quiz 17 pt3

The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for Darnell Insurance in June. For its efforts this month, the agency "traditionally" would receive ___________ in compensation.

$3,000

____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.

Advertising agencies

A major benefit of using event sponsorship is that it

can provide large amounts of free media coverage.

Generally, in small firms, ___________ create(s) and implement(s) advertising campaigns.

one or two individuals

A consumer jury is a

panel of potential buyers of the advertised product brought together to pretest an advertising message.

Carla is stopped by a researcher at a shopping mall and asked what was last television commercial she remembers seeing was. This is an example of a(n)

unaided recall test.

What design element is used to attract attention, communicate an idea quickly, or communicate ideas that are difficult to put into words?

Illustrations

What is the primary justification marketers use for conducting recognition and recall tests?

People are more likely to buy a product they have seen advertised than one they have not seen advertised.

Which of the following is not a public relations tool?

Product sample

. ___________ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders.

Public relations

___________ is communication in news story form about an organization or its products that is transmitted through a mass medium at no charge.

Publicity

Which of the following is the most important consideration when choosing an event to sponsor?

Reasonable association between the event and the company's product

Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two approaches?

The actual ads are shown in the former but not in the latter.

When an organization uses an advertising agency, who usually develops the advertising campaign?

The firm and the agency working jointly

Advertising agencies typically receive

a 15 percent commission paid by the media from which it makes purchases.

When respondents are shown a list of various products, brands, and company names and then asked about advertisements they have seen lately, researchers are conducting a(n)

aided recall test.

An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or

an advertising agency.

The effectiveness of an advertising campaign can be measured

before, during, and after the campaign through the use of pretests, inquiries, and posttests.

Mike Stevens wonders whether the creative idea of using the character "Tom T. Turtle" as an image for marketing a new line of running shoes will be successful. He should suggest to his account representative that a(n) __________ be used to pretest the campaign

consumer jury

Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by Specialized. He and the other consumers were shown three different advertisements and asked to judge several dimensions of each one. Matt participated in a(n)

consumer jury.

Artwork, a major part of most advertisements, consists of the

illustration and the layout.

Measuring effectiveness during a campaign is usually accomplished by using

inquiries

Julie Reese is working on developing a magazine advertisement for Curves For Women, the ladies' fitness chain. She knows what she wants the advertisement to say and the illustrations she wants to use, but she is having a tough time putting it all together. Julie is having trouble determining the

layout

The physical arrangement of the illustration, headline, subheadline, body copy, and the signature is called the

layout

Recognition and recall tests are posttest methods based on

memory

An evaluation performed before an advertising campaign begins is a

pretest

General Mills used a panel of consumers to evaluate its Cheerios campaign featuring children who read the cereal box and try to persuade their parents to watch their cholesterol. These consumers judged the advertisements prior to the execution of the advertising campaign. This is an example of a(n)

pretest

Toyota's sponsorship of a major Professional Golf Association tournament would be an example of a(n) ______ tool.

public relations

Belinda works for Burger King and her responsibilities include maintaining favorable relationships between the organization and its stakeholders. Belinda works in

public relations.

Kohl's, a department store featuring clothing and housewares, communicates in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called

publicity.

If a consumer is shown a particular advertisement and asked if she has seen it before, a(n) _____ is being performed.

recognition test

Darcy presents an identification card at the supermarket checkout and has a microcomputer attached to her TV. Information from both of these is sent to a research facility. Darcy is providing

single-source data.

When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the marketer, this is known as

single-source data.

Chelsea Collins walks her client, Kaptain Korn president Steve Gonski, through her agency's proposed television campaign for the product's introduction. In doing so, she moves from square to square on the

storyboard

When a copywriter and an artist combine the copy with the visual material for a television commercial, it usually is done through use of a

storyboard