MKT304 1-38/138

According to McCann-Erickson's concept of emotional bonding, the strongest relationship that develops between a brand and a consumer is based on:

• A. product benefits.

• B. brand personality.

• C. feelings or emotional attachments to the brand.

• D. rational motives.

• E. competitive advantage over similar products in the market.

CoverGirl cosmetics have hired Drew Barrymore to appear in its advertisements in order to help them capture the attention and interest of the consumers. Through this, the ad illustrates the application of:

• A. ad-to-consumer relevance.

• B. brand-to-consumer relevance.

• C. positioning strategy.

• D. inherent drama.

• E. an animatic.

A commercial for Omachi shows singer My Linh preparing breakfast for her husband and children. She also talks about her point of view in choosing appropriate noodles for her family. This commercial is effective in part because it utilizes _____ and _____ .
Select one or more:

• a. slice-of-life

• b. spokesperson-oriented

  c. celebrity expertise

• d. reputational

• e. power-based

Regular sponsorships

• occur when a company pays to sponsor a section of a site

• O

Advertisers can prevent consumers from zapping commercials by:

• A. introducing "commercial-free" programming.

• B. producing commercials that are meaningful and that attract and hold attention.

• C. devising shorter commercial formats.

• D. using product placements.

• E. advertising more on cable television.

When we mention _____, it refers to commercials on local television stations for which the advertisers negotiate directly with the individual stations.

• a. syndication

• b. regional advertising

• c. spot advertising

• d. network advertising

• e. sponsorship

Measuring the effectiveness of PR activities provides which of the following advantages?

• A. It helps deal with the problem of clutter.

• B. It reduces the high absolute costs connected with PR activities.

• C. It helps in reaching specific audience groups.

• D. It helps in completing the communication process.

• E. It gives management a way to judge the quality of public relations achievements and activities.

Companies prefer sponsorship arrangements for buying advertising time because:

• A. it allows companies to capitalize on the image of a high-quality program.

• B. it gives the advertiser less control over the placement and the length of its commercials.

• C. it is relatively inexpensive.

• D. sponsoring a show enables the advertiser to run more commercials per hour since time regulations do not apply.

• E. it broadens advertising reach, saves money, and reaches a more aggregated market when compared to buying national spots.

Disadvantages inherent in the use direct marketing include:

• A. difficulty in obtaining effectiveness measurements.

• B. poor image factors.

• C. lack of flexibility.

• D. difficulty in acquiring TV time.

• E. lack of personalization

One of the primary advantages of using magazines as an advertising medium is their:

• A. selectivity.

• B. low clutter level.

• C. limited reach and frequency.

• D. low absolute costs.

• E. long lead time.