Marc 200 FINAL Exam

With respect to advertising messages, which of the following best defines creative strategy?

It involves determining what the advertising message will say or communicate

What statement is true about clutter in magazine advertising?

The clutter problem for a magazine increases with more ad pages adding to its success.

What would most likely result in waste coverage?

a business-to-business ad appearing in a general fashion magazine

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:

ad-to-consumer relevance.

The rationalists of creative advertising argue that:

advertising must sell the product or service.

The proponents of creative advertising argue that:

advertising should be designed to create an emotional bon between customers and the brand or company.

_____ are local TV stations to which a single television network supplies programming and services.

affiliates

Assume a television show Master Quiz had an average national program rating of 18 during the 2007 season. This means that:

average of 18% of the television household in the country were tuned to Master Quiz.

Under a _____ arrangement, national advertisers can participate in the syndication market with the convenience of a network-type media buy, while local stations get free programming as well as some advertising time to sell to local or spot advertisers.

barter syndicaton

A magazine ad for Savor Raisins contains a swirl of dark chocolate with a top layer of raisins. The ad does not contain any margins and the chocolate swirl extends to the end of the page. This ad is an example of a(n):

bleed page

What is the main portion of text in a print ad called?

body copy

Regal Foods Corp., a packaged foods manufacturer, wishes to determine the percentage of Umber coffee sold in a geographic area as compared to the percentage of the total population in this market. The most appropriate index to use would be:

brand development index

What statements concerning advertising on cable television is true?

cable time can be purchased on national, regional, or local level.

Buying ad space in regional editions of national magazines:

can reduce an advertiser's cost per thousand for reaching desired audiences.

What technique is most suitable for scheduling seasonal products such as Mother's Day cards and Valentine candy?

flighting

_____ is a research method whereby around 10 to 12 consumers from the target market are led through a discussion regarding a particular topic.

focus group

_____ is a summary measure that combines a program rating and the average number of times a home is reached during this period.

gross rating points

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: High BDI and High CDI. Which of the following is likely to be true of the product class and the product?

high market share wit required monitoring for sales decline

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:

image advertising

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.

immersion

the 5 steps in the creative process as designed by James Webb Young include:

immersion, digestion, incubation, illumination, and verification

More companies buy advertising _____ than in any other medium.

in magazines

Which of the following questions should be used as a criterion when evaluating creative output?

is the ad truthful and tasteful?

What is true of local display advertising?

it is primarily used by supermarkets and departmental stores.

What statements about spot advertising is true?

it offers the national advertiser flexibility in adjusting to local market conditions.

TV is a popular medium among companies selling mass-consumption products because of:

its ability to reach large audiences in a cost-efficient manner

The physical arrangement of the various parts of an ad, including headlines, subheads, illustrations, body copy, and identifying marks, is known as a(n):

layout

Helios Inc. has a low market share for its Achilles range of running shoes in the South Atlantic region. Which of the following indices reflects the information provided in the scenario?

low brand development index (BDI)

An index number of 100 means that the:

market segment being analyzed is average

Juno Inc., a confectionery company, introduces a new line up of cupcakes and bars. The company wants to make all its potential customers aware of its new product. The company should concentrate on:

maximizing reach

The primary objective of _____ is to develop a framework that will deliver a message to the target audience in the most efficient, cost-effective manner possible.

media plan

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

media vehicle

What is true about creative strategy and its execution?

Ads that are highly creative may not increase sales of a brand.

What statements best explains the reason that consumers are more receptive to magazine advertising than to television advertising?

Consumers become involved with magazines when they read them and are more likely to find ads acceptable or even enjoyable.

What statement supports the reason why a marketer might want to emphasize creativity in the development of an advertising campaign?

Creative advertising can break through the clutter and make an impression on buyers.

What is true of creative tactics in relation to advertising messages?

It involves determining how the message strategy will be executed.

What statements about newspapers as an advertising media vehicle is true?

Newspapers are primarily a local advertising medium for retail businesses but are also used by large national advertisers.

The share of a television audience indicates the:

Percentage of households using TV in a specified time period that are tuned to a specific program

What statement is true about program ratings and share of audience measures?

Share of audience is always higher than the program rating unless all of the household in a market have their set in use

A consortium of nine major advertisers recently joined Television Production Partners, a new venture that develops movies, specials, and limited-run series for television. The members will choose the programs they want to be involved with, take responsibility for production, and take a portion of the commercial spots during these shows. The nine advertisers are using a(n) _____ type of advertising arrangement.

Sponsorship

What statements about network advertising is true?

The high cost of network time can be a drawback to advertisers with limited media budgets

What statement describes a limitation associated with the use of radio as an advertising medium?

The high number of stations in most markets means there is a great deal of audience fragmentation.

What statement explains why marketers use emotional appeals?

The positive feelings crated by advertising can have a favorable effect on consumers' evaluations of a brand

What is true of newspapers as an advertising medium?

They offer high market penetration and coverage.

Which of the following is true of the concept of unique selling proposition (USP)?

USP must be emphasized through repetitive advertising.

_____ refers to the practice of fast-forwarding through commercials on prerecorded programs.

Zipping

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

competitive advantage

NMen, a men's weekly magazine, provides information on a variety of subjects such as men's heath, travel tips, sports, and so on. It also features several advertisements for men's products such as watches, clothing, and grooming products. NMen is likely to be an example of a:

consumer magazine

Television commercials for Halo laundry detergent are aired several times a day, on various cable networks, throughout the year. Advertisers of Halo believe that this will serve as a constant reminder of the brand to the consumers. Media planners of Halo are likely to be using a(n) _____ scheduling method.

continuity

In media planning, the cost of ad space divided by circulation and multiplied by 1,000 is the formula used to calculate:

cost per thousand

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

coverage

Gatefolds, bleed pages, inserts, and creative space buys are ways of increasing:

creative appeal of magazine ads

An ad for a van shows how easily a small boy and his grandfather can get in and out of the vehicle. It also emphasizes the positioning of handles at appropriate places that make transit easier for older people. Which ad execution technique is being used in this ad?

demonstration

National advertisers tend to avoid weekly newspapers because of:

difficulties associated with contracting for and placing ads in them

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

display advertising

Whizz soda aired its TV commercial during the season premiere of Detective Drake. Subsequently, it also aired the commercial during the following program, which was a reality show. A certain percentage of people viewed both programs and were exposed to the ad twice. This overlap is referred to as:

duplicated reach

With the growth of integrated marketing communications, advertisers are being challenged to think beyond traditional mass media and develop creative advertising that:

engages consumers and enters into a dialogue with them.

An ad for Calloway Resorts stresses the different recreational activities available to visitors. It also explains the various facilities that guests can use while staying at the resort. This is an example of a(n) _____ appeal.

feature

Shows such as Judge Judy and Entertainment Tonight are produced specifically for the syndication market. This is referred to as:

first-run syndication

Advertising on television to specialized audiences that has been made possible by cable advertising is known as _____.

narrowcasting

_____ 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.

needledrop

A personal computer manufacturer has developed a significant technological breakthrough that will make its computers easier for novices to use. The computer manufacturer would do best to use a(n) _____ appeal to announce the breakthrough.

news

Advertisers have little control over the placement of their commercials within a program when they advertise using a(n) _____ arrangement.

participation

Typically, most network television advertising time is sold as:

participations

Advertisers include _____ in the readers per copy figures to estimate the number of people who read a magazine without buying it.

pass-along rates

During her visit to a beauty salon, Lily browsed through Inner Beauty, a magazine dedicated to working women, while she was waiting at the reception. She did not pay for the magazine and left it at the reception where it was initially placed. This scenario is an illustration of:

pass-along relationship

Research shows that consumers perceive McNight beer as strong, bold, and adventurous. This is an example of how consumers assign a _____ to a brand.

personality

Mr. Peanut from the Planters Nut Company's ads is an example of advertising that uses a _____ in its execution technique.

personality symbol

CL Inc. runs a series of product ads in a popular magazine. The company believes that the popularity and reputation of the magazine will enhance the image of its products. Which of the following distinct positive features of magazines is the company trying to utilize in this scenario?

prestige

What television daypart has the highest rates and is dominated by national advertisers?

prime time

An automobile manufacturer runs an advertisement proclaiming that one of its luxury cars has been the best-selling model in the United States for two straight years. This is an example of an ad using a(n) _____ appeal.

product popularity

Lifestyle research, attitude studies, and perceptual mapping are examples of:

product/service-specific preplanning inputs.

An ad for Sylio, a prescription medicine for people with scoliosis, uses a visual representation of the drug's action and effect on the human body. The ad states that the drug is made with natural active ingredients, and that side-effects, if any, are all minor and long-term. The ad is an example of a(n):

rational appeal

Velocity Inc. makes shoes for athletes. Its market research has shown that there are a large number of competitive long-distance runners in the Pacific Northwest region of the United States. These individuals would be willing to pay over $200 for a good pair of running shoes. In order to reach this market, Velocity should use:

regional editions of specialty magazines

Well-known brands and market leaders often run ads that do not use any specific types of appeals, but focus primarily on keeping their brand name visible to consumers. This type of advertising is known as _____ advertising.

reminder

ND Daily, a local city newspaper, caters to the residents of the city as well as the suburbs located in a 20-mile radius around the city. If the market area within the city is referred to as the city zone, the market in the suburbs whose residents trade with merchants in the city zone is referred to as the:

retail trading zone

An ad for a brand of 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?

scientific evidence

Advertising campaign themes:

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

Recency planning focuses on:

short interval reach at maximum frequency levels

What is an advantage associated with newspaper advertising?

short lead time for placing ads

A Bright laundry detergent ad showed a baseball team-manager removing stains from two dozen uniforms by throwing them in a washer and adding Bright detergent. Which of the following advertising execution styles has been illustrated in this scenario?

slice of life

Pluto Inc. prepares two magazine ads with slight regional variations. The ads are set to be launched in alternate copies of a particular issue. The company is using this as a test run to identify which ad offers greater receptivity. In this scenario, Pluto is using _____.

split runs

A(n) ____ is a series of drawings used to present the visual plan or layout of a commercial along with a description of the audio for each scene.

storyboard

_____ 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.

subheads

Ads placed on the backs of envelopes that contain airplane tickets and on banners pulled by planes that are flown over sports arenas are examples of:

support media

The market potential in a given metropolitan area relative to the United States as a whole can be determined by using the:

survey of buying power index

The rating periods during which Nielsen measures viewing audiences in every television market are known as:

sweeps

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

sweeps periods

_____ refers to the number of persons in the primary target audience whom a media buy will reach and the number of times those persons will be reached.

target ratings points

When Platinum Motors Inc. 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.

teaser

In a television ad, actor and noted animal lover Betty White praised, Frontline, a flea and tick treatment, for the way it protects her dogs and cats. Which of the following types of advertising execution has been illustrated in this scenario?

testimonial

What best defines fluency?

the ability to generate a large number of ideas around a creative idea.

In accordance to the basic estimates in the Arbitron report, person estimates refer to:

the estimated number of people listening

What factor makes it difficult for small-size advertisers to use television as part of their media mix?

the high costs of producing and airing television commercials

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 _____.

the inherent drama approach

Circulation verification services are important to media planners because:

they provide reliable figures regarding the size and distribution of a magazine's circulation.

Newspapers and magazines are often referred to as high-involvement media because:

they require consumers to expend some effort to process the information they provide.

Blooms is a publication aimed at providing information to retail florists so that they can manage their stores more efficiently and profitably. This is an example of a(n) _____ publication.

trade

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

transformational

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:

unique selling proposition