ADV 3008 FSU FINAL EXAM
23) Which of the following colors conveys sophistication and high-end merchandise, and is used to stimulate the purchase of expensive products? A) Red B) Blue C) Green D) Black E) Brown
D
56) The _____ method for scheduling media alternates periods of advertising with periods of no advertising. A) pulsing B) continuous C) roadblocking D) flighting E) bursting
D
60) _____ are Web sites that allow people to type a word or phrase into a text box and then quickly receive a listing of information. A) Cookies B) Buttons C) Banners D) Search engines E) Trojans
D
62) _____ is the best marketing communication tool for relationship building. A) Telemarketing B) Infomercials C) Print advertising D) Personal selling E) Direct mailing
D
85) According to the _____ method of developing an IMC budget, when a new brand is introduced, the budget for the first two years should be about one and a half times the brand's targeted share of the market in two years. A) competitive parity B) percentage of sales C) empirical research D) share of market/share of voice E) percentage of profit
D
47) At the reception of a hotel, Tom came across a brochure on the hotel's multi-cuisine restaurant. Which of the following has the hotel used to disseminate information about one of its services? A) Sales promotion B) Personal selling C) Trade fair D) Collateral materials E) Public relations
D - As mentioned in Chapter 4, collateral materials are the many accessory items companies produce to integrate and supplement their advertising or PR activities. These include booklets, catalogs, brochures, films, sales kits, promotional products, and annual reports. Collateral materials should always be designed to reinforce the company's image or the brand's position in the minds of customers.
51) For a snack on a cold day, Teresa wants a bowl of Lin's chicken noodle soup. Which of the following types of demand does Teresa have? A) Primary demand B) Negative demand C) Unwholesome demand D) Selective demand E) Latent demand
D - In Chapter 6 we'll see that marketing promotions can help get new products off the ground by giving more people more complete information, thereby stimulating *primary demand*—demand for the entire product class. In declining markets, when the only information people want is price information, advertising can influence *selective demand*—demand for a particular brand.
37) Which of the following is an advantage of bleed pages in magazines? A) They enable the use of less expensive inks to print ads. B) They add prestige for the product advertised. C) They are a cost-effective way to advertise. D) They provide a slightly larger printing area. E) They provide a 3D experience to consumers.
D - Most magazines offer bleed pages, but they charge 10 to 15 percent more for them. The advantages of bleeds include greater flexibility in expressing the advertising idea, a slightly larger printing area, and more dramatic impact.
129) The _____, a member of the creative team, is responsible for the nonverbal aspect of the message, the design, which determines the visual look and intuitive feel. A) publicity expert B) accounts executive C) copywriter D) art director E) creative director
D - The *art director* is responsible for the nonverbal aspect of the message, the design, which determines the visual look and intuitive feel.
68) Advertising targeted at pet-care stores to increase the distribution of pet food is an example of _____. A) farm advertising B) consumer advertising C) professional advertising D) trade advertising E) noncommercial advertising
D ?? (pretty sure this is right) - *trade advertising* The advertising of goods and services to middlemen to stimulate wholesalers and retailers to buy goods for resale to their customers or for use in their own businesses.
109) _____ is the term used to describe those web sites where people congregate based on some shared interest. A) Schmoozing B) Trending C) Social bookmarking D) Emailing E) Social networking
E
134) Some products are publicized using _____, in which an ad claims the product is equal in quality to higher priced brands. A) sale advertising B) professional advertising C) image advertising D) trade advertising E) price advertising
E
146) Which of the following is a drawback of direct mails? A) Its primary disadvantage is that it reduces the effectiveness of ads in other media. B) It is the most uneconomical medium for business promotion. C) It is limited to two main formats—sales letters and brochures. D) It is the least effective method of closing a sale. E) It has a junk mail image.
E
27) In the postproduction phase of the TV commercial production process, the addition of optical effects and titles to the mixed interlock results in the _____. A) copy plate B) work print C) super D) special effects E) answer print
E
30) _____, a theory of learned association, involves an organism receiving reinforcement for a behavior. A) Hierarchy of needs B) Social cognitive theory C) Classical conditioning D) Elaboration Likelihood Model E) Operant conditioning
E
38) Standardized outdoor advertising uses _____ to deliver an advertiser's message to markets around the world. A) business newspapers B) the Internet C) special messengers D) mail services E) scientifically located structures
E
40) In _____ syndication, former popular network programs (reruns) are sold to individual stations for rebroadcast. A) first-run B) barter C) spot D) advertiser-supported E) off-network
E
77) The _____ refers to an additional smaller headline that can appear above the headline or below it. A) trial close B) lead-in paragraph C) sig cut D) body copy E) subhead
E
8) In terms of newspaper advertising rates, a(n) _____ refers to a discount applied retroactively as the volume of advertising increases through the year. A) contract rate B) bulk discount C) open rate D) frequency discount E) earned rate
E
92) Which of the following is an assumption that characterizes a free-market economy? A) Emphasis on communal goals B) Greater involvement of the government C) Presence of externalities D) Few buyers and sellers E) Self-interest
E
99) The _____ of a media vehicle concerns the advertising message and copy, as well as the medium. A) advertising impression B) exposure value C) motivation value D) effective reach E) attention value
E - *attention value* A consideration in selecting media based on the degree of attention paid to ads in particular media by those exposed to them. Attention value relates to the advertising message and copy just as much as to the medium.
143) In terms of marketing strategy, the _____ of a company determine(s) the specific short-term actions to be taken, internally and externally, by whom, and when, and largely influence advertising campaigns. A) product concept B) organizational structure C) mission statement D) core values E) marketing tactics
E - A company's objectives indicate where it wants to go; the strategy indicates the intended route; and the *tactics* determine the specific short-term actions to be taken, internally and externally, by whom, and when. Advertising campaigns live in the world of marketing tactics.
63) Which of the following is true of feature articles? A) They comprise hard news about companies. B) They have immediate deadlines. C) Their drawback is that they cannot be published at the editor's convenience. D) They can be written only by a PR person. E) They can give companies and products credibility.
E - Many publications, especially trade journals, run feature articles (soft news) about companies, products, or services. - They may be written by a PR person, the publication's staff, or a third party (such as a freelance business writer). - As an MPR tool, feature articles can give the company or product great credibility. - Editors like them because they have no immediate deadline and can be published at the editor's convenience. - Features may be case histories, how-to's (such as how to use the company's product), problem-solving scenarios (how one customer uses the company's product to increase production), or state-of-the-art technology updates. Other formats include roundups of what's happening in a specific industry and editorials (such as a speech or essay by a company executive on a current issue).
115) Problem removal and problem avoidance are _____ motives. A) transactional B) need-based C) transformational D) reward E) negatively originated
E - The most common energizers of consumer behavior are the *negatively originated motives*, such as problem removal or problem avoidance.
45) If an advertiser wants the lowest rate for airing commercials on the radio, he or she should order spots on a: A) cume rating plan. B) drive-hour basis. C) total audience plan. D) quarter-hour audience plan. E) run-of-station basis.
E - they will fit you in wherever they have time available to fill empty spots so that's the cheapest option
91) Which of the following is an example of publicity? A) Brochures B) Booklets C) Catalogs D) Annual reports E) Feature stories
E ?? (pretty sure this is right)
132) Which of the following is a disadvantage of magazine advertising? A) It is unable to lend prestige to the products being advertised. B) It lacks the permanence that gives a reader time to appraise ads in detail. C) It lacks authority and believability that enhances the commercial message. D) It lacks flexibility in readership and advertising. E) It lacks immediacy that advertisers can get with newspapers or radio.
E ?? (pretty sure this is right) - Magazines also have a number of drawbacks (see My IMC Campaign 13-A, "The Pros and Cons of Magazine Advertising"). They are expensive (on a cost-per-thousand basis), especially for color ads. And since they typically come out only monthly, or weekly at best, it's difficult to build up reach and frequency quickly. For these reasons, many advertisers use magazines in combination with other media—such as newspapers (p.402)
105) In addition to tangible benefits, customers are often motivated by symbolism—what the brand name means to them, to associates, or to some social reference group. A) True B) False
A
107) Inquiry tests permit fairly good control of the variables that motivate reader action. A) True B) False
A
108) The _____ stage of the television commercial production process refers to the actual day (or days) the commercial is filmed. A) production B) postproduction C) preproduction D) distribution E) finishing
A
110) Headlines in prints ads are placed in such a way that they draw the most attention. A) True B) False
A
126) Designers change product packaging very gradually to avoid confusing consumers. A) True B) False
A
127) _____ can put commercials on the air quickly and advertisers can build local acceptance by using local personalities. A) Spot radio B) National radio networks C) Live radio D) Local radio E) Taped radio
A
130) In the prepress phase, the printer makes a plate from the base art and one from each overlay. A) True B) False
A
135) Radio enables advertisers to maintain strategic consistency and stretch their media dollars through imagery transfer. A) True B) False
A
136) Integrated marketing communications activities begin with the customer and work back to the brand. A) True B) False
A
14) When a bakery claims through an ad that it bakes and sells the "the best cinnamon rolls in the world", it is using puffery. A) True B) False
A
140) National radio networks provide national and regional advertisers with simple administration and low effective net cost per station. A) True B) False
A
141) In controlled circulation, the publisher mails the magazine free to individuals who the publisher thinks can influence the purchase of advertised products. A) True B) False
A
145) Consumer advocate groups investigate advertising complaints received from the public and those that grow out of their own research. A) True B) False
A
148) The Better Business Bureau's files on violators are open to the public. A) True B) False
A
149) Critics opine that advertising is so powerful that consumers are helpless to defend themselves against it. A) True B) False
A
15) Which of the following is a disadvantage of radio advertising? A) It cannot be used to sell a product that must be seen to be understood. B) It cannot build a large audience quickly. C) It is a mass medium; it does not have selectivity. D) It has a high cost of production. E) It suffers from a lack of timeliness.
A
150) National flags are nonverbal signals that stir patriotic emotions, thoughts, and actions. A) True B) False
A
18) A banner ad that readers see on the CNN website was likely purchased through programmatic advertising software. A) True B) False
A
2) IMC is both a concept and a process. A) True B) False
A
20) The hardest part about advertising in social media platforms is that any displeasure from the receiver of the advertising can be broadcast to his or her entire network. A) True B) False
A
21) A disadvantage of sponsorship is that it: A) is expensive. B) spoils the company's public image. C) does not have the capacity to convert fan loyalty into sales. D) does not allow a company to merchandise its positioning. E) cannot create direct access to potential customers.
A
24) A public relations person soliciting money for a cause the company deems worthwhile is an example of participation in a fundraising drive. A) True B) False
A
26) Market concentration reduces the number of geographic targets for an advertiser. A) True B) False
A
28) A common technique used by campaigns to inform a consumer is to use word plays and verbal or visual metaphors. A) True B) False
A
31) No amount of advertising can win back a customer lost from shoddy products or poor service. A) True B) False
A
32) Viral marketing is the Internet version of word-of-mouth advertising. A) True B) False
A
34) The disadvantages of live commercials are that announcers may be inconsistent in their delivery, and sound effects are limited. A) True B) False
A
41) In the preproduction phase of a television commercial production process, the producer must first study the script and storyboard and analyze the production techniques that will be called for in the commercial. A) True B) False
A
42) The percentage of homes in a given area that have one or more TV sets turned on at any particular time is expressed as: A) households using TV. B) total audience composition. C) consumer composition percentages. D) TV households. E) gross viewing percentage.
A
43) A continuity premium is given weekly to customers who frequent the same store. A) True B) False
A
44) A(n) _____ is the term used to describe direct links to deeper areas of the Web site. A) landing page B) Trojan C) preroll D) broadband E) interstitial
A
48) The three _____ of consumer behavior—perception, learning and persuasion, and motivation—govern the way people discern raw data (stimuli) and translate them into feelings, thoughts, beliefs, and actions. A) personal processes B) psychological screens C) informational motives D) evoked sets E) transformational motives
A
49) In the prepress phase of designing a print layout, the artist prepares a mechanical: the final artwork with the actual type in place along with all the visuals the printer or the media will need to reproduce the ad. A) True B) False
A
5) In print ads, the headline is often the strongest focal point conceptually as well as visually. A) True B) False
A
54) A company's trade-show effort may be wasted if prospects' names are not collected and organized properly. A) True B) False
A
55) Social media platforms are tools that amplify word of mouth (WOM) and make it measurable. A) True B) False
A
58) Which of the following is true of the observation method of conducting marketing research? A) It involves monitoring consumer activities in their native environments. B) It is the most common way to gather qualitative marketing research data. C) It is designed to measure cause-and-effect relationships. D) It seeks in-depth open-ended responses from targeted groups. E) It is a projective technique.
A
64) Advertisers are the companies that sponsor advertising for themselves and their products. A) True B) False
A
66) To reach lower-income markets, radio is the medium of choice. A) True B) False
A
69) Creative boutiques work for advertisers and occasionally subcontract to ad agencies. A) True B) False
A
71) The three general categories of customers are current customers, prospective customers, and centers of influence. A) True B) False
A
73) Which of the following refers to a thorough analysis of the circulation procedures, outlets of distribution, readers, and other factors by companies such as ABC? A) Circulation audit B) Guaranteed circulation C) Secondary readership D) Rate base E) Primary circulation
A
75) Letter shops stuff and seal envelopes, affix labels, and calculate postage on a cost-per-thousand basis. A) True B) False
A
76) The assumptions characterizing a market economy describe an ideal economy, not one that actually exists. A) True B) False
A
81) Brand equity refers to the totality of what consumers, distributors, dealers, and competitors feel and think about a brand over an extended period of time. A) True B) False
A
82) In the case of _____, retail dealers pay a fee to operate under the guidelines and direction of the parent company or manufacturer. A) franchising B) direct marketing C) intensive distribution D) private labels E) network marketing
A
84) When companies manufacture a product and sell it to resellers (distributors or dealers), who put their own brand on the product, it is called a(n) _____ strategy. A) private-labeling B) national branding C) brand licensing D) individual branding E) family branding
A
86) Which of the following is one of the reasons why an advertiser would want to use magazine advertising? A) It is cost-efficient because wasted circulation is minimized. B) Magazines have an increasing circulation. C) It has a short lead time for ad insertion. D) It has a vast geographic coverage. E) It faces low advertising competition.
A
87) There is a finite limit to the number of advertising exposures people can absorb. A) True B) False
A
93) The development of Web browsers made viewing Web pages easy. A) True B) False
A
95) _____ is the process of gathering, consolidating, updating, and enhancing the information about customers that resides in an organization's database. A) Data management B) Trade promotion C) Datacasting D) Trade concentration E) Data modeling
A
96) A speculative presentation allows an advertiser to see what the agency can do for it before signing any contractual agreement. A) True B) False
A
98) Simon Bates, a market analyst, believes that advertising sometimes causes prices of products to increase which, in turn, affect consumer demand adversely. In this instance, Bates is focusing on the _____ role of advertising. A) economic B) ethical C) societal D) legal E) moral
A
133) Most video animation and special effects, such as moving titles and whirling logos, are done with digital video effects (DVE) units. A) True B) False
A - *digital video effects (DVE) units* In video, special- effects equipment for manipulating graphics on the screen to produce fades, wipes, zooms, rotations, and so on. - Most video animation and special effects, such as moving titles and whirling logos, are done with digital video effects (DVE) units that can manipulate graphics on the screen in many ways: fades, wipes, zooms, rotations, and so on.
125) In the context of marketing research, what is meant by an experiment? A) It is a scientific investigation in which a researcher randomly assigns different consumers to two or more messages or stimuli. B) It is an investigation in which respondents are shown test commercials, usually in shopping centers, and questions are asked before and after exposure. C) It is a method in which the researcher gains information on attitudes, opinions, or motivations by questioning current or prospective customers. D) It is a method in which test commercials are shown with noncompeting control commercials to determine their effectiveness, measure comprehension and attitude shifts, and detect weaknesses. E) It is a process in which researchers can elicit a full range of responses from people and thereby infer how well advertising messages convey key copy points.
A - *Experiment* To measure cause-and-effect relationships, researchers use the experimental method. An experiment is a scientific investigation in which a researcher randomly assigns different consumers to two or more messages or stimuli. (p.224)
80) A real or imaginary spokesperson who lends some voice or tone to the ad within the text of the ad is known as a(n) _____. A) persona B) composer C) source D) benefactor E) author
A - *persona* A real or imaginary spokesperson who lends some voice or tone to an advertisement or commercial.
117) Physiological screens refer to the subconscious filters that shield us from unwanted messages. A) True B) False
A - *physiological screens* The perceptual screens that use the five senses—sight, hearing, touch, taste, and smell—to detect incoming data and measure the dimension and intensity of the physical stimulus. - Before a stimulus can be perceived, it must first penetrate a set of physiological screens, the subconscious filters that shield us from unwanted messages.
138) Rich mail allows graphics, video, and audio to be included in the e-mail message. A) True B) False
A - *rich mail* Technology that allows graphics, video, and audio to be included in an e-mail message.
139) To combat cognitive dissonance, consumers are more likely to read ads for brands they have already purchased than for new products or competing brands. A) True B) False
A - *theory of cognitive dissonance* The theory that people try to justify their behavior by reducing the degree to which their impressions or beliefs are inconsistent with reality. - A key feature of the postpurchase evaluation is cognitive dissonance. The theory of cognitive dissonance (also called postpurchase dissonance) holds that people strive to justify their behavior by reducing the dissonance, or inconsistency, between their cognitions (their perceptions or beliefs) and reality.47 In fact, research shows that, to combat dissonance, consumers are more likely to read ads for brands they've already purchased than for new products or competing brands.48
53) Post-testing techniques include recall tests, attitude tests, inquiry tests, and sales tests. A) True B) False
A - As in pretesting, marketers use both quantitative and qualitative methods in posttesting. Most posttesting techniques fall into five broad categories: aided recall, unaided recall, attitude tests, inquiry tests, and sales tests.
116) Legitimate e-mail advertisers are required to clearly mark the e-mail as advertising. A) True B) False
A - Legitimate e-mail advertisers are required to (1) clearly mark the e-mail as advertising, (2) provide a valid reply-to e-mail address, and (3) allow recipients to opt out of future mailings.
65) A commercial for Bradley's Irish Cream, a chocolate liqueur, shows young people at a pool party drinking the brand of liqueur. Which of the following commercial formats is being used? A) Lifestyle B) Straight announcement C) Musical D) Animation E) Testimonial
A - To present the user rather than the product, advertisers may use the lifestyle technique. For example, Diesel pitches its denim to urbanites by showing characters working and playing while wearing its latest line. Likewise, beer and soft drink advertisers frequently target their messages to active, outdoorsy young people, focusing on who drinks the brand rather than on specific product advantages.
144) One method to alleviate creative blocking is to allow the problem to incubate in the subconscious mind. A) True B) False
A - When the brain is overloaded with information about a problem, creatives sometimes find it's best to just walk away from it for a while, do something else, and let the unconscious mind mull it over. This approach yields several benefits. First, it puts the problem back into perspective. It also rests the brain, lets the problem incubate in the subconscious, and enables better ideas to percolate to the top. When they return to the task, creatives frequently discover a whole new set of assumptions. (p.321)
90) Which of the following is an advantage of using mobile media as a media vehicle? A) Immediate response B) High quality graphics/reproduction C) Many ad sizes available D) Audience interest E) Quick placement, local targeting
A ?? (my best guess)
114) Which of the following is true about traditional media? A) The consumption is inherently passive in the case of traditional media. B) In traditional media, space is not a limited resources. C) The consumption is as much passive as it is active in the case of traditional media. D) In traditional media, time is not a limited resource. E) It typically uses a distributed network for delivering its content.
A ?? (pretty sure this is right) - In traditional media, time (on TV or radio) and space (in print) are precious and limited resources. - Unlike traditional media, where consumption is inherently passive, social media consumption can be both passive and active.
122) Some movie theater chains prohibit cinema advertising for fear of offending their audience. A) True B) False
A ??? - Nonetheless, some movie theater chains prohibit filmed advertising for fear of offending their audience. (p. 540)
10) One of the major advantages of the Internet is its centralized authority and accountability. A) True B) False
B
103) Which of the following statements about the Food and Drug Administration (FDA) is true? A) The FDA regulates health insurance. B) The FDA has authority over the labeling, packaging, and branding of all packaged foods and therapeutic devices. C) The FDA regulates the prices of food products. D) The FDA is not authorized to regulate the content of pharmaceutical ads. E) The FDA requires health food manufacturers to list only the basic ingredients of their products on package labels.
B
104) Which of the following is a function of the verbal component of a message strategy? A) It includes budget and scheduling limitations. B) It contains guidelines for what the messages should say. C) It describes the overall nature of the campaign's graphics. D) It mentions the preferred execution approach and mechanical outcome. E) It describes the relationship of the graphics to the media in which the message will appear.
B
11) The unique power of social media is that any single point on the network can broadcast to the entirety of the system or network. The consumer is gaining influence in the marketplace and value for advertisers through which of the following network points? A) tablets B) Facebook C) blogs D) Wikis E) smartphones
B
118) Inside cards, a type of transit advertising, are printed on high-grade cardboard and often varnished for weather resistance. A) True B) False
B
120) Which of the following characteristics should websites have in order to be effective? A) They should ensure that style is given more importance than substance. B) They should always provide interactivity. C) They should avoid using numbered lists and bulleted items. D) They should replace content with images wherever possible. E) They should make sure that the content provided is lengthy and elaborate instead of comprehensive.
B
13) Most of the advertising we see in the mass media falls under the broad category of business advertising. A) True B) False
B
3) _____ refer(s) to the place a brand occupies competitively in the minds of consumers. A) Situation analysis B) Positioning C) Communication objectives D) Product concept E) Market segmentation
B
4) The purpose of marketing is to create cognitive dissonance. A) True B) False
B
52) Social media is more popular among people of 65 and above compared to the younger generation. A) True B) False
B
67) A(n) _____ refers to a promotional product, usually imprinted with an advertiser's name, message, or logo, that is distributed free as part of a marketing communications program. A) inside card B) advertising specialty C) take-one D) premium E) terminal poster
B
79) The techniques used during _____, a category of IMC research, are portfolio tests, storyboard tests, consumer juries, matched samples, mechanical devices, and psychological rating scales. A) media selection B) message pretesting C) message post-testing D) creative concept research E) advertising strategy research
B
89) All direct marketers must make two basic strategy decisions. The first is the extent to which they will use direct sales. The second is: A) the balance they will need between personal selling and telemarketing. B) the extent to which they will use direct-response advertising. C) the extent to which they will require the medium of marketing to be interactive. D) the frequency of customer feedback that they will require. E) the extent to which they will need marketers' representatives to sell to customers directly.
B
9) _____ is an effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs that rank high on the consumer's priority list. A) Market aggregation strategy B) Positioning strategy C) Mobile marketing D) Visual merchandising E) Demarketing
B
128) Demarketing is used by marketers primarily to identify unique groups of people whose needs can be addressed through more specialized products. A) True B) False
B - *demarketing* Term coined during the energy shortage of the 1970s and 1980s. It refers to advertising that is used to slow the demand for products.
112) Differences between products that are readily apparent to the consumer are known as induced differences. A) True B) False
B - *induced differences* Distinguishing characteristics of products effected through unique branding, packaging, distribution, merchandising, and advertising. ; *perceptible differences* are readily apparent to the customer
59) Which of the following is true of compiled lists? A) They are also known as house lists. B) They are purchased from list vendors. C) They can be rented but not bought. D) They are confidential and cannot be shared with sources outside a company. E) They are lists that offer the highest response rate.
B - . Compiled lists, which are lists purchased from list vendors, typically offer the lowest response rate, so experts suggest using numerous sources, merging them on the computer with mail-response and house lists, and then purging them of duplicate names.30 Direct-mail lists can be bought or rented. - Purchased lists can be used without limit; rented lists may be used for a single mailing only. List owners plant decoy names in the list to be sure renters don't use it more than once. - Lists can be brokered or exchanged with list houses or other noncompetitive companies
7) In a good marketing plan, the situation analysis provides pertinent factual details but leaves out contextual information. A) True B) False
B - A situation analysis is more than a presentation of facts, however. Good marketing plans provide the context for factual information.
94) Beginning around 1980, the postindustrial age has been a period of relative stability. A) True B) False
B - Beginning around 1980, the postindustrial age has been a period of cataclysmic change.
35) Mail surveys and phone interviews are the best methods of conducting primary research abroad. A) True B) False
B - Conducting original research abroad can be fraught with problems. First, the researcher must use the local language, and translating questionnaires can be tricky. Second, many cultures view strangers suspiciously and don't wish to talk about their personal lives. U.S. companies found that mail surveys and phone interviews don't work in Japan; they have to use expensive, time-consuming personal interviews.
137) Corporate advertising is a smaller category of advertising than public relations advertising. A) True B) False
B - Corporate advertising covers the broad area of nonproduct advertising, including public relations advertising, institutional advertising, corporate identity advertising, and recruitment advertising.
74) During the 19th century, manufacturers changed their focus to _____ in order to wrest back control from wholesalers. A) production orientation B) marketing orientation C) process orientation D) cost orientation E) labor orientation
B - During the 19th century, wholesalers controlled the marketing process because they distributed the manufacturers' unbranded commodity products. When those markets became saturated, though, the wholesalers started playing one manufacturer off against another. This hurt manufacturers' profits dramatically, so they started looking for ways to wrest back control. The manufacturers changed their focus from a production orientation to a marketing orientation.
101) Which of the following statements about video news releases (VNRs) is true? A) They consist of three types: exhibits, bulletins, and press kits. B) They are news or feature stories prepared by a company. C) They are sold by organizations at expensive rates. D) They are purchased by companies at low prices. E) They are also known as feature articles.
B - Many PR departments provide video news releases (VNRs)—news or feature stories prepared by a company and offered free to TV stations, which may use the whole video or just segments. Video news releases are somewhat controversial. Critics see them as subtle commercials or even propaganda and object when stations run the stories without disclosing that they came from a public relations firm, not the station's news staff.
147) Planned messages are "do" messages because they represent what a company does. A) True B) False
B - Product and service messages are do messages because they represent what a company does.
17) Contests are easier to enter and take lesser time than sweepstakes. A) True B) False
B - Sweepstakes and games are now more popular than contests because they are much easier to enter and take less time.
119) The primary media used for corporate advertising is radio ads. A) True B) False
B - The primary media companies used for corporate advertising are consumer business magazines and network TV.
121) The on-sale date refers to the date printed on the magazine cover. A) True B) False
B - Three dates affect magazine purchases. The *cover date* is the date printed on the cover. The *on-sale date* is the date the magazine is actually issued. And the *closing date* is the date all ad material must be in the publisher's hands for a specific issue. Lead time may be as much as three months.
12) Good marketing plans should place greater emphasis on sales-target objectives and less on communication objectives. A) True B) False
B - greater emphasis on communication objectives and less on sales-target objectives
6) Most studies of the advertising response curve indicate that incremental response to advertising builds with repeated exposures. A) True B) False
B - it diminishes rather than builds with repeated exposure
25) For best results, company signatures or logos should occupy 40 percent of the total print ad area. A) True B) False
B - most people who read ads want to know who placed the ad. Company signatures or logos need not be large or occupy more than 5 to 10 percent of the area. For best results, they should be placed in the lower right-hand corner or across the bottom of the ad.
19) In terms of advertising volume, newspapers are now the largest medium in the United States. A) True B) False
B - newspapers are now the third-largest medium (after television and magazines)
106) Cable networks tend to reach masses of American consumers representing a cross section of the population, while broadcast networks tend to reach more selective niches. A) True B) False
B - switch cable networks and broadcast networks
111) The soundtrack of a TV commercial is always recorded in advance to ensure that the commercial is very short. A) True B) False
B - The soundtrack may be recorded before, during, or after actual production. Recording sound in advance ensures that the commercial will be neither too long nor too short; it also helps when the subject has to move or dance to a specific music theme or rhythm. (p. 391)
61) Social _____ tools can assess sentiment based on the syntax of the text. A) creation B) listening C) engagement D) insight E) curation
B - These tools allow brands to aggregate all of the commentary, positive, negative or otherwise, into a user-friendly dashboard with robust analytics and trend analysis of how conversations are growing and sentiment is changing over time. (p. 508)
50) The traditional name for public relations advertising is institutional advertising. A) True B) False
B (pretty sure this is right) - it might be corporate advertising (refer to p.599 of textbook)
36) Personal processes refer to the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy needs and wants. A) True B) False
B - consumer behavior
102) Social ads are more expensive than search ads. A) True B) False
B ?? (i think this is right)
1) Which of the following is not true of creative boutiques? A) They occasionally subcontract to ad agencies. B) Usually, the founders of a creative boutique are graphic designers and/or copywriters. C) They provide the same research, marketing, sales expertise, and deep customer service that full-services agencies offer. D) They tend to be limited to the role of creative suppliers. E) They focus on developing exciting creative concepts.
C
100) Pantene, Head & Shoulders, and Herbal Essences are all shampoos marketed by Procter & Gamble. Each of these brands has their own distinct image and target markets. These are examples of _____ brands. A) licensed B) aggregate C) individual D) family E) private
C
113) Multinationals that use a standardized approach to marketing and advertising in all countries in which they do business are called: A) national corporations. B) international exporters. C) global marketers. D) multidomestic corporations. E) foreign marketers.
C
123) Google is an example of a(n): A) cookie. B) banner ad. C) search engine. D) ad network. E) Trojan.
C
124) Which of the following about developing copy for radio advertising holds true? A) It is important to include characters in the radio copy that sound highly exotic in order to grab listeners' attention. B) Radio copy should represent an overzealous effort to attract listeners. C) It is challenging, yet essential to make the radio copy script fit the time slot. D) Radio copy should use a large number of homonyms to ensure the message is clear. E) Radio copy must avoid being intrusive in order to attract and hold the attention of listeners.
C
16) A national manufacturer assisting a distributor in product promotion by providing direct mail flyers is an example of _____ advertising. A) horizontal B) interactive C) cooperative D) subliminal E) clearance
C
22) A(n) _____ is a document that serves as a guide for the present and future marketing activities of an organization. A) integrated marketing communications message B) marketing mix C) marketing plan D) mission statement E) product concept
C
29) A(n) _____ refers to a document the advertiser signs agreeing to stop the objectionable advertising without admitting any wrongdoing. A) estate clearance decree B) testimonial C) consent decree D) trademark E) customer feedback form
C
39) When a company wants to collect its own data about a specific problem or issue, it uses _____. A) selective data B) secondary data C) primary research D) universal sampling E) normative data
C
57) _____ are simple, reverse chronological order web pages that are typically opinionated in nature. A) Social bookmarks B) Banners C) Blogs D) Wikis E) Buttons
C
70) The first step in the marketing research process is: A) constructing research objectives. B) interpreting and reporting the findings. C) analyzing the situation and defining the problem. D) conducting primary research. E) conducting exploratory research.
C
72) The modern _____ advertising agency supplies both advertising and nonadvertising services in all areas of communications and promotion for its clients. A) institutional B) specialized service C) full-service D) multi-tasking E) interactive
C
83) According to Erwin Ephron, for fast-moving consumer products, the concept of _____ is based on "the idea that most advertising works by influencing the brand choice of consumers who are ready to buy." A) effective reach B) effective frequency C) recency planning D) message value E) advertising impression
C
88) _____ is the generation of news about a product, person, or service that appears in electronic or print media. A) Opinion sampling B) Empirical research C) Publicity D) Lobbying E) Observational research
C
142) The _____ of an ad is defined as being the average number of times a person must see or hear a message before it becomes effective. A) exposure value B) advertising impression C) effective frequency D) continuity E) effective reach
C - *effective frequency* The average number of times a person must see or hear a message before it becomes effective.
131) A package design should be kept simple: A) to meet the requirements established by the Food and Drug Administration. B) so that it can easily be changed as required by the IMC plan. C) because packaging materials cannot support high-resolution printing. D) as a way to test the brand loyalty of its consumers. E) to reduce the cost of procuring packaging materials.
C - Generally, the package's design should be kept simple for three reasons: Typical packaging materials (such as corrugated cardboard) cannot support high-resolution printing, intricate folding and die-cutting can be very expensive, and packaging that requires exact folding and fitting often creates excessive assembly costs and leads to structural challenges that most cost-effective packaging materials cannot support.
78) Cell phone companies spend a lot of money to encourage heavy users of cell phones to buy plans that offer them additional talktime. This strategy is known as: A) purchase occasion segmentation. B) geographic segmentation. C) volume segmentation. D) demographic segmentation. E) psychographic segmentation.
C - It's usually easier to get a heavy user to use more than a light user. In volume segmentation, marketers measure people's *usage rates* to define consumers as light, medium, or heavy users of products. - One well-known rule of thumb suggests that 20 percent of all users consume 80 percent of the product. Marketers want to define that 20 percent and aim their advertising at them.
97) A feature that differentiates a coffee-maker from other similar products in the market is its _____. A) share of wallet B) Q score C) unique selling proposition D) brand value E) trademark
C - Rosser Reeves of the Ted Bates Agency introduced the idea that every ad must point out the product's USP (unique selling proposition)—features that differentiate it from competitive products.
46) As of January 2012, a super market chain operates 142 supermarkets in the metropolitan areas of New York, New Jersey, and Philadelphia. The chain advertises only in states where it has stores. This form of advertising is known as: A) subliminal advertising. B) adjacency advertising. C) regional advertising. D) national advertising. E) clearance advertising.
C - regional advertising: Advertising used by companies that market their products, goods, or services in a limited geographic region. ; Advertising for products sold in one area or region but not the entire country.
33) The product class approach to developing a positioning strategy involves: A) setting a brand apart by stressing a particular product feature important to consumers. B) positioning on the basis of how a product is used. C) positioning the brand against other products that, while not the same, offer the same class of benefits. D) positioning against the particular group that uses a product. E) positioning apart from competitors through the creation or use of some recognized symbol or icon.
C A = product attribute B = use/application C = product class D = product user E = cultural symbol
