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Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
100
"Ice cold water" is an example of this.
Puffery
100
Less developed countries comprise what percent of the world's population.
75%
100
Research about the contentious environment of advertising agencies names this department as the focus of conflict.
Creative
100
Name one difference between a banner advertisement and a corporate homepage.
A banner advertisement is a paid advertisement placed on a site driven by editorial content.
100
What are the three elements of a frequency marketing program?
Database, benefit structure and communication strategy
200
One agency that governs advertising is the FTC. What does FTC stand for?
Federal Trade Commission
200
Using different creative executions in different markets is referred to as this.
Localized campaign
200
The creative brief is prepared by who.
It is a joint activity between client leader and agency account executive
200
Name one advantage of advertising on the internet
1. target a specific market 2. change creative quickly 3. track customer interaction
200
This type of data reveals the characteristics of the neighborhood in which a person resides.
Geodemographic
300
The CAN SPAM Act focuses primarily on this type of advertising.
Direct marketing/e-commerce/email
300
What is the greatest advantage of international affiliates over global agencies?
Greater knowledge of the local market
300
True/False. The creative brief outlines a solution for the account/creative teams.
False. It sets up a goal, but does not suggest a solution.
300
This type of software provides information on hits, pages, visits and users.
Web analytic software
300
What does RFM stand for?
Recency, frequency and monetary
400
True/False. Symbols are a regulated piece of the advertising message.
True
400
This advertising medium has the most localized coverage worldwide.
Newspapers
400
This term refers to the clash of ideas.
creative abrasion
400
There are two types of internet media. What are they?
email and World Wide Web
400
What is the primary purpose of a direct-marketing program?
1. Close a sale 2. Identify future prospects 3. Engage customers
500
"Acts or practices that cause or are likely to cause substantial injury to consumers, which is not reasonably avoidable by consumers themselves, and not outweighed by the countervailing benefits to consumers or competition," are referring to this type of advertising
Unfair
500
High per capita income and high GDP define these countries
Highly industrialized
500
In an advertising agency, this person is the liaison between the client and the creative team.
Account executive
500
CPM is a common term used in internet advertising. What does it stand for?
Cost per thousand
500
CPI is a common calculation in direct marketing. What does it stand for?
Cost per inquiry