MKT 313 CHAPTER 1
A brand variant is created when a company adapts and expands its current brand into a new product area a. true b. false
A
A late-night television commercial for kitchen appliances urges viewers to respond to the ad. it states, "Call this toll-free number in the next 30 minutes to receive a free cutting board" and assures them that "operators are on duty" this is an example of direct response advertising a. true b. false
A
A target audience is a particular group of consumers singled out by an organization for an advertising or IBP campaign a.true b. false
A
Harry's World is a department store that operates in three different states in the country of Rhodia. Harry's World advertises its stores only in these three states. This is an example of regional advertising a. true b. false
A
Orange Inc., a cell phone manufacturer, has launched promotions of its new product in local newspapers, billboards and the company's website, and has distributed flyers in local universities. This is an example of an integrated brand promotion a. true b. false
A
Social meaning refers to what a product or service means in a societal context a. true b. false
A
A brand that does not meet customer needs can still be very successful if it advertises its products extensively a. true b. false
B
Gross Domestic Product is the measure of the total value of goods and services produced by an organization A. true B. False
B
A family owned meat shop has expanded to four locations within the Preston area and suburbs, running regular promotions in the daily editions of The Preston City Star newspaper. These newspaper ads are forms of ________ advertising a. local b. trade c. regional d. national
a
Consumer preferences and new technologies are reshaping the communication environment a. true b. false
a
Sparkles Inc. has launched an advertisement on a local television channel. The ad promotes the new set of Acrylic paints and informs customers that the first five people who call in the next two days would receive a free sample. This is an example of a. direct response advertising b. personal selling c. delayed response advertising d. internal positioning
a
The marketing mix involves four areas of responsibility- conceiving, pricing, promoting, and distributing involved in the promotion of good, services or ideas a. true b. false
a
Which of the following is considered as a member of a trade channel? a. wholesalers b. household consumer c. government employees d. philanthropic groups
a
A firm that manufactures a device that alleviates sleep apnea, produces a television commercial that delivers facts about the product. Therefore, the objective of the ad is not to persuade the customer because the ad is purely informational a. true b. false
b
Brand equity occurs over a short period of time a.true b.false
b
To survive in today's marketplace, contemporary businesses and organizations are strongly focusing on one single concept-communication a. true b.false
b
When an organization creates large-scale demand for its brand, the quantity of product produced is increased which leads to higher unit production cost a. true b. false
b
In the model of mass-mediated communication, the: a. producers of the message control the reception of the content b. producers of the message control the interpretation of the content c. consumers interpret ads in a way that makes sense to them individually and serve their needs. d. receiver's interpretations are invariably compatible with what the producer intend to convey
c
"Make love, not war" stated at the end of a radio station broadcast is an example of: a. a mobile advertisement b. influencer marketing c. personal selling d. a public service announcement
d
A brand of soup is perceived by consumers as a "good deal" one that provides a certain level of comfort and satisfaction that goes well beyond the money it takes to purchase a few cans. In this example, the soup is considered to have: a. low brand loyalty b. elasticity of demand c. economies of scale d. value
d
Samsonic is the leading manufacturer of televisions in the world. It has created a new advertisement that it wants to be aired all over the world, changing only the language for each country. This is an example of: a. national advertising b. international advertising c. regional advertising d. global advertising
d
The customers of TimeZone watches have high brand loyalty and although the watches are priced at high rates, TimeZone's customers are willing to pay the market price of the product. This is an example of ______ a. low brand equity b. market segmentation c. economies of scale d. inelasticity of demand
d
The two major components of the mass-mediated communication model are: a. primary demand and selective demand b. advertiser and consumer c. internal position and external position d. production and reception
d
Which of the following is one of the four areas of responsibility in the marketing mix? a. price b. communication c. convenience d. process
a
Advertising is only one area of the marketing mix, and it represents only one of the many different integrated brand promotion tools used in the marketing mix a. true b. false
A
Advertising is related to the gross domestic product in that it can contribute to levels of overall consumer demand when it helps introduce new products a. true b. false
A
A producer of educational materials wants to deliver an advertising message to an audience of teachers and principals. In this scenario, personal selling would be the best option because this tool is appropriate for large groups of people. A. true B. false
B
A television commercial showing the effects of smoking displays a fresh apple and another that has decayed. The ad states, "smoking kills." The commercial was paid for by a medical company. This is an example of a public service announcement a. true b. false
B
Blitz, a popular kitchen appliances manufacturer, launches its new line of blenders. To promote its product, it uses the same billboard ads across different countries around the world. This is an example of international advertising a.true b.false
B
Firms have no fully exploited all the opportunities that ___ has to offer through communication via devices from smartphones or ipads a. broadcast media b. mobile marketing c. personal selling d. print media
B
An advertisement refers to a specific message that an organization has created to persuade an audience a. true b. false
A
Consumers perceptions can be based on tangible differences or on image and style factors a. true b.false
A
Cuddles, a baby's retail clothing brand, uses the softest cotton wool that enables its products to stand out from those of its competitors. Cuddles has used external positioning to stand out over its competitors. a.true b. false
A
Delayed response advertising relies on imagery and message themes that emphasize the benefits and satisfy the characteristics of a brand A. true B. false
A
The marketing process is designed to generate revenue for the firm a. true b. false
A
The organization that pays for an advertisement is referred to as the client a. true b. false
A
Integrated marketing communications lays emphasis on communication and not the brand a. true b. false
b
Market segmentation is the process of: a. creating advertising strategies to reach out to a wide consumer base b. creating a new product line that is relatively different from the firm's existing product line. c. breaking down a large widely varied market into more similar sub-markets d. identifying competitors in the market that could be possible threats to the success of the company
c
Rachel, the mayor of Genovia, had recently appeared on a local news telecast. She stated that she should be re-elected because she contributed to the increased rate of employment in the metropolitan area. In order for her message to be considered as an advertisement, which of the following conditions should be met? a. The message must be noncommercial B. there must be a psa included c. the airtime must be paid for d. the message must involve the promotion of a product
c
The advertising aimed at government officials and employees is dominated by: a. local and regional television commercials b. point-of-purchase advertising and influencer marketing c. direct mails, catalogs, personal selling and web ads d. event sponsorships
c
When national companies and local merchants share advertising expenses, they are taking part in _____. a. brand extension b. international advertising c. cooperative advertising d. trade channeling
c
Kidcause, a metropolitan outreach organization that collects and donates toys for need children, buys airtime on WXXY (a local TV station) to promote its annual toy collection. Amazing ads, a local ad agency, shoots the video and produces a 30 second commercial and Downtown deli donates sandwiches for volunteers on the day that KidCause collects, wraps and distributes today. In this promotional effect, who is the client? a. amazing ads b. downtown deli c.wxxy d.kidcause
d
Members of trade channel include: a. not-for-profit businesses b. retailers c. household consumer d. government officials
b
The essential task for advertising is to develop a message that is different and unmistakably linked to a company's brand a. true b. false
A
In the new world of advertising, mass media is nonexistent a. true b. false
B
Integrated brand promotion tools include various types of advertising, but does not include traditional advertising forms. A. true B. False
B
Kristin Cross, an actress was interviewed by news reporters about what she though her fans should know about her new movie. This is would be considered an advertisement a. true b. false
B
Mass-mediated communication has 3 major components: production, accommodation, and distribution a. true b. false
B
Primary demand stimulation is likely to have an impact only on those products that have been in the market for a long time. A. true B. false
B
When a brand is perceived by consumers as one in which the value of products is lower than its costs, the brand is said to have brand equity a. true b. false
B
The mixing of various promotional tools is known as _______ a. integrated marketing communications b. a marketing mix c. cooperative advertising d. market segmentation
a
Based on the criteria that defines advertising, which of the following examples would be considered as advertising? A. a candidate for city council going door-to-door urging people to vote for her b. a car manufacturer stating the efficiency of its product to motivate customers to make a purchase c. a psa about dangers of talking on phone while driving d. an actor being interviewed on television about his campaign to aid people with physical disabilities
b
Nature fresh, a local grocery store chain, has decided to run a series of advertisements. For this to be considered as an advertising campaign, Nature Fresh's ads must: a. focus on store products rather than store services b. target a mass audience c. appear in print media d. be unpaid communication
b
Symbolic value differs from social meaning in that social meaning refers to what a product or services means to an organization in a non-literal way A. true b. false
b
CoolNature, a manufacturer of mineral water, has recently launched its product in the market. It starts a rigorous advertising campaign to highlight the benefits of its product. This is an example of: a. selective demand stimulation b. economies of scales c. market segmentation d. primary demand stimulation
d
Effective internal positioning is accomplished by: a. distributing products to a market that is wider than those of one's competitors. b. using advertising to compare a products distinctions from those of one's rival firms. c. developing brand features and values that are distinctive from the competition d. developing vastly different products within the firms product line
d
Public Service Announcements (PSAs) a. are a type of advertising that are run by nonprofit organizations b. are commercial they way that ads are c. attempt only persuade and not to inform d. are not paid for like an ad
d
WoodChuck Inc., a furniture retailer, establishes itself in the North-east state of Largonia and has spread to many other states within the country. It has conducted promotional activities in all of these states to create awareness among the public about its products this is an example of _____ advertising a. global b. local c. cooperative d. regional
d
A particular group of consumers that is singled out by an organization for its advertising or integrated brand promotion campaign is called: a. a target audience b. cooperative advertising c. focus group d. a sponsorship
a
Brad and his wife, Carla are watching a commercial that they've never seen before. Brad thinks that the ad is humorous. However, Carla finds the ad monotonous and uninteresting. This example illustrates that: a. ads are interpreted differently based on a person's experiences and beliefs b. what a message means to any given customer is a function an isolated solitary thinker c. the ad is communicated effectively to its target audience d. the ad contains the same meaning for all audience members.
a
CarlBerrys, a department store, has launched a series of advertisements inviting people to do their holiday shopping at their store. This is an example of ______ a. institutional advertising b. delayed response advertising c. corporate advertising d. advocacy advertising
a
During the National Basketball Championship, a national sports equipment manufacturer runs an edgy, fast-paced commercial featuring a well-known hip hop artist. A group of university students watching the ad in a fraternity house interprets the commercial in roughly the same way. Which of the following is a reason why audience members share a similar interpretation of the ad? a. the backgrounds and value systems of audience members are similar b. the interpretation of an ad is a function of an isolated solitary thinker c. ads contain a single meaning for all members of a target audience d. communication is inherently an individual process and not a social process
a
If Caltec Corp., a computer manufacturer, increased the number of computers produced to twice the amount it used to, the economies of scale would: a. lower the fixed cost per unit b. increase the fixed cost per unit c. increase the variable costs d. lower the defect rate of products
a
In today's world, what three elements do marketers want to build and maintain through their promotional and advertising efforts? a. awareness, identity and preference b. attention, curiosity and response c. demand value and interaction d. information, message and communication
a
Radical, a mens deodorant brand, displays its products in advertisements as being worn by men who are attractive and popular. This is an example of: a. symbolic value b. direct response advertising c. selective demand stimulation d, internal positioning
a
RomTech, a cell phone manufacturer, displays in its advertisments that it products are better than others in the market because they are waterproof and scratch proof. This is an example of: a. selective demand stimulation b. economies of scale c. inelasticity of demand d. direct response advertising
a
Which of the following would be considered as a trade journal? a. a publication written for health professionals b. an e-zine for emerging writers to publish their work c. a magazine for fitness enthusiasts d. a newspaper carrying news articles about a particular city
a
_____ attempts to develop brand awareness and preference over time, as well as emphasize the benefits of using that brand. a. delayed response advertising b. co-op advertising c. direct response advertising d. sales promotion
a
_______ is the measure of the total value of goods and services produced within an economic system a. GDP b. residual income c. net present value d. gross domestic income
a
Cryptic inc., a literary publisher, has established offices in more than 20 states in Lentasia. Additionally, it has advertised in all states of the country. This is an example of ______ advertising. a. local b. national c. regional d. global
b
Government officials are the most conspicuous audience category in that most mass media advertising is directed at them a. true b. false
b
HireUp Inc., a recruitment agency, has launched a series of advertisements about its capabilities in effectively managing firms' labor forces. Which of the following audience categories is HireUp most likely targeting? a. household members b. members of business organization c. professional d. government employees
b
IBP can be defined as: a. the collaboration of two or more brands within a single advertisement with the intent of sharing costs b. the coordination of a number of promotional tools to create widespread brand exposure c. a company's decision to focus on a wide range of traditional advertising forms to replace nontraditional forms d. a unique concept seen mainly in local advertising campaigns
b
The purchase of certain products, such as cars, shoes, and sunglasses, signify class membership. This indicates these brands have _____. a, economies of scale b. social meaning c. internal positioning d. low brand equity
b
Which of the following is a similarity between the market strategies, positioning and differentiation? a. both involve standardizing and regularizing products b. both depend on perceived image of tangible or intangible features c. both involve marketing products in a way that make them seem similar to competitors products d. both involve targeting a small market segment
b
Which of the following is an essential criteria for communication to be considered as an advertisement? a. the communication must be noncommercial b. it must be mass-mediated attempt to persuade c. the message conveyed must be short d. it must involve face-to-face communication
b
Which of the following is true of inelasticity of demand? a. the supply of the product is greater than its demand b. consumers are less sensitive to price increases c. customers have low brand loyalty d. it leads firms to decrease profit margins
b
Which of the following is an example of international advertising? a. crispy cracks promoting their new line of crackers at the olympics b. flextronic advertising its flat-screen tvs in different states of a country c. radicle creating different versions of its new detergent ad for various countries d. unicorn featuring its unicorn logo on gear worn by tennis players
c
Which of the following is true regarding advertising? a. advertising is an external to the social interaction process b. advertising is solely responsible for the increase of product sales c. advertising plays a pivotal role in world commerce d. advertising is a simple communication process
c
_____ is a type of advertising that communicates the specific features, values, and benefits of a product offered by a particular company. a. advocacy advertising b. corporate advertising c. brand advertising d. institutional advertising
c
The promotional tool used most often to communicate with members of a trade channel is personal selling. Which of the following is the reason behind this? a. personal selling is the most inexpensive form of communication b. members of trade channels are the most conspicuous audience c. Members of trader channels are the target audience for producers of only household products d. the target audience represents a relatively small, easily identifiable group
d
Which of the following is a difference between IBP and IMC? a. IBP ignores the importance of communication where IMC does not b. IBP focuses more on the need for coordinated and synergistic messages. c. IMC emphasizes the brand, whereas IBP does not D. IBP goes beyond the parameters of IMC
d
Which of the following is an example of a brand extension? a. Tracker, a company selling security systems, advertises its products on a local television network b. Dog Handler, a manufacturer of leashes for dogs, collaborates with a competitor to expand its market base. c. Blossoms, a woman's perfume line, advertises its new line through sales promotion and point-of-purchase advertising at department stores d. the manufacturers of coca flakes, a popular cereal, launches a biscuit called "coca crunch" in a new product category
d
Which of the following is true about IBP? a. it is a simple process b. it uses promotional tools that do not need to be evaluated c. it prevents the exposure of a brand d. it allows marketers to reach target customers in different ways
d
Which of the following slogans is an example of corporate advertising? a. ohh-soo-good by yummys, a biscuit company b. the quick fix stick by quicks, glue manufacturer c. Fizzy! Bubble! Guzzle! by fizzy pop, a soft drink company d. think creatively by helix phones
d
Youstock, an online broker pays for 60 second television commercial to be telecast during the Football world cup. The commercial promotes the reliability of YouStock's advice, expertise, and personal attention in assisting online customer with stock portfolio creation and management. The spot created by YouStock is: a. a public service announcement b. a point of purchase advertisement c. representative of personal selling d. an advertisement promoting a service
d
______ is the process of creating a perceived distinction between an organization's brand and competitor's brand. a. market analysis b. co-op advertising c. market segmentation d. differentiation
d
