5 Written Questions

1. someone who's business is advertising
2. hard sell and reason why; a style that emphasizes building a strong logical sales proposition and pushing that message at the consumer often.
3. 1914; worked for Cadillac; "creative flair and business acumen"; RED MEAT on a red background, Marlboro, Green Giant, Kellogg's, Pillsbury, Campbell's, the Tea Council, and p&G; "inherent Drama"; ads should be written in the vernacular style, using a warm friendly tone; CARTOON STYLE OF ADS
4. basic elements of marketing: product, price, promotion, people, and place (distribution)
5. a discredited theory that advertising that appears below perceptual levels (brief flashes of type or barely audible words) can unconsciously persuasive. It does not exist.

5 Matching Questions

1. agency
2. MARCOM
3. Media efficiency
4. against position
5. evaluation

1. a defines itself vs. #1 product; Avis car rental
2. b Measure and tracking efforts- Sales results, Media expenditures, Awareness and usage, Ongoing market research programs (tracking); Reporting performance to management- Note: may be daily, weekly, or quarterly; trend is more frequent that reporting-integrating results into planning; The cycle continues- working for improvement
3. c messages and related media used to communicate with a market; uses 5 P's
4. d an "impact-based" way to measure the affect it has on consumers
5. e a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients.

5 Multiple Choice Questions

1. proposed or adopted course or principle of action; contract of insurance
   1. UPC
   2. policy
   3. agency
   4. Olgivy
2. obvious exaggerations and outrageous statements about a product or service made by the seller, not intended to be taken seriously.
   1. Lasker
   2. UPC
   3. puffery
   4. Olgivy
3. primarily responsible for managing the financial risks of the corporation; both horizontal and vertical
   1. CCO; Chief Creative Officer
   2. commercial speech
   3. CMO; Chief Marketing Officer
   4. CFO; Chief financial officer
4. The activity or profession of producing advertisements for commercial products or services.
   1. push advertising
   2. advertiser
   3. advertising
   4. stereotyping
5. Top marking person,"heavy hitter" usually 35+; both horizontal and vertical
   1. CMO; Chief Marketing Officer
   2. CCO; Chief Creative Officer
   3. direct marketing
   4. multi-brand marketing

5 True/False Questions

1. multi-brand marketing → planning and marketing system that involving personalized contact with a customer or prospect, usually with the intent of generating some sort of measurable response

   True        False

2. media fragmentation → viewing a large market of people with different demands as many smaller homogeneous markets

   True        False

3. FTC; federal trade commission → six goals in the areas of broadband, competition, the spectrum, the media, public safety and homeland security; regulates radio, television, and telephone providers

   True        False

4. commercial speech → a legal term for paid communications, primarily advertising

   True        False

5. Alex Osbourne → extras beyond the actual product or service that provides additional benefits to the consumer

   True        False