STRAT COMM
The cost of purchasing a 30-second advertising spot during the Super Bowl is very high, typically millions of dollars. From the advertiser's perspective, what is the most important benefit of placing an advertisement during the Super Bowl? A) the ability to reach a mass audience B) the best media for introducing products C) the ability to make personal connections with consumers D) the likelihood that consumers will make an immediate purchase decision E) the persuasive nature of television commercials
A
When Proctor & Gamble developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. Which basic role of advertising was most likely the focus of the campaign for this new product? A) providing information B) providing product identification C) providing entertainment D) providing social value E) providing comparisons
A
1) Which of the following is one of the basic functions of advertising? A) identification B) entertainment C) competition D) public relations E) two-way communication
A Learning Objective: 2.1: Describe the practice of advertising.
14) Buzz is also known as ________. A) word-of-mouth B) direct-response C) public relations D) publicity E) branded entertainment
A Learning Objective: 2.1: Describe the practice of advertising.
15) How many times did the "1984" commercial for Apple's Macintosh computer run? A) 1 B) 2 C) 20 D) 50 E) more than 100
A Learning Objective: 2.1: Describe the practice of advertising.
27) Charities, foundations, associations, hospitals, orchestras, museums, and religious institutions advertise for customers, members, volunteers, and donations and other forms of program participation using which major type of advertising? A) nonprofit B) public service C) consumer D) institutional E) trade
A Learning Objective: 2.1: Describe the practice of advertising.
30) When Procter & Gamble developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. Which basic role of advertising was most likely the focus of the campaign for this new product? A) providing information B) providing product identification C) providing entertainment D) providing social value E) providing comparisons
A Learning Objective: 2.1: Describe the practice of advertising.
5) Paid persuasive communication that uses mass and interactive media to reach broad audiences to connect an identified sponsor with a target audience is known as ________. A) advertising B) personal selling C) public relations D) sponsorship E) sales promotion
A Learning Objective: 2.1: Describe the practice of advertising.
35) In the evolution of advertising, which of the following came before the Early Age of Agencies? A) the Early Age of Print B) the Scientific Era C) the Creative Era D) the Era of Accountability E) the Era of Integration
A Learning Objective: 2.2: Explain the evolution of the key concepts of advertising.
36) In the evolution of advertising, P.T. Barnum is known for which of the following? A) conducting one of the first full ad campaigns B) crafting the strategy of advertising as news C) identifying the pulling power of headlines D) scientifically measuring the effectiveness of ads E) introducing the concept of status appeal
A Learning Objective: 2.2: Explain the evolution of the key concepts of advertising.
40) Advertising regulations have been in place in the United States since the ________. A) early 1900s B) end of World War II C) 1950s D) 1960s E) 1970s
A Learning Objective: 2.2: Explain the evolution of the key concepts of advertising.
45) Which key player makes the final decision about the target audience and the size of the advertising budget, in addition to approving the advertising plan? A) client B) media C) agency D) vendor E) supplier
A Learning Objective: 2.3: Identify the key players and jobs within agencies.
50) When creating an advertisement or complete campaign, it is typically more efficient for an advertiser to use an outside agency rather than an in-house agency for all of the following reasons EXCEPT which one? A) Outside agencies typically have fewer restrictions on getting ideas approved. B) Outside agencies have creative expertise. C) Outside agencies have media knowledge. D) Outside agencies have workforce talent. E) Outside agencies have the ability to negotiate good deals for clients.
A Learning Objective: 2.3: Identify the key players and jobs within agencies.
52) Big companies may have hundreds of agencies working for them, but they normally have a(n) ________, which does most of their advertising business and may even manage the other agencies. A) agency of record B) creative boutique C) media-buying service D) agency-of-importance E) professional consultant
A Learning Objective: 2.3: Identify the key players and jobs within agencies.
56) Which of the following is NOT a reason an advertising agency might hire an outside supplier? A) Only suppliers are able to produce commercials. B) The agency lacks expertise in that area. C) The agency may be overloaded. D) The agency may want a fresh perspective. E) Suppliers provide specialized services.
A Learning Objective: 2.3: Identify the key players and jobs within agencies.
61) In an advertising agency, which functional area acts as a liaison between the advertiser and the agency? A) account management B) account planning and research C) creative development and production D) media research, planning, and buying E) internal operations
A Learning Objective: 2.3: Identify the key players and jobs within agencies.
68) Using value billing, an advertising agency is paid for its ________. A) creative and strategic ideas B) media placements C) market research D) advertising executions E) share of campaign profits
A Learning Objective: 2.3: Identify the key players and jobs within agencies.
70) The cost of purchasing a 30-second advertising spot during the Super Bowl is very high, typically millions of dollars. Despite the cost, commercials for products such as Coca-Cola, Doritos, and Bud Light run during the Super Bowl every year. In advertising terms, the Super Bowl is the ________. A) media vehicle B) agent C) message D) supplier E) client
A Learning Objective: 2.3: Identify the key players and jobs within agencies.
75) The cost of purchasing a 30-second advertising spot during the Super Bowl is typically millions of dollars. From the advertiser's perspective, what is the most important benefit of placing an advertisement during the Super Bowl? A) the ability to reach a mass audience B) the best media for introducing products C) the ability to make personal connections with consumers D) the likelihood that consumers will make an immediate purchase decision E) the persuasive nature of television commercials
A Learning Objective: 2.3: Identify the key players and jobs within agencies.
76) The advertisers' desired impact on the target audience is formally stated as a(n) ________, which is the measurable goal or result that the advertising is intended to achieve. A) objective B) promotion C) effect D) strategy E) image
A Learning Objective: 2.4: Discuss changes in the practice of advertising.
78) What is meant by the term effective with respect to advertising? A) The advertising delivers the results the marketer has specified for the advertising. B) The advertising wins creativity awards, such as the Effie or the Clio. C) The advertising is remembered by at least 50 percent of the target audience. D) The advertising results in increased sales. E) The advertising media exposure was purchased at the lowest possible cost to reach the target audience.
A Learning Objective: 2.4: Discuss changes in the practice of advertising.
79) Which of the following awards is given to recognize the creativity of an advertisement? A) Clio B) Effie C) Silver Anvil D) Reggie E) Cassie
A Learning Objective: 2.4: Discuss changes in the practice of advertising.
Stereotype
A ________ is a representation of a cultural group that emphasizes a trait or group of traits that may or may not communicate an accurate representation of the group.
Trademark
A brand, a corporate or store name, or a distinctive symbol identifying the seller's brand and thus differentiates it from the brands of other sellers is called a ________ .
Paid persuasive communication that uses mass and interactive media to reach broad audiences to connect an identified sponsor with a target audience is known as ________. A) advertising B) personal selling C) public relations D) sponsorship E) sales promotion
A) advertising
Which of the following is one of the basic functions of advertising? A) identification B) entertainment C) competition D) public relations E) two-way communication
A. Identification
Deceptive Advertising
Advertising intended to mislead consumers by making claims that are false or by failure to make full disclosure of important facts, or both, is called ________ .
_____ focuses on message development research, media planning research, and evaluation, as well as information about competitors' advertising.
Advertising research
that should be integrated under the concept on IMC
Advertising, sales promotion, personal selling, public relations, and direct marketing are all promotional tools ________ .
B
An advertising ________ is a set of related ads that are variations on a theme. ✔ A) brand B) market C) campaign D) position E) target
A federal agency ordered KFC to stop running ads with false claims that its fried chicken is compatible with certain weight loss programs. Which agency had the authority to issue this order? A) the Federal Trade Commission B) the Food and Drug Administration C) the Consumer Product Safety Commission D) the Environmental Protection Agency E) the American Association of Advertising Agencies
Answer: A
A regional supermarket chain runs print, radio, and television advertisements announcing that 1% of its sales over the next two months will be donated to local after-school programs for underprivileged youth. This is an example of ________ marketing. A) cause B) mission C) sustainable D) green E) integrated
Answer: A
An e-mail from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of ________. A) sales promotion B) publicity C) public relations D) word of mouth E) mass media
Answer: A
In which case did the Supreme Court signal the LEAST protection for commercial speech under the First Amendment? A) Valentine v. Chrestensen (1942) B) Virginia State Board of Pharmacy v. Virginia Citizens Consumer Council (1976) C) Central Hudson Gas & Electric Corporation v. Public Service Commission of New York (1980) D) Cincinnati v. Discovery Network (1993) E) 44 Liquormart, Inc. v. Rhode Island (1995)
Answer: A
Management of a company that adheres to the principle of integrated marketing communications is most likely to believe which of the following? A) The use of multiple marketing communications channels is advantageous. B) The use of a single marketing communications channel is advantageous. C) Long-term relationships with customers are best nurtured through sales promotion. D) Long-term relationships with customers are best nurtured through public relations. E) Short-term relationships with customers are more profitable than long-term relationships with customers.
Answer: A
Of the following, which method of adding value to a product is mostly psychological? A) branding B) quality C) features D) convenience E) service
Answer: A
Procter & Gamble has sales of almost $50 billion and spends more than $4 billion on advertising every year. The company's corporate brand value is estimated to be more than $107 billion. In terms of key players in marketing, which one does Procter & Gamble represent? A) marketer B) supplier or vendor C) distributor D) agency E) media
Answer: A
The cost of purchasing a 30-second advertising spot during the Super Bowl is very high, typically millions of dollars. Despite the cost, commercials for products such as Coca-Cola, Doritos, and Bud Light run during the Super Bowl every year. In advertising terms, the Super Bowl is the ________. A) media vehicle B) agent C) message D) supplier E) client
Answer: A
When Kraft foods made a claim that their processed cheese slices contained as much calcium as contained in 5 ounces of milk, the Federal Trade Commission pursued it as a deceptive claim. Although Kraft admitted that a cheese slice did not actually contain as much calcium as claimed due to processing, the company claimed that its ad was not deceptive because consumer research indicated that calcium content was not important to consumers when deciding among brands of cheese. Basically, Kraft's defense was based on its belief that the misleading claim ________. A) did not lead to material injury to consumers, and thus it was not deceptive B) did not claim anything different from other cheese manufacturers C) was not technically misleading if consumers didn't think it was D) was not reasonable from the consumers' point of view E) was not deceptive because the claim was merely false but did not omit any important information
Answer: A
Which of the following survey contact methods is generally the LEAST flexible? A) mail B) telephone C) Internet surveys D) online panels E) personal
Answer: A
While many advertisers use celebrity endorsements, Old Navy's "SuperModelquins" campaign used mannequins as a(n) ________, playing with the idea that model mannequins can set fashion and appearance standards. A) reference group B) social class C) ethnic group D) subculture E) family segment
Answer: A
Carol is conducting research and asking respondents to name the brands that first come to mind for certain product categories. When she asks Bob this question for computers, he mentions IBM, Dell, Gateway, and Hewlett-Packard. These brands represent Bob's ________. A) evoked set B) considerate set C) purchase set D) reference group E) normative group
Answer: A a group of relevant brands that a prospective consumer is favorably familiar with
Cameron loves to know about and purchase the most up-to-date technological gadgets. Among his friends, he is almost always the first to own the newest electronic product. Often the products that Cameron buys become adopted by large groups of consumers, but occasionally Cameron will purchase a product that is adopted by only a small portion of the population. To which of the following adopter groups does Cameron belong? A) innovator B) loyal user C) early majority D) late majority E) laggards
Answer: A adopted by only a small portion of the population
Bayer Aspirin claims that it relieves headache pain three times faster than does Tylenol. What type of advertising is this? A) comparative B) testimonial C) endorsement D) indirect E) substantiated
Answer: A benefits of a product that let it out perform another product
Sam wants to understand consumers' perceptions of his company's products, so he conducts a survey to assess their attitudes toward his brands as well as their intention to purchase them. What type of research does this represent? A) quantitative B) qualitative C) secondary D) ethnographic E) in-depth research
Answer: A research that uses statistics to describe customers ex) survey
A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________. A) sales promotion B) personal selling C) public relations D) indirect marketing E) advertising
Answer: B
Amco, Inc. manufactures small electronic components that become integral parts of the electronic systems in automobiles. Amco does not sell directly to auto manufacturers, but rather through brokers that are involved in selling the components to the auto manufacturers. Additionally, another company is employed to deliver the goods. All of these organizations are part of the ________ in getting electronic component parts to the automobile manufacturers. A) distribution network B) supply chain C) marketing network D) brand management E) parity chain
Answer: B
An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. The medium of this ad is ________. A) Melina Kanakaredes B) Ladies' Home Journal C) readers who redeem the $1-off coupon D) Maybelline E) the target market to whom Melina Kanakaredes appeals
Answer: B
An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented? A) co-branding B) brand extension C) ingredient branding D) brand licensing E) rebranding
Answer: B
For an advertisement to be considered effective, what is the first thing it must do? A) hold consumers' interest B) gain consumers' attention C) convince consumers to change their purchasing behavior D) convince consumers to continue buying the brand E) remind consumers of the brand and their positive feelings about it
Answer: B
HP's advertising agency assembles words and illustrations into an advertisement that will convey the company's intended brand message. In the communication process, HP is ________. A) messaging B) encoding C) sending D) decoding E) responding
Answer: B
Laurie owns a 2002 Honda Accord, which is the third Honda vehicle that she and her husband have owned. They describe themselves as a "Honda" family and intend to purchase another Honda automobile when their daughter gets her driver's license. They know and trust Hondas. Which key concept of marketing does this illustrate? A) exchange B) branding meaning C) brand personality D) marketing concept E) product concept
Answer: B
Mercy University's initial ads for the school's new MBA program are most likely intended to create ________. A) liking B) awareness C) preference D) loyalty E) conviction
Answer: B
Old Navy's "SuperModelquins" campaign features mock supermodels with celebrity-worthy stories that are featured on TV and the Web. They've been featured in a flyer patterned after a celebrity magazine, have attended high-profile events, and have a presence on Twitter. What type of influence on consumer decision making is this campaign attempting? A) psychological B) cultural C) values D) benefits E) demographic
Answer: B
Peter purchased an inexpensive necklace from a department store to give to his sweetheart, Julie, on Valentine's Day. He didn't want her to know that he did not spend very much for the jewelry, so he put it in a box he had from an upscale jewelry store that sells only expensive items. When Julie unwrapped her gift, she was excited to see that it came from this store and absolutely loved the necklace Peter gave her. Which key concept of marketing does this illustrate? A) exchange B) branding C) situation analysis D) marketing concept E) distribution
Answer: B
Procter & Gamble encourages a few teenagers to discuss its new products in chat rooms and to send product-related messages to friends via instant messenger and e-mail. P&G has found this to be an effective means of getting the message about a new product out among this age group. P&G is using ________. A) mass communication B) buzz marketing C) internal marketing D) one-way communication E) permission marketing
Answer: B
The Canned Food Association of America wanted consumers to appreciate the benefits of canned foods. The group's magazine ad depicted a rather shapely robotic-looking woman who was very shiny and contrasted with the dark background in the ad. One had to look closely to learn that the ad was touting the benefits of food in cans, but research indicated that consumers did that because the unusual nature of the ad got them to look closer to determine what it was about. Which component of perception was this unusual ad attempting to accomplish? A) wants and desires B) selection and attention C) resonance D) recognition E) relevance
Answer: B
With an expected increase in ethnic diversity within the American population, marketers are most likely to place a greater emphasis on which of the following? A) geographic segmentation B) differing advertising messages C) mass marketing D) "us and them" paradigms E) tiered markets
Answer: B
You have decided to use only open-end questions on your survey. Which of the following questions would NOT be found on your survey? A) Why is voting important to you? B) How many cars does your family own? C) What is your best childhood memory? D) Where did you spend your last vacation? E) What are the most important qualities in a friend?
Answer: B
An ad for CLR bathroom cleaner shows soap scum and grime on a shower wall. The ad demonstrates how one spray is all it takes for CLR to restore everything to a shiny, clean luster. Which component of persuasion is most clearly demonstrated in this ad? A) attitude B) argument C) involvement D) loyalty E) trial
Answer: B a cognitive strategy that uses logic, reason, and proof to build convictions
The advertising that launched General Motors' OnStar GPS system used a Batman theme. Looking at the commercial in terms of signs and symbols, it is possible to discover the obvious and hidden meanings of the message. For instance, the "bat beacon" becomes the OnStar for the average person who wants to have the wonderful technology toys Batman had. This is an example of ________. A) consumer insight research B) semiotic analysis C) aided recognition D) quantitative research E) unaided recognition
Answer: B a qualitative research method designed layers and types of meaning ex) signs and symbols
Kraft wanted to understand how consumers decide which brand of cheese to purchase while they are shopping at a grocery store, so the company hired a research firm that observed consumers as they made their selection in the store. Which type of research does this represent? A) quantitative B) qualitative C) secondary D) ethnographic E) survey
Answer: B research that seeks to understand how people behave and why
V-8, a brand of vegetable juice, wanted to determine if viewers understood the health benefit message the company was trying to convey in television commercials. V-8 conducted research in which consumers were brought to a research center to view a pilot television show in which the V-8 ad appeared. Several other ads appeared during the 30-minute television program, and after viewing the show, participants were given a survey regarding their attitudes toward all of the ads they had seen. Five different groups saw the same program and ads, except the V-8 ad was different for each group. What type of research is this? A) secondary B) concept testing C) semiotic research D) association testing E) panel
Answer: B simple statement of an idea is tried out on target audience
An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, which of the following would be the best way for the source to measure feedback? A) the number of subscribers to Ladies' Home Journal B) the number of people who make up the target market C) the number of people who redeem the coupon D) the number of people who were exposed to the ad E) the number of people to whom Melina Kanakaredes is an appealing spokesperson
Answer: C
An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth. The manufacturer of Crest toothpaste was using ________. A) personal selling B) direct marketing C) a push strategy D) a pull strategy E) public relations
Answer: C
An invitation to go skiing for the weekend forced Donna to look at her current wardrobe. She decided she needed a much warmer coat. Donna was in which stage of the purchase decision? A) product evaluation B) situational analysis C) need recognition D) problem screening E) information search
Answer: C
Charley's Fish Fry restaurant claims it has the "best seafood in town." What type of claim does the Federal Trade Commission consider this to be? A) deceptive B) comparative C) puffery D) endorsement E) indirect
Answer: C
Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog and in its print ads as well as on its Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues. From this information, you can infer that Delia's is using ________. A) buzz marketing B) public relations C) integrated marketing communication D) word of mouth marketing E) mass communication
Answer: C
Harpo Enterprises maintains the Oprah Winfrey show, a Web site, and O magazine. Because Harpo Enterprises practices integrated marketing communications, these different brand contacts all maintain ________ in design and tone. A) variety B) feedback C) consistency D) creativity E) convenience
Answer: C
If baby boomers are predictors of where product and service demand will be, increased demands will most likely be evident in ________ in the upcoming years. A) university enrollment B) beer and wine C) health care D) the apparel industry E) the automobile industry
Answer: C
In an advertisement for a local carpet retailer, a well-known radio personality explained how the company solved his problem of replacing his old carpet. Toward what part of the consumer decision process was this ad aimed? A) increase the chances consumers will pay attention to the commercial B) presenting the information in such a manner so that consumers will not distort it C) need recognition D) meeting the social needs of the target market E) appeal to the athletic segment
Answer: C
John saw an ad for flowers that included the phone number 1-800-FLOWERS. Two months later, John wanted to send his mother some flowers for Mother's Day and remembered the phone number from the ad, so he called and ordered flowers. What type of effect is this? A) subliminal B) trial C) delayed D) high-involvement E) bandwagon
Answer: C
Lovely Locks, a maker of shampoos, is considering entering the cosmetics market. The company has a line of mascara and eyeliner it wants to introduce. However, first Lovely Locks must obtain approval from the ________. A) Environmental Protection Agency B) Interstate Commerce Commission C) Food and Drug Administration D) Federal Trade Commission E) Federal Communications Commission
Answer: C
Malaysia has banned many forms of tobacco advertising. However, the name Salema major cigarette manufacturercan be found in advertisements for a line of clothing sponsored by the company. Salem is using which of the following to work around the tobaccoadvertising bans? A) stealth advertising B) deceptive advertising C) indirect advertising D) unfair advertising E) imperialistic advertising
Answer: C
Max is trying to get into a fraternity in college. Because he wants to be accepted by this group, he notices the brand of clothes they all seem to wear and the type of beer they drink at parties, and he does the same. Actually, he doesn't even like beer, but that seems to be what is expected of people in this fraternity. What influence does this fraternity represent with respect to Max's consumption behavior? A) culture B) social class C) reference group D) family E) trend spotting
Answer: C
Puma sells its edgy designs to trendy retailers but also sells its more mainstream products in stores such as Foot Locker. Which marketing mix element does this strategy illustrate? A) product B) price C) place D) promotion E) branding
Answer: C
Some claim advertising has created a society that is obsessed with personal hygiene because consumers are bombarded with ads for products that remove our body odors, make our teeth white, make our hair shine, allow us to fit in with our peers, and make our family love us more. Which side of the social debate on advertising do believers of this statement most likely take? A) advertising mirrors social values B) advertising mimics social values C) advertising shapes social values D) advertising manipulates social values E) advertising is offensive
Answer: C
Some critics claim that advertising has a strong impact on how young women view themselves, often resulting in negative self-images. Some critics have even claimed that advertising is a major cause of eating disorders for young women because ads targeted to this demographic use unreasonably thin models. Which of the four functions of advertising does this best illustrate? A) marketing role B) economic role C) societal role D) public service role E) institutional role
Answer: C
The truth® campaign is a series of advertisements run by the American Legacy Foundation. The campaign tries to reach teenagers with antismoking messages. Which of the following is most likely the objective of this campaign? A) to encourage teens to buy products B) to change smoking legislation C) to reduce the percentage of teens who begin smoking D) to create a public service announcement E) to encourage teens to become politically active
Answer: C
There is a trend in the United States toward rediscovering the flavor of regional cooking and the use of locally grown ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to recreate local culinary traditions. This change in ________ is one of the reasons the number of farmers markets in the United States has increased by 70 percent in the last eight years. A) needs B) demographics C) lifestyle D) segmenting E) life cycle
Answer: C
Which of the following is an advantage offered by co-branding? A) Manufacturers do not have to invest in creating their own brand names. B) Retailers have exclusive products that cannot be purchased from competitors. C) A company can expand its existing brand into a category it otherwise might have difficulty entering alone. D) Advertising, sales, promotion, and marketing must be carefully coordinated. E) Brand equity is stabilized.
Answer: C
Which of the following is an example of consumer-generated advertising? A) Toyota's presence in online social networks B) Nike's Nike Plus running Web site C) MasterCard's use of "Priceless" commercials shot by customers D) Neiman Marcus's InCircle Rewards program for its best customers E) The Lexus Covenant aimed at creating customer delight
Answer: C
Which of the following is the best example of a company using green marketing? A) a company adopting a code of marketing ethics B) a company contributing a portion of revenues to a specific nonprofit organization C) a company making its products out of recycled materials D) a company making special efforts to hire a multiculturally diverse staff E) a company using the social marketing concept
Answer: C
You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican. You will most likely use ________ to collect your data. A) ethnographic research B) observational research C) survey research D) experimental research E) projective techniques
Answer: C
Every few years, the Association of National Advertisers conducts a study on how national advertisers compensate advertising agencies that plan, develop, and execute their advertising campaigns. A national advertiser uses this data to determine how it should compensate its advertising agency. From the perspective of the national advertiser, what type of research is this? A) primary B) qualitative C) secondary D) organizational E) marketing communication
Answer: C can be obtained more quickly and at a lower cost data used to determine how a company should d compensate its ad agency
Juana looked at her September issue of O magazine and did not see anything of interest. However, after her mother was diagnosed with bipolar disorder, Juana found the issue extremely interesting because it offered advice on how to help people who are suffering from this problem. The fact that the boring issue became quite interesting is most directly due to a change in Juana's ________. A) exposure B) values C) attention D) personality E) comprehension
Answer: C concentrating the mind on a though
Maria was participating in a research study in which she was asked to take pictures with her camera phone while she was shopping. After recording her trip with pictures, she was asked to explain what she was thinking or doing at the time a given photo was taken. Which qualitative research method is this? A) metaphors B) story elicitation C) photo elicitation D) photo sorts E) meaning creation
Answer: C recording with pictures qualitative research
You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price. You are involved in what type of research? A) exploratory B) qualitative C) experimental D) focus group E) ethnographic
Answer: C scientific research ex) price
Wal-Mart sends a trained observer to watch and interact with customers as they shop in a Wal-Mart store. This is an example of ________. A) secondary research B) survey research C) ethnographic research D) experimental research E) projective research
Answer: C studies the way people live their lives ex)observing people
A company that practices green marketing would likely be LEAST concerned about which of the following? A) recycling programs B) environmentally sustainable strategies C) social responsibility D) URL copyrights E) biodegradability
Answer: D
Barbara doesn't like to make major purchase decisions, such as choosing which car to buy. However, she had to replace the old car she owned because it was no longer reliable, so she purchased a new Honda Accord. Although her entire family assisted in the purchase transaction and the salesperson was a close family friend and practically sold the car to her at cost, she is still concerned whether she made the right decision. Barbara is suffering from ________. A) mass desire B) selective dissonance C) selective distortion D) cognitive dissonance E) selective exposure
Answer: D
Bolls and Associates is an advertising agency that will develop a client's advertising campaign from strategy through execution and media exposure. However, Bolls and Associates does not actually produce the television commercials or shoot the photography for print ads; rather, the agency hires outside experts to produce those elements of the campaign. Which type of "key player" is Bolls and Associates advertising agency using to produce the advertisements for their client? A) advertiser B) agency C) media D) supplier E) vehicle
Answer: D
Brad is a music industry major in college, and he wants to work in the advertising industry writing and performing jingles for radio commercials. If Brad gets a contract with an agency to write a jingle for a commercial, then Brad would be a(n) ________. A) advertiser B) agency C) media D) supplier E) vehicle
Answer: D
During the 2003 World Cup, which was held in Japan and South Korea, Puma got a well-known sushi chef to create a special Puma sushi roll that was served in select Japanese restaurants in cities around the world. Puma also discretely announced the sponsorship in its company-branded chopsticks, sake cups, and napkins. At the same time, Puma partnered with the Terence Conran design shop to sell an exclusive version of its World Cup soccer boot, holding weekend sushi-making events at the home furnishings store. Which marketing mix element does this strategy illustrate? A) product B) price C) place D) promotion E) branding
Answer: D
For the Truth® campaign, Porter + Bogusky and Arnold was the ________ that was hired by the American Legacy Foundation to plan and implement the advertising effort. A) advertiser B) media buying company C) client D) advertising agency E) advertising department
Answer: D
In the mass communication process, an actual HP printer/fax machine advertisement is called ________. A) feedback B) the channel C) noise D) the message E) the medium
Answer: D
Jacob has voted Republican his entire life. No matter how many times he sees a television commercial for the Democratic candidate, he is not going to process the message and be influenced by it. What is hindering Jacob's reception of the message? A) external noise B) feedback C) buzz D) internal noise E) encoding
Answer: D
John works for an advertising agency whose client wants to reach Hispanic consumers living in Florida and Texas. He decides that one ad execution is sufficient because he believes that all Hispanics are the same. John is using a(n) ________ to make his decision. A) heuristic B) shortcut C) unethical basis D) stereotype E) substantiation
Answer: D
Juan was born in Mexico but moved to the United States when he was five years old. His family is still close to relatives living in Mexico, and he lives in a neighborhood where most people speak Spanish, eat traditional Mexican dishes, wear traditional Mexican clothing, and listen to Mexican music. He remembers fondly his grandfather telling him stories of his home country's customs and heroes. All of these factors form the ________ that will influence Juan's consumer behavior. A) social class B) family C) niche D) culture E) psychographics
Answer: D
Malaya Ramirez is organizing marketing research in Central American countries for a large American corporation that is interested in expanding its market. The survey Malaya is using was written in English and then translated into Spanish for use by Spanish-speaking respondents. Which of the following is it most important for Malaya to do before administering this questionnaire to a sample of the market? A) make sure that the survey includes both open-end and closed-end questions B) decide whether to focus on primary or secondary data C) determine which type of research instrument to use D) examine the questionnaire for cultural distortions and insensitivities E) determine whether to focus on qualitative or experimental objectives
Answer: D
Nike's longtime symbol on its products and in its ads is the Nike "Swoosh," which looks like a curved checkmark. If another athletic shoemaker used that symbol on its products or in its ads, that company would most likely be guilty of ________. A) comparative advertising B) competitive infringement C) misleading advertising D) trademark infringement E) deceptive advertising
Answer: D
Scott works in the marketing department of a national insurance company. He conducted a focus group interview in which 10 consumers discussed their attitudes toward purchasing long-term disability insurance. Based on this research, Scott concluded that most people think this insurance is not necessary because they feel that they will always be able to work and would be wasting their money on such expensive insurance. Which of the following statements is true regarding this situation? A) Scott can feel confident that what he learned in this research is representative of the perceptions held by the rest of the consumer population that makes up the target market for this product. B) Scott should really conduct one more focus group interview with a different group of consumers before making any generalizations about the general public. C) Scott should have conducted survey research before he conducted the focus group interview. D) Scott should conduct quantitative research that further investigates insights uncovered during the focus group interview. E) Focus groups are the only type of qualitative research from which reliable conclusions can be drawn.
Answer: D
Turning the page in the newspaper or a magazine, hitting the mute button on the television, tossing unopened mail that looks like an ad, and deleting spam without looking at it are all examples of consumers ________ the message. A) decoding B) encoding C) perceiving D) filtering E) accepting
Answer: D
Which form of data below can usually be obtained more quickly and at a lower cost than the others? A) primary B) survey research C) experimental research D) secondary E) ethnographic research
Answer: D
Which of the following advertising situations would LEAST likely be considered "puffery"? A) Mr. Clean coming to a housewife's rescue B) instantly toned thighs and legs as a result of using the Thigh Master for only 15 minutes C) children immediately growing into attractive adults as a result of drinking milk D) a retired couple drinking a vitamin and protein shake and then going bicycling E) a sleepy mom who wakes up to a gray day, drinks a cup of coffee, and then looks out her window to see golden sunshine, beautiful flowers blooming, songbirds singing, and a rainbow on the horizon
Answer: D
Which of the following would most likely be created pro bono by an advertising agency? A) an online direct-response advertisement for school supplies B) a trade advertisement for a computer components manufacturer C) an institutional advertisement designed to improve a company's image after a corporate ethics scandal D) a public service announcement designed to encourage families to regularly exercise together E) a nonprofit advertisement for a Methodist church encouraging new membership
Answer: D
Wholesome Soups, a maker of organic soups, is starting a new marketing campaign emphasizing the ease of preparing and eating Wholesome Soups on the go. Print, television, and Internet ads feature college-aged students enjoying Wholesome Soups in between classes and during study breaks. Wholesome Soups' new marketing campaign is most likely aimed at which of the following? A) Baby Boomers B) the Me Generation C) Gen Xers D) Echo Boomers E) Generation Jones
Answer: D My age group
Lauren is very particular about her coffee in the morning, using bottled water because the tap water in her community smells like chlorine and makes her coffee taste funny. She saw an ad for a coffeemaker that filters out impurities from the water used to make the coffee. The ad had the headline, "Come on, this is your coffee we're talking about!" When Lauren saw that, she exclaimed, "Yes!" because she could identify with it on a personal level. This is an example of which type of emotional driver? A) bandwagon appeal B) motivation C) comprehension D) resonance E) need
Answer: D a message that rings true because the consumer can connect with it on a personal level
Sam is a brand manager for a manufacturer of consumer package goods. Part of his job entails launching new products into the marketplace. Before he launches a new product, however, Sam's department conducts extensive research to identify the needs and wants of the customer, rather than finding ways to sell products that may or may not meet customers' needs. Which key concept of marketing is Sam implementing? A) exchange B) branding C) added value D) marketing concept E) product concept
Answer: D before launching new product must conduct extensive research to identify needs and wants of consumer
Mary will not purchase the Disney movie Lion King for her children because she heard that the word sex was airbrushed in the dust rising from an animal stampede, and she doesn't want her children to be influenced by this. While some claim to have seen it, the word cannot be seen, and if it is there at all, it is below the threshold of perception. What type of effect is this? A) selective attention B) synergistic C) subversive D) subliminal E) cognitive
Answer: D refers to messages below the threshold of normal perception so that the receiver is not consciously aware of seeing it
Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________. A) word of mouth influence B) public relations C) buzz marketing D) a push strategy E) a pull strategy
Answer: E
John saw an ad for flowers that included the phone number 1-800-FLOWERS. Two months later, John wanted to send his mother some flowers for Mother's Day and remembered the phone number from the ad. Which component of cognition is this? A) cognitive learning B) confusion C) conditioned learning D) differentiation E) recall
Answer: E
Lexus works to keep customers happy after each sale, aiming to delight the customer in order to gain a customer for life. In this pursuit, Lexus is focused on which step of the buyer decision process? A) need recognition B) information search C) evaluation of alternatives D) purchase decision E) post-purchase evaluation
Answer: E
Recently, a class-action lawsuit was brought against McDonald's, charging that its food has contributed to the nationwide obesity epidemic. The suit was eventually dismissed, but many critics continue to point out the health dangers of typical "fast food" menu items. These critics are concerned that the fast food industry has used ________. A) high-pressure selling B) deceptive promotions C) deceptive pricing D) deceptive packaging E) harmful products
Answer: E
Recently, an adventurous millionaire successfully made a dangerous climb in the Himalayas. This gentleman really has all of his basic needs satisfied, and he claims to do the things he does for self-fulfillment and enrichment. According to Maslow's Hierarchy of Needs, which need is this man satisfying? A) physiological B) safety C) belongingness D) ego E) self-actualization
Answer: E
The Federal Trade Commission investigated a claim made in an ad for Ultra Slimfast and determined that the ad is deceptive. What's the first remedy that will be taken by the FTC? A) issue a cease-and-desist order B) fine the advertiser $10,000 for every day the ad has run C) require the advertiser to run corrective advertising D) order the advertiser to refund consumers' money E) issue a consent decree
Answer: E
Timberland employees get 40 hours paid leave each year to pursue volunteer projects. The company runs a service day that hosts projects in 25 countries, and it supports a nonprofit that brings young people into public service for a year. CEO Jeffrey Swartz sees such service as a powerful differentiator for Timberland with its current and potential customers. Timberland could be most accurately described as practicing ________. A) consumerism B) green marketing C) social marketing D) traditional marketing E) mission marketing
Answer: E
When Tylenol brand of pain relief capsules were tampered with, resulting in the death of several consumers, the manufacturer pulled all of its products from store shelves, redesigned packaging to resist tampering, and reintroduced noncapsule forms of the product. This was very expensive for Tylenol to do, but the company knew that the reputation, meaning, and value that its brand name had acquired over time held financial value. Today, Tylenol brand medications have the reputation of being high-quality products. The reputation, meaning, and value that the Tylenol brand name has acquired over time is known as ________. A) brand personality B) trademark C) brand framework D) brand relationship E) brand equity
Answer: E
Which of the following product offerings is intangible? A) fish for an aquarium B) refillable ink cartridges for a computer printer C) a mink coat D) a meal at a fast-food restaurant E) a limousine ride
Answer: E
While standing in line at the supermarket, Janet saw the display of candy bars. She did not think before she put a candy bar in her basket. What is the affective response driver most likely to be involved in such impulse purchases? A) resonance B) liking C) feelings D) needs E) wants
Answer: E
characteristics to report the TV-viewing habits of consumers EXCEPT which one? A) age B) size of household C) age of children D) type of TV program E) religion
Answer: E
Intel manufactures computer chips that are part of several personal computer manufacturers' finished products. Intel and the computer manufacturers realized that customers valued Intel computer chips due to their superior quality and reliability and began asking whether or not the computer they were considering purchasing contained an Intel computer chip. As a result, Intel and computer manufacturers started communicating through advertising and other promotional tools that there's "Intel Inside." This is an example of ________. A) primary branding B) secondary branding C) supply chain branding D) component branding E) ingredient branding
Answer: E acknowleding a suppliers brand as an important factor
A research study about Coca-Cola used ________, asking respondents to make a collage of images that capture their feelings about the brand. A) theater techniques B) metaphors C) secondary demographic research D) purpose-driven games E) artifact creation
Answer: E collage of images that capture feeling about the brand
Beautiful actresses appear in ads testifying to the quality of a brand of hair coloring products. This is an application of which the following? A) social learning B) subliminal perception C) cognitive learning D) rehearsal E) conditioned learning
Answer: E learning through association by connecting a stimulus to a reward
11) Which of the following is TRUE of the rational view of advertising? A) It focuses on images. B) It sees advertising's role as a way to provide information. C) It prioritizes creating buzz. D) It focuses on nonprice appeals. E) It sees advertising's role as a way to build relationships.
B Learning Objective: 2.1: Describe the practice of advertising.
12) According to the rational view of advertising, which of the following is NOT a type of information that advertising provides to help consumers assess product value? A) price cues B) psychological appeals C) quality D) location E) reputation
B Learning Objective: 2.1: Describe the practice of advertising.
17) Advertising that announces facts about products that are available in nearby stores and focuses on stimulating store traffic and creating a distinctive image for a retailer is known as retail or ________ advertising. A) brand B) local C) direct-response D) institutional E) public-service
B Learning Objective: 2.1: Describe the practice of advertising.
3) Which of the following is most closely associated with the introduction of mass production and a new emphasis on wider distribution of products? A) the Renaissance B) the Industrial Revolution C) the Dot Com Revolution D) the Era of Integration E) the Scientific Era
B Learning Objective: 2.1: Describe the practice of advertising.
31) Which of the following is an example of publicity? A) an email from Amazon.com that offers free shipping on your next purchase of more than $35 B) a newspaper article reporting on a benefit event sponsored by Whole Foods C) a full-page newspaper advertisement promoting a holiday weekend sale at Macy's D) a 30-second television commercial introducing the newest iPhone E) a highway billboard with an image of pancakes and directions to Perkins Restaurant
B Learning Objective: 2.1: Describe the practice of advertising.
8) Which of the following distinguishes advertising from publicity? A) the media channel in which it appears B) whether it is paid for by the advertiser C) whether it is generated by the advertiser or by consumers D) the audience it is intended to reach E) whether its message is aimed to inform or persuade
B Learning Objective: 2.1: Describe the practice of advertising.
37) The "Blue Books" published by the J. Walter Thompson agency published ________. A) creative copy B) media data C) status appeals D) current Nielsen ratings E) cultural archetypes
B Learning Objective: 2.2: Explain the evolution of the key concepts of advertising.
38) During the Early Age of Agencies, Baker's Chocolate and Ivory Soap were two of the first products to use ________. A) the pulling power of headlines B) brand names C) status appeal D) cultural archetypes E) integrated marketing communication
B Learning Objective: 2.2: Explain the evolution of the key concepts of advertising.
39) Which of the following is the idea that messages should be directed at particular groups of prospective buyers? A) positioning B) targeting C) branding D) integrated marketing E) social responsibility
B Learning Objective: 2.2: Explain the evolution of the key concepts of advertising.
41) Through the creation of the National Advertising Review Board during the ________, corporations were challenged on questions of taste and social responsibility. A) Early Age of Print B) Era of Accountability and Integration C) Early Age of Agencies D) Creative Revolution E) Scientific Era
B Learning Objective: 2.2: Explain the evolution of the key concepts of advertising.
44) Which of the following companies is typically among the top advertisers in the United States? A) Apple B) P&G C) the Gap D) McDonald's E) Marriott
B Learning Objective: 2.3: Identify the key players and jobs within agencies.
46) When an advertiser hires an advertising agency, the advertiser becomes the agency's ________. A) supplier B) client C) channel D) vendor E) vehicle
B Learning Objective: 2.3: Identify the key players and jobs within agencies.
47) Which of the following product categories is typically among the top ten advertisers in the U.S.? A) housing B) telecom C) travel D) health services E) education
B Learning Objective: 2.3: Identify the key players and jobs within agencies.
60) Which type of agency would most likely be able to purchase media at a low cost because it can group several clients' purchases together? A) creative boutique B) media-buying service C) in-house agency D) traffic department E) full-service agency
B Learning Objective: 2.3: Identify the key players and jobs within agencies.
62) In an advertising agency, which of the following is usually responsible for gathering available intelligence on the market and consumers and for acting as the voice of the consumer? A) account executive B) account planning group C) traffic department D) copywriter E) human resources department
B Learning Objective: 2.3: Identify the key players and jobs within agencies.
69) In an advertising agency, the traffic department and print production are part of ________. A) the media department B) internal operations C) account planning and research D) creative development E) account management
B Learning Objective: 2.3: Identify the key players and jobs within agencies.
72) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon to try the new makeup. The medium of this ad is ________. A) Melina Kanakaredes B) Ladies' Home Journal C) readers who redeem the $1-off coupon D) Maybelline E) the target market to whom Melina Kanakaredes appeals
B Learning Objective: 2.3: Identify the key players and jobs within agencies.
81) The Effie award is given to recognize advertisements that are ________. A) integrated with other marketing efforts B) both creative and effective C) developed into complete advertising campaigns D) cost-efficient E) created by in-house agencies
B Learning Objective: 2.4: Discuss changes in the practice of advertising.
82) According to the principles of integrated marketing communication, it is critical for ________. A) agencies to use consumer-generated content B) all messages about a brand to present the same basic strategy C) advertising to be developed in-house to maintain brand image control D) advertising messages to create buzz E) brand messages to be delivered through digital media rather than traditional media
B Learning Objective: 2.4: Discuss changes in the practice of advertising.
85) For an advertisement to be considered effective, what is the first thing it must do? A) hold consumers' interest B) gain consumers' attention C) convince consumers to change their purchasing behavior D) convince consumers to continue buying the brand E) remind consumers of the brand and their positive feelings about it
B Learning Objective: 2.4: Discuss changes in the practice of advertising.
90) Several of Polo Ralph Lauren's ads have won awards based solely on their creative ideas. Which award did Polo most likely win? A) Effie B) Clio C) Reggie D) Silver Anvil E) Halo
B Learning Objective: 2.4: Discuss changes in the practice of advertising. Ch2
Which of the following is most closely associated with the introduction of mass production and a new emphasis on wider distribution of products? A) the Renaissance B) the Industrial Revolution C) the Dot Com Revolution D) the Era of Integration E) the Scientific Era
B) the Industrial Revolution
Supplier
Bolls and Associates is an advertising agency that will develop a client's advertising campaign from strategy through execution and media exposure. However, Bolls and Associates does not actually produce the television commercials or shoot the photography for print ads; rather, the agency hires outside experts for those elements. Which "key player" is Bolls and Associates using to produce the ads for their client?
10) The effectiveness of an advertisement is based on ________. A) the number of new customers the advertisement attracts B) the profit the advertiser makes as a result of the advertisement C) whether the stated objectives for the advertisement are met D) the number of potential customers who are exposed to the advertisement E) the number of awards the advertisement receives
C Learning Objective: 2.1: Describe the practice of advertising.
16) Which of the following is considered a societal role of advertising? A) creating a more rational economy B) reaching a mass audience C) serving an educational function D) making consumers focus on nonprice benefits E) all of the above
C Learning Objective: 2.1: Describe the practice of advertising.
18) ________ advertising, which is the most visible type of advertising, focuses on the development of a long-term brand identity or image. A) Retail B) Institutional C) Brand D) Nonprofit E) Public service
C Learning Objective: 2.1: Describe the practice of advertising.
19) ________ advertising may use any advertising medium, but it differs from other types of advertising in that it tries to stimulate an immediate consumer action. A) Brand B) Local C) Direct-response D) Institutional E) Public service
C Learning Objective: 2.1: Describe the practice of advertising.
24) Brand advertising is also known as ________ advertising. A) trade B) local C) consumer D) corporate E) public service
C Learning Objective: 2.1: Describe the practice of advertising.
29) An advertising ________ is a set of related ads that are variations on a theme. A) brand B) market C) campaign D) position E) target
C Learning Objective: 2.1: Describe the practice of advertising.
32) Some critics claim that advertising has a strong impact on how young women view themselves, often resulting in negative self-images. Some critics have even claimed that advertising is a major cause of eating disorders for young women because ads targeted to this demographic use unreasonably thin models. Which function of advertising does this best illustrate? A) marketing role B) economic role C) societal role D) public service role E) institutional role
C Learning Objective: 2.1: Describe the practice of advertising.
4) Which of the following is NOT part of the modern definition of advertising? A) is a paid form of communication B) has an identified sponsor C) is usually personal in nature D) provides information about products E) uses mass and interactive media
C Learning Objective: 2.1: Describe the practice of advertising.
88) When Polo Ralph Lauren advertises in fashion magazines, it focuses on the company's brand identity and image by merely showcasing a beautiful, well-dressed person without giving any information at all except the brand name. What type of advertising is this? A) institutional advertising B) direct-response advertising C) brand advertising D) business-to-business advertising E) indirect advertising
C Learning Objective: 2.1: Describe the practice of advertising.
89) Which of the following approaches would Polo Ralph Lauren most likely take in an advertising campaign? A) puffery B) ads as news C) status appeal D) classified advertising E) truth well told
C Learning Objective: 2.2: Explain the evolution of the key concepts of advertising.
48) Independent organizations that are hired by advertisers to create, produce, and distribute part or all of an advertising effort are known as ________. A) marketing services B) agencies of record C) outside agencies D) media vehicles E) account services
C Learning Objective: 2.3: Identify the key players and jobs within agencies.
49) Your local newspaper is an example of ________. A) broadcast media B) outdoor media C) a media channel D) one-to-one media E) user-generated media
C Learning Objective: 2.3: Identify the key players and jobs within agencies.
51) Which of the following departments has the primary responsibility for managing the advertising process? A) accounting department B) traffic department C) marketing services D) art studio E) print production
C Learning Objective: 2.3: Identify the key players and jobs within agencies.
53) When using which type of advertising agency does an advertiser produce its own advertising? A) home agency B) agency-of-record C) in-house agency D) creative boutique E) agency network
C Learning Objective: 2.3: Identify the key players and jobs within agencies.
54) Which "key player" in the advertising world is composed of the channels of communication that carry the message from the advertiser to the audience and from consumers back to companies? A) suppliers B) agency C) media D) vendor E) distributor
C Learning Objective: 2.3: Identify the key players and jobs within agencies.
57) User-generated content is supplied by ________. A) market researchers B) copywriters C) consumers D) media planners E) creative agencies
C Learning Objective: 2.3: Identify the key players and jobs within agencies.
58) In an advertising agency, which of the following is responsible for the internal tracking of the completion of projects? A) research and development department B) production department C) traffic department D) creative department E) copywriter
C Learning Objective: 2.3: Identify the key players and jobs within agencies.
67) In a new trend in agency compensation called ________, agencies are paid a percentage of their client's sales or a percentage of the client's marketing budget. A) a retainer system B) the commission system C) performance incentives D) value billing E) the fee system
C Learning Objective: 2.3: Identify the key players and jobs within agencies.
80) Kindles, iPhones, and iPads are all examples of ________. A) broadcast media B) outdoor media C) personal media D) user-generated content E) traditional media
C Learning Objective: 2.4: Discuss changes in the practice of advertising.
83) Which of the following is an example of consumer-generated advertising? A) Toyota's presence in online social networks B) Nike's Nike Plus running website C) MasterCard's use of "Priceless" commercials shot by customers D) Neiman Marcus's InCircle Rewards program for its best customers E) The Lexus Covenant aimed at creating customer delight
C Learning Objective: 2.4: Discuss changes in the practice of advertising.
84) Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, website, and retail outlets. It uses the same models in its catalog and print ads, as well as on its website. Delia's works to make sure its public relations activities and sales promotions harmonize with its advertising in all venues. From this information, you can infer that Delia's is using ________. A) buzz marketing B) a full-service agency C) integrated marketing communication D) word-of-mouth marketing E) mass communication
C Learning Objective: 2.4: Discuss changes in the practice of advertising.
86) The Truth® campaign is a series of advertisements run by the American Legacy Foundation. The campaign tries to reach teenagers with antismoking messages. Which of the following is most likely the objective of this campaign? A) to encourage teens to buy products B) to change smoking legislation C) to reduce the percentage of teens who begin smoking D) to create a public service announcement E) to encourage teens to become politically active
C Learning Objective: 2.4: Discuss changes in the practice of advertising.
Which of the following is NOT part of the modern definition of advertising? A) is a paid form of communication B) has an identified sponsor C) is usually personal in nature D) provides information about products E) uses mass and interactive media
C) is usually personal in nature
B
Catalogs and flyers sent to the office or home are examples of which type of promotional tool? ✖ A) trade advertising B) direct-response C) word-of-mouth D) specialties E) public relations
Puffery
Charley's Fish Fry restaurant claims it has the "best seafood in town". What type of claim does the Federal Trade Commission consider this to be?
Radio and TV only
Cigarette advertising on ________ has been banned since 1971.
Polo Ralph Lauren manufactures and sells high-quality, expensive brands of clothing as well as accessories, cosmetics, and home products. The company maintains complete control over the brand image and all of the functions necessary to develop, execute, and deliver advertising. Polo appeals to consumers' lifestyle aspirations. Its products are of high quality and better than most competitors' offerings. The objective in the company's advertising is to convey this image and the fashion statement it makes. Q) Several of Polo Ralph Lauren's ads have won awards based solely on their creative ideas. Of the following, what type of awards might these have been?
Clio
e
Communication with employees and shareholders about brands and campaigns is usually handled by ________. ✖ A) sales promotion B) direct-response C) word-of-mouth D) specialties E) public relations
6SecondABS, an abdominal workout device, runs an infomercial that lasts 30 minutes and demonstrates the benefits of the product. The infomercial claims that users of the product can reduce their waist and lose one size in a week when following the 6secondabs workout plan. Viewers can call the 1-800 number on the infomercial to purchase the product directly. To stimulate a sale immediately, the infomercial offers several incentives, such as a lower price and additional products, if consumers call in the "next 30 minutes." Which type of advertising is this? A) retail B) local C) public service D) direct response E) institutiona
D
20) The ________ behind a marketing communication message is stated in measurable objectives in areas such as sales and brand reputation. A) creativity B) media C) buzz D) strategy E) publicity
D Learning Objective: 2.1: Describe the practice of advertising.
21) Signs and posters are examples of ________ media. A) interpersonal B) interactive C) digital D) outdoor E) broadcast
D Learning Objective: 2.1: Describe the practice of advertising.
26) ________ advertising focuses on establishing a corporate identity or winning the public over to the organization's point of view. A) Brand B) National C) Public service D) Institutional E) Business-to-business
D Learning Objective: 2.1: Describe the practice of advertising.
33) 6SecondAbs, an abdominal workout device, runs an infomercial that lasts 30 minutes and demonstrates the benefits of the product. The infomercial claims that users of the product can reduce their waist and lose one size in a week when following the 6secondAbs workout plan. Viewers can call the 1-800 number provided in the infomercial to purchase the product directly. To stimulate a sale immediately, the infomercial offers several incentives, such as a lower price and additional products, if consumers call in the "next 30 minutes." Which type of advertising is this? A) retail B) local C) public service D) direct response E) institutional
D Learning Objective: 2.1: Describe the practice of advertising.
34) Which of the following would most likely be created pro bono by an advertising agency? A) an online direct-response advertisement for school supplies B) a trade advertisement for a computer components manufacturer C) an institutional advertisement designed to improve a company's image after a corporate ethics scandal D) a public service announcement designed to encourage families to regularly exercise together E) a nonprofit advertisement for a Methodist church encouraging new membership
D Learning Objective: 2.1: Describe the practice of advertising.
6) Advertising is usually paid for by the ________. A) audience B) target C) agency D) advertiser E) media
D Learning Objective: 2.1: Describe the practice of advertising.
7) In traditional advertising, the message is conveyed through different kinds of ________ media using mostly ________ messages. A) interactive; personal B) interactive; nonpersonal C) word-of-mouth; personal D) mass; nonpersonal E) mass; personal
D Learning Objective: 2.1: Describe the practice of advertising.
42) Which of the following advertising situations would LEAST likely be considered "puffery"? A) Mr. Clean coming to a housewife's rescue B) instantly toned thighs and legs as a result of using the Thigh Master for only 15 minutes C) children immediately growing into attractive adults as a result of drinking milk D) a retired couple drinking a vitamin and protein shake and then going bicycling E) a sleepy mom who wakes up to a gray day, drinks a cup of coffee, and then looks out her window to see golden sunshine, beautiful flowers blooming, songbirds singing, and a rainbow on the horizon
D Learning Objective: 2.2: Explain the evolution of the key concepts of advertising.
43) Advertising begins with the ________, the person or organization that uses advertising to send out a message about its products. A) supplier B) media C) agency D) advertiser E) vendor
D Learning Objective: 2.3: Identify the key players and jobs within agencies.
55) Artists, writers, songwriters, photographers, directors, producers, and printers are all examples of which type of "key player" in advertising? A) advertisers B) agencies C) media D) suppliers E) channels
D Learning Objective: 2.3: Identify the key players and jobs within agencies.
63) Which of the following positions in an advertising agency is most closely involved with creative development? A) account executive B) account planner C) media buyer D) copywriter E) management supervisor
D Learning Objective: 2.3: Identify the key players and jobs within agencies.
65) Until the 1990s, the main form of compensation for an advertising agency had been a ________. A) set fee B) monthly retainer C) 5% commission on media billings D) 15% commission on media billings E) yearly retainer
D Learning Objective: 2.3: Identify the key players and jobs within agencies.
66) A ________ is a form of compensation that involves the agency billing the client each month based on the projected amount of work and the hourly rate charged for that work. A) set fee system B) value bill C) commission D) retainer E) performance incentive
D Learning Objective: 2.3: Identify the key players and jobs within agencies.
71) For the Truth® campaign, Crispin Porter + Bogusky was the ________ hired by the American Legacy Foundation to plan and implement the advertising effort. A) advertiser B) media buying company C) client D) advertising agency E) advertising department
D Learning Objective: 2.3: Identify the key players and jobs within agencies.
73) Brad is a music industry major in college who wants to work in the advertising industry writing and performing jingles for radio commercials. If Brad gets a contract with an agency to write a jingle for a commercial, then Brad would be a(n) ________. A) advertiser B) agency C) producer D) supplier E) vehicle
D Learning Objective: 2.3: Identify the key players and jobs within agencies.
74) Bolls and Associates is an advertising agency that will develop a client's advertising campaign from strategy through execution and media exposure. However, Bolls and Associates does not actually produce the television commercials or shoot the photography for print ads; rather, the agency hires outside experts to produce those elements of the campaign. Which type of "key player" does Bolls and Associates use to produce client advertisements? A) advertiser B) agency C) media D) supplier E) vehicle
D Learning Objective: 2.3: Identify the key players and jobs within agencies.
77) ________ is the practice of coordinating all marketing communication tools so they send a consistent message using the same basic brand strategy. A) Marketing communications (MC) B) Integrated advertising execution (IAE) C) Integrated promotional activities (IPA) D) Integrated marketing communications (IMC) E) Global marketing communications (GMC)
D Learning Objective: 2.4: Discuss changes in the practice of advertising.
Advertising is usually paid for by the ________. A) audience B) target C) agency D) advertiser E) media
D) advertiser
Brand Names
During the Early Age of Agencies, Baker's Chocolate and Ivory Soap were two of the first products to use ________ .
B
During the Early Age of Agencies, Baker's Chocolate and Ivory Soap were two of the first products to use ________. ✖ A) the pulling power of headlines B) brand names C) status appeal D) cultural archetypes E) integrated marketing communication
13) In which scenario is advertising most likely to thrive in a society? A) when demand exceeds supply B) when there is little price competition C) when public speech is tightly controlled by the government D) when consumers do not have disposable income E) when supply is greater than demand
E Learning Objective: 2.1: Describe the practice of advertising.
2) Which of the following is the central purpose of advertising? A) to inform consumers about a product B) to position a product C) to create a brand image D) to develop a brand relationship E) to sell a product
E Learning Objective: 2.1: Describe the practice of advertising.
22) Radio and television are examples of ________ media. A) social media B) interactive C) digital D) outdoor E) broadcast
E Learning Objective: 2.1: Describe the practice of advertising.
23) Which of the following is NOT considered a major type of advertising? A) brand B) retail C) direct-response D) institutional E) generational
E Learning Objective: 2.1: Describe the practice of advertising.
25) ________ advertising is sent from one business to another. A) Brand B) Retail C) Direct-response D) Institutional E) Trade
E Learning Objective: 2.1: Describe the practice of advertising.
28) Which major type of advertising is used to communicate a message on behalf of some good cause, such as stopping drug abuse, and is usually created by advertising professionals free of charge with the necessary time and space often donated by the media? A) cause B) brand C) direct-response D) business-to-business E) public service
E Learning Objective: 2.1: Describe the practice of advertising.
9) Advertising began as ________. A) consumer-generated content B) direct-response promotion C) word-of-mouth D) two-way communication E) one-way communication
E Learning Objective: 2.1: Describe the practice of advertising.
59) A creative ________ is typically a small ad agency that concentrates entirely on preparing the creative execution of the idea or the creative product. A) department B) holding company C) network D) account E) boutique
E Learning Objective: 2.3: Identify the key players and jobs within agencies.
64) Which of the following departments in an advertising agency fulfills the three functions of research, planning, and buying? A) account planning department B) art department C) traffic department D) print production department E) media department
E Learning Objective: 2.3: Identify the key players and jobs within agencies.
Refer to the passage below to answer the following questions. Polo Ralph Lauren manufactures and sells high-quality, expensive brands of clothing as well as accessories, cosmetics, and home products. The company maintains complete control over the brand image and all of the functions necessary to develop, execute, and deliver advertising. Polo appeals to consumers' lifestyle aspirations. Its products are of high quality and better than most competitors' offerings. The objective in the company's advertising is to convey this image and the fashion statement it makes. 87) Because Polo Ralph Lauren wants to maintain close control over its image and advertising, which of the following statements is most likely TRUE? A) Polo Ralph Lauren will most likely use an outside advertising agency to develop and execute its advertising. B) Polo Ralph Lauren will most likely use an agency-of-record to develop and execute its advertising. C) Polo Ralph Lauren will most likely not use any outside resources, such as suppliers, to assist in developing and executing its advertising. D) Polo Ralph Lauren will get better media rates by not using an advertising agency to purchase advertising time and space. E) Polo Ralph Lauren will most likely use an in-house agency to develop and execute advertising.
E Learning Objective: 2.3: Identify the key players and jobs within agencies.
In which of the following marketing communication patterns does word-of-mouth play the most important role? A) business to business B) business to business to consumer C) business to consumer D) consumer to business E) business to consumer to consumer
E) business to consumer to consumer
It is typical for companies to have only one advertising agency working for them, known as the agency-of-record T/F
False
Prior to 1997, broadcast ads for prescription drugs could not mention both the ailment for which the drug received FDA approval and the name of the drug in the same advertisement. That is, only one or the other could be mentioned, which led to much confusion on the part of consumers. In 1997, the Food and Drug Administration loosened its controls on pharmaceutical companies, and as a result, the amount of prescription drug advertising on television has skyrocketed. Now both the ailment and the name of the drug can be mentioned, but major side effects must also be mentioned and there must be an indication where the consumer can get more information, such as from a magazine ad or a website. Some have been quite critical of this direct-to-consumer prescription advertising, claiming it has led to an increase in requests for costlier drugs when the less expensive generic drugs would be just as effective Q) 410) An advertisement by themanufacturer of Flonase, a prescription allergy nasal spray, compared its product with another nasal spray on the market, Nasonex, and claimed that it controlled allergy symptoms for a longer period of time. The ad was effective, resulting in a two percent increase in market share for Flonase. Manufacturers of Nasonex claimed that the advertisement misrepresented their product and basically made a false comparison. Nasonex would have to prove all of the following EXCEPT which one to support its claim?
Flonase relied on puffery in the ads.
Products
Hamburgers and toothpaste are both examples of ________ .
Federal Trade Commission (FTC)
If the National Advertising Review Board (NARB) and an allegedly deceptive advertiser cannot reach a satisfactory resolution, the case is most likely referred to the ________ .
Account Services
In an advertising agency, which functional area acts as a liaison between the advertiser and the agency?
A
In the evolution of advertising, which of the following came before the Early Age of Agencies? ✖ A) the Early Age of Print B) the Scientific Era C) the Creative Era D) the Era of Accountability E) the Era of Integration
mass, nonpersonal
In traditional advertising, the message is conveyed through different kinds of ________ media using mostly ________ messages.
B
In which of the following marketing communication patterns does word-of-mouth play the most important role? ✖ A) business to business B) business to business to consumer C) business to consumer D) consumer to business E) business to consumer to consumer
When supply exceeds demand
In which scenario is advertising most likely to thrive in a society?
Brand Relationship
Laurie owns a 2011 Honda Accord, which is this third Honda vehicle that she and her husband have owned. They described themselves as a "Honda family" and intend to purchase another Honda automobile when their daughter gets her driver's license. They know and trust Hondas. Which key concept of marketing does this illustrate?
Ethics
Many professions write a code of ________ to help guide practitioners toward ethical behavior.
B
Marketers who have the objective of creating ________ are focused on getting people to talk about their brand. ✖ A) customer value B) buzz C) social responsibility D) a campaign E) logos
Consumer
Most advertising dollars are spent on ________ markets.
Trademark Infringement
Nike's longtime symbol on its products and in its ads is the Nike "Swoosh", which looks like a curved checkmark. If another athletic shoemaker used that symbol on its products or in its ads, that company would most likely be guilty of ________ .
____ is a type of data collection in which the researcher simply records the consumer's behaviors.
Observation
polo Ralph Lauren manufactures and sells high-quality, expensive brands of clothing as well as accessories, cosmetics, and home products. The company maintains complete control over the brand image and all of the functions necessary to develop, execute, and deliver advertising. Polo appeals to consumers' lifestyle aspirations. Its products are of high quality and better than most competitors' offerings. The objective in the company's advertising is to convey this image and the fashion statement it makes. Q) Because Polo Ralph Lauren wants to maintain close control over its image and advertising, which of the following statements is most likely true?
Polo Ralph Lauren will most likely use an in-house agency to develop and execute advertising
Place
Puma sells its edgy designs to trendy retailers but also sells its more mainstream products in stores such as Foot Locker. Which marketing mix element does this strategy illustrate?
Johnson & Johnson manufactures health and beauty aid products under several brand names. The company sells its products to end consumers through retail stores such as grocery, drug, and discount stores. J&J employs a sales force that calls on intermediaries, such as wholesalers and retailers, and spends part of the promotion budget on trade deals to influence intermediaries to carry the company's brands. The remainder of J&J's promotion budget is spent on mass advertising and sales promotions, such as coupons, targeted toward consumers Q) Which promotion strategy is J&J pursuing?
Push and Pull
self-discipline
Several companies, such as AT&T, General Foods, and Colgate-Palmolive, have their own codes of behavior and criteria that determine whether advertisements are acceptable. Which type of self-regulation is this?
Advertising shapes social values
Some claim advertising has actively created a society that is overly concerned with personal hygiene. Advertising has bombarded consumers with so many ads for products that remove our body odors, make our teeth white, or make our hair shine that we have become obsessed with outer appearances. Which side of the social debate on advertising do believers of this statement most likely take?
Societal Role
Some critics claim that advertising has a strong impact on how young women view themselves, often resulting in negative self-images. Some critics have even claimed that advertising is a major cause of eating disorders for young women because ads targeted to this demographic use unreasonably thin models. Which of the four functions of advertising does this best illustrate?
A ____ is a representation of a cultural group that emphasizes a trait or group of traits that may or may not communicate an accurate representation of the group
Stereotype
Issue a consent decree
The Federal Trade Commission investigated a claim made in an ad for Ultra Slimfast and determined that the ad is deceptive. What's the first remedy that will be taken by the FTC?
D
The ________ behind a marketing communication message is stated in measurable objectives in areas such as sales and brand reputation. ✖ A) creativity B) media choice C) buzz D) strategy E) information
In an advertising agency, who is usually responsible for gathering available intelligence on the market and consumers and acting as the voice of the consumer?
The account planner
What is meant by the term effective with respect to advertising?
The advertising delivers the results the marketer has specified for the advertising.
Prior to 1997, broadcast ads for prescription drugs could not mention both the ailment for which the drug received FDA approval and the name of the drug in the same advertisement. That is, only one or the other could be mentioned, which led to much confusion on the part of consumers. In 1997, the Food and Drug Administration loosened its controls on pharmaceutical companies, and as a result, the amount of prescription drug advertising on television has skyrocketed. Now both the ailment and the name of the drug can be mentioned, but major side effects must also be mentioned and there must be an indication where the consumer can get more information, such as from a magazine ad or a website. Some have been quite critical of this direct-to-consumer prescription advertising, claiming it has led to an increase in requests for costlier drugs when the less expensive generic drugs would be just as effective Q) One ad for a drug used to overcome male erectile dysfunction depicted an old man in a nursing home acting like a young man chasing after several women at once. The ad was not allowed to air on the major television networks of NBC, CBS, and ABC. The ad did not contain any deceptive or unsubstantiated claims, so there was nothing untruthful in the ad. Furthermore, the ad followed the guidelines given by the FDA regarding broadcast advertising by indicating the major side effects and referring to a magazine ad for more information. Which of the following best explains why the ad was not allowed to air?
The media can reject ads that violate their standards of good taste
Public Relations
The promotional tool of publicity is also known as ________ .
Persuasion is the conscious intent on the part of the source to influence or motivate the receiver of a message to believe or do something. T/F
True
True/False The process of making a brand stand out as different from its competition is called positioning
True
Market
What term is used to mean a place or a particular type of buyer?
No-Channel Marketing
When a company distributes its products directly to buyers without the use of a reseller, the company is using ________ .
In-House Agency
When using which type of advertising agency does an agency produce its own advertising?
First Amendment
Which Amendment to the US Constitution states that Congress shall make no law "Abridging the freedom of speech or of the press"?
Food and Drug Administration (FDA)
Which federal agency oversees package labeling, ingredient listing, and advertising for food and drugs?
The Advertiser
Which key player makes the final decision about the target audience and the size of the advertising budget, in addition to approving the advertising plan?
An idea
Which of the following CANNOT be copyrighted?
B
Which of the following companies is typically among the top advertisers in the United States? ✔ A) Apple B) P&G C) the Gap D) McDonald's E) Marriott
A claim thats supported by a set of facts
Which of the following does NOT describe a claim that uses puffery?
National Advertising Division
Which of the following does NOT have governmental authority concerning some form of advertising regulation?
Making the product more convenient for the consumers to buy
Which of the following is NOT a way advertising adds value to a product?
E
Which of the following is NOT considered a major type of advertising? ✖ A) brand B) retail C) direct-response D) institutional E) generational
Is usually personal in nature
Which of the following is NOT part of the modern definition of advertising?
It serves an educational function
Which of the following is considered a societal role of advertising?
The Industrial Revolution
Which of the following is most closely associated with the introduction of mass production and a new emphasis on wider distribution of products?
B
Which of the following is most closely associated with the introduction of mass production and a new emphasis on wider distribution of products? ✖ A) the Renaissance B) the Industrial Revolution C) the Dot Com Revolution D) the Era of Integration E) the Scientific Era
Targeting
Which of the following is the idea that messages should be directed at particular groups of prospective buyers?
US Postal Service
Which of the following organizations monitors and regulates direct-mail advertising material such as personal loan and credit card offers?
Psychological Pricing
Which pricing strategy uses marketing communication to manipulate the customers judgement of value?
user-generated content
YouTube
Marketing Communications (marcom)
________ refers to all forms of communication about a brand that appear in a variety of media.
Positioning
________ refers to how consumers see a brand of relative to the other brands in the product category.
advertising
a paid form of persuasive communication that uses mass and interactive media to reach broad audiences in order to connect an identified sponsor with buyers, provide information about products, and interpret the product features in terms of the customer's needs and wants
account management
acts as a liaison between the client and the agency
commission system
advertising professionals initially were agents or brokers who bought space and time on behalf of the client for which they received a commission
key players
agencies, media, professional suppliers, and consultants
value billing
agency is paid for its creative and strategic idea rather than for executions and media placements
Polo Ralph Lauren manufactures and sells high-quality, expensive brands of clothing as well as accessories, cosmetics, and home products. The company maintains complete control over the brand image and all of the functions necessary to develop, execute, and deliver advertising. Polo appeals to consumers' lifestyle aspirations. Its products are of high quality and better than most competitors' offerings. The objective in the company's advertising is to convey this image and the fashion statement it makes. Q) When Polo Ralph Lauren advertises in fashion magazines, it focuses on the company's brand identity and image by merely showcasing a beautiful, well-dressed person without giving any information at all except the brand name. What type of advertising is this?
brand advertising
positioning
carving out a unique spot in people's minds for the brand relative to its competition
nonprofit advertising
charities, foundations, associations, hospitals to solicit donations and other forms of program participation
fee system
comparable to the system by which advertisers pay their lawyers and accountants
_______ describe how individuals or groups select, purchase, use, or dispose of products, as well as the needs and wants that motivate these behaviors.
consumer behavior
mass media
costs to buy time in broadcast media, space in print media, and time and space in digital media are spread over the tremendous number of people that these media research
advertising agency
creates, produces, and distributes the messages
channels
deliver messages
Prior to 1997, broadcast ads for prescription drugs could not mention both the ailment for which the drug received FDA approval and the name of the drug in the same advertisement. That is, only one or the other could be mentioned, which led to much confusion on the part of consumers. In 1997, the Food and Drug Administration loosened its controls on pharmaceutical companies, and as a result, the amount of prescription drug advertising on television has skyrocketed. Now both the ailment and the name of the drug can be mentioned, but major side effects must also be mentioned and there must be an indication where the consumer can get more information, such as from a magazine ad or a website. Some have been quite critical of this direct-to-consumer prescription advertising, claiming it has led to an increase in requests for costlier drugs when the less expensive generic drugs would be just as effective. Q) Although some doctors appreciate that the advertising has caused consumers to become more active in managing their own health and more informed about their drug options, some claim that they are being pressured to write inappropriate prescriptions because their patients are influenced by the drug ad claims. What is this called, when an external message, like an advertisement, causes people to feel a need to buy and use a product?
demand creation
corporate advertising
establishing a corporate identity or winning the public over to the organization's point of view
buzz
getting people to talk about the brand
account planning
group that gathers all available intelligence on the market and consumers and acts as the voice of the consumer
traffic department
handle internal tracking on completion of projects
targeting
idea that messages should be directed at particular groups of prospective buyers
classified advertising
identify products and deliver information about them
functions of advertising
identify, remind, inform, persuade
market segmentation
identifying groups of people who would likely buy the product
product differentiation
identifying how a brand differs from its competition
full-service agency
includes the four major staff functions of account management, creative services, media planning, and account planning, which includes research
Johnson & Johnson manufactures health and beauty aid products under several brand names. The company sells its products to end consumers through retail stores such as grocery, drug, and discount stores. J&J employs a sales force that calls on intermediaries, such as wholesalers and retailers, and spends part of the promotion budget on trade deals to influence intermediaries to carry the company's brands. The remainder of J&J's promotion budget is spent on mass advertising and sales promotions, such as coupons, targeted toward consumers Q) J&J also markets its Tylenol brand of pain relievers to hospitals. What type of market is that?
institutional
agency networks
large conglomerations of agencies under a central ownership
agency-of-record
lead agency that does most of their advertising business and may even manage or coordinate the work of other agencies
business-to-business advertising
messages directed at companies distributing products as well as industrial purchasers and professionals
retainer
most commonly used by PR agencies
brand advertising
most visible type of advertising; focuses on the development of a long-term brand identity and image
holding companies
one or more advertising agency network as well as other types of marketing communication agencies and marketing services consulting firms
advertising department
oversees the work of agencies or by setting up their own in-house agency
performance incentive
paying the agency either a percentage of the client's sales or a percentage of the client's marketing budget
account executive
person who acts as a liaison between the client and the agency
in-house agency
produces ads and places them in the media
public service announcement
provides messages on behalf of a good cause, such as stopping drunk driving
Which approach to segmentation divides the market using such characteristics such as gender, ethnicity, income, and so forth?
psychographic segmentation
Focus group interviewing is a(n) _____ research tool for gaining insights into consumer thoughts and feelings.
qualitative
campaign
refers to a set of related ads that are a variation of a theme
media
refers to all of the channels of communication that carry the message from the advertiser to the audience and from consumers back to companies
marketing communication
refers to the various types of promotional tools and communication efforts about a brand that appear in a variety of media
effectiveness
research, testing, and measurement done to see how much revenue the ad produced
Prior to 1997, broadcast ads for prescription drugs could not mention both the ailment for which the drug received FDA approval and the name of the drug in the same advertisement. That is, only one or the other could be mentioned, which led to much confusion on the part of consumers. In 1997, the Food and Drug Administration loosened its controls on pharmaceutical companies, and as a result, the amount of prescription drug advertising on television has skyrocketed. Now both the ailment and the name of the drug can be mentioned, but major side effects must also be mentioned and there must be an indication where the consumer can get more information, such as from a magazine ad or a website. Some have been quite critical of this direct-to-consumer prescription advertising, claiming it has led to an increase in requests for costlier drugs when the less expensive generic drugs would be just as effective Q) Pfizer is a large pharmaceutical company that has dramatically increased its direct-to-consumer television advertising of prescription drugs. However, Pfizer has stringent in-house ad review procedures, including reviews by agency and client attorneys. Pfizer is concerned that any claim made in an ad is verifiable and that the ad is executed in good taste. What type of advertising self-regulation does this illustrate?
self-discipline
creative boutiques
small agencies that concentrate entirely on preparing the creative execution of the idea or the creative product
media-buying services
specialize in the purchase of media for clients
Polo Ralph Lauren manufactures and sells high-quality, expensive brands of clothing as well as accessories, cosmetics, and home products. The company maintains complete control over the brand image and all of the functions necessary to develop, execute, and deliver advertising. Polo appeals to consumers' lifestyle aspirations. Its products are of high quality and better than most competitors' offerings. The objective in the company's advertising is to convey this image and the fashion statement it makes. Q) Which of the following approaches would Polo Ralph Lauren most likely take in an advertising campaign?
status appeal
retail advertising
stimulate store traffic
______ is the process of identifying a problem, determining objectives, deciding upon strategies, and implementing tactics.
strategic planning
integrated marketing communication
technique that managers began to adopt in the 1980s as a way to better coordinate their brand communication
direct-response advertising
tries to stimulate an immediate response by the customer to the seller
The main concern the FTC has when an advertiser substitutes for products during a demonstration (such as using a mixture of glue and water instead of ice cream) is ____
whether the demonstration falsely upgrades the consumers' perception of the advertised brand