452

Effective advertising takes the consumer's view. T/F

True

A limitation of radio advertising is _____. a. difficulty of buying radio time b. long lead times c. high CPMs d. erosion of radio listening audience e. that it is not intrusive

a

A marketer who is using colorful ads is enhancing the consumers' _____. a. motivation to attend to the message b. motivation to process brand information c. opportunity to encode information d. opportunity to reduce processing time e. ability to access knowledge structures

a

A performer's _____ is that person's popularity percentage divided by the familiarity percentage. a. Q score b. popularity index c. credibility rating d. attractiveness rating e. celebrity score

a

A(n) _____ represents the linkages among brand attributes, the consequences obtained from using the brand, and the personal values that the consequences reinforce. a. means-end chain b. ladder c. mecca d. interconnect e. value connect

a

According to the theory of psychological reactance, _____. a. people react against any efforts to reduce their freedoms of choice b. consumer behavior is seen as emotional c. consumer behavior is seen as highly cognitive d. people satisfy primary needs before acquired needs e. the personal relevance that a communication has for a receiver is a critical determinant of the extent and form of persuasion

a

An advertiser who is interested in advertising in a specific magazine would want to obtain a(n) _____ to learn about the demographic and lifestyle profiles of the readers. a. media kit b. profile sheet c. advertising listing d. structure statement e. influence report

a

GfK Mediamark Research Inc. _____. a. provides cost per thousand information for magazines b. measures effectiveness of billboard advertising c. measures effectiveness of point-of-purchase materials d. provides information on advertising to children e. measures the effectiveness of music on retail shoppers

a

In the terms of the MECCAS model, an advertisement that proclaims that pleasure and freedom will result from the purchase of a particular brand is using pleasure and freedom as _____. a. driving forces b. leverage points c. message elements d. consequences e. fulcrums

a

In which creative style does an advertiser make a superiority claim based on a unique product attribute that represents a meaningful, distinctive consumer benefit? a. unique selling proposition b. brand image c. resonance d. emotional e. generic

a

Marian is concerned with the preservation and enhancement of her family and friends. She is honest, loyal, and helpful. She possesses the _____ value. a. benevolence b. universalism c. conformity d. self-direction e. security

a

Most personal computers purchased by households are acquired primarily to assist children in their school work. In referring to its brand of PC, one computer company came up with the clever advertising line "The teacher's aid." This line is the only notable aspect of the company's advertising. What creative style is the company employing? a. preemptive b. unique selling proposition c. resonance d. brand image e. emotional

a

One facet of ad creativity, appropriateness, means that _____. a. an advertisement does not offend the target audience b. an advertisement wins creativity awards from advertising trade associations c. an advertisement offers a useful solution to a marketing problem d. the methods, techniques, and copy are novel for the product category e. it is typical of advertisements for that product category

a

The National Advertising Bureau _____. a. assists newspapers and national advertisers by simplifying the task of buying newspaper space b. regulates newspaper advertisements c. measures the effectiveness of newspaper advertising d. is a branch of the Federal Trade Commission e. measures magazine readership

a

The _____ are what consumers hope to receive or avoid when consuming products. a. consequences b. values c. specifics d. attributes e. sections

a

The effectiveness of sexual content depends on _____. a. the appropriateness of it to the advertised subject matter b. the extent to which the product is liked or disliked c. its use with fear and guilt d. the credibility of the celebrity endorser e. All of these are correct.

a

The essence of a message and the reward to the consumer for investing his or her time attending an advertisement is known as a(n) _____. a. value proposition b. creative brief c. appropriateness summary d. uniqueness proposition e. message summary

a

The unique selling proposition style is a _____ advertising strategy. a. functionally-oriented b. symbolically-oriented c. experientially-oriented d. category-dominance e. category-oriented

a

Two distinct forms of corporate advertising are _____. a. image and issue b. primary and secondary c. product and service d. rational and emotional e. planned and unplanned

a

When the receiver finds something in an endorser that they consider attractive, persuasion occurs through a process of _____. a. identification b. externalization c. normalization d. internalization e. habituation

a

Which of the following is NOT a consideration that influences the choice of radio vehicle when buying radio time? a. FCC approval b. station format c. choice of geographic areas to cover d. choice of daypart e. All of these are considerations.

a

Which of the following is a limitation of using newspapers as an advertising medium? a. occasional users of newspaper space pay higher rates b. long lead times c. not entertaining d. rapidly escalating advertising cost e. impersonal

a

_____ is based on the idea that it is easier for people to remember and retrieve tangible rather than abstract information. a. Concretizing b. Novelty c. Effectiveness d. Simplicity e. Appropriateness

a

A TV commercial for a sports car marketed to young people emphasizes pleasure and freedom as end levels. The advertised car is shown delivering these end levels when the car is transformed into a magic chariot and its young driver is carried away into a fantasyland. In terms of the MECCAS model, the magic chariot technique represents the commercial's _____. a. driving force b. leverage point c. message elements d. consequences e. terminal values

b

Advertisers can get people to care about their brands by appealing to _____ that are relevant to the product category in which the advertised brand competes. a. benefits b. emotions c. motivations d. rational thoughts e. behaviors

b

As a stimulus becomes more familiar, people become desensitized to it, which is referred to as _____. a. concretization b. habituation c. exemplaration d. wearout e. contextualization

b

In the advertising industry, magazines are referred to as _____. a. brochures b. books c. newsletters d. read-throughs e. browsers

b

Sunshield is a new line of sunglasses that boasts lenses that grow progressively darker with increasing sunlight. Other brands have this same type of lens, but Sunshield is the first to make the claim that its product helps prevent sun lines and aging of skin. What type of creative advertising style is described here? a. resonance b. preemptive c. unique selling proposition d. brand image e. positioning

b

The best medium to leverage television advertising through the transfer of images is _____. a. the Internet b. radio c. outdoor d. magazines e. newspaper

b

The brand image, resonance, and emotional creative strategies are _____ strategies. a. functionally-oriented b. symbolically/experientially-oriented c. category-dominance d. category-oriented e. consumer-oriented

b

The two media that are most effective for reaching segmented audiences are ____. a. radio and television b. radio and magazine c. radio and newspaper d. newspaper and magazine e. billboards and magazine

b

There is some evidence that a matchup between endorser and audience similarity is especially important when the product or service in question is one where audience members are _____ in terms of their taste and attribute preferences. a. homogeneous b. heterogeneous c. indifferent d. in agreement e. apathetic

b

Typical-person endorsements are more effective when _____. a. the commercial is longer b. more than one person is portrayed c. older people are portrayed d. the commercial is aired during the news e. there is humor in the advertisements

b

Which creative style does not focus on product claims or brand images but rather seeks to present circumstances or situations that find counterparts in the real or imagine experiences of the target audience, attempting to match "patterns" in an advertisement with the target audience's stored experiences? a. unique selling proposition b. resonance c. generic d. emotional e. preemptive

b

Which of the following is NOT a strength of newspapers as an advertising medium? a. mass audience coverage b. highly selective medium c. flexibility d. ability to use detailed copy e. timeliness

b

Which theory helps explain why scarcity works? a. habituation b. psychological reactance c. cognitive dissonance d. attribution theory e. theory of reasoned action

b

_____ in television occurs when an independent company, such as Buena Vista Television Advertising Sales and Sony Pictures Television, markets a TV show to as many network-affiliated or cable television stations as possible. a. Unwired network b. Syndicated programming c. Independent programming d. Roadblocking e. Wired network

b

_____ involves in-depth, one-on-one interviews that typically last between 30 minutes to more than one hour and attempts to get at the root, or deep, reasons for why individual consumers buy certain products and brands. a. Chaining b. Laddering c. Dissecting d. Unraveling e. Peeling

b

_____ occur when the advertising agency comes up with a good, creative execution, but this cannot make up for the absence of a convincing value proposition. a. Successful campaigns b. Marketing mistakes c. Agency mistakes d. Complete disasters e. Successful executions

b

A major development in recent years involves marketers of specific brands developing newsletters and magazines that focus on their brands, issues related to their brands, and the interests of brand purchasers. These are called _____. a. e-magazines b. product publications c. customized magazines d. in-house news sources e. blogs

c

A performer's Q score is a function of _____. a. likability and attractiveness b. expertise and trustworthiness c. familiarity and popularity d. physical attractiveness and popularity e. familiarity and respect

c

An example of embedding would be _____. a. using attractive models to sell cosmetics b. using nudity to sell liquor c. airbrushing a word in a magazine advertisement d. using sexual themes to sell coffee e. depicting several people in an advertisement

c

Experian Simmons specializes in measuring _____. a. newspaper readership b. audience sizes of television programs c. magazine readership d. audience sizes of radio stations e. effectiveness of outdoor advertising

c

Extensive research has demonstrated that the two basic attributes contributing to an endorser's effectiveness are _____. a. intelligence and credibility b. attractiveness and intelligence c. attractiveness and credibility d. personality and intelligence e. personality and attractiveness

c

Levi's 501 and 502 jeans are advertised as casual clothes for fashion-conscious young people. In comparison, J.C. Penney advertises their Plain Pockets as no-nonsense and more economical than the name brands. J.C. Penney is practicing what type of advertising style? a. resonance b. unique selling proposition c. brand image d. emotional e. generic

c

Many advertisements that portray typical-person users often include multiple people rather than a single individual. The reason for this practice is _____. a. because typical-person users are less expensive b. to provide multiple points of view c. to generate higher levels of message involvement d. to guard against the possibility that one endorser will be ineffective e. to increase the consumers' perception of trustworthiness of the endorsers

c

Marketers can enhance the consumers' ability to access knowledge structures by _____. a. using loud music b. using colorful ads c. employing verbal framing d. repeating brand information e. increasing curiosity about the brand

c

The Standardized Advertising Unit (SAU) system makes it possible for advertisers to purchase any one of _____ standard ad sizes to fit the advertising publishing parameters of all newspapers in the United States. a. 10 b. 28 c. 56 d. 74 e. 100

c

When an information source, such as an endorser, is perceived as credible, audience attitudes are changed through a psychological process called _____. a. TEARS b. externalization c. internalization d. identification e. affect referral

c

When the receiver accepts the endorser's position on an issue as his or her own, _____ has occurred. a. identification b. externalization c. internalization d. normalization e. compensation

c

Which of the following is FALSE regarding the use of humor in advertising? a. Humor is an effective method for attracting attention to advertisements. b. Humor enhances liking of both the advertisement and the advertised brand. c. Humor enhances source credibility. d. Humor does not offer an advantage over nonhumor at increasing persuasion. e. The nature of the product affects the appropriateness of using humor.

c

Which of the following is NOT a strength of radio as an advertising medium? a. ability to reach segmented audiences b. ability to reach prospective customers on a personal and intimate level c. high CPM d. short lead times e. ability to transfer images from television advertising

c

Which of the following is true regarding the source attribute of attractiveness? a. Attractiveness refers only to physical attractiveness. b. Attractiveness and credibility are basically different labels for the same concept. c. An endorser, although physically unattractive, may be perceived as attractive if consumers share a sense of similarity with him or her. d. Attractiveness is a far more important attribute for a celebrity to possess than is credibility. e. An endorser must be considered physically attractive, well-respected, and perceived as similar to the audience to be effective.

c

_____ refers to the presentation of stimuli at a rate or level that is below the conscious threshold of awareness. a. Subconscious b. Embedded c. Subliminal d. Subsurface e. Accelerated

c

A limitation of magazine advertising is _____. a. the inability to pinpoint specific audiences b. the short-life of the magazine c. the inability to convey a sense of authority d. fewer geographic options than other media e. the inability to get consumers involved in the ad

d

A strength of _____ advertising is its ability to avail itself of the reputations and the sometimes bigger-than-life persona of local personalities. a. television b. newspaper c. magazine d. radio e. outdoor

d

Although not a typical practice in the ad industry when constructing creative briefs, it is desirable to indicate not only what objectives are to be accomplished but also _____. a. how analyses will be conducted b. who will be responsible for various tasks c. why these objectives are appropriate d. how achievement of the objectives will be measured e. what is expected of the client

d

An advertisement by Anheuser Busch, the manufacturer of Budweiser beer, stressing the importance of using a designated driver to curb drunken driving accidents is an example of _____ advertising. a. corporate image b. generic c. preemptive d. corporate issue e. preventive

d

Bonnie needs information for local radio ratings. She would be able to get this information from _____. a. Statistical Research, Inc. b. Bruzzone Research Company c. Nielsen Media Research d. Arbitron e. Experian Simmons

d

Humorous advertisements in the United States generally involve the use of _____. a. slapstick humor b. exemplars c. psychological reactance d. incongruity resolution e. cognitive dissonance

d

In the creative brief, the brand management team must clearly articulate the brand's _____. a. price b. benefits c. features d. meaning e. distribution

d

Marketers can enhance consumers' motivation to attend to a message by _____. a. increasing curiosity about the brand b. repeating the ad on multiple occasions c. employing verbal framing d. appealing to hedonistic needs e. using concretizations

d

Marketers can enhance the consumers' opportunity to reduce processing time by _____. a. appealing to hedonistic needs b. heightening ad complexity c. repeating brand information d. creating gestalt processing e. employing verbal framing

d

One reason that cable advertising is attractive to national advertisers is because cable networks focus on specialized areas of viewing interest. This is called _____. a. fractionalization b. focused advertising c. spot advertising d. narrowcasting e. audience tracking

d

The _____ creative style extends from psychographic research and structures an advertising campaign to pattern the prevailing lifestyle orientation of the intended market segment. a. generic b. preemptive c. positioning d. resonance e. brand-image

d

The generic and preemptive creative strategies are _____ strategies. a. functionally-oriented b. symbolically-oriented c. experientially-oriented d. category-dominance e. category-oriented

d

The most important factor executives consider when making their celebrity-selection for endorsements decision is _____. a. how much it will cost to acquire the celebrity's services b. celebrity and audience matchup c. celebrity and brand matchup d. celebrity credibility e. celebrity attractiveness

d

The three subcomponents of the general concept of attractiveness are _____. a. intelligence, familiarity, and liking b. physical attractiveness, familiarity, and intelligence c. similarity, familiarity, and sense of humor d. physical attractiveness, respect, and similarity e. sense of humor, similarity, and liking

d

When consumers are attracted to stimuli that supply relevant facts and figures, they are interested in meeting their _____ needs. a. heuristic b. emotional c. hedonic d. informational e. comprehensive

d

Which of the following is true regarding the source attribute of credibility? a. Credibility and attractiveness are basically different labels for the same concept. b. A credible source influences receivers' attitudes through a process of identification. c. There are two important properties of endorser credibility—expertise and attractiveness. d. There are two important properties of endorser credibility—expertise and trustworthiness. e. There are three important subcomponents of credibility—attractiveness, respect, and similarity.

d

Which of the following is true regarding the value the investment community places on celebrity endorsers? a. Stock prices can increase when a company announces celebrity-endorsement contracts. b. Stock prices can decrease when negative publicity reaches the media about a celebrity who endorses one of the company's brands c. The investment community does not consider the use of a celebrity endorser when determining stock price. d. a and b only e. a, b, and c

d

Which of the following measures magazine readership? a. Arbitron b. Nielsen Media Research c. Bruzzone Research Company d. GfK Mediamark Research Inc. e. National Advertising Bureau

d

Which value is derived from the need for variety and achieving an exciting life? a. self-direction b. hedonism c. achievement d. stimulation e. tradition

d

_____ involves presenting people with single words or images at a speed that is below the conscious threshold. a. Focused attention b. Imagery c. Peripheral cues d. Subliminal priming e. Novelty

d

_____ strategies do not necessarily use any particular type of appeal to consumers but are designed to achieve an advantage over competitors in the same product category. a. Symbolically-oriented b. Functionally-oriented c. Experientially-oriented d. Category-dominance e. Functionally-dominant

d

A provider of local radio network ratings is _____. a. Information Resources, Inc. b. Experian Simmons c. Statistical Research, Inc. d. GfK Mediamark Research Inc. e. Arbitron

e

A strength of newspaper advertising is the _____. a. lack of clutter b. ease of buying for national advertisers c. ability to reach specific groups of consumers effectively d. excellent reproduction quality e. flexibility

e

Assume that John, a highly credible music critic, gives a rave review of a new album by the Corrs and that consumers form a positive attitude toward the album. In this instance, attitude is formed through the psychological process of _____. a. compliance b. conditional c. identification d. subconscious e. internalization

e

Cost per thousand information for each magazine is available from _____. a. Information Resources b. Burke Marketing Research c. Market Facts d. Market Research Corporation of America e. GfK Mediamark Research

e

Features or aspects of advertised brands are known as _____. a. consequences b. values c. specifics d. perspectives e. attributes

e

Humor _____. a. enhances the likelihood that the brand is perceived positively, but not the advertisement b. can be used in the same way from one region of a country to another c. offers an advantage over nonhumor at increasing persuasion d. enhances source credibility e. is more successfully used with established rather than new products

e

In general, novel messages are _____. a. unusual b. distinctive c. unpredictable d. none of these e. unusual, distinctive, and unpredictable

e

Magazine media kits provide prospective advertisers with pertinent cost information in the form of _____. a. rate kits b. rate sheets c. tear sheets d. media cards e. rate cards

e

The appropriate influence strategy depends both on _____. a. brand characteristics and positioning b. chosen media and messag4e appeal c. consumer benefits sought and client requirements d. information requirements and consumer involvement level e. consumer characteristics and brand strengths

e

The average television household now has upwards of 90 or more TV channels from which to choose, which means that advertisements simply do not reach the large numbers of consumers they once did. This is referred to as _____. a. technology transfer b. clutter c. media myopia d. multi-media dispersion e. audience fractionalization

e

The emotional creative style would work especially well for _____. a. food b. jewelry c. cosmetics d. soft drinks e. All of these are correct.

e

Which of the following is a criticism of the means-end approach and the method of laddering? a. The laddering method "forces" interviewees to identify hierarchies among attributes, consequences, and values that may actually not have existed before the interview and absent the interviewer's directive probes. b. Consumers may possess clear-cut linkages between attributes and consequences but not necessarily between consequences and values. c. The ultimate hierarchy constructed through laddering is a crude aggregation of the A→C→V chains from multiple individuals into a single chain that represents the input into a MECCAS model. d. None of these are correct. e. All of these are correct.

e

Which of the following is a form of subliminal stimulation? a. presenting visual stimuli at a very rapid rate by means of a device called a tachistoscope b. accelerated speech in auditory messages c. embedding of hidden symbols in print advertisements d. a and b only e. a, b, and c

e

Which of the following is a major mass advertising medium? a. newspapers b. magazines c. radio d. television e. All of these are correct.

e

Which of the following is a universal value? a. self-direction b. hedonism c. achievement d. benevolence e. All of these are correct.

e

_____ advertising associates the experience of using an advertised brand with a unique set of psychological characteristics that typically would not be associated with the brand experience to the same degree without exposure to the advertisement. a. Informational b. Resonance c. Preemptive d. Suggestive e. Transformational

e

According to the MECCAS model, the value orientation represents the product value level on which the advertising style focuses and can be thought of as the driving force behind the advertising execution. t/f

f

Attributes are what consumers hope to receive or avoid when consuming products. t/f

f

Marketers can enhance consumers' motivation to process brand information by using celebrities in the advertising. t/f

f

The best medium, or combination of media, is determined by counting advantages and limitations. t/f

f

The stock prices of companies have not been shown to be related to the use of celebrity endorsers. t/f

f

There are eight column widths in newspapers. t/f

f

Advertisements placed ROP (run of press) means that the ad appears in any location, on any page, at the discretion of the newspaper t/f

t

An endorser who is perceived as an expert on a given subject is more persuasive in changing audience opinions pertaining to his or her area of expertise than an endorser who is not perceived as possessing the same characteristic. t/f

t

An index of 175 for a given age group and a specific magazine means that this age group represents this magazine's readership by a magnitude of 1.75 times greater than this age group's proportionate population representation. t/f

t

Consequences are what consumers hope to receive (benefits) or avoid (detriments) when consuming brands. t/f

t

Internalization occurs when the receiver accepts the endorser's position on an issue as his or her own. t/f

t

MECCAS is an acronym for Means-End Conceptualization of Components for Advertising Strategy. t/f

t

Marketers can enhance the consumers' ability to access knowledge structures by employing verbal framing. t/f

t

The MECCAS model provides a procedure for applying the concept of means-end chains to the creation of advertising messages. t/f

t

The more similar a spokesperson's ethnicity is to the intended audience's ethnicity, the more trustworthiness is likely to be enhanced. t/f

t

Two distinct forms of corporate advertising are image and issue advertising. t/f

t

The emotional style can be used when advertising virtually any brand, but it is best not to appeal to negative emotions. t/f

False

A preemptive creative style is employed when an advertiser makes a generic-type claim but does so with an assertion of superiority. t/f

T