ADV Smartbooks

Arrange the four major stages of the product life cycle with the first at the top and the last at the bottom.

1. introduction 2. growth 3. maturity 4. decline

Arrange the steps involved in interpreting information of a product to the public in the correct order, from the first step (at the top) to the last step (at the bottom).

1. studying the client's 2. analyzing 3. formulating 4. writing, designing

A company's two-year sales goal is 10 percent of the market. According to the share of voice method, the company should spend _____ of the market's promotional dollars.

15%

How many steps does the creative pyramid have?

5

A prime time show has a rating of 5 for the age group 10-15. This means that

5% of the children between 10-15 watch the show.

Of all the advertising reviewed by the Federal Trade Commission in a typical year, what percentage is found to be satisfactory?

97%

Which of the following is true about the impact of the amount of advertising in the United States?

Ad clutter is on the rise in the United States.

U.S. advertising professionals have met the challenges of social responsibility by forming local advertising clubs like the ______.

Ad council

_____ employ the majority of people in advertising.

Advertisers

Match the various dayparts of television time (on the left) to their corresponding timings based on Eastern Standard Time (on the right).

Day time 9 a.m.-4 p.m. Early fringe 4:00-5.30 p.m. Early news 5.30-7.30 p.m. Prime access 7.30-8:00 p.m.

Which aspects of the marketing mix help determine how integrated marketing communications (IMC) are done and where they are placed? (Check all that apply.)

Distribution Product conception Pricing

Which questions examine the economic effects of advertising?

Does advertising increase prices? How does advertising affect consumer choice and the overall business cycle?

Which question critiques the economic role that advertising plays?

Does advertising promote competition or discourage it?

Which of the following statements about the increased use of integrated marketing communications in recent years is true?

Efficiencies of mass media advertising are not what they used to be.

Which of the following should be a priority for a company's integration process in order to make the most of IMC's synergy benefits?

Ensure consistent positioning.

Which of he following has jurisdiction over the radio, television, telephone, satellite, Internet, and cable TV industries?

Federal Communications Commission

The mission of ensuring that the nation's markets function competitively and are vigorous, efficient, and free of undue restrictions is the responsibility of the ______.

Federal Trade Commission

Which of the following is the federal agency that regulates advertising in the United States?

Federal Trade Commission

Which of the following organizations has authority over the labeling, packaging, and branding of packaged foods and therapeutic devices?

Food and Drug Administration

Companies that are limited to particular segments of the country, such as just two or three states, tend to use ______ advertising.

regional

A state lottery or a grocery store that operates in a three state area are both examples of _____.

regional advertisers

When a company focuses on developing and keeping long-term relationships with consumers, it is engaging in ______.

relationship marketing

Due to falling sales and cuts in corporate budgets caused by the Great Depression, the advertising industry began to focus on ______ to improve its effectiveness.

research

Many business marketers sell goods to entities such as retail businesses, which are

resellers

A recent drop in the price of a brand or service often advertised by retailers, dealers, and shops is referred to as ______ advertising.

sale

The advertising that gives retailers the ability to compete against other retailers' prices, move surplus inventory, or increase retail traffic is referred to as ______ advertising.

sale

When using sampling methods, researchers choose from the universe a(n) _______that they expect will represent the population's characteristics.

sample

What is the basis of a storyboard rough?

script

A bundle of temporary, intangible benefits that satisfy some need or want and usually derive from completion of a task is called a _____.

service

Medical care is a temporary, intangible benefit that fills a need and is an example of a ______.

service

Commercials that dramatize real-life situations are referred to as

slice of life

Plentiful Hair, a popular hair oil, shows a college scene where a girl is crying to her best friend about her hair-loss problem. The friend then suggests Plentiful Hair as a remedy. This is an example of a(n) _____ type of TV commercial.

slice of life

During the 1980s marketers used demarketing to ______ demand for energy products.

slow

Factory tours and VIP parties are examples of which type of public relations activity?

special events

Banks, insurance brokers, restaurants, and music stores are examples of _____.

specialty businesses and services

Advertisers are companies that _______.

sponsor campaigns to promote their own services and products

Advertising tends to ______ in countries where consumers satisfy their physical needs and are left with more income to spend. Multiple choice question.

stimulate innovation

What did the Coca-Cola company primarily accomplish by establishing international bottling plants in the 20th century?

stimulating the distribution of its product

What is the oldest and simplest type of radio or TV commercial?

straight announcement

Short-term manipulative criticism of advertising focuses on the ______ of advertising.

style

Advertising is geared toward a company's ______, but its overall marketing activities are geared toward its ______.

target audience; target market

The ______ of a firm is the particular segment of the population at which it aims its marketing activities.

target market

The _____ immediately follows the market segmentation process.

target marketing process

One of the factors contributing to the growth of communication in the 19th century was the ______.

telephone

Straight announcement, presenter, and demonstration are types of commercial formats used in radio and ______ advertising.

television

Which of the following media was introduced during advertising's Golden Age?

television

The price of a product ______ if the demand drops below available supply.

tends to decrease

The effectiveness of a product is vouched for by a satisfied user in a true form of a(n) _____ advertisement.

testimonial

The percentage of sales method is based on the fallacy ______.

that IMC is a result of sales

Which of the following must the government show in order to legally regulate commercial speech?

that stopping the commercial speech would effectively solve an important problem

Which organizations are considered key players in the self-regulation of internet advertising?

the Interactive Advertising Bureau the American Association of Advertising Agencies

Advertising serves two important purposes, complete information and self-interest, in an economy that produces more goods and services than can be consumed. What is this principle called?

the abundance principle

Primary research raises one legitimate concern. What is it?

the accuracy of the findings

An important economic factor that marked the postindustrial marketing world was ______.

the aging of traditional products

What does a product's location on the Kim-Lord grid indicate?

the amount of thinking and feeling involved in a purchase

What do motivations (or motives) stem from?

the conscious or unconscious goal of satisfying needs and wants

In marketing, primary demand refers to the demand for _____.

the entire product class

The mechanical produced in the production art phase contains

the final artwork along with all the visuals and the actual type in place.

Which of the following did consumerism nurture?

the growth of consumer advocacy groups

What factors must the manager consider regarding the company's institutional and competitive environments?

the level of sales within the industry how long competitors have been in business

A new concept that developed during the postindustrial age was ______, combining of large multinational corporations.

the megamerger

One of the consequences of intense competition is that ______.

the number of businesses in an industry can decrease

A researcher counting traffic or watching people react to product displays are examples of which type of technique or method?

the observation method

When using a sampling method, a company's research must reflect _____ of prospective customers.

the universe

Which of the following best explains the absence of advertising thousands of years ago?

there was no mass media available

What is the purpose of the question "Does the commercial speech at issue concern a lawful activity?" in the four-pronged Central Hudson test?

to determine whether the ad in question is for a legal product and is free of misleading claims

Which of the following are the social responsibilities of an advertiser?

to participate in civic events to support local enterprises

How is the effectiveness of a campaign, after it runs, evaluated?

tracking

Which principle of digital advertising stipulates that online advertisers should clearly disclose data collection and use practices?

transparency

Advertising, by highlighting the opportunities of a free market economy, has influenced and boosted productivity.

true

True or false: Advertising, by highlighting the opportunities of a free market economy, has influenced and boosted productivity.

true

True or false: An externality is created for both consumers and advertisers by too much advertising.

true

True or false: In addition to generating sales, advertising can also serve social needs.

true

True or false: Offensive marketing typically costs more than defensive marketing.

true

True or false: One of the purposes of marketing is customer satisfaction.

true

Whenever industries have been deregulated by the government in an effort to restore free-market competition, advertising has ______.

usually, but not always, decreased prices

The results of _____ tests mirror the actual market status.

valid

Before the evolution of advertising, distribution of products ______.

was limited to how far a seller could walk

There was no need for advertising thousands of years ago because goods ______.

weren't produced in great quantities

The results of primary research can cause legitimate concerns when which of the following factors exist?

when conducting research in international markets when conducting formal quantitative research

During the 19th century, the marketing process was controlled by ______.

wholesalers

During the 1800s, ______ were concerned with marketing, and ______ were principally concerned with production.

wholesalers; manufacturers

The longer a customer is loyal to a company, the more ______ the customer is to pay premium prices, make referrals, and remain loyal.

willing

Which of the following is a form of intellectual property?

writings

Which of the following is a shortcoming of the percentage of sales method?

It violates the principle that marketing activities should stimulate demand.

Which factors contributed to the lack of advertising in early civilizations?

It was difficult to transport goods and services. Mass media did not exist. Most people made what they used themselves.

Companies that sell within a limited trading area typically use ______ advertising such as direct mail.

LOCAL

_________________ produces a person's habits and skills and also contributes to the development of interests and standards of conduct.

Learning

For a manufacturer to beat competition, one of its best bets is to ______.

Make a unique product

What are companies that adopt relationship marketing generally trying to do?

Manage trusting relationships with customers, distributors, and suppliers Identify, please, keep, and maximize the value of profitable customers

The product, price, promotion and place are elements of the?

Marketing Mix

Donut- the part in a jingle left for the spoken copy Hook- the part of the jingle that is remembered the most the part of the jingle that is remembered the most

Match the jingle component (on the left) to its corresponding role (on the right).

Which of the following is a true statement about memory?

Memory is susceptible to biases.

Health+ is a U.S.-based food and beverage manufacturing company. The company has launched a new health snack. Which of the following actions can the company take to induce consumers to try its new snack and to suggest reuse?

Provide free samples in grocery stores.

Congress, in response to increased unethical methods used in drug advertising, passed the ______ in 1906.

Pure Food and Drug Act

Which of the following is true of advertising in the United States?

Regulation is performed by several agencies, including the Food and Drug Administration and the Library of Congress.

Which of the following is a true statement about data collection in Europe?

Retailers are not allowed to ask for shoppers' phone numbers at checkout.

What factor compels executives to consider spending more money on IMC?

They are assured increased profits will result.

What is a disadvantage of recall tests?

They do not measure if respondents will actually buy a product.

If an individual or group cannot resolve an ethical dilemma at either the first or second levels, what must occur next, on the third level of ethical responsibility?

They must redefine the ethical issue in dispute.

To increase product use

To increase product use Drop zone Through the early part of the 20th century, Coca-Cola gathered endorsements from U.S. officers in training camps and became the official military supplier. Surveys found that returning vets preferred Coke over other beverages. correct Toggle Button Unavailable. Through the early part of the 20th century, Coca-Cola gathered endorsements from U.S. officers in training camps and became the official military supplier. Surveys found that returning vets preferred Coke over other beverages.

_____ motives arise in situations in which a positive bonus is promised.

Transformational

Which country has the highest level of advertising expenditures per capita?

United States

What is a brand vision?

a description of what a company wants its brand to stand for in the eyes of consumers

An important economic factor that marked the postindustrial marketing world was ______.

a lack of money among the consuming public

What does MIS refer to?

a marketing information system

Advertising should involve communicating information about ______.

a product's characteristics and availability

One of the primary functions of branding, the need to identify products and their source and to differentiate them from others, is illustrated by ______.

a product's logo

What is the most basic definition of a brand?

a promise about a product

Consumer loyalty can be developed and nurtured through ______.

a strong brand

List the five steps in the creative pyramid in the order of their occurrence, placing the first step at the bottom.

action desire credibility interest attention

Advertisements used to educate customers about new uses for a product ______.

add value to the brand

Planning, creating, and producing ads; performing research; and selecting media refer to the ________ services of a full-service advertising agency.

advertising

The standard of living in the United States and around the world has improved due to ______.

advertising

To identify products and their source and to differentiate them from others is one of the most basic functions of ______. (Please enter one word in the blank.)

advertising /or/ branding

Advertisers plan, create, and prepare ad campaigns and other promotional materials with help from _____.

advertising agencies

In print media, where are display advertisements commonly found?

all sections of the newspaper

What is it called when a researcher in a scientific investigation randomly assigns different consumers to two or more messages or stimuli?

an experiment

The percentage of sales method, used for setting promotional budgets, is typically based on _____.

an industry average or on company experience

Illustrations for advertisements are designed and produced by _____.

art studios

What must a brand manager do when setting objectives in a marketing plan?

avoid stating vague goals

During the postindustrial age, people became more ______.

aware of the environment in which they lived

Marketing objectives should ______.

be measurable

The mental and emotional processes of people in purchasing goods and services are referred to as consumer _____________

behavior

the father of advertising art is ______.

benjamin franklin

The advertiser is responsible for ______ in a sole sponsorship.

both the program content and the total cost of production

A ______ is necessary for a consumer to differentiate between different products.

brand

The Progressive Insurance spokesperson Flo is an example of which of the following?

brand personality

IMC is usually necessary to ______.

bring hidden differences to customers' attention

When a company uses IMC in campaigns, the campaigns _____.

build consumer preference and promote goodwill

Distribution Product conception Pricing

business

Manufacturers, government agencies, wholesalers, retailers, banks, and institutions that buy goods and services constitute _____ markets.

business

Positive attitude changes about a brand are likely to predispose consumers to take what action?

buy the company's product

How do large advertisers self-regulate?

by maintaining careful systems of advertising reviews by ensuring ads meet both their own standards and legal requirements by gathering strong data to substantiate their claims

A message is sent through some ______ to another party called the receiver.

channel

Creators of ______ are typically employed not by the company but by outside design firms, packaging specialists, or independent film and video producers.

collateral materials

Fliers, brochures, catalogs, posters, sales kits, product specification sheets, and instruction booklets are examples of ______.

collateral materials

Which steps are involved in the market segmentation process?

combining groups into segments according to their interest in the brand's utility identifying groups with shared needs

Advertising that is designed to generate profit is referred to as ______ advertising.

commercial

As U.S. manufacturers successfully met consumer needs in the industrial age, ______.

commodity markets became saturated

Promotion refers to the ______ element of the marketing mix

communication

During adverse economic conditions, the marketing department has a tough time convincing top management that ______ make(s) good business sense?

communication spending

All the planned messages that companies create and distribute to support their marketing objectives are known as marketing ______.

communications

Which two of the following principles of free-market economics are central to the social aspect of advertising?

complete information absence of externalities

Which of the following are the variables associated with classical conditioning?

conditioned stimulus unconditioned stimulus

The competition for each other's shares in a mature, static, or declining market is called _____.

conquest sales

Critics of of advertising say that it replaces our "citizen democracy" with a ______ democracy.

consumer

Individuals who buy for their own use form a(n) _____ market.

consumer

Which of the following is the market of a company that caters to upscale young

consumer market

Social action dramatizing the rights of the buying public is known as ______.

consumerism

Advertisers track customers' Web-surfing habits by saving files called ______ on users computers.

cookies

The communications media used to promote a product must ______.

create a special environment for the product

In promoting any new product, a marketer must first ______.

create awareness that the product exists

Critics of advertising argue that it ______.

creates externalities that interfere with free press

Problem solving, creating beautiful and meaningful works, and survival are examples of ______.

creativity

Besides reputable companies, which groups represent a significant threat to consumer privacy? (Select all that apply.)

criminal organizations foreign states

People who have already bought something from a business or brand are called ______.

current customers

Which of the following are components of the first level of ethics of advertising?

customs principles

Historically, what have companies done during hard times?

cut promotional expenditures

When transnational companies enter joint ventures or invest in foreign facilities, they typically use a(n) _____ structure.

decentralized international

During the postindustrial age, advertisers used ______ to aggressively battle competitors.

demarketing

The term ______ was born during the energy shortage crises during the 1970s and 1980s.

demarketing

Separate departments are used to organize an agency's various functions in a(an) _____.

departmental system

Which of the following did manufacturers do in the 19th century to shift focus from a production orientation to a marketing orientation?

developed new products participated in national brand advertising

What type of research method is used to coax a variety of answers from people in order to determine how well advertising messages convey main ideas?

direct questioning

Who must art directors work with effectively?

directors technicians producers

Name one of the advantages of pretesting.

distinguishing the strong messages from the weak ones

Which of the following are different elements of the marketing mix?

distribution communication pricing

Which of the following needs to be decided before the first marketing message is created and is also known as place?

distribution element

A company is planning its promotional budget. Its planners have been running tests in various markets with different budgets in order to determine the appropriate amount of advertising expenditure. In this scenario, what method is the company using for promotional budgeting?

empirical research

A company runs a series of tests in different markets with different budgets to determine the best level of advertising expenditure in the _____ method for promotional budgeting.

empirical research method

Which advertising activities help stimulate the distribution of a product

encouraging global partners to sponsor local events tailoring a product to match regional tastes launching campaigns in foreign countries

One of the responsibilities of the Food and Drug Administration is to ______.

ensure that the cosmetics on the market are safe to use

Doing what is morally correct in a given situation is referred to as being ______.

ethical

The term "_____" refers to consumers' selection alternatives.

evoked set

hen interpreting and reporting findings, tables and graphs should be ______.

explained using everyday language

The retention of media commissions and billing of clients on a monthly basis by agencies occur within the _____ pricing method

fee-commission combination

Silver Drops, the leading manufacturer of silver jewelry, approaches the most popular newspaper for its advertisement rates. Silver Drops is aiming at national, regional, and local level campaigns through this paper. For this, the newspaper offers the same rate across the nation without any specific discount. Identify this advertising rate.

flate rate

What requirements are needed when conducting quantitative research?

formal design rigorous standards for collecting data

One of the variables that affects the purchase occasion is

frequency of need

Providing advertising and nonadvertising services across the spectrum of communications and promotion is the defining feature of a _____.

full-service advertising agency

When a company uses the same advertising message in every country, it is using ______ advertising.

global

The planning and monitoring of IMC activities as demonstrated by Duncan's integration triangle ultimately leads to ______.

greater brand equity

An agency is divided into a number of "little" agencies or groups in a(n) _____.

group system

The ______ was a key aspect of the postindustrial marketing world.

growing needs of the baby boomer generation

A natural extension of learning are the largely involuntary acquired behavior patterns called______

habits

By conveying a positive image of a product, advertising can imply that the product ______, even if the advertising does not explicitly discuss quality.

has inherent quality

The brand with the ______ has the better value if two brands are priced similarly.

higest quality

Countries that have higher advertising expenditures usually have ______.

higher personal incomes

The changing image of women, who were historically depicted as ______, is owed to the growing number of women in executive positions.

homemakers

Advertising that does not focus on price but instead tries to create a personality for a brand is called ______ advertising.

image

What is one of the largest costs in a company's marketing budget?

imc

The _____ consumers are those the ad's creators have in mind as the likely and ideal audience for the ad.

implied

The freedom to advertise ______.

improves old brands and creates new ones

Where does IMC's greatest power lie?

in its cumulative, long-range, reinforcement effect

Thoughtfully planned but freely structured questions help interviewers explore respondents' inner feelings in a(n) ______.

in-depth interview

Advertising tends to ______ when business cycles are up.

increase economic activity

Which of the following are among the tactics the IMC approach focuses on, according to Nowak and Phelps?

increased use of consumer data increased emphasis on reaching smaller segments

Which of the following trends influenced the development of IMC, according to advertising professors Glen Nowack and Joe Phelps?

increasing media costs

The second level of ethics deals with the ______.

individual beliefs that add up to a personal value system

consumer packaged goods

inexpensive brands of consumer products developed for fresh mass markets

Name the stage of the marketing research process that includes researchers talking about problems with customers, competitors, suppliers, and employees.

informal research

What is used to gain information about the market, the competition, and the business environment and to gain a greater understanding of the problem?

informal research

Regardless of the size of the marketer's organization, what is the key to successful planning?

information

When a straight announcement is made to match the style of the program in which it is presented, the announcement is called a(n)

intergrated commercial

According to the American Association of Advertising Agencies (AAAA) Service Standards, an advertising agency's purpose is to _____.

interpret a legally marketed product or service to the public

What is the genius of the business of marketing?

interpreting what the information means

Which of the following does the IMC pyramid best illustrate?

learn-feel-do model of effects

A country's ______ plays a key role in determining the importance and impact of advertising in that country.

level of development

The Better Business Bureau operates primarily at the _____ level.

local

Which type of advertising is placed by local businesses in a particular city or county targeting customers in their geographic area?

local advertising

Although IMC is a current expense for accounting purposes, it is also a(n) ______.

long-term capital investment

The brand with the ______ is the best value if two brands are equal in quality.

lowest price

Advertising as an industry could not emerge until which of the following appeared? (Select all that apply.)

machinery wealth mass media and transportation

Among such countries as the United States, production and consumption is determined by a ______.

market economy

What is the end result of a successful market segmentation process?

market segments that are reachable and large enough to target

In the marketing process, manufacturers, farmers, doctors, and retailers are participants referred to a

marketers

Creating exchanges that satisfy an individual's or an organization's needs, wants, and objectives is known as ______.

marketing

The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large is known as ______.

marketing

The primary role of ______ is to bring in revenue.

marketing

Companies use tools to communicate with clients and customers. These include television commercials and Websites as well as product placements in television programs, e-mails, coupons and discounts, or even sponsorship of events. Collectively these tools are known as ______.

marketing communications

Which of the following are broad functional divisions of the activities performed by businesses?

marketing of products administration manufacturing of products

The ______ was formed from research groups' acts of providing information on public opinion, the performance of advertisements, and sales of advertised products.

marketing research industry

Habit and attitude are similar, but attitude is _____ and habit is ______.

mental; behavioral

What is the motor driving every marketing and IMC plan?

money

What is another name for qualitative research?

motivation research

The consistent use of musical themes for background color or to close the commercial is called a _____.

musical logo

In a(n) ______ message, a third-person character tells a story about others to an imagined audience.

narrative

The motive that arises to avoid running out of a needed household product is an example of _____ motive

negatively originated

What is the share of market/share of voice method regularly used for?

new product introductions

When governments and nonprofit organizations solicit donations or volunteer support, they use ______ advertising.

noncommercial

When a national retailer produces an ad that focuses not on products or sales but instead on how its employees donate time at food banks and other charitable organizations, it is using ______ advertising.

nonproduct

National advertisers have become more sensitive to the concerns of minorities and women because _____. (Select all that apply.)

of pressure from watchdog groups they represent sizable target markets

Many broadcast networks still do not air condom commercials during the day because they are considered ______.

offensive

A product element component that is an exhibitive medium that can affect how well a product competes on the retail shelf is a product's ______.

package

Identify an aspect of IMC strategy that can be pretested effectively.

package design

Which of the following is the level of relationship that involves ongoing communication and contact between the company and customers to provide improved value?

partnership

What have states done to address the growing threat of consumer data breaches?

passed laws requiring that consumers be notified when their personal data has been exposed

Which of the following are issued by the government to encourage innovation and protect intellectual property?

patents

What methods do companies use to determine how much to spend on IMC?

percentage of profit competitive parity percentage of sales

The _____ method is based on a percentage of anticipated sales for the next year, last year's sales, or a combination of the two.

percentage of sales

The representative of the sponsor who serves as the source of the within-text message is the ______.

persona

Making a product readily available for consumers to purchase at different stores in a well-positioned manner is an example of the _____ factor of nonpersonal influences.

place

The country of Linebria has imposed an embargo against the import of coffee beans from the country of Kalendra. As a result, the people of Linebria can no longer purchase coffee products made of Kalendran beans. This situation is an example of the _____ environment exerting an influence on purchase decisions.

political

The _____ age began around 1980 and was a period of great change.

postindustrial

When doing research for print ads, direct questioning is often used at what stage?

pretest

What is it called when message testing occurs before a campaign launches?

pretesting

______ advertising claims high-priced and low-priced products are equal in quality.

price

A company could find, once it completes the exploratory research phase, that it needs more information that can only be acquired from what type of research?

primary research

Invented in 1439, the ______ was the most important development in the history of advertising.

printing press

Marketing is a ______, which is a sequence of actions or methods designed to meet customer needs in a profitable manner.

process

When Pizza Hut releases a new ad introducing its new cheese-filled crust in order to encourage consumers to go eat at a Pizza Hut location, it is using ______ advertising.

product

Krunchy is a nutrition bar that is known for its "no-limits" advertising rather than its ingredients. The advertisements portray the Krunchy as "hyperfood," as opposed to other nutrition bars that are just "superfood." Krunchy's advertisement relies on ______.

product differentiation

Advertisers use these techniques to discover people's underlying or subconscious feelings, attitudes, interests, opinions, needs, and motives through the use of indirect questions such as "What kind of people do you think shop here?".

projective techniques

Consumer advocates contend that people's value systems are degraded by advertising that ______.

promotes a materialistic way of life

Integrated marketing communications (IMC) is one of many tools used in which aspect of marketing?

promotion

People about to make an exchange or considering making an exchange are referred to as ______.

prospective customers

Since the advertisers, the media, or the suppliers do not own advertising agencies, advertising agencies _____.

provide unbiased viewpoints of advertisers' businesses

One of the benefits of having a strong brand is that it ______.

provides protection against price wars

In addition to sales promotions, modern advertising serves as a strategic component to which of the following?

public relations direct sales product placements

The Pure Food and Drug Act was passed to protect the ______.

public's health and to control drug advertising

Distinguishing buyers by when they buy or use a product or service is known as segmentation based on

purchase occasion

The bulk distribution of products that aided mass consumption during the mid-1800s was fueled by ______.

railroads and steamships

To induce consumers to try new products and to suggest reuse

Through the latter half of 1880s, Coca-Cola handed out free samples to customers and also gave away free syrup to the soda fountains that offered the beverage.

Arrange the different job roles in an overseas division of a transnational company in the order of their hierarchy, with the highest ranking at the top.

1. category manager 2. marketing manager 3. brand manager 4. brand group

Name one of the positives about in-depth interviews.

They illuminate individual motivations.

One of the inferences about advertising's effect on prices is that ______.

advertising helps lower prices by engaging manufacturers in mass production

IMC is used as

an investment in a product or brand

Identify the major forces that influence the client-agency relationship.

changes communication chemistry

Promotion refers to the ______ element of the marketing mix.

commuication

In a(n) ______ message characters assume roles and act out events as if they are appearing in a play.

drama

What term does Burson Cohn & Wolfe, a large New York public relations firm, use in referring to the online opinion leaders in the United States?

e-fluentials

The standards a consumer uses to judge the features and benefits of alternative products are referred to as _____ criteria.

evaluative

Only celebrities endorse products in a testimonial advertisement.

false

True or false: A brand personality should be identical to a brand vision.

false

True or false: All states have the same regulations governing what can be advertised.

false

Which of the following is a soft thinking concept?

fantasy

Advertising for products sold in interstate commerce is mostly regulated by the ______.

federal trade commission

A market economy, according to Harvard economist N. Gregory Mankiw, is defined as an economy in which ______.

firms decide whom to hire and what to make

What is the name of an intensive research technique involving a half dozen or more members of a particular market discussing a product?

focus group

What is it called when the publisher reaches its delivered figure?

guaranteed circulation

Benjamin Franklin was the first American to use ______ in ads.

illustrations

Which of the following are transformational motives?

intellectual stimulation sensory gratification

Which type of differences do consumers identify easily and quickly?

perceptible

What is the name of the testing activity that takes place after a campaign has begun?

posttesting

In advertising, the use of exaggerated or subjective claims that cannot be proven true or false is called ______.

puffery

Doing what society sees as promoting the welfare of people in general or for a specific community is known as social ______.

responsibility

True or false: Promotional budgeting methods are based on the fallacy that IMC is a result of sales.

true

True or false: Since a single advertiser is rarely large enough to dominate the whole country, small businesses are only affected in a limited way by advertising by big businesses.

true

Visuals in advertising are created by illustrators and photographers.

true

Which statute holds that any maker of an ad found to contain "untrue, deceptive, or misleading" material is guilty of a misdemeanor?

truth-in-advertising

Typically, social responsibility of advertisers is promoted by _____.

tying in with a local charity or educational organization

A positioning strategy's main goal is to develop a ______.

unique position for the brand in the customer's mind

What is one challenge related to research conducted in international markets?

It s more expensive than domestic research.

Traditionally, what percentage of United States GDP comes from advertising expenditures?

1-2%

Which of the following organizations is the largest business-monitoring group in the United Sates?

Better Business Bureau

Which of the following is a true statement about advertising in Europe?

Coupons and free tie-in offers are banned in many countries. Advertisers often need to receive government approval before running a sale ad.

accountable relationship

Customers are contacted after the sale by the salesperson to check whether the product met expectations.

proactive relationship

Customers are occasionally contacted about updated product information or new products.

Compro, a popular computer brand, introduces a highly advanced laptop. The commercial for it features the product and a quick run through on how the product works.

DEMONSTRATION

______ advertising refers to advertising that is customized for different geographic markets.

International

What is one of the advantages of the Universal Product Code label?

It allows timely inventory control.

According to researchers, what is the impact of a vivid campaign?

It attracts attention and maintains interest.

Which best describes why businesspeople like the percentage of sales method?

It does not cost anything, is related to revenue, and is safe.

Which of the following reasons best describes why the Federal Communications Commission (FCC) deregulated both radio and TV stations in the 1980s?

It felt that the broadcast media could be adequately controlled by marketplace buyers.

Which of the following are reasons why marketing professionals believe in the benefits of advertising?

It fosters employment. It supports freedom of the press.

Which of the following statements about a comprehensive layout are accurate?

It has a glossy spray coat. It is a full-color proof. It contains final type styles and sizes.

Why is a creative brief important for creatives?

It helps define what they are looking for.

Which of the following is true of puffery?

It may become deceptive.

_____ are an example of government or nonprofit organizations.

Municipalities

Which organization monitors advertising practices and considers consumer complaints about advertising?

National Advertising Division

Which of the following are the two operating arms of the Advertising Self-Regulatory Council?

National Advertising Division National Advertising Review Board

Basic transactional relationship

Once the product is sold, the company does not follow up in any way. correct Toggle Button Unavailable. Once the product is sold, the company does not follow up in any way.

Why do advertising professionals consider it highly important for the industry to self-regulate and continuously raise its standards?

Otherwise, the industry may face increased regulation by outside organizations.

Which of the following is typically preferred for disseminating information, providing demonstrations, and completing sales, particularly for expensive products such as cars?

Personal selling

Which of the following describes advertising best practices?

Product claims must be researched before being used in advertising.

Which of the following statements about consumer taste are true?

Taste varies geographically. Taste is highly subjective.

Which of the following statements about the current influence of the family on consumer behavior is true?

The family influence has declined, while the influence of the social and cultural environments has intensified.

Gradient Inc. is a U.S.-based cellphone manufacturer. It plans to launch a new range of smart phones. Which of the following should the company communicate in its new advertising campaign for the smart phones?

The product has a user-friendly interface.

reactive relationship

The product is sold, and customers are encouraged to call if they encounter any problems.