question

CHAPTER EIGHT

answer

CHAPTER EIGHT

question

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

answer

True

question

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

answer

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

question

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

answer

True

question

Creativity is:

answer

-the ability to consider and hold together seemingly inconsistent elements and forces. -the ability to step outside of everyday logic. -the ability to free oneself of thinking in terms of "the way things are." *ALL OF THESE statements describe creativity accurately.

question

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:

answer

insist promotional messages are varied.

question

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

answer

False

question

Clients see creativity as

answer

a quality of ad agencies rather than individuals.

question

All of the following were mentioned in the textbook as necessary to the career success of an account manager EXCEPT:

answer

the ability to rationalize agency expenditures.

question

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

answer

False

question

To make yourself more creative, decide now to recognize that it is impossible to be creative without adequate knowledge.

answer

True

question

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.

answer

True

question

Which of the guidelines for managing advertising agency teams listed below fosters creativity?

answer

All of these guidelines foster creativity.

question

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

answer

Rational vs. emotional

question

One of John Sweeney's rules for what to do if creativity is the goal is to establish a clear code of behavior.

answer

True

question

Which of the following is something we know about teams?

answer

-Blending diverse expertise in a disciplined team often produces the most innovative ideas. -Teams have become the primary means for getting things done. -Good teams promote personal growth. *ALL OF THESE statements are characteristic of good teams.

question

We can learn to improve our level of creativity.

answer

True

question

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:

answer

share management's goals.

question

Which of the following is NOT a suggestion for advancing your own creativity?

answer

Avoid analyzing your own ideas; that will inhibit your creative flow.

question

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

answer

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

question

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

answer

TRUE

question

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

answer

build an emotional bond between consumers and brands.

question

Although a total commitment to one's work would seem to be positive trait, on the downside, such commitment can become highly narcissistic, according to Howard Gardner.

answer

TRUE

question

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

answer

TRUE

question

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

answer

share management's goals.

question

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

answer

What is the right creative approach to take?

question

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

answer

True

question

Executing a successful IMC campaign requires

answer

a skilled creative team that works well together.

question

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

answer

Creative

question

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

answer

CREATIVE

question

In brainstorming fear of being demoted is a great incentive to come up with the most brilliant idea?

answer

False

question

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

answer

Write in the consumer's language not business speak

question

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.

answer

FALSE

question

Who prepares the creative brief?

answer

-The AE on the account -The client Marketing manager -the client brand manager -It is a joint activity of the client leader and AE

question

CHAPTER NINE

answer

CHAPTER NINE

question

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.

answer

corporate website

question

Cameras.com advertises its products via banner ads on various sites. The company truthfully asserts that its high hit rate indicates its ability to attract consumers to its site.

answer

False

question

One advantage associated with using the World Wide Web is the concept of pop-up ads which most consumers love to see while searching for information.

answer

False

question

As part of your company's Internet strategy, it has bought a domain name [MyBigCo.net] from Register.com. This means that

answer

no other site in the same TLD can use your name, but if they want the name MyBigCo.org it may be available.

question

One difference between a banner advertisement and a corporate home page is that

answer

a banner advertisement is a paid advertisement that is placed on a site driven by editorial content.

question

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

answer

True

question

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

answer

24-hour availability

question

Which of the following is (are) true of click fraud?

answer

Not only is it annoying and costly, it is illegal.

question

As the Internet has changed—becoming a legitimate option for advertisers—which of the following is likely to happen?

answer

-Ad spending on the WWW will grow beyond the $12 billion spent in 2005. -It will not replace traditional forms of advertising. -Its value to consumers is growing daily. *ALL OF THESE statements about the changing role of the Internet are true.

question

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

answer

Portals

question

The cost of Internet advertising remains far lower than traditional media.

answer

False

question

Accomplishing the objective of having repeat visitors to a firm's website is a function of:

answer

-entertainment value of the site. -ease of use of the site. -site substance. *ALL OF THESE

question

There are different ways Internet marketers measure the effectiveness of the ads they run on the Web. Which of the following is NOT one of those ways?

answer

Syndicated site ratings

question

The WWW or World Wide Web provides the least diverse opportunity of the online technologies for advertising and IMC.

answer

False

question

As marketing manager of Fly-By-Night, a commuter airline that specializes in red-eye flights, you believe that the Internet is a good way to reach businesspeople with your communications. But you know this target audience ignores most advertising and actively hates distractions like pop-up or pop-under ads. Therefore, you put your money behind the development of messages for

answer

viral marketing.

question

Junk email sent to consumers who haven't requested is Spam, a term from a Monty Python skit.

answer

True

question

Many service providers are offering blockers that greatly reduce an advertiser's ability to get these types of advertisements onto a user's screen.

answer

popups

question

Most Internet users fear invasion of privacy, as documented by consumer research.

answer

False

question

One of the advantages of advertising on the Internet is:

answer

Target Market selectivity.

question

The over 1.8 billion users of the World Wide Web today represent the majority of the world's consumer population. This is particularly true in developing nations.

answer

False

question

The Internet is comprised of computers from a variety of sources. Which of the following is NOT one of these sources?

answer

Personal

question

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

answer

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

question

There are three main components of Internet media for advertising: electronic mail, Usenet, and the World Wide Web.

answer

False

question

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

answer

True

question

"Widgets"

answer

-are a module of software that people can drag and drop into their personal Web page. -are a new technology that can carry advertisers' brands into consumer's own Web pages. -enable users to customize an advertiser's brand virtually. *ALL OF THESE statements describe "Widgets."

question

A "mash-up" is

answer

a combination of one or more websites into a single site like Chicagocrime.org.

question

On a cost-per-thousand (CPM) basis, the cost of Web ads for the most part

answer

compares favorably with ads placed in traditional media.

question

Usenet is a collection of advertisements on the Internet.

answer

False

question

If a person grants permission to an advertiser to send updates, specials, and other incentives via email communication, this is referred to as permission marketing.

answer

True

question

Click fraud, while heartily annoying to advertisers, is not a crime.

answer

False

question

Rich Media/Video and Audio is the process by which a Web ad uses advanced technology that interacts with the user when his or her mouse passes over the ad. Its advantage(s), is(are) that

answer

-it offers much greater click-through rates than banner ads. -academic research indicates that adding animation to ads enhances click-through, recall and favorability. -it offers intrinsically more interesting ads—that is why it is called "rich." *ALL OF THESE statements are true of Rich Media.

question

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

answer

True

question

Streaming video and audio is a technique that sometimes uses:

answer

film clips or webisodes inserted into Rich Media online ads

question

CHAPTER 10

answer

CHAPTER 10

question

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

answer

direct marketing has an emphasis on developing a database.

question

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

answer

Long-term relationships are based on trust.

question

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

answer

bad mail addresses

question

Infomercials were made possible by

answer

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

question

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?

answer

Cost per order (CPO)

question

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

answer

a marketing database.

question

There are three basic elements, each with a specific purpose, in frequency marketing programs. Which of the following is among them?

answer

-a communication strategy which emphasizes regular customer dialogue -a database which is the collective memory for the program -a benefit package designed to attract and retain customers *ALL OF THESE together constitute the basic elements of frequency marketing.

question

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.

answer

Internal; external

question

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.

answer

the Federal Trade Commission's Do Not Call Registry

question

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

answer

recency, frequency, monetary.

question

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?

answer

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.

question

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

answer

convenience.

question

From a consumer's standpoint, the growth in popularity of direct marketing is fostered by

answer

-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

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

answer

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

question

Which of the following societal factors is driving the growth of direct marketing today?

answer

-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

A local Elks Club contacts each member that holds an Elks golf membership and inquires as to whether the member would also like to purchase an Elks pool membership for the family. This is known as using a marketing database for

answer

cross-selling.

question

In some cases, marketing databases are enhanced using ____-data that reveals the characteristics of the neighborhood in which a person resides.

answer

geodemographic

question

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

answer

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

question

The direct marketing medium with the highest response rate is

answer

telemarketing.

question

Mailing list enhancement can be achieved by adding the following information to basic name and address data

answer

-demographic data. -geodemographic data. -psychographic data. *ALL OF THESE can be used to enhance a mailing list.

question

At present, which of the following forms of direct marketing is considered the most controversial?

answer

bulk email

question

The greatest concern about direct marketing expressed by consumers is

answer

invasion of privacy.

question

CHAPTER 11

answer

CHAPTER 11

question

The difference between contests and sweepstakes is that contests can require an entry fee, and sweepstakes cannot. contests require skill, and sweepstakes require luck. contests are used to generate long-term interest in a brand, and sweepstakes are used to generate immediate interest. contests focus on the game, and sweepstakes focus on the brand.

answer

-It aids in securing trade market cooperation for their brand(s). -It can help win additional shelf space and exoposure inside the retail store. -It encourages potential retailers to support their brand over another. *ALL OF THESE statements are possible advantages of P-O-P for manufacturers.

question

Attaching a small bottle of Gillette shaving cream to a razor is an on-package sampling technique.

answer

True

question

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

answer

True

question

An advantage of coupons as a sales promotional tool is that

answer

-in-package coupons can induce repeat purchases. -a coupon-redeeming consumer is often a competitive brand user, so the coupon can induce brand switching. -it makes it possible to give a discount to a price-sensitive consumer while still selling the product at full price to other consumers. *ALL OF THESE are advantages of coupons as a sales promotional tool.

question

One of the purposes of sales promotion is to provide an affiliation value for a brand.

answer

True

question

Powerful retailers are demanding cash payments from manufacturers for access to shelf space. These payments are known as

answer

slotting fees.

question

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.

answer

True

question

The primary role for consumer sales promotion is to

answer

elicit an immediate purchase from a customer.

question

An advertiser considers using transit advertising as an advertising vehicle. This particular vehicle works most effectively when the advertiser ______.

answer

UNKNOWN needs a limited number of exposures to members of the target market is trying to create of build brand preference *is trying to create or build brand awareness has a message that is having trouble breaking through the clutter in other media

question

The difference between contests and sweepstakes is that

answer

contests require skill, and sweepstakes require luck.

question

Out-of-home media is a term used to describe any media other than television

answer

False

question

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

answer

False

question

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

answer

False

question

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

answer

True

question

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?

answer

UNKNOWN--I think this question is worded wrong, because according to the book on p. 222 3/4 of these are correct. I am marking the incorrect one with a (*) a bottom line mentality in many organizations *pressure from shareholders to produce higher quarterly profits pressure from stockholders to produce higher quarterly revenue rewards and punishments based on short-term returns are on the rise for most managers

question

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

answer

A billboard positioned in a supermarket parking lot

question

Billboards, posters, and outdoor signs are perhaps one of the newest forms of advertising.

answer

False

question

Sales promotion is the use of incentive techniques that create a perception of greater brand value among consumers, the trade and business buyers.

answer

True

question

Which one of the following is NOT a reason why sales promotions have become a more popular tool for companies over the past 10 to 15 years?

answer

Companies are understanding the need for a consistent image over time.

question

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

answer

preparation of sales promotion materials

question

Historically, more money has always been spent on sales promotions than on advertising.

answer

False

question

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

answer

contain the sponsor's name and/or logo.

Promo Test 3 (Chpts. 8-11) – Flashcards

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