PUR3000

create a factual statements of the organizations current situation and how it got there

set specific targets for how much brand sales will increase next year

offer most beautiful line of women shoes

identify the target market, determine the position, develop the marketing mix for each target market

pay a music star to wear the shoe brand at the MTV Music awards

Mountain Dew is a unique beverage that faces no direct competition as a carbonated, uniquely flavored, highly caffeinated beverage. With respect to its competition, it seeks to compete against the market leader—Coke. In Ad Lab 8-A, Trout and Ries suggest that out of every 100 companies, one should play defense, two should play offense, three should flank and 94 should be guerrillas. Defense involves fending off challenges to market share dominance, offense, involves direct attacks on the market leader, and flanking involves capitalizing on a segment no one is paying attention to. In light of these definitions, the ads for Mountain Dew suggest it is

The Mountain Dew ads imply that the company is using which positioning approach as identified by Professor Ernest Martin?

Imagine that Mountain Dew decided it could become the dominant carbonated soft drink beverage. To beat Coca Cola, the company believes it must have a larger advertising presence (run more ads) than Coke. The best budgeting strategy to make sure it does this is

In terms of marketing objectives, _____ are outcomes that can reasonably be associated with promotional activities, such as increases in brand recognition or awareness and increased comprehension of a brand's attributes or benefits.

In terms of bottom-up marketing, the _____ refers to a specific action for helping to accomplish a marketing strategy.

In terms of IMC strategy, what a company plans to say and how it plans to say it, both verbally and nonverbally, make up the _____.

Which of the following is true of advertising?

Which of the following needed to be considered when choosing bus tickets as an advertising medium in Sri Lanka?

The choice of bus tickets as a medium likely reflects what aspect of media strategy?

There are a number of factors that determine ad exposure. In the case of the soap bus tickets, which factor is most relevant to exposure?

Greg points out that TV is now fragmented into network, syndicated, spot, and local television, as well as network and local cable.

Greg suggests that audiences are scattered across both traditional and nontraditional media vehicles. They selectively read only parts of print media and watch only segments of programs.

Greg presents data that a TV show that cost less than $100,000 ten years ago, now costs three or four times that much.

Greg recounts how a recent media buy at the Discovery Channel was offered with additional opportunities to purchase space on the website and shelf space in Discovery Stores.

Greg suggests that the days of the "standard 15% commission" are over. Clients can always find a shop willing to work for less.

Glen asks Lisa about the people she thinks are most likely to purchase Chirpee's Chips. Lisa says they are adults, aged 30-50, who live in urban areas of the Midwest. Glen is happy Lisa can be so specific, because this information will help him to better understand the ________ objectives.

Glen suggests newspapers as an ideal medium for reaching this group. He suggests that there are 2 million individuals who fit the target audience. In addition, he notes that newspapers in the Midwest have a combined circulation of over 800,000. He then asks whether Lisa's customers buy at the same rate year round or whether there are seasonal differences. Lisa answers that purchasing behaviors are highly seasonal: Many sales in in fall and spring, nearly no sales at all in winter and summer. Based on that fact, Glen would likely recommend a __________ schedule for the ad campaign.

Lisa notes that Chirpee's Chips are not well known among many in the target audience. Glen suggests that for the campaign to be successful it will be important to repeat the message with individuals who are unfamiliar with the brand. This message-distribution objective is known as

Glen also recommends buying time on a popular TV show. He suggests that for a price of about $500,000 they can run ads in every episode of the program during the fall and spring. Lisa wonders whether Glen can quantify the benefits of purchasing time on that show versus others. Glen says that he can. After reviewing all of the options, Glen says that no other TV purchase will generate as many _______ as the one he has chosen.

Lisa notes that Glen wants to buy a sports show favored by male viewers and a TV drama favored by female viewers. She asks how this makes sense. Glen responds that both men and women are in the target market. After purchasing ad time on the sports show, a purchase of ad time on the drama show will help to increase the ______ of the campaign.

Jeans are a perennial strong seller. Teens buy them throughout the year.

Coats sell strongly in November and December. The rest of the year, there are few sales to be made.

Handbags always sell. But sometimes they sell better than at other times.

Tuxedos sell during prom season. Making sure teens see the ads for tuxedos is a key to profitability.

Some buys are better than others. All of the teens are watching "Glee." Be sure to repeat ads during the show.

The broadest classifications of magazine content are consumer magazines, business magazines, and _____ magazines.

Which of the following refers to a vertical publication?

A(n) _____ offers free distribution and extensive advertising pages targeted at urban and suburban community readers.

Media buyers require creativity for developing ingenious, sophisticated ways to integrate the advertiser's print media efforts into the whole creative mix.

One of the advantages of newspaper advertising is the high quality of production and impressive images.

Which of the following is true of broadcast TV?

Which of the following is an advantage of broadcast TV advertising?

Which of the following refer(s) to free advertising time an advertiser receives to compensate for spots the station missed or ran incorrectly or because the program's ratings were substantially lower than guaranteed?

Local over-the-air TV stations whose signals are delivered via satellite to cable systems across the country and that carry some national advertising are known as syndications.

Local TV stations often change their programming to increase their popularity and thereby their ratings.

One of the differences between the Internet and traditional media is that:

Which of the following is true about third-party ad servers?

The manufacturer of an anti-itching cream uses the Internet to advertise its products. Each time a user types in the word "itch," "scratching," "hives," or "mosquitoes" in the search engine, their Website comes up on the search results page. This is most likely an example of a(n):

Traditional media historically were content creators while audiences were content consumers.

The most common means advertising space on the Internet is the banner ad, typically billed on a cost-per-thousand basis determined by the number of ads displayed.

Facebook is a typical example of a:

Which of the following is a defining characteristic of a forum?

Social media differs from traditional media, in that social media:

Social media are as much technology as they are media.

Text analytics is the measurement and analysis of text-based user-generated content.

_____, a type of out-of-home media, promote goods and services, or identify a place of business, on the property where the sign is located.

The unit of purchase of transit advertising is known as a _____.

Which of the following is true of various types of transit advertising?

In an integrated marketing communications campaign, spectaculars are an excellent medium for coverage close to the point of purchase.

Designers change packaging dramatically in order to avoid confusing consumers.

Which of the following is the biggest reason contributing to the growth in direct marketing?

Next to personal selling and telemarketing, _____ is the most effective method for closing a sale or generating inquiries.

which of the following is an example of a pull strategy

Newspaper ads and inserts featuring coupons is an example of personal selling.

In an IMC program, the goal of personal selling is to establish a short-term relationship between buyers and sellers.

The creative team's _____ develops the verbal message, the words within an ad spoken by an imaginary persona.

The _____ is a simple description and explanation of a campaign's overall creative approach, what the campaign says, how it says it, and why.

_____ thinkers are good at using their imagination to produce a flow of new ideas and synthesizing existing concepts to create something new.

Most ads have little impact on the customer because they are driven by informational motives.

In the creative brief used by Leo Burnett, the objective statement is a brief description of the evidence that backs up the product promise.

A _____ presents the handheld look and feel of brochures, multipage materials, or point-of-purchase displays.

Which of the following design layout guidelines should be used while creating headlines for a print ad?

Which of the following is a difference between the artistic concept in television and radio?

While developing the visual for a print ad, one should ensure it emphasizes the product's unique features.

A difference between creating copy for radio and television is that in radio, the art director assists the copywriter in script development whereas in television, he or she does not.