Which statement best describes how the growth of new media has affected traditional media? New media have had no impact on traditional media. Traditional media have become more popular due to new media. Traditional media have successfully integrated new media technologies. New media have massively disrupted traditional media, such as newspapers, by costing them revenue.

New media have massively disrupted traditional media, such as newspapers, by costing them revenue.

The 4Ps of the marketing mix are _____ Product, Price, Place, Promotion Price, Place, People, Promotion Product, Price, Process, Promotion Product, People, Process, Physical Evidence

Product, Price, Place, Promotion

The term integrated marketing communications means _____ Ignoring consumer feedback in marketing strategies. Focusing solely on traditional advertising methods. Using only digital media for marketing communications. Coordinating a firm's brand messages from a variety of sources.

Coordinating a firm's brand messages from a variety of sources.

Comprehensive Marketing and Advertising Concepts: Strategies, Media, and Research Flashcards

In achieving the firm's marketing goals, the _____ strategy attempts to reach the target audience and define what response the advertiser is seeking.

Which statement best describes how the growth of new media has affected traditional media?

A _____ 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.

Which is the largest advertising medium in terms of advertising revenues?

To differentiate its coffee from that produced by other coffee manufacturers, Mountain Grown Coffee advertises that its coffee is made from coffee beans sourced from deep within the mountain ranges of the Caribbean islands and nourished from pure mountain spring water. This commitment to market a specific type of coffee is an example of a(n) _____

The 4Ps of the marketing mix are _____

_____ is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future.

The term integrated marketing communications means _____

T/F: The billboard that displays an advertisement for a new Internet service provider is an example of a medium.

T/F: Integrated marketing communications involves strategically coordinating and integrating brand messages across all consumer contact points.

What is the largest of the U.S. business-monitoring organizations?

What is an accurate depiction of a trademark?

Through the issuance of _____, the government provides incentives to invent, invest in, and disclose new technology.

Adolph Coors Co. ran an ad that featured a purported taste test between Coors's Aspen Edge and Anheuser-Busch's Michelob Ultra. A taste tester downed a glass of Aspen Edge and took only a sip of Michelob Ultra. A print version of the ad said, 'Beer drinkers agree that Aspen Edge has more taste than Michelob Ultra.' Coors was forced to remove the television advertisements after Anheuser-Busch said it made unsubstantiated claims about consumer preferences. Anheuser-Busch most likely _____

Verizon, a provider of cell phone service, frequently runs TV ads that feature a series of maps. One map shows how much of the country is covered by Verizon's service. The other maps show how much of the country is covered by Verizon's major competitors. These commercials are an example of _____

The Federal Trade Commission (FTC) regulates the marketplace by _____

How has the U.S. Supreme Court intervened in the rights of advertisers under the First Amendment?

Under current law, the only product claims that are considered deceptive are those that _____

T/F An example of an affirmative disclosure is the pesticide warning found on a package of plant food.

T/F Critics argue that the proliferation of new media has worsened the problem of too much media

Airtight Manufacturing makes pressure valves used by oil and gas companies to maintain pressure in their hydraulic systems. Airtight Manufacturing would most likely hire a(n) _____ agency to create the company's advertising.

Nonadvertising services include _____

The modern _____ advertising agency supplies both advertising and non-advertising services in all areas of communications and promotion for its clients.

A consumer products manufacturer makes cleaning products, laundry soap, and paper products. If a media representative wants to sell ad space to the company, he or she must meet with representatives from each of the product lines. This company's ad department is organized by _____

A function of cooperative advertising is to _____

Which is an example of integrated marketing communications?

Which is an example of product advertising?

In advertising, what are television, radio, newspapers, magazines, billboards, direct mail, and digital entertainment, commonly described as?

T/F Advertising professionals argue that local advertisers have an advantage in social media over national advertisers because they can use local events like weather changes and festivals to inform customers of their products.

T/F International media that serve several countries are limited to newspapers and magazines.

The basic goal of a positioning strategy is to _____

In _____, promotional efforts are aimed at retailers and other distributors in order to encourage them to stock, display, and advertise the product.

In order to get the iPad ordered at retailers like Best Buy, Apple drove up demand through advanced advertising to consumers. Apple knew that consumer demand influenced which products the tech retailers would carry. This was an example of _____

In order to reach a new target market, Old Spice has changed its products' package design, reformulated the scent of its products, arranged to have its products carried at hair salons at a higher markup, and begun running new ads aimed at women. What has been changed?

The _____ for Ariana Grande's Sweet Like Candy perfume is most likely young women interested in feeling that they have sex appeal.

In the health care industries, strategies that target women are becoming increasingly prevalent because capturing the female patient means influencing the vast majority of health care decisions made for families. Plus, women use health services more frequently than men. If you are a healthcare provider, you would want to use _____ segmentation.

Hard apple cider is making a comeback. Cider consumption is expected to hit 15 million cases annually this decade. Early adopters of cider are the same group that first gravitated to the microbreweries. Apple cider drinkers like the notion that it is basically a fruit drink. It conjures up healthy associations and appeals to people who do not view themselves as serious connoisseurs. What segmentation variable would you recommend Woodchuck Draft Cider use to design the market?

With _____, marketers group people by their values, attitudes, personality, and lifestyle.

Home builders are using _____ segmentation to target people over 55 with homes that have wheelchair-friendly door widths, lever door handles, roll-out shelves, raised toilets, and direct 911 wiring.

T/F Production is one of the functions of the 4Ps.

T/F The market segmentation process is a three-step process that begins with planning, defining the product, and identifying the market.

People who enjoy a luxurious bath at the end of the day often appreciate products like bath oils, soaking salts, and scented candles. Since using these products enhances the experience, customers buying them do so based on _____ motives.

_____ are needs that we learn during our lifetime.

_____ refers to the basic, often instinctive, human forces that motivate us to do something.

Most mass media advertising probably receives _____ processing because very few people are actually in the market for a particular product at any given time.

When _____ has occurred, a person experienced a change in a belief, an attitude, or a behavioral intention due to a message such as an advertisement.

The stored memories in our minds are called _____

_____ is the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy particular needs and wants.

Teddy made a purchase at Target.com. One week later, he received an e-mail asking him to complete a survey about his online shopping experience. If Teddy responds to the survey, he is _____

T/F Tara breaks her phone while she is out dancing one night. When looking for a new phone, she goes to the store and considers the newer model of her old phone plus two other companies' phones that have similar prices but different features. These two other brand phones make up Tara's evoked set.

T/F Choosing a credible spokesperson requires understanding the tastes and interests of the company's target market.

To help food advertisers produce more effective advertising, the Food Marketing Institute did a study that asked respondents which of four reasons best explained why they wanted to eat more nutritiously: to lose weight, to prevent health problems later in life, to follow their doctor's advice, or to manage an existing medical condition. The answer to this question is an example of _____ research.

A question such as 'Why do you allow your child to have a pet?' would most likely be a part of a(n) _____ research project.

Randolph Home Supply ran a research study to see how consumers learn about their products and services. In the study, they cited findings from Google that tracked consumers' behavior when looking for home repair products and service providers. The information Randolph Home Supply pulled from Google's survey is _____

Renata has developed a website for pediatric hospital patients to log on and watch cartoons 'together' while they talk in chat rooms. Before she runs an advertising campaign, Renata should conduct _____

The first step in the research process is to _____

The account executive reminded the team that they should have some assurance that the ad was going to be successful before placing it in various print media. What should the team use to accomplish this?

If an Internet advertiser were to subscribe to Nielsen-Net Ratings, it would receive information about the web surfing habits of various demographic groups. This would be an example of _____

Which term refers to the systematic gathering, recording, and analysis of new information to help managers make marketing decisions?

Tyler and Micah both work at Simpson Advertising Agency. Tyler's role involves more of a business perspective and represents the client, while Micah is more involved in the research perspective and represents the consumer. Micah acts as a(n) _____

T/F post-testing is used to diagnose possible communication problems before a campaign begins.

T/F Advertising strategy research assists in the selection of target markets.

Besides its signature product, Tye-Dye Tee makes a line of skirts, shoes, tank tops, and accessories that retail from $28 to $68. Publicists and buyers browse Tye-Dye's online and storefront showrooms for the latest trends and clothing lines. The company's promotional strategy relies on publicity. Celebrities have been photographed in Tye-Dye's clothing, which helped the company earn $1 million in sales last year. This is a brief description of Tye-Dye's _____

Arm & Hammer advertises its baking soda not only for use in baking but also as a cleaning product. What approach to positioning is Arm & Hammer most likely using?

L'Oréal Cosmetics introduced its tagline 'Because I'm Worth It' as a way to convince women to spend more on its premium beauty products than on the competitor's brand. The tagline is still in use today, although the wording has changed to 'Because You're Worth it.' What approach to positioning is L'Oréal using?

Whole Foods Market emphasizes that it is the best source for the healthiest, most natural, and organic foods among its competitors and that all of its stores are 'certified organic.' This description relates to Whole Foods Market's _____ strategy.

A manufacturer of outdoor mountain bikes decides it wants to attract performance-driven young males who adopt a healthy and adventurous lifestyle. This represents the company's _____

In order to create a new marketing plan for Chipotle Mexican Grill, the company has completed a detailed SWOT analysis to assess the current strengths, weaknesses, opportunities, and threats to the brand. The next step in creating a marketing plan will be to _____

The traditional _____ method of developing a marketing plan has four main elements: situation analysis, marketing objectives, marketing strategy, and marketing tactics (or action programs).

What is the first step in the traditional top-down marketing plan?

The written marketing plan must reflect the goals of top management and _____

The _____ for an organization assembles all the pertinent facts about the organization, the markets it serves, and its products, services, customers, and competition.

T/F A product's position in the market is based on consumer perceptions

T/F Corporate objectives are often stated regarding profit or return on investment.

The two general categories of theories of creative thinking are _____

An ad encouraging tennis players to subscribe to Tennis Magazine has the following headline: 'Be the Best Player on the Court.' In this example, the creative message of the ad was used to _____

Any ad for Mill's Best Flour must contain its slogan—'Make More Cake'—and the Mill's Best logo. These required ad elements are referred to as _____

An ad for the Lean Machine Weight Loss Plan describes the program as 'Your path to health.' This ad is _____ because it has a positively originated motive.

In order to spread awareness about its ride-sharing service, Uber ran a social media ad campaign with a slogan meant to reach out to both riders and drivers: 'What's your destination? Get there. The day belongs to you.' The ad suggests that people driving cars could have more flexibility in their work schedules, while people ordering rides could have faster rides and more personal, helpful drivers. The ad is _____ because it offers a service that consumers may not have known existed.

Great ads have certain characteristics in common, which can be placed into two dimensions: _____

Who is ultimately responsible for the final form an ad takes?

An ad for a soccer camp shows a background photo of soccer balls on which the camp's dates and locations are printed. Which role would have been responsible for the soccer ball photo?

Which role would be responsible for writing the words for a magazine ad for a new line of OPI nail polish?

T/F The two commonalities of great ads are the ability to break through consumer perceptual barriers and the ability to create 'top-of-mind' awareness.

T/F The copywriter is a member of the creative team who is responsible for the nonverbal aspect of the message.

T/F In most ad agencies, the people who first conceptualize the symbols, words, and images are the members of the creative team.

A headline for a Nest thermostat reads, 'Follow the Leaf. See how much you saved.' The rest of the ad presents factual information about how the Nest Leaf learns how to help users save energy and how the Nest Home Report shows how much energy they use every day. In this ad, Nest is most likely using a(n) _____ copy

Which statement about subheads is true?

The additional smaller headline that generally appears below the main headline is called a(n) _____

An ad from Southwest Airlines reads: 'Our fall sale is kicking off' This is an example of a(n) _____ headline.

Which statement about comprehensive layouts or comps is true?

In the _____, which is drawn to the size of the actual advertisement, the headlines and subheads are lettered in, the intended illustrations and photographs are sketched in, and the body copy may be simulated by using pencil lines or random gibberish.

Thumbnail sketches are best described as _____

The _____ is a highly refined facsimile of the finished ad.

In the creative phase, the _____ uses thumbnails, roughs, and comprehensives (comps) to establish the ad's look and feel.

How does the layout of an advertisement help ensure its success?

Which term refers to an overall orderly arrangement of all the elements of an ad?

How the art director chooses and structures the artistic elements of an ad is called the ad's _____

T/F Designing ads for digital media use the identical skills required for advertising in print and broadcast media.

T/F Another name for the poster-style format is the storyboard layout.

Comprehensive Marketing and Advertising Concepts: Strategies, Media, and Research

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