MKTFINAL

MKTFINAL - EXAM 1 1 When marketers/advertisers speak of...

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EXAM 1 1. When marketers/advertisers speak of searching for the “holy grail” what is it they are referring to? “ROI” (return on investment) 2. What is formula for the creation of an effective print ad that we have identified in this class? A+B=C 3. In class we viewed and discussed a very creative print ad for Preparation H. What was the primary visual of that attention-getting execution? A roll of sandpaper 4. Which of the following quotes is most closely associated with Jennifer Barwell, Director of Marketing for the San Diego Padres? “ Anything is possible, you just have to find a creative way to get there” 5. Which of the following headlines is most closely associated with the Jell-O campaign that was finally approved by the client? “This little boy has cholesterol…this little boy has none” 6. From the videotape that was viewed and discussed in class, it is safe to say that Wadsworth (of White Flower Farm) is rather dissatisfied with: “Advertising agencies” 7. The statement or line that “holds the campaign together is known as the __________ line that held the Army campaign together. The line was _______. Slogan or theme line; “An Army of One” 8. The overall “manner” or “approach” that a campaign will take is defined in the ______ section of the ____. Tone; strategy
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9. Our guest speak Ken Clement of McDonalds, discussed an organization (within McDonalds) created to facilitate the collection and distribution of funds that power the McDonalds “marketing machine”. That org. is known as: OPNAD 10. Assignment question 11. “Everything you do is marketing”. This powerful statement was said by: Ken Clement 12. _____ are often used to enhance the readability of the message by breaking up large amounts of body copy and highlighting key sales points. This content will also reinforce the headline and slogan Subheads 13. Inherent drama, the Jolly Green Giants, Charlie the Tuna, the Marlboro Man and Keebler Elves are concepts/characters most closely associated with: Leo Burnett 14. Which of the following should be thoroughly investigated and researched at the very beginning of an ad campaign? Product, prospect, and competition 15. Which of the following individuals act as the primary link or “liaison” between the agency and the client and is responsible for the “day-to-day” activities and “delivering the services” as promised to the client” He or she also coordinates the agency effort in planning, creating and producing ads for the client. The account executive 16. The major problem with the print ad for Alaska Airlines discussed (at length) in class was” The ad looked like an ad for Rolaids 17. He wrote “Confessions of an Advertising Man” and believed that every ad should contribute to a brand’s image. He is David Ogilvy
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18. The _____ allows an advertiser and the advertising agency to asses the impact of a print ad in a single issue of a magazine. Search report
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MKTFINAL - EXAM 1 1 When marketers/advertisers speak of...

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