____________________ refers to the pursuit of a single positioning concept for an organization or its products, which is achieved by planning, coordinating, and unifying all its communication efforts.
Fill in the blank(s) with correct word
Question 2You are a media planner at a large advertising agency in Chicago. You are currently assigned five accountsa used car dealer in the northern suburbs of the city, a guitar/drum retailer on the south side of the city, a nationally distributed orange juice retailer, a quick grits hot breakfast cereal sold nationwide but with the strongest sales in large Southern cities, and a ski equipment manufacturer. Each account has requested some type of information from you regarding next year's media buy. The orange juice retailer believes that the appeal of its product cuts across just about every demographic, geographic, and psychographic segment. Thus, one objective for your media plan would be to achieve the widest reach possible. This would suggest the use of:
a. television.
b. magazines.
c. periodicals.
d. newsbooks.
Question 3The __________ describes itself as an expert, independent, non-profit organization whose mission is to work for a fair, just, and safe marketplace for all consumers and to empower consumers to protect themselves.
a. Consumer Finance Protection Agency
b. Consumer Federation of America
c. Consumers Union
d. Consumer Review Unit
Question 4_________ indicates that only the specified bundle of offerings is available to the customer.
Fill in the blank(s) with correct word
Question 5You are a media planner at a large advertising agency in Chicago. You are currently assigned five accountsa used car dealer in the northern suburbs of the city, a guitar/drum retailer on the south side of the city, a nationally distributed orange juice retailer, a quick grits hot breakfast cereal sold nationwide but with the strongest sales in large Southern cities, and a ski equipment manufacturer. Each account has requested some type of information from you regarding next year's media buy. You recommend that the manufacturer of ski equipment place ads in several magazines devoted entirely to skiing. Your main reason for this is because magazines have the advantage of:
a. targeting highly selective audiences.
b. having more reach than any other media class.
c. higher frequency.
d. short lead times.
Question 6Which of the four primary consumer protection organizations was the first to be established, and is best known for its publication of Consumer Reports?
a. Consumer Federation of America
b. Consumers Union
c. Consumer Alert
d. Commercial Alert
Question 7_________ refers to linking several service offerings or features under one attractive price so that customers from different segments can be given a packaged service offering that includes service features that may not have been desirable when priced individually.
Fill in the blank(s) with correct word
Question 8You are a media planner at a large advertising agency in Chicago. You are currently assigned five accountsa used car dealer in the northern suburbs of the city, a guitar/drum retailer on the south side of the city, a nationally distributed orange juice retailer, a quick grits hot breakfast cereal sold nationwide but with the strongest sales in large Southern cities, and a ski equipment manufacturer. Each account has requested some type of information from you regarding next year's media buy. To keep costs down, the used car dealer decides to make sure that the ads appear every week beside other car sales ads. For this, you need to use advertising.
a. preprinted insert
b. classified
c. co-op
d. display
Question 9Which of the following is best describes the concept of consumerism?
a. It is a relatively recent concept first observed in the 21st century.
b. It involves consumer-oriented promotions such as coupons, premiums, and sweepstakes.
c. It defines the tactics that individuals and groups use to enact laws, pressure firms, or target unethical practices regarding goods and services.
d. It refers to the ongoing expansion of contemporary marketing beyond traditional production of ads and commercials, including e-commerce and behavioral targeting.
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