Part 10 Flashcards
Nike has recognized that the various elements of their communication strategy must be carefully coordinated embracing the IMC concept. What does IMC stand for? A. Integrated mass communications B. Integrated materials control C. Integrated marketing communications D. Integrated marketing control E. Integrated media communications
C. Integrated marketing communications
According to data compiled by various industry groups, worldwide advertising expenditures in 2012 passed the \_\_\_\_\_\_\_ milestone. A. $1.5 trillion B. $140 billion C. $320 billion D. $500 billion E. $940 million
D. $500 billion
Which company is the world's number one advertiser? A. Nestlé B. L'Oreal C. Procter & Gamble D. Samsung Electronics E. Unilever
C. Procter & Gamble
The benefits of greater control, superior product and brand knowledge, and lower cost come from which of the following:
A. local ad agency in the home country and in each national market
B. global ad agency
C. combination of in-house and outside ad agencies
D. outside ad agency in home country
E. in-house ad agency
E. in-house ad agency
\_\_\_\_\_\_\_\_\_\_ include(s) one or more "core" advertising agencies as well as units specializing in direct marketing, marketing services, public relations, or research. A. An independent intermediary B. A market research firm C. Umbrella corporations D. Proactive agencies E. An advertising agency
C. Umbrella corporations
According to data published by Advertising Age (2016), which of the following is the largest global advertising organization based on worldwide revenues? A. Publicis Groupe (Paris) B. WPP Group (London) C. Omnicom Group (New York) D. Dentsu Inc. (Tokyo) E. Interpublic Group (New York)
B. WPP Group (London)
In addition to creating advertising, \_\_\_\_\_\_\_\_provide other services, such as market research, media, and direct marketing. A. limited service agencies B. full service agencies C. holding companies D. large corporations E. umbrella companies
B. full service agencies
Which of the following statements is TRUE regarding the advertising industry?
A. The advertising industry lacks mobility.
B. The world of advertising moves at a slow pace.
C. Most of the major global advertising agency companies are umbrella corporations or holding companies.
D. The world of advertising agencies is static and rarely changes.
E. Top executives at advertising agencies typically stay with the organization for a long time.
C. Most of the major global advertising agency companies are umbrella corporations or holding companies.
All of the following are issues that should be considered in selecting an advertising agency EXCEPT: A. size of the agency B. buyer perception C. area coverage D. national responsiveness E. company organization
A. size of the agency
In an advertising agency, the individual responsible for the overall look of the ad is the \_\_\_\_\_\_\_\_. A. creative director B. media specialist C. graphic artist D. copywriter E. art director
E. art director
Knowledge of which of the following aspects of cultural knowledge is essential for creative advertising? A. Symbolism B. Religion C. Music D. Linguistics E. Literature
A. Symbolism
Advertising agencies can be thought of as “idea factories”; in industry parlance, the Holy Grail in creative strategy development
is something known as the ______________.
A. right story
B. story that fits
C. big decision
D. big idea
E. big graphic
D. big idea
In advertising, a(n) _______ is an agent who chooses graphics, pictures, type styles, and other visual elements and has the
general responsibility for the overall look of an advertisement.
A. art director
B. IMC manager
C. logistics specialist
D. copywriter
E. PR practitioner
A. art director
In advertising, which type of agency personnel would need to be a language specialist? A. Art director B. PR practitioner C. Copywriter D. Logistics specialist E. IMC manager
C. Copywriter
In a recent global campaign for IKEA, the copywriter came up with the following copy: “It’s a place for love…a place for
memories…a place for laughter. Home is the most important place in the world.” This is a classic example of a(an) __________.
A. creative appeal
B. selling proposition
C. advertising appeal
D. emotional appeal
E. rational appeal
D. emotional appeal
Which of the following is the number one advertising medium based on global expenditures? A. Billboards B. Newspaper C. Television D. Radio E. Internet
C. Television
In the past ten years, the number of automobiles in Moscow has increased from 300,000 to 3 million. As a result, which of the
following is the medium of choice in Moscow?
A. Radio
B. Newspaper
C. Internet
D. Billboards
E. Television
D. Billboards
Electronic media options for global advertising include all of the following EXCEPT \_\_\_\_\_\_. A. cable television B. radio C. broadcast television D. direct mail E. the Internet
D. direct mail
Which media vehicle is on track to surpass television advertising spending for the first time? A. Billboards B. Newspapers C. Print D. Radio E. Digital
E. Digital
There are 3 million cars in Moscow. This creates massive traffic delays. Due to this, \_\_\_\_\_\_ are the advertising medium of choice in Moscow. A. magazine ads B. Internet ads C. radio ads D. billboards E. newspaper ads
D. billboards
Which country banned advertising to children younger than 12 years of age? A. France B. Norway C. Sweden D. Russia E. Germany
C. Sweden
\_\_\_\_\_\_\_\_\_\_ is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. A. Paid media B. Unearned media C. Public relations D. Earned media E. Publicity
C. Public relations
Following negative publicity, companies should use which of the following?
A. Image advertising
B. Frequent postings on Facebook
C. Advocacy agents
D. A publicist
E. No comment strategy until it “blows over.”
A. Image advertising
Which promotional mix element is most closely associated with activities designed to foster goodwill and understanding with
various constituents both inside and outside the company?
A. Advertising
B. Sales promotion
C. Personal selling
D. Public relations
E. Publicity
D. Public relations
