MKT 228 Final Exam Module 3-5

________ refers to the extent to which the various elements of an ad are meaningful, useful, or valuable to the consumer.

Relevance

Which statement highlights a limitation of focus group studies?

In these studies, strong personalities can often wield undue influence.

Based on the findings of the study conducted by Elizabeth Hirschman, which individual is most likely to be risk-averse and prefer commercials that focus on the product rather than creative impact?

Brand Mangers

The theme for the advertising campaign is usually expressed through a(n)

Slogan

Advertising creative personnel tend to be

More intuitive than logical

According to Young's version of the stages in the creative process, what is the final step?

reality

At what stage of the creative process are various ideas evaluated and refined before actually being used?

Verification

The audio portion of a commercial is often presented through the use of a(n)

Voiceover

An ad for a minivan 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

Empire Sales is working with Prestige Advertising to create the message that the Empire brand meets consumer needs better than its competition does, then listing the reasons why and providing facts and education about the company's brand. Empire is asking the ad to be

An information/rational appeal

An ad that focuses on the dominant traits of a product and the benefits they provide is using a________ appeal.

Feature

A copywriter can determine how much space he or she has to work with and how much copy to write after seeing a print advertisement's

Layout

Which statement describes a potential problem associated with indirect headlines in print ads?

They may not be provocative enough to direct a reader's attention to the rest of the message.

________ is an advertising execution technique often used for emotional appeals. It consists primarily of visual elements in order to encourage consumers to associate the brand with the symbols, characters, and/or situation shown in the ad.

Imagery

In a market analysis, the________ is considered a good indicator of the potential of the market. It is derived by dividing the percentage of users in a demographic segment by the percentage of population in the same segment and then multiplying the quotient by 100.

Index Number

A measure of potential reach in the broadcast industry that is expressed as a percentage is the TV or radio

Program Rating

Products consumed on a regular basis such as food products and toiletries would most likely use which type of advertising schedule?

Continuity

What is an advantage of television advertising?

Cost per Exposure

Which parameter does the formula for the computation of cost per thousand (CPM) take into account?

Cost of ad space

Which is considered an external factor that may influence the determination of media strategy?

The rising cost of media

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

According to the creative process outlined by Graham Wallas, which stage deals with refining and polishing the idea and seeing if it is an appropriate solution?

Verification

The "Got Milk?" campaign, which has been running for nearly two decades, was developed to achieve________, or the ability to generate a variety of messages around a creative idea.

Fluency

The job of the creative team is challenging because

every marketing situation is unique.

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.

Inherent Drama

What term refers to something that the competition either cannot or does not offer?

Unique selling proposition

Cameron 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"

could become the bases of creative and successful advertising campaigns.

The Joint Policy Committee on Broadcast Relations has proposed a new compensation system that will base the pay for commercial actors on

how large of an audience the ad reaches.

A copywriter can determine how much space he or she has to work with and how much copy to write after seeing a print advertisement's

Layout

In both radio and TV commercials, music brings a relatable emotion or memorable phrasing. The musical composition includes the music notes and the words, while the more expensive________ includes the voice(s) of the original artist.

Master Recording

Advertising appeals that relate to consumers' social and/or psychological needs for purchasing a product or service are known as________ appeals.

Emotional

An ad for a vacation resort in Georgia begins by stating that the resort has "Dozens of sporting diversions for the entire family." Under that statement, it reads, "Translation: guilt-free golf." Which execution style is seen in this ad?

Slice of life

________ are used in the execution of ads that involve creating a central character that can deliver the advertising message and with whom the product or service can be identified.

Personality Symbols

A(n)________ refers to the manner in which an advertising idea is turned into a message and presented to consumers.

Creative Execution Style

Overexposure, or________, is when media coverage exceeds the targeted audience.

Waste Coverage

A confectionery company introduces a new line of peanut brittle. The company wants to make all its potential customers aware of its new product. The company should concentrate on

Maximizing Reach

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

Media Vehicle

In a(n)________ scheduling method, a regular pattern of advertising is developed without gaps or non advertising periods on an ongoing basis without regard for seasonality.

Continuity

What is the first step in the promotional planning process?

Market Analysis

A manufacturer of woolen garments, spends heavily on advertising during the months of December, January, and February. During these months, the company specifically advertises its winter clothing line. This company is most likely to be using a(n)________ scheduling method.

Fighting