ADV Final

The "Bud Gear" campaign was criticized by California consumers because: a. it might lead to excessive consumption b. it was offensive because of the manner in which the products were advertised c. Brooke Shields was underage when she did the spots d. Famous athletes would cause underage consumption behavior e. none of the above

A. it might lead to excessive consumption

Which famous advertising practitioner can be termed "the Picasso of the ad world", meaning he broke all the rules of advertising for ad campaigns such as the Volkswagen Beetle? a. David Ogively b. Leo Burnett c. Rosser Reeves d. Mary wells e. Bill Bernbach

E. Bill Bernach

According to the PR video, public relations messages must be consistent for all audiences in order to maintain relevance and integrity of the messages True or False?

False

According to the advertising History Video, Coca-cola was the most recognized word on earth. True or False?

False

According to the coca cola video, for the last 10 years the sales of soda in North America have risen to an all time high. True or False?

False

Advertising did not fall under the protection of the First Amendment of the US constitution until 1964 in the landmark case Bates v Arizona. True or False?

False

Advertising has been proven of manipulating consumers by "inventing desires for products they wouldn't want or need otherwise." True or False?

False

During the cigarette advertising video, the anti-smoking ads to convince people to stop smoking never aired during prime time television. True or False?

False

In the video, Free speech and advertising, it was argued that a ban on advertising for alcohol and/or cigarette is a matter of economic loss NOT a restriction on liberties in this democracy. True or False?

False

Quantitative research is used to help form an understanding rather than a definition of a market or population True or False

False

The fastest growing segment on the internet is the "under-15s" True or False?

False

The parents Television council was upset with Domino's because of the "racy" and "brainless" nature of their food advertising. True or False?

False

When we looked at TV spots from 50 years ago, the appeals the advertisers used were very different to the appeals used by today's advertisers. True or False?

False

PESO refers to paid media, earned media, owned properties, and social platforms. catalogs, websites, blogs, and email would most likely fit in the social platforms area. True or false?

False-- paid media??

According to the Cigarette Advertising video, almost 50 % of all adults in the US smoked cigarettes in the 1950's True or False?

True

According to the coca-cola video, changing the on-liter Coke to the contoured bottle produced over one million incremental sales in the United States True or false?

True

According to the video on Reimaginging Advertising, it was argued that progress would be made in advertising if people were obsessed with content and ideas as they are with technology True or False?

True

According to the video on public relations, the future isn't in telling stories its in selling them True or False

True

Advertisers interested in connecting with consumers via their mobile devices are able to track specific places and geographic locations. They can also send targeted text messages based on their movements. True or False

True

Advertising is the most visible face of materialism, mass marketing and capitalism. It's also the most convenient target for critics of these underlying values. True or False?

True

Bill Bernbach said that he can teach advertising but cannot teach someone to b talented Ture or False

True

Google analytics provides a website owner with detailed information about what visitors are viewing including specific content and their geographic location. True or False?

True

In advertising, ethics matter because the main goal of advertising is to influence attitudes and behaviors true or false?

True

The Campbell's soup and Volvo ads used in class illustrated a violation of the FTC policy and were ruled deceptive/ misleading advertising True or False

True

The fact is, for products and services directed to mass markets, advertising is the most cost-effective means of promotion. True or False?

True

Trade advertising is designed to motivate intermediaries such as distributors and retailers to accept and actively sell a marketers product True or False?

True

Why are systems such as PRIZM used widely by advertisers for segmentation? a because they provide deep segment description b. because they allow for segmentation on the basis of frequency of usage c. because they provide deep insights into consumers motivation d. because they emphasize the understanding of consumers activities, interests, and opinions

a because they provide deep segment description

A canned soup manufacturer has prepares questionnaires for its employees and customers. The questions are about how much the people view its brands, the profits it is making, current market trends for canned soup, and the employee activities of the company. Through these questionnaires, it hopes to collect positive, newsworthy information that it can use later. The company is in the process of: a. conducting a public relations audit. b. identifying vehicles for a PR communication c. creating a company newsletter d. researching an influencer program

a. conducting a public relations audit- definition: an internal study that identifies the characteristics of a firm or the aspects of the firms activities that are positive and newsworthy

According to the Re imagining advertising film _________ are really building the brands in ways never before and the brands that are the smartest are finding ways to take advantage of that change. a. consumers b. marketers c. segments d. advertisers e. budgets

a. consumers

A designer handbag, used by a celebrity, would have _______. a. high cultural capital b. high social capital c. high human capital d. low economies of scale

a. high cultural capital

Xercise1, a nationwide fitness center chain, interviews its customers to determine their wants and needs regarding their local center's services, classes, equipment, facilities, business hours, etc. The marketers at Xercise1 are in the process of developing a. a marketing database b. an external mailing list c. a geo-demographic data source d. a single- source tracking study

a. marketing database

A kitchen appliance manufacture devises a program to encourage members of the trade to purchase its brand. It offers salespeople an extra $75 for selling one of its refrigerators. $50 for selling one off its ovens, and $40 for selling one of its dishwashers. Which of the following promotional concepts for the trade channel does this involve? a. push money b. merchandise allowance c. slotting fee d. rebates

a. push money

Well-known psychologist Carl Jung identified three sets, or dimensions, of cognition. Which of the following pairs are included in these dimensions? a. sensing vs. intuiting, and thinking v. feeling b. thinking vs. feelings, and seeing vs. hearing c. rational vs. emotional, and sensitive vs. logical d. extroverted vs. introverted, and creative vs. logical

a. sensing vs. intuiting, and thinking v. feeling

Radical, a men's deodorant brand, displays its products in advertisments 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. symbolic value

A canned soup manufacturer and its agency are nailing down the responsibilities of each side as they begin their planning effort. In a nutshell, the agency will a. translate goals into strategies and creat promotions and finished ads for the product b. decide how they should grade themselves c. leave it up to the client to decide the advertising plan d. determine how long they will have to achieve the agreed on objectives

a. translate goals into strategies and creat promotions and finished ads for the product

Which one of the following categories of VALS2 would best describe the following person-- they are successful, sophisticated, take-charge people with high self- esteem a. Actualizers b. fulfilled c. achievers d. makers e. strivers

actualizers

The advertising agency most well known for their use of characters as brand representatives was____________. a. Ogilvy and Mather b. Leo Burnett c. GSDM d. The Richards Group e. none of the above

b. Leo Burnett

Which of the following is true about the roles of creatives and account executives in an advertising agency? a. account executives work for awards; creatives work to please the client b. account managers must be generalists, whereas creatives must possess expertise in a single area c. creatives are more likely to see the goal of the communication as achieving some predetermined objective in the marketplace d. creatives serve as a liaison between the client and the advertising agency

b. account managers must be generalists, whereas creatives must possess expertise in a single area

Well known Illustrator Andy Warhol felt strongly that the american ads that had promoted the nations most popular products over the decades were: a. visual manifestation of a sick society overtaken with consumerism and greed b. anti-elitist artworks for the masses depicting ordinary goods used by both rich and poor c. pioneering graphic innovations that visually displayed the power of elitism d. flashy images and tasteless visuals that clutter the cultural landscape

b. anti-elitist artworks for the masses depicting ordinary goods used by both rich and poor

An electronics company is about to launch a new line of microwaves. Its public relations team focuses on a feature story rather than a press release because the company can a. create the feature story immediately b. be more in control with a feature story c. make it short and precise d. distribute it to multiple media outlets

b. be in more control with a feature story

Bedwick Resorts has acquired the services of Elegant Inc. to develop advertisements for their organization. Elegant Inc. has advised them to add a panoramic view of billboard ads and portray tourists lounging by the sea. Elegant Inc. is an example of a(n)______. a. media specialist b. creative boutique c. digital/ interactive agency d. in-house agency

b. creative boutique -- definition: an advertising agency that emphasizes copywriting and artistic services to its client

Why did critics traditionally hold the view that event sponsorship, especially sports events, can be ego-driven and wasteful? a. critics thought that event sponsorship can be damaging to products image b. earlier, it wasn't clear what an organization was receiving in return for its sponsors fee c. according to critics, event sponsorship's are not effective in building a brand image d. event sponsorship are too costly, and can lead to huge retrenchment and bankruptcy

b. earlier, it wasn't clear what an organization was receiving in return for its sponsors fee

In Mobil's positioning as the "Friendly Serve" station, it had many good reasons to select the particular target market that it did. But one issue that was NOT a factor was that the segment a. spent the large amount of money at service stations b. had the greatest number of consumers in sheer numbers c. had potential for growth d. bought extras besides just gas

b. had the greatest number of consumers in sheer numbers

What is the downside to adopting a heavy-user-focused segmentation plan? a. heavy users usually form less than one percent of users by volume b. heavy users may differ significantly from average or infrequent users in terms of their motivation to consume, their approach to the brand, or their image of the brand. c. heavy users are a costly target segment and much can be spent in getting their business merely to have it disappear just as quickly as it was won d. heavy users have little knowledge of the brand and negligible social influence.

b. heavy users may differ significantly from average or infrequent users in terms of their motivation to consume, their approach to the brand, or their image of the brand.

Which of the following is true of crowdsourcing? a. it refers to managing the supply chain system in a way that will most effectively reach the target markets b. it aims at getting consumers more involved with and committed to a brand c. it indicated the process of describing the firms objectives for the brand in the near term and long term d. it refers to passive, intrusive advertising

b. it aims at getting consumers more involved with and committed to a brand

Which of the following is true of a self-liquidating premium? a. it is a trade- market sales promotion technique b. it is a consumer- market sales promotion technique c. it is a business-market sales promotion technique d. it is a point-of purchase sales promotion technique

b. it is a consumer- market sales promotion technique

Which of the following is true of public relations? a. it is a tool to produce more sustainable and environment- friendly products b. it is a tool to manage goodwill, corporate communications, and damage caused by negative publicity c. it is a process of changing the features of a product to suit customer needs d. it is a process of transporting products to the location where consumers can buy them

b. it is a tool to manage goodwill, corporate communications, and damage cause by negative publicity

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 a mass-mediated attempt to persuade c. the message conveyed must be short d.it must involve face-to-face communication.

b. it must be a mass-mediated attempt to persuade

Which of the following is true of building customer relationship through direct marketing? a. word-of-mouth advertising is the best way to build a marketing base b. long-term customer relationships must be based on trust c. closing the sale comes first, followed by commitment to customer satisfaction d. customers are willing to pay for catalogs if given the proper incentive

b. long-term customer relationships must be based on trust

In class we saw a potentially offensive ad or "Jesus jeans". this ad might be considered offensive because a. you couldn't tell whether is was a male or female b. of the manner in which it was advertised c. where it was advertised d. the race of the model e. the model wasn't wearing underwear.

b. of the manner in which it was advertised

In trying to coordinate traditional and emerging advertising and support media, ad agencies: a. have had to deal with fewer functional specialists b. see themselves in the lead role, but have not yet played this role to anyone's satisfaction c. have experienced less internal competition for promotional budget dollars d. have found greater cooperation between functional are specialists

b. see themselves in the lead role, but have not yet played this role to anyone's satisfaction

The two advantages of direct mail as a medium of communication is its: a. cost and response rate b. selectivity and flexibility c. mailing lists and consumer data d. timing and delivery

b. selectivity and flexibility

According to Howard Gardner's research, creative people are more likely to be a. self- effacing b. self-confident c. emotionally stable d. self-giving

b. self-confident

In essence, a creative brief is a(n): a. informal contract depicting the responsibilities of the creative team b. set of guidelines to get the creative group moving in the right direction c. solution to the primary problem of the ad campaigns d. list of results to be expected from the ad campaign.

b. set of guidelines to get the creative group moving in the right direction

In a recognition test, participants are likely to be: a. given a brand name and asked to provide words that they associate with it b. shown a print ad and asked if they've seen it before c. asked to recall the details of a print or television ad d. given a picture and asked to make p a story about it

b. shown a print ad and asked if they've seen it before

A pharmaceutical company manufactures several antidepressant and anti-anxiety medications that are widely prescribed by physicians. Its executives know that among the millions of customers using their medication, one or two adverse reactions by the media can have a very damaging effect on its reputation. In public relations, this is called... a. a proactive situation b. the identification of vulnerabilities c. a synergistic opportunity d. influencer marketing

b. the identification of vulnerabilities

What recent trend in advertising indicated that a new set of tests to measure ad acceptance is needed? a. the increasingly younger consumer population in the US b. the move to a more visual advertising style from largely verbal approaches c. the expansion of research departments within established agencies d. the popularity of scientific evaluation and statistical proof of consumer behavior.

b. the move to a more visual advertising style from largely verbal approaches

The account executive in charge of promoting a new perfumed bath soap for women is not expecting a sudden attachment and loyalty to the product- though that would be nice- but realistically, she would like women to at least buy it once and see how they like it. which of the following is more likely to be her objective? a. purchase intent b. trial usage c. repeat purchase d build-up purchase

b. trial usage

A young mother consistently buys Oreos for a special treat, which her kids love. However, every now and then, she buys Salerno Butter Cookies or Keebler Animal Crackers, for a change in taste. Which mode of consumer decision making does this demonstrate a. clutter b. variety seeking c. cognitive dissonance d. stratification

b. variety seeking

Which of the following is an example of cognitive residue, as advertisers would define it? a. being unable to recall anything about an ad when a brand name is mentioned to you b. having a certain brand name in mind, above all others, and making a point to buy only that brand c. Vaguely remembering a slogan and a jingle fora product d. knowing that you want to buy a product but not being sure why

c. Vaguely remembering a slogan and a jingle fora product

An elderly women has always been happy with Ivory soap and does not believe in trying out another brand. In such a scenario, what type off an obstacle would a new brand experience in order to reach her and be effective? a. a consumer who is not exposed to massive volumes of ads b. a consumer who seeks variety c. a consumer who is resistant to changing rituals d. a consumer who misinterprets messages

c. a consumer who is resistant to changing rituals

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 firms 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. breaking down a large widely varied market into more similar sub-markets. Most common is usage and commitment levels, switchers and variety seekers, emergent consumers, demographics,geographic location, psycho-graphics and lifestyle, and benefits sought

PRIZM, which operated in the assumption that consumers in a particular ZIP code are more allike than different regarding their consumer practices, is a type of _______ research technique. a. story construction b. embedded fieldwork c. geographic clustering d. copy research

c. geographic clustering

According to John Sweeney, if you're working with a pool of talented people, they'll produce their best work if you; a. hand them over to the account executive b. keep them out of any conflicts that arise c. give them some structure d. just agree with them

c. give them some structure

Which of the following best describes the concept of "consumerism"? a. it is a relatively recent concept first observed in the 21st century b. it involves consumer- oriented promotions such as coupons, premiums, and sweepstakes c. it defines the tactics that individuals and groups use to enact laws, pressure firms, or target unethical practices regarding goods and services d. it refers to the ongoing expansion of contemporary marketing beyond traditional production of ads and commercials, including e-commerce and behavioral targeting

c. it defines the tactics that individuals and groups use to enact laws, pressure firms, or target unethical practices regarding goods and services

Which of the following purpose does creativity serve in advertising? a. it makes people work in a structured manner b. it creates competing agendas in an agency c. it gives meaning to a brand by making emotional connections with consumers d. it makes people timid so that they can contribute more to work

c. it gives meaning to a brand by making emotional connections with consumers

The producer of a women's sportswear line is delighted to find that her sponsorship of the women's softball world series came with some extra benefits. It provided opportunities to entertain clients, recruit new customers, motivate employees, meet real consumers, and distribute small premiums. All of these were a result of: a. connecting the sponsorship to other elements of the advertising plan b. distributing product samples c. leveraging the sponsorships d. a successful product placement

c. leveraging the sponsorships

The percentage-of-sales approach to advertising budgeting a. is best used during times of declining sales b. is difficult to understand and operationalize c. often leads to overspending or under spending d. related advertising dollars to advertising objectives

c. often leads to overspending or under spending

According to a classic quote, which of the following has been described as "the last five seconds off marketing? a. trade show b. sampling c. packaging d. directory advertising

c. packaging

Ads become part of our everyday landscape, language, and reality as a result of many people: a.being subjected to advertising clutter resulting from taglines, slogans, and jingles b. being highly involved in purchasing decisions c. picking up and adopting their phrases, ideas, slogans, and agendas d. buying only certain, selective products based on trust and loyalty.

c. picking up and adopting their phrases, ideas, slogans, and agendas

The most important test of a good market segment although least often applied in practice is the_________. a. MRI rating b. gross rating point level c. profit potential d. media accessibility e. both c and d are correct

c. profit potential

The second important apex in Thorson and Moore's strategic planning triangle entails: a. identification and specification of the target segment b. identification of the various persuasion tools that may be deployed as part of a campaign c. specification of the brands value proposition d. specification of niche markets within aa large segment

c. specification of the brands value proposition

Which of the following is a reason for the convergence of advertising and entertainment? a. the desire to recapture the fading glamour of the good ole days of advertising b. the recession--era's focus on more work and less leisure time c. the availability of new kinds of media that people can use at their leisure d. the natural and inevitable partnership between marketing and promotion

c. the availability of new kinds of media that people can use at their leisure

Though many agencies no longer us the traditional commission system for compensation, Starr Agency does. Using the standard percentage rate, how much would Starr Agency receive for a bill of $500,000 a. $15,000 b. $125,000 c. $100,000 d. $75,000

d. $75,000

An endorser in an ad must do all of the following but which one? a. make reasonable inquiry into the claim b. must be qualified by education or experience to make the endorsement c. Must reflect typical consumer experience d. Must be certified by the AAF and AAAAs e. all must be done by the endorser

d. Must be certified by the AAF and AAAAs

In the Ad Icons video, successful Ad Icons are: a. Humanized b. memorable c. sometimes considered an uninvited guest d. all of the above e. only a and c

d. all of the above

According to Nielsen media research, product placements in video games: a. are more annoying to gamers than commercials are to television viewers b. were popular for a while but are now less frequent c. are acceptable by younger players but disliked by adult players d. are seen by gamers as elements that add to the quality of play

d. are seen by gamers as elements that add to the quality of play

The cheeseburger bill passed by the US house of representatives: a. restricted advertisements featuring high-calorie and high-fat foods during children's programming b. prevents falsifying nutrition information for fast foods c. bars the promotion of toys to children that tie in with fast foods, sugary drinks, and salty snacks d. blocks people from suing food companies for their obesity

d. blocks people from suing food companies for their obesity

We discussed thee components to an attitude. Which of the following best describes those components? a. feeling, doing, saying b. psychological, sociological, interpersonal c. touching, doing, feeling d. cognitive, affective, action-tendency e. affective, cognition, thinking

d. cognitive, affective, action-tendency

which of the following is one of the four major aspects of advertising that lower the overall cost of products according to proponents? a. market segmentation b. operating costs c. inelacticity of demand d. economies of scale

d. economies of scale-- definition: the ability of a firm to lower the cost of each item produced because of high-volume production

many consmers buy products than they perceive to have prestige and status which would be considered needs under Maslow's hierarchy theory a. Growth b. affiliation c. self- actualization d. esteem

d. esteem

Which of the following is true of integrated brand promotion? 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. it allows marketers to reach target customers in different ways

Rumors are running rampant through a company that a competitor is going to buy out the firm and fire half of its workers. To reduce the anxiety of its workforce which of the following objective of public relations can the company adopt? a. participate in industry events b. lobby with industry groups c. promote its products and services d. prepare internal communications

d. prepare internal communications

Trends in the marketplace are important to advertisers and marketers. Trends for 2016 include all of the following but one. Which one? a. premiumization b. mobile device as everything c. buy local d. the future is now e. all off the above are trends for 2016

d. the future is now

PinBall Inc. sought the help of Blazer Corp. to help them reach a niche group of vendors that they have been trying to do business with. Blazer offers the solution of publishing an advertisement in a trade journal which would help create awareness about the firm's product. In this scenario, Blazer Corp. specializes in_____. a. the management of databases b. creative services c. consumer sales promotions d. trade-market sales promotions

d. trade-market sales promotions

In a research study using the Zaltman Metaphor Elicitarian Technique, participants: a. suggest alternative design options for a particular product d. fill out surveys about their consumption habits c. use the product is a controlled environment, while researchers observe them d. visually represent their experiences with a product or service

d. visually represent their experiences with a product or service

Both the utility theory of consumer behavior and the law of supply and demands assume that the consumer behaves_________? a. normally b. economically c. emotionally d. tastefully e. none of the above

e. None of the above - real answer is rationally

Advertising stimulates the economic system by: a. providing direct dollars to media b. creating a demand for goods and services c. raising the price of all products d. all of the above are way advertising stimulates the economic system e. Only A and B are ways advertising stimulates the economics system

e. Only A and B are ways advertising stimulates the economics system

The person at the ad agency responsible for looking at the advertiser's product from a consumers point off view is the _________. a. account executive b. marketing manager c. agency head d. art director e. account planner

e. account planner

Behavioral segmentation includes all of the following but: a. media use b. needs/ benefits c. product use d. financial/ credit behavior e. all of the above are examples of behavioral segmentation

e. all of the above are examples of behavioral segmentation

Which one of the following is not a member of the creative team? a. account planner b. art director c. agency producer d. copywriter e. all off the above are members of the creative team

e. all off the above are members of the creative team

A consumers attitude toward a product or brand can be modified by attitude toward the ad itself, and especially by whether its viewed as credible and likeable. This theory of attitude is known as: a. cognitive processing b. external search c. central route d. persuasive route e. none of the above

e. none of the above

After the Roger and Henry discussion in class, the best way to segment the beer market would be based on: a. media usage b. age c. past credit behavior d. income e. none of the above

e. none of the above

In making an attitude connection, using the ______ route, a consumers attitude can be modified by persuasion in the form of product information. a. product b. feeling c. cognitive d. reverse e. none of the above

e. none of the above

Joe Camel, used as a trade character was ruled by the FTC to be ________ advertising and was banned from future use a. deceptive b. gross c. misleading d. both a and c are correct e. none of the above

e. none of the above

Perception, learning, memory, and attitudes are all types of __________ influences on our behavior a. cultural b. social c. demographics d. gender e. none of the above

e. none of the above

When asked what he looks for in creative people, Bill Bernnbach said he looks most for: a. wild thoughts b. the understanding of the IBC process c. artistic skills d. writing skills e. none of the above

e. none of the above

According to the Advertising Icons Video, Hastings, Nebraska is the birthplace of _______. a. Jack in the box b. Jolly green giant c. Tony the Tiger d. Coca cola e. none of the above

e. none of the above-- kool-aid

In the Ad Icons Video, Tony the Tiger Jr. was not successful because a. frosted rice didnt sell b. they had to change the voice of actor every six months c. adding another character confused the consumer d. all of the above e. only a and b are correct

e. only a and b are correct

According to the History video presentation, the unique selling proposition is a strategic approach used in advertising that focuses on: a. the reason why consumers should purchase a brand b. always results in ads with lots of copy c. how the product is different from other products d. all of the above e. only a and c are correct

e. only a and c are correct

Most people in the USA say they like advertising because a. advertising can be fun b. it is an easy scapegoat from criticism of advertising c. it supports the media they use d. all of the above e. only a and c are correct

e. only a and c are correct

The research studies presented in class supported the general idea that cigarette advertising... a.targeted blacks and other minorities b. was important to brand preference c. was not related to overall increases in consumption d. All of the above e. only b and c are correct

e. only b and c are correct

What is missing from the following definition of advertising? Advertising is the communication process of using paid media to reach a selected audience with a persuasive message. a. advertising is not a process, it is a relationship b. the definition doesn't include a marketing element c. the definition doesnt include a target market d. the definition doesn't include a specific time frame e. the above definition is correct

e. the above definition is correct

the primary role for consumer sales promotion is to: a encourage long-term purchasing of a brand b. enhance the image of a brand c. elicit a purchase from a customer d. boost name recognition for a brand

elicit a purchase from a customer

In decentralized structure of a company, one ad manager or team at the corporate level handles advertising for all regions or divisions. True or False?

false

In general, the most profitable segment for a company is new customers because they are likely to spend at a greater rate than existing customers True or False

false

According to the advertising Icons video, the most famous revived mascot is _______ a. jolly green giant b. tony the tiger c. jack in the box d. mister klean e. john wagner

jack in the box