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A new market entrant in the anti-dandruff shampoo market, Sun & Moon, launched a massive ...
A new market entrant in the anti-dandruff shampoo market, Sun & Moon, launched a massive advertising campaign featuring a stylish, well-liked celebrity. The main idea in the campaign was that of "glamour" and transfer of that meaning from the celebrity to the brand. Which of the following approaches best describes the basis for the big idea for Sun & Moon?
AI technology has radically transformed the precision to which we target individual consumers with
AI technology has radically transformed the precision to which we target individual consumers with relevant information (e.g., product recommendations) in real-time. This new era of hyper-personalization is superior to prior generations of personalization in which of the following ways? (select all correct answers - ONE is not true)
As consumers become more ecologically and environmentally conscious, they are actively seeking out
As consumers become more ecologically and environmentally conscious, they are actively seeking out businesses that prioritize sustainability. However, no evidence supports whether this pressure to adopt sustainability initiatives has any impact on a consumer's brand preferences or purchases.
As long as sales continue to be the basis for evaluation, it is rarely possible to assess the earni
As long as sales continue to be the basis for evaluation, it is rarely possible to assess the earnings provided by the promotion effort, making it a difficult method to employ.
Atkins Auto, an automobile dealer, sends direct-mail pieces to its prospective customers, inviting
Atkins Auto, an automobile dealer, sends direct-mail pieces to its prospective customers, inviting them to visit its auto showroom to test-drive new cars. Customers who respond to the direct mail by visiting the showroom are provided with thorough information about the cars. Salespersons of the company receive extensive training and assume responsibility for the selling efforts in t
Audience viewership and readership experts: These individuals review information on demographics, m
Audience viewership and readership experts: These individuals review information on demographics, magazine and newspaper readership, radio listenership, and consumers’ Internet and TV viewing patterns to develop an effective media strategy.
Based on the information about the four brands, which of the following brands would be least affect
Based on the information about the four brands, which of the following brands would be least affected if their ads were broadcast during a dark and violent television series?
Because of budget considerations, CleanWell Vacuum cut down the duration of its product commercials
Because of budget considerations, CleanWell Vacuum cut down the duration of its product commercials from 30 seconds to 15 seconds. This made it difficult to convey the product’s attributes and features convincingly.
Beyond Burgers develops a campaign that runs both on TV and online. The source presenting the messa
Beyond Burgers develops a campaign that runs both on TV and online. The source presenting the message is popular TV show host, Ellen DeGeneres, who very actively promotes the fact she is vegan. The director of the ad sets the campaign in northern California backgrounds and presents the tone in a sepia, faded brown, color to convey an enduring time effect of the message. Response to
Client-agency interface: This function serves as the link between the agency and the client. These
Client-agency interface: This function serves as the link between the agency and the client. These individuals are responsible for understanding the advertiser’s marketing and promotion needs and interpreting them to agency personnel.
Commercial scripting: These individuals conceive the ideas for the ads and write the headlines, sub
Commercial scripting: These individuals conceive the ideas for the ads and write the headlines, subheads and body copy (for print ads), and scripts for commercials.
Cozy City Diner: Cozy City Diner wants to segment the market based on consumers’ lifestyles and ...
Cozy City Diner: Cozy City Diner wants to segment the market based on consumers’ lifestyles and eating habits (healthy food seekers, comfort food seekers, fast food seekers, fancy dinner seekers, social eaters).
Creative and production process supervisors: These individuals connect all phases of production to
Creative and production process supervisors: These individuals connect all phases of production to see that the ads are completed on time and that all deadlines for submitting the ads to the media are met.
E-commerce push notifications perform far greater in click-through/open rates, engagement, conversi
E-commerce push notifications perform far greater in click-through/open rates, engagement, conversion (to sales), and retention compared to emails. But which of the following statements is false about its superiority over email?
Push notifications are a more appropriate channel for "NON-URGENT" reminders or communications, whereas email is typically reserved for
Each of the four brand managers helped design new ads for their respective brand. Which of the foll
Each of the four brand managers helped design new ads for their respective brand. Which of the following new ads would be least affected by clutter during a prime-time telecast on television?
the new Hair & Neck ad, which uses a celebrity endorser
Facebook Marketplace is most often used as a local, community-based listing of third-party intermed
Facebook Marketplace is most often used as a local, community-based listing of third-party intermediaries willing to buy or sell secondhand items like furniture and clothing.
Facebook, Instagram, TikTok, and Pinterest lead the social media platforms equipped for social comm
Facebook, Instagram, TikTok, and Pinterest lead the social media platforms equipped for social commerce. Although the features and functions vary across these platforms, all four platforms enable brands to:
Fansheen launched a new variant, Fansheen Green, with natural ingredients, during its national spon
Fansheen launched a new variant, Fansheen Green, with natural ingredients, during its national sponsorship of the season finale of a popular Sunday night T.V. drama, Frantic Housewives. An estimated 19 million households tuned in to watch that season finale. What was the share of audience for that episode of the show, if 76% of the total T.V. households were watching T.V. at that ti
For each of the following job classifications, list the name of at least one person you know in that
For each of the following job classifications, list the name of at least one person you know in that field: a. Full-time person who sells a service b. Full-time inside wholesale salesperson c. Full-time manufacturer’s salesperson d. Full-time retail salesperson Interview one of the people you have listed, asking the following questions concerning their d
FreshFruits Market: FreshFruits Market, an organic and fresh produce store, wants to target eco-con
FreshFruits Market: FreshFruits Market, an organic and fresh produce store, wants to target eco-conscious consumers by focusing on the five most environmentally friendly states in the U.S.—Vermont, Oregon, Washington, Hawaii, and Maryland.
Gaming in social commerce continues to grow in popularity across the globe. Traditionally consistin
Gaming in social commerce continues to grow in popularity across the globe. Traditionally consisting of incentives like polls, challenges, and quizzes, brands are now stepping up to Metaverse experiences. This new wave is transforming how consumers interact with a brand. Some notable advancements include: (specify all correct responses)
Given the overarching goal of the media plan for the launch of the smartphone, comparisons of audie
Given the overarching goal of the media plan for the launch of the smartphone, comparisons of audience size of various media—television, print, Internet, and outdoor media—are conducted.
Hair & Neck advertises nationally on the popular talent show, U.S. Idol. This show averages a ...
Hair & Neck advertises nationally on the popular talent show, U.S. Idol. This show averages a rating of 8.4 each week. Approximately how many households watch the show each week?
Having decided that four different news programs on three different television channels would be be
Having decided that four different news programs on three different television channels would be best suited for the launch ads for the smartphone, the next step is to decide between the scheduling methods of continuity, flighting and pulsing, the frequency of the ads, and where the ads would be placed within each of the news programs.
Health care publications targeting specific audiences such as dental, medical and surgical, nursing
Health care publications targeting specific audiences such as dental, medical and surgical, nursing, biotechnological sciences, and hospital administration are classified as
Impossibly Good Burgers cannot claim that its product is non-GMO. In fact, the yeast used in the mu
Impossibly Good Burgers cannot claim that its product is non-GMO. In fact, the yeast used in the mung bean protein is definitively GMO. To overcome this possibly negatively perceived attribute, Impossibly Good Burgers hires Oprah as the spokesperson to promote the product in both a TV and social media campaign. Using Oprah is defined as trying to create which cognitive response from
In a luxury product category as the pen and desk sets are, one of the distinct advantages is perman
In a luxury product category as the pen and desk sets are, one of the distinct advantages is permanence. Why is that characteristic important in this type of market and what does it mean to the advertiser?
Magazines are often kept for some time after the date of publication and offer the advertiser possible repeated readings of the issue enabling viewing at a slower, more
In highlighting the small class sizes, the favorable student-to-professor ratio, the sprawling camp
In highlighting the small class sizes, the favorable student-to-professor ratio, the sprawling campus which is safe and clean, the impeccably maintained facilities, and the large number of corporate recruiters on its campus, this WPU campaign showcases the best of all that WPU has to offer.
In highlighting the small class sizes, the favorable student-to-professor ratio, the sprawling camp
In highlighting the small class sizes, the favorable student-to-professor ratio, the sprawling campus which is safe and clean, the impeccably maintained facilities, and the large number of corporate recruiters on its campus, this WPU campaign showcases the best of all that WPU has to offer.
In surveying consumers’ perceptions of its ads, FreshFruit Market discovered that a large number ...
In surveying consumers’ perceptions of its ads, FreshFruit Market discovered that a large number of consumers who watched the program the ads were a part of, did not remember seeing the ads probably because of zipping.
In the objective to downplay the rather disgusting element of changing dirty diapers, Pampered Baby
In the objective to downplay the rather disgusting element of changing dirty diapers, Pampered Baby’s social media provides the buyer with elements of planning a gender-reveal party, naming baby, reading baby growth charts, and tells how to use disposable diapers in the most sustainable method.
In this campaign option that targets select cities and school-districts in the Midwest, WPU is show
In this campaign option that targets select cities and school-districts in the Midwest, WPU is shown to be in the top three choices of a majority of high school students from each of those cities/school districts.
