Promotional Strategy 6-8

Front 1

The cogbitive impression made on viewers of a sexually-oriented ad depeends on:

Back 1

whether the viewer feels the advertisment is pleasant or offensive

Front 2

In a means-ends chain, end states include:

Back 2

personal values

Front 3

The theory that emphasizes leverage points and personal values is:

Back 3

MECCAS

Front 4

Emotional appeals are popular because:

Back 4

rational appeals are often ignored

Front 5

the appeal that often wins awards and tends to be favorites among judges is:

Back 5

humor

Front 6

in an advertisement for Curves for Women, consumers arre encouraged to "join now" by offering them the rest of the summer free. This portion of the ad corresponds to which step in the hierarchy of effects model?

Back 6

the actual purchase

Front 7

which is the best outlet for a rational appeal?

Back 7

print media

Front 8

the primary benefit of using a scarcity appeal is that it:

Back 8

encourages consumer action

Front 9

the key to creating a successful visual esperanto is creating something that transcends cultures through a(n):

Back 9

visual image

Front 10

In the Effie Awards, sponsored by the New York chapter of the American Marketing Association, the most ccommon approach used by winners was:

Back 10

to combine humor with emotions

Front 11

Clairol's "yes,yes,yes!" campaign is an example of which type of sex appeal?

Back 11

sexual suggestiveness

Front 12

Placing a female wearing a bikini in advertisment for power tools is an example of:

Back 12

a decorative model

Front 13

Some musicians now see writing and singing songs for advertisements as a way to get their songs heard and eventually played by individuals apart from the ad. The advantages of this method of writing songs for ads include the following except:

Back 13

it is easier to develop brand awareness, brand equity, and brand loyalty

Front 14

to construct a quality leverage point the creative needs to build a pathway that connects a:

Back 14

product benefit to the potential buyer's value system

Front 15

sexuality has been employed in advertising in each of the following ways, except:

Back 15

pornographic

Front 16

Visual esperanto is:

Back 16

a universal language for global advertising

Front 17

Rational appeals:

Back 17

match the traditional steps of the hierarchy of effects model

Front 18

using a popular song in an advertisment:

Back 18

transfers the emotional affinity for the song to the product

Front 19

in terms of the visual element of an advertisment a concrete image has a:

Back 19

higher level of recall than an abstract image

Front 20

usig songs from popular musicians is:

Back 20

popular becasue the affinity for the song normally transfers to the product

Front 21

The second step in a purchase decision, which follows awareness in the hierarchy of effects model is:

Back 21

knowledge

Front 22

In terms of the hierachy of effects model to obtain brand loyalty

Back 22

all six steps must be present

Front 23

Most creatives view which type of advertising appeal as the key to developing brand loyalty?

Back 23

emotional

Front 24

television and print advertisements by Victoria Secret's of models wearing only underwear are using which sexual appeal?

Back 24

nudity or partial nudity

Front 25

A media strategy is the process of:

Back 25

analyzing and choosing media for an advertising and promotions campaign

Front 26

TV offers the following advantages EXCEPT :

Back 26

Narrowly defined target markets

Front 27

multiplying a vehicle's rating times the number of insertions for an advertisement calculates the:

Back 27

gross rating points (GRP)

Front 28

mulitiplying a vehicles rating times opportunites to see (OTS) for an advertisement calculates the:

Back 28

gross rating points (GRP)

Front 29

The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to a shift of power to the :

Back 29

media planning and buying side of the agency

Front 30

if an advertisement costs $200,000 the number of viewers is 2,000,000 and the rating is 2.0 then the cost per rating point (CPRP) is:

Back 30

$100,000

Front 31

Of the following advertising media the one with the highest level of credibility is

Back 31

newspapers

Front 32

the following are advantages of using radio, EXCEPT:

Back 32

easy national purchase procedures

Front 33

an advertisement on tv will have the biggest impact:

Back 33

at the beginning or end of a set oof ads

Front 34

Wyatt never noticed ads about jewelry until he started thinking about asking Arianna to marry him. Now every ad for jewelry catched his attention. This is an example of:

Back 34

recency theory

Front 35

Effective frequency refers to the

Back 35

nuumber of times a target audience must be exposed to an ad for it to be effective

Front 36

among the fiollowing ad campaigns frequency would be highest for

Back 36

six 15-second tv spots

Front 37

the number of people households or businesses in a target market who are exposed to a media vehicle or message schedule at least once during a given time period is:

Back 37

reach

Front 38

based on recency theory, the best media strategy for a firm advertising lawn mowers would be to:

Back 38

maxiimize reach through using muliple and multiple outlets

Front 39

which individual decided S.O.S SHop Pads should be advertised in magazines, because of the characteristics of the women who buy and use them?

Back 39

the media player

Front 40

1.6 percent of Campbell's Soups sales occur in Chicago, the category sales of soup in Chicago is 1.2 percent and Chicago represents 0.8 percent of the total population. The brand development index for Campbell's Soups is:

Back 40

200

Front 41

Reach is

Back 41

the number of people households or businesses who are exposed to a media vehicle or message schedule at least once during a given ime period

Front 42

1.6 percent of Campbells Soups sales occur in Chicago te category sales of soups in Chicago is 1.2% and that Chicago represents 0.8% of the total population. The category development indexfor Campbell's Soups is:

Back 42

150

Front 43

The part of the media plan that states measures of goal achiievements and the rationale for choices is the

Back 43

justification and summary

Front 44

The individual that negotiates rates for space on billboards and im magazines is the

Back 44

media player

Front 45

The media which features the best quality of color in ads is

Back 45

magazines

Front 46

If effective reach and/or effective frequency are to high

Back 46

some of the company budget may be wasted on extra exposures

Front 47

WHich individual formulates a plan as to where and when ads should run?

Back 47

the media planner

Front 48

The cumulative exposures achieved in a given time period is called

Back 48

opportunities to see (OTS)