MKTG 409 Exam 4 MindTap (Chapter 17) Study Guide: Marketing Concepts
Review
Faith's job is to provide copywriting services for promotions from several major clients. Anna
works closely with her on the artwork for the promotions. After they are all finished, their
colleague Phillip arranges the artwork and copy. Currently, they are developing a print
advertising campaign. If their manager approves their work, they will be able to go ahead and
proceed to the next step in the development of the campaign.
Refer to Scenario 17.1. Faith, Anna, and Phillip most likely work at a(n) - correct answer
✔✔advertising agency
IHOP (International House of Pancakes) announced it would change its name to IHOb
(International House of Burgers). While the temporary stunt received both positive and negative
attention from consumers as well as the media, the campaign was intended to be a fun
___________ tool to draw attention to IHOP's burger offering. - correct answer ✔✔public
relations
An agency traditionally receives most of its compensation from - correct answer ✔✔15%
commission paid by the media from which it makes its purchases
OkCupid paid popular community site BuzzFeed to publish a post on its site. The post is titled
"Here's How to Be Super Dateable, According to OkCupid." The post followed the BuzzFeed
format but also included links to download the OkCupid app.
Refer to Scenario 17.2. What type of advertising is OkCupid using? - correct answer ✔✔Native
OkCupid paid popular community site BuzzFeed to publish a post on its site. The post is titled
"Here's How to Be Super Dateable, According to OkCupid." The post followed the BuzzFeed
format but also included links to download the OkCupid app.
, Refer to Scenario 17.2 OkCupid wanted to know how effective its campaign was. It decided to
survey a panel of users to measure how well they remembered the advertisement. OkCupid is
currently in the _______ stage of the advertising campaign and is interested in implementing
a(n) _______. - correct answer ✔✔evaluating advertising effectiveness; posttest
It has been about 10 years since the BP oil spill that rocked the Gulf of Mexico. BP has launched
a number of campaigns to reestablish its credibility. If BP wanted to identify changes in public
opinion impacting the firm, it should conduct _______. - correct answer ✔✔environmental
monitoring
Faith's job is to provide copywriting services for promotions from several major clients. Anna
works closely with her on the artwork for the promotions. After they are all finished, their
colleague Phillip arranges the artwork and copy. Currently, they are developing a print
advertising campaign. If their manager approves their work, they will be able to go ahead and
proceed to the next step in the development of the campaign.
Refer to Scenario 17.1. Phillip is most likely working on _______. - correct answer ✔✔layout
Every year on Independence Day, Nathan's Famous holds a hot dog eating contest. One year,
Orbitz donated a travel package for the winner. The event always gets extensive media
coverage.
Refer to Scenario 17.3. Orbitz's donation of a travel package for the winner of Nathan's Hot Dog
Eating Contest was most likely an attempt to generate positive _______. - correct answer
✔✔public relations
Every year on Independence Day, Nathan's Famous holds a hot dog eating contest. One year,
Orbitz donated a travel package for the winner. The event always gets extensive media
coverage.
Review
Faith's job is to provide copywriting services for promotions from several major clients. Anna
works closely with her on the artwork for the promotions. After they are all finished, their
colleague Phillip arranges the artwork and copy. Currently, they are developing a print
advertising campaign. If their manager approves their work, they will be able to go ahead and
proceed to the next step in the development of the campaign.
Refer to Scenario 17.1. Faith, Anna, and Phillip most likely work at a(n) - correct answer
✔✔advertising agency
IHOP (International House of Pancakes) announced it would change its name to IHOb
(International House of Burgers). While the temporary stunt received both positive and negative
attention from consumers as well as the media, the campaign was intended to be a fun
___________ tool to draw attention to IHOP's burger offering. - correct answer ✔✔public
relations
An agency traditionally receives most of its compensation from - correct answer ✔✔15%
commission paid by the media from which it makes its purchases
OkCupid paid popular community site BuzzFeed to publish a post on its site. The post is titled
"Here's How to Be Super Dateable, According to OkCupid." The post followed the BuzzFeed
format but also included links to download the OkCupid app.
Refer to Scenario 17.2. What type of advertising is OkCupid using? - correct answer ✔✔Native
OkCupid paid popular community site BuzzFeed to publish a post on its site. The post is titled
"Here's How to Be Super Dateable, According to OkCupid." The post followed the BuzzFeed
format but also included links to download the OkCupid app.
, Refer to Scenario 17.2 OkCupid wanted to know how effective its campaign was. It decided to
survey a panel of users to measure how well they remembered the advertisement. OkCupid is
currently in the _______ stage of the advertising campaign and is interested in implementing
a(n) _______. - correct answer ✔✔evaluating advertising effectiveness; posttest
It has been about 10 years since the BP oil spill that rocked the Gulf of Mexico. BP has launched
a number of campaigns to reestablish its credibility. If BP wanted to identify changes in public
opinion impacting the firm, it should conduct _______. - correct answer ✔✔environmental
monitoring
Faith's job is to provide copywriting services for promotions from several major clients. Anna
works closely with her on the artwork for the promotions. After they are all finished, their
colleague Phillip arranges the artwork and copy. Currently, they are developing a print
advertising campaign. If their manager approves their work, they will be able to go ahead and
proceed to the next step in the development of the campaign.
Refer to Scenario 17.1. Phillip is most likely working on _______. - correct answer ✔✔layout
Every year on Independence Day, Nathan's Famous holds a hot dog eating contest. One year,
Orbitz donated a travel package for the winner. The event always gets extensive media
coverage.
Refer to Scenario 17.3. Orbitz's donation of a travel package for the winner of Nathan's Hot Dog
Eating Contest was most likely an attempt to generate positive _______. - correct answer
✔✔public relations
Every year on Independence Day, Nathan's Famous holds a hot dog eating contest. One year,
Orbitz donated a travel package for the winner. The event always gets extensive media
coverage.
