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.
