Marketing Exam Bible

Ace Computer has an objective of increasing its share of the home personal computer market by 5 percent during the upcoming year. This is an example of a(n) _____ objective.

marketing

According to the criteria outlined in DAGMAR, which of the following is the best statement of a quantitative communications objective?

"Increase the number of customers mentioning the brand name when asked for brand preference from 40 percent to 50 percent in one year."

Pace Foods has a goal of expanding its business beyond its traditional Texas market base. This goal is an example of a _____ objective while the goal of establishing a position of authenticity and making Mexican food seem fun is an example of a(n) _____ objective

marketing; communication

Generally, companies that develop Integrated Marketing Communications (IMC) programs which do not contain specific objectives:

may find it difficult to facilitate coordination of the efforts of various groups working on a promotional campaign since the various groups may not understand what goal they are working towards.

two-sided messages

messages that contain counterarguments to the proposed behavioral change and refutes them; deal with presentation of the pros and the cons, increases credibility, not bias - increases credibility

consumer decision-making model

1. problem recognition 2. information search 3. alternative evaluation 4. purchase decision 5. postpurchase evaluation

selective perception process

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

low-involvement model

1.cognition 2. behavior 3. attitude change - learn- do- feel

consumer decision journey

1.consider 2. evaluate 3. buy 4. enjoy-advocate-bond

B. 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. neuromarketing D. buzz marketing E. creative brief

The agency evaluation process usually involves two types of assessments:

One financial and operational and the other more qualitative

A. direct-response

One of the major tools of straight-to-consumer marketing is _____ advertising, where a product is promoted through an ad that encourages the consumer to purchase straight from the manufacturer. A. direct-response B. primary-demand C. business-to-business D. trade E. selective-demand

Which of the following statements provides a good rule of thumb for setting the advertising budget for a new product?

Its advertising budget should be twice the desired market share.

Account planning has become a very important and demanding function in many agencies because

it provides the creative team with more insight into consumers.

familiarity

knowledge of a source as a result of physical appearance

superagencies

large ad agencies merge with or acquire other agencies and support systems

A decentralized system is often used when:

large corporations with multiple divisions and many different products; because it is very difficult to manage all the advertising, promotional, and other function through a centralized department.

Category management is often used in:

large multi-product or divisional companies

According to the standard learning model, a customer passes through which of the following response sequences?

learn, feel, do

Competitive Parity

Managers establish budget amounts by matching the competition's percentage-of-sales expenditures

departmental systems

it gives employees the opportunity to develop expertise in servicing a variety of accounts

A company often uses a decentralized organizational system when

it has multiple divisions and many different products

positioning by product class

positioning a product or brand against a different product category

perceived scrutiny

receivers estimate of the source's ability to observe conformity

benchmark measures

- determines the target market's present position regarding various response stages

Some of the common reasons agencies lose clients:

*Poor performance or service: *Poor communication; *Unrealistic demands by the client; *Personality conflicts; *Personnel changes; *Changes in the client size or agency; *Conflicts of interest; *Changes in the client's corporate/mktg strategy; *Declining sales; *Conflicting compensation philosophies; *Changes in policies; *Disagreements over marketing and/or creative strategy; Lack of IMC capabilities

Reasons that a firm might use an outside ad agency

*They provide the client with the services of highly skilled individuals who are specialists in their chosen fields;*They can provide an objective viewpoint of the market and its business that is not subject to internal company policies, biases or other limitations.

source attributes (herbert kelman)

- credibility= internalization -attractiveness= identification -power= compliance

hierarchy models of communication

- delineate the series of steps potential purchases must be taken through to move from the unawareness of a product to readiness to purchase it - potential buyers may be at different stages in the hierarchy, so the advertiser will face different set of communication problems

DAGMAR approach

-Creative decisions include identifying product benefits, developing and evaluating advertising appeals, executing the message, and evaluating the effectiveness of the campaign. - criticized for it's dependence on the hierarchy of effects model - advertising is said to be effective only if consumers purchase a product

obstacles to implementing an integrated marketing communications process

-agency egos - fear of budget reductions - internal turf battles

marginal analysis

-analysis that involves comparing marginal benefits and marginal costs - as advertising expenses increase, sales and gross margins also increase to a point but then level off - most suitable for direct-response advertising

In January 2003, Philip-Morris Companies, Inc., and Kraft Foods became the Altria Group. The change in name reflected the fact the company has changed itself structurally, behaviorally, and culturally. The new name was designed to focus attention on the company's superior performance, financial strength, and its commitment to integrity and corporate responsibility. Which of the following statements about the communications objectives the company would have most likely used as part of this repositioning strategy is true?

. A communications objective concerning the repositioning of the Altria Group would take longer to accomplish than an objective designed to create brand awareness.

You are working in the advertising department of a large consumer products company. You have suggested that the company use the DAGMAR approach for setting advertising goals. Which of the following is an example of an argument that you are likely to hear against the use of the DAGMAR approach to setting advertising goals?

. DAGMAR is too quantitative for most managers to understand.

When using the competitive parity budgeting method, the firm:

. matches its share of total industry advertising expenditures to its market share.

B. Advertisers and media organizations

1. (p. 69) _____ are the major participants in the integrated marketing communications process. A. Advertising agencies and new product development firms B. Advertisers and media organizations C. Media organizations and marketing information systems D. Travel agencies and public relations firms E. New-product development firms and public relation firms

hierarchy model of the communication process

1. awareness 2. comprehension 3. conviction 4. action

innovation adoption model

1. awareness 2. interest 3. evaluation 4. trial 5. adoption

communications effects pyramid

1. awareness 2. knowledge/comprehension 3. liking 4. preference 5. trial 6. repurchase/ regular use - initial stages are easier to reach than top stages

communication tasks

1. awareness- making the consumer aware of the brand or product 2. comprehension- developing an understanding of what the product is and what it will do 3. conviction- developing a mental disposition in the consumer to buy the product 4. action- getting the consumer to purchase the product

cognitive learning process order

1. goal 2. purposive behavior 3. insight 4. goal achievement

elements of the cognitive learning process

1. goal 2. purposive behavior 3. insight 4. goal achievement

target marketing process

1. identifying markets with unfullfilled needs 2. determining market segmentation 3. selecting a market to target 4. positioning through marketing strategies

internal psychological process order

1. motivation 2. perception 3. attitude formation 4. integration 5. learning

meaning movement and endorsement process stages

1. objects, persons, and context to celebrity (culture) 2. celebrity to product (endorsement) 3. product to consumer (consumption)

Maslow's hierarchy of needs

1. physiological needs 2. safety needs 3. social needs 4. esteem needs 5. self- actualization needs

C. Top management is usually interested in how the advertising program represents the organization.

10. (p. 71) Which of the following statements is true about the role of top management in the advertising and promotion decision making process? A. Top management is usually involved in the day-to-day decision-making and operations of advertising and promotion. B. Top management does not provide input in the advertising and promotion process. C. Top management is usually interested in how the advertising program represents the organization. D. Top management is only interested in the amount of money that must be allocated to advertising and promotion. E. Top management is more interested in tactical planning than strategic planning.

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

100. (p. 103) Marketing research firms: A. seldom conduct qualitative research for ad agencies. B. are one of the most widely used types of collateral service organizations. C. are actually classified as data warehouses because of their relations with ad agencies. D. are not typically used by ad agencies. E. can gather only subjective information

B. An agency with integrated marketing capabilities can create a single image for the product or service.

101. (p. 103) Which of the following is true about integrated services? A. Companies prefer separate agencies for sales promotion, direct marketing, interactive marketing etc. as they are easier to coordinate. B. An agency with integrated marketing capabilities can create a single image for the product or service. C. Not many advertisers and agencies feel that integrated marketing is important to their organizations' success. D. Most advertisers want their ad agencies to set strategy for and coordinate the integrated marketing communications program for them. E. Most of the large marketers feel that the agency executives are capable of handling the various elements of an integrated campaign.

E. marketers are using numerous partners to access the special talents and expertise as needed.

102. (p. 104) A study by the Corporate Executive Board's Advertising and Marketing Roundtable found: A. consumers are more interested in integrated marketing communications. B. clients prefer full service agencies over brokered advertising services. C. situational factors are creating a promotional overlay effectively synthesizing. D. integrated marketing communications in most organizations. E. marketers are using numerous partners to access the special talents and expertise as needed.

B. advertising manager.

11. (p. 71) Under a centralized organizational system, the responsibility for planning and controlling the advertising and promotional function lies with the: A. brand manager. B. advertising manager. C. product manager. D. in-house agency. E. vice president of marketing.

A. Budgeting and planning media schedule

12. (p. 71) Under a centralized organizational arrangement, which of the following is the advertising manager responsible for? A. Budgeting and planning media schedule B. Coordinating the creation and production of ads and sales C. Compensation management D. Administering the firm's sales and sales promotion programs E. Sales and sales management

D. The specific role of the advertising manager depends on the size of the firm.

13. (p. 71) Which of the following is true about the functions of the advertising manager in a centralized system? A. Advertising manager is responsible for all sales and sales management activities. B. Advertising manager, usually, takes the final decision about allocating funds towards the promotional budget. C. The advertising manager may not review and approve the promotional plans which are made by the agency. D. The specific role of the advertising manager depends on the size of the firm. E. Advertising manager deals only with the advertising department in the organization.

D. advertising

14. (p. 71) In a centralized organizational arrangement, the _____ department is responsible for developing promotional plans that will be approved by management and recommending a promotions program based on the overall marketing plan, objectives, and budget. A. production B. marketing C. sales D. advertising E. product planning D. advertising E. product planning

C. centralized system

15. (p. 71) When a _____ is used, most of a company's advertising and promotional activities will be the responsibility of the advertising manager. A. brand manager system B. decentralized marketing system C. centralized system D. media buying service E. creative boutique

C. centralized marketing system

16. (p. 72) Problems associated with a(n) _____ include difficulty of the advertising department to understand the overall marketing strategy for the brand. A. decentralized marketing system B. in-house agency C. centralized marketing system D. brand management system E. creative boutique D. brand management system E. creative boutique

A. Planning of the marketing program

17. (p. 72) Which of the following can be stated a responsibility of a brand manager in a decentralized marketing system? A. Planning of the marketing program B. Manufacturing the products C. Compensating all the employees D. Distributing products E. Developing departments in the organization

D. marketing

18. (p. 73) Under a decentralized system, the advertising department is generally a part of _____ department. A. production B. sales C. product management D. marketing E. research and development D. marketing E. research and development

B. provide advertising and promotion related support to the brand managers.

19. (p. 73) The role of the advertising department in a company using a decentralized product management system is to: A. plan and coordinate the advertising campaign. B. provide advertising and promotion related support to the brand managers. C. conduct marketing research based on the problems identified during segmentation. D. develop sales programs that would be effective against the target market. E. check manufacturing of the products according to the demand in the market.

A. product manager.

20. (p. 72) In a decentralized system of advertising organization, the responsibility of planning, implementing, and controlling the marketing program for an individual brand belongs to the: A. product manager. B. creative director. C. account executive. D. layout editor. E. communications team.

A. category managers.

21. (p. 74) Individuals who have the responsibility of coordinating efforts of various product or brand managers for a particular product class are known as: A. category managers. B. superordinate managers. C. account executives. D. account supervisors. E. media planners.

B. decentralized

22. (p. 74) A _____ advertising organizational system has the advantages of concentrated managerial attention, rapid response to problems, and increased flexibility. A. centralized B. decentralized C. democratic D. collateral system E. functionally-incorporated

B. Decentralized system

23. (p. 74) PrimeTime is a multi-product firm that follows an advertising organizational system where the manager has the responsibility for the marketing program, including the identification of target markets as well as the development of integrated marketing communications programs that will differentiate the brands and ensures that each brand receives concentrated managerial attention. However, each brand may compete against other brands in the same company. Which advertising organizational system is PrimeTime following? A. Centralized system B. Decentralized system C. Creative boutique D. Collateral system E. Democratic system

D. Brand managers often end up competing for management attention, marketing budgets, and other resources.

24. (p. 74) Which of the following describes a limitation associated with the decentralized organizational structure for advertising? A. Brand managers are often overqualified and want too much input into advertising. B. Brand managers are typically highly experienced in advertising and understand exactly what advertising can do for a brand. C. Brand managers do not devote enough attention to short-term planning and administrative tasks. D. Brand managers often end up competing for management attention, marketing budgets, and other resources. E. With their reliance on intuition, brand managers often jeopardize the creative activities of the advertising agency.

C. in-house agency

25. (p. 75) A(n) _____ is an advertising agency that is set up, owned, and operated by the advertiser. A. creative boutique B. full service agency C. in-house agency D. self sufficient agency E. collateral agency

C. as an in-house agency.

26. (p. 75) When the client assumes the entire promotional function, it is said to operate: A. on a client management basis. B. on a creative and functional basis. C. as an in-house agency. D. as a collateral service provider. E. as a self-sufficient agency.

A. Lower advertising costs

27. (p. 75) Which of the following is an advantage associated with an in-house advertising agency? A. Lower advertising costs B. More highly skilled specialists C. More varied perspective on advertising problems D. Greater flexibility E. Disseminate control to outside agencies.

B. reduce advertising and promotions costs.

28. (p. 75) A major reason why some companies choose to use an in-house agency is to: A. maintain creative freshness. B. reduce advertising and promotions costs. C. compete with external advertising agencies. D. win advertising awards that will enhance the image of their brands. E. disseminate control to outside agencies.

A. Increased coordination and cost savings

29. (p. 78) Which of the following is an advantage of an in-house agency? A. Increased coordination and cost savings B. Different brand images and large number of marketing partners C. Increased coordination and greater cost savings D. More overall control and freshness in ideas and work E. Greater flexibility and more objectivity

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

3. (p. 69) The term client, in the ad agency industry, refers to the: A. advertiser or organization that has the product, service or cause that needs to be marketed. B. media, which plays a crucial role in the process of marketing communication. C. purchaser of the consumer product advertised. D. market for business or consumer products. E. advertising agency that specializes in the creation, production, and/or placement of the communications message.

C. In-house agency

30. (p. 75) Company A used to rely on outside advertising agencies for its advertising needs but since it is a global company, it is now worried that using external agencies may lead to non-consistency of its brand image. The years on experience with outside agencies has made it realize that it results in wastage of both time and money. It also wants to maintain tighter control over its advertising and promotion activities. Which of the following advertising agencies should it adopt? A. Collateral service agency B. Full service agency C. In-house agency D. Democratic agency E. Creative boutique

B. an in-house agency.

31. (p. 78) Lack of long-term objectivity, flexibility, and creativity are a few of the reasons why a company might move away from: A. a decentralized marketing system. B. an in-house agency. C. the use of full-service advertising agencies. D. a centralized marketing system. E. the use of creative boutiques.

C. get an objective.

32. (p. 78) A company that uses an in-house agency might turn its advertising and promotion tasks over to an outside agency to: A. get more control over the advertising process. B. save money. C. get an objective. D. make coordination of the advertising and promotional process easier. E. save media commissions.

B. Most U.S. ad agencies are individually owned small businesses employing fewer than five people.

33. (p. 79) Which of the following statements about the U.S. advertising agency business is true? A. Most U.S. ad agencies are large businesses with billings exceeding $100 million per year. B. Most U.S. ad agencies are individually owned small businesses employing fewer than five people. C. Nearly all of the U.S. domestic billings are handled by the top 100 agencies. D. Most of the top U.S. ad agencies are headquartered in Chicago. E. There are approximately 1,000 agencies listed in the Standard Directory of Advertising Agencies.

A. Billings

34. (p. 79) Which of the following is the amount of client money that agencies spend on media purchases and other equivalent activities? A. Billings B. Media commissions C. Retainers D. Activity fees E. Traffic compensation

perceived scrutiny

the receiver's estimate of the source's ability to oberserve conformity

D. so agencies could provide their clients with integrated marketing communications services worldwide.

35. (p. 80) Superagencies were formed: A. because advertisers were disenchanted with large agencies. B. because advertisers wanted agencies to be more flexible and responsive than traditional agencies. C. to save money for clients. D. so agencies could provide their clients with integrated marketing communications services worldwide. E. to lessen the need for competitive pricing.

B. Advertisers who became disenchanted with the superagencies moved to form smaller agencies that were flexible and more responsive.

36. (p. 80) Which of the following statements is true about superagencies? A. They were formed when large advertisement agencies were broken down into smaller, more specialized agencies. B. Advertisers who became disenchanted with the superagencies moved to form smaller agencies that were flexible and more responsive. C. They were formed so that agencies could provide clients with effective supply chain management. D. Advertisers who became disenchanted with the superagencies moved to form larger agencies that were inflexible and less responsive. E. They were formed so that agencies could provide clients with just-in-time inventory management system.

E. It provides the client with the services of highly skilled individuals.

37. (p. 81) Which of the following statements explain why an organization would want to use an external advertising agency? A. It saves money for the client. B. It helps the client gain more control of the promotional activities. C. It allows more access to the top management of the client firm. D. It helps provide a consistent brand image worldwide and reduces the number of marketing partners for the client firm. E. It provides the client with the services of highly skilled individuals.

B. Agencies are often used because of the skill, expertise, and experience they can offer in the advertising area.

38. (p. 81) Which of the following statements is true about advertising agencies? A. Most large, national advertisers use in-house agencies. B. Agencies are often used because of the skill, expertise, and experience they can offer in the advertising area. C. Most large agencies offer only creative services to their clients. D. Agencies must be used since companies do not have the capabilities of developing their own advertising. E. Most large advertisers are totally content with the current commission system of compensation.

B. A full-service agency

39. (p. 82) Which type of ad agency is most likely to assist the client in areas such as marketing strategy and research, campaign planning and execution, and media planning and buying? A. A creative boutique B. A full-service agency C. A media buying service D. A collateral agency E. A full time agency

D. advertising agency

4. (p. 69) A(n) _____ is an outside firm that specializes in the creation, production and/or placement of the communications message and that may provide other marketing and promotions related services. A. media organization B. sales promotion firm C. research organization D. advertising agency E. creative boutique

D. full-service agency.

40. (p. 82) An ad agency that offers its clients a complete range of marketing, communication, and promotion services is known as a(n): A. creative boutique. B. media buying service. C. in-house agency. D. full-service agency. E. integrated marketing organization

B. full-service agency.

41. (p. 82) AdonDemand, a new advertising agency in San Diego, is offering its clients various services such as marketing, sales promotion, research, promotion, package designing, direct marketing, publicity along with planning, creating, and producing the advertising. Company A is a(n): A. creative boutique. B. full-service agency. C. media buying organization. D. in-house agency. E. media specialist company.

E. It is the link between the ad agency and its clients.

42. (p. 82) Which of the following statements is true about account services? A. It is an in-house service for the agency which is independent of its clients' obligations. B. It provides the creative team with more insight on how to use advertising and other IMC tools to communicate with customers. C. It provides the creative team with more insight into consumers. D. It is an advertisement agency service which is not link to its client. E. It is the link between the ad agency and its clients.

A. account executive

43. (p. 82) The _____ is responsible for understanding the advertiser's marketing and promotional needs and interpreting them to agency personnel. A. account executive B. database manager C. media specialist D. copywriter E. account planner

E. account executive.

44. (p. 82) The agency person who is the focal point of the agency-client relationship is the: A. media buyer. B. account planner. C. copywriter. D. brand manager. E. account executive.

E. research

45. (p. 83) The function of gathering, analyzing and interpreting information that is useful in developing advertising is the responsibility of the agency's _____ department. A. production B. traffic C. media D. account management E. research

B. Account planner

46. (p. 83) 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. Which position has Greg been hired for? A. Research department personnel B. Account planner C. Creative team member D. Media specialist E. Account executive

C. creative brief

47. (p. 83) The _____ is a document that the agency's creative department uses to guide the development of advertising ideas and concepts. A. tagline brief B. creative boutique C. creative brief D. copywriter article E. marketing plan

D. of the increase in the number of marketing communication channels and ways of contacting consumers.

48. (p. 83) Account planning has become a very important and demanding function in many agencies because: A. public relations has replaced advertising to achieve global integrated marketing communications. B. budgeting services have reduced the redundancy associated with on-task account planning. C. marketing research has expanded the creative capacity of ad agencies. D. of the increase in the number of marketing communication channels and ways of contacting consumers. E. of the reducing roles of account executives.

B. Media department

49. (p. 83) Which of the following departments of the full-service agency, analyzes, selects, and contracts for space or time in the media that will be used to deliver the client's advertising message? A. Research department B. Media department C. Account management department D. Creative services department E. Art department

C. provide an environment for the firm's marketing communications message.

5. (p. 70) From the perspective of a promotional planner, the primary purpose of most media is to: A. provide information or entertainment to their subscribers, viewers, or readers. B. assume major responsibility for developing the marketing program. C. provide an environment for the firm's marketing communications message. D. help the company understand the marketplace. E. provide the funds that pay for advertising and promotions.

C. It reviews information on demographics, and consumers' television viewing habits.

50. (p. 83) Which of the following statements about the role of ad agency media departments is true? A. Large advertisers do not use media departments to purchase media time and space. B. Media departments do not have the ability or the authority to negotiate prices. C. It reviews information on demographics, and consumers' television viewing habits. D. Consolidating media buying is not cost effective and may reduce media efficiency. E. The media buyer implements the media plan by selling the actual time and space.

A. Copywriters

51. (p. 85) _____ are the individuals who conceive the ideas for the ads and write the advertising message. A. Copywriters B. Art directors C. Account planners D. Account executives E. Media planners

E. art department

52. (p. 85) The _____ is responsible for creating the visual portion of an ad such as layouts and the commercial storyboards. A. account executive B. copywriter C. product management department D. research department E. art department

C. Layouts

53. (p. 85) _____ are drawings that show what the print ad will look like and from which the final artwork will be produced. A. Creative briefs B. Copywriters C. Layouts D. Designs E. Logos

E. Production department

54. (p. 86) Which department within an advertising agency supervises the casting of people to appear in the ad and the setting for the scenes? A. Media department B. Art department C. Copywriters D. Traffic department E. Production department

D. traffic

55. (p. 86) The _____ department coordinates all phases of production to ensure the proper progression of the advertisement. A. research B. production C. art D. traffic E. media

B. salaries and benefits for employees.

56. (p. 86) Most of an advertising agency's expenses are in the area of: A. media costs. B. salaries and benefits for employees. C. personal selling. D. production facilities. E. commissions.

A. departmental system

57. (p. 86) A _____ is an agency organizational structure in which each functional area is set up as a separate department. The parts of this structure are called on as needed to perform their particular specialty and serve all of the agency's clients. A. departmental system B. group system C. creative boutique D. matrix system E. media buying service system

B. group

58. (p. 86) Jackson & Morris is an advertising agency that handles each of its clients by assigning individuals from various departments to work together as a team on their accounts. The agency is using a _____ organizational system. A. departmental B. group C. matrix D. boutique E. dedicated

B. departmental system

59. (p. 86) An advertising agency that wants its employees to develop expertise in servicing a variety of accounts should use a(n) _____ structure. A. group system B. departmental system C. creative boutique D. in-house E. decentralized

C. media's

6. (p. 70) A(n) ______ primary function is to provide information or entertainment to its audience. A. client's B. advertising agency's C. media's D. customer's E. advertiser's

A. creative boutique

60. (p. 87) A(n) _____ is an agency that specializes in and provides only creative services. A. creative boutique B. full-service agency C. in-house advertising agency D. decentralized organizational system E. media boutique

A. limit their client service to creative planning and execution.

61. (p. 87) Creative boutiques are agencies that: A. limit their client service to creative planning and execution. B. have resulted from advertisers wanting to save money in buying media space. C. perform the same functions as full-service agencies for their clients, but charge more. D. are used only when advertising is not important to the marketing success of the company that hired them. E. that wants its employees to develop expertise in servicing a variety of accounts.

D. They tend to provide quicker creative services due to less bureaucracy.

62. (p. 87) Which of the following statements is true about creative boutiques? A. They generally have media, research and account planning capabilities. B. They are large ad agencies that provide all types of advertising and promotion services. C. They often subcontract work to full service agencies. D. They tend to provide quicker creative services due to less bureaucracy. E. Large companies visit them when they are looking for a huge range of services and there are cutbacks in the advertising spending.

D. media specialist companies

63. (p. 87) Independent companies that specialize in the purchase of radio and television time are known as: A. creative boutiques. B. mid-sized agencies. C. full-service agencies. D. media specialist companies. E. media boutiques.

A. media specialist companies

64. (p. 87) Clients and creative boutiques that have developed their own media strategies may employ _____ to execute them. A. media specialist companies B. full-service agencies C. in-house agencies D. media departments E. product managers

B. Incentive based system

79. (p. 90) Under which of the following compensation arrangement is the agency compensation tied to their performance? A. Fixed-fee system B. Incentive based system C. Cost plus system D. Negotiated commission system E. Fee-commission combination system

D. Creative boutiques today are having trouble because clients often want a range of service

65. (p. 87) Which of the following statements about creative boutiques is true? A. Creative boutiques are more successful today than ever before. B. The demand for IMC services has had little influence on how creative boutiques do business. C. Creative boutiques use an aggregated business model instead of niche marketing. D. Creative boutiques today are having trouble because clients often want a range of services. E. Consolidation has led to the demise of creative boutiques.

A. a commission system.

66. (p. 88) The traditional method of compensating ad agencies is through: A. a commission system. B. hourly billings. C. a fee system. D. a straight salary method. E. an objective-and-task compensation system.

C. a specified percentage of the cost of any advertising time or space the agency purchases for its client

67. (p. 88) Agency compensation under the commission system is based on: A. total number of hours worked. B. a percentage of a client's marketing budget. C. a specified percentage of the cost of any advertising time or space the agency purchases for its client. D. a percentage of advertising production costs. E. the client's position in the distribution channel.

D. $75,000.69.

68. (p. 88) An advertising agency works with its clients under a traditional commission system compensation arrangement. The agency places a 30-second spot for one of its clients on an episode of Friends, which costs $500,000. A reasonable estimate of the agency's commission on this space buy is: A. $15,000. B. $30,000. C. $45,000. D. $75,000. E. $80,000.

C. the agency time spent on an account may not be proportional to the compensation received for it.

69. (p. 89) Opponents of the agency commission system argue this system is not effective because: A. a commission keeps the emphasis on creative skills not the bottom-line. B. a commission is simple to administer. C. the agency time spent on an account may not be proportional to the compensation received for it. D. a commission encourages agencies to limit their client's advertising expenditures. E. a commission does not tie agency compensation to media costs.

C. media organization

7. (p. 70) Company A is a major participant in the advertising and promotion process. It attracts various others companies who buy space and time with them which they can provide at discounted rates. Company A helps these companies reach the target market effectively with the message. Company A is a(n): A. advertiser. B. advertising agency. C. media organization. D. full service agency. E. consultancy.

A. Most clients do not pay full commissions to their agencies because they prefer to use some type of fee or incentive-based system as they seem more equitable than the commission system.

70. (p. 89) Which of the following statements about changes in the way advertising agencies are being compensated is true? A. Most clients do not pay full commissions to their agencies because they prefer to use some type of fee or incentive-based system as they seem more equitable than the commission system. B. With the move toward integrated marketing services, it is likely that there will be a return to the commission system of compensation. C. From the viewpoints of both the client and the agency, the traditional commission system is much superior to negotiated commissions. D. Since most clients want their agencies to be in total charge of the integrated marketing communications process, they are willing to compensate them based on media commissions. E. In a negotiated commission system, commission is usually greater than 15 percent.

D. is simple and keeps the emphasis in agency compensation on non-price factors.

71. (p. 89) A major argument put forth by defenders of the commission system is that a commission: A. keeps the agencies from placing advertising in expensive media. B. ties agency compensation to the inflation in media costs. C. is very complex to administer. D. is simple and keeps the emphasis in agency compensation on non-price factors. E. encourages agencies to use noncommissionable media such as direct mail.

D. the commission system

72. (p. 89) Critics argue the use of _____ can encourage agencies to ignore cost accounting systems and avoid media such as direct mail and sales promotions. A. percentage charges B. fixed fee arrangements C. cost-plus agreements D. the commission system E. the objective-and-task compensation system

A. Commission system

73. (p. 89) Under which type of compensation system might an agency be more inclined to recommend expensive media such as network television and national magazines to its clients? A. Commission system B. Fee arrangement system C. Cost-plus system D. Incentive-based compensation system E. Objective-and-task compensation system

A. Some leading agencies now receive average commissions of 8 to 10 percent.

74. (p. 89) Which of the following statements is true about agency commissions? A. Some leading agencies now receive average commissions of 8 to 10 percent. B. Nearly all of the leading agencies still earn a 15 percent commission. C. Most agencies are earning more of their income from fixed commissions as clients expand their IMC programs to include other forms of promotion. D. Most agencies are unwilling to negotiate their commission rates. E. Leading agencies often get 20 percent commissions.

A. are becoming more commonplace.

75. (p. 89) Negotiated commission rates for advertising agencies: A. are becoming more commonplace. B. are becoming less common. C. set a 15 percent minimum commission rate for all agency work. D. are rarely used by consumer-products advertisers. E. are designed primarily to benefit agencies.

A. fixed fee

76. (p. 90) A(n) ______ is a type of compensation arrangement where an agency charges a client a fixed monthly amount of money for all of its services and credits to the client any media commissions earned. A. fixed fee B. negotiated commission C. cost-plus agreement D. incentive-based compensation E. fee-commission combination

E. cost plus

77. (p. 90) Under the _____ system of compensation, the client agrees to pay the agency a fee based on the costs of its work plus some agreed-on profit margin. A. fixed fee B. negotiated commission C. fee-commission combination D. incentive based E. cost plus

E. cost-plus

78. (p. 90) If an advertiser wants a very detailed accounting of how its advertising and promotional monies are being spent and what it is being charged by its ad agency, it is likely to use a(n) _____ compensation system. A. fee arrangement B. media commission C. incentive-based D. fee-combination E. cost-plus

D. specialized marketing communication services.

8. (p. 70) Direct-marketing agencies, sales promotion agencies and public relations firms are examples of: A. different types of advertising agencies. B. media organizations. C. collateral services. D. specialized marketing communication services. E. in-house agencies.

C. value based

80. (p. 90) The DDB Needham advertising agency receives compensation from its clients based on their sales and market share performance. This is an example of a(n) _____ compensation system. A. fixed-fee B. mediated C. value based D. cost-plus system E. fee-commission

D. To demand more accountability and pay the agencies based on their performance.

81. (p. 90) Why would General Motors switch to an incentive-based compensation system with several of its agencies? A. To encourage its agencies to use more mass media advertising. B. To encourage its agencies to stop using network TV advertising. C. To reduce control. D. To demand more accountability and pay the agencies based on their performance. E. To accomplish all of the above objectives.

B. they are reducing their reliance on mass media advertising and changing their agency compensation system.

82. (p. 91) As more companies adopt the integrated marketing communications approach to their advertising and promotions, A. they are increasing their reliance on mass media advertising and paying full commissions to agencies. B. they are reducing their reliance on mass media advertising and changing their agency compensation system. C. they are likely to move totally to cost-plus compensation systems. D. incentive systems are becoming less important in compensating agencies. E. none of the above is occurring.

A. financial; qualitative

83. (p. 92) A _____ audit of an agency focuses on factors such as costs, expenses and payments to outside suppliers while a _____ audit focuses on factors such as the agency's efforts in planning, development and implementing the advertising program. A. financial; qualitative B. qualitative; financial C. financial; creative D. qualitative; quantitative E. fixed costs; variable costs

A. conflict of interest.

84. (p. 96) During a merger or acquisition of the agency by some other larger agency, the main reason for the discontinuation of the agency-client relationship is: A. conflict of interest. B. poor performance. C. poor communication. D. changes in client's corporate strategy. E. declining sales.

B. Many agencies do not like to participate in speculative presentations because there is no guarantee they will win the account, and they require time and money.

85. (p. 98) Which of the following statements is true about speculative presentations? A. Speculative presentations require little time and effort on the part of agencies. B. Many agencies do not like to participate in speculative presentations because there is no guarantee they will win the account, and they require time and money. C. Speculative presentations are rarely used in the advertising industry. D. Most agencies do not participate in speculative presentations to acquire new business. E. They are also known as storyboards.

B. ad agency review consultant

86. (p. 99) A(n) _____ is an individual who specializes in helping clients choose their advertising agencies. A. media specialist B. ad agency review consultant C. account representative D. brand manager E. compensation specialist

A. its image and reputation.

87. (p. 99) Probably the most effective way for an agency to acquire new business is through: A. its image and reputation. B. its public relations effort. C. solicitations. D. referrals. E. its pricing strategy.

C. Direct-response agencies

88. (p. 100) _____ are agencies that specialize in offering services, such as database management, and the ability to create, produce, and disseminate direct mail and other types of communications that go straight to target customers. A. Full function ad agencies B. Sales promotion agencies C. Direct-response agencies D. Public relations firms E. Creative boutiques

D. manage clients' databases.

89. (p. 100) Direct-response agencies: A. manage premium and incentive offers. B. specialize in the development of Web sites. C. engage in crisis management. D. manage clients' databases. E. respond directly to the client's customers.

C. Collateral services

9. (p. 70) _____ perform specialized functions that the various participants in integrated marketing communication process use in planning and executing advertising and other promotional functions. A. Media services B. Compensation services C. Collateral services D. Traffic services E. In-house agencies

D. account management, creative, and media.

90. (p. 100) A typical direct-response agency is divided into three main departments. They are: A. customer relations, production, and traffic. B. media, customer relations, and sales. C. sales, account management, and production. D. account management, creative, and media. E. creative, traffic, and financial.

A. Sales promotion agencies

91. (p. 100) _____ specialize in the development and management of sweepstakes, refund and rebate offers and incentive programs. A. Sales promotion agencies B. Direct response agencies C. Creative boutiques D. Interactive agencies E. Public relations firms

A. Sales promotion agency

92. (p. 100) Which type of specialized service would have most likely coordinated a program to allow consumers to mail in UPC codes from three Reynolds products to receive a free Blockbuster movie rental? A. Sales promotion agency B. Public relations firm C. Creative boutique D. Interactive agency E. Direct-response agency

A. public relations agency

93. (p. 101) A(n) _____ is the type of firm an organization would hire to develop and implement programs to manage the organization's publicity and affairs with consumers and other relevant publics. A. public relations agency B. advertising agency C. media mix organization D. creative boutique E. direct-response agency

D. A public relations firm

94. (p. 101) Which specialized service would be responsible for promoting and managing the concert a client wants to hold to benefit Habit for Humanity? A. The traffic department B. A marketing research firm C. An interactive agency D. A public relations firm E. A sales promotion agency

D. interactive agencies

95. (p. 102) Organizations that specialize in the creation of interactive media such as CD-ROMs, kiosks, and web sites are known as: A. sales promotion agencies. B. public relations firms. C. creative boutiques. D. interactive agencies. E. direct-response agencies

D. Interactive agencies

96. (p. 102) To implement BMW's new branding campaign, the decision was made to use short digital films and to create a Web site where consumers could view the films. Which specialized service would have most likely been involved in this campaign? A. Sales promotion agencies B. Public relations firms C. Creative boutiques D. Interactive agencies E. Direct-response agencies

C. companies that provide collateral services.

97. (p. 102) Package design firms, market research companies, photographers, and printers are examples of: A. sales promotion agencies. B. interactive agencies. C. companies that provide collateral services. D. marketing support agencies. E. support agencies.

E. collateral service; collateral service

98. (p. 102) National Fruit Company makes "WhiteHouse" apple juice. Market research determined that the company needed to mold its bottle so as to make it easier to grasp. Its market research would have been conducted by a(n) _____, and its packaging changes would have been done by a(n) _____. A. specialized service; interactive agency B. interactive agency; collateral service C. collateral service; specialized service D. interactive service; creative boutique E. collateral service; collateral service

A. Market research companies

99. (p. 103) Which of the following is likely to conduct in depth interviews, market surveys, and focus groups etc. in order to gather objective information that is valuable to the advertiser's promotional programs? A. Market research companies B. Media specialist organizations C. Media buying organizations D. Creative boutiques E. Interactive agencies

integration process

: the way product knowledge, meanings, and beliefs are combined to evaluate two or more alternatives

A _____ is the type of firm an organization would hire to develop and implement programs to manage the organization's image and affairs with consumers and other relevant audience. A. PR agency B. sales promotion agency C. media mix organization D. creative boutique E. direct-response agency

A

A marketer of supercomputers will recruit individuals with backgrounds in computer science and engineering to work as salespeople in order to ensure its sales force has high levels of: A. expertise. B. trustworthiness. C. attractiveness. D. attention. E. yielding.

A

A spokesperson who delivers an advertising message and endorses a product or service is known as a(n): A. direct source. B. indirect source. C. message shaper. D. source mirage. E. source echo.

A

A study conducted by Roobina Ohanian about consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity is his or her perceived: A. expertise. B. attractiveness. C. trustworthiness. D. similarity. E. likability.

A

A(n) _____ is responsible for understanding the advertiser's marketing and promotional needs and interpreting them to agency personnel. A. account executive B. database manager C. media specialist D. copywriter E. art director

A

One way a supermarket can make its ads seem more trustworthy is by: A. showing customers talking about the supermarket on hidden cameras. B. increasing its advertising clutter in its print ads. C. using cartoon characters in humorous shopping experiences. D. using loud music or an unsettling color combination. E. advertising repetitively in short intervals.

A

The _____ score indicates the percentage of people who have heard of an endorser or a performer. A. familiarity B. attractiveness C. similarity D. one of my favorites E. Q rating

A

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. B. time/place consequence. C. open source paradox. D. decay effect. E. mirage effect.

A

The owner of Elan Style Inc., a global fashion house, features in all of his stores' commercials. He explains how his company differs from other chain stores and gives advice on buying fashion clothing and accessories. Since he is recognized as a professional style expert, his presence in his company's ads can enhance the ads' source: A. credibility. B. attractiveness. C. power. D. differentiability. E. likability.

A

With respect to the creative services department of a full-service agency, the layout for TV commercials is known as a(n): A. storyboard. B. logo. C. art infusion. D. packshot. E. creative brief.

A

__ specialize in the development and management of sweepstakes, refund and rebate offers, and incentive programs. A. Sales promotion agencies B. Direct-response agencies C. Creative boutiques D. Interactive agencies E. Collateral agencies

A

_____ are the individuals in the creative services department of an ad agency who conceive the ideas for the ads and compose the advertising message. A. Copywriters B. Art directors C. Account planners D. Account executives E. Media planners

A

their products in the market. Which type of specialized service would help them coordinate a program to allow consumers to mail in Universal Product Codes from three WriteOn products to receive a free Blockbuster movie rental? A. Sales promotion agency B. Collateral agency C. Creative boutique D. Interactive agency E. Direct-response agency

A

b

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

c

A _____ appeal is used when the advertiser makes either a direct or an indirect comparison to another brand and usually claims superiority on one or more attributes. A. feature B. popularity C. competitive advantage D. technical E. news

Incentive based compensation: what is it and what are the different types?

A combination of a commission and a fee system; includes fee arrangement, cost-plus arrangement and incentive-based compensation

c

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

recency effect

A commercial that places the strongest points at the end of the message assumes a

Expertise

A communicator seen as knowledgeable - someone with expertise - is more persuasive than one with less expertise

c

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.

For which of the following would an advertiser be most likely to use a sales-oriented objective?

A direct response ad for a record album

Specified Time Period

A final consideration in setting advertising objectives is specifying the time period in which they must be accomplished Appropriate time periods can range from a few days to a year or more Most ad campaigns specify time periods from a few months to a year

Marginal Analysis Theory

A firm would continue to spend advertising/promotional dollars as long as the marginal revenues created by these expenditures exceeded the incremental advertising/promotional costs If the sum of the advertising/promotional expenditures exceeded the revenues they generated, one would conclude the appropriations were too high and scale down the budget

According to the DAGMAR model, which of the following is a characteristic of a good objective?

A good objective is based on sales results.

reference group

A group that provides an individual with a model for appropriate actions, values, and worldviews.

D. negative publicity.

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: A. sales detraction. B. negative advertising. C. cause selling. D. negative publicity. E. bait-and-switch advertising.

E. publicity.

A local newspaper published an article about Pluto Inc.'s latest line of shoes. The shoes were made with used clothing sourced from households across the country. The article also included select photographs and offered consumers a "sneak peak" into the manufacturing process. This form of nonpersonal marketing communication is known as: A. sales promotion. B. digital marketing. C. personal selling. D. public relations. E. publicity.

What Level to Use

A low level of fear can have facilitating effects; it attracts attention and interest in the message and may motivate the receiver to act to resolve the threat Increasing the level of fear in a message from low to moderate can result in increased persuasion High levels of fear, however can produce inhibiting effects; the receiver may emotionally block the message by turning it out, perceive it selectively, or denying its arguments outright

not interested in topic

A marketer should present the strong points at the beginning of an advertisement only when the target audience is

Q-Score

A measure of the familiarity and appeal of a celebrity

B. illumination

An idea develops during the _____ step of Young's creative process model. A. reality B. illumination C. verification D. originality E. immersion

Build-Up Approaches

A more effective budgeting strategy would be to consider the firm's communications objectives and budget what is deemed necessary to attain these goals

Determine Tasks Required

A number of elements are involved in the strategic plan designed to attain the objectives established

c

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 _____ appeal to announce the breakthrough. A. favorable price B. emotional C. news D. popularity E. transformational

fee-commission combination

A pricing system in which an advertising agency charges the client a basic monthly fee for its services and also retains any media commissions earned. - the client makes up the difference in the commissions are less than the agreed- on fee

Presenting the Strongest Arguments at the Beginning of the Message Assumes What?

A primacy effect is operating

b

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. needledrop.

a

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

b

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. needledrop.

Internalization

A process that occurs when the receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate

Putting the Strong Points at the End Assumes What?

A recency effect

B. publicity.

A review of a movie in a local magazine or on a popular daily television show is an example of: A. personal selling. B. publicity. C. direct marketing. D. public relations. E. sales promotion.

perceived concern

the receiver's perception that the source cares about whether or not the receiver conforms

Personal Selling vs. Non-personal Advertising

A sales message is far more flexible, personal and powerful than an advertisement The salesman can adapt their knowledge to the thinking and needs of the customer or prospect at the time of the sales call in real time Advertising message is designed to appeal to a larage number of persons Advertising is static

What does the S-Shaped Response Curve Suggest?

A small advertising budget is likely to have no impact beyond the sales that may have been generated through other means

Source Power

A source has power when he or she can actually administer rewards and punishments to the receiver As a result of this power, the source may be able to induce another person to respond to the request or position he or she is advocating

B. account executives view advertising as a promotional tool whose primary purpose is to communicate favorable impressions about a brand.

A study by Elizabeth Hirschman that examined the perceptions of individuals involved in the creation and production of television commercials found that: A. product managers view advertising from an aesthetic perspective. B. account executives view advertising as a promotional tool whose primary purpose is to communicate favorable impressions about a brand. C. art directors and copywriters are more risk averse than brand managers. D. brand managers prefer creative commercials that take risks. E. art directors and copywriters evaluate advertising on the basis of how well it fulfills predefined communications objectives.

psychoanalytic theory

A theory developed by Freud that attempts to explain personality, motivation, and mental disorders by focusing on unconscious determinants of behavior - some purchasing decisions occur in the subconscious - controversial

C. retail advertising

A to Z, a supermarket in New Jersey, placed a weekly advertisement in the local newspapers. The advertisement stated that A to Z would provide its customers all vegetables at a flat rate of $5 from Monday to Wednesday between 1 p.m. and 3 p.m. at select locations in the city. A to Z most likely used _____. A. national advertising B. trade advertising C. retail advertising D. primary-demand advertising E. direct response advertising

Additional Factors in Budget Setting

A weakness in attempting to use sales as a direct measure of response to advertising is that various situational factors may have an effect

b

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. endorsement. B. slice-of-life. C. theater style. D. a testimonial. E. a demonstration.

d

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.

C. storyboard

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. mnemonic C. storyboard D. heuristic E. trailer

D. touch point

A(n) _____ refers to each and every opportunity the customer has to see or hear about the company and/or its brands or have an encounter or experience with it. A. service point B. inference point C. reference point D. touch point E. display point

d

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

Inez and Troy were just strolling through the mall when they saw a mattress with adjustable levels of firmness in a store window. Once they became aware such a product existed, they were eager to talk to a salesperson and learn more about the mattresses. After talking to the salesperson for thirty minutes, Inez and Troy realized they wanted to own one. They used their credit card to order a mattress and to pay for its delivery to their home. In terms of the models of response process, Inez and Troy have just gone through the stages in the _____ model. A. AIDA B. hierarchy of effects C. innovation-adoption D. adoption response E. diffusion rate

A. AIDA

The hierarchical model representing the stages a salesperson must take a customer through in the personal selling process is the _____ model. A. AIDA B. hierarchy of results C. diffusion rate D. innovation-adoption E. information processing

A. AIDA

Which of the following is true of the Internet as an advertising medium?

A. Blogs and discussion boards are considered particularly useful for providing information to evaluate products and brands. Many marketers believe that the Internet is an effective medium for achieving communications objectives such as consideration and/or evaluation. Blogs and discussion boards are considered particularly useful for providing information useful in evaluating products and brands.

_____ are thoughts that occur to a consumer when reading, viewing, and/or hearing a communication. A. Cognitive responses B. Affective responses C. Selective impressions D. Elaborations E. Conative impressions

A. Cognitive responses

____ is the process of interpreting a sender's message into thought. A. Decoding B. Encoding C. Channeling D. Responding E. Transmitting

A. Decoding

______ is the part of the receiver's response that is communicated back to the sender. A. Feedback B. Noise C. Reciprocity D. Encoding E. Reception

A. Feedback

_____ are windows or animated creatures that appear on a user's screen in an attempt to get his or her attention when the user is accessing the Internet.

A. Pop-ups. When you access the Internet, you no doubt have seen a window or a creature of some sort appear on your screen in an attempt to get your attention. These advertisements are known as pop-ups, and they often appear when you access certain sites.

_____ is the process of improving the volume of traffic driven to one's site by a browser or web portal through unpaid (organic) results as opposed to paid inclusions.

A. Search engine optimization. Search engine optimization (SEO) is the process of improving the volume of traffic driven to one's site by a search engine through unpaid (organic) results as opposed to paid inclusions.

_____ sites are platforms that allow users to share interests, activities, backgrounds, or real-life connections.

A. Social networking. Social networking sites are platforms for networks or social relations among people who share interests, activities, backgrounds, or real-life connections.

Which of the following statements is true of the Internet?

A. The Internet is an interactive medium that allows for a two-way flow of information. Unlike other media, which are essentially unidirectional and responsible for the content provided and products and services offered for sale, the Internet is interactive, allowing for a two-way flow.

The encoding process leads to the development of: A. a message B. noise C. a channel D. feedback E. a receiver

A. a message

Clinton Steel Inc., a manufacturer of golf equipment, targets consumers based on their website surfing behaviors. The company places ads on websites where web traffic is highest for golf-related searches. In this scenario, Clinton Steel is using:

A. behavioral targeting. The above scenario is an example of behavioral targeting. Behavioral targeting is based on advertisers' targeting consumers by tracking their website surfing behaviors, such as which websites they have visited and/or searches they have made.

An ad purchased by the Tennessee Department of Tourist Development encouraging people to choose the state of Tennessee for that vacation destination was published in Southern Living magazine. The ad shows various scenic pictures of Tennessee and includes the slogan, "Tennessee sounds good to me." In this example, Southern Living magazine would be an example of a _____, a part of the communication process. A. channel B. receiver C. feedback mechanism D. source E. message transmitter

A. channel

The _____ is the method or medium by which communication travels from the source to the receiver: A. channel B. receiver C. feedback mechanism D. source E. message transmitter

A. channel

Attention, awareness, and knowledge are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process. A. cognitive B. affective C. behavioral D. subliminal E. conative

A. cognitive

The basic function of all of the elements of the integrated communications program is to: A. communicate with a firm's target audience B. convince customers to make a purchase immediately C. convince customers to pay a higher price for a good or service D. educate customers about the features of a good or service E. persuade customers to try a product category

A. communicate with a firm's target audience

Behavioral targeting can be done by:

A. compiling clickstream data and Internet protocol information. Behavioral targeting is based on advertisers' targeting consumers by tracking their website surfing behaviors, such as which websites they have visited and/or searches they have made. By compiling clickstream data and Internet protocol (IP) information, segments of potential buyers can be identified and ads directed specifically to them.

Nike conducts a marketing research study and finds the majority of consumers recall the company's "Just do it" ad slogan. Nike can safely assume: A. consumers are aware of Nike's advertising B. consumers have favorable attitudes toward Nike C. consumers understand the advertising message Nike is trying to communicate D. consumers will probably buy Nike athletic shoes E. all of the above

A. consumers are aware of Nike's advertising

When Bart heard an ad state that Kraft It's Pasta Anytime microwave meals could be prepared in three minutes, he thought he understood that he would find the meals in his supermarket's frozen food aisle with other microwave meals. When he could not find the Kraft meals, he purchased another brand. He did not understand the Kraft meals were not frozen and that was why they cooked so quickly. He should have looked on the supermarket aisle that contains pasta. Bart experienced a problem with: A. decoding B. encoding C. channeling D. responding E. transmitting

A. decoding

Which of the following is NOT a strategy associated with the FCB planning grid? A. dissonance strategy B. self-satisfaction strategy C. habit formation strategy D. affective strategy E. informative strategy

A. dissonance strategy

Putting thoughts, ideas or information together in symbolic form is called: A. encoding B. deciphering C. shaping D. flighting E. decoding

A. encoding

The communication process begins with the process of _____, which leads to the development of a _____ that contains the information or meaning a source hopes to convey. A. encoding; message B. encrypting; transmission C. encoding; response D. decoding; message E. decoding; transmission

A. encoding; message

An ad for The Peabody Hotel in Memphis, Tennessee, has an 800-number people can call if they are interested in reserving rooms at the hotel or knowing more about the hotel. One way to determine the effectiveness of this ad is to count the number of phone calls it receives in response to its ad. This response count is an example of: A. feedback B. encoding C. noise filtering D. noise blocking E. decoding

A. feedback

When major corporations first began to conduct business on the Internet, they put up websites primarily for:

A. information purposes. When major corporations first began to conduct business on the Internet, they put up websites primarily for information purposes and a one-way flow of information resulted.

In general, a site that ranks higher on a search page:

A. is likely to receive more visitors. In general, the higher a site appears on a search page the more visitors it will receive. Often searchers will not go past the first page of results.

According to the standard learning model, the consumer passes through which of the following response sequences during the decision making process? A. learn feel do B. learn do feel C. feel learn do D. do feel learn E. do learn feel

A. learn feel do

Early adopters are critical to the success of new products because: A. many customers pay attention to what they say and do B. consumers prefer early adopters over late adopters C. they engage in alternative-dynamic analysis D. integrated marketing communications are not designed to attract this market segment E. cognitive dissonance may alter pre-purchase evaluation by this market segment

A. many customers pay attention to what they say and do

Advertisers employ search engine optimization (SEO) to:

A. more specifically target customers who may be interested in their offerings. In an effort to more specifically target customers who may be interested in their offerings, advertisers employ search engine optimization (SEO).

The AIDA model is often used to represent what ideally happens during: A. personal selling B. the decoding of direct marketing advertising pieces C. mass marketing D. sales promotions E. the introduction of innovative new consumer products

A. personal selling

Instantaneous feedback on how effective a marketing communication method is will most likely appear in: A. personal selling situations B. radio advertising C. television advertising D. direct mail advertising E. mass communication channels

A. personal selling situations

Marketers trying to sell _____ will find the use of a catchy jingle or ad slogan to be most effective. A. products characterized by a low-involvement response hierarchy B. products characterized by high-involvement response hierarchy C. consumer durables that require detailed information D. services where differentiation is important E. products to the business-to-business market

A. products characterized by a low-involvement response hierarchy

Once a user visits a website and leaves without purchasing a product, a specifically targeted ad is displayed on subsequent participating websites the user visits. This phenomenon is known as:

A. retargeting. Recently, advertisers have increased their use of retargeting. Once a user visits a website and leaves without purchasing a product, a specifically targeted ad will display on participating subsequent websites the user visits.

Which of the following is an example of a personal channel of communication? A. salesperson B. newspaper C. radio D. magazines E. television

A. salesperson

The _____ model explains the decision-making process when a consumer buys a high-involvement product for which there is a high amount of differentiation among brands. A. standard learning B. dissonance/attribution C. low-involvement D. cognitive response E. 5-Ws

A. standard learning

The _____ model involves selective learning, whereby the consumer seeks information that supports the purchase choices made and avoids information that would raise doubts about the decision. A. standard learning B. dissonance/attribution C. low-involvement D. cognitive response E. 5-Ws

A. standard learning

According to the _____, the consumer is an active participant in the communication process and gathers information through active learning. A. standard learning hierarchy B. low-involvement hierarchy C. dissonance/attribution model D. peripheral processing model E. maximum likelihood model

A. standard learning hierarchy

Advertisements for Planter's nuts describe the nuts as a delicious snack food for everyone. The commercials show animals that eat nuts as part of their usual diet trying to convince humans to share their Planter's nuts. The channel for these ads is: A. television B. the computer-generated animals C. an increase in the sales of Planter's nuts D. the can of Planter's nuts shown in the ad E. the people in the ads

A. television

An ad purchased by the Tennessee Department of Tourist Development encouraging people to choose the state of Tennessee for their vacation destination was published in Southern Living magazine. The ad shows various scenic pictures of Tennessee and includes the slogan, "Tennessee sounds good to me." In this print ad, the source of the advertising message is: A. the Tennessee Department of Tourist Development B. Southern Living magazine C. the people in the scenic pictures D. the slogan E. readers of the magazine

A. the Tennessee Department of Tourist Development

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

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.

D. It must revolve around the clinching benefit.

According to D'Arcy Masius Benton & Bowles's universal advertising standards, which of the following is true of a power idea? A. It must always use inherent drama while portraying the advertisement. B. It must always have reference to the final execution. C. It must avoid being described in simple words or phrases. D. It must revolve around the clinching benefit. E. It must avoid centering the ad on consumer benefits.

D. is a definitive process that can be learned and controlled.

According to James Webb Young, the production of creative advertising ideas: A. is a random process that cannot be taught. B. must avoid bolting a brand to a consumer's clinching benefit. C. must be primarily consumer-generated. D. is a definitive process that can be learned and controlled. E. has as many different routes as there are different forms of creativity.

c

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

c

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

E. ad-to-consumer relevance and brand-to-consumer relevance.

According to Robert Smith, the two ways in which relevance could be achieved are: A. ad-to-brand relevance and brand-to-ad relevance. B. ad-to-producer relevance and brand-to producer relevance. C. ad-to-producer relevance and brand-to-consumer relevance. D. ad-to-consumer relevance and brand-to-producer relevance. E. ad-to-consumer relevance and brand-to-consumer relevance.

A. Intrinsic touch points

According to Tom Duncan's basic categories of contact or touch points, which of the following best describes interactions that occur with a company or brand during the process of buying or using the product or service? A. Intrinsic touch points B. Company created touch points C. Unexpected touch points D. Customer-initiated touch points E. Distributive touch points

C. Company created touch points

According to Tom Duncan's basic categories of contact or touch points, which of the following best describes planned marketing communication messages created by an organization such as advertisements, websites, news/press releases, packaging, brochures, and sales promotion? A. Channel-created touch points B. Unexpected touch points C. Company created touch points D. Intrinsic touch points E. Customer-initiated touch points

D. Preparation/immersion

According to Young's and Graham Wallas' versions of the stages in the creative process, which of the following is considered the first step? A. Verification/reality B. Incubation C. Illumination D. Preparation/immersion E. Digestion

C. immersion

According to Young's model of the creative process, the _____ step deals with gathering raw material and information through background research and getting absorbed in the problem. A. problem detection B. illumination C. immersion D. reality E. incubation

D. Reality

According to Young's version of the stages in the creative process, which of the following is considered the final step? A. Incubation B. Dramatization C. Illumination D. Reality E. Digestion

B. Analyzing source, message, and channel factors

According to an integrated marketing communications planning model, which of the following activities is best associated with the analysis of communication process step? A. Allocating tentative budgets B. Analyzing source, message, and channel factors C. Competitive analysis D. Designing and implementing direct-marketing programs E. External analysis

D. Determining advertising budget

According to an integrated marketing communications planning model, which of the following activities is best associated with the developing integrated marketing communications program step? A. Examining overall marketing plan and objectives B. Internal analysis C. Analyzing receiver's response processes D. Determining advertising budget E. External analysis

A. Purchasing media time and space

According to an integrated marketing communications planning model, which of the following activities is best associated with the integrating and implement marketing communication strategies step? A. Purchasing media time and space B. Analyzing source, message, and channel factors C. Allocating tentative budgets D. Identifying niche market segments E. Establishing communication goals and objectives

C. Assessing environmental influences

According to an integrated marketing communications planning model, which of the following activities is best associated with the review of marketing plan step? A. Integrating promotional-mix strategies B. Analyzing source, message, and channel factors C. Assessing environmental influences D. Setting direct-marketing objectives E. Purchasing media time and space

C. Analyzing consumer behavior

According to an integrated marketing communications planning model, which of the following activities is best associated with the step of "analysis of promotional program situation?" A. Developing selling roles and responsibilities B. Setting advertising objectives C. Analyzing consumer behavior D. Purchasing media time and space E. Setting a tentative marketing communications budget

D. integrated marketing communications

According to the American Association of Advertising Agencies, _____ is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines and combines them to provide clarity, consistency, and maximum impact. A. experiential marketing B. buzz marketing C. double-loop marketing communications D. integrated marketing communications E. bait marketing

C. Successful companies recognize that creating and delivering value to their customers is extremely important.

According to the American Marketing Association's definition of marketing, which of the following statements is true? A. Most marketers are seeking a one-time exchange or transaction with their customers. B. The focus of production-driven companies is on developing and sustaining relationships with their customers. C. Successful companies recognize that creating and delivering value to their customers is extremely important. D. Though marketing plays an important role in developing relationships with customers, it does not help in maintaining them. E. By definition, a marketing transaction has to involve the exchange of money.

C. Preparation

According to the creative process outlined by Graham Wallas, which of the following stages deals with gathering background information needed to solve the problem through research and study? A. Dramatization B. Verification C. Preparation D. Incubation E. Illumination

A. Incubation

According to the creative process outlined by Graham Wallas, which of the following stages deals with getting away from the problem and letting ideas develop? A. Incubation B. Illumination C. Verification D. Preparation E. Dramatization

C. Verification

According to the creative process outlined by Graham Wallas, which of the following stages deals with refining and polishing the idea and seeing if it is an appropriate solution? A. Dramatization B. Illumination C. Verification D. Incubation E. Preparation

E. Illumination

According to the creative process outlined by Graham Wallas, which of the following stages deals with seeing the light or solution? A. Verification B. Incubation C. Dramatization D. Preparation E. Illumination

D. It is viewed as an ongoing strategic business process

According to the definition of integrated marketing communications (IMC) given by Don Schultz, which of the following is true of IMC? A. It is a tactical integration of various communication activities. B. It does not view the audience as an important part of the IMC process. C. It does not view the employees as an important part of the IMC process. D. It is viewed as an ongoing strategic business process. E. It simply involves bundling promotional mix elements together.

initiator

According to the family decision-making process, a mother who decides that she needs a new car is referred to as the:

teamwork

According to the survey conducted by the Association of National Advertisers, which of the following is considered to be a primary qualitative criterion that is used to evaluate the performance of ad agencies?

C. a power idea or a creative core.

According to the universal advertising standards developed by the D'Arcy Masius Benton & Bowles agency, a creative advertising message is built around: A. the growth-share matrix. B. a trojan horse business technique. C. a power idea or a creative core. D. the bait-and-switch concept. E. the non-divergence determinant of creativity.

A. preparation, incubation, illumination, and verification.

According to the work of sociologist Graham Wallas, 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.

B. driving the process from the customers' point of view.

Account planning plays an important role during creative strategy development by: A. making sure the client knows the agency has the final say in deciding the strategy. B. driving the process from the customers' point of view. C. confirming the compliance of all advertisements with local, state, and FTC regulations. D. determining whether the account should be accepted. E. forecasting demand for the product category.

C. creative

Ads are often called _____. A. animatics B. heuristics C. creative D. art infusions E. mnemonics

b

Ads for Oneida flatware are frequent, 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. rational D. emotional integration E. favorable price

Fear Appeals

Ads trying to evoke this emotional response and rouse individuals to take steps to remove the threat May stress physical danger or threats to health May identify social threats or threaten disapproval Can backfire if level of threat is too high

C. business-to-business

Advertisements for CL brake products, True spark plugs, AM chassis parts, and Stone wheels featured in Tire Review, a journal for owners/operators of auto shops, are examples of _____ advertising. A. retail B. direct-response C. business-to-business D. direct-mail E. primary-demand

b

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

a

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

Competitor's Advertising Affects Your Sales Positively and Your Advertising Affects Competitor's Sales Negatively

Advertiser's advantage Your brand is stronger than the competing brand Rely on advertising rather than other promotional tools Attack with your advantage

c

Advertisers create emotional advertising appeals by using: A. comparative advertisements. B. feature appeals. C. transformational advertising. D. news appeals. E. popularity appeals

Applying Likability: Decorative Models

Advertisers often draw attention to their ads by featuring a physically attractive person who serves as a passive or decorative model rather than as an active communicator The gender appropriateness of the model for the product being advertised and his or her relevance to the product are also important considerations

An outside firm that specializes in the creation, production and/or placement of the communications message and that may provide other services to facilitate the marketing and promotions process

Advertising agency

Return on Investment (ROI)

Advertising and promotions are considered investments The budgetary appropriation (investment) leads to certain returns Advertising and promotion are expected to earn a certain return

Communications Effects Pyramid

Advertising and promotions perform communications tasks by first accomplishing lower-level objectives such as awareness and knowledge or comprehension Subsequent tasks involve moving consumers who are aware of or knowledgeable about the product or service to higher levels The percentage of prospective customers declines as they move up the pyramid

a

Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as _____ appeals. A. informational B. emotional C. price D. inherent drama E. image

d

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

d

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

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

Advertising campaign themes: A. create a foundation for the incubation process of creative ad development. B. set the direction of 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 usually developed with the intention of being used for a short period of time.

C. more intuitive than logical.

Advertising creative personnel tend to be: A. more concrete and formalized than intuitive when solving a problem. B. highly conventional in their approach. C. more intuitive than logical. D. highly structured and organized individuals. E. no different from people with business executive backgrounds.

D. direct-action

Advertising done for the purpose of building store traffic and encouraging consumers to make a purchase takes the form of _____ advertising. A. trade B. facultative C. professional D. direct-action E. B-to-B

Advertising in a Recession

Advertising is strongly related to economic cycles across major world economies The single most compelling reason for cutting back advertising during a recession is that sales during a recession are likely to be lower than they would be during an expansion There is strong, consistent evidence that cutting back on advertising can hurt sales during and after a recession Not cutting back on advertising during a recession could increase sales during and after the recession Most firms tend to cut back on advertising during a recession, reducing noise and increasing the effectiveness of advertising of the firm that advertises

Responsible for all promotions activities except sales

Advertising manager

This person may review and evaluate the various parts of the program and advise and consult with the brand managers.

Advertising manager

Top-Down Approaches Types

Affordable method Arbitrary allocation Percentage of sales Competitive parity Return on investment (ROI)

Incentive-based compensation

Agency's ultimate compensation level will depend on how well it meets predetermined performance goals.

Humor Appeals Pros

Aids attention and awareness May aid retention of the message Creates a positive mood and enhances persuasion May aid name and simple copy registration May serve as a distracter, reducing counterarguing

b

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

During which stage of the consumer decision-making process are evoked sets and decision criteria relevant?

Alternative Evaluation

c

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

a

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 that it is using a(n) _____ appeal. A. rational B. product popularity C. emotional D. fear E. refutational

a

An ad for Ford Focus shows four college-aged students hunting for a parking place in a large, nearly full parking garage. When they finally find a spot and put the car in place, they discover that 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.

c

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. Dramatization B. Testimonial C. Scientific/technical evidence D. Slice-of-life E. Comparison

b

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

b

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. Testimonial

C. the inherent drama approach

An ad for a medication that helps people undergoing chemotherapy feel more energetic shows a grandfather sorrowfully wishing he could participate in his grandson's birthday party. Subsequently, the scene switches to the birthday party and shows the grandfather feeling energetic and vibrant after taking the medication. This ad is an example of _____. A. bait-and-switch advertising B. a snob appeal C. the inherent drama approach D. the WOM approach E. a buzz appeal

b

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. Endorsement B. Slice-of-life C. Slice-of-death D. Testimonial E. Demonstration

d

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

e

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.

a

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

b

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.

C. 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 theatrical way is the _____ approach. A. card stacking B. buzz C. inherent drama D. testimonial E. bait-and-switch

Measurement and Evaluation of Results

An important reason for setting specific objectives is that they provide a benchmark against which the success or failure of the promotional campaign can be measured

An Indirect way of Using Power is by Using What?

An individual with an authoritative personality as a spokesperson

sales promotion agency

An organization that specializes in the planning and implementation of promotional programs such as contests, sweepstakes, sampling, premiums, and incentive offers for its clients.

Target Audience

Another important characteristic of good objectives is a well-defined target audience The primary target audience fo a company's product or service is described in the situation analysis

Using Corporate Leaders as Spokespeople

Another way of enhancing source credibility is to use the company president or chief executive officer as a spokesperson in the firm's advertising

Message Appeal Choices

Appeal to the logical, rational minds of consumers Appeal to the feelings and emotions of consumers Appeal to both

Marketing Objectives

Are generally stated in the firm's marketing plan and are statements of what is to be accomplished by the overall marketing program within a given time period Are usually defined in terms of specific measurable outcomes such as sales volume, market share, profits, or return on investment

Messages with Explicit Conclusions

Are more easily understood and effective in influencing attitudes

Externally Placed Media

Are more effective for transmitting shorter messages or presenting pictorial information along with words

Integrated Marketing Communicaltions Objectives

Are statements of what various aspects of the IMC program will accomplish They should be based on the particular communications tasks required to deliver the appropriate messages to the target audience

Independent variables

Are the controllable components of he communication process

Dependent variables

Are the steps a receiver goes through in being persuaded

Marginal Analysis

As advertising/promotional expenditures increase, sales and gross margins also increase to a point, but then they level off Profits are shown to be a result of the gross margin minus advertising expenditures

Concave-Downward Function

As the amount of advertising increases, its incremental value decreases The logic is that those with the greatest potential to buy will likely act on the first (or earliest) exposures, while those less likely to buy are not likely to change as a result of the advertising For those who may be potential buyers, each additional ad will supply little or new information that will affect their decision The effects of advertising quickly begin to diminish Fewer advertising dollars may be needed to create the optimal influence on sales

Weaknesses of Marginal Analysis

Assumption that sales are a direct measure of advertising and promotions efforts Advertising and promotion are solely responsible for sales

C. verification

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. A. incubation B. dramatization C. verification D. preparation E. digestion

D. 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 E. Verdict

C. Verification

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 D. Illumination E. Verdict

Competitor's Share of Voice is Low and Your Share of Market is Low

Attack with large share of voice premium

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

Awareness

Communications Task Hierarchical Model

Awareness Comprehension Conviction Action

GfK Purchase Funnel

Awareness Familiarity Opinion/Imagery Consideration one make/model intention Shopping Purchase

Communications Effects Pyramid Categories

Awareness (90%) Knowledge/comprehension (70%) Liking (40%) Preference (25%) Trial (20%) Repurchase/regular use (5%)

A fatal accident at the production facility of GA Inc., a mobile manufacturer, has killed 58 factory workers. The company is now perceived negatively among customers. In an attempt to revive its reputation, the company has hired Adam Murphy, a popular golfer, as its spokesperson. Murphy is a distinguished personality and is well-known for his philanthropic activities. Murphy, being a credible source, can help GA restore its tainted reputation by: A. acting as a positive source derogation. B. inhibiting counterarguments about the company and its products. C. eliminating advertising clutter. D. attempting to change consumer buying patterns. E. stimulating consumers to purchase the company's products.

B

A(n) _____ doesn't actually deliver a message but draws attention to and enhances the appearance of an ad. A. direct source B. indirect source C. message shaper D. source mirage E. source echo

B

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): A. art director. B. account planner. C. illustrator. D. media specialist. E. account executive.

B

Marketers typically select spokespeople whose traits will maximize their message influence. According to Herbert Kelman, the three categories of source attributes that should be considered during the selection process are: A. power, image, and knowledge. B. credibility, attractiveness, and power. C. knowledge, fee, and differentiability. D. consistency, credibility, and continuity. E. credibility, reputation, and individuality.

B

Mars Inc., a San Diego based advertising agency, offers various services, such as sales promotion, marketing research, package design, direct marketing, publicity as well as planning, creation, and advertising production. In this scenario, Mars is an example of a(n): A. creative boutique. B. full-service agency. C. media buying organization. D. account service organization. E. media specialist company.

B

The source characteristic of attractiveness encompasses: A. power, expertise, and aesthetics. B. similarity, likability, and familiarity. C. comfort, individuality, and beauty. D. beauty, familiarity, and differentiability. E. expertise, familiarity, and comfort.

B

Which of the following departments of a full-service agency, analyzes, selects, and contracts for space or time to publish or broadcast the client's advertising message? A. Research department B. Media department C. Account management department D. Creative services department E. Art department

B

Which of the following source characteristics is likely to suffer when a celebrity endorses too many products and is seen too often by consumers? A. Expertise B. Trustworthiness C. Physical attractiveness D. Compliance E. Internalization

B

Which type of ad agency is most likely to offer its clients an extensive range of marketing, communications, and promotions services, including planning, creating, and producing the advertising; performing research; and selecting media? A. A creative boutique B. A full-service agency C. A media buying service D. A collateral agency E. A switch marketing agency

B

Which of the following statements about effective communication is true? A. Advertising communication is effective because marketers are able to tell consumers how to interpret their messages within the context of the communications. B. For effective communication, marketers must understand the meanings that consumers attach to words and symbols and how these words and symbols are interpreted. C. Effective integrated marketing communications always is nonpersonal in nature. D. Effective communication is unaffected by the reception environment. E. Whether an ad is in black and white or in full color has no impact on how effectively the message is communicated.

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

Which of the following statements is true of Web 1.0?

B. It consisted mainly of static sites resulting in a one-way flow of communication. Web 1.0 consisted mainly of static sites resulting in a one-way flow of communication.

For which of the following products would an advertiser be more likely to use the standard learning model to explain the consumer decision-making process? A. bar of soap B. pickup truck C. garden rake D. bag of cement E. computer disks

B. pickup truck

In the context of personal selling, which of the following factors is compelling companies to reduce new hires and even cut back on their existing sales forces?

B. Poor reach. The high-cost and poor-reach disadvantages of personal selling are allowing companies to reduce new hires and even cut back on their existing sales forces.

Which of the following statements is true of Web 2.0?

B. Web 2.0 has led to dramatic changes in the World Wide Web due to decentralization of communications and interactivity. Web 2.0 has led to dramatic changes in the World Wide Web, primarily as a result of decentralization of communications and interactivity, with information provided by users as contributors of content such as user-generated ads content, etc. and so on.

The term _____ is commonly associated with Web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web.

B. Web 2.0. As defined in Wikipedia: The term Web 2.0 is commonly associated with Web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web.

Which of the following would be an example of a channel in the communication process? A. the number of customers that redeemed a cents-off coupon B. a billboard beside an interstate highway C. the creative people who designed the new Wendy's ad D. an ad's spokesperson E. all of the above

B. a billboard beside an interstate highway

While Ginger waited for Etenia.com's apparel site to download, a small ad encouraging her to check out the summer clothing collection at Ritzy, a retail outlet, appeared on her computer screen, along with a link to Ritzy's website. Ritzy's ad is an example of:

B. a pop-up. The above scenario is an example of a pop-up. When you access the Internet, you no doubt have seen a window or a creature of some sort appear on your screen in an attempt to get your attention. These advertisements are known as pop-ups, and they often appear when you access certain sites.

Interest, liking, preference, evaluation and yielding are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process. A. cognitive B. affective C. behavioral D. conative E. learning

B. affective

Visual image personalities: A. are typically used with complex products that require high-involvement B. appear in ads for low-involvement products C. require central route processing to be effective D. typically shorten the cognitive stage of the consumer decision-making process E. are used when consumers must go through all stages of AIDA before making a purchase

B. appear in ads for low-involvement products

Yoana is an online women's magazine that features an animated ad for Carmen's Cosmetics on its website. If a visitor clicks on the ad, it will take the visitor directly to Carmen's website. This ad is an example of a(n):

B. banner. The above scenario is an example of a banner ad. Banner ads may take on a variety of forms as well as a number of names such as leader boards, rectangles, side panels, skyscrapers, or verticals. They can also be static, animated, or in flash.

As a powerful social medium, YouTube is a:

B. content aggregator. A powerful social medium, YouTube is a content aggregator, hosting content for information and entertainment.

The field of experience of the receiver most heavily influences which component of the communications process? A. encoding B. decoding C. message D. feedback E. noise

B. decoding

Which of the following communication processes will be most influenced by the experiences, perceptions, attitudes and values of the message recipient? A. encoding B. decoding C. noise D. feedback E. transmission

B. decoding

Counts of customer visits to a store, consumer inquiries, coupon redemption and recall of advertising are all possible forms of: A. internal communication B. feedback C. noise D. message channels E. decoding mechanisms

B. feedback

The experiences, perceptions, attitudes and values a consumer brings to a communication situation is referred to as his or her: A. semiotic experiences. B. field of experience. C. common ground. D. source characteristics. E. selective perceptions.

B. field of experience.

The _____ model is a response model that was developed for setting and measuring advertising objectives. A basic premise of this model is that advertising effects occur over a period of time. A. AIDA B. hierarchy of effects C. innovation-adoption D. adoption response E. diffusion rate

B. hierarchy of effects

According to the FCB model, the _____ strategy is for highly involving products where rational thinking and economic considerations prevail. A. habitual B. informative C. affective D. satisfaction E. dissonance reduction

B. informative

According to the low-involvement hierarchy, the consumer passes through which response sequence during the purchase decision making process? A. learn feel do B. learn do feel C. do feel learn D. feel learn do E. do learn feel

B. learn do feel

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."

B. native advertising. As defined by Wikipedia, native advertising is "a web advertising in which an advertiser attempts to gain attention by providing valuable content in the context of a user's experience; it is similar in concept to an advertorial which is a paid placement attempting to look like an article. A native ad tends to be more obviously an ad than most advertorials while still providing interesting or useful information."

The goal of _____ is to be less intrusive while catching the attention of a reader who is likely to be interested in the content matter he or she is reading.

B. native advertising. The goal of native ads is to be less intrusive while catching the attention of a reader who is likely interested in the content matter he or she is reading.

The best way to reach a narrowly defined group of customers or market niche is through: A. television advertising and billboards B. personal selling and targeted direct mail C. targeted direct mail and radio advertising D. any form of broadcast media E. transit advertising, billboards, and ads with pithy headlines

B. personal selling and targeted direct mail

Advertisers can determine how people react to words like juvenile, immature and childish that have the same basic denotation but differing connotations through the use of: A. psychoanalysis B. semiotic analysis C. common ground research D. affective theory E. involvement research

B. semiotic analysis

As defined in Wikipedia, _____ have been defined as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content."

B. social media. Social media have been defined as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content."

Some advertising and marketing people are skeptical about the value of semiotics because they believe: A. the meaning of an advertisement and all other forms of marketing communication lies solely in the message B. social scientists may read too much into advertising messages and are overly intellectual in interpreting these messages C. consumers interpret advertising messages in basically the same way D. it costs too much money to conduct semiotic analysis of advertising messages E. culture cannot be explained by anything as simplistic as semiotics

B. social scientists may read too much into advertising messages and are overly intellectual in interpreting these messages

Whereas behavioral advertising tracks surfing behaviors, contextual ads are determined by:

B. the content on a web page. Whereas behavioral advertising tracks surfing behaviors, contextual ads are determined by the content on a web page. For example, an advertiser may place an airline ad on a travel site, or a golf club ad on a golf site, or even in or near a story about golf on another site.

When developing a communications plan, the process should begin with: A. determining who will be the source of the communications B. the identification and analysis of receivers in the target audience C. deciding what feedback level is acceptable D. determining what media to use E. ascertaining the type of feedback that will be accepted

B. the identification and analysis of receivers in the target audience

A. Brand managers

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. Brand managers B. Art directors C. Copywriters D. Commercial directors E. Illustrators

B. Publicity

Because of the perceived objectivity of the source, which element of the promotional mix is usually regarded as most credible? A. Advertising B. Publicity C. Packaging D. Sales promotion E. Direct marketing

Determining the Target Market's Present Position Regarding the Various Respons Stages Requires What?

Benchmark measures

WristTactical specializes in manufacturing tactical watches for Navy divers. The company launched an ad campaign that stressed the water resistant and endurance characteristics of its watches. In this scenario, WristTactical is making use of ____ segmentation.

Benefit

B. image advertising.

Bensons Inc., a retail store in Houston, launches an ad campaign featuring the interiors of its stores. The stores are shown to be lit by crystal chandeliers and feature several salespeople wearing tail-coats. The ads also contain the slogan "Be treated like royalty, while you shop in comfort." The development of a strong, memorable "royal" identity by Bensons is an example of: A. guerilla advertising. B. image advertising. C. drama advertising. D. bait-and-switch advertising. E. refutational appeal.

Person who is responsible for the total management of the brand, including planning, budgeting, sales, and profit performance

Brand manager

Which of the following describes a limitation associated with the decentralized organizational structure for advertising?

Brand managers often end up competing for management attention, marketing budgets, and other resources.

Market Share Goals

Brands with small market shares, profit takers are in the majority As the brand increase their market share, nearly three out of five have a proportionately smaller share of voice

A. unique selling proposition.

Bubble Inc., a chewing gum manufacturer, specifically targets children in its advertisements. In its latest advertisement, the company indicates that Bubble is the only chewing gum that lets you blow "massive" bubbles that won't stick to your face. This statement represents the brand's: A. unique selling proposition. B. surrogate advertising strategy. C. unique selling language. D. intent scale translation. E. incomplete comparison.

Estimate Require Expenditures

Buildup analysis requires determining the estimated costs associated with the tasks developed in the previous step

Expertise and trustworthiness are very important when focusing on source _____, one of the categories of source attributes developed by Herbert Kelman. A. power B. attractiveness C. credibility D. identification E. image

C

The _____ is a document that the agency's creative department uses to guide the development of advertising ideas and concepts. A. tagline brief B. product data sheet C. creative brief D. copywriter collateral E. marketing plan

C

Which of the following is true of a Q-score? A. It explains the popularity of a prime time television show. B. It describes the size of television viewing audiences that prefer to buy a product based solely on the celebrity who endorsed it. C. It answers the question, "How appealing is a celebrity endorser among people who do know him or her?" D. It answers the question, "What percentage of people see celebrities as trendsetters?" E. It identifies the emotional impact that advertisements have on the target audience.

C

Which of the following statements is true about the use of corporate leaders as advertising spokespersons? A. Many companies believe the use of a company president or CEO is an ineffective way of expressing the company's commitment to quality and customer service. B. Only Fortune 500 companies use corporate leaders as spokespersons. C. If a firm's image is too closely tied to its leader, it will face problems if and when the leader leaves the company. D. Corporate spokespersons are ineffective for consumer products. E. Corporate spokespersons improve the message source image but have no effect on its trustworthiness.

C

Which of the following statements is true of celebrity endorsements? A. Consumers who are very knowledgeable about a product or service tend to be most persuaded by celebrity endorsers. B. When a celebrity endorses several products simultaneously, it leads to enhanced popularity of the celebrity and also results in increased sales of all the products the celebrity endorses. C. Advertisers should select a celebrity spokesperson who will attract attention and enhance the sales message, yet not overshadow the company's brand. D. Typically, the use of celebrity endorsers is highest among news and business publications. E. Marketers do not have to worry about the personal image of celebrities while choosing one to endorse a product or a service.

C

Which of the following statements is true of media departments? A. Their brief is primarily creative. B. They lack the ability or the authority to negotiate prices. C. They review information on demographics and radio listenership. D. They are in charge of creating the clients' advertising message. E. They are generally headed by an account planner.

C

Within the creative services department of a full-service agency, once the copy, layout, illustrations, and mechanical specifications of the ad have been completed and approved, the ad is turned over to the _____ department. A. traffic B. account planning C. production D. research E. art

C

_____ are agencies that specialize in offering services, such as database management, and the ability to create, produce, and disseminate different types of communications that go straight to target customers. A. Digital-Interactive agencies B. Sales promotion agencies C. Direct-marketing agencies D. Public relations firms E. Creative boutiques

C

_____ are drawings that show what the print ad will look like and from which the final artwork will be produced. A. Creative briefs B. Packshots C. Layouts D. Art infusions E. Product sheets

C

_____ is defined as an attraction for a source based on a resemblance between the source and receiver of a message. A. Likability B. Familiarity C. Similarity D. Expertise E. Power

C

_____ is the extent to which a recipient sees a source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information. A. Source attractiveness B. Source popularity C. Source credibility D. Source power E. Source identification

C

_____ is the process where a receiver adopts the opinion of a credible communicator since he or she believes information from this source is accurate. A. Identification B. Compliance C. Internalization D. Conformity E. Yielding

C

_____ are ads that appear on a user's computer screen while he or she is waiting while downloading content from a site.

C. Interstitials. Interstitials are ads that appear on a user's screen while he or she is waiting for a site's content to download.

Which of the following is true of e-commerce?

C. It is a direct sales strategy. The Internet offers the opportunity to sell directly to customers in both the consumer market and the business-to-business market. The direct selling of goods and services has been labeled e-commerce.

_____ is any unplanned distortion or interference in the communication process. A. Semiotics B. Selective perception C. Noise D. Feedback E. Blocking

C. Noise

_____ is a medium that uses the Internet to distribute audio or video files for downloading into iPads and other portable devices.

C. Podcasting. Podcasting is a medium that uses the Internet to distribute audio or video files for downloading into iPods, iPads, and other portable devices.

_____ occur when a company pays to sponsor a section of a site.

C. Regular sponsorships. Regular sponsorships occur when a company pays to sponsor a section of a site, for example, a House Beautiful magazine or Cosmopolitan magazine sponsorship on iVillage.com, or a corporate sponsorship of a page on Forbes.com.

Which of the following statements describes how the traditional hierarchy of effects model can be used as a measure for advertising effectiveness? A. Consumers must pass through each stage before making a purchase. B. Awareness and recall are the most important measures of ad effectiveness. C. The stages of the hierarchy offer useful intermediate measures of advertising effectiveness. D. The hierarchy is not useful because sales are the only appropriate goal of advertising. E. Time is not a situational factor when using this model to measure ad effectiveness.

C. The stages of the hierarchy offer useful intermediate measures of advertising effectiveness.

The terminology used to refer to the early evolution of the World Wide Web, in which users could view web pages and interface with them but could not contribute to the content of the web page, is known as _____.

C. WEB 1.0 . WEB 1.0 is the terminology used to refer to the early evolution of the World Wide Web in which users could view web pages and interface with them but could not contribute to the content of the web page.

_____ has led to dramatic changes in the World Wide Web, primarily as a result of decentralization of communications and interactivity, with information provided by users as contributors of content.

C. Web 2.0. Web 2.0 has led to dramatic changes in the World Wide Web, primarily as a result of decentralization of communications and interactivity, with information provided by users as contributors of content, such as user-generated ads, content, and so on.

Regular sponsorship occurs when:

C. a company pays to sponsor a section of a site. Regular sponsorships occur when a company pays to sponsor a section of a site, for example, a House Beautiful magazine or Cosmopolitan magazine sponsorship on iVillage.com, or a corporate sponsorship of a page on Forbes.com.

Marketers use a variety of alternative communications methods to reach early adopters because: A. government regulations alert early adopters to the communication process B. alternative media deny access to new product marketers C. a majority of this market segment are annoyed by the amount of advertising today D. these consumers are less likely to think about product choices before adopting them E. publicity is not usually available for targeting this market segment

C. a majority of this market segment are annoyed by the amount of advertising today

Trial, purchase, adoption, and rejection are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process. A. cognitive B. affective C. behavioral D. motivational E. learning

C. behavioral

Mentos mint candy uses an advertising campaign that shows people solving problems by thinking outside of the box—by taking a fresh look at a common problem. "Freshness" is the message the ad is supposed to deliver, but if Rick and Beth Minton think the ad is simply showing people being rude and boorish then in terms of the communication process, the Mintons have _____ the message improperly. A. encoded B. interpreted C. decoded D. transmitted E. channeled

C. decoded

Eli receives a mail offering a software program that helps in filing taxes online at a discounted price. This offer is an example of how the Internet and _____ can complement each other.

C. direct marketing. The above scenario is an example of direct marketing on the Internet. Many direct marketing tools like direct mail, infomercials, and the like have been adapted to the Internet. At the same time, e-commerce—selling directly to the consumer via the Internet—has become an industry all its own.

DigiCell Inc. sells computer equipment to small- and mid-sized businesses. Its website provides in-depth information on its products, customer service, shipping policies, and suppliers. Like most business-to-business sites, the primary objective of this website is to:

C. disseminate information. In the above scenario, DigiCell Inc. aims to disseminate information. One of the primary objectives for using the web is to provide in-depth information about a company's products and services. Information regarding requirements, specifications, submission dates, and so on is disseminated more quickly, to more potential candidates, and at a much lower cost via the Internet than it is through other media.

Naomi has a consulting firm. She wants to use her website to provide details about her company's profile and to answer FAQs. Naomi's primary objective while designing her website is to:

C. disseminate information. The above scenario is an example of using a website to disseminate information. Information regarding requirements, specifications, submission dates, and so forth is disseminated more quickly, to more potential candidates, and at a much lower cost via the net than it is through other media.

According to the _____ model, the major impact of the mass media occurs after the purchase is made. A. low-involvement B. standard learning C. dissonance/attribution D. cognitive response E. elaboration likelihood

C. dissonance/attribution

The element of the communications process that closes the loop in the communications flow and allows the sender to monitor how a message is being received and interpreted is: A. encoding B. decoding C. feedback D. reception E. response

C. feedback

Which of the following provides the sender of an advertising message with a way of monitoring the effectiveness of the message? A. encoding mechanisms B. decoding mechanisms C. feedback D. noise filters E. the channel

C. feedback

In 2004, Delta Airlines was the first major airline to charge passengers for brand name snacks and meals. The _____ model would have been most relevant to communicating this change. A. hierarchy of effects B. AIDA C. innovation-adoption D. cognitive response E. information processing

C. innovation-adoption

Only the _____ model has a retention stage, which is important for consumers who are considering purchase decisions and who are not ready to make a purchase. A. hierarchy of effects model B. AIDA model C. innovation-adoption model D. cognitive response model E. information processing model

C. innovation-adoption model

The Internet:

C. is a direct-response medium. The Internet is a direct-response medium, allowing a user to both purchase and sell products through e-commerce, like Amazon and Craigslist.

Like broadcast or print, the Internet:

C. is an advertising medium. Like broadcast or print, the Internet is an advertising medium. Companies and organizations working to promote their products and services must consider this medium as they would television, magazines, outdoor, and so on.

Individual and group audiences, niche markets, market segments and mass markets are all examples of: A. different stages of the response process B. hierarchies of effects C. levels of audience aggregation D. communication elements E. nonpersonal channels of target audiences

C. levels of audience aggregation

Television advertising is used most often to communicate with what type of target audiences? A. niche markets B. industrial buying centers C. mass audiences D. resellers E. purchasing agents

C. mass audiences

Pay-per-click advertising is an example of:

C. nonorganic search. Advertisers will also attempt to reach consumers through nonorganic or paid search such as pay-per-click advertising by placing their ads on web pages that display results from search engine queries.

Honda broadcasts a commercial during Law & Order, a TV program that is seen by eight million viewers. The broadcasting of this ad takes place in a(n) _____ channel of communication. A. individualized B. direct-response C. nonpersonal D. semiotic E. verbal

C. nonpersonal

Kroger supermarkets buy an insert to go into Thursday's Atlanta Journal-Constitution. The newspaper is read by over 100,000 people. The newspaper is a(n) example of a(n) _____ channel of communication. A. individualized B. direct-response C. nonpersonal D. semiotic E. verbal

C. nonpersonal

Ruminate Inc., an architectural design firm, pays for name association on a section of placeproperty.com, a real estate website. Ruminate also sponsors a section on assetplus.com, another real estate website. Ruminate is using:

C. regular sponsorship. The above scenario is an example of regular sponsorship. A common form of advertising is sponsorships. Regular sponsorships occur when a company pays to sponsor a section of a site, for example, a House Beautiful magazine or Cosmopolitan magazine sponsorship on iVillage.com, or a corporate sponsorship of a page on Forbes.com.

The website of WEmpower.com, an online women's magazine, has a book section sponsored by Spellbound.com, an e-commerce website. Spellbound.com has a similar arrangement with Valdivia.com and a few other sites. In this scenario, Spellbound.com is using a(n):

C. regular sponsorship. The above scenario is an example of regular sponsorship. A common form of advertising is sponsorships. Regular sponsorships occur when a company pays to sponsor a section of a site, for example, a House Beautiful magazine or Cosmopolitan magazine sponsorship on iVillage.com, or a corporate sponsorship of a page on Forbes.com.

Communications Objective

Consumers are not expected to respond immediately; rather, advertisers realize they must provide relevant information and create favorable predispositions toward the brand before purchase behavior will occur

b

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

When marketers develop an advertising message, one of their primary goals is to encode the message: A. in a way that makes their message unique to each individual who is exposed to the ad B. so that it can only be understood by members of the target audience C. so that it will be understood and interpreted in a similar way by most consumers D. using nonverbal communication so as to eliminate problems with connotations and jargon E. so that it requires effort to decode it

C. so that it will be understood and interpreted in a similar way by most consumers

When actresses from the television show Desperate Housewives appear in a commercial endorsing Garnier Lumia hair products, the message source is: A. the television network showing the commercial B. the television program that the advertising provides financial support for C. the actresses D. consumers who view the commercial E. Desperate Housewives

C. the actresses

Which of the following response hierarchy models depicts consumers as going through the stages of awareness àinterest à evaluation à trial àadoption? A. the AIDA model B. the hierarchy of effects model C. the innovation adoption model D. the information processing model E. the integrated information response model

C. the innovation adoption model

Regular sponsorship occurs:

C. when a sponsor takes a corporate sponsorship of a page. A common form of advertising is sponsorships. Regular sponsorships occur when a company pays to sponsor a section of a site, for example, a House Beautiful magazine or Cosmopolitan magazine sponsorship on iVillage.com, or a corporate sponsorship of a page on Forbes.com.

A. preparation

CL Inc., a manufacturer of maternity clothes for businesswomen, wishes to launch a new advertising campaign. In order to obtain a better idea about the clothes worn by pregnant women, the creative team visits obstetrician's offices and maternity shops at the mall to gain some information. These visits are most likely a part of the _____ step of the creative process as outlined by Graham Wallas. A. preparation B. verification C. revision D. illumination E. incubation

C. integrated marketing communications.

CL Inc., a new firm, used mass media to gain traction among customers. The company used sales promotions and public relations to achieve the long-term targets and goals identified by the top management. It also opted for direct marketing on a project-to-project basis. The assimilation of these various promotional tools is commonly referred to as: A. bait-and-switch marketing. B. sales promotion activities. C. integrated marketing communications. D. double loop marketing. E. segmented marketing communications.

Media Environment

Can also be created by the nature of the program in which a commercial appears Consumers react more positively to commercials seen during a happy TV program than a sad one

Communications Effects Pyramid: Promotions

Can also be used to determine promotional objectives for an established brand If awareness levels for a brand and knwledge of its features and benefits are low, the communications objective should be able to increase them If these blocks of the pyramid are already in place, but liking or preference is low, the advertising goal may be to change the target markets; image of the brand and move consumers through to purchase

Communications Task

Can be performed by and attributed to advertising rather than to a combination of several marketing factors

Receiver/Comprehension

Can the receiver comprehend the ad? Marketers must know their target market to make their messages clear and understandable A less educated person may have more difficulty interpreting a complicated message Jargon may be unfamiliar to some receiver The more marketers know about the target market, the more they see which words, symbols and expressions their customers understand

Some companies have an additional layer of management above the brand managers to coordinate the efforts of all the brand managers handling a related group of products. This system is generally referred to as ____ _____ ______and includes _________ _________ and ________ ________

Category management system; category manager; brand/advertising manager

This person oversees mgmt of the entire product category and focuses on the strategic role of the various brands in order to build profits and market share.

Category manager

Culture (Stage 1)

Celebrities draw these powerful meanings from the roles they assume in their television, movie, military,athletic and other careers Each new dramatic role brings the celebrity into contact with a range of objects, persons and contexts Out of these objects, persons and contexts are transferred meanings that can reside in the celebrity

Endorsement (Stage 2)

Celebrity endorsers bring their meanings and image into the ad and transfer them to the product they are endorsing

The advertising manager controls the entire promotions operation, including budgeting, coordinating creation and production of ads, planning media schedules, and monitoring and administering the sales promotions programs for all the company's products or services

Centralized system

Companies use three basic systems to organize internally for advertising and promotion

Centralized systems; decentralized systems; in house agencies

_____ is the difference between total revenue generated by a brand and its total variable costs.

Contribution margin

A. Mass advertising

Clave Inc., a large soap manufacturing firm, has introduced a new soap known as Honeydew. It wants to promote the soap to broad audiences across various countries in a persuasive and cost-effective manner. At the same time, it also wants to enhance the overall company image. It has a promotional budget of about $1,000,000. Which of the following forms of promotion should Clave make use of for the promotion of Honeydew? A. Mass advertising B. Direct marketing C. Personal selling D. Sales promotion E. Publicity

Other Budget Allocation Factors

Client/agency policies Market size Market potential Market share goals Organizational characteristics

The key participants in the IMC process. They assume major responsibility for developing the marketing program and making the final decisions regarding the advertising and promotional program to be employed

Clients or advertisers

The wide range of support functions used by advertisers, agencies, media organizations, and specialized marketing communications firms. These individuals and companies perform specialized functions the other participants use in planning and executing advertising and other promotional functions.

Collateral services

Traditional method of compensating agencies. The agency receives a specified commission from the media on any advertising time or space it purchases for its client.

Commission system

Agencies are typically compensated in three ways:

Commissions, some type of fee arrangement; or percentage charges

return on investment method

Commonly used metric calculated by dividing the benefits realized as a result of a program by the total related direct and indirect costs.

The Value of Objectives

Communications Planning and decision making Measurement and evaluation of results

Which of the following statements best describes the relationship between marketing and communications objectives?

Communications objectives are derived from marketing objectives.

Which of the following statements is true about communications objectives

Communications objectives are the criteria used in the DAGMAR approach to setting advertising goals

A. client.

Company A has hired company B to take care of its advertising needs. All company A has to do is provide its products and funds to company B to execute its advertising requirements. Company A is known as a(n): A. client. B. creative boutique. C. full service agency. D. advertising agency. E. media organization

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?

Competitive parity and percent of sales method.

Which of the following methods of determining a budget requires a marketing department manager to use input from a clipping service?

Competitive parity method

Competitor's Advertising Affects Your Sales Negatively and Your Advertising Affects Competitor's Sales Positively

Competitor's advantage The competing brand is stronger than your brand Find a niche position Improve product quality Use different promotional tools rather than advertising Decrease advertising

Obstacles to Setting Objectives

Complex marketing situations Conflicting perspectives Uncertainty over resources

When a receiver perceives a source as having power, the influence process occurs through a process known as?

Compliance

Sales Response Models

Concave-downward function S-shaped response curve

Characteristics of Objectives

Concrete, measurable tasks Well-defined audience Benchmark measures Specified time period

Small ad agencies that provide only creative services. They have creative personnel such as writers and artists on staff but don't have media, research or account planning capabilities.

Creative boutiques

Source Attribute

Credibility Attractiveness power

Meaning Movement and the Endorsement Process

Culture Endorsement Consumption

A client wants to organize a concert to raise funds for "The Little Ones," an orphanage in Houston. Which specialized service would be responsible for preparing news releases and promoting and managing the concert? A. A digital agency B. A marketing research firm C. An interactive agency D. A public relations firm E. A sales promotion agency

D

Account planning has become a very important and demanding function in many agencies because: A. it facilitates organizations in reducing the number of effective communication channels. B. it enables organizations with a centralized management to reduce costs. C. it provides greater value to the final consumer. D. it provides the creative team with more insight into consumers. E. it has replaced brand management as the primary marketing function.

D

An ad agency that offers its clients a complete range of marketing, communication, and promotion services is known as a(n): A. creative boutique. B. media buying service. C. account service agency. D. full-service agency. E. buzz marketing agency.

D

Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility. The two important dimensions associated with credibility are: A. consistency and image. B. image and trustworthiness. C. differentiability and expertise. D. expertise and trustworthiness. E. image and expertise.

D

The _____ department coordinates all phases of production to see that the ads are completed on time and that all deadlines for submitting the ads to the media are met. A. research B. production C. art D. traffic E. personnel

D

Venus Corp. is an agency that specializes in providing media services, direct mail, database management, and research services. It also offers creative and production services to its clients. In this scenario, Venus is an example of a _____ agency. A. creative boutique B. public relations C. digital-interactive D. direct-marketing E. sales promotion

D

Which of the following departments in a full-service agency is responsible for the development and execution of advertisements? A. Traffic department B. Account services department C. Media planning department D. Creative services department E. Production department

D

Which of the following is true of the traffic department in a full-service agency? A. It is headed either by an art director or a graphic designer who produce the final artwork for the ad. B. It can be located only within the research department and is used to gather information through primary or secondary sources. C. It gathers, analyzes, and interprets information that will be useful in developing advertising for the agency's clients. D. It may be located in the creative services area of the agency or be a part of media or account management. E. It is headed either by a copywriter or a media planner who selects and contracts for space and time in media.

D

Which of the following statements is true about source credibility? A. The influence of a knowledgeable source will be increased if audience members think he or she has underlying personal motives for advocating a position. B. Enhanced counterarguing should result in greater message acceptance and persuasion. C. The persuasiveness of a low-credibility source may decline over time due to the sleeper effect phenomenon. D. A very credible source is more effective when message recipients are not in favor of the position advocated in a message. E. Advertisers can increase the perception that their sources are trustworthy by using hidden cameras to show that a consumer is a paid spokesperson.

D

_____ is an Internet advertising strategy that is based on advertisers' targeting consumers by tracking their website surfing patterns, such as which websites they have visited and/or searches they have made.

D. Behavioral targeting. An Internet advertising strategy that has seen rapid growth is behavioral targeting. Behavioral targeting is based on advertisers' targeting consumers by tracking their website surfing behaviors, such as which websites they have visited and/or searches they have made.

Which of the following statements is true of personal selling on the Internet?

D. Customers can determine if a company's offering satisfies their needs through trial demonstrations or samples offered online. The web can be used to stimulate trial. For many companies, personal salespersons can reach only a fraction of the potential customer base. Through trial demonstrations or samples offered online, customers can determine if an offering satisfies their needs and, if so, request a personal sales call. In such cases both parties benefit from time and cost savings.

Commercials for Planter's nuts describe the nuts as a delicious snack food for everyone. The commercials show animals that eat nuts as part of their usual diet trying to convince humans to share their Planter's nuts. In these commercials, the source of the advertising message is: A. Mr. Peanut, the company's visual image personality B. the television networks on which the ads run C. the specific television shows in which the ads are seen D. Planter's peanuts company E. people who talk about how humorous the commercials are

D. Planter's peanuts company

_____ are ads that appear underneath a web page and become visible only when a user leaves the site.

D. Pop-unders . Pop-unders are ads that appear underneath a web page and become visible only when a user leaves the site.

_____ is a specification that uses XML to organize and format Web-based content in a standard way.

D. Really Simple Syndication. Really Simple Syndication (RSS) is a specification that uses XML to organize and format Web-based content in a standard way.

A(n) _____ organizes and formats web-based content in a standard way, sending out notification whenever new material is available.

D. Really Simple Syndication. Really Simple Syndication (RSS) is a specification that uses XML to organize and format web-based content in a standard way. The difference between web content and an RSS feed is that the latter can send out notifications whenever new material is available.

_____ include all content that is created in flash.

D. Rich media. Rich media include all content that is created in flash.

Before the U.S. Postal Service (USPS) adopted the stylized eagle that appears on all labels, buildings, trucks and postal boxes it used a sticklike mailman figure called Mr. Zip. Research showed the eagle was a much more positive symbol—denoting ruggedness, individuality, and the American "can-do" spirit. _____ would have provided the USPS with the ability to understand the meaning consumers give to the eagle. A. Lifestyle research B. Cognitive response research C. Involvement research D. Semiotic analysis E. Common ground research

D. Semiotic analysis

_____ is the study of the nature of meaning and how words, gestures and symbols acquire meaning. A. Communication derivation B. Language arts C. Symbolics D. Semiotics E. Linguistics

D. Semiotics

Which of the following factors has led to a rapid adoption of the Internet?

D. The ability to conduct e-commerce through one's personal computer. A number of reasons can be cited as to why the growth of the Internet has been so rapid. The ability to conduct e-commerce through one's personal computer is very attractive as it now seems there is almost nothing that one can't find or buy on the web.

_____ are short featured films made by advertisers in which companies create their own content to advertise their products.

D. Webisodes. Short featured films created by an advertiser, such as those created by Jaguar and BMW, are examples of webisodes, in which companies create their own content to advertise their products.

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

D. blog. A blog is a web-based publication consisting primarily of periodic articles, normally presented in reverse chronological order.

The source or sender of an advertising communication: A. is typically a salesperson B. is never a nonpersonal entity C. is typically identified as the owner of the medium in which the communication appeared D. can be an individual or a nonpersonal entity such as a corporation E. is never involved in the encoding process

D. can be an individual or a nonpersonal entity such as a corporation

Mentos mint candy uses an advertising campaign that shows people solving problems by thinking outside of the box—by taking a fresh look at a common problem. The advertisers think the message the ad delivers is freshness. However, Rick and Beth Minton think the ad is simply showing people being rude and boorish. One of the possible explanations for these highly different perceptions of the ads is due to an absence of: A. interpretative links B. feedback mechanisms C. response hierarchies D. common ground E. fields of experience

D. common ground

The fact that marketing and advertising people have backgrounds and interests that are often quite different from consumers who comprise mass markets for many products and services makes it difficult to establish: A. decoding B. feedback mechanisms C. response hierarchies D. common ground E. fields of experience

D. common ground

When using the Internet as a medium, traditional marketers have experienced difficulties in:

D. creating brand images. Interestingly, one of the difficulties traditional marketers have experienced is that of creating a brand image on the Internet.

According to the dissonance/attribution model, the consumer passes through which of the following response sequences during the decision making process? A. learn feel do B. learn do feel C. feel learn do D. do feel learn E. do learn feel

D. do feel learn

Direct selling of goods and services on the Internet is known as:

D. e-commerce. The Internet offers the opportunity to sell directly to customers in both the consumer market and the business-to-business market. This direct selling of goods and services has been labeled e-commerce.

The _____ model, the best known of the response hierarchies, shows the process by which advertising works. The premise of this model is that advertising effects occur over a period of time. A. diffusion rate B. objective-task C. innovation-adoption D. hierarchy of effects E. adoption objective

D. hierarchy of effects

Which of the following is NOT a basic element of the communications process? A. source B. message C. channel D. integration E. receiver

D. integration

According to the _____ hierarchy, advertisers of products like light bulbs, ketchup, computer paper, nail clippers, and other items bought without a lot of thought need to use a heavy repetition strategy. A. three-orders response B. standard learning C. dissonance-attribution D. low-involvement E. high involvement

D. low-involvement

Rosa Martinez sees an ad for DKNY jeans in the copy of Vanity Fair magazine she is reading. The ad would be considered a _____ while Vanity Fair would be considered a _____. A. source; message B. channel; message C. message; receiver D. message; channel E. channel; source

D. message; channel

Michael told Terry and Bill, and Terry told Melissa, and Melissa told Ty, Andrew, and Beryl that the new Mexican restaurant in town had authentically prepared Mexican dishes. This word-of-mouth took place via a(n) _____ channel of communication. A. individualized B. direct-response C. nonpersonal D. personal E. customized

D. personal

Cats Purr is a non-profit organization that provides shelter and care for abandoned cats and kittens. Cats Purr uses its website to display information about the cats that are available for adoption, how they are cared for at the shelter, and to spotlight various volunteer efforts. This is an example of how the Internet can be used as a(n) _____ tool.

D. public relations. The above scenario is an example of public relations on the Internet. Many sites devote a portion of their content to public relations activities, including the provision of information about a company, its philanthropic activities, annual reports, and more.

Press releases about company growth prospects, recent innovations, and industry-related news are available at the website of Kinetics Inc., a manufacturer of automobile components for trucks. Anyone conducting research on the company has access to this information. In this scenario, Kinetics uses the Internet as a(n) _____ tool.

D. public relations. The above scenario is an example of public relations on the Internet. Many sites devote a portion of their content to public relations activities, including the provision of information about a company, its philanthropic activities, annual reports, and more.

Which of the following products is most likely to be promoted through personal selling? A. Butterfinger candy bars B. cat litter C. light bulbs D. real estate E. silk flowers

D. real estate

For most marketers, the ultimate form of feedback is: A. use of reply cards B. the communication effects C. store visits D. sales E. consumer inquiries

D. sales

To help understand what the teddy bear on its Snuggle fabric softener might symbolize to consumers, Lever Brothers could use: A. life style research B. cognitive response research C. involvement research D. semiotic analysis E. common ground research

D. semiotic analysis

Banner ads are also known as:

D. side panels. Banner ads may take on a variety of forms as well as a number of names such as leader boards, rectangles, side panels, skyscrapers, or verticals.

The manufacturer of "Allay" pain reliever offered a free sample of the product to visitors who registered at its website. In this case, the communications objective of the website was to:

D. stimulate trial. The above scenario is an example of stimulating trial through the Internet. Often websites offer electronic coupons in an attempt to stimulate trial of their products. Others offer samples, promotions, and sweepstakes designed to encourage trial.

Nonpersonal channels of communication include: A. newspapers, magazines, billboards, and salespeople B. salespeople, friends, relatives, and spokespeople C. reference groups, sales clerks, and telemarketers D. television, radio, newspapers, and magazines E. television, salespeople, and radio

D. television, radio, newspapers, and magazines

Which of the following hierarchical response models views the receiver of a persuasive communication as a problem solver? A. the AIDA model B. the hierarchy of effects models C. the innovation-adoption model D. the information processing model E. the 5-Ws model

D. the information processing model

Which of the following response hierarchy models depicts consumers as going through the stages of attention àcomprehension à yielding àretention àbehavior? A. the AIDA model B. the hierarchy of effects model C. the innovation adoption model D. the information processing model E. the integrated information response model

D. the information processing model

____ is an approach to setting advertising goals and objectives which states that communication effects are the logical basis for advertising goals and objectives against which success or failure should be measured.

DAGMAR

_____ is an approach to setting advertising goals and objectives which states that communication effects are the logical basis for advertising goals and objectives against which success or failure should be measured.

DAGMAR

In 2007, Cingular acquired AT&T but renamed itself as AT&T itself. The choice of the name reflected consumers' awareness and recognition of an established brand. To determine how successful it was in making consumers aware of its name change and its new positioning strategy, the firm could have used:

DAGMAR.

A. public relations.

DG Loans, a mortgage lender, was charged with a racism lawsuit. It alleged that the company was offering loans at higher rates of interest to African-American consumers. In response to these allegations, DG Loans sent out e-mail queries to its African-American customers to report on their experiences with the firm's lending offices. These reports were subsequently collected and released to the news media. This is an example of: A. public relations. B. advertising. C. publicity. D. sales promotion. E. cause marketing.

B. ethnographic

Daniel and Ronald were social researchers who monitored websites, lurked in chat rooms, and hung out in cyber cafés and observed how Internet users act. The users they observed considered the Internet a tool to augment traditional forms of communication. Daniel and Ronald conducted _____ research. A. e-marketing B. ethnographic C. neuromarketing D. focus group E. out-group

This system uses separate manufacturing, research and development, sales, and marketing departments for various divisions, product lines, or businesses

Decentralized system

arbitrary method

Decision that business makers make from personal experiences on how much they should spend on advertising- no system

Competitor's Share of Voice is High and Your Share of Market is Low

Decrease - find a defensible niche

Objective and Task Method Steps

Define the communications objectives to be accomplished Determine the specific strategies and tasks needed to attain them Estimate the costs associated with performance of these strategies and tasks

What does DAGMAR Model Stand For?

Defining Advertising Goals for Measured Advertising Results

The Type of Issue or Topic

Depends on the complexity of the topic

Humor Effectiveness

Depends on the type of product and audience characteristics Humor has been more prevalent and more effective with low-involvement, feeling products than high-involvement, thinking products Product that are not intrinsically humorous, the use of humor in an advertising message is more effective when involvement is relatively low rather than high

objective and task method

Determines the budget required to undertake specific tasks to accomplish communication objectives

Allocating the Budget Involves

Determining which markets, products, and/or promotional elements will receive which amounts of the funds appropriated

Conviction

Developing a mental disposition in the consumer to buy the product

Comrehension

Developing an understanding of what the product is and what it will do for the consumer

Problems with Communications Objectives

Difficulty translating sales goals into communications objectives What is adequate level of awareness, knowledge, liking, preference, or conviction? No formulas or guidelines

One of the fastest growing areas of IMC is _______ ________, where companies communicate with consumers through telemarketing, direct mail, television, the internet and other forms of direct-response advertising

Direct marketing

Other types of organizations that provide specialized services that complement the efforts of ad agencies

Direct response marketing agencies; Sales promotion agencies; Public relations firms; interactive agencies

C. professional advertising.

DocStock Inc., a company that manufactures stethoscopes, has placed an ad in MediMag, a magazine primarily read by doctors. The company is trying to improve sales by directly reaching out to its primary market segment. This is an example of: A. business-to-business advertising. B. trade advertising. C. professional advertising. D. primary-demand advertising. E. direct-action advertising.

Humor Appeals Cons

Does not aid persuasion in general May harm recall and comprehension May harm complex copy registration Does not aid source credibility Not effective in bringing about sales May wear out faster than non-humorous ads

Affordable Method Disadvantages

Does not allocate enough money to get the product off the ground and into the market When sales and/or profits begin to fall, this method is likely to lead to budget cuts at a time when the budget should be increased

D. problem detection

Douglas took a survey on dill pickles. He was asked questions about what he liked and disliked about dill pickles, when and where he usually ate the pickles, and to list and rate all the brands of dill pickles that he could recall. He was asked his opinion on packaging and on the characteristic taste of the pickles, and what he disliked about all these aspects. The survey was conducted by an ad agency to help develop a creative strategy for dill pickles. If there were several people surveyed besides Douglas, we can assume he was participating in a(n) _____ study. A. incomplete comparison B. general preplanning input C. perceptual mapping D. problem detection E. market profiling

a

Dramatization is particularly well suited for which type of medium? A. Television B. Newspapers C. Radio D. Magazines E. Direct mail

a

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 the: A. creative execution overwhelmed the ad message. B. creative approach was intended to support a market aggregation strategy. C. creative message was absent from the ad. D. informational appeal of the ad was missing. E. ad did not show the product.

c

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

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. A. audit B. personnel C. media D. account management E. research

E

In the creative services department of an ad agency, the _____ department is responsible for creating the visual portion of an ad, such as layouts and commercial storyboards. A. account services B. service C. product management D. research E. art

E

Which department within an advertising agency supervises the casting of people to appear in the ad and the setting for the scenes? A. Account services department B. Art department C. Traffic department D. Media department E. Production department

E

Which of the following is true of the role of an account executive? A. It is primarily considered as a research function. B. It is used only by centralized organizations. C. It is generally considered as a subsidiary function. D. It includes an extensive creative aspect. E. It is the focal point of agency-client relationships.

E

Which of the following statements is true about account services? A. It is an in-house service for the advertisement agency which is independent of its clients' obligations. B. It is an advertisement agency which solely provides media space and time. C. It provides the creative team with in-depth storyboards. D. It is a research department in the advertisement agency which assists in creating the advertising message for the client. E. It is the link between the advertisement agency and its clients.

E

_____ is defined as an affection for a source as a result of the source's physical appearance, behavior, or other physical characteristics. A. Expertise B. Power C. Compliance D. Familiarity E. Likability

E

Which of the following statements about an advertising message is true? A. Advertising messages can be verbal or nonverbal. B. Advertising messages can be primarily visual. C. Advertising messages are generally put into a transmittable form that is appropriate for the channel of communication being used. D. The effectiveness of an advertising message may be determined by the impression or image it creates rather than the information it contains. E. All of the above statements about an advertising message are true.

E. All of the above statements about an advertising message are true.

_____ is defined as the passing of information, the exchange of ideas or process of establishing a commonness of thought between a sender and receiver. A. Advertising B. Sales promotion C. Encoding D. Decoding E. Communication

E. Communication

The Clement Network, a satellite television channel that broadcasts weather forecasts, pays money in return for its name association with Nahla.com, an Internet portal. The Clement Network also provides weather information for the site. Which of the following methods of advertising on the Internet is Clement Network using?

E. Content sponsorship. The above scenario is an example of content sponsorship. Content sponsorship is one in which a sponsor not only provides dollars in return for name association but participates in providing the content itself. In some cases, a site is responsible for providing content and having it approved by a sponsor; in other instances, a sponsor may contribute all or part of the content.

Which of the following is true of social media?

E. It is built on the ideological foundations of Web 2.0. Social media have been defined as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content."

Which of the following statements about ageism in advertising is true? A. Mature people are more likely to be shown in television than print ads. B. Some people believe too many mature people 60 and over are used in advertising today. C. Because the mean age of the population is increasing, you can expect to see more youth-oriented advertising. D. There have been no successful ad campaigns showing people 60 and over performing age appropriately. E. None of the above statements about ageism in advertising is true.

E. None of the above statements about ageism in advertising is true.

_____ searches are those that appear because of their relevance to the search terms, not advertisements.

E. Organic Organic searches are those that appear because of their relevance to the search terms, not advertisements.

Which of the following is a traditional method of measuring the effectiveness of the Internet?

E. Recall and retention A number of companies use traditional measures of recall and retention to test their Internet ads.

_____ 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."

E. Rich media Rich media, as defined by Wikipedia, are "a broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video, audio and animation."

Swish Turbo Inc., an automaker, conducted a sweepstakes in which people could enter to win the car that Adam Gosling, a popular golfer, uses during tournaments. To enter the sweepstakes, consumers had to visit Swish Turbo's website. Which of the following promotional mix elements did the automaker use on the Internet?

E. Sales promotions The above scenario is an example of sales promotions on the Internet. Companies have found the Internet to be a very effective medium for disseminating sales promotions. Numerous companies now print online coupons. Other examples include the use of trivia games, contests, sweepstakes, instant win promotions, and so on.

Which of the following is true of the Internet as a medium for branding?

E. The Internet is an effective medium for achieving communications objectives such as consideration and/or evaluation. Many marketers believe that the Internet is an effective medium for achieving communications objectives such as consideration and/or evaluation. Blogs and discussion boards are considered particularly useful for providing information useful in evaluating products and brands.

Which of the following is true of QR codes?

E. They are being threatened by near field communication. QR codes may be beginning to grow in popularity; they are being threatened by a new technology, near field communication (NFC). NFC enables marketers to deliver content through an embedded chip that allows wireless communications just by touching the material or being in close proximity to the NFC tag.

After Jones finished reading an article titled "101 Places To Visit Before You Die" in the travel website Excursion 2.0, he closed the page. Subsequently, he saw an ad on his screen that invited him to subscribe to the print version of Excursion 2.0 magazine. This ad is an example of:

E. a pop-under. The above scenario is an example of a pop-under. Pop-unders are ads that appear underneath a web page and become visible only when a user leaves the site.

Jonathan visits iJaunty.com, a travel website, for information on the top ten tourist destinations in the United States. When he exits the website, an ad for Emblazon cell phones appears on his computer screen, inviting him to purchase the cell phone at a discounted price. This ad is an example of:

E. a pop-under. The above scenario is an example of a pop-under. Pop-unders are ads that appear underneath a web page and become visible only when a user leaves the site.

Advertisers of products characterized by low levels of involvement might consider using _____ in designing their advertising strategy. A. heavy repetition of simple product claims B. catchy slogans C. attention-attracting gimmicks D. visual image personalities E. all of the above

E. all of the above

Communication problems in international marketing include misinterpretation of: A. brand names B. ad slogans C. signs and symbols D. language E. all of the above

E. all of the above

Semiotic analysis can be helpful to marketers in understanding how consumers perceive and interpret: A. advertising messages B. brand names C. non-verbal communication used by salespeople D. package designs E. all of the above

E. all of the above

Successful communication depends on A. the nature of the message B. the interpretation of the message by the audience C. the environment in which a message is received D. the receiver's perception of the source of the message E. all of the above

E. all of the above

Tyra Hubbard sells beauty care products to retailers and is making a sales presentation to the buyer at a major department store. Which of the following would be considered a form of feedback Hubbard might receive from the buyer? A. the questions the buyer asks B. nonverbal responses the buyer makes such as frowns or gestures C. the buyer's comments on Hubbard's company and products D. the size of the order the buyer is willing to make E. all of the above

E. all of the above

Which of the following response hierarchy models includes a cognitive stage? A. the AIDA model B. the hierarchy of effects model C. the innovation-adoption model D. the information processing model E. all of the above

E. all of the above

Which of the following would be an example of an advertising message? A. a radio commercial telling you to why you should fly to Florida on Delta Airlines B. a print ad explaining a sweepstakes in which the winner will receive a walk-on role on an NBC soap opera C. a print ad for DeBeers diamonds with a picture of a woman wearing a diamond necklace and the DeBeers name D. a television ad that tells you to watch the next episode of Grey's Anatomy E. all of the above

E. all of the above

Banner ads:

E. can be static, animated, or in flash. Banner ads can be static, animated, or in flash.

Gizmo World, a gadgets magazine, pays for name association on a section of TechAtlas.com, an e-commerce site that sells cell phones and accessories. Gizmo World features its own articles on Tech Atlas. This is an example of a(n):

E. content sponsorship. The above scenario is an example of content sponsorship. Content sponsorship is one in which a sponsor not only provides dollars in return for name association but participates in providing the content itself. In some cases, a site is responsible for providing content and having it approved by a sponsor; in other instances, a sponsor may contribute all or part of the content.

Advertisers who target their advertising based on the information provided on web pages are using:

E. contextual advertising. Advertisers who target their ads based on the content of a web page are using contextual advertising.

According to the FCB planning model, for which of the following products would an affective strategy be most appropriate? A. storm windows B. bag of cat litter C. can of Planter's peanuts D. a hall table E. cosmetics

E. cosmetics

In developing creative strategies specifically adapted to the medium, marketers have found it most difficult to:

E. create a brand image on the Internet. Interestingly, one of the difficulties traditional marketers have experienced is that of creating a brand image on the Internet. While some companies have been successful, others have not fared as well and have come to realize that branding and image-creating strategies must be specifically adapted to this medium.

Ronell missed the small ad for Smythe Catering in the newspaper today because his attention was attracted by an ad for an estate sale that was on the same page. In terms of the communication process, the ad for the estate sale kept Ronell from seeing the ad for the caterer and acted as: A. an encoding hazard B. a decoding block C. negative feedback D. a receptor block E. noise

E. noise

Winston is watching a suspenseful TV program with a group of friends. During the commercial break everyone starts discussing the show and he cannot hear the commercials even though he really wanted to watch the new Pepsi ad. Winston's inability to receive the Pepsi message illustrates which element of the communications process? A. encoding B. decoding C. feedback D. common ground E. noise

E. noise

The attractiveness of _____ would increase with the growth of market for iPads.

E. podcasting Podcasting is a medium that uses the Internet to distribute audio or video files for downloading into iPods, iPads, and other portable devices. As the market for iPods and iPads grows, the attractiveness of this medium does as well.

Which of the following is NOT a controllable variable in the communications process? A. senders B. source C. message D. channel E. receivers

E. receivers

Digital Melody, an online digital media store, allows customers to "sample" songs before they make a purchase decision. In this scenario, Digital Melody is trying to:

E. stimulate trial. Often websites offer electronic coupons in an attempt to stimulate trial of their products. Others offer samples, promotions, and sweepstakes designed to encourage trial.

C. incubation

Emma has been hired to promote a membership-only genealogical website, which provides demographic information on over one billion people. She has gathered all the relevant environmental information and has studied the project closely. Meanwhile, she is also assigned another project. She decides to work on the new project and put the genealogical project completely out of her conscious mind, so that ideas can materialize in the meanwhile. Emma is in the _____ step of the creative process outlined by Graham Wallas. A. preparation B. revision C. incubation D. illumination E. verification

Successfully Develop and Implement the Budget, Managers Must?

Employ a comprehensive strategy to guide the process avoiding the piecemeal approach often employed Develop a strategic planning framework that employs an integrated marketing communications philosophy Build in contingency plans Focus on long-term objectives Consistently evaluate the effectiveness of programs

Source Attractiveness

Encompasses similarity, familiarity and likability

High- and low-credibility Sources

Equally effective when arguing for a position opposing their own best interest A very credible source is more effects when message recipients are not in favor of the position advocated in the message However, a very credible source is less important when the audience has a neutral position, and such as ource may be even less effective than a moderately credible source when the receiver's initial attitude is favorable

According to an integrated marketing communications planning model, which one of the following activities is best associated with the step of "analysis of promotional program situation"

Examining consumer behavior.

What are the Two Dimensions of Credibility?

Expertise Trustworthiness

The Internet, though very effective in disseminating information to specific target groups, costs much more when compared to other media.

FALSE Information regarding requirements, specifications, submission dates, and so on, is disseminated more quickly, to more potential candidates, and at a much lower cost via the Internet than it is through other media.

One of the perceived disadvantages of the Internet is that it cannot measure commercial effectiveness, due in part to its inability to measure activity in real time.

FALSE One of the perceived advantages of the Internet is a company's ability to measure commercial effectiveness, due in part to its ability to measure activity in real time.

Inorganic search results are those that appear because of their relevance to the search terms, not advertisements.

FALSE Organic search results are those that appear because of their relevance to the search terms, not advertisements.

Pop-ups are usually smaller than banner ads.

FALSE Pop-ups are usually larger than banner ads but smaller than a full screen.

Blogs are the most expensive way to reach large audiences.

FALSE Some marketers are excited about the potential of blogs to reach large audiences at a small cost.

Online commercials are significantly different from traditional television commercials.

FALSE The equivalent of traditional television commercials, online commercials are appearing more often on the net.

All of the methods used to measure Internet activity and effectiveness are accurate.

FALSE Unfortunately, not all of the methods used to measure Internet activity and effectiveness are accurate.

Like other media, which are essentially unidirectional, the Internet also provides only a one-way flow of information.

FALSE Unlike other media, which are essentially unidirectional and responsible for the content provided and products and services offered for sale, the Internet is interactive, allowing for a two-way flow.

AIDA model

Get Attention Hold Interest Arouse Desire Obtain Action - stages a salesperson must take a customer through in the personal-selling process

When major corporations first began to conduct business on the Internet, they put up websites primarily for creating a strong brand image.

FALSE When major corporations first began to conduct business on the Internet, they put up websites primarily for information purposes, and a one-way flow of information resulted.

The Internet serves as the most effective tool for creating awareness of an organization and its products, especially in the case of large companies.

FALSE While a valuable tool for creating awareness—particularly for smaller companies that may have limited advertising budgets—the Internet is not likely to be the most effective of the IMC elements for achieving this objective for larger companies.

Organizational Characteristics: Factors that Influence Advertising and Promotion Budgets

Factors that influence advertising and promotion budgets The organization's structure Power and politics The use of expert opinions Characteristics of the decision maker Approval and negotiation channels Pressure on senior managers to arrive at the optimal budget

How Different Target Audience may Respond

Fear appeals are more effective when the message recipient is self-confident and prefers to cope with dangers rather than avoid them They are also more effective among nonusuers of a product than among users Fear appeal may be better at keeping nonsmokers from starting than persuading smokers to stop

The primary type of arrangement used by advertisers with their agencies

Fee arrangements

Focuses on how the agency conducts its business. It is designed to verify costs and expenses, the number of personnell hours charged to an account, and payments to media and outside suppliers

Financial audit

Fee arrangement systems

Fixed fee method: agency charges a fixed monthly fee for all of its services and credits to the client any media commissions earned.//Fee-commission combination:the media commissions received by the agency are credited against the fee.

B. image advertising

Fly High Airlines, an Australian airline, rebranded itself by using a kangaroo wearing a hat in its logo. Since the kangaroo is a significant cultural symbol in Australia, the company hoped that associating itself with such a national icon would enhance its popularity. Subsequently, the company also launched an ad campaign for the Save the Kangaroo Foundation. In this scenario, Fly High Airlines was using: A. bait-and-switch advertising. B. image advertising. C. buzz marketing. D. trojan horse advertising. E. guerilla marketing.

Assessment of DAGMAR

Focused advertisers' attention on the value of using communications-based rather than sales based objectives to measure advertising effectiveness and encouraged the measurement of stages in the response hierarchy to assess a campaign's impact

A. consumer-oriented sales promotion.

Foodie Inc. includes monthly coupons in its magazine advertisements. This is an example of: A. consumer-oriented sales promotion. B. industrial sales promotion. C. business-oriented sales promotion. D. trade-oriented sales promotion. E. service-oriented sales promotion.

D. illumination

For weeks, Amy had been trying to come up with a creative approach to advertise light bulbs. One morning, a great idea for a creative light bulb advertising campaign just seemed to pop into her head. She picked up a note pad and wrote down her thoughts. In terms of the creative process outlined by Graham Wallas, Amy experienced the _____ step. A. immersion B. verification C. revision D. illumination E. incubation

Types of ad agencies

Full service agencies; creative boutiques; Media buying services

Offers its clients a full range of marketing, communications and promotions services, including planning, creating and producing the advertising; performing research and selecting media

Full service agency

Which of the following statements accurately differentiates a functional consequence from a psychosocial consequence?

Function consequences are concrete outcomes of a product, whereas psychosocial consequences are abstract outcomes.

Criticism of Humor Appeals

Funny ads draw people to the humorous situation but distract them from the brand and its attributes Humor can be difficult to produce and some attempts are too subtle for mass audience Humor ads may wear out faster than serious appeals

Learning and Memory

Generally indicates that items presented first and last are remembered better than those presented in the middle A communicator's strongest arguments should be presented early or late in the message but never in the middle

Action

Getting the consumer to purchase the producrt

Determining Benchmark Measures

Gives the promotional planner a basis for determining what communications tasks need to be accomplished and for specifying particular objectives Help determine whether the campaign was successful

a

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

Persuasion Matrix

Helps marketers see how each controllable element interacts with the consumer's response process Independent variables Dependent variables

b

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. rational D. emotional integration E. teaser

The ____ model is a response model that was developed as a standard for setting and measuring advertising objectives.

Hierarchy of effects

Limitations of Credible Sources

High- and low-credibility sources Sleeper effect

C. IMC recognizes that marketers must be able to use a wide range of marketing and promotional tools to present a consistent image to target audiences.

How does the integrated marketing communications (IMC) plan approach differ from traditional approaches to promotion? A. IMC puts more emphasis on advertising and less on sales promotion. B. IMC puts more emphasis on sales promotion and less on public relations and publicity. C. IMC recognizes that marketers must be able to use a wide range of marketing and promotional tools to present a consistent image to target audiences. D. IMC places barriers around the various marketing and promotional functions and requires that they be planned and managed separately. E. IMC predominately makes use of mass media communications in order to attract and retain customers.

Before Using Fear Appeals Advertisers need to Consider What?

How fear operates What level to use How different target audiences may respond

Establishing the Budget

How much should we spend on advertising and promotion? To whom should we allocate the monies? The size of a firm's advertising an promotions budget can vary from a few thousand dollars to more than a billion A new budget is formulated every year, each time a new product is introduced, or when either internal or external factors necessitate a change to maintain competitiveness

Humor Appeals

Humorous ads are often the best known and best remembered of all advertising messages Can attract and hold attention Often the best remembered Puts consumers in a positive mood Distracts the receiver from counterarguing against the message

Source Attractiveness Leads to Persuasion through a Process of What?

Identification

The Influence of a Knoledeable Source will be Lessened if What?

If audience members think he or she is biased or has underlying personal motives for advocating a position (such as being paid to endorse a product)

Wearout may Occur if?

If consumers no longer pay attention to a commercial after several exposures or become annoyed at seeing or hearing an ad multiple times

The Type of Situation

If immediate action is an objective, the message should draw a definite conclusion (political ads for candidates) When immediate impact is not the objective and repeated exposure will give the audience members opportunities to draw their own conclusions, an open-ended message may be used

Which one of the following factors is neglected when using most forms of advertising?

Immediate feedback

c

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. technical evidence D. testimonial E. animation

d

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

A. The account manager

In an advertising agency, who among the following is usually responsible for preparing the creative brief? A. The account manager B. The media buying director C. The art director D. The illustrator E. The media planner

Market Size

In smaller markets, it is often easier and less expensive to reach the target market Too much of an expenditure in these market will lead to saturation and a lack of effective spending In larger markets, the target group may be more dispersed and thus more expensive to reach

B. integration.

In the advertising industry, terms such as new advertising, orchestration, and seamless communication were used to describe the concept of: A. positioning. B. integration. C. channel conflict. D. relationship marketing. E. diffusion.

B. selective-demand

In the context of advertising for consumer markets, _____ advertising focuses on creating demand for a specific company's brand. A. primary-demand B. selective-demand C. trade D. professional E. industrial

B. qualitative research techniques.

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. conjectural research. E. secondary internal research.

An agency that is set up, owned and operated by the advertiser

In-house agency

Under which of the following compensation systems is the agency's compensation tied to performance?

Incentive-based system

Competitor's Share of Voice is High and Your Share of Market is High

Increase to defend

Communication Objectives Types

Increasing the percentage of consumers in the target market who associate specific features, benefits, or advantages with our brand Increasing the number of consumers in the target audience who prefer our product over the competition's Encouraging current users of the product to use it more frequently or in more situations Encouraging consumers who have never used our brand to try it

Familarity Score

Indicates what percentage of people has heard of the person

Primacy Effect

Information presented first is most effective

Personal vs. Nonpersonal Channels

Information received from personal influence channels is generally more persuasive than information received via the mass media

Setting Objectives for the IMC Program

Inside-out planning Outside-in planning

Effects of Context and Environment

Interpretation of an advertising message can be influenced by the context or environment in which the ad appears Qualitative media effect

selective comprehension

Interpreting information so that it is consistent with your attitudes and beliefs

c

Intuit, a computer software company, runs an advertising campaign for Quicken that emphasizes the fact it is the most preferred brand of financial software. This is an example of a(n): A. emotional appeal. B. teaser appeal. C. product popularity appeal. D. transformational appeal. E. favorable price appeal.

Zero-Based Communications Planning

Involves determining what tasks need to be done and which marketing communications functions should be used and to what extent Focuses on the task to be done and searches the best ideas and media to accomplish it

Inside-Out Planning

Is a hierarchical response model that considers how marketers can develop and disseminate advertising messages to move consumers along an effects path It focuses on what the marketer wants to say, when the marketer wants to say it, about things the marketer believes are important about his or her brand, and in the media forms the marketer wants to use

One of my Favorites Score

Is a n absolute measure of the appeal or popularity of the celebrity

Direct Source

Is a spokesperson who delivers a message and/or endorses a product or service

Similarity

Is a supposed resemblance between the source and the receiver of the message

Likability

Is an affection for the source as a result of physical appearance, behavior, or other personal traits

Fear

Is an emotional response to a threat that expresses, or at least implies, some sort of danger

Return on Investment (ROI) Disadvantages

Is rarely possible to assess the returns provided by the promotional effort Determining it depends on the criteria used to determine effectiveness Is a difficult method to employ

Defining Advertising Goals for Measured Advertising Results (DAGMAR) Model

Is that communications effects are the logical basis for advertising goals and objectives against which success or failure should be measured An advertising goal involves a communications task that is specific and measurable

Characteristic of Good Objectives

Is that they are measurable; they specify a method and criteria for determining how well the promotional program is working Specific Measurable Quantifiable (timely) Realistic Attainable

Clutter

Is the amount of advertising in a medium For TV it is often viewed as including all the non-program material that appears in the borad cast environment - commercials, promotional messages for shows, public service announcements (PSAs) and the like

Objective and Task Method Disadvantage

Is the difficulty of determining which tasks will be required and the costs associated with each More difficult to implement when there is not track record for the product

Credibility

Is the extent to which the recipient sees the source as having relevant knowledge, skill or experience and trusts the source to give unbiased, objective information Internalization

Qualitative Media Effect

Is the influence the medium has on a message The image of the media vehicle can affect reactions to the message

Comparative Advertising

Is the practice of either directly or indirectly naming competitors in an ad and comparing one or more specific attributes Especially useful for new brands Often used for brands with small market share Used often in political advertising

Identification

Is where the receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preference, or behavior Does not usually integrate information from an attractive source into the receiver's belief system The receiver may maintain the attitudinal position or behavior only as long as it is supported by the source or the source remains attractive

Implementing Objective and Task Method Steps

Isolate objectives Determine tasks required Estimate required expenditures Monitor Reevaluate objectives

Which of the following statements is true about the communications objectives

It can be difficult to determine the relationship between communications objectives and sales performance

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' to 75 percent over the next six months." Using the criteria associated DAGMAR approach to setting objective, what is wrong with this objective?

It does not contain a benchmark measure and statement of the degree of change sought.

Which of the following is an example of a common criticism of DAGMAR?

It ignores communications objectives.

Competitive Parity Disadvantages

It ignores the fact that advertising and promotions are designed to accomplish specific objectives by addressing certain problems and opportunities It assumes that because firms have similar expenditures, their programs will be equally effective It ignores possible advantages of the firm itself; some companies simply make better products than others No guarantee that competitors will continue to purse their existing strategies

Inhibition of Creativity

It inhibits advertising creativity by imposing too much structure on the people responsible for developing the advertising Is too concerned with quantitative assessment of a campaign's impact on awareness, brand-name recall, or specific persuasion measures The emphasis is on passing the numbers test rather than developing a message that is truly creative and contributes to brand equity

Percentage of Sales Advantages

It is financially safe and keeps ad spending within reasonable limits, as it bases spending on the past year's sales or what the firm expects to sell in the upcoming year Is simple Is straightforward Is easy to implement Is stable

Assumption that Sales are a Direct Measure of Advertising and Promotions Efforts

It is often difficult, if not impossible, to demonstrate the effects of advertising and promotions on sales To try to show that the size of the budget will directly affect sales of the product is misleading A more logical approach would be to examine the impact of various budgets on the attainment of communications objectives

Which of the following statements describes a weakness inherent in the use of the marginal analysis model for establishing an advertising budget?

It is very illogical and virtually no theoretical base is used to determine the budgets.

Which of the following is an advantage of the competitive parity method?

It leads to stability in the marketplace by minimizing marketing warfare.

E. positioning

Jack Trout and Al Ries originally described _____ as the image consumers had of the brand in relation to competing brands in the product or service category. A. brandjacking B. gladvertising C. channel stuffing D. pricing E. positioning

D. big idea

John O'Toole describes the _____ as "that flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen." A. ad paradox B. epiphany C. heuristic D. big idea E. mnemonic

A. general preplanning input.

Jonathan is a creative director at Williams & Greene Inc., an advertising agency. He spends an hour every morning reading publications like 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. focus group studies. C. verification research. D. brainstorming. E. problem detection research.

E. Customer-initiated touch point

Joy calls a mobile phone store to enquire about a new phone available in the market. The customer service operator sends him an e-mail about the product details along with other special specifications Joy requested. Which of the following types of contact points is illustrated in this scenario? A. Company created touch point B. Intrinsic touch point C. Extrinsic touch point D. Unexpected touch point E. Customer-initiated touch point

Which of the following is considered to be the greatest obstacle in implementing integrated marketing communication?

Lack of people with the required broad perspective and skills to make it work.

Effective IMC Program Should?

Lead with the marketing communications function that mos effectively addresses the company's main problem or opportunity and should use a promotional mix that draws on the strengths of whichever communications functions relate best to the particular situation

B. inherent drama

Leo Burnett, founder of the Leo Burnett agency in Chicago, said _____ "is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals." A. image advertising B. inherent drama C. refutational appeal D. snob appeal E. primacy appeal

A. preparation

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 developing any creative ideas, Leon reads some golfing magazines and spends time talking to friends and co-workers who play golf. These activities are part of the _____ step of the creative process outlined by Graham Wallas. A. preparation B. incubation C. illumination D. verification E. revision

account executive

Leon works for an ad agency and is responsible for understanding the advertiser's marketing and promotions needs and interpreting them to agency personnel. He also presents the recommendations of the agency to the client and obtains approval from them. Leon has a strong marketing background and understands the advertising process comprehensively. What is Leon's position in the organization?

E. could become the bases of creative and successful advertising campaigns.

Leslie works for a local ad agency as an intern. The agency is hired to develop an advertising campaign for a chain of coffee shops and she is given the task of coming up with a "big idea." With reference to the above scenario, "big ideas": A. are impossible to develop as they are not applicable to retail chains. B. are only needed in advertising for consumer services. C. are typically not the bases for effective advertising campaigns. D. are only effective in business-to-business advertising. E. could become the bases of creative and successful advertising campaigns.

C. product specific preplanning input

Leslie, creative director for Visionary Ad Agency, is observing a focus group for four-wheel drive SUVs. Before developing the creative brief, Leslie also conducts attitude studies, positioning studies, and lifestyle research studies. In this scenario, Leslie is gathering _____. A. general preplanning input B. vendor lock-in data C. product specific preplanning input D. channel stuffing reports E. secondary internal data

Percentage of Sales Disadvantages

Letting the level of sales determine the amount of advertising and promotions dollars to be spent reverses the cause-and-effect relationships between advertising and sales A firm may wish to allocate more monies to the advertising and promotions budget, a strategy that is not possible unless the manager is willing to deviate from industry percentage standards Misappropriation of funds Is difficult to employ for new product introductions If the budget is contingent on sales, decreases in sales will lead to decreases in budgets when they most need to be increased

B. product/service-specific preplanning inputs.

Lifestyle research, attitude studies, and perceptual mapping are examples of: A. general preplanning inputs. B. product/service-specific preplanning inputs. C. verification studies. D. revision studies. E. demographic studies for B2B clients.

Competitor's Share of Voice is Low and Your Share of Market is High

Maintain a modest spending premium

Self-Placed Media

Make it easier for the message recipient to process a long, complex message

Awareness

Making the consumer aware of the existence of the brand or company

Verbal vs. Visual Messages

Many ads provide minimal amounts of information and rely on visual elements to communicate Pictures are commonly used in advertising to convey information or reinforce copy or message claims Both the verbal and visual portions of an ad influence the way the advertising message is processed

message

Many advertisers believe that letting customers draw their own conclusions reinforces the points being made in the

a

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.

Using Corporate Leaders as Spokespeople Cont.

Many companies believe the use of their president or CEO is the ultimate expression of the company's commitment to quality and customer service For some firms, the use of a president or CEO in their ads can help create an identity and personality for the company and/or brand

Budgeting Approaches

Many firms employ more than one method Vary according to the size and sophistication of the firm Top-down approaches Build-up approaches

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

Marginal analysis

controllable elements

Marketers can choose the person or source who delivers the message, the type of message appeal used, and the channel or medium. These three elements are also known as the

Implications of Using celebrity Endorsers

Marketers must first decide on the image or symbolic meanings important to the target audience for the particular product, service, or company They must then determine which celebrity best represents the mean An advertising campaign must be designed that captures that meaning in the product and moves it to the consumer ing or image to be projected

_____ objectives are types of objectives that are usually stated in terms of specific, measurable outcomes such as sales volume, market share, or return on investment

Marketing

Conclusion Drawing

Marketing communicators must decide whether their messages should explicity draw a firm conclusion or allow recivers to draw their own clucsions

c

Marlboro used a cowboy to advertise Marlboro cigarettes for a number of years. This is an example of: A. testimonial advertising execution technique. B. demonstration advertising execution technique. C. personality symbol advertising execution technique. D. slice-of-death advertising execution technique. E. imagery advertising execution technique.

Choosing a Celebrity Endorser

Match with audience Match with product Image Cost Trust Risk Familiarity Likability

According to the "Factors Influencing Advertising Budgets", which of the following stages of a product lifecycle negatively influences the advertising budget.

Maturity

Source

Means the person involved in a communicating a marketing message, either directly or indirectly

_____ involves determining which communication channels will be used to deliver the advertising message to the target audience.

Media Strategy

The primary function of this participant in IMC process is to provide information or entertainment to their subscribers, viewers or readers.

Media organizations

Companies that specialize in the buying of media, particularly radio and television time.

Media specialist companies

One-Sided Message

Mentions only positive attributes or benefits Are most effective when the target audience already holds a favorable opinion about the topic Work better with a less educated audience

message structure

Message sidedness, order of presentation, and refutation are all related to the communication variable

B. primary-demand advertising.

Milky Way Inc., a manufacturer of dairy products, has come up with new global ads that promote the benefits of drinking milk as well as demonstrate the various uses of milk. This is an example of: A. trade advertising. B. primary-demand advertising. C. secondary-demand advertising. D. retail advertising. E. professional advertising.

Carryover Effect

Monies spent on advertising do not necessarily have an immediate impact on sales

The Target Audience

More highly educated people prefer to draw their own conlusions and may be annoyed at an attempt to explain the obvious or to draw an inference for them Stating the conclusion may be necessary for a less educated audience, who may not draw any conclusion or may make an incorrect inference from the message For highly personal or ego-involving issues, message recipients may want to make up their own minds and resent any attempts by the communicator to draw a conclusion

Theoretical Issues in Budget Setting

Most of the models used to establish advertising budgets can be categorized as taking an economic or a sales response perspective

According to the Basic Model of Consumer Decision Making, which of the following is the most relevant internal psychological process associated with the problem recognition stage of the consumer decision-making process?

Motivation

d

Mr. Peanut from the Planters Nut Company's ads is an example of advertising that uses _____ execution techniques. A. informational/rational B. demonstration C. fantasy D. personality symbol E. behavioral appeal

Commissions based on a sliding fee scale (usually 8-10%) which becomes lower as the clients' media expenditures increase

Negotiated commission

Factors that Change Market Share Goals

New brands generally receive higher-than-average advertising support Older, more mature brands are often milked - that is, when they reach the maturity stage, advertising support is reduced There's an advertising economy of scale whereby advertising works harder for well-established brands, so a lower expenditure is required

Self-Placed Media Types

Newspapers Magazines Direct Mail Internet

Arbitrary Allocation Disadvantages

No systematic thinking has occurred No objectives have been budgeted for The concept and purpose of advertising and promotion have been largely ignored

Build-Up Approaches Types

Objective and task method Payout planning Quantitative models

internalization

Occurs when audience members incorporate message content into their belief systems. - credibility - using dentists to promote toothpaste

Budget Success or Failure Depends on What?

On the monies spent Managers treat the communications budget as an expense rather than an investment Instead of viewing the dollars spent as contributing to additional sales and market share, they see budget expenses as cutting into profits

Reevaluate Objectives

Once specific objectives have been attained, monies may be better spent on new goals

b

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

B. credibility.

One of the primary advantages inherent in the use of publicity is its: A. ability to be personalized. B. credibility. C. negligible variable costs. D. tangibility. E. ability to be closely controlled.

Message Sideness

One-sided message Two-sided message

Effective Sales Presenations

Open and close with strong selling points and bury weaker arguments in the middle

Message Structure

Order of Presentation Conclusion drawing Message sideness Refutation Verbal versus visual message characteristics

_____ is a method for allocating budgets designed to determine the investment value of the advertising appropriation.

Payout planning

Source Power Factors which Contribute to Compliance

Perceived control Perceive concern Perceived scrutiny

Which of the following budgeting procedures would be used if a firm wanted a method that is simple to understand, easy to implement, financially safe, and keep the spending within reasonable limits?

Percentage of sales

Monitor

Performance should be monitored and evaluated in light of the budget appropriated

Sleeper Effect

Persuasiveness increases over time The immediate impact of a persuasive message may be inhibited because of its association with a low-credibility source But with time, the association of the message with the source diminishes and the receiver's attentions focuses more on favorable information, resulting in more support

A. ad-to-consumer relevance.

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. B. brand-to-consumer relevance. C. brand-to-producer relevance. D. inherent drama strategy. E. bait-and-switch advertising strategy.

___ has been defined as "the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition"

Positioning

If the target audience is opposed to the communicator's position

Presenting strong points first can reduce the level of counterarguing Putting weak arguments first might lead to such a high level of counterarguing that strong arguments that followed would not be believed

Two-Sided Message

Presents both good and bad points Are more effective when the target audience holds an opposing opinion or is highly educated May enhance the credibility of the source

C. marketing mix.

Price, product, place, and promotion together form the: A. points-of-parity. B. promotional mix. C. marketing mix. D. supply chain components. E. exchange mix.

Sales-Oriented Objectives

Primary goal is increased sales They requires economic justification Should produce measurable/ results

B. stimulate demand for a general product class or entire industry.

Primary-demand advertising is designed to: A. influence the purchase of only industrial goods and services. B. stimulate demand for a general product class or entire industry. C. help launch a specific line extension. D. stimulate demand for existing products that are "dying." E. create a market share gain for the industry leader.

A. mass-media advertising.

Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by: A. mass-media advertising. B. sales promotion. C. public relations. D. publicity. E. direct marketing.

Criticism of DAGMAR

Problems with the response hierarchy Only relevant measure is sales Costly and time consuming Inhibits creativity

Factors Influencing Advertising Budgets

Product life cycle Product durability Differentiation Hidden product qualities Product price Purchase frequency

____ is the meaning a consumer attributes to a product or brand and what he or she experiences in purchasing it.

Product symbolism

B. place

Product, price, promotion, and _____ are the 4Ps of the marketing mix. A. people B. place C. package D. print E. privilege

b

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.

S-Shaped Response Curve

Projects an S-shaped response function to the budget outlay (measured in sales) Initial outlays of the advertising budget have little impact After a certain budget level has been reached advertising and promotional efforts begin to have an effect, as additional increments of expenditures result in increased sales This increment gain continues only to a point, however, at a point, additional expenditures begin to return little or nothing in the way of sales

Bottom-Up Dugeting

Promotion objectives are set Activities needed to achieve objectives are planned Costs of promotion activities are budgeted Total promotion budget is approved by top management

Pros and cons of commission system

Pros: Easy to administer and keeps the emphasis in agency compensation on nonprice factors such as quality of advertising for clients; services are proportional to the size of the commission; Cons: encourages agencies to recommend high-priced media to their clients in order to receive higher commissions and the agencies might neglect cheaper advertising mediums such as direct mail, sales promotions, PR or event sponsorships

Pros and cons of creative boutique

Pros: ability to turn out inventive cretive work quickly and without bureaucracy/politics of larger agencies; companies get more attention and better access to creative talent then they would at a larger agency; Cons: not as wide of a range of services as a full service agencies; also hard for them to compete against larger full service companies

List the pros and the cons of a decentralized agency:

Pros: concentrated managerial attention, more rapid responses to problems, and increased flexibility; Cons: limited by ineffective decision making, internal conflicts, misallocation of funds, internal rather then external focus and a lack of authority

List the pros and cons of an in house agency

Pros: cost savings, more control and increased coordination, stability, access to top management; Cons: less experience, less objectivity and less flexibility, less access to top creative talent

List some pros and cons associated with a centralized system

Pros: facilitated communications, fewer personnel requirements, continuity in staff, and more top-management involvement. Cons: lower involvement with overall marketing goals, longer response times, and difficulties in handling multiple product lines

B. provide creative personnel with a better understanding of general consumer trends.

Psychographic studies are used by advertising agencies to: A. coordinate the work between the client and the agency personnel such as the creative team and media specialists. B. provide creative personnel with a better understanding of general consumer trends. C. determine how to allocate the advertising budget for the campaign. D. understand specific problems clients have previously encountered while advertising various products and services. E. determine the number of creative personnel required to carry out the advertising campaign conveniently and effortlessly.

Which of the following statements about publicity is true?

Publicity usually comes in the form of a news story or an editorial.

a

Purchase motives, such as convenience, comfort, economy and performance are used as a basis for _____ appeals. A. rational B. emotional C. price D. inherent drama E. refutational

Q-Score Formula

Q-Score = The percent of those who say "one of my favorites" / by the percent who have heard of him/her

Focuses on the agency's efforts in planning, developing and implementing the client's advertising programs and considers the results achieved.

Qualitative audit

Good Marketing Objectives are What?

Quantifiable Realistic Attainable

In the _____ method of budget determination advertising is considered an investment, similar to plant and equipment.

ROI budgeting

Externally Placed Media Types

Radio Television

c

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. can be combined only for products and not for services.

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 judgements, options, and actions?

Reference group

Agencies gain clients through:

Referrals, solicitations, presentations, public relations and image and reputation (ie effie awards)

Familiarity

Refers to knowledge of the source through exposure

Wearout

Refers to the tendency of a television or radio commercial to lose its effectiveness when it is seen and/or heard repeatedly

For which of the following advertising communication tasks should the specified time period be the longest?

Repositioning a brand

e

Research has shown that the first thing people look at in a print ad is the: A. illustrations. B. visuals. C. body copy. D. subheads. E. headline.

b

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

D. direct-action advertising.

Retail/local advertising often takes the form of: A. trade advertising. B. selective-demand advertising. C. bait and switch advertising. D. direct-action advertising. E. indirect response advertising.

A. product-specific preplanning inputs.

Richard participated in a study conducted 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 Richard 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. The advertising agency used the research data to develop the creative strategy. In this scenario, Richard provided the agency with: A. product-specific preplanning inputs. B. switch marketing inputs. C. secondary internal data. D. secondary external data. E. buzz marketing research.

B. trade-oriented sales promotion.

Sales promotion programs targeted at marketing intermediaries such as wholesalers, distributors, and retailers are part of: A. consumer-oriented sales promotion. B. trade-oriented sales promotion. C. user-oriented sales promotion. D. intrinsic sales-promotion. E. bait-and-switch sales promotion.

A. consumer-oriented sales promotion.

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. B. trade-oriented sales promotion. C. buzz promotion. D. bait-and-switch sales promotion. E. channel-initiated sales promotion.

Which of following is a likely problem for a manager who uses sales as a measure of advertising effectiveness

Sales results offer little guidance or direction to those responsible for planning and developing the advertising program.

Indirect Source

Say a model, doesn't actually deliver a message but draws attention to and/or enhances the appearance of the ad

Order of Presentation

Should the most important message points be placed at the beginning of the message, in the middle, or at the end?

What are the Two Source Characteristics Marketers Seek when Choosing a Communicator?

Similarity Likability

a

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. rational advertising.

Market Potential

Some markets hold more potential than others When particular markets hold higher potential, the marketing manager may decide to allocate additional monies to them A market with low sales but high potential may be a candidate for additional appropriations

This includes direct-marketing agencies, sales promotion agencies, interactive agencies, and public relations firms.

Specialized marketing communications services

Communications Goals Must be What?

Specific Attainable Measurable Time limited

Communication

Specific objectives for the IMC program facilitate coordination of the various groups working on the campaign The advertising and promotional program must be coordinated within the company, inside the ad agency, and between the two

Planning and Decision Making

Specific promotional objectives also guide development of the integrated marketing communications plan Meaningful objectives can also be a useful guide for decision making

Applying Expertise

Spokespeople are often chose because of their knowledge, experience, and expertise in a particular product or service area Endorsements from individuals or groups recognized as experts, such as doctors or dentists, are also common in advertising

Outside-In Planning

Starts with the customer and builds backward to the brand Promotional planners study the various media customers and prospects use, when the marketer's messages might be most relevant to customers and when they are likely to be most receptive to the message

a

Straight-sell message executions are commonly used with _____ advertising appeals. A. informational B. emotional C. teaser D. transformational E. emotional integration

When the target audience is predisposed toward the communicator's position or is highly interested in the issue or product

Strong arguments can be saved for the end of the message This may result in a more favorable opinion as well as better retention of the information

A. national advertising

Stylo, a perfume manufacturing company, spends about $1,000,000 annually on advertising. The company seeks to remind its customers in the United States about the brand and its features, benefits, and uses. It primarily strives to reinforce its image and initiate product purchase. In the context of the types of advertising to consumer markets, Stylo is using _____. A. national advertising B. primary demand advertising C. trade advertising D. business-to-business advertising E. professional advertising

Competitor's Advertising Affects Your Sales Positively and Your Advertising Affects Competitor's Sales Positively

Symbiotic competition The brands are strong complements to each other The market is growing Maintain modest advertising

One of the reasons for the rapid growth of the Internet is consumers' increased desire for information.

TRUE A number of reasons can be cited as to why the growth of the Internet has been so rapid. One is consumers' increased desire for information that they are now able to obtain easily.

A hotel advertiser who places an ad on a travel booking website is making use of contextual advertising.

TRUE Advertisers who target their ads based on the content of a web page are using contextual advertising.

Behavior tracking on the Internet helps in tailoring the message to appeal to specific needs and wants of the target audience.

TRUE As a result of precise targeting, messages can be designed to appeal to the specific needs and wants of the target audience, much of which comes from behavior tracking.

Ronnie is most likely to come across an interstitial while he is waiting for a download link of a software to load.

TRUE Interstitials are ads that appear on a user's screen while the user is waiting for a site's content to download.

Companies can make use of both "brick-and-mortar" stores as well as the Internet for generating sales.

TRUE Many companies maintain their existing "brick-and-mortar" stores while also selling through the Internet.

The Internet can be used as an effective medium by marketers for stimulating trial of their products or services.

TRUE Many marketers have found the Internet to be an effective medium for stimulating trial of their products or services. Often websites offer electronic coupons in an attempt to stimulate trial of their products.

One of the difficulties traditional marketers have experienced is that of creating a brand image on the Internet.

TRUE One of the difficulties traditional marketers have experienced is that of creating a brand image on the Internet. While some of these companies have been successful, others have not fared as well and have come to realize that branding and image-creating strategies must be specifically adapted to this medium.

One of the greatest disadvantages of the Internet is the lack of reliability of the research numbers generated.

TRUE One of the greatest disadvantages of the Internet and new media is the lack of reliability of the research numbers generated.

The Internet allows companies to create awareness, provide information, and influence attitudes, as well as pursue other communications objectives.

TRUE The Internet is a communications medium, allowing companies to create awareness, provide information, and influence attitudes, as well as pursue other communications objectives. For others, it is also a direct-response medium, allowing a user to both purchase and sell products through e-commerce, like Amazon and Craigslist.

The Internet allows a user to both purchase and sell products through e-commerce.

TRUE The Internet is a direct-response medium, allowing a user to both purchase and sell products through e-commerce, like Amazon and Craigslist.

The Internet is a communications medium as well as a direct response medium.

TRUE The Internet is actually a hybrid of media. In part, it is a communications medium, allowing companies to create awareness, provide information, and influence attitudes, as well as pursue other communications objectives. For others, it is also a direct-response medium, allowing a user to both purchase and sell products through e-commerce, like Amazon and Craigslist.

The Internet offers consumers the opportunity to provide their own content, offer their own goods and services for sale, and provide feedback on the same as provided by others.

TRUE The Internet is interactive, allowing for a two-way flow. Consumers not only control when and which messages and content they are exposed to, but now provide their own content, offer their own goods and services for sale, and provide feedback on the same as provided by others.

Banner ads may be used for creating awareness or recognition.

TRUE The most common form of advertising on the web is banner ads. Banner ads may be used for creating awareness or recognition, entering viewers into contests and sweepstakes, or direct-marketing objectives.

Unlike other media, the Internet is a hybrid of media.

TRUE Unlike other media, the Internet is actually a hybrid of media.

Web 1.0 ended with the "bursting of the dot-com bubble."

TRUE Web 1.0 is generally referred to as the first decade or so of the World Wide Web, ending with the "bursting of the dot-com bubble."

Advertisements that appear in the form of small animated characters on the screen while one accesses certain websites are known as pop-ups.

TRUE When you access the Internet, you no doubt have seen a window or a creature of some sort appear on your screen in an attempt to get your attention. These advertisements are known as pop-ups, and they often appear when you access certain sites.

b

Taco Bell launched the advertising campaign for its Double Decker taco by running anonymous fullpage 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

Competitive Parity Advantages

Takes advantage of the collective wisdom of the industry Takes the competition into consideration, which leads to stability in the marketplace by minimizing marketing warfare Minimizes unusual or unrealistic ad expenditures

How is the Budget Determined for Percentage of Sales?

Taking a percentage of the sales dollars Assigning a fixed amount of the unit product cost to promotion and multiplying this amount by the number of units sold

E. verification

Techniques such as message communication studies and portfolio tests are studies conducted during the _____ stage of the creative process. A. illumination B. incubation C. preparation D. digestion E. verification

Factors Influencing Sales

Technology The economy Product quality Price Distribution Advertising and promotion Competition

E. the process of using all forms of promotion to achieve maximum communication impact.

The 4A's definition of integrated marketing communications focuses on: A. the organizations creating a sustainable supply chain for developing a socially responsible business. B. the fact that nonpersonal communications must be totally avoided for a better communications impact. C. the employees keeping track of future prospects by maintaining a customer interaction tracker. D. the development of bait-and-switch marketing activities in all organizations. E. the process of using all forms of promotion to achieve maximum communication impact.

b

The Glad trash bag campaign, which used the slogan "Don't get mad. Get Glad," tells the reader that 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

C. primary-demand advertising

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 _____. A. direct-response advertising B. professional advertising C. primary-demand advertising D. selective-demand advertising E. trade advertising

c

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. rational

B. Animatic

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? A. Storyboard B. Animatic C. Snipe D. Mnemonic E. Heuristic

c

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

b

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

C. verification

The _____ stage of the Young's creative process model is also called the reality stage. A. incubation B. illumination C. verification D. digestion E. preparation

E. incubation

The _____ step of Young's creative process model deals with putting the problems out of one's conscious mind and turning the information over to the subconscious to do the work. A. problem detection B. illumination C. immersion D. reality E. incubation

E. verification

The _____ step of Young's creative process model deals with studying the idea to see if it still looks good or solves the problem; then shaping the idea to practical usefulness. A. immersion B. incubation C. digestion D. preparation E. verification

C. digestion

The _____ step of Young's creative process model deals with taking the information, working it over, and wrestling with it in the mind. A. reality B. incubation C. digestion D. verification E. immersion

b

The ad for 'TDAmeritrade' investment bank states that 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. feature D. favorable price E. transformational

a

The ad for TDA meritrade investment company opens with the statement, "You can't plan for tomorrow if you don't know where your money is today" and continues with a lot of information about investment and its benefits. This indicates that the ad is an example of _____ advertising. A. straight-sell B. transformational C. testimonial D. teaser E. refutational

Percentage of Sales

The advertising and promotions budget is based on sales of the product

Client/Agency Policies

The agency may discourage the allocation of monies to sales promotion, preferring to spend them on the advertising area The orientation of the agency also directly influence where monies are spent

a

The agency that developed the 'Jack-in-the-Box' fast-food restaurants ads created a new ad with the return of a brand image that was remembered by customers from previous years, thereby creating a(n): A. advertising appeal. B. creative plan. C. marketing plan. D. sales approach. E. sales presentation

Which of the following is an advantage of the arbitrary allocation method?

The arbitrary allocation approach has no obvious advantages.

a

The argument by famous advertising copywriter David Ogilvy that "what you say in advertising is more important than how you say it" suggests that: 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.

b

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.

D. the promotional mix

The basic elements that are used to accomplish an organization's marketing communication objectives are referred to as: A. the marketing mix. B. marketing strategy tools. C. the growth-share matrix. D. the promotional mix. E. the hype cycle.

Which of the following is a factor that influences the setting of the advertising budget?

The basis for product differentiation.

Strong Arguments Work Best at?

The beginning of the message if the audience is not interested in the topic, so they can arouse interest in the message

D. advertising.

The best-known and most widely discussed form of promotion is: A. personal selling. B. sales promotion. C. direct marketing. D. advertising. E. publicity/public relations.

Objective and Task Method Advantages

The budget is driven by the objectives to be attained

Using Future Sales as a Base Advantages

The budget is not based on last year's sales The budget is more likely to reflect current conditions The budget is more appropriate

Advertising Risks of Using Celebrities

The celebrity may overshadow the product being endorsed The celebrity may be overexposed, reducing his or her credibility The target audience may not be receptive to celebrity endorsers The celebrity's behavior may pose a risk to the company Companies return on investment in sales from using a celebrity

C. integrated marketing communications

The central theme of the concept of _____ is that all of an organization's promotional elements and marketing activities reach out consistently and in a unified manner with its customers. A. the marketing mix B. audience segmentation C. integrated marketing communications D. the promotional mix E. cumulative prospect theory

Cost-plus system

The client agrees to pay the agency a fee based on the costs of its work plus some agreed-on profit margin (often a percentage of the total costs)

Concrete, Measurable Tasks

The communications task specified in the objective should be a precise statement of what appeal or message the advertiser wants to communicateto the target audience The objective or copy platform statement should be specific and clear enough to guide the creative specialists who develop the advertising message The objective must also be measurable

Refutation Appeal

The communicator presents both sides of an issue and then refutes the opposing viewpoint Are useful when marketers wish to build attitudes that resist change and must defend against attacks or criticism

b

The content of advertising with _____ emphasizes facts, learning and the logic of persuasion. A. emotional appeals B. informational appeals C. transformational appeals D. subliminal appeals E. irrational appeals

Which of the following statements best defines the term "value"

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

Quantifiable

The delineate the target market and note the time frame for accomplishing the goal (often one year)

A. creative strategy

The development of the advertising message that the marketer wants to convey to its target audience is called the _____. A. creative strategy B. media strategy C. distribution strategy D. channel strategy E. user strategy

Contribution Margin

The difference between the total revenue generated by a brand and its total variable costs

Problems with the Response Hierarchy

The fact that consumers do not always go through this sequence of communications effects before making a purchase has been recognized, and alliterative response models have been developed The appropriate response model depends on the situation and emphasizes identifying the sequence of decision-making steps that apply in a buying situation

Affordable Method (all-you-can-afford method)

The firm determines the amount to be spnt in various areas such as production and operations Then it allocates what's left to advertising and promotion, considering this to be the amount it can afford The task to be performed by the advertising/promotions function is not considered, and the likelihood of under- or overspending is high, as no guidelines for measuring the effects of various budgets are established

C. the review of the marketing plan.

The first step in the IMC planning process is: A. the analysis of the communication process. B. the determination of a budget. C. the review of the marketing plan. D. the development of an advertising message. E. the distribution of sales promotion materials.

C. immersion, digestion, incubation, illumination, and verification.

The five steps in the creative process as designed by James Webb Young include: A. preparation, brainstorming, growth, reality check, and verification. B. immersion, testing, illumination, creation, and verification. C. immersion, digestion, incubation, illumination, and verification. D. preparation, incubation, immersion, illumination, and reality check. E. immersion, brainstorming, incubation, creation, and reality check.

a

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

4 Cognitive Appraisal Processes Mediate the Individual's Response to the Threat

The information available regarding the severity of the perceived threat The perceived probability that the threat will occur THe perceived ability of a coping behavior to remove the threat The individual's perceived ability to carry out the coping behavior

shaping

the reinforcement of successive acts that lead to a desired behavior pattern or response

B. every marketing situation is unique.

The job of the creative team is challenging because: A. advertisers and clients typically opt for mundane ad formulas. B. every marketing situation is unique. C. of the primacy effect in advertising. D. of the recency effect in broadcast advertising. E. advertising campaigns are generally considered expendable.

Recency Effect

The last arguments presented are most persuasive

C. verification

The last step in the creative process models developed by James Webb Young and Graham Wallas is: A. resolution. B. illumination. C. verification. D. market evaluation. E. confirmation.

Advertisers Design Ads in Which the Visual Portion is Incongruent with or Contradicts the Verbal Information Presented

The logic behind this strategy is that the use of an unexpected picture or visual image will grab consumers' attention and get them to engage in more effortful or elaborative processing

Consumption (Stage 3)

The meanings the celebrity has given to the product are transferred to the consumer

sleeper affect

The notion that a low credibility source may be just as effective as a high credibility source with the passing of time is known as the

Sales-Objectives

The only relevant measure of advertising objectives is sales They have little tolerance for ad campaigns that achieve communications objectives but fail to increase sales Advertising is seen as effective only if it induces consumers to make a purchase

D. creative types

The people who develop ads and commercials are known as _____. A. mnemonics B. animatics C. copy makers D. creative types E. media planners

e

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. have a company's entire marketing and promotional activities project a consistent, unified image to its customers.

The primary goal of an integrated marketing communications program is to: A. have a company's entire marketing and promotional activities project a consistent, unified image to its customers. B. control all facets of a product's distribution. C. communicate with customers primarily through mass-media advertising. D. have complete control over all the channel partners in the distribution channel and to slow down the rate of diffusion of a new product among the customers. E. create a strong distribution network, via marketing, which is capable of destabilizing any competition.

compliance

The process by which a source with high power can influence behavior is known as

C. integrated marketing communications.

The process of assimilating mass-media advertisements with other promotional elements such as direct marketing, public relations, and sales promotion is known as: A. switch marketing. B. micro-marketing. C. integrated marketing communications. D. buzz marketing. E. bait-and-switch marketing.

E. personal selling.

The promotional mix element that allows for the most immediate and precise feedback from the customer is: A. advertising. B. sales promotion. C. public relations. D. publicity. E. personal selling.

C. poets

The proponents of creative advertisements are also called "_____." A. suits B. heuristics C. poets D. mnemonics E. illustrators

D. advertising should be designed to create an emotional bond between consumers and the brand or company.

The proponents of creative advertising argue that: A. the more information in the ad, the more effective the ad is. 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.

c

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.

B. suits

The rationalists of creative advertisements are also called "_____." A. operators B. suits C. mnemonics D. heuristics E. poets

C. advertising must sell the product or service.

The rationalists of creative advertising argue that: A. all award-winning creative campaigns definitely lead to sales. B. the only purpose of advertising is to make an emotional connection with customers. C. advertising must sell the product or service. D. all commercials must contain an element of inherent drama. E. advertising should break through the clutter by focusing on logos and products.

Compliance

The receiver accepts the persuasive influence of the source and acquiesces to his or her position in hopes of obtaining a favorable reaction or avoiding punishment

Perceived Concern

The receiver must think the source cares about whether or not the receiver conforms

Perceived Scruitny

The receiver's estimate of the source's ability to observe conformity is also important

How Fear Operates

The relationships between the level of fear in a message and acceptance or persuasion is curvilinear This means that message acceptance increases as the amount of fear used rises - to a point Beyond that point, acceptance decreases as the level of fear rises

Which of the following statements is true regarding the relationship between advertising and promotion, and sales performance

The repositioning of brands is often done with a goal of improving sales or market share

Trustworthiness

The source also has to be trustworthy - honest, ethical and believable

Perceived Control

The source must be perceived as being able to administer positve or negative sanctions to the receiver

C. promotional program situation analysis.

The stage of the IMC planning process which comes immediately after the overall marketing plan is reviewed is the: A. integration and implementation of marketing communications strategies. B. development of marketing job descriptions. C. promotional program situation analysis. D. budget determination. E. analysis of market forecasts.

b

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

DAGMAR MOD II was developed to alleviate problems with:

the response hierarchy used in the original DAGMAR model.

a

The state of Colorado runs an ad which 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 the: A. dramatization technique. B. testimonial technique. C. fear technique. D. personality symbol technique. E. scientific evidence technique.

Effectiveness of Conclusion Drawing May Depend on What?

The target audience The type of issue or topic The nature of the situation

Ads using Fear Appeals Should Give What?

The target audience infomration about the severity of the threat The probability of its occurrence The effectiveness of a coping response The ease with which the response can be implemented

Share of Voice

The total value of the main media exposure in the product category

c

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.

identification process

The use of celebrities in commercials is generally based on the source characteristics of attractiveness and represents an attempt to induce persuasion through the

mnemonics

The use of memory-enhancing strategies or cues to remember something. This might include such things as rhymes, visualization or acronyms.

Sales Response Models Weaknesses

The use of sales as a dependent variable Measurement problems

C. illumination

The verification and revision stage of the creative process evaluates ideas generated during the _____ stage and gives them final expression. A. preparation B. dramatization C. illumination D. incubation E. digestion

Practicality and Costs

There are difficulties of implementing it Money must be spent on research to establish quantitative benchmarks and measure changes in the response hierarchy This is costly and time-consuming and can lead to considerable disagreement over method, criteria, measures and so forth Is practical only for large companies with big advertising and research budgets

Which of the following is true of marketing objectives?

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

Which of the following is true of a creative boutique?

They lack media, research, and account planning capabilities

Assumption that Sales are Determined Solely by Advertising and Promotion

This assumption ignores the remaining elements of the marketing mix - price, product and distribution - which do contribute to a company's success

A. general preplanning input.

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. B. focus group studies. C. problem detection studies. D. illumination studies. E. ethnographic research input.

a

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(n) _____ 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

c

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

A. animatic

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 B. heuristic C. mnemonic D. copy platform E. snipe

C. micromarketing.

To respond to media fragmentation, marketers are increasing their spending on: A. mass media communication. B. television advertising. C. micromarketing. D. mass production. E. product packaging.

Benchmark and Degree of Change Sought

To set objective, one must know the target audience's present status concerning response hierarchy variables such as awareness, knowledge, image, attitudes and intentions and then determine the degree to which consumers must be changed by the campaign

Top-Down Approaches

Top management sets the spending limit A budgetary amount is established (usually at an executive level) and then the monies are passed down to the various department Promotion budget set to stay within spending limit These budgets are essentially predetermined and have no true theoretical basis

d

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

b

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.

D. a detailed situation analysis.

Typically, a marketing plan usually includes: A. a corporate mission statement. B. individual job specifications. C. a media schedule. D. a detailed situation analysis. E. articles of incorporation.

D. brand identity

Ultra-Long deodorant's tagline says "Timely strength for the match of life." Ads for the product feature a baseball star saying, "You need extra muscle when your day goes into extra time," appear regularly on television and in print media. At the same time, Ultra-Long runs a sweepstakes contest for its customers. To enter the contest, customers have to fill out a $1-off coupon. Through the use of IMC, Ultra-Long is hoping to primarily create _____ for its new product. A. brand evangelism B. brand dilution C. brand language D. brand identity E. brand repositioning

b

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.

Which of the following touch points relates to unanticipated references or information about a company or brand that a customer or prospect receives from sources that are beyond the control of the organization?

Unexpected touch points

Objective and Task Method

Uses a buildup approach consisting of three steps

innovation adoption model

the stages a consumer passes through in adopting a new product or service

C. Direct marketing

Venus Corp. is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mails each month providing you with information relating to new products and offers. Which promotional element is Venus Corp. using in this scenario? A. Advertising B. Sale promotion C. Direct marketing D. Publicity E. Pricing

Arbitrary Allocation

Virtually no theoretical basis is considered and the budgetary amount is often set by fiat The budget is determined by management solely on the basis of what is felt to be necessary

Affordable Method Logic Stems from What?

We can't be hurt with this method thinking If we know what we can afford and we don't exceed it, we will not get into financial problems

b

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

c

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

E. Personal selling involves direct contact between the buyer and seller, whereas advertising deals with indirect contact.

What is the major advantage of personal selling over advertising as a communication method? A. Personal selling involves the usage of mass media, whereas advertising does not. B. Personal selling improves the image of the firm, whereas advertising does not. C. Personal selling activates the receiver's selective processes, whereas advertising does not. D. Personal selling results in sales responses that are difficult to measure, whereas advertising results in immediate feedback. E. Personal selling involves direct contact between the buyer and seller, whereas advertising deals with indirect contact.

A. Budget determination

What is the next stage in the IMC planning process, once marketing and communication objectives have been set? A. Budget determination B. Developing the advertising message C. Reviewing the marketing plan D. Recruitment of marketing and promotion personnel E. Development of the IMC program

Message/Yielding

What type of message will create favorable attitudes or feelings? Marketers generally try to create agreeable messages that lead to positive feelings toward the product or service Humorous messages often put consumers in a good mood and evoke positive feelings that may become associated with the brand being advertised

Balancing Objectives and Budgets

What we're willing and able to spend What we need to achieve our objectives

c

When 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

e

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

one sided message

When a target audience already holds a favorable opinion on a topic or issue

c

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 evidence D. testimonial E. animation

a

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

B. 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. Bait-and-switch advertising B. Image advertising C. Guerilla advertising D. Visual merchandizing E. Refutational appeal

Percentage charges

When an agency adds a markup to various services the agency purchases from outside providers. (ie market research, artwork, printing, etc.)

D. public relations.

When an organization systematically plans and distributes information in an attempt to control and manage its image and the nature of the publicity it receives, it is engaging in a function known as: A. buzz marketing. B. reactive dis-information. C. bait-and-switch marketing. D. public relations. E. sales promotion.

a

When deciding on the visual portion of a print ad, an advertiser must determine: A. the identification marks that need to be included. B. whether to use needledrop or not. C. the focus of the visual portion of the ad. D. the length of the ad copy. E. whether to present the ad in color or black and white.

peripheral route to persuasion

When people make decisions based upon emotional appeals and incidental cues. - lacking motivation to process info and is no likely to engage in detailed cognitive processing

central route to persuasion

When people make decisions based upon factual information, logical arguments, and a thoughtful analysis of pertinent details.

An ___ is responsible for understanding the advertiser's marketing and promotion needs and interpreting them to agency personnel

account executive

Isolate Objectives

When the promotional model is presented, a company will have two sets of objectives to accomplish - the marketing objectives for the product and the communications objectives After the former are established, the task involves determining what specific communications objectives will be designed to accomplish these goals

When are Celebrity Spokespeople Most effective?

When they are knowledgeable, experienced, and qualified to talk about the product they are endorsing

Budget Decisions in a Down Economy

When times get tough, advertising and promotional budgets are the first to be cut

Using Images in an Ad

When verbal information was low in imagery value, the use of pictures providing examples increased both immediate and delayed recall of product attributes However, when the verbal information was already high in imagery value, the addition of pictures did not increase recall Advertisers often design ads where the visual image supports the verbal appeal to create a compelling impression in the consumer's mind

Channel/Presentation

Which media will increase presentation? A top-rated, prime-time TV program is seen by nearly 12 million households each week

C. Product-specific preplanning inputs

Which of the following best assist an organization in the preparation, incubation, and illumination stages of the creative process? A. Portfolio tests B. Message communication studies C. Product-specific preplanning inputs D. Viewer reaction profiles E. Bait-and-switch techniques

C. The ability to generate a large number of ideas around a creative idea.

Which of the following best defines fluency? A. The ability to detect problems associated with the creative strategies. B. The extent to which an ad contains elements that are novel and different. C. The ability to generate a large number of ideas around a creative idea. D. The degree to which various elements of the ad are valuable to the customer. E. The ability to select the appropriate target market for a particular product or service.

B. It involves coordinating the various promotional elements and other marketing activities that interact with a firm's customers.

Which of the following best defines integrated marketing communications? A. It is a term used in cause marketing that speaks about the degree of control customers hold over the cause they choose to support. B. It involves coordinating the various promotional elements and other marketing activities that interact with a firm's customers. C. It is software that gathers and analyzes information about customer interactions with all the employees of a company. D. It is a collection of informational resources that describes a company's products and services and assists in marketing the same. E. It involves dividing the customers into similar subgroups based on media usage, demographics, psychographics, and product usage.

A. It focuses on creating demand for a specific company's brands.

Which of the following best describes selective-demand advertising? A. It focuses on creating demand for a specific company's brands. B. It is done by retailers or local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment. C. It focuses on creating demand for an entire industry. D. It focuses on targeting individuals who buy or influence the purchase of industrial goods or services for their companies.

D. Brand manager

Which of the following client representatives ultimately approves the creative brief? A. Art director B. Financial manager C. Auditor D. Brand manager E. Media planner

B. Ethnographic research is difficult to administer, whereas focus group studies are easy to administer.

Which of the following differentiates an ethnographic study from a focus group study? A. Ethnographic research is a quantitative research technique, whereas focus group studies are qualitative. B. Ethnographic research is difficult to administer, whereas focus group studies are easy to administer. C. Ethnographic research studies are inexpensive, whereas conducting focus group studies requires a huge investment. D. Focus group studies involve observing consumers in their natural environment, whereas ethnographic research involves observing consumers in controlled settings. E. Focus group studies are quantitative research techniques, whereas ethnographic research is qualitative.

A. It provides for immediate feedback from the message recipient.

Which of the following features of direct-response advertising differentiates it from other forms of advertising? A. It provides for immediate feedback from the message recipient. B. It makes use of only magazines as a primary medium of advertising. C. It is a form of nonpersonal mass media communication medium. D. It is most widely used because of its pervasiveness. E. It is a paid form of mass media communication medium.

e

Which of the following is a basic component of a print advertisement? A. Deadline B. Testimonial C. Trademarks and service marks D. Animatic E. Layout

D. These studies cost more to conduct than focus group studies.

Which of the following is a limitation of ethnographic research? A. These studies are generally considered inapplicable to everyday situations. B. In these studies, strong personalities can often wield undue influence. C. In these studies, participants never recognize their behavior patterns and motivations. D. These studies cost more to conduct than focus group studies. E. These studies avoid observing consumers in their natural environment.

A. In these studies, strong personalities can often wield undue influence.

Which of the following is a limitation of focus group studies? A. In these studies, strong personalities can often wield undue influence. B. These studies cost more than ethnographic research. C. These studies are more difficult to administer than ethnographic research. D. These studies do not offer the benefits of qualitative research. E. In these studies, consumers are observed in their natural environment.

C. Relevance

Which of the following is a major determinant of creativity which reflects the degree to which various elements of an ad are meaningful, useful, or valuable to the consumer? A. Divergence B. Delusion C. Relevance D. Illumination E. Risk aversion

full service agency

advertising agency that offers its clients a complete range of marketing, communications, and promotion services

C. Unlike advertising, publicity is not paid for by the sponsoring organization.

Which of the following is a primary difference between publicity and advertising? A. Unlike advertising, publicity is done only by retailers. B. Unlike publicity, advertising does not utilize mass media. C. Unlike advertising, publicity is not paid for by the sponsoring organization. D. Unlike advertising, publicity is institutional in character. E. Unlike publicity, advertising leads to less skepticism among consumers.

B. Who influences the decision to buy our product?

Which of the following is a question that firms are likely to ask during an external analysis? A. What are the strengths and weaknesses of our product or service? B. Who influences the decision to buy our product? C. How does our product or service compare with competition? D. What are our products key benefits? E. Does our product have unique selling points?

A. Both are qualitative research techniques.

Which of the following is a similarity between focus group studies and ethnographic research? A. Both are qualitative research techniques. B. Both are research techniques conducted without the consumer's knowledge. C. Both involve observing consumers in their natural environment. D. Both are very easy to administer. E. Both techniques cost a negligible amount of money.

C. Both involve nonpersonal communication to a mass audience.

Which of the following is a similarity between publicity and advertising? A. Both are non-paid forms of communication. B. Both are run by an unidentified sponsor. C. Both involve nonpersonal communication to a mass audience. D. Both are not directly paid for by the company. E. Both frequently provide an opportunity for immediate feedback.

Which of the following is an Internet-specific measure that is used by companies?

Which of the following is an Internet-specific measure that is used by companies?

b

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

A. Product/service offering

Which of the following is an area of focus of internal analysis? A. Product/service offering B. Positioning strategies C. Competitors D. Market segments E. Consumer buying patterns

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

Which of the following is an example of a marketing exchange? A. The waitress gave Cyrus a menu and he placed his food order. B. Griffin helped Mandy replace the air filter in her lawn mower. C. Ken and Maggie gave their son an MP3 player for his birthday. D. Mrs. Maloney gave Larry a box of homemade fudge in return for painting her fence. E. Jenny asked Melisa if she could borrow her pen for a while since her pen had stopped working.

E. A newspaper ad for a 3-day discount in a restaurant located on the outskirts of San Diego

Which of the following is an example of retail advertising? A. Advertisement of a health drink that compares its benefits to its competitor's B. Beef council stimulating the demand for beef through an ad C. Advertisement of Fizzy Cola placed in a trade magazine to promote it to food store managers D. Pink Airline's ad that appears in the newspapers all across the country E. A newspaper ad for a 3-day discount in a restaurant located on the outskirts of San Diego

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

Which of the following is an example of trade advertising? A. Mars Inc. is using print advertising to attract supply managers from other companies. B. Pluto Inc., a toothpaste manufacturer, places an ad in Tooth Daily, a magazine frequently circulated among dentists. C. CL Inc., a chocolate manufacturer, hopes to attract wholesalers and retailers by placing an ad in NextMag, a weekly hotel magazine. D. James, a doctor, places an ad in a local newspaper to advertise his new clinic. E. The State Egg Federation runs a series of television ads that educate people about the nutritional value of eggs.

D. Development of the major selling idea

Which of the following is one of the critical components of the creative brief? A. Formulation of the training program for the creative team B. Calculation of the advertising budget C. Management of the media buying operations D. Development of the major selling idea E. Management of one or more client groups

C. Flexibility

Which of the following is one of the five major factors identified by Robert Smith that refers to ads that contain different ideas or switch from one perspective to another? A. Elaboration B. Synthesis C. Flexibility D. Relevance E. Artistic value

C. Elaboration

Which of the following is one of the five major factors identified by Robert Smith that refers to ads that contain unexpected details or finish and extend basic ideas so they become more intricate, complicated, or sophisticated? A. Originality B. Flexibility C. Elaboration D. Artistic value E. Synthesis

C. Monitoring, evaluating, and controlling the promotional program

Which of the following is the final stage in the integrated marketing communications (IMC) planning process? A. Reviewing the marketing plan and situation analysis B. Determining the promotional budget C. Monitoring, evaluating, and controlling the promotional program D. Developing the integrated marketing communications program E. Determining the media strategy

A. Low cost per contact

Which of the following is true of advertising as a form of promotion? A. Low cost per contact B. Non-paid form of promotion C. Sponsor or advertiser not identified D. Immediate feedback and capability to close sales E. Makes use of non-traditional media

C. Advertising is a valuable tool for building brand and company equity.

Which of the following is true of advertising? A. Advertising attempts to create a personal relationship with the consumers. B. The nature and purpose of advertising is usually the same across various industries. C. Advertising is a valuable tool for building brand and company equity. D. Advertising is used only for the promotion of mass consumer products. E. One disadvantage of advertising is that it is extremely personal to consumers.

E. Personal selling

_____ is a form of one-on-one communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company's product or service or to act on an idea. A. Advertising B. Sales promotion C. Publicity D. Interactive marketing E. Personal selling

C. It involves determining how the message strategy will be executed.

Which of the following is true of creative tactics in relation to advertising messages? A. It deals with avoiding the creation of animatics for testing a commercial. B. It involves determining how much the advertising campaign will cost. C. It involves determining how the message strategy will be executed. D. It deals with avoiding the factors which lead to divergence in advertising creativity. E. It involves determining what the advertising message will say or communicate.

A. It encourages consumers to purchase straight from the manufacturer.

Which of the following is true of direct-response advertising? A. It encourages consumers to purchase straight from the manufacturer. B. It targets wholesalers, retailers, and other members of the supply chain. C. It is also known as primary-demand advertising. D. It primarily targets professionals such as doctors, lawyers, and engineers. E. It does not use the Internet as a means of advertising.

B. It calls for a "big picture" approach to promotional activities.

Which of the following is true of integrated marketing communication? A. It does not include sales promotion. B. It calls for a "big picture" approach to promotional activities. C. It segregates and highlights various promotional activities. D. It is also typically referred to as buzz marketing. E. It personifies advertising as the dominant form of promotion.

C. It includes fund-raising, sponsorship of special events, and special publications.

Which of the following is true of public relations? A. It is synonymous with sales promotions. B. It is narrower in perspective than publicity. C. It includes fund-raising, sponsorship of special events, and special publications. D. It avoids using advertising as a tool to enhance an organization's image. E. It refers to personal communications regarding an organization and its products.

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

Which of the following is true of retail advertising? A. It is done by large companies on a nationwide basis or in most regions of the country. B. It takes the form of direct-response advertising. C. It is done to build store traffic and sales. D. It is designed to stimulate demand for the general product class or an entire industry. E. It is targeted at marketing channel members such as wholesalers, distributors, and suppliers.

C. It enables marketers to gather valuable personal information from customers.

Which of the following is true of the Internet as a marketing medium? A. It is considered to be a traditional medium. B. It does not facilitate two-way communication. C. It enables marketers to gather valuable personal information from customers. D. It does not enable real time adjustment of offers. E. It cannot be integrated with other media programs such as direct mail and telemarketing.

D. USP must be emphasized through repetitive advertising.

Which of the following is true of the concept of unique selling proposition (USP)? A. USP usually mirrors the concept of bait-and-switch advertising. B. The concept states that a product's attribute claim must be excluded from advertising. C. The concept of USP is applicable only for B2B advertising. D. USP must be emphasized through repetitive advertising. E. The concept of USP must be used only for C2C advertising.

D. It involves monitoring, evaluating, and controlling the promotional program

Which of the following is true of the final stage of the integrated marketing communications (IMC) planning process? A. It involves deciding the role of each promotional-mix element. B. It involves determining the importance of each promotional-mix element. C. It involves finding out the coordination between all the promotional-mix elements. D. It involves monitoring, evaluating, and controlling the promotional program. E. It involves performing activities to implement the promotional programs.

B. It targets members of the supply chain.

Which of the following is true of trade-oriented sales promotion? A. It is also known as buzz promotion. B. It targets members of the supply chain. C. It is targeted at the ultimate user of a product. D. It uses rebates and couponing. E. It includes sweepstakes and premiums.

D. Personal selling

Which of the following promotional tools best suit a business-to-business marketer who sells expensive, risky, and often complex products? A. Print advertising B. Sales promotion C. Public relations D. Personal selling E. Publicity

c

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 ad truthful and tasteful? D. Does the creative approach support a market aggregation strategy? E. Does the creative approach use a dramatic execution style?

D. Verification

Which of the following stages of the creative process includes a highly formal and extensive pretesting of the ad before a final decision on the ad is made? A. Incubation B. Illumination C. Preparation D. Verification E. Digestion

B. Account planners work with the client as well as other agency personnel.

Which of the following statements about account planning is true? A. Account planners conduct only quantitative research. B. Account planners work with the client as well as other agency personnel. C. Account planners conduct only qualitative research. D. With account planning, the agency takes a 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 of its proprietary nature.

C. Ads that are highly creative may not increase sales of a brand.

Which of the following statements about creative strategy and its execution is true? A. A good creative strategy and execution guarantees a brand will exceed its sales objectives. B. A good creative strategy never fails in reviving a declining brand. C. Ads that are highly creative 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.

A. Focus groups are a qualitative research technique.

Which of the following statements about focus groups is true? A. Focus groups are a qualitative research technique. B. Focus groups avoid discussions on types of ad appeals to be used. C. Focus groups involve observing consumers in their natural environment. D. Focus groups are ineffective in evaluating the viability of different creative approaches. E. Focus groups involve observing the natural habits of a particular group of consumers without their knowledge.

C. Publicity usually comes in the form of a news story or an editorial.

Which of the following statements about publicity is true? A. Publicity is a form of communication which is directly run under an identified sponsorship. B. Publicity is the only tool used in a firm's public relations efforts. C. Publicity usually comes in the form of a news story or an editorial. D. Publicity has more of a long term, ongoing purpose than public relations. E. Publicity refers to personal communications regarding an organization and its products.

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

Which of the following statements about the relevance of ads is true? A. Ad-to-consumer relevance refers to situations in which the advertised brand of a product or service is of personal interest to consumers. B. Brand-to-consumer relevance refers to situations in which the ad contains execution elements that are meaningful to consumers. C. Brand-to-consumer relevance could be achieved through making use of celebrities with whom consumers identify. D. Relevance reflects the degree to which an advertisement provides information or an image that is pertinent to the brand. E. Relevance is best defined as the extent to which an ad contains elements that are novel, different, or unusual.

B. Unlike personal selling, advertising messages are not easily adapted to the receiver.

Which of the following statements accurately describes how advertising differs from personal selling? A. Unlike advertising, personal selling does not result in direct sales. B. Unlike personal selling, advertising messages are not easily adapted to the receiver. C. Unlike personal selling, advertising cannot attract mass attention. D. Unlike advertising, personal selling tends to have a lower cost per individual. E. Unlike advertising, personal selling does not provide accurate feedback.

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

Which of the following statements best defines value? A. The coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea B. The combination of factors like name, logo, design, and packaging that comes to mind when consumers think about a brand C. The desire and ability of two or more parties to exchange something of importance with one another 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 E. The amount of funds invested by the shareholders of a company in promoting its product portfolio

b

Which of the following statements describe a potential problem associated with the use of indirect headlines in a print ad? A. They generate too much interest or curiosity among the readers which leads to lack of remembrance of the message. B. They may not be provocative enough to get the readers' attention and offer a reason for reading the remainder of the message. C. They must always be accompanied by an engaging visual appeal in order to be effective. D. They only work when readers are already interested in the category of the good or service being advertised. E. They are often less effective at attracting readers' attention and interest because they are unable to provoke curiosity and lure readers into the body copy.

C. Publicity is not always under the control of an organization and is sometimes unfavorable.

Which of the following statements describes a disadvantage of publicity? A. Publicity is expensive to implement as it is directly paid for and run under identified sponsorship. B. Publicity has relatively low credibility. C. Publicity is not always under the control of an organization and is sometimes unfavorable. D. Publicity is not useful with a market segmentation strategy. E. Publicity makes a market aggregation strategy ineffective.

a

Which of the following statements is true about feature appeals? A.They tend to be very informative and present a number of attributes that can be used as the basis for a rational purchase decision. B. They are never used for technical and high-involvement products. C. They can be used for advertising a product but not a service. D. They never focus on attributes or benefits that are important to consumers. E. They stress upon the popularity of a product or service by pointing out the number of consumers who use the brand and the number who have switched to it

c

Which of the following statements is true about informational/rational advertising appeals? 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.

d

Which of the following statements is true about the use of slice-of-life executions? A. Slice-of-life executions are very inefficient in business-to-business advertising. B.To be effective, a slice-of-life execution should avoid mimicking real life because its primary purpose is to rise above the clutter. C. Slice-of-life executions work well only 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. Slice-of-life or problem/solution execution approaches are limited to consumer-product advertising.

c

Which of the following statements is true about the use of teaser advertising? A. They cannot be used to draw attention to and generate publicity for an upcoming advertising campaign. B. They do not work well because consumers really do not pay much attention to advertising. C. They can be effective but marketers must be careful not to use them too long. D. They usually offend consumers. E. They have the objective of building brand awareness by keeping the brand name in front of the customers.

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

Which of the following statements is true according to the Hirschman study of creative people in advertising? A. They view ads as promotional tools whose primary purpose is to communicate favorable impressions to the marketplace. B. They are more risk averse than brand managers. C. They prefer making conservative commercials. D. They believe a commercial should be evaluated in terms of whether it fulfills the client's marketing and communication objectives. E. They want to maximize the impact of the advertising message.

A. Traditionally, it has not been considered an element of the promotional mix.

Which of the following statements is true of direct marketing? A. Traditionally, it has not been considered an element of the promotional mix. B. It is synonymous with direct mail. C. The rapid growth of the Internet is discouraging the growth of direct marketing. D. It is seldom, if ever, used by companies that have an external sales force. E. It is less direct when compared to mail-order catalogs.

B. It is often used when competing brands are difficult to differentiate on a functional or performance basis

Which of the following statements is true of image advertising? A. It is used most often when there are significant functional or performance differences among brands. B. It is often used when competing brands are difficult to differentiate on a functional or performance basis. C. Advertisers often use it when their products or services offer a unique attribute or benefit to consumers. D. It is most commonly used for business-to-business products. E. It concentrates on those functional features of a product that are unique and cannot be imitated by competitors.

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

Which of the following statements is true of the use of creativity in an advertising campaign? A. Because most advertising is unique, creativity is not enough to break through the clutter. B. Creative advertising always has a positive impact on sales. C. Creative advertising that lacks flexibility and artistic value may have a greater impact on the target audience than advertising that is flexible and artistic. D. The nature of advertising requires that everyone involved in the promotional planning process understand the creative strategy. E. The users of creative advertising must avoid using big ideas and unique selling propositions in their advertising campaigns.

a

Which of the following statements provides a reason for why marketers use emotional appeals? A. The favorable feeling created by the appeal may transfer to the brand. B. Emotional appeals focus on the consumer's practical, functional, or utilitarian need for the product or service. C. Emotional appeals tend to be informative, and advertisers using them generally attempt to convince consumers that their product or service has a particular attribute(s) or provides a specific benefit that satisfies their needs. D. Emotional appeals persuade the target audience to buy the brand because it is the best available or does a better job of meeting consumers' needs. E. Emotional appeals are easy to execute and cost less than rational appeals due to lack of creativity

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

Which of the following statements supports the reason why a marketer might want to emphasize creativity in the development of an advertising campaign? A. Creative advertisements can avoid novelty in terms of divergence. B. Creative advertising can break through the clutter and make an impression on buyers. C. Creative advertisements always favor divergence over relevance. D. Creative advertising is effective even if it is irrelevant to the target audience. E. Creative advertising helps in winning awards, which always leads to increase in sales.

D. Unexpected touch point

Which of the following touch points relates to unanticipated references or information about a company or brand that a customer or prospect receives from sources that are beyond the control of the organization? A. Company created touch point B. Intrinsic touch point C. User created touch point D. Unexpected touch point E. Customer initiated touch point

A. Advertising

Which promotional mix element would best suit a firm that wants to reach a large consumer audience while keeping the cost per contact low and creating a symbolic image or appeal for a new brand? A. Advertising B. Personal selling C. Sampling D. Couponing E. Door-to-door selling

D. Immediate feedback

Which the following factors is generally neglected through the use of advertising? A. Ability to reach mass markets B. Low cost per contact C. Ability to create brand images and symbolism D. Immediate feedback E. Control of message content and media placement

D. David Ogilvy

Who among the following popularized the idea of brand image in his book Confessions of an Advertising Man? A. John O' Toole B. Leo Burnett C. Sigmund Freud D. David Ogilvy E. Rosser Reeves

B. Robert Smith

Who among the following was responsible for identifying the major factors that could account for the ways divergence can be achieved in advertising? A. Leo Burnett B. Robert Smith C. Rosser Reeves D. David Ogilvy E. Sigmund Freud

Source/Attention

Who will be effective in getting consumers' attention? The large number of ads we are bombarded with every day makes it difficult for advertisers to break through the clutter Marketers deal with this problem by using sources who will attract the target audience's attention - actors, athletes, rock stars, or attractive models

B. The models provide an organized approach to an advertising problem.

Why are models of the creative process valuable to those working in the creative area of advertising? A. The models enable the client to see what he or she is paying for. B. The models provide an organized approach to an advertising problem. C. The models provide an unstructured approach to an advertising problem. D. The models are usually developed based on the primacy effect. E. The models create heuristics needed to determine whether or not an ad will accomplish its goals.

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

With respect to advertising messages, which of the following best defines creative strategy? A. It involves determining what the advertising message will say or communicate. B. It involves determining how much the advertising campaign will cost. C. It involves determining the number of creative personnel required for the advertising campaign. D. It deals with optimizing the budget for online advertising campaigns. E. It deals with avoiding factors that lead to divergence in advertising creativity.

D. national

With respect to consumer markets, advertising done by manufacturers of well-known brands on a countrywide basis or in most regions of the country is known as _____ advertising. A. professional B. trade C. business-to-business D. national E. direct-response

DAGMAR is:

a philosophy of advertising goal setting

D. artistic value.

With respect to the five factors identified by Robert Smith and his colleagues that account for the ways divergence can be achieved in advertising, the factor which deals with ads that contain attractive shapes and colors is referred to as: A. synthesis. B. illumination. C. originality. D. artistic value. E. flexibility.

D. engages consumers and enters into a dialogue with them.

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 enters into a dialogue with them. E. minimizes the risk of offending technology-savvy consumers.

Problems with Sales Objectives

Won't work in isolation Sales results can be due to any of the other marketing-mix variables Ad effects take time Hard to determine precise relationship between advertising and sales Offers little guidance to those planning and developing the promotional program

B. creative brief

Work plan is another name given to the _____. A. campaign theme B. creative brief C. advertising message D. creative channel E. account planning process

_____ 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.

Zero-based communications planning

Competitor's Advertising Affects Your Sales Negatively and Your Advertising Affects Competitor's Sales Negatively

Zero-sum competition The brands are strong substitutes for each other The market is not growing Increase advertising to defend your position

E. Personal selling

____ is a promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer. A. Advertising B. Sales promotion C. Public relations D. Publicity E. Personal selling

c

_____ 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

D. Retail

_____ advertising is done by local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment. A. Trade B. Professional C. Direct response D. Retail E. National

b

_____ 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. Rational D. Comparative E. Feature appeal

D. Business-to-business

_____ advertising is targeted at individuals who influence the purchase of goods and services used to make other products. A. Professional B. Primary demand C. Retail D. Business-to-business E. Direct-response

D. Trade

_____ advertising is targeted at marketing channel members such as wholesalers, distributors, and retailers in order to encourage them to stock more of a particular brand. A. National B. Selective-demand C. Professional D. Trade E. Retail

d

_____ 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

e

_____ 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

b

_____ 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

a

_____ are words in the leading position of a print advertisement that are likely to be read first. A. Headlines B. Body copies C. Subheads D. Layouts E. Primary copies

C. Integrated marketing communications

_____ has been described as one of the "new-generation" marketing approaches being used by companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stakeholders. A. Decentralized communication systems B. Bait-and-switch marketing approach C. Integrated marketing communications D. Mass media advertising E. Customer newsletter service

B. Mass-media advertising

_____ has long been the cornerstone of brand building efforts for many companies. A. Interactive media B. Mass-media advertising C. Online marketing D. Product placement E. Personal selling

D. Sales promotion

_____ includes those marketing activities that provide extra value or incentives for purchasing a product, such as coupons and premiums. A. Direct marketing B. Advertising C. Public relations D. Sales promotion E. Publicity

A. Media strategy

_____ involves determining which communication channels will be used to deliver the advertising message to the target audience. A. Media strategy B. Creative strategy C. Reactionary strategy D. Intrinsic strategy E. User strategy

B. Integrated marketing communications management

_____ involves the process for planning, executing, evaluating, and controlling the use of the various promotional-mix elements to effectively reach out target audiences. A. Marketing information system management B. Integrated marketing communications management C. Customer relationship management D. Differential communications management E. Communications process accounting

C. Account planning

_____ 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. A. Media planning B. Copywriting C. Account planning D. Storyboarding E. Production scheduling

B. Focus group

_____ is a research method whereby around 10 to 12 consumers from the target market are led through a discussion regarding a particular topic. A. Regression analysis B. Focus group C. Guided search D. Market mapping E. Out-group study

D. 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. Bait-and-switch modeling B. Market positioning C. Perceptual mapping D. Problem detection E. Market profiling

C. Telemarketing

_____ 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. A. Bait advertising B. Buzz marketing C. Telemarketing D. Switch marketing E. B-to-B marketing

c

_____ 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

a

_____ 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

c

_____ 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

c

_____ 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. Jingle B. Voice-over C. Needledrop D. Stock photo E. Beat music

b

_____ is designed to give a company or brand a unique association or personality and is often transformational in nature. A. Rational advertising B. Image advertising C. Feature appeals D. Transactional advertising E. Brand immorality

E. Advertising creativity

_____ is the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems. A. Brand stretching B. Brand parity C. Visual merchandising D. Product differentiation E. Advertising creativity

D. Promotion

_____ is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services. A. Branding B. Product distribution C. Pricing D. Promotion E. Market segmentation

B. Brand identity

_____ is the sum of all points of encounter or contact that consumers have with the brand, and it extends beyond the experience or outcome of using it. A. Brand evangelism B. Brand identity C. Brand extension D. Brand differentiation E. Brand engagement

a

_____ is viewed as "something that moves people, speaks to their wants or needs, and excites their interest." A. Advertising appeal B. Execution style C. Creativity D. Big idea E. Needledrop

C. Publicity

_____ refers to nonpersonal communication regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship. A. Advertising B. Sales promotion C. Publicity D. Public relations E. Telemarketing

E. Ethnographic

_____ research involves anthropologists or other types of trained researchers observing consumers in their natural environments. A. Neuromarketing B. Out-group C. Questionnaire D. Focus group E. Ethnographic

"Brand identity" is best defined as

a combination of the name, logo, symbols, design, packaging, and image of associations held by the consumers

According to DAGMAR, advertising objectives should be written in measurable terms that specify:

a communications task, a target market, a benchmark starting point, a time period, and degree of change sought.

Mars Inc., a manufacturer of cat food, places an ad in a publication aimed at veterinarians that explains why they should recommend Mars's cat food to the owners of the cats they treat. This scenario is an illustration of

a promotional push strategy

competitive advantage

a set of unique features of a company and its products that are perceived by the target market as significant and superior to those of the competition

focus group

a small number of people with similar backgrounds and/or interests are brought together to discuss a particular product, idea, or issue

direct source

a spokesperson who conveys a piece of info and/ or supports a commodity or service

psychosocial consequences

abstract outcomes that are more impalpable, subjective, and personal

comparative

advertising is advertising that, either directly or indirectly, names competitors and compares the brands on one or more attributes.

In companies which follow a centralized organizational system, who among the following is most likely to be given the title "marketing communications manager"

advertising manager

According to the AIDA model, a customer expressing interest and desire is in the

affective stage

The _____ method of budgeting is being employed when expenditure is allocated by an analysis of expenditure for all aspects of producing and marketing the product. The ad budget is determined by making sure a certain amount is not exceeded.

affordable

persuasion matrix

aid marketers to see how each controllable element interacts with a consumer's acknowledgement process

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:

an S-shaped response function.

one of my favorites score

an absolute measure of the appeal or popularity of a celebrity

protection motivation model

appraising the info available regarding the severity of the perceived threat

Which top-down budgeting method is being employed when expenditure is allocated by assigning a budget based on gut feelings?

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."

arbitrary allocation

humorous message

attract and hold consumers' attention. They enhance effectiveness by putting consumers in a positive mood

evaluative criteria

attributes that consumers consider when reviewing alternative solutions to a problem

negotiated commission system

based on a sliding scale that becomes lowers as the clients' media expenditures increase

perceived control

being able to administer positive or negative sanctions to the receiver

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

benchmark

According to Duncan's zero-based marketing communications planning approach,

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

The task and objective method of budgeting as well as the payout plan are both examples of the _____ approach.

build-up

q-score

calculated by taking the percentage of respondents who indicate that a person is "one of my favorites" and then dividing that number by the percentage of respondents who indicate they have heard of that person

communications task

can be performed by and attributed to advertising rather than to a combination of several marketing factors

As a result of economies of scale, large advertisers:

can spend more money on advertising and realize a better return.

meaning transfer model of celebrity endorsement

celebrities draw their meanings from the roles they assume in their careers and the objects, persons, and contexts these roles bring them into contact with.

seeding

choosing the group of consumers who will be used to start the diffusion of a message

cost-plus method

client pays an advertising agency a fee based on the costs of its work in addition to some agreed-on profit margin

According to DAGMAR, the basic function of advertising is to:

communicate.

positioning by product user

communicating a specific image for a brand by associating it with a specific consumer group

In 2007, Cingular acquired AT&T but renamed itself using AT&T. The choice of the name reflected consumers' awareness and recognition of an established brand. Advertising to make consumers aware of new combined firm would more than likely have _____ objectives.

communications

Many marketing managers approach promotion from a(n) _____ perspective and believe the objective of advertising and other promotional mix elements is to relay information about a product to customers

communications

Various response hierarchy variables such as awareness, knowledge, interest, attitudes, and intention are the basis for:

communications objectives.

Under the DAGMAR model, a(n) _____ can be performed by, and attributed to advertising rather than a combination of marketing factors.

communications task

A stereo speaker manufacturer developed advertising objectives, which stated that the goal of the company's new ad campaign is "To communicate our ability to create an environment of total audio ambience in the home." This statement could serve as an example of a:

communications task.

category management system

companies have an additional layer of management above the brand managers to coordinate their efforts in handling a related group of products

A disadvantage associated with the _____ method is its assumption that because firms have similar promotional expenditures their programs will be equally effective.

competitive parity

The _____ budgetary allocation method is designed to promote stability and minimize marketing warfare as well as take advantage of the collective wisdom of the industry.

competitive parity

The _____ method of budgeting is being employed when expenditures are allocated based on information about industry averages for advertising. The budget is set to maintain a level consistent with industry spending.

competitive parity

low relative ad expenditure

competitive pricing

As a tool for budget allocation, multiple regression analysis is most often employed in budget models using:

computer simulation

The _____ function model is based on the microeconomics law of diminishing returns.

concave-downward

The two models that are commonly used to explain the relationship between advertising and sales are the:

concave-downward function and the S-shaped response function.

Before setting objectives for advertising and promotion, an organization should

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

multiattribute model

consumers have beliefs about specific brand dimensions and attach different levels of importance to these attributes

affect referral decision rule

consumers make a selection on the basis of an overall impression or summary evaluation of the various alternatives under consideration.

Pay for performance plans work best when the agency has complete _______over a campaign

control

direct response agencies

create and implement direct marketing programs

amplify

deals with designing a communications program

power of the source

depends on several factors such as perceived control, perceived concern and perceived scrutiny.

self-paced information

direct mail

One of the major tools of straight-to-consumer marketing is __ advertising, where a product is promoted through an ad that encourages the consumer to purchase straight from the manufacturer.

direct-response

According to the ___ model, learning from the mass media occurs after a purchase is made.

dissonance/attribution

The market segmentation process:

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

dissonance/ attribution model

do --> feel --> learn - situations where consumers must choose between two alternatives that are similar in quality but are complex and may have hidden or unknown attributes

standard learning model

do- feel- learn

indirect source

doesn't actually deliver a message but does not draw attention to and/or enhance the appearance of the ad.

A centralized system is often used when companies:

don't have many different divisions, product or service lines, or brands to advertise. Examples include Southwest, American and JetBlue

The first task in the objective and task method of budgeting is to:

isolate advertising objectives.

group system

it allows employees to become very knowledgeable about the clients business and there is continuity in servicing the account

The more specific the firm's advertising objectives, the

easier it becomes to measure advertising effectiveness.

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.

economies of scale

projective techniques

efforts designed to gain insights into consumer's values, motives, or needs that are difficult to express by having them reveal these internal states upon some external object

Before beginning its new advertising campaign, Landmark Bank conducted a study to determine consumers' level of awareness and knowledge of the bank and its services as well as consumers' perceptions of the bank's image. This was done to:

establish benchmark measures

in-depth interviews

face-to-face situations in which an interviewer asks a consumer to talk freely in an unstructured manner using specific question designed to obtain insights into his or her motives, ideas, or opinions

monitor

first step for a marketer in a social consumer decision journey model- know what is being said online about a product or brand

qualitative audit

focuses on agency's efforts in developing an advertising program

Inside-out planning:

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.

associative process

frequency of association

Many marketers are uncertain as to what the integrated marketing communications should contribute to the marketing program. The only goal of their company's advertising and promotional program is to:

generate sales

As a result of economies of scale, smaller advertisers:

get higher advertising rates than large advertisers.

In the case of marginal analysis approach, profits are shown to be a result of:

gross margin minus advertising expenditures.

J&J is a full function advertising agency that handles each of its clients by assigning individuals from various departments to work together on accounts. With respect to the organizational structures, J&J is using a _____ organizational system.

group

public-relations firms

handle publicity for the products and services of a company

The DAGMAR approach to setting objectives:

has focused advertisers' attention on the value of using communications objectives rather than sales objectives.

persuasion matrix

helps marketers see how each controllable element interacts with the consumer's response process.

The ___ model is the basis for the classic purchase funnel metaphor that is often used to depict the decision process consumers go through

hierarchy of effects

Arden's task is to determine what was accomplished by his company's advertising and promotional program for a vinyl siding cleanser. You can tell him that:

his task could be made easier by setting specific communication objectives.

The first step in the target marketing process is to

identify markets with unfulfilled needs

associative learning process (classical conditioning)

important for repetition and contiguity to occur

dependent variables

in a persuasion matrix, the steps that a receiver goes through in being persuaded

persuasion

induced through compliance may be superficial and last only as long as the receiver perceives that the source can administer some reward or punishment

qualitative media effect

influence that a medium has on a message

With respect to the roles in the family decision-making process, the person who exerts power as to what criteria will be used in the selection process while purchasing a product is called the

influencer

externally-paced information

info in which the transmission rate is controlled by the medium

externally paced

information from ads presented in broadcast media is

Only the ____ model has a retention stage, which is important for consumers wo are considering purchase decisions and who are not ready to make a purchase immediately.

information processing

Creative executives from the advertising industry might oppose the DAGMAR approach to setting objectives because it:

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

The S-shaped response function implies that:

initial advertising expenditures will have little impact on sales.

According to the S-shaped response curve,

initial outlays of the advertising budget have little impact on sales.

The central theme of the concept of ___ is that all of an organization's promotional elements and marketing activities reach our consistently and in a unified manner with its customers.

integrated marketing communications

To more fully appreciate the value of advertising and promotion, managers should treat the communications budget as a(n):

investment.

Q rating score

is an absolute measure of the appeal or popularity of the celebrity

clutter

is an aspect of the media environment that is important to advertisers. It is defined as the amount of advertising in a medium

fear

is an emotional response to a threat that expresses, or at least implies, some sort of danger

perceived scrutiny

is an important factor of source power

credible source

is less important when the target audience has a neutral position and may even be less effective than a moderately credible source when the receiver's initial attitude is favorable.

The carryover effect

is particularly apparent with mature, low-priced, and frequently purchased products

internalization

is the process where the receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate.

promotional push strategy

moving the product through the channels of distribution by aggressively selling and promoting the item to the resellers, or trade

social consumer decision journey

necessitates the establishment of communications objectives as viewed from a different perspective 1. monitor- know what is being said about a co. 2. respond- to what is being said about a co. 3. amplification- designing the communications program, get consumers more involved in a brand 4. lead- take the consumer to long-term behavioral changes

source derogations

negative thoughts about the spokes person or organization making the claims in an ad

financial audit

number of personnel hours charges to an account

Defining the communication goals to be accomplished and estimating the costs associated with the performance of necessary strategies and activities are steps in the ___ method of budgeting.

object and task

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.

objective and task

Which of the following is an example of a budgeting allocation method that uses a build-up approach?

objective and task

A company that uses an in-house agency might turn its advertising and promotion tasks over to an outside agency in order to

obtain greater objectivity

In which type of communications planning process do the promotional planners study (1) the various media customers and prospects use, (2) when the marketer's messages might be most relevant to customers, and (3) when customers are likely to be most receptive to the message.

outside-in planning

Advertising is defined as any

paid form of nonpersonal communication about a product, service, or company

During the first months of a new product introduction, a useful budgeting technique to determine a ballpark figure for setting feasible objectives is the _____ method

payout planning

problem recognition

perceived difference between actual and ideal state

The _____ method of budgeting uses advertising/sales ratio data.

percent of sales

The major problem associated with the _____ budgeting method is that it reverses the cause and effect relationship between advertising and sales.

percent of sales

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.

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?

percentage of sales

The most commonly utilized method of budget determination by large firms is:

percentage of sales method.

classical conditioning

portrays the existing relationship between a stimulus and a response

high relative ad expenditures

premium pricing

primacy effect

presenting the strongest arguments at the beginning of message. Information presented first is most effective

perception

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

consumer behavior

processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and product use

Pluto Inc., a fruit juice manufacturer, launches an ad that contains the slogan, "Try our fruit juices and get the freshness of real fruit." In this scenario, Pluto Inc is positioning its juices based on

product class

promotional push

programs are designed to persuade retailers to stock, merchandise, and promote a manufacturer's product

One important purpose of setting specific advertising goals and objectives is to

provide a standard against which performance can be measured

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

purchase/repurchase

To be effective, marketing objectives need to be:

realistic and attainable

compliance

receiver accepts the persuasive influence of a source and acquiesces to his or her position in hopes of obtaining a favorable reaction of avoiding punishment

identificaton

receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preferences, etc - my crush like Johnny Cash so I like Johnny Cash - attractiveness

central route to persuasion

receiver is viewed as a very active, involved participant in the communication process whose ability and motivation to attend, comprehend, and evaluate messages are high

perceived concern

receiver must think the source cares about whether or not the receiver conforms

wear out effect

refers to the tendency of a television or radio commercial to lose its effectiveness when it is seen and/or heard repeatedly

similarity

resemblance between a source and the receiver of a message

account executive

responsible for interpreting an advertiser's marketing and promotions needs to the personnel of the advertising agency

Sales-oriented objectives are appropriate for

retail advertising promoting a sale or special event

Direct-response advertisers generally set objectives and measure success in terms of:

sales response generated by an ad.

"Encouraging current drinkers of Coca-Cola to drink more of the beverage," would be an example of a(n) _____ objective.

sales-oriented

Financially oriented managers who view marketing communications as an expense rather than an investment are likely to prefer _____ objectives for advertising and other promotional areas.

sales-oriented

While watching TV, James notices a series of truck ads as he wished to buy a new truck. However, he failed to notice several other ads including those promoting cosmetics, snack foods, and sodas. In this scenario, James is exhibiting

selective attention

Ads that use telephone numbers that contain the company name are hoping to enhance

selective retention

storyboard

sequence of frames or panels that depicts a television commercial in still form

percentage of sales method

setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price - treats advertising as an expense

affordable method

setting the promotion budget at the level management thinks the company can afford

Heinz developed a sales promotion program called "All About Family." It offered a coupon of a free Halloween candy when one purchased any of five different participating Heinz brands. Cents-off coupons for the participating brands were placed in newspaper inserts. The campaign also featured a contest called the "Ultimate Family Night" sweepstakes. Heinz management most likely used _____ objectives to measure the effectiveness of this sales promotion.

short-term sales

promotional pull strategy

spending money on advertising and sales promotion efforts directed toward the u ltimate consumer

Advocates of communication-based objectives for advertising propose using _____ as a basis for setting these objectives

stages of a hierarchical response model

Outside-in planning:

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

In the _____ method to budgeting, sales are projected for the coming year based on the marketing manager's estimates.

straight-projected sales

association tests

techniques in which an individual is asked to respond with the first thing that comes to mind when he or she is presented with a stimulus

subliminal perception

the ability of a consumer to perceive a stimulus that is below the level of conscious awareness

viral marketing

the act of propagating marketing-relevant messages through the help and cooperation of individual consumers

Participants in the integrated marketing communications process can be divided into five major groups:

the advertiser (or client); advertising agencies, media organizations, specialized communication services, and collateral services

slice of life commercial

the advertiser usually starts by presenting a predicament with the hope of getting the consumer to think, "I can see myself in that situation." This can help establish a bond of similarity between the communicator and the receiver, increasing the source's level of persuasiveness

billings

the amount of client money that agencies spend on media purchases

elaboration likelihood model

the attitude formation or change process depends on the amount and nature of elaboration, or processing, of relevant info that occurs in response to a persuasive message

elaboration likelihood model

the attitude formation or change process depends on the amount and nature of elaboration, or processing, of relevant information the occurs in response to a persuasive message

The concept of advertising expenditures producing long term rather than immediate results is known as:

the carry-over effect.

The concept of advertising expenditures producing long-term, rather than immediate, results is known as:

the carryover effect

integration process

the combination of product knowledge, meanings, and beliefs to evaluate two or more alternatives

refutation appeal

the communicator presents both sides of an issue and then refutes the opposing viewpoint.

creative brief

the document that an advertising agency's creative department uses to guide the development of advertising ideas and concepts

According to the concave-downward model,

the effects of advertising quickly begin to diminish.

consideration threat

the exact number of the evoked set

communication

the exchange of ideas or the process of establishing a commonness or oneness of thought between a sender and receiver

Managers who use the communications effects pyramid to set objectives believe that:

the foundation of the communications program is set by accomplishing lower-level objectives such as awareness, knowledge, and comprehension

repetition

the frequency of the association- important for learning to occur through the associative process

sleeper effect

the increase in the persuasiveness of a message with time

The concave-downward function model is based on:

the microeconomics law of diminishing returns.

source derogations

the negative thoughts about the spokesperson or organizaton

feedback

the part of a receiver's response that is communicated back to a sender

perceived control

the perception that a source has the ability to administer positive or negative sanctions

product manager

the position of a brand manager who is responsible for the total management of the brand, including planning, budgeting, sales, and profit performance

target marketing

the process marketers follow to develop different marketing strategies to satisfy consumer needs

The objective and task method is most difficult to use when:

the product to be promoted is new to the market.

The basic elements that are used to accomplish an organization's marketing communication objectives are referred to as

the promotional mix

evaluative criteria

the properties of a product or service that are used to compare different alternatives

Many marketing managers prefer sales-oriented objectives for advertising because they believe:

the reason a company spends money on advertising and promotion is to sell its products or service.

collateral services

the support functions used by advertiser, agencies, media organizations, and specialized marketing communication firms - marketing research companies, package design firms, consultants, photographers, printers, etc

operant conditioning approach

the theory that people learn to perform behaviors that lead to desired consequences and learn not to perform behaviors that lead to undesired consequences

externally paced

the transmission rate is controlled by the medium

contiguity

the unconditioned stimulus and conditioned stimulus must be close in time and space- important for learning to occur through the associative process

motivation research

the use of psychoanalytical techniques to determine consumers' purchase stimulations

sales promotion agencies

they develop programs such as contests and sweepstakes

When higher-level executives determine the budget amounts to be allocated for each department's advertising expenditures, a _____ approach is being used.

top-down

decoding

transforming the senders message back into thought

affect referral decision rule

type of heuristic in which consumers make a selection on the basis of an overall impression of the various alternatives under consideration

Top-down budgeting methods are commonly used because of:

upper management's desire for control.

situational determinants

usage situation, purchase situation, communications situation - external conditions that strongly influence behavior

Clipping Service

used by smaller companies, which clips competitors; ads from local print media, allowing the company to work backward to determine the cumulative costs of the ads placed

open-ended message

used when immediate impact is not the objective, and repeated exposure will give audience members opportunities to draw their own conclusions

strategic marketing plan

usually derived from an organization's broad corporate strategy and used to facilitate the development of specific marketing programs and policies

Marketing goals defined in terms of sales, profits or market share increases are:

usually not appropriate for promotional objectives

The S-shaped response curve suggests that:

very low advertising budgets will not work.

Companies that would use in house agencies are companies who:

want to reduce costs and maintain greater control over agency activities

zero-based communications

what tasks need to be done, which marketing communications functions should be use, and to what extent

zero-based communications planning

what tasks need to be done, which marketing communications functions should be used, and to what extent

overexposure

when a celebrity endorses too many products

stopping power

when a company endorses a popular celebrity

concentrated marketing strategy

when a firm focuses on one market segment and tries to capture a large share of this market

compliance

when a receiver perceives a source as having power - receiver accepts the persuasive influence of the source and acquiesces to his or her position in hopes of obtaining a favorable reaction or avoiding punishment - may be superficial and last only as long as the receiver perceives that the source can administer some reward or punishment

price and promotion based heuristics

when consumers purchase familiar products frequently

source bolster

when receivers of a message react favorably to the source of a message

source bolsters

when receivers of a message react favorably to the source of a message

Assume the Greyhound Bus Company runs a six-month advertising campaign promoting its convenient bus routes and excellent on-time service without conducting any sort of marketing research. At the end of the six-month period, Greyhound conducts a study and finds 80 percent of its frequent travelers agree the bus company has convenient bus routes and excellent on-time service. Greyhound can conclude that:

without benchmark measures, it will never know if the campaign was a success or a failure.

buzz marketing

word-of-mouth communications