Advertising and Promotion Exam Review

Ralph Lauren’s move from clothing into paints is known as ________.

According to the textbook, a brand experience is ________.

This ad agency started in 1970 and was the largest in the world by 1986.

• Droga5

• Anomaly

• Wieden + Kennedy

• Saatchi & Saatchi

This is a marketing approach in which every piece of communication a brand puts out delivers a single brand image and message to maximize the impact of all the brand’s communications working synergistically.

• Marketing operations (MOP)

• Marketing project management (MPM)

• Integrated marketing communications (IMC)

• The marketing mix (MM)

Psychographics are ________.

USP stands for _______.

FTC stands for _______.

According to the textbook, soft sell ads focus on _______.

Which of the following is not a good marketing/advertising problem statement?

• “Lots of people own our product; but they use it infrequently.”

• “Our CEO is unhappy with our previous campaigns.”

• “Our image is too old fashioned; we are not attracting young families”

• “Our product sales are weak on the West Coast.”

• “We are launching a new truck, but consumers don’t think of us as a truck maker.”

What is a focus group?

• A group discussion led by a professional moderator

• A type of survey delivered online

• A projective technique for discovering facts about a brand

• A group discussion among advertising agency staff