-way dialogue disadvantages 1) privacy and censorship 2) hackers 3) addiction and fatigue
Facebook earns its revenue primarily from _____. advertising selling data It doesn't earn revenue yet. membership fees corporate profile fees
advertising
_____ is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future. Marcom Communications Advertising Marketing Public relations
advertising
_____ is the process of creating ad messages, selecting media in which to place the ads, and measuring the effects of the advertising efforts. Promotion management Marcom management Advertising Advertising management Marketing management
advertising management
Corporate issue advertising is also known as _____ advertising. pulsing image advocacy selective demand goodwill
advocacy
How can companies add value to their offerings? altering consumer perceptions innovating improving quality All of these are correct
all of these are correct
Which of the following factors is important when selecting celebrity endorsers? the ease/difficulty of working with the celebrity All of these are correct. the cost of the celebrity the likelihood of the celebrity getting into trouble the match between the celebrity and the audience
all of these are correct
Which of the following is a form of subliminal stimulation? All of these are correct presenting visual stimuli at a very rapid rate by means of a device called a tachistoscope accelerated speech in auditory messages embedding of hidden symbols in print advertisements
all of these are correct
Which of the following is a strength of magazine advertising? long life All of these are correct. high level of reproduction quality ability to pinpoint specific audiences some magazines reach very large audiences
all of these are correct
Which of the following is a way advertisers can perform the advertising function? All of these are correct use a full-service advertising agency purchase advertising services on an as-needed basis from specialized agencies use an in-house advertising operation
all of these are correct
An advertisement that is designed to pre-sell a company's products and provide salespeople with valuable introductions performs the advertising function of _____. informing persuading reminding adding value assisting other company efforts
assisting other company efforts
Carla was on a web site to see what the weather was going to be during her vacation to Orlando. She noticed there were small, static ads placed for hotels, restaurants, and rental cars in the weather site she was consulting. Which type of ads are these? banner ads blogs pop-ups interstitial ads superstitial ads
banner ads
Marian is concerned with the preservation and enhancement of her family and friends. She is honest, loyal, and helpful. She possesses the _____ value. conformity universalism self-direction benevolence security
benevolence
Research has found that click-through rates (CTRs) are a function of _____. interactivity price brand familiarity the color in the ad the amount of information
brand familiarity
Levi's 501 and 502 jeans are advertised as casual clothes for fashion-conscious young people. In comparison, J.C. Penney advertises their Plain Pockets as no-nonsense and more economical than the name brands. J.C. Penney is practicing what type of advertising style? generic resonance brand image unique selling proposition emotional
brand image
Which of the following is perhaps most important when it comes to social media campaigns and success? brand storytelling opinions deals None of these are correct. sales
brand storytelling
Advertisers sometimes use ______ interviews in ads with real spokespeople in order to increase trustworthiness. voluntary scripted involuntary candid endorsed
candid
_____ is based on the idea that it is easier for people to remember and retrieve tangible rather than abstract information. Appropriateness Novelty Simplicity Concretizing Effectiveness
concretizing
_____ addresses the matter of whether an advertisement reflects empathy with the target audience's basic needs and wants as they relate to making a brand-choice decision in a particular product category. Concreteness Connectedness Novelty Appropriateness Stickiness
connectedness
Most successful companies are aware that _____ spending is the key factor underlying successful advertising. decreased maximum consistent investment minimum increased
consistent investment
Several years ago a widely circulated report appeared in various media about the weight-loss benefits of drinking at least 24 ounces of milk daily along with undertaking a regular exercise regimen. The trade association responsible for promoting milk could have taken advantage of this publicity by placing ads on various health-oriented websites and linking the ads to media reports describing milk's weight-loss benefits. If they had done this they would have been using _____ advertising. secondary-market content-targeted social-networking keyword-matching generic
content-targeted
Which form of advertising focuses not on specific brands but on a corporation's overall image or on economic or social issues relevant to the corporation's interests? corporate advertising primary advertising secondary advertising non-profit advertising
corporate advertising
_____ advertising attempts to increase a firm's name recognition, establish goodwill for the company and its products, or identify itself with some meaningful and socially acceptable activity. Corporate image Corporate issue Advocacy Public service Institutional
corporate image
A document designed to channel copywriters' and other creatives' efforts toward a solution that will serve the interests of the client is known as a(n) _____. advertising copy creative platform creative copy creative brief advertising platform
creative brief
A major development in recent years involves marketers of specific brands developing newsletters and magazines that focus on their brands, issues related to their brands, and the interests of brand purchasers. These are called _____. customized magazines e-magazines product publications blogs in-house news sources
customized magazines
The most effective level of fear _____. depends on how much relevance a topic has for an audience is a strong level is a weak level with a humorous message is a weak level with a credible spokesperson is a weak level
depend on how much relevance a topic has for an audience
Charles wants to use an advertising medium that offers the capability to target a precisely defined group of people, the ability to determine exactly how effective the advertising effort is so that he can justify budget allocations to this medium, and offers the flexibility to meet changing circumstances. Charles should use _____. outdoor billboards direct mail brand placement television magazines
direct mail
According to the MECCAS model, the value orientation of an advertising style, or the end-level to be focused on in the advertising, is its _____. media mix message content objectives driving force leverage point
driving force
Sponsored e-mail that distributes free magazine-like publications is known as _____. e-books blogs podcasts e-pubs e-zines
e-zines
_____ is a measure of how responsive the quantity demanded is to changes in marketing variables such as price and advertising. Elasticity Connectivity Profitability Disinvesting Production
elasticity
Which of the following is considered the "Goliath" of social media, based having the largest volume of monthly active users and unique visitors every month? Instagram Facebook Twitter LinkedIn Pinterest
Social media turns communication into one-way dialogue. False True
false
A strength of newspaper advertising is the _____. flexibility ability to reach specific groups of consumers effectively ease of buying for national advertisers excellent reproduction quality lack of clutter
flexibility
_____ advertising appeals to consumers' needs for tangible, physical, concrete benefits. Transformational Symbolically-oriented Factually-oriented Experientially-oriented Functionally-oriented
functionally-oriented
The _____ creative style is employed when an advertiser makes no attempt to differentiate its brand from competitive offerings nor to claim superiority. generic preemptive emotional positioning resonance
generic
Enjoying life and receiving pleasure are fundamental to which universal value? self-direction hedonism stimulation achievement benevolence
hedonism
Gwen works at a consumer-goods manufacturer and deals with the tactical, day-to-day activities that must be performed to carry out an advertising campaign. Gwen is involved in _____. implementing advertising strategy formulating marketing strategy account management formulating advertising strategy marketing management
implementing advertising strategy
Ad advertisement for Imodium A-D anti-diarrheal medicine compares having to take two pills to several spoonfuls of the "pink stuff." Which type of comparative advertisement is this? direct stealth inoffensive indirect subtle
indirect
_____ refers to the fact that the online user has control over the flow of information. Individualization Interactivity Integration Internalization Interruption
individualization
The Eastman Kodak company introduced a 30-minute _____ on TV to promote its new DC210 zoom digital camera. infomercial sales promotion interstitial product placement blog
infomercial
Which of the following do successful social media campaigns have in common? focus on an individual use of stereotypes addressing a social or medical issue humor integration with other IMC elements
integration with other IMC elements
Search engine advertising relies heavily on understanding consumer searches by _____. cookies index keywords price point Facebook
keywords
Experian Simmons specializes in measuring _____. magazine readership audience sizes of radio stations newspaper readership effectiveness of outdoor advertising audience sizes of television programs
magazine readership
A major negative of social media is that consumers can _____. interact with brands like their favorite brands learn about brand deals share brand information with friends make negative comments
make negative comments
Carrie works at an advertising agency, and her job is to procure specific vehicles within particular media that have been selected for the agency's clients. Carrie is a(n) ____. media buyer media planner account executive creative director account planner
media buyer
Which unit of a full-service advertising agency is charged with the task of selecting the best advertising media for reaching the client's target market, achieving ad objectives, and meeting the budget? production services media services creative services research services account management
media services
Which is the most expensive daypart for advertising on radio? evening morning and afternoon drive late night midday fringe
morning and afternoon drive
Which of the following is a feature of creative ads? novelty short length intensity humor effective
novelty
Which metric can be used to measure the exposure value or popularity of a website or online ad? visitors' previous website search behavior average time per visit average interval between user visits proportion of repeat visitors number of unique visitors
number of unique visitors
The most common method of compensation for advertising agencies today is _____. a standard commission of 10 percent of the gross amount of the billing outcome- or performance-based programs a standard commission of 15 percent of the gross amount of the billing a labor-based fee system a standard commission of 20 percent of the gross amount of the billing
outcome- or performance-based programs
Which agency compensation method is closely aligned with the advertiser's sales? Investment-based programs Equity-based programs Outcome-based programs Labor-based fee system Media-commission system
outcome-based programs
John was going to his favorite sports website when an ad for home equity loans appeared in a separate window that materialized on the screen seemingly out of nowhere. He wasn't interested, so he closed the window. What type of online ad is this? website interstitial superstitial pop-up banner ad
pop-up
The judges on the reality TV show American Idol drink out of large Coca-Cola cups during the show. This is an example of _____. slice-of-life advertising sales promotion product placement an infomercial sponsorship
product placement
The best medium to leverage television advertising through the transfer of images is _____. newspaper radio You Answered magazines outdoor the Internet
radio
Magazine media kits provide prospective advertisers with pertinent cost information in the form of _____. media cards rate cards rate sheets tear sheets rate kits
rate cards
A company's profit is determined by which of the following equations? Marginal Profit - Marginal Costs Trial + Repeat Revenue - Expenses Revenue × Expenses Price × Volume
revenue- expenses
Online advertising formats that use motion, sights, and sounds are referred to as _____. CTRs third screen media banner ads webblogs rich media
rich media
When an ad appears in any location, on any page, at the discretion of the newspaper, this is known as _____. run of paper (ROP) standard advertising placement (SAP) open placing run of press (ROP) discretionary placement
run of press (ROP)
One factor to consider in choosing a celebrity endorser is the number of brands the celebrity is endorsing. This is referred to as the _____ factor. credibility saturation celebrity and brand matchup trouble Q-score
saturation
Which of the following terms refers to a method of placing online advertisements on Web pages that show results from search engine queries? social media optimization social advertising banner advertising search engine optimization search engine advertising
search engine advertising
PepsiCo's commercials that encourage people to purchase Mountain Dew is an example of creating _____ demand. joint primary elastic secondary derived
secondary
Which form of device is used most often to access Facebook? smartphone/ mobile desktop laptop tablet other devices
smartphone/ mobile
Rebecca has been receiving a large amount of unwanted e-mail from a company that sells furniture online, alerting her to special deals and new products. This is a case of _____ e-mailing. spam informative opt-in misguided misrouted
spam
Which value is derived from the need for variety and achieving an exciting life? hedonism stimulation tradition self-direction achievement
stimulation
Tim was looking for football stats aon the NFL webpage when an animated ad for Nike team-branded jerseys appeared on top of the NFL's Web page. What type of online advertisement is this? banner ad interstitial podcast blog superstitial
superstitial
_____ in television occurs when an independent company, such as Buena Vista Television Advertising Sales and Sony Pictures Television, markets a TV show to as many network-affiliated or cable television stations as possible. Independent programming Syndicated programming Roadblocking Wired network Unwired network
syndicated programming
An advertising manager chose not to hire a celebrity endorser because the advertiser felt that the celebrity was overexposed. In this case, the advertiser was focusing on ______. celebrity credibility the saturation factor working ease celebrity attractiveness the trouble factor
the saturation factor
The cost of network television advertising depends on _____. the time of day when an ad is aired the product being advertised royalties for music the company purchasing the advertising time All of these are correct.
the time of day an ad is aired
Google's Double Click is an example of a _____. location-based check-in promoted account third-party data tracking firm blogging tool privacy policy
third-party data tracking firm
A firm's sales volume is obtained by which of the following equations? Trial + Repeat Marginal Revenue × Production Units Price × Production Units Revenue - Expenses Marginal Profit - Marginal Costs
trial + repeat
Facebook ads can be targeted based on criteria like gender and network. True False
true
Station format is a major consideration in the choice of radio vehicles. False True
true
_____ refers to the perceived honesty, integrity, and believability of a source. Attractiveness Expertise Trustworthiness Values All of these are correct.
trustworthiness
Which of the following is an advantage of social media? two-way dialogue babble privacy lost productivity censorship
two-way dialogue
Products sometimes receive the explicit or tacit support of noncelebrities, also known as ______ endorsers. credible voluntary subliminal typical-person nonvoluntay
typical person
A manufacturer of automobiles that advertises as the only automobile where you can unlock the door with your thumb print, is using the _____ creative style. positioning resonance unique selling proposition preemptive emotional
unique selling proposition
Advertisements for athletic shoes often focus on technological features such as special shock-absorbing sole construction. What creative advertising style is being used when the advertising for a brand of athletic shoes focuses on a particular technological feature? resonance brand image unique selling proposition positioning preemptive
unique selling proposition
In which creative style does an advertiser make a superiority claim based on a unique product attribute that represents a meaningful, distinctive consumer benefit? generic unique selling proposition emotional resonance brand image
unique selling proposition
A brand's primary benefit or how it can solve the consumer's problem is known as a(n) _____. appropriateness summary uniqueness proposition value proposition message summary creative brief
value proposition
An advertising manager chose not to hire a celebrity endorser because the celebrity was unwilling to flex her schedule. In this case, the advertiser was focusing on ______. cost considerations saturation factor working ease celebrity credibility celebrity attractiveness
working ease
When ads that have been recorded along with program material are fast-forwarded, _____ has occurred. trapping zapping zupping zipping escaping
zipping
