ADVRT 230 EXAM 3
You run a toy company. Age compression means...
Business is not good
Why is media planning a more complicated process today than it was 10 years ago?
The increasing fragmentation of the audience.
Many people purchase a product because they have an advertiser rebate, but they often never actually claim the rebate, a phenomenon known as slippage.
True
One form of direct-response advertising is an informercial that invites viewers to call in now to purchase.
True
Press releases consist of one or more printed pages of information issued to generate publicity or shed light on a subject of interest.
True
The three basic forms of standardized structures are bulletins, 30-sheet poster panels and junior panels.
True
A Los Angeles article about Facebook pledging to end racial exclusion in some ads is an example of publicity.
True A major activity of public relations, publicity is the generation of news about a person, product or service that appears in print or electronic media.
Cause marketing occurs when a company such as Avon donates part of its profits to breast cancer research.
True Cause marketing is a partnership between a for-profit company and a nonprofit organization, which increases the company's sales while raising money and visibility for the organization's cause.
Due to the maturing marketplace, the media audience has scattered across new media options, resulting in fragmentation and an increasingly complicated role for the media planner.
True Evidence of the maturing marketplace is the fragmentation of the media audience, which complicates the media planner's job.
Disney movies are an example of socialization.
True The Socialization Theory is the process of inheriting and disseminating norms, customs and ideologies. In the case of Disney, the beautiful women with the perfect and unattainable bodies are always looking for the prince to save them.
The direct marketing database is a company's primary tool to initiate, build, cultivate and measure the effectiveness of its loyalty efforts.
True The database is the key to direct marketing success, especially in an IMC program. It enables marketers to target, segment and grade customers. The database can also provide the company with a demographic profile and purchase history for each customer.
Which of the following is the best example of direct-response print advertising?
a magazine ad for pet food that asks you to call a toll-free number for more information Hint - you want an action to be taken so what tactic are you using to get a consumer to take action?
The two ways to express ________ are gross impressions and gross rating points.
message weight
What does media saturation mean to advertising?
o Mass media are funded by advertising o As mass media increases, so does advertising o More advertising o All the above
What do children learn from ads?
o What to consume o How to think about products and brands o The relationships between brands and happiness o All the above
Black Friday originated in the...
19th century
Sixty percent of the total target market heard the radio spots for Cartersville Jewelry Exchange at least once during a four-week period. The average frequency of the advertisement was four. Calculate the gross rating points (GRPs).
240 GRP = reach x frequency
If 8.1 percent of all the sales of Top Ramen for the United States happen in New York City and 2.5 percent of the entire U.S. population lives in New York City, calculate the CDI.
324 CDI = (% of product category's total US sales in area / % of total US pop. in the area) x 100
Given that Starbucks sells 1.33 percent of its total U.S. coffee bean sales in Denver and the population there is 1.57 percent of the total U.S. population, calculate the BDI for Starbucks coffee beans sales in Denver.
84.71 BDI = (% of brand's total US sales in the area / % of total US pop. in the area) x 100
________ is not inherently credible. The believability of an ad comes from the pre-established credibility of the brand.
Advertising Advertising is not considered as credible as PR because PR persuades media, or influencers, to talk about your product, issue, company, etc. and they are not paid.
The Chinese eCommerce store _______ sold $38 billion in a single day
Alibaba
What assumption must be made in order for the theory behind the advertising response curve to be true?
All ad exposures are equal.
This theory states that if you are not a member of the group, what you see is surface culture. But what is really important in advertising is the deep culture.
Cultural Competence Theory
Which of the following statements about direct marketing is true?
Direct marketing is a measurable system of marketing. Direct marketing efforts are always aimed at stimulating some action or response on the part of the customer or prospect. Because these responses can be measured, direct marketing is accountable.
Mass marketing is the best way to develop a good database.
False
TV ads targeted to children 12 and under cannot include a website address
False
To determine the sales strength of BMW in Log Angeles, ABA calculates the BDI and CDI to plan a strategy for the market. He finds a low BDI (under 100) and a high CDI (over 100) indicating that BMW has a low potential in L.A. but a large market share.
False
A media kit is the most widely used public relations tool.
False A press release (or news release) is the most widely used public relations tool.
Ambush marketing involves an official event sponsor placing its logo in all areas of a stadium.
False Ambush marketing is a promotional strategy that non-sponsors use to capitalize on the popularity of prestige of an event or property by giving the false impression that they are sponsors.
There are government regulations on advertising food to children aged 12-17.
False Despite multiple efforts for legislation, there is are no regulations against advertising food to children of any age.
Unlike a marketing plan, developing a media plan starts with devising ingenious strategies, moves on to building specific tactics and concludes with reviewing the market objectives.
False Development of a media plan proceeds in much the same way as marketing and advertising planning.
Product placement is when the product becomes one of the stars.
False False - this is brand integration.
In 2013, Facebook reported that only 10 percent of its advertising revenue came from ads on mobile platforms, which suggested that Facebook's success on mobile devices was dwindling.
False Feedback: In the summer of 2013, Facebook reported that nearly 40 percent of its advertising revenue was coming from ads served on mobile platforms.
The term reach refers to the intensity of a media schedule based on repeated exposures to a medium.
False Feedback: This is the definition of frequency.
A major benefit of Public Relations is the ability to fully control the message.
False This is one of the drawbacks. While PR is considered more credible than advertising, you can't control the message like you can in advertisements.
Dr. Joel Geske showed an ad that he considered to be "the most offensive ad of all time." What was the ad about?
Hahn's political ad Hahn's political ad. In the U.S. political advertising has its own regulations that include they can't be banned, no matter how offensive, inaccurate or damaging they may be.
Joe is looking at performance metrics for his business growth strategy. What is the key metric he should look at?
Market penetration
The owner of an organic grocery store wants to place inside cards over the doors of city buses. To keep advertising costs down, the store owner can most likely:
Print different ads on both sides of the card. Feedback: Cost conscious advertisers print both sides of the card so it can periodically be reversed to change the message, saving on paper and shipping charges.
Which of the following statements about publicity is true?
Publicity has a good return on investment compared to other communications activities. Hint: Publicity is completely free is not the correct answer because while some people think of publicity as "free" because the media don't charge to run it. However, someone still gets paid to write the release, conduct media pitching and work with the press.
The percentage of the marketplace that has the opportunity to see the ad is called _________.
Reach
______ is a long-term strategic process to managing the standing of the firm with various publics.
Reputation management
Which of the following statements about sales promotion is true?
Sales promotion may be used anywhere along the marketing route.
Which state ran the "Meth, We're On It" campaign?
South Dakota
When Martha Stewart was sentenced to prison for insider-trading, her company Martha Stewart Living Omnimedia Inc. most likely engaged in ______________ to minimize damage to the organization.
crisis management Feedback: Brand value can be quickly destroyed if "damage control" is not swift and thorough. The planning and staging of events to generate publicity is called press agentry, which was less important to control damage from the scandal.
Which of the following is always aimed at stimulating some action or response from its recipient?
direct-response advertising
Game of Thrones had a local audience of 115,000 for each episode during its last season. During the time, a local motorcycle shop ran 16 ads, meaning it had _________ equal to 1,840,000.
gross impressions - Gross impressions = the total of all audiences delivered by a media plan· - Effective frequency = the average # of times a person must see/hear an ad before it becomes effective - Gross rating points = the total audience delivery or weight of a specific media schedule, 1 rating = 1% of a particular market's population
Unlike advertising, public relations activities are
highly credible.
Which of the following is correct about "host selling"?
o When the host of a show does ads within the show o Is permitted in the US for adult programming o Isn't permitted in the US for kids programming o All the above
Talking about childhood...
o conceptions of childhood are different between cultures o conceptions of childhood change over time o the length of childhood changes over time o all of the above
Category Development Index (CDI) is calculated by dividing the percentage of the product category's total U.S. sales in the area by ___________ and multiplying 100.
percentage of total U.S. population in the area.
__________ is the interpersonal communications process by which a seller ascertains and then satisfies the needs of the buyer, to the mutual, long-term benefit of both parties.
personal selling Hint: Your key word is interpersonal....
What is the first function performed by a public relations professional?
plan and execute the company's public relations program
Which term refers to the management function that focuses on the communications that organizations have with other groups for the purpose of creating mutual goodwill?
public relations
An energy company offers customers rebates of up to $500 for installing energy-efficient water heaters, windows and doors. This is most likely an example of a _______ strategy.
pull - Pull strategy - pull people into to buying products - Push strategy - final push, get them to actually but it