Marketing 3305 final

Which of the following are considered to be primary users of local display advertising?

Department stores

_____ contribute(s) to the difficulty associated with developing an effective universal approach to marketing and advertising.

Differences in culture

5-hour ENERGY positions itself as a sugar-free energy shot, it is an example of positioning by product user.

False

A consumer always makes his or her purchase decisions in isolation. No external factor influences a consumer's decision-making process.

False

All ads that use sexual appeals in the form of suggestiveness and/or nudity are considered deceptive advertising.

False

An advantage associated with magazine advertising is the short lead time for placing ads.

False

By combining media, marketers decrease the likelihood of achieving overall communications and marketing goals.

False

Dependent variables of the persuasion matrix are the controllable components of the communication process.

False

Dissonance is less likely to occur in important decisions where the consumer must choose among close alternatives.

False

Economic censorship occurs when advertisers have a limited budget to spend on media.

False

Focus groups are a quantitative method of testing ads.

False

In the standard learning hierarchy, a consumer is viewed as a passive participant in a communication process.

False

Large organizations and firms usually spend huge sums of money on promotional activities because it guarantees the success of a product.

False

Newspapers account for 50 percent of advertising expenditures for national advertisers.

False

Once an ad campaign has been implemented, there is no need for any further testing.

False

One-sided messages work better when the target audience is highly educated.

False

Overuse of sales promotion is always profitable to a brand.

False

Publicity ensures accuracy of information because the company controls the message.

False

Slice-of-life ads make use of more excitement and suspense in telling a story when compared to the dramatization style of execution.

False

Techniques for writing direct headlines include using questions, provocations, how-to statements, and challenges.

False

The higher the index number of a particular segment of the population, the more attractive it is for targeting.

False

The main disadvantage of publicity over other forms of promotion is its high cost.

False

The sampling technique of promotion is less preferred by marketers and consumers as it entails a lot of risk.

False

The sleeper effect states that the persuasiveness of a message decreases with the passage of time.

False

There is a general agreement that advertising contributes to society in positive ways.

False

True or False: FTC rules that apply to endorsements in traditional advertising do not apply to endorsements made through blogs and social media.

False

True or false: Firms target international markets because their products have already reached the maturity stage of their life cycle in such markets.

False

True or false: Humorous executions are more suited to print media than television or radio.

False

True or false: In foreign countries, the use of media other than just print or television does not provide any significant advantages to international advertisers.

False

True or false: In many states, pharmacists are prohibited from advertising the prices of prescription drugs.

False

True or false: It is not necessary to prove that an advertisement has the tendency to deceive audiences in order to win a false advertising lawsuit.

False

True or false: The FTC has actively sought federal legislation to reduce its responsibility for financial services advertising.

False

True or false: The Food and Drugs Administration only lightly restricts the use of potentially misleading words like "natural" and "light."

False

When Domino's Pizza conceded to shortcomings of its product and explained what it was doing about them, it used a two-sided message.

False

When advertisers buy newspaper space based on combination rates, it means the advertiser gets no discount for quantity or repeated space buys.

False

Identify a factor that has led to the elimination of time and distance as barriers to global marketing.

Faster transportation

The ______ was founded in 1934 to regulate broadcast communication.

Federal Communications Commission

Before the introduction of the advertising substantiation program, the ______ had to prove that a claim was unfair or deceptive.

Federal Trade Commission

The ______ passed in 1914 ushered in federal regulation of advertising.

Federal Trade Commission Act

Match the following rate structures used in newspaper advertising in the first column with their accurate descriptions in the second column.

Flat rates- A publisher does not offer any discount for quantity or repeated space buys. Open-rates-A publisher offers discounts based on frequency or bulk purchases of space. Preferred position rates- A publisher offers advertisers a specific section on a page at a higher price. Combination rates- A publisher offers a discount for running the same ad in several newspapers.

The ______ has authority over labeling, packaging, branding, ingredient listing, and advertising of packaged foods, drug products, and cosmetics.

Food and Drug Administration

Match the types of newspaper rates in the first column with their accurate descriptions in the second column.

General advertising rates- Apply to display advertisers outside a newspaper's designated market area (DMA). Retail advertising rates- Apply to advertisers that conduct business or sell goods or services within a newspaper's designated market area (DMA).

Match the following types of business publications in the first column with their accurate descriptions in the second column.

General business magazines- Magazines directed at executives in all areas of business. Health care magazines- Magazines directed at dental as well as medical and surgical areas. Trade magazines- Magazines directed at wholesalers, dealers, distributors, and retailers. Industrial magazines- Magazines directed at businesspeople in manufacturing and production.

_____ is a firm's way of implementing a global marketing strategy by employing the same basic promotional approach in all markets in which it operates.

Global advertising

Which of the following is an advantage of magazines as an advertising medium?

Greater creative flexibility

Which demographic factor is creating extensive challenges for domestic marketers in the United States in communicating their advertising messages?

Growth of multicultural ethnic markets

Identify a service that is expected from an agency that a company selects to handle its international advertising.

Handling public relations

In addition to television and print, what other local media are available to international advertisers? (Check all that apply.)

-Billboards -Direct mail

Which of the following are general principles for the types of brands or products that are best suited to worldwide advertising campaigns? (Check all that apply.)

-Brands that are promoted with image campaigns -Products for a market segment that has similar tastes around the world -New high-tech products

Identify examples of sales promotion that are used in international markets. (Check all that apply.)

-Coupons -Sponsorships

A company that uses a global marketing and advertising strategy can expect which of the following?

-Economies of scale in production Economies of scale in distribution -The ability to introduce products quickly in world markets

Which of the following statements about ethics in advertising are true? (Check all that apply.)

-Marketers must often make decisions about responsible actions based on ethics. -Moral guidelines that regulate the acts and decisions of advertisers are referred to as ethics. -Certain kinds of target marketing may be considered unethical although they are legal.

Identify the entities that marketers need to deal with through public relations activities. (Check all that apply.)

-Media -Local governments

Identify true statements about network advertising. (Check all that apply.)

-National advertisers have to deal with only one party to run their ads. -It is expensive if advertisers wish to air their commercials during prime-time shows.

Identify criteria that a company might use when selecting an agency to handle its international advertising. (Check all that apply.)

-Quality of agency work -Ability of agency to cover relevant markets

Which of the following are provisions of the federal antispam bill of 2003 (the CAN-SPAM Act)? (Check all that apply.)

-Recipients can opt out of receiving future communications. -The message must be clearly labeled as an advertisement. -False transmission of information is prohibited.

Which of the following are issues that the FTC has focused attention on in the 21st century?

-Taking action against deceptive health claims -Eliminating false e-mail advertising -Enforcing existing regulations on telemarketing

Which of the following has supported global marketers in their efforts to consolidate their advertising accounts with a single agency? (Check all that apply.)

-The ability to easily communicate worldwide -Internet-based capabilities for global management

Identify how people around the world are changing the way they are using Twitter. (Check all that apply.)

-They are posting comments about brands. -They are asking friends about products.

In a well-developed, mature foreign market, a marketer may need to use which of the following? (Check all that apply.)

-Trade allowances to maintain distribution -Consumer promotions that maintain customer loyalty

With a decentralized company structure for international marketing and advertising, local managers ______. (Check all that apply.)

-approve creative themes and executions -select ad agencies and advertising media -develop budgets and conduct research

Companies use a centralized organizational structure for their international marketing efforts in order to ______. (Check all that apply.)

-reduce the need for local staffing -control all marketing efforts -maintain a unified brand image

According to a study by Dynamic Logic of almost 5,000 online campaigns, which of the following is the most effective type of digital ad?

180 x 150 pixel rectangular ads

Over the past decade, newspapers have experienced a(n) ________ decline in their revenue from classified advertising.

80 percent

Which of the following statements is true of the brand development index (BDI) and the category development index (CDI)?

A market with a high BDI and a low CDI is a good market for advertising.

Identify an example of a high-tech product manufacturing company promoting its products globally.

A smartphone's ad showing off its camera capabilities

Identify a stereotypical portrayal of an adult woman in advertising.

A woman performing household duties

Match the following types of advertising costs (in the first column) with their descriptions (in the second). Instructions

Absolute Cost - Refers to the actual total cost required to place an ad Relative Cost - Refers to the relationship between the price paid for advertising time or space and the size of the audience delivered

Identify the characteristics of the participation method of buying commercial time in television advertising. (Check all that apply.)

Advertisers have minimal control over the placement of ads. Advertisers can participate in a particular program once or several times. Advertisers have no long-term commitment to a program.

Identify an accurate statement about TV advertising rates.

Advertisers pay different advertising rates based on the time of day and the particular program.

Identify a demographic factor in the international marketing environment.

Age distribution

Alex works as a journalist at a news agency. Alex states that the organization's structure involves what media people refer to as "The Wall." Which of the following statements supports his claim?

Alex has no contact with the members of the advertising and circulation departments.

Identify a role of an international advertising manager in the combination approach to international advertising.

Approving media selection decisions

Which of the following statements is true of the essentials of effective testing?

Attainment of communications objectives leads to the accomplishment of marketing objectives.

What are the disadvantages of using cable television as a medium of advertising? (Check all that apply.)

Audiences watch considerably more network shows than cable shows. It lacks total market penetration.

Match the following types of syndicated programming in the first column with their accurate descriptions in the second column.

Barter syndication- Refers to the practice of selling shows to stations in return for a portion of the commercial time in the show rather than cash. Off-network syndication- Refers to reruns of network shows that are bought by individual stations. First-run syndication- Refers to shows produced specifically for the syndication market.

________ is a combination of many factors, including the name, logo, symbols, design, packaging, and performance of a product or service as well as the image or type of associations that comes to mind when consumers think about a brand.

Brand identity

Advertising of alcoholic beverages is regulated and controlled by the ______.

Bureau of Alcohol, Tobacco, Firearms and Explosives

Actions or practices that are considered deceptive or unfair to consumers are investigated by the ______.

Bureau of Consumer Protection

It is the responsibility of the ______ to ensure the well-being of consumers by preventing unfair, deceptive, or fraudulent practices in advertising.

Bureau of Consumer Protection

Sales promotion areas are regulated by the Federal Trade Commission through the Marketing Practices Division of the ______.

Bureau of Consumer Protection

The Federal Trade Commission is helped by the ______ unit in assessing the effect of its activities. This unit also provides monetary analysis and support to antitrust and consumer protection investigations and rule makings.

Bureau of Economics

In the ______ case (1980), the U.S. Supreme Court ruled that commercial speech was entitled to First Amendment protection.

Central Hudson Gas and Electric Corp. v. New York Public Service Commission

The ______ of 1998 was passed because of the concerns over online marketing aimed at children.

Children's Online Privacy Protection Act

________ refers to the number of individuals who receive a publication, either through subscription or store purchase.

Circulation

Match the following categories of newspaper circulation figures in the first column with their accurate descriptions in the second column.

City zone- Market area composed of the city where the paper is published and contiguous areas similar in character to the city. Retail trading zone- Market outside the city zone whose residents regularly trade with merchants within the city zone.

Match each type of digital ad in the first column with its primary goal in the second column.

Concept - Creating awareness and interest. Content - Increasing knowledge or understanding of a product or service. Commerce - Getting consumers to make a purchase.

Which of the following viewpoints is implicitly supported by the "advertising equals information" concept?

Consumers become more price-sensitive due to advertising.

One school of thought, "advertising equals information," suggests advertising has which of the following effects on industry structure and market power?

Consumers can compare competitive offerings easily and competitive rivalry increases.

Which term refers to the potential audience that might receive a message through a vehicle?

Coverage

Identify a challenge that publishing companies must overcome in foreign countries to make magazines profitable.

Cultural differences

In the context of radio advertising, match the key terms in the first column with their accurate descriptions in the second column.

Cume - The total number of different people who are estimated to have listened to a station for at least five minutes in a 15-minute period within a reported daypart. Average quarter-hour figure - The average number of people estimated to have listened to a station for a minimum of five minutes during any 15-minute period within a time period.

Speed Inc. is a sports car manufacturer. Ron, a salesperson in a car dealership, makes $3,000 for every Speed Inc. car he sells. He receives this bonus from Speed Inc. along with his regular salary from the dealership at the end of each month. Which type of promotion is Speed Inc. using?

Spiff

CL Inc., a manufacturing firm, decided to outsource its entire advertising function. The company launched a new product and paid for the campaign to promote the product. In this scenario, CL Inc., is

a client

Under ________, the client agrees to pay the agency a fee based on the expenditure of its work plus some agreed-on profit margin, often a percentage of total costs.

a cost-plus system

A company that follows a centralized system and contains a separate advertising department cannot make use of an outside advertising agency.

a decentralized approach

Abound Industries is a multiproduct firm. In addition to competing with outside manufacturers, each brand it produces actually competes against other brands within the company. Abound brands also compete for corporate resources, leading to unproductive rivalries. The type of approach Abound Industries has been using is called

a decentralized approach

Mars Inc. is a specialized agency that provides various services such as database management, infomercial production, creative services, telemarketing, research, and media services. In this scenario, Mars Inc. is

a direct-marketing agency

Firm Software Co. has audited their advertising budget for the last three years, identifying a pattern of expenses. They found that their media expenses were fairly consistent from year to year. They decided to change their compensation plan for their agency from a monthly billing to a monthly fee where media commission received by the agency will be credited against the fee. If the commissions are less than the fee, Firm Software will make up the difference in a quarterly billing cycle. This form of commission is called ________ combination.

a fee-commission

The NsDaily, a newspaper, charges $50 per square inch of its advertisement space. Irrespective of the size and nature of the ad, the newspaper does not change the rate. In this scenario, The NsDaily is offering

a flat rate.

Sum Company has depended on key people in each product line to come up with advertising to promote their individual products. This approach has not produced the results they anticipated, and the board is seeking a change in process. They are now looking for an advertising agency that offers its clients a full range of marketing, communications, and promotion services, including planning, creating, and producing the advertising, performing research, and selecting media. Sum is looking for ________.

a full-service agency

NW Inc. specializes in buying radio, television, and newspaper space at discounted rates. Yummy Foods approaches NW Inc. to buy newspaper space at less than market rate. NW's personnel also help Yummy Foods plan their media strategies. However, they do not perform any other functions. In this scenario, NW Inc. is an example of

a media specialist company

A major advantage of personal channels of communication is that

a message or presentation can be tailored to an individual or audience.

CL Inc. printed two versions of the same ad in order to test the effectiveness of each individual ad. One ad contained an image of a popular female celebrity while the other contained a lesser-known model on the front cover. In this scenario, the company is using

a split run.

A publicity piece designed to be aired as a news story is known as

a video news release.

Advertisers of Hexagon smartphones placed a full-page color ad in Tech Widget magazine, which cost them $165,000. This amount refers to the

absolute cost.

An advantage of using an advertising agency that is affiliated with local agencies in foreign countries is that the client has ______.

access to detailed knowledge of local market conditions

Leon works for an ad agency and is responsible for understanding the advertiser's marketing and promotions needs and interpreting them to agency personnel. He also presents the agency's recommendations to the client and obtains approval from them. Leon has a strong marketing background and understands the advertising process comprehensively. What is Leon's position in the organization?

account executive

Which stage of the AIDA involves getting the consumer to make a purchase commitment and closing the sale?

action stage

The introduction of the advertising substantiation program of the Federal Trade Commission has put most of the burden of proof on the ______.

advertiser

Newspapers and magazines receive nearly 70% of their revenue from ____.

advertising

Which of the following is the most suitable classification for advertisements that are offensive, irritating, and boring?

advertising in bad taste

One of the regulatory areas in which the National Association of Attorneys General has been involved includes the ______.

advertising of car-rental prices

The ______ program of the Federal Trade Commission, in 1971, required advertisers to have documentation that affirmed their claims and to prove that their claims were truthful.

advertising substantiation

Auto Inc. has come up with a new series of ads to promote the use of seat belts. It has also invested in various billboards across New York City and Chicago for the same purpose. This campaign is an example of

advocacy advertising.

The Federal Trade Commission requires advertisers to carry particular information in their advertisements to ensure that consumers will be aware of all the effects, terms, and limitations associated with the use of a product or service under its ______ requirement.

affirmative disclosure

An advantage of using television as a medium to advertise products is that it ______.

allows advertisers to reach large audiences

A characteristic of network advertising is that it ______.

allows mass coverage for the advertiser's message

Joy Fruit Juices took the help of a company called Innovators Inc. to create and produce the communication message for its products and in return paid Innovators $20,000 as compensation. However, the final decisions regarding the advertising and promotional program rested with Joy Fruit Juices. In this scenario, Innovators is

an advertising agency.

A small entrepreneurial firm for the last five years, Clear Cite industries is ready to broaden their efforts to expand beyond the tri-state area to a nationwide market. With their growth, they have identified the need for new roles in their organization. They have a number of salespeople, but their promotions effort has been lacking. They have determined a critical role with key responsibilities for coordinating input from people both inside and outside the organization to help define the advertising and promotion process. This position is called

an advertising manager

Laith follows an Olympic mountain biker on Instagram. The Olympian has been riding the same brand of mountain bike for many years. Every time Laith reviews his research on this big purchase, he pushes aside the research for brands other than the bike he sees posted on Instagram. Laith is demonstrating behavior following

an affect-referral decision rule.

GSI industries is looking for several dedicated services to develop and maintain their website and digital marketing. They also need support to create a strategy and media plan to refresh their brand. A medium-size company, GSI may want to engage the services of ________ to coordinate these IMC services.

an agency record

Superagencies are

an amalgamation of several small, medium, and large advertising agencies.

KB Enterprises is struggling with making their projected sales quotas. They engaged a task force to review their current marketing plan and promotional program. The task force has just completed a review of the marketing plan and is now ready to conduct a situational analysis focusing on factors such as the firm's customers' characteristics and buying patterns, their decision process, and factors influencing their purchase decisions. This analysis is called

an external analysis.

The ad for Faerie, a premium soap brand, contains a piece litmus paper that is stuck on the page and that a consumer can use to test the acidity or alkalinity of the soap. This is an example of

an insert.

A system in which a number of cable systems and networks in a geographic area are linked together for the purpose of advertising is known as ______.

an interconnect

Many advertisers realize that their commercials are most successful when the ads ______.

are entertaining

According to the persuasion matrix, which of the following is a dependent variable in consumers' response process?

attention

At individual TV stations and major networks, programming decisions are deeply influenced by what will ______.

attract the most viewers and thus be most desirable to advertisers

A headline's most important purpose is ______.

attracting readers' attention

Which of the following attributes would be reported in persuasive advertising rather than information advertising?

attractiveness of the brand

International advertisers find it difficult to obtain reliable media information regarding ______.

audience profiles

Which of the following is not one of the terms used to describe the concept of integration in IMC?

autonomous channels

A country's economic situation when the monetary value of its imports exceeds that of its exports is known as a(n) ______.

balance-of-trade deficit

Since 1972, the advertising substantiation program of the Federal Trade Commission has required advertisers to substantiate their claims ______.

before an advertisement appears

A company that aims to position a product based on its salient features is using positioning based on

benefits.

Beauty Care's 2-oz. bottle of sunscreen lotion is priced at $3. However, while at the supermarket, Emma found that Beauty Care was offering a 5-oz. bottle at the same price, so she bought two. Which type of promotional method was Beauty Care using?

bonus pack

The responsibility of the Federal Trade Commission is to protect ______ from unfair and deceptive practices.

both consumers and businesses

Which of the following consists of the combination of the name, logo, symbols, design, packaging, and image of associations held byconsumers?

brand identity

Average Industries is finding it difficult to differentiate their products or services on the basis of functional attributes. Through advertising, Average Industries can give consumers favorable, unique images so that they make positive associations with Average Industries. This advertising will be building a

brand image

Advertising helps large advertisers to gain control of the market, at the expense of smaller brands, by creating ______.

brand loyalty

Evaluating the approach put forward by creative specialists against company standards is the job of a(n) ______.

brand manager

The U.S. Supreme Court's ruling in the 44 Liquormart, Inc. v. Rhode Island case struck down the state statute that prohibited the ______.

broadcast of alcohol price ads

Tom, a chocolate maker, placed ads for his chocolate bars in Magz, a magazine that is popular among the managers of large hotels. Knowing that these hotels use chocolate for desserts on a daily basis, Tom wanted to bring his product to the attention of hotels' purchasing managers. Tom is using

business-to-business advertising.

Before shipping its new tablet, Samsung created a great deal of anticipation through public relations. Upon the release of the Samsung tablet, consumers stood waiting in lines for hours to own the next Samsung innovation. In which of the following ways did marketing public relations (MPR) add value to the integrated marketing program?

by building marketplace excitement before media advertising breaks

When Dole encourages consumers to "drink their fruits," claiming that eight ounces of juice is the equivalent of two whole fruits, it is positioning itself

by product class.

When a company has one or more additional layers of management above brand managers to coordinate the efforts of all the brand managers handling a related group of products, it is generally using a ________ system.

category management

Unfairness, according to Federal Trade Commission policy, is determined on the basis of a trade practice ______.

causing substantial injury to consumers

An order issued by the Federal Trade Commission requiring an advertiser to stop a particular advertising claim within 30 days is known as a(n) ______ order.

cease-and-desist

When a firm wants to perform all its resolutions about marketing activities at its home office, its international promotional function should be ______.

centralized

Blueberry Designs, a boutique, has an advertising department along with sales, marketing, and research departments. The manager of the advertising department heads and controls all the functions of that department, such as budgeting, planning media schedules, and administering the sales promotions programs for all of the company's products and services. Blueberry Designs employs a

centralized marketing system

Which of the following is an example of an independent variable in the persuasion matrix?

channel

Practices that are considered unfair by the Federal Trade Commission include ______.

claims made by advertisers without prior substantiation

Lily saw a newspaper ad for a microwave oven and subsequently visited the company's website to get more details about the microwave. According to the traditional response hierarchy model, Lily is currently in which of the following stages?

cognitive stage

A slice-of-life ad used to demonstrate a service in a humorous way would be an example of which of the following execution techniques?

combination

One Stop Corporation has been working with Top Agency to analyze their promotional plan to include methods for creating awareness about One Stop's product attributes, methods for developing favorable attitudes, and how to better understand consumer purchase intentions. What type of goals or objectives are they creating at this stage of the integrated marketing communications plan?

communication objectives

The Reflective Enterprise brand is practically a household name. To protect their brand equity, Reflective Enterprises spends huge amounts in advertising to maintain their brand recognition and reputation as the highest-quality service provider in their market. Reflective Enterprises recognized the importance of investing in

competitive advantage

Alice knew that her boss was a huge fan of Sharon Styles, a professional tennis player. Alice also noticed that her colleagues who were fond of Styles shared a good rapport with her boss. In order to impress her boss, Alice gave her a perfume endorsed by Styles as a birthday present. She also bought magazines featuring Styles in order to project that she, too, was fond of Sharon Styles. In this case, the influence process occurs through a process known as

compliance

The marketing team of Ben & Jen, a leading global fashion brand, has just started working on its new ad. It is in the stage of preparing a positioning statement for its new winter collection. However, it wants to ascertain the opinion of certain experts about the layout and other basic elements of the ad. In other words, it wants to undertake

concept testing.

An agreement between advertisers and the Federal Trade Commission to stop the practice or advertising that is in question is called a(n) ______.

consent order

The requirement of participants to give up something of value in order to participate in a lottery is referred to as a(n) ____.

consideration

Which of the following is classified as a pretest laboratory method for conducting research to measure advertising effectiveness?

consumer juries

In order to win a false advertising lawsuit under the Lanham Act, a company needs to prove that an advertisement ______.

contains false statements about the company's product

Fulcrum Inc., an FMCG company, has purchased the time slot between 8:15 p.m. and 8:18 p.m. every day on an entertainment channel to advertise Whizz Soda, one of its brands. In the context of scheduling methods in advertising, this is an example of

continuity.

The Federal Trade Commission, in order to contain the problem of residual effects of deceptive advertising, developed a program known as ______ in the 1970s.

corrective advertising

After viewing an automobile ad that claims, "the car's highway mileage is 60 miles per gallon," Ryan states, "That's impossible." Ryan's statement is an example of a

counterargument

A firm from Rebera, a country known for dairy products, markets its dairy products internationally as being "made in Rebera." Consumers immediately identify with the firm's products because of Rebera's reputation in the industry. This is known as the ______ effect.

country-of-origin

The customer's recognition of the quality of products made in a given nation is referred to as the ______ effect.

country-of-origin

Which of the following is an objective of corporate advertising?

creating a positive image for the firm

Determining whether more than one execution style should be used in creating an advertisement is the responsibility of a(n) ______.

creative specialist

Beliefs and goals that concern ideal end states of life and modes of conduct and that are shared by members of a society are known as _____.

cultural values

According to the Federal Trade Commission, as stated in 1983, a misrepresentation, omission, or practice that is likely to lead astray a consumer acting reasonably in the circumstances to the consumer's detriment is known as ______.

deception

An automobile company creates an ad to launch a new bike. The ad makes claims that mislead viewers about product performance and durability. Based on the fact that the ad is untruthful, critics will classify this as ________ advertising.

deceptive

Advertising that is intentionally false and misleading and leaves consumers with a false or misleading impression is referred to as ______.

deceptive advertising

The U.S. Postal Service has used regulations against fraudulent use of the mail to control ______ by numerous direct-response advertisers.

deceptive advertising

When a brand enters the ________ stage of the product life cycle, most of the promotional support will probably be removed and expenditures on sales promotion are unlikely.

decline

WomensHealth.com, a website targeting women, is an example of using gender as a basis for successful ________ segmentation.

demographic

Root Inc., a manufacturer of dental hygiene products, manufactures chocolate- and strawberry-flavored toothpastes that are specificallydesigned for children. Which of the following bases of segmentation is the company using?

demographic segmentation

Media objectives are

designed to lead to the attainment of communications and marketing goals.

The standardization of advertising may be difficult because of the _____.

differences between cultures

AB Rail Inc., a private railroad firm, offers both economy-class and business-class tickets, marketing to each segment separately using individualized marketing programs. With respect to the types of market coverage alternatives, the railroad company is using

differentiated marketing

Reflective Enterprises has depended on magazine, newspaper, and television advertising for most of their advertising efforts. They are losing market share. They recognize that they need to change their strategy to reach an audience that rarely engages in these forms of media. They are looking for a new agency partner to develop a social media campaign. To help develop the resources to support this new direction, the VP of marketing engages the services of a

digital agency

A new form of public relations has evolved as the intersection between functions like social media and influencer marketing with traditional public relations activities. It is called

digital public relations.

Broadcasting in Europe, Asia, and Latin America has undergone a major development due to the emergence of ______.

direct broadcast by satellite

Advocare, Tupperware, and Mary Kay are examples of companies that choose not to use any channel intermediaries, but instead sell to their customers through

direct channels

Which of the following is an advantage associated with digital/interactive advertising?

direct selling potential

Over the last two decades, increased access to mobile devices, greater Internet usage, and more double-income families have meant more income but less time for shopping for many people. As a result, marketing agencies have used ________ to encourage consumers to purchase products and services directly from the manufacturer.

direct-response marketing

Marketers conducting contests and sweepstakes are required by the Federal Trade Commission to ______.

disclose all information and details clearly

Under FTC guidelines for online endorsements, paid endorsers who post on social media sites or post product reviews on marketer sites can be held liable if they ______.

do not identify themselves as such

An execution technique that focuses on narrating a short story with a product or service as its star is referred to as the

dramatization

The objective of dramatization is to

draw a viewer into the action it presents

A type of media called ________ generates exposure for a company or brand through outside entities such as the media or the general public; the company or brand does not pay for it. One of the best examples of this type of media occurred in 2014 when the ALS Ice Bucket Challenge to promote awareness of the disease and encourage donations to research went viral.

earned media

A large, well-known company influences a newspaper to publish articles that favor the use of its sugar-free products. This behavior is an example of ________.

economic censorship

In its advertising campaign, a charitable organization uses a photo of a small, malnourished child whose bones are clearly visible under his skin. In the photo, the child sits huddled in a fetal position. A vulture sits, waiting, in the background. Which of the following kinds of advertising appeal is the organization using?

emotional appeal

The bulletin board of Tales and You, a children's publishing company, contained an article that congratulated the organization for achieving 1 million sales and appreciated everyone for their efforts. This piece of public relations targeted the

employees of the firm.

The goal of affirmative disclosure is to ______.

enable customers to make informed decisions by providing them with sufficient information

Subheads are commonly used to ______.

enhance readability

A characteristic of spot advertising is that it ______.

enhance the image of their products

Essentially, television is an ______ medium.

entertainment

According to Nigel Hollis, brand success can be achieved at the global level by ______ while taking advantage of working on the global scale.

establishing relationships with consumers at a local level

Bliss Automobiles is a Texas-based luxury car manufacturer. Typically, it is never affected by economic downturns because its customers are highly image conscious. Which level of the hierarchy of needs are Bliss's customers illustrating?

esteem

The tendency for people to see their own community as the most important in the universe is known as ____.

ethnocentrism

Disclosure requirements of contests and sweepstakes include the ______.

exact number of prizes to be awarded

The American Marketing Association's original definition of marketing focused on ________ as a central concept in marketing and the use of the basic marketing activities to create and sustain relationships with customers.

exchange

A set of privacy principles has been developed by the Network Advertising Initiative in conjunction with the Federal Trade Commission that provides consumers with ______.

explanations of Internet advertising practices

Behavioral learning theories are based on internal psychological processes such as motivation and thinking.

false

Mobile marketing is an online means of communication and interactions among people that are used to create, share, and exchange content such as information, insights, experiences/perspectives, and even media themselves.

false

Traditional media, such as television, provide marketing that is more targeted when compared to the Internet.

false

Jane was asked to survey 10,000 people in Chicago in order to find out how many of them liked Dwayne Carter's performance in the movie Fatal Upheaval. After the study, she concluded that only 33 percent of the people knew who Dwayne Carter was. Here, the 33 percent indicates the

familiarity score.

An ad campaign for road safety showed a coconut being crushed severely after being struck by a hammer. It aims to emphasize the importance of wearing a helmet while riding a motorcycle. Which of the following was used in the ad in order to evoke a favorable response?

fear appeal

Customers often perceive ads of certain types to be distasteful or irritating. According to surveys, which of the following products' advertisements would most likely be irritating to viewers?

feminine hygiene products

Unlike developing countries, developed countries possess economic infrastructure, such as ______, to conduct business effectively.

financial networks

The standard of determining the reasonableness of a consumer is ______.

flexible

Which of the following is a reason for the increase in the importance of sales promotion?

fragmentation of consumer market

Cheery Inc. offers a free toy inside every $1 pack of Cheery Creamy Chips. Which promotional method is the company using in this scenario?

free premium

Billy is watching the live broadcast of a tennis match on cable television. In a span of three hours, an ad for Argon shoes is aired eight times during the commercial breaks. The number of times Billy views the ad for Argon shoes denotes the

frequency.

Fly High Airlines provides outstanding customer service, which gives it an edge over its competitors. This outstanding customer service is used to

gain a competitive advantage

Zest & Taste Corp. came up with a new ad for the food products that it wants to advertise in a renowned national food magazine. However, the ad created by its creative team was way larger than the normal page size specified by the magazine publisher. Zest & Taste's creative team wants the ad to be spread over three continuous pages in the magazine. This could be done with the use of

gatefolds.

Advertisements often surround consumers with images of the good life and suggest that the acquisition of wealth leads to contentment and happiness. Critics argue that this aspect of advertising has an adverse effect on human and societal values. Which of the following statements is the main reason for this criticism?

Such messages encourage materialism among people.

Identify an example of the use of visual appeal by a company to market a product globally.

TV ads for a cosmetics brand featuring a supermodel

Which of the following is an area in international marketing plans that rely the least on a combination approach between the home office and a local or regional office?

Hiring local employees

In 1980 the U.S. Supreme Court established a four-part test for determining restrictions on commercial speech known as the Central ____ Test.

Hudson

Match the following advertising positions in magazines in the first column with their accurate names in the second column.

Inside front- Second cover. Inside back- Third cover. Outside front- First cover. Outside back- Fourth cover.

The movement that began in the 1980s toward using all forms of promotion to achieve maximum communication impact was not a fad. According to the 4As' definition, what is the name of this evolving approach to coordinate promotional elements and other marketing activities?

Integrated Marketing Communications

When SKYY Spirits extended its product line and chose to use ads that were consistent with the core brand equity base of SKYY, they were addressing which of the following basic questions for evaluating creative approaches?

Is the creative approach consistent with the brand's marketing and advertising objectives?

Which of the following are characteristics of radio advertising? (Check all that apply.)

It achieves a low level of attention. It caters to a well-segmented audience. It has good local coverage. It has high frequency and flexibility.

What is an advantage of using television as a medium for advertising?

It allows creative flexibility, which can enhance impact.

Which of the following statements is true of publicity?

It can make or break a product or even a company.

Identify an advantage of using television advertising.

It delivers messages at a very low cost per thousand.

Which of the following statements about the focus-group method of concept testing is true?

It does not require quantitative analysis.

Which of the following are characteristics of digital advertising? (Check all that apply.)

It has a flexible message platform. It has the potential for direct selling. It allows the user to select product information.

Which of the following are characteristics of direct mail advertising? (Check all that apply.)

It has high costs. It offers opportunities for repeat exposures. It has a poor image in the market. It has high information content.

Which of the following correctly states a disadvantage associated with marketing public relations (MPRs)?

It is difficult to tie in slogans and other advertising devices.

Which of the following statements is true of the evaluation of creative output?

It is important that an ad communicate information, attributes, features, benefits, and/or images that give consumers a reason to buy the brand.

Which of the following statements is true of posttesting?

It is used to determine if the campaign is accomplishing the objectives sought.

Which of the following statements about the psychoanalytical theory is true?

It is used to determine the consumer's purchase motivations.

Identify a disadvantage of using a magazine as an advertising medium.

It lacks flexibility.

Which of the following is cited as a reason for measuring the effectiveness of ads and other promotional activities?

It leads to evaluation of alternative strategies under consideration.

What is an advantage of using cable television as a medium of advertising?

It offers a low cost and flexibility to advertisers.

What is an advantage of using television advertising?

It offers some selectivity based on the composition of audiences.

Identify a product that appeals to universal needs, values, and emotions and relies on visual appeals for use in global advertising campaigns.

Jewelry

Identify a problem with the use of an advertising agency that is affiliated with local agencies in foreign countries.

Lack of control over the quality of work

Identify a cultural factor that influences the international marketing environment.

Language

The ______ covers deceptive advertising by forbidding any false description or representation, including words or symbols that are misleading.

Lanham Act

________ are often done in rough form and presented to the client for approval before the more costly stages of print production.

Layouts

Most companies prepare annual reports to

generate more investments.

Planet Burgers Inc. is a global food chain that caters to each market it operates in by adapting its products to local tastes and preferences. For example, burgers are made from lamb in India rather than beef due to religion-based preferences. It adds more chili sauce in Mexico and so on. Planet Burgers makes use of ________ segmentation.

geographic

Mars Inc., a premium cosmetics company, takes out ads in the Philadelphia, Boston, and Seattle editions of PlutoMag, a national magazine. With these ads, Mars is trying to achieve

geographic selectivity.

The United States is changing from being an independent, self-sufficient, national economy to being an interdependent ____ ____

global economy

A marketing technique in which a firm uses the same marketing plan for all nations in which it operates is known as _____.

global marketing

Economic necessity is driving companies to pursue international markets because of the effects of ______.

globalization

The Bureau of Economics analyzes the impact of ______ on competition and consumers.

government regulation

Pree uses sales promotions and promotional dollars to stress how her brand is different from competitive brands and to keep her brand in consumers' minds. Based on her approach, at what stage of the product life cycle is Pree's brand?

growth

Jim is asked to view an ad and rate it according to its creativity, effectiveness, and information dissemination capability. Jim rates the ad as good based on its creativity alone, while ignoring the effectiveness and information dissemination components. However, the ad is considered to be ineffective due to its poor information dissemination capability. This scenario is an illustration of the

halo effect.

A disadvantage of using television as an advertising medium is that it ______.

has high production costs

Global marketers are able to use Twitter as an IMC tool through ______.

hashtag campaigns

Decentralization is used by companies in smaller markets when ______.

headquarters' involvement is not worthwhile

Newspapers and magazines are often referred to as ________ media.

high-involvement

Anne, a student, purchases most products endorsed by Reese Perry, a popular celebrity. She had also adopted the way Reese dresses and styles her own image after Reese. However, Anne developed a negative feeling toward Reese after learning that she has been involved in an insurance scam. Subsequently, she also stopped purchasing any products endorsed by Reese. Which of the following persuasion processes is indicative of Anne's behavior?

identification

What is the first step in the target market selection process?

identifying markets

A recent print ad for Venus Shoes featured pictures of sports shoes in various colors along with the tagline "Let's run." Which of the following advertising execution styles did Venus use?

imagery

In order to create a successful advertising and promotion program in an international market, companies should ______.

implement different media strategies

Retailers who operate in highly concentrated retail markets face demands for _____.

in-store promotions

In markets that have highly fragmented retailing structures, the stores are too small for ______.

in-store sampling

The Bureau of Alcohol, Tobacco, Firearms and Explosives is responsible for ______.

including warning labels on alcohol advertising

Which of the following is an argument for measuring the effectiveness of a promotional program?

increased efficiency

Successful public relations efforts may indirectly lead to

increased friendliness.

Which of the following is an advantage of couponing?

induces repeat purchases

The greatest promotional opportunities for most companies are known to be represented by ______ nations.

industrialized

In response to the criticism that advertising makes people buy things they don't need, Shelby Hunt examined the ________ and pointed out that advertising that most observers would categorize as very informative is often very persuasive.

information-persuasion dichotomy

According to the family decision-making process, a mother who decides that she needs a new car is referred to as the

initiator

In the Federal Trade Commission v. Raladam Co. case (1931), the U.S. Supreme Court ruled that the Federal Trade Commission could not prohibit false advertising unless there was evidence of ______.

injury to a competitor

The Wheeler-Lea Amendment empowered the FTC to act against false advertising if there was evidence of ______.

injury to the public

Operant conditioning is also called

instrumental conditioning

Having a marketing and communications strategy to market consumer products and services adds value by strategically integrating the various communication functions into one plan versus having them operate autonomously. What is the name of the plan for coordinating efforts to avoid duplication, take advantage of synergy among promotional tools, and develop more efficient and effective marketing communication programs?

integrated marketing communications plan

Offersforshoppers.com is a website that provides various offers to consumers. Users can visit the website and choose the offers that they prefer, then relevant coupons that can be redeemed at the point of purchase are sent to their mobile phones. Which of the following promotional-mix elements is occurring in this scenario?

interactive media.

After watching an ad in which Dean Douglas, a popular movie actor, endorses Scandium laptops, Leslie, a big fan, believes that Dean endorse only reliable products. She immediately purchases a Scandium laptop and is confident that Scandium is the world's number one laptop manufacturer, as Dean had claimed in the ad. Her purchase is the result of a process known as

internalization

Television is typically a(n) ______ advertising medium.

intrusive

According to the belief that advertising equals information, advertising ______.

is a way to communicate with consumers

Money Backed Enterprises still uses an agency commission system designed in the 1990s. They say that the commission system of agency compensation is more flexible; by charging a large commission, they have the flexibility to perform other services for large clients at no extra charge. In addition, the commission system

is easy to administer

Which of the following statements is true of the consideration set?

it is the exact number of the evoked set

Which term means a catchy song about a product or service that usually carries the advertising theme and a simple message?

jingle

The physical arrangement of the different parts of an advertisement is known as the ______.

layout

Under the Nutritional Labeling and Education Act, the Food and Drug Administration established ______.

legal definitions for terms used on the labels of food products

Demographic data about a particular country provides insight into its ______.

living standards

Problems that result from diversity in language and differences in signs and symbols can be best resolved by marketers who use ______.

local expertise

Which of the following is a disadvantage associated with using an outdoor advertising medium?

local restrictions

Determining the type of selling idea, ad appeal, and execution style that will work in each market is the responsibility of the creative team when a firm follows a ____ advertising strategy.

localized

The body copy of a print advertisement must be ______.

long enough to communicate a message

The use of coupons in some countries is ineffective because of the ______ in these countries.

low literacy rates

Pacifix Inc., a cell phone manufacturer, has launched a new smartphone. The company wants to communicate detailed information about the smartphone's specifications to its target audience. It also wishes to enable the audience to process the ad information at their own rate. Which of the following media should Pacifix use to convey the desired information?

magazines

The rules developed by the Federal Communications Commission under the Telephone Consumer Protection Act of 1991 require telemarketers to ______.

maintain a list of subscribers who do not want to be called

Genex Inc., a new company, has come up with pasteurized goat milk for consumers who are allergic to cow milk, which is an extremely small group. This kind of small consumer group can be referred to as a

market niche.

Venus Corporation recognized there are many consumers with different needs and responses to their product lines. They are working with Innovation Marketers to identify opportunities to target distinct groups whose needs and responses to their products are similar. Innovation Marketers and Venus are using

market segmentation.

Fast Growing Company is performing a promotional program situation analysis. They are currently analyzing the communication process and creating objectives for sales, market share, and profitability. In the promotional planning process, these are called

marketing objectives

An important function in an IMC program may include public relations for corporate image advertising or publicity management. Public relations is designed to promote the organization as well as products and services; it is less philanthropic and more

marketing oriented.

Harry has joined the marketing department of KC Cola. While going through some files, he came across a document designed for a particular brand of product that contained a detailed analysis of the environmental factors and competition. It also contained a time frame within which some objectives, further divided into tasks, had to be accomplished. The document not only listed the target markets for the brand but also contained specifications about its four Ps and various methods to check the performance of the team as well as of the brand. Which document is this likely to be?

marketing plan

Marketers are using ______ in order to get consumers to make purchases on their websites.

mass media advertising

The voice of the original artist in the musical work of a commercial is part of the ______.

master recording

According to the Federal Trade Commission, a trade practice that can affect a consumer's choice or conduct with regard to a product or service is defined as ______.

material

Mary was asked to go through the press releases and other PR activities related to the launch of Pluto Corporation's new phone. She was then asked to determine the trends and perceptions relating to the product. Which of the following methods of measuring the effectiveness of marketing public relations is being employed here?

media content analysis

Bridge Link Inc., a telecommunications corporation, relies heavily on broadcast media for conveying its messages to specific target audiences. It can be said that Bridge Link uses broadcast media as its ________ for delivering its messages to the audience.

medium

Televisions mass audiences are changing; no longer can advertisers depend on broadcast shows like Dallas to capture a major audience who will tune in and watch commercials until they learn who shot JR. Instead, advertisers have moved to refined Internet formats such as paid search. This widely used form of online advertising is a type of

micromarketing

For an advertisement to be termed as deceptive, the representation, omission, or practice must be likely to ______ the consumer.

mislead

A(n) ______ occurs when the information that could prevent a practice, claim, representation, or reasonable belief from being deceiving is not disclosed.

misleading omission

According to the Federal Trade Commission, an express or implied statement that is opposed to fact is known as ______.

misrepresentation

A common problem associated with premiums is ______.

misrepresentation of their value

Plum, a manufacturer of baby products, came up with an attractive jingle for its advertisement. The jingle gained popularity among its audience due to its catchy tune and simple lyrics. Which of the following helps viewers remember and recognize Plum's ad?

mnemonics

After finishing lunch at a local cafe, Clara used her smartphone to get a discount on the bill. She is most likely using

mobile coupon

In the creation of a TV commercial, the ______ consists of the notes of music and words before they are performed.

musical composition

Online ads that resemble the format and subject matter of the material in which they are placed are called ______.

native ads

Success Advertising is creating a radio commercial for Sunshine Sundries. Because the commercial will run several times a day and to stay in budget, they selected music from a prefabricated, multipurpose play list that will be paid for on a one-time basis. Success Advertising has chosen to use a

needledrop.

Rules regarding the regulation of direct response advertising include the governing of ______ whereby a company offers to send merchandise to a consumer and expects payment unless a notice of rejection or cancellation is received from the consumer.

negative option plans

Laura had a new baby and is shopping for a minivan to accommodate her larger family. Which of the following sources of problem recognition is Laura experiencing?

new needs/wants

Bea Inc. manufactures a new soap called "Honeydew," targeted specially toward people with sensitive skin. Which of the following types of advertising appeals should Bea use to announce the launch of the soap?

news appeal

In highly fragmented retail markets, the primary promotional vehicles are simple price-cut promotions that are supported by ______.

newspaper advertising

The Federal Trade Commission and the Postal Service closely monitor direct response advertising to ensure that advertisements are ______.

not deceptive or misleading

Jezebel is running a consumer-oriented sales promotion that provides free access to her company's razors, as well as a coupon for a discount off of the cartridges. What is the goal of this promotion?

obtaining trial and repurchase

An Acura ILX advertisement focuses on the positive attributes and benefits associated with the car. This is an example of a

one-sided message.

Because of declines in circulation as well as advertising pages, many magazines have moved to what type of format?

online

Daphne cannot find the laundry detergent to which she is loyal, which disrupted her routine purchase behavior. Which source of problem recognition is Daphne experiencing?

out of stock

An arrangement in which an advertiser is responsible for the production and the content of a program as well as the advertising that appears within it is known as ______.

participation

An arrangement in which several advertisers buy commercial time or spots on a particular program is known as ______.

participation

According to a major study commissioned by the Advertising Research Foundation (ARF), the information and advice consumers need to make a purchase comes to them unsolicited when they are in a(n) ________ shopping mode.

passive

Angelina is not in the market for new shoes, but she notices a luxury shoe brand featured on her favorite television show and sees her friend wearing them in a photo on social media. Angelina is in a(n) ________ shopping mode.

passive

Sierra Inc., a cosmetics brand, runs an ad campaign that uses the same basic approach in its ads worldwide. The only difference between the ads is the use of different models in different countries to appeal to the local consumer bases in those countries. This is an example of ______.

pattern advertising

Advertising is criticized for

perpetuating stereotypes.

Many critics of TV advertising call out TV commercials because of their ______.

pervasiveness

Marketing channels refer to the _____ element of the marketing mix.

place

Which of the following is a disadvantage associated with using newspapers as an advertising medium?

poor reproduction quality

Depending on consumers' usage patterns, a product may have to be ______ differently in each market.

positioned

The Children's Online Privacy Protection Act of 1998 requires marketers to ______.

post a privacy policy on the home pages of their websites

The stage that includes all the activities and work that take place after a commercial has been filmed and recorded is referred to as the _____.

postproduction stage

Jim bought a new car after evaluating several alternatives. Despite being happy with the performance, he experienced a certain degree of anxiety and doubt about the car. In this scenario, Jim is experiencing

postpurchase dissonance.

Whiz Soda tasked its marketing manager Ted with obtaining information about the popularity of Whiz Soda's new ad among teenagers in the United States. Ted used market surveys and interviews to obtain the relevant information. In this scenario, Ted was involved in

posttesting of the ad.

The phase of development of an ad that includes all the work and activities that take place before the actual shooting or recording of a commercial is referred to as the ______.

preproduction stage

A singular image of ______ is often presented by well-known international brands competing in the luxury goods marketplace.

prestige and style

There is a pressure for ______ in areas of the world market with highly concentrated retailing systems.

price-oriented trade

During a recent survey, Greg found that people remembered information presented at the beginning of an advertising message better than information presented in the middle. This finding could be explained by the

primacy effect.

Placing the strongest arguments in an advertising message at the beginning takes advantage of the

primacy effect.

A well-known brand of orange juice ran an advertising campaign that touted the health benefits of drinking orange juice. This form of advertising is known as

primary-demand advertising.

Gilbert is dissatisfied with his phone because it has a very short battery life. He realizes that he needs a phone that has a longer battery life. Gilbert is in the ________ stage of the consumer decision-making process.

problem recognition

Laith is an avid mountain biker. Lately he's had trouble with his bike's gear shift and brakes, which he has had repaired several times over the years—perhaps it is time to start looking for a new bike. Laith is in what stage of the consumer decision-making process?

problem recognition

Which term is also used to describe the position of a brand manager who is responsible for the total management of the brand, including planning, budgeting, sales, and profit performance?

product manager

The Children's Advertising Review Unit guidelines state that advertising targeted to children must give more emphasis to the ______.

product rather than the premium

The print ad of a communications network provider features a collage of people with smiling faces that reads "10 million happy customers around the world." This is an example of a(n)

product/service popularity appeal.

The period during which a commercial is filmed or videotaped and recorded is known as the ______.

production stage

The original main focus of the first five-member commission of the Federal Trade Commission was to ______.

protect competitors from one another

The Lanham Act was originally written in 1947 as the Lanham Trade-Mark Act to ______.

protect the names and symbols adopted to identify a company's product

Advertising is fulfilling its basic function when it ______.

provides consumers with product information

Eve Bar Corp., a chain of restaurants in London, launches an ad campaign that is designed to attract people who enjoy the "fast-paced lifestyle." In this scenario, the chain is using

psycographic segmentation

Advertising or other sales presentations that promote a product by using subjective opinions, superlatives, or exaggerations without stating specific facts are referred to as ____.

puffery

Brands that make subjective claims or statements through their advertisements or sales presentations rather than relying on verifiable or affirmed objective information about a product are using ______.

puffery

Developing countries lack ______ in comparison to developed countries.

purchasing power

When airlines, destination resorts, and travel-related services advertise in publications such as Travel + Leisure because the articles, pictures, and other ads help excite readers about travel, they are taking advantage of the ________ effect.

qualitative media

Innovation Marketers is helping Blueberry Designs launch a new line into a different consumer market. They will use techniques including gathering information on the social, cultural, and environmental influences on consumer behavior. Information collection using individual interviews is a

qualitative methodology

In order to successfully market a standardized product, marketers should lay emphasis on _____.

quality

Which of the following is an example of broadcast media?

radio

The act or practice of deception must be considered from the perspective of the ______.

reasonable consumer

An advantage of the use of centralization by marketers in the organizational structure is that it helps ______.

reduce the need for staff at the local level

It is necessary for advertisers to adapt elements of their advertising messages in global advertising in order to ______.

reflect the culture of consumers in various countries

Which of the following activities are involved in consumer-oriented sales promotions?

refunds and rebates

Sunshine Sundries has been working with Success Advertising to build brand awareness by keeping the Sunshine brand name in front of consumers. Success has set up a series of online banner ads to foster greater awareness. This type of appeal is called

reminder advertising.

According to classical conditioning, which of the following factors is considered important for learning to occur through the associative process?

repetition

In developing countries, coupons are rarely used by marketers as a sales promotion tool because of the ______.

resistance from retailers

After watching a commercial on television, Rebecca dialed a toll-free number to order a kitchen appliance featured in the ad. This call is which element of the communication process?

responding

The emerging middle class of developing countries is being targeted by manufacturers of products such as automobiles because of their ______.

rise in disposable income

In corrective advertising, an advertiser found guilty of deceptive advertising can be required to ______.

run remedial advertisements

Seth works for Don Jagoda Associates, an agency that provides promotional planning, creative research, tie-in coordination, premium design and manufacturing, and contest/sweepstakes management, among other services. What type of specialized services agency is Don Jagoda Associates?

sales promotion agency

Berry Inc., an ice cream company, has decided to give out free tastings of its various ice cream flavors as part of its strategy for entering the Asian market. In this scenario, Berry is using ______ as its sales promotion tool.

sampling

Yummy Foods gave away 25-ounce packs from its range of oatmeal products to consumers, free of charge. The company distributed the packs to those who shopped at select grocery stores around the state of Pennsylvania. Which type of promotion did Yummy Foods employ?

sampling

Global television networks are a reality because of the growth of ______.

satellite technology

Benjamin asks Jim to prepare a detailed description of the video and audio content for a television commercial. In other words, Jim has been asked to write a

script

In developing a strategic marketing plan, what should the company do immediately after evaluating the opportunities presented by various market segments?

select target market

In the selective perception process, which stage occurs after selective attention?

selective comprehension

Laith has been looking at all the options for purchasing a new or used mountain bike. Now he cannot remember all the information he has read, seen, and reviewed, although he understood it clearly. What stage is Laith experiencing in the selective perception process?

selective retention

Headlines of a print advertisement are usually ______.

set in larger type than the body copy

A consent order agreement between an advertiser accused of deceptive advertising and the Federal Trade Commission is for the purpose of ______.

settlement only

In the context of materiality, the information, claim, or practice being focused on is important to consumers and, if acted upon, would be likely to ______.

shape their purchase decision

The basic purpose of the layout of an ad is to ______.

show where each part of an ad will be placed

When evaluating an advertisement for deception, the Federal Trade Commission considers whether there are ______.

significant deletions of important information

The ________ method of measuring the effectiveness of ads uses optical scanning equipment that identifies the households of consumers who agree to participate and gives the research company their demographics, then records their purchases.

single-source tracking

Companies are pursuing international markets around the world because of the considerable changes in the ______ aspects of countries.

social

At the age of 55, Ron feels lonely and wishes he had more friends. Ron is experiencing a need at which level of the hierarchy of needs?

social need

In a television ad for Teeny Toddler baby powder, a celebrity informs the audiences that the product helps keep a baby's skin dry and soft. In this scenario, the celebrity is the ________ of the communication process.

source

A celebrity associated with a brand makes a misstep that is broadcast across the media, creating an untrustworthy image. This event causes a

source derogation.

Print advertising space is generally sold on the basis of ________, such as full page, half page, and quarter page.

space units

The sending of multiple commercial electronic messages without a receiver asking for it is referred to as ______.

spamming

Direct headlines commonly include ______.

specific benefits

Which type of promotion has grown substantially within IMC, although ways to measure its effectiveness are not always agreed upon by experts in the field?

sponsorships

Commercials that are shown on local TV stations and are purchased directly from the individual stations are referred to as ______.

spot advertising

Some firms avoid investing in promotional efforts in industrialized nations because these nations have ______.

stable population bases

The Supreme Court's 1996 ruling in 44 Liquormart, Inc. v. Rhode Island signaled ______ protection for advertisers under the First Amendment.

strong

The Federal Trade Commission considers an advertisement to be deceiving if the advertiser cannot ______ its claims.

substantiate

The TradeMark Law revision Act of 1988 made it easier for companies to ______.

sue competitors for false claims

Gertie sees an ad for Ultra Tide and thinks, "Ultra Tide looks like a really good product—I think I'll try it." This statement is an example of a

support argument.

Star Products has made protecting and preserving the environment the core business tenet of the company. They demonstrate this commitment by re-evaluating how their products and services are created, produced, and marketed to meet the needs of the current generation without compromising the ability of future generations to meet their needs. This is called building

sustainability.

Shows that are sold on a station-by-station, market-by-market basis are known as ______.

syndicated programs

Which of the following is not one of the pros of integrated marketing services?

synergy and economies of scale are difficult to achieve

According to the survey conducted by the Association of National Advertisers, which of the following is a primary qualitative criterion that is used to evaluate the performance of ad agencies?

teamwork

In most developed countries, ______ is a primary medium for obtaining nationwide coverage for advertising opportunities.

television

Pluto Inc. interviewed a few of its customers regarding their experience of using Pluto shampoos and conditioners. These interviews were filmed and used in making its commercials. Which of the following advertising execution styles did Pluto use?

testimonial

When Jenny Craig uses television commercials and print ads featuring ordinary consumers and celebrities discussing how they have been able to lose weight using the company's programs, it is using a ________ execution.

testimonial

A media planner wants to determine the percentage of the total sales of peanuts in the South Atlantic region relative to the total population in the market in order to determine the market potential for peanuts. Which of the following indices can best serve the media planner's purpose?

the category development index

In the Virginia State Board of Pharmacy v. Virginia Citizens Consumer Council case (1976), the U.S. Supreme Court ruled that pharmacists could not be prohibited by states from advertising the prices of prescription drugs because ______.

the free flow of information is indispensable

Which of the following is nor a factor driving the integrated marketing communications movement?

the growth of mass media advertising

The Federal Communications Commission has jurisdiction over ______.

the television industry

A particular advertisement for a men's cologne was found to be more effective as a magazine ad than as a TV commercial when it was exposed to a group of 10 people. This phenomenon is explained by

the vehicle option source effect.

Critics of online advertising argue that ______.

there is too much focus on banner ads

CL Inc., a packaged goods manufacturing company, placed an advertisement in the Independent Retailer, a monthly wholesale purchasing guide for wholesalers and retailers. The advertisement contained pictures of the product and a slogan that states, "Now here's a kiddie snack that mothers will love to see at your checkout counters." Which type of advertising has been used here?

trade advertising

GC Inc., a toothpaste manufacturer, launches an ad campaign that portrays the idea that using GC's CloseUp toothpaste increases a person's attractiveness and he/she becomes more "kissable." In this ad, GC uses

transformational advertising.

One of the problems encountered by marketers when advertising in different languages is ______.

translating advertising messages and brand names

Database development and management is becoming one of the most important services provided by direct-response agencies.

true

Direct-response advertising encourages customers to purchase products directly from the manufacturers.

true

The belief that advertising equals market power views advertising as a way to change consumers' tastes, lower their sensitivity to price, and build brand loyalty among buyers of advertised brands.

true

A celebrity endorser of a car states in the ad, "I can tell you that there is a strong likelihood that our product will cost more than our competitors' products. Our costs are high because we ensure that our parts are of the highest quality and this guarantees a superior driving experience." This is an example of a

two-sided message.

An ad for Rochelle Cilium mascara has been placed on two prime-time shows—Blurred Lines and The Other Side. The total number of TV audience viewers exposed once to the ad in this case is referred to as

unduplicated reach.

Jane told her friend Anne that Clean-Yes, a detergent recently launched by TG & Company, was extremely good because it not only removed tough stains but was also mild on clothes. Which type of touch point is happening in this scenario?

unexpected touch point

Verina, a liquor brand, is running a global ad campaign that projects its products as a sophisticated choice for upscale drinkers. The brand is making use of ______ to market its products.

universal values

Intel recently approached many customers and individuals chosen at random to participate in making its ads. People were asked to sing the Intel jingle in their own unique style. Those interested could also create their ads personally and post them on the Intel website, some of which were also aired on television. In this scenario, Intel used

user-generated advertising.

In terms of the cultural environment, members' attitudes and receptivity toward foreign products and services can be affected by the _____ of a society.

values and beliefs

The Robinson-Patman Act regulates trade promotion done through ______ advertising.

vertical cooperative

A promotion is classified as a lottery if ______.

winning the prize depends on chance and not skill

______ can be a demographic environment factor that decreases the effectiveness of print ads.

Literacy rates

Match the following types of display advertising in the first column with their accurate descriptions in the second column.

Local advertising- Newspaper ads that are generally placed by retailers such as supermarkets. General advertising- Newspaper ads placed by marketers of branded products and designed to create and maintain demand.

Identify a result that can be achieved by companies through product standardization.

Lower design costs

Identify an advantage of global marketing and advertising.

Lower marketing and advertising costs

Which sales promotion technique is also known as a frequency program?

Loyalty program

Identify a medium that has traditionally been the primary focus of international media.

Magazines

________ are the goals for the media program and should be limited to those that can be accomplished through media strategies.

Media objectives

In 1987, enforcement guidelines on airfare advertising, which were adopted by more than 40 states, were created by the ______.

National Association of Attorneys General

Match the types of advertising in the first column with their accurate descriptions in the second column. Instructions

National spot advertising- All nonnetwork advertising done by a large, non-local advertiser. Local advertising - Nonnetwork advertising done by firms with a geographically limited scope.

_____ played a very important role in the rejection of American products by the French for many years.

Nationalism

The ______ was started by marketing companies in order to self-regulate the collection of Internet usage data in response to the profiling controversy involving DoubleClick.

Network Advertising Initiative

Which of the following statements is true of newspaper advertising?

Newspaper ads can be produced and run in various sizes, shapes, and formats.

In the context of radio advertising, match the three basic estimates of Nielsen's radio ratings report in the first column with their accurate descriptions in the second column. Instructions

Person estimates - The estimated number of listeners. Rating- The percentage of listeners in a survey area population. Share- The percentage of the total estimated listening audience.

Telemarketers contacting consumers were required to abide by a complex set of rules created by the Federal Communications Commission with the passing of the ______ of 1991.

Telephone Consumer Protection Act

According to a recent survey by Marketing Sherpa, print ads are the most trusted form of advertising for making purchase decisions, closely followed by ______.

Television

Which of the following serves as a unique and powerful advertising medium that contains the elements of sight, sound, and motion that can be combined to create an array of advertising appeals and executions?

Television

Match the following audience measures described by Nielsen Media Research in the first column with their accurate descriptions in the second column. Instructions

Television household - A home which has at least one operable TV or monitor that can deliver video. Program rating - The percentage of TV households in an area that is tuned to a specific show during a specific time period. Ratings point - 1 percent of all the television households in a particular area tuned to a specific program 1 percent of all the television households in a particular area tuned to a specific program.

Which unit of the Federal Trade Commission is responsible for enforcing antitrust laws?

The Bureau of Competition

______ is the main text portion of a print advertisement.

The body copy

Why is it difficult to deliver a generalized opinion on advertising regulation at the international level?

The government control of advertising varies from country to country.

Why are companies in the United States and Western Europe focusing on international markets?

The opportunities in the domestic markets are limited.

Which of the following statements correctly describes a potential problem in media planning?

The timing of measurements of the data is an issue since certain audience measures are taken only at specific times of the year.

Identify an aspect of a company's advertising program that is restricted or regulated by the government.

The types of products that may be advertised

Identify the factor that increases the problem of advertising clutter.

The use of shorter commercials by advertisers

Which of the following statements about spot announcements is true?

They are most often used by purely local advertisers.

Which of the following statements is true of consumer magazines?

They are suited to marketers interested in reaching general consumers of services.

Which of the following statements is true of exposure methods?

They can estimate direct as well as indirect audiences of a sponsored event.

Identify an accurate statement about preprinted inserts.

They do not appear in the newspaper itself.

Why do smaller firms in the United States find it easier to sell their products in international markets than domestic markets?

They face less competition in these markets.

Which of the following statements about coupons is true?

They help to induce price-sensitive customers to purchase a product or a service.

Which of the following is an advantage of using interconnects?

They increase the size of audience an advertiser can reach with a spot cable buy.

Why do global marketers prefer consolidating their advertising with one agency?

To develop a consistent global image for the company

Identify a responsibility of the PR agencies in foreign markets.

To present the firm as a good corporate citizen

According to the ______ of 1988, a person who falsifies the nature, attributes, qualities, or geographical origin of another person's goods, services, or commercial activities is vulnerable to civil action.

TradeMark Law Revision Act

A cell phone ad that portrays buyers using the phone to access their Facebook, Instagram, and Snapchat accounts is using benefit segmentation.

True

A print ad that appears in Car and Driver magazine contains details of the advertised car's body, structure, mileage, etc. It employs a rational appeal.

True

Advertising appeals and executions are usually independent of each other.

True

An ad agency is a service organization that specializes in planning and executing advertising programs for its clients.

True

Behavioral learning theories are based on the stimulus-response orientation.

True

Both the message and the means by which it is communicated are bases for evaluation.

True

Causes like the Special Olympics and then American Cancer Society are examples of products, or bundles of benefits or values that satisfy the needs of consumers.

True

Consumer behavior can be defined as the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires.

True

Declining advertising revenue and circulation has led some magazines, such as Cooking Light, ESPN The Magazine, and Glamour to shutter their print editions and offer their magazines solely online.

True

Differences in dialects spoken in a country can be a major barrier to effective communication of an advertiser's message.

True

Dividing the market on the basis of personality and/or lifestyles is referred to as psychographic segmentation.

True

Grace Mode, a car manufacturer, has adopted concentrated marketing strategy by marketing its vehicles exclusively at the premium segment.

True

In a split-run test, ads are printed in alternate copies of the same issue of a magazine and then the response to each is measured to see which one generates more inquiries.

True

Marketing public relations helps in improving the overall ROI by reducing overall marketing costs.

True

Identify the main intrusion into program scheduling on China's national networks.

Politics

Media organizations provide an environment for a firm's marketing communications message.

True

Nonpersonal channels are generally referred to as the mass media.

True

One of the main advantages of using magazines as an advertising medium is their ability to reach a specific target audience.

True

One of the most important uses of sales promotion techniques is to encourage consumers to try a new product or service.

True

PACT Principle 3, providing multiple measurements, can often be done by budgeting to make sure more than one test is conducted.

True

Proponents of integrated marketing communications (IMC) services argue that maintaining control of the entire promotional process achieves greater synergy among the communications program elements.

True

Public relations is concerned with people's attitudes toward a firm or specific issues beyond those directed at a product or service.

True

Sales promotion can provide inducement to marketing intermediaries such as wholesalers and retailers.

True

Survey research involves quantitatively assessing consumers' attitudes toward the product or brand.

True

The Protestant ethic views the accumulation of material possessions as evidence of success.

True

The ad for the Mach3 Sensitive razor that suggests it will make your lady love your face even more is an example of a straight-sell advertising execution.

True

The media situation analysis should lead to determination of specific media objectives.

True

The press forms a part of the external audience for all the public relations activities of a manufacturing firm.

True

The source of a communication is the person or organization that has information to share with another person or group of people.

True

True or false: In order to get European governments to release more television commercial time, advertising groups are resorting to economic, legal, and political pressure.

True

True or false: Media buyers often rely on their instincts when purchasing TV time when reliable audience measurement data are not available.

True

True or false: Media planners can use circulation figures to assess a newspaper's value, selectivity, and market coverage.

True

Weekly newspapers usually do not cover national and world news.

True

When properly planned and executed to work together, advertising and sales promotion can have a synergistic effect much greater than that of either promotional mix element alone.

True

When they are in a "passive" shopping mode, the information and advice consumers need to make a purchase comes to them unsolicited, such as a comment on a social media site; an ad seen on a TV show, in a magazine, or on a website; or by observing someone using a product or service.

True

The ______ has control over advertising involving the use of the mail.

U.S. Postal Service

Identify a factor that contributes to the fluctuation of media rates in certain countries.

Unstable currencies

Which of the following are disadvantages of spot advertising? (Check all that apply.)

Up-front market- A buying period that occurs prior to the beginning of a TV season. Scatter market- A buying period that runs during a TV season.

Identify a segment of global consumers that has similar needs and interests and seeks similar features and benefits from products and services.

Upscale world travelers

______ is one of the techniques used to write indirect headlines.

Using questions

The Federal Trade Commission's authority to issue a cease-and-desist order stems from the ______.

Wheeler-Lea Amendment

The ruling of the FTC Act in 1931, which limited the power of the Federal Trade Commission to protect consumers from false advertising, led to a consumer movement that resulted in the ______ of 1938.

Wheeler-Lea Amendment

Which of the following is statements true of how adult men and women are portrayed on American television?

Portrayals of women emphasize their passivity.

Identify the most used advertising medium around the world.

Print

Identify a situation when complete centralization of the advertising function is possible for a company.

When the company can make use of standardized advertising

Mark puts stress on hard work and individual effort. He believes that the wealth he has acquired over the years is proof of his success. Based on this scenario, Mark is following the ______ ethic.

Protestant

Which of the following statements is true of PR and publicity?

Publicity is a short-term strategy, unlike public relations.

Identify a variable associated with customers that companies have to encounter when developing and implementing advertising and promotion programs for international markets.

Purchase motives

________ is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time.

Reach

Which of the following is the best example of selectivity in TV advertising?

Ricardo sees a commercial for a circular saw during a homebuilding show.

Manufacturers are prohibited from giving wholesalers and retailers different kinds of promotional allowances and payments unless all customers receive the same allowances on proportionally equal terms under the ______.

Robinson-Patman Act

The ______ empowers the FTC to control discriminatory pricing practices.

Robinson-Patman Act

Identify a consumer-oriented promotional tool that marketers use when introducing a new product to a country.

Sampling

Which of the following product types is suited to a global ad campaign?

Smartphones

Identify a form of digital communication that marketers are using in countries around the world to promote their products.

Social media

The _____ passed by Congress in 1990 is a major source of change in food labeling, requiring straightforward labels for all foods.

Nutritional Labeling and Education Act

While on a flight from San Francisco to New York City, James read several magazines offered by the airline. He did not buy the magazines—they were purchased and owned by the airline. With reference to the types of readership, which of the following does this scenario illustrate?

Pass-along readership

______ is a strategy used by global marketers in which their advertisements adopt a basic approach but themes and visual elements are adapted to changes in the local markets.

Pattern advertising