question

false

answer

A fact of life in advertising agencies is that account services departments and creative departments almost always agree on the ultimate goal for advertisements even though it may be a struggle to reach that consensus T/F

question

Everybody needs them but no one is sure who or what they are.

answer

Which of the following is most true about how the corporate world views creative people?

question

share management's goals

answer

It is common that members of an advertising agency's account management team perceive creatives as experts in expression with words and visuals. However, they also believe that creatives often do not

question

creatives

answer

Which department within an advertising agency is recognized as having an uncertain nature?

question

It is a joint activity of client leader and AE?

answer

Who prepares the creative brief

question

true

answer

Lee Clow, "the dude who thought different," thought his own greatest creativity was not individual, but as a synthesizer for others' creativity.

question

What is the right creative approach to take?

answer

Which of the following is NOT a question the creative brief must answer?

question

false

answer

The Creative Brief is just that: brief. It plays a minor role in the creative process of making great IMC campaigns

question

creative

answer

Most research concerning the contentious environment in advertising agencies places the ____ department in a central position as a focus of the conflict.

question

false

answer

As an agency creative you will spend one-fourth of your work life with your feet up doing nothing at all.

question

Write in the consumer's language not business speak.

answer

Which of the following IS of particular note to writing a good creative brief

question

client managers who don't recognize their own role in the killing.

answer

According to the text, creativity in advertising is most often stifled by "killers," who are:

question

false

answer

The kinds of ads that win awards are usually the same kinds of ads that clients approve will little hesitation.

question

true

answer

Preparing and executing breakthrough IMC campaigns is a people intensive business; it is accomplished as a collective with each person executing a specific assignment.

question

insist promotional messages are varied.

answer

Poor creative executions are more a matter of structure than talent according to John Sweeney, a former creative director. He offered all of the following pieces of advice as strategies to ensure good creative work EXCEPT:

question

true

answer

Howard Gardner's selection of seven of the greatest creative minds of the twentieth century, as discussed in the textbook, included individuals from a variety of fields, including science and art.

question

build an emotional bond between consumers and brands.

answer

The most essential and long term creative role of advertising is to:

question

true

answer

Creativity is the same no matter what the domain: the ability to consider and hold together seemingly inconsistent elements and forces.

question

Rational vs. emotional

answer

Which of the following pairs is NOT an example of a dimension of cognitive style

question

true

answer

Creative thinkers appear never to have lost the ability to think like a child

question

true

answer

Because you have a "creative" job, does not mean that you are "creative."

question

all of these

answer

The textbook suggests that creativity reflects

question

false?

answer

Internet technology is growing so fast that it is guaranteed to become the "lead tool" in IMC within the next 5 years.

question

all of these

answer

Which of the following is a currently troublesome privacy/security issue faced by website sponsors?

question

true

answer

Second Life is a virtual world where participants log into a space, then use their mouse and keyboard to roam landscapes, chat, create virtual homes, or conduct real business.

question

false?

answer

Page views provides an excellent measure of how many pages has been sent to someone's computer; thus it can tell you how many visitors a given page has had in a week.

question

portals

answer

____ are starting points for Internet exploring and are interested in channeling surfers to particular sites, especially commercial ones.

question

false

answer

Usenet is a collection of advertisements on the Internet.

question

corporate website

answer

Crayola offers a ____ that provides more than information about the firm and its brands; it focuses on the needs of parents and children who use Crayola crayons.

question

The fact that the Internet gives consumers a new and efficient way to communicate with each other

answer

Creating an e-community for a brand today makes use of which of the following characteristics of Internet commerce?

question

get visitors to return to the website.

answer

The real challenge for today's Internet advertisers is to

question

research shows that when consumers engage in these types they have more positive attitude toward the ad and in turn higher purchase intentions.

answer

For optimal business results from a site, it should be human-message (interactive) or human-human interaction (like a chat room) because:

question

All of these statements are good ways to promote a website.

answer

You have built a World Wide Web site assuming "If you build it, they will come." They're not coming. Which one of the following is NOT a good way to promote the site?

question

Target Market selectivity

answer

One of the advantages of advertising on the Internet is:

question

true

answer

Visits are the number of occasions in which a user X has interacted with Y site during Z time.

question

true?

answer

Internet advertising has emerged as a media option of great opportunity for advertisers because of its superior target market selectivity, detailed and full-color graphics capability, ability to deliver customized messages and ability to engage in two-way information exchanges with consumers, among other reasons.

question

true

answer

Online brand communities behave much like a community in traditional sense, like an actual small town or ethnic community

question

24 hour availability

answer

Which of the following is a strong advantage of the World Wide Web?

question

marketing database

answer

A business interviews customers to determine their wants and needs. This company is in the process of developing

question

all of these

answer

Mailing list enhancement can be achieved by adding the following information to basic name and address data -demographic data. -geodemographic data. -psychographic data. -all of these can be used to enhance a mailing list.

question

telemarketing

answer

The direct marketing medium with the highest response rate is

question

the number of times a customer bought a product from the company

answer

A company uses its marketing database to run an RFM analysis on its customers. The F in RFM stands for frequency and refers to

question

the lower cost of ad space on satellite and cable systems.

answer

Infomercials were made possible by

question

all of these- benefit structure, database, and communication strategy

answer

Which of the following is a basic element of frequency marketing program

question

Consumers don't watch all 30 minutes, so the call to action should occur 3 times—every 10 minutes—in the half hour it runs.

answer

A company wants to sell a fire-resistant car wax in a 30-minute infomercial. What does experience this medium suggest this company would be wise to do?

question

create awareness among a variety of target market groups

answer

Which of the following is NOT a primary purpose of direct-marketing programs?

question

the Federal Trade Commission's Do Not Call Registry

answer

A person is concerned with issues of privacy and doesn't want his or her name being on mailing lists. This person can call ____ and have his or her name removed.

question

All of these

answer

Which of the following societal factors is driving the growth of direct marketing today? -more liberal attitudes about the use of credit and accumulation of debt -consumers' increasing need for convenience -developments in technology—in telecommunication and computers -all of these factors are driving the growth of direct marketing today.

question

integrated programs work more effectively than programs that are not integrated.

answer

You are marketing manager for a company that packages and markets vacations to exotic locations. You use a variety of media to promote these trips, including upscale magazines, infomercials, and direct mail. One of your primary objectives regarding these efforts is to make sure the efforts are integrated. This is because

question

internal; external

answer

There are two broad categories of mailing lists that should be recognized by marketers. ____ lists are the starting point for developing better relationships with current customers, whereas ____ lists help an organization cultivate new business.

question

CPO cost per order

answer

An emphasis on producing measurable effects is one of the noted appeals of direct marketing, where it is not uncommon to find cost per inquiry (CPI) calculations. What other calculation is commonly computed by direct marketers?

question

bad mail address

answer

A business is considering using a direct mail piece to reach potential customers. Management of the company should realize that two of the negatives of doing so are a high cost per contact and

question

Long-term relationships are based on trust.

answer

Direct marketing pioneer, L.L. Bean has always been a relationship builder. Which keen insight did Bean have into direct marketing from the beginning?

question

convenience

answer

The best word to summarize the popularity of direct marketing with consumers is

question

recency, frequency, monetary.

answer

Firms can use an RFM analysis to isolate their best customers. RFM stands for

question

all of these

answer

Which of the following is a basic element of frequency marketing program? -a communication strategy -a database -a benefit structure -all of these

question

direct marketing has an emphasis on developing a database.

answer

The one characteristic that makes direct marketing different from marketing in general is that

question

All of these

answer

From a consumer's standpoint, the growth in popularity of direct marketing is fostered by -more liberal attitudes about credit. -need for greater convenience. -computers that enable on-line shopping. -all of these are factors in growth of consumer direct marketing.

question

false

answer

One of the advantages of sales promotions over advertising is that sales promotions offer the opportunity for reward without risk

question

coordinate the look and feel of both efforts.

answer

If a company's advertising campaign and a sales promotion have different purposes, the company would be wise to

question

are used for more expensive items.

answer

Trial offers are similar to samples except that trial offers

question

true

answer

Support media are used to reinforce a message that is being delivered by some other advertising vehicle.

question

preparation of sales promotion materials

answer

Which of the following is NOT typically a service that advertising agencies provide to clients?

question

6

answer

Most advertising experts suggest that billboard copy should not exceed ____ words.

question

contain the sponsor's name and/or logo.

answer

In order for an item to be defined as a specialty-advertising item, it must

question

true

answer

Transit advertising can be valuable when an advertiser wishes to target adults who live and work in major metropolitan areas.

question

incentive

answer

You work for a company that manufactures large appliances, like refrigerators and stoves In an effort to move your product, you offer a hundred dollars to any retail salesperson who can sell ten of your appliances in a week. This is an example of

question

in store

answer

The most popular type of sampling for food and cosmetic products is ____ sampling.

question

All of these

answer

Which of the following is a strategic advantage for manufacturers of P-O-P advertising aimed at trade and business markets? -It can help win additional shelf space and exoposure inside the retail store. -It aids in securing trade market cooperation for their brand(s). -All of these statements are possible advantages of P-O-P for manufacturers. -It encourages potential retailers to support their brand over another.

question

true

answer

Transit advertising can be valuable when an advertiser wishes to target adults who live and work in major metropolitan areas

question

false

answer

A display rack that stocks product is placed above the cash register. The cashier can reach the product for the consumer. The front of an overhead merchandiser usually carries signage. This is called a dump bin

question

true

answer

Although sales promotion can attract attention and motivate trial purchase, it is rarely used for new brand introduction because advertising controls that aspect.

question

trade-market; consumer-market

answer

Two of the basic forms of sales promotion are ____ sales promotion and ____ sales promotion.

question

true

answer

Support media are used to reinforce a message that is being delivered by some other advertising vehicle

question

false?

answer

P-O-P refers to materials used in the retail setting to attract shoppers attention to ones product, convey primary product benefits, or highlight pricing information.

question

A billboard positioned in a supermarket parking lot

answer

Which of the following is not considered P-O-P advertising?

question

requires a consumer to pay most of the cost of an item received as a premium

answer

A distinguishing feature of a self-liquidating premium is that it

question

true?

answer

One potential downside of promotions is that a short-term gain may actually be offset by a drop in future sales

question

all of these

answer

An advantage of billboards as a medium is -wide exposure of a message in a specific local market. -reaching passersby with a message related to an immediate need. -the large size and lighting attracts attention. -All of these statements are advantages of billboards.

question

true?

answer

Retailers often create trade promotions to entice manufacturers to supply the outlet with the manufacturer's most popular items

question

helps the consumer follow through on a product purchase.

answer

Directory advertising is unique among support media in that it

question

false

answer

An objective for trade promotions is to decrease store traffic, which would make it easier for the customer to shop

question

rewards and punishments based on short-term returns are on the rise for most managers

answer

Several factors have created a short-term orientation among marketing managers. Which of the following is a reason why this type of orientation exists in many organizations?

question

false?

answer

Vertical cooperative advertising involves the sharing of advertising costs between a manufacturer and a retailer.

question

true

answer

The fight for space on grocers' shelves has become so competitive that manufacturers occasionally just pay cash to food store chains to get the chains to stock the item

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