Promo Test 3 (Chpts. 8-11)

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CHAPTER EIGHT
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CHAPTER EIGHT
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Because you have a “creative” job, does not mean that you are “creative.”
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True
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Which of the following is most true about how the corporate world views creative people?
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Everybody needs them but no one is sure who or what they are.
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Preparing and executing breakthrough IMC campaigns is a people intensive business; it is accomplished as a collective with each person executing a specific assignment.
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True
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Creativity is:
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-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.
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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:
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insist promotional messages are varied.
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The Creative Brief is just that: brief. It plays a minor role in the creative process of making great IMC campaigns.
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False
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Clients see creativity as
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a quality of ad agencies rather than individuals.
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All of the following were mentioned in the textbook as necessary to the career success of an account manager EXCEPT:
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the ability to rationalize agency expenditures.
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The kinds of ads that win awards are usually the same kinds of ads that clients approve will little hesitation.
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False
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To make yourself more creative, decide now to recognize that it is impossible to be creative without adequate knowledge.
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True
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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.
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True
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Which of the guidelines for managing advertising agency teams listed below fosters creativity?
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All of these guidelines foster creativity.
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Which of the following pairs is NOT an example of a dimension of cognitive style?
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Rational vs. emotional
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One of John Sweeney’s rules for what to do if creativity is the goal is to establish a clear code of behavior.
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True
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Which of the following is something we know about teams?
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-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.
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We can learn to improve our level of creativity.
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True
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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:
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share management’s goals.
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Which of the following is NOT a suggestion for advancing your own creativity?
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Avoid analyzing your own ideas; that will inhibit your creative flow.
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According to the text, creativity in advertising is most often stifled by “killers,” who are:
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client managers who don’t recognize their own role in the killing.
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Lee Clow, “the dude who thought different,” thought his own greatest creativity was not individual, but as a synthesizer for others’ creativity.
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TRUE
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The most essential and long term creative role of advertising is to
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build an emotional bond between consumers and brands.
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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.
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TRUE
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Creative thinkers appear never to have lost the ability to think like a child.
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TRUE
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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
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share management’s goals.
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Which of the following is NOT a question the creative brief must answer?
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What is the right creative approach to take?
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Creativity is the same no matter what the domain: the ability to consider and hold together seemingly inconsistent elements and forces.
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True
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Executing a successful IMC campaign requires
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a skilled creative team that works well together.
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Most research concerning the contentious environment in advertising agencies places the ____ department in a central position as a focus of the conflict.
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Creative
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Which department within an advertising agency is recognized as having an uncertain nature?
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CREATIVE
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In brainstorming fear of being demoted is a great incentive to come up with the most brilliant idea?
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False
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Which of the following IS of particular note to writing a good creative brief?
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Write in the consumer’s language not business speak
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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.
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FALSE
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Who prepares the creative brief?
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-The AE on the account -The client Marketing manager -the client brand manager -It is a joint activity of the client leader and AE
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CHAPTER NINE
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CHAPTER NINE
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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.
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corporate website
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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.
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False
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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.
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False
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As part of your company’s Internet strategy, it has bought a domain name [MyBigCo.net] from Register.com. This means that
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no other site in the same TLD can use your name, but if they want the name MyBigCo.org it may be available.
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One difference between a banner advertisement and a corporate home page is that
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a banner advertisement is a paid advertisement that is placed on a site driven by editorial content.
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Online brand communities behave much like a community in traditional sense, like an actual small town or ethnic community.
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True
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Which of the following is a strong advantage of the World Wide Web?
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24-hour availability
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Which of the following is (are) true of click fraud?
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Not only is it annoying and costly, it is illegal.
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As the Internet has changed—becoming a legitimate option for advertisers—which of the following is likely to happen?
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-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.
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____ are starting points for Internet exploring and are interested in channeling surfers to particular sites, especially commercial ones.
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Portals
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The cost of Internet advertising remains far lower than traditional media.
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False
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Accomplishing the objective of having repeat visitors to a firm’s website is a function of:
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-entertainment value of the site. -ease of use of the site. -site substance. *ALL OF THESE
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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?
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Syndicated site ratings
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The WWW or World Wide Web provides the least diverse opportunity of the online technologies for advertising and IMC.
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False
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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
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viral marketing.
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Junk email sent to consumers who haven’t requested is Spam, a term from a Monty Python skit.
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True
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Many service providers are offering blockers that greatly reduce an advertiser’s ability to get these types of advertisements onto a user’s screen.
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popups
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Most Internet users fear invasion of privacy, as documented by consumer research.
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False
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One of the advantages of advertising on the Internet is:
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Target Market selectivity.
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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.
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False
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The Internet is comprised of computers from a variety of sources. Which of the following is NOT one of these sources?
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Personal
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For optimal business results from a site, it should be human-message (interactive) or human-human interaction (like a chat room) because:
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research shows that when consumers engage in these types they have more positive attitude toward the ad and in turn higher purchase intentions.
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There are three main components of Internet media for advertising: electronic mail, Usenet, and the World Wide Web.
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False
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Visits are the number of occasions in which a user X has interacted with Y site during Z time.
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True
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“Widgets”
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-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.”
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A “mash-up” is
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a combination of one or more websites into a single site like Chicagocrime.org.
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On a cost-per-thousand (CPM) basis, the cost of Web ads for the most part
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compares favorably with ads placed in traditional media.
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Usenet is a collection of advertisements on the Internet.
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False
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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.
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True
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Click fraud, while heartily annoying to advertisers, is not a crime.
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False
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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
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-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.
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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
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True
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Streaming video and audio is a technique that sometimes uses:
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film clips or webisodes inserted into Rich Media online ads
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CHAPTER 10
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CHAPTER 10
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The one characteristic that makes direct marketing different from marketing in general is that
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direct marketing has an emphasis on developing a database.
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Direct marketing pioneer, L.L. Bean has always been a relationship builder. Which keen insight did Bean have into direct marketing from the beginning?
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Long-term relationships are based on trust.
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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
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bad mail addresses
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Infomercials were made possible by
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the lower cost of ad space on satellite and cable systems.
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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?
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Cost per order (CPO)
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A business interviews customers to determine their wants and needs. This company is in the process of developing
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a marketing database.
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There are three basic elements, each with a specific purpose, in frequency marketing programs. Which of the following is among them?
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-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.
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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.
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Internal; external
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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.
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the Federal Trade Commission’s Do Not Call Registry
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Firms can use an RFM analysis to isolate their best customers. RFM stands for
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recency, frequency, monetary.
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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?
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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.
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The best word to summarize the popularity of direct marketing with consumers is
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convenience.
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From a consumer’s standpoint, the growth in popularity of direct marketing is fostered by
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-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.
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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
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integrated programs work more effectively than programs that are not integrated.
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Which of the following societal factors is driving the growth of direct marketing today?
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-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.
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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
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cross-selling.
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In some cases, marketing databases are enhanced using ____-data that reveals the characteristics of the neighborhood in which a person resides.
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geodemographic
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A company uses its marketing database to run an RFM analysis on its customers. The F in RFM stands for frequency and refers to
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the number of times a customer bought a product from the company.
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The direct marketing medium with the highest response rate is
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telemarketing.
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Mailing list enhancement can be achieved by adding the following information to basic name and address data
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-demographic data. -geodemographic data. -psychographic data. *ALL OF THESE can be used to enhance a mailing list.
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At present, which of the following forms of direct marketing is considered the most controversial?
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bulk email
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The greatest concern about direct marketing expressed by consumers is
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invasion of privacy.
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CHAPTER 11
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CHAPTER 11
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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.
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-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.
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Attaching a small bottle of Gillette shaving cream to a razor is an on-package sampling technique.
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True
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Although sales promotion can attract attention and motivate trial purchase, it is rarely used for new brand introduction because advertising controls that aspect.
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True
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An advantage of coupons as a sales promotional tool is that
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-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.
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One of the purposes of sales promotion is to provide an affiliation value for a brand.
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True
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Powerful retailers are demanding cash payments from manufacturers for access to shelf space. These payments are known as
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slotting fees.
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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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True
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The primary role for consumer sales promotion is to
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elicit an immediate purchase from a customer.
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An advertiser considers using transit advertising as an advertising vehicle. This particular vehicle works most effectively when the advertiser ______.
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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
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The difference between contests and sweepstakes is that
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contests require skill, and sweepstakes require luck.
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Out-of-home media is a term used to describe any media other than television
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False
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One of the advantages of sales promotions over advertising is that sales promotions offer the opportunity for reward without risk
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False
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An objective for trade promotions is to decrease store traffic, which would make it easier for the customer to shop.
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False
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Transit advertising can be valuable when an advertiser wishes to target adults who live and work in major metropolitan areas.
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True
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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?
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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
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Which of the following is not considered P-O-P advertising?
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A billboard positioned in a supermarket parking lot
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Billboards, posters, and outdoor signs are perhaps one of the newest forms of advertising.
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False
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Sales promotion is the use of incentive techniques that create a perception of greater brand value among consumers, the trade and business buyers.
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True
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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?
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Companies are understanding the need for a consistent image over time.
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Which of the following is NOT typically a service that advertising agencies provide to clients?
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preparation of sales promotion materials
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Historically, more money has always been spent on sales promotions than on advertising.
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False
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In order for an item to be defined as a specialty-advertising item, it must
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contain the sponsor’s name and/or logo.

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