Advertisement Upgrade to remove ads

hi

1. _____ is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.

Marketing

British Airways employed _____ when it used product placement to make sure that viewers of the movie Die Another Day knew that James Bond flies first class on a British Airways plane. (The scene occurs late in the movie.) The airline ran advertising campaign based around the slogan, "Save your Pennys, fly like Bond," referring to the secretary that Bond flirts with in each film. British Airways also paid for the rights to screen the film on its flights before the movie was available at video stores.

integrated marketing communications

1. Arm & Hammer UltraMax deodorant contains time-released baking soda and provides "extra muscle for the game of life." Ads for the product featured a baseball star saying "When your day goes into extra innings, you need a deodorant with extra muscle," appeared in television and print ads. At the same time, Arm & Hammer ran sweepstakes in which people could enter to win a chance to meet the baseball star plus other great prizes. To enter sweepstakes customers had to fill out a $1-off coupon for deodorant or visit the website ahultramax.com. This is an example of:

integrated marketing communications

2. The central theme of the concept of _____ is that all of an organization's marketing and promotional elements and activities communicate with its customers.

integrated marketing communications

3. _____ is defined as any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor using predominantly mass media communication.

Advertising

4. _____ includes those marketing activities that provide extra value or incentives for purchasing a product such as coupons and premiums.

Sales promotion

5. _____ refer to what the firm seeks to accomplish with its promotional program and are often stated in terms of the nature of the message to be communicated.

Communication objectives

6. According to the marketing and promotions process model, which of the following is NOT a stage in the target marketing process?

promotional decisions

7. China is the world's second-largest beer market after the U.S. It is also one of the fastest growing with annual growth of 10 percent. Anheuser-Busch responded to this _____ in China when it established Budweiser Wulhan International Brewing in central China. There it brews Budweiser and Budweiser Ice which are sold to the local market.

market opportunity

Today many people take an aspirin at their doctor's recommendation as preventive medicine. The maker of Bayer aspirin has added calcium to its aspirin. The calcium is also often recommended by doctors to help maintain bone density. There are many types of aspirin on the market, but only one brand that also contains calcium. For Bayer, this calcium additive is an example of:

a competitive advantage

7. There are many different types of medicines for relieving allergy symptoms, and there are several that offer 24-hour relief, but only Alavert comes in a quick-dissolving form that can be easily swallowed without water. The maker of Alavert hopes the fact that it dissolves and enters the system more quickly than other brands will create a:

competitive advantage

7. _____ is something unique or special a firm possesses or does that gives it an edge over its competitors.

A competitive advantage

9. (p. 52) The fact some consumers want pure bottled water while some want flavored bottle water and others want bottled water with added minerals provides an opportunity for _____ segmentation in the bottled water market.

benefit

The use of comparative advertising has become more and more common. Which of the following positioning strategies does this reflect?

positioning by competitor

Advertising may be defined as any:

paid forms of nonpersonal communication about a good, service, or company

3. Which of the following statements about direct marketing is true?

Direct marketing has not traditionally been considered an element of the promotional mix.

4. Sales promotions targeted to the ultimate users of a product such as sampling, coupons, contests, or sweepstakes are known as:

consumer-oriented sales promotion

5. Which of the following is NOT a good example of a communications objective?

to increase sales volume

6. According to the marketing and promotions process model, the marketing process begins with the:

development of a marketing strategy and analysis

8. The market segmentation process:

divides a market into distinct groups that will respond similarly to marketing actions

9. Volvo's strategy of emphasizing the safety of its cars in their advertising reflects a positioning strategy based on:

benefit segmentation

When many frequent travelers think of Australian-based Quantas Airlines, the first thing that comes to mind is the koala bear. Because of this strong association, Quantas is receiving the benefit of positioning by:

cultural symbol

10. The use of the gecko lizard in the Geico Direct insurance company commercials indicates a positioning strategy based on:

cultural symbol

1. Which of the following statements about marketing is true?

All of the above statements about marketing are true.

3. Which of the following is NOT a characteristic of advertising as a form of promotion?

immediate feedback and capability to close sales.

4. The Bradford Exchange is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mailings each month announcing new issues and encouraging you to place your order for additional plates the company is making available. Given this information, which promotional element do you think The Bradford Exchange depends upon most heavily?

direct marketing

5. Chicken of the Sea includes coupons in their magazine advertisements. This is an example of:

consumer-oriented sales promotion

6. A(n) _____ is a document that evolves from an organization's overall corporate strategy and serves as a guide for specific marketing programs and policies.

strategic marketing plan

8. The first step in the target marketing process is to:

identify markets with unfulfilled needs

Division of the market based on age, sex, family size, income, and other measurable characteristics is known as:

demographic segmentation

93. (p. 101) A(n) _____ is the type of firm an organization would hire to develop and implement programs to manage the organization's publicity and affairs with consumers and other relevant publics.

public relations agency

88. (p. 100) _____ are agencies that specialize in offering services, such as database management, and the ability to create, produce, and disseminate direct mail and other types of communications that go straight to target customers.

Direct-response agencies

73. (p. 89) Under which type of compensation system might an agency be more inclined to recommend expensive media such as network television and national magazines to its clients?

Commission system

67. (p. 88) Agency compensation under the commission system is based on:

a specified percentage of the cost of any advertising time or space the agency purchases for its client.

62. (p. 87) Which of the following statements is true about creative boutiques?

They tend to provide quicker creative services due to less bureaucracy.

45. (p. 83) The function of gathering, analyzing and interpreting information that is useful in developing advertising is the responsibility of the agency's _____ department.

research

2. (p. 109) Consumer behavior is defined as:

the process people engage in when searching for, selecting, and using products and services they need

16. (p. 115) The headline for the National Flood Insurance program ad reads, "There's a chance of flooding in your area. Are you willing to bet the house on it?" The ad shows a picture of a flooded home and shows how flood insurance helps to satisfy the ______ need as defined by Maslow's hierarchy.

safety

36. (p. 121) Micah and Jeremy both watched the Sugar Bowl on television. Micah was especially interested in the ads for Ford and GMC trucks because he is planning on buying a new truck soon. Jeremy did not notice the truck, but because he is a theater major, he did notice the ads for a new movie based on an Alfred Hitchcock classic. _____ accounts for why the two watched the same television show and saw different commercials.

Selective attention

(p. 124) _____ are the abstract outcomes of product or service usage that are intangible, subjective and personal.

Psychosocial consequences

1. (p. 100) _____ specialize in the development and management of sweepstakes, refund and rebate offers and incentive programs.

Sales promotion agencies

2. (p. 96) During a merger or acquisition of the agency by some other larger agency, the main reason for the discontinuation of the agency-client relationship is:

conflict of interest.

(p. 87) Creative boutiques are agencies that:

limit their client service to creative planning and execution.

(p. 83) Greg is hired into the marketing services department of a full-service advertising agency. His job profile includes gathering information relating to the client's product and service that can be used in the development of the creative strategy. He has to collect information from various other departments in the firm to gain a better understanding of the client's target audience. Which position has Greg been hired for?

Account planner

5. (p. 115) According to Abraham Maslow's hierarchy of needs theory, the highest level of needs are ______ needs.

self actualization

6. (p. 121) The perception process whereby consumers interpret information based on their own attitudes, beliefs, motives and experiences is known as:

selective comprehension

7. (p. 125) _____ is a construct that represents an individual's overall feelings or evaluation of an object and is viewed as a learned predisposition to respond toward it.

An attitude

8. (p. 125-126) Which of the following statements describes a major advantage inherent in the use of multiattribute models to study consumer behavior?

Multiattribute models help marketers better understand and diagnose the underlying structure or basis of consumers' attitudes.

9. (p. 126) Simplified decision rules such as "Always buy the largest size of the cheapest priced detergent" or "Only buy motor oil if the manufacturer is offering a rebate" are:

called heuristics

(p. 127) In its ads, Maxwell House Coffee stresses consumers' overall emotional impression of the brand with its "Good to the last drop" slogan. Maxwell House wants consumers to purchase on the basis of this impression and not by comparing specific attributes of other brands of coffee. This is an example of a marketer using:

the affect referral decision rule

1. Direct-response agencies:

manage clients' databases.

2.A _____ audit of an agency focuses on factors such as costs, expenses and payments to outside suppliers while a _____ audit focuses on factors such as the agency's efforts in planning, development and implementing the advertising program.

financial; qualitative

3. Under which of the following compensation arrangement is the agency compensation tied to their performance?

Incentive based system

4.Which of the following statements about changes in the way advertising agencies are being compensated is true?

Most clients do not pay full commissions to their agencies because they prefer to use some type of fee or incentive-based system as they seem more equitable than the commission system.

5.Independent companies that specialize in the purchase of radio and television time are known as:

media specialist companies.

6. (p. 115) Lower level needs such as hunger and thirst are important to marketers because these needs:

are an ongoing source of motivation for most consumer purchase behavior

7. (p. 119) _____ is the immediate, direct response of the senses to stimuli like the smell of coffee, the feel of an ocean breeze, and the taste of chocolate.

Sensation

8. (p. 121) As you are watching television, have you ever seen the same commercial repeated numerous times over a period of days? The best explanation for the repetitive ads is the advertisers' desire to create:

selective retention

9) _____ views a consumer's attitude toward brand as possessing a number of attributes that provide the basis on which consumers form their attitudes.

A multiattribute attitude model

Nestlé uses the slogan, "Good Food, Good Life" to stress that its products provide everything consumers need—there is no need of looking at any other brands. Nestlé uses:

the affect referral decision rule

1. Marketers try to select spokespeople whose traits will maximize their message influence. The three categories of source attributes that should be considered during the selection process are:

credibility, attractiveness, and power

2. A pharmaceutical company wants to promote a new over-the-counter allergy inhaler. The company has hired as its spokesperson an actor who has played a physician for several years on a popular soap opera. The first line of the commercial is, "Hi. I play a doctor on television." For people who are unfamiliar with this actor, the message source lacks _____, one of the source attribute categories.

credibility

3. Marketing goals defined in terms of sales, profits or market share increases are:

usually not appropriate for promotional objectives

4. One way a supermarket can make its ads seem more trustworthy is to:

show customers talking about the supermarket on hidden cameras

5. The source characteristic of attractiveness encompasses:

similarity, likeability, and familiarity

6. The purpose of setting specific advertising goals and objectives is to:

provide a standard against which performance can be measured

7. The more specific the firm's advertising objectives, the:

easier it becomes to measure advertising effectiveness

8. In addition to advertising and promotion, _____ might also influence a company's sales.

all of the above

9. According to DAGMAR, advertising objectives should be written in measurable terms that specify:

A. a communications task, a target market, a benchmark starting point, a time period, and degree of change sought

10. The role of any advertising message is to:

do all of the above

1. Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility. The two important dimensions associated with credibility are:

expertise and trustworthiness

2. A study by Roobina Ohanian of consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity was perceived:

expertise

3. Many American celebrities endorse products and serve as advertising spokespersons in foreign countries such as Japan because:

they want to protect their image in the U.S. and thus do not want to appear in commercials in this country

4. Marketers can try to capitalize on source similarity by hiring:

salespeople who have characteristics that match those of their customers

5. To many marketing managers, the only goal of their company's advertising and promotional program is to:

generate sales

6. Companies that develop integrated marketing communications (IMC) programs which do not contain specific objectives:

may find it difficult to facilitate coordination of the efforts of various groups working on a promotional campaign since the various groups may not understand what goal they are working toward

7. Successful communications objectives must:

be all of the above

8. In the development of an advertising campaign or message, creative _____ involves determining what the message will say or communicate, while _____ deals with how the message will be implemented or executed.

strategy; tactics

9. Which of the following statements gives a reason why a marketer might want to emphasize creativity in the development of an advertising campaign?

Creative advertising can break through the clutter and make an impression on buyers.

Advertising creative personnel tend to:

be all of the above

1. A marketer of supercomputers would recruit individuals with backgrounds in computer science and engineering to work as salespeople in order to ensure its sales force has high levels of:

expertise

2. A pharmaceutical company wants to promote a new over-the-counter allergy inhaler. The company has hired as its spokesperson an actor who has played a physician for several years on a popular soap opera. The first line of the commercial is, "Hi. I play a doctor on television." For people who are unfamiliar with this actor, the message source lacks _____, one of the source attribute categories.

credibility

3. Which of the following statements about the use of corporate leaders as advertising spokespersons is true?

The use of corporate leaders as spokespersons can create problems if the firm's image becomes too closely tied to this individual.

4. According to the sleeper effect phenomenon,:

the impact of persuasive messages from low-credibility sources can increase over time since the message content becomes disassociated from the source

5. Source attractiveness leads to persuasion through a process of:

identification

6. The use of celebrities in commercials is generally based on the source characteristics of _____ and represents an attempt to induce persuasion through the ______ process.

attractiveness; identification

7. Arden's task is to determine what was accomplished by his company's advertising and promotional program for a vinyl siding cleanser. You are able to tell him that:

his task is easier if specific communications objectives were set

8. Pace Foods had a goal of expanding its business beyond its traditional Texas market base. This goal is an example of a _____ objective while the goal of establishing a position of authenticity and making Mexican food seem fun is an example of a(n) _____ objective:

marketing; communication

9. According the DAGMAR model, which of the following is NOT a characteristic of a good objective?

A good objective is based on sales results.

10 Advertising creative personnel tend to:

rely on intuition more than logic

1. Expertise and trustworthiness are very important when focusing on source _____, one of the categories of source attributes.

credibility

2. Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility. The two important dimensions associated with credibility are:

expertise and trustworthiness

3. Which of the following statements describes a potential problem associated with using a chief executive officer (CEO) as a company spokesperson?

Consumers may question their credibility since they have so much at stake in the company.

4. The notion that a low credibility source may be just as effective as a high credibility source with the passing of time is known as the:

sleeper effect

5. _____ is defined as an attraction for a source based on a resemblance between the source and receiver.

Similarity

6. Which of the following is NOT given as a realistic reason for setting specific objectives for an integrated marketing communications program?

Specific objectives provide specific ideas on how to develop more creative and effective advertising.

7. Before setting objectives for advertising and promotion, an organization should:

conduct a situation analysis to identify marketing and promotional issues facing the firm

8. Which of the following statements best describes the relationship between marketing and communications objectives?

Communications objectives are derived from marketing objectives.

9. Advertising creative people might oppose the DAGMAR approach to setting objectives because it:

inhibits their creativity by putting too much emphasis on numbers and the quantitative assessment of an advertising campaign

_____ is a quality possessed by individuals that enables them to generate novel approaches to handling problems and that is reflected in new and improved solutions to those problems.

Creativity

1. The role of any advertising message is to:

do all of the above

2. Nissan ran an advertising campaign using "Shift" as the umbrella tagline. The campaign uses a combination of emotional and product-focused ads designed to strengthen Nissan's brand image while showing its revitalized product line. Creative advertising, like Nissan's, is likely to be particularly important when

companies are selling brands that are very similar in quality and difficult to differentiate on functional features

3. When planning creative strategy, an advertising agency hopes to have:

none of the above

4. There are five steps in the creative process as designed by James Webb Young, a former creative director at the J. Walter Thompson agency. They are:

immersion, digestion, incubation, illumination, verification

5. A(n) _____ refers to the approach used in an advertisement to elicit some consumer response or influence feeling. The way this approach is turned into an advertising message is the _____.

advertising appeal; creative execution style

6. Aleve ran a series of ads showing everyday people having to deal with minor arthritic pains. In each instance, the individual was pleased to learn that two Aleve were just as effective as taking eight of his or her old pain reliever. This ad campaign is using a(n) _____ appeal.

competitive advantage

7. The function of a headline in a print ad is to:

do all of the above

8. _____ are catchy songs about a product or service that usually carry the advertising theme and a simple message.

Jingles

9. __________________ is an internal factor that may influence the determination of media strategy.

The size of the media budget

To determine the potential for sales of coffee (as opposed to a specific brand) in a particular market area, a company should use:

category development index

1. In the development of an advertising campaign or message, creative _____ involves determining what the message will say or communicate, while _____ deals with how the message will be implemented or executed.

strategy; tactics

2.Which of the following statements regarding awards for advertising creativity is true?

Not all advertising campaigns that have won creative awards have successfully generated sales for the clients' products.

3. According to the work of sociologist Graham Wallace, in order, the four-step approach to the creative process includes:

preparation, incubation, illumination, and verification

4. The _____ is the manner in which an advertising idea is turned into a message and presented to consumers.

creative execution style

5. The content of advertising with _____ emphasizes facts, learning and the logic of persuasion.

informational/rational appeals

6. The Glad trash bag campaign, which used the slogan "Don't get mad. Get Glad," tells the reader Glad trash bags are twice as thick as the leading volume bag. Glad uses a(n) _____ appeal.

competitive advantage

7. _____ advertising attempts to make the experience of using a product or service richer, warmer or more exciting.

Transformational

8. Which of the following questions should be used as a criterion when evaluating creative output?

Is the creative approach appropriate for the target audience

9. The function of music in a commercial is to:

do all of the above

_____ is the measure of the number of different audience members exposed at least once to a media vehicle.

Reach

1. Which of the following statements about creative strategy and execution is true?

Ads that are very creative and popular among consumers still may not increase sales of a brand.

2.) _____ is a quality possessed by individuals that enables them to generate novel approaches to handling problems and that is reflected in new and improved solutions to those problems.

Creativity

3. Advertising creative personnel tend to:

be all of the above

4. A client who manufactures maternity clothes for businesswomen wants a new advertising campaign. Visits to obstetrician's offices to observe the clothes being worn and to maternity shops at the mall to see how they were selected could be a part of the _____ stage of the creative process.

preparation

5. Leon is the creative director for an agency that has just been hired by a manufacturer of golfing equipment to create a new advertising campaign for the company's titanium clubs. Before starting to develop creative ideas, Leon reads some golfing magazines and spends time talking to some friends and co-workers who play golf. These activities are part of which stage of the creative process?

preparation

6. Purchase motives, such as convenience, comfort, economy and performance are used as a basis for _____ appeals.

informational/rational

7. The ad for TDAmeritrade investment company states the company is "Ranked #1 by SmartMoney Magazine for the Do-It-Yourself Investor." The ad is using a(n) _____ appeal.

competitive advantage

8. Which of the following questions should be used as a criterion when evaluating creative output?

All of the above questions should be used as criteria when evaluating creative output.

9. The physical arrangement of the various parts of an ad including headlines, subheads, illustrations, body copy and identifying marks is known as:

a layout

_____ refers to the potential audience that might receive the message through a vehicle.

Coverage

1. Many companies are willing to spend hundreds of millions of dollars each year on creative advertising because:

good creative strategy and execution are often critical to the success of a product or service

2.) _____ is the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems.

Advertising creativity

3. Advertising creative personnel tend to:

rely on intuition more than logic

4. Inna has been hired to promote a membership-only genealogical Web site, which provides demographic information on over one billion people. She has gathered together all the relevant environmental information and has studied the product as closely as possible. Now it is time for the _____ stage of the creative process. She needs to work on another project and put the genealogical project completely out of her conscious mind. Her subconscious needs time to work on a solution.

incubation

5. The content of advertising with _____ emphasizes facts, learning and the logic of persuasion.

informational/rational appeals

6. Advertising appeals that relate to consumers' social and/or psychological needs for purchasing a product or service are known as _____ appeals.

emotional

7. The creative work of an advertising agency may be reviewed and evaluated by:

all of the above

8. The primary objective of ______ is to develop a framework that will deliver the message to the target audience in the most efficient cost-effective manner possible.

media planning

9.) _____ is the number of times a receiver is exposed to a message in a given time period.

Frequency

10. Which of the following is NOT a part of the media plan?

marketing strategies

1. (p. 391) Which of the following statements about newspapers and magazines as advertising media vehicles is true?

Newspapers are primarily a local advertising medium but are also used by national advertisers.

2. (p. 392) According to Standard Rate and Data Service, magazines can be classified as _____ publications.

consumer, farm, and business

3. (p. 425) Product placements are part of brand integrations using:

plugs for products within movies, books, and TV shows

4. (p. 394) Selectivity, reproduction quality, creative flexibility, and prestige are all potential strategies advantages of

magazines

5. (p. 434-435) Which of the following is an advantage of outdoor advertising?

geographic flexibility

6. (p. 458) Direct marketing:

All of the above

7. (p. 445) The use of Nike shoes in the movie Forest Gump and the appearance of the Marriott Hotel logo in the movie True Lies are both examples of:

product placement

8. (p. 418) The promoter of a boxing match would probably want to place an ad in the sports section of the newspaper and thus would pay a(n) _____ rate.

preferred position

9. (p. 415) Which of the following statements about the level of advertising clutter in newspapers is true?

Clutter is a particularly difficult problem in newspaper advertising since most ads are in black and white, and it is difficult to do anything unique or creative that will grab the reader's attention.

See More

Please allow access to your computer’s microphone to use Voice Recording.

Having trouble? Click here for help.

We can’t access your microphone!

Click the icon above to update your browser permissions above and try again

Example:

Reload the page to try again!

Reload

Press Cmd-0 to reset your zoom

Press Ctrl-0 to reset your zoom

It looks like your browser might be zoomed in or out. Your browser needs to be zoomed to a normal size to record audio.

Please upgrade Flash or install Chrome
to use Voice Recording.

For more help, see our troubleshooting page.

Your microphone is muted

For help fixing this issue, see this FAQ.

Star this term

You can study starred terms together

NEW! Voice Recording

Create Set