ARE 136 Final
72. During which era of advertising did consumers first begin to surround themselves with devices related to communication?
a. The 1970s (1973 to 1980)
14. In the 17th century, printed advertisements were published in the newsbooks.
a. True
14. It is almost impossible to legislate against emotional appeals in ads, since even if they seem exaggerated or inaccurate, they are unquantifiable so there is no way to prove this.
a. True
25. In 1924, Bruce Barton in his book, The Man Nobody Knows, portrayed Jesus as the archetypal ad man.
a. True
90. (Scenario 15-4) General Mills inserts a sheet of coupons in the Sunday newspapers in major markets. This is a form of sales promotion.
a. consumer-market
55. Three teenage girls who hang around together all start to smoke cigarettes, and eventually start to drink beer on weekends. With reference to recent research results of the Federal Trade Commission, the cause for the teenage girls' habits:
a. would most strongly influenced by families, friends, and peers.
67. Branded entertainment is different from product placement in that it:
a. would not exist without the marketer's support.
83. (Scenario 12-4) The interviewer says that it's very important to calculate the effective reach of each ad in order to make it effective and then asks you, "Can you tell me how the effective reach of an ad can be calculated?" Which of the following should be your response?
a. "By finding the number of consumers in a target audience that are exposed to an ad some minimum number of times"
57. Which of the following would be considered as a trade journal?
a. A publication written for health professionals
62. Though many agencies no longer use the traditional commission system for compensation, Starr Agency does. Using the standard percentage rate, how much would Starr Agency receive for a bill of $500,000?
d. $75,000
82. A certain form of a commercial message is seen by courts as artistic speech, not as the less protected "commercial speech." , therefore, gets more First Amendment protection than ordinary advertising does.
d. Branded entertainment
76. (Scenario 16-1) How would an advertiser hope to benefit from sponsoring the WaveRunner?
d. By transferring consumers' positive feelings about yacht racing to the product.
69. Which of the following will result in ineffectiveness of branded entertainment?
d. Cluttered environment through overuse of the tool
106. (Scenario 4-6) While some argue that advertising promotes materialism, others argue that advertising addresses a number of basic human needs. With reference to Maslow's Hierarchy, an advertisement for a high-end clothing company would likely be appealing to which of these needs?
d. Esteem needs
60. Which of the following is true about fear when it is used in an advertisement?
d. Fear can work when it's believable and the ad shows a clear way out.
71. During the 1970s, the demanded a higher standard of honesty and disclosure from the advertising industry.
d. Federal Trade Commission
69. (Scenario 10-1) Which type of ads do PepsiCo's throwback commercials represent?
d. Feel-good ads
66. Which method hopes to zero in on the emotional components of ads by having respondents turn dials to show their like or dislike while viewing commercials?
d. Frame-by-frame testing
45. of an ad is the average number of times an individual or household within a target audience is exposed to a media vehicle in a given period of time.
d. Frequency
51. A media planner needs to evaluate the relative intensity of three different media plans for an orange juice advertiser. The planner decides to multiply the reach of each promotion plan with the frequency, in order to compare:
d. GRPs.
86. Which of the following is a difference between IBP and IMC?
d. IBP goes beyond the parameters of IMC
63. Which of the following is stratification based on?
d. Income
36. has become a media conglomerate on the Web and amasses its own media empire of diverse Internet sites.
d. InterActiveCorp
65. Which term refers to the mix of advertising and entertainment, the umbrella covering the increasingly broad spectrum of integrated ads and nontraditional IBP?
d. Madison & Vine approach
93. (Scenario 2-3) Which of the following is most likely to provide Axel Corp. with a reasonable amount of media time at a rate lower than that provided by an advertiser?
d. Media specialists
79. is an insidious version of spam where Web users are enticed into entering personal information on a fake website that is forged to look like it is from a bank, the IRS, or other organizations.
d. Phishing
68. Both advertising and promotion are used to build brands. For which of the two is it easier to measure effects that estimate contribution to sales, and why?
d. Promotion, because responses can be specifically identified and tracked
50. memory is very important where advertising is concerned and is the kind of memory through which names, words, and concepts are retrieved from people's minds.
d. Semantic
63. Which of the following are the two broad categories of Point-of-Purchase materials?
d. Short-term promotional displays and long-term permanent displays
46. Which of the following is true about advertisements in the preindustrialization era?
d. The messages were informational in nature.
52. Which type of research tries to identify specific cognitive responses that occur during an individual's exposure to a specific ad by having the person jot his or her thoughts down on the spot?
d. Thought listing
78. is one of the world's largest media conglomerates and provides broadcasting, film, music, cable, print, publishing, and a dominant Internet presence.
d. Time Warner
61. is an advertising technique whereby a manufacturer and dealer share the expense of advertising.
d. Vertical cooperative advertising
92. (Scenario 5-5) Jerome realized that he did not have a blender for the party. This is an example of .
d. a need state
39. Public service announcements (PSAs):
d. are not paid for like an ad.
67. The oldest form of advertising is the
d. billboard
59. The Cheeseburger bill passed by the U.S. House of Representatives:
d. blocks people from suing food companies for their obesity.
61. A is a core idea that frames an ambition or aspiration for a brand that will be relevant to target audiences over time.
d. brand platform
72. Though, there appears to be some strong resistance, market research has indicated that 63 percent of consumers don't mind advertising.
d. cinema
93. (Scenario 7-5) A number of "revolutionary" techniques can be found by the Solutions Group in an attempt to unearth consumers' true feelings and honest opinions about brands and ads. But they should remember that problems with validity most likely arise in studies when respondents are asked to:
d. do things they don't normally do in real life when viewing ads
46. It is believed that advertisers deceive via subliminal advertising by:
d. embedding hidden messages or images within an advertisement.
71. (Scenario 6-1) The original plan to sell new products to the female market
d. fit all the criteria of an STP effort by Gillette.
36. Sales promotion techniques act as an incentive to purchase the brand featuring a promotion, even if another brand:
d. has a lower basic price.
73. Of all types of support media, directory advertising offers a unique advantage by:
d. helping consumers follow through on purchases.
70. Firms that track single-source data collect data from:
d. individuals or households.
96. (Scenario 2-4) Caltech Corp. has a 15 minutes long advertisement that explains to the public about its product. This is an example of a(n) .
d. infomercial
93. (Scenario 5-5) Jerome asked his friends for suggestions on which brand of blender he should purchase. This is an example of:
d. information search.
77. (Scenario 6-2) Segment C consumers are more likely to be
d. variety seekers
11. The only way to measure the benefits of sponsoring an event is to determine how often the sponsor's name appears at the event and in media coverage of the event.
false
20. Brand equity occurs over a short period of time.
false
89. (Scenario 10-5) If the objective of Ford is to demonstrate that its newest line of cars is superior to that of a strong competitor, which of the following methods should Ford use?
b. Comparison ads
94. (Scenario 7-6) A marketing manager at Wood Carver said in a manager's meeting, "We have to get quick feedback on the overall quality and usefulness of these new ideas. We'll just have to let the focus group make the final judgment on these ads." Which research method is he considering?
b. Concept test
73. Which of the following is true of inelasticity of demand?
b. Consumers are less sensitive to price increases.
49. is a major type of research which usually occurs right before or after the advertisement is finalized to evaluate advertisements and promotions.
b. Copy research
96. (Scenario 76) To target new markets, Wood Carver is looking for uptodate information—the latest available—on employment, occupation, and income throughout the country without having to pay a fee for commercial data. National data on consumers is gathered by the U.S. Census through a number of avenues, but one of its survey instruments publishes monthly statistics on just these topics. Which is it?
b. Current Population Survey
53. Which aspects of advertising are legal but fall into an ethical gray area, making them almost impossible to legislate against?
b. Emotional appeals
1. Events are an example of measured media.
b. False
1. Societies tend to monitor advertising to determine what is irresponsible, unethical, or illegal. Despite social shifts and technological advances, a culture's views on what is acceptable and unacceptable never change.
b. False
10. Advertisers cannot function without the services of external facilitators.
b. False
15. In the 1700s, a middle class, spawned by the rise of regular wages from factory jobs, was beginning to emerge.
b. False
2. The underlying role and purpose of advertising and promotion has changed drastically and will continue to change.
b. False
27. Under the commission system, the rate of commission is raised to 25 percent for outdoor media.
b. False
5. Long interviews are not a very popular research method since they last for more than an hour.
b. False
5. Positioning means to cut your market into pieces and focus on the piece or pieces that make the most sense.
b. False
6. Companies can do well by spending advertising dollars to target nonusers over other user groups, since they offer the highest level of opportunity.
b. False
6. Evaluative criteria are universal traits or attributes that pertain to all product categories and are used as rating factors when making purchases.
b. False
6. Geo-targeting is defined as the expansion of media placement beyond certain regions or national borders and into diverse cultures and global markets.
b. False
6. Peerless, Foley's, and Pepsi-cola were some of the first branded goods found on store shelves.
b. False
7. A focus group involves blind taste tests of products
b. False
7. Advertisers focusing on integrating more tools into promotional efforts has resulted in an enhanced role of traditional media.
b. False
8. An individual would tend to have higher involvement in a purchase of an item if it is of a lower price.
b. False
8. Compared to achieving a brand recall objective, achieving a persuasion objective typically requires less cognitive processing on the part of the consumer.
b. False
8. Coupons are one of the newer forms of sales promotion, introduced in the 1950s by cake mix manufacturers.
b. False
9. Advertising changed commerce, but not society
b. False
48. Which of the following serves as a solution to a simple consumption problem and occurs in settings where a decision isn't involving?
b. Habit
34. What is a downside to adopting a heavy-user-focused segmentation plan?.
b. Heavy users may differ significantly from average or infrequent users in terms of their motivations to consume, their approach to the brand, or their image of the brand.
50. are specialists that design and then operate contests, sweepstakes, special displays, or coupon campaigns for advertisers.
b. Sales promotion agencies
52. are experts in designing incentive programs, point-of-purchase materials, and in-store merchandising.
b. Sales promotion agencies
33. has emerged as the most significant form of consumer control over information creation and communication.
b. Social media
102. (Scenario 4-5) Fritters's second advertisement is an example of advertising.
b. comparison
86. (Scenario 10-5) Ford is using a number of catchy songs in its advertisements. One advantage of using jingles in advertising is:
b. it promotes brand recall.
75. Carmel Inc. has come up with the idea of creating a television ad for its new range of assorted cookies. The marketing executives approached RT Designs who will be filming the ad, preparing a set to record the ad, and employing an actress to play the role of a little girl enjoying her cookies. RT Designs is an example of a
b. production house
66. The name support media denotes that they:
b. reinforce or support a message delivered by other media.
42. The most visible reseller advertisers and promoters are:
b. retailers that sell in national or global markets.
91. (Scenario 7-5) The Solutions Group may want to center on field work as its primary research method because it is designed to measure "embedded" consumer practices, that is:
b. those tightly intertwined in the social lives of consumers.
37. Which of the following is true regarding advertising?
c. Advertising plays a pivotal role in world commerce.
85. (Scenario 15-3) Which of the objectives of promotion did all these activities have in common?
c. Eliciting immediate purchase of a product
88. (Scenario 7-4) An assistant is working with a company that heard about using UPC data from packages to generate information on how households turn information from advertising into actual purchases. She's never heard of it. What type of research is this?
c. Single-source tracking
44. By the late 1800s, manufacturers were developing brand names. This helped them:
c. gain power.
97. (Scenario 2-4) Sparkles Inc. is an example of a
c. media conglomerate
27. Below-the-line promotion is also referred to as
c. unmeasured media
32. Ultimately, the objective underlying the coordination of supportive media is to achieve a synergistic effect.
true
100. (Scenario 4-5) The would prevent Fritters from being sued by the customer blaming it for his obesity. a. Advertisement substantiation program
b. Cheeseburger Bill
1. In the new world of advertising, mass media is nonexistent.
False
11. Mass-mediated communication has three major components: production, accommodation, and distribution. a. True b. False
False
4. A brand that does not meet customer needs can still be very successful if it advertises its products extensively.
False
5. Kristen Cross, an actress, was interviewed by news reporters about what she thought her fans should know about her new movie. This would be considered as an advertisement.
False
6. A television commercial showing the effects of smoking displays a fresh apple and another that has decayed. The ad states, "Smoking kills." The commercial was paid for by a medical company. This is an example of a public service announcement.
False
7. A firm that manufactures a device that alleviates sleep apnea, produces a television commercial that delivers facts about the product. Therefore, the objective of the ad is not to persuade the customer because the ad is purely informational.
False
9. Integrated brand promotion (IBP) tools include various types of advertising, but does not include traditional advertising forms.
False
10. An advertisement refers to a specific message that an organization has created to persuade an audience.
True
2. Consumer preferences and new technologies are reshaping the communication environment.
True
8. Orange Inc., a cell phone manufacturer, has launched promotions of its new product in local newspapers, billboards, and the company's website, and has distributed flyers in local universities. This is an example of an integrated brand promotion.
True
87. In today's world, what three elements do marketers want to build and maintain through their promotional and advertising efforts?
a. Awareness, identity, and preference
1. Sales promotion is the use of incentive techniques that create a perception of greater brand value among consumers, the trade, and business buyers.
a. True
1. The concept of message strategy refers to both objectives and methods—what you want to do, and how you want to plan it.
a. True
1. When a brand team defines the target market of consumers for their product, they may also identify many smaller subsets of consumers within their broad market.
a. True
22. Psychologists now believe that memory is more fluid than was once thought, and is more strongly influenced by motivation to remember, or not to remember.
a. True
22. The prewar movement to reform and regulate advertising was dissipated in the 1920s by the distractions of war and advertising's role in the war effort.
a. True
25. The Starch readership test measures readers of print materials who either noted the ad, associated the ad, or read most of the ad, then calculates these results into scores.
a. True
26. Advertisers responded to the Depression by adopting a tough, no-frills style in their ads.
a. True
26. Out-of-home media describes various advertising venues that reach local audiences while they are out in public.
a. True
26. State governments have very little authority over promotional activities of firms, and since most companies conduct interstate commerce, any violations are federal issues.
a. True
27. Supporters of industry self-regulation claim that self-regulation helps avoid unnecessary government meddling.
a. True
28. The old physiological approaches to measuring physical responses during ad viewing have been replaced by PT or MRI scans of brain activity, and these are commonly used in copy research today.
a. True
30. The creative revolution was a period of time in which advertising started to take on the themes, language, and look of the revolutionary 1960s.
a. True
31. In the 1970s, there was a growing concern over what effect $200 million a year in advertising had on children.
a. True
31. Radio and satellite are examples of broadcast media.
a. True
32. The CAN SPAM Act does not outlaw all unsolicited emails
a. True
32. The theory behind transformational advertising is that it can actually improve the consumption experience.
a. True
33. Advertisements during the 1980s reflected traditional American values.
a. True
5. Advertising can influence both internal and external searches.
a. True
6. Proponents of advertising claim that advertising addresses a wide variety of basic human needs
a. True
6. Sales promotion can attract attention and motivate trial purchase so it is often used to introduce new brands to the public.
a. True
8. Critics of advertising argue that advertising creates a tendency of conformity and status-seeking behavior
a. True
9. The goal of creating persuasive communication is to attract attention and develop preference for a brand.
a. True
56. Which of the following is considered as a member of a trade channel?
a. Wholesalers
90. (Scenario 75) Solutions Group executives may consider trying , the popular technique in which people's buried thoughts about brands are drawn out by having them define their feelings creatively with other visual representations.
a. ZMET
53. Ads for products during the "P.T. Barnum Era" (1875 to 1918) were characterized by:
a. a bold and garish style filled with incredible claims.
52. A particular group of consumers that is singled out by an organization for its advertising or integrated brand promotion campaign is called:
a. a target audience.
83. (Scenario 5-3) The management of Chucky's cheese had asked all store managers to check with their customers which cheese they preferred and thought was popular. When customers were asked this question, their immediate answer was Chucky's. Chuckys cheese has created a(n) .
a. accessibility bonus
48. A real-life nurse discussing the benefits of a home blood-pressure kit and a real-life librarian promoting the advantages of a children's reading program are both:
a. acting as expert spokespeople.
86. (Scenario 4-1) Some philosophies regarding our path to overconsumption proposed by Adbusters echo the words of advertising historian Stephen Fox when he wrote, "One may build a compelling case that American culture is— beyond redemption—moneymad, hedonistic, superficial, rushing heedlessly down a railroad track called Progress." Fox then concluded that advertisers:
a. are not creating the American way of life, but just reflecting it, good or bad.
49. You are looking at figures and trying to understand the overall message weight for your client's shaving cream ads. You remind yourself that some people who watched the ad on a TV program may have also seen it in a magazine. This is called:
a. between-vehicle duplication.
100. (Scenario 1-3) Individuals who have been using the Wii do not want to switch to the Move because they relate it to a superior gaming experience and also because it has been in the market for a long time. The Wii is an example of a product that has .
a. brand equity
73. (Scenario 10-2) It is believed in advertising that repeated exposure to a particular stimulus will increase the chances of the stimulus being remembered in the future. This describes the term:
a. brand recall.
71. (Scenario 10-1) For companies using feel-good ads, one of the difficulties is creating an ad that truly elicits fond memories. Another difficulty associated with feel-good ads is that they can:
a. cause consumers to generate competing thoughts and connections.
72. (Scenario 7-1) To determine which features to include in the 3DS, Nintendo did a large amount of research probing consumer opinions towards video games. To do so, Nintendo used a(n) "judge and jury" in evaluating the quality of their new idea
a. concept test
39. A magazine advertisement for a home entertainment system contains detailed copy, technical information, and a long list of product design features. In general, this ad would be most appropriate for someone who is:
a. conducting an external search.
88. (Scenario 3-1) If an advertisement for Ivory soap was reflective of the style of ads during the period known as the "P.T. Barnum Era," it would:
a. consist of exaggerated claims.
52. A manufacturer of oakwood furniture decides to place half-page print ads in a newspaper every Sunday for a period of two months. This is called
a. continuous scheduling
105. (Scenario 1-4) In a local newspaper, Target purchases and runs a message that does not refer to any of the products it carries. Instead, it mentions that employees from each of its national stores contribute to community projects such as The United Way. This is an example of:
a. corporate advertising.
39. A(n) entitles a buyer to a designated reduction in price for a product or service.
a. coupon
80. Marketers have to be particularly cautious about using as a form of promotion, because fraud abounds in this area.
a. coupons
44. The main objective of hard-sell messages is to:
a. create a sense of urgency so that consumers will act quickly.
77. In the 1990s, the measurement of ROI in advertising was .
a. elusive
44. The major sweet spot in event sponsorship comes when there is a significant overlap between the:
a. event's participants and the marketer's target audience.
54. A fast-food restaurant is attempting to position itself as the best choice when you're in a hurry because it serves all customers within 90 seconds. To maintain internal consistency, the firm might take all of the following steps below, EXCEPT for which one?
a. expanding on its menu
44. Rita needs to buy a tent, sleeping bag, and hiking boots for a two-week camping trip in the mountains. She has never bought camping equipment before and assesses what other equipment she may require during her trip. She also asks her friends, who have gone camping before, what equipment she should buy. Once she has purchased all the camping gear, she evaluates whether she made the right purchases. In this situation, Rita is engaging in:
a. extended problem solving.
101. (Scenario 1-3) If Sony uses advertisements that focus on the niche characteristics of Move that Wii does not have, the company is using:
a. external positioning.
42. A media planner is making placement decisions for a new line of cosmetics. She focuses on ten different cities in the country where the purchase size of the products is high. This is an example of:
a. geo-targeting.
70. (Scenario 12-2) A media planner working for a high-end clothing retailer looks at its sales figures and discovers that a vast majority of its sales generated are from large cities. She decides to buy space in American Life editions that reach the top 10 metropolitan markets. This media strategy is referred to as:
a. geo-targeting.
72. Effective ads turn mere products into actual brands by:
a. giving them cultural meaning.
94. (Scenario 10-6) Target managers decide to run magazine ads with very few words, focusing on visuals of the Target logo (the recognizable red ball) and high-end goods sold in their stores. Target is attempting to use an efficient communication that sends a message at a glance, in the form of:
a. image ads.
80. CarlBerrys, a department store, has launched a series of advertisements inviting people to do their holiday shopping at their store. This is an example of .
a. institutional advertising
78. (Scenario 16-1) A company that thinks about sponsoring the WaveRunner does so with the hopes that it will play a major role in its IBP effort. One potential risk of using nontraditional forms of promotion is that they:
a. involve factors that contribute to the challenge of coordinating all IBP messages.
78. (Scenario 10-3) Ads such as Taylor's try to:
a. link special attributes to a brand, either explicitly or implicitly.
28. What is the first step in STP marketing?
a. market segmentation
64. A compensation system that adds a percentage amount to a variety of services the agency purchases from outside suppliers is known as a .
a. markup charge
63. If firms decide to use comparison advertisements, they:
a. may be required by the FTC to substantiate their claims.
35. The blend of different media that will be used to effectively reach the target audience is called the:
a. media mix.
71. An established cereal manufacturer is being investigated by the FTC for claims that its oatmeal can repair damaged arteries and prevent heart disease. Its executives are aware that if the claims are found to be false, the firm may receive the FTC's most severe penalty, which involves:
a. ordering corrective advertising.
56. Share of voice is a calculation of any one advertiser's brand expenditures relative to the:
a. overall spending in a category.
68. A compensation system that is based on the achievement of specific objectives of the client is known as a
a. pay-for-results compensation
39. According to Maslow's hierarchy of needs structure, ads for breakfast cereals and soft drinks can be thought of as promotions for products that address:
a. physiological needs.
58. Sarah, a 13-year-old girl, came across an advertisement that displayed a new trendy hair color aimed at a mature audience. Intrigued by the advertisement, Sarah goes out and buys the product. This is an example of .
a. primary demand stimulation
61. A leading car company pays to have its cars prominently featured in an upcoming movie. The advertising method used here is .
a. product placement
30. The text explores the concept of consumer behavior from two perspectives. These two perspectives are
a. psychological and social
101. (Scenario 15-6) Employees receive a bonus from Quad for selling two or more blenders. This is an example of:
a. push money.
43. If an advertisement placed on the hit network television program American Idol is watched at least once by 10 percent of the advertiser's target audience, then the is said to be 10 percent.
a. reach
83. (Scenario 10-4) In ad #3, marketers list a number of product benefits intended to persuade consumers to buy Adidas products. This is an example of:
a. reason-why advertising.
100. (Scenario 15-6) Quads' customers need to mail them to receive 10% of their money back on purchases. This is an example of a
a. rebate
41. Jingles and slogans are linked to a concept called or prone to being repeated.
a. rehearsal
81. The Telephone Consumer Fraud and Abuse Prevention Act of the mid-1990s:
a. required telemarketers to maintain a list of customers who do not want to be called.
25. The process of cutting a market into pieces and focusing on the piece or pieces that make the most sense is termed
a. segmentation
58. Which of the following forms the final apex of the strategic planning triangle proposed by Esther Thorson and Jeri Moore?
a. selection of a mix of persuasion tools
106. (Scenario 1-5) Exodus marketers limit their advertising to furniture store publications because they perceive that readers of these publications are:
a. their target audience
56. The CEO of a software manufacturing firm that supplies to large insurance firms wants to look at all possible forms of business-market promotions to gain and maintain lucrative customers. He meets with his marketing director, and they review the five main areas of promotion techniques aimed at business buyers. They are:
a. trade shows, business gifts, premiums and advertising specialties, trial offers, and frequency programs.
59. Market research indicates that among people who watch movies, the people that are most likely to notice product placements, and most willing to try these products are:
a. under 25 years old.
60. Although the courts and the FTC have been quite specific about defining many other practices, the definition of has always been relatively vague
a. unfair advertising
65. Related to the way a consumer's culture shapes his or her tastes and preferences is the concept of cultural capital. This refers to the:
a. value that a culture places on certain consumption practices and objects.
86. (Scenario 125) "Is there a national media , such as USA Today, Time, or the Wall Street Journal, that you would like to consider using to communicate with your customers?"
a. vehicle
68. The director of a promotional agency has several clients who are skeptical about using branded entertainment. Which of the following should he tell his clients about branded entertainment in order to convince them to use it?
b. "It does not matter if your target audience is using DVR—they would still receive your promotional message."
81. (Scenario 12-4) The interviewer says that the position will involve working with both measured and unmeasured media. Then she asks what you know about these two types of media. You should answer by saying:
b. "Measured media include the Internet, television, radio, magazine, newspaper, and outdoor media. Unmeasured media include everything else, such as events, product placements, and coupons."
99. (Scenario 25) Groupon's management has budgeted $20,000 for social media advertising this year. How much can their advertising agency expect to earn if they are using a traditional commission system?
b. $3,000
34. Which of the following is an example of Madison & Vine?
b. A children's movie featuring a new brand of candies.
77. (Scenario 10-3) Which of the following is an accurate description of the objective that the Taylor ad was trying to achieve?
b. As a USP ad, it was trying to connect a specific characteristic with the brand.
81. Which of the following is an example of outdoor support media?
b. Billboards
69. Which of the following is a similarity between the market strategies, positioning and differentiation?
b. Both depend on a perceived image of tangible or intangible features.
63. An upcoming chain of "green" grocers has reasonable prices, friendly staff, local produce, and a focus on organic and natural products. The company wants to connect with consumers in a fresh way, and is considering creating a show on the Food Network. What type of promotion is this grocer considering?
b. Branded entertainment
101. (Scenario 4-5) Which of the following actions would help Fritters prove the fairness of its first comparison ad?
b. By including a disclaimer
74. Which of the four primary consumer protection organizations was the first to be established, and is best known for its publication of Consumer Reports?
b. Consumers Union
90. (Scenario 2-2) Brush Strokes is looking for a way to increase sales. The advertising agency helps create an innovative message that will be conveyed through promotions and mobile marketing. Which of the following agency services is the company using?
b. Creative services
46. Why did critics traditionally hold the view that event sponsorships, especially sports events, can be ego-driven and wasteful?
b. Earlier, it wasn't clear what an organization was receiving in return for its sponsor's fee.
42. involves observation in real-life situations, to obtain information about the consumption practices of real consumers in real settings.
b. Embedded field work
1. When researchers study consumer behavior, they study a process that begins with product evaluation and ends with the perception of a need.
b. False
10. In the context of audience exposure to a media vehicle, increasing the frequency of exposures results in an increased reach of the target audience.
b. False
10. One advantage of using sweepstakes and contests is that they can quickly and easily communicate the brand message through the game.
b. False
10. Psychographic segmentation focuses on the inner mindset of consumers rather than outer aspects of their lives such as activities, interests, and lifestyles.
b. False
10. Subliminal advertisement has been proved to be an effective way of embedding images and messages into an advertisement that influences the unconscious minds of people.
b. False
10. While purchases based on brand loyalty are merely consumption simplifiers, purchases based on habit are the result of a strong commitment to a brand.
b. False
11. A manufacturer of dental care products sets up a new promotion by attaching one of its toothbrushes to its boxes of toothpaste. This is an example of a mobile sampling technique.
b. False
11. A researcher is said to conduct field work when he or she joins in and actually takes part in the study, usually in a taste test or other form of product testing.
b. False
11. Advertisers include business organizations, but exclude not-for-profit organizations.
b. False
11. Even those who view advertising positively for other reasons often admit that it rarely contributes to art and culture, and art and culture have little room for advertising.
b. False
11. Experience and involvement are both low in the extended problem solving decision making mode.
b. False
11. Today, advertising tends to be used almost exclusively by businesses targeting consumer markets, and only in very rare circumstances by businesses trying to sell products to other businesses.
b. False
12. Advertisers have historically been responsible for buying air time on educational and cultural programs despite their smaller audiences, thereby boosting the overall quality of American television.
b. False
12. The message weight objective provides a very specific, detailed perspective for a media planner.
b. False
12. Trade resellers of consumer products and services are the most prominent users of advertising and promotion.
b. False
13. A retailer selling books runs its print ads in a newspaper during the first week of October, the first week of November, and Thanksgiving week. The retailer is using a between-vehicle media strategy
b. False
13. One drawback of niche marketing is that a company often has to reduce the price of its product due to the smaller volume of sales it can expect.
b. False
14. At the local level, small retail shops deal only with household customers.
b. False
14. The fight for space on grocers' shelves has become very competitive, so manufacturers will do anything to get stores to stock their items—except paying a fee, which is now illegal.
b. False
15. A gourmet ice cream franchise advertises itself as offering thick, creamy, gooey treats, calling them delectable, desirous, and decadent—the richest and sweetest desserts found anywhere in America. The owner of the local shop buys ads focusing on extended hours and friendly service. This is an example of internal consistency.
b. False
15. Internal company data such as customer service reports and customer complaints are considered sources of primary data.
b. False
15. The forgetting function is based on latest psychological research and explains the random and unique nature of each individual's memory.
b. False
16. Advertising was highly regulated during the industrial era which limited the scope for advertisers to come up with creative ads.
b. False
16. CPM (cost per million) is a measure of the dollar cost of reaching a million audience members with a particular medium.
b. False
16. The advertising used by social organizations has a fundamentally different purpose compared to the advertising carried out by major multinational corporations.
b. False
17. An agency staffer conducts a test to see how the message for her client's product, dishwasher detergent, compares to the way other ads in her product area have tested. In this way, she will gather qualitative test scores.
b. False
17. When formulating a positioning strategy, a multiple-benefits approach is strongly suggested to satisfy many markets at the same time, because it alerts consumers to a wide array of diverse functions and positive consequences related to the product.
b. False
18. A 30-second television ad is an example of pull media.
b. False
18. For humor ads to be successful, they must focus on getting the audience to laugh rather than emphasizing the product or brand.
b. False
18. Sales promotion is generally used as a long-term tactic and widespread strategy to promote an image for the brand and create emotional connections with the consumer.
b. False
18. The three primary areas of advertising regulation are obscenity and profanity, deception, and unsolicited or direct marketing.
b. False
18. Viewing consumers as social beings allows advertisers to focus on the attitudes they have toward brands, which are much more important than the meanings they associate with brands.
b. False
19. Advertisements that are not consistent with the values of people, a society, or a culture are likely to stand out, demand attention, and be remembered and accepted.
b. False
19. Bayt Café is launching a new advertising campaign portraying its restaurant as having very fast service and a cheerful staff to target a younger crowd. The campaign alone will be enough to gain the loyalty of the younger segment.
b. False
20. Direct response research, also called attitude research, is the kind that evaluates ads just as they are about finished.
b. False
20. LivTo Inc. is a company that manufactures cosmetic products for women. It claims to have the best customer care services and is prompt to address the grievances of its customers. To be internally consistent, the company should invest in a better Research and Development department and also create a new image for its products.
b. False
20. Product placement is the most expensive and compelling approach for clients seeking branded entertainment opportunities.
b. False
21. An advertisement for a peanut butter product, of one firm, that compares itself to the peanut butter product, of another firm, would be considered illegal because it mentions brand-name goods produced by another firm.
b. False
21. Electronic data services provide standardized data, reports, and analyses that are comparable across media categories
b. False
21. Fear-appeal ads can be successfully used in almost all product categories.
b. False
22. Unlike anxiety ads, ads that focus on social anxiety do not elicit any ethical concerns.
b. False
23. Firms that maintain and manage large databases of mailing lists are known as digital/interactive agencies.
b. False
23. Men became the major target of advertisers in the 1920s because they were the head of households and made most purchase decisions.
b. False
23. Recognition tests are the industry standard for television ad testing.
b. False
25. Consumer preferences and strata have become more dependable than in the past.
b. False
25. When an NFL football player begins endorsing a line of energy bars and protein drinks, he is required to genuinely demonstrate using the product in the advertisement although does not have to utilize the product in day to day life
b. False
27. During the widespread poverty of the Great Depression, most segments of the population believed in the power of advertising.
b. False
27. Image advertising prefers the use of text over visual elements.
b. False
27. Many forms of pre-post attitude studies are becoming more popular than they once were due to a recent push to gather more rounded "before and after" data from potential consumers.
b. False
27. The meaning of community is limited to the idea of a specific geographic place.
b. False
28. A typical markup charge for outside services is five to ten percent.
b. False
3. Advertising has never been able to point out or activate a need state, but it has been able to provide information on how to alleviate the discomfort of an existing unfulfilled need.
b. False
5. Critics of advertising claim that advertisements do much more than just "shuffling of total demand," but contribute to the increase of total demand.
b. False
9. A consumer-brand relationship is the same as that between friends or siblings.
b. False
9. Demographics are rarely used to describe or profile target segments that have already been identified as prospects by other variables.
b. False
50. Which of the following measures media weight based on both reach and frequency?
b. Gross rating points
57. Which firm did the text highlight as one with a longterm, successful campaign that epitomizes "simplicity" in defining its distinctiveness, a critical ingredient in a good positioning strategy?
b. Jack Daniels
80. (Scenario 6-3) Which of these segmentation techniques would provide the most insight for Keds's advertising agency in the creation of its advertisements?
b. Lifestyle
49. theory suggests that consumers rely on opinions or testimonials from people they consider similar to themselves, rather than on objective product information.
b. Reference group
107. (Scenario 1-5) Exodus advertises in the trade magazine, Western Interiors, which is read by furniture retailers and interior decorators throughout twelve Western states. Which of the following best describes this type of advertising?
b. Regional advertising
58. Which of the following is used when identifying and calculating the percentage of people who accurately remembered specific elements of an ad when tested?
b. Related-recall testing
72. (Scenario 10-1) If PepsiCo wanted to depict an ideal usage situation for its brand, what would be the best choice of advertising for the company to use?
b. Slice-of-life ads
78. are unsolicited commercial messages sent through the e-mail system.
b. Spam
57. Which of the following is a difference between advertising specialties and business gifts?
b. Specialties promote brand awareness, while business gifts promote close working relationships.
78. (Scenario 7-2) Tracking studies will be good tools for this campaign, since they follow the apparent effect of the advertising over time, and this type of followup is required throughout the first year of this baseball team's campaign. Tracking studies are usually done in which format?
b. Survey
59. A manufacturer of a brand of high-end hiking boots and specialized athletic shoes has hired your agency to run a print campaign. You tell the client that a full-page, black-and-white ad in Hiking and Biking magazine will cost them $1,650 to run once. You also remind the client that the circulation of the magazine is 42,000. To give the client the cost per thousand for this media buy, which formula would you use?
b. Take 1,650 multiplied by 1,000 divided by 42,000.
104. (Scenario 3-5) Which of the following is true of advertising during the 1980s?
b. Television advertising was influenced by rapid cuts with a very self-conscious character.
70. Wrinkle Free were served a notice by the FTC for releasing a deceptive advertisement regarding a cream they had launched. However, the advertising agents of Wrinkle Free failed to comply to the notice. Which of the following remedies would FTC employ following noncompliance by Wrinkle Free?
b. The FTC would issue a cease-and-desist order to Wrinkle Free.
47. When considering what is truly wanted from advertising research, the answer depends on whom you ask. If so, which of the following can be generally accepted as true?
b. The account team wants to know if the ad works.
109. (Scenario 1-5) As a result of vigorous advertising, Exodus has created inelasticity of demand to price changes. Which of the following will hold true in such a situation?
b. The customers will be less sensitive to price increases by the company.
71. What recent trend in advertising indicates that a new set of tests to measure ad acceptance is needed?
b. The move to a more visual advertising style from largely verbal approaches
38. Which of the following accelerates advertiser defections from traditional media?
b. The reduced quality of the programs offered by networks
60. Some airlines ran into big trouble when they tried to increase the mileage levels needed to earn awards in their frequent-flyer programs. Which of the follwoing risks associated with promotions have their actions demonstrated?
b. The risk of alienating customers
41. Which of the following is a reason for brand builders to participate in various forms of event sponsorships?
b. They are looking for benefits through unique associations with something new and smart.
54. Why did women become the primary target for advertisers in the 1920s?
b. They made most of the purchasing decisions for the household.
69. The of the FTC was initiated in 1971 with the intention of ensuring that advertisers make supporting evidence for claims available to consumers
b. advertising substantiation program
67. The Wheeler-Lea Amendment in 1938 greatly influenced the future of advertising in America by:
b. allowing the FTC to stop practices that were misleading, regardless of their impact on competition.
60. A key advantage of using recognition scores to test an ad is that it:
b. allows for comparison with the performance of other ads from past years.
84. (Scenario 5-3) When Carol saw that the cheese was out of stock, she immediately thought of Porky's, and Cubby Cow's cheese. This is an example of
b. an internal search
47. Wellknown illustrator Andy Warhol felt strongly that the American ads that had promoted the nation's most popular products over the decades were:
b. anti-elitist artworks for the masses depicting ordinary goods used by both rich and poor.
88. (Scenario 4-2) Purple Inc. launched an advertisement displaying an image of a model of its competitors sun glasses. However, it had not received consent from the party to utilize the picture. This is an example of .
b. appropriation
35. Today's dynamic marketing environment has led to a new order in which brand builders want to:
b. be part of the entertainment that their target consumers enjoy.
70. (Scenario 10-1) Nearly everyone in advertising understands the powerful role emotions can play in advertising, but in addition, emotions can:
b. become a product attribute linked to the brand
49. In the mid-1800s, advertising was done through
b. dailies
33. The type of advertising research undertaken before ads are made is known as .
b. developmental research
91. (Scenario 11) To promote Under Armour's new brand image, the firm has launched large scale advertising in three different countries, making a minor change in the physical appearance of the ad by using a different actor from each country. This is an example of advertising.
b. global
53. In Mobil's positioning as the "Friendly Serve" station, it had many good reasons to select the particular target market that it did. But one issue that was NOT a factor was that the segment
b. had the greatest number of consumers in sheer numbers.
75. (Scenario 6-2) The consumers of segment A can be classified as .
b. heavy users
89. (Scenario 5-4) Jake is about to buy a limited edition sports car from Torque. It is most likely that Jake will have while deciding to buy the car.
b. high involvement
92. (Scenario 164) You recall that the owner of one firm had said in the past that you'd done a good job in convincing him that he needed to focus on creating synergy in all advertising efforts. At the time, he wanted you to clarify what you meant by synergy. You replied that synergy refers to:
b. making sure all media efforts reinforce each other for maximum effect.
32. A retailer decides to use newspaper ads to promote its line of men's and women's swimwear. In the media planning process, the retailer has chosen a(n):
b. media class.
31. A specifies which media will be utilized for advertising messages so that the desired target audience can be reached.
b. media plan
30. A Los Angeles based ad agency is an expert in placing advertisement messages in different media, like television, radio, magazines, and newspapers. It effectively mixes and matches all of these media to make sure that an advertiser's message makes a positive impact on the target audience. It is also an expert in creating the schedule in which these messages will appear. This ad agency is working effectively as a:
b. media planner
87. (Scenario 7-4) One research assistant is drafting a proposal for a research project. The client's primary objective is to find out whether the new ad rings true with consumers, or whether they feel the way the ad wants them to feel. The employee wants to know what test would specifically explore this aspect of the ad. You reply that would be best.
b. resonance testing
55. Members of trade channels include:
b. retailers.
73. In trying to coordinate traditional and emerging advertising and support media, ad agencies:
b. see themselves in the lead role, but have not yet played this role to anyone's satisfaction.
113. (Scenario 1-6) Gillette has launched a new advertisement in which it describes how its unique protective layer above the blades prevents cuts, and a rubberized grip which enables steady handling of the razor while shaving. This is an example of .
b. selective demand stimulation
43. A hard-sell ad is most likely to create a(n) in potential consumers.
b. sense of urgency
40. A consumer is shown a picture of a man looking into the oven while a woman sits at desk nearby with her back to him. The consumer is then asked to suggest what is going on in the picture, and to fill in blanks such as "The man is . . . " and "The woman is . . . " This method gathers consumer data through:
b. sentence and picture completion.
90. (Scenario 126) "When a firm compares its brand advertising expenditures in a medium to the total product category advertising expenditures in a medium, it is able to determine the:
b. share of voice."
34. Several factors have affected sales promotion in organizations, in recent years. Pressure from stockholders to produce high quarterly revenue, marketing plans based on quick results, and a bottom-line mentality have all contributed to a:
b. short-term orientation.
43. Which of the following is most likely to offer event sponsorship on a global basis?
c. The Olympics
92. (Scenario 3-2) During the creative revolution, advertising:
c. became aware of its own role in consumer culture.
29. The Folgers team aligned its marketing mix in a design that would represent a particular identity, showcasing certain themes and values, shaped to gain distinctive approval from the just-graduated-20-somethings. This demonstrates the process of
c. segmenting.
69. Experts suggest that the number of words on a billboard copy should not exceed .
c. six
81. (Scenario 15-2) Sounds Good knows that the release cannot succeed without gaining distribution in large record store chains. However, many of these chains are refusing to carry the product, saying that shelf space is too precious to be used for an unknown band like Planet Moon. However, buyers for these chains say that they might be willing to carry the product if Sounds Good makes a direct cash payment to the chain. This is known in the trade channel as a: .
c. slotting fee
63. The second important apex in Thorson and Moore's strategic planning triangle entails:
c. specification of the brand's value proposition.
39. The only thing limiting the new media right now is that they:
c. still have not developed the actual ads, promotional contacts, and IBC to leverage all these data.
76. (Scenario 51) Gap's loyal customers generally believed the company's products are highend and sophisticated. Judging by the initial responses, consumers felt Gap's new logo represented lowerend products, and would, therefore, appeal to a lower social class. This concept of differing social levels is called:
c. stratification.
35. The consumers termed turn out to be a costly target segment; much can be spent in getting their business merely to have it disappear just as quickly as it was won.
c. switchers
88. (Scenario 6-5) Based on the planned schedule described here, students who have maintained a 3.9 GPA would be described as one of the bowling team's
c. target segments.
86. (Scenario 3-1) By 1900, shortly after Ivory soaps were originally branded
c. the branding of products became the norm
55. A firm has decided to sponsor a PGA golf tournament. Its marketing director knows it is critical to find unique ways to leverage the sponsorship. One way to leverage the sponsorship beyond traditional methods would be to:
d. use the tournament to entertain important clients and recruit new ones.
82. A brand of soup is perceived by consumers as a "good deal," one that provides a certain level of comfort and satisfaction that goes well beyond the money it takes to purchase a few cans. In this example, the soup is considered to have:
d. value.
35. To survive in today's marketplace, contemporary businesses and organizations are strongly focusing on one single concept—communication.
false
4. Because quirky and gimmicky new formats have been overused, contemporary marketers are returning to traditional media to build brands in the marketing environment and to create meaningful connections with consumers.
false
5. Using diverse means for brand building is no longer considered profitable, and the list of options that marketers have is constantly growing shorter.
false
8. The term event sponsorship refers to the innovative component of a media plan that involves a company setting up its own events, such as concerts or festivals, to promote its brand and sell its product.
false
12. A target audience is a particular group of consumers singled out by an organization for an advertising or IBP campaign.
true
21. Consumers' perceptions can be based on tangible differences or on image and style factors.
true
1. When the Western world turned to capitalism as the foundation of an economic system, the foundation was also laid for advertising.
a. True
10. Comparison ads are rarely seen outside the United States due to cultural customs or legal restrictions of other nations.
a. True
10. In the late 1800s, consumers were willing to pay more for brands than for unmarked commodities, even if they were identical.
a. True
10. ZMET is designed to draw out people's buried thoughts and feelings about products and brands, based on their use of metaphors.
a. True
11. Commercials that show ordinary people being stopped on the street to comment on a product are employing a type of average-user testimonial.
a. True
11. In the mid-1800s, mass-circulation magazines began to make national advertising possible, and national advertising began to make national brands possible.
a. True
11. Message impressions refer to exposures to the ads themselves.
a. True
12. An infomercial has the advantage of looking
a. True
12. Google Groups and Facebook are good sources of secondary research data today
a. True
12. If an advertiser sees a large potential segment being served by a competitor with a big budget, it might consider identifying and targeting smaller groups within that large segment
a. True
12. It is critical to realize that for the most part, mass media are supported by advertising.
a. True
12. Retailers often run trade promotions simultaneously along with consumer promotions.
a. True
12. When consumers are inexperienced in a particular consumption setting, yet find the setting highly involving, they are likely to engage in extended problem solving.
a. True
13. An advertorial is an ad that is designed to look just like a newspaper article.
a. True
13. In advertising, deception refers to making false or misleading statements in advertisements.
a. True
13. Jerome always buys Coke, and only Coke—not Pepsi or any other cola brand. Consumers like Jerome, who repeatedly purchase a single brand to fulfill a specific need, are demonstrating brand loyalty.
a. True
13. Media vehicles—television networks, radio stations, newspapers, magazines, and websites—exist so they can sell audiences and make money.
a. True
13. One objective for promotions in the trade channel is to increase store traffic, which benefits both manufacturers and retailers.
a. True
13. Retailers that sell in national or global markets are the most visible reseller advertisers and promotion users.
a. True
14. The advantages of using online sampling are the ensured generalizability and representativeness of the data collected.
a. True
14. The financial advantages of flighting are that discounts might be gained by concentrating media buys in larger blocks.
a. True
14. While grocery shopping, Kate picks up the "Krispys" cereal instead of the usual cereal that she buys every day. This is an example of variety seeking.
a. True
15. Feel-good ads sometimes focus on certain aspects of a product in order to get consumers not to think about some negative things related to it.
a. True
15. It is common for social organizations to advertise at the national, state, and local levels.
a. True
15. The calls for restrictions on advertising to children over the years have been based on a number of concerns, one of which is the promotion of superficial material things as necessary and valuable.
a. True
15. When consumers believe their brand to be more popular than it actually is, it is called an accessibility bonus.
a. True
16. Haley Inc. is a company that manufactures products for babies and toddlers. It's advertising campaigns have carried various slogans over the years, but they have all revolved around the same thematic core. This is an example of consistent positioning approach.
a. True
16. There is evidence that feeling-based ads can do better than thought-based ads in the more cluttered media environment.
a. True
16. Without customer attention, there is no chance that an advertiser's message will have its desired impact.
a. True
17. Advertising clutter derives from the context in which ads are processed
a. True
17. Advertising in the early 1800s was widely considered an embarrassment, and firms risked their credit ratings due to their advertising, because banks considered its use a sign of financial weakness.
a. True
18. By 1900, an increase in the supply of mass-produced goods, and the increasing demand for these goods by a growing urban population, led to the growth of advertising.
a. True
18. Professional publications or periodicals in which marketing and advertising professionals report significant information related to industry trends are sources of secondary data.
a. True
18. The creative boutique's greatest advantage is its niche expertise.
a. True
19. A creative boutique's niche expertise can be its greatest liability if the creative boutique is an extra expense that advertisers cannot afford
a. True
19. The first regulatory initiative by the federal authorities was the Pure Food and Drug Act that required manufacturers to list the active ingredients of their products on their labels.
a. True
2. Advertisers promote brand recall through repetition and memory aids
a. True
2. As a promotional tool and an industry, advertising gets a lot of attention, scrutiny, and criticism today because it is so conspicuous and has established a global presence.
a. True
2. Sales promotion can provide an affiliation value for a brand; meaning that the consumer wants to, or is able to, identify with the brand.
a. True
2. The consumption process is based on the sequence of four stages: need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation.
a. True
20. A big advantage of sex-appeal ads is that they get high levels of attention.
a. True
20. Digital/interactive agencies are those that have expertise in preparing communications for new media, such as the Internet, mobile marketing, and interactive television.
a. True
20. Manufacturers were required to list the active ingredients in their products after the creation of the Pure Food and Drug Act in the early 1900s.
a. True
20. The only medium that places the advertising, the product, and the consumer together in the same place at the same time is Point-of-Purchase advertising.
a. True
20. Vertical cooperative advertising is an advertising technique whereby a manufacturer and dealer share the expense of advertising.
a. True
21. A communication test simply explores whether the people "get" the ad—whether they understand the main point, get the joke, or see the connection.
a. True
21. Materials that are used in the retail settings to attract shoppers' attention to a product convey primary product benefits or highlight pricing information. They are referred to as Point-of-Purchase advertising
a. True
21. Social class, race, and ethnicity are ways in which members of a culture are classified by systematic inequalities that affect their social standing and is known as stratification.
a. True
21. The Pure Food and Drug Act had only a minimal effect on advertising because it did not restrict advertisers' claims.
a. True
21. The basic premise of a positioning strategy must be simple and distinctive if it is to be communicated effectively to the target segment.
a. True
22. A brand's value proposition is a statement of the benefits of the brand that provide value to its target consumers and includes functional, emotional, and self-expressive benefits.
a. True
22. A display rack that stocks cigarettes is placed above the cash register so the cashier can reach the product for the consumer. The rack has signage on the front advertising the cigarette brand. This is called an overhead merchandiser.
a. True
22. Consumer groups have been just as successful as the FTC in restricting children's advertising.
a. True
23. Creating a visual representation of the media schedule gives an advertiser tangible documentation of the overall media plan.
a. True
23. P-O-P promotion can aid manufacturers not only by attracting consumers, but also by securing relationships within trade and business markets. For instance, it can encourage buyers to support their brand over another with more exposure and shelf space.
a. True
23. Social anxiety advertising utilizes the fact that people want to change their behavior after having worried about something.
a. True
23. The FTC's advertising substantiation program, set up in the 1970s, requires that documented evidence supporting any claims is made available to consumers, and that such evidence provides a "reasonable basis" for believing that the claims are true.
a. True
23. When ad agency professionals are creating a campaign for a huge global retail firm with complex value propositions, in all likelihood, no single ad can be expected to reflect all aspects of the brand's value.
a. True
23. When the prices and profit margins of brands become low, they become commodities, sold on price
a. True
24. Media buying involves securing electronic media time as well as print media space, as depicted in a schedule.
a. True
24. The strategic planning triangle suggested by Thorson and Moore features as its three main aspects the campaign's segments, its value proposition, and its persuasion tools.
a. True
25. Advertisers do not like to handle their own public relations tasks because it requires highly specialized skills and talent not normally found within the company ranks.
a. True
25. Billboards have evolved from outdoor signs and posters which represent one of the oldest forms of marketing dating back to the early promotional tools of the 1800s.
a. True
25. Media buyers evaluate the audience reach, CPM, and timing of each buy.
a. True
25. Social roles—mothers, fathers, romantic partners—and the consumer's inadequacies and worries about fulfilling them, are used in selling products.
a. True
27. Today's forms of outofhome media can target specific demographic segments by neighborhood using customized messages via wireless Internet.
a. True
28. Image ads tend to generate fewer consumer counterarguments when compared to other types of ads.
a. True
29. A brand messaging professional should ensure that the brand is placed in the right social setting in order for it to have a social meaning tied to it
a. True
29. A fee system is much like that used by consultants or attorneys, whereby the advertiser and the agency agree on an hourly rate for different services provided.
a. True
29. A phone directory like the Yellow Book provides a strong link to consumer buying allowing people to follow through on their decisions to buy in a practical way.
a. True
29. Eye-tracking technology systems basically measure how long a person gazes at a particular print ad or a particular part of the ad.
a. True
29. The basic idea of cultural branding is to find some rift in the seams of society and then use it to offer a solution in the form of a branded good.
a. True
29. The three divisions within a local Better Business Bureau—merchandise, financial, and solicitations—investigate advertising practices of companies in their geographic area.
a. True
3. A concept test seeks feedback designed to screen the quality of a new idea, using consumers as the judge and jury.
a. True
3. Promoting brand recall is the simplest type of advertising.
a. True
3. The Industrial Revolution was an economic force that yielded the need for advertising.
a. True
3. The social aspects of advertisement are often volatile.
a. True
30. A slice-of-life advertisement attempts to identify a cultural or social setting and have it rub off on a brand.
a. True
30. Database consultants are particularly useful in planning coupon or direct mail campaigns.
a. True
30. It has been found that, overall, advertising has the greatest impact on sales early in the product life cycle, or soon after a new model or version of the product is released.
a. True
30. Since there has been little regulation of advertising and promotion on the Internet to date, the industry itself has had to act as its main governing body.
a. True
33. Effective transformational ads connect the experience of the advertisement so closely with the brand experience that consumers cannot help but think of material from the ads when they think of the brand.
a. True
34. Product placements in movies, television shows and other forms of branded entertainment can bring about a transformation in the actual future consumption experiences.
a. True
35. In the 1970s, cable programming grew in quality with several viewing options and advertisers learned how to reach more specific audiences.
a. True
35. The field of public relations is not restricted by the same types of laws as other business elements of the promotional and marketing mix.
a. True
36. The mid-1990s presented insecure moments for advertisers heavily invested in traditional advertising.
a. True
4. AIO research uses survey data from consumers who have answered questions about themselves.
a. True
4. Critics of advertising claim that advertising carries little of any good product information and that most advertising is biased, limited, and inherently deceptive.
a. True
4. If General Mills decides to use the STP framework, it can divide its resources to reach a number of separate and distinct market segments.
a. True
4. In the case of low-involvement goods and services, the very first brand remembered is most likely to be the one purchased.
a. True
4. Market and advertising research determines that certain media options hold the highest potential for shaping the consumer behavior of the target audience.
a. True
4. One advantage of sales promotion is that it breaks through the media clutter.
a. True
4. The simplest example of Web 2.0 is when consumers log on to the Internet and visit sites they choose to visit for either information or shopping.
a. True
5. A slogan used for advertising provides rehearsal—it encourages repetition because it is catchy.
a. True
5. Blogs have emerged as sophisticated sources of brand and product information.
a. True
5. Historically, more money has been budgeted for mass media advertising than for sales promotion.
a. True
5. In the late 1880s, a few companies began putting names and labels on previously unmarked products, and branding began. a. True
a. True
6. Due to the backlash against advertising that clutter can cause, advertisers are integrating more tools within the overall promotional effort to reach more consumers in different ways.
a. True
6. The text stresses that for research methods to be truly useful to the client, they need to be trustworthy and meaningful.
a. True
7. Spending advertising dollars to get "switchers" to buy your brand may seem like a good idea, but it often results in only one-time or random purchases.
a. True
7. Today's marketers use a number of sales promotion techniques aimed at consumers including coupons, priceoff deals, premiums, contests and sweepstakes, samples and trial offers, phone and gift cards, rebates, and frequency programs.
a. True
7. With the invention of the telegraph in 1844, a communication revolution was set in motion
a. True
8. Media vehicles with broad reach are ideal for consumer convenience goods, such as toothpaste and cold remedies
a. True
8. Without the rise of mass media, there would be no national brands, and no advertising.
a. True
9. Broadcast television, cable television, and national magazines have the largest and broadest reach of any of the media.
a. True
9. It is possible to make a reasonable argument that the massive consumption that advertising upholds and glorifies is actually quite good for American society, and for other cultures around the world.
a. True
9. One drawback of reason-why ads is that they have a potential for counter-arguments, which may ultimately convince the customer why not to buy the advertised brand.
a. True
90. (Scenario 16-4) Another client was considering videogame placement the last time you met, and will be making a decision next week. She wasn't sure about placing her product in a game, since her company sells mostly to adults and has never specifically targeted kids. You will remind her of research that shows that:
a. a good portion of hard-core players are between 18 to 34 years old.
99. (Scenario 5-6) The Voice-It products are more expensive than others in the market. They are mostly used by big businessmen and higher-level managers. It is most likely that Voice-It products would have .
a. a high cultural capital
33. Peyton decides to make herself her morning cup of coffee. However, she realizes that she's run out of coffee powder which leaves her feeling discontent and craving for coffee. This is an example of .
a. a need state
98. (Scenario 5-6) Mark feels that post-its are much more efficient and simpler than Voice-It and that it is more practical and purchases post-its instead of the Voice-It product. This is an example of .
a. a predecisional distortion
87. (Scenario 2-1) Dell plans to strengthen its relationships with the media, industry associations, and its various competitors. In such a scenario, Dell would be hiring to help strengthen their relationships.
a. a public relations firm
102. (Scenario 15-6) Pretzels paid Ted's grocery a fee to sell its products. This is known as:
a. a slotting fee.
67. The value of an inquiry/direct response measure is that it is:
a. a straightforward measurement of ads designed to generate inquiries.
50. Brad and his wife, Carla are watching a commercial that they've never seen before. Brad thinks that the ad is humorous. However, Carla finds the ad monotonous and uninteresting. This example illustrates that:
a. ads are interpreted differently based on a person's experiences and beliefs.
37. With media clutter and fragmentation,: a. advertisers are developing a lack of faith in advertising alone.
a. advertisers are developing a lack of faith in advertising alone.
80. (Scenario 5-2) While searching for a phone with bluetooth and Wi-Fi features, Kate finds seven different advertisements stating that their phones have the best bluetooth and Wi-Fi features when compared to others. Kate is now confused about which brand to choose. This is an example of .
a. advertising clutter
61. For advertisers, one main difference between the period immediately after World War I and the period immediately following World War II was that after World War I, .
a. advertising was distrusted by people
78. (Scenario 5-2) Originally, one reason that the iPhone outsold other smartphones was the feeling of pride many consumers associated with owning one. This represents:
a. an emotional benefit.
85. (Scenario 16-3) The team at MyMVPs decides to look into sponsorship as a way of building the brand. At first, they wonder about the cost. Eventually, they come to the conclusion that they would ultimately gain the most—but would also have to spend the most—if the business decided to:
a. be an exclusive sponsor of an event.
45. Why are systems such as PRIZM used widely by advertisers for segmentation?
a. because they provide deep segment description
95. (Scenario 5-5) Jerome mentions to another shopper at the store that low-quality blenders are made of plastic and highquality blenders have a stainless steel base. This comment represents Jerome's:
a. beliefs.
75. (Scenario 5-1) Gap's logo had been extremely popular, and most of its customers recognized and used their products for years. This is an example of .
a. brand loyalty
88. (Scenario 5-4) Torque has a large number of people who think that they have the best cars in the industry. They think of them whenever they need to buy a car. This is an example of .
a. brand loyalty
69. Kowalski and Associates has been a successful mid-sized, full-service advertising agency for more than two decades. In an attempt to serve its clients more efficiently in a competitive marketplace, the agency has changed its compensation package to include payments based on results. In such a scenario, compensation packages for Kowalski and Associates are likely to be based on:
a. brand recognition.
59. The services department of an advertising agency typically includes the company's art directors, illustrators and copywriters.
a. creative
95. (Scenario 2-3) A(n) using traditional media. a. database consultant can help Axel Corp. in designing and executing direct response
a. database consultant
95. (Scenario 3-3) With reference to the era in which Zooppa was formed, Zooppa's advertisements would most likely be:
a. deceiving and filled with false facts.
63. A family-owned meat shop has expanded to four locations within the Preston area and suburbs, running regular promotions in the daily editions of The Preston City Star newspaper. These newspaper ads are forms of advertising.
a. local
71. If Caltec Corp., a computer manufacturer, increased the number of computers produced to twice the amount it used to, the economies of scale would:
a. lower the fixed cost per unit.
40. Which of the following statements would be made by someone experiencing cognitive dissonance?
d. "I've bought a Toro lawn mower, but I now realize the new John Deere might have been a better choice."
74. Which of the following demonstrates the way we pick up phrases or slogans from advertisements and commercials, then make them part of our everyday conversation, and ultimately part of our popular culture?
d. "Just do it."
78. Which of the following slogans is an example of corporate advertising?
d. "Think creatively" by Helix phones
52. Which of the following claims demonstrates puffery in advertising?
d. "World's Best Cup of Coffee Served with a Smile Here!"
86. (Scenario 6-4) A small group of customers have mentioned that they would like to browse through several varieties of cactus, so the Garretts have decided to devote a small corner exclusively to rare cacti. These customers constitute an example of
a. market niche.
43. A detailed version of Internet research called involves both gathering Web data as well as seeking unique information in online formats similar to that found in traditional face-to-face interviews.
a. netnography
78. (Scenario 6-2) If Sunshine Meals Inc. begins producing a range of sugar free marmalades to target a small segment of health conscious consumers who would be willing to pay a premium price for products appropriate for their diets, this would be an example of
a. niche marketing
68. In a legislation passed in the 1990s, the FTC's role in regulating advertising was expanded regarding:
a. nutrition labeling.
87. (Scenario 15-3) Stacey is surprised to see that there was a toothbrush attached to the box of her favorite toothpaste. This is an example of a(n):
a. on-package sampling.
87. (Scenario 6-4) The Plantatarium promotes itself in different media using the phrase "An out-of-this-world selection of unique plants." This phrase is a reflection of the firm's
a. positioning strategy.
108. (Scenario 15) In its sales promotions, Exodus Moving uses the slogan "Swift, Yet Gentler." This process of creating a distinct place in the customer's mind which is relative to other movers in the market is known as:
a. positioning.
48. During the , advertising messages were primarily informational in nature.
a. preindustrialization era (pre-1800)
44. An owner of a city-wide grocery chain is given the figure of 10 percent and is told that this represents the people or households in its target audience that will be exposed to the chosen media vehicle—in this case, the city newspaper —at least one time during the campaign period. The client has just been given a measure based on:
a. reach.
37. In the world of promotion today, payments in the form of slotting fees, cash allowances, and incentives are becoming more popular due to the growing power of .
a. retailers
75. RomTech, a cell phone manufacturer, displays in its advertisement that its products are better than others in the market because they are waterproof and scratch proof. This is an example of .
a. selective demand stimulation
69. The 1970s was America's age of , and the advertising of the time reflected this.
a. self-doubt
17. The FTC has regularly issued warnings to tobacco companies about ads that have been shown to cause young people to start smoking, backed up by decades of substantial evidence to this effect published by reputable medical journals.
b. False
17. The advantage that sales promotions have over advertising is that they offer great rewards with little or no risk.
b. False
18. The positioning model from Anne Bahr constitutes the overlapping of the proposition for the brand and persuasion tools.
b. False
19. Copy testing is rarely a good idea, particularly because the account executives, the creative team, and the client usually dislike it.
b. False
19. In social media, the brand-consumer relationship is characterized by two nodes—marketer to consumer
b. False
19. Sex-appeal ads can be used to get attention, but not to create a brand image
b. False
19. The FTC's regulations on deception have no authority over omissions or missing information about a product, but only cover those false statements or misleading claims actually made by the advertiser.
b. False
19. The great thing about sales promotions is that it is inexpensive, simple, and, well-timed.
b. False
2. Developmental advertising is conducted late in the advertising process, after the ads, branded entertainment, or other IBPs are created.
b. False
2. In the world of advertising, markets are positioned, but products are segmented.
b. False
2. The rise of communism was one of the four major factors that gave rise to advertising
b. False
2. With the merger of movies, music, gaming, and other entertainment, media planning no longer involves numbers, schedules, and deadlines.
b. False
20. Although cultures participate in rituals, consumers do not participate in rituals.
b. False
21. The task of strategic coordination of media and promotional efforts has become simpler because of the proliferation of media options and extensive use of promotional tools beyond advertising.
b. False
22. A disadvantage of using media specialists is that they buy media in small quantities.
b. False
22. In the past, advertisers believed that they could determine the social class of people based on what they consumed. This belief has remained an unchallenged foundation of marketing and promotion.
b. False
22. Individual syndicated services typically analyze media categories that they do not measure.
b. False
24. A drawback of anxiety ads is that their effects cannot be measured.
b. False
24. During the 1920s, "fantasy" advertisements dominated the ad industry.
b. False
24. For print ads, recall testing is most commonly used.
b. False
24. If social class affects consumption through tastes, media preferences remain unaffected
b. False
24. In a ceaseanddesist order by the FTC, an advertiser agrees voluntarily to stop running the ad but doesn't have to admit any guilt or wrongdoing.
b. False
24. It is mandatory for designers and graphic specialists to be involved in strategy planning
b. False
24. Support media are used to introduce a new message beyond the one being delivered by other advertising vehicles, marketing plans, and promotional techniques.
b. False
26. A criticism of social anxiety ads is that historically they have ignored an entire population—namely, women
b. False
26. Gender's impact on consumer behavior is limited to heterosexual men and women.
b. False
26. Overall, recall is easier, because people are shown a stimulus and answer yes or no about having seen it, whereas recognition is harder, because people have to deliberately search their memories for concept without any prompting or stimulus.
b. False
26. The four most prevalent agency compensation methods are commission, consultant, external facilitator, and production facilitator plans
b. False
28. A relatively new federal agency is the National Advertising Division (NAD), empowered to create and enforce strict standards for packaging, labeling, distribution, and merchandising through its National Advertising Review Board (NARB).
b. False
28. During the 1950s, a renewed consumer culture resumed, and advertising once again found the respectability and fame it had in its heyday of the 1920s.
b. False
28. Jamal manages a Chicago Jiffy Lube and Ted manages a Detroit Jiffy Lube. Though they have never met and have only emailed through their franchise network, they experience a sense of connectedness through their common experience called brand stratification.
b. False
28. Transit advertising works well in small towns, rural areas, and farm communities due to their lack of ad clutter.
b. False
29. After WWII and into the 1950s, ads began to take on an air of selfawareness, conveying the sentiment that "you know it's an ad and so do we."
b. False
3. A media vehicle refers to a broader category of media than a media class.
b. False
3. Despite the explosion of new media in recent years, today's media options have reduced from those available during the past decades.
b. False
3. One drawback of sales promotions is that the results are difficult to document.
b. False
3. STP marketing includes three factors—identifying, positioning, and informing.
b. False
31. Consumer and industry groups are free to make attempts at shaping and restricting the advertising process, but in reality have little voice or power compared to the federal government.
b. False
31. Transformational ads focus on the risk of physical harm or negative social consequences if the consumer neglects to use a certain brand.
b. False
32. Product/show blends for toys made regulation of television content more easy.
b. False
33. The main restriction of direct mail sweepstakes, as imposed by Congress, involves the requirement that they are randomly and fairly distributed to a wide range of communities and addresses throughout the 50 states.
b. False
34. In the 1980s, the Saatchi and Saatchi ads were primarily politically neutral.
b. False
34. The first government restriction on telemarketing required companies to remove households from their dialing lists when residents requested this.
b. False
37. E-business is a form of e-advertising in which companies sell to household consumers.
b. False
38. Branded entertainment gets lesser First Amendment protection than ordinary advertising does
b. False
4. An internal search for information is never sufficient and requires an external search for consumers to find what they want.
b. False
4. In the preindustrialization era, the expansion of newspaper circulation was fostered by the railroads and growing urban centers.
b. False
5. In a real world scenario, the overall development of the advertising plan takes place right after the media planning process.
b. False
6. Advertisements that use the USP concept link the brand name with the removal of fear or anxiety.
b. False
7. Advertisers of "controversial products" are in danger of deceiving the public when they attempt to show social responsibility, such as beer companies spending millions a year promoting responsible drinking.
b. False
55. An elderly woman has always been happy with Ivory soap and does not believe in trying out another brand. In such a scenario, what type of an obstacle would a new brand experience in order to reach her and be effective?
c. A consumer who is resistant to changing rituals
34. A media planner is working with a yogurt manufacturer for the placement of print ads highlighting new flavors and healthy benefits of the product. Within the media Stone, Yoga Journal, and In Touch.
b. class; vehicles
36. When consumers act as the final judge and jury through their feedback on the quality of a new idea, they are taking part in a(n):
b. concept test.
79. (Scenario 10-3) The Taylor ad focuses on the time it takes to produce a quality guitar. Based on the functions and strengths of USP, the ad would not have been as effective if the:
b. copy attempted to address four or five desirable attributes.
46. Bedwick Resorts has acquired the services of Elegant Inc. to develop advertisements for their organization. Elegant Inc. has advised them to add a panoramic view to billboard ads and portray tourists lounging by the sea. Elegant Inc. is an example of a(n)
b. creative boutique
72. (Scenario 6-1) According to the information provided here, Gillette has identified market segments along lines.
b. demographic
80. (Scenario 7-3) In its research, GM hoped to find why consumers liked certain features in their cars and disliked others. GM inquired about consumer wants and needs, and then looked to apply its findings to product development. This process is called:
b. design thinking.
90. (Scenario 1-1) John receives a direct mail from Under Armour that offers a free poster of basketball star, Brandon Jennings wearing a pair of the company's new shoes. John likes the company's promotional offer. Chang, who also receives the same direct mail, is not impressed by the offer and puts it aside after glancing through it. The differing reactions to the promotional effort are most likely the result of:
b. different interpretations of the ad.
86. (Scenario 7-4) One assistant comes in to show you the results of some recognition tests that have been run on a magazine advertisement. She is really excited by the high levels of recognition. You caution her not to get too excited, because high levels of recognition:
b. don't always correlate to higher product sales.
31. Compared to advertising, sales promotion is:
b. encourages an immediate response.
51. In the relationship between thought and feelings, feelings are:
b. expressed in a more primitive way than thoughts.
38. Repetition is a tried-and-true way of:
b. gaining easier retrieval of brand names from consumer's memory.
41. Media planners need to identify media that cover the same region or location as the advertiser's distribution system. This is an example of , a critical element in setting advertising objectives. a. frequency b. geographic scope c. micro-targeting d. purchase size
b. geographic scope
61. Recent research indicates that a brand gets the most benefit when product placement of the item:
b. gets people to talk about it in everyday conversation
60. Thorson and Moore place as the paramount apex in their model
b. identification and specification of the target segment
51. The sales-promotion techniques used within the trade market are:
b. incentives, allowances, training programs, and cooperative advertising.
91. (Scenario 3-2) One notable characteristic of the creative revolution was that:
c. art directors and copywriters began to have more say over how agencies were run.
75. (Scenario 7-2) In designing the new marketing campaign, developmental advertising research would be helpful in a number of areas. When considering its marketing goals, the Rhode Island Runners staff want to execute it because the most important service developmental research provides is:
c. audience profiling.
45. An advantage offered by secondary data from government sources is that the information is:
c. available even to small businesses with no research budget.
69. (Scenario 12-1) Share of voice of a company can be calculated to:
c. determine a brand's share of product category spending on a particular advertising medium.
92. (Scenario 1-1) The marketing team of Under Armour has come up with a strategy to advertise their shoes as a product that makes walking and running pleasurable. Marketing the shoes in this manner creates a perceived difference in the minds of customers. This is an example of .
c. differentiation
58. The advertising aimed at government officials and employees is dominated by:
c. direct mails, catalogs, personal selling, and Web ads.
94. (Scenario 3-3) With reference to the era in which Zooppa was formed, which of the following mediums of advertisement would most likely be utilized?
d. Dailies
51. What is the most fundamental ethical issue in advertising?
d. Deception, particularly false or misleading statements
32. is a type of projective technique that offers consumers the chance to fill in the conversation of cartoonlike stories.
d. Dialogue balloon
68. is the process of creating a perceived distinction between an organization's brand and a competitor's brand.
d. Differentiation
36. Which of the following is one of the four major aspects of advertising that lower the overall cost of products, according to proponents?
d. Economies of scale
91. (Scenario 43) The slogan for the spot, "Lightning Rod—The Finest Rod Ever Cast," would be considered by U.S. courts to be:
d. puffery, which doesn't need to be proved or disproved.
91. (Scenario 5-5) The consumption process for the blender began when Jerome:
d. realized he did not have a blender for the party.
62. Explicit memory measures are those in which consumers are required to:
d. recall their actual exposure to the test ad for a product.
97. (Scenario 7-6) Wood Carver wants to know if readers remember having seen its magazine ads, and possibly its name. Unlike testing television ads, Wood Carver should use a as the standard to test these ads.
d. recognition test
112. (Scenario 1-6) In Largonia, Gillette advertises in the three states that it operates in. This is an example of advertising.
d. regional
62. WoodChuck Inc., a furniture retailer, establishes itself in the North-east state of Largonia and has spread to many other states within the country. It has conducted promotional activities in all of these states to create awareness among the public about its products. This is an example of advertising.
d. regional
39. An advertising strategy that centers on that an online user will see it many times.
d. repetition
26. The Folgers brand team looked at the diverse market of all coffee drinkers, then broke it down by age. When the team chose to focus on just-graduated-20-somethings, it was
d. segmenting.
102. (Scenario 2-6) Ripple Effects is an example of a
d. production house
1. Developmental advertising and promotion research is used to generate opportunities and messages.
a. True
1. Media fragmentation is a big plus for consumers but a disadvantage for advertisers and agencies
a. True
74. Advertisers and their agencies rely primarily on external facilitators for:
d. production processes.
38. Which of the following forms the lowest order of needs in Maslow's hierarchy of needs theory?
a. Physiological needs
65. Which of the following is one of the four areas of responsibility in the marketing mix?
a. Price
76. provide the physical facilities, including sets, stage equipment, and crews needed for broadcasting
a. Production houses
37. Which of the following is a reason for advertisers to divert their funds from traditional media?
a. Consumers' desire to control their information environment
1. Events, product placements, and branded entertainment offer the advertiser some of the best opportunities for integrated brand promotion.
True
3. The organization that pays for an advertisement is referred to as the client.
True
43. Which of the following modes of advertisement do wholesalers and retailers prefer to utilize?
a. Personal selling
63. Under the commission system, percent of the total amount billed by a media organization is retained by the advertising agency as compensation for all costs in creating ads for the advertiser.
a. 15
48. An advertising agency develops a humorous advertisement campaign for a client. However, some people at the agency are worried that the audience will not understand the jokes. What type of research can the agency conduct to check if the audience understands the ad?
a. A communication test
50. Which of the following is a particular kind of research done early on simply to prevent a major disaster—to avoid erroneous communications, unexpected interpretations, or unintended meanings in an ad, particularly in diverse or global markets?
a. A communication test
72. Ocean Waves Resorts wants to purchase land and construct a resort on the shorefront in San Clemente. Ocean Waves would also like to construct a golf course and needs help in understanding local regulations and zoning restrictions in the country. Which of the following companies should Ocean Waves hire to assist with the project?
a. A consulting firm
65. CloudNine, an advertisement agency, charged Sparkles Inc. $50,000 at the rate of $5,000 an hour for the ten hours it spent designing an advertisement for the firm's new product launch ad. Which of the following systems of compensation did CloudNine utilize?
a. A fee system
50. An advertiser for bubble gum attempts to generate brand preference by getting consumers to simply like the product and associate it with fun and happiness. Which type of message is the advertiser sending?
a. A feel-good message
71. A regional fast food chain called Platters is interested in opening a restaurant in a new market. The company plans to hire the services of a firm to collect the data needed to expand into the new market. In such a scenario, which of the following firm's services would it hire?
a. A marketing research firm to conduct surveys to understand the potential market
48. A consumer buys a printer for her computer, and receives a money-back offer. To get the premium, she has to mail in a form requesting the money back from the manufacturer rather than the retailer. Which of the following consumer-market sales promotion techniques is exemplified here?
a. A rebate
52. What is a market niche?
a. A small group of consumers with unique needs and who typically are willing to pay a premium to have those needs met
57. Researchers are trying to determine which advertisements are the most effective for a cereal company that is running a number of commercial spots. After participating, viewers are asked if they saw a cereal commercial during a show; some require further prompting so are asked if they saw a Raisin Bran ad. What are the researchers attempting to determine?
a. Aided and unaided recall of the commercial
98. (Scenario 7-6) Wood Carver recruited a group of consumers who were thinking about remodeling their kitchens and asked them a series of questions about selecting brands for their new cabinets. Later, Wood Carver showed the consumers several of its magazine ads, after which they were asked several questions to measure their opinions towards the Wood Carver Cabinet products. What type of study did Wood Carver conduct?
a. Attitude change
83. (Scenario 7-3) Allowing consumers to look at advertisements in a group can be a powerful indicator of their true feelings toward a particular ad. Peer influence can be observed, and hopefully, some level of post-test screening can be done to create increased validity. These elements are characteristic of what kind of studies?
a. Attitude studies
51. Which of the following is true about advertising in the industrialization era?
a. Banks considered advertising to be a sign of financial weakness.
68. Veda Inc., a manufacturer of cosmetics, offers two product lines, each catering to a distinct segment. Its most popular brand, Alo, targets women who want makeup that will last at least ten hours after application. With its brand Amo the company targets a niche market of women who are looking for makeup with anti-ageing properties. What type of segmentation is Veda Inc. using?
a. Benefit segmentation
62. can be considered a natural extension and outgrowth of product placement.
a. Branded entertainment
45. How did early marketers establish a degree of power with their brands?
a. By getting consumers to identify them and pay higher prices for them
63. Which of the following is a tactic that might be used in an implicit memory measure?
a. Completing a brand name after being given only half of its letters
58. Which of the following services of an advertising agency involves expressing the benefits of a company's brand in interesting and memorable ways?
a. Creative services
54. What test takes place over several days, usually with viewers watching a show at a particular time, then being called later and questioned about its commercials?
a. DAR
77. _______ attempts to develop brand awareness and preference over time, as well as emphasize the benefits of using that brand.
a. Delayed response advertising
31. is a type of thought process that emphasizes getting rid of any preconceived notions of what a good or service is currently and replaces it with a process in which designers partner with users/potential users to actually create from scratch what the good or service should actually look like.
a. Design thinking
67. Which of the following were among the four agencies most noted for their role in the creative revolution of the 1960s?
a. Doyle Dane Bernbach and Wells Rich and Green
45. Which of the following ads uses indirect comparison?
a. EZTalk offers you four times the performance of other leading brands.
107. (Scenario 4-6) According to Maslow's Hierarchy theory, which of the following needs would the third advertisement most likely satisfy?
a. Esteem needs
49. are moral standards and principles against which behavior is judged
a. Ethics
53. are experts in finding locations, securing dates, and putting together a team of people to pull off a promotional activity.
a. Event-planning agencies
55. What is the basic premise behind a recall test?
a. For an ad to work, it has to be remembered.
81. is the measure of the total value of goods and services produced within an economic system.
a. Gross domestic product
47. Which of the following refers to the sum of the exposures to the entire media placement in a media plan?
a. Gross impressions
47. Which of the following is a difference between brand loyalty and a habit?
a. Habit involves low involvement, whereas brand loyalty involves high involvement.
88. (Scenario 10-5) If the objective of Ford is to persuade consumers to buy its cars during a special limited-time offer, which of the following advertising methods should Ford use?
a. Hard-sell ads
81. Which of the following is true of branded entertainment?
a. It blends advertising and integrated brand promotion with entertainment.
79. Which of the following best describes a media conglomerate?
a. It is a firm that operates multiple media combinations.
50. Which of the following is true about ethics?
a. It is based on personal judgement.
60. Which of the following is true of culture?
a. It is easier to observe culture when it's more unfamiliar.
57. Which of the following is true of the square root law which states that the recognition of print ads increases with the square of the illustration?
a. It should be used as a general guideline.
65. Which of the following is true of branded entertainment?
a. It would not exist without the marketer's support.
47. Which of the following is an important aspect of sponsorship assessment?
a. Judging whether a brand is receiving loyalty dividend
84. What concept is involved when a statement that occurs in print is untrue and damages the reputation of a person, based on words found in magazine, newspaper, direct mail, or Internet reports?
a. Libel
45. Which of the following modes of consumer decision making involves low involvement and low experience?
a. Limited problem solving
61. An established electronics business has reinvented itself and come up with some novel new products. The owners want to go beyond the same old ads and commercials to promote these products. As a well-informed media planner, you suggest a merger of advertising and entertainment, including promotions in video games, cell phones, in malls and retail stores, and at movie theaters. This mix is known in the industry as:
a. Madison & Vine.
75. (Scenario 12-3) Champion Chocolate used newspapers, local television, and magazines to promote their products. Which of the following did they use?
a. Media classes
29. Which of the following is an example of unmeasured media?
a. Paid Internet search
95. (Scenario 7-6) Wood Carver might consider testing the magazine ad by recruiting a group of potential consumers to take part in story construction. What would a story construction technique ask these respondents to do?
a. Provide a narrative about people depicted in a scene or picture
39. Which of the following best describes event sponsorship?
a. Providing financial support for an event while displaying an ad message on-site
74. (Scenario 6-1) is a tool more likely employed by Gillette to supplement the use of demographic data by providing information about consumers' activities, interests, and opinions.
a. Psychographics
54. A children's apparel manufacturer promotes its clothes on a regular basis, but needs a stronger message in August, for back-to-school shopping; in December, for holiday shopping; and in May, for summer shopping. What type of scheduling strategy will run the clothing ads continuously, but will also have three periods of much heavier scheduling?
a. Pulsing
53. A kitchen appliance manufacturer devises a program to encourage members of the trade to purchase its brand. It offers salespeople an extra $75 for selling one of its refrigerators, $50 for selling one of its ovens, and $40 for selling one of its dishwashers. Which of the following promotional concepts for the trade channel does this involve?
a. Push money
71. (Scenario 12-2) The owners of an oak furniture company want to know the approximate number of people who will be exposed to the ad if they decide to place an ad in the magazine. Which of the following are they referring to?
a. Reach
108. (Scenario 4-6) With reference to Maslow's hierarchy theory, which of the following needs would the fourth advertisement most likely satisfy?
a. Self-actualization needs
64. A printed card or sign designed to mount on or under a shelf is known as a
a. Shelf talker
57. Which of the following types of programs on television usually have product placements in them?
a. Soap operas and reality shows
85. (Scenario 10-4) In ad #4, which type of ads are the marketers using to appeal to consumers?
a. Social anxiety ads
58. During which era were big businesses and advertising viewed with suspicion?
a. The Depression (1929 to 1941)
51. During the National Basketball Championship, a national sports equipment manufacturer runs an edgy, fast-paced commercial featuring a well-known hip hop artist. A group of university students watching the ad in a fraternity house interprets the commercial in roughly the same way. Which of the following is a reason why audience members share a similar interpretation of the ad?
a. The backgrounds and value systems of audience members are similar.
49. A soft drink brand sponsors a baseball match that is also broadcast to large audiences on the television and radio. The company measures a huge number of gross media impressions. However, this does not result in a huge rise in the sales of the soft drink. Which of the following is a reason for the lack of sales?
a. The brand failed to connect to the emotional experience of the viewers.
39. Which of the following is a major factor that gave rise to advertising?
a. The industrial revolution
93. (Scenario 3-3) Which of the following eras would Zooppa belong to?
a. The industrialization era
89. (Scenario 15-3) Among all the products with sales promotions in the store, which of the following involved Point-of Purchase advertising that might have cost the manufacturer a few pennies?
a. The pain medicine
65. Which of the following are properties of emotions that make them potentially more important than thoughts in assessing ad reactions?
a. They are good predictors of thoughts.
66. Which of the following can advertisers accomplish if they create their own story for a branded entertainment initiative?
a. They can attract specific target audiences.
47. Which of the following best describes digital agencies?
a. They focus on ways to use Web-based solutions for direct marketing and target market communications.
52. Which of the following is a characteristic of feel-good ads?
a. They work through affective association or predecision distortion.
65. POP displays have historically served several purposes for store owners. What do today's retailers increasingly expect P-O-P displays to do for them?
a. To provide ambience and differentiate their store from others
76. Sparkles Inc. has launched an advertisement on a local television channel. The ad promotes the new set of Acrylic paints and informs customers that the first five people who call in the next two days would receive a free sample. This is an example of .
a. direct response advertising
35. A young man tends to buy things that allow him to experience pleasure, avoid guilt, feel pride, or relieve fear. In doing so, he chooses products based on:
a. emotional benefits.
45. Barlow and Baley Inc., an advertisement agency, has been approached by Crescent Corp. to help promote their new line of air conditioners. Barlow and Baley Inc. have advised Crescent Corp. that newspaper and television ads will be the best promotional tool for the product. They have also created a demo ad for the product. Barlow and Baley Inc. is an example of a(n) .
a. full-service agency
77. (Scenario 15-1) Implementing contests and sweepstakes can be a challenging task. One of the difficulties in implementing an effective sweepstakes is:
a. generating interest in the brand, not just in the sweepstakes.
75. One of the changes seen in advertising during the 1980s was the:
a. growth and impact of British agencies.
66. A designer handbag, used by a celebrity, would have . a. high cultural capital b. high social capital c. low inelasticity of demand d. low economies of scale
a. high cultural capital
90. (Scenario 5-4) The people of Benson believe that a person driving a sports car marks success. It is most likely that owning a sports car manufactured by Torque would have .
a. high cultural capital
81. (Scenario 6-3) The copy for this campaign features moms and daughters commenting on their close relationships, and Brandweek magazine said that the new Keds ads "really go for the heart." This points to the campaign's focus on
a. identifying emotional benefits.
111. (Scenario 1-6) Gillette advertises its razors at every popular sports event that takes place in the country. It also uses billboard ads and television commercials to display a person using a multi-blade razor with the slogan "the best a man can get". This is an example of
a. integrated brand promotion
85. The mixing of various promotional tools is known as
a. integrated marketing communications
96. (Scenario 1-2) Chug Enterprises created the three products in a way that it appeals to separate target markets. This was done to prevent its products from competing with one another for market share. This shows that Chug Enterprises understands the importance of:
a. internal positioning.
56. One big plus from a product position that stays consistent over time, like State Farm's "Good Neighbor" campaign, is that it
a. is more likely to break through advertising clutter.
54. A group of friends sitting in a bar talk and joke about various beer commercials. One of them describes an ad and they all laugh, and then someone says, "That is one great ad. Who was that for, anyway?" From this scenario, it is clear that the ad about which the friends were talking:
a. is not a persuasive ad.
88. (Scenario 11) One of Under Armour's new retail outlets in the U.S. sends a direct mail to 500 households within a one mile radius of the new store. In the email, the store announces the introduction of its new line of basketball shoes and offers incentives to any customer that walks into the store to purchase a pair of shoes from the new line. This direct mail:
a. is paid for, mass mediated, and an attempt to persuade; therefore, it can be considered as advertising
99. (Scenario 3-4) Branded entertainment has become popular in recent years because of its many advantages. One of its main advantages is that:
a. it can avoid consumers' welltrained avoidance mechanisms to advertisements.
59. A potential downside of a heavy-user-focused segmentation plan is that:
a. it can take resources away from those that require persuasion.
32. For most products and services, some users will purchase much more, and more frequently, than others. These consumers are called .
a. lead users
88. (Scenario 16-3) The team at MyMVPs decides to make sponsorship one of their top priorities. Not only can they build community relationships, but they can get the MyMVP's name out with signs and banners. The team also prints hundreds of business cards and stationery to distribute, and sets up a number of tents that will feature the company logo. In a small-scale and local way, this is the same thing large corporations do when they make an effort to:
a. leverage the event as much as they can.
90. (Scenario 4-2) Purple Inc. published an advertisement stating that its competitor's glasses were fake and would not be good for the customer's dog, let alone a human. This is an example of .
a. libel
37. Identifying the activities, interests, and opinions of target audiences to help creatives produce better advertising is called:
a. lifestyle research.
92. (Scenario 15-4) On the back of its Cheerios boxes, General Mills has printed a form to fill out for a cookbook offer. The booklet is available to consumers for a nominal charge of $3.00, plus a $1.00 shipping and handling charge. This is an example of a(n):
a. self-liquidating premium.
98. (Scenario 155) Advertisements on the 3GTV's will likely be rotating on a very frequent basis. In fact, no one ad will be shown for any longer than one or two months at a time. These ads are known as:
a. short-term promotional displays.
76. (Scenario 12-3) As part of its media planning process, Champion Chocolate is searching information about its target market that cover details such as their purchase frequency, brand loyalty, and media exposure. This type of detailed information on consumer behavior can only be obtained from a(n):
a. single-source tracking service.
97. (Scenario 15-5) If ClipTrick wanted to install a permanant-promotion display. The display would have to be used for more than:
a. six months.
73. Ads in the designer era were marked by
a. social-class consciousness
72. Due to the increasing complexities associated with the advertising industry, there is a tendency for organizations to become reliant on . However, this can create problems because these people have their own priorities, and often lose sight of the overall goals of an effort.
a. specialists
88. (Scenario 125) "Are smaller print ads okay? Or are you a firm believer of the increased recognition?"
a. square root law
99. (Scenario 15-6) Pretzels has provided a scratch card inside each packet of crisps. This is an example of a .
a. sweepstake
83. Radical, a men's deodorant brand, displays its product in advertisements as being worn by men who are attractive and popular. This is an example of
a. symbolic value
63. During the 1950s, Americans began to fear:
a. that they were being seduced by subliminal advertising.
73. (Scenario 6-1) It appears that the management at Gillette has performed the fundamental task behind effective segmentation. Gillette has matched what members of different segments want with
a. the company's ability to provide it.
78. (Scenario 12-3) To calculate the reach of their product, the company's media planners begin calculating gross impressions. To do so, they would calculate:
a. the sum of exposures to the entire media placement in the media plan.
86. (Scenario 16-3) By sponsoring local high schools and high school sporting events, MyMVPs will be able to promote its brand to a large amount of its target audience, which is made up of athletes, parents and fans. This overlap is referred to as:
a. the sweet spot.
73. (Scenario 71) In order to gather secondary research to support the company's own primary research, Nintendo visited a number of social media sites hoping to find online communities with knowledge of the video game industry. This intense Internet searching is referred to as:
a. web mining.
103. (Scenario 3-5) Ads in the designer era
a. were about public consumption status
37. The cost of products are lowered:
a. when there are high success rates of a product.
17. Caltec Inc. has a department that is responsible for coming up with ideas and innovative ways to advertise the company's products in newspaper ads and billboards. This is an example of a full-service agency.
b. False
17. Humorous versions of advertisements usually prove to be more persuasive than non-humorous versions of the same ad.
b. False
17. In push media, the consumer goes looking for the advertiser or advertising.
b. False
72. The outlines the responsibilities and social impact advertising can have and promotes high ethical standards of honesty and decency. It is also considered the most widely recognized industry standard.
b. 4As Creative Code
43. Based on the criteria that defines advertising, which of the following examples would be considered as advertising?
b. A car manufacturer stating the efficiency of its product to motivate customers to make a purchase
92. (Scenario 2-3) Which of the following agencies would help improve the ideas that Axel Corp. has for its advertisement?
b. A creative boutique
59. Which of the following sales promotion tactics runs a risk of eroding a brand image or value?
b. A price incentive
69. Which of the following has been found regarding advertising and gender?
b. Advertisers have no definitive list of gender differences as the expression of gender depends on situational factors.
95. (Scenario 4-4) After Joe complained, the salesperson replied, "If our industry didn't do so much advertising you probably couldn't afford to buy that computer to do your own research." Which of the following "pros" of advertising is the salesperson likely using to support his comment?
b. Advertising fosters new product success and lowers costs.
36. Once consumers decide that they need something, what is the first step they take as they begin to think about a product purchase?
b. Conduct an internal search for information.
13. The main advantages of using online sampling are the generalizability and representativeness of data collected.
b. False
14. Advertisers use feel-good advertising when all they want is for consumers to laugh.
b. False
14. Any meaningful positioning strategy needs to include several broad elements in its message—including attention getting, variety, flexibility, and complexity.
b. False
15. A manufacturer helps a retailer by sharing the cost of local advertising. This allows the manufacturer to have some control over the process, and the retailer to advertise for a lower cost. They are taking part in a form of business- market sales promotion.
b. False
16. It is estimated that almost one-fourth of corporate America gives rebates as a type of business-market promotional technique
b. False
16. One way to obtain information about marketing and advertising is to purchase data from commercial services such as Current Population Survey.
b. False
16. The Children's Food and Beverage Advertising Initiative is a voluntary commitment, signed by many wellknown corporations, to stop advertising on children's television programs.
b. False
7. Shortly after Juan bought a Ford truck, he began to doubt his purchasing decision and nervously questioned himself on whether the Toyota or Chevy trucks were better deals. He started wondering if he made the right purchase. The process Juan is experiencing is called an internal search.
b. False
7. The number of people or households that will be exposed to a media vehicle at least one time during a particular period is referred to as frequency.
b. False
7. When an advocacy position is taken by a spokesperson in an advertisement, it is known as a demonstration.
b. False
8. Demographic segmentation is used in selecting target segments by focusing on consumers' descriptors such as their values, beliefs, philosophies, and opinions.
b. False
8. Focus groups are for generating statistics and making scientific generalizations, not for gaining any real understanding or insight.
b. False
8. The idea behind crowdsourcing is to prevent ideas about a new brand from becoming public to consumers.
b. False
9. Friendly Car Wash offers a deal in which customers who have bought nine car washes over the last year get the tenth one free. This is an example of a sampling program to stimulate repeat purchases
b. False
9. In a testing situation, people are shown drawings depicting pairs of shoppers walking through grocery stores with empty dialogue balloons above them, and they are asked to fill in what the shoppers may be saying. This is an example of a concept test.
b. False
53. A client agrees to launch a new line of flavored mouthwashes by running heavy advertising for two weeks, followed by no advertising at all for a while, and then again having a two-week period of heavy advertising. What kind of a media schedule is this?
b. Flighting
72. (Scenario 12-2) The owners of the oak furniture company are now considering buying an ad in American Life. However, before they go ahead with their decision, they want to know the approximate number of times an individual within a target audience will be exposed to an ad in American Life in a given period of time. Which of the following are they referring to?
b. Frequency
91. (Scenario 16-4) One client has made the move to have signs and billboards for his product show up in a video game that takes users through city streets, down country roads, and across bridges and overpasses. Which of the following is a reason why this strategy will have a positive/negative impact?
b. Gamers consider this an added attraction when playing games.
93. (Scenario 10-6) Target managers feel that their potential customers, who are now shopping in department stores, must be persuaded to visit Target stores by recognizing the unique image, positive significance, and social meaning for their brand. Several methods might be used, but which of the following would be least effective in accomplishing this objective?
b. Hard-sell
86. (Scenario 15-3) Which of the following promotional concepts was demonstrated by the company that hired a woman to hand out slices of pizza?
b. In-store sampling
35. Which of the following is true of crowdsourcing?
b. It aims at getting consumers more involved with and committed to a brand.
42. Which of the following is true of a self-liquidating premium?
b. It is a consumer-market sales promotion technique.
64. In the context of advertising, which of the following is true of leveraging social disruption and cultural contradictions?
b. It is a rare advertisement strategy.
87. (Scenario 10-5) In addition to promoting environment-friendly cars, Ford is now trying to market its cars as universal ones that can be used in markets throughout the world. The company is utilizing the phrase, "One Ford" in conjunction with the campaign and is hoping that consumers will begin to recognize Ford as the number one global auto-maker. Assuming this is an attempt at a unique selling proposition, which of the following is an implication of this method?
b. It is very efficient once a clear link has been established.
56. Which of the following advertising agencies dominated the 1920's ad industry?
b. J. Walter Thompson
96. (Scenario 5-6) Most consumers who purchase Voice-It products buy them primarily when their preferred brand is out of stock. They also do not spend much time on information search. What mode of consumer decision making does this indicate?
b. Limited problem solving
62. Which of the following is true of Point-of-Purchase displays?
b. Many retailers ignore them or throw them out.
54. HireUp Inc., a recruitment agency, has launched a series of advertisements about its capabilities in effectively managing firms' labor forces. Which of the following audience categories is HireUp most likely targeting?
b. Members of business organizations
38. Which of the following best defines micro-targeting in the context of media strategies?
b. Micro-targeting refers to creating customized advertising messages and offers.
94. (Scenario 4-3) The competitor who filed a complaint with the FTC also had the option of working with the media self-regulatory organization that evaluates ethical issues, the , which has the authority to review concerns over issues of truth, fairness, or good taste and make recommendations based on its findings
b. NAB's Code Authority
43. Which system has identified 62 market segments based on zip codes and the personal characteristics of their residents, creating a well-known tool for geodemographic segmentation?
b. PRIZM
89. (Scenario 3-2) Which one of the following is an accurate description of the era in which Bill Bernbach created the Volkswagen campaign?
b. The focus was on clean and minimalist advertising.
41. The concept of cognitive dissonance is more commonly referred to as:
b. buyer's remorse.
71. advertising is a close cousin to billboard advertising, and in many instances it is used in tandem with billboards.
b. Transit
46. A young mother consistently buys Oreos for a special treat, which her kids love. However, every now and then, she buys Salerno Butter Cookies or Keebler Animal Crackers, for a change in taste. Which mode of consumer decision making does this demonstrate?
b. Variety seeking
62. During which of the following eras did consumer culture become the new normal, a permanent central feature of society?
b. World War II and the 1950s (1942 to 1960)
51. One way that companies have attempted to assess the benefits of event sponsorship is by:
b. calculating the number of viewers exposed to a brand.
104. (Scenario 4-5) If Fritters had removed the advertisement soon after receiving a court order it would be an example of _____.
b. a consent order
55. An expert testimonial ad for a brand of mouthwash would be most likely to use the ad.
b. a dentist
67. Advertisers track the youngest child living at home because when the child leaves home, the consumption patterns of the family changes. This planning criterion is known as .
b. a life-stage variable
110. (Scenario 1-5) Exodus has launched a new camping equipment line which it has promoted on local television networks and magazines. This is an example of:
b. a primary demand stimulation.
87. (Scenario 4-1) In the past, Adbusters has cited 12 magazines that it said are responsible for pushing "a clean, exciting image for one of the dirtiest products around: tobacco." It suggested that Americans cancel their subscriptions to these magazines until they stopped accepting these ads. This is an example of:
b. a strategic tool for pressuring advertisers called boycott.
61. The services group in a full-service advertising agency is a part of the personnel department, accounting and billing department.
b. administrative
80. One of the elements that characterizes present day advertising is that consumers:
b. are empowered.
62. What are the three fundamental options that advertisers have when choosing a positioning theme?
b. benefit, user, or competitive
34. Websites frequented by individuals with common interests where they can post facts, opinions, and personal experiences are known as
b. blogs
77. (Scenario 5-1) Facebook played an important role in Gap reversing its decision to change the company logo. Thousands of users posted status updates expressing their distaste for the new logo, and company executives could not overlook the opinions of their customers. In this situation, Gap had a strong:
b. brand community.
83. (Scenario 15-2) MusicMixers, a manufacturer of recording equipment, speakers, and microphones based in Baltimore, is a supplier for Sounds Good. The owners of Sounds Good have purchased most of their studio equipment from MusicMixers. Now, MusicMixers is running a promotion of its own. When the sales representative visits, he drops off two expensive leather jackets with a small MusicMixers logo on one sleeve. The jackets are considered as , and are part of a business-market sales promotion.
b. business gifts
49. A firm hires an agency to persuade hairdressers, spas, and hair salons to purchase its line of hair care products, grooming equipment, and professional tools. In this case, the agency is specifically involved in
b. business-to-business marketing.
36. As a segment, variety seekers tend to
b. buy brands based on sales, discount coupons, or other incentives.
85. (Scenario 125) "Which media , such as television, radio, newspaper, magazine, or Internet, do you think would best communicate with your potential customers?"
b. class
52. Mark works for a well-known company that manufactures mattresses. To move the company's product during the President's Day sales events held nationwide, he offered $200 to any retail salesperson who can sell ten mattresses throughout the second weekend of February. He also offers a case of sports drinks for each mattress sold. These are examples of trade-market sales promotion techniques in the form of:
b. incentives.
59. The Grana Weightloss System advertises its exercise machines on late-night TV. Their advertisements are typically half and hour long, and feature spokespeople as well as consumers and celebrities talking about their experiences with thebrand. In this scenario, the company is using
b. infomercials
93. (Scenario 1-2) To help build brand awareness, customer preference, and loyalty, Chug Enterprises plans a coordinated campaign using a variety of tools such as advertising in mass media, direct marketing, and Internet advertising. This process of combining coordinated communication to help customers identify and evaluate the relevance of Chug Enterprises's products to their lives and value systems is known as .
b. integrated brand promotion
95. (Scenario 1-2) The company launched the third product for senior citizens in the Baltonian market and their efforts were highly successful. Chug Enterprises now plans to introduce it worldwide. However, the way senior citizens perceive products vary from culture to culture. Thus, Chug Enterprises should engage in:
b. international advertising.
82. (Scenario 5-3) When Carol finds out that Chucky's cheese is not available, she buys another brand of cheese which she hasn't purchased before. As cheese isn't the most important item on her list, she spends very little time picking an alternate brand of cheese. This is an example of .
b. limited problem solving
40. A slogan is a(n) linked to a brand in a memorable way.
b. linguistic device
33. Before he can make final decisions on where to place ads and how to display promotions for a new brand of bottled water, a media planner has to decide which broad categories to use—television, radio, magazines, newspapers, Internet sites, etc. When he zeroes in on using both television and the Internet, he has chosen his:
b. media classes.
91. (Scenario 15-4) The marketers at General Mills have learned that along with Kellogg's and Quaker Oats, they often target the same customers with their advertising. This problem of customers receiving too many messages from too many firms has been addressed with sales promotion tactics featured in advertising such as coupons included in magazine ads, or rebate offers mentioned in TV commercials. This is an example of promotion.
b. media clutter
80. Design Solutions has two television network channels and its monthly magazine, Bling, is the most popular fashion magazine in the country. It also has a number of websites for its television channels and online sports news. Design Solutions is an example of a
b. media conglomerate
82. (Scenario 15-2) The displays commissioned by Sounds Good need to be set up and maintained. Any record store that agrees to do this gets several copies of Planet Moon CDs and past releases from Sounds Good for free. This is known as a(n) .
b. merchandise allowance
(Jeff Vorva, "MyMVPs.com Hopes to Fly High With Amateur Athletes." Chicago Trib Local, June 16, 2010.) 84. (Scenario 16-3) Still looking to get the company name out, the team at MyMVPs begins to think of ways to make people aware of the site's benefits. Till date, they have relied on wordofmouth advertisement, but they are interested in any possibility that may help build brand awareness. This means that they are basically looking for:
b. mere exposure.
36. Firms have not fully exploited all the opportunities that smartphones or iPads. has to offer through communication via devices like
b. mobile marketing
42. The idea of involvement in the context of consumer decision making refers to how:
b. much importance accompanies the choice of a product.
61. Cryptic Inc., a literary publisher, has established offices in more than 20 states in Lentasia. Additionally, it has advertised in all states of the country. This is an example of advertising.
b. national
32. A(n) arises when a consumer experiences a mental discomfort or anxiety that motivates action.
b. need state
49. Businesses like to promote their products with rebates because they
b. often do not get cashed in.
70. The combination of transit, aerial, and cinema advertising is known as media advertising.
b. out-of-home
43. A distinguishing feature of a self-liquidating premium is that it requires the consumer to:
b. pay most of the cost of the item received.
105. (Scenario 4-6) According to Maslow's Hierarchy theory, the first advertisement would satisfy a persons .
b. physiological needs
82. Despite being registered under the Do Not Call Registry, a person can receive calls from:
b. politicians and pollsters.
41. During the 1840s, the emerged as a way for individuals to reduce the risk of the loss of personal wealth when investing in business ventures.
b. principle of limited liability
58. Several ads for lingerie, jeans, and perfume in a sophisticated fashion magazine provide instances in which a sex- appeal message is successfully used. The ads are successful because the
b. product is appropriate.
You are a marketing associate at a promotional firm that specializes in innovative branding. You will be meeting with several clients next week and you need to review their files and get updated on their latest promotional efforts. 89. (Scenario 16-4) In your initial review, you realize that all four clients are currently paying a fee to have their brands exposed or displayed within some entertainment format. This means that they are all utilizing .
b. product placement
74. (Scenario 10-2) Old Navy intends to air its comedic advertisements of popular products primarily on its website and various social media outlets. The company believes that because consumers spend so many hours using these forms of media, their ads will be seen frequently by the consumers. Through this strategy, Old Navy is using:
b. repetition.
74. From the consumer's viewpoint, directories like the Yellow Book have some disadvantages as promotional tools. One particular problem is that it:
b. requires long lead times that result in outdated information.
56. In a recognition test, participants are likely to be:
b. shown a print ad and asked if they've seen it before.
90. (Scenario 32) The "Lemon" ad is characteristic of the style of advertising for which the creative revolution is known. The ad can be described as having a:
b. simple style and self-effacing humor.
84. (Scenario 15-2) Sounds Good commissions the design of fifty cardboard displays for record stores as part of a short-term promotional display. This means that the display will be used for a maximum of months.
b. six
55. A discount retailer has been doing very well over the years, and can now expect to get cash payments from manufacturers and suppliers if they want their products on the retailer's shelves. Therefore, it regularly receives these payments known as:
b. slotting fees.
84. The purchase of certain products, such as cars, shoes, and sunglasses, signify class membership. This indicates that these brands have .
b. social meaning
47. Nature Fresh, a local grocery store chain, has decided to run a series of advertisements. For this to be considered as an advertising campaign, Nature Fresh's ads must:
b. target a mass audience.
98. (Scenario 1-3) Sony created advertisements for its new motion-detecting gaming system to attract the attention of school going children. The school going children are Sony's .
b. target audience
53. When an advocacy position is taken by a spokesperson in an advertisement, it is known as a(n) ad.
b. testimonial
84. (Scenario 10-4) Ad #2 features a statement from a satisfied consumer. The company hopes this customer's opinion of the product will persuade others to buy its shoes. The customer has given a(n):
b. testimonial.
66. (Scenario 121) A new line of Blackberry Valley jams is being launched. Its agency's media planner calls two consumer research companies—Mediamark Consumer Research and BehaviorScan and asks for data before placing ads for the new products. Mediamark Research and Information Resources will be furnishing information on:
b. the brand preferences, purchasing habits, and purchase size of customers.
45. Integrated brand promotion (IBP) can be defined as:
b. the coordination of a number of promotional tools to create widespread brand exposure.
60. Net promoter scores measure:
b. the good mentions and bad mentions of a brand in the social media.
104. (Scenario 14) In a majority of Target's promotions, the store is marketed as "upscale," and this is demonstrated through its prices, which are generally higher than its biggest competitor, Walmart. Still, even in times of recession, Target continues to increase its annual revenues and retain many of its customers. This can be attributed to:
b. the inelasticity of demand shown by many of the company's customers.
59. In the world of advertising, culture is seen as:
b. the way things are done.
77. (Scenario 7-2) You have determined that the major competitors in the family leisure market are movies, theme parks, and outdoor festivals. You use a theater test to measure attitude change resulting from a TV commercial being tested for the Runners. The spot does not do very well in the test. Still, your gut instincts say that the commercial is a good one. When reporting the results to the team owners, you should point out that:
b. this kind of research is all too rarely useful to measure actual behavior.
67. A powerful value proposition in most situations today includes functional, emotional, and self-expressive benefits,
b. though no single ad can reflect all three aspects.
76. (Scenario 72) Your team has determined the main appeal that must be communicated in the advertising—that going to the ballpark is an affordable way to bring families closer together. Several print ads are in near-finished format. You want to directly measure the immediate and spontaneous responses of consumers, as ideas and reactions pop into their heads while viewing the ads and shortly afterwards. In this case, a good technique to use is
b. thought listing.
94. (Scenario 2-3) Axel Corp. plans to to reach out to local fashion stores and wholesale distributors. Axel Corp. can achieve this by employing an advertising agency specialized in .
b. trade-market sales promotions
66. An advertiser of an established line of luxury resorts wants to make sure that the visitors have a long-term commitment with the resorts. He decides to use powerful imagery depicting happy moments that people can enjoy on visits to these resorts. He ensures that the visuals shown in these ads will be closely tied to a stay in the resorts. Through such ads, he hopes to:
b. transform the experience of actually visiting the resorts.
98. (Scenario 4-4) The Pederson dealership and Toyota share the expense of local advertising in this market. This is an example of advertising.
b. vertical cooperative
46. Comparison ads try to demonstrate a brand's ability to satisfy consumers by:
b. weighing its features against those of competitive brands.
76. (Scenario 151) On one of the company's websites, a sweepstakes was designed to award one lucky customer after he or she provided feedback on a number of planned sales promotions for the holidays. One characteristic of a sweepstakes is:
b. winners are determined purely by chance.
44. In their 2004 "Campaign for Real Beauty," the people creating the groundbreaking Dove ads attempted to be realistic, show sensitivity, and fight stereotypes by featuring:
b. women, who were not models, displaying various ethnicities, looks, and sizes.
33. In recent years, the time spent on sales promotion has shifted. Today, about time is spent designing, implementing, and overseeing sales promotions.
c. 30
84. (Scenario 12-4) The interviewer says, "Around here, for most media classes, we generally use cost per thousand to determine which media delivers the largest audience at the lowest cost. And of course with the Internet, we use another measure to calculate how people mention the brands." If you're smart, you will respond by
c. "Oh really? Might that be the net promoter scores?"
74. (Scenario 12-2) Based on the figures provided, what is the CPM of a single-page, full-color advertisement in American Life's national edition?
c. $ 32.06
101. (Scenario 35) Ads that first showed the "male" domain as the office and the "feminine" space as the home were a part of the _____ era.
c. 1920s
56. Which of the following is an example of product placement? a. The logo of UPS on a NASCAR race car b. The interactive children's magazine from Lego called Lego Club Magazine
c. Electronic gadgets from Apple in Mission Impossible: Ghost Protocol
98. (Scenario 25) As Groupon's services differ depending on the city in which it is offered, its CEO decides that each variation needs to have a catchy slogan that relates to that particular market. Which of the following types of advertising agencies would likely be the best choice to create these slogans?
c. A creative boutique
56. entail identifying the benefits a brand offers, its target audiences, and the best competitive positioning, and then developing a complete plan.
c. Account services
89. (Scenario 2-2) The owners of Brush Strokes have called a meeting with their agency to determine ways in which it can benefit most from advertising. The agency has agreed to help in identifying the benefits of the brand, its target audience, the best competitive positioning, and developing a complete plan. In such a scenario, which of the following services is the agency offering?
c. Account services
59. Which of the following is true about advertising during the Great Depression?
c. Advertisers adopted a tough, no-frills advertising style.
44. The is an ongoing survey that provides estimates of demographic, housing, social, and economic characteristics every year for states, cities, counties, metropolitan areas, and population groups of 65,000 people or more.
c. American Community Survey
40. Which of the following is accurate concerning event sponsorship today?
c. An emerging trend in event sponsorship is to offer face-to-face encounters between consumers and the brand.
34. can tap into information that has accumulated in one's memory as a result of repeated advertising exposure.
c. An internal search
44. In which of the following areas is the federal government's spending on advertising and promotion concentrated?
c. Armed forces recruitment
37. A fast food company wants to launch a new advertising campaign to boost its sales. In order to target the right customer base, the company refers to their pages on social media sites. Through these sites, it collects details of people who could become prospective customers of the company. Which of the following is the company using to find prospective customers?
c. Big Data
79. ____ is a type of advertising that communicates the specific features, values, and benefits of a product offered by a particular company.
c. Brand advertising
77. is a high-speed technology that allows consumers to customize their programming and target very specific audiences.
c. Broadband
83. Which of the following is an example of premiums, a type of support media?
c. Calendars
66. The was established as part of the Dodd-Frank Wall Street Reform and Consumer Protection Act of 2010.
c. Consumer Finance Protection Agency
75. The 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."
c. Consumers Union
73. (Scenario 12-2) Each medium under consideration in a media plan must be scrutinized for the efficiency with which it performs. In other words, an advertiser might select American Life because it delivers messages to the largest target audiences at the lowest cost. Which of the following helps measure this?
c. Cost per thousand
38. is used by organizations to get consumers committed to brands in a way that passive advertising cannot.
c. Crowdsourcing
84. (Scenario 3-1) If the Ivory soap was promoted during the era of industrialization, in which of the following mediums would their ads appear?
c. Dailies
35. Which new philosophy of advertising focuses on building a thought process that dismisses preconceived notions and instead attempts to create from scratch what a good or service should look like?
c. Design thinking
54. help firms in creating the visual impression of its advertising material.
c. Designers
41. A high-end specialty store, recognized nationwide for its prestigious reputation, is busy with customers eyeing and buying costly items of clothing with designer labels. They're also adding $400 purses, $500 shoes, and $1,000 bracelets and necklaces to their ensembles. Which of the following basic needs of Maslow's Hierarchy are most likely being fulfilled by these purchases?
c. Esteem needs
94. (Scenario 5-5) Which of the following best describes Jerome's mode of consumer decision making in buying a blender?
c. Extended problem solving
88. (Scenario 22) Which one of the following would Brush Strokes's fullservice agency be least qualified to handle?
c. Forecasting dividend earnings of stockholders
74. (Scenario 16-1) Any company that hears about the WaveRunner and decides on sponsorship for the first time will be in good company. Specifically, it will be following in the footsteps of one of the world's foremost oldschool advertisers that despite bankruptcy and realignment remains aggressive in event sponsorship, often involving its vehicles. Which of the following company's is being spoken about?
c. General Motors
68. (Scenario 10-1) Emotional appeals in advertising are most effective when time is an insignificant element in achieving an objective. As opposed to this, which method is most appropriate when the goal involves creating a sense of urgency to purchase?
c. Hard-sell
70. A marketing director meets with her staff to review recent problems they have encountered in coordinating widespread and diverse aspects of their marketing plan. Which of the following reasons can explain why coordinating an IBP effort is easy?
c. IBPs do not require explicit goals and objectives.
53. Which of the following is true of recall tests?
c. In a recall test, participants need to remember an ad and describe it from memory.
85. (Scenario 7-4) An assistant comes in and says that she can find relevant secondary information about the U.S. quickly because she is familiar with government web sites, but she is not sure about finding information from all over the world. You give her the Web address for:
c. International Social Survey Programme.
73. Which of the following is best describes the concept of "consumerism"?
c. It defines the tactics that individuals and groups use to enact laws, pressure firms, or target unethical practices regarding goods and services.
58. Which of the following best describes the social meaning approach?
c. It involves knowing how to connect with human beings with reference to their consumption practices.
64. Which of the following is true of upfronts?
c. It is a period where the television networks reveal their fall line-ups and presell advertising on them.
48. Which of the following best describes stealth sponsorship?
c. It is when journalists are paid by corporations to receive favorable treatment in their editorials.
78. Which of the following is true about advertising during the period between1993 and 2000?
c. It was understood that Internet adverting was going to change the advertising landscape.
65. Who added to the fear and hysteria over advertising in the 1950s?
c. James Vicary's false claim about the effect of subliminal messages
28. Which of the following is most likely to be used for above-the-line promotion?
c. Magazines
46. is the gross number of advertising exposure opportunities delivered by the media vehicles in a schedule.
c. Message weight
77. (Scenario 16-1) The MakeWaves website offers no information about the conversion of fan loyalty toward a sport into actual purchases of the sponsor's product. Marketers who have set fan loyalty as their main goal would do well to look into the branded entertainment opportunities of .
c. NASCAR
64. Which of the following is a reason for advertisers to pay extra to be featured on NASCAR?
c. NASCAR has huge television audiences which will yield hundreds of media impressions
80. (Scenario 12-4) The interviewer welcomes you, allows for initial introductions, and then starts the interview. "We have a client that manufactures ebony furniture. Recently, it has launched a new line of furniture and we plan to promote its new line through a media vehicle. According to you, which should we use to promote the line?"
c. Newsweek
48. A peanut supplier is new to sponsorship, and wants to get an outside opinion on the advantages of signage in baseball stadiums. Which of the following company's should he approach?
c. Nielsen Media Research
75. According to a classic quote, which of the following has been described as "the last five seconds of marketing?"
c. Packaging
94. (Scenario 1-2) For its second product to be successful, Chug Enterprises believes that it must effectively target the youth. To do this, the company uses influencer marketing. In such a scenario, which of the following is the company most likely using?
c. Peer-to-peer persuasion
49. refers to misrepresenting information in a positive way to favor a particular brand with which a consumer has an emotional connection.
c. Predecisional distortion
44. is a term that advertisers created in the mid-1960s to refer to a form of research that emphasizes the understanding of consumers' activities, interests, and opinions.
c. Psychographics
60. Which of the following is an example of international advertising?
c. Radicle creating different versions of its new detergent ad for various countries
59. The widely used recognition tests for print ads, with the Starch firm as the main supplier, have another name. What is it?
c. Readership tests
82. (Scenario 10-4) In ad #1, the company's name and logo are at the center of the advertisement. Apparently, marketers are trying to hammer the images into consumers' heads. Target likely created the ad based on which of the following accepted concepts concerning repetition?
c. Repetition is a good way of gaining easier retrieval of brand names from consumers' memory.
30. What does the acronym STP mean?
c. Segmenting, Targeting, Positioning
68. (Scenario 12-1) Blackberry Valley is currently assessing its brand expenditures relative to the overall spending of its product category of jams. Which of the following is the company calculating?
c. Share of voice
54. Which of the following is a form of allowance allowed to retailers and wholesalers?
c. Slotting fees
42. Which of the following sports would best provide an advertiser with brand-building opportunities in terms of global exposure?
c. Soccer
90. (Scenario 10-5) Assuming that Ford's intent behind promoting the use of environment-friendly vehicles is to appeal to broad disagreements and disruptions in the society, which of the following methods should the company consider?
c. Social/cultural movement ads
55. The model shows that a brand's best opportunity for success involves the overlapping of four important factors: current relevance to the consumer, credibility or consumer belief in the brand, differentiation or a recognition of uniqueness, and "stretch" or the potential for consumer relevance over time.
c. Symantec brand opportunity
45. In recent years, the U.S. Senate has approved a tenfold increase in fines for advertising situations that are determined to step over the line regarding American society's basic ethical principles. What issues are being regulated in this way?
c. TV and radio stations that violate rules on airing profanity or sexually explicit materials
82. (Scenario 16-2) The HollywoodBranding staff has an idea for a corporate giant in the household cleaning products industry; a reality show using all of its products in crazy stunts, timed contests, and obstacle races. But the client is worried about playing it straight with consumers, and openly disclosing its role as a paid advertiser for the show. This worry stems from the concern that:
c. TV networks can be charged with deception of the public by failing to disclose the details of product- placement deals.
27. What does T stand for in the term STP marketing?
c. Target
91. (Scenario 10-6) Which of the following should Target do in order to place its brand name more permanently in the affluent customers' memories?
c. Target should place its ads in a number of pages of each issue of the magazine.
102. (Scenario 3-5) During which period did product show blends for products such as the Strawberry Shortcake toy make regulation more difficult and enrage regulators?
c. The 1970s
65. was established by the Better Business Bureau to evaluate ads directed at children based on guidelines that encourage sensitivity to their level of sophistication and knowledge, as well as emphasis on positive social traits such as friendship and kindness.
c. The Children's Advertising Review Unit
99. (Scenario 4-4) Which government agency might eventually be reviewing the case if Joe felt he should file a complaint about advertising in the automotive industry?
c. The Federal Trade Commission
85. (Scenario 3-1) Which of the following eras does Ivory soaps belong to?
c. The P.T. Barnum era
40. Rachel, the mayor of Genovia, had recently appeared on a local news telecast. She stated that she should be re- elected because she contributed to the increased rate of employment in the metropolitan area. In order for her message to be considered as an advertisement, which of the following conditions should be met?
c. The airtime must be paid for.
36. Which of the following is a reason for the convergence of advertising and entertainment?
c. The availability of new kinds of media that people can use at their leisure.
58. Which of the following components of American movies have been regularly used as a platform for launching new brands?
c. The car chase
45. A leading manufacturer of video adapters decides to sponsor an online tournament for the video game World of Warcraft. This manufacturer hopes to make the tournament a branded experience. How can this event help the video adapter brand?
c. The tournament will connect the brand with its core customer in a fun and meaningful way.
41. Which of the following is true about the demographic group known as "woopies"?
c. They are identified as consumers over 50 years of age.
26. In advertising, which of the following acts as a primary barrier for small companies?
c. They do not have enough money for advertising at national or international levels
95. (Scenario 10-6) Another magazine ad designed for Target's new campaign shows a well-dressed shopper pushing her loaded Target cart to her Jaguar, showing satisfaction in the parking lot as she spots another consumer loading Target shopping bags into her Jaguar. Which objective is this ad hoping to achieve?
c. To situate the brand socially
67. Which type of advertising is the most sophisticated, and though difficult to pull off, can powerfully weave ad images with real-life experiences?
c. Transformational
51. Which of the following is an example of cognitive residue, as advertisers would define it?
c. Vaguely remembering a slogan and a jingle for a product
32. Individuals collectively creating and sharing content through blogs, social media, wikis, and video sites is referred to as _____.
c. Web 2.0
97. (Scenario 1-2) Chug's three different sports drinks are very popular in markets across the world. Now, the company plans to launch a similar range of carbonated drinks by building on the popularity of the previous products. This is an example of .
c. a brand extension
97. (Scenario 4-4) Joe saw a television ad that stated the Toyota Camry was "the world's best car for reliability." The use of such absolute superlatives in advertising is:
c. a legal and quite common use of exaggeration.
68. By the late 1960s, advertisers had realized that advertisements had become
c. a symbol of consumption.
57. A(n) coordinates the research effort of an advertisement agency.
c. account planner
93. (Scenario 4-3) In the commercial, a sports star is shown in a sailboat on a beautiful lake, sending a long cast into the water, then listing the excellent features of the Lightning Rod. It closes with a well-known celebrity happily reeling in a fish. To meet FTC standards for this type of endorsement, the celebrity must:
c. actually use the Lightning Rod when fishing on his own.
89. (Scenario 11) Under Armour hopes that changing the company's image from an apparel company to a "performance" brand will help increase its footwear sales. To make consumers aware of the change, Under Armour designs a number of commercials, print ads, and Internet advertisements all focusing on the company's new motto, and immediately begins to apply them. All these elements make up a(n) .
c. advertising campaign
54. Manuel wants to buy a Sony PlayStation because his friends have several versions of this technology and he has enjoyed playing games with them. However, he is distracted by the ads for other games and is not sure which product to purchase. In this scenario, Manuel is encountering:
c. advertising clutter.
51. A survey was conducted by Spotless, a dishwashing liquid manufacturer, at a department store. During the survey, the store manager asked customers which dishwashing liquid they utilized, to which most of them immediately replied, "Spotless." When asked why, the customers stated that they felt it was used by everyone and was the most popular. Based on the given scenario, it can be said that Spotless has .
c. an accessibility bonus
79. (Scenario 5-2) While deciding on what brand of cell phone he should buy, Mark, a university student, asks his friend for suggestions on different models of cell phones. His friend immediately says that the iphone and Blackberry are good options.
c. an evoked set
87. (Scenario 16-3) MyMVPs arranges to sponsor a few high schools, and begins to think of ways to leverage the sponsorship. In this context, leverage can be described as:
c. any collateral communication or activity reinforcing the link between a brand and an event.
52. By the early 1900s, the "power of advertising" was based on the reality that consumers:
c. are willing to pay more money for brands.
39. Dialogue balloons, story construction, and sentence and picture completion are all types of techniques.
d. projective
85. (Scenario 6-4) The owners of this business have decided to carry a great deal of plants that flower throughout the year because most consumers have said they like them for the cheerful feeling they give. This suggests that The Plantatarium is focusing on what different consumers want from its offerings, that is, segmentation.
c. benefit
87. (Scenario 5-4) A lot of fans have joined Torque's media page. This is an example of a
c. brand community
43. National firms started putting names on their products because:
c. brands commanded a higher price than commodities.
67. Market segmentation is the process of:
c. breaking down a large widely varied market into more similar sub-markets.
81. (Scenario 16-2) A young media expert is hired by HollywoodBranding. He went to college with a bright girl who now does all the marketing for her family's business, a wellestablished cookie manufacturer with strong national distribution. Her grandparents and parents have run the same facility in St. Louis, and have run the same types of ads over the decades. On impulse, he calls to pitch a branded entertainment idea to her family. He should be sure to inform them that branded entertainment:
c. can take new and unpredictable paths
40. The foundation was laid for advertising to become a prominent part of the business environment when the Western world turned to as the foundation of economics
c. capitalism
81. (Scenario 5-2) After purchasing a cell phone, Melody states that she should have purchased an iphone rather than the one she purchased because the iphone is more popular and elegant. This is an example of .
c. cognitive dissonance
74. (Scenario 7-1) Before the 3DS was released, Nintendo created a series of television commercials and print ads to promote the product. The ads are shown to a group of study participants, and then the participants are asked to express how they felt about the advertisement. This is an example of a:
c. communication test.
52. A marketing director, for a bicycle helmet manufacturing firm, has run a number of ads in traditional forms of media. Now she wants to directly measure the effectiveness of the first national bike race that the company is about to sponsor. She should:
c. compare the brand exposures at the race and from media coverage of the race with the brand exposures from the same amount spent on traditional advertising.
51. A major criterion to consider during segment selection is the , or the companies that are vying for that segment's business.
c. competitive field
92. (Scenario 4-3) The FTC investigates the claim of "20 percent more casting distance" when using the Lightning Rod. Castaway Sports admits that it has no actual data to support the claim but believes it to be true. However, the FTC rules that Castaway Sports should stop airing the ads, and in response the Lightning Rod advertisement was removed. This is an example of a(n):
c. consent order.
96. (Scenario 3-4) During the P.T. Barnum era, life in the United States began to change rapidly. Consumers began taking pride in their ability to purchase material goods, and advertising efforts became far more important. This new purchase-oriented attitude is commonly referred to as:
c. consumer culture.
31. The concepts of need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation represent the four stages of the:
c. consumer decision-making process.
34. Developmental research looks at consumers' identities, perceptions, wants, and habits early in the production process so these elements can influence the final ad before a lot of money is spent. This type of ad research is also called:
c. consumer insight.
49. In the model of mass-mediated communication, the:
c. consumers interpret ads in a way that makes sense to them individually and serves their needs.
44. The biggest difference between contests and sweepstakes is that:
c. contests require skill, and sweepstakes require luck.
85. (Scenario 5-3) Chucky's cheese tries to get its customers to buy its cheese more than once. This is an example of _____.
c. conversion
64. When national companies and local merchants share advertising expenses, they are taking part in
c. cooperative advertising
103. (Scenario 2-6) Glamour is an example of a .
c. creative boutique
53. Ethan owns a Redwood Bicycle, a brand of high-tech bicycles known the world over. He is admired among his friends at the university for owning a Redwood Bicycle. This scenario demonstrates the concept of .
c. cultural capital
61. A commercial for hot dogs says that it's not the Fourth of July unless there is a cookout, and it's not a cookout unless there is a grill full of hot dogs. This ad attempts to tie the product to.
c. cultural ritual.
73. A helps firms identify and manage information that allow for the development of integrated marketing communications programs.
c. database consultant
32. The primary role for consumer sales promotion is to:
c. elicit a purchase from a customer.
92. (Scenario 7-5) Solutions Group managers suggest that clients consider doing a resonance test when designing advertising, because this will help understand target consumers regarding their:
c. emotional connection to the brand.
33. An important issue propelling the search for new ways to reach consumers is the:
c. erosion in effectiveness of traditional broadcast media.
102. (Scenario 14) The company's goal is for a product with any one of Target's inhouse brand labels on it to be known by consumers for the values of the brand—both tangible and intangible. Thus, in this scenario, Target's goal is to _____.
c. establish brand loyalty
37. The small list of brand names, typically five or fewer names, that comes to mind when a product or service category is mentioned is known as the
c. evoked set
38. A new neighbor moves into the neighborhood and asks George, a person living next-door, where he could find good take-out food. Three places immediately come to George's mind, and he suggests them to his new neighbor. George's suggestions of good take-out food is an example of a(n):
c. evoked set.
50. The expansion of newspaper circulation in America was fostered by:
c. extended railroads and growing urban centers.
103. (Scenario 1-4) In one city, Walmart, a competing retail outlet, opens a store across the street from Target and a battle for business follows. To distinguish their stores from one another, both retailers create a series of new commercials to help promote their brand. Target's commercials emphasize the fast, fun and friendly service that it provides for its guests, and uses several celebrity endorsements. Meanwhile,Walmart runs three different commercials that focus on the low prices of its products. This is an example of:
c. external positioning.
55. The forgetting function is based on a well-known concept and compelling research showing that things that are remembered, including ad messages,:
c. fade from people's memories at mathematically calculated intervals.
38. Projective techniques test ads for consumer response with:
c. fragments of pictures or words that need to be completed.
41. A mother purchases a Happy Meal box and her son immediately picks up the little toy that accompanies it. The little boy's new toy is an example of a:
c. free premium.
42. Climate, topography, community size, and national region have been found to make dramatic differences in consumption, including habits involving eating and food preparation, entertainment, and recreation.This is the basis of segmentation.
c. geographic
90. (Scenario 6-5) Each summer, the MSU Athletic Director looks at the city map, chooses a different local neighborhood, and knocks on doors, encouraging residents to join one of the supporting clubs. He then keeps track of which neighborhoods are the strongest supporters, and which may need more prompting in the future. In this way he is using a segmentation strategy.
c. geographic
46. PRIZM, which operates on the assumption that consumers in a particular ZIP code are more alike than different regarding their consumer practices, is a type of research technique.
c. geographic clustering
62. Slice-of-life ads are typically produced when an advertiser wants to:
c. give the brand social meaning.
84. (Scenario 2-1) Dell decides not to use a full-service advertising agency because it would like its own employees to take responsibility for the new ad campaign. However, fullservice agencies do provide a number of advantages— one of these advantages is that they:
c. have an array of talented professionals to meet all the needs of a client.
89. (Scenario 6-5) A group of about 30 students who are roommates and friends of the team members -- many are casual bowlers themselves -- have attended every match for nearly three years. These students would best be described as
c. heavy users.
60. Beginning in 1938, the U.S Congress began to pass real advertising reform, including a law banning "deceptive acts of commerce." This meant that advertisers were now:
c. held liable for making false claims.
71. Advertisements—like books, movies, posters, and paintings—can act as sociocultural "texts" that are read and interpreted by consumers. In this case, advertising:
c. helps to transmit meaning within a culture.
55. Ads in the 1920s showed slices of life in a way that depicted:
c. how consumers should have a good time.
100. (Scenario 2-5) Groupon decides to hire a full-service advertising agency to create a new campaign for the company. The ad agency agrees to be compensated if Groupon notices any positive change in sales and the number of customers on its site. This is an example of a(n) system of compensation.
c. incentive-based
79. (Scenario 72) All the Rhode Island Runners' advertisements feature a phone number to get more information and to order tickets. This allows you to use to assess advertising effectiveness.
c. inquiry/direct response
47. Trial offers have the same goal as samples, except that trial offers:
c. involve more expensive items.
56. There is one big difference between a successful and an unsuccessful humor ad—the joke or payoff in the successful one:
c. is linked to the product.
53. The producer of a women's sportswear line is delighted to find that her sponsorship of the Women's Softball World Series came with some extra benefits. It provided opportunities to entertain clients, recruit new customers, motivate employees, meet real consumers, and distribute small premiums. All of these were a result of:
c. leveraging the sponsorship.
91. (Scenario 6-5) With the new plan, the bowling team is attempting to encourage local bowlers and other bowling aficionados to come watch the team in action. This is an example of segmentation.
c. lifestyle
55. The graphic mark that identifies a company is known as a(n) .
c. logo
64. One of the main reasons why social class may not be completely reliable in predicting the preferences and tastes of Americans is that:
c. many people with a huge range of income call themselves "middle class."
63. Murray & Murray is the agency of record for all brewing products of a Wisconsin beer manufacturer. This means that Murray & Murray has been chosen by the client to:
c. negotiate contracts for time and space.
92. (Scenario 12-6) "The metric known as a given period."
c. net volume
47. During the preindustrialization era, advertisements appeared in
c. newsbooks
85. (Scenario 4-1) Organizations like Adbusters see advertising as superficial. This view of advertising says that it:
c. offers little information based on function or performance.
75. (Scenario 16-1) MakeWaves is pitching a very specific sponsorship offer with its own benefits. But overall, the category of event sponsorship has certain advantages. One of the main advantages is that it:
c. offers personal contact with consumers and publicity during and after the event.
91. (Scenario 2-2) The owners of Brush Strokes are concerned that their agency may be recommending television advertising because it would be profitable for the agency. Brush Strokes can avoid paying for ineffective advertising campaigns by changing to a system of compensation.
c. pay-for-results
42. For advertising to work as planned, the consumer should be convinced through arguments that the advertised brand is the right choice.
c. persuasive
73. Ads become part of our everyday landscape, language, and reality as a result of many people:
c. picking up and adopting their phrases, ideas, slogans, and agendas.
31. In STP marketing, the term refers to an attempt to give a brand a certain meaning relative to its competitors.
c. positioning
79. (Scenario 12-3) Champion Chocolate wants to advertise throughout the year but promote its products more rigorously during the holidays. Thus, its advertising schedule is reflective of a strategy.
c. pulsing
93. (Scenario 126) "Among advertising agencies, the client's agency of record is the one chosen by the client specifically to:
c. purchase all time and space."
79. (Scenario 15-1) During the holiday season, Snuggles, a winter clothing retail store, offers its employees $10 for every additional sweater that they sell. This is an example of:
c. push money
87. (Scenario 125) "Did you have a rough figure in mind concerning your , that is, the number of people or households that you'd like to see exposed to the chosen media at least once during the campaign?"
c. reach
68. Billboards offer several strong advantages, but they are most effective as a promotional medium when they are in a location that:
c. relates to an immediate need or desire.
61. Recall measurements make the most sense when the goal of the commercial is to make consumers:
c. remember the brand name.
82. (Scenario 63) The information provided says that Keds was trying to "turn around a longterm slide" in its shoe business, and that "for years, it had depended on its image as the women's nofrills summer shoe." Obviously, things had changed and what Keds needed was a change in its once-successful strategy and identity to meet new market conditions. This change in strategy is called:
c. repositioning.
86. (Scenario 2-1) To generate interest in its new line of computers, Dell hires a company to design a number of contests and incentive programs that will help build excitement for the new line. This company is an example of a(n):
c. sales promotion agency.
114. (Scenario 1-6) The functional goal of Gillette's advertising of the Mach3Power razor is to get male consumers to shift their preferences from other brands. This is an example of:
c. selective demand stimulation.
63. A television commercial opens with young kids riding bikes in the summer heat, across empty baseball fields, on hot sidewalks, down dirt hills. They then run into the cool kitchen where the mother is waiting. The grubby kids wipe their sweaty brows, and the youngest one says, "It's hot out." The mother whisks out a box from the freezer and hands out popsicles. The kids smile, and the mother tousles their hair. This is an example of a(n) .
c. slice-of-life ad that attempts to situate a brand socially
87. (Scenario 3-1) One effect of the passage of the Pure Food and Drug Act of 1906 was that:
c. the manufacturer of Ivory soap had to list its ingredients on the label.
76. In the mid-1990s, William T. Esrey, chairman and CEO of Sprint, announced that clients were going to hold ad agencies more closely accountable than ever before. He said this because:
c. the technology to measure advertising impact had improved.
83. (Scenario 16-2) One drawback for advertisers when subcontracting out to creative teams or external sources like HollywoodBranding is that:
c. their efforts may easily clash with the overall company efforts.
81. (Scenario 7-3) GM relied heavily on focus groups to learn about some of its product shortfalls. Although focus groups may serve as a good source of qualitative information, many quickly downplay their overall effectiveness. One common criticism of focus groups is:
c. they are very low in reliability.
36. The first brand name that consumers remember when a particular category of products is mentioned is said to have _____ awareness.
c. top of mind
89. (Scenario 125) "Do you want to restrict your television buying to , meaning you'll pay premium pricing charged in advance of the fall season? Or are you willing to wait and see what is still available later in the season?"
c. upfronts
66. A brand's is a statement of the functional, emotional, and/or selfexpressive benefits delivered by the brand.
c. value proposition
62. A person's standing in an American society is often based on social stratification, which reflects the systematic inequalities within that society regarding:
c. wealth, power, education, and status.
68. Identity is a sociological concept and it matters a great deal to advertisers. The current thinking is that the presence of celebrities in ads help contemporary consumers:
c. work out their identity issues.
40. Which of the following advertisement tools would be best suited for a regional application?
d. Coupons and samples
42. Which of the following was a result of the principle of limited liability gaining acceptance in the 1840s?
d. Accumulation of large amounts of capital to finance the Industrial Revolution
74. Which of the following is true about the designer era of advertising?
d. Ads openly promoted consumption, but in a conservative way.
57. Which of the following is true about branding and advertising based on social and cultural factors?
d. Advertisers have meaning as a primary focus.
56. Which of the following is true about advertising of alcohol and cigarettes?
d. Advertising cannot create primary demand in mature product categories such as these.
83. is the use of pictures or images owned by someone else without permission
d. Appropriation
80. (Scenario 10-3) Which of the following is an accurate description of the objective that the Yamaha ad was trying to achieve?
d. As a humor ad, the Yamaha ad was trying to create a pleasant association with the brand.
64. How were women depicted by advertisers in the 1950s?
d. As following strict gender roles and sexual norms
93. (Scenario 16-4) One client was initially willing to pay a hefty fee for its fruit snack bar to appear in a summer action movie full of spies and car chases, but the fit just didn't seem right. You convinced the client to go instead with a teen romance that also released in the summer. It appears to have done very well, building popularity with kids who bought it at the concessions stand, and went on to buy it at their local retailer. Which of the following concepts did you rely on?
d. Authenticity
67. (Scenario 12-1) Blackberry Valley's ad agency has come up with a series of ideas through which they are planning to target people who are health-conscious and are looking for organic options. The agency has decided to use the social media to find out detailed behavioral information about customers. The agency also plans to turn these individuals into advocates of their brand. Which of the following is the company using?
d. Big Data
70. are groups of consumers who feel a commonality and a shared purpose attached to a consumer good or service.
d. Brand communities
33. are consumers who are so committed to a brand that their consumer behavior toward it borders on the pathological.
d. Brand-freaks
69. Which of the following is accurate in the context of account planning?
d. By implementing it, agencies put research in a more prominent role in the advertising process.
82. Which of the following is an example of interactive media?
d. CD-ROMs
30. Which of the following are the three basic forms of sales promotion?
d. Consumer-market, trade-market, and business-market
82. (Scenario 12-4) The interviewer says that one one of your responsibilities at the job will be to gather details of audience members of every local TV vehicle, so clients can be informed about the key characteristics of their target markets. Which of the following would you need to do in order to perform this task?
d. Contact a single-source tracking service like BehaviorScan.
35. A retailer is trying to target the "precision shopper," who expects extra value in every single purchase. Which of the following promotional techniques would best increase the value of a brand in a customer's mind?
d. Coupons
50. A regional office supply store wants to understand and serve its customers better and compete with nationwide giants. It is looking for the most effective way to encourage repeat visits and build long-term loyalty with its customers. Which of the following forms of sales promotion would work best?
d. Frequency programs
49. Which of the following acts as a support to direct marketing agencies and follow-up on the delivery of their direct mail?
d. Fulfillment centers
67. Which of the following is an example of a fixed fee system of compensation?
d. HK advertisers and their client agreed on which supplies, materials, travel costs, and other expenses will be reimbursed.
46. Which of the following is true of integrated brand promotion (IBP)?
d. It allow marketers to reach target customers in different ways.
45. Which of the following is true of sampling?
d. It involves little or no risk.
57. Which of the following best describes primary demand?
d. It is the demand for an entire product category.
38. KidsCause, a metropolitan outreach organization that collects and donates toys for needy children, buys airtime on WXXY (a local TV station) to promote its annual toy collection. Amazing Ads, a local ad agency, shoots the video and produces a 30-second commercial and Downtown Deli donates sandwiches for volunteers on the days that KidsCause collects, wraps, and distributes toys. In this promotional effort, who is the client?
d. KidsCause
99. (Scenario 1-3) Which of the following activities, if performed, would be considered as part of Sony's marketing mix?
d. Launching an advertisement campaign in schools
89. (Scenario 75) The Solutions Group likes to ask its clients' potential customers a wide variety of questions so they can share their thoughts about themselves, their lives, and all the daily elements that are important to them. What type of research does this represent?
d. Lifestyle
96. (Scenario 15-5) Which of the following is one of the objectives of Point-of-Purchase advertising?
d. Maintain purchase loyalty among brand-loyal users
65. Which of the following is true of segment selection?
d. Marketers are inclined to devote resources to segments projected for dramatic growth.
95. (Scenario 15-5) ClipTrick feels it is better not to send in Point-of-Purchase displays to the retail store. Which of the following would most likely be the reason for its decision?
d. Most retailers ignore and don not use the displays they receive.
47. Which of the following telecom companies would be likely to benefit from a direct comparison ad?
d. Newtel, a small company that has just entered the market
96. (Scenario 4-4) The first time Joe had seen the Toyota Camry was in a magazine which displayed the slogan "The best car in the world." The slogan is an example of .
d. puffery
100. (Scenario 3-5) Ads of a particular era focused on the product itself, using lots of copy while lacking the real-world context of accurate information. This is a dominant characteristic of the era. a. designer b. peace, love, and the creative revolution c. World War II and the 1950s d. P.T. Barnum Era
d. P.T. Barnum Era
46. Which company was highlighted in the text because it interviewed 3,000 consumers and created five distinct segments that it could then target in different ways, customizing lifestyle segmentation with a particular focus?
d. Pillsbury
40. The marketers at Kraft are currently focusing on building brand loyalty and considering a number of consumer- market sales promotion techniques. Which of the following would work best at encouraging brand loyalty toward Kraft Macaroni and Cheese?
d. Placing a $1 off coupon for Kraft Macaroni and Cheese in the Redbook magazine for a month.
76. (Scenario 6-2) Which of the following marketing strategies is more likely to have been used by the company to target segment B users?
d. Point-of-entry marketing
60. Which of the following services in an advertisement firm involves taking creative ideas and turning them into advertisements, direct mail pieces, and other IBP materials?
d. Production services
65. (Scenario 12-1) If Blackberry Valley uses below-the-line promotions to boost its sales, which of the following is it most likely using?
d. Retail shelving
42. According to Maslow's hierarchy of needs theory, which of the following is the highest order of all human needs?
d. Self-actualization needs
57. Which of the following types of advertisements evolved during the 1920s?
d. Slice-of-life
92. (Scenario 10-6) Which of the following methods would help Target's customers to recall the store's name first when they decide to go shopping?
d. Slogans and jingles
54. A manufacturer of protein powders and protein bars sponsors a grand slam tennis tournament for the first time. When it evaluates this move, it discovers that the cost per brand name exposure is much higher than it would have been by running its standard advertising. Why was the sponsorship still beneficial for the manufacturer?
d. Sponsorships provide a unique opportunity to foster brand loyalty.
54. What was one of the government's earliest restrictions that targeted specific techniques and policies being used in programming and advertising designed for children?
d. The Children's Television Act
58. In the world of advertising and promotion, CPM is a common measure of media efficiency. What does the "M" in CPM stand for?
d. The Roman numeral for 1,000
66. Which of the following is an example of a brand extension?
d. The manufacturers of Cocoa flakes, a popular cereal, launches a biscuit called "Cocoa crunch" in a new product category.
53. The promotional tool used most often to communicate with members of a trade channel is personal selling. Which of the following is a reason behind this?
d. The target audience represents a relatively small, easily identifiable group.
66. Which of the following is true about advertisements in the 1960s?
d. There was an emphasis on art, inspiration, and intuition.
52. Which of the following is a similarity between habit and variety seeking?
d. They occur in settings where a decision isn't involving.
40. Which of the following is true of single-source tracking services?
d. They offer information on brands, purchase size, prices paid, and media exposure.
79. (Scenario 63) Instead of "mothers and daughters," why didn't Keds define its target segment simply as "women"?
d. This is poorly defined and provides no clear orientation or identity.
43. A person is most likely to have a high degree of involvement while buying:
d. a car.
103. (Scenario 4-5) Fritters continued airing its advertisement despite being asked to remove it by court. As a result, Fritters would be asked by the court to remove the ad in 30 days. This is an example of .
d. a cease-and-desist order
41. "Make love, not war" stated at the end of a radio station broadcast is an example of:
d. a public service announcement.
48. A media buyer places an ad for a new range of wines in four different magazines. The first magazine provides roughly 3,600,000 exposures, the second magazine provides about 950,000 exposures, and the third and fourth provide 100,000 exposures each. The buyer now can inform the client at the winery of the ad, that is, 4,750,000 exposures.
d. gross impressions
109. (Scenario 4-6) Rad productions is in the process of airing an advertisement which depicts a sports drink that provides athletes with more energy than other drinks. However, it is not stated what causes the added energy. It is most likely that the FTC would require a(n) from the manufacturing firm.
d. affirmative disclosure
44. YouStock, an online broker, pays for a 60-second television commercial to be telecast during the Football World Cup. The commercial promotes the reliability of YouStock's advice, expertise, and personal attention in assisting online customers with stock portfolio creation and management. The spot created by YouStock is:
d. an advertisement promoting a service.
37. The set of brands that comes to mind when a category is mentioned is referred to as
d. an evoked set
60. According to Nielsen Media Research, product placements in video games:
d. are seen by gamers as elements that add to the quality of play.
62. Overall, computer modeling:
d. assess a wide range of possibilities and save advertisers a lot of money.
70. (Scenario 6-1) The position for any one market segment should
d. be easily communicated to consumers.
76. Cloud9, a social networking site, has generated a large amount of revenue from selling information regarding its users preferences of soft drinks to a soft drink manufacturing and advertising firm. This is an example of
d. behavioral targeting
92. (Scenario 6-5) In marketing materials created to target fans, the slogan "Two hours of wholesome fun for all ages" is used to attract ticket-buyers. This philosophy is an example of segmentation
d. benefit
62. Vertical cooperative advertising is usually legal, except when:
d. bogus advertising allowances are given in the form of hidden price concessions.
98. (Scenario 3-4) The partnership between P&G and Walmart to create family-oriented movies is a perfect example of:
d. branded entertainment.
103. (Scenario 15-6) Quad sent the owner of Ted's grocery an expensive hand crafted sculpture. This is an example of a(n) _____.
d. business gift
71. Nowadays, advertisers have a vast and ever-expanding array of options for delivering messages to their potential customers. The key to success for any campaign is:
d. choosing the right set of options to engage a target segment, and coordinating the placement of messages to ensure coherent and timely communication.
39. Advertisers are also known as by their advertising and promotion agency partners.
d. clients
80. (Scenario 16-2) A potential client has lunch with the owners of HollywoodBranding to discuss a new kind of promotion for his gourmet cookware. Beyond his magazine and newspaper advertising, he is looking for the perfect form of branded entertainment. The owners come prepared to pitch several ideas involving projects they're aware of, and by the time coffee is served, they all agree to have the:
d. company fund a new PBS cooking show for amateur gourmets.
64. The American Pork Producers has been running a long-term campaign with the tagline "Pork. The other white meat." This is an example of
d. competitive positioning.
79. (Scenario 16-2) HollywoodBranding promotes itself to prospective clients by saying that it is located at Madison & Vine, and offers innovative brandertainment. This means that it will:
d. connect companies with consumers through entertainment venues.
79. In today's age of Web 2.0,:
d. consumers can communicate with each other.
58. For an item to be defined as an advertising specialty, it must:
d. contain the sponsor's brand name or slogan.
97. (Scenario 5-6) The management of Voice-It Technologies believes in retaining their customer base and provide customers at their stores attractive offers which will help create brand loyalty and repeat purchases. This is an example of .
d. conversion
91. (Scenario 126) "Which media delivers the largest audiences at the lowest cost? This is determined by calculating the ratio of the cost of the media buy to the total audience and then multiplying it by 1,000. This is known as:
d. cost per thousand."
40. Characteristics and traits such as age, gender, race, marital status, income, education, and occupation are widely used in segmentation.
d. demographic
70. Effective internal positioning is accomplished by:
d. developing vastly different products within the firm's product line.
64. TetraCom, a personal computer manufacturer, launched an advertisement comparing its computer with a competitor's computers. However it was found to be an unfair claim. In order to justify its fairness, TetraCom would be required to include a(n) .
d. disclaimer
64. A major problem associated with attitude tracking to evaluate advertising effectiveness is that although sometimes people's attitudes toward a brand do change, they:
d. don't always translate to sales increases.
83. With the addition of new channels like mobile apps and other new technologies,:
d. e-commerce and m-commerce has changed the way people shop.
37. Which segment specifically offers marketers an important opportunity to build future business by luring first-time buyers?
d. emergent consumers
38. The one key characteristic that all types of share is that their brand preferences are still under development.
d. emergent consumers
40. Many consumers buy products that they perceive to have prestige and status which would be considered needs under Maslow's hierarchy theory.
d. esteem
101. (Scenario 2-5) Groupon decides to find a firm that can help them in planning, preparing, and executing promotional campaigns. The company whose services Groupon is seeking is referred to as a(n):
d. external facilitator.
104. (Scenario 2-6) Glamour follows a system of compensation.
d. fee
66. Harper & Kane advertising agency sets an hourly rate for the services it provides to its clients. This rate is based on the average salary of all the members in the creative department. Harper & Kane uses the system.
d. fee
50. In order to make the most of event sponsorships, marketers should not only establish media impressions, but also:
d. find a way to link the brand with a positive feeling that will go beyond the duration of the event.
88. (Scenario 15-3) The store gives Stacey a loyalty card for the toothpaste which she must produce the next time she visits the store to purchase the product. This is an example of a .
d. frequency program
48. In recent years skillful marketers have merged information on where people live with the U.S. Census Bureau's demographic data to produce a form of market segmentation known as segmentation.
d. geodemographic
84. (Scenario 6-4) The Plantatarium sends out direct mail offers to consumers in a nearby zip code area who have household incomes of greater than $40,000 a year. This is an illustration of a strategy.
d. geodemographic segmentation
59. Samsonic is the leading manufacturer of televisions in the world. It has created a new advertisement that it wants to be aired all over the world, changing only the language for each country. This is an example of:
d. global advertising.
83. (Scenario 6-4) To attract the in the market, the Plantatarium offers a punch card that rewards buyers with a $10 discount each time they purchase $150 worth of plants and other goods from the store.
d. heavy users
76. (Scenario 10-2) Old Navy's newest advertisements, which feature comedic messages, are examples of:
d. humor ads
81. (Scenario 10-3) Yamaha has created a witty ad. This method is effective only when the:
d. humor is linked directly to the brand.
48. A(n) is often known as the advertising department in a firm.
d. in-house agency
85. (Scenario 21) In order to reinvent the company's image, Dell puts together a team comprising members from its marketing department who will be responsible for every aspect of the advertising campaign. The company decides that involving employees in the campaign will allow it to maximize the profits generated from the new campaign. This team will be an example of a(n):
d. in-house agency.
46. A national merchandising company is a major distributor of grocery and beauty products, and uses many tactics to get samples into the hands of consumers. The most popular type of sampling for food and cosmetics products is sampling.
d. in-store
72. The customers of TimeZone watches have high brand loyalty and although the watches are priced at high rates, TimeZone's customers are willing to pay the market price of the product. This is an example of .
d. inelasticity of demand
97. (Scenario 3-4) A recent advancement makes the use of various forms of advertising more desirable because it allows the amount of ad exposure and impact to be directly measured, and allows companies such as P&G and Walmart to measure the success of their experimental methods. This advancement is in:
d. interactive media.
47. As highlighted in the text, "Careful Cooks," "DownHome Stokers," and "Functional Feeders" are all segments identified by Pillsbury based on segmentation.
d. lifestyle
69. The use of psychographics to focus on differences in consumers' activities, interests, and opinions usually results in segmentation.
d. lifestyle
36. You are working on a new media plan. You remind yourself that the true power of a media plan rests on the , that is, knowing what you are trying to do with your media, and matching those objectives with your media choices.
d. media strategy
35. The component of advertising that defines the goals of an advertiser and how those goals will be achieved is known as:
d. message strategy.
93. (Scenario 15-4) General Mills allowes its retailers to deduct 2$ from every box of cereal in the shipment it receives. This is an example of a(n) .
d. off-invoice allowance
70. McMann and Young advertisers has been hired by Broadway Bicycles to assist with promotions for a chain of bicycle stores in Vermont. The agency has agreed that a certain level of awareness and interest in Broadway Bicycles will be generated in order to gain the sales targets the company desires, and they have agreed to be paid accordingly. This is an example of a system of compensation.
d. pay-for-results
80. (Scenario 15-2) Sounds Good has placed a small catalog inside each compact disc. The catalog features a variety of Planet Moon items that can be ordered—the band's music video as well as Tshirts, ball caps, and travel mugs. These items are considered self-liquidating premiums because the consumer:
d. pays most of the cost for them
39. Ultima Inc., a manufacturer of high-end cell phones and laptops, has designed a campaign that specifically targets a group of emergent consumers and aims to persuade them to try its products. This campaign is an example of:
d. point-of-entry marketing.
75. (Scenario 10-2) When entering an Old Navy store, customers immediately see a display that was designed to spark memories of the company's new advertisements. The display features life-sized cutouts of the actors starring in the commercials as well as a sign that contains a popular line from the ad. The display is an example of:
d. point-of-purchase branding.
74. CoolNature, a manufacturer of mineral water, has recently launched its product in the market. It starts a rigorous advertising campaign to highlight the benefits of its product. This is an example of .
d. primary demand stimulation
48. The two major components of the mass-mediated communication model are:
d. production and reception
56. While waiting for his wife to get ready to go out, Marcus picks up one of her interior design magazines and skims through the pages. Six ads in the magazine are for flooring and carpeting, but he and his wife don't need new flooring or carpeting, and he barely glances at these ads. This is an example of:
d. selective attention.
86. (Scenario 5-4) Torque advertises its slogan in a way in which people will immediately associate it with its cars. Torque is using advertising which involves the
d. semantic memory
89. (Scenario 4-2) The CEO of Purple Inc. stated that it's competitors sun glasses is nothing but a fake piece of plastic. This is an example of
d. slander
78. (Scenario 15-1) Because companies realize consumers will be visiting stores more frequently during the holiday season, several toy manufacturers are paying direct cash to retailers in exchange for placing their brand in the most visible locations. These cash payments are known as .
d. slotting fees
38. An objective of consumer-market sales promotion is to:
d. stimulate trial purchases.
43. Stephen Fox, a history and social observer, concludes on the history of American advertisement as:
d. superficial and hedonistic.
105. (Scenario 2-6) Pink Inc. has chosen to advertise using key chains and complementary pens with the firm's logos on them. The type of media chosen by Pink Inc. is referred to as .
d. support media
61. Advertisers are warned that they may face legal problems if they are not careful while conducting promotional activities. This is especially true of:
d. sweepstakes and contests.
57. Research on the topic of using sex in the ad business generally confirms that sex-appeal ads can be effective when:
d. the context is appropriate.
50. Perhaps the most fundamental criterion in segment selection revolves around what the members of the segment want versus:
d. the organization's ability to provide it.
77. (Scenario 12-3) Champion Chocolate is assessing the effective frequency for its line of chocolates. This refers to the number of times:
d. the target audience must be exposed to the ad message before the objectives of the advertiser are met.
84. (Scenario 7-4) An assistant comes in and says she needs some advice. One of the smaller clients of the agency needs some market information done very quickly—and very inexpensively. You tell her:
d. to look through social media data.
77. The biggest concern over the future of behavioral targeting involves its growing ability to:
d. track a person's movement on the Internet.
41. A is a general description for all organizations in the marketing channel of distribution that buy products to make them available to customers.
d. trade reseller
51. PinBall Inc. sought the help of Blazer Corp. to help them reach a niche group of vendors that they have been trying to do business with. Blazer offers the solution of publishing an advertisement in a trade journal which would help create awareness about the firm's product. In this scenario, Blazer Corp. specializes in .
d. trade-market sales promotions
82. (Scenario 7-3) One technique used in the focus group involves the researcher presenting a scenario, and then the members of the group completing a phrase or sentence regarding the scenario. This technique is used in order to:
d. understand consumers and observe the data being collected.
41. In a research study using the Zaltman Metaphor Elicitation Technique, participants:
d. visually represent their experiences with a product or service.
12. In making direct comparisons to traditional media, it becomes apparent that the advantages of event sponsorship are fundamentally the same as those that traditional media can provide.
false
13. A producer of educational materials wants to deliver an advertising message to an audience of teachers and principals. In this scenario, personal selling would be the best option because this tool is appropriate for large groups of people.
false
14. Government officials are the most conspicuous audience category in that most mass media advertising is directed at them.
false
14. Product placement is the practice of placing any branded product into the content and execution of educational vehicles
false
15. Blitz, a popular kitchen appliances manufacturer, launches its new line of blenders. To promote its product, it uses the same billboard ads across different countries around the world. This is an example of international advertising.
false
17. Nielsen Media Research found that much like TV viewers who want to avoid commercials, the majority of video game players want to eliminate brand placements in games.
false
18. Despite their widespread use and their repetitive exposures during games, brand placements in video games do not affect purchase intent as much as placement in traditional media does.
false
2. Using events, product placement, and branded entertainment in an IBP makes the rules for its success easy to pin down.
false
22. Branded entertainment is losing popularity ever since advertisers have started in-show product placements.
false
24. Branded entertainment can exist without any support from marketers. a. True b. False
false
25. When an organization creates large-scale demand for its brand, the quantity of product produced is increased which leads to higher unit production costs.
false
26. Primary demand stimulation is likely to have an impact only on those products that have been in the market for a long time.
false
27. When using branded entertainment as an IBP tool, an advertiser needs to remain careful so that a brand or product does not become too closely connected to an offering of the entertainment media.
false
29. Gross domestic product is the measure of the total value of goods and services produced by an organization.
false
31. When a brand is perceived by consumers as one in which the value of products is lower than its costs, the brand is said to have brand equity.
false
31. When an agency acts as a general contractor and hires external sources that act as subcontractors, it tends to simplify the coordination of marketing efforts.
false
32. Symbolic value differs from social meaning in that social meaning refers to what a product or services means to an organization in a non-literal way.
false
34. Integrated marketing communication lays emphasis on communication, and not on the brand.
false
10. An important guideline for effective event sponsorship is to look for a match or overlap between the lifestyles of the event attendees and the benefits your product can deliver.
true
13. A sponsored event can still be considered a positive addition to the IBP mix for the advertiser even if predetermined exposure figures are not met.
true
15. In the current system of product placement, companies pay a fee to incorporate their branded products deliberately as part of the show.
true
16. Harry's World is a department store that operates in three different states in the country of Rhodia. Harry's World advertises its stores only in these three states. This is an example of regional advertising.
true
16. Product placement in video games has great potential, considering that about 60 million U.S. households have at least some gaming capability.
true
17. The marketing mix involves four areas of responsibility—conceiving, pricing, promoting, and distributing—involved in the promotion of goods, services, or ideas.
true
18. Advertising is only one area of the marketing mix, and it represents only one of the many different integrated brand promotion tools used in the marketing mix.
true
19. A brand variant is created when a company adapts and expands its current brand into a new product area.
true
19. In the world of promotion, authenticity refers to the quality of being perceived as genuine and natural, a definite plus in brand placement.
true
20. If a doctor ordered a prescription drug as well as Tylenol for a patient, a sense of authenticity would be demonstrated regarding this product placement.
true
21. Product placement involves advertisers finding shows where the product might fit. Branded entertainment involves advertisers creating shows so the product will star.
true
22. The essential task for advertising is to develop a message that is different and unmistakably linked to a company's brand.
true
23. Branded entertainment entails the development and support of any entertainment property; where a primary objective is to feature a firm's brands in an effort to impress, and connect with consumers in a unique and compelling way.
true
23. Cuddles, a baby's retail clothing brand, uses the softest cotton wool that enables its products to stand out from those of its competitors. Cuddles has used external positioning to stand out over its competitors.
true
24. The marketing process is designed to generate revenue for the firm
true
25. The new era of branded entertainment involves developing new, creative forms of entertainment as a means to feature brands and connect with customers.
true
26. One common problem seen in the new media mix involves matching the brand with the entertainment property.
true
27. A latenight television commercial for kitchen appliances urges viewers to respond to the ad. It states, "Call this tollfree number in the next 30 minutes to receive a free cutting board" and assures them that "Operators are on duty." This is an example of direct response advertising.
true
28. Authenticity of a brand is strongest when the content of the show and the essence of the brand become completely intertwined and integrated.
true
28. Delayed response advertising relies on imagery and message themes that emphasize the benefits and satisfying characteristics of a brand.
true
29. The success of any IBP campaign involves choosing the right set of options and coordinating the placement of messages.
true
3. In today's world of marketing, the fields of advertising, branding, and entertainment are converging.
true
30. Advertising is related to the gross domestic product in that it can contribute to levels of overall consumer demand when it helps introduce new products.
true
30. One reason why coordinating efforts in IBP can be difficult is that the complexities of all the elements demand that specialists be hired, but specialists often miss the big picture of the overall marketing effort.
true
33. Social meaning refers to what a product or service means in a societal context.
true
6. The term Madison & Vine refers to two renowned avenues representing the advertising and entertainment industries, respectively.
true
7. The concept of Madison & Vine refers to the convergence of the advertising and entertainment industries toward the branding efforts of marketers.
true
9. The majority of the promotional funds spent on event sponsorships today go toward sporting events.
true