Studied by 31 people
pettiette
Which of the following statements is true of the inherent drama approach?
It revolves around finding the characteristic that makes the consumer purchase the product.
Ethnographic research is what type of research?
qualitative
Who among the following developed the concept of the unique selling proposition?
rosser reeves
Mars Inc., a tobacco company, popularized the idea of smoking cigarettes by using the image of a biker in its ads. Subsequently, the company created a "macho-man" image and launched ads that featured slogans such as "Only real men smoke Mars cigarettes." In this scenario, Mars Inc. used a(n)
image advertising strategy.
A poor creative strategy could lead to the marketing failure of an excellent product.
true
Using artists from famous rock bands in ads that are targeted at teens is an example of
ad-to-consumer relevance.
Ben, a sales assistant at The Electronic Store, surveyed 500 customers to find out what issues they encountered when using the company's laptops. He also asked the customers to rate the brands they used on the basis of these issues. In this scenario, Ben was involved in
a problem detection study.
cWhich of the following statements is true of a campaign theme?
It is the central message that will be communicated in all advertising activities.
After working through the night on their client's challenge, Marla and her team have a "Eureka!" moment that births an idea. They are in the ________ stage of the creative process.
illumination
A major selling idea should emerge as the strongest singular thing you can say about your product or service and should stand strong enough to remain the central issue in every ad and commercial in the campaign.
true
The theme for the advertising campaign is usually expressed through a ________ that reduces the key idea into a few words or a brief statement.
slogan
According to David Ogilvy, two or more brands that are similar should indulge in preparation of elaborate ads explaining the differences between them in order to increase brand selection.
false
TellMe, a marketing research organization, conducted a study on a group of 10 customers, all of whom had used Shield refrigerators. Through this study, the company found out that Shield refrigerators were thought to be overpriced but gave excellent service. Some customers felt that the cooling system could be improved. Which type of study did TellMe conduct?
focus group study
General preplanning input includes
clipping services.
The creative department of Beautiful You, a cosmetic company, directed its research organization to conduct a focus group study to determine the "likability" of its creative ideas and themes. It also requested empirical data on customer attitudes toward its recently developed slogan, "Love the skin you are in" that was developed by the company. In which stage of the creative process is Beautiful You likely to be?
verification
________ popularized the idea of brand image in his book Confessions of an Advertising Man.
David Ogilvy
A brand manager views the purpose of advertising as __________, whereas a copyeditor views the purpose of advertising to be ______________
increasing sales, winning awards.
Advertising plans are ________ in nature.
short term
When Robert includes elements in his clients' advertising campaigns that are rare, surprising, or move away from the obvious or commonplace, he is changing the ________ factor of divergence.
originality
Advertising appeals and executions are usually independent of each other.
true
A print ad that appears in Car and Driver magazine contains details of the advertised car's body, structure, mileage, etc. It employs a rational appeal.
true
Sunshine Sundries has been working with Success Advertising to build brand awareness by keeping the Sunshine brand name in front of consumers. Success has set up a series of online banner ads to foster greater awareness. This type of appeal is called
reminder advertising
Slice-of-life ads make use of more excitement and suspense in telling a story when compared to the dramatization style of execution.
false
The ad for the Mach3 Sensitive razor that suggests it will make your lady love your face even more is an example of a straight-sell advertising execution.
true
Techniques for writing direct headlines include using questions, provocations, how-to statements, and challenges.
false
Success Advertising is creating a radio commercial for Sunshine Sundries. Because the commercial will run several times a day and to stay in budget, they selected music from a prefabricated, multipurpose play list that will be paid for on a one-time basis. Success Advertising has chosen to use a
needle drop
The print ad of a communications network provider features a collage of people with smiling faces that reads "10 million happy customers around the world." This is an example of a(n)
product/service popularity appeal
Bea Inc. manufactures a new soap called "Honeydew," targeted specially toward people with sensitive skin. Which of the following types of advertising appeals should Bea use to announce the launch of the soap?
news appeal
In its advertising campaign, a charitable organization uses a photo of a small, malnourished child whose bones are clearly visible under his skin. In the photo, the child sits huddled in a fetal position. A vulture sits, waiting, in the background. Which of the following kinds of advertising appeal is the organization using?
emotional appeal
GC Inc., a toothpaste manufacturer, launches an ad campaign that portrays the idea that using GC's CloseUp toothpaste increases a person's attractiveness and he/she becomes more "kissable." In this ad, GC uses
transformational advertsing
Intel recently approached many customers and individuals chosen at random to participate in making its ads. People were asked to sing the Intel jingle in their own unique style. Those interested could also create their ads personally and post them on the Intel website, some of which were also aired on television. In this scenario, Intel used
user-generated advertising
Pluto Inc. interviewed a few of its customers regarding their experience of using Pluto shampoos and conditioners. These interviews were filmed and used in making its commercials. Which of the following advertising execution styles did Pluto use?
testimonial
When Jenny Craig uses television commercials and print ads featuring ordinary consumers and celebrities discussing how they have been able to lose weight using the company's programs, it is using a ________ execution.
testimonial
A recent print ad for Venus Shoes featured pictures of sports shoes in various colors along with the tagline "Let's run." Which of the following advertising execution styles did Venus use?
imagery
Which term means a catchy song about a product or service that usually carries the advertising theme and a simple message?
jingle
Benjamin asks Jim to prepare a detailed description of the video and audio content for a television commercial. In other words, Jim has been asked to write a
script
________ are often done in rough form and presented to the client for approval before the more costly stages of print production.
layouts
Which of the following statements is true of the evaluation of creative output?
It is important that an ad communicate information, attributes, features, benefits, and/or images that give consumers a reason to buy the brand.
When SKYY Spirits extended its product line and chose to use ads that were consistent with the core brand equity base of SKYY, they were addressing which of the following basic questions for evaluating creative approaches?
Is the creative approach consistent with the brand's marketing and advertising objectives?
Bridge Link Inc., a telecommunications corporation, relies heavily on broadcast media for conveying its messages to specific target audiences. It can be said that Bridge Link uses broadcast media as its ________ for delivering its messages to the audience.
medium
________ is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time.
reach
Which of the following is an advantage associated with digital/interactive advertising?
direct selling potential
By combining media, marketers decrease the likelihood of achieving overall communications and marketing goals.
false
Advertisers of Hexagon smartphones placed a full-page color ad in Tech Widget magazine, which cost them $165,000. This amount refers to the
absolute cost
Which of the following is a disadvantage associated with using newspapers as an advertising medium?
poor reproduction quality
The media situation analysis should lead to determination of specific media objectives.
true
Which of the following statements is true of the brand development index (BDI) and the category development index (CDI)?
A market with a high BDI and a low CDI is a good market for advertising.
Billy is watching the live broadcast of a tennis match on cable television. In a span of three hours, an ad for Argon shoes is aired eight times during the commercial breaks. The number of times Billy views the ad for Argon shoes denotes the
frequency.
Which term refers to the potential audience that might receive a message through a vehicle?
coverage
An ad for Rochelle Cilium mascara has been placed on two prime-time shows—Blurred Lines and The Other Side. The total number of TV audience viewers exposed once to the ad in this case is referred to as
unduplicated reach
Which of the following is a disadvantage associated with using an outdoor advertising medium?
local restrictions
An advantage associated with magazine advertising is the short lead time for placing ads.
false
Fulcrum Inc., an FMCG company, has purchased the time slot between 8:15 p.m. and 8:18 p.m. every day on an entertainment channel to advertise Whizz Soda, one of its brands. In the context of scheduling methods in advertising, this is an example of
continuity
The higher the index number of a particular segment of the population, the more attractive it is for targeting.
false
Which of the following statements correctly describes a potential problem in media planning?
The timing of measurements of the data is an issue since certain audience measures are taken only at specific times of the year.
________ are the goals for the media program and should be limited to those that can be accomplished through media strategies.
media objectives
A media planner wants to determine the percentage of the total sales of peanuts in the South Atlantic region relative to the total population in the market in order to determine the market potential for peanuts. Which of the following indices can best serve the media planner's purpose?
the category development index
Media objectives are
designed to lead to the attainment of communications and marketing goals.
One of the advantages of television is it offers a fleeting message, with nothing tangible for the viewer to examine or consider.
false
Henry records all the episodes of a well-known soap opera because the show airs while he is at work. When he watches the recorded episodes, he usually fast-forwards through the commercials. This practice is known as
zipping
Companies sponsor programs to gain more control over the shows carrying their commercials.
true
The largest radio audiences (and thus the highest advertising rates) occur during the
early morning and late-afternoon drive times.
The Nielsen Audio report for station KCBQ gives the ________ audience of people 18 to 49, or the estimated total number of different people who listened to a station for at least five minutes in a quarter-hour period, during the weekday morning daypart as 26,300.
cume
According to studies conducted by the Radio Advertising Bureau, consumers perceive radio advertising to be more personally relevant than ads on television or the Internet. This may be due to common traits of consumers who follow a radio station, including demographics and
psychographic characteristics.
If there are a total of 200 million households in the United States and 50 million households watch a specific sitcom, the national rating for that sitcom is
25%.
One of the main disadvantages of radio as an advertising medium is its high cost.
false
Independent local TV stations that send their signals nationally via satellite to cable operators to make their programs available to subscribers are known as
superstations.
A minute on network radio may cost only $5,000, which translates into a cost per thousand of only $3 or $4.
true
Which of the following statements is true of television as an advertising medium?
TV lets the marketers reach mass markets in a cost-efficient manner.
A small-town automobile dealer wants to market and advertise its deals in the neighborhoods within a 20-mile radius. The dealer has a limited advertising budget. Which of the following types of advertisings would best suit the dealer's purpose?
local advertising
Sunshine Sundries is working with Success Advertising to consider adding television commercials to their integrated marketing communication plan. One of the board members is skeptical, as recording devices have made it easier for audiences to skip the commercials. Success Advertising acknowledged this concern, but also emphasized that the remaining audience may be affected by heavy repetition as well as the catchy slogans and
jingles
Because it is considered the ideal advertising medium, the first medium that comes to mind when developing a media strategy is
televison
In response to calls from the radio and advertising industries for Arbitron to provide more detailed measures of radio audiences, Arbitron introduced the ________. This wearable, page-size device electronically tracks what consumers listen to on the radio by detecting inaudible identification codes that are embedded in the programming.
PPM
Alice regularly watches a TV show that airs between 8:00 and 9:00 P.M. During the commercial breaks, she switches channels in order to watch music videos. This practice is known as
ZAPPING
A long-running television ad for Bedazzle Mascara is aired on various radio channels in the United States. The radio ad makes use of the audio portion of the television commercial. This process of converting a television commercial into a radio ad is known as
image transfer
After it attained commercial success, the popular network sitcom HouseFull was purchased by individual stations to be rerun in Harrisburg, New York, and San Diego. This is an example of
off network sydnication
A national health-food company has assumed responsibility for the production and content of a new program called Master Quiz. Additionally, the company also takes responsibility for the advertising that appears within it. The company has adopted which of the following methods of media buying time?
sponsorship
Radio offers a very low degree of geographic selectivity.
false
Traditionally, most of the prime-time commercial spots, especially on the popular shows, are sold during the
up front market
Note 
Flashcard (67)