IMC EXAM 2 Review

When using the competitive parity method of budgeting, the firm

matches its percentage-of-sales expenditures with those of others in the market/industry.

Flair, a women's magazine, features an ad for Elvira watches. Being a specific carrier within a medium category, Flair is known as a

media vehicle.

Listenership of Volatile Heat FM was measured during the months of February, July, and October to set the advertising rates. These audience measures conducted at specific time periods are known as

sweeps periods.

Before Blueberry Designs launched their active wear line, they created a series of ads showing people wearing their designer dresses, suits, and heals at the gym, in the wilderness, and on a sailboat with the phrase, "Soon you can Blueberry, too." Blueberry Designs was using

teaser advertising.

________ refers to the potential audience that might receive a message through a media vehicle.

Coverage

________ is a category of advertising that is found throughout a newspaper and generally includes illustrations, headlines, white space, and other visual devices in addition to the copy text.

Display advertising

Which of the following statements about focus groups is true?

Focus groups are a qualitative research technique.

________ are words in the leading position of a print advertisement that are likely to be read first.

Headlines

With respect to advertising messages, which statement best defines creative strategy?

It involves determining what the advertising message will say or communicate.

Which of the following statements about the role of magazines and newspapers as advertising media vehicles is true?

Magazines and newspapers allow advertisers to present detailed information that readers can process at their own pace.

________ 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.

Teaser

Which of the following statements about the relevance of ads is true?

Relevance reflects the degree to which an advertisement provides information or an image that is pertinent to the brand.

________ are shows that are sold or distributed on a station-by-station, market-by-market basis.

Syndicated programs

Which of the following ads would most likely result in waste coverage?

a B2B ad appearing in a general fashion magazine

Sum Company has developed a marketing plan with the objective of increasing sales by 5 percent. As the promotional planner, Innovation Marketing is working with Sum Company to create a message that will be communicated to the target audience to achieve this. It is important for measuring return on investment to translate a sales goal into

a communications objective.

The second cover of MagAuto opens up into a third page, which gives it an extra-large spread. In magazine advertising, this third page is referred to as

a gatefold.

Mars Inc. printed 1,200 brochures to distribute using a national newspaper. The brochures were handed over to the newspaper office and distributed accordingly. This scenario depicts the use of

a preprinted insert.

Big Ticket Sales is working with Success Advertising to create the message that the Big Ticket Brand meets consumer needs better than their competition does, then listing the reasons why and providing facts and education about their brand. Big Ticket Brand is asking the ad to be

an information/rational appeal.

Which of the following is at the base of the communication effects pyramid?

awareness

Determining a target market's present level of awareness and knowledge of, and liking for, a product often requires ________ measures.

benchmark

Regal Foods Corp., a packaged 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.

Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it

can reach large audiences in a relatively cost-efficient manner.

A campaign run by the manufacturers of Glad garbage bags informs viewers that Glad garbage bags are twice as thick as those made by Crash Bin Bags, the leading garbage bag brand in the market. In this scenario, Glad is using a(n) ________ appeal.

competitive advantage

Before setting objectives for advertising and promotion, an organization should

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

A "Love Has No Labels" public service advertising campaign that was sponsored by the Ad Council filmed a live event where skeleton images embraced behind a large x-ray screen, then the people walked out from behind the screen. The people who embraced represented different pairings of gender, race, sexual orientation, religion, ability, and age. This video used a(n) ________ appeal to get viewers to look at their expectations and implicit bias.

emotional

A professional race car driver appears in an ad advocating a particular motor oil brand. This is an example of a(n)

endorsement

Warm Weave Inc., a manufacturer of woolen garments, spends heavily on advertising during the months of December, January, and February. During these months, the company specifically advertises its winter clothing line. Warm Weave is most likely to be using a(n) ________ scheduling method.

flighting

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. Which of the following is likely to be true of the product class and the product?

high market share and good market potential

The content in an advertisement that emphasizes facts, learning, and the logic of persuasion makes use of a(n) ________ appeal.

informational

To keep Sum Company's board members perspective as a point of comparison, Productivity Advertising's marketing VP Wilson has asked for their input to benchmark what they would like in the form of media, what they would like emphasized about the Sum brand, and when the message should be communicated. In doing so, Wilson is demonstrating the steps of

inside-out planning.

Marketers for a fast-food restaurant want to achieve geographic selectivity in their magazine media schedule. To do so, they should advertise in

magazines that target a particular area.

Success Advertising is creating a radio commercial for Sunshine Sundries. Because the commercial will run several times a day and to stay in budget, they selected music from a prefabricated, multipurpose play list that will be paid for on a one-time basis. Success Advertising has chosen to use a

needledrop

The ________ method of budgeting is being employed when expenditures are allocated by assigning a fixed amount of the unit product cost to promotion and multiplying this amount by the number of units sold.

percentage-of-sales

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.

product popularity

In the beer industry, advertising continues throughout the year but may increase at holiday periods such as Memorial Day, Labor Day, or the Fourth of July. This industry uses a(n) ________ schedule.

pulsing

With ________, advertisers assume responsibility for the production and usually the content of the program as well as the advertising that appears within it.

sponsorships

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.

storyboard

Manten is a popular brand of hiking boots. Its advertisements emphasize the experience of conquering unfamiliar terrain in the wild. They portray vivid, captivating visuals of cliffs, rivers, and jungles. The campaign is also accompanied by a popular jingle that reflects the qualities of freedom, wilderness, and adventure that the company values. This approach is most likely an example of ________ advertising.

transformational

In order to obtain advertising time on Master Quiz, a popular TV show, Bedazzle Cosmetics bought a commercial spot before the new season of Master Quiz began. Bedazzle Cosmetics bought the commercial space during the ________ market.

up-front

Rick likes to watch two television programs that air at the same time on different channels. He simultaneously watches both programs by switching channels during commercial breaks. In this scenario, Rick is engaging in

zapping.