advertising FINAL

t/f Presenting the strongest arguments at the beginning of a message assumes a recency effect, whereby information presented first is the most effective

false

t/f A model/celebrity, when used as an indirect source, delivers the main message of an advertisement

false

t/f All companies use direct marketing with an objective to seek a behavioral response

false

t/f An advantage associated with magazine advertising is the short lead time for placement of ads

false

t/f An objective of corporate advertising is to make consumers aware of the services offered by the company

false

t/f An outside-in planning process for IMC is based on a hierarchical response model and considers how marketers can develop and disseminate advertising messages to move consumers along an effects path

false

t/f Blimps are a form of transit advertising.

false

t/f Brand equity refers to the tangible assets earned through a product's functional purpose

false

t/f By combining media, marketers decrease the likelihood of achieving overall communications and marketing goals

false

t/f Digital/online advertising account for the majority of companies' marketing communications expenditures.

false

t/f Direct marketing and direct-response media are the same thing, and can be used interchangeably

false

t/f Direct-mail and online services can effectively create a desirable mood among receivers

false

t/f Focus groups are a quantitative method of testing ads

false

t/f In a two-step approach, the medium is used directly to obtain an order

false

t/f In the geographic segmentation approach, markets are divided into units based on consumers' occupations and lifestyles

false

t/f In the top-down approach, the budgetary amount is established usually at the departmental level

false

t/f Market opportunities are areas where the company believes that customer needs and opportunities are being satisfied

false

t/f Mobile billboards are not viable for small organizations owing to the huge costs of building and maintaining them

false

t/f Once an ad campaign has been implemented, there is no need for any further testing

false

t/f Outdoor media tends to have a higher cost per thousand (CPM) rate when compared to other media

false

t/f Overuse of sales promotion is always profitable to a brand

false

t/f Publicity ensures accuracy of information because the company controls the message

false

t/f Support media supports only the primary media and cannot be used as the sole medium for promotion

false

t/f The consumer decision journey framework views the consumer decision-making process as a linear, single uniform path to purchase

false

t/f The first step of a direct-marketing program is to determine which markets to target through the use of a mailing list or a marketing database

false

t/f The high cost of commercials on cable and satellite channels has led to a decline in the use of infomercials as a direct-marketing media

false

t/f The higher the index number of a particular segment of the population, the more attractive it is for targeting

false

t/f The more marketers segment the market, the less precise is their understanding of it

false

t/f The positioning by competitor approach positions a product by associating it with a particular user or group of users

false

t/f The responsibility to encode a message in a way that can be well understood lies with the receiver

false

t/f The sampling technique of promotion is less preferred by marketers and consumers as it entails a lot of risk

false

t/f The status gained from owning a particular brand is an example of a functional benefit

false

t/f The traditional role of public relations has a more marketing-oriented perspective than its new role

false

t/f There is strong, consistent evidence that cutting back on advertising does not hurt sales during and after a recession

false

t/f Those who relate psychoanalytic theory to consumer behavior believe that consumers know why they want the products they wish to buy.

false

t/f Traditional print advertising is expected to increase by 45 percent from 2016 to 2020

false

t/f Using Customer Lifetime Value (CLTV), advertisers can evaluate the relative effectiveness of an ad in only a few minutes based on the number of calls generated

false

t/f When a market is segmented based on personality, lifecycles, and/or lifestyles, it is referred to as demographic segmentation

false

t/f When it comes to reach, frequency, and other effects, outdoor advertising is easy to accurately measure

false

t/f When the consumer is in the stage of information search in the decision-making process, the relevant internal psychological process is motivation.

false

Although problem recognition is caused by a difference between the consumer's ideal state and actual state, the problem does not always imply a negative state

true

t/f In case of a split-run test, ads are printed in alternate copies of the same issue of a magazine and then measured on the basis of the one that generates more inquiries

true

t/f In the integrated marketing communications (IMC) model, the flow between the communications analysis and budget determination is a two-way interaction

true

t/f Many experts recognize that advertising has a lagged or carryover effect; monies spent on advertising do not necessarily have an immediate impact on sales

true

t/f Promotional planners need to know how decisions about each independent variable influence the stages of the response hierarchy so that they don't enhance one stage at the expense of another

true

t/f Publicity can make or break a product or even a company

true

t/f Reach is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time.

true

t/f Survey research involves quantitatively assessing consumers' attitudes toward the product or brand

true

t/f The more advertisers assess situational determinants of consumer behavior, the more likely they are to succeed in communicating with their target audiences

true

t/f "Samantha sees a truck painted with an ad for "Glory Jeans." is an example of a mobile billboard ad

true

t/f A market can rarely be viewed as one large, homogeneous group of customers; rather, it consists of many heterogeneous groups, or segments

true

t/f A market with a high BDI and a low CDI is a good market for advertising

true

t/f A particular advertisement for a men's cologne was found to be more effective as a magazine ad than as a TV commercial when it was exposed to a group of 10 people. This phenomenon is explained by the vehicle option source effect

true

t/f A reason for measuring the effectiveness of ads and other promotional activities is that it leads to evaluation of alternative strategies under consideration

true

t/f An advantage of couponing is that it induces repeat purchases

true

t/f An individual's perceptual processes usually focus on elements of the environment that are relevant to his or her needs and tune out irrelevant stimuli

true

t/f An objective is said to be measurable if it specifies a method and criteria for determining how well a program is working

true

t/f Attainment of communications objectives leads to the accomplishment of marketing objectives and are the essentials of effective testing

true

t/f Both the message and the means by which it is communicated are bases for evaluation

true

t/f Companies that utilize viral marketing must develop a seeding strategy to start the viral process.

true

t/f Consumer credit cards have led to the increased attractiveness of direct marketing as a tool for promotion for both buyers and sellers

true

t/f Consumer juries are classified as a pretest laboratory method for conducting research to measure advertising effectiveness

true

t/f Coupons help in inducing price-sensitive customers to purchase a product or a service

true

t/f Coverage refers to the potential audience that might receive a message through a vehicle

true

t/f Direct marketing is a form of advertising

true

t/f Direct selling potential is an advantage associated with digital/interactive advertising

true

t/f Dominating channels of distribution is one way of creating a competitive advantage.

true

t/f Fast and Furious won the award for Achievement for Product Placement in a Single Film in 2015

true

t/f Focus groups method of concept testing does not require quantitative analysis

true

t/f Fragmentation of consumer market is a reason for the increase in the importance of sales promotion

true

t/f Hierarchy models of communication response delineate the series of steps potential purchasers must be taken through to move them from unawareness to readiness to purchase a product

true

t/f In order to be successful, marketers need to know the specific needs customers are attempting to satisfy and how they translate into purchase criteria

true

t/f Learning occurs more slowly but lasts longer when a partial or intermittent reinforcement schedule is used and only some of the individual's responses are rewarded

true

t/f Mailing lists are the key to the success of direct mail

true

t/f Marketing public relations helps in improving the overall ROI by reducing overall marketing costs

true

t/f Measuring the effectiveness of the promotional program is a critical element in the promotional planning process

true

t/f Most organizations are concerned about the return on their promotional investment, and comparing actual performance against measurable objectives is the best way to determine if the return justifies the expense

true

t/f Multiattribute models help marketers understand and diagnose the underlying basis of consumers' attitudes

true

t/f One advantage of using MPRs is it achieves credibility

true

t/f One of the advantages of outdoor ads is they offer timely exposures due to their proximity to shopping areas and vehicles on the way to shopping areas

true

t/f One of the most important uses of sales promotion techniques is to encourage consumers to try a new product or service

true

t/f Poor reproduction quality is a disadvantage associated with using newspapers as an advertising medium

true

t/f Public relations is concerned with people's attitudes toward a firm or specific issues beyond those directed at a product or service

true

t/f Publicity is a short-term strategy unlike public relations

true

t/f Refunds and rebates are involved in consumer-oriented sales promotions

true

t/f Repositioning of a product usually occurs because of declining or stagnant sales

true

t/f Sales promotion can provide inducement to marketing intermediaries such as wholesalers and retailers

true

t/f Salespeople serve as personal channels of communication when they deliver a selling message or presentation to a buyer or potential customer

true

t/f Slice-of-life advertising can be used to establish a bond of similarity between the communicator and the receiver, and to increase the source's level of persuasiveness.

true

t/f Specialty advertising is also known as promotional products marketing

true

t/f Support media are also known as below-the-line media

true

t/f Target market identification isolates consumers with similar lifestyles, needs, and the like, and increases the knowledge of their specific requirements

true

t/f The "vampire effect" happens when consumers focus their attention on the celebrity and fail to notice or recall the brand or advertising message

true

t/f The competitive parity method takes advantage of the collective wisdom of the industry.

true

t/f The goal of integrated marketing communications (IMC) is to generate both short-term financial returns and build long-term brand and shareholder value

true

t/f The integrated marketing communications approach calls for a centralized messaging function so that everything a company says and does communicates a common theme and positioning

true

t/f The press forms a part of the external audience for all the public relations activities of a manufacturing firm

true

t/f The receiver's perception of the source of the message may affect the source's ability to communicate.

true

t/f There are two important dimensions to credibility: expertise and trustworthiness.

true

t/f There has been an evolution to micromarketing as the mass audience assembled by network television and augmented by other mass media is fragmenting at an accelerating rate

true

t/f To be effective, marketing objectives need to be quantifiable, realistic, attainable, delineate the target market, and note the time frame

true

t/f When a brand enters the decline stage of the product life cycle, most of the promotional support will probably be removed and expenditures on sales promotion are unlikely

true

t/f When properly planned and executed to work together, advertising and sales promotion can have a synergistic effect much greater than that of either promotional mix element alone

true

t/f While the social consumer decision journey may differ from traditional response hierarchies, it is also similar in that it envisions going through stages in the purchase decision.

true