Exam 3 / Final Exam Study Guide

1. 1The benefits of an advertising agency are:
   
   

   1. AA. Each brand receives its own unique creative approach
   2. BB. Allows brands to tap the minds of many smart, creative people
   3. CC. Gets different perspectives
   4. DD. Keeps brands out of an advertising rut
   5. EAll of the above
2. 2True or False: The most important piece in working with an advertising agency is in getting a “name brand” agency that has lots of clients and billings. The bigger, the better when it comes to ad agencies.

   1. ATrue
   2. BFalse
3. 3True or False: Good marketing managers give strong direction to their advertising agency, telling them exactly what they want the advertising to look like by offering examples of ad campaigns they really like and want their campaign to emulate.
   
   

   1. ATrue
   2. BFalse
4. 4Most good advertising campaigns take how long to develop?
   
   

   1. AOne month
   2. BTwo to three months
   3. CFour to five months
   4. DSix to eight months
   5. EEight to twelve months
5. 5True or False: When critiquing an ad agencies work in a creative review meeting presentation, first comments and the most important thing to react to is how well you like their creative approach.

   1. ATrue
   2. BFlase
6. 6A company putting up a giant billboard with only their brand name on it commits which of the Six Deadly Sins of Advertising?

   1. AGluttony
   2. BEnvy
   3. CPride
   4. DGreed
   5. ESloth
7. 7A company making advertising designed to confuse consumers by looking suspiciously like a competitors advertising commits which of the Six Deadly Sins of Advertising?

   1. AGluttony
   2. BEnvy
   3. CPride
   4. DGreed
   5. ESlothfulness
8. 8True or False: In effective advertising, it is important to make your product the hero.
   

   1. ATrue
   2. BFalse
9. 9A company that creates advertising that is very trendy for a product that really isn’t trendy at all commits which of the Six Deadly Sins of Advertising?

   1. AEnvy
   2. BGluttony
   3. CPride
   4. DGreed
   5. ESlothfulness
10. 10True or False: Advertising is entertainment.
    
    

    1. ATrue
    2. BFalse

11. 11True or False: The key to effective website design is to invest in a great creative web design specialist. Web design isn’t for rookies.

    1. ATrue
    2. BFalse
12. 12True or False: 52% of web-users will not return to a website if it has poor aesthetics.
    
    

    1. ATrue
    2. BFalse
13. 13The key to a great website design is:
    
    

    1. AA. Clean & Functional
    2. BB. Communicates what differentiates your product
    3. CC. Easy to navigate
    4. DD. Showcases your product as a hero
    5. EAll of these
    6. FA & B only
14. 14Which of these would be considered a “Trust Indicator” on a website? (THINK ABOUT THIS BEFORE ANSWERING! USE YOUR BRAIN!)

    1. AA. Testimonials
    2. BB. Association logos
    3. CC. Chamber of Commerce logo
    4. DD. Money-back Guarantee
    5. EAll of these
    6. FA & D only
15. 15True or False: Customers buy for emotional reasons, and then find rational reasons to justify the purchase.
    
    

    1. ATrue
    2. BFalse
16. 16True or False: Most consumers are willing to pay a 20-25% price premium for their favorite brand before they’d switch to a competitor.
    
    

    1. ATrue
    2. BFalse
17. 17An example of “Permission Marketing” would be:
    
    

    1. AA. Convincing a customer to “Like” your brand on Facebook
    2. BB. Convincing a customer to “Follow” you on Twitter.
    3. CC. Getting a customer to fill out a “Get more info” form on your website
    4. DAll of these
    5. EA & B only
18. 18True or False: New visitors to a website usually spend on average two minutes looking around and deciding whether or not they will be able to find what they are seeking on your site.

    1. ATrue
    2. BFalse
19. 19Search Engine Optimization is:
    
    

    1. AA. The process of improving the quality and volume of traffic to your website from search engines such as Google, Yahoo, and MSN.
    2. BB. Builds trust with customers by having your website show up high on the first page of search results.
    3. CC. Helps customers find you.
    4. DAll of these
    5. EA & C only
    6. FA & B only
20. 20In today’s marketplace, paid media (the advertising you purchase) should drive consumers to do what?

    1. AA. Engage with your “owned” media.
    2. BB. Drive customers to purchase your product or service
    3. CC. Build interest and trust in your brand
    4. DAll of these
    5. EA & C only
21. 21True or False: Social media is an advertising channel.
    
    

    1. ATrue
    2. BFalse
22. 22What is the second largest search engine behind Google?
    
    

    1. ABing
    2. BCraigslist
    3. CWikipedia
    4. DYoutube
    5. EYahoo
23. 23True or False: Social media is an entertainment outlet.
    
    

    1. ATrue
    2. BFalse
24. 24When a user “likes” a brand or company on Facebook, what percentage of them views this as permission to now send them marketing messages?
    
    

    1. A75%
    2. B50%
    3. C85%
    4. D25%
    5. E35%
25. 25True or False: To be effective, social media messages must follow the guidelines of being timely, relevant, and actionable (at least two of the three).
    
    

    1. ATrue
    2. BFalse
26. 26Which social media site is projected to account for 40% of all social media driven purchases this year?
    

    1. AGoogle+
    2. BFacebook
    3. CTwitter
    4. DPinterest
    5. EYouTube
27. 27Which of business segments is NOT a good fit for social media?
    

    1. ABusinesses that make basic household consumer products
    2. BBroadcast media (TV / Radio) trying to attract eyes and ears.
    3. CBusinesses that specialize in delivering breaking news
    4. DBusinesses that can offer time-sensitive offers
    5. EBusinesses with disappearing inventory
28. 28True or False: The best way to effectively use social media for business is to have dedicated staff sending out twenty to thirty messages per day on Facebook, Twitter, YouTube, email and text messaging.
    
    

    1. ATrue
    2. BFalse
29. 29What is the biggest constraint to using texting / email / instant messaging?
    
    

    1. ALack of actionable content
    2. BThe need to build “opt-in” lists to get large numbers of customers who want to hear from you.
    3. CLack of dedicated staff in most companies to leverage these channels effectively
    4. DLack of timely content
30. 30LinkedIn is valuable because:
    
    

    1. AFifty percent of LinkedIn users are key decision makers in business
    2. BIt is an organic way to network with people who you might not ever have the opportunity to meet in any other scenario.
    3. CIt is a searchable talent pool for executive recruiters.
    4. DIt can be used as a highly targeted advertising choice for those seeking certain business intelligence.
    5. EAll of the above
31. 31Marketing Development Funds:
    

    1. AA. Are given to retailers based upon salespersons recommendations
    2. BB. Are earned by retailers based on cases sold of a particular brand
    3. CC. Are paid to retailers in exchange for marketing activities to support the brands sales.
    4. DD. Accrue on a quarterly basis
    5. EE. B, C, and D only
32. 32True or False: MDF funds can usually be combined between brands to give the retailer a bigger fund to work from and build a bigger, better promotion.
    
    

    1. ATrue
    2. BFalse
33. 33When a grocery chain is putting together its weekly sale ad, how likely is it that MDF funds are used to pay for the ads of featured brands that appear in the ad?
    
    

    1. AAlways
    2. BSometimes
    3. CNever
34. 34The impact of retail marketing programs can be significant. What is the average impact on sales of an off-shelf display only (sold at regular price) for the average brand versus the sales they will generate just through its regular on-shelf presence?
    
    

    1. A13 times volume
    2. B9 times volume
    3. C7 times volume
    4. D4 times volume
    5. E2 times volume
35. 35Which type of coupon has the highest redemption rate?
    
    

    1. ACheckout coupons
    2. BDirect mail “smart” coupons
    3. CIn-store instant coupons
    4. DWeb-delivered coupons i.e. coupons.com
    5. ESunday newspaper coupons
36. 36True or False: Category leaders (the number one or two brands in a product category) should frequently use in-store coupons to drive incremental sales.
    
    

    1. ATrue
    2. BFalse
37. 37When introducing a new product to retailers, manufacturers must pay in order to get the retailers to put the product on their shelves. What is this “fee” called?
    
    

    1. AMarketing allowance
    2. BLogging allowance
    3. CCorporate allowance
    4. DSlotting allowance / Slotting Fee
    5. EPurchase allowance
38. 38Trade promotion is a marketing technique aimed at increasing sales of products in retail stores based on:
    
    

    1. AA. Special pricing
    2. BB. Display fixtures
    3. CC. Product demonstrations
    4. DD. Value-added bonuses
    5. EE. All of the above
39. 39The law that ensures manufacturers offer marketing programs on equal basis with both large and small retailers is:
    
    

    1. ASarbanes-Oakley Act of 2002
    2. BAmerican Recovery and Reinvestment Act of 2009
    3. CHatch-Kennedy Act
    4. DRobinson-Patman Act
    5. EDodd-Frank Consumer Protection Act
40. 40True or False: Retailers can request checks from manufacturers directly and roll MDF funds straight to the bottom line without performing any marketing activities for a brand.
    
    

    1. ATrue
    2. BFalse
41. 41Great consumer promotions can:
    
    

    1. ACarve out competitive advantage
    2. BHelp create brand personality
    3. CDrive Sales
    4. DHave results that endure long last the promotional window
    5. EAll of the above
42. 42A consumer promotion for Folgers coffee offers that for mailing in three proof-of-purchase UPC’s plus $4.99, you can receive a collectable Furby. What plague of consumer promotions is this an example of?
    
    

    1. ASleeping Sickness
    2. BBeen There, Done That
    3. CTrinkets and Trashitis
    4. DOddsitis
    5. ENot a plague of consumer promotions
43. 43A consumer promotion for Walt Disney Pictures offers a free movie ticket to “Toy Story 4” with the purchase of a Buzz Lightyear or Woody action figure. What plague of consumer promotions is this an example of?
    
    

    1. ASleeping Sickness
    2. BBeen There, Done That
    3. CTrinkets and Trashitis
    4. DOddsitis
    5. ENot a plague of consumer promotions
44. 44A consumer promotion for Reece’s Peanut Butter cup offers a “Win A Trip to Walt Disney World Resort” with the winner found inside a package of Reece’s. What plague of consumer promotions is this an example of?
    
    

    1. ASleeping Sickness
    2. BBeen There, Done That
    3. CTrinkets and Trashitis
    4. DOddsitis
    5. ENot a plague of consumer promotions
45. 45A consumer promotion for Sprite offers an under-the-cap instant win contest where 1 in 6 wins a free 20 oz. Sprite! What plague of consumer promotions is this an example of?
    
    

    1. ASleeping Sickness
    2. BBeen There, Done That
    3. CTrinkets and Trashitis
    4. DOddsitis
    5. ENot a plague of consumer promotions
46. 46McDonald’s “Monopoly” promotion is an example of what plagues of consumer promotions?
    
    

    1. ASleeping Sickness
    2. BBeen There, Done That
    3. CTrinkets and Trashitis
    4. DOddsitis
    5. ENot a plague of consumer promotions
47. 47A consumer promotion that requires a series of purchases is called a:
    
    

    1. AContinuity promotion
    2. BLoyalty promotion
    3. CBonus offer promotion
    4. DInstant win promoition
    5. EProprietary promotion
48. 48The promotion strategy of Johnny Cupcakes is to pack a reward inside every box shipped to customers. These rewards can range from an extra shirt to a baseball card. What type of consumer promotion would this be considered?
    
    

    1. ASpecial events
    2. BCause Helper
    3. CInstant win
    4. DSurprise sweetener
    5. ELoyalty program
49. 49This consumer promotion is designed to give a consumer the opportunity to try your product for free or at a low cost. This type of consumer promotion is:
    
    

    1. AA. Trial Size
    2. BB. Buy Now, Pay Later
    3. CC. Product Sampling
    4. DD. On-Pack Premium
    5. EE. A,C & D only
50. 50The Oscar Meyer Wienermobile is a good example of a brand that has:
    
    

    1. AA. Created a unique brand promotional vehicle
    2. BB. Created a brand personality through a consumer promotion
    3. CC. Developed a proprietary promotion
    4. DD. A, B, and C
    5. EE. A & C only
51. 51The most vital function of the PR department is:
    
    

    1. AA. To develop marketing activities for their products and services
    2. BB. Manage the in-market execution of promotions
    3. CC. Provide a single, consistent voice to the outside world
    4. DD. Ensure the accuracy of everything the press and consumers hear and see about your brand
    5. EC & D only
52. 52PR that proactively develops programs and initiatives to support brand efforts is called:
    

    1. ACorporate PR
    2. BDefensive PR
    3. CMarketing PR
53. 53The primary tools of a PR professional are:
    

    1. AA. Blackberry or Smartphone
    2. BB. Press releases
    3. CC. Press conferences
    4. DD. Television
    5. EE. B & C only
54. 54True or False: The primary goal of PR professionals is to keep plugging away, pestering, and plastering the media with information in order to get your company’s name in the press.
    
    

    1. ATrue
    2. BFalse
55. 55True or False: The media offers better coverage to PR professionals who deliver just the facts and figures.
    
    

    1. ATrue
    2. BFalse
56. 56Which industry is considered to have the most “mastery” of effectively using PR to drive interest in their products or services:
    
    

    1. AEntertainment / Hollywood
    2. BAutomobiles
    3. CConsumer products
    4. DEducation
    5. EPoliticians
57. 57The requirements to develop a great PR plan are:

    1. AA. Deciding what it is you strategically want to communicate
    2. BB. Developing a fun and interesting way of positioning the strategy to the media, giving them a unique, newsworthy “hook”.
    3. CC. Offering the media a behind-the-scenes look.
    4. DD. All of the above
    5. EE. A & B only
58. 58The key to creating a great PR program is:
    
    

    1. AA. Fun, creative ideas
    2. BB. The ability to have lots of people involved
    3. CC. The ability to generate lots of newspaper mentions
    4. DD. Making it different, better and special
    5. EE. A & D only
59. 59True or False: The media offers better coverage to PR professionals who deliver great, creative ideas that have a “hook” for the press to latch on to.
    
    

    1. ATrue
    2. BFalse
60. 60PR that does crisis management is called:
    
    

    1. ACorporate PR
    2. BMarketing PR
    3. CDefensive PR

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Test sobre Exam 3 / Final Exam Study Guide, creado por Hunter Ensign el 04/12/2018.

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