FINAL

Question 1

Determining what the advertising message will say or communicate

Answer 1

Creative Strategy

Question 2

Determining how the message strategy will be executed

Answer 2

Creative tactics

Question 3

Young’s Creative Process

Answer 3

1. Immersion
2. Digestion
3. Incubation
4. Illumination
5. Verification

Question 4

Wallas’ Creative Process Model

Answer 4

1. Preparation
2. Incubation
3. Verification
4. Illumination

Question 5

Messages generally presented in a warm, emotional way; focuses on consumer benefits with an emphasis on the dramatic element

Answer 5

Inherent drama

Question 6

Establish a particular place in the customer’s mind for the product or service

Answer 6

Positioning

Question 7

A series of decisions involving the delivery of messages to audiences

Answer 7

Media planning

Question 8

Goals to be attained by the media strategy and program

Answer 8

Media objectives

Question 9

Decisions on how the media objectives can be attained

Answer 9

Media strategy

Question 10

General categories of delivery systems, including broadcast and print media

Answer 10

Medium

Question 11

The specific carrier within a medium category

Answer 11

Media vehicle

Question 12

Number of different audience members exposed at least once in a time period

Answer 12

Reach

Question 13

The potential of audience that might receive the message through the vehicle

Answer 13

Coverage

Question 14

Number of times the receiver is exposed to the media vehicle in a time period

Answer 14

Frequency

Question 15

What are the steps to developing a media plan?

Answer 15

1. Analyze the market
2. Establish media objectives
3. Develop/implement media strategy
4. Evaluate performance

Question 16

Gross ratings points (GRPs)

Answer 16

GRP = Reach x Frequency

Question 17

The number of people in the primary target audience the media buy will reach

Answer 17

Target ratings points (TRPs)

Question 18

An interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location

Answer 18

Direct marketing

Question 19

What are the objectives of database marketing?

Answer 19

1. Improve selection of market segments
2. Stimulate repeat purchases
3. Cross-selling other products
4. Customer relationship management

Question 20

Direct selling of goods and services through the Internet; may be primary of secondary objective

Answer 20

E-commerce

Question 21

The entire set of techniques and strategies used to direct visitors from search engines to marketing web sites

Answer 21

Search engine marketing

Question 22

Text-only ads targeted to keyword search results on search engines

Answer 22

Paid placement

Question 23

Targeting online ads to consumers based on their Web searching behavior

Answer 23

Behavioral targeting

Question 24

Text ads targeted to the content of web pages using programs such as Google AdSense and Yahoo Search Content

Answer 24

Contextually targeted ads

Question 25

Online technologies and practices that people use to share content, opinions, insights, experiences, perspectives and media themselves

Answer 25

Internet social media

Question 26

A direct inducement that offers and extra value or incentive for the product to the sales force, distributors, or ultimate consumer with the primary objective of creating an immediate sale

Answer 26

Sales promotion

Question 27

The oldest and most widely used ales promotion tool

Answer 27

Couponing

Question 28

An offer of an item, merchandise, or service, free or at a low cost, that is an extra incentive for customers

Answer 28

Premiums

Question 29

Promotion where winners are determined purely by chance

Answer 29

Sweepstakes

Question 30

Consumers compete for prizes or money on the basis of skills or ability

Answer 30

Contest

Question 31

A management function which evaluates public attitudes and identifies the policies and procedures of an organization with the public interest and executes a program of action (& communication) to earn public understanding and acceptance

Answer 31

Public relations

Question 32

The generation of news about a person, product, or service that appears in the media

Answer 32

Publicity

Question 33

Propagating ideas and elucidating controversial social issues of public importance in a manner that supports the interests of the sponsor

Answer 33

Advocacy advertising

Question 34

A form of marketing whereby companies link with charities or nonprofit organizations as contributing sponsors

Answer 34

Cause related marketing

Question 35

A laboratory method that includes test and control ads

Answer 35

Portfolio tests

Question 36

Based on syllables per 100 words

Answer 36

Readability tests

Question 37

Sent to random sample homes

Answer 37

Dummy advertising vehicles