IMC Exam 2
Which of the following is a type of anti-tracking software used by online consumers to help protect their privacy? AdSEA Plus AdBlock Plus AdSense Advantage AdWare AdWords
AdBlock Plus
_____ is the process of creating ad messages, selecting media in which to place the ads, and measuring the effects of the advertising efforts. Advertising Advertising management Promotion management Marketing management Marcom management
Advertising management
A strength of radio advertising is _____. low cost per thousand the ability to reach prospective customers on a personal and intimate level All of these are correct. short lead-times the ability to reach segmented audiences
All of these are correct.
Selecting the "best" medium depends on the _____. advertiser's objectives creative needs budget availability competitive challenge All of these are correct.
All of these are correct.
Telemarketing uses outbound calls from salespeople for what purpose? to service existing business All of these are correct. None of these are correct. to open new accounts to qualify advertising leads
All of these are correct.
Which of the following is a distinctive feature of direct mail? All of these are correct. targetability accountability measurability efficiency
All of these are correct.
Which of the following is a function direct mail can accomplish? communicate with individuals in a relatively private manner sell products and services to new customers All of these are correct. build traffic at a specific retailer or website generate leads for a sales force
All of these are correct.
Which of the following is a major mass advertising medium? newspapers television radio magazines All of these are correct.
All of these are correct.
Which of the following is a strength of magazine advertising? long life All of these are correct. high level of reproduction quality ability to pinpoint specific audiences some magazines reach very large audiences
All of these are correct.
Which of the following is an advertising creative style? unique selling proposition generic resonance brand image All of these are correct.
All of these are correct.
Which of the following is an online advertising format? websites search engine advertising superstitials e-mail advertising All of these are correct.
All of these are correct.
Which of the following types of information can be gleaned from social media sites? All of these are correct. pricing information promotion modifications consumer feedback product ideas
All of these are correct.
_____ is based on the idea that it is easier for people to remember and retrieve tangible rather than abstract information. Concretizing Effectiveness Appropriateness Novelty Simplicity
Concretizing
_____ addresses the matter of whether an advertisement reflects empathy with the target audience's basic needs and wants as they relate to making a brand-choice decision in a particular product category. Concreteness Stickiness Appropriateness Novelty Connectedness
Connectedness
Define the concept of customer lifetime value, and describe five ways to enhance lifetime value.
Each customer is viewed as a long-term asset. The customer's lifetime value can be discounted back to the net present value of the customer. 1. increase retention rate: the longer the customers are retained, the higher the lifetime value of the customer 2. increase referral rate: current customers refer new customers to the company 3. enhance the average purchase volume per customer: making current customers want to buy more products from the brand 4. cut direct costs: cutting costs by changing distribution channels to make them more efficient 5. reduce marketing communications costs: use data to create direct advertising because it is less costly than mass-media advertising.
Which of the following is considered the "Goliath" of social media, based having the largest volume of monthly active users and unique visitors every month? Instagram LinkedIn Facebook Twitter Pinterest
Frequency refers to the number of people who purchased a product as a result of an advertisement. False True
False
Social media turns communication into one-way dialogue. True False
False
Which of the following agencies deals with consumers' privacy concerns for Facebook? National Labor Relations Board Federal Trade Commission Corporation for Public Broadcasting Commission on Civil Rights Small Business Administration
Federal Trade Commission
Which is the leading search engine? YouTube Google Yahoo! Bing MSN
_____ are ads that appear between two content Web pages. Pop-ups Interstitials Cookies Banner ads Superstitials
Interstitials
The person who started Facebook is _____. Larry Page Sergey Brin Sam Adams Mark Zuckerburg Steve Jobs
Mark Zuckerburg
____ procure specific vehicles within particular media that have been selected for an agency's clients. Account planners Media planners Media buyers Media directors Account executives
Media buyers
____ is the design of a strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives. Communications planning Cost planning Continuity planning Media planning Marketing planning
Media planning
Bonnie needs information for local radio ratings. She would be able to get this information from _____. Media Research, Inc. Bruzzone Research Company Nielsen Audio Statistical Research, Inc. Experian Simmons
Nielsen Audio
____ is the practice of marketers asking for and receiving consumers' permission to send them messages on particular topics. Spam Phishing Superstitial e-mailing Interstitial e-mailing Opt-in e-mailing
Opt-in e-mailing
Define the terms reach, frequency, and weight.
Reach: % of the target audience that is exposed at least one time to the advertising message during a specific period Frequency: the average number of times the target audience is exposed to the advertising message during the period. Weight: how much advertising is needed to accomplish the reach and frequency goals.
_____ refers to the presentation of stimuli at a rate or level that is below the conscious threshold of awareness. Accelerated Embedded Subsurface Subliminal Subconscious
Subliminal
Which of the following is true regarding cost considerations when seeking a celebrity endorser? The cost to acquire a celebrity endorser is not an important consideration. Cost should be considered only after all other factors are examined. None of these are correct. The cost to acquire a celebrity endorser should not dictate the final choice. A more costly celebrity endorser is usually worth the extra expense.
The cost to acquire a celebrity endorser should not dictate the final choice.
An example of usage expansion advertising is _____. - a retailer who doubles the promotional budget. - a soft drink manufacturer who is the first to introduce a five-liter plastic bottle - a retailer that was using only newspaper advertising expanding into radio advertising - a manufacturer of baking soda promoting a new use for the product - a gas station advertising that it is open 24 hours a day
a manufacturer of baking soda promoting a new use for the product
Facebook earns its revenue primarily from _____. membership fees selling data It doesn't earn revenue yet. corporate profile fees advertising
advertising
Evidence suggests that the use of explicit sexual illustrations in advertisements may interfere with consumers' processing of message _____ and reduce message _____. complexity; gestalt features; success cues; appropriateness appeals; impact arguments; comprehension
arguments; comprehension
Laddering is a marketing research technique that has been developed to identify links between _____. attributes, consequences, and values attributes, consumers, and values attributes, consequences, and variables
attributes, consequences, and values
Which form of advertising only targets those with a known interest in a product? search advertising content advertising contextual advertising behavioral targeted advertising cookie advertising
behavioral targeted advertising
When only those consumers known to be interested in a particular product or service receive an advertisement, _____ is being used. benefit targeting consumer-oriented marketing demographic segmentation behavioral targeting geographic segmentation
behavioral targeting
Research has found that click-through rates (CTRs) are a function of _____. the color in the ad the amount of information price brand familiarity interactivity
brand familiarity
An advertiser who seeks a celebrity that fits with the brand's "bad boy" image is focusing on which practical issue in choosing celebrity endorsers? celebrity attractiveness celebrity and brand matchup celebrity credibility cost considerations celebrity and audience matchup
celebrity and brand matchup
Most successful companies are aware that _____ spending is the key factor underlying successful advertising. decreased increased maximum consistent investment minimum
consistent investment
An advertisement by Anheuser Busch, the manufacturer of Budweiser beer, stressing the importance of using a designated driver to curb drunken driving accidents is an example of _____ advertising. corporate issue preemptive preventive generic corporate image
corporate issue
CPM stands for _____. cost per thousand coverage per month coverage per million cost per month cost per million
cost per thousand
A document designed to channel copywriters' and other creatives' efforts toward a solution that will serve the interests of the client is known as a(n) _____. creative platform advertising platform advertising copy creative copy creative brief
creative brief
The tendency to believe or trust someone is called _____. internalization credibility power likability expertise
credibility
A major development in recent years involves marketers of specific brands developing newsletters and magazines that focus on their brands, issues related to their brands, and the interests of brand purchasers. These are called _____. product publications e-magazines in-house news sources blogs customized magazines
customized magazines
With effective database marketing a firm may be able to alter the channel of distribution via direct marketing efforts, and hence _____. increase retention rate reduce marcom costs cut direct costs enhance average purchase volume per customer increase the referral rate
cut direct costs
Charles wants to use an advertising medium that offers the capability to target a precisely defined group of people, the ability to determine exactly how effective the advertising effort is so that he can justify budget allocations to this medium, and offers the flexibility to meet changing circumstances. Charles should use _____. brand placement direct mail magazines television outdoor billboards
direct mail
Compared with other media, _____ is much less wasteful and will usually produce the highest percentage of responses. newspaper direct mail television radio outdoor advertising
direct mail
Letters, postcards, programs, calendars, folders, and catalogs are all examples of _____. indirect marketing direct-mail advertising indirect advertising e-mail advertising database marketing
direct-mail advertising
Rick's job at a major consumer goods manufacturer is to oversee the process of setting advertising objectives, devising budgets, message creation, and determining media strategy. Rick is involved in _____. formulating advertising strategy account management implementing marketing strategy marketing management implementing advertising strategy
formulating advertising strategy
The period preceding and following prime time in television is known as _____. nonprime time fringe time off time daytime slotting time
fringe time
When the receiver finds something in an endorser that they consider attractive, persuasion occurs through a process of _____. identification externalization normalization habituation internalization
identification
Music has been shown to be effective _____. in influencing product preferences more often when a slow-pace is used, rather than a fast-pace in influencing actual sales in establishing trust more often when a fast-pace is used, rather than a slow-pace
in influencing product preferences
Chloe is playing "Need for Speed," which is a video game they plays on their Playstation 3 game console. During their races, they sees signage for various brands, such as McDonald's and other fast food restaurants. This is an example of _____. video emerging advertising all of these are correct electronic signage in-game advertising virtual signage
in-game advertising
Humorous advertisements in the United States generally involve the use of _____. exemplars slapstick humor psychological reactance incongruity resolution cognitive dissonance
incongruity resolution
Ad advertisement for Imodium A-D anti-diarrheal medicine compares having to take two pills to several spoonfuls of the "pink stuff." Which type of comparative advertisement is this? indirect stealth inoffensive subtle direct
indirect
The Eastman Kodak company introduced a 30-minute _____ on TV to promote its new DC210 zoom digital camera. sales promotion blog product placement interstitial infomercial
infomercial
Which of the following do successful social media campaigns have in common? use of stereotypes integration with other IMC elements addressing a social or medical issue humor focus on an individual
integration with other IMC elements
The degree of honesty or trustworthiness of a source depends primarily on the audience's perception of the source's ______. likability attractiveness power intent familiarity
intent
Assume that John, a highly credible music critic, gives a rave review of a new album by the Corrs and that consumers form a positive attitude toward the album. In this instance, attitude is formed through the psychological process of _____. internalization subconscious compliance conditional identification
internalization
When an information source, such as an endorser, is perceived as credible, audience attitudes are changed through a psychological process called _____. affect referral internalization identification externalization TEARS
internalization
When the receiver accepts the endorser's position on an issue as his or her own, _____ has occurred. normalization identification compensation internalization externalization
internalization
Comparative advertising _____. is more effective when claims are made to appear more credible. All of these are correct. generates less favorable attitudes toward the sponsoring brand is less effective than non-comparative ads in enhancing brand name recall is perceived as somewhat more believable than non-comparative advertising
is more effective when claims are made to appear more credible.
Humor _____. enhances the likelihood that the brand is perceived positively, but not the advertisement is more successfully used with established rather than new products can be used in the same way from one region of a country to another offers an advantage over nonhumor at increasing persuasion enhances source credibility
is more successfully used with established rather than new products
Search engine advertising rests on the concept of _____, which are specific words and short phrases that describe the nature, attributes, and benefits of a marketer's offering. natural words word-find search words keywords analogies
keywords
Which of the following is an advantage of brand placements in movies, TV programs, and elsewhere? more intrusive than advertisements less likely to be summarily rejected as just another persuasive attempt complete control over placements measurability lack of clutter
less likely to be summarily rejected as just another persuasive attempt
Experian Simmons specializes in measuring _____. effectiveness of outdoor advertising audience sizes of television programs audience sizes of radio stations magazine readership newspaper readership
magazine readership
A major negative of social media is that consumers can _____. learn about brand deals make negative comments like their favorite brands interact with brands share brand information with friends
make negative comments
Lucille's position at an advertising agency has her involved in getting new business for the agency and working with clients at a strategic level. Lucille is a(n) _____. management supervisor assistant supervisor account executive line manager senior vice-president
management supervisor
Media planning involves coordination of three levels of strategy formulations: marketing strategy, advertising strategy, and media strategy. promotion strategy, advertising strategy, and message strategy. promotion strategy, placement strategy, and media strategy. marketing strategy, advertising strategy, and message strategy. marketing strategy, placement strategy, and media strategy.
marketing strategy, advertising strategy, and media strategy.
3. A(n) _____ represents the linkages among brand attributes, the consequences obtained from using the brand, and the personal values that the consequences reinforce. means-end chain mecca interconnect value connect
means-end chain
Renee is selecting the target audience, specifying media objectives, selecting media categories and vehicles so that media buyers can then purchase media for her agency's client. Renee is developing the _____. media strategy marketing strategy message strategy tactical strategy advertising strategy
media strategy
In advertising terminology, newspaper is the _____ and the Wall Street Journal is the _____. medium; sponsor script; sponsor vehicle; sponsor vehicle; medium medium; vehicle
medium; vehicle
Effective reach planning generally leads to using _____ rather than depending exclusively on television, which is often the strategy when using the GRP metric. word-of-mouth Internet advertising multiple media sales promotion several vehicles
multiple media
One reason that cable advertising is attractive to national advertisers is because cable networks focus on specialized areas of viewing interest. This is called _____. spot advertising narrowcasting fractionalization audience tracking focused advertising
narrowcasting
Which of the following is a feature of creative ads? novelty humor short length effective intensity
novelty
The most common method of compensation for advertising agencies today is _____. - a standard commission of 10 percent of the gross amount of the billing - outcome- or performance-based programs - a standard commission of 20 percent of the gross amount of the billing - a labor-based fee system - a standard commission of 15 percent of the gross amount of the billing
outcome- or performance-based programs
A full-service advertising agency _____. - performs all the basic functions of advertising for a client - has the advantage of complete control over the advertising function - does not perform other marcom functions, such as sales promotion and publicity - is unprofitable unless a company does a large and continuous amount of advertising - necessitates employing an advertising staff and absorbing the overhead required to maintain the staff's operations
performs all the basic functions of advertising for a client
Sunshield is a new line of sunglasses that boasts lenses that grow progressively darker with increasing sunlight. Other brands have this same type of lens, but Sunshield is the first to make the claim that its product helps prevent sun lines and aging of skin. What type of creative advertising style is described here? positioning preemptive unique selling proposition resonance brand image
preemptive
The _____ creative style is employed when an advertiser makes a generic-type claim but does so with an assertion of superiority. unique selling proposition resonance emotional positioning preemptive
preemptive
Creating demand for an entire product category is known as _____ demand. primary derived elastic secondary joint
primary
The period between 8 PM and 11 PM (or between 7 PM and 10 PM in some parts of the U.S.) is known as ____ in television. prime access prime time early fringe nighttime network time
prime time
A major concern for users of Facebook is the issue of _____. incorporating email keeping the service free shopping online keeping Instagram alive privacy
privacy
A strength of _____ advertising is its ability to avail itself of the reputations and the sometimes bigger-than-life persona of local personalities. newspaper magazine outdoor radio television
radio
Magazine media kits provide prospective advertisers with pertinent cost information in the form of _____. media cards rate sheets rate kits rate cards tear sheets
rate cards
Gross rating points are calculated by _____. reach squared reach divided by frequency reach times frequency reach minus frequency reach plus frequency
reach times frequency
Which creative style does not focus on product claims or brand images but rather seeks to present circumstances or situations that find counterparts in the real or imagine experiences of the target audience, attempting to match "patterns" in an advertisement with the target audience's stored experiences? emotional resonance preemptive unique selling proposition generic
resonance
Research has demonstrated that the first advertising exposure for brands generated the highest proportion of _____, and that additional exposures added very little to the first. sales brand knowledge memorability intention to buy awareness
sales
One factor to consider in choosing a celebrity endorser is the number of brands the celebrity is endorsing. This is referred to as the _____ factor. Q-score saturation credibility trouble celebrity and brand matchup
saturation
PepsiCo's commercials that encourage people to purchase Mountain Dew is an example of creating _____ demand. joint secondary derived primary elastic
secondary
Janice was influenced to purchase an abdominal exercise device after watching an infomercial showing people like her—females in their middle forties and mothers. Which subcomponent of the general concept of attractiveness influenced Janice to purchase this product? physical attractiveness trustworthiness similarity respect expertise
similarity
The Aflac duck is an example of what type of endorser? typical-person None of these are correct. dead celebrity celebrity spokescharacter
spokescharacter
Monica is the advertising director for a company that manufactures exercise equipment. She wants the advertisements to demonstrate the use of the products and generate excitement. She should use _____ advertising. outdoor magazine television radio newspaper
television
The medium that is best able to use humor as an advertising strategy is _____. radio newspaper television magazines the Internet
television
An advertising manager chose not to hire a celebrity endorser because the advertiser felt that the celebrity was overexposed. In this case, the advertiser was focusing on ______. celebrity credibility the saturation factor working ease the trouble factor celebrity attractiveness
the saturation factor
An advertiser is hesitant to hire a certain celebrity endorser because that celebrity has a reputation for getting in trouble with the law. In this situation, the advertiser is considering ______. working ease the saturation factor celebrity credibility the trouble factor the cost factor
the trouble factor
Google's Double Click is an example of a _____. privacy policy location-based check-in promoted account blogging tool third-party data tracking firm
third-party data tracking firm
6. Advertisements for athletic shoes often focus on technological features such as special shock-absorbing sole construction. What creative advertising style is being used when the advertising for a brand of athletic shoes focuses on a particular technological feature? positioning preemptive unique selling proposition
unique selling proposition
In which creative style does an advertiser make a superiority claim based on a unique product attribute that represents a meaningful, distinctive consumer benefit? emotional resonance brand image generic unique selling proposition
unique selling proposition
4. A brand's primary benefit or how it can solve the consumer's problem is known as a(n) _____. uniqueness proposition value proposition creative brief appropriateness summary message summary
value proposition
A(n) _____ is an invaluable advertising medium for conveying much information about the brand, its character, and its promotional offerings. interstitial website pop-up ad banner ad CGI ad
website
When ads that have been recorded along with program material are fast-forwarded, _____ has occurred. zupping zipping zapping trapping escaping
zipping
