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______ govern the way we discern raw data (stimuli) and translate them into feelings, thoughts, beliefs, and actions.
A (n) ________ is the physical information we receive through our senses.
in terms of learning theories, most advertisers rely on the two broad categories of:
a. cognitive theory and conditioning theory
According to the ________, people strive to justify their behavior by reducing the degree to which their beliefs or impressions are inconsistent with reality.
What are the three components of the message strategy?
A. Verbal,nonverbal, and technical
Who is responsible for writing the words in an ad for a new campaign for Porsche automobiles?
When the dark or colored background of an ad extends to the edge of the printed page, it is said to be a(n):
To increase the likelihood of preparing the most effective advertising messages, companies use:
Which of the following statements about secondary data is true?
The two types of formal marketing research are:
To appeal to a new target market, a maker of coffee has changed the product’s package, design, reformulated the coffee, begun advertising price discounts in women’s magazines, and started distributing the product through gourmet coffee shops. What exactly has been changed?
A. The product’s 4 Ps.
The first step in the research process is to:
Truly great ads do have certain characteristics in common.These dimensions of greatness are:
The ________ is the document that serves as the creative team’s guide for writing and producing the ad.
A. Creative brief
On what do magazines base their advertising rates?
The two major components of media objectives are audience objectives and:
A. message-distribution objectives
A (n) _____ is a possible exposure of the advertising medium to one audience member.
A. Advertising impression
The concept of ________ is based on the idea that most advertising works by influencing the brand choice of consumers who are ready to buy.
A. recency planning
______ refers to the number of different people or households exposed, at least once, to a medium during a given period of time, usually four weeks.
____ measures the intensity of a media schedule.
The _____ of an ad is defined as being the average number of times a person must see or hear a message before it becomes effective.
The three basic research methods used to collect quantitative data are:
A. observation,experiment, and survey
With _____, marketers group people by their values,attitudes, personality, and lifestyle.
During which category of advertising research would are searcher be most likely to use aided recall, sales tests, and inquiry tests?
a. post testing
The traditional _________ plan has four elements – situation analysis, marketing objectives, marketing strategy, and tactics.
A. top-down marketing
Which federal agency would have the authority to deal with the fact that a brand of hotdog marked “Low Fat” contains only ten percent less fat than regular hotdogs?
The Values and Lifestyles (VALS) typology uses a two-dimensional structure based on:
A. primary motivation and resources
The ________ refers to the consumer’s perception of the product as a bundle of values of utilitarian and symbolic values aimed at satisfying various functional, social, psychological, economic, and other consumer needs and wants.
A. total product concept
Under the ________ method of agency compensation, the media channel may allow an ad agency to retain a 15 percent of the bill amount on the time and space purchased for clients.
A. Media commission
_____ advertising attempts to create a favorable long-term perception of the business as a whole, not just of a particular good or service.
Ability to satisfy both functional needs and symbolic wants.
Under current law, the only product claims that are considered deceptive are those that:
A. have the potential to deceive or mislead reasonable people.
___________ means doing what is morally right in a given situation.
The Federal Trace Commission (FTC) regulates:
A. advertising for products sold in interstate commerce.
_______ advertising occurs when a consumer is “unjustifiably injured” or there is a “violation of public policy.”
What role did the firm N.W. Ayer and Son play in the history of U.S. advertising?
A. It was the first ad agency to charge a commission based on the “net cost of space.”
_______ is a process by which marketers search for unique groups of people whose needs could be addressed through more specialized products.
A. Market segmentation
________ is the process of planning and executing the conception, pricing, distribution, and promotion of ideas, goods, and services to create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations.
_______ is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products or ideas by identified sponsors through various media.
Advertising reaches us through a channel of communication referred to as a:
Nielsen Media Research:
A. is the major audience rating service for television
The percentage of homes in a given area the have one or more TV sets turned on at any particular time is expressed as:
A. households using TV
In television, gross rating points represent the:
A. total rating points achieved by a particular media schedule over a specific time period.
_________ allow advertisers to draw conclusions about the different markets available for a client’s ads by providing a comparable measure of advertising weight.
A. Gross rating points
The procedure for buying television time is:
A. So complex that most large advertisers seek the assistance of ad agencies or media-buying services.
To determine which programs should be purchased for advertising time, media buyers contact stations’ sales representatives,national media rep organizations, or network representatives to get a list of_____ along with prices and estimated ratings.
Assume that a local retailer agrees to advertise during the live broadcast of the local parade and tree lighting ceremony. Due to equipment problems, the event was not broadcasted, and the station showed an old episode of “Andy Griffith” instead. Because of its advertising agreement with the network, the retailer would receive a(n) _________ to compensate for the missed commercials.
When buying radio times, advertisers usually buy the station’s:
The primary benefits of advertising on the radio are:
A. high reach and frequency, selectivity, and cost efficiency
To buy radio advertising effectively, the media planner:
Should realize how cost-efficient radio advertising really is
Which of the following statements describes a reason why an advertiser would choose radio advertising over other available media?
Radio production is inexpensive
Which of the following statements about the use of radio in IMC is true?
Advertisers can use radio to establish an immediate, intimate relationship with customers and other stakeholders.
The total number of different people who listen to a radio station for at least 5 minutes in a quarter hour within a reported daypart is referred to as its:
Another name for cume persons is:
Traditionally, media content has been delivered through______ networks in which a hub, such as a TV station, distributes content to many receivers.
___________ digital data transmission enables single wires to carry multiple signals, or channels. This technology makes it possible to download large graphic files and play games online.
The internet is a global network of computers that communicate with one another through ________ which are common rules for linking and sharing information.
Two simple ways to measure the internet audience for your advertising banner are:
Ad impressions and click rates
What is the most basic form of Internet Advertising?
The IAB defines a(n) ______ as “an opportunity to deliver an advertising element to a Web site visitor.”
When Megan saw the banner ad for Prim Fashion Design School on her screen, she clicked on the ad to connect the school’s homepage. If the advertising rate for the banner ad were determined by the number of people saw the banner, clicked on it, and visited the homepage, then the method would be called:
________ is a catchall term for an animated ad that pops upon the screen while the computer downloads a Web site the user has clicked on.
________ Generally refers to unsolicited, mass email advertising for a product or service that is sent by an unknown entity to a purchased mailing list or newsgroup.
Are most effective in spots where traffic is heavy and visibility is good.
What does an outdoor advertiser buy when it buys a 100showing?
It is having its message displayed on as many panels as needed to provide a daily exposure equal to 100 percent of the market’s population.
The _______ is a legislation that controls outdoor advertising on U.S. interstate highways.
A. Highway Beautification Act of 1965
All of the following have made transit advertising more attractive to national advertisers EXCEPT:
Which of the following statements about transit advertising is true?
Most advertising practitioners do not consider transit advertising a major advertising medium.
The owner of Second Sighting, a consignment clothing store,wants to buy a full showing when she purchases transit advertising for the store. This means the store owner:
Wants one card placed in every vehicle operated by the transit system
______ is defined as a direct inducement offering extra incentives anywhere along the marketing route to enhance the movement or accelerate the product’s movement from producer to consumer.
Which of the following statements about sales promotion istrue?
It may be usedanywhere along the marketing route.
Which of the following is the best example of a trade promotion that the publisher Zondervan could use for its newly-introduced Refuel: The Complete New Testament for Guys?
A slotting allowance to leading bookstores
________ is the promotional function that focuses on the relationships and communications that individuals and organizations have with other groups.
How do advertising practitioners view public relations?
As a tool of marketing to be used to promote sales of the company’s products or services.
The goal of ______ is to develop a dialog between the company and the community.
In 2006, Coors Brewing Co. expanded its involvement with the National Football Leaguer by signing a two-year deal with the New Orleans Saints. As part of the multipronged deal for which Coors made several million dollars, the brewing company will have rights to use the Saints trademarks for retail promotions and naming rights for a bar, The Coors Light Cold Zone,located inside the Louisiana Superdome. What promotional tool is Coors using in this example?
A (n) __________ is a cash or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property.
_______ is a form of sponsorship that links a sponsor to a physical site such as a stadium, arena, auditorium, or racetrack.
_________ is the process of gathering, consolidating,updating, and enhancing the information about customers and prospects that resides in an organization’s database.
Which of the following statements about the importance of direct marketing to integrated marketing communications is true?
By providing a tangible response, direct marketing offers accountability
Which of the following statements about telemarketing is true?
Telemarketing is an example of one of two types of direct-sales strategies.
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