question

When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands, it is practicing _____.

answer

A. Integrated marketing communications

question

To succeed, companies must focus on managing loyalty among carefully chosen customers and stakeholders because:

answer

D. no amount of advertising can win back a customer lost from shoddy products or poor service.

question

In a(n) _____, a salesperson sells products and encourages customers to call if they encounter any problems.

answer

C. reactive relationship

question

In a(n) _____, the company works continuously with customers (and other stakeholders) to discover ways to deliver better value.

answer

A. partnership

question

Which of the following is true about a company's stakeholders?

answer

B. There is often significant overlap in stakeholder roles.

question

According to Nowak and Phelps, which of the following tactics does the IMC approach focus on?

answer

D. Less emphasis on advertising via the mass media

question

Ensuring the various marketing mix elements such as advertising direct-response, sales promotions, and the like, work together is referred to as _____.

answer

E. coordinated marketing communications

question

_____ messages often have the least impact because they are seen as self-serving.

answer

B. Planned

question

According to the integration triangle, which of the following are "say" messages?

answer

C. Planned messages

question

_____ is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products by identified sponsors through various media.

answer

A. Advertising

question

The company that is advertising a product or idea is known as the _____.

answer

B. sponsor

question

The _____, who are addressed by the ad's spokesperson, are not real.

answer

D. implied consumers

question

A horse stable operator comes across an ad for a worming medicine in the local newspaper. He decides to call the toll-free number provided in the ad to see if the company can deliver 40 doses of its worming medicine before Saturday morning. In the context of the advertising, this is a form of _____.

answer

C. feedback

question

A firm's marketing activities are always aimed at a particular segment of the population called the _____.

answer

C. target market

question

_____ advertising is aimed at people who buy the product for their own or someone else's use.

answer

C. Consumer

question

Some products are publicized using _____, in which an ad claims the product is equal in quality to higher priced brands.

answer

B. price advertising

question

Fresh Zone is a supermarket based in New York that has branches in two other states, Ohio and Illinois. It uses _____, in which ads are placed in the local media or territorial editions of the national media.

answer

C. regional advertising

question

Retailers that sell within one small trading area typically use _____ advertising often placed in direct mail.

answer

C. local

question

In order to convey the benefits of sponsorship to a potential sponsor, a rodeo show would most likely use _____. This enables the marketer to answer the prospect's questions on the spot.

answer

A. personal selling

question

20. (p. 26) The drawback to personal selling is _____.

answer

B. its high cost

question

An ad promoting a company's mission or philosophy is called _____.

answer

C. nonproduct advertising

question

Which of the following types of advertising is considered good at creating awareness and credibility for a business firm at relatively low cost?

answer

B. Public relations advertising

question

Which of the following is an assumption that characterizes a free-market economy?

answer

C. Self-interest

question

During the _____, the Chinese invented paper and Gutenberg invented the printing press in Germany.

answer

A. preindustrial age

question

Which famous English literary figure's observation that advertisements were so numerous that they were "negligently perused" and that it had become necessary to gain attention "by magnificence of promise", led to the beginning of puffery in advertising?

answer

E. Samuel Johnson

question

In the context of early advertising, the invention of the _____ made advertising via posters, handbills, and signs possible.

answer

B. printing press

question

In the industrial age, fresh mass markets developed for new and inexpensive brands of luxury and convenience goods called _____.

answer

C. consumer packaged goods

question

An ad in a fitness magazine offered a 30-day, free, at-home trial of an exercise bicycle with free shipping, and the option of returning the bicycle if the customer was not satisfied with it. The primary function of the ad was to:

answer

D. induce consumers to try the bicycle.

question

During the 1800s, wholesalers placed ads in publications called _____ that informed retailers about the sources of supply and shipping schedules for commodities.

answer

C. price currents

question

Scientific Advertising, the bible of the era of salesmanship in the 1920s, was written by _____.

answer

C. Claude Hopkins

question

Which of the following is an example of product differentiation?

answer

E. A manufacturer of cosmetics trying to portray that its brands are not only different from its competitors but also superior in terms of quality and variety

question

Which of the following strategies best describes a company's efforts to slow the demand for cigarettes through public service messages?

answer

D. Demarketing

question

Which of the following is the primary objective of demarketing?

answer

D. To dampen demand for products, especially those that create unwanted costs for society

question

In the context of advertising, market segmentation is the process of:

answer

D. searching for unique groups of people whose needs could be addressed through more specialized products.

question

A product's unique selling proposition refers to:

answer

B. a feature that differentiates it from competitive products.

question

_____ is an effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs that rank high on the consumer's priority list.

answer

C. Positioning strategy

question

Gold Sheen, a cosmetic company, introduced a new range of herbal cosmetics in a market largely dominated by non-herbal products. Aware of the growing customer concern surrounding the overuse of chemicals in beauty products, Gold Sheen's strategy was to associate its brand with long-term safety that ranked high on consumers' priority list. Which of the following strategies does Gold Sheen use in this instance?

answer

C. Positioning strategy

question

During the postindustrial age, a growing affluence and sophistication of the consuming public characterized the marketing world of that time period in America. This trend was led by the _____.

answer

A. baby boomer generation

question

_____ created a social media company called Facebook.

answer

B. Mark Zuckerberg

question

Who among the following developed AdWords, an advertising program for Google?

answer

B. Page and Brin

question

The record decline in advertising activity in America in 2001 resulted from:

answer

C. a mild recession, a weak stock market, and the burst of the dot-com.

question

In the context of advertising, which of the following refers to a major feature of TiVo?

answer

A. The ability to target potential customers and measure effectiveness against that target

question

Which of the following significantly contributed and eventually led to the declines in music sales in the recording industry in the postindustrial age?

answer

C. File-sharing technologies

question

Which of the following is true about the impact of advertising on the society and the economy?

answer

D. Advertising has been a major factor in improving the standard of living in the United States and around the world.

question

Simon Bates, a market analyst, believes that advertising sometimes causes prices of products to increase which, in turn, affect consumer demand adversely. In this instance, Bates is focusing on the _____ role of advertising.

answer

A. economic

question

David visited the supermarket to buy soft drinks. In this instance, David's demand for soft drinks can be classified as _____.

answer

B. primary demand

question

An ad for a soft drink that uses the slogan: "Life is good" is employing _____.

answer

C. a nonproduct fact

question

An ad for a beauty product claimed that its skin-whitening properties could "cure the blackness of the darkest Africans." Watchdog groups are most likely to accuse such an ad of _____.

answer

A. perpetuating of a stereotype

question

A socially responsible company is most likely to:

answer

A. act in the interest of the community.

question

If an ad is deceptive, it is most likely to:

answer

B. contain misrepresentation or omission of facts.

question

If a suspected violator cites survey findings or scientific studies, the FTC is likely to ask for _____.

answer

A. substantiation

question

When Melissa looked at the container of weed and grass killer on a store shelf, she noticed a label on the container that read, "Avoid contact with eyes. This product can cause eye irritation." This is this an example of _____.

answer

E. an affirmative disclosure

question

A(n) _____ refers to a document the advertiser signs agreeing to stop the objectionable advertising without admitting any wrongdoing.

answer

B. consent decree

question

Which of the following is true of a trademark?

answer

E. It is used by a manufacturer to identify his goods and distinguish them from those manufactured or sold by others.

question

As a cost of doing business, advertising is paid for by the _____.

answer

E. consumers

question

For a snack on a cold day, Teresa wants a bowl of Lin's chicken noodle soup. Which of the following types of demand does Teresa have?

answer

C. Selective demand

question

In declining markets:

answer

B. the only effect advertising will have on primary demand is to slow the rate of decline.

question

Which of the following is a feature of puffery?

answer

E. Exaggeration

question

Which of the following comprise the first level of ethical responsibility?

answer

B. Societal level

question

Green Life, a supermarket based in Louisiana, recently came under scrutiny when it distributed leaflets that explicitly discouraged consumers from shopping at Appleton Supermarket, Green Life's rival. In the leaflet, Green Life provided a comparative price chart that compared the prices of similar merchandise available at both the supermarkets. The price chart promoted the view that Green Life provided far better value for consumer dollars than did Appleton. Appleton alleged that Green Life's claims were not only misleading but also instrumental in jeopardizing its sales. In this instance, Green Life had engaged in _____.

answer

E. deceptive advertising

question

Redwagon, an automobile manufacturer, was charged for its failure to warn elderly customers about safety problems in one of its models, the Red Auto. Elderly users of the Red Auto were substantially inconvenienced owing to the lack of information pertaining to the safety problem in their cars. In this case, the FTC found that Redwagon had failed to address this safety issue in their ads for the Red Auto. This is an example of _____.

answer

C. unfair advertising

question

If a suspected violator cites survey findings or scientific studies, the FTC is likely to ask for _____.

answer

A. substantiation

question

A(n) _____ refers to a document the advertiser signs agreeing to stop the objectionable advertising without admitting any wrongdoing.

answer

B. consent decree

question

Which of the following is true of a trademark?

answer

E. It is used by a manufacturer to identify his goods and distinguish them from those manufactured or sold by others.

question

The advertising business has evolved into four distinct groups. Which of the following is not one of these groups?

answer

B. Customers

question

Advertising is organized around four distinct groups. The _____ group includes the photographers, the illustrators, video production houses, and digital service bureaus.

answer

D. suppliers

question

Which of the following statements about local advertising is true?

answer

C. Local advertising is critical because most consumer sales are made or lost locally.

question

_____ advertising promotes a specific good or service and stimulates short-term action while building awareness of the business.

answer

C. Product

question

A national manufacturer assisting a distributor in product promotion by providing direct mail flyers is an example of _____ advertising.

answer

A. cooperative

question

Jill & Joel Co., owned by Jill and Joel Hudson, sells and installs above-ground swimming pools and hot tubs. The manufacturer of the hot tub a letter to Jill & Joel in which it offers to pay 60 percent of the advertising cost if the Hudson's run a newspaper ad featuring the hot tubs. Which of the following types of advertising is the hot tub manufacturer planning to undertake with the Hudsons?

answer

A. Vertical cooperative advertising

question

Which of the following is an advantage of using a decentralized advertising department?

answer

D. Increased divisional flexibility

question

One of the disadvantages for a company that uses a decentralized advertising department is:

answer

A. focus on what is good for the department rather than what is good for the entire organization.

question

Which of the following statements is true about general consumer agencies?

answer

C. They concentrate on consumer accounts.

question

A company buys unsold television and radio media time and resells this time and space to advertisers and agencies. This company is an example of a(n):

answer

media-buying service.

question

The _____ is in charge of the nonverbal communication portion of an ad.

answer

art director

question

Medium and large advertising agencies are usually structured according to:

answer

group or departmental systems.

question

An ad agency in Atlanta, Georgia, buys a quarter-page ad in a golfing magazine for a travel agency that specializes in preparing all-inclusive, hassle-free golf travel packages, on a 15 percent commission basis. The cost of the ad is $300. How much money should the agency pay the publication?

answer

$255

question

If an agency were to buy an ad in a magazine for a company that sells customized fabric, the ad would cost $5,000. How much money would the agency send the publication after deducting its media commission?

answer

$4,250

question

A golf company has developed a golf club that has a wider shaft and is 40 grams lighter than other clubs currently available in the market. It has hired an agency to develop an advertising campaign for this new club. The golf company has offered to pay the agency 3 percent of its profits if it sells more than 30,000 clubs during its first full year of production. This bonus is an example of a(n):

answer

incentive system.

question

The primary reason some advertisers set up a wholly owned in-house ad agency is to:

answer

tighten control over their advertising.

question

Which of the following statements is true about a speculative presentation?

answer

It is a presentation prepared by an agency to demonstrate its capabilities to a prospect.

question

During the _____ stage, the agency and the client are at the peak of their optimism and eager to develop a mutually profitable relationship.

answer

development

question

The year-in, year-out, day-to-day working relationship is called the _____ stage.

answer

maintenance

question

At some point, an irreconcilable difference may occur, and the relationship reaches the _____ stage.

answer

termination

question

The many factors that affect the client-agency relationship can best be grouped into the following categories:

answer

chemistry, conduct, communication, and changes.

question

In the advertising agency business, _____ are people and organizations that provide specialized services.

answer

suppliers

question

_____ is a product's ability to satisfy both functional needs and symbolic wants.

answer

Utility

question

_____ markets are made up of organizations that buy services, natural resources, and component products that they resell, use to conduct their work, or use to manufacture another product.

answer

Business

question

Which of the following is an interpersonal influencing factor?

answer

Culture

question

The term _____ refers to the information we receive through our five senses.

answer

perception

question

Tony views fishing lures as tools that help him catch big fishes, whereas Hugh feels that the lures could cause him bodily harm. Their differing opinions are most likely due to differences in _____.

answer

perception

question

_____ is the theory of learning associated with the Russian psychologist Pavlov.

answer

Classical conditioning

question

_____ is the consumer's conscious or unconscious decision, expressed through intention or behavior, to repurchase a brand continually.

answer

Brand loyalty

question

_____ remind(s) current customers of the value of their original purchase and encourage them to continue purchasing.

answer

Reinforcing habits

question

Paula always drinks a Softpop, a brand of soda. If the department store where she usually shops does not stock Softpop, she refuses to buy a different brand and goes to another store to find it. In this instance, she displays _____ for Softpop through her behavior.

answer

brand loyalty

question

_____ refers to the underlying forces that contribute to our actions.

answer

Motivation

question

An advertisement for car tires shows how road accidents can be summarily avoided if the consumer buys the brand. According to Maslow's hierarchy of needs, which of the following levels of needs does the advertisement promise to satisfy?

answer

Safety need

question

According to Abraham Maslow's hierarchy of needs model, which of the following is the highest need?

answer

Self-actualization need

question

_____ motives are also called informational motives because the consumer actively seeks information to reduce the mental state.

answer

Negatively originated

question

Problem removal and problem avoidance are _____ motives.

answer

Negatively originated

question

Jane, a high school student, dresses like her friends, copies their hairstyle, watches the same television shows, and agrees to their opinions on many subjects. Which of the following is a term used to describe her friends who exert substantial influence on her?

answer

Reference group

question

Gina Anderson is a popular American actor with a huge fan following. She endorses a number of high-selling beauty products. In fact, whatever product she endorses experiences phenomenal sales just because her name is associated with it. Therefore, it can be concluded that Gina is a(n) _____.

answer

innovator

question

A famous basketball player endorses a brand of sportswear. For the brand's target market that consists of young males, the basketball player is most likely to be a(n) _____.

answer

opinion leader

question

Which of the following is true of the influence of culture on advertising?

answer

Global marketers are especially concerned with the purchase environment.

question

A segment within a culture that shares a set of meanings, values, or activities that differ in certain respects from those of the overall culture is known as a(n) _____.

answer

subculture

question

106. (p. 166) While waiting in the queue near the cash register at the supermarket, Harry noticed a basket of colorful candies. Although he did not need candy, he decided to buy them anyway. This scenario exemplifies the influence of _____ in a consumer's purchase decision.

answer

environment

question

The evoked set refers to:

answer

the alternatives that consumers evaluate before making a purchase decision.

question

According to the _____, people strive to justify their behavior by reducing the inconsistency between their perceptions or beliefs and reality.

answer

theory of cognitive dissonance

question

Which of the following is the first step of the market segmentation process?

answer

To identify groups of people with certain shared needs

question

_____ segmentation refers to a way of segmenting markets by grouping consumers according to the manner in which they buy products.

answer

Behavioristic

question

In terms of user status, _____ perceive two or more brands to have superior attributes and will buy at full price.

answer

repertoire users

question

In terms of user status, aware nontriers:

answer

use competitive products in the category but have not taken a liking to a particular brand.

question

Many people give fine chocolates as Christmas presents to friends and co-workers. There is an increase in the number of advertisements for gourmet chocolates during November and December, as companies try to create awareness about their products in the minds of consumers looking for the perfect gift. This is an example of segmentation on the basis of:

answer

purchase occasion.

question

_____ segmentation enables marketers to view people as individuals with feelings and inclinations.

answer

Psychographic

question

Which of the following is a dimension on which VALS, a psychographic classification system, is based?

answer

Primary motivation

question

Which of the following activities is most likely to take place in a business market?

answer

Sale of buttons and zippers to a jeans manufacturing company

question

The North American Industry Classification System (NAICS) codes:

answer

organize all industries into 20 broad sectors such as mining, manufacturing, wholesale trade, and information.

question

The _____ process determines the content, look, and feel of product advertisements.

answer

target marketing

question

Which of the following statements about the target marketing process is true?

answer

The first step in target marketing is to assess which of the newly created segments offer the greatest profit potential.

question

The _____ refers to the consumer's perception of the product as a bundle of values of utilitarian and symbolic values that satisfy functional, social, psychological, and other wants and needs.

answer

product concept

question

To appeal to a new target market, a coffee manufacturer changed the product's package design, reformulated the coffee, began advertising price discounts in magazines, and started distributing samples of the new product at coffee shops. In this scenario, the coffee manufacturer changed the _____ in order to boost sales.

answer

marketing mix

question

A product which is in the introductory stage of the product life cycle will most likely target _____.

answer

early adopters

question

_____ refers to sales promotion efforts aimed at the retail trade.

answer

A push strategy

question

In the _____ stage of the product life cycle, competition intensifies and profits diminish. Companies increase their promotional efforts but emphasize selective demand.

answer

maturity

question

In the _____ stage of the product life cycle, the marketplace becomes saturated with competing products and the number of new customers dwindles, so industry sales reach a plateau.

answer

maturity

question

Which of the following is an example of a people-based service?

answer

Management consulting

question

127. The basic goal of a positioning strategy is to:

answer

own a word that ranks the product in the prospect's mind.

question

The difference between regular soup and organic soup is not readily visible. The organic brand differentiates itself by claiming to be healthier as it uses natural ingredients and vegetables that have been grown without the use of harmful chemical fertilizers. This is an example of a(n) _____.

answer

hidden difference

question

_____ represent(s) the value of a brand's capital.

answer

Brand equity

question

Pantene, Head & Shoulders, and Herbal Essences are all shampoos marketed by Procter & Gamble. Each of these brands has their own distinct image and target markets. These are examples of _____ brands.

answer

individual

question

Which of the following is true of a manufacturer's brand?

answer

It is expensive for manufacturers to market such brands.

question

Which of the following is true about product packaging?

answer

Packaging must reflect the tone, image, and personality of the product concept in order to penetrate consumers' psychological screens.

question

Which of the following is true of the key factors influencing price?

answer

Economic conditions, government regulations and marketing costs influence product prices.

question

Many industrial companies market their products through reps or distributors to _____ who may use the product as a component in their own product, which is then sold to their customers.

answer

original equipment manufacturers

question

Which of the following is true of intensive distribution?

answer

Consumers can buy products with a minimum of effort.

question

In the case of selective distribution:

answer

manufacturers can cut their distribution and promotion costs.

question

137. Which of the following products would be best suited for intensive distribution?

answer

Batteries

question

Which of the following, also known as mass selling, attempts to inform, persuade, and remind customers about particular products and services?

answer

Advertising

question

_____ is defined as the systematic gathering and analysis of information to help develop or evaluate message strategies, individual promotions, and whole campaigns.

answer

IMC research

question

What is meant by a media vehicle?

answer

It refers to a particular publication or program used for advertising.

question

In the marketing research process, which of the following will a researcher undertake while conducting informal research?

answer

The researcher will gather internal and external secondary data.

question

During _____, the second step in marketing research, researchers may discuss the problem with wholesalers, distributors, or retailers outside the firm; with informed sources inside the firm; with customers; or even with competitors.

answer

exploratory research

question

According to the marketing research process, what should researchers do immediately after completing informal research?

answer

They should establish their research objectives.

question

Which of the following is true of quantitative research?

answer

Many interviews are conducted in order to give a projectable scientific sample.

question

Which of the following is true of the observation method of conducting marketing research?

answer

It involves monitoring consumer activities in their native environments.

question

Which of the following is true of the Universal Product Code label?

answer

It gives stores and manufacturers accurate point-of-purchase data sensitive to the impact of price, in-store promotion, couponing, and advertising.

question

The _____ method of conducting marketing research is used to measure cause-and-effect relationships.

answer

experimental

question

When advertising is the dominant element or the only variable in the company's marketing plan, _____ tests are a useful measure of advertising effectiveness.

answer

sales

question

Which of the following is true of sample units?

answer

It refers to the individuals, families, or companies being surveyed.

question

Which of the following is true of conducting marketing research in foreign countries?

answer

Conducting research overseas is often more expensive than domestic research.

question

Which of the following dictates the role of promotional messages in the marketing mix?

answer

Marketing plan

question

A(n) _____ refers to a short description of an organization's purpose and philosophy.

answer

mission statement

question

A(n) _____ refer(s) to a detailed description of a brand's current marketing position.

answer

situation analysis

question

Which of the following uses the facts contained in a situation analysis to point out strengths, weaknesses, opportunities, and threats for a brand?

answer

SWOT analysis

question

Which of the following is the first step in a traditional top-down marketing plan?

answer

Situation analysis

question

Which of the following is true of sales-target objectives?

answer

In good economic times, a company may set ambitious sales-target objectives.

question

Which of the following is true of the objectives and outcomes of DAGMAR, a hierarchical model introduced by Russell Colley?

answer

It specifies the qualities of a good objective.

question

Which of the following describes how the company plans to meet its marketing objectives?

answer

Marketing strategy

question

_____ refer(s) to the place a brand occupies competitively in the minds of consumers.

answer

Positioning

question

Which of the following approaches to developing a positioning strategy sets the brand apart by stressing a particular product feature important to consumers?

answer

Product attribute

question

The _____ approach to developing a positioning strategy involves positioning apart from competitors through the creation or use of some recognized icon.

answer

cultural symbol

question

The product competitor approach to developing a positioning strategy involves:

answer

positioning against competitors using the strength of the competitor's position to help define the subject brand.

question

After product positioning, what is the next step in the development of a marketing strategy?

answer

Determining the marketing mix

question

Which of the following is the first step in the bottom-up marketing plan?

answer

Finding a unique marketing tactic

question

Which of the following is true of the IMC approach to marketing and campaign planning?

answer

Using the outside-in process, the IMC approach starts with the customer.

question

According to Wang and Schultz's IMC planning model, which of the following steps should be taken immediately after a marketer identifies what brand contacts and changes in attitude are required to support the consumer's continuance or change of purchase behavior?

answer

Setting communications objectives and strategies for reaching the consumer and influencing his or her attitudes, beliefs, and purchase behavior

question

In terms of the IMC plan, which of the following is true of the process of setting objectives?

answer

Objectives should be specific, realistic, and measurable

question

According to the IMC pyramid, comprehension involves:

answer

communicating enough information about a product so that some aware consumers recognize its purpose, image, or position.

question

169. According to the IMC pyramid, conviction refers to:

answer

communicating enough information about a product to persuade a certain number of people to actually believe in the product's value.

question

170. The "bundle of values" the advertiser presents to the consumer is referred to as the _____.

answer

product concept

question

In terms of IMC strategy, which of the following depicts the degree and the kind of involvement a consumer brings to the purchase decision for different products?

answer

Kim-Lord grid

question

As an element of creative strategy, the _____ are all the vehicles that might transmit the marketer's message.

answer

communications media

question

_____ refer(s) to computer-based programs developed by major advertisers and agencies to develop IMC budgets. They rely on input of sophisticated data, history, and assumptions.

answer

Quantitative mathematical models

question

According to the _____ method of developing an IMC budget, when a new brand is introduced, the budget for the first two years should be about one and a half times the brand's targeted share of the market in two years.

answer

share of market/share of voice

question

In the _____ method of developing an IMC budget, a company runs a series of tests in different markets with different budgets to determine the best level of advertising expenditure.

answer

empirical research

question

Which of the following is a reason for the increasing cost of reaching target audiences for almost all media?

answer

People can cope with only so many messages, so the media have to restrict the number of ads they sell.

question

_____ often employ(s) communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing.

answer

Value-added packages

question

The _____ defines the market need and the company's sales objectives and details strategies for attaining those objectives.

answer

top-down marketing plan

question

The elements of the _____ are the product concept, target audience, advertising message, and communications media.

answer

creative mix

question

Which of the following is the purpose of an advertising plan?

answer

To determine what to communicate through ads

question

In terms of media-planning activities, which of the following is the purpose of determining media strategy?

answer

To translate media goals into general guidelines that will control the planner's selection and use of media

question

Media planners select _____ that refer to particular magazines or shows according to how well they "deliver" or expose the message to the media audience that most closely resembles the desired target consumer.

answer

media vehicles

question

_____ refers to the total size of the audience for a set of ads or an entire campaign.

answer

Message weight

question

An _____ refers to a possible exposure of the advertising message to one audience member.

answer

advertising impression

question

The _____, or potential exposures, possible in a medium is arrived at by multiplying the medium's total audience size by the number of times an advertising message is used during the period.

answer

gross impressions

question

_____ refers to the total number of unique (or different) people or households exposed, at least once, to a medium during a given period of time, usually four weeks.

answer

Reach

question

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.

answer

effective frequency

question

According to Erwin Ephron, for fast-moving consumer products, the concept of _____ is based on "the idea that most advertising works by influencing the brand choice of consumers who are ready to buy."

answer

recency planning

question

The _____ describes how the advertiser will achieve its stated media objectives.

answer

media strategy

question

As an element of the media mix, _____ refers to the overall strategy of selecting and scheduling media vehicles to achieve the desired message weight, reach, frequency, and continuity objectives.

answer

methodology

question

A(n) _____ media plan may cover several adjoining metropolitan areas, an entire state or province, or several neighboring states and may typically employ a combination of local media, spot TV and radio, and the Internet.

answer

regional

question

The _____ indicates the sales potential of a particular brand in a specific market area.

answer

brand development index

question

Which of the following is an advantage of using the radio as a media vehicle?

answer

Ability to change message quickly

question

A(n) _____ is the total number of people or households exposed to a medium.

answer

audience

question

Which of the following terms refers to the concept of how many people an ad "sees" rather than the other way round?

answer

Exposure value

question

A reason for using the _____ approach, which refers to a combination of media, is to reach people who are unavailable through only one medium.

answer

mixed-media

question

In a _____ media schedule, advertising runs steadily and varies little over the campaign period.

answer

continuous

question

Advertisers use the _____ media scheduling pattern for products consumers purchase regularly.

answer

continuous

question

For high-ticket items that require careful consideration, a method for media scheduling known as _____ that refers to running the same commercial every half hour on the same network during prime time can be effective.

answer

bursting

question

Which of the following is the Web-based system developed by Interactive Market Systems (IMS) that consolidates and summarizes planning data in a single relational database?

answer

Agency RollUp

MKG420 – Flashcard

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