Advertisement Final
(T/F) A dummy is an example of final art.
False
(T/F) Advertisers who want to reach an entire country would use a regional plan.
False
(T/F) Emotional appeals are directed at the consumer's practical, functional need for the product.
False
(T/F) Managers of large companies cannot profit from bottom-up marketing because they are less likely to discover a unique marketing tactic that can be developed into a strategy.
False
(T/F) Newspapers are currently the largest medium in the United States in terms of advertising dollars.
False
________ measures the intensity of a media schedule, based on repeated exposures to the medium or the program. -Rating -Gross impression -Frequency -Reach -Continuity
Frequency
What is a disadvantage of programmatic advertising? -It takes away the job of a media planner -It can be expensive -It eliminates the importance of the customer -It doesn't take advantage of technology -It automatically places ads in the correct media without human input.
It can be expensive
How do production managers decide when each step of the work to produce an ad should be completed? -They allow a week to ten days for each stage of the process -They base it on other jobs with similar ads -They know that all production should be completed in 30 days -They create a comp of the ad in one week and allow another week for printing -They work backward from the publication's closing date
They work backward from the publication's closing date
(T/F) A media schedule based on roadblocking buys airtime on all three networks at the same time to give the impression that the advertiser is everywhere.
True
(T/F) By starting the planning process with a database, a company focuses on the consumer and not profit goals.
True
(T/F) Effective reach refers to the quality of the exposure. It measures the percentage of the audience who receive enough exposures to truly receive the message.
True
(T/F) In 1984, the standard advertising unit (SAU) system was introduced to standardize newspaper column width, page sizes, and ad sizes.
True
(T/F) Media planners refer to the duration of an advertising message or campaign over a given period of time as continuity.
True
(T/F) The preferred position near the top of a page or the top of a column next to reading matter is called a full position.
True
Kendall Automotive needs to hire a mechanic and places an ad for the job in the local newspaper. What type of ad would the business use? -cooperative -public notice -display -combination -classified
classified
Bob Lauterborn has suggested that the 4Ps should be changed to the 4Cs which include consumer, cost, convenience, and -consistency -communication -comprehension -context -creativity
communication
In terms of marketing objectives, ________ are outcomes that can reasonably be associated with promotional activities, such as increases in brand recognition or awareness and increased comprehension of a brand's attributes or benefits. -sales-target objectives -technical objectives -communication objectives -financial objectives -strategic objectives
communication objectives
As a dues-paying member of the American Financial Association, Christine receives the quarterly publication, Finances For You, free-of-charge. What type of circulation does this represent? -flat-circulation -paid-circulation -controlled-circulation -fixed-circulation -variable-circulation
controlled-circulation
Marissa is part of the creative team at UpHill Advertising Group. She is responsible for the words that are used in the ads. Marissa is a(n) -art director -graphic engineer -copywriter -marketing representative -designer
copywriter
What tool is used when writing a campaign that answers the questions who, what, where, when, and why? -tone statement -creative brief -brand character statement -objective brief -mission statement
creative brief
In the ________ step of the creative pyramid, a copywriter encourages prospective customers to picture themselves enjoying the benefits of the product or service. -desire -interest -credibility -awareness -action
desire
What is the final step in Wang and Schultz's IMC planning model? -determining what communications tactics to use -segmenting customers and prospects in the database -setting marketing objectives -analyzing information on customers -identifying what brand contacts are required to change purchase behavior
determining what communications tactics to use
Body copy that incorporates figures of speech is using ________ copy style. -dialogue -institutional -narrative -device -straight-sell
device
During the media planning meeting, Julia's manager asked her to determine the percentage of the audience who received enough exposure to the new skin cream ad to truly receive the message. What does Julia need to find out? -gross rating points -audience objective -advertising impression -effective reach -media vehicle
effective reach
The advertising response curve indicates -incremental response to advertising diminishes with repeated exposures -audience fragmentation increases effective reach -repeated exposures to ads increase advertising success -recency planning does not apply to advertising for services -probable exposures increase with audience fragmentation
incremental response to advertising diminishes with repeated exposures
Every Wednesday, households in the city of Parkview receive a free community newspaper that contains extensive advertising pages of local businesses. This newspaper is an example of a(n) -island half -preprinted insert -independent shopping guide -tabloid newspaper -Sunday supplement
independent shopping guide
What is the final communication objective according to the IMC pyramid? -developing conviction -creating awareness -developing comprehension -creating desire -inducing action
inducing action
It is important for websites to provide readers with a way to respond. In other words, the site should be -consistent -detailed -deliberate -reflexive -interactive
interactive
What advantage does newspaper advertising have over other media? M -It has a long life span -There are no overlapping circulation problems -It offers a high production quality and impressive images -It provides timeliness -Its' high rates limit the number of advertisers
it provides timeliness
Rob decided that the best way to advertise the Harvest Festival was with a large ad placed in the center of the newspaper page surrounded by editorial matter. What type of ad does Rob want to use? -gatefold -custom magazine -insert -cover position -junior unit
junior unit
When setting objectives for a marketing program based on the DAGMAR approach, an objective that relates to comprehension is based on -purchasing the brand -knowing the brand exists -knowing about the brand's benefits -having a favorable attitude toward the brand -using the brand
knowing about the brand's benefits
A ________ refers to the overall orderly arrangement of the formal elements of an ad. -thumbnail -comp -layout -dummy -mechanical
layout
In terms of bottom-up marketing, the ________ refers to a specific action for helping to accomplish a marketing strategy. -creative mix -marketing tactic -product concept -mission statement -situation analysis
marketing tactic
Which component of the message strategy accounts for the overall nature of the campaign's graphics? -production -technical -tactic -nonverbal -verbal
nonverbal
The ________ of developing an IMC budget treats IMC as a marketing tool for generating sales. -percentage of sales method -objective/task method -share of market/ share of voice method -percentage of profit method -empirical research method
objective/task method
During the positioning strategy meeting, the team agreed that the best way to position the product was by redefining the market space and creating a space in which no other product currently fit. Which approach is the team using? -product category -use/application -product class -cultural symbol -product user
product category
In a ________ for a radio copy, speakers' names are arranged vertically, along with descriptions of sound effects and music on the left-hand side while the right column contains the dialogue. -script -jingle -tagline -testimonial -voice-over
script
Which method for determining an IMC budget attempts to link promotional dollars with sales objectives? -share of market/share of voice -objective -task -empirical research -percentage of sales
share of market/share of voice
In terms of the increasing complexity in media buying and selling, ________ often employ(s) communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing. -mixed-media approaches -recency planning -roadblocking -pulsing -value-added packages
value-added packages
For magazines and newspapers, ________ discounts are based on the total amount of space bought during a specific period. -frequency -cash -seasonal -trade volume
volume
