MKT Promotional Strategy Exam 3 Prep

All of the following could be considered an example of a big idea used as the basis of an advertising appeal EXCEPT: A. "You're in Good Hands with Allstate" B. "Go Milk" C. "Macintosh—A Computer for the Rest of Us" D. "We Build Excitement" E. "Buy Yoplait Yogurt Today"

"Buy Yoplait Yogurt Today"

Which of the following is NOT one of the top 10 advertising slogans of the century? A. "The pause that refreshes" B. "Taste Great, Less Filling" C. "Good to the last drop" D. "That dog won't hunt" E. "Does sheor doesn't she"

"That dog won't hunt"

banner ads

- create awareness or recognition - used to seek entry into contests and sweepstakes - fulfill direct-marketing objectives

Which among the following entities are more susceptible to letting advertisers dictate editorial decisions?

1) Chain-owned newspapers, 2) small newpapers

Which of the following factors have been responsible for an increase in the number of independent female purchasers?

1) Increase in the number of adult female workers, 2) Increase in the number of single-female households

When a company introduces a successful new product, what should a competitor that follows suit use advertising to achieve?

1) Inform consumers about its brand, 2) Convince consumers that its brand is superior to the original brand

Identify reasons why an advertiser may refuse to impose unjustified influence over the media:

1) It may be the most cost-effective media option available to the advertiser, 2) It may be the best way to reach the target audience

promotional mix

1. Advertising 2. Direct Marketing 3. Digital/Internet Marketing 4. Sales Promotion 5. Public Relations 6. Personal Selling

non-franchising building promotional objectives

1. accelerate the purchase decision 2. generate immediate sales increase

evaluation and approvals

1. advertising managers 2. marketing managers 3. VP 4. legal department 5. CEO 6. board of directors

top-down methods

1. affordable method 2. ROI 3. competitive parity 4. percentage of sales 5. arbitrary allocation

developing a media plan

1. analyze the market 2. establish media objectives 3. develop/implement media strategy 4. evaluate performance

positioning strategies

1. attributes and benefits 2. price/quality 3. use/application 4. product class 5. product users 6. competitors 7. cultural symbols

reasons to measure effectiveness

1. avoid costly mistakes 2. evaluate alternative strategies 3. increase efficiency in general 4. determine if objectives are achieved

forms of internet advertising

1. banners 2. sponsorships 3. pop-ups, pop-unders 4. interstitials: ads that appear while page is loading 5. paid searches 6. behavioral targeting 7. contextual ads 8. rich media

marketers use of internet

1. better targeting 2. direct feedback 3. need for accountability 4. high-speed connections 5. users online longer 6. ROI tracking 7. interest and purchase tracking 8. reach more potential buyers

marketing factors determining frequency

1. brand loyalty 2. brand history 3. brand share 4. competition 5. usage cycle 6. purchase cycle

PR responsibilities

1. build market excitement before media ads break 2. create ad news which there is no product news 3. introduce a product with little or no advertising 4. provide a value-added customer service 5. build brand-to-customer bonds 6. improve ROI

the basis for determing unfairnes is that a trade practive

1. causes substantial physical or economic injury to consumers 2. could not reasonably be avoided by consumers 3. must not be outweigh by countervailing benefits to consumers or competition

media factors determining frequency

1. clutter 2. editorial environment 3. attentiveness 4. scheduling 5. number of media used 6. repeat exposures

communication tasks

1. cognitive - ads provide info and facts 2. affective - ads change feelings 3. connotative - ads stimulate desires 4. brand knowledge/awareness 5. favorable image/attitudes 6. purchase intentions and purchase

consumer franchise-building promotional objectives

1. communicate distinctive brand attributes 2. develop and reinforce brand identity 3. build long-term brand preference

advertising objectives

1. communicates information 2. source of entertainment, fascination, fantasy, and irritation 3. creates images and positions a brand in consumers' minds

testing process

1. concept testing 2. rough testing 3. finished art or commercial pretesting 4. market testing (posttesting)

evaluation guidelines for creative

1. consistent with marketing objectives 2. consistent with creative strategy/objectives 3. communicate the message 4. appropriate for audience 5. message clear and convincing 6. appropriate for chosen media 7. truthful and tasteful

growth of direct marketin

1. consumer credit cards 2. changing structure of society 3. catalogs 4. technological advantages

reasons not to measure effectiveness

1. cost of measurement 2. research problems 3. disagreement on what to test 4. objections of creatives 5. time

corporate advertising objectives

1. create a positive image for the firm 2. establish diversified company identity 3. help newly deregulated industries 4. smooth labor relations 5. boost employee morale 6. communicate the organization's viewpoint

internet objectives

1. create awareness 2. gain consideration 3. create buzz 4. stimulate trial 5. disseminate info 6. generate interest

build up approach

1. define objectives 2. determine task required 3. estimate required expenditures 4. monitor performance 5. reevaluate objectives

PR management stages

1. determination and evaluation of public attitudes 2. identification of policies and procedures 3. development and execution of the program

types of direct marketing media

1. direct mail 2. catalogs 3. broadcast media 4. email 5. infomercials 6. home shopping 7. telemarketing

sampling methods

1. door-to-door 2. direct mail 3. in-store 4. on package 5. events 6. newspaper/magazine

marketers' reasons for using social media

1. driving traffic to one's site 2. communicating with customers 3. gaining brand exposure

unique selling proposition

1. each advertisement must make a proposition 2. the proposition must be one that the competition cannot offer 3. promise must be strong

postproduction tasks

1. editing 2. processing 3. sound effects 4. audio/video mixing 5. opticals 6. approvals 7. duplicating 8. release

key aspects of sales promotion

1. extra incentive to buy 2. acceleration tool 3. targeted to different parties

bases for segmentation

1. geographic 2. demographic 3. psychographic 4. behavioristic 5. benefit segmentation

communications objectives

1. goal is creating favorable predisposition 2. increased brand knowledge, interest, and favorable attitude/image 3. immediate response not expected

reasons for sales promotion increases

1. growing power of retailers 2. declining brand loyalty 3. increased promotional sensitivity 4. brand proliferation 5. fragmented consumer markets 6. short-term focus of marketers 7. increased accountability 8. competition 9. clutter 10. growth of digital marketing

components of print advertising

1. headline 2. subheads 3. body copy 4. visual elements 5. layout

types of corporate advertising

1. image advertising 2. event sponsorship 3. advocacy advertising 4. cause-related advertising 5. recruitment 6. financial support

in-store media

1. in-store ads 2. aisle displays 3. store leaflets 4. shopping carts 5. in-store TV

consumer-oriented promotional objectives

1. increase consumption of an established brand 2. obtain trial and purchase 3. enhance IMC efforts and build brand equity 4. defend current customers 5. target a specific segment

criteria for effective sampling

1. inexpensive samples 2. product is easily divisible 3. purchase cycle is relatively short

external search

1. internet sources/reviews 2. personal sources: friends, family, coworkers 3. marketer-controlled sources: ads and displays 4. public sources: articles , newspaper 5. personal experience

flexibility in media planning

1. market opportunities 2. changes in media or media vehicle 3. availability of media 4. market threats

value of objectives

1. measurement and evaluation 2. planning and decision making 3. communications

media strategy criteria

1. media mix 2. target market coverage 3. geographic coverage 4. scheduling 5. reach and frequency 6. creative aspects and mood 7. flexibility 8. budget

message factors determining frequency

1. message complexity 2. message uniqueness 3. new vs. continuing campaigns 4. image vs. product sell 5. message variation 6. advertising units 7. wear out if high frequency

starch ad recognition scores

1. noted score - remember seeing 2. brand-associated score - remembered brand 3. read most score - at least half of ad

trade oriented promotional objectives

1. obtain distribution for new products 2. maintain support for established brands 3. encourage display of products 4. build retail inventories

determinants of divergence

1. originality 2. flexibility 3. elaboration 4. synthesis 5. artistic value

sources of problem recognition

1. out of stock 2. dissatisfaction 3. new needs/wants 4. related purchases 5. market-induced recognition 6. new products

personal selling

1. person-to-person communication 2. face-to-face or on phone 3. offers direct feedback to customer

creative process

1. preparation 2. incubation 3. illumination 4. verification

sales-orientated objectives

1. primary goal is increased sales or market share 2. spending should produce quantifiable results 3. investments require economic justification

physiological measurements

1. pupil dilation 2. galvanic skin response 3. eye tracking 4. brain waves

background research

1. read anything related to the product 2. use the product 3. listen to what people are saying 4. conduct product studies 5. work in client's business 6. ask everyone involved for information

forms of direct selling

1. repetitive person-to-person (mary kay) 2. non-repetitive person-to-person (life insurance) 3. party plans (tupperware)

preproduction tasks

1. select a director 2. preproduction meeting 3. production timetable 4. cost estimation and timing 5. bidding 6. choose production company

selective perception

1. selective exposure 2. selective attention 3. selective comprehension 4. selective retention

perception process

1. sensation - immediate response 2. select information 3. interpret information - organize and categorize

motivations for using social media

1. share ideas, activities, and events 2. community involvement 3. gain information 4. entertainment 5. remuneration

elements of a marketing plan

1. situation analysis 2. specific marketing objectives 3. marketing strategy and program 4. program for implementing the strategy 5. process for monitoring and evaluating performance

what to test when measuring affectiveness

1. source factors 2. message variables 3. media strategies 4. budget decisions

characteristics of objectives

1. specific measurable outcomes 2. quantifiable 3. timeframe 4. well-defined target audience 5. realistic and attainable

types of execution styles

1. straight sell 2. scientific/technical 3. demonstration 4. comparison 5. testimonial 6. slice of life 7. animation 8. personality symbol 9. imagery 10. dramatization 11. humor 12. combinations

factors influencing sales

1. technology 2. competition 3. advertising 4. distribution 5. price 6. product quality 7. economy

direct marketing objectives

1. to seek a behavioral response 2. to build an image 3. to maintain customer satisfaction 4. to inform and/or educate customers in an attempt to lead to future actions

The Boston designated market area (DMA) has approximately 2 million television households. Audience research shows that 60 percent of these households had their sets turned on during a particular Saturday evening and 300,000 households were watching the Boston Celtics in a playoff game. The program rating for the Celtic game in the Boston DMA is _____ while the share of audience is _____. A. 25; 15 B. 15; 25 C. 33; 20 D. 15; 60 E. cannot be determined from the information given

15; 25

After WikiLeaks released confidential diplomatic cables, the U.S. Justice Department contemplated charging Julian Assange, the founder, with violating what law?

1917 Espionage Act

The public journalism movement in the United States began in earnest in Georgia in _____.

1987

The weekly Nielsen report shows that 20 million of the 97 million television households in the U.S. watched American Idol last week even though only half of the households were actually watching television during this time period. The program rating for the show is approximately: A. 18 B. 21 C. 29 D. 42 E. cannot be determined from the information given

21

Assuming there are 97 million households in the United States with televisions and an average of 2 persons per household, a program with a rating of 20 would be seen by how many viewers? A. 19.4 million viewers B. 20 million households C. 38.8 million households D. 39 million viewers E. cannot be determined by information given

38.8 million households

There are approximately 900,000 television households in the San Diego County market. During a Sunday afternoon in October, 50 percent of the households had their television sets turned on and 200,000 were watching the San Diego Chargers versus Pittsburgh Steelers NFL football game on Channel 7. The share of audience for the game would be: A. 22 B. 44 C. 50 D. 200 E. Cannot be determined from information given

44

1996 case that ruled against the state statute that prohibited advertising the prices of alcoholic beverages

44 Liquor-mart, INC v. Rhode Island

The Supreme Court, in the 1996 case of _____, ruled against the state statute that prohibited advertising the prices of alcoholic beverages.

44 Liquormart, Inc. v. Rhode Island

Which modern programs follow the form of See It Now from the 1950s?

60 Minutes and Dateline

A magazine with a circulation of 2.5 million and 3 readers per copy would have a total audience or readership of _____ million. A. 2.5 B. 4.5 C. 5.5 D. 7.5 E. 8.3

7.5

______ provides media planners with reliable figures about the size and distribution of a magazine's circulation that helps the planners evaluate its worth as a media vehicle. A. Simmons Market Research Bureau B. Standard Rate and Data Service C. A circulation verification service D. Mediamark Research, Inc. E. None of the above

A circulation verification service

According to your textbook, which of the following is an advantage the Internet offers the PR industry?

A company Web site can provide press releases directly to the public without any journalistic filter.

_____ is the words in the leading position of a print advertisement that are likely to be read first. A. A headline B. Body copy C. Subheads D. Layout E. Primary copy

A headline

5. According to Robert Steiner, which of the following terms is synonymous with contribution margin?

A. Asset allocation

8. Which of the following statements is true of the flighting scheduling method?

A. It results in a lack of awareness of promotional messages during nonscheduled times.

9. Which of the following statements is true of the continuity scheduling method?

A. It serves as a constant reminder to consumers.

9. According to the standard learning model, through which of the following response sequences does a consumer pass?

A. Learn → feel → do

Chapter 5 1. Which of the following is true of the way organizations send communication messages?

A. They communicate using press releases, websites, and package designs.

15) With respect to the various generational differences in shopping behaviors, which of the following is true of the greatest generation?

A. They like to shop at smaller stores.

17) With respect to the various generational differences in shopping behaviors, which of the following is true of the Gen Z?

A. They tend to stay indoors more than other generations.

12. Tia saw a television commercial that claimed a specific brand of pain reliever to be much more effective than any other brand available in the market. After watching the entire message, Tia stated, "This painkiller cannot be more effective than mine." In this scenario, Tia is expressing:

A. a counterargument.

5. Pluto Inc., a cosmetics company, hired a well-known movie star to appear in its advertisements. The company hoped that using a celebrity would capture the attention and interest of consumers. In this scenario, the ad illustrates the application of:

A. ad-to-consumer relevance.

1) In the ad agency industry, clients refer to:

A. an advertiser or organization that has the product, service, or cause that needs to be marketed.

10. To make a creative layout of a commercial more realistic, a(n) _____ may be produced by making a videotape of the storyboard along with an audio soundtrack.

A. animatic

8) The 80-20 rule states that:

A. around 80 percent of the firm's sales comes from 20 percent of the customers.

20) Reference groups to which one would like to belong are called _____ groups.

A. aspirational

3) Marketers encourage _____ by introducing new brands into markets that are already saturated and by using advertising and sales promotion techniques such as free samples, introductory price offers, and coupons.

A. brand switching

11. Jessica was asked to view a television ad for a movie that was due to be released at a later date. After viewing the ad, she was required to fill a questionnaire which included questions, such as "Did it make her want to see the movie?" "Did the movie title seem appropriate?" and "Did she understand the theme of the movie?" In this scenario, Jessica's _____ responses are being noted.

A. cognitive

Chapter 7 1. Before setting objectives for advertising and promotion, an organization should:

A. conduct a situation analysis to identify marketing and promotional issues facing the firm.

8) Sales promotions targeted at the ultimate users of a product, such as sampling, coupons, contests, or sweepstakes are part of:

A. consumer-oriented sales promotion.

13. The major problem with the use of readers per copy figures is:

A. determining pass-along rates.

10. The headline in an advertisement reads, "Introducing Pluto's Washable Crayons for the youngest artist in your gallery." This is an example of a(n) _____ headline.

A. direct

8. An ad for a new hatchback shows four college students hunting for a parking place in a large, nearly-full parking lot. When they finally find a spot and park the car, they discover that they can't open the doors to get out. One of them opens the hatchback and the commercial ends with them exiting the car through the hatchback. This commercial uses:

A. dramatization with a humorous appeal.

11. Whizz soda aired its TV commercial during the season premiere of Detective Drake. Subsequently, it also aired the commercial during the following program, which was a reality show. A certain percentage of people viewed both programs and were exposed to the ad twice. This overlap is referred to as:

A. duplicated reach.

11. Typically, advertisers design ads in which the visual portion is incongruent with or contradicts the verbal information in order to:

A. gain the attention of consumers.

8. Tiffany is the creative director of an ad agency. The agency has just been hired to develop a promotional campaign for a company that produces exercise videos for women. As part of her preparation for developing a creative strategy, Tiffany reviews some studies conducted on the overall fitness and exercise market, as well as a report on the changing roles of women in society. This information is part of:

A. general preplanning input.

3. An ad by the Minnesota State Tourism Department, which promotes Minnesota as a vacation destination was published in the Life Mode magazine. The ad includes a picture of a couple against a scenic backdrop. In this print ad, the source of the advertising message:

A. is the Minnesota State Tourism Department.

11) The most effective way for an agency to acquire new business is through:

A. its image and reputation.

3)During a routine market study conducted by CL Foods, it was noted that Chinese and Indian food products were in high demand in American society. In order to take advantage of such a demand, CL Foods manufactured and sold these food items locally. In this scenario, the company is taking advantage of a _____.

A. market opportunity

4)FunZone Inc. identified and developed a SmartCard that can be used at fair grounds to make the ticketing process easier. The company found that the existing system was complicated and highly time-consuming. The SmartCard was easy to operate and each swipe would deduct the cost of a ride automatically. According to the given scenario, FunZone has recognized a:

A. market opportunity.

3) Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by:

A. mass-media advertising.

7. The AIDA model was developed to represent the stages during the _____ process.

A. personal-selling

5) According to Abraham Maslow's hierarchy of needs, the most basic level of needs is:

A. physiological needs.

10. The heading of an ad in a women's magazine reads, "Charlotte BB cream has been approved by dermatologists. It is good for sensitive skin and has no side effects." The rest of the ad copy explains the benefits of the BB cream and features user testimonials. By placing its most important message in the heading, the ad's source is hoping its message benefits from the:

A. primacy effect.

9) Premium Sports Apparels came up with an ad for shorts which is specially designed for athletes. The ad which was featured in a sports magazine shows how these shorts do not shrink over time and are made of a light fabric that helps keep the wearer dry and cool. With respect to positioning strategies, the company is using positioning by:

A. product user.

10) With _____, advertising expenditures and promotional efforts are directed toward the ultimate consumer.

A. promotional pull strategies

13. The _____ is an approach to explain the curvilinear nature of fear appeals that suggests that both the cognitive appraisal of information in a fear appeal message and the emotional response mediate persuasion.

A. protection motivation model

3. To be effective, marketing objectives need to be:

A. realistic and attainable.

13) Many of the purchase decisions made by consumers for low-priced frequently purchased products are characterized by:

A. routine response behavior.

5. The notion that a low-credibility source may be just as effective as a high-credibility source with the passage of time is known as the:

A. sleeper effect.

8. According to the concave-downward model:

A. the effects of advertising quickly begin to diminish.

The sole source of network television and local audience information is: A. Arbitron Co. B. A. C. Nielsen Co. C. RADAR D. Smart-TV E. Burke Research

A.C. Nielsen Co.

_____ provides local audience measurement for television. A. A. C. Nielsen Company's Nielsen Station Index (NSI) B. RADAR C. Arbitron D. ADI E. Burke Research

A.C. Nielsen Company's Nielsen Station Index (NSI)

Chapter 10 1. The primary objective of _____ is to develop a framework that will deliver a message to the target audience in the most efficient, cost-effective manner possible.

A.media planning

cost of ad space

ABSOLUTE COST

Which of the following statements about account planning is true? A. Account planners do not conduct any quantitative research. B. Account planners work with the client as well as other agency personnel. C. Account planners only work with the client to avoid agency bias. D. With account planning, the agency takes the permanent leadership role in the development of creative strategy. E. The knowledge gained during account planning can only be used during the planning period because it is proprietary information.

Account planners work with their client as well as other agency personnel

_____ is a process that involves conducting research and gathering all information about a client's good or service, brand, and members of the target audience. A. Incubation B. Germination C. Account planning D. Creative research E. Account seeding

Account planning

Identify an example of advertising used for promoting social causes:

Ads promoting a blood donation campaign

Which of the following statements about creative strategy and execution is true? A. A good creative strategy and execution guarantees a brand will exceed its sales objectives. B. A good creative strategy almost never helps generate sales for a brand. C. Ads that are very creative and popular among consumers still may not increase sales of a brand. D. Companies have no trouble coming up with creative advertising that differentiates their brands from the competition. E. Good creative strategy cannot help a struggling brand regain its former prominence.

Ads that are very creative and popular among consumers still may not increase sales of a brand

Jake argues that ads with sex appeals are offensive and ineffective. Dan disagrees and feels that creativity must be respected in all art forms. Which of the following statements is likely to strengthen Jake's argument?

Ads with sex appeal objectify women and demean them

Identify a principle that is part of the advertising ethics and principles of the American Advertising Federation:

Advertisers should distinguish advertising from news and editorial content

Policies and procedures for the self-regulation of the advertising industry are established by the _____.

Advertising Self-Regulatory Council

Which of the following elements are important constituents of a marketing program for firms competing in the global marketplace?

Advertising and promotion

A lapse in ethical standards or judgment in advertising and promotion can be more damaging to a company than a lapse in other disciplines. Which of the following is a reason for this?

Advertising and promotional actions are highly visible and subject to scrutiny

The agency that developed the Jack-in-the-Box fast-food restaurants ads used an irreverent return of a brand image that was remembered by customers from previous years, thereby creating: A. advertising appeal B. creative plan C. marketing plan D. sales approach E. sales presentation

Advertising appeal

What, according to the "advertising equals information" perspective, is the impact of advertising on consumers?

Advertising causes consumers to become more price sensitive

Identify a true statement about the effects of advertising on product costs and prices:

Advertising enables brands to command a premium price without an increase in the quality of their products

Identify a factor that supports the claim that advertising helps lower overall cost of a product:

Advertising helps firms attain economies of scale in production

Identify the view that is true of the "advertising equals information" school of thought.

Advertising informs consumers about product attributes

According to the viewpoint "advertising equals market power" identify the economic effects of advertising on market conduct:

Advertising leads to higher prices and lesser competition

What do The Da Vinci Code, Special K, and Tony Bennett have in common? A. They all sell food. B. They all sell intangible products. C. Adweek announced they were all winners of its best annual media plan contest. D. They use the same advertising vehicles. E. They all determine the effectiveness of their advertising based on absolute cost.

Adweek announced they were all winners of its best annual media plan contest

Which of the following statements about aerial advertising is true? A. Aerial advertising is expensive in absolute. B. Aerial advertising can be used to reach specific target markets. C. Aerial advertising is seldom used by local advertisers. D. Aerial advertising is illegal at sporting events. E. All of the above statements about aerial advertising are true.

Aerial advertising can be used to reach specific target markets

The idea that media doesn't tell us what to think, but what to think about is called:

Agenda setting

For which of the following product categories is the advertising most likely to be criticized as promoting materialistic values?

Alcoholic beverages

Which of the following statements provides a reason for why marketers may use emotional appeals? A. The favorable feeling created by the appeal may transfer to the brand. B. Emotional appeals can create favorable mood states, which make consumers more receptive to an advertising message. C. Research has proven that emotional messages are better remembered than non-emotional messages. D. Emotional appeals can create feelings or images that are activated when consumers use the brand. E. All of the above are reasons why a marketer may use an emotional appeal.

All of the above are reasons why a marketer may use an emotional appeal

Which of the following statements describes a weakness inherent in the use of the marginal analysis model for establishing an advertising budget? A. Using this model, it is difficult to demonstrate the effects of advertising and promotions on sales. B. Environmental factors not considered by the model may affect the effectiveness of the promotional program. C. Product quality, pricing, and distribution may also contribute to sales. D. Awareness, interest, and attitude change are also goals of the promotional effort. E. All of the above describe a weakness inherent in the use of the marginal analysis model for establishing an advertising budget.

All of the above describe a weakness inherent in the use of the marginal analysis model for establishing an advertising budget

Which of the following statements about network advertising is true? A. Using network advertising can help simplify the purchase of television media time for national advertisers. B. The major networks offer the most popular programs and still dominate the prime-time viewing period. C. The high cost of network time can be a drawback to advertisers with limited media budgets. D. Advertisers use network advertising to reach large audiences with one media buy. E. All of the above statements about network advertising are true.

All of the above statements about network advertising are true

Which of the following statements about 15-second commercials is true? A. There have never been any restrictions on when television networks could show 15-second spots. B. Many advertising people believe 15-second spots are equal to 30-second spots in terms of communication effectiveness. C. Fifteen-second spots are especially useful for advertisers that want to use a repetition strategy. D. Fifteen-second spots typically cost about half the price of 30-second spots. E. All of the above statements about the 15-second commercial are true.

All of the above statements about the 15-second commercials are true

Which of the following statements describes a reason why companies such as Nike, Microsoft, and Mercedes-Benz are willing to pay large sums of money for the right to incorporate popular songs into their commercials? A. These songs may help their commercials break through the advertising clutter on television and attract consumers' attention. B. These songs may activate a sense of nostalgia among consumers and create a positive mood that makes them more receptive to these companies' commercials. C. These classic songs may be very relevant to the image or position the advertiser is trying to create for their company or brands. D. These songs can create positive feelings that make consumers more receptive to the advertising message. E. All of the above statements are reasons why companies pay large sums for the right to use popular songs in their commercials.

All of the above statements are reasons why companies pay large sums for the right to use popular songs in their commercials

Which of the following statements about reach and frequency is true? A. Evidence suggests wearout is not a result of seeing an advertisement too often. B. The central goal of media planning should be to enhance reach rather than frequency. C. Any generalizations about reach and frequency will vary according to the medium being examined. D. The evidence suggests that an exposure rate of one within a purchase level is an effective level. E. All of the above statements about reach and frequency are true.

Any generalizations about reach and frequency will vary according to the medium being examined

The major source for radio ratings in local markets is _____ while information on network audience come primarily from ___________: A. RADAR; Arbitron B. Arbitron; RADAR C. Arbitron; A. C. Nielsen D. RADAR; A. C. Nielsen E. A. C. Nielsen; Arbitron

Arbitron; RADAR

How are audience measurements for the effectiveness of product placement conducted? A. Independent agencies conduct recognition tests. B. Advertisers use trend analysis. C. The same methods used for audience measure of broadcast media work well. D. Any commonly used audience measurement method is effective. E. At this time, there is no method for audience measurement.

At this time, there is no method for audience measurement

Which of the following statements best describes the amount of time available to run commercials on television? A. The amount of time is restricted to 9.5 minutes per hour during prime time and 12 minutes per hour during nonprime time by the National Association of Broadcasters. B. The amount of time is restricted to 12 minutes per hour during prime time and 17 minutes per hour during nonprime time. C. The Justice Department suspended the Code Authority of the National Association of Broadcasters in 1982, but the networks have not altered the number of commercial minutes in their schedules. D. The Justice Department suspended the Code Authority of the National Association of Broadcasters in 1982, and the number of commercial minutes on network television has risen in recent years. E. The AAF Code of Broadcasting is the only regulatory device for TV advertising currently being used.

The Justice Department suspended teh Code Authority of the National Association of Broadcasters in 1982, but the networks have not altered the number of commercial minutes in their schedules

Which of the following is a result of the growth of PR as a course of study in colleges and universities?

The PR industry now relies less on reporters for its workforce.

What is one reason that the multibillion-dollar PR industry is somewhat invisible to the public?

The close relationship between the press and the PR professionals means that the press rarely investigates the PR industry.

Which of the following statements about clutter in magazine advertising is true? A. Clutter is not really a problem at all in magazine advertising. B. Most magazines devote less than 30 percent of their pages to advertising so clutter is a controlled problem. C. The clutter problem for a magazine increases as they become more successful since they attract more ad pages. D. Most magazines are not concerned about the clutter problem since there is usually no other way for advertisers to reach the market they serve. E. Clutter is a more serious issue for magazines than it is for either television or radio.

The clutter problem for a magazine increases as they become more successful since they attract more ad pages

Which of the following media has the most stringent review and approval process for advertising?

The four major television networks

What is the problem associated with government-supported media, an alternative to media supported by advertising?

The freedom of the press is not respected in government-supported media

Which of the following statements about network advertising is true? A. Using network advertising significantly complicates the purchase of television media time for national advertisers. B. The networks do not share their advertising revenue with affiliates that allowed the ads to be shown on their stations. C. The high cost of network time can be a drawback to advertisers with limited media budgets. D. National advertisers have to negotiate with both network and local affiliates when they want to make a media buy. E. All of the above statements about network advertising are true.

The high cost of network time can be a drawback to advertisers with limited media budgets

Which of the following statements describes a limitation associated with the use of radio as an advertising medium? A. The production of radio advertising is expensive. B. The absence of clutter means radio advertising tends to be very uncreative. C. Individual radio stations trying to sell to an advertiser can often cause information overload. D. The high number of stations in most markets means there is a great deal of audience fragmentation. E. All of the above are limitations of radio as an advertising medium.

The high number of stations in the most markets means there is a great deal of audience fragmentation

Consider the following media buy: 70 percent of the audience is reached 1 time. 20 percent of the audience is reached 4 times. 10 percent of the audience is reached 6 times. Based on this information, what does the media buyer know? A. The media buyer can use this information to calculate GRP and should not be concerned that 70 percent of the audience will only see the ad once. B. The media buyer will need to use this in making a final decision because effective frequency cannot be determined. C. The media buyer will not be able to maximize reach even if he or she has established a minimum frequency goal. D. The media buyer can only calculate average frequency from these figures, and average frequency is often misleading. E. The media buy will be cost-effective.

The media buyer can only calculate average frequency from these figures, and average frequency is often misleading

Which of the following statements describes the media's role in the self-regulation of advertising?

The media can refuse to accept individual ads they find offensive or objectionable

Identify a true statement about the ability of children to understand advertising:

The motives of persuasive advertising cannot be critically evaluated by children

Which of the following statements about the use of creativity in an advertising campaign is true? A. Because most advertising is creative, creativity is not nearly enough to break through the clutter. B. Creative advertising always has a positive impact on sales. C. Creative advertising that is not relevant to the target audience may have a greater impact than advertising that is relevant. D. The nature of advertising requires that everyone involved in the promotional planning process engage in creative thinking. E. Users of creative advertising can avoid using big ideas and unique selling propositions in their advertising campaigns.

The nature of advertising requires that everyone involved in the promotional planning process engage in creative thinking

Which of the following statements about informational/rational advertising appeals is true? A. The particular features, benefits, or attributes that serve as the basis for these appeals are constant across product categories. B. These types of appeals work well for products but not for services. C. The particular features, benefits, or attributes that serve as the basis for these appeals vary from one product or service category to another as well as by market segment. D. The particular features, benefits, or attributes that serve as a basis for these appeals generally do not vary by market segment. E. Informational/rational ads create feelings, images, beliefs, and meanings about the product or service.

The particular features, benefits, or attributes that serve as the basis for these appeals vary from one product or service category to another as well as by market segment

__________________ is an internal factor that may influence the determination of media strategy. A. The size of the media budget B. Competitive factors C. Changes in the economy D. The development of new media E. All of the above

The size of the media budget

Critics worry that public journalism compromises _____.

The two competing models that have influenced American and European newsrooms since the early 1900s are _____.

The number of households in a market area that own a television set is referred to as: A. households using television B. the universe estimate (UE) C. a program rating D. households owning televisions E. audience size

The universe estimate (UE)

Which of the following statements describes a problem encountered by national advertisers when using spot advertising? A. Spot advertising does not allow them to adjust to local market conditions. B. Spot advertising cannot be used as part of their cooperative advertising programs. C. Spot advertising is easy to acquire since time is purchased from a number of local stations. D. There are more variations in the pricing policies of local stations than networks. E. All of the above statements describe a problem encountered by national advertisers when using spot advertising.

There are more variations in the pricing policies of local stations than networks

Which of the following statements about audience measurement in promotional products marketing is true? A. Reach and frequency are as easy to measure with promotional products marketing as with print advertising. B. Response to direct-mail advertising with included promotional products marketing is typically used as a measure of all support media. C. Donnelly Marketing has established an acceptable method for measuring the impact of promotional products marketing on sales. D. Companies that use promotional products marketing are not interested in sales; they only want to create goodwill. E. There is no established ongoing audience measurement system for promotional products marketing.

There are no established ongoing audience measurement system for promotional products marketing

Which of the following statements about product placement advertising is true? A. The product placements benefit from low potential for exposure. B. There is a strong source association between actors and the products. C. The major disadvantage associated with the use of product placement advertising is its costs. D. The recall of product placements is generally lower than that of television ads. E. Alcohol and tobacco companies are legally prohibited from using product placements.

There is a strong source association between actors and the products

Why are companies giving more attention to multicultural marketing?

There is an increase in the purchasing power of ethnic minorites

What do Westwood One, ABC, and Premier have in common? A. They all operate DBS services. B. They are currently the three major national radio networks. C. They are developing electronic devices for measuring radio audience listenership. D. Together they own more than three-fourths of the world's radio stations. E. They are the three media specialist groups that buy block radio time.

They are currently the three major national radio networks

Which statement about advertising agencies such as the WPP Group and Omnicom is TRUE?

They are mega-agencies controlling a majority of the advertising dollars spent around the globe.

Why does the practice of print journalists going on cable news shows to offer their opinion have some critics concerned?

They feel it undermines the credibility of journalism.

How have PR professionals misused the Internet?

They have altered Wikipedia entries to benefit their clients.

What did the FCC's net neutrality rules do?

They require wired broadband providers to provide the same access to all Internet services and content

Nizoral A-D shampoo is the only dandruff shampoo made with the number one doctor-prescribed ingredient, an ingredient that its manufacturer holds the patent on. This is the product's unique selling proposition (USP). Which of the following statements about this USP is true? A. This USP can be easily imitated. B. This USP does not benefit a large enough target market. C. This USP creates a sustainable competitive advantage. D. This USP will cause the copy platform to be more cognitive than affective. E. This USP allows for the creation of a strong brand personality.

This USP creates a sustainable competitive advantage

Many companies fail to set appropriate integrated marketing communications objectives because: A. they cannot determine which benchmark measures to use B. subjectivity is as important as creativity in a successful advertising campaign C. top management has only an abstract idea of what the firm's IMC program is supposed to do D. they want to target several different target markets E. corporate culture supports abstract objectives and not the concrete type needed for a successful IMC program

Top management has only an abstract idea of what the firm's IMC program is supposed to do.

Due to economies of scales in advertising, smaller competitors are at a disadvantage and new competitors are deterred from entering the market. (T/F)

True

In advertising, what one individual considers to be not in good taste or unethical may be acceptable to some other individual (T/F)

True

T/F media planners are more concerned with the percentage figures and index numbers than with the raw numbers

True raw numbers may not be specific enough for their needs or they question the numbers provided because of the methods used to collect htem

T/Fthe supreme court has ruled that professionals such as dentist and physicians have the righ to advertise

True in 1982 the supreme court passed this

Which of the following televisions shows best illustrates how television provides advertisers with selective coverage of target audiences according to their lifestyles? A. ER B. Grey's Anatomy C. U.S. Open Golf D. local news programs E. Sesame Street

U.S. Open Golf

The _____ has control over advertising involving the use of the mail.

US Postal Service

Believing it is wrong to lie, but okay to deceive a for an important story, is an example of

Utilitarian approach

In 1976, the US Supreme Court ruled that pharmacists cannot be prevented by the state from advertising the prices of prescription drugs. The related case was the _____ case.

Virginia State Board of Pharmacy v. Virginia Citizens Consumer Council

Wagner tire is developing an advertising campaign that is set to claim using its new RX models tops 25% faster on wet surfaces when compared to other brands the company must conduct a proper test because

Wagner competitors may sue the company under the lanham act if it cant substantiate its claims

Journalists such as _____ worried that PR professionals had too much power over American public opinion.

Walter Lippmann

Which of the following is a concern that privacy advocates typically cite about Internet advertising?

Web sites attach cookies to your computer then track the pages you visit. Marketers can use the personal information people post on social media sites. Advertisers can use required sign-up information on Web sites to build profiles about individual Internet users. Agencies can add online retail sales data to your online profile without your knowledge.

_____ newspapers originate in small towns or suburbs and usually focus on news, sports and events relevant to a local area or community. A. Daily B. Weekly C. Local D. Regional E. Special-audience

Weekly

The FTC's authority to issue a cease-and-desist order stems from the _____.

Wheeler-Lea Act

The ruling of the Federal Trade Commission Act in 1931, which limited the power of the Federal Trade Commission to protect consumer from false advertising, led to a consumer movement that resulted in the _____ in 1938.

Wheeler-Lea Amendment

amendment that amended section 5 of the FTC act to read "unfair methods of competition in commerce and unfair or deceptive acts or practices in commerce are hereby declared to be unlawful"

Wheeler-lea amendment

Which of the following statements best compares the CPM for movie theater advertising with that of other media? A. The CPM for movie advertising is higher than that for magazines. B. Movies have a lower CPM than radio, but higher than newspapers. C. When compared to other advertising media, the CPM is quite high for movie ads. D. When compared to other advertising media, the CPM is quite low for movie ads. E. The CPM for movie advertising is equal to that of the other forms of advertising media.

When compared to other advertising media, the CPM is quite high for movie ads

Which motion picture rating was appropriated as a promotional tool by the pornography industry?

X

Because _____ advertising does not create awareness or demand for products or services, but rather points consumers toward where their purchases can be made, it is considered a directional medium. A. specialty B. Yellow Pages C. radio D. transit E. television

Yellow Pages

Which support medium should be employed if the consumer has already been provided with information about the service and now requires a directional medium? A. billboards B. product placements C. advertising specialties D. in-flight advertising E. Yellow Pages

Yellow Pages

Rick likes to watch Tremors: The Series on the Sci-Fi channel and the police car chase videos on his local Fox affiliate. Both shows are on Friday night at the same time. When commercials start on one of the shows, he immediately switches to the other. Rick is engaged in: A. time shifting B. zooming C. encoding D. zipping E. zapping

Zapping

_____ is an approach to integrated marketing communications planning that involves determining what tasks need to be done and which marketing communications planning functions should be used to accomplish them. A. The objective/task pyramid B. DAGMAR C. Inside out planning D. Zero-based communications planning E. Refutational planning

Zero-based communications planning

Parker videotapes the television show My Name is Earl, which is shown on Tuesday nights on her local WB station, so she can fast forward through the commercials. Parker engages in: A. time shifting B. zooming C. encoding D. zipping E. zapping

Zipping

Ethnographic research is a type of observational research in which the researcher actually may visit consumers' homes and watch them using the product being researched._____ would be an ideal subject for ethnographic research. A. Clutter content analysis B. Zipping and zapping C. Flighting and pulsing D. Bursting and flighting E. Narrowcasting

Zipping and zapping

_____ refers to the practice of fast-forwarding through commercials on prerecorded programs, while _____ refers to channel changing via remote control mechanisms. A. Zipping; zapping B. Zapping; zooming C. Zipping; time shifting D. Time shifting; zipping E. Zooming; zipping

Zipping; zapping

Janet Cooke's fabricated investigative report for the Washington Post led to _____.

a Pulitzer Prize, which was later revoked

The Pulitzer Prize often goes to the reporter who _____.

a Pulitzer Prize, which was later revoked

In Mutual v. Ohio, the Supreme Court ruled that motion pictures were _____.

a business

Which of the following would be most likely to result in waste coverage? A. an ad for custom-build concession food trailers appearing in Amusement Business, a trade journal B. a business-to-business ad appearing in Time magazine C. a Mountain Dew commercial appearing on MTV D. a Reebok commercial during the NCAA basketball playoffs E. an ad for a solvent to clean rifles in Guns magazine

a business-to-business ad appearing in Time magazine

A whiskey distillery wants to advertise in an in-flight commercial. What are the advantages associated with using this form of in-flight advertising? A. lack of clutter B. low wearout C. high attention from target audience D. a captive audience E. all of the above

a captive audience

The playing of the song "Like a Rock" in the broadcast ads for Chevrolet trucks is: A. used primarily to get attention B. used primarily as background music C. a central part of the advertising message D. unrelated to any market segmentation strategy E. accurately described by all of the above

a central part of the advertising message

When magazines set advertising rates based on a set average circulation figure delivered by the publication but do not guarantee a rebate if they fail to meet it they are using: A. guaranteed circulation B. circulation verification C. pass-along circulation rates D. a circulation rate base system E. a rebate system

a circulation rate base system

Pulsing advertising is _____.

a combo of continuous and flighting (base level of advertising with increases)

A very frustrating, and often expensive, scenario for both an agency and its client occurs when:

a commercial is approved at the storyboard stage but then is rejected after it is produced

Regular sponsorship occurs when?

a company pays to sponsor a section of a site

The Payne Fund Studies emerged from _____.

a concern about the effect of movies on youth

General Motors negotiated an $80 million media package with Time Warner that included advertising in magazines owned by the media conglomerate as well as on cable television stations it operates. This is an example of: A. a cross-magazine deal B. a cross-media deal C. a magazine network advertising D. circulation management E. an intermedia deal

a cross-media deal

reference groups

a group whose perspectives or values are being used as the basis of one's judgements, opinions, and actions

2. (p. 283) One of the reasons Hyundai utilized an integrated marketing communications campaign was research indicated: A. that product features were less important than promotional expenditures B. a high percentage of buyers do most of their comparison shopping on the Internet C. competing automobile manufacturers were reducing their Internet presence allowing Hyundai an opportunity to create an electronic comparative advantage D. situational creative appeals are easier to convey using integrated marketing communications E. all of the above

a high percentage of buyers do most of their comparison shopping on the Internet

Which of the following describes a limitation of cable television that advertisers need to know about? A. opportunities for narrowcasting B. greater flexibility in the types of commercials which can be used C. lower costs D. a lack of penetration, particularly in major markets E. limitations on the length of commercials

a lack of penetration, particularly in major markets

The physical arrangement of the various parts of an ad including headlines, subheads, illustrations, body copy and identifying marks is known as: A. the narrative style B. visualization C. copy writing D. art direction E. a layout

a layout

Which of the following business is most likely to buy outdoor advertising? A. a local Ford car dealership B. 3M Company C. Carnation Company D. Quaker Oatmeal E. RubberMaid

a local Ford car dealership

public relations

a management function which evaluates public attitudes and identifies the policies and procedures of an organization with the public interest and executes a program of action (and communication) to earn public understanding and acceptance

The derogatory term journalists use for PR professionals, "flack" is derived from _____.

a military term that means an antiaircraft artillery shell or protective military jacket

A City of Macon public transit system bus painted to look like a large moving loaf of Wonder Bread is an example of: A. out-of-store advertising B. a mobile billboard C. free-form advertising D. a spectacular E. a sales promotion

a mobile billboard

_____ involves two or more publishers offering their magazines to an advertiser in one package. A. Mag-networking B. Multimedia networking C. A multimagazine deal D. A multi-promotional strategy E. Dual promotion

a multimagazine deal

The boom in twenty-four-hour cable news programs led to _____.

a news vacuum that is now filled with talk shows and interviews with journalists

An example of a PR pseudo-event is _____.

a press conference for the movie Pirates of the Caribbean II

_____ is defined as one percent of all the television households in a particular area tuned to a specific program. A. A program rating B. A ratings point C. Household using television (HUT) D. Share of audience E. None of the above

a ratings point

Today the Internet functions as _____.

a repository of news images and video

What does the term psychographics refer to?

a research method that attempts to group people according to their attitudes, beliefs, interests, and motivations

media planning

a series of decisions involving the delivery of messages to audiences

ad campaign

a set of interrelated and coordinated marketing communications activities that center on a single theme/idea

Habermas defines the public sphere as _____.

a space for critical public debate

campaign theme

a strong idea that will be communicated in all the advertising and other promotional activities

evoked set

a subset of all the brands or products that the consumer thinks can solve a problem or satisfy a need

A rough commercial that is categorized as an animatic rough, is likely to contain:

a succession of drawings

What is deliberative democracy?

a system in which citizen groups, local government, and the news media work together to shape social and political agendas

_____ of the medium or vehicle is the actual total cost required to place the message. A. Net contribution margin B. Net cost C. Absolute cost D. Relative cost E. Cost per media (CPM)

absolute cost

Swivel Inc., a manufacturer of consumer goods, markets its shampoo brand, Valerie, in several developing countries by making it available in single-use sachets. These sachets are sold through local shops in small towns and villages. In this scenario, Swivel is attempting to:

adapt its products for these markets

The television time period available to local stations right before or after network programming is called: A. adjacencies B. dayparts C. access time D. less-than-prime time E. in-betweens

adjacencies

contextual advertising

ads are determined by the content on the webpage

directional medium

ads do not create awareness or demand for products or services, but provide the location (yellow pages)

Identify a type of ad that is a cause for concern in children's advertising:

ads featuring violent content

retargeting

ads follow a web user and are displayed on every participating subsequent websites the user visits

transformational ads

ads that create feelings, meanings, images, and beliefs that make the product use experience richer, more exciting, warmer, or more enjoyable

The type of advertising appeals that have received the most criticism for being in poor taste are:

ads that use sex or nudity

Jake argues that ads with sex appeals are offensive and ineffective. Dan disagrees and feels that creativity must be respected in all art forms. What statement is likely to strengthen Jake's argument?

ads with sex appeal objectify women and demean them

native advertising

advertiser gains attention by providing valuable content in the context of the user's experience

Barter syndication is also called: A. advertiser-supported syndication B. station-sponsored syndication C. participation syndication D. first-run programming E. presold programming

advertiser-supported syndication

the 3 major participants in the advertising process are

advertisers advertising agencies media

the three major participants in t4eh advertising process are

advertisers agencies media

Which of the following comparisons of primary in-home readers of a magazine and pass-along readers is true? A. Advertisers generally attach greater value to primary in-home readers. B. Advertisers generally attach greater value to pass-along readers. C. Pass-along readers should be totally discounted in evaluating magazine readership. D. Pass-along readers generally spend more time with a magazine and pick it up more often than do primary readers. E. All of the above are correct comparisons.

advertisers generally attach greater value to primary in-home readers

Forehead for rent, body for rent, and celebrity hairdo are all examples of? A. virtual advertising B. the new-product development process C. advertisers seeking new media outlets D. free-form promotion E. transit technology advertising

advertisers seeking new media outlets

The three major participants in the advertising process that work individually and collectively to encourage truthful, ethical, and responsible advertising are

advertisers, advertising agencies, and the media

Newspapers and magazines receive nearly 70% of their revenue from _____.

advertising

what are the most visible business activites

advertising and promotion

The argument by famous advertising copywriter David Ogilvy that "what you say in advertising is more important than how you say it" suggests: A. advertising appeal is more important than the way it is executed B. advertising execution is more important than the appeal C. advertising appeals and executions are equally important D. advertising execution is more important than message content E. the product is more important than the creative appeal

advertising appeal is more important than the way it is executed

A(n) _____ refers to the approach used in an advertisement to elicit some consumer response or influence feeling. The way this approach is turned into an advertising message is the _____. A. advertising appeal; advertising campaign B. creative execution style; advertising appeal C. creative execution style; advertising campaign D. advertising appeal; creative execution style E. brand image; positioning

advertising appeal; creative execution style

A(n) _____ is a series of advertising messages in a variety of media that center on a single theme or idea. A. advertising campaign B. copy platform C. unique proposition D. creative blueprint E. creative work plan

advertising campaign

The print ads and the television ads for Maytag appliances were designed to show "The Loneliest Man in the World" was a Maytag repairman. Public appearances by the actor who appeared in the commercials as well as consumer brochures and point-of-purchase displays were also used in this interrelated and coordinated effort called a(n): A. advertising campaign B. copy platform C. animatic D. campaign illumination E. interrelated marketing campaign (IMC)

advertising campaign

Consumer advocates argue that

advertising cost re expenses that make the price higher for consumers

_____ is the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. A. A unique selling plan (USP) B. Promotional uniqueness C. Problem detection D. Positioning E. Advertising creativity

advertising creativity

Which of the following statements, if true, would support the argument that advertising encourages materialism?

advertising equates accumulation of wealth to success and popularity

puffery is legally defined as

advertising or other sales presentations which praise the item to be sold with subjective opinions or exaggerations stating no specific facts

It is important to have an ______ because down the road it will be used to measure successful and failed advertising.

advertising plan

What has lead to a concern that advertisers may influence or even control the media?

advertising plays an important role in financing the media__

Policies and procedures for the self regulation of the advertising industry are established by the

advertising self-regulatory council

The proponents of creative advertising argue that: A. the more information in the ad the more effective the ad B. the only purpose of advertising is to sell the product C. advertising should be designed to make consumers buy products that they do not want or need D. advertising should be designed to create an emotional bond between consumers and the brand or company E. advertising should break through the clutter by focusing on logos and products

advertising should be designed to create an emotional bond between customers and the brand or company

Products, such as free pens, calendars, and coffee mugs featuring advertising and used as promotional tools are referred to as: A. premiums B. advertising specialties C. sales promotions D. publicity E. giveaways

advertising specialties

Useful articles of merchandise, such as sports bottles, calendars, and pens, imprinted with an advertiser's name, message, or logo are examples of: A. advertising specialties B. product placements C. transportable advertising D. sales promotions E. trade promotions

advertising specialties

Which support medium should be employed if the objective is to achieve high levels of retention and have the communication serve as a frequent reminder? A. billboards B. product placements C. advertising specialties D. in-flight advertising E. Yellow Pages

advertising specialties

The _____ program of the Federal Trade Commission, in 1971, required advertisers to have documentation that affirmed their claims and to prove that their claims were truthful.

advertising substantiation

The introduction of the advertising substantiation program of the FTC has put most of the burden of proof on the _____.

advetiser

Airplanes pulling banners, blimps and skywriting are all examples of: A. sales promotions B. flighting C. aerial advertising D. stationary advertising E. free-form advertising

aerial advertising

alternative out of home media

aerial advertising: sky banner, blimp, sky writing mobile billboards: trucks, vans, trailers

WSIX in Nashville, WDEF in Chattanooga, and WGNX in Atlanta all show CBS programming. These local television stations that are associated with national television networks are known as: A. satellite networks B. local nets C. affiliates D. station reps E. regional networks

affiliates

_____ are primarily independently owned and are contracted to preempt time during specified hours for programming provided by the networks that carry national advertising within their programming. A. Satellite networks B. Local nets C. Affiliates D. Station reps E. Regional networks

affiliates

Sky Inc., a tobacco manufacturer, ran a series of ads for its new brand, SkyMenthol. At the end of each print and television ad, the company featured a statutory warning that stated "Cigarette smoking is injurious to health." In this scenario, the company is using _____ disclosure.

affirmative

ex. cigarette ads telling you about the health risks associated with smoking so you can make an informed condition

affirmative disclosure

The _____ method of budgeting is being employed when expenditures are allocated by an analysis of expenditures for all aspects of producing and marketing the product. The ad budget is determined by making sure a certain amount is not exceeded. A. arbitrary allocation B. percentage of sales C. affordable D. return on investment E. competitive parity

affordable

Traditionally, newspaper advertising space for national advertisers has been sold by the: A. standard advertising units (SAUs) B. column inch C. agate line D. cost per thousand (CPM) E. page

agate line

What term refers to the idea that the mass media determine the major topics of discussion for individuals and society?

agenda-setting

What term refers to the idea that when the media fixate on a particular event or issue, they decide the major topic of discussion for individuals and society?

agenda-setting

According to the positioning advertising copy testing the purpose of copy testing is to

aid in the judgement of specific advertising executions

A magazine can be categorized by: A. the fact that it is only available by subscription B. the fact that it is a monthly publication C. its geographic specialization D. the topics that are covered in the publication E. all of the above

all of the above

An advertiser preparing to run a large ad in a weekly newspaper needs to know that _____ can be a disadvantage associated with the selection of newspapers as the media vehicle. A. poor reproduction quality B. lack of demographic selectivity C. clutter D. short life span E. all of the above

all of the above

Examples of the use of alternative media include: A. a physician's ad in the Yellow Pages B. the name, address, and phone number of a plumbing company at the bottom of a giveaway calendar C. a billboard for Friendly Ford on Interstate 75 D. an ad for Cheerwine soft drink on a NASCAR racing vehicle E. all of the above

all of the above

Information on the characteristics of magazine audiences is provided by: A. Simmons Market Research Bureau B. Mediamark Research, Inc. C. the magazines themselves D. SRDS's Business Publication Advertising Source E. all of the above

all of the above

Media options include: A. television B. direct marketing C. newspapers D. transit advertising E. all of the above

all of the above

Media planning is not an easy task. Which of the following is a reason why media planning is so difficult? A. insufficient information on audience figures B. inconsistent terminology C. time pressures inhibit proper planning D. difficulty in measuring the effectiveness of a medium E. all of the above

all of the above

Radio is a very effective medium for reaching: A. teenagers and college students B. non-English-speaking ethnic groups C. infrequent television viewers D. infrequent readers of magazines and newspapers E. all of the above

all of the above

Selectivity in reaching specific target audiences is available in magazines on the basis of: A. demographics B. geographic area C. lifestyle D. interests E. all of the above

all of the above

Television is considered an excellent advertising medium because of: A. its ability to combine visual images with sound and motion B. the tremendous creative flexibility and opportunities available through television C. its ability to convey a mood or image for a brand D. its value in demonstrating a product or service E. all of the above

all of the above

The Simmons Market Research Bureau (SMRB) report provides clients with: A. information on the number of users of a product B. information on the number of users falling into a demographic category C. an index number reflecting category usage D. a breakdown by light, medium and heavy users E. all of the above

all of the above

The creative strategy is affected by: A. the identification of the target audience B. the basis problems, issues, or opportunities that advertising needs to address C. the major selling ideas that the advertising needs to communicate D. any information supporting the major selling ideas that needs to be included in the ads E. all of the above

all of the above

The creative work of an advertising agency may be reviewed and evaluated by: A. brand managers B. advertising managers C. legal departments D. board of directors E. all of the above

all of the above

The ideas of Malcom Gladwell in Blink: The Power of Thinking Without Thinking, suggest that many unique insights that drive innovation and great advertising campaigns are NOT gained through: A. focus groups B. surveys C. sampling D. traditional market research techniques E. all of the above

all of the above

Which of the following changes has increased the likelihood consumers may avoid seeing television commercials on the major networks? A. the increased number of channels, which give consumers more viewing, options B. the penetration of VCRs and DVDs into homes C. the increase in the use of remote control devices for TV sets D. the increase in the use of PVRs E. all of the above

all of the above

Which of the following contributes to the reproduction quality of magazine advertising? A. the high quality of the paper stock used in magazines B. printing processes that provide excellent reproduction of black and white pictures C. prevalent use of color in magazine ads D. ability to reproduce pictures with colors that are replicas of the originals E. all of the above

all of the above

Which of the following has been cited as a limitation of outdoor advertising? A. its ability to target specific markets B. frequency of exposure is too high C. high absolute and relative costs D. negative attitudes of consumers toward the medium E. all of the above

all of the above

Which of the following has contributed to the increased zapping of television commercials? A. the use of remote control devices for most TV sets B. the emergence of 24-hour continuous format programming on cable television C. the increasing length of television commercial breaks D. the increased use of DVRs and video on demand technologies E. all of the above

all of the above

Which of the following has contributed to the problem of advertising clutter on television? A. the increased use of 30-second and 15-second commercials B. the use of split-30 second commercials by some advertisers C. the suspension of the National Association of Broadcasters code authority to limit the amount of time available for commercials D. decisions by networks to increase the number of minutes they make available for commercials E. all of the above

all of the above

Which of the following is a disadvantage associated with Yellow Pages advertising? A. lack of creativity B. clutter C. long lead time D. market fragmentation E. all of the above

all of the above

Which of the following is a disadvantage associated with transit advertising? A. copy and creative limitations B. waste coverage C. ineffective reach D. unreceptive mood of target audience E. all of the above

all of the above

Which of the following is a factor that influences the setting of the advertising budget? A. what stage of its life cycle the product is in B. whether competition is active or concentrated C. whether the marketer is a pioneer in the market D. the cost of the product E. all of the above

all of the above

Which of the following is an advantage associated with the use of branded entertainment? A. low relative cost B. high exposure C. low costs D. source association E. all of the above

all of the above

Which of the following is an advantage associated with transit advertising? A. long exposure time B. high frequency of exposure C. low absolute and relative costs D. geographic selectivity E. all of the above

all of the above

Which of the following is an advantage inherent in the pulsing method of scheduling advertising? A. cost efficiency of advertising B. covers the entire buying cycle C. allows for the use of more than one media vehicle D. ability to use advertising as a constant reminder to the consumer E. all of the above

all of the above

Which of the following is an example of a disadvantage associated with product placement? A. high absolute cost B. negative public reaction C. limited appeal D. lack of control E. all of the above

all of the above

Which of the following is an example of an out-of-home advertising medium? A. a billboard on the top of a taxi in New Orleans B. an ad placed inside a bus shelter C. banners pulled by airplanes over sporting events D. an ad on a park bench E. all of the above

all of the above

Which of the following is an organizational characteristic that can have a direct effect on the budget allocation process? A. approval and negotiation channels B. pressure from senior managers to arrive at the optimal budget C. power and politics in the organizational hierarchy D. whether the organization is centralized or decentralized E. all of the above

all of the above

Why are advertisers interested in cable as an advertising medium? A. the opportunities cable offers for narrowcasting B. cable's low cost relative to network television C. the flexibility available for advertising or cable D. cable generally does not require advertisers to make large upfront commitments E. all of the above

all of the above

Which of the following statements describes a limitation associated with the use of radio as an advertising medium? A. Many car radio listeners change stations during commercials breaks. B. Most radio stations carry 10 to 12 minutes of commercials every hour resulting in high clutter. C. There is limited research data available on individual radio stations since they are small operations and cannot fund detailed studies of their audiences. D. The high number of stations in most markets means there is a great deal of audience fragmentation. E. All of the above are limitations of radio as an advertising medium.

all of the above are limitations of radio as an advertising medium

Which of the following statements is an explanation why newspapers give for maintaining a differential rate structure for national versus local advertisers? A. They argue it costs more for newspapers to handle national advertising. B. They argue national advertising is less dependable than local advertising. C. They argue demand for national advertising is inelastic and will not increase if rates are lowered. D. They state national advertisers often request merchandising assistance from newspapers. E. All of the above are reasons given for the rate differential.

all of the above are reasons given for the rate differential

Which of the following questions should be used as a criterion when evaluating creative output? A. Does the creative approach communicate a clear and convincing message to the customer? B. Is the creative approach consistent with the creative strategy and creative objectives? C. Is the creative approach appropriate for the target audience? D. Is the creative approach consistent with the brand's marketing and advertising objectives? E. All of the above questions should be used as criteria when evaluating creative output.

all of the above questions should be used as criteria when evaluating creative output

Which of the following statements about advertisers' use of techniques such as pop-ups, talking ads, heavy inserts and other methods to attract readers' attention is true? A. They are viewed as a way of breaking through the clutter created by the large number of ads in many magazines. B. Many advertisers are critical of their use and do not want to run regular ads that have to compete against them for readers' attention. C. They are not accepted by everyone in the advertising and publishing industry as a viable way of breaking through the advertising clutter in magazines. D. Some critics argue that they alter the feel of a magazine and the readers' relationship to it. E. All of the above statements about advertisers' use of techniques such as pop-ups, talking ads, heavy inserts, and other methods to attract readers' attention are true.

all of the above statements about advertisers' use of techniques such as pop-ups, talking ads, heavy inserts, and other methods to attract readers' attention are true

Which of the following statements about radio as an advertising medium is true? A. Radio is characterized by highly specialized programming that generally appeals to narrow segments of the population. B. Radio has evolved into primarily a local advertising medium. C. Radio advertising revenue exceeded more than $20 billion in 2007. D. Radio has been called the Rodney Dangerfield of media. E. All of the above statements about radio as an advertising medium are true.

all of the above statements about radio as an advertising medium are true

Which of the following statements about slice-of-life executions is true? A. Slice-of-life executions are sometimes criticized for being unrealistic and irritating. B. Slice-of-life executions often present a problem consumers encounter and suggest a solution. C. Slice-of-life executions can be used effectively by business-to-business marketers. D. Procter & Gamble has traditionally been a frequent user of slice-of-life executions. E. All of the above statements about slice-of-life executions are true.

all of the above statements about slice-of-life executions are true

Which of the following statements about the circulation of magazines is true? A. Circulation revenue is becoming a major source of income for many publications. B. The higher the circulation of a magazine, the higher the advertising rates it can generally charge. C. Many magazines are finding the incremental costs of attracting and maintaining circulation increases is not always cost effective. D. Some magazines have reduced their circulation base in recent years to control costs. E. All of the above statements about the circulation of magazines are true.

all of the above statements about the circulation of magazines are true

Which of the following statements about the dramatization execution technique is true? A. The dramatization execution technique is particularly well suited to television. B. The dramatization execution technique often relies on the problem/solution approach. C. The dramatization execution technique is similar to a slice-of-life execution but uses more excitement and suspense. D. The goal of the dramatization execution technique is to use drama to get the audience involved in the advertising story. E. All of the above statements about the dramatization execution technique are true.

all of the above statements about the dramatization execution technique are true

Which of the following statements about the use of indirect headlines is true? A. Indirect headlines are often effective in attracting a reader's attention or interest. B. Indirect headlines can provoke curiosity and encourage a reader to read the body copy of an ad. C. Indirect headlines may include questions, provocations, or challenges. D. Indirect headlines rely on their ability to generate reader interest and involvement and thus get readers to read more of the message. E. All of the above statements about the use of indirect headlines are true.

all of the above statements about the use of indirect headlines are true

Which of the following is an example of a favorable price appeal? A. Dillard's department store announces a 24-hour sale. B. Kroger supermarkets advertise their everyday low prices. C. Denny's restaurant promotes its $2.99 Grand Slam Breakfast. D. Nissan advertises the latest model of the Altima as the lowest priced car in its class. E. All of the above use a favorable price appeal.

all of the above use a favorable price appeal

social media

allow the creation and exchange of user-generated content

Mobile advertising on smartphones _____.

allows advertisers to tailor ads according to geographic location and user demographic

Companies prefer sponsorship arrangements for buying advertising time because sponsorship: A. allows companies to capitalize on the image of a high-quality program B. gives the advertiser less control over the placement and the length of its commercials C. is relatively inexpensive D. means the advertiser can run more commercials per hour since time regulations do not apply E. broadens advertising reach, saves money, and reaches a more aggregated market when compared to buying national spots

allows companies to capitalize on the image of a high-quality program

In the communication process, the feedback loop _____.

allows the receiver to communicate with the sender and inform the sender whether the message was received and decoded properly, the sender may need to adjust their message

Critics of printaculars argue they: A. limit the creative flexibility of print media B. alter the appearance and feel of a magazine and the reader's relationship to it C. are not used enough to be considered a separate advertising category D. result in horizontal promotional conflict among advertisers E. hinder the evaluation of the overall benefits of a media

alter the appearance and feel of a magazine and the reader's relationship to it

Increased pressure on magazine publishers to meet the demands of advertisers is in part due to: A. reach and frequency estimates B. alternative advertising choices available to advertisers C. the growth in sports and marketing stories D. increased circulation of magazines E. image and affect promotion

alternative advertising choices available to advertisers

concept testing methods

alternative are exposed to consumers who match the target audience reactions and evaluations sought through focus groups, direct questioning, and surveys

support media is also

alternative media below-the-line media non-measured media nontraditional medi

In North America and Europe, many _____ operate on the libertarian model of expression.

alternative newspapers and magazines

A whiskey distillery wants to advertise in an in-flight commercial. What are the disadvantages associated with using this form of in-flight advertising? A. high costs B. lack of wearout C. inability to segment market D. an audience feeling that such ads are intrusive E. all of the above

an audience feeling that such ads are intrusive

Assume the television show Grey's Anatomy had an average national program rating of 18 during the 2007 season. This means that: A. an average of 18 million households watched Grey's Anatomy B. 18 percent of the households watching television were tuned to Grey's Anatomy C. an average of 18 percent of the television households in the country were tuned to Grey's Anatomy D. an average of 18 million households watched Grey's Anatomy for at least five minutes E. 18 percent of the households in the United States watched the entire program

an average of 18 percent of the television households in the country were tuned to Grey's Anatomy

corporate advertising

an extension of the PR function that does not promote a specific product or service, but instead promotes the organization

During the late 1960s, Jack Valenti established _____.

an industry board to rate movies

direct marketing

an interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location

An arrangement where a group of cable systems in a geographic area are joined together for advertising purposes is known as: A. a geographic connection B. an interconnect C. an adjacency D. multiplexing E. cable syndication

an interconnect

Gathering quotes from victims at a hospital might be seen as _____.

an invasion of a person's right to privacy

premium

an offer of an item, merchandise, or service, free or at a low cost, that is an extra incentive for customers

Which of the following is an example of public opinion research?

an online survey asking people how they feel about legalizing gay marriage

A marketing firm decides to purchase media time in an attempt to sell its new product. After purchasing approximately $1 million dollars of time, it has noticed no impact on the sales of the product. However, at $3 million, a substantial increase is shown. This might best be explained by: A. arbitrary allocation B. the objective and task method C. competitive parity D. an S-shaped response E. rapidly diminishing returns

an s-shaped response

According to Advertising Age, experts in creative advertising don't write books or espouse theories. They see advertising as: A. an inherent drama working to offset the reality of social issues. B. an uplifting social force, as a way to inspire and entertain. C. the replacement for the 20th century salesperson D. publicity created through unique selling propositions E. a cultural force redefining societal needs and wants

an uplifting social force, as a way to inspire and entertain

The Rogers Agency wants to test a creative idea it has for a new commercial before moving ahead with the production of the spot. To make the test more realistic it wants to test both the visual layout of the commercial as well as the audio portion of the message. The commercial should be tested in which of the following forms? A. storyboard B. animatic C. reaction profile D. print copy E. rough layout

animatic

To make a creative layout of a commercial more realistic, a(an) _____ may be produced by making a videotape of the _____ along with an audio soundtrack. A. animatic; storyboard B. storyboard; animatic C. animatic; copy platform D. copy platform; storyboard E. campaign; storyboard

animatic; storyboard

A commercial for Honey-Flavored Wheat Chex cereal mix shows a bear made out of Wheat Chex cereal climbing a tree made out of Wheat Chex to reach a beehive made of Wheat Chex. Which type of creative execution does this commercial use? A. dramatization B. testimonial C. animation D. straight-sell E. slice-of-death

animation

An advertising execution technique that is particularly popular for creating commercials targeted at children is: A. slice-of-life B. demonstration C. testimonial D. scientific evidence E. animation

animation

the FTC act was originally intended to help enforce?

antitrust laws, such as the sherman and clayton acts by helping restrain unfair methods of competition

general pre-planning input

any general reading materials that provide useful information

In the communication process, noise from the environment is _____.

any interference that from competing messages, lack of clarity, or other flaw

A conflict of interest is _____.

any situation in which a reporter may stand to benefit personally from a story

In 2006, Nielsen Media Research introduced a new media rating system, A2/M2, or: A. All Ads, Make Meaning B. Average Audience, Marketing Management C. Actual Audience, Measured Meaning D. Audience, Access, Monitoring Mentality E. Anytime, Anywhere Media Measurement

anytime, anywhere media measurement

Which of the following product categories accounts for the largest dollar volume of items used as promotional products? A. games B. apparel C. calendars D. bags E. sporting goods

apparel

According to Paco Underhill impulse buying can be regarded to _____.

appealing to the senses

Which top-down budgeting method is being employed when expenditures are allocated by assigning a budget based on gut feelings? A. arbitrary allocation B. percentage of sales C. affordable method D. payout planning E. competitive parity

arbitrary allocation

You know the _____ method of budgeting is being employed after hearing an experienced marketing department manager respond to a new employee's question, "How was the ad budget established last year?" by saying, "The same way it's always been done. I just have an instinct for how much should be budgeted where." A. arbitrary allocation B. percentage of sales C. ROI D. return on investment E. competitive parity

arbitrary allocation

Leslie is working for a local agency as an intern. Her company has been hired to develop an advertising campaign for chain of coffee shops. She has been given the task of coming up with the big idea. You can tell her big ideas: A. are very easy to come by B. really only matter in advertising for consumer products not for retail establishments C. are typically not the basis for effective advertising campaigns D. are only effective in business-to-business advertising E. are easier to develop when the service being advertised is heterogeneous

are easier to develop when the service being advertised is heterogeneous

market opportunities

areas where there are favorable demand trends, where the company believes customer needs and opportunities are not satisfied, and where the company can compete

Which of the following is an advantage of promotional products marketing? A. a high level of frequency B. a high degree of audience selectivity C. as a tool for reminder advertising D. a high degree of flexibility E. all of the above

as a tool for reminder advertising

In mall intercepts, consumers: _____.

asses ads via questionnaires and rating scales

What advertising technique pairs a product with a cultural value, such as natural scenery or national pride?

association principle

Outdoor advertising would best be suited for a company whose communication objective is to: A. attain brand awareness B. explain a complex product advantage C. create attitude change D. stimulate product trial of a new type of computer E. influence immediate behavior

attain brand awareness

The goal of the National Newspaper Network, which was created by the Newspaper Association of America in 1993, is to: A. make newspaper advertising rates the same for everyone B. attract more newspaper advertising dollars from national advertisers in specific product categories by facilitating the purchasing process C. make sure national advertisers who use newspapers on a limited basis pay higher rates than those who are already regular users D. attract more newspaper advertising from local companies E. do all of the above

attract more newspaper advertising dollars from national advertisers in specific product categories by facilitating the purchasing process

The price for commercial time charged by a television network is largely a function of a program's: A. average frequency B. production costs C. audience size and composition D. duplicated reach E. overlap

audience size and composition

Disadvantages to RAdio

audio only clutter low attention getting fleeting message

_____ is the number of times the average household reached by a media vehicle is exposed to the vehicle over a specified period of time. A. Effective reach B. Unduplicated reach C. Average reach D. Average frequency E. Effective frequency

average frequency

average number of times the target audience reached by a media schedule is exposed to the vehicle over a specified period.

average frequency

The _____ is the average number of people estimated to have listened to a radio station for a minimum of five minutes during any quarter-hour in a time period expressed as a percentage of the survey area population. A. average quarter-hour figure B. cumulative audience C. average quarter-hour rating D. average quarter hour share E. average daily market share

average quarter-hour rating

The AIDA Model suggests that _____ leads to _____ which leads to _____ which leads to _____ in the mind of consumers.

awareness/attention, interest, desire, action

11. The Visionaries, an advertising agency in Boston, is testing a creative idea for a new commercial before moving ahead with the production. To make the test more realistic, it wants to test both the visual layout of the commercial as well as the audio of the message. In which of the following forms should the commercial be tested?

B. Animatic

16) With respect to the various generational differences in shopping behaviors, what is the name given to the generation born during the period 1946-1964?

B. Baby boomers

6. An ad for a van shows how easily a small boy and his grandfather can get in and out of the vehicle. It also emphasizes the positioning of handles at appropriate places that make transit easier for older people. Which ad execution technique is being used in this ad?

B. Demonstration

2. Which of the following statements is true about effective communication?

B. For effective communication, marketers must understand the meanings that consumers attach to words and symbols.

7) Which of the following is an advantage of a decentralized organizational system?

B. Rapid response to problems and opportunities

10. Which of the following statements is true about advertising reach?

B. Reach of a media vehicle can be defined as the "opportunities to see" an ad.

15. When trying to attain mass coverage of the entire U.S. market, which of the following forms of advertising would be most effective?

B. Television

6. Which of the following statements is true of the media mix?

B. The characteristics of a product help in determining the combination of media that should be used.

10) Which of the following is true of a psychosocial consequence?

B. They are intangible in nature.

2. Which of the following is true of marketing objectives?

B. They are usually defined in terms of specific outcomes such as sales volume, market share, profits, or return on investment.

14. Which of the following is true of humor appeals?

B. They enhance effectiveness by putting consumers in a positive mood.

9) Greg is hired into the marketing services department of a full-service advertising agency. His job profile includes gathering information relating to the client's product and service that can be used in the development of the creative strategy. He has to collect information from various other departments in the firm to gain a better understanding of the client's target audience. In this scenario, Greg has been hired as a(n):

B. account planner.

10) A(n) _____ is an individual who specializes in helping clients choose their advertising agencies.

B. ad agency review consultant

12) Marketing research firms:

B. are one of the most widely used types of collateral service organizations.

12) After purchasing a fancy cut diamond ring for his wife, Jason feels dissatisfied with his purchase as he feels that the ring was overpriced and poorly cut. Moreover, feels that he should have selected the round brilliant cut diamond rather than the fancy cut diamond. In this scenario, Jason is experiencing:

B. cognitive dissonance.

19) A reference group to which one does not wish to belong is a(n) _____ group.

B. disassociative

7) The market segmentation process:

B. divides a market into distinct groups that will respond similarly to marketing actions.

9. The S-shaped response curve suggests that:

B. extremely low advertising budgets will not work.

11) Simplified decision rules such as "Always buy the largest size of the cheapest detergent" or "Only buy motor oil if the manufacturer is offering a rebate" are called:

B. heuristics.

5. An index number of 100 means that the:

B. market segment being analyzed is average.

2. A media plan is a guide for:

B. media selection.

6. The best way to reach a narrowly defined group of customers or a market niche is through:

B. personal-selling and targeted direct mail.

9) A review of a movie in a local magazine or on a popular daily television show is an example of:

B. publicity.

8. An advertisement for Flora Gardening Supplies begins with a discussion of how beautiful and enjoyable gardens can be. It ends with the directive to visit the company website and guarantees that the online experience will convince consumers to buy the company's products. By placing the strongest point at the end of the ad, Flora is hoping to benefit from the:

B. recency effect.

9. A public awareness advertisement that aims to convince people to give up smoking features three teens bungee jumping off a bridge. When they reach the ground, each grabs a soda can, opens it, and takes a sip. As the third person takes a sip, the can explodes and kills him. The final screen reads, "No other product but tobacco kills every third consumer." By placing the strongest point in the ad at the end, the ad's source is hoping its message benefits from the:

B. recency effect.

7. The primary objective of _____ is to time promotional efforts of a company so that they will coincide with the highest potential buying times.

B. scheduling

15. A direct mail piece advertising a collection of home maintenance books would have its information:

B. self-paced.

12. Advertising campaign themes:

B. set the direction of all of the individual ads that make up the campaign.

3. The first step in developing a media plan is to:

B. set the media objectives.

21) With respect to the roles in the family decision-making process, all the members of a family who use a car are referred to as the:

B.consumers.

((% of brand to total us sales in the market) ( % of total us population in the market)) x 100

BDI

What is the earliest known example of advertising?

Babylonian shop owners hanging signs carved in stone and wood

The ethical principle "the greatest good for the greatest number" was derived from the work of _____.

Bentham and Mill

The BBB is the largest and best konwn self-regulatory mechanism iin the United States for controlling advertising practices that has been established by the business community. BBB stands for:

Better Business Bureau

Which of the following is an example of an advertising personality symbol? A. Michael Jordan B. Betty Crocker C. Tiger Woods D. Shaquille O'Neal E. all of the above

Betty Crocker

The Colbert Report satirizes news hosts like _____.

Bill O'Reilly

Why did the Federal Trade Commission create rules requiring bloggers to disclose connections to companies?

Bloggers appeared impartial in their endorsement of products but received gifts from companies for such posts.

Low BDI Low CDI

Both the product category and the rand are doing poorly; not likely to be a good place for advertising

helps marketers factor the rate of product usage by geographic area into the decision process

Brand development Index

________________ is a form of advertising that blends marketing and entertainment through television, film, music talent and technology. A. Flighting B. Branded entertainment C. Direct response promotion D. Publicity E. Sales promotion

Branded entertainment

Advertising of alcoholic beverages is regulated and controlled by the _____.

Bureau of Alcohol, Tobacco, Firearms and Explosives

Actions or practices that are considered deceptive or unfair to consumers are investigated by the _____.

Bureau of Consumer Protection

Sales promotion areas are regulated by the Federal Trade Commission through the Marketing Practices Division of the _____.

Bureau of Consumer Protection

made to protect consumers against unfair deceptive, or fraudulent practices while also investigating cases involving acts or practice alleged to be deceptive or unfair to c onsumers

Bureau of Consumer Protection

helps the FTC evaluate the impact of its actions and provides economic analysis and support to antitrust and consumer protection investigations and rule makings

Bureau of Economics

seeks to prevent business practices that restrain competition and is responsible for enforcing antitrust laws

Bureau of competition

7. _____ is a process that involves conducting research and gathering all relevant information about a client's product or service, brand, and consumers in the target audience.

C. Account planning

Chapter 9 1. Which of the following statements is true of informational advertising appeals?

C. Attributes that form the basis of these appeals vary from one product or service category to another.

6) Which of the following is an example of trade advertising?

C. CL Inc., a chocolate manufacturer, hopes to attract wholesalers and retailers by placing an ad in NextMag, a weekly hotel magazine.

Chapter 6 1. According to the persuasion matrix, which of the following is a dependable variable of the communications model?

C. Comprehension

5) Which of the following differentiates a centralized organization from a decentralized organization?

C. In a centralized organization, an advertising manager controls the entire promotions operation for all the products of a company, whereas in a decentralized organization, each product is assigned to a different brand manager.

7. Which of the following is true of a Q-score?

C. It answers the question, "How appealing is a celebrity endorser among people who do know him or her?"

8) Which of the following best defines perception?

C. It is the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world.

6) Which of the following is true of the problems associated with the centralized organizational structure?

C. It makes it difficult for the advertising department to understand the overall marketing strategy of the brand.

2) Robert, an automobile engineer, detects a strange noise emanating from the engine of his car. As he is an expert mechanic, he diagnosed that the car required a new fan belt. Which of the following stages of the consumer decision-making process is represented in this scenario?

C. Problem recognition

18) Which of the following is best defined as a group whose presumed perspectives or values are used by an individual as the basis for his or her judgments, opinions, and actions?

C. Reference group

CHAPTER 2 BEGINS 1)_____ is a detailed assessment of the current marketing conditions facing the company, its product lines, or its individual brands.

C. Situation analysis

7) _____ is a tool of direct marketing that is used to call customers directly and attempt to sell the products and services, or qualify them as sales leads.

C. Telemarketing

10. Which of the following factors creates a positive relationship between advertising and sales?

C. The basis for product differentiation

13) Which of the following is true about integrated services?

C. They create individual branding for varied products or services.

9. Which of the following is a basic component of a print advertisement?

C. Trademarks

8. Trial, purchase, adoption, and rejection are all examples of the _____ stage of the response process.

C. behavioral

5) There are several medicines that relieve allergy-related symptoms but only Sensitine comes in a quick dissolving form that can be easily swallowed without water. The manufacturer of Sensitine hopes the fact that it dissolves and enters the system quicker than other brands will create a:

C. competitive advantage.

2. Ads are often called _____.

C. creative

2. An ad for Calloway Resorts stresses the different recreational activities available to visitors. It also explains the various facilities that guests can use while staying at the resort. This is an example of a(n) _____ appeal.

C. feature

4. In a market analysis, the _____ is considered a good indicator of the potential of the market. It is derived by dividing the percentage of users in a demographic segment by the percentage of population in the same segment and the multiplying the quotient by 100.

C. index number

23) In the family decision-making process, the person in the family who is responsible for starting the purchase decision process is the:

C. initiator.

4) A company often uses a centralized organizational system when:

C. it does not have many product lines or brands to advertise.

3) Creative Networks is a major participant in the advertising and promotion process. It attracts various companies to buy space and time with them by providing the same at discounted rates. Creative Networks helps these companies reach their target market effectively by communicating their message. In this scenario, Creative Networks is a(n):

C. media organization.

12. The pass-along rate refers to the:

C. number of persons to whom a magazine copy has been given and who have read it.

5) The National Egg Association has been promoting the benefits of eggs for many years. It aims to educate customers about the nutritional values of eggs through ads which are aired in several states. It is making use of _____.

C. primary-demand advertising

3. A software development company runs an advertising campaign for one of its products emphasizing that it is the most preferred financial software brand. The ad also states, "Thousands of customers have switched over to our software." The company is making use of a(n) _____ appeal.

C. product popularity

2) The primary function of most media is to:

C. provide information and entertainment to their audience.

7. The S-shaped response function implies that:

C. sales effects will follow the microeconomic law of diminishing returns.

7) According to Abraham Maslow's hierarchy of needs theory, the highest level of needs is _____ need.

C. self-actualization

4) Which of the following is true of retail advertising?

C. t is done to build store traffic and sales.

6. A marketing firm decides to purchase some media time in an attempt to sell its new product. After purchasing approximately $1 million worth of time, it notices no impact on the sales of the product. However, when it increases the media time to the value of $3 million, a substantial increase in sales is observed. This change is best explained by:

C. the competitive parity method.

6. According to the sleeper effect phenomenon:

C. the impact of a persuasive message from a low-credibility source can increase over time, since the message content becomes disassociated from the source.

3. An ad for Kool Kids, a kidswear company, is featured in the August issue of a teen magazine, Teen 360. The ad shows children between the ages of 3 and 12 on a ramp. In terms of the response stages of the persuasion matrix, the ad is ineffective in reaching the intended target audience, the parents, because:

C. the media channel used is inappropriate.

9. At the _____ stage of the creative process, the creative team attempts to find the best creative approach or execution style before moving ahead with the campaign themes and going into actual production of the ad.

C. verification

6. The last step in the creative process models developed by James Webb Young and Graham Wallas is:

C. verification.

5. Advertisers create emotional advertising appeals by using:

C.transformational advertising.

provides information on the potential for development of the total product category rather than specific brands

CDI category development index

In order to compare the relative costs between two print media, an advertiser needs to use: A. reach B. frequency C. GRPs D. CPM E. BDI

CPM

In purchasing time on television, it often becomes difficult to determine the print equivalent cost. As a result, some television rate cards now express costs in terms of _____ so as to provide a comparable base. A. reach B. frequency C. GRPs D. CPM E. absolute cost

CPM

(( cost of ad space)/ (circulation) x cost of ad space x 1,000)

CPM cost per thousand

Which of the following statements concerning advertising on cable television is true? A. Cable time can only be purchased on a national level. B. Cable time can be purchased on a national, regional, or local level. C. Spot cable advertising revenues have decreased dramatically over the past five years. D. Local cable systems provide advertisers with a great deal of research information on demographics, lifestyles, and viewership patterns. E. The initial popularity of cable television has passed, and network television is once again the more popular medium.

Cable time can be purchased on a national, regional or local level

In the _____ case in 1980, the Supreme Court ruled that commercial speech was entitled to First Amendment protection.

Central Hudson Gas and Electric Corp. v. New York Public Service Commission

Who does McDonalds spend the most advertising money on?

Children

The _____ of 1998 was passed because of the concerns over online marketing aimed at children.

Children's Online Privacy Protection Act

Which of the following statements about the level of advertising clutter in newspapers is true? A. Clutter is really not a problem in newspaper advertising since most ads are very large. B. Clutter is not a problem with newspapers even though nearly two thirds of the average daily paper is devoted to advertising. C. The term clutter only relates to broadcast media, not print media. D. Clutter is a particularly difficult problem in newspaper advertising since most ads are in black and white, and it is difficult to do anything unique or creative that will grab the reader's attention. E. There are no advertising techniques that will cause an ad to break though newspaper clutter.

Clutter is a particularly difficult problem in newspaper advertising since most ads are in black and white, and it is difficult to do anything unique or creative that will grab the reader's attention

What type of market prevails in the procreator stage of personal-selling evolution?

Coactive

CPFR is _____ .

Collaborative Planning, Forecasting, and Replenishment

What concerns are raised by the current trend of political advertising?

Complicated political issues are being condensed into thirty-second ad spots. Repeated attack ads may undermine citizens' confidence in the electoral process. Television networks do not provide free airtime to politicians because paid political advertising is a big source of revenue for them. Only wealthy candidates can afford to advertise on television.

Which of the following products is most likely to be sold using personal selling?

Computers

The _____ function model is based on the microeconomics law of diminishing returns. A. concave-upward B. S-shaped demand C. S-shaped response D. marginal utility E. concave-downward

Concave-downward

Which of the following statements provides a reason why consumers are more receptive to magazine advertising than to television advertising? A. Unlike television ads, magazine ads are intrusive and not easy to ignore. B. Consumers generally choose to purchase a magazine because they are interested in the content and ads are additional information relevant to the issue or topic area. C. There are not many ads in most magazines, so they do not bother consumers. D. Because more creative options are available for magazines than for television advertising, magazine ads are more interesting. E. Magazine advertising does not provide the psychographic or demographic selectivity that television does.

Consumers are generally choose to purchase a magazine because they are interested in the content and ads are additional information relevant to the issue or topic area

Which of the following is a weakness associated with a focus group research?

Consumers become instant "experts."

Identify a defense that proponents of advertising offer against the charge that advertising makes people buy things they do not really need:

Consumers have the ability to defend themselves against persuasive advertising

_____ is the difference between total revenue generated by a brand and its total variable costs. A. Contribution margin B. Aggregated cost C. Promotional result D. Net worth E. Return on investment

Contribution margin

Which of the following methods of communication is typically used to create goodwill within an organization?

Corporate picnics

______ is an attempt to provide some standardization of relative costing procedures for making media selections. A. Daily inch rate B. Cost per repetition (CPR) C. Cost per ratings point (CPRP) D. Absolute cost E. Cost per thousand (CPM)

Cost per thousand (CPM)

America's 3rd largest retailer is _____.

Costco

_____ refers to the potential audience that might receive the message through a vehicle. A. Frequency B. Reach C. Viewer number D. Coverage E. Exposure

Coverage

Which of the following statements gives a reason why a marketer might want to emphasize creativity in the development of an advertising campaign? A. Creative advertisements that are creative for the sake of being creative often fail to produce sales. B. Creative advertising can break through the clutter and make an impression on buyers. C. Creative advertising cannot create positive feelings that transfer to the product or service. D. Creative advertising is effective even if it is irrelevant to the target audience. E. All of the above statements give a reason why a marketer might want to emphasize creativity over all other elements in the development of an advertising campaign.

Creative advertising can break through the clutter and make an impression on buyers

_____ is a quality possessed by individuals that enables them to generate novel approaches to handling problems and that is reflected in new and improved solutions to those problems. A. Uniqueness B. Dramatization C. Creativity D. Proficiency E. Personification

Creativity

_____ is the combined efforts of two or more firms to reach a specific target market.

Cross-promoting

_____ variables that marketers must consider include language, customs, tastes, attitudes, lifestyles, values, and ethical/moral standards.

Cultural

4. Which of the following statements is true about source credibility?

D. A very credible source is more effective when message recipients are not in favor of the position advocated in a message.

10. According to the dissonance/attribution model, during the decision making process, through which of the following response sequences does a consumer pass?

D. Do → feel → learn

5. Which of the following is true of buzz marketing?

D. It is a systemized process that encourages people to speak favorably about a product.

1) Which of the following is an example of a marketing exchange?

D. Mrs. Maloney gave Larry a box of homemade fudge in return for painting her fence.

4) Which of the following consumer behaviors leads them to seek different brands and try out various options?

D. Novelty-seeking behavior

9) Which of the following is considered to be a subjective evaluative criterion while purchasing an automobile?

D. Styling

2) Which of the following statements best defines value?

D. The customer's perception of all of the benefits of a product or service weighed against all the costs of acquiring and consuming it

Chapter 8. 1. Which of the following statements is true of the use of creativity in an advertising campaign?

D. The nature of advertising requires that everyone involved in the promotional planning process understand the creative strategy.

12. Which of the following situations would be most conducive to the use of a comparative advertising message?

D. When a company with a new brand wants to position that brand against established brands

2. A television ad for VenusCell Inc. shows a famous celebrity describing the features of the latest smartphone launched by the company. The celebrity talks about the features of the new smartphone such as 4G technology, AMOLED touchscreen, SVGA, tri-band, and WAP. According to the persuasion matrix, it is likely that a less educated audience will face problems associated with _____ due to the use of mobile jargons in the ad.

D. comprehension

4. In a communication process, _____ refers to the information and/or meaning contained in a message.

D. content

3. The people who develop ads and commercials are known as _____.

D. creative types

4. Advertising appeals that relate to consumers' social and/or psychological needs for purchasing a product or service are known as _____ appeals.

D. emotional

6) The first step in the target marketing process is to:

D. identify markets with unfulfilled needs.

22) Jim's parents wish to buy a car. Knowing that Jim is a car enthusiast, they ask him to collect the relevant facts and figures required to make the purchase. Subsequently, Jim collects several magazines and articles for the same purpose. In this scenario, Jim is the:

D. information provider.

10) A lawsuit charged a mortgage lender with racism because it allegedly charged African-American borrowers higher rates than other borrowers. News of the lawsuit was reported by the wire service, and it appeared in several newspapers. This is an example of:

D. negative publicity.

6) Jack, a student, has applied for a job in one of the top private banks in the U.S. Jack feels securing a job with a private bank would fulfill his desire for steady employment. With respect to Maslow's hierarchy of needs theory, by securing a career in private banking, Jack is most likely to fulfill his _____ needs.

D. safety

14) With respect to the various generational differences in shopping behaviors, the generation born prior to 1946 is called:

D. the greatest generation.

_____ are the various time periods or segments into which a broadcast day is divided. A. Adjacencies B. Participations C. Spots D. Dayparts E. Hours

Dayparts

All of the following are steps for evaluating effective ads EXCEPT?

Demographics

_____ helps render the products or services of large advertisers distinctive or better in comparison to competitor's product's or services.

Differentiation

Which of the following made it illegal to download digital media?

Digital Millennium Copyright Act

_____ advertising is a category of advertising that is found throughout a newspaper and generally uses illustrations, headlines, white space, and other visual devices in addition to the copy text. A. Display B. Classified C. Preprinted insert D. Supplement E. Index

Display

How might an advertising creative specialist acquire general preplanning input about a market that can be used as to develop the creative strategy for a calcium-enhanced sports drink? A. Talk to coaches and trainers to get their reactions to the new product. B. Talk to nutritionists about the actual nutritional value of the added calcium. C. Get a group of athletes to sample the drink and give their opinions about its taste and consistency. D. Read reports on consumers' feelings about the addition of vitamins and minerals to their food. E. Do all of the above.

Do all of the above

When using a unique selling proposition (USP) as the basis for a creative strategy, an advertiser the least important consideration for the advertiser would be: A. Does the USP provide a sustainable competitive advantage? B. Can the USP be easily copied or imitated by competitors? C. Can the USP claim be substantiated? D. Is the claim used as a USP important to consumers? E. Does the UPS create a brand personality?

Does the UPS create a brand personality?

4. Which of the following is at the base of the GfK International purchase funnel that is used as a diagnostic model of consumer decision making?

E. Imagery

24) Which of the following is true of cross-disciplinary research?

E. It is better suited for the study of consumers because it takes into account their complexity and multidimensionality.

14. Which of the following is an advantage associated with direct mail advertising?

E. Opportunities for repeat exposures

4. Which of the following statements is true according to the Hirschman study of creative people in advertising?

E. They want to maximize the impact of the advertising message.

2) A situational analysis:

E. includes an assessment of its individual brands.

8) In a full-service agency, the function of gathering, analyzing, and interpreting information that is useful in developing advertising is the responsibility of the _____ department.

E. research

7. When a person speaks on behalf of a product or service based on his or her personal use of and experiences with it, a(n) _____ execution is being used.

E. testimonial

Which of the following statements about ESPN is true? A. The programming at ESPN is starting to seem stale to its viewers. B. Advertising on ESPN targets primarily "soccer moms." C. ESPN is an acronym for Exercise and Sports Program Network D. ESPN has recently begun historical programming. E. ESPN re-vitalized its programming by outbidding the networks for major sports programming.

ESPN re-vitalized its programming by outbidding the networks for major sports programming

Smaller media companies often avoid certain topics or even present biased news coverage, according to advertiser demands. Which of the following terms best represents this practice?

Economic censorship

Despite heavy advertising, Ford's _____ campaign was a failure.

Edsel

Who helped design a campaign for the American Tobacco Company to make smoking more publicly acceptable for women?

Edward Bernays

Who taught the first public relations class?

Edward Bernays

Which of the following organizations' CEOs joined the National Advertising Review Council Boards of Directors in 2009?

Electronic Retailing Association, Interactive Advertising Bureau, Direct Marketing Association

The _____ examines advertising claims in direct-response advertising, including infomercials and home shopping channels.

Electronic Retailing Self-Regulation Program

_____ refers to the tendency of individuals to view their own group or society as the center of the universe.

Ethnocentrism

Before the introduction of the advertising substantiation program, the _____ had to prove that a claim was unfair or deceptive.

FTC

What law required stations to air controversial-issue programs and provide competing points of view?

Fairness Doctrine

It is not necessary to prove that an advertisement has the tendency to deceive audiences in order to win a false advertising lawsuit.

False

T/F Using the average frequency number to calculate GRPs never results in underexposing an audience

False

T/F those who believe that materialism is part of the protestant ethic are likely to deny possessions as evidence of success?

False

T/F a promotion is not considered a lottery if a prize is offered

False Also if winning a prize depends on chance and not skill and if a participant is required to give u something fo participate

Advertising acts as a deterrent to market entry and restricts product innovation. (T/F)

False (Advertising is a means to market entry rather than a deterrent and helps stimulate product innovation)

Consumers are attracted to ads for products and services they do not really need or that fail to interest them. (T/F)

False (Consumers ignore ads for products and services they do not really need or that fail to interest them)

Which popular silent-film actor was made a scapegoat in the early 1920s after a series of scandals rocked Hollywood?

Fatty Arbuckle

Fred Smith is the CEO of _____.

FedEx

The _____ was founded in 1934 to regulate broadcast communication.

Federal Communications Commission

To monitor patent medicine claims, in 1906 the _____ was passed.

Federal Food and Drug Act

Created by the Federal Trade Commission Act in 1914, the _____ is primarily responsible for regulating and controlling advertising.

Federal Trade Commission

This was established by the Federal Government to monitor advertising in 1914?

Federal Trade Commission

The Wheeler-Lea Amendment was passed by the US Congress to close a loophole in the: _____.

Federal Trade Commission Act

What was one result of the consumer movement?

Firms paid more attention to customers.

Inside-out planning: A. focuses on what the marketer wants to say, when the marketer wants to say it, things the marketer believes are important to his or her brand, and the media form the marketer wants to use B. is another term for zero-based communications planning C. starts with the customer and builds backward to the brand when developing an IMC program D. is a method of implementing DAGMAR objectives E. is used to forecast the validity of DAGMAR objectives

Focuses on what the marketer wants to say, when the marketer wants to say it, things the marketer believes are important to his or her brand, and the media form the marketer wants to use

The three types of retailers include _____, _____, and _____.

Food (supermarket, supercenter, convenience, warehouse club) General Merchandising (full-line discount, category specialist, drug, off-price, department, specialty, extreme value) Service (auto rental, health spa, vision center, bank)

Which of the following does Standard Rate and Data Service (SRDS) classify as a general business magazine? A. Forbes B. Drug Store News C. Restaurant News D. Architectural Digest E. Floral Management magazine

Forbes

_____ is the number of times a receiver is exposed to a message in a given time period. A. Potency B. Reach C. Coverage D. Frequency E. Mediatronics

Frequency

Identify a portrayal indicating gender stereotyping in advertising targeted to children:

Girls shown performing passive indoor activities

_____ is a summary measure that combines reach and frequency. A. The brand development index (BDI) B. The program rating C. The category development index (CDI) D. Target ratings points (TRPs) E. Gross ratings points (GRPs)

Gross ratings points (GRPs)

How did Ivy Ledbetter Lee help the reputation of the Rockefellers?

He distributed a series of "fact sheets" to the press following the Ludlow mine strike. He urged the family to publicize its many charitable works. He staged photo ops of John D. Rockefeller wearing overalls and a miner's helmet, posing with the families of workers and union leaders. He suggested that John D. Rockefeller hand out dimes to children.

Identify a true statement about the effect of advertising on competition:

High amounts of advertising are not always found in industries where firms have a large market share

Which of the following pieces of federal legislation had the greatest impact on outdoor advertising? A. Fair Packaging and Labeling Act (1966) B. Wheeler-Lea Act (1938) C. Highway Beautification Act of 1965 D. National Environmental Policy Act (1969) E. Consumer Product Safety Act (1972)

Highway Beautification Act of 1965

Which PR firm did Nixon hire in 1974 to restore his post-presidency image?

Hill & Knowlton

Why are farm publications not classified with business publications? A. Historically farms have not been perceived as businesses. B. The number of farm magazines, if added to the number of business magazines, would make the category too large. C. Farm magazines are a hybrid of consumer and business magazines. D. The service that did the initial classification of magazines was owned by a farm publication. E. Federal laws require the breakout of farm magazines because subscriptions to these magazines help to determine farm allowances.

Historically farms have not been perceived as businesses

Which of the following statements about image advertising is true? A. Image advertising is used most often when there are significant functional or performance differences among brands. B. Image advertising is often used when competing brands are difficult to differentiate on a functional or performance basis. C. Advertisers often use image advertising when their products or services offer a unique attribute or benefit to consumers. D. Image advertising is most commonly used for business-to-business products. E. All of the above statements about image advertising are true.

Image advertising is often used when competing brands are difficult to differentiate on a functional or performance basis

All of the following are examples of critical media studies EXCEPT:

Image analysis

Timberland Co. sells all-weather gear. For its advertising, it has developed an imaginary place called Timber Land, which is a utopian setting of extraordinary landscapes and crystal-clear water. Its ads use a _____ execution style to get the audience to envision themselves in Timber Land. A. imagery B. demonstration C. slice-of-life D. animation E. competitive advantage

Imagery

Which of the following statements on how the Internet and multimedia devices has influenced the look of advertising?

In the 1990s, advertising design often mimicked the look of drop-down menus. In the twenty-first century, advertising design has become more interactive and three-dimensional. Visual design has gotten simpler as logos need to appear visible on smaller devices. Advertising design has become more international as agencies need to appeal to a global community.

Inna has been hired to promote a membership-only genealogical Web site, which provides demographic information on over one billion people. She has gathered together all the relevant environmental information and has studied the product as closely as possible. Now it is time for the _____ stage of the creative process. She needs to work on another project and put the genealogical project completely out of her conscious mind. Her subconscious needs time to work on a solution. A. preparation B. digestion C. incubation D. illumination E. verification

Incubation

In a market analysis, the _____ is considered a good indicator of the potential of the market. It is derived by dividing the percentage of users in a demographic segment by the percentage of population in the same segment and the multiplying the quotient by 100. A. cost per media (CPM) B. quantitative advantage C. index number D. average frequency E. relative reach

Index number

Which of the following statements about the role of magazines and newspapers as advertising media vehicles is true? A. The advantages and disadvantages associated with the use of either magazines or newspapers as advertising media vehicles are the same. B. Individual magazines reach a very selective audience and are very valuable for reaching specific types of consumers or market segments. C. Magazines generate most of their total revenue from advertising. D. Business magazines generate most of their revenue from subscriptions and single copy sales and are not really dependent on advertising. E. Both newspapers and magazines are generally considered low-involvement media.

Individual magazines reach a very selective audience and are very valuable for reaching specific types of consumers or market segments

An ad for Enbrel, a prescription medicine for people who have rheumatoid arthritis, tells the reader that this drug has proven to work for people who have had little or no pain relief from other drugs. The factual, news like nature of the ad indicates it is using a(n) _____ appeal. A. informational/rational B. product popularity C. emotional D. fear E. refutational

Informational/rational

Advertising creative people might oppose the DAGMAR approach to setting objectives because it: A. inhibits their creativity by putting too much emphasis on numbers and the quantitative assessment of an advertising campaign B. requires that speculative presentations be created and used to set benchmark measures C. is only successful if it produces the desired sales results D. does not provide any type of communication guidelines E. is too concerned with qualitative assessments of the finished campaign

Inhibits their creativity by putting too much emphasis on numbers and the quantitative assessment of an advertising campaign.

The biggest change in media advertising is increased use of: A. branded entertainment B. Internet advertising C. satellite radio D. product placements E. cable television

Internet advertising

The _____ is a self-regulatory program implemented by the Advertising Self-Regulatory Council (ASRC) that regulates online behavioral advertising (OBA) across the Internet.

Internet-Based Advertising Accountability Program

To more fully appreciate the value of advertising and promotion managers should treat the communications budget as a(n): A. asset B. expense C. liability D. investment E. fixed cost

Investment

Which of the following questions should be used as a criterion when evaluating creative output? A. Does the creative approach create a segmentation base? B. Is the creative approach consistent with that used by the competition? C. Is the creative approach appropriate for the target audience? D. Does the creative approach support a market aggregation strategy? E. All of the above questions should be used as criteria when evaluating creative output.

Is the creative approach appropriate for the target audience

Identify a true statement about the report of the American Psychological Association on advertising targeted to children:

It called for new restrictions on marketing aimed at children

An airline company set the following objective for its new advertising campaign: "To increase the percentage of consumers who know our fares are lower than the competitors' from 55 percent to 75 percent over the next six months." Using the criteria associated DAGMAR approach to setting objective, what is wrong with this objective? A. It is not a concrete statement of what message the airline wants to communicate. B. It does not contain a benchmark measure and statement of the degree of change sought. C. It does not specify a specific time period for accomplishing the objective. D. It does not specify a well-defined target audience. E. Nothing is wrong with this objective; it satisfies all of the criteria specified in the DAGMAR model.

It does not specify a well-defined target audience.

How did the movie industry respond to the formation of community review boards and the deteriorating economic conditions of the Great Depression?

It formed its own self-regulation boards and standards.

Which of the following is an accurate statement about the FCC in the twenty-first century?

It has tried to crack down on instances of indecency with bigger fines (although they are not always successful).

Which of the following is a problem with content analysis research?

It is basically descriptive and does not measure the effects of media.

Many criticize that advertising makes people buy things they do not really need. Which of the following statements weakens this arguments?

It is diffcult to make consumers purchase a product for which they do not see a personal benefit

Which of the following is true of advertising?

It is prone to scrutiny by those who are skeptical of advertising

What did the Communications Act of 1934 do?

It mandated that radio broadcasters operate in "the public interest, convenience, and necessity."

What was a major inadequacy of traditional scientific research, as pointed out by the Frankfurt School?

It reduced large cultural questions to verifiable categories

Which of the following best describes the consumer socialization process?

It refers to consumers acquiring the skills needed to function in the marketplace

Which of the following best defines coverage?

It refers to the potential audience that might receive the message through a vehicle

Which of the following statements best describes how the FTC's substantiation program has affected the advertising industry?

It shifted the burden of proof for ad claims for the commission to the advertiser

How did a study about the impact of the War of the Worlds radio broadcast undermine the hypodermic-needle model?

It showed that most people who heard the broadcast didn't believe it was a real news report.

Which of the following is a founder of modern public relations?

Ivy Lee

Aprilee Lindsey read the April issue of Farm Journal magazine when she visited her parents in North Dakota and was entranced with an ad for John Deere garden tractors, which featured toddlers dressed in overalls and straw hats. When she got home to Alabama and looked for the same ad in her April issue of Farm Journal, she found the ad for John Deere Garden tractors. This ad listed 25 reasons for buying a John Deere brand tractor and had no illustration. What is the simplest explanation for finding two completely different ads in the same issue of a magazine? A. The magazine is a regional publication. B. The magazine uses demographics such as educational levels to target its reading audience. C. John Deere purchased a split run. D. John Deere could only afford a printacular ad in a portion of the market reached by the magazine. E. John Deere was taking part in a Gallup Robinson impact test.

John Deere purchased a split run

Which of the following is an effect of convergence on journalism?

Journalists are conducting their interviews over Twitter, limiting interviewees' responses to 140 characters. Journalists have to do an online version of their story, tweet, and blog in addition to doing a print story. The large amount of information available online has made it easy for journalists to unwittingly plagiarize other journalists' work. Allowing interviewees to respond by e-mail takes the elements of surprise and spontaneity out of the interview.

Which of the following is a major ethical principle?

Kant's categorical imperative the Golden Rule "the greatest good for the greatest number" Aristotle's golden mean

The interpretive approaches of the European school of media research were built on the writings of philosophers like _____.

Karl Marx

The _____ now covers deceptive advertising by forbidding any false description or representation including words or other symbols tending falsely to describe or represent the same.

Lanham Act

Which of the following is a cultural factor affecting international marketing?

Lifestyles

Imagine you have inherited a small motel chain in the New England area. You know you need to buy advertising, but you have a limited budget. Which of the following reasons explain why you would want to use local radio? A. Local radio reaches travelers in their car and is low cost. B. Local radio has a short lead time and the capability to produce inherent drama. C. Local radio allows you to use an aggregated marketing strategy for very little money. D. There is no overlap with local radio stations. E. Local radio is a flexible medium that has short lead times.

Local radio reaches travelers in their car and is low cost

Which of the following statements describes an advantage of the use of marketing public relations (MPR)?

MPR breaks through the clutter

The characteristic rapid edits, creative camera angles, compressed narratives, and staged performances of what television channel heavily influenced the advertising industry in the mid-1980s?

MTV

Magazine A has a cost for a full-page ad of $10,000 and a circulation figure of 5,000,000. Of these 5,000,000 subscribers, 40 percent are tennis buffs. Magazine B has a cost for a full page of $10,000 and a circulation of 3,000,000. Of the 3,000,000 subscribers 75 percent are tennis buffs. If you sold tennis racquets and wanted to compare the CPM effectiveness of these magazines, which would you choose? A. Magazine A B. Magazine B C. Magazine A would be just as effective as Magazine B D. more information is needed on audience size E. more information is needed on costs

Magazine B

Which of the following statements about the cable television industry is true? A. Experts predict cable's popularity as an advertising medium will continue to decline. B. The cable industry is unaffected by the direct broadcast satellite (DBS) services because of FCC regulations forbidding DBS services to carry local television stations. C. The cable industry is highly regulated by the federal government. D. Many cable companies have become multinational companies offering programming in many foreign countries. E. Direct broadcast satellite (DBS) services offer fewer channel choices than most cable television systems.

Many cable companies have become multinational companies offering programming in many foreign countries

Which of the following statements about the geographic selectivity offered by newspapers is true? A. Newspapers offer less geographic selectivity than most other media. B. Newspapers in large cities provide very little geographic selectivity to advertisers. C. Newspapers provide little geographic selectivity to national advertisers. D. Many newspapers publish several geographic or zone editions and thus provide selectivity to local advertisers. E. None of the above statements about the geographic selectivity offered by newspapers is true.

Many newspapers publish several geographic or zone editions and thus provide selectivity to local advertisers

According to Robert Steiner, which of the following terms is essentially synonymous with contribution margin? A. total revenue generated by a product B. net worth C. financial optimization D. marginal analysis E. total profit generated by a product

Marginal analysis

the believe that advertising equals_______ reflects traditional economic thinking that views advertising as a way to change consumer tastes, lowers their sensitivity to price and build brand loyalty among buys and advertised brands

Market

_____ helps in systematically and objectively identifying the characteristics of messages that are broadcasted and analyzing the content to determine trends and perceptions relevant to a product or brand.

Media content analysis

In which case did the Supreme Court rule that a newspaper had the right to publish what it chose?

Miami Herald Publishing Co. v. Tornillo

Which court case set the contemporary definition of obscenity?

Miller v. California

occurs when qualifying information necessary to prevent a practice, claim representation or responsible belief from being misleading is not disclosed

Misleading omission

Which of the following is a common mythical element found in advertising?

Most ads resolve the featured conflicts by the end of the ad.

1. Why did Lee and Bernays' approach to public relations, which emphasized shaping the interpretation of facts, start supplanting the previous "fool the press and mislead the public" tactic of companies by the mid-1900s?

Muckraking reporters started digging into companies' promotional practices, and increasing literacy meant citizens were more informed.

The _____ rating has not proved commercially viable, and distributors avoid releasing films with the rating.

NC-17

Which of the following is an internal self-regulation agency that controls advertising?

National Advertising Review Board

In 1987, enforcement guidelines on airfare advertising, which were adopted by more than 40 states were created by the _____.

National Association of Attorneys General

_____ is an occupational term in the advertising and music industries that refers to prefabricated, multipurpose music that is often used as the background audio portion of a commercial. A. A jingle B. A voice-over C. Needledrop D. Stock photo E. Beat music

Needledrop

What female reporter famously deployed deception to write groundbreaking stories?

Nellie Bly

In marginal analysis all of the following should be considered EXCEPT: A. sales B. fixed costs of advertising C. advertising expenditures and other variable costs D. gross margin E. net worth

Net worth

The _____ was started by marketing companies in order to self-regulate the collection of Internet usage data in response to profiling controversy involving DoubleClick.

Network Advertising Initiative

A retailer wants to run an ad announcing that the new Harry Potter book will be available at the store next Saturday. There are two newspapers in the community in which the retailer operates. An ad in Newspaper A will cost $500, and an ad in Newspaper B will cost $375. Newspaper A has a circulation of 10,000, and Newspaper B has a circulation of 8,000. After calculating the CPM, you know: A. Newspaper A is the more cost-effective buy B. both newspapers are equally cost-effective C. Newspaper B is the more cost-effective buy D. neither newspaper is cost-effective

Newspaper B is the more cost-effective buy

Which of the following statements about newspapers and magazines as advertising media vehicles is true? A. Newspapers are exclusively a local advertising medium. B. Newspapers are primarily a local advertising medium but are also used by national advertisers. C. Magazines are primarily a local advertising medium. D. Magazines are the primary advertising media in terms of ad revenue and number of advertisers. E. Because of the difference in media format, there is no competition between broadcast and print media.

Newspapers are primarily a local advertising medium but are also used by national advertisers

Which of the following statements about spot advertising is true? A. Spot advertising is subject to less commercial clutter than network advertising. B. Spot advertising is confined to station breaks between programs on network-originated shows. C. In terms of the communications process, spot advertising is easier to decode than network advertising. D. Only local advertisers use spot advertising. E. None of the above statements about spot advertising is true.

None of the above statements about spot advertising is true.

Which of the following statements about the advertising competition at the Cannes International Advertising Film Festival is true? A. The Cannes International Advertising Film Festival is the only award given for advertising creativity. B. The Cannes International Advertising Film Festival is not a global competition C. Entry into the Cannes International Advertising Film Festival is limited to members of the European Union. D. The award given by the Cannes International Advertising Film Festival is called the Clio. E. None of the above statements about the Cannes International Advertising Film Festival is true.

None of the above statements about the Cannes International Advertising Film Festival is true

Which of the following statements regarding awards for advertising creativity is true? A. Ads that win creative awards almost always have a positive impact on sales. B. Most advertising and marketing people are supportive of advertising awards because they feel creative people are more concerned with creating advertising that sells their client's products than with winning awards. C. As a rule, all advertising people believe awards are an inappropriate way of recognizing advertising creativity that often helps sell a client's products. D. Not all advertising campaigns that have won creative awards have successfully generated sales for the clients' products. E. None of the above statements about advertising creativity is true.

Not all advertising campaigns that have won creative awards have successfully generated sales for clients' products

The _____ passed by the Congress in 1990 is a major source of changes in food labeling.

Nutritional Labeling and Education Act

Which of the following is an example of a budgeting allocation method that uses a build-up approach? A. ROI B. competitive parity C. objective and task D. arbitrary allocation E. percentage of sales

Objective and task

Which of the following is the right classification for advertisements that project sexually appealing images that don't have much relevance to the products that they advertise?

Offensive advertising

The PRSA accredits _____.

PR agents and firms

What is an element of economic professional friction between the news media and PR?

PR agents help companies "promote as news what otherwise would have been purchased as advertising."

Checkbook journalism refers to:

Paying sources to tell their story

_____ is a method for allocating budgets designed to determine the investment value of the advertising appropriation. A. Payout planning B. Percent of sales method C. Competitive parity D. Arbitrary allocation E. Objective and task

Payout planning

Which of the following products is most likely to be advertised on popular television shows such as Let's make a Deal, American Idol, and Dancing with the Stars? A. gardening equipment B. curry mixes C. Corvette automobiles D. Pillsbury bread products E. fishing lures

Pillsbury bread products

_____ is the approach to finding a major selling idea can be done on the basis of product attributes, price/quality, usage or application, product users, or product class. A. Brand image B. Inherent drama C. Unique selling proposition D. Positioning E. Emotional appeals

Positioning

_____ occur after an ad or commercial has been in the field

Posttests

Leon is the creative director for an agency that has just been hired by a manufacturer of golfing equipment to create a new advertising campaign for the company's titanium clubs. Before starting to develop creative ideas, Leon reads some golfing magazines and spends time talking to some friends and co-workers who play golf. These activities are part of which stage of the creative process? A. preparation B. incubation C. illumination D. verification E. revision

Preparation

Companies often make use of _____ when they have significant news to announce, such as the introduction of a new product or advertising campaign

Press conferences

_____ is the number of magazine copies distributed to original subscribers or purchasers. A. Primary circulation B. Total circulation C. Primary readership D. Guaranteed circulation E. Basic readership

Primary circulation

The use of Nike shoes in the movie Forest Gump and the appearance of the Marriott Hotel logo in the movie True Lies are both examples of: A. product placement B. specialty advertising C. promotional products marketing D. free-form marketing E. transactional advertising

Product placement

Which of the following is an example of a trade magazine? A. Fortune B. National Law Review C. Farm Journal D. Progressive Grocer E. Architectural Digest

Progressive Grocer

_____ emphasizes the importance of working hard, making an effort, and taking initiative; it also views the accretion of material wealth as proof of success.

Protestant ethic

Which of the following is the first stage of the personal-selling evolution?

Provider

Which of the following is a publication about the PR community?

Public Relations Tactics PR Week PR Watch

_____ is advertising that focuses on public welfare and generally is sponsored by nonprofit institutions civic groups, religious organizations, trade associations, or political groups.

Public Service Advertising (PSA)

What is one of the complaints of critics of public journalism?

Public journalism compromises the credibility of professional journalists. Public journalism has not addressed the changing economic structure of the news business. Public journalism undermines "balance" and the both-sides-of-a-story convention. Public journalism has been co-opted by the marketing department.

Which of the following is the most affordable form of communication available to smaller companies?

Public relations

_____ is the management function that evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action to earn public understanding and acceptance.

Public relations

Which of the following statements about publicity is true?

Publicity is typically a short-term strategy

relying on verifiable or substantiated objective info about a product to make subjective claims or statements is a practice known as

Puffery

______ is a kind of automatic identification system, used by Wal-Mart, that uses tiny computer chips that automatically transmit to a special scanner all the information about a container's contents or individual products.

RFID (radio frequency identification) tags

The _____ method of budgeting is being employed when expenditures are allocated by looking at the revenue generated from sales of the product during one year. The information gathered from this examination is used to determine the next year's dollar amounts. A. arbitrary allocation B. ROI C. payout planning D. return on investment E. competitive parity

ROI

In the _____ method of budget determination advertising considered an investment, similar to plant and equipment. A. payout planning B. objective and task C. ROI budgeting D. competitive parity E. percentage of sales

ROI Budgeting

Which of the following statements about radio as an advertising medium is true? A. Almost 50 percent of all radio revenue comes from network advertising. B. Radio has evolved into primarily a local advertising medium. C. Radio advertising revenue has been steadily declining for the last 20 years. D. One of the main weaknesses of radio as an advertising medium is the high production costs. E. All of the above statements about radio as an advertising medium are true.

Radio has evolved into primarily a local advertising medium

_____ is the measure of the number of different audience members exposed at least once to a media vehicle. A. Frequency B. Reach C. Viewer number D. Coverage E. Exposure

Reach

the measure of the number of different audience members exposed at least once to a media vehicle in a given period of itme

Reach

Which of the following statements about advertising reach is true? A. Reach refers to the number of times a viewer is exposed to the ad. B. Reach can be defined as the "opportunities to see" an ad. C. The total number of persons exposed once to a vehicle is referred to as reach saturation. D. Overlap that results from multiple exposures is referred to as wasted reach. E. It is easy to determine what level of reach will be required to achieve various levels of awareness in a target audience.

Reach can be defined as the "opportunities to see" an ad

Which of the following magazines would be LEAST likely to enhance the creativity of an advertising message because the magazine does not create a mood that carries over to its communications? A. Surfing B. Reader's Digest C. Gourmet D. The New Yorker E. Mademoiselle

Reader's Digest

calls for a continuous schedule over a one week period, and less targeting to gain exposure to reach as man potential consumers as possible

Recency planning

Which of the following is a posttest method for measuring advertising effectiveness conducted in a field setting?

Recognition tests

_____ refers to an organization's effort to develop a long-term, cost-effective link with individual customers for mutual benefits.

Relationship marketing

_____ is used to compare media vehicles. A. Net contribution margin B. Net cost C. Absolute cost D. Relative cost E. Cost per media (CPM)

Relative cost

_____ refers to the relationship between the price paid for advertising space or time and the size of the audience delivered. A. Net contribution margin B. Net cost C. Absolute cost D. Relative cost E. Cost per media (CPM)

Relative cost

What is one hiring trend within PR and news reporting?

Reporters often move into PR jobs.

Which of the following is one of the nine principles of Positioning Advertising Copy Testing (PACT)?

Require agreement about how the results will be used in advance of each specific test

Which of the following statements about the use of color in magazine advertising is true? A. The more color used in the ad, the lower the cost. B. Advertisers prefer using black and white because of the greater visual impact it makes. C. Research has shown that color ads are superior to black and white ads in terms of attracting and holding attention. D. Bleed pages are less expensive than color pages with margins because less fine-tuning is required with bleed pages. E. Black and white ads are generally considered superior to color in terms of recall, awareness, and retention.

Research has shown that color ads are superior to black and white ads in terms of attracting and holding attention

The buying period for television advertising time that runs throughout the television season is known as the _____ market. A. up-front B. continual C. scatter D. interconnected E. local

Scatter

_____ is a computerized production process that enables magazines to send different editorial or advertising messages to groups of subscribers within the same issue of a magazine. A. Ink-jet imaging B. Selective binding C. Cross media binding D. Controlled circulation E. Desk top publishing

Selective binding

After the situation analysis and the development of both the marketing and creative strategy plans, it is time to develop the media plan. The first step in developing a media plan is to: A. create a media plan committee B. set media objectives C. determine the reach, frequency, and coverage of all available media D. select broad media classes E. develop advertising campaigns

Set media objectives

To be eligible for verification audits by Audit Bureau of Circulations, a magazine must meet which of the following criteria? A. It must be published on a controlled-circulation basis. B. It must be a business publication. C. Seventy percent or more of the magazines must be purchased for at least half of the magazine's established base price. D. The publication must be a member of the Magazine Publishers of America trade association. E. All of the above criteria must be met for a magazine to be eligible for verification audits by Audit Bureau of Circulations.

Seventy percent or more of the magazines must be purchased for at least half of the magazine's established base price

) Which of the following statements about program ratings and share of audience measures is true? A. Program ratings are always higher than share of audience. B. Program ratings and share of audience are usually the same. C. Share of audience is always higher than the program rating unless all of the households in a market have their set in use. D. Unlike share of audience measures, program ratings consider variations in the number of sets in use since they are based only on those households that have their sets in use. E. None of the above statements about program ratings and share of audience measures is true.

Share of audience is always higher than the program rating unless all of the households in a market have their set in use

The ______ provides syndicated data on audience size and composition for approximately 100 publications as well as broadcast exposure and data for over 800 consumer products and services. A. Simmons Market Research Bureau (SMRB) B. Starch Readership Reports C. Arbitron Ratings D. Nielsen Media Index E. Mediamark Ratings Index

Simmons Market Research Bureau (SMRB)

A _____________ is made of a company and its competitors on the basis of 1. size and share of the total market 2. sales history, cost &profits 3. distribution practices 4. methods of selling 5. use of advertising 6. identification of prospects 7. nature of the product

Situation analysis

Which of the following is spoken defamation?

Slander

What is the difference between slander and libel?

Slander involves spoken language to defame a person's character, but libel refers to written or broadcast expression.

Which of the following statements about newspaper supplements is true? A. Most national advertisers avoid them because of high clutter. B. Newspaper supplements carry no national advertising. C. Some of these publications are similar to national magazines and carry national and regional ads in four-color. D. They appeal to advertisers who are not concerned about reproduction quality and who prefer to use black and white ads. E. Newspaper supplements are a category of newspapers just like daily, weekly, and national newspapers are.

Some of these publications are similar to national magazines and carry national and regional ads in four-color

Individuals who purchase space in newspapers for advertising and sell it to various merchants are called?

Space Broker

Which of the following statements is true of the Electronic Retailing Self-Regulation Program (ERSP)?

Spam e-mails along with Internet pop-up ads that lead to further e-commerce are in the ERSP's purview as well as advertising on TV shopping channels

Natural Health, Paintball Sports, and Guns magazine are all examples of: A. general interest consumer magazines B. special interest consumer magazines C. trade publications D. professional magazines E. special interest business magazines

Special interest consumer magazines

Why does a company like Hallmark choose to sponsor the appearance of the television adaptation of classic books such as Sara: Plain and Tall? A. Sponsorship allows Hallmark to capitalize on the prestige of a high-quality program. B. No other advertiser could afford the sponsorship costs. C. The shows are never shown during a sweeps period, and therefore, sponsorship was more affordable. D. The network would not allow the shows to appear on television unless they had a sponsorship from an approved company. E. All of the above are reasons why Hallmark chose to sponsor television adaptations of classic books.

Sponsorship allows Hallmark to capitalize on the prestige of a high-quality program

Which of the following statements about spot advertising is true? A. Spot advertising offers national advertisers flexibility in adjusting to local market conditions. B. Spot advertising is totally confined to station breaks between programs on network originated shows. C. Spot advertising is subject to less clutter than network advertising. D. Spot advertising is easier to buy than advertising on national networks. E. All of the above statements about spot advertising are true.

Spot advertising offers national advertisers flexibility in adjusting to local market conditions

The acronym SRDS stands for: A. Standardized Reading Development Service B. Standard Rate and Data Service C. Supplementary Rating and Delivery Standards D. Sales Rating and Delivery Standards E. Standard Rating and Delivery Specifications

Standard Rate and Data Service

_____ classifies magazines into three major categories and is the primary reference source for media planners. A. Standard Rate and Data Service (SRDS) B. Simmons Market Research Bureau C. Audit Bureau of Circulations D. Media Mark Research, Inc. E. A. C. Nielsen Co.

Standard Rate and Data Service (SRDS)

_____ is a system that was created in 1984 to make newspaper advertising rates comparable to other media that sell space and time in standardized units. A. The column inch B. The flat rate system C. Standard advertising units D. The portfolio inch E. Agate lines

Standard advertising units

Outside-in planning: A. focuses on what the marketer wants to say, when the marketer wants to say it, things the marketer believes are important to his brand, and the media form the marketer wants to use B. is another term for zero-based communications planning C. starts with the customer and builds backward to the brand when developing an IMC program D. is a method of implementing DAGMAR objectives E. is used to forecast the validity of DAGMAR objectives

Starts with the customer and builds backward to the brand when developing an IMC program

Which of the following is a problem with experiments?

Subjects might act differently in a lab setting than they would in everyday surroundings. The results are not necessarily applicable to a larger population. Most experiments are performed on college students, who are not representative of the general public. They cannot predict long-term results in the real world.

_____ is a strategy of advertising in which certain banned products are indirectly advertised by labeling a non-banned product with a familiar logo so as to develop brand image and easy recall.

Surrogate advertising

Which of the following statements about syndication is true? A. Syndicated programs are of limited value to advertisers since they reach a limited number of viewers. B. There is basically one form of syndicated programming. C. Syndication has become a major business that generates revenue comparable to the major networks. D. National advertisers rarely use syndicated programs. E. Syndicated programs are attractive to national advertisers since they contain a lower level of advertising clutter.

Syndication has become a major business that generates revenue comparable to the major networks

The Communication Process: SENDER >> _____ >> _____ >> _____

TRANSMITTER (encodes message), COMMUNICATIONS CHANNEL (media), RECEIVER (consumer decodes the message)

How do gross rating points (GRPs) differ from target ratings points (TRPs)? A. TRPs are calculated using average frequency figures, and GRP is not. B. TRPs calculations do not include waste coverage, and GRPs calculations do. C. TRPs use a duplicated reach estimate, and GRPs do not. D. TRPs are used when selecting broadcast media, and GRPs are used for selecting print media. E. The two terms are synonymous.

TRPs calculations do not include waste coverage, and GRPs calculations do

mass media

TV, radio, newspaper, billboard, magazines

the number of people in the primary target audience the media buy will reach and the number of times but does not include waste coverage of an advertisement

Target rating points

_____ is the number of persons in the primary target audience who the media buy will reach and the number of times those persons will be reached. A. Target ratings points B. Gross ratings points C. Coverage D. Effective reach E. Total market coverage

Target ratings points

_____ advertising is sometimes used to create curiosity and build interest and excitement in a new product or brand by talking about it but not showing it. A. Reminder B. Teaser C. Curiosity D. New product E. Rational appeal

Teaser

Which of the following statements is true of the American Advertising Federation (AAF)?

The AAF is involved in implementing advertising legislation

_____ verifies the circulation of consumer magazines and farm publications. A. The Audit Bureau of Circulations B. Business Publications Audit C. Standard Rate and Data Service D. Simmons Market Research Bureau E. Mediamark Research, Inc.

The Audit Bureau of Circulations

Which agency is responsible for tax collection for the liquor industry?

The Bureau of Alcohol, Tobacco, Firearms, and Explosives

An example of satiric journalism is _____.

The Colbert Report

How does the use of the Internet differ from the use of other traditional media for disseminating PR information?

The Internet enables companies to archive press releases

Which of the following is true of Japan as an international market?

The Japanese dislike ads that confront or disparage the competition

Economists contend that giving large firms with huge advertising budgets the ability to wield power creates a _____.

barrier to entry

The arrangement under which syndicated programs are offered free or at a reduced rate to local stations but with some advertising time presold to national advertisers is known as: A. off-network syndication B. first-run syndication C. barter syndication D. sponsorship E. participations

barter syndication

Under a ____ arrangement, national advertisers can participate in the syndication market with the convenience of a network-type buy while local stations get free programming and advertising time to sell to local or spot advertisers. A. sponsorships B. participations C. barter syndication D. local syndication E. national syndication

barter syndication

behavioral targeting

based on advertisers' target consumers by tracking their website surfing behaviors

Advertising creative personnel tend to: A. rely on intuition rather than logic when solving a problem B. have educational backgrounds in nonbusiness areas C. be more abstract and less conventional in their approach and solution to a problem D. be more intuitive and perceptual than people with a business background E. be all of the above

be all of the above

Positioning Advertising Copy Testing: ______.

be based on a human response to communicaitons

Why did the government outlaw transportation of boxing movies across state lines?

because of Jack Johnson's race

Why did a federal appeals court reject the FCC's policy on fleeting expletives in 2010?

because the court felt that broadcasters would have no way of knowing what the FCC would find offensive

Since 1972, the advertising substantiation program of the FTC has required advertisers to substantiate their claims _____.

before an ad appears

As a result of economies of scale, large advertisers: A. are likely to enjoy more favorable advertising time and space than smaller advertisers B. get lower advertising rates than smaller advertisers C. accrue the advantages of advertising several products jointly D. have declining average costs of production E. benefit from all of the above

benefit from all of the above

The BBB is the largest and best known self regulatory mechanism in the US. controlling adv practices that has been established by the business community. BBB stands for?

better business bureau

the largest and best known self- regulatory mechanism is the

better business bureau it promotes fair advertising and selling practices across all industries

According to well-known advertising executive John O'Toole, a flash of insight that joins together a product benefit with what consumers desire in a fresh, involving way is called a(n): A. unique selling theme B. epiphany C. revelation D. big idea E. illumination

big idea

According to Duncan's zero-based marketing communications planning approach,: A. advertising should always be the main tool for accomplishing marketing communications objectives B. sales promotion is usually the best tool for accomplishing marketing communications objectives C. big ideas for a promotional campaign can be based on public relations, advertising, sales promotion or media advertising D. integrated marketing communications programs should lead with the promotional function that least effectively addresses a company's communication problem or opportunity E. managers should focus on what the customer wants and work backward to the brand

big ideas for a promotional campaign can be based on public relations, advertising, sales promotion or media advertising

The "Softer Side of Sears" and Dr Pepper's "Just What the Doctor Ordered" advertising campaign themes are examples of: A. universal selling propositions (USPs) B. big ideas that have been the basis for effective advertising campaigns C. inherent drama approaches to developing big ideas D. big ideas for ad campaigns that did not last very long E. creative platforms that support products in the pioneering stage of their product life cycles

big ideas for ad campaigns

Of all out-of-home media, _____ advertising enjoys the highest gross billings and the largest percentage of the market. A. transit B. sports stadium C. airport D. billboard E. in-store

billboard

An ad for California Almonds is a close-up view of a swirl of white and milk chocolate topped with sliced almonds. The chocolate swirls extend to the very edge of the page. This ad is an example of a(n): A. gatefold B. bleed page C. maximum coverage ad D. overrun E. total page ad

bleed page

Novell makes security systems for computer networks. One system it offers recognizes users' fingerprints. An ad for Novell products shows a thumb with the words "Access Granted" painted on it. The blue background behind the thumb extends to the very edge of the page. This ad is an example of a(n): A. gatefold B. bleed page C. maximum coverage ad D. overrun E. total page ad

bleed page

Magazine advertisements that extend to the end of the page rather than leaving a margin around the ad are called: A. gatefolds B. bleed pages C. maximum coverage ads D. overruns E. total page ads

bleed pages

PR agents sometimes manipulate journalists by _____.

blocking press access to key company executives, giving information first to journalists who are likely to cast a story in a favorable light, cutting off a reporter's access to key sources if that journalist has written unfavorably about a client, and promoting publicity as news

A __________ is a web based publication consisting primarily of periodic articles normally presented in reverse chronological order.

blog

A health appeal appeals to ______.

body conscious or health seekers (ex. Milk.com)

What is the main text portion of a print ad called? A. the headline B. subheads C. body copy D. the visual E. the layout

body copy

_____ is considered the heart of a print ad but is often difficult to get readers to attend to. A. The headline B. The subhead C. Body copy D. The visual E. The logo

body copy

Which of the following is/are a form of cultural studies research?

both "political economy studies" and "textual analysis"

The responsibility of the Federal Trade Commission is to protect _____ from unfair and deceptive practices.

both consumers and businesses

In the AIDA _____ refers to a potential customer's ability to recognize or recall that the brand name is a particular type or retailer or product/service.

brand awareness (the strength of the link between the brand name and the type of merchandise or service in the minds of the customers)

General Foods wishes to determine the percentage of Maxwell House coffee sold in a geographic area as compared with the percentage of the total population in this market. The most appropriate index to use would be: A. survey of buying power index B. brand development index C. category development index D. Simmons Market Research Bureau (SMRB) E. Mediamark Research Inc.

brand development index

The rate of product usage in a geographical area may be calculated through the use of: A. gross ratings points (GRP) B. reach and frequency C. brand development index (BDI) D. benchmark designated index (BDI) E. category development index (CDI)

brand development index

Regal Foods Corp., a packages foods manufacturer, wishes to determine the percentage of Umber coffee sold in a geographic area as compared to the percentage of the total population in this market. The most appropriate index to use would be the:

brand development index (BDI)

Young & Rubicon developed, BrandAsset Valuator, a proprietary tool for building and managing a brand. Their tool measures four factors including ________________ to identify issues and evaluate brand performance. A. focus group quantification, brand power, associative cognizance and creativity B. problem detection, account planning, ethnographic diversity and campaign theme C. brand differentiation, relevance, esteem and knowledge D. brand preparation, brand valuation, brand drama and brand diversification E. projective brand respect, animatic projection, brand proposition and brand creativity

brand differentiation, relevance, esteem and knowledge

Advertising helps large advertisers to gain control of the market, at the expense of smaller brands, by creating _____.

brand loyalty

Because advertisers have no say over how often and when their products will be shown, lack of control is cited as a disadvantage of _____ advertising. A. videotape B. specialty C. branded entertainment D. transit E. outdoor

branded entertainment

Which support medium should be employed if the objective is to associate the product with a very specific type of user and to appear as though it's really not being advertised at all? A. billboards B. branded entertainment C. advertising specialties D. in-flight advertising E. yellow pages

branded entertainment

A clothing store retailer would use an island ad to: A. break through the clutter typically found in newspapers B. create high reproduction quality ads C. act as a means of making the newspaper accountable for the sales generated by the ad D. reduce overall costs of newspaper advertising E. identify potential target markets

break through the clutter typically found in newspapers

The strategy behind place-based media is to: A. bring the advertising media to the consumer B. use the place element of the marketing mix to impact advertising C. use mobile billboards D. create a media vehicle that leads in its ability to attract and retain consumer attention E. provide places that are free of clutter from contemplation of ads

bring the advertising media to the consumer

Section 315 of the 1934 Communications Act mandates that _____.

broadcasters must provide equal opportunities for qualified political candidates

The benefits of stores (Brick & Mortar) for consumers include _____, _____, _____, _____, _____, _____, _____, and _____.

browsing (see what's available), touching and feeling products (using senses), personal service (info.), cash and credit payment (immediate), entertainment and social experience (stimulating), immediate gratification (merchandise is given immediately), risk reduction (increase confidence)

The task and objective method of budgeting as well as the payout plan are both examples of the _____ approach. A. trading up B. top-down C. bottom-up D. build-up E. trickle up

build-up

Given the demographic characteristics of its audience, which of the following products would most benefit from in-flight advertising? A. brownie mixes B. soft drinks C. business supplies D. flea and tick treatments for dogs E. acne medication

business supplies

Which of the following is NOT one of what advertisers call "new media?" A. satellite radio B. wireless C. ads on movie screens D. cable television E. Internet

cable television

For which of the following products is an advertiser most likely to use continuity scheduling? A. swimming pool chemicals B. flea collars C. cake mixes D. wood burning stoves E. tickets to professional basketball games

cake mixes

Walter Lippmann's book Liberty and the News _____.

called on journalists to act more like scientific researchers

One of the most popular and long-running advertising campaigns was created by the Leo Burnett agency for Maytag appliances. The ____ or central message of the advertising campaign was "Maytag Dependability." A. animatic B. campaign theme C. repositioning strategy D. copy platform E. product specific preplanning input

campaign theme

Rational and emotional advertising appeals: A. represent two distinctive approaches which should never be combined because they divide the focus of consumers' attention B. are essentially the same C. can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives D. are used together only for low-involvement products E. are accurately described by none of the above

can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives

Banner ads?

can be static, animated or flash

The combination of rational and emotional advertising appeals: A. should never be done B. can be used for a variety of products since consumers make purchases on the basis of both rational and emotional motives C. would not be an effective way to advertise a high tech product such as a personal computer D. has limited applicability since most purchases are made entirely for rational reasons E. does not occur if an agency is used to prepare the advertising campaign

can be used for a variety of products since consumers make purchases on the basis of both rational and emotional motives

A sexual appeal _____.

can be vaguely suggestive and subtle or much stronger (ex. Hardees)

Buying ad space in regional editions of national magazines: A. is no longer permissible due to the passage of recent anti-competition legislation B. can reduce an advertiser's cost per thousand for reaching desired audiences C. diminishes the value of pass-along readership D. creates overlapping subscription data E. is correctly described by none of the above

can reduce an advertiser's cost per thousand for reaching desired audiences

The challenge for the television industry is how to accommodate the demand for alternative viewing methods and: A. increase the integration of television advertising with coordinated newspaper dayparts B. soften the impact of increased consumer selectivity C. capture revenue from them while protecting their traditional advertising business model D. offer alternative program rating point systems utilizing affiliate network zap compression E. alternate personal selling with promotional tie-ins

capture revenue from them while protecting their traditional advertising business model

Which of the following does help reporters maintain neutrality?

careful attribution of sources, minimal use of adverbs and adjectives, a third-person point of view, the inverted-pyramid news lead

Integrated Marketing Communications (IMC) is _____.

careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the customer (clarity, consistency, and maximum communicative impact)

A 1998 tobacco industry settlement included a ban on _____.

cartoon characters in advertising, outdoor billboard and transit advertising, tobacco company sponsorship of concerts and athletic events, and advertising directly to teens and young people

Groups like Action for Children's Television worked to limit advertising aimed at children, particularly _____.

cartoon programs developed to promote a line of toys

A financial reward is _____.

cash (ONLY)

A marketer of a low-involvement product that is advertised heavily on television might want to focus a great deal of attention on _____ when creating its advertising. A. body copy B. needledrop C. catchy jingles D. subheads E. voice-overs

catchy jingles

To determine the potential for sales of coffee (as opposed to a specific brand) in a particular market area, a company should use: A. brand development index B. category development index C. survey of buying power index D. Simmons Market Research Bureau (SMRB) E. Mediamark Research Inc.

category development index

A _____ is a retailer that offers a narrow variety but a deep assortment of merchandise.

category specialist (general merchandise)

An order issued by the FTC requiring an advertiser to stop a particular advertising claim within 30 days is known as a(n) _____ order.

cease-and-desist

A recent trend among major advertisers is to have _____ do the voice-overs for their commercials. A. singing groups B. celebrities with distinctive voices C. everyday people D. children E. people with rare and unusual accents

celebrities with distinctive voices

An admiration appeal uses _____ spokespeople.

celebrity (when a celebrity are used the appeal is ALWAYS admiration)

a four part t4est for determining restrictions on commercial speech

central hudson test

non-personal communication channels

channels that carry a message without direct, interpersonal contact between the sender and receiver

What two methods are used to measure the impact of Yellow Pages advertising on sales? A. CPM and frequency B. reach and frequency C. circulation and usage D. visibility and usage E. CPM and pass-along rate

circulation and usage

The _____ is a market area composed of a city where the paper is published and contiguous areas similar in character to the city. A. city zone B. MSA C. consolidated MSA D. consolidated market zone E. retail trading zone

city zone

Practices that are considered unfair by the Federal Trade Commission include ______.

claims made by advertisers without prior substantiation

What does the bandwagon effect do?

claims that everyone is using a product and you will be left behind if you don't

Employment, automotive, and real estate ads are the three major categories of type of _____ advertising. A. display B. supplement C. special insert D. classified E. retail

classified

The high ratio of advertising to editorial content in most magazines causes magazines to have a problem with: A. clutter B. limited frequency C. long lead times D. high costs E. none of the above

clutter

While watching Entertainment Tonight, Layne became frustrated by all the commercials and promotions for the 11:00 news and upcoming programs. This is an example of the problem created by: A. the limited viewer attention for commercials B. the lack of demographic selectivity of television C. the fleeting nature of television commercials D. clutter E. message source alienation

clutter

"Commercial-free" blocks of music are popular with many radio stations and contribute to: A. a plethora of distinctive formats B. a lack of feedback C. the absence of dyadic communications D. the inability of radio to support integrated marketing communications E. clutter problems

clutter problems

For which of the following products would image advertising be most appropriate? A. cologne or perfume B. motor oil C. laundry detergent D. cereal E. lawn mowers

cologne or perfume

Speech that promotes a commercial transaction is known as ______.

commercial speech

the courts have now extended the first amendment protection to cover?

commercial speech

Which of the following statements about the length of television commercials is true? A. Commercials have become longer as the demand for broadcast time dwindles. B. Commercial length is increasing and 60-second spots will become dominant by the end of the decade. C. Commercials became shorter because advertisers turned to shorter spots as a way of controlling their media costs. D. Fifteen-second commercials account for over half of the ads seen on network television. E. The number of 60-second commercials has declined due to a desire by the network to sell more ads and restrict clutter.

commercials became shorter because advertisers turned to shorter spots as a way of controlling their media costs

From the perspective of a product manager, a commercial is likely to be judged as creative if it: A. is novel and innovative B. has a high level of artistic or aesthetic value C. communicates the message clearly and leaves favorable impressions among the target audience D. wins creative awards E. is unlike anything currently in the marketplace

communicates the message clearly and leaves favorable impressions among the target audience

Nissan ran an advertising campaign using "Shift" as the umbrella tagline. The campaign uses a combination of emotional and product-focused ads designed to strengthen Nissan's brand image while showing its revitalized product line. Creative advertising, like Nissan's, is likely to be particularly important when: A. companies are selling brands that are very similar in quality and difficult to differentiate on functional features B. a brand clearly has functional superiority over the competition that is easily noticed by consumers C. companies are very risk averse D. consumers are not responsive to advertising messages E. any or all of the above conditions are met

companies are selling brands that are very similar in quality and difficult to differentiate on functional features

regular sponsoship

company pays to sponsor a section of the website

One of the biggest threats to the cable television industry is: A. competition from direct broadcast satellite (DBS) services B. the creation of consortiums of advertisers for the purpose of improving network television C. the exponential growth in the use of VCRs D. FCC rulings on lengths and commercial placements E. cultural trends that move people away from the television screen to the computer screen

competition from direct broadcast satellite (DBS) services

Aleve ran a series of ads showing everyday people having to deal with minor arthritic pains. In each instance, the individual was pleased to learn that two Aleve were just as effective as taking eight of his or her old pain reliever. This ad campaign is using a(n) _____ appeal. A. emotional B. competitive advantage C. fear D. favorable price E. transformational

competitive advantage

The Glad trash bag campaign, which used the slogan "Don't get mad. Get Glad," tells the reader Glad trash bags are twice as thick as the leading volume bag. Glad uses a(n) _____ appeal. A. emotional B. competitive advantage C. fear D. favorable price E. transformational

competitive advantage

The ad for TDAmeritrade investment company states the company is "Ranked #1 by SmartMoney Magazine for the Do-It-Yourself Investor." The ad is using a(n) _____ appeal. A. emotional B. competitive advantage C. popularity D. favorable price E. transformational

competitive advantage

_____________________ is an external factor that may influence the determination of media strategy. A. Administrative capabilities B. Competitive factors C. Size of the media budget D. How tasks are delegated with the agency E. All of the above

competitive factors

A disadvantage associated with the _____ method is its assumption that because firms have similar promotional expenditures their programs will be equally effective. A. return on investment B. affordable C. competitive parity D. objective and task E. payout planning

competitive parity

For which of the following methods of determining budget would a marketing department manager be most likely to use input from a clipping service? A. ROI B. arbitrary allocation C. percentage of sales D. competitive parity E. objective and task

competitive parity

The _____ budgetary allocation method is designed to promote stability and minimize marketing warfare as well as taking advantage of the collective wisdom of the industry. A. ROI B. arbitrary allocation C. percentage of sales D. competitive parity E. objective and task

competitive parity

The _____ method of budgeting is being employed when expenditures are allocated according information about industry averages for advertising. The budget is set to maintain a level consistent with industry spending. A. arbitrary allocation B. percentage of sales C. objective and task D. return on investment E. competitive parity

competitive parity

To set an advertising budget, the marketer of filing cabinets examines advertising to sales ratios published in trade magazines, and then allocates a percentage of sales dollars to the advertising effort. Which two budgeting methods are being employed? A. competitive parity and percent of sales B. competitive parity and payout planning C. payout planning and percent of sales D. percent of sales and objective and task E. payout planning and arbitrary allocation

competitive parity and percent of sales

_______ test are used in order to determine whether an ad or commercial conveys the meaning intended

comprehension

As a tool for budget allocation, multiple regression analysis is most often employed in budget models using: A. computer simulation B. competitive parity C. arbitrary allocation D. percentage of sales E. a top-down approach

computer simulation

The most commonly employed quantitative models for allocating advertising budgets are: A. computer simulation and regression analysis B. competitive parity and arbitrary allocation C. regression analysis and ROI D. ROI and competitive parity E. arbitrary allocation and objective and task

computer simulation and regression analysis

The two models that are commonly used to explain the relationship between advertising and sales are the: A. concave-downward function and the S-shaped response function B. S-shaped response function and the concave-upward function C. marginal utility function and the S-shaped demand function D. S-shaped demand function and the convex-downward function E. concave-upward function and the S-shaped demand function

concave-downward function and the s-shaped response function

_______ is conducted very early in a campaign development process in order to explore targeted consumers responses to a potential ad or campaign or have a consumer evaluate advertising alternatives

concept testing

Any situation in which a journalist may stand to benefit personally from a story is considered a _____.

conflict of interest

Supporters of public journalism efforts say it _____.

connects journalists to their community and its improvemen

An agreement between advertisers and the Federal Trade Commission to stop the practice or advertising that is in question is called a(n) _____.

consent order

News stories about issues that could affect a family's income or change a community's laws are stories of _____.

consequence

Television networks welcome new viewership measures like Nielsen's Extended Home study, arguing that: A. considerable viewership occurs hotel rooms, bars and airports B. most advertisers and agencies have no confidence in the current system of measurement C. fewer consumers live at home D. Local stations are encouraging viewership through non-traditional media E. this will reduce the cost of advertising

considerable viewership occurs hotel rooms, bars and airports

The requirement of participants to give up something of value in order to participate in a lottery is referred to as ______.

consideration

Nearly two-thirds of all advertising dollars spent in magazines are spent in _____ magazines. A. consumer B. international C. business D. regional E. national

consumer

growth of internet

consumer desire for info speed/convenience of info access control over info received e-commerce

The process by which children gain the skills required to operate in the marketplace is known as the _____.

consumer socialization process

contest

consumers compete for prizes or money on the basis of skills or ability

Which of the following statements describes a disadvantage associated with the flighting method of schedule advertising? A. Consumers have a lack of awareness, interest, and retention of promotional messages during nonscheduled times. B. Flighting allows the marketers to cover the entire buying cycle. C. Because the advertising is continuous, people will not forget the advertising message. D. Flighting eliminates concerns about wearout. E. There are no disadvantages associated with flighting.

consumers have a lack of awareness, interest, and retention of promotional messages during nonscheduled times

The Federal Trade Commission (FTC) takes the position that:

consumers recognize puffery and don't believe it

internal search

consumers scan information stored in memory to recall past experiences and/of knowledge regarding various purchase alternatives

Advertisers frequently use emotional appeals to advertise their products and services rather than rational appeals because: A. consumers' motives for purchase decisions are often rational in nature B. consumers' feelings about a brand can be more important than their knowledge of its features or attributes C. emotional appeals to consumers often are less effective when brands are similar D. emotional appeals are often less exciting and interesting than rational appeals E. emotional appeals cannot help differentiate brands that consumers view as somewhat homogenous

consumers' feelings about a brand can be more important than their knowledge of its features or attributes

creative brief

contains 1. problems/issues ads must address 2. advertising and communications objectives 3. target audience 4. major selling idea 5. creative strategy statement 6. supporting information

As a powerful social medium YouTube is a what?

content aggregator

In terms of advertising, scheduling constant advertising without variation is referred to as: A. flighting B. continuity C. geographical weighting D. circulation E. pulsing

continuity

refers to a continuous pattern of advertising ex. food industry

continuity

Which media scheduling strategy would be most likely to be used by a marketer of dishwashing detergent? A. ratings B. share C. flighting D. pulsing E. continuous

continuous

Many business magazines are sent free to individuals a publisher thinks are appropriate members of a target audience and can influence purchases for products and services advertised in the publication. This is known as _____ basis. A. primary circulation B. guaranteed circulation C. free circulation D. circulation verification E. controlled circulation

controlled circulation

A _____ is a type of retailer that provides a limited number of items at a convenient location in a small store with speedy check-out.

convenience store (food)

Finding the right location for a retail store includes _____, _____, and _____.

convenience, choosing a community (economic growth potential, competition, geography), choosing a site (freestanding store/shopping center/mall)

The benefits of a catalog include _____, _____, and _____.

convenience, information, safety

A _____ is a type of retailer that offers groceries, meat, and produce with limited sales of nonfood items, such as health and beauty aids and general merchandise, in a self-service format.

conventional supermarket (food)

Which of the following is a disadvantage associated with transit advertising? A. low frequency of exposure B. high costs C. copy and creative limitations D. short exposure times E. all of the above

copy and creative limitations

A(n) _____ is a work plan or checklist that is used to guide the creative development of an advertising message or campaign. A. animatic B. working document C. copy platform D. selling idea E. unique selling proposition

copy platform

What legally protects the rights of authors and producers to their published or unpublished works?

copyright

The Great Brands campaign by the American Advertising Federation was targeted at _____.

corporate executives responsible for handling advertising budgets

In the early days of television, the production and content of most television programs was the responsibility of: A. the networks B. the local affiliate C. corporations that sponsored the shows D. independent production companies E. the FCC

corporations that sponsored the shows

The Federal Trade Commission, in order to contain the problem of residual effects of deceptive advertising, developed a program known as ______ in the 1970s.

corrective advertising

the federal trade commission program that requires an advertiser who is found guilty of deceptive advertising to run additional advertising to remediate the deception or misinformation contained in the previous ad is known as?

corrective advertising

A love appeal is used in selling _____.

cosmetics and perfumes (other ex. Hallmark, Iams)

Identify the product categories which are among most criticized for portraying women as sex objects in their ads:

cosmetics, lingerie

Which of the following is an advantage offered by the consumer jury method for evaluating the probable success of an ad?

cost effectiveness

advantages of flighting

cost efficient may allow for more than one medium or vehicle

absolute cost

cost of ad space

cost per order (cpo)

cost of ad/profit per order

In purchasing advertising space in magazines, media planners will focus primarily on the: A. lead time for placing ads B. absolute costs C. cost of the advertising space relative to the size and composition of the audience reached D. preproduction and production costs E. circulation of the publication

cost of the advertising space relative to the size and composition of the audience reached

the broadcast media provide a different comparative cost figure referred to as

cost per rating point cost of commercial time/ program rating

CPM

cost per thousand

the parent organization that plays a major role at the national level as the third party administrator of the advertising industry self-regulatory system

council of better business bureaus

the potential audience that might receive the message through a vehicle

coverage

One tactic used by TV networks to hold viewers' attention and inhibit zapping is to: A. increase the number of commercials during a break B. shorten the commercial breaks C. create "hybrid" pod commercial breaks that are part promotion and part ads D. convince advertisers to be the sole sponsor of a show like Hallmark does E. change the standard commercial format to 10-seconds

create "hybrid" pod commercial breaks that are part promotion and part ads

Ads in the nineteenth century were similar to ads today in that they _____.

created the impression of significant differences between products

selective-demand advertising

creates demand for a specific company's brand

What department in an advertising firm is made up of teams of writers and artists?

creative development

The _____ is the manner in which an advertising idea is turned into a message and presented to consumers. A. advertising appeal B. creative execution style C. rational appeal D. emotional appeal E. big idea

creative execution style

Self-regulation begins with the interaction of client and agency when:

creative ideas are generated and submitted for consideration

Janome manufactures sewing machines. In an issue of Home Companion, Janome purchased the bottom quarter ad space on three successive pages to advertise the winter clearance sale on different models sewing machines at Janome authorized dealers. Janome used _____ to attract reader's attention. A. gatefold B. bleed page C. creative space buys D. overrun E. total page ad

creative space buys

The Motion Picture Production Code specifically prohibited the production of movies that encouraged the audience to sympathize with what?

crime wrong-doing evil sin

What term refers to accounts of the worst criminal stories of the day?

crime blocks

_____ is a distribution method whereby merchandise is unloaded from the shipper's truck and within a few hours reloaded onto trucks going to stores. (these items are prepackaged by the vendor for a specific store, and are ready for sale)

cross-docking

________ variables that marketers must consider include language, customs, tastes, attitudes, lifestyles, values, ethical and moral standards.

cultural

Which of the following focuses on how people make meaning, apprehend reality, and order experience through their use of cultural symbols in print and visual media?

cultural studies

When James Carey defined communication as "a symbolic process whereby reality is produced, maintained, repaired, and transformed" he was talking about the relationship between communication and _____.

culture

_____ is defined as the estimated total number of different people who listen to a radio station for a minimum of five minutes in a quarter-hour period within a reported daypart. A. Average quarter-hour figure (AQH) B. Average quarter-hour rating C. Average quarter-hour share D. Cumulative audience (Cume) E. Average market share

cumulative audience (Cume)

According to Standard Rate and Data Service, magazines can be classified as _____ publications. A. consumer, farm, and business B. regional, national, and international C. agrarian, industrial, and specialized D. general, specialized, and niche E. affective, behavioral, and cognitive

customer, farm, and business

_____ is the place where purchased data collected at the point of sale goes into a huge database.

data warehouse

According to the Federal Trade Commission (FTC), __________ exists if there is a misrepresentation, omission, or practice that is likely to mislead the consumer acting reasonably in the circumstances to the consumer's detriment.

deception

According to the Federal Trade Commission, as stated in 1983, a misrepresentation, omission, or practice that is likely to lead astray a consumer action reasonably in the circumstances to the consumer's detriment is known as _____.

deception

A pharmaceutical company develops a drug claim that is enables weight loss. However, it is later found that the drug not only fails to assist in weight loss, but also leads to heart ailments. The company spends millions to advertise the drug, but fails to mention the potential harmful side effects of the drug. This can be classified as _____ advertising.

deceptive

When advertisers make false or misleading claims or fail to award prizes promoted in a contest or sweepstakes, their ads are likely to be labeled as _____.

deceptive

A company creates an ad for a contest with a promise of providing prizes to winners although it has no intention of following up on these promises. Such type of advertising can be classified as _____.

deceptive advertising

media strategy

decisions on how the media objectives can be attained

The benefits of the internet include _____, _____, _____, _____, and _____.

deeper and broader selection, personalization (customer service), insights into consumer shopping behavior, increase customer satisfaction and loyalty, expand market presence

Community journalism aims to reinvigorate _____.

deliberative democracy

A common criticism of inappropriate sexual appeals in advertisements is that they:

demean women

Factors such as income levels and distribution, age and occupation distribution of the population, household size, education and employment rates are part of a country's _________ characteristics.

demographic

Modern Maturity, YM, and Seventeen are all magazines that offer advertisers _____ selectivity. A. demographic B. geographic C. lifestyle D. affective E. behavioral

demographic

The Top Line is a Canadian publication targeted to high school teens. It offers Canadian advertisers _____ selectivity. A. demographic B. psychographic C. lifestyle D. affective E. behavioral

demographic

Magazines like In Touch and Life & Style offer advertisers _____ selectivity. A. geographic, demographic, and lifestyle B. behavioral and geographic C. only demographic D. demographic and psychographic E. only behavioral

demographic and psychographic

An ad for Toyota vans shows how easily a child, who needs to use a bathroom, can get out of the vehicle. Which ad execution technique is being used in this ad? A. comparison B. demonstration C. scientific evidence D. straight-sell E. animation

demonstration

Which of the following is an advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use? A. comparison B. demonstration C. scientific evidence D. straight-sell E. animation

demonstration

A _____ is a retailer that carriers many different types of merchandise (broad variety) and lots of items within each type (deep assortment), offers some customer services and is organized into separate departments to display its merchandise.

department store (general merchandise)

The Nielsen Station Index (NSI) refers to local television markets as: A. areas of dominant influence B. metropolitan rating areas (MRAs) C. designated market areas (DMAs) D. local markets E. geodemographic areas

designated market areas (DMAs)

All of the following are components of the objective and task method EXCEPT: A. a re-evaluation of objectives B. determination of competitor's expenditures C. isolation of objectives D. estimation of required expenditures E. monitoring

determination of competitor's expenditures

Commercials and print ads undergo posttesting in order to:

determine if a campaign is accomplishing the objectives sought

consumer lifetime value (CLTV)

determines the dollar value associated with a long-term relationship with a customer

The major problem with the use of readers per copy figures is: A. determining pass-along rates B. determining time spent reading the magazine C. calculating cost estimates efficiently D. determining an efficient way to estimate the effects of sweep periods E. calculating CPRP

determining pass-along rates

Vendre, Inc., a clothing company, spend over 2 billion dollars annually on advertising for its various products. It gains market leadership even though other, smaller brands produce products of higher quality and offer better prices. This is an example of how a large advertiser can help achieve a competitive advantage based on ______________.

differentiation

National advertisers tend to avoid weekly newspapers because of: A. their poor image B. their high absolute cost C. difficulties associated with purchasing and placing ads in them D. an overly broad geographic focus E. the large number of local ads they typically contain

difficulties associated with purchasing and placing ads in them

Headlines that are very straightforward and informative in the message they are presenting are known as _____ headlines. A. direct B. indirect C. straight-sell D. subhead E. rational

direct

The headline reads, "Introducing new Crayola Washable Crayons for the youngest artist in your gallery." This is an example of a(n) _____ headline. A. direct B. indirect C. straight-sell D. subhead E. rational

direct

When an advertiser has something important or new to announce to a target audience. A(n) _____ headline will be used. A. direct B. indirect C. subhead D. visual E. affective

direct

Yellow Pages advertising is referred to as a directional medium. This means that Yellow Pages ads: A. direct buyers to a source of product purchase B. direct buyers to other ads in the IMC program C. direct consumers through the response hierarchy D. used to geographically segment buyers E. are a form of direct-response advertising

direct buyers to a source of product purchase

personal communication channels

direct communication between two or more persons

The advantages of _____ are that it is highly targeted and allows for personalization, while the disadvantages are that it is relatively expensive and is often considered "junk mail".

direct mail

Which medium offers the most target selectivity? A. radio B. outdoor C. direct mail D. newspapers E. magazine

direct mail

What does a media relations specialist do?

directs reporters to experts who can provide the best or official sources of information performs damage control acts as the only source of information in a time of crisis

Hours of operation is a _____ of shopping malls.

disadvantage

Marketers conducting contests and sweepstakes are required by the FTC to _____.

disclose all information and details clearly (exact number of prizes)

Which of the following products would be least appropriate for an image advertising appeal? A. designer jeans B. soft drinks C. beer D. dishwashing detergent E. perfume

dishwashing detergent

The largest percentage of newspaper advertising revenue comes from: A. display advertising by local advertisers B. classified advertising C. display advertising by national advertisers D. freestanding inserts E. real estate ads

display advertising by local advertisers

What accounts for about 35 percent of all Internet advertising revenues?

display/banner ads

market segmentation

dividing the market into distinct groups that have common needs and will respond to similar marketing action

Focus groups can be used during the advertising creative process to: A. find any special needs that are not being satisfied B. gain detailed insight into how and why consumers use a product or service C. evaluate creative concepts, ideas, and campaign themes D. better understand consumers' specific needs for a product or service E. do all of the above

do all of the above

National advertisers may use spot television advertising to: A. concentrate advertising in areas where market potential is the greatest B. concentrate advertising in areas where more ad support is needed C. advertise in test market areas D. offer support and cooperative advertising to local dealers and retailers E. do all of the above

do all of the above

The function of a headline in a print ad is to: A. attract readers' attention B. make readers interested in reading the body copy of a print message C. perform a segmentation function by attracting the attention and interest of consumers who are the best prospects for a product or service D. put forth the main theme, appeal, or proposition of the ad in a few words E. do all of the above

do all of the above

The function of music in a commercial is to: A. provide a pleasant background for the message B. create a mood state that will make consumers more receptive to the message C. help establish or communicate a key selling point D. attract and hold E. do all of the above

do all of the above

The role of any advertising message is to: A. communicate information about a company's product or service B. motivate a consumer to take action C. shape consumers desires and goals D. create images that can position a brand in the consumer's mind E. do all of the above

do all of the above

Advertisers create emotional advertising appeals by: A. using humorous advertisements B. using sexual appeals C. using transformational advertising D. creating favorable mood states E. doing all of the above

doing all of the above

In order to compete against other media vehicles, many newspapers are: A. making their papers available online B. building customer databases C. are eliminating "ego circulation" D. preparing comprehensive market studies for major customers E. doing all of the above

doing all of the above

Magazines try to improve their position and become more appealing to marketers by: A. developing stronger editorial platforms that appeal to changing interests, lifestyles, and demographics B. improving the quality of their circulation bases even if it means a reduction in subscribers C. offering more cross-magazine and cross-media advertising packages D. offering new technologies to better target consumers and make ads more interesting and attention getting E. doing all of the above

doing all of the above

Although marketers and ad agencies acknowledge that their ads push the limits with regard to taste, they also complain about _____.

double standards for advertising vs. television program content

The state of Colorado runs an ad in which it shows an obviously scared third grader getting ready to go on stage for his first public stage appearance. He is dressed to look like a carrot. The ad tells the reader that being a third grader is much more stressful than we remember and causes us to have great sympathy for the young man dressed in the ridiculous costume. The tag line at the end of the ad reads, "Your kids need a carefree Colorado vacation as much as you do." This is an example of which type of execution technique? A. dramatization B. testimonial C. fear D. animation E. scientific evidence

dramatization

_____ is an advertising execution technique whereby the focus is on using excitement and suspense to tell a short story with the product as the star of the ad. A. Slice-of-life B. Animation C. Dramatization D. Testimonial E. Imagery

dramatization

An ad for the Ford Focus shows four college-aged students hunting for a parking place in a large nearly full parking garage. When they finally find one and put the car into the place, they discover it is such a tight fit that they can't open the car doors to get out. A moment of concern is followed by a moment of enlightenment when one of them remembers the hatchback. The commercial ends with them all leaving the parked car through the hatchback. This commercial is a(n): A. dramatization with a humorous appeal B. animation with the intent of creating a personality brand C. slice-of-life with a fear appeal D. demonstration with an emotional appeal E. straight sell with a humorous appeal

dramatization with a humorous appeal

All of the following are common television dayparts EXCEPT: A. morning B. daytime C. early fringe D. prime-time E. drive-time

drive-time

Account planning plays an important role during creative strategy development by: A. making sure the client knows the agency has the final say on which strategy will be used B. driving the process from the customers' point of view C. making sure all advertising complies with local, state, and FTC regulations D. determining whether the account should be accepted E. forecasting demand for the product category

driving the process from the customers' point of view

A _____ is a specialty store that concentrates on health and personal grooming merchandise, though pharmaceuticals may represent more than 60% of its sales.

drugstore (general merchandise)

Why should an effective media strategy be flexible? A. due to the potential development of new advertising media B. due to an alteration of a competitor's media schedule C. due to the unavailability of the desired medium D. due to a drop in the ratings of a show previously on the media schedule E. due to all of the above

due to all of the above

An advertising campaign may last for only a short time period: A. because of changing consumer trends B. due to an ineffective campaign theme C. because competitors develop similar products and remove the product's competitive advantage D. because market conditions change, and a new campaign is needed E. due to of any of the above reasons

due to any of the above reasons

Dr Pepper ran its commercial featuring Garth Brooks during American Idol and during The Bachelor. Since many people watched both television shows, _____ occurred. A. duplicated reach B. facsimile promotion C. advertising replication D. duplicated frequency E. flighting

duplicated reach

Direct selling of goods and services on the internet is known as?

e-commerce

The avoidance of certain topics or the presentation of biased news coverage, in acquiescence to advertiser demands, by media is known as _____.

economic censorship

Yevon Inc., a manufacturer of fruit based beverages, runs its ad on a particular news station. It packages the drinks in boxes and plastic bottles. A recent study done by a local doctor reveals that there is a direct correlation between stomach infections and drinking from juice boxes. Although the doctor does not mention brand names, the news station decides not to air the news report in compliance with Yevon, its prime sponsor. This is an example of _______________.

economic censorship

A country's _____ indicate its present and future potential for consuming, since products and services can be sold only to countries where there is enough income to buy them.

economic conditions

The tree major divisions of the federal trade commission are the bureau's of what?

economics, consumer protection and competition

As a result of _____, large advertisers can maintain advertising expenditure shares that are smaller than their market shares because they get lower advertising rates and accrue the advantages of advertising several products jointly. A. economies of scale B. differential advertising advantages C. competitive parity D. a concave-downward response E. multiple advertising channels

economies of scale

The values added by salespeople are to _____, _____, ______, _____, and _____.

educate, provide advice, save time, simplify buying, provide sales support

A number of groups and major corporations such as Marketing EDGE and the Direct Marketing Association provide information regarding innovations, state-of-the-art research, and other items of interest to _____.

educators

Self-regulation is viewed by the advertising industry as a(n) _____.

effective method to control misleading advertising

The concept of _____ is based on the assumption that one exposure to an ad may not be enough to convey the desired method. A. average frequency B. average reach C. effective reach D. GRPs E. effective frequency

effective reach

The concept of _________________ is based on the assumption that one exposure to an ad may not be enough to convey a desired message.

effective reach

the percentage of a media vehicle audience reached a each frequency increment is represent by

effective reach

Advertising appeals that relate to consumers' social and/or psychological needs for purchasing a product or service are known as _____ appeals. A. informational B. rational C. irrational D. emotional E. feature

emotional

An _____ aims to satisfy consumers' emotional desires rather than their utilitarian needs.

emotional appeal

The proprietary research technique developed by the McCann-Erickson Worldwide agency that helps evaluate how consumers feel about brands and the nature of their relationship with them is known as: A. focus group research B. transformational research C. emotional bonding D. psychographics E. ethnographics

emotional bonding

Advertising appeals that portray people in an advertisement as experiencing an arousing, upbeat and/or exciting benefit or outcome from using a product or service are relying on: A. informational integration B. rational integration C. mood transfer D. emotional integration E. outcome integration

emotional integration

An advertisement for the State of Alabama shows a family with two teens arriving in the state alienated from each other. The fun they experience in the state brings the family back together again. The commercial ends with all four running down the beach holding hands. This ad uses _____ for its appeal. A. informational integration B. rational integration C. mood transfer D. emotional integration E. outcome integration

emotional integration

The goal of affirmative disclosure is to _____.

enable customers to make informed decisions by providing them with sufficient information

Many critics argue that advertising seeks to create needs rather than merely showing how a product or service fulfills them. These critics claim that advertising: ______.

encourages materialism in society

Professional golfer Arnold Palmer appeared in ads advocating the engine protection cars get from Pennzoil motor oil. This is an example of a(an): A. comparison B. endorsement C. demonstration D. straight sell E. slice-of-life

endorsement

Nielsen Media Research's new A2/M2 system is designed to measure ______________, the focused mental and emotional connection between a consumer, a media vehicle, and a brand's message. A. excitement B. engagement C. entanglement D. entrepreneurship E. entropy

engagement

With the growth of integrated marketing communications, advertisers are being challenged to think beyond traditional mass media and develop creative advertising that: A. offsets the weaknesses associated with storyboard ad design B. provides opportunities for effective government oversight C. centralizes American consumer values in a global marketplace D. engages consumers and enter into a dialogue with them E. minimizes the risk of offending technology-savvy consumers

engages consumers and enter into a dialogue with them

Certain magazines regularly test the products they advertise and offer a "seal of approval" and refunds if the products are later found to be defective. They do so in order to:

enhance the credibility of the publication

An environmental appeal centers around _____.

environmental protection (ex. Nissan Leaf/battery cars)

Good test of advertising must address the nine principles establishes by Positioning Advertising Copy Testing (PACT). One of the easiest ways to accomplish this is by following a decision sequence model. The first step in the model is to:

established communication objectives

in the media planning process, market analysis is followed immediately by the

establishment of goals for the media program

Moral guidelines and values that regulate the acts and decisions of an individual or a group are known as _____.

ethics

___________ are moral principles and values that govern the actions and decisions of an individual or group

ethics

moral principles and values tht govern the actions and decisions of individual or group

ethics

Researchers Daniel Miller and Don Slater monitored Web sites, lurked in chat rooms, and hung out in cyber cafés and observed how Internet users act. The users they observed consider the Internet to be a tool to augment traditional forms of communication. Miller and Slater conducted _____ research. A. e-marketing B. ethnocentric C. demographic D. communal E. e-commerce

ethnocentric

Canadian researchers went into people's homes and observed how they watched television and more specifically what they did when commercials came on. This was an example of _____ research. A. psychographic B. demographic C. ethnographic D. perceptual E. interactive marketing

ethnographic

_____ research involves anthropologists or other types of trained researchers observing consumers in their natural environments. A. Psychographic B. Internalization C. Demographic D. Sociocultural E. Ethnographic

ethnographic

touch points

every opportunity a consumer sees, hears, or experiences a product

Radio has survived as an advertising medium by: A. competing directly with television B. evolving into a national advertising medium C. evolving into a primarily local advertising medium D. charging higher rates than television E. doing all of the above

evolving into a primarily local advertising medium

_____ distribution involves a product being sold at authorized retailers only. (ex. Lois Vuitton)

exclusive

Which of the following conditions will be considered a barrier to entry for a new product?

existing competitors for the new product have huge advertising budgets

An appeal to vanity and egotism is used for items that are _____.

expensive or conspicuous (Dos Equis)

Ads for products such as deodorants, mouthwash, and dandruff shampoos are often criticized for _____.

exploiting consumer anxieties

concept testing objective

explores consumers' responses to ad concepts expressed in words, pictures, or symbols

One advertising analyst proposed that engagement equals A. objectives + strategy + buying power B. exposure + intent + involvement C. medium + frequency - reach D. gross ratings points - relative cost per point + daily inch rate E. pulse + flight + pursuit

exposure + intent + involvement

Clutter is viewed as less of a problem for magazines than radio or television because: A. consumers tend to be less receptive to print advertising than they are to broadcast advertising B. consumers have been trained to expect more ad messages than they can decode C. exposure to magazine ads is easier to control as the consumer can simply turn a page if uninterested in an ad D. print ads are always more creative and interesting than television ads E. print ads come in different sizes and colors, which can mask the feeling of clutter

exposure to magazine ads is easier to control as the consumer can simply turn a page in uninterested in an ad

The two basic methods for measuring the effectiveness of sponsorship are: _____.

exposure-based methods and tracking measures

An ______ is a general merchandise discount store found in lower-income urban or rural areas.

extreme value retailer (general merchandise)

The National Newspaper Network: A. reproduces national ads in a pass-along system throughout the country B. facilitates Web-based advertising options in newspapers across the country C. provides advertising auditing services to local marketing firms D. limits the misuse of advertising in selective run binding networks E. offers controlled-circulation flat rates for preferred position marketers

facilitates Web-based advertising options in newspapers across the country

the vehicle option source effects refers to the

fact people perceive ads differently depending on their context

All of the methods used to measure internet activity and effectiveness are accurate.

false

Blogs are the most expensive way to reach large audiences.

false

T/F the major disadvantage of lab test is the lack of control of independent variables

false

T/F: An action that is legal is always ethical

false

T/F: One of the main reasons cited for measuring the effectiveness of a promotional program is that it is easy to isolate the effects of promotional elements.

false

T/F: The major disadvantage of laboratory tests is the lack of control of independent variables

false

A convenience appeal is used for _____.

fast foods/microwave foods, makes things quicker/easier (ex. Master pass)

To announce sales, special offers, or everyday low prices retailers often use a _____ appeal. A. functional B. popularity C. favorable price D. transformational E. productive

favorable price

Advertisements that focus on the dominant attributes or characteristics of a product or service are known as _____ appeals. A. feature B. news C. price D. product popularity E. generic

feature

An ad for Calloway Gardens Resort stresses the different forms of recreation available to visitors to the resort. This is an example of a(n) _____ appeal. A. news B. favorable price C. feature D. popularity E. emotional

feature

Which of the following statements about feature appeals is true? A. Feature appeals tend to be very informative and present a number of attributes that can be used as the basis for a rational purchase decision. B. Feature appeals are never used for technical and high-involvement products. C. Feature appeals can be used for advertising a product but not a service. D. Feature appeals never focus on attributes or benefits that are important to consumers. E. All of the above statements about feature appeals are true.

feature appeals tend to be very informative and present a number of attributes that can be used as the basis for a rational purchase decision

the ++++++++ govt is the most important source of external regulation since many advertising practices come under the jurisdiction of the FTC

federal

The most important source of external regulation of advertising practices is the ______.

federal government

primarily responsible for controlling and regulating advaertising

federal trade act i

According to McCann-Erickson's concept of emotional bonding, the strongest relationship that develops between a brand and a consumer is based on: A. product benefits B. brand personality C. feelings or emotional attachments to the brand D. rational motives E. competitive advantage over similar products in the market

feelings of emotional attachment to the brand

the level of frequency for an ad is low when

fewer number of media are used for advertising the media vehicle used increases the chances of repeat exposures the media vehicle used achieves higher levels of attention the ad is consistent with the editorial environment

advertising plays an important role in

financing the media and this has led to concern that advertisers may influence or even control the media

Shows produced specifically for the syndication market such as Judge Judy and Entertainment Tonight are referred to as: A. off-network syndication B. first-run syndication C. special-purpose syndication D. network-supported syndication E. reruns

first-run syndication

positioning

fitting a product or service to segments that set it apart from competition

When a newspaper offers no discounts for quantity or repeated space buys, it is using a(n) _____ structure. When discounts are available, it is using a(n) _____ structure. A. preferred position; flat rate B. preferred position; open-rate C. open-rate; flat rate D. flat rate; open rate E. flat rate; preferred position

flat rate; open rate

Because most TV commercials last only 30 seconds or less and leave nothing tangible for the viewer to consider, television is described as having _____ messages. A. high-involvement B. fleeting C. creative D. selective E. emotive

fleeting

When America Online's customers were unhappy with their ability to access the Internet quickly, CompuServe, its major competitor, quickly ran ads taking advantage of AOL's problems. Which of the following characteristic of newspaper made it possible for CompuServe to do this? A. extensive penetration B. selectivity C. flexibility D. permanence E. reader involvement

flexibility

Which of the following does NOT limit radio's effectiveness as an advertising medium? A. limited research data on listening audiences B. difficulty in retaining listener attention to commercials C. chaotic buying procedures when using radio on a nationwide basis D. flexibility in producing and scheduling commercials E. creative limitations because of the absence of a visual image

flexibility in producing and scheduling commercials

The standard of determining the reasonableness of a consumer is ______.

flexible

Octave Inc., advertisers its products specifically during the Christmas season, as it believes that people are more likely to purchase them as gifts. At other times of the year, Octave engages only in minimal advertising. In this scenario, Octave uses a _____ schedule for its advertising.

flighting

Seasonal products such as Mother's Day cards and Valentine candy would best make use of which scheduling alternative? A. weighted ratings B. market share C. flighting D. pulsing E. continuous

flighting

_____ is the employment of periods of advertising along with periods of non-advertising. A. Weighting B. Continuity C. Pulsing D. Flighting E. Circulation

flighting

a less regular schedule with periods of advertising and non advertising

flighting

Which of the following statements describes an advantage inherent in the flighting method of schedule advertising? A. With flighting, there is no danger of wearout. B. Flighting creates cost efficiency by using advertising only during purchasing periods. C. Unless advertising is continuous, people will forget the message altogether. D. Forgetting is virtually eliminated by alternating periods of high and low advertising weight. E. None of the above describes an advantage inherent in flighting.

flighting creates cost efficiency by using advertising only during purchasing periods

the number of times the receiver is exposed to the media vehicle in a specified period

frequency

Marketing Metrics include _____, _____, _____, and _____.

frequency (how often), reach (how many people), gross rating points ( frequency x reach), web tracking

Given the objective is comprehension of the message, the strategy should be to maximize ______ at the expense of _____. A. frequency; reach B. reach; frequency C. reach; GRPs D. GRPs; CPM E. frequency; CPM

frequency; reach

A _____ is a retailer that offers low prices, limited service, and a broad variety of merchandise.

full-line discount store (general merchandise)

What is a benefit to journalists of relying on expert sources?

gaining credibility from outside authorities for seemingly neutral reports

The inside front cover of the Business 2.0 magazine opens up to reveal a large advertising spread on the Cadillac Escalade. This ad is an example of a(n): A. bleed page B. printacular C. gatefold D. page manipulator E. overrun

gatefold

The use of a third page that folds out to create an extra large advertising spread in a magazine is called a(n): A. bleed page B. printacular C. gatefold D. page manipulator E. overrun

gatefold

A company that manufactures a new software system for eliminating SPAM wants a creative magazine ad that will attract attention and increase the likelihood of the ad being read. The company can use: A. overruns B. pop-outs C. gatefolds D. churchfolds E. content placement ads

gatefolds

medium

general categories of delivery systems. ex: TV, print, internet, and radio

Better Homes & Gardens, Newsweek, and Cosmopolitan are all examples of: A. general interest consumer magazines B. demographically-targeted magazines C. trade publications D. professional magazines E. special interest business magazines

general interest consumer magazines

A magazine such as Farm Journal is an example of a _____ while a publication such as National Hog Farmer is a _____. A. general interest farm publication; specialized farm publication B. specialized farm publication; trade magazine C. specialized farm publication; general interest farm publication D. general interest farm publication; special interest consumer magazine E. general interest business magazine; general interest farm publication

general interest farm publication; specialized farm publication

Jonathan is the creative director for the Peet, Williams & Greene advertising agency. He spends an hour every morning reading publications such as Advertising Age, The Wall Street Journal and Brand Week to gain a better understanding of what is happening in the world of marketing and advertising. This activity can be characterized as: A. general preplanning input B. product specific preplanning input C. verification research D. brainstorming E. problem detection research

general preplanning input

Tiffany is the creative director for an ad agency. The agency has just been hired to develop a promotional campaign for a company that produces exercise videos for women. As part of her preparation for developing a creative strategy, Tiffany reviews some studies conducted on the overall fitness and exercise market as well as a report on the changing roles of women in society. This information is part of the: A. general preplanning input B. product specific preplanning input C. problem detection studies D. illumination studies E. brainstorming process

general preplanning input

The survey of buying power index is particularly useful for providing _____ information. A. geographic B. demographic C. lifestyle D. consumer behavior E. psychographic

geographic

Which of the following is an advantage of outdoor advertising? A. ability to communicate complex messages B. low cost C. elimination of waste coverage D. geographic flexibility E. ability to provide extremely accurate measures of the medium's reach

geographic flexibility

Which of the following is NOT an advantage of television as an advertising medium? A. the creative options available B. its mass coverage and cost effectiveness for reaching large markets C. the captivity of the television viewing audience, which results in attention to commercials D. the ability to use continuous, flighting or pulsing schedules with television E. geographic flexibility within a local market area

geographic flexibility within a local market area

An art gallery in a small town near Chattanooga, Tennessee, is hosting an "outsider artist" sale and wants to invite people from the local area to attend and buy the pieces made by Tennessee artists. The local television station lacks _____ because it also reaches viewers in northwest Georgia and northeast Alabama. A. clutter control B. geographic selectivity C. bursting capability D. noise filters E. zipping capabilities

geographic selectivity

Newspapers generally offer more _____ than any other medium except for direct mail. A. demographic selectivity B. geographic selectivity C. color advertising D. permanence E. creative options

geographic selectivity

The use of hot sauce is most common from Louisiana west to New Mexico and north to the Arkansas-Oklahoma border. A producer of hot sauce would use this information to schedule using: A. flighting B. continuity C. geographical weighting D. intermittent E. pulsing

geographical weighting

Advertisers use shock advertising primarily to:

get consumers' attention amid the clutter

As a result of economies of scale, smaller advertisers: A. are likely to enjoy more favorable advertising time and space than large advertisers B. have declining average costs of production C. get higher advertising rates than large advertisers D. can maintain advertising expenditure shares that are smaller than their market shares E. benefit from all of the above

get higher advertising rates than large advertisers

television advertising

goal: get viewer's attention with sight, sound, and motion and maintain it

Which of the following is a function of public journalism?

going beyond "telling the news" to helping public life go well, going beyond only describing what is "going wrong" to imagining what "going right" would be like, going from seeing people as consumers to seeing them as participants in a democratic public

Many companies are willing to spend hundreds of millions of dollars each year on creative advertising because: A. they believe strongly in competitive parity B. they realize marketing success is unrelated to their creative advertising effort C. good creative strategy and execution are often critical to the success of a product or service D. they want to win creative awards in order to respond to the intangibility and homogeneity characteristics of service E. the development of good creative strategy is a science and is explained by marketing research

good creative strategy and execution are often critical to the success of a product or service

The Bureau of Economics analyses the impact of _____ on competition and consumers.

government regulation

a summary measure that combines the program rating and the average number of times the home is reached during this period

gross rating points GRP = Reach x Frequency

Many publications base their rates on _____ and give refunds to advertisers if the number of delivered magazines is below that quantity. A. total circulation B. primary circulation C. guaranteed circulation D. circulation verification E. rebate circulation

guaranteed circulation

media plan

guides the media selection and aims to find a combination of media to communicate a message in the most effective manner to the largest number of potential customers at the lowest cost

Sometimes participants rate an ad good on all characteristics because they like a few and overlook specific weaknesses. This tendency, called the __________ effect, distorts the ratings and defeats the ability to control for specific components.

halo

A consumer jury has been asked to rate a serious of automobile commercials. Many members of the jury grew up during the 1990s and are fans of reggae bands. Only one of the commercials uses a reggae soundtrack. They rank this commercial as their favorite even though they admit that the visuals are not engaging enough and that the copy is boring. Which of the following perception errors is reflected in this scenario?

halo effect

Early ads appeared in the form of _____.

handbills, posters, broadsides, and shop signs

Forced chatter between anchors and reporters before and after broadcast news reports is called _____.

happy talk

Many advertising experts consider the most important part of a print ad to be the: A. headline B. subheads C. layout D. body copy E. disclosures

headline

Research has shown that the first thing people look at in a print ad is the: A. illustration B. visuals C. body copy D. subheads E. headline

headline

A deodorant ad that plays on a woman's fear of smelling bad is using the _____.

hidden-fear appeal

The _____ plays on consumers' insecurities.

hidden-fear appeal

Which of the following is an example of a general disadvantage associated with branded entertainment? A. high absolute cost B. low exposure numbers C. international regulations opposing product placements D. negative source association E. all of the above

high absolute cost

Disadvantages of direct mail

high cost poor image junk mail clutter

Advantages of Newspapers

high coverage low cost short lead time for placing ads ads can be placed in interest section timely aka current reader controls exposure can be used for coupons

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: High BDI and High CDI. What do these results imply? A. high market share and good market potential B. low market share and good market potential C. high market share and monitor for sales decline D. low market share and poor market potential

high market share and good market potential

High CDI and high BDI means

high market share and good market potential this market usually reps good sales potentials for both the product category and the brand

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: High BDI and Low CDI. What do these results imply? A. high market share and good market potential B. low market share and good market potential C. high market share and monitor for sales decline D. low market share and poor market potential

high market share and monitor for sales decline

Which of the following is NOT an advantage associated with advertising in newspapers? A. extensive penetration B. flexibility in producing and placing ads C. geographic flexibility D. high reproduction quality E. high level reader involvement and acceptance of advertising

high reproduction quality

Advantages of direct mal

high selectivity readers control exposure high info content opp for repeat exposure

Disadvantages of continuity

higher cost potential overexposure limited media allocations

Studies have shown that people who use online newspapers are: A. primarily interested in the humor and sports pages B. low-income groups who cannot afford to purchase paper copies regularly C. likely to respond to bleed pages and run of the paper ads D. highly engaged and are an upscale audience E. all of the above

highly engaged and are an upscale audience

Saturn Inc., an American international fast-food chain, is setting up businesses across South-East Asia. However, the company is facing problems associated with language diversity and differences in signs and symbols in these countries. In order to solve these problems effectively, Saturn Inc. should:

hire local expertise

Which of the following is one of the core values of the PRSA Member Statement of Professional Values?

honesty, advocacy, loyalty, expertise, independence and fairness

The percentage of homes in a given area that are watching television during a specific time period is referred to as: A. households using television (HUT) B. ratings point C. program rating D. share of audience E. total audience

households using television (HUT)

perception

how a consumer receives, selects, organizes, and interprets information

Celebrity magazine industry publishers wonder: A. how long Americans' appetite for celebrity gossip will continue. B. whether male and female teenagers are equally hard to reach with any type of print media C. whether female teenagers can be reached through magazines D. how long Brittany Spears will subsidize their industry E. how many children with Brad and Angelina adopt

how long Americans' appetite for celebrity gossip will continue

McDonald's creates commercials designed to make parents feel good when they take their children to McDonald's restaurants. This is an example of: A. how rational appeals are used B. how product popularity appeals are used C. transformational advertising D. reminder advertising E. teaser advertising

how product popularity appeals are used

creative tactics

how the message strategy will be executed

The _____, also called the magic bullet theory, attributes powerful effects to the mass media.

hypodermic-needle model

A(n) _____ is a tentative general statement that predicts a relationship between a dependent variable and an independent variable.

hypothesis

The Advertising Process includes 7 Steps, the first step is to _____.

identify target audience

Which of the following is NOT one of the steps for arriving at an ethical decision?

identifying involved parties pinpointing key issues formulating a decision studying ethical models

undifferentiated marketing

ignoring segmented markets and offering one product to the entire market

For weeks, Bridgette had been trying to come up with a creative approach to advertise light bulbs. She had decided to try not to think about it for a while to see if her subconscious could figure something out. As she was relaxing in her bath one night, a great idea for a creative light bulb advertising campaign just seemed to pop into her head. She leapt out of the tub and began to write it all down before she forgot it. In terms of the creative process, Bridgette has just experienced the _____ stage. A. immersion B. verification C. revision D. illumination E. reality check

illumination

All Nippon Airways (ANA) is the largest airline in the Far East. It ads focus on the Japanese hospitality that is offered on its planes—everything from elegant tableware to the finest in Far Eastern cuisine. If comfort and fine food is important to you when you travel, then you should think of ANA next time you are booking a flight to Asia. This development of a strong, memorable identity for ANA is an example of: A. a universal selling proposition B. image advertising C. inherent drama D. attribute-based positioning E. refutational appeal

image advertising

Fortnum & Mason in London is a retail store committed to providing the best of traditional British meats and cooking. The store is lit by crystal chandeliers, and there are deep red carpets underfoot. The staff all wear tail-coats. Its ads want customers to associate the store with the royal treatment they will receive when they shop there. This development of a strong, memorable identity is an example of: A. a universal selling proposition B. image advertising C. inherent drama D. attribute-based positioning E. refutational appeal

image advertising

Skyy Vodka's use of cinematic-inspired cocktail moments created marketing success through: A. image advertising B. television infomercials C. CEO spokesperson press releases D. banner advertising E. all of the above

image advertising

Spanish vintners want to improve consumers' perceptions of the sparkling wine they produce, which they contend is just as good as or even better than that produced in France. The French call the sparkling wine they produce in a specified region, champagne, and this is what most people choose when they are celebrating. Which of the following methods for developing a creative strategy for Spanish sparkling wine seems most appropriate? A. testimonials B. image advertising C. inherent drama D. benefit-based positioning E. refutational appeal

image advertising

When an advertiser uses an ad that emphasizes psychological associations and attempts to wrap the consumer's perceptions into a tight concept or symbol, what type of advertising approach is being used? A. unique selling proposition B. image advertising C. inherent drama D. attribute-based positioning E. refutational appeal

image advertising

_____ is an advertising execution technique often used for emotional appeals. It offers a viewer a form of mental escape and/or an opportunity to envision themselves in a certain situation. A. Image advertising B. Demonstration C. Slice-of-life D. Animation E. Competitive advantage

image advertising

When the video portion of a television commercial is implanted into a radio spot this is known as: A. positioning B. image transfer C. visualization D. flexibility E. narrowcasting

image transfer

establishing a media plan become complicated due to

immediate responses to a competitor's actions

There are five steps in the creative process as designed by James Webb Young, a former creative director at the J. Walter Thompson agency. They are: A. preparation, brainstorming, growth, reality check, and verification B. immersion, testing, illumination, creation, and verification C. immersion, digestion, incubation, illumination, verification D. preparation, incubation, immersion, illumination, and reality check E. immersion, brainstorming, incubation, creation, and reality check

immersion, digestion, incubation, illumination, varification

search engine optimization (SEO)

improving the volume of traffic to a site by a search engine through unpaid results

More companies buy advertising _____ than in any other medium. A. in newspapers B. in magazines C. on cable television D. on radio E. on network television

in magazines

marketing exchange

in order to have an exchange: -two parties with something of value -desire to give that something up -means of communication

The Children's Advertising Review Unit (CARU) guidelines urge that care should be taken to incorporate minority and other groups in advertisements

in order to present positive and pro-social roles and role models wherever possible

Which support medium would probably be most effective for an expensive hotel that is attempting to appeal to an international audience? A. aerial advertising B. product placements C. advertising specialties D. in-flight advertising E. Yellow Pages

in-flight advertising

Which support medium would probably be most effective for expensive cologne where the target audience for the product is upscale businessmen? A. billboards B. product placements C. advertising specialties D. in-flight advertising E. Yellow Pages

in-flight advertising

Most PR work for companies and nonprofits is done _____.

in-house

Kimberly-Clark used all of the following EXCEPT _________________ in their brand integration strategy. A. sweepstakes B. television and radio ads C. in-store billboards D. people dressed in walkabout packages of Kimberly-Clark products E. online advertising

in-store billboards

Based on research figures, approximately two-thirds of all consumers' purchase decisions are made while shopping. Given this fact, which of the following media should be most effective in influencing consumer decisions? A. nationally televised ads B. in-store media C. local newspaper coupon supplements D. parking meter advertisements E. billboards near the consumer's store of choice

in-store media

trade-oriented sales promotion vehicles

incentives, trade allowances, POP displays, sales training programs, trade shows, cooperative advertising

under the affirmative disclosure requirement, the FTC may require advertisers to

include certain types of information in their ads so that consumers will be aware of all the consequences, conditions, and limitations associate with the use of a product or service

brand identity

includes: name, logo, symbols, design, packaging, performance, and image/associations

The Bureau of Alcohol, Tobacco, Firearms and Explosives is responsible for _____.

including warning labels on alcohol advertising

If media such as newspapers are not supported by advertising, media cost will _____.

increase by a high margin

Disadvantages of flighting

increase chance of wearout vulnerable during off periods lack of awareness, interest or retention during off period

A company has a limited promotional budget. The target market is highly concentrated and has already been shown to have high awareness and interest in the project. The goal of the promotional strategy should be to: A. maximize coverage B. maximize reach C. increase frequency D. sacrifice frequency for improved reach E. do none of the above

increase frequency

A disadvantage associated with the use of syndicated shows is: A. increased clutter B. more zipping and zapping C. their popularity among Gen Xers D. the absence of programming at undesirable times E. none of the above

increased clutter

Which features of the new economics of the publishing industry are making it difficult for print media to maintain the separation of the advertising and editorial departments?

increasing competition from the Internet and the rise of digital media

Which of the following statements about commercial length is true? A. Fifteen-second spots are the most common commercial lengths. B. Increasing media costs have resulted in advertisers preferring shorter commercials. C. Most advertisers believe shorter commercials cannot deliver a message as effectively as longer commercials. D. Fifteen-second spots typically sell for about the same amount as 30-second spots. E. All of the above statements about commercial lengths are true.

increasing media costs have resulted in advertisers preferring shorter commercials

In a _____ there are several independent members (manufacturer, wholesaler, retailer) who each attempt to make their own profits at the expense at the other members, while a _____ is when the members act as a unified system.

independent supply chain, vertical marketing system.

((% of users in a demographic segment) / (% of population in the same segment)) times 100

index number

physiological measures of advertising effectiveness

indicated a receivers involuntary response to ads

A print ad for Wilson Ultra golf balls used the headline "Do you ever wonder why John Daly can hit a golf ball so far?" This is an example of a(n): A. direct headline B. indirect headline C. subhead D. jingle E. subhead

indirect headline

A print ad for the Apple Cider Vinegar Diet used the headline, "Maybe Eve was on to something." This is an example of a(n): A. direct headline B. indirect headline C. subhead D. jingle E. subhead

indirect headline

Under the _____ "Send in the Reinforcements!" at the top of the ad page was printed in a smaller typeface the command "Boost your immune system with Kyolic Aged Garlic Extract," which is an example of a(n) _____. A. direct headline; indirect headline B. prohead; indirect headline C. indirect headline; direct headline D. indirect headline; subhead E. prohead; body copy

indirect headline; subhead

Which of the following statements describes a potential problem associated with the use of indirect headlines in a print ad? A. Indirect headlines rarely generate interest or curiosity and thus motivate the reader to become involved with the remainder of the ad. B. Indirect headlines may not be provocative enough to get the readers' attention and offer a reason for reading the remainder of the message. C. Indirect headlines must always be accompanied by an engaging visual appeal in order to be effective. D. Indirect headlines only work when readers are already interested in the category of the good or service being advertised. E. All of the above statements describe potential problems associated with the use of indirect headlines.

indirect headlines may not be provocative enough to get the readers' attention and offer a reason for reading the remainder of the message

What is the most prominent value underpinning daily journalism, according to Herbert Gans?

individualism

The "What Happens in Vegas, Stays in Vegas" ad campaign was designed to create a unifying theme of: A. sophistication B. indulge C. serenity D. shopping E. low-cost living

indulge

Offshore is a publication that provides information on world trends and technology to offshore oil and gas operations. It is an example of a(n) _____ publication. A. general business B. trade C. professional D. industrial E. consumer-oriented

industrial

One of the major advantages of inquiry tests is that they are:

inexpensive to implement for measuring an ad's effectiveness

The three objectives of advertising (Step 2) are _____, _____, and ______.

inform (create and build brand awareness), persuasive (motivate consumers), remind (prompt repurchases)

The two competing models that have influenced American and European newsrooms since the early 1900s are _____.

informational and partisan

Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as _____ appeals. A. informational/rational B. emotional C. price D. inherent drama E. image

informational/rational

Purchase motives, such as convenience, comfort, economy and performance are used as a basis for _____ appeals. A. informational/rational B. emotional C. price D. inherent drama E. refutational

informational/rational

Straight-sell message executions are commonly used with _____ advertising appeals. A. informational/rational B. emotional C. teaser D. transformational E. emotional integration

informational/rational

The content of advertising with _____ emphasizes facts, learning and the logic of persuasion. A. emotional appeals B. informational/rational appeals C. transformational appeals D. subliminal appeals E. irrational appeals

informational/rational

types of appeals

informational/rational: emphasis on features/ benefits of using the product, comfort, convenience, economy, dependability, performance emotional: relates to a consumer's psychological needs and emotions

An ad for Federal Express shows a toy manufacturer the day before announcing a new action-figure soldier. The CEO is being shown a tape of the commercial for the new figure and is not amused to see the macho soldiers wearing ballerina costumes. His assistant explains that he tried to use a cheaper carrier, and the tutus were sent instead of military uniforms. Across the bottom of the screen reads the logo, "When it absolutely has to get there, use FedEx." This ad is an example of the _____ approach. A. unique selling proposition B. positioning C. inherent drama D. brand image E. benefit

inherent drama

An ad for a medication that helps people undergoing chemotherapy feel more energetic showed a grandfather sorrowfully wishing he could participate in his grandson's birthday celebration but saying he was too tired. The next scene occurs at the birthday party and shows how much better the grandfather feels after taking the medication. This ad is an example of the _____ approach. A. unique selling proposition B. positioning C. inherent drama D. brand image E. benefit

inherent drama

An approach to finding a major selling idea that uses consumer benefits as a foundation with an emphasis on presenting these benefits in a dramatic way is the _____ approach. A. unique selling proposition B. positioning C. inherent drama D. brand image E. benefit

inherent drama

The S-shaped response function implies that: A. initial advertising expenditures will have little impact on sales B. advertising expenditures will have major impact on sales C. sales effects will follow the microeconomic law of diminishing returns D. sales will immediately increase then decrease E. sales will immediately decrease then increase

initial advertising expenditures will have little impact on sales

According to the S-shaped response curve,: A. the effects of advertising quickly begin to diminish B. the carryover effect is especially true for low-priced, frequently purchased consumer products C. sales decrease rapidly if the price is too high D. initial outlays of the advertising budget have little impact on sales E. sales are not directly related to the size of the advertising budget

initial outlays of the advertising budget have little impact on sales

A major reason for the continued success of outdoor advertising is: A. ability to communicate complex messages B. low cost C. elimination of waste coverage D. innovation through technology E. ability to provide extremely accurate measures of the medium's reach

innovation through technology

Which of the following is classified as a posttest field method for conducting research to measure advertising effectiveness?

inquiry tests

Some forms of fashion and cosmetics advertising actually pander to individuals' _____ by promising the ideal body.

insecurities and low self-esteem

_____ is a type of advertisement that informs, persuades, or reminds consumers about issues related to places, politics, or an industry.

institutional advertisements (ex. "Got Milk")

Mountain Dew often sponsors live radio broadcasts at beaches, sporting events, and festivals in which it sets up booths for sampling and giveaways. This is an example of how Mountain Dew is capitalizing on which advantage offered by radio? A. low relative costs B. integrated marketing opportunities C. mental imagery D. geographic selectivity E. flexibility

integrated marketing opportunities

Domestic markets offer limited opportunities for expansion because of:

intense competition from other companies

_____ distribution involves putting the product in as many retail places as possible. (ex. Coke)

intensive

rich media

interactive digital media that exhibit dynamic motion

Which media vehicle is described as having no valid measurement techniques, a flexible message platform, and limited creative capabilities? A. television B. interactive media C. radio D. outdoor E. newspapers

interactive media

digital/internet marketing

interactive media, social media, and mobile marketing

The growth in spot cable advertising has been facilitated by the use of: A. LANs. B. multiplexing C. interconnects D. interstitials E. clutter minimizers

interconnects

News media outlets that hope to survive in the modern media marketplace must appeal to _____.

interest groups

The advantages of _____ are that it can be linked to detailed content, is highly flexible and interactive and allows for specific targeting, the disadvantages are that it is becoming cluttered and the ad may be blocked my computer software.

internet

flighting scheduling

involves intermittent periods of advertising and non-advertising. ex: snow skis

Advertisements featuring oddly dressed furniture salesmen yelling at the camera are examples of _____.

irritation advertising

Measuring the effectiveness of the promotional program: _____.

is a critical element of the promotional planning process

According to James Webb Young, a former creative director at the J. Walter Thompson agency, the production of creative advertising ideas: A. is a random process that cannot be taught B. does not follow a definitive plan C. cannot be learned and controlled D. is a definitive process that can be learned and controlled E. has as many different routes as there are different forms of creativity

is a definitive process that can be learned and controlled

The Central Hudson Test: _____.

is a four-part test used to determine restrictions on commercial speech

A unique selling proposition (USP): A. should offer a specific benefit to the consumer B. must be a feature, benefit, or advantage that the competition either cannot or does not offer C. must be strong or important enough to pull consumers to the brand D. should be an important part of a repetitive advertising strategy E. is accurately described by all of the above

is accurately described by all of the above

Arbitron: A. focuses primarily on measurement of local radio audiences B. measures listenership to webcasts C. provides radio stations with monthly cume ratings D. competes with RADAR as a source of national network rating numbers E. is accurately described by all of the above

is accurately described by all of the above

Statistical Research's Inc.'s RADAR: A. collects information twice a year B. is sponsored by the major national networks C. is a radio audience measurement service D. provides advertisers with time-period measurements for all dayparts E. is accurately described by all of the above

is accurately described by all of the above

The copy platform: A. specifies the basic elements of the creative strategy B. is also called a creative platform C. is usually prepared by the account representative or manager assigned to the account D. is also called a creative blueprint E. is accurately described by all of the above

is accurately described by all of the above

The evaluation and follow-up stage of media planning: A. is the easiest stage for the media planner B. is an imperative if an organization is to evaluate its performance C. is unnecessary in most situations due to problems with comparing media vehicles D. is typically done most efficiently with computers E. must be foolproof

is an imperative if an organization is to evaluate its performance

the consensus among all groups is that advertising

is an important social influence agent

According to the Federal Trade Commission's (FTC's) definition of deception, a representation, omission, or practice has materiality if it::

is likely to influence consumer's purchase decisions

A creative technique for newspaper advertising whereby an ad is surrounded by editorial material is known as a(n): A. bleed page B. gatefold C. ink-set image D. insert E. island ad

island ad

The first task in the objective and task method of budgeting is to: A. conduct a system analysis B. create an organizational budget C. isolate advertising objectives D. determine what tasks need to be accomplished E. reevaluate objectives from previous years

isolate advertising objectives

Which of the following is a criticism of persuasive advertising?

it controls the media

According to the federal trade commission the definition of deception, irrepresentation, ommition or practice has the materiality if what?

it is likely to influence consumers decisions.

major benefit of advertising

it leads to economies of scale in production

Media buyers might choose to live with a relatively high degree of waste coverage because: A. it best supports a flighting media schedule B. it may still be the most cost affordable buy on a per exposure basis C. it allows for more specific targeting D. repetition is the most effective method for pioneering advertising E. it supports a market aggregation strategy

it may still be the most cost affordable buy on a per exposure basis

Which of the following is true of the Bureau of Alcohol, Tobacco, Firearms, and Explosives (ATF)?

it operates within the Treasury Department

Personal selling differs from other forms of promotional communication in that:

it provides opportunity for immediate feedback

Major retailers are interested in advertising in college newspapers because: A. college students are intellectually stimulated by the diversity of advertising that appears in college newspapers B. these publications contain no advertising C. it is a way to reach a coveted but elusive target market D. print media is more effective than electronic media in meeting all target markets including college students E. government regulations offer subsidies for advertising in these not-for-profit newspapers

its a way to reach a coveted but elusive target market

Which of the following statements provides a good rule of thumb for setting the advertising budget for a new product? A. Its advertising budget should be double that needed to maintain the desired market share. B. Its advertising budget should be equal to that of the largest market shareholder in the product category. C. Its advertising budget should be as much as the firm can afford. D. Its advertising budget should be ten percent greater than the average budget planned for the entire payout period. E. None of the above is a good rule of thumb for setting advertising budgets.

its advertising budget should be double that needed to maintain the desired market share

One of the greatest limitations of newspapers as an advertising medium is _____ due to the coarse paper stock used in printing most newspapers. A. its pass-along readership B. the lack of reader interest and involvement C. consumer distrust of newspapers as a credible source D. its lack of geographic selectivity E. its poor reproduction quality

its poor reproduction quality

Specialized academic language that alienates and excludes nonacademics is called _____.

jargon

_____ are catchy songs about a product or service that usually carry the advertising theme and a simple message. A. Headlines B. Taglines C. Voice-overs D. Jingles E. Needledrops

jingles

A _____ inventory system is designed to deliver less merchandise on a more frequent basis then traditional inventory systems.

just-in-time (the firm gets the merchandise "just-in-time" for it to be used in the manufacture of another product, or for sale when the components)

Which of the following is an advantage of movie theater advertising? A. high relative and absolute costs B. lack of clutter C. low recall D. low exposure E. all of the above

lack of clutter

An advertiser preparing to run a large ad in a weekly newspaper needs to know that _____ can be a disadvantage associated with the selection of newspapers as the media vehicle. A. lack of geographic selectivity B. lack of demographic selectivity C. noise as defined by the communications process D. pass-along readership E. none of the above

lack of demographic selectivity

Disadvantages associated with laboratory tests include

lack of realism leading to a testing bias

Advertising becomes a substitute for competition when: _____.

large companies spend more on advertising to obtain dominance

All of the following may result in additional costs for a magazine advertisement EXCEPT: A. four-color illustrations B. bleed pages C. special inserts D. gatefolds E. large volume purchases of advertising space in the same magazine

large volume purchases of advertising space in the same magazine

Programs such as The Tonight Show with Jay Leno and ABC's Nightline are aired during the _____ daypart. A. early fringe B. prime-time access C. prime-time D. late fringe E. evening

late fringe

A copywriter can determine how much space he or she has to work with and how much copy to write after seeing the print ad's: A. headline B. subheads C. body copy D. layout E. illustration

layout

Which of the following is a basic component of a print advertisement? A. deadline B. testimonial C. trademarks and service marks D. logo E. layout

layout

media objects are design to

lead to the attainment of communications and marketing objectives

Critics of advertising view it as a detrimental force because it _____.

leads to industrial concentration and higher prices for consumers

Under the Nutritional Labeling and Education Act, the Food and Drug Administration established _____.

legal definitions for terms used on the labels of food products

The growth of cable television has led to all of the following EXCEPT: A. more viewing options for cable households B. greater audience fragmentation for television C. lower viewing audiences for the three major TV networks D. less opportunity to reach specific target audiences E. greater competition between cable channels and networks for advertising dollars

less opportunity to reach specific target audiences

Using a Vampire Weekend song to promote Honda is an example of _____.

licensing

Which of the following is a cultural factor affecting international marketing?

lifestyle

according to th eFTC definition of deception a representation, omission or practice has materiality to if it

likely to influence consumer purchases decisions

Which of the following is NOT a limitation associated with the use of television as an advertising medium? A. high costs for airtime B. high costs for production of quality commercials C. limited creative options for developing and presenting advertising messages D. fleeting messages E. commercial clutter

limited creative options for developing and presenting advertising messages

Which of the following is a disadvantage associated with advertising in magazines? A. lack of permanence B. lack of prestige C. lack of consumer receptivity to ads D. limited reach and frequency E. no creative flexibility

limited reach and frequency

Journalists know that if they give a company, organization, or political candidate unfavorable coverage, the PR practitioners handling that account may retaliate by _____.

limiting access to that person or leaders of that group

Which of the following is NOT an advantage of radio as an advertising medium? A. low cost B. audience selectivity C. flexibility D. listener fragmentation E. great number of integrated marketing opportunities

listener fragmentation

The heaviest users of radio as an advertising medium are: A. national service providers B. local advertisers C. national retail chains D. national consumer-products manufacturers and distributors E. tobacco and alcohol advertisers

local advertisers

Which of the following is a threat facing sponsors of outdoor advertising? A. an inability to use creativity B. an inability to have the needed geographic selectivity C. local and national ordinances D. an inability to create awareness through the use of billboards E. all of the above

local and national ordinances

The focus of the Better Business Bureau, established in 1916, was to deal with complaints from consumers about ______.

local business practices

Advantages of RAdio

local coverage low cost high frequency flexible low production costs well-segmented audiences

An advertiser has a limited budget and wants to reach a well-defined target audience in a local market area. Which of the following would you recommend? A. network television B. network radio C. superstations D. local radio E. any of the above

local radio

Advantages of Outdorr

location specific high rep easily notices

_____ are activities that focus on getting the right amount of the right products to the right place at the right time at the lowest possible cost. (integrating two or more activities)

logistics (assorting, sorting, storing, transporting)

"Diamonds are forever," "Tastes Great, Less Filling," and "Just do it" are all examples of: A. unique selling propositions B. long-running advertising campaign themes C. inherent drama appeals D. copy platforms E. creative blueprints

long -running advertising campaign themes

Imagine a smokeless tobacco company has hired a NASCAR driver to be its advertising spokesperson. If a news release revealed the driver was just found to be suffering from mouth and throat cancer could cause a serious marketing problem, and the organization had already negotiated with several magazines to run these ads. Which characteristic of magazines would be the major source of the problem? A. clutter B. lack of publication permanence C. loss of publication prestige D. limited reach and frequency E. long lead time

long lead time

Which of the following is a disadvantage associated with Yellow Pages advertising? A. limited availability B. nonintrusiveness C. a passive orientation D. long lead time E. absence of clutter

long lead time

Disadvantages of Magazines

long lead time for ad placement visual only lack of flexibility

Which of the following is a disadvantage inherent in advertising in magazines? A. lack of geographic selectivity B. lack of demographic selectivity C. poor reproduction quality D. long lead times E. low publication prestige

long lead times

Visa credit cards ran ads for a number of years that center around the basic theme that "Visa Is Everywhere You Want to Be." These ads emphasized the fact that Visa is accepted more places than any of its competitors are. This is an example of a(n): A. inherent drama appeal B. long-running advertising campaign C. conflict between the agency and the client producing an inability to create a new campaign theme D. copy platform E. creative blueprint

long-running advertising campaign

Which of the following is NOT an advantage inherent in the selection of newspapers as the media vehicle? A. longevity B. low cost C. timeliness D. high coverage E. short lead time

longevity

Which of the following situations offers the advertiser the least attractive marketing opportunity? A. high BDI; high CDI B. high BDI; low CDI C. low BDI; high CDI D. low BDI; low CDI

low BDI; low CDI

Which of the following indices reflects a company with low market share in a given market? A. low brand development index (BDI) B. high brand development index (BDI) C. low category development index (CDI) D. high category development index (CDI)

low brand development index

Which of the following is an advantage associated with television advertising?

low cost per exposure

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: Low BDI and Low CDI. What do these results imply? A. high market share and good market potential B. low market share and good market potential C. high market share and monitor for sales decline D. low market share and poor market potential

low market share and poor market potential

In calculating both the brand development index (BDI) and the category development index (CDI) a media planner obtains the following results: Low BDI and High CDI. What do these results imply? A. high market share; good market potential B. low market share; good market potential C. high market share; monitor for sales decline D. low market share; poor market potential

low market share; good market potential

Disadvantages of TV

low selectivity short message life high absolute cost High production cost clutter

_____ offer advertisers the opportunity to buy space in a group of publications as a package deal. A. Cross media organizations B. Magazine networks C. Publication verification networks D. Magazine blocks E. News networks

magazine networks

Selectivity, reproduction quality, creative flexibility, and prestige are all potential advantages of which advertising medium? A. place-based media B. magazines C. local radio D. billboards E. local newspapers

magazines

Studies by the magazine industry have found: A. magazine readers are less likely to attend to and recall ads than are television viewers B. most consumers dislike magazine ads because they are intrusive and difficult to ignore C. magazines are consumers' primary source of information for many products and services D. consumers are less receptive to advertising in magazines than in any other medium E. consumers are more likely to recall newspaper ads than magazine ads

magazines are consumers' primary source of information and many products and services

Marketers can achieve geographic selectivity in magazine advertising by using: A. magazines edited for and targeted toward particular regions, cities, or areas B. national editions of major magazines that cover the entire country C. general-interest business publications D. magazines targeted to adults E. any of the above

magazines edited for and targeted toward particular regions, cities or areas

Advertisers who want to achieve geographic selectivity in their magazine media schedule can do so by advertising in: A. magazines like Chicago and Nashville B. special-interest farm publications C. trade publications D. international editions of magazines only E. general-interest farm magazines

magazines like Chicago and Nashville

The rules developed by the Federal Communications Commission under the Telephone Consumer Protection act of 1991 requires telemarketers to _____.

maintain a list of subscribers who do not want to be called

pulsing scheduling

maintains continuity, but promotional efforts are stepped up at times. ex: beer

According to A. Jerome Jeweler, the _____ is the strongest singular thing an advertiser can say about its product or service and should be the central point in every ad. A. unique selling plan (USP) B. mission statement C. major selling idea D. brand equity statement E. competitive advantage

major selling idea

After the Sheppard reversal in the 1960s, the Supreme Court introduced ways for judges to ensure fair trials in heavily publicized trials. Which of the following is NOT a way to ensure a fair trial?

making reporters reveal their sources for controversial material used in their stories

Transformational advertising can differentiate a product or service by: A. convincing a consumer of the superior performance of a brand B. making the consumption experience more meaningful, exciting and enjoyable C. making a consumption experience last longer D. showing performance superiority of one brand over another E. proving brand superiority

making the consumption experience more meaningful, exciting and enjoyable

Which of the following is an example of an internal factor that can influence a media strategy?

managerial and administrative capabilities

Which of the following statements about the use of slice-of-life executions is true? A. Slice-of-life executions are very inefficient in business-to-business advertising. B. To be effective, a slice-of-live execution should avoid mimicking real life because its primary purpose is to rise above the clutter. C. Slice-of-life executions only work well for advertising for consumer products with perceived homogeneous qualities. D. Many advertisers like slice-of-life executions because they feel they are an effective way to present a situation to which consumers can relate. E. All of the above statements about the use of slice-of-life executions are true.

many advertisers like slice-of-life execution because they feel they are an effecctive way to present a situation to which consumers can relate

Which of the following statements about syndication is true? A. The advertising revenue generated by syndicated programs is insignificant compared to that of the three major networks. B. Syndicated programs never draw larger viewing audiences than network shows. C. Many national advertisers use syndicated shows to target certain audiences. D. Syndicated programs have less commercial time and thus less clutter than network shows. E. Children and teenagers are very easy to reach through syndicated programs.

many national advertisers use syndicated shows to target certain audiences

The _____ role of salespeople primarily focuses on outlining both an account strategy and a solutions strategy for the customer.

mapmaking

A company gathering demographic data relating to a foreign market can use it to ascertain what?

market potential

A company in the process of allocating its budget would use syndicated services like A. C. Nielsen and Dun & Bradstreet to estimate: A. market share goals B. market potential C. consumer trends D. achievable economies of scale E. all of the above

market potential

The index number is considered a good indicator of: _____.

market potential

The belief that advertising equals ___________ reflects traditional economic thinking that views advertising as a way to change consumers' tastes, lower their sensitivity to price, and build brand loyalty among buyers of advertised brands.

market power

sales promotion

marketing activities that provide extra value or incentives to the sales force, retailers, and/or ultimate consumers

differentiated marketing

marketing in many segments with different marketing strategies

What developed through the efforts of advertisers and product companies?

marketing research

Which of the following is a trend that contributed to the rise of modern media research?

marketing research propaganda analysis social psychology studies public opinion research

Which of the following is NOT a part of the media plan? A. media objectives B. media strategy C. marketing strategies D. determination of media coverage E. frequency estimates

marketing strategies

The purpose of the ______ ________ _______ is to plan activities the will solve one or more of the marketing problems through 1. marketing objectives 2. product spending strategy 3. distribution strategy 4. which elements of the marketing mix are being used 5. identification of the best market segments

marketing strategy Plan

Advantages of TV

mass coverage high reach impact of sight sound and motion high prestige low cost per exposure attention getting favorable image

When using the competitive parity budgeting method, the firm: A. matches its share of total industry advertising expenditures to its market share B. spends as much as it can C. allocates some portion of planned sales for the period to advertising D. spends the same total amount as its major competitors spend E. bases its advertising and promotion expenditures on sales

matches its share of total industry advertising expenditures to its market share

An absorption with material things rather than intellectual or spiritual concerns is known as _____.

materialism

According to the FTC, a trade practice that can affect a consumer's choice or conduct with regard to a product or service is known as _____.

materiality

A company with a substantial advertising budget with little or no awareness in the target market should: A. maximize frequency and sacrifice reach B. maximize reach C. maximize coverage D. use maximum continuity E. use a pulsing push strategy

maximize reach

One of the common criticisms of advertising is that the information delivered to consumers _____.

may not be enough to make an informed choice

The new Nielsen television rating system, C3: A. combines cable, commercial, and collective advertising viewership B. creates an average viewership for the three major television networks C. coordinates scatter market advertising with national spot and national designated advertising D. measures average commercial live viewership and up to three days later E. measures cume in three distinct video media alternatives

measures the average commercial live viewership and up to three days later

Many advertising professionals want the primary focus of new technology for measuring television viewing audiences to be on: A. getting better measures of who watches specific programs B. measuring the size of viewing audiences for commercials rather than just programs C. determining what types of commercials people prefer to watch D. determining how many people zip through prerecorded programs E. monitoring the whole 24-hour day, not just prime-time

measuring the size of viewing audiences for commercials rather than just programs

One of the concerns over the method used by A. C. Nielsen to measure television viewing audiences centers around: A. the sample size used to measure national viewing audiences B. measuring viewership of commercials not just programs C. the use of the people meter to measure national viewing audiences D. an inability to measure people viewing TV outside the home environment E. an inability to measure whether people are actually watching or simply have the television on for company

measuring viewership of commercials not just programs

A typical copy platform does NOT contain: A. the basic problem to be addressed by the advertising B. advertising and communication objectives C. the major selling idea D. a creative strategy statement E. media goals and objectives

media goals and objectives

Translates marketing objectives into goals that media can accomplish

media objectives

Which of the following statements is true of media objectives?

media objectives are the goals for a media program

The primary objective of ______ is to develop a framework that will deliver the message to the target audience in the most efficient cost-effective manner possible. A. media planning B. market segmentation C. target marketing D. organizational planning E. a communication hierarchy

media planning

the series of decisions involved in delivering the promotional message to the prospective purchasers and or users of the product or brand

media planning

According to your textbook, what topic of discussion have public intellectuals encouraged in recent years?

media production in a digital world

A media plan is a guide for:

media selection

The media plan is a guide for: A. development of specific creative objectives B. media selection C. sales and marketing forecasts and potentials D. account auditing E. is accurately described by all of the above

media selection

plans of action

media strategies

media objects should be limited to those that can be accomplished through

media strategies.

Minimal effects researchers argue that _____.

media usually reinforce existing behaviors rather than change them

An advertisement for Maven candy bar is placed in Young Ace, a magazine for teenagers. In this case, Young Ace is the: _____.

media vehicle

Flair, a women's magazine, features an ad for Elvira watches. Flair, being a specific carrier within a medium category is known as a:

media vehicle

specific carrier within a medium category. EX. vanity fair is a print vehicles

media vehicle

USA Today, Sports Illustrated, and Tonight Show with Jay Leno are all examples of: A. media strategies B. media that have sweeps periods C. media vehicles D. communications decoders E. physical distribution channels

media vehicles

general category of available delivery systems which includes broadcast media

medium

Which of the following is an example of special services offered by newspapers? A. merchandising programs to help make the trade aware of a company's products B. complete in-house advertising agency competitive with many of the finest agencies in the U.S. C. high reproduction quality D. circulation verification E. all of the above

merchandising programs to help make the trade aware of a company's products

Magazines are helping advertisers implement their market segmentation strategies by: A. offering special inserts, bleed pages, and gatefolds B. not running any controversial articles C. merging their databases with those of the advertiser and delivering personalized messages to consumers D. adopting a general-interest editorial platform E. increasing their circulation figures

merging their databases with those of the advertiser and delivering personalized messages to consumers

Which of the following is part of the Society of Professional Journalists' Code of Ethics?

minimize harm, act independently, seek truth and report it, be accountable

For an advertisement to be termed as deceptive, the representation, omission, or practice must be likely to _____ the consumer.

mislead

A(n) _____ occurs when the information that could prevent a practice, claim, representation, or reasonable belief from being deceiving is not disclosed.

misleading omission

According to the FTC, an express or implied statement that is opposed to fact is known as _____.

misrepresentation

The FTC defines ____ as an expressed or implied statement contrary to fact.

misrepresentation

expressed or implied statement contrary to fact

misrepresentation

A common problem associated with premiums is _____.

misrepresentation of their value

Catharine introduces new products, new promotions, and new programs to customers, while the actual order is taken by Salim, the company's order taker. Catherine is likely to be a(n) _____.

missionary salesperson

Surveys indicate American consumers have _________ outdoor advertising. A. strong opposition to B. respect for the creativity of C. mixed emotions regarding D. no opinions regarding E. none of the above

mixed emotions regarding

To improve advertising effectiveness, many magazines are: A. offering international editions embedded into domestic offerings. B. separating the advertising process from the magazine's editorial vision. C. letting advertisers choose the content of the magazine. D. selling ad space, but not confirming if the ads were effective. E. mixing ad messages with content

mixing ad messages with content

carryover effect

money spent on advertising does not necessarily have an immediate impact on sales

the higher the index number the

more market potential exists

Compared to television, radio has: A. fewer segmentation opportunities B. longer buyer lead times for preparing and placing ads C. greater reach and lower frequency opportunities with individual stations D. more national network advertising E. more of a local flavor

more of a local flavor

transit advertising increase

more women in work force, audience segmentation, people spending more time outdoors

The largest radio audiences occur during which of the following dayparts? A. morning drive time and evening drive time B. daytime and late evening C. evening drive time and daytime D. nighttime and morning drive time E. all night and daytime

morning drive time and evening drive time

Trade publications are important to advertisers because: A. they provide information on various industries to readers B. they provide an effective way to reach consumers who work in specific businesses C. they provide entertainment to business readers D. much marketing occurs at the trade level, and these publications are important for reaching decision makers E. they are a way of boosting membership in labor organizations

much marketing occurs at the trade level, and these publications are important for reaching decision makers

Advertisers who are seeking broad reach and frequency in their media schedules: A. find magazines very effective since individual publications reach a very broad target audience B. can use monthly magazines to easily obtain desired frequency C. must purchase space in a number of different magazines since most publications have thin penetration of households D. need to advertise repeatedly in the same magazine E. will find broad reach and frequency an easy goal to accomplish with magazines

much purchase space in a number of different magazines since most publications have thin penetration of households

Cable networks such as CNN that can transmit multiple channels from one network engage in: A. multiplexing B. interconnects C. single sourcing D. multiple sourcing E. adjacencies

multiplexing

To calculate gross ratings points (GRPs), you will need to: A. multiply reach times frequency B. divide reach times frequency by costs C. multiply CPM times average frequency D. divide average frequency by costs E. add reach and frequency and divide by CPM

multiply reach times frequency

Which of the following refers to understanding ads as stories in which social conflicts are resolved through purchasing a product?

myth analysis

Advertising on television to specialized audiences is known as _____ and has been made possible by: A. narrowcasting; network television B. broadcasting; cable television C. narrowcasting; cable television D. multiplexing; cable television E. broadcasting; zapping

narrowcasting; cable television

The New York Times and The Christian Science Monitor are examples of _____ newspapers. A. weekly B. national C. regional D. special-audience E. weekday

national

moved against a number of national advisers as a result of inactivity by the FTC during the reagan administration

national association of attorney general

All non-network television advertising done by a national advertiser is known as _____ advertising. A. up-front B. national spot C. local D. regional E. non-cancellation

national spot

As defined by Wikipedia, ____________ is a web advertising in which an advertiser attempts to gain attention by providing valuable content in the context of a user's experience

native advertising

In order to work in television or radio, blacklisted performers _____.

needed the support of a sponsor

The Federal Trade Commission (FTC) and U.S. Postal Service have rules that govern the use of _____________ plans whereby a company proposed to send merchandise to consumers and expects payment unless a consumer sends a notice of rejection or cancellation.

negative option

the FTC and USPS have rules that govern the use of_____ plans whereby a company proposes to send merch to consumers and expects payment unless a consumer cancels

negative option

When a national advertiser runs a commercial on a prime time program that is seen all over the country, _____ advertising is being used. A. network B. affiliate C. aggregated D. spot E. up-front

network

One of the major values of journalism, _____, was adopted from the conventions of personal detachment.

neutrality

Imagine a personal computer manufacturer has developed a significant technological breakthrough that will make its computers easier to use for novices. The computer manufacturer will probably use which of the following types of appeals to announce the breakthrough? A. favorable price appeal B. emotional appeal C. news appeal D. popularity appeal E. transformational appeal

news appeal

News consultants are also known as _____.

news doctors

Which of the following is NOT an accurate polling method?

news station's online survey a news crew conducting man-on-the-street interviews a call-in survey to answer a news "question of the day" an online survey from a political blog

When the objective is to attain maximum coverage of a local market, which form of advertising would be most effective? A. outdoor B. television C. radio D. magazine E. newspaper

newspaper

The first advertising agencies were _____.

newspaper space brokers

The New York Times Sunday Magazine is an example of a: A. special audience newspaper B. newspaper supplement published by a major newspaper C. syndicated newspaper supplement D. national newspaper E. consumer magazine

newspaper supplement published by a major newspaper

Because of the medium's ability to turn information around quickly and deliver a detailed message, many companies who provide critical services to consumers often choose to advertise in _____ to respond to natural disasters such as earthquakes or hurricanes. A. television B. magazines C. newspapers D. direct mail E. radio

newspapers

Kiley overheard a conversation in which the following terms were used: short closing times, strong reseller support, high penetration, national versus local rate differentials, and ad reproduction limitations. Which media vehicle was being discussed in the conversation that Kiley overheard? A. radio B. magazines C. direct mail D. billboards E. newspapers

newspapers

The primary advertising medium in terms of both ad revenue and number of advertisers is: A. network television B. radio C. magazines D. newspapers E. direct mail

newspapers

_____ are often referred to as high-involvement media, because they generally require some attention and effort on the part of the consumer to process the information they provide A. Newspapers and magazines B. Newspapers and television C. Magazines and radio D. Radio and television E. Radio and newspapers

newspapers and magazines

Timeliness, proximity, and prominence are all examples of criteria for _____.

newsworthiness

guerrilla marketing

non-traditional method of marketing aka: stealth, street, buzz, ambush, viral marketing

A company wishing to advertise to a very specific target market with a message designed to aid comprehension of the product benefits offered should use: A. transit advertising B. billboards C. rolling boards D. aerial advertising E. none of the above

none of the above

Magazines like Los Angeles Magazine and Denver are categorized as: A. demographic publications B. promotional publications C. corporate magazines D. public relations magazines E. none of the above

none of the above

When planning creative strategy, an advertising agency hopes to have: A. clients that appreciate the formalized system used to develop this strategy B. clients that are risk-aversive to squelch unorthodox strategies C. products with winning ad campaigns that simply need a slight tweaking D. clients who realize there are no new strategies left--only modifications of existing ones E. none of the above

none of the above

Which of the following is an example of a disadvantage of promotional products marketing? A. high cost per repeat exposure B. low level of selectivity C. low level of frequency D. inability to supplement other media E. none of the above

none of the above

Which of the following is an advantage associated with Yellow Pages advertising? A. great creative potential B. short lead times C. a passive orientation D. nonintrusiveness E. absence of clutter

nonintrusiveness

Another name for alternative media is: A. functional communications B. nontraditional media C. techno media D. responsive media E. nonstructured communications

nontraditional media

The FTC and the Postal Service closely monitor direct response to advertising to ensure that advertisements are _____.

not deceptive or misleading

A nonfinancial reward is _____.

not money (can have monetary value)

Raymond sportswear, a clothing manufacturer specializing in sportswear has developed a Superbowl sweepstakes that it plans to promote during the football pro season. To avoid this promotion being classified as a lottery , the sportswear company should?

not require the consumers to make a purchase of one of their products as a condition for entering the sweepstakes.

The theme of the campaign, "Advertising. The way great brands get to be great brands," cautions corporate executives _____.

not to neglect their brand development

reach

number of different audience members exposed at least once in a time period

The pass-along rate refers to the: A. newspaper advertising rate charged to manufacturers by retailers placing ads for them B. television advertising rate charged to national advertisers C. number of persons to whom a magazine copy has been given and who have read it D. magazine advertising rate for throw-away publications E. percentage of people who skip over an ad while reading a publication

number of persons to whom a magazine copy as been given and who have read it

frequency

number of times the receiver is exposed to the media vehicle in a time period

evaluation criteria

objective (functional) vs. subjective (psychosocial)

Defining the communications objectives to be accomplished and estimating the costs associated with the performance of the necessary strategies and activities are steps in the _____ method of budgeting. A. competitive parity B. payout planning C. ROI D. return on investment E. objective and task

objective and task

verification

objective: evaluate ideas, reject inappropriate, refine the remaining techniques: focus groups, use storyboards, viewer reaction

Which of the following statements about off-network syndication is true? A. Off-network syndicated shows are an important source of quality programming for local stations. B. Off-network syndicated shows an insignificant source of revenue to the studios that produce them. C. Off-network syndicated shows are usually low-budget, low quality programs. D. The FCC prime-time access rule forbids independent stations from carrying off-network syndicated shows between 7:00 and 8:00 P. M. E. None of the above statements about off-network syndication is true.

off-network syndicated shows are an important source of quality programming for local stations

When Dodi watches old episodes of Friends and Everybody Loves Raymond on WVLD while she eats her evening meal, she is watching: A. off-network syndications B. sponsorships C. first-run syndications D. network spots E. local syndications

off-network syndications

_____ are reruns of network shows that are bought by individual stations to broadcast. A. Off-network syndications B. Sponsorships C. First-run syndications D. Network spots E. Local syndications

off-network syndications

An _____ is a type of retailer that offers an inconsistent assortment of merchandise at relatively low prices.

off-price retailer (general merchandise)

Imagine you have developed a computer game that has as its target market men between the ages of 18 and 24. You would be most likely to reach this market segment if you ran the ads for this computer game: A. during early morning and late afternoon drive time B. on ESPN C. on A&E, the Weather Channel, and CNN Headline News D. during the late evening network news E. during syndicated game shows

on ESPN

Transit advertising can be found in all of the following places EXCEPT: A. in elevators B. in subways C. on taxis D. on trolleys E. on billboards

on billboards

In some industries, personal selling accounts for most of the promotional budget. This is true because:

one sales call is not likely to be enough to close a deal

Which of the following media strategies is suitable for a new product with a target audience concentrated in a well-defined market segment? A. one that emphasizes frequency rather than reach B. one that emphasizes reach rather than frequency C. one that balances reach and frequency D. one that uses a high cost per thousand approach E. one that allows continuous communication

one that emphasizes reach rather than frequency

Today's main cable news channels have built their evening programs following the model of journalism as _____.

opinion and assertion

______ searches are those that appear because of their relevance to search terms, not advertisements.

organic

When journalism switched to a focus on the present in news content, the industry began to draw criticism for _____.

ot offering historical analyses of important issues

If properly placed, which support medium can yield possible exposure to an equivalent of 100 percent of the marketplace on a daily basis? A. specialty B. outdoor C. aerial advertising D. Yellow pages E. transit

outdoor

In terms of media vehicles, ______ would be most efficient medium for the "Got Milk" slogan. A. television B. interactive media C. radio D. outdoor E. newspapers

outdoor

Which of the following support media provides advertisers with wide coverage of local markets and high levels of frequency? A. outdoor B. mail advertising C. airport advertising D. in-store and out-of-store E. newspaper and transit

outdoor

Which of the following statements about outdoor advertising is true? A. The number of billboards for outdoor advertising has been increasing. B. Outdoor advertising does not have a negative image problem as do some other types of advertising. C. Outdoor advertising is typically used by national companies like Kraft and IBM. D. Outdoor advertising is the only form of advertising that is not regulated by national legislation. E. Outdoor advertising is a pervasive medium

outdoor advertising is a pervasive medium

There are three forms of transit advertising. They are inside cards, station, platform or terminal posters, and: A. mobile billboards B. aerial banners C. spectaculars D. outside posters E. promotional cards

outside posters

advertising

paid, non-personal communication about an organization/product/service with an identified sponsor

Marketing and advertising groups that pick apart the American Psychological Association's report on advertising targeted to children defend their right to advertise on the basis that _____.

parents of younger children make the purchase decisions themselves

Many advertisers are using Super Bowl ads as: A. part of an integrated market communications plan B. an opportunity to win advertising creativity awards C. an alternative to print media D. as an opportunity to collect demographic data E. all of the above

part of an integrated market communications plan

Advertisers have little control over the placement of their commercials within a program when they advertise using a(n) _____ arrangement. A. sponsorship B. participation C. daypart D. exclusivity E. run-of-station (ROS)

participation

Most network television advertising time is sold as: A. sponsorships B. participations C. adjacencies D. spot announcements E. affiliated offerings

participations

_____ describes a situation where a primary subscriber or purchaser of a magazine gives it to another person to read or where a magazine is read in public places. A. Primary readership B. Guaranteed readership C. Pass-along readership D. Total readership E. A place-based medium

pass-along readership

communication

passing of information or exchange of ideas, process of establishing a commonness of thought between a sender and reciever

What types of ads dominated advertising by the end of the 1800s?

patent medicines and department stores

During situation analysis, a useful budgeting technique to determine a ballpark figure for setting feasible objectives is the _____ method. A. payout planning B. percent of sales C. competitive parity D. 401k E. marginal analysis

payout planning

When used in conjunction with the objective and task method, _____ is the most useful method for establishing an advertising budget. A. competitive parity B. payout planning C. the affordable method D. concave analysis E. qualitative distribution

payout planning

Which of the following is NOT a top-down approach to budget setting? A. the affordable method B. percentage of sales C. competitive parity D. return on investment E. payout planning

payout planning

Today the Nielsen Television Index provides weekly estimates of networks and major cable viewing audiences on a national level through the use of an electronic device that measures what is being watched and by whom. This device is called a(n): A. audimeter B. people meter C. electronic diary D. market survey E. focus group

people meter

program rating

percent of US households watching a show

The _____ method of budgeting uses advertising/sales ratio data. A. objective and task B. affordable C. percent of sales D. ROI E. arbitrary allocation

percent of sales

The major problem associated with the _____ budgeting method is a reversal of the cause and effect relationship. A. percent of sales B. objective and task method C. competitive parity D. S-shaped response E. rapidly diminishing returns

percent of sales

The share of a television audience indicates the: A. percent of the defined target market that is exposed to a message at least once during the relevant time period B. percent of those television sets in use at any time that are watching a particular program C. average number of exposures of a message received by each member of the target market D. percent of all households owning a television set that are watching a particular program E. number of people who responded to a televised direct-response ad

percent of those television sets in use at any time that are watching a particular program

Effective reach refers to the: A. number of people in the target audience exposed to the ad B. number of people seeing the ad that that took some action as a result of the ad C. number of people who can recall the ad D. percentage of a media vehicle's audience reached with the addition of one more showing of an ad E. number of times an ad appears in primetime television

percentage of a media vehicle's audience reached with the addition of one more showing of an ad

The _____ method of budgeting is being employed when expenditures are allocated by assigning a part of the cost of the product to be allocated to advertising. The total budget is based on units sold. A. arbitrary allocation B. percentage of sales C. objective and task D. return on investment E. competitive parity

percentage of sales

The most commonly utilized method of budget determination by large firms is: A. competitive parity B. objective and task C. percentage of sales D. arbitrary allocation E. the affordable method

percentage of sales

Which of the following budgeting procedures would be used if a firm wanted a method that is simple to understand and financially safe? A. competitive parity B. marginal analysis C. percentage of sales D. objective and task E. arbitrary method

percentage of sales

Bob Wilkes shoes horses for a living. He has a large list of customers who often ask him for unusual features such as "Is there any sort of shock absorbers available for horses?" To answer these questions, he subscribes to American Farriers Journal and stores all of his previous issues so he can use them as reference material. The way Wilkes uses this publication demonstrates which advantage of magazines as an advertising medium? A. geographic selectivity B. creative flexibility C. prestige D. permanence E. services

permanence

Cal O'Hanlon, an avid skier, takes a weeklong ski vacation every winter. To help plan his vacation, O'Hanlon keeps all of the past issues of Skiing magazine he has received so he can consult them as he makes his selection of a ski resort. O'Hanlon 's use of the magazines in this way demonstrates which advantage of magazines as an advertising medium? A. geographic selectivity B. creative flexibility C. prestige D. permanence E. services

permanence

Consumers perceive Maytag appliance as dependable. Consumers have assigned a _____ to the brand. A. product benefit B. personality C. product features D. unique selling proposition E. market rank

personality

Research shows consumers perceive Miller beer as strong, bold, and adventurous. This is an example of how consumers assign a _____ to a brand. A. product rank B. personality C. product features D. unique selling proposition E. market rank

personality

Mr. Peanut from the Planters Nut Company's ads is an example of advertising that uses which of the following advertising execution techniques? A. informational/rational B. demonstration C. fantasy D. personality symbol E. a behavioral appeal

personality symbol

The Marlboro cowboy used to advertise Marlboro cigarettes for a number of years is an example of what type of advertising execution technique? A. testimonial B. demonstration C. personality symbol D. slice-of-death E. imagery

personality symbol

_____ is a type of advertising execution style that involves creating a central character who can deliver the advertising message and with whom the product or service can be identified. A. Demonstration B. Testimonial C. Personality symbol D. Fantasy E. Slice-of-life

personality symbol

Selective binding and ink-jet imaging are making it possible for magazines to offer: A. personalized ads B. high reach and frequency C. reduced advertising rates D. lower delivery costs E. higher pass-along readership

personalized ads

virginia state board of pharmacy v. virginia citizens consumer councilallowed

pharmacist to advertise the prices of prescription drugs

The Children's Online Privacy Protection Act (COPPA) of 1998: ______.

places tight restrictions on collecting information from children via the Internet

pay-per-click

placing ads on web pages that display results from search engine queries

The _____ associates a product with simplicity.

plain-folks pitch

While information advertising reports objective criteria, persuasive advertising _____.

plays on consumers' anxieties

Product placements are part of brand integrations using: A. illegal B. used to get exposure for products in a number of low cost ways C. plugs for products within movies, books, and TV shows D. forms of direct marketing E. most closely related to distribution strategies

plugs for products within movies, books, and TV shows

______________ is a medium that uses the internet to distribute audio or video files for downloading into ipads and other portable devices.

podcasting

Which of the following examine the interconnections among economic interests, political power, and how that power is used?

political economy studies

___________ are a laboratory methodology designed to expose a group of respondents to a system consisting of both control and test ads.

portfolio tests

What do journalistic scoops and exclusive stories attempt to do?

portray reporters in a heroic light

The goal of the Las Vegas Convention and Visitors Authority's ad campaign was to: A. undercut new gambling destinations in other parts of the country B. reduce the promiscuous image of Las Vegas C. position Las Vegas as a full-blown vacation destination D. increase tax revenue E. promote Las Vegas as a retirement destination

position Las Vegas as a full-blown vacation destination

Aurora Foods Inc. markets Log Cabin, Mrs. Butterworth's, and Aunt Jemima brands of pancake syrup. Aurora is most likely to use a _____ approach to developing creative strategy for each brand. A. inherent drama B. brand image C. unique selling proposition D. positioning E. repositioning

positioning

General Mills has multiple brands of cereal that compete among themselves and with Post, Quaker, and Kellogg's brand cereals. General Mills would most likely use the _____ approach as a basis for its creative strategies. A. unique selling proposition B. brand image C. inherent drama D. positioning E. dramatization

positioning

Jack Trout and Al Ries introduced _____ as the basis for advertising strategy and creative development in the early 1970s. A. inherent drama B. positioning C. brand image D. unique selling proposition E. transformational advertising

positioning

Procter & Gamble markets Tide, Cheer, Gain, Dash, Bold 3 and Ivory Snow detergents to a variety of different target markets. P&G advertises these different brands using what type of creative strategy? A. inherent drama B. brand image C. unique selling proposition D. positioning E. repositioning

positioning

Procter & Gamble markets Zest, Safeguard, Camay, and Lava brands of bar soaps. Zest is a "get-you-started in the morning" soap. Safeguard is marketed as a germ-fighter. Camay cleans without drying or injuring the skin. Lava is for tough cleaning jobs. Procter & Gamble uses a(n) _____ strategy. A. brand image B. universal selling proposal (USP) C. inherent drama D. positioning E. divestment

positioning

Which of the following is often the basis of a marketer's creative strategy when the company has multiple brands competing in the same market? A. unique selling propositions B. brand image C. inherent drama D. transformational advertising E. positioning

positioning

A set of principles aimed at "improving the research used in preparing and testing ads, providing a better creative product for clients, and controlling the cost of TV commercials," is known as: _____.

positioning advertising copy testing (PACT)

A disadvantage associated with movie theater advertising is: A. low recall B. low audience exposure C. possible irritation of audience D. clutter E. a potential violation of FCC regulations of advertising

possible irritation of audience

During which stage of commercial production process do activities such as editing, recording of sound effects, audio/video mixing, and agency approval occur? A. preproduction B. production C. postproduction D. preparation E. incubation

postproduction

Which of the following is an example of a disadvantage associated with promotional products marketing? A. intrusive nature of the advertising B. potential saturation of the marketplace C. its inability to supplement other media D. its inflexibility E. all of the above

potential saturation of the marketplace

A company promoting its product through product placements in movies would benefit from: A. potentially high exposure B. low absolute cost C. a wealth of audience measurement data D. lack of competition for viewers' attention E. all of the above

potentially high exposure

According to the universal advertising standards developed by the D'Arcy, Masius Benton & Bowles agency, a creative advertising message is built around a: A. unique selling plan (USP) B. strong brand image C. power idea or a creative core D. slice-of-life concept E. dramatization

power idea or a creative core

The science of spending states that consumers move in a _____ pattern, consumers can't resist _____ things, shopping gets consumers _____, consumers can't comprehend _____, and consumer tastes can be tricked by _____.

predictable, shiny, high, numbers, brand recognition

The promoter of a boxing match would probably want to place an ad in the sports section of the newspaper and thus would pay a(n) _____ rate. A. flat B. run-of-paper C. preferred position D. agate E. bleed page

preferred position

A client who manufactures maternity clothes for businesswomen wants a new advertising campaign. Visits to obstetrician's offices to observe the clothes being worn and to maternity shops at the mall to see how they were selected could be a part of the _____ stage of the creative process. A. preparation B. verification C. revision D. reality check E. incubation

preparation

According to the work of sociologist Graham Wallace, in order, the four-step approach to the creative process includes: A. preparation, incubation, illumination, and verification B. immersion, brainstorming, creation, and reality check C. preparation, illumination, creation, and verification D. preparation, immersion, creation, and verification E. immersion, incubation, illumination, and creation

preparation, incubation, illumination and verification

JCPenney's department store distributed a four-color catalog in newspapers in major metropolitan areas advertising its President's Day Sale. This is an example of what type of newspaper advertising? A. display advertising B. classified advertising C. preprinted insert D. printacular E. gatefold advertising

preprinted insert

The Hathaway Shirt Company uses most of its media budget to advertise in publications such as Esquire and The New Yorker magazines. The company thinks these magazines are very well respected and provide a favorable environment that helps enhance the image of its products. This example demonstrates which advantage of magazines as an advertising medium? A. geographic selectivity B. creative flexibility C. prestige D. permanence E. costs

prestige

You won't find Armani advertising its new line of men's toiletries in just any men's magazine. The company is striving to position its new line of toiletries as a product for the man with discerning tastes who only buys the finest products. In selecting a print medium in which to run an ad for this new product, Armani would probably be most concerned with the publication's: A. permanence B. pass-along-readership C. prestige D. reproduction quality E. costs

prestige

The advertising manager for a fashionable, upscale women's clothing line is concerned over an ad agency recommendation to run ads for the brand in People magazine. She thinks the editorial environment of the magazine may not be appropriate to the high fashion and trendy positioning strategy being used for the brand. This reflects concern over what specific aspect of magazine advertising? A. permanence B. creative options C. prestige of the publication D. reproduction quality E. costs

prestige of the publication

The television daypart that attracts the largest viewing audience is: A. daytime B. early fringe C. late news D. prime-time access E. prime-time

prime-time

Which of the following is NOT an example of a daypart for radio? A. morning drive time B. prime-time C. over night D. daytime E. nighttime

prime-time

Which television daypart has the highest rates and is dominated by national advertisers? A. morning B. early fringe C. prime-time D. late news E. late fringe

prime-time

Ads in magazines that utilize pop-ups, heavy inserts, talking ads or other techniques to attract readers' attention are sometimes referred to as: A. multisensory ads B. enhanced advertising pages C. printaculars D. fine-tuned sensory interceptors (FSIs) E. distractors

printaculars

Brut Champagne ran an ad in Esquire magazine featuring a cardboard replica of a champagne bottle that pops up when the magazine is opened to that page. This is an example of a(n): A. action page B. gatefold C. multisensory ad D. printacular E. run-of-page ad

printicular

Disadvantages of digital interaction

privacy concerns potentials for deception clutter few valid measurement techniques

Douglas was asked to fill out a survey on dill pickles. He was asked questions about what he liked and disliked about dill pickles, when and where he usually ate dill pickles, and to list and rate all brands of dill pickles he could recall. He was also asked about packaging as well as degree of sourness in the different brands of pickles. Since the survey was conducted by an ad agency prior to developing a creative strategy for its client, a pickle manufacturer, and there were several people surveyed besides Douglas, you can assume he was participating in a _____ study. A. consumer brainstorming B. general preplanning input C. perceptual mapping D. problem detection E. market profiling

problem detection

______ is a research technique whereby consumers are asked to generate an exhaustive list of things that bother them or difficulties they encounter when using a product or service. A. Consumer brainstorming B. General preplanning input C. Perceptual mapping D. Problem detection E. Market profiling

problem detection

consumer behavior

processes and activities people engage in when selecting, buying, using, evaluating, and disposing of products or services

Advertisers can inhibit consumers' zapping commercials by: A. lobbying to have remote control devices banned B. producing creative commercials that are meaningful to consumers and that attract and hold their attention C. devising shorter commercial formats D. using more infomercials E. advertising more on cable television

producing creative commercials that are meaningful to consumers and that attract and hold their attention

Based on the findings of the study conducted by Elizabeth Hirschman, which of the following individuals is most likely to be risk averse and prefer commercials that focus on the product rather than creative impact? A. product and brand managers B. art directors C. copywriters D. creative directors E. product consumers

product and brand managers

According to McCann-Erickson's concept of emotional bonding, the most basic relationship a consumer has with a brand is how he or she thinks about the: A. emotional ties he or she has with the product and/or brand B. brand personality C. product benefits D. self-actualization motives for purchasing E. self-esteem motives that will be affected by the purchase

product benefits

Advertainment, content sponsorship, and ad-supported video on demand are examples of: A. branded public interest advertising B. product integration C. systematic brainwashing D. alternative outdoor advertising E. publicity

product integration

A study by Elizabeth Hirschman examined the perceptions of individuals involved in the creation and production of television commercials and found: A. product managers view advertising from an aesthetic perspective B. product managers and account executives both view advertising as a promotional tool whose primary purpose is to communicate favorable impressions about a brand C. art directors and copywriters view advertising primarily as a promotional tool whose primary function is to communicate information D. brand managers prefer creative commercials that take risks E. art directors and copywriters evaluate advertising on the basis of how well it fulfilled preset communications objectives

product managers and account executives bother view advertising as a promotional tool whose primary purpose is to communicate favorable impressions about a brand

Promoting a product by having it used by actors in a movie or television show is known as: A. out-of-home advertising B. product placement C. a direct response promotion D. publicity E. a sales promotion

product placement

The agreement that Revlon brand cosmetics would pay a fee to have its products prominently featured in twenty episodes of the soap opera, All My Children, is an example of: A. product placement B. specialty advertising C. promotional products marketing D. free-form marketing E. transactional advertising

product placement

With which type of advertising medium is source association strongest? A. product placements B. in-flight advertising C. promotional products marketing D. transit advertising E. spectaculars

product placements

The computer software company Intuit runs an advertising campaign for Quicken that emphasizes the fact it is the most preferred and best selling brand of financial software. This is an example of what type of advertising appeal? A. emotional B. teaser C. product popularity D. transformational E. favorable price

product popularity

Toyota ran an advertisement proclaiming their Camry has been the best selling model in the United States for two straight years. This is an example of a _____ appeal. A. feature B. favorable price C. news D. product popularity E. generic

product popularity

Lisle Ju, the creative director for JTT ad agency, is observing a focus group for four-wheel drive SUVs. She is gathering _____ before she begins to develop creative strategy for an SUV manufacturer. A. general preplanning input B. market detection research C. product specific preplanning input D. illumination research E. secondary internal data

product specific preplanning input

marketing mix

product, price, place, and promotion

) Ramon participated in a study done by an advertising agency. During his interview, he was asked to gauge the services provided by a regional airline on the basis of his experiences and what others had told him. The interviewer asked Ramon specific questions about the food, the seating arrangements, the ease with which he entered and exited the plane, and the service provided by the flight attendants. Since the ad agency doing the research is the one that will develop the creative strategy for the airline's new ad campaign, you know Ramon most likely provided the agency with: A. product/service specific preplanning inputs B. general product inputs to be stored and used later C. secondary internal data D. secondary external data E. quantitative data which will be used by the client to determine market development strategies

product/service specific preplanning inputs

Product usage, attitude studies, and perceptual mapping would be examples of: A. general preplanning inputs B. product/service specific preplanning inputs C. verification studies D. revision studies E. demographic studies for business-to-business clients

product/service specific preplanning inputs

Persuasive advertising makes consumers buy _____.

products that they do not need

Which of the following would NOT be considered an example of promotional products marketing? A. key rings with advertiser's name engraved on it B. mugs with the Yellow Pages logo C. products used prominently in movies D. calendars imprinted with the name, address, and phone number of a local funeral home E. T-shirts with the name of the company that published your advertising text book

products used prominently in movies

Audience selectivity on television is possible due to: A. the use of PVRs B. program content C. zipping and zapping D. the use of interconnects E. a market penetration market growth strategy

program content

Television shows such as G.I. Joe, My Little Pony and Friends, and Pokémon are examples of _____.

programs developed to promote a line of toys

_________ is the most visible as well as the most culture bound of a firm's marketing functions.

promotion

bottom-up budgeting

promotion objectives are set; activities needed to achieve objectives; costs of promotion activities are budgeted; promotion budget approved by management

sweepstakes

promotion where winners are determined purely by chance

The more up-to-date name for what was once called "specialty advertising" is: A. in-store advertising B. promotional products marketing C. public relations enhancement D. giveaway marketing E. product placement

promotional products marketing

Which of the following forms of support media is described as the only medium that frequently generates goodwill in the receiver? A. transit advertising B. outdoor advertising C. promotional products marketing D. aerial advertising E. mobile billboards

promotional products marketing

Researchers post-World War I referred to _____ as "partisan appeal based on half-truths and devious manipulation of communication channels."

propaganda

advocacy advertising

propagating ideas and elucidating controversial social issues of public importance in a manner that supports interests of the sponsor

GrayScale Corp. is an insurance provider. If the type of market it operates in is segmented, and the competition is differentiated and growing, GrayScale is most likely to be in the _____ stage of personal-selling evolution.

prospector

The main focus of the first five-member commission of the Federal Trade Commission was to ______.

protect competitors from one another

In response to the 1920s scandals, the movie industry formed the Motion Picture Producers and Distributors of America (MPPDA) in order to _____.

protect profits by "self-censoring" the movie industry

Psychographic studies are used by advertising agencies to: A. identify age, educational level, and ethnic background of the target audience B. provide creative personnel with a better understanding of the target audience for whom they are developing the advertising message C. determine how to allocate the advertising budget D. understand specific consumption problems consumers encounter with various products and services E. do all of the above

provide creative personnel with a better understanding of the target audience for whom they are developing the advertising message

Advertising is fulfilling its basic function when it _____.

provides consumers with product information

Statistical Research's Inc.'s RADAR: A. will eventually replace A. C. Nielsen as the primary collector of television audience measurement B. is sponsored by nine of the largest advertisers in the nation C. primarily measures radio listenership for local radio stations D. provides network audience measures, along with estimates of network audiences for all commercials E. collects information and issues a new report monthly

provides network audience measures, along with estimates of network audiences for all commercials

Which of the following is one of the criteria used to determine if a story is newsworthy

proximity conflict novelty timeliness

In the outcome of Red Lion Broadcasting Co. v. FCC, the Supreme Court decided that _____.

public interest supersedes broadcasters' interest

Polls conducted during political elections are examples of _____.

public opinion research

The total communication strategy used to reach and persuade an audience is called _____.

public relations

Edward Bernays was the first person to apply the findings of psychology and sociology to public relations, referring to himself as a _____.

public relations counselor

video news release (vnr)

publicity piece produced by publicists so that stations can air it as a news story

Advertising or other sales presentations which promote a product by using subjective opinions, superlatives, or exaggerations without state specific facts are referred to as _____.

puffery

Scrumptious Inc., an American food and beverages company, claims that "Scrumptious makes the world's best chocolate fondant." This is an example of:

puffery

_____ has been legally defines as advertising or other sales presentations which craze the item to be sold with subjective opinions, superlatives, etc, vaguely and generally stating no specific facts.

puffery

Maple Leaf, a restaurant chain, uses the slogan "Undeniably the best place to dine" in all its advertisements. It also claims to serve the best seasoned-lamb fillet steak in the world. Maple Leaf's ad slogan and superiority claim are examples of: _____.

puffery advertising

_____ supply chain is a strategy in which orders to merchandise are generated at the store level on the basis of demand data captured by point-of-sales terminals. (orders are based on sales data, more accurate inventory, better to use when demand is uncertain)

pull (customers pull the product into the store)

A product that may be consumed throughout the year, but has seasonal periods where consumption is higher would most logically employ a _____ scheduling method. A. continuous B. pulsing C. flighting D. oscillating E. weighted ratings

pulsing

Disneyworld advertises itself as a vacation spot throughout the year, but it advertises more heavily during the summer months and during the Christmas season when more people are vacationing. This is an example of _____ scheduling. A. flighting B. geographical weighting C. continuity D. oscillating E. pulsing

pulsing

My product is hand-tooled leather wallets, which can be purchased at any time of the year, but which are more often purchased during the Christmas season and before Father's day. Given a limited budget, which strategy would likely be the most effective if I wanted to try to stimulate trial and/or sales? A. ratings B. share C. flighting D. pulsing E. continuous

pulsing

Recreation vehicles (RVs) advertise throughout the year but typically advertise more heavily June and in September. This pattern represents which scheduling method? A. flighting B. geographical weighting C. continuity D. oscillating E. pulsing

pulsing

When a product's advertising schedule involves constant advertising with heavier efforts being made at certain times, a(n)_____ schedule is being employed. A. intermittent B. continuity C. flighting D. weighting E. pulsing

pulsing

a schedule that steps up for special occasions like beer commercials around the holidays

pulsing

New Balance running shoes would probably wish to pursue a _____ scheduling strategy, while Rossignol snow skis would more than likely use a _____ schedule. A. continuous, pulsing B. flighting; pulsing C. pulsing; flighting D. pulsing; continuous E. continuous; continuous

pulsing; flighting

An advertising test that measures dilation or constriction of the eyes in response to stimuli is called:

pupillometrics

an advertising test that measures dilation or constriction of the eyes in response to stimuli

pupillometrics

Which of the following is an example of a marketing factor that has been shown to be important in determining advertising frequency levels? A. message uniqueness B. clutter C. purchase and usage cycles D. media scheduling E. message complexity

purchase and usage cycles

_____ supply chain is a strategy in which merchandise is allocated to stores on the basis of historical demand, the inventory position at the distribution center, and the store's needs. (good for steady demand items)

push

Reporters who print or broadcast statements made in court are granted _____.

qualified privilege

In-depth interviews with consumers, focus groups, and observational studies of how consumers conduct their daily lives as consumers are all examples of: A. quantitative research techniques B. qualitative research techniques C. problem detection studies D. econometric research E. secondary internal research

qualitative research techniques

Well known brand name products do not receive incremental advantages from increased dollar expenditures on advertising. Once the ad hits the market, subsequent budget increases result in little or no incremental gains. This might best be explained by: A. arbitrary allocation B. the objective and task method C. competitive parity D. an S-shaped response E. rapidly diminishing returns

rapidly diminishing returns

The rise of commercial radio led to the first _____.

ratings systems

The perpetual debate over the most effective role for advertising is between: A. rationalists and poets B. environmentalists and pragmatics C. liberals and conservatives D. functionalists and operationalists E. supporters of centralization and supporters of decentralization

rationalists and poets

Given an advertising objective of achieving maximum awareness in an undifferentiated target market, the strategy should be to maximize: A. reach B. frequency C. GRPs D. CPM E. CPRP

reach

__________ is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time.

reach

refers to the actual audience delivered

reach

The relatively low cost of radio advertising time makes it an effective medium through which advertisers can build more _____ into their media schedules. A. absolute cost B. reach and frequency C. inherent drama D. audience selectivity E. spectaculars

reach and frequency

gross ratings points

reach x frequency

What term refers to cultural research that focuses on how people use and interpret cultural content?

reader-response research

The advantage of test marketing ads is: _____.

realism

the major advantage of day after recall is

realism

Companies review their ads to be sure that any claims made are _____.

reasonable

One of the key elements in the FTC's definition of deception is that the act or practice must be considered from the perspective of the: ______.

reasonable consumer

The Cannes Gold Lion award is: A. recognized as the most prestigious of all advertising awards B. given to the best example of product placement in the preceding year C. only awarded to companies that are members of the European Union D. awarded to the most creative tourism development advertising campaign of the preceding year E. not nearly as prestigious as the U.S.-based Clio awards

recognized as the most prestigious of all advertising awards

Duplication of audiences is a desired factor if the media strategy is to: A. maximize reach B. optimize GRP C. optimize both reach and frequency D. maximize frequency E. reduce waste coverage

reduce waste coverage

slogan/tagline

reduces the key theme to a few words or a brief sentence

The benefits of JIT include _____, _____, _____, _____, and _____.

reducing raw material inventories, shortening lead time (time btwn recognition and arrival), creates better supplier relationships, reduces production and storeroom costs, and reduces paperwork

divergent creativity

refers to the extent to which an ad contains elements that are novel, different, or unusual

A major problem for publishers of teen and young women's magazines is these consumers are: A. becoming more financially savvy and demanding upscale advertising B. gravitating toward more mature magazines such as Martha Stewart's World C. so concerned about economic conditions that they are drastically reducing their spending D. refocusing their attention on social media such as MySpace and Facebook. E. too often working multiple jobs with little time to read

refocusing their attention on social media such as MySpace and Facebook

Avia makes athletic shoes. Avia's marketing research has shown there are a large number of serious runners living in the Pacific Northwest region of the United States. These individuals would be willing to pay over $200 for a good pair of running shoes. To reach this market, the best media option would probably be: A. regional editions of general interest magazines such as Time or Newsweek B. the sports section of national newspapers such as USA Today C. regional editions of general sports magazines such as a Sports Illustrated D. regional editions of specialty magazines such as Runner's World E. local television

regional editions of specialty magazines such as Runner's World

continuity scheduling

regular pattern of advertising without gaps or non-advertising periods. ex: toilet paper, soap

relative cost

relationship between price paid and size of audience. measure via CPM

CPM is an expression of ______ for various media vehicles. A. relative cost B. absolute cost C. reach D. frequency E. mode

relative cost

Advertising and promotional costs can be categorized in two ways. They are: A. relative cost and absolute cost B. net cost and gross cost C. fixed and variable costs D. message cost and media cost E. full costing and partial costing

relative cost and absolute cost

Cost per thousand is a measure of the ______ of a particular media vehicle. A. reach B. absolute cost C. relative cost effectiveness D. frequency E. continuity

relative cost effectiveness

refers to the relationship between the price paid for advertising time or space and the size of the audience delivered

relative costs its used to compare media vehicles

The five service quality dimensions of follow up are _____, _____, _____, _____, and _____.

reliability, responsiveness, assurance, empathy, tangibles

Advertising creative personnel tend to: A. be more concrete and formalized than intuitive when solving a problem B. have majored in marketing in college C. rely on intuition more than logic D. be highly structured and organized individuals E. be no different from people with business executive backgrounds

rely on intuition more than logic

Ads for Oneida flatware show a piece of Oneida flatware, the headline, "ONEIDA," and the slogan "Your table is ready" in small print. This type of ad is intended as _____ advertising. A. transformational B. reminder C. curiosity D. emotional integration E. favorable price appeal

reminder

Hershey's advertises heavily around Christmas with ads that show only a picture of red, green and silver wrapped Hershey Kisses chocolate. Hershey's is using _____ advertising. A. transformational B. reminder C. curiosity D. emotional integration E. teaser

reminder

Well-known brands and market leaders often run ads that do not use any specific types of appeals but rather focus primarily on keeping their brand name in front of consumers. This type of advertising is known as _____ advertising. A. teaser B. reminder C. repetitive D. popularity E. brandstanding

reminder

Haggar used a humorous integrated marketing campaign to: A. compete for product rank among upscale clothing manufacturers B. reposition their brand as an anti-fashion product for middle-aged men C. eliminate the for product feature specifications D. reinforce their unique selling proposition as an industrial supplier for government clothing purchasing agents E. all of the above

reposition their brand as an anti-fashion product for middle-aged men

What does the Federal Trade Commission usually do when it discovers deceptive ads?

requires advertisers to change their ads or remove them from circulation

According to the universal advertising standards of the D'Arcy, Masius Benton & Bowles agency, creative and effective advertising: A. requires synergy B. does not use a brand personality C. uses a complex product or brand positioning strategy D. is careful to not be distinctly different from other advertising E. neither rewards nor punishes the prospect

requires synergy

The _____ is a market outside of a city whose residents regularly do business within the city. A. city zone B. retail trading zone C. area of dominant influence D. MSA E. designated market area

retail trading zone

Media plan to charge more for advertising space and time by _____.

retaining public confidence and building a large audience

To avoid conflicts of interest, in most cities journalists do not _____.

reveal their political affiliations, participate in politics, support social causes, and accept gifts from the subjects of stories

________ are defined as a broad range of interactive digital media that exhibit dynamic motion taking advantage of enhanced sensory features such as video, audio and animation.

rich media

____________ include all content that is created in flash.

rich media

Basic rates quoted by newspapers that call for an ad to be placed on any page or in any position desired by the paper are known as _____ rates. A. preferred position B. open C. flat D. run-of-paper (ROP) E. combination

run-of-paper (ROP)

Which of the following measures of advertising effectiveness through inquiries examines the cumulative effects of a campaign?

running an ad in successive issues of the same medium

Which of the following is NOT included in The Simmons Market Research Bureau (SMRB) report? A. sales growth B. lifestyle information C. demographic information D. a breakdown by light, medium and heavy users E. all of the above are included

sales growth

Personal selling is typically under the control of the _____.

sales manager

consumer-oriented sales promotion vehicles

samples, coupons, premiums, contests, refunds, bonus packs, price-off deals, frequency programs, event marketing

The _____ relies on objectivity, reliability, and validity.

scientific method

An ad for Lipton tea states that according to laboratory research, "a serving of tea has more antioxidants than a serving of carrots or broccoli." Which type of ad execution is being used in this example? A. a dramatization B. testimonial C. scientific/technical evidence D. slice-of-life E. comparison

scientific/technical

In a Neutrogena moisturizer with superior sun protection ad, a dermatologist's report stated, "A year of incidental sun equals baking for a week at the beach!" This is an example of a(n) _____ execution. A. dramatization B. slice-of-life C. scientific/technical evidence D. testimonial E. animation

scientific/technical evidence

When an advertiser cites technical information such as the results of laboratory studies in an advertisement, a(n) _____ execution is being used. A. dramatization B. slice-of-life C. scientific/technical evidence D. testimonial E. animation

scientific/technical evidence

_____ is offering several unrelated product lines in a single store. (ex. Walgreens)

scrambled merchandising

A written version of a television commercial that provides a detailed description of its video and audio content is known as a: A. layout B. jingle C. voice-over D. script E. storyboard

script

The Ad Council's memorable "crash dummies" campaign substantially increased _____.

seat belt use

An index number of 100 means the: A. use of the product is proportionately greater in that segment than in one that is average B. segment being analyzed is average C. use of the product is proportionately fewer in that segment than in one that is average D. probability of wasted coverage is 100 percent E. the probability of success in this market is 100 percent

segment being analyzed is average

Advantages of Magazines

segmentation potential quality reproduction high information content longevity multiple readers

concentrated marketing

selecting one segment and capture most of the market in that segment

media mix

selection considerations: objectives sought, product characteristics, budget

_____ distribution involves a product not being sold everywhere, but being sold most places. (ex. Apple, Levi)

selective

Which of the following processes makes it possible to personalize an advertising message? A. cross-market transaction B. selective binding C. cross media binding D. controlled circulation E. desk top publishing

selective binding

Mercedes Benz automobiles runs commercials for its expensive automobiles on the A&E cable channel, which reaches a highly educated and upscale audience. This is an example of how _____ is possible through television. A. low absolute cost B. selectivity C. clutter D. creativity E. permanence

selectivity

One of the primary advantages of using magazines as an advertising medium is their: A. selectivity B. low clutter level C. limited reach and frequency D. low absolute costs E. long lead time

selectivity

The fact that most magazines are published for special-interest groups gives them a high degree of: A. permanence B. flexibility C. selectivity D. reach E. clutter

selectivity

The magazine The Georgia Peace Officer is targeted to everyone in law enforcement in the State of Georgia. As a medium, this magazine offers a manufacturer of bullet-proof vests a high degree of: A. permanence B. flexibility C. selectivity D. reach E. clutter

selectivity

Advertisers are often supportive of voluntary self regulation because?

self regulations are viewed as a way of limiting government interference in advertising

Advertisers are often supportive of voluntary self-regulation because:

self-regulation is viewed as a way of limiting government interference in advertising

direct channels

sell directly to consumer, used when selling expensive/complex products

indirect channels

sell to network of wholesalers or retailers

advantages of continuity

serves as a constant reminder to the consumer cover the entire buying cycle allows for media priorities

A _____ is a firm that primarily sells services rather than merchandise.

service retailer

The Food and Drugs Administration has the authority to _____.

set rules for the promotion of food and drug products

Advertising campaign themes: A. are always tactical in nature and design B. set the tone or direction for all of the individual ads that make up the campaign C. are typically designed by the client and implemented by the agency D. are usually used for ads that run in only one type of media vehicle E. are accurately described by all of the above

set the tone or direction for all of the individual ads that make up the campaign

Which of the following is a function of a news consultant, or news doctor?

sets the agenda for the types of stories reporters cover dictates how reporters look on air dictates how reporters act on air encourages things like "happy talk" from reporters

In opposition to gag rules, _____ laws have favored the First Amendment rights of reporters, protecting them from having to reveal their sources for controversial information used in news stories.

shield

The use of arousing images such as those depicting nudity or sexual suggestiveness in advertising to grab the attention of consumers is referred to as _____.

shock advertising

Disadvantage of out door

short exposure time poor image local restrictions

Disadvantages of Newspaper

short life clutter low attention getting capabilities poor reproduction quality selective reader exposure

Viral marketing refers to _____.

short videos or other content that are spread from user to user through the Internet

What promotes ethical decision making on a case-by-case basis?

situational ethics

brand-to-consumer relevance

situations where the advertised brand is of personal interest to consumers

Internal factors may involve the

size of the media budget managerial and administrative capabilities organization of the agency

New Nielsen data refute the myth that nearly all digital video recorders (DVR) viewers: A. skip through the advertisements B. are different from people meter viewership C. prefer broadcast programs over cable choices D. alternate between live broadcasts and previously recorded programs E. engage in double-tasking, working on their computers while watching television

skip through the advertisements

An advertising execution technique used by business-to-business marketers depicting the negative consequences of making incorrect purchase decisions is referred to as: A. a problem-solution execution B. slice-of-death advertising C. slice-of-life advertising D. a response-stimuli execution E. informational advertising

slice-of-death

An ad for Novell solutions targeted to businesspeople was headlined, "ERP: Sound made by CIO when people see data they shouldn't." The executive in the ad has a distressed, almost fearful look on his face. Which execution technique used to create this ad? A. a problem-solution execution B. slice-of-death advertising C. slice-of-life advertising D. a response-stimuli execution E. informational advertising

slice-of-death advertising

A Tide detergent ad showed a high school team manager easily removed all the grass and dirt stains from two dozen baseball uniforms by simply throwing them in a washer and adding Tide. The ad creator used which execution style? A. dramatization B. slice-of-life C. slice-of-death D. testimonial E. demonstration

slice-of-life

A widely used advertising execution style for packaged goods products which attempts to portray situations consumers might face in their daily lives is known as: A. dramatization B. slice-of-life C. theater style D. a testimonial E. a demonstration

slice-of-life

An ad in a golfing magazine for a vacation resort in Virginia begins by stating that the resort has "Dozens of sporting diversions for the entire family." Then under that statement it reads, "Translation: guilt-free golf." The ad creator used which execution style with this ad? A. dramatization B. slice-of-life C. slice-of-death D. testimonial E. demonstration

slice-of-life

Favoring the small over the large and the rural over the urban is also known as _____.

small-town pastoralism

Some advertisers conclude that if "engagement" can be achieved it could lead to: A. greater government scrutiny B. increased advertising revenues C. smaller amounts of media spending D. fears of increased censorship E. greater readers per copy

smaller amounts of media spending

The _____ tries to persuade consumers that using a particular product will elevate their social status.

snob-appeal approach

For which of the following products is an advertiser most likely to use a flighting schedule? A. cake mixes B. shampoo C. newspaper subscriptions D. snow tires E. candles

snow tires

An appeal to fear is used through _____.

social embarrassment, old age, losing health, and theft (ex. CPI security, Allstate)

__________ sites are platforms that allow users to share interests, activities, backgrounds or real-life connections.

social networking

Which model for expression and speech characterizes the main ideals of mainstream journalism in the United States?

social responsibility

A/an _____ is the television equivalent of a quote in print news.

sound bite

The components/functions of logistics are _____, _____, ______, ______, _____, and _____.

sourcing and procurement, production scheduling, order processing, inventory control, warehouse and materials handling, transportation

The sending of multiple commercial electronic messages without a receiver asking for it is referred to as _____.

spamming

Linn's Stamp News is a newspaper written specifically for stamp collectors and published weekly. It contains information that is interest to people who collect stamps. It is an example of a: A. trade newspaper B. special-audience newspaper C. demographically-oriented newspaper D. newspaper supplement E. regional newspaper

special-audience newspaper

Which of the following is a method used for organizing a media buying department? A. degree of product tangibility B. product life cycle C. specialization by media class D. degree of product innovation E. all of the above

specialization by media class

A _____ is a type of retailer that concentrates on a limited number of complementary merchandise categories in a relatively small store.

specialty store (general merchandise)

product-specific pre-planning input

specific studies on the product, qualitative and quantitative consumer research

An advertising executive who works for Hughes & O'Reilly Agency has just been assigned to a new Schlotsky's restaurant account. One of the first things he may want to do is: A. sit down and begin writing copy for sample ads B. spend some time visiting similar restaurants, eating their food and talking to consumers about some of their specific likes and dislikes of Schlotsky's and their competitors C. try to come up with some big ideas that can be the basis of a creative ad campaign D. come up with alternative positioning concepts for Schlotsky's E. any of the above

spend some time visiting similar restaurants, eating their food, talking to customers about some of their specific likes and dislikes of Schlotsky's and their competitors

What are earmarks?

spending directives slipped into bills to accommodate the interests of lobbyists

A(n) _____ test is a service offered by magazines where two or more versions of an ad are run in alternate copies of a particular issue of a publication. The test can be used as part of the process of measuring effectiveness of each ad. A. split run test B. inquiry test C. Starch test D. Gallup Robinson impact test E. day-after-recall test

split run test

content sponsorship

sponsor not only provides money in return for name association, but also participates in providing the content itself

A consortium of nine major advertisers recently joined Television Production Partners, a new venture that develops movies, specials, and limited-run series for television. The members will choose the programs they want to be involved with and take a portion of the commercial spots during these shows. The nine advertisers are using a(n) _____ type of advertising arrangement. A. sponsorship B. participation C. adjacency D. syndication E. countertrade

sponsorship

With _____, advertisers assume responsibility for the production and usually the content of the program as well as the advertising that appears within it. A. participations B. sponsorships C. adjacencies D. syndications E. countertrades

sponsorship

_____ is the term used for local television station commercials in which the various individual stations negotiate directly with the advertisers. A. Network advertising B. Spot advertising C. Regional advertising D. Syndication E. Sponsorship

spot advertising

Which media scheduling method would be inappropriate for the product named? A. spring-blooming bulbs - continuous B. soft drinks - pulsing C. snow blower - flighting D. Christmas cards - flighting E. accounting services- flighting

spring-blooming bulbs - continuous

Madison has recently learned that newspaper advertising space for national advertisers has been sold by the SAU. The letters SAU stand for: A. sales and advertising units B. standard advertising units C. standardized aggregated utility D. space for advertising usage E. space for advertising unit

standard advertising units

marketing objectives

statements of what is to be accomplished by the overall marketing program within a given time period

IMC objectives

statements of what various aspects of IMC program will accomplish

_____ are individuals who act as salespersons for a number of local stations and represent them in their dealings with national advertisers. A. Station managers B. Affiliates C. Negotiators D. Station reps E. Sponsors

station reps

Digital Melody, an online digital media store, allows customers to sample songs before the make their purchase decisions. In this scenario, Digital Melody is trying to do what?

stimulate prior

primary demand advertising

stimulates demand for a general product of industry

A(n) ____ is a series of drawings used to present the visual plan or layout of a commercial along with a description of the audio for each scene. A. animatic B. rough layout C. storyboard D. creative map E. copy platform

storyboard

Once the basic script for a television commercial has been conceived, the writer and the art director get together to produce a _____, a series of drawings used to present the visual plan or layout of the commercial. A. transparency board B. storyboard C. visual layout D. layout synopsis E. thumbnail sketch

storyboard

A print ad for flood insurance lists twenty good reasons why every homeowner should have flood insurance. This is an example of _____ advertising. A. straight-sell B. transformational C. testimonial D. teaser E. refutational

straight-sell

The ad for TDAmeritrade investment company opens with the statement, "You can't plan for tomorrow if you don't know where your money is today." This statement indicates the entire ad is an example of _____ advertising. A. straight-sell B. transformational C. testimonial D. teaser E. refutational

straight-sell

An advertising execution technique that relies on a straightforward presentation of information concerning the product or service is called a(n): A. straight-sell or factual message B. demonstration C. testimonial D. dramatization E. animation of key benefits approach

straight-sell or factual message

promotional pull

strategies to advertise to consumers, create an increase in demand for the product, and encourage retailers to stock more of the product

promotional push

strategies to persuade retailers to stock merchandise and promote products to consumers

In the development of an advertising campaign or message, creative _____ involves determining what the message will say or communicate, while _____ deals with how the message will be implemented or executed. A. strategy; tactics B. tactics; strategy C. mission: strategy D. tactics; vision E. vision; mission

strategy; tactics

Early press agents would advance their client's image primarily through what method?

stunts staged for newspapers

Underneath the headline, "Fully Loaded," in the ad for Browning shotguns was "Our most comprehensive line of autoloading shotguns ever." The second statement was printed in a typeface larger than the body copy but smaller than the headline. The second statement in the ad is an example of a: A. story line B. subhead C. demonstrative appeal D. physiological appeal E. psychological appeal

subhead

_____ are secondary headlines that usually appear in a type size smaller than the main headline but larger than the body copy of a print ad. A. Direct headlines B. Indirect headlines C. Body copy D. Voice-overs E. Subheads

subheads

_____ are the print ad components used to break up large amounts of copy and highlight key selling points. A. Headlines B. Subheads C. Illustrations D. Layouts E. Voice-overs

subheads

Hidden or disguised messages that allegedly register in people's subconscious, like a Coca-Cola slogan embedded in a few frames of a movie, are known as _____.

subliminal advertising

The FTC considers an ad to be deceiving if the advertiser cannot _____ its claims.

substantiate

The TradeMark Law revision Act of 1988 made it easier for companies to _____.

sue competitor for false claims

A major contributor to materialism is advertising which _____.

suggests that a product is a symbol of status and success

A _____ is a large store combining full-line discount stores with supermarkets in one place.

supercenter (food)

_____ are independent local television stations that send their signals via satellite to cable operators to make available to their subscribers. A. Networks B. Interconnects C. Superstations D. Affiliates E. Cable operators

superstations

Ads have been placed on the back of envelopes that contain airplane tickets and on banners pulled by planes that are flown over sports arenas. Both of these are examples of: A. support media B. out-of-home advertising C. indirect communications D. advertising accessories E. category ads

support media

Media used to reinforce communications messages that may have been received from other forms of advertising are called: A. support media B. source media C. indirect communications D. accessory advertising E. category ads

support media

The market potential in a given metropolitan area relative to the United States as a whole can be determined by using the:

survey of buying power index

Which of the following sources of information should be used by a media buyer wishing to acquire statistical information for a specific metropolitan market? A. Simmons Market Research Bureau (SMRB) B. Mediamark Research Inc. C. survey of buying power index D. BAR/LNA E. Standard Rates and Data

survey of buying power index

charts the potential of a particular metro area, country or city relative to the us as a whole. which gives media planners insight into the relative value of the market aka shows them which geographic area to target

survey of buying power index

Poinsettias are a very popular plant during the Christmas season. A major problem for growers of poinsettias is root rot. Syngenta has developed a patented product that eliminates root rot when it is placed in soil mix in which the plants are grown. Unlike other unique selling propositions such as new packaging, this USP creates a(n): A. sustainable competitive advantage B. need for a repositioning drama C. opportunity for an inherent drama appeal in the consumer market D. potential weakness for Syngenta's competition E. opportunity for ethnographic research

sustainable competitive advantage

The ratings periods during which viewing audiences in every television market are measured are known as: A. program ratings B. designated market periods C. audience measurement intervals D. audience shares E. sweeps

sweeps

The times during the year when television audiences are measured in order to set advertising rates are called: A. sweeps periods B. GRP flighting periods C. frequency estimates D. availabilities E. upgraded media scheduling

sweeps periods

Parade and USA Weekend are examples of: A. daily newspapers B. national newspapers C. syndicated Sunday newspaper supplements D. freestanding inserts E. special-audience newspapers

syndicated Sunday newspaper supplements

_____ are shows that are sold or distributed on a station-by-station, market-by-market basis. A. Spot broadcasts B. Televised advertorials C. Affiliate programs D. Participation programs E. Syndicated programs

syndication programs

In a field test, a firm:

takes into account the effects of repetition and program content

According to _____, a media buyer for a manufacturer of paintball guns would be better satisfied with the ad's performance if he or she purchased an ad in Paintball Sports magazine rather than Sports Illustrated. A. the theory of absolute cost B. the concept of effective reach C. target CPM (TCPM) D. the GRP measurement E. none of the above

target CPM

___________ calculates the cost per thousand based on the target audience rather than the overall audience.

target CPM

business to business advertising

targets individuals who buy or influence the purchase of industrial goods or services for their companies

trade advertising

targets marketing channel members encouraging them to stock, promote, and resell the manufacturer's branded products to their consumers

transit advertising

targets people who are exposed to commercial transportation

professional advertising

targets professionals, encouraging them to use a company's product in their business operations

Taco Bell launched the advertising campaign for its Double Decker taco by running anonymous full-page ads featuring basketball stars issuing vague challenges to one another. This is an example of _____ advertising. A. reminder B. teaser C. transformational D. favorable price appeal E. news appeal

teaser

When the Ford Motor Company was preparing to introduce a new model, ads were run for several weeks that talked about the new car but never showed it. This is an example of _____ advertising. A. reminder B. transformational C. teaser D. emotional E. cognitive

teaser

Which of the following statements about the use of teaser advertising is true? A. Teaser ads cannot be used to draw attention to and generate publicity for an upcoming advertising campaign. B. Teaser ads do not work well because consumers really do not pay much attention to advertising. C. Teaser ads can be effective but marketers must be careful not to use them too long. D. Teaser ads usually offend consumers. E. None of the above statements about the use of teaser advertising is true.

teaser ads can be effective but marketers must be careful not to use them too long

Advertisers who want the ability to demonstrate how their product operates and actually show its use are most likely to choose: A. radio B. television C. direct mail D. magazines E. newspapers

television

Imagery executions are particularly well suited for which type of medium? A. television B. newspapers C. radio D. magazines E. direct mail

television

The advantages of _____ are that is has a wide reach and it incorporates sound and video, the disadvantages include high cost, a lot of channel and program options, and may increase awareness of competitor's products.

television

The pervasiveness and intrusive nature of _____, as an advertising medium, contributes to the high level of distrust consumers have for the ads that appear in it. A. radio B. television C. newspapers D. direct response E. magazines

television

When trying to attain maximum coverage of the entire U.S. market, which form of advertising would be most effective? A. radio B. television C. newspaper D. outdoor E. magazine

television

With which of the following media would you find CPRP used to compare cost figures? A. magazine B. transit C. newspaper D. billboard E. television

television

Morning, daytime, prime time and late fringe are all examples of: A. television dayparts B. radio dayparts C. types of syndication D. run-of-station spots E. none of the above

television dayparts

The WB has assembled a group of affiliated independent television stations to which it supplies programming and other services. The WB is an example of a(n): A. syndicated station B. super station C. television network D. cable station E. affiliating network

television network

which media has the most stringent review and approval process

television networks

Which of the following is the best example of place-based media? A. movie ads on popcorn bags B. televisions in classrooms C. interactive kiosks D. Internet banners E. mobile billboards

televisions in classrooms

In a television ad, actress and noted animal lover Betty White praised a flea and tick treatment called Frontline for the way it protects both her dogs and cats. These ads are an example of the use of what type of execution? A. comparisons B. slice-of-life C. humor D. testimonial E. demonstration

testimonial

Tiger Woods appears in ads for Nike in which he notes how the company's golf clubs helped him win so many major championships. This is an example of which type of advertising execution? A. slice-of-life B. testimonial C. demonstration D. scientific evidence E. dramatization

testimonial

When a person speaks on the behalf of a product or service based on his or her personal use of and/or experiences with it, a(n) _____ execution is being used. A. dramatization B. slice-of-life C. animation D. demonstration E. testimonial

testimonial

The fact that people in a market research lab setting may scrutinize ads much more closely than they would at home is an example of a(n):

testing bias

According to Evan Thomas of Newsweek, what are the two assumptions the public holds about the media that leads the public to suspect press bias?

that journalists are out to get their subjects, and that the press is too close to their subjects

What did antismoking activist John Banzhaf invoke to force cigarette advertising off television?

the Fairness Doctrine

Until _____, little need existed for advertising in the United States.

the Industrial Revolution

Burson-Marsteller and Hill & Knowlton are subsidiaries of which multinational holding company?

the WPP Group

advertising creativity

the ability to generate fresh, unique, and appropriate or relevant ideas that can be used as solutions to communication problems

Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it: A. has such a low absolute cost B. has the ability to reach large audiences in a relatively cost efficient manner C. has a high level of geographic selectivity D. is very easy to develop creative television advertising E. has no impact on the image of a brand

the ability to reach large audiences in a relatively cost efficient manner

A media buy is _____.

the actual purchase of airtime or print pages

Which of the following is NOT a factor that typically influences the budget allocation decision? A. client/agency policies B. market size C. market potential D. the ad agency's organizational structure E. economies of scale in advertising

the ad agency's organizational structure

Consumers are generally receptive to advertising in magazines because: A. the ads are relevant to them and can be of value in making a purchase decision B. ads in magazines are intrusive and cannot be easily ignored C. magazines are a low-involvement medium D. most magazines do not contain many ads, and thus, clutter is not a problem E. of all of the above reasons

the ads are relevant to them and can be of value in making a purchase decision

promotional products marketing

the advertising medium that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives

the national advertising review council consist of?

the american association of advertising the association of national advertisers the council of better business bureaus

advertising appeals

the approach used to attract the attention of consumers

Which of the following is a factor that influences the setting of the advertising budget? A. whether the company uses communications or sales objectives B. corporate structure C. the basis for product differentiation D. the extent of selective retention E. all of the above

the basis for product differentiation

Which of the following statements is true of indices that help a marketer in determining where to promote?

the brand development index (BDI) helps marketers factor the rate of product usage by geographic area into the decision process

Low CDI High BDI

the category is not selling well but the brand is probably a good market to advertise in but should be monitored for declining sales

major selling idea

the central theme of the ad campaign 1. find inherent drama 2. use a unique selling position 3. positioning 4. create a brand image

The cost of advertising space in magazines is primarily a function of: A. the size of the ad B. the ad's position in the magazine C. the frequency of ad insertions D. the circulation of the publication E. whether color is used in the ad

the circulation of the publication

Continuous advertising means _____.

the company advertises all year long

value

the consumer's perception of all of the benefits of a product or service weighed against all the costs of acquiring it and consuming it

IMC is made of: _____, _____, and _____.

the consumer, the channels through which the message is communicated, evaluation of the results of the communication

promotion

the coordination of all seller initiated efforts to set up channel of information and persuasion in order to sell goods or services

The major criticism of Super Bowl advertising is: A. limited reach B. excessive pre-game hype C. the increased use of DVRs D. the cost E. decline in interest among Americans for this sporting event

the cost

During the 1999 Super Bowl many people saw and remembered the ad that showed former Superman star and then wheelchair-bound Christopher Reeves walking to a podium to receive an award. Few people remember the product being advertised because: A. the creative execution overwhelmed the ad message B. the creative approach was intended to support a market aggregation strategy C. the creative message was absent from the ad D. the informational appeal of the ad was missing E. of all of the above reasons

the creative execution overwhelmed the ad message

determines what to communicate through advertisements by looking at 1. how product can meet consumer needs 2. how product will be positioned in advertisements 3. copy themes 4. specific objectives of each advertisements. 5. number and sizes of advrtisements

the creative strategy plan

Gatefolds, bleed pages, inserts, and creative space buys are ways of increasing: A. the cost efficiency of magazines B. the geographic flexibility of magazines C. the selectivity of magazines D. the creativity of magazine ads and their ability to attract readers' attention E. all of the above

the creativity of magazine ads and their ability to attract readers' attention

For newspapers, the cost efficiency formula is based on: A. the pass-along rate B. GRPs C. column inches D. the daily inch rate E. the absolute reach

the daily inch rate

One reason advertisers are seeking out alternative advertising options including on beaches, in schools, and even on bodies is: A. the decline in viewership of traditional media. B. the high cost of Internet advertising C. because demographic changes are creating branded promotional poster opportunities D. consumers prefer alternative media and seek out these types of ads E. the negative publicity associated with almost all sponsorships

the decline in viewership of traditional media

relevant creativity

the degree to which the various elements of the ad are meaningful, useful, or valuable to the consumer

The increasing number of channels available to TV viewers and the prevalence of remote control operated television sets lead to: A. program ratings through the audimeter B. the development of a system to measure commercial ratings rather than just program ratings C. share of audience measures D. total audience measures E. the people meter being replaced by the personal participation direct audience collection system

the development of a system to measure commercial ratings rather than just program ratings

the NARC changed it's name to advertising self-regulatory council when?

the direct marketing asso, electronic retailing asso and the interactive advertising bureau joined in 2009

External factors may include

the economy changes in technology competitive factors

According to the concave-downward model,: A. the effects of advertising quickly begin to diminish B. the carryover effect is especially true for low-priced, frequently purchased consumer products C. sales decrease rapidly if the price is too high D. initial outlays of the advertising budget have little impact on sales E. sales are not directly related to the size of the advertising budget

the effects of advertising quickly begin to diminish

A major threat to conventional broadcast radio is: A. the emergence of satellite radio B. low-powered local radio broadcasting C. the creation of communications cartels D. the fact consumers prefer to pay a subscription fee for their radio E. the ability to zip and zap radio commercials

the emergence of satellite radio

What factor(s) have made possible advertising's unchecked growth?

the fact that many citizens don't think of advertising as significant enough to monitor or reform

What does the slogan "if it bleeds, it leads" refer to?

the fact that newscasts tend to start with horrific crime stories

Circulation verification figures are important to media planners because: A. the figures provide them with reliable information about the size and distribution of a magazine's circulation B. the figures show how many of the magazines were actually read C. the figures provide information on the lifestyle characteristics of the individuals who read various magazines D. planners want to be able to predict the degree of clutter and how it will affect their advertising E. planners receive advertising funding from various trade associations based on the number of magazines that were distributed

the figures provide them with information about the size and distribution of a magazine's circulation

When a newspaper editor talks about "The Wall" with respect to in-house operations, he or she is referring to:

the formal separation of the newspaper's editorial staff and sales force

Which of the following reasons would BEST explain why a company would be interested in advertising its good or service on a syndicated show such as Deal or No Deal?" A. The game show is shown during prime time on the three major networks. B. The game show reaches a young adult audience, which is important to advertisers and is a difficult market to reach. C. The game show has attractive actors and actresses which helps enhance the image of products advertised on the show. D. The game show has much less clutter than network shows. E. The game show is viewed as educational and allows advertisers to reach a demographic segment that is elusive.

the game show reaches a young adult audience, which is important to advertisers and is a difficult market to reach

publicity

the generation of news about a person, product, or service that appears in the media: 1. short-term strategy 2. subset of public relations 3. not always positive 4. not under control of the firm

media objectives

the goals to be attained by the media strategy and program

A company that manufactures paintball equipment might prefer to advertise in specialized publications such as Paintball Sports magazine rather than general interest magazines and sports magazines such as Sports Illustrated because of: A. the broader reach of specialized publications B. the greater audience selectivity of specialized publications C. fewer ads and less clutter in specialized publications D. because of the higher degree of pass-along readership E. the creative flexibility available in specialized magazines and not available in more general-interest publications

the greater audience selectivity of specialized publications

The major reason for the decline in the viewing audiences of the three major networks is: A. the widespread use of videocassette recorders B. the growth of cable television C. poor programming D. the exponential growth of clutter E. changes in cultural values, which are reducing television viewing time

the growth of cable television

Which of the following factors makes it difficult for companies with small advertising budgets to use television as part of their media mix? A. the fact television programs do not reach their target markets B. small ad agencies generally do not know how to produce TV commercials C. the high costs of producing and airing television commercials D. the limited creative options available through television E. none of the above

the high costs of producing and airing television commercials

Transit advertising has been around for a long time, but interest in it has increased over the last few years. This increase is due to increased audience segmentation, the rising cost of TV advertising, and: A. the increased number of women in the workforce B. the development of Internet advertising C. the ban on advertising cigarettes on billboards D. an increase in the number of consumers who are over 60 E. a change in entertainment venues

the increased number of women in the workforce

Which of the following has contributed to the problem of advertising clutter on television? A. the increased use of 30-second and 15-second commercials B. the use of zipping and zapping techniques by some advertisers C. the mandate of the National Association of Broadcasters to increase the amount of time available for commercials D. decisions by the major networks to decrease the number of minutes they make available for commercials E. all of the above

the increased use of 30-second and 15-second commercials

self-regulation begins with

the interaction of client and agency when creative ideas are generated and submitted for consideration

During what time period did Walter Lippmann and others develop more scientific approaches to mass media research?

the late 1920s and 1930s

What is one of the more controversial aspects of the association principle?

the linking of products to stereotyped caricatures of women

lower frequency levels are required for an ad when

the loyalty toward a brand is high a brands share i the market is high

Magazines such as, InStyle Weekly, Vogue, and GQ are succeeding because: A. the magazines have very large circulation bases B. the publications have large editorial staffs C. people are having fewer children D. the magazines have editorial platforms that appeal to the interests, lifestyles and demographics of their consumers E. the magazines appeal to the conspicuous consumption lifestyle of today's consumers

the magazines have editorial platforms that appeal to the interests, lifestyles and demographics of their consumers

economic censorship occurs when?

the media avoids certain topics or even present biased news coverage in acquiescence to advertiser demands

What is true of theater testing?

the methods of theater testing operations vary, though all measure brand preference changes

The concave-downward function model is based on: A. the microeconomics law of diminishing returns B. the economic law of supply and demand C. price elasticity of demand quotients D. the change in contribution margins as item price is changed E. perceptual mapping results

the microeconomics law of diminishing returns

Why are models of the creative process valuable to those working in the creative areas of advertising? A. The models let the client see what he or she is paying for. B. The models provide an organized approach to a creative problem. C. The models let creatives approach the creative process in whichever manner feels most comfortable to them. D. The models were developed by people who were successful advertisers themselves. E. The models create heuristics needed to determine whether an ad will accomplish its goals.

the models provide an organized approach to a creative problem

Many advertisers are interested in consumers' engagement with products, suggesting: A. the more engaged consumers are, the more likely they will marry a brand B. people who are engaged to be marry are a better market segment than consumers who are not engaged to be married C. that market tests reflect how infatuated consumers are with today's new media D. advertising continuity will lead to greater average pulsing frequency E. the more engaged consumers are with an ad, the more likely they are to avoid duplicated reach flighting

the more engaged consumers are, the more likely they will marry a brand

Policies and procedures for self regulation of the advertising industry are established by what?

the national advertising review counsel.

Which of the following statements about the future of the newspaper industry is true? A. Newspapers are the primary medium for national advertisers. B. The newspaper industry is losing advertising revenue to direct marketing and telemarketing. C. Newspaper readership has held steady over the past two decades. D. The percentage of households receiving a daily newspaper has increased. E. Newspapers are the least important of all promotional media in terms of total advertising volume.

the newspaper industry is losing advertising revenue to direct marketing and telemarketing

Which of the following would be an example of special-audience newspaper? A. the Los Angeles Times B. the Washington Post C. The Wall Street Journal D. the newspaper published by your college E. USA Today

the newspaper published by your college

Which of the following would NOT affect the cost of advertising in a consumer magazine? A. the size of the ad B. the position of the ad C. the circulation of the magazine D. special production requirements E. the number and variety of ads in the magazine

the number and variety of ads in the magazine

All of the following are considered top-down approaches to determining budgets EXCEPT: A. the objective and task method B. the affordable method C. the percentage of sales method D. arbitrary allocation E. the competitive parity method

the objective and task method

CPM is potentially an underestimate of cost efficiency because of: A. waste coverage B. the daily inch rate C. the pass-along rate D. the relative cost E. all of the above

the pass-along rate

The advertiser needs to know _____ to determine how many readers an advertiser gets for every dollar spent in print media. A. the pass-along readership B. cost per point C. frequency estimates D. gross ratings points E. average frequency

the pass-along readership

One of the flaws associated with the consumer jury method of pretesting an ad is:

the potential for the halo effect

IMC (Integrated Marketing Communications)

the process of coordinating various promotional elements and other marketing activities to communicate with consumers

Media planning refers to _____.

the process of evaluating and selecting the media mix (combo of the media used and the frequency of advertising in each medium)

marketing

the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual/organizational objectives

Low BDI High CDI

the product category shows high potential but the bran is not doing well; the reasons should be determined

guidelines for creative advertising

the product is positioned clearly and simply with a clinching benefit, a power idea, or a brand personality.

The objective and task method is most difficult to use when: A. the product to be promoted is intangible and in the maturity stage of its product life cycle B. the product to be promoted is in the decline stage of its product life cycle C. the product to be promoted is a cash cow D. the product to be promoted is new to the market E. a service is being promoted

the product to be promoted is new to the market

In public relations targeting, external audiences include

the public

Greater frequency levels of exposure would be necessary if: A. the purchase and usage cycle is short B. the message is unique C. a product, rather than an image, is being sold D. the vehicle is relatively uncluttered E. any or all of the above conditions exist

the purchase and usage cycle is short

Which of the following statements about newspaper advertising rates is true? A. The rates newspapers charge national advertisers are lower than those for local advertisers. B. The rates newspapers charge national advertisers are about 10 percent higher than those for local advertisers. C. The rates newspapers charge national advertisers are an average of 66 percent higher than those paid by local advertisers. D. Newspapers advertising rates for national and local advertisers are about the same. E. National advertisers pay the entire amount for cooperative advertising even if the ad is placed by a local retailer.

the rates newspapers charge national advertisers are an average of 66 percent higher than those paid by local advertisers

Which of the following is NOT an organizational characteristic that often has a direct effect on the budget allocation process? A. the preferences and experiences of the decision maker B. the degree of formalization C. the ratio of staff to line personnel D. the willingness to employ outside consultants E. pressure from senior managers to arrive at the optimal budget

the ratio of staff to line personnel

The "church and state" division in magazines refers to: A. the conflict between the marketing and advertising divisions in a magazine publishing business B. the separation of content from advertising C. infomercials D. government pressures to separate church and state E. the pressure from religious groups to make magazines conform to their moral concepts

the separation of content from advertising

media vehicle

the specific program within a medium category

The market potential in a given metropolitan area, as compared to the United States as a whole, can be determined by using: A. the Nielsen Rating Index B. BAR/LNA C. Simmons Market Research Bureau (SMRB) D. Mediamark Research Inc. (MRI) E. the survey of buying power index

the survey of buying power index

One of the surprising findings of Nielsen's Extended Home study was: A. the estimated prime-time television viewing habits of extended home consumers was significantly lower than anticipated B. that traditional age college students watch as much television as non-college students in the same age group C. the extended home estimates were as accurate as other measurements using diaries. D. that more college watch television in bars than dorm rooms E. male college students are more likely to watch Oprah and female college students are more likely to watch South Park

the traditional age of college students watch as much television as non-college students in the same age group

Univision and Telemundo are: A. the two biggest rating services for Hispanic consumers B. satellite systems that allow cable channels to convert shows that originally were presented in English to Spanish C. the two largest Spanish-language television networks in the United States D. the two largest advertisers on Spanish-language stations E. both owned and operated by Time-Warner

the two largest Spanish-language television networks in the United States

The buying period that takes place prior to the upcoming television season and where networks sell much of their commercial time is referred to as: A. the network market B. the regional market C. pre-screenings D. previews E. the up-front market

the up-front market

and index number over 100 means

the use of the product is proportionately greater in that segment than in one that is average 100m or less than 100.

execution style

the way an appeal is turned into an advertising message

Radio offers high levels of audience selectivity because of: A. the wide variety of program formats offered by different stations B. the broadcast overlap of local radio stations C. the transmission capability of the various stations D. its low cost E. image transfer capabilities

the wide variety of program formats offered by different stations

Advertisers spend billions of dollars each year to reach children because

their direct purchases are influenced by television

Advertisers spend billions of dollars each year to reach children because:

their direct purchases are influenced by television

Automobile, electronics and insurance companies are all heavy advertisers in college newspapers because: A. there are many first-time buyers of these products and services among college students B. women are more approachable than men using college media advertising C. many communities have banned outdoor advertising in areas adjacent to colleges D. cross-media advertising works best when preferred position rates are maximized in college media E. college students are a major source of pass-along readership

there are many first-time buyers of these products and services among college students

The online component of advertising campaigns is becoming the focal point of many campaigns because: A. there are more creative opportunities through online advertising B. for many companies that is where their customers are C. it provides the opportunity to interact with customers D. it allows the opportunity to integrate traditional media with online E. all of the above

there are more creative opportunities through online advertising

Flighting advertising means _____.

theres is a spike in advertising (heavy advertising followed by no advertising)

Which of the following is true of comprehension and reaction tests?

they are designed to check whether the ad conveys the meaning intended

What does it mean when the text describes newspapers and magazines as high-involvement media? A. They have to be acquired outside the home. B. Unlike network television, they must be actively sought. C. They are not purchased using routine purchase decision-making techniques. D. They generally require consumers to expend some time and energy to process the information they provide. E. They provide connotative meanings to life.

they generally require consumers to expend some time and energy to process the information they provide

Some of the more successful advertising agencies, such as TBWA and Wieden & Kennedy, attribute their excellent creative work to the fact that: A. they have clients who are risk averse B. they have clients who are willing to take creative risks C. they have clients who never become involved with or interfere in the creation process D. their clients keep them in check and don't let them try creative approaches that are excessively different E. their relationship with the client is significantly more important than any creative work

they have clients who are willing to take creative risks

Critics argue that children are especially vulnerable to advertising because: _____.

they lack the experience to evaluate the purpose of persuasive advertising appeals

Which of the following is one of the disadvantages associated with the use of magazines as an advertising medium? A. low receptivity to advertising by readers B. low demographic selectivity C. thin penetration of most individual magazines D. long reading life and permanence of publication E. difficulty associated with the processing of complex messages in magazines

thin penetration of most individual magazines

The increasing use of digital video recorders (DVRS): A. will likely benefit cable companies more than the broadcast networks B. threaten to make the traditional television advertising business model obsolete C. provide Internet viewers with alternative designated market areas D. suggests scatter market research will include more zappers and fewer adjacent zippers E. increase share of audience for image transfer cumulative spot advertisers

threaten to make the traditional television advertising business model obsolete

Today, there are _____ as many women as men in the field of PR.

three times

Television can offer advertisers selective coverage of target audiences through: A. program content which appeals to specific types of audiences B. broadcast time periods that reach specific types of audiences C. cable networks which reach groups with specific interests D. the use of local or spot commercials in specific market areas E. through all of the above techniques

through all of the above techniques

_____ is creating price and identification labels and placing them on the merchandise.

ticketing (more efficient to perform at distribution center)

Media planning is not an easy task. Which of the following is a reason why media planning is so difficult? A. information overload B. product life cycles differences C. media objectives conflict with communication objectives D. time pressures inhibit proper planning E. all of the above

time pressures inhibit proper planning

Which of the following is an advantage associated with transit advertising? A. timeliness B. the elimination of waste coverage C. no copy limitations D. superior frequency and reach E. image factors

timeliness

Why do advertisers use the image transfer process in radio advertising? A. to take advantage of vivid musical messages to create images in the mind of radio listeners B. to establish the video image of a television commercial and then use the audio portion of the TV commercial as the basis for a radio campaign C. to transfer the image created by a radio commercial to the point-of purchase D. to transfer the image of celebrities to the advertised brand E. to create brand loyalty through the use of multisensory imaging

to establish the video image of a television commercial and then use the audio portion of the TV commercial as the basis for a radio campaign

Why do advertisers use shock advertising for products?

to garner attention for their products

Why would a local radio station air a nationally syndicated program like Rush Limbaugh? A. to increase audience fragmentation B. to cut its real costs C. to increase its appeal to national advertisers D. to bypass problems with clutter E. to do none of the above

to increase its appeal to national advertisers

role of PR

to maintain mutually beneficial relationships with the: 1. community 2. supplies 3. employees 4. government 5. investors 6. customers

What is the purpose of shield laws?

to protect reporters from having to reveal their sources for controversial information

role of support media

to reach those people in the target audience that primary media may not have effectively reached and to reinforce, or support, their messages

1. (p. 283) Marketers of Hyundai automobiles recognized they needed a brand image: A. similar to other inexpensive automobile manufacturers B. that would allow the firm to avoid having to pay for television advertising C. in order to win creative advertising awards D. to support their premium positioning E. that promoted safety over security

to support their premium positioning

Which of the following industries spends most of its advertising media budget in magazines since it is prohibited from advertising in broadcast media? A. beer B. tobacco C. lingerie D. toiletries E. pharmaceuticals

tobacco

Most of the people fighting to remove outdoor signs focus on the fact that outdoor signs are: A. too big B. too ubiquitous or maybe to creative C. a form free-from-friction advertising D. not consistent with American ideals E. a throw-back from the past that needs to be allowed to disappear

too ubiquitous or maybe to creative

top-down budget

top management sets the spending limit; promotion budget set to stay within spending limit

When higher-level executives determine the budget amounts to be allocated for each department's advertising expenditures, a _____ approach is being used: A. bottom-up B. marginal contribution C. top-down D. Delphi E. contribution forecast

top-down

A magazine with a circulation of 100,000 and 2 readers per copy would have a _____ of 200,000. A. certified audience B. calculated market C. total audience D. circumscribed market E. market aggregate

total audience

Unduplicated reach is: A. average reach multiplied by average frequency B. duplicated reach plus total reach C. total market coverage less duplicated reach D. reach multiplied by frequency E. total reach less duplicated reach

total reach less duplicated reach

Critics of the _____ style of journalism claim that it fosters cynicism among journalists.

tough questioning

In the _____ style of reporting, journalists assume that leaders are hiding something.

tough questioning

Floral Management is a publication aimed at providing information to retail florists so they can manage their stores more efficiently and more profitably. It is an example of a(n) _____ publication. A. general business B. trade C. professional D. industrial E. consumer-oriented

trade

The Federal Trade Commission Improvements Act gave the Federal Trade Commission the authority to create _____, which are industrywide rules that define unfair practices before they occur.

trade regulation rules

The belief that advertising equals market power reflects _____.

traditional economic thinking

Advertisements that create feelings, meanings, images or beliefs about a product or service that can be activated when consumers use it are known as _____ ads. A. rational B. transformational C. nostalgic D. affective E. informational

transformational

The Oscar Mayer ad touched the child in all of us when it showed Andy on the pier singing the "My bologna has a first name" jingle. This example of _____ advertising won America's heart and stomach. A. competitive advantage B. refutational C. transformational D. transactional E. image

transformational

_____ advertising attempts to make the experience of using a product or service richer, warmer or more exciting. A. Informational B. Competitive advantage C. Transformational D. Image E. Rational

transformational

A company uses a global positioning system to adjust the advertising messages shown on top of a taxi cab. This is an example of a technology-driven: A. specialty B. transit C. aerial D. movie E. radio

transit

The anxious, irritated or disinterested state of many potential customers when exposed to _____ advertising may limit the effectiveness of such advertising. A. specialty B. transit C. aerial D. movie E. radio

transit

Advertising placed on buses and taxis is called: A. sales promotions B. stationary advertising C. transit advertising D. aerial advertising E. free-form advertising

transit advertising

An ad in an office building elevator for a local Mexican restaurant is an example of: A. a sales promotion B. stationary advertising C. transit advertising D. aerial advertising E. free-form advertising

transit advertising

At the Chicago's O'Hare Airport, Kevin saw an ad for Alamo Car Rental as he made his way to his departure gate. The ad Kevin saw was an example of: A. a sales promotion B. stationary advertising C. transit advertising D. aerial advertising E. free-form advertising

transit advertising

Truck sides, taxi displays and wrapped vehicles are all examples of: A. transit media B. in-office media outlets C. areas where government has regulated advertising D. product placements E. all of the above

transit media

What did the U.S. government outlaw in 1912, spurred by Jack Johnson's victory?

transportation of boxing movies across state lines

Advertising practices considered unfair include claims that might exploit vulnerable groups such as children and older adults.

true

Policies and procedures for industry self regulation are established by the advertising self regulatory counsel

true

Self regulation begins with the interaction of client and agency when creative ideas are generated and submitted for consideration.

true

T/F children's direct purchases are influenced by television

true

T/F: An index number over 100 means that the use of the product is proportionately greater in that segment than in one that is average

true

T/F: Radio advertisements have better flexibility than magazine advertisements

true

T/F: Self-regulation and control of advertising stem from individual advertisers and their agencies

true

T/F: The U.S. Postal Service has regulations that affect advertising.

true

T/F: The major advantage of day-after recall tests is realism.

true

Wieler Lea amendment gave the FTC the power to issue cease and decease orders and levy fines on violators.

true

Advertisers, agencies, and the media- the three major participants in the advertising process work separately and jointly to promote _____ advertising.

truthful

The abortion controversy is an example of an issue that has been turned into a _____ story, even though there are many different sides of the issue.

two-sided

The copy platform: A. is typically developed by agency personnel with no input from the client B. is developed by the client before ever meeting with the agency C. often involves individuals from both the client side and agency personnel D. has a predetermined format that makes it easier to compare platforms from two disparate products E. typically contains both the advertising and the communications objectives

typically contains both the advertising and the communications objectives

A trailer promoting a movie is placed on two successive prime television shows. If the viewers of the first television show also watch the second show, the total number of people who are exposed to the trailer only once are referred to as: _____.

unduplicated reach

According to the Federal Trade Commission (FTC) policy, the basis for determining ______________ is that a trade practice causes substantial physical or economic injury to consumers, could not be reasonably avoided by consumers, and must not be outweigh by countervailing benefits to consumers or competition.

unfairness

Hubba Bubba bubble gum is the only chewing gum that lets you blow great big bubbles that won't stick to your face. This statement represents the gum's: A. unique selling proposition B. brand image C. inherent drama D. competitive weakness E. brand equity

unique selling proposition

Poinsettias are a very popular plant during the Christmas season. A major problem for growers of poinsettias is root rot. Syngenta has developed a patented product that eliminates root rot when it is placed in soil mix in which the plants are grown. Syngenta can use _____ to develop its creative strategy for advertising this new product. A. brand image B. inherent drama C. unique selling proposition D. diversified promotion E. transformational advertising

unique selling proposition

Unlike other alkaline batteries and traditional rechargeable batteries, Rayovac Renewal alkaline battery is reusable 25 times or more. The ad headline read, "Introducing the Best-Performing Battery System in All of Creation." This ad was based on the Rayovac Renewal alkaline batteries: A. unique selling proposition B. brand image C. inherent drama D. tangibility E. brand equity

unique selling proposition

A _____ is a strategy of differentiating a product by communicating its unique attributes (common theme/slogan of advertising campaign).

unique selling proposition (USP)

In order to get advertising time on the most popular shows, major television advertisers such as Coca-Cola, Ford, General Motors and State Farm are generally forced by the biggest agencies to participate in the _____ market. A. up-front B. continual C. scatter D. interconnected E. local

up-front

Top-down budgeting methods are commonly used because of: A. their effectiveness B. upper management's desire for control C. the growing availability of computer simulations D. the ease with which a manager can assess the impact of sales on ROI E. their quantitative nature

upper management's desire for control

John Burke, who promoted the Buffalo Bill show, was one of the first PR agents to _____.

use a variety of media channels

Most national advertisers: A. use only network advertising B. use only national spot advertising C. prefer spot advertising because of lower rates, less clutter, and more flexibility D. use both network and spot advertising and try to effectively combine the two E. prefer to use only network advertising and only buy spot advertising in markets where there are no network stations

use both network and spot advertising and try to effectively combine the two

creative aspects and mood

use the correct media to support your strategy

Advantage of digital interaction

user selects product info user attention and involvement interactive relationship Direct selling potential Flexible message platform

The _____ enabled researchers to develop inventories cataloguing how people employ the media.

uses and gratifications model

The category development index is similar to the Brand Development Index (BDI) except that it: A. uses information about the product category B. is more specific C. is concerned with companies and not with products D. is tied to an economic index E. is less reliable

uses information about the product category

Fun and Pleasure appeals are key to advertising for _____.

vacations, beer, parks (ex. Six Flags)

_____ (VMI) is an approach for improving supply chain efficiency in which the manufacturer is responsible for maintaining the retailer's inventory levels in each of its stores.

vendor-managed inventory

Advertising rate structures are generally based on: A. pass-along readers B. primary readers and pass-along readers with both weighted equally C. verifiable circulation figures D. total readership estimates E. none of the above

verifiable circulation figures

No matter which model of the creative processes you use, the last step in the creative process is: A. resolution B. illumination C. verification D. market evaluation E. confirmation

verification

At what stage of the creative process are various ideas evaluated and refined before actually being used? A. preparation B. incubation C. illumination D. verification/revision E. verdict

verification/revision

At what stage of the creative process would consumers in the target audience be asked to evaluate storyboards and animatics? A. preparation B. incubation C. verification/revision D. illumination E. verdict

verification/rivision

The Robinson-Patman Act regulated trade promotion done through ______ advertising.

vertical cooperative

The S-shaped response curve suggests: A. advertising effectiveness will not be related to spending B. very low spending levels will not work C. advertising effectiveness will vary directly according to spending levels D. the carryover effect is especially true for low-priced, frequently purchased consumer products E. sales and spending on advertising are not directly related

very low spending levels will not work

A characteristic of people who believe in the Protestant ethic is that they _____.

view accumulation of material possessions as evidence of success

The audio portion of a commercial is often presented through the use of a(n): A. layout B. voice-over C. illustration D. headline E. jingle

voice-over

The use of actor James Garner's voice reading poetry in a series of automobile commercials is an example of a: A. needledrop B. talking jingle C. voice-over D. tagline E. subtextual message

voice-over

A _____ is a large retailer with an irregular assortment, low service levels, and low prices that often require membership for shoppers.

warehouse club (food)

A media selection problem whereby the coverage of the media vehicle goes beyond the scope of the target audience is known as: A. rate differentials B. pass-along audience problems C. excess frequency D. waste coverage E. weighted exposure

waste coverage

When an ad that specifically targets people who buy costumes for Chinese New Year reaches people who are not interested in these items, _____ is said to have occurred.

waste coverage

When the coverage of the media exceeds the targeted audience, this excess is referred to as: A. plusage B. flighting C. waste coverage D. geographical excess E. oversaturation

waste coverage

When the range of media coverage exceeds the targeted audience, the excess is referred to as:

waste coverage

a situation in which media coverage exceeds the targeted audience resulting in over exposure is know as

waste coverage ex. those who buy a present are not the intended audience

Patent medicines were often made with _____.

water and ethyl alcohol

__________ are short feature films made by advertisers in which companies create their own content to advertise their products.

webisodes

creative strategy

what the advertising message will say/communicate

When deciding on the visual portion of an ad, an advertiser must determine: A. what identification marks should be included B. whether to use photos or other types of illustrations C. what the focus of the visual portion of the ad should be D. how long the ad copy should be E. whether to present the ad in color or black and white

whether to use photos or other types of illustrations

Which of the following statements about the reach and frequency of consumer magazines is true? A. Popular consumer magazines have broad reach and frequency. B. While a high percentage of adults in the U.S. read one or more magazines, the percentage reading any individual publication is quite low. C. Using multiple ads in the same issue of a magazine is a viable way of increasing the reach of the publication. D. Advertisers seeking broad reach through the use of magazines cannot accomplish this goal by making media buys in a number of different publications. E. All of the above statements about the reach and frequency of consumer magazines are true.

while a high percentage of adults in the U.S. read one or more magazines, the percentage reading any individual publication is quite low

A retailer wants to advertise its "Back-to-School" sale in a city that has two daily newspapers. There are 450,000 subscribers to Newspaper A and 520,000 subscribers to Newspaper B. The two-page ad in Newspaper A costs $20,000, and the same ad will cost $22,000 in Newspaper B. What else would the retailer need to know to compare the CPM effectiveness of these two newspapers? A. which newspaper has readers who have school-aged children B. the pass-along readership of each C. the CPP for both D. the daily inch rate E. the socioeconomic status of subscribers to each newspaper

while newspaper has readers who have school-aged children

Which of the following is an advantage of outdoor advertising? A. no waste coverage B. ease of measurement of audience size C. wide coverage of local markets D. low costs E. slow wearout

wide coverage of local markets

The __________ empowered the federal trade commission to regulate unfair or deceptive practices in commerce including those in advertising.

wieler-lea amendment

The federal trade commissions advertising substantiation program now requires advertisers to substantiate their claims when?

within one month

outdoor advertising increase

women in the work force, more vehicles on the road, new innovative technology

The results of readability tests indicate that a copy is best comprehended when:

words are concrete and familiar

What does Commercial Alert do?

works to prevent excessive commercialism

Research has shown the demographic group that engages in the highest level of commercial zapping is: A. older adults B. preteens C. young adult females D. young adult males E. older women

young adult males

The Joe Camel ad campaign was aimed at _____.

youth

The advertising agency for Sony Electronics has prepared two print ads for the company's new DVD. Ad A uses a straightforward informational appeal, which discusses the DVD player's features while ad B is an image ad that promotes the overall quality of the player. The purpose of both ads is to encourage readers to send in a card or call a toll-free number to request more information about Sony's DVD player and other products. To get some idea of which ad might work best and should be used in the national campaign Sony could: A. conduct a split run test where one of the ads is placed in Stereo Review magazine and the other is placed in Time B. conduct a split run test where one of the ads is placed in Stereo Review magazine and the other is placed in a major newspaper C. make a cross media buy that includes both newspapers and magazines D. conduct a split run test where both ads are printed in alternate copies of the same issue of a magazine and then measure which one generates more inquiries E. any of the above

conduct a split run test where both of the ads are printed in alternate copies of the same issue of a magazine and then measure which one generates more inquiries