Advertising Final Exam with Complete
Solutions
above-the line promotions - ANSWER-measured media
below-the line promotions - ANSWER-unmeasured media
media plan - ANSWER-specifies the media in which advertising messages will be
placed
media class - ANSWER-category of media (tv, radio, newspaper)
network radio advertising - ANSWER-advertising placed within national network
programs
national spot radio advertising - ANSWER-offers an advertiser the opportunity to place
advertising in national syndicated radio programming
sales promotion - ANSWER-use of incentive techniques to create a perception of
greater brand value among consumers, the trade, and business buyers
consumer market sales promotion - ANSWER-include household consumers to
purchase a firm's brand
trade market sales promotion - ANSWER-motivate distributors, wholesalers, and
retailers to stock and feature a firm's brand in their store
business market sales promotion - ANSWER-help cultivate buyers in organizations or
corporations who make purchase decisions
push strategy - ANSWER-push a brand into the distribution channel until it reaches the
consumer
point of purchase advertising - ANSWER-materials used in the retail seeing to attract
shoppers attention to a brand, convey brand benefits, and highlight pricing information
shot term promotion displays - ANSWER-used for six months or less
permanent long term displays - ANSWER-POP presentation for more than six months
, media impressions - ANSWER-creating a metric to judge sponsorship spending to
spending in the traditional measured media
leveraging - ANSWER-collateral activity reinforcing the link between a brand and an
event
product placement - ANSWER-placing a product into the content and execution of an
entertainment vehicle
direct marketing - ANSWER-interactive system of marketing which uses one or more
advertising media to affect a measurable response and/or transaction at any location
cost per inquiry (CPI) or cost per order (CPO) - ANSWER-divide the number of
response to a program by that program's cost
customer relationship management (CRM) - ANSWER-cultivating long term
relationships with customers
public relations - ANSWER-fosters goodwill between a firm and its many constituent
groups
publicity - ANSWER-free media exposure about a firm's activities or brands
proactive public relations strategy - ANSWER-guided by marketing objectives
reactive public relations strategy - ANSWER-focuses on problems to be solved rather
than other opportunities
public relations audit - ANSWER-identifies the characteristics or aspects of firm's
activities that are positive and newsworthy
public relations plan - ANSWER-identifies the objectives and activities related to the
public relations communications issued by a firm
word of mouth - ANSWER-encouraging consumers to talk to each other about a firm's
brand
buzz marketing - ANSWER-firms marketing activities gain widespread media coverage
and become a source of conversation in households, between friends, or at work
viral marketing - ANSWER-consumers marketing to consumers via web or through
personal contact, stimulated by a firm marketing its brand
viral identity - ANSWER-how the consumer or brand uses images and text online to
construct or showcase its identity
Solutions
above-the line promotions - ANSWER-measured media
below-the line promotions - ANSWER-unmeasured media
media plan - ANSWER-specifies the media in which advertising messages will be
placed
media class - ANSWER-category of media (tv, radio, newspaper)
network radio advertising - ANSWER-advertising placed within national network
programs
national spot radio advertising - ANSWER-offers an advertiser the opportunity to place
advertising in national syndicated radio programming
sales promotion - ANSWER-use of incentive techniques to create a perception of
greater brand value among consumers, the trade, and business buyers
consumer market sales promotion - ANSWER-include household consumers to
purchase a firm's brand
trade market sales promotion - ANSWER-motivate distributors, wholesalers, and
retailers to stock and feature a firm's brand in their store
business market sales promotion - ANSWER-help cultivate buyers in organizations or
corporations who make purchase decisions
push strategy - ANSWER-push a brand into the distribution channel until it reaches the
consumer
point of purchase advertising - ANSWER-materials used in the retail seeing to attract
shoppers attention to a brand, convey brand benefits, and highlight pricing information
shot term promotion displays - ANSWER-used for six months or less
permanent long term displays - ANSWER-POP presentation for more than six months
, media impressions - ANSWER-creating a metric to judge sponsorship spending to
spending in the traditional measured media
leveraging - ANSWER-collateral activity reinforcing the link between a brand and an
event
product placement - ANSWER-placing a product into the content and execution of an
entertainment vehicle
direct marketing - ANSWER-interactive system of marketing which uses one or more
advertising media to affect a measurable response and/or transaction at any location
cost per inquiry (CPI) or cost per order (CPO) - ANSWER-divide the number of
response to a program by that program's cost
customer relationship management (CRM) - ANSWER-cultivating long term
relationships with customers
public relations - ANSWER-fosters goodwill between a firm and its many constituent
groups
publicity - ANSWER-free media exposure about a firm's activities or brands
proactive public relations strategy - ANSWER-guided by marketing objectives
reactive public relations strategy - ANSWER-focuses on problems to be solved rather
than other opportunities
public relations audit - ANSWER-identifies the characteristics or aspects of firm's
activities that are positive and newsworthy
public relations plan - ANSWER-identifies the objectives and activities related to the
public relations communications issued by a firm
word of mouth - ANSWER-encouraging consumers to talk to each other about a firm's
brand
buzz marketing - ANSWER-firms marketing activities gain widespread media coverage
and become a source of conversation in households, between friends, or at work
viral marketing - ANSWER-consumers marketing to consumers via web or through
personal contact, stimulated by a firm marketing its brand
viral identity - ANSWER-how the consumer or brand uses images and text online to
construct or showcase its identity
