Question 1

_____ are often referred to as high-involvement media because they generally require some attention and e ort on the part of the consumer to process the information that they provide.

Accepted Answer

Magazine.

Question 2

Which of the following is true of consumer magazines?

Accepted Answer

They are useful for reaching general consumers of services.

Question 3

An ad for California Almonds is a close-up view of a swirl of white and milk chocolate topped with sliced almonds. The chocolate swirls extend to the very edge of the page. This ad is an example of a(n):

Accepted Answer

bleed page.

Question 4

Magazines that are published for special-interest groups are targeting:

Accepted Answer

greater selectivity.

Question 5

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

Accepted Answer

the creativity of magazine ads and their ability to attract readers\' attention.

Question 6

_____ media are used to reach those people in the target market the primary media may not have e ectively reached and to reinforce, or support, their messages.

Accepted Answer

Support

Question 7

_____ is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, and subways.

Accepted Answer

Transit advertising

Question 8

The agreement that Revlon brand cosmetics would pay a fee to have its products prominently featured in twenty episodes of the soap opera, All My Children, is an example of:

Accepted Answer

product placement.

Question 9

Ads on small billboards that are mounted on trailers and driven around or parked in the geographic areas being targeted are known as:

Accepted Answer

mobile billboards.

Question 10

A major reason for the continued success of outdoor advertising is:

Accepted Answer

innovation through technology.

Question 11

_____ is a system of marketing by which organizations communicate without intermediaries to the target customers to generate a response or transaction.

Accepted Answer

Direct marketing

Question 12

The announcer on the television commercial said, \"Get your credit card and call now to order the Monster Ballads of Rock & Roll CD.\" This is an example the _____ direct marketing approach.

Accepted Answer

one-step

Question 13

Unlike traditional marketing, the typical goal of direct marketing is to:

Accepted Answer

generate an immediate behavioral response.

Question 14

One of the reasons for the recent, rapid growth of direct marketing in American society is the:

Accepted Answer

increased use of consumer credit cards.

Question 15

Which of the following statements best defines an infomercial?

Accepted Answer

It is a long commercial that is designed to fit into a 30-minute or 1- hour time slot.

Question 16

Which of the following best reflects an example of corporate advertising?

Accepted Answer

Toyota promoting its concern for the environment

Question 17

_____ is the management function that evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action to earn public understanding and acceptance.

Accepted Answer

Public relations

Question 18

Which of the following communications methods is potentially the most powerful in terms of its ability to make or break a product or a company?

Accepted Answer

Publicity

Question 19

Mobil Oil ran an ad in which it addressed the potential problem of global warming. The ad encouraged others to take time to truly understand the problem and to not act hastily. This ad is an example of:

Accepted Answer

advocacy advertising.

Question 20

Making outright donations to a nonprofit cause, having companies volunteer for the cause, donating materials or supplies, running public service announcements, or even providing event refreshments are some of the ways of _____ marketing.

Accepted Answer

Cause-related.

Question 21

Companies often make use of _____ when they have significant news to announce, such as the introduction of a new product or advertising campaign.

Accepted Answer

press conferences

Question 22

Digital Melody, an online digital media store, allows customers to \"sample\" songs before they make a purchase decision. In this scenario, Digital Melody is trying to:

Accepted Answer

stimulate trial.

Question 23

Direct selling of goods and services on the Internet is known as:

Accepted Answer

e-commerce.

Question 24

_____ are ads that appear on a user\'s computer screen while he or she is waiting while downloading content from a site.

Accepted Answer

Interstitials

Question 25

Many shopping bots have become _____ or search engines in which advertisers pay only when a consumer clicks on their ad or link from a search engine page.

Accepted Answer

paid searches

Question 26

Which of the following statements best describes the relationship between marketing and communications objectives?

Accepted Answer

Communications objectives are derived from marketing objectives

Question 27

The concept of advertising expenditures producing long term rather than immediate results is known as

Accepted Answer

The Carry Over effect

Question 28

When Ford Motor Company 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.

Accepted Answer

Teaser

Question 29

USA Today, Sports Illustrated and The Tonight Show with Jay Leno are all examples of:

Accepted Answer

Media Vehicles

Question 30

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

Accepted Answer

Coverage

Question 31

___________ are shows that are sold or distributed on a station-by-station, market-by-market basis.

Accepted Answer

Syndicated Programs

Question 32

An automobile manuf. 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 __________ appeal.

Accepted Answer

Popularity

Question 33

____________ is the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems.

Accepted Answer

Advertising Creativity

Question 34

The Oxygen cable network promotes its ability to capture young, upscale women who like to try new products, as well as recommend them to others. This is an example of how _____________ is possible through televisions.

Accepted Answer

Selectivity

Question 35

A _______________ refers to the approach used in an advertisement to elicit some consumer response or to influence the feelings of consumers toward a product, service, or cause.

Accepted Answer

Advertising Appeal

Question 36

British Airways employed _______________ when it used product placement to make sure that viewers of the movie Die Another Day knew that James Bond flies first class on British Airways. The airline ran advertising campaign based around the slogan \"Save your Pennies, fly like Bond,\" referring to the secretary that Bond flirts with in each film.

Accepted Answer

Integrated Marketing Communications

Question 37

China is the worlds second largest beer market after the US. It is also one of the fastest growing with annual growth of 10 percent. Anheuser-Busch responded to this _____________ in China when it established Budweiser Wulhan International Brewing in Central China.

Accepted Answer

Market Opportunity

Question 38

When Coca-Cola only had one product in its line and was targeting everyone, the company was employing:

Accepted Answer

Undifferentiated Marketing

Question 39

An ad for Aricept, a prescription-only drug for patients in the early stages of Alzheimer\'s disease, was published in a Better Homes & Garden magazine. Since the ad encouraged consumers to ask their doctors about this drug and whether it would help them or someone they knew, the drug company that placed the ad is using:

Accepted Answer

a promotional pull strategy

Question 40

Yummy Soups positioned itself as better tasting and more appropriate to the adult palate to gain an advantage over Magic Soups, another packaged soup manufacturer. In the given scenario, which of the following positioning strategies has Yummy Soups used?

Accepted Answer

Competitor

Question 41

The set of environmental forces that consists of the demographic characteristics of the population and its values is referred to as

Accepted Answer

Social forces

Question 42

______________ occurs when Mae reads only the book section of the New York Times Sunday newspaper and not look at the other sections of the paper.

Accepted Answer

Selective Exposure

Question 43

Zing candy bar launches an ad that shows people being revitalized after eating its candy bar. The ad attempts to deliver the message of \"Instant energy.\" Janice Cooper is a viewer of the ad, thinks that the ad reflects people in it as rude and boorish. In terms of the communication process, Janice has ___________ the message improperly.

Accepted Answer

Decoded

Question 44

Marketers try to select spokespeople whose traits will maximize their message influence. According to Herbert Kelman, the three categories of source attributes that should be considered during the selection process are:

Accepted Answer

Credibility, Attractiveness, and power

Question 45

Marketers can try capitalize on source similarity by hiring:

Accepted Answer

Salespeople who have characteristics that match those of their customers

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