Advertising And Promotion: An Integrated Marketing Communications Perspective 10th Edition

1) There is a general agreement that advertising questions existing stereotypes and creates greater social awareness. Answer: FALSE While there is general agreement that advertising is an important social influence agent, opinions as to the value of its contribution are often negative. Advertising is criticized for encouraging materialism, manipulating consumers to

1) Which of the following statements is true of self-regulation of advertising? A.Self-regulation of advertising is typically restricted to liquor and tobacco advertisements. B.Self-regulation was initially introduced to eliminate the problem of puffery. C.Self-regulation of advertising has led to the development of more lenient standards and practices than those imposed by the legislation. D.The

1) Which of the following media utilize cost per ratings point to compare cost figures? A.Magazine B.Transit C.Newspaper D.Billboard E.Television Answer: E The broadcast media provide a comparative cost figure, referred to as cost per ratings point or cost per point (CPP). Answer: E The broadcast media provide a comparative cost figure, referred to as cost per

1) With respect to the roles in the family decision-making process, all the members of a family who use a car are referred to as the: A.purchasing agents. B.consumers. C.influencers. D.information providers. E.initiators. Answer: B In the above scenario, all the members of a family who use a car are referred to as the consumers. Consumers

1) When the final price is to be negotiated between the buyer and the seller, personal selling is effective. Answer: TRUE When the final price is to be negotiated between the buyer and the seller, personal selling is effective. Answer: TRUE When the final price is to be negotiated between the buyer

1) Advertising appeals that relate to consumers' social and/or psychological needs for purchasing a product or service are known as _____ appeals. A.informational B.rational C.product popularity D.emotional E.product feature Answer: DEmotional appeals relate to customers' social and/or psychological needs for purchasing a product or service. Answer: DEmotional appeals relate to customers' social and/or psychological needs for purchasing

1) "Pamper yourself with Silk Sheen body lotion. It's better for your skin than Inflame, Genesis, or Dusk body lotions." This headline from a Silk Sheen ad in Belle Manage Magazine is an example of: A.confrontational advertising. B.two-sided advertising. C.comparative advertising. D.a recency appeal. E.refutational advertising. Answer: CIn the above scenario, Silk Sheen is using comparative

1) Which of the following is true of retail advertising? A.It is done by large companies on a nationwide basis or in most regions of the country. B.It takes the form of direct-response advertising. C.It is done to build store traffic and sales. D.It is designed to stimulate demand for the general product class

1) Public relations is typically a short-term strategy, while publicity is a concerted program extending over a period of time. Answer: FALSE Publicity is typically a short-term strategy, while public relations is a concerted program extending over a period of time. Answer: FALSE Publicity is typically a short-term strategy, while public relations

1) A sales force is a major part of an organization's integrated marketing communications mix (IMC) when: A.the channel system is very long and indirect to the end users. B.product trial by customers is unnecessary to make purchase decisions. C.the purchase decision is not a major one for the buyer. D.channel intermediaries need product

1) Which of the following is one of the critical components of the creative brief? A.Formulation of the training program for the creative team B.Calculation of the advertising budget C.Management of the media buying operations D.Development of the major selling idea E.Management of one or more client groups Answer: D Two critical components of the brief

1) The _____ effect explains the different impact that the advertising exposure will have on the same audience member if the exposure occurs in one media option rather than another. A.halo B.primacy-recency C.stimulus-response D.vehicle option source E.vehicle media context Answer: DThe vehicle option source effect is "the differential impact that the advertising exposure will have on the

1) Which of the following statements is true of the recall method used in testing print ads? A.Recall tests are not affected by interviewer bias. B.Brand-associated scores are valuable measures of recall tests. C.Recall tests are useful when measuring an ad's impact on memory. D.Recall tests are significantly different from pretests used in broadcast

1) In the geographic segmentation approach, markets are divided into units based on consumers' occupations and lifestyles. Answer: FALSEIn the geographic segmentation approach, markets are divided into different geographic units. These units may include nations, states, counties, or even neighborhoods. Consumers often have different buying habits depending on where they reside. Answer:

1) International advertisers can best deal with problems arising from language diversity and differences in signs and symbols with the help of: A.expat employees. B.research manuals. C.local expertise. D.government authority. E.language training. Answer: C Problems arising from language diversity and differences in signs and symbols can usually be best solved with the help of local expertise.

1) Creative strategy development for international advertising is different in process and procedure from that for domestic advertising. Answer: FALSE Creative strategy development for international advertising is basically similar in process and procedure to that for domestic advertising. Answer: FALSE Creative strategy development for international advertising is basically similar in process and procedure

1) Ruminate Inc., an architectural design firm, pays for name association on a section of placeproperty.com, a real estate website. Ruminate also sponsors a section on assetplus.com, another real estate website. Ruminate is using: A.guerrilla sponsorship. B.paid search. C.regular sponsorship. D.pay-per-click advertisement. E.content sponsorship. Answer: C The above scenario is an example of regular sponsorship. A common

1) A disadvantage of transit advertising is its inability to provide exposure to a large number of people. Answer: FALSE While an advantage of transit advertising is the ability to provide exposure to a large number of people, this audience may have certain lifestyles and/or behavioral characteristics that are not true

1) Electronically dispensed checkout coupons: A.generate impulse buying and product trial. B.have no redemption deadline. C.are available on a company's website and must be printed out to be used. D.are cost-effective and can be targeted to specific categories of consumers. E.are attached to the outside of the package so they can be ripped off and

1) The Federal Trade Commission (FTC) requires advertising for any product that is sweetened with saccharin to contain a warning that it may be hazardous to one's health. This requirement falls under the FTC's _____ requirement. A.misleading omission B.advertising substantiation C.elimination of puffery D.cease-and-desist E.materiality Answer: BThe above scenario is an example of advertising substantiation. In

1) Which of the following is true of theater testing? A.Theater testing is a popular field method of pretesting finished commercials. B.Theater testing is used to test animatic and photomatic roughs. C.The methods of theater testing operations vary, though all measure brand preference changes. D.One of the disadvantages of theater testing is that it

1) _____ occur after an ad or commercial has been in the field. A.Dummy advertising vehicles B.Posttests C.Consumer juries D.Portfolio tests E.Physiological measures Answer: B Pretests are measures taken before a campaign is implemented; posttests occur after an ad or commercial has been in the field. Answer: B Pretests are measures taken before a campaign is implemented;

1) _____ advertising is targeted at individuals who influence the purchase of goods and services used to make other products. A.Professional B.Primary demand C.Retail D.Business-to-business E.Direct-response Answer: D Business-to-business advertising is advertising targeted at individuals who buy or influence the purchase of industrial goods or services for their companies. Answer: D Business-to-business advertising is advertising targeted at

1) _____ are individuals who act as salespersons for a number of local stations and represent them in their dealings with national advertisers. A.Station managers B.Affiliates C.Negotiators D.Station reps E.Sponsors Answer: D Station reps are individuals who act as sales representatives for a number of local stations in dealings with national advertisers. Answer: D Station reps are

1) Which of the following is a similarity between publicity and advertising? A.Both are non-paid forms of communication. B.Both are run by an unidentified sponsor. C.Both involve nonpersonal communication to a mass audience. D.Both are not directly paid for by the company. E.Both frequently provide an opportunity for immediate feedback. Answer: C Like advertising, publicity involves

1) Top-down budgeting methods are commonly used because of: A.their effectiveness. B.the upper management's desire for control. C.the growing availability of computer simulations. D.the ease with which a manager can assess the impact of sales on ROI. E.their quantitative nature. Answer: BTradition and top management's desire for control are probably the major reasons why top-down methods

1) A hotel advertiser who places an ad on a travel booking website is making use of contextual advertising. Answer: TRUE Advertisers who target their ads based on the content of a webpage are using contextual advertising. Answer: TRUE Advertisers who target their ads based on the content of a webpage are

1) Multiattribute models help marketers understand and diagnose the underlying basis of consumers' attitudes. Answer: TRUEMultiattribute models help marketers understand and diagnose the underlying basis of consumers' attitudes. By understanding the beliefs that underlie consumers' evaluations of a brand and the importance of various attributes or consequences, the marketer is better

1) _____ is an advertising execution technique often used for emotional appeals. It offers viewers a form of mental escape and/or an opportunity to envision themselves in a certain situation. A.Image advertising B.Demonstration C.Slice-of-life D.Animation E.Comparative advertising Answer: A Imagery ads are the basis for emotional appeals that are used to advertise products or services where

1) Because of the high frequency of exposures, outdoor advertising may lead to a quick wearout. Answer: TRUE Because of the high frequency of exposures, outdoor advertising may lead to a quick wearout. Answer: TRUE Because of the high frequency of exposures, outdoor advertising may lead to a quick wearout. Answer: TRUE Because

1) _____ refers to commercials on local television stations for which the advertisers negotiate directly with the individual stations. A.Network advertising B.Spot advertising C.Regional advertising D.Syndicated advertising E.Rep advertising Answer: B Spot advertising refers to commercials shown on local TV stations, with time negotiated and purchased directly from the individual stations. Answer: B Spot advertising refers to

1) An airline company set the following objective for its new advertising campaign: "To increase the percentage of consumers who know our fares are lower than the competitors' to 75 percent over the next six months." Using the criteria outlined by the DAGMAR approach to setting objectives, identify what is wrong

1) When a right to a public relations effort is offered to one particular medium since the medium reaches a substantial number of people in the target audience, it is known as a(n) _____. A.social network B.mnemonic C.press release D.exclusive E.press conference Answer: D Although most public relations efforts seek a variety of channels for distribution,

1) _____ is the extent to which a recipient sees a source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information. A.Source attractiveness B.Source popularity C.Source credibility D.Source power E.Source identification Answer: C Credibility is the extent to which a recipient sees a source as having relevant knowledge,skill, or

1) Tiffany is the creative director of an ad agency. The agency has just been hired to develop a promotional campaign for a company that produces exercise videos for women. As part of her preparation for developing a creative strategy, Tiffany reviews some studies conducted on the overall fitness and

1) Which of the following is at the base of the GfK International purchase funnel that is used as a diagnostic model of consumer decision making? A.Awareness B.Purchase C.Familiarity D.Consideration E.Imagery Answer: B Purchase is at the base of the GfK International purchase funnel that is used as a diagnostic model of consumer decision making. Answer: B

1) A sellers' market is most closely associated with the _____ stage of personal-selling evolution. A.procreator B.prospector C.persuader D.problem-solver E.provider Answer: ETypically, a sellers' market exists in the provider stage of personal-selling evolution. Answer: ETypically, a sellers' market exists in the provider stage of personal-selling evolution. Answer: E Typically, a sellers' market exists in the provider stage of personal-selling

1) A television commercial for an apparel brand urges viewers to call its toll-free number to place an order, immediately. The commercial announces a free gift hamper to consumers who place an order before midnight. The apparel brand is making use of: A.ambient advertising. B.publicity. C.direct-response advertising. D.sales promotion. E.support advertising. Answer: C The above scenario is

Answer: Answer: Answer: 2) A cost-plus system requires that the agency keep detailed records of the costs it incurs in working on a client's account. Answer: TRUEThe cost-plus system requires that the agency keep detailed records of the costs it incurs inworking on the client's account. Direct costs (personnel time and

1) A company can use direct marketing to build a favorable image. Answer: TRUE Many organizations use direct marketing to build an image, maintain customer satisfaction, and inform and/or educate customers in an attempt to lead to future actions. Answer: TRUE Many organizations use direct marketing to build an image, maintain customer

1) Puffery is as an illegal, deceptive practice. Answer: FALSE Puffery has generally been viewed as a form of poetic license or allowable exaggeration. Answer: FALSE Puffery has generally been viewed as a form of poetic license or allowable exaggeration. Answer: FALSE Puffery has generally been viewed as a form of poetic license

1) Symbols, rhymes, associations, and images that assist in the learning and memory processes are known as: A.drives. B.cues. C.mnemonics. D.trigger points. E.memes. Answer: C Mnemonics such as symbols, rhymes, associations, and images that assist in the learningand memory process are helpful. Many advertisers use telephone numbers that spell out the company name and are easy

1) Controversy over the Federal Trade Commission's (FTC's) authority to regulate unfair advertising practices began in 1978, when the agency relied on this mandate to formulate its controversial _____ rule restricting advertising to children. A."cease-and-desist" B."kid vid" C.affirmative disclosures D.Wheeler-Lea E.Magnuson-Moss Answer: BControversy over the FTC's authority to regulate unfair advertising practices began in 1978, when

1) Which of the following criteria should be met by a magazine in order to be eligible for verification audits by Alliance for Audited Media (AAM)? A.It must be published on a controlled-circulation basis. B.It must be a business publication. C.The publication must have 70 percent or more paid circulation. D.The publication must be

1) When a consumer's internal psychological process is attitude formation, she is likely to be in the stage of purchase decision in the decision-making process. Answer: FALSEWhen a consumer's internal psychological process is attitude formation, she is likely to be in the stage of alternative evaluation in the decision-making process. Answer: FALSEWhen

1) Which of the following is true of the Internet as an advertising medium? A.Blogs and discussion boards are considered particularly useful for providing information to evaluate products and brands. B.Typically, the Internet does not enable marketers to stimulate trial of products or services. C.Most marketers believe that the Internet is not an

1) _____ advertising is targeted at marketing channel members such as wholesalers, distributors, and retailers in order to encourage them to stock more of a particular brand. A.National B.Selective-demand C.Professional D.Trade E.Retail Answer: DTrade advertising is targeted to marketing channel members such as wholesalers, distributors, and retailers. The goal is to encourage channel members to stock,

1) An advertising test that measures dilation or constriction of the eyes in response to stimuli is called: A.the Burke's reflection test. B.Flesch testing. C.the reactive test. D.galvanic eye responses. E.pupillometrics. Answer: EResearch in pupillometrics is designed to measure dilation and constriction of the pupils ofthe eyes in response to stimuli. Answer: EResearch in pupillometrics is designed

1) A way to gather consumers' opinions of concepts is _____, where consumers in shopping centers are approached and asked to evaluate rough ads via questionnaires, rating scales, and/or rankings. A.laboratory testing B.Delphi groups C.focus groups D.mall intercepts E.consumer juries Answer: DA way to gather consumers' opinions of concepts is mall intercepts, where consumers in shopping

1) Ads for industrial and other business-to-business products generally use straight-sell messages in print ads. Answer: TRUE Straight-sell or factual messages rely on a straightforward presentation of information concerning the product or service. Ads for high-involvement consumer products as well as industrial and other business-to-business products generally use this format. Answer: TRUE

1) A dog that salivates during feeding time does so due to an innate reflex reaction. According to the conditioning theory in relation to this scenario, food will be considered as a(n) _____. A.unconditioned stimulus B.external stimulus C.assimilated stimulus D.programmed stimulus E.conditioned stimulus Answer: A In the above scenario, food will be considered as an unconditioned

1) Which of the following is the most relevant internal psychological process associated with the alternative evaluation stage of the consumer decision-making process? A.Motivation B.Attitude formation C.Assimilation D.Integration E.Differentiation Answer: B Attitude formation is the most relevant internal psychological process associated with the alternative evaluation stage. In this stage, the consumer compares the various brands orproducts and

1) Which of the following is true of magazine advertising? A.It offers limited geographic selectivity. B.It is typically considered to lack permanence. C.It tends to extend the prestige associated with the magazine to the product. D.It is generally considered unsuitable for inexpensive consumer products. E.It is typically used only for B2B marketing. Answer: C A positive

1) Source derogations could lead to an increase in message acceptance. Answer: FALSE Source derogation refers to a response of negative thoughts about the spokesperson or organization making the claims. Such thoughts generally lead to a reduction in message acceptance. If consumers find a particular spokesperson annoying or untrustworthy, they are

1) In a communication process, _____ is the part of a receiver's response that is communicated back to the sender. A.feedback B.noise C.sourcing D.encoding E.decoding Answer: AMarketers are very interested in feedback, that part of a receiver's response that is communicated back to the sender. Answer: AMarketers are very interested in feedback, that part of a receiver's

1) _____ is defined as the estimated total number of different people who listen to a radio station for a minimum of five minutes in a quarter-hour period within a reported daypart. A.A shill B.An interconnect C.Station rep D.Cume E.An affiliate Answer: DCume stands for "cumulative audience," the estimated total number of different people who listened

1) Sales-oriented objectives are appropriate for: A.all online-marketing strategies. B.retail advertising promoting special events. C.products that have been introduced in highly volatile markets. D.any advertising campaign aimed at maintaining brand awareness. E.bait-and-switch marketing campaigns. Answer: B Retail advertising, which accounts for a significant percentage of all advertising expenditures, is one area where the advertiser often seeks

1) In 1971, the Federal Trade Commission's (FTC's) _____ program required advertisers to have supporting documentation for their claims and to prove the claims are truthful. A.Central Hudson B.Lanham C.cease-and-desist D.advertising substantiation E.affirmative disclosure Answer: DIn 1971, the FTC's advertising substantiation program required advertisers to have supporting documentation for their claims and to prove the claims

1) In the psychographic approach to segmentation, determination of lifestyles is usually based on an analysis of the activities, interests, and opinions (AIOs) of consumers. Answer: TRUEDividing the market on the basis of personality, lifecycles, and/or lifestyles is referred to aspsychographic segmentation. The determination of lifestyles is usually based on an

1) Focus group interviews bring creative people and others involved in creative strategy development into contact with customers. Answer: TRUE Focus group interviews bring the creative people and others involved in creative strategy development into contact with the customers. Listening to a focus group gives copywriters, art directors, and other creative specialists

1) The consumer decision journey framework views the consumer decision-making process as a linear, single uniform path to purchase. Answer: FALSE The consumer decision journey framework views the consumer decision-making process as a winding journey with multiple feedback loops rather than a linear, single uniform path to purchase based on active

1) Which of the following is at the top of the communication effects pyramid? A.Awareness B.Knowledge C.Liking D.Preference E.Repurchase Answer: E Repurchase is at the top of the communication effects pyramid. The initial stages, at the base of the pyramid, are easier to accomplish than those toward the top, such as trial and repurchase or regular

1) Marketing objectives that may be aided by _____ activities include raising awareness, informing and educating, gaining understanding, building trust, giving consumers a reason to buy, and motivating consumer acceptance. A.sales promotion B.public relations C.advertising D.human resources E.outdoor marketing Answer: B Marketing objectives that may be aided by public relations activities include raising awareness, informing and

1) _____ refers to the practice of fast-forwarding through commercials on prerecorded programs. A.Zipping B.Zapping C.Multiplexing D.Narrowcasting E.Zooming Answer: A Zipping occurs when viewers fast-forward through commercials as they play back a previously recorded program. With the increased penetration of DVRs, more people are watching recorded shows and fast-forwarding through the commercials. Answer: A Zipping occurs when

1) Direct marketing lets an advertiser: A.build a credible image about a company's product by using direct mails. B.reach a large number of people and reduce or eliminate waste coverage. C.make accurate mailing lists consistently for targeting potential customers. D.create a desirable mood in consumers. E.market its products in a cost-efficient manner. Answer: BDirect marketing lets

1) The U.S. government has passed laws regulating the use of e-mail marketing because: A.it results in high volumes of spam and many consumers consider it a nuisance. B.of the huge costs involved in monitoring Internet traffic. C.it violates the privacy of online users and makes unauthorized use of consumer data. D.it makes use

1) Both direct marketing and advertising could support one another. Answer: TRUE Whether through mail, print, or TV, the direct-response offer is an ad. Sometimes the ad supports the direct-selling effort. Answer: TRUE Whether through mail, print, or TV, the direct-response offer is an ad. Sometimes the ad supports the direct-selling effort. Answer:

1) Track Inc., a bike manufacturer, decides to launch a new model. If Track decides to use a persuasive rather than informational strategy, which of the following components is likely to be the focus of the advertisement? A.Price B.Performance C.Durability D.Specifications E.Attractiveness Answer: EInformational advertising reports price, performance, and other objective criteria, whereas persuasive advertising plays

1) The Internet can be used as an effective medium by marketers for stimulating trial of their products or services. Answer: TRUE Many marketers have found the Internet to be an effective medium for stimulating trial of their products or services. Often websites offer electronic coupons in an attempt to stimulate

1) Behavior tracking on the Internet helps in tailoring the message to appeal to specific needs and wants of the target audience. Answer: TRUE As a result of precise targeting, messages can be designed to appeal to the specific needs and wants of the target audience, much of which comes from

1) As a part of their creative strategy, advertisers of Vittle's Nuts use "Snippy-The Bunny" as the brand's symbol in its ad campaigns. Through this strategy, the company aims to enhance brand identification and recognition. In this scenario, Snippy is an example of a(n): A.visual image personality. B.affective character. C.selectively remembered personality. D.high-involvement advertising

1) After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: High BDI and High CDI. Which of the following is likely to be true of the product class and the product? A.High market share and good market potential B.Low market

1) Pop-ups are usually smaller than banner ads. Answer: FALSE Pop-ups are usually larger than banner ads but smaller than a full screen. Answer: FALSE Pop-ups are usually larger than banner ads but smaller than a full screen. Answer: FALSE Pop-ups are usually larger than banner ads but smaller than a full screen. 2)

1) The designated market area (DMA) of Boston has approximately 3 million television households. Audience research shows that 45 percent of these households had their sets turned on during a particular Saturday evening and 300,000 households were watching Sports Stories, a one-hour sports news program. The program rating for Sports Stories

1) Which of the following is true of in-store couponing? A.It is a highly expensive method of couponing. B.It is typically distributed through checkout counters. C.It is typically a long-term strategy used during the maturity stage. D.It is also known as bond couponing. E.It is also known as cross-ruff couponing. Answer: BOne popular way to distribute

1) Low-involvement purchase decisions are areas where a standard hierarchy response process is likely. Answer: FALSE The standard learning hierarchy is likely when the consumer is highly involved in the purchase process and there is much differentiation among competing brands. High-involvement purchase decisions such as those for industrial products and services

1) Venus Corp. is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mails each month providing you with information relating to new products and offers. Which promotional element is Venus Corp. using in this scenario? A.Advertising B.Sale promotion C.Direct marketing D.Publicity E.Pricing Answer: C In the above scenario,

1) Many papers include magazine-type supplements, primarily in their Sunday editions. Answer: TRUE Although not a category of newspapers per se, many papers include magazine-type supplements, primarily in their Sunday editions. Sunday supplements have been part of most newspapers for many years and come in various forms. Answer: TRUE Although not a

1) A magazine titled Utopia: A Holiday Digest would have a strong _____ on an ad for destination resorts. A.externally paced impact B.favorable quantitative media effect C.cluttered media effect D.shaping effect E.positive qualitative media effect Answer: EThe above scenario is an example of a positive qualitative media effect. A qualitative media effect is the influence a

1) Segmenting the market based on consumers' product or brand usage and the degree of use is an example of behavioristic segmentation. Answer: TRUEDividing consumers into groups according to their usage, loyalties, or buying responses to a product is behavioristic segmentation. For example, product or brand usage, degree of use (heavy

1) Loyalty to a single agency is becoming more common as marketers seek new ways of connecting with consumers. Answer: FALSE While many successful agency-client relationships go on for years, loyalty to a single agency is becoming less common as marketers seek new ways of connecting with consumers. In recent years,

1) The written version of a television commercial that provides a detailed description of its video and audio content is known as a: A.layout. B.jingle. C.voice-over. D.script. E.storyboard. Answer: D The various elements of a TV commercial are brought together in a script, a written version of a commercial that provides a detailed description of its video

1) Superagencies were formed: A.because advertisers were disenchanted with large agencies. B.because advertisers wanted agencies to be more flexible and responsive than traditional agencies. C.to save money for clients. D.so that agencies could provide their clients with integrated marketing communications services worldwide. E. to lessen the need for competitive pricing. Answer: DDuring the late 1980s and

1) The tagline on an ad for Baker Grill, a manufacturer of gas grills, reads, "The Ultimate Durable Grill" Baker Grill is using a positioning strategy based on: A.product class. B.product attributes and benefits. C.price/quality. D.competitor. E.cultural symbol. Answer: BIn the above scenario, Baker Grill is using a positioning strategy based on product attributes an benefits.

1) All the television commercials and print ads that urge customers to pick up their phone and call a toll free number to place an order immediately make use of the _____ approach of direct marketing. A.one-step B.two-step C.one-to-one D.indirect E.telemarketing Answer: A In the one-step approach, a medium is used directly to obtain an order.

1) Critics of advertising argue that barriers to entry are likely to: A.decrease market concentration. B.assist new brands in gaining a market share. C.make larger brands give up market dominance. D.increase consumer awareness of smaller, more efficient brands. E.cause entrants to spend more on advertising. Answer: E Power in the hands of large firms with huge

1) An advertiser bought a 15-second spot during prime time, but realized that there was very low recall for the advertisement. This could be due to: A.the presence of commercial clutter. B.the lack of demographic selectivity of television. C.the low reach of television. D.the inherent deficiencies of television as a communication medium. E.message source alienation. Answer:

1) An automobile dealer gives away promotional calendars to customers. The calendars show scantily clad female models posing in suggestive poses alongside expensive cars. Critics of advertising would argue that such calendars are: A.untruthful. B.misleading. C.deceptive. D.in poor taste. E.antisocial. Answer: DIn the above scenario, the calendars would be criticized for being in poor taste

1) Public relations efforts are often targeted to more than one group of individuals. Answer: TRUE Public relations efforts are often targeted to more than one group, and are a direct result of concerns initiated in the marketplace. Answer: TRUE Public relations efforts are often targeted to more than one group, and

1) Straight-sell message executions are commonly used with _____ advertising appeals. A.informational B.emotional C.transformational D.teaser E.humor Answer: A Straight sell or factual message type of execution is often used with informational/rational appeals, where the focus of the message is the product or service and its specific attributes and/or benefits. Answer: A Straight sell or factual message type

1) Walk-in salespeople are typically respected and well received by customers. Answer: FALSE Walk-ins are salespeople who call without appointments with no specific purposes.Customers find this objectionable. Answer: FALSE Walk-ins are salespeople who call without appointments with no specific purposes.Customers find this objectionable. Answer: FALSE Walk-ins are salespeople who call without appointments with

1) Which of the following is true of saliency of beliefs? A.It provides insight into ways markets can stimulate consumer attitudes. B.It helps consumers diagnose the underlying basis of marketersattitudes. C.It tends to vary across different consumption situations. D.It does not vary among different market segments. E.It generally stays stagnant over time. Answer: CBeliefs concerning specific

1) For which of the following product categories is the advertising most likely to be criticized as promoting materialistic values? A.Consumer goods B.Industrial machinery C.Health products D.Transportation services E.Alcoholic beverages Answer: E Many critics claim advertising has an adverse effect on consumer values by encouragingmaterialism, a preoccupation with material things rather than intellectual or spiritual concerns.

1) Negotiated commission rates for advertising agencies: A.average between 8 to 10 percent. B.are usually set between 15 to 25 percent. C.are typically not based on a sliding scale. D.are rarely used by consumer-products advertisers. E.are designed primarily to benefit agencies. Answer: AAmong companies that use the commission system, most do not pay the traditional 15

1) The costs of mobile billboards depend on the area and the mobile board company's fees. Answer: TRUECosts of mobile billboards depend on the area and the mobile board company's fees, though even small and large organizations have found the medium affordable. Answer: TRUECosts of mobile billboards depend on the area and

1) In order to be successful, marketers need to know the specific needs customers are attempting to satisfy and how they translate into purchase criteria. Answer: TRUE Marketers need to know the specific needs customers are attempting to satisfy and how they translate into purchase criteria. They also need to understand

1) Premium Sports Apparels came up with an ad for shorts which is specially designed for athletes. The ad which was featured in a sports magazine shows how these shorts do not shrink over time and are made of a light fabric that helps keep the wearer dry and cool. With

1) Under its affirmative disclosure requirement, the Federal Trade Commission (FTC) may require advertisers to include certain types of information in their ads so that: A.consumers can substantiate the claims made for their product or service. B.consumers will be aware of all the consequences and limitations associated with the use of a

1) In companies which follow a centralized organizational system, who among the following is likely to be given the title "marketing communications manager"? A.Art director B.Brand manager C.Advertising manager D.Product manager E.Copywriter Answer: CIn some companies which follow a centralized organizational system, an advertising manager is also given the title marketing communications manager. The advertising manager

1) Phone conversations account for the vast majority of word-of-mouth communications about a brand. Answer: FALSE Face-to-face interaction accounts for the vast majority of word-of-mouth communications about a brand while phone conversations rank second. Only a small percent of word of mouth takes place through online channels such as e-mail/instant messages,

1) Shopping cart signage is a type of in-store media. Answer: TRUE Advertisers use in-store media such as in-store ads, aisle displays, store leaflets, shopping cart signage, and in-store TV to reach shoppers at the place where they buy. Answer: TRUE Advertisers use in-store media such as in-store ads, aisle displays, store

1) A television ad for Savory Sandwich instructs its viewers to look in their mailbox for coupon offers that will save them money on their next sandwich order. This is an example of: A.ambient promotion. B.support advertising. C.a one-step direct marketing approach. D.add-on marketing. E.sweeps marketing. Answer: BSupport advertising is designed to do exactly that-support other

1) Web 1.0 ended with the "bursting of the dot-com bubble." Answer: TRUEWeb 1.0 is generally referred to as the first decade or so of the World Wide Web, ending with the "bursting of the dot-com bubble." Answer: TRUEWeb 1.0 is generally referred to as the first decade or so of the

1) Yevon Inc., a manufacturer of fruit based beverages, runs its ad on a particular news station. It packages the drinks in boxes and plastic bottles. A recent study done by a local doctor reveals that there is a direct correlation between stomach infections and drinking from juice boxes. Although

1) Measuring the effects of advertising helps a firm maximize its investment. Answer: TRUE Measuring the effects of advertising does not just save money. It also helps a firm maximize its investment. Answer: TRUE Measuring the effects of advertising does not just save money. It also helps a firm maximize its investment. Answer:

1) An international football player invites the media to hear his decision to retire from professional football. In front of a live audience, he announces his decision and explains his future plans as well. Which of the following public relations tools is illustrated in this scenario? A.Community involvement B.Social networking C.Exclusives D.Press conference E.Press release Answer: D

1) _____ is a marketing approach that assumes that the needs satisfied by a product or service and the ways it is used are the same everywhere in the world, and therefore utilizes a common approach in all countries. A.Global marketing B.Complementary marketing C.Localized marketing D.Nationalized marketing E.Countertrading Answer: AIn recent years, a great deal of

1) After watching a detergent ad that claimed to remove stains with "Just a few drops," Jim stated "I doubt any detergent can remove stains with only a few drops." This scenario is an example of a _____. A.counterargument B.support argument C.source bolster D.cognitive dissonance E.source blockage Answer: AIn this scenario, Jim is expressing a counterargument.

1) Audience share is always higher than the program rating unless all the households have their sets turned on. Answer: TRUE Audience share is the percentage of households using TV in a specified time period that are tuned to a specific program. Audience share is always higher than the program rating

1) Who among the following contributed to the classical conditioning theory by conducting studies on animals and providing well-known examples for the theory? A.Maslow B.Pavlov C.Vroom D.McClelland E.Freud Answer: B Classical conditioning assumes that learning is an associative process with an already existing relationship between a stimulus and a response. Probably the best-known exampleof this type

1) While walking on the street, Carlos sees an animated electronic billboard in Spanish for Amado home appliances on top of a taxicab. This is an example of a(n): A.terminal transit poster. B.inside card. C.outside poster. D.interactive billboard. E.aerial ad. Answer: C The above scenario is an illustration of an outside poster. Advertisers use various forms

1) Unexpected touch points are unanticipated references or information about a company or brand that a customer or prospect receives that is beyond the control of the organization. Answer: TRUE Unexpected touch points are unanticipated references or information about a company or brand that a customer or prospect receives that is

1) The _____ model proposed by Michael Ray involves selective learning, whereby a consumer seeks information that supports a purchase choice made and avoids information that would raise doubts about the decision. A.standard learning B.dissonance/attribution C.low-involvement D.cognitive response E.5-Ws Answer: B The dissonance/attribution model involves selective learning, whereby a consumer seeksinformation that supports a purchase choice

1) Many decision makers are offended by salespeople asking for competitors' quotes. Which of the following traits is most closely associated with this attitude? A.Aggression B.Undependability C.Presumptuousness D.Unpreparedness E.Promptness Answer: CDecision makers feel that the salespeople are presumptuous when they ask for competitors'quotes. Answer: CDecision makers feel that the salespeople are presumptuous when they ask for competitors'quotes. Answer:

1) Projective techniques are often the only way to get around stereotypical or socially desirable responses. Answer: TRUEFocus groups and in-depth interviews are valuable methods for gaining insights into consumers'feelings, and projective techniques are often the only way to get around stereotypical or socially desirable responses. Answer: TRUEFocus groups and in-depth interviews

1) Which of the following is a limitation of using in-store sampling? A.It can be used only for food products. B.It requires the cooperation of retailers. C.It is a highly ineffective method. D.It must always be used in combination with another sampling method. E.It is typically considered effective only for high-end luxury products. Answer: B In-store

1) Which of the following is true of e-commerce? A.It is typically considered an ancillary sales medium. B.It cannot be used as a business-to-business medium. C.It is a direct sales strategy. D.It is synonymous with "brick-and-mortar" stores. E.It is a primary component of C2C marketing. Answer: CThe Internet offers the opportunity to sell directly to customers

1) Digital/interactive agencies and public relations firms are examples of organizations that provide specialized marketing communication services. Answer: TRUE Organizations that provide specialized marketing communication services include direct-marketing agencies, sales promotion agencies, digital/interactive agencies, and public relations firms. These organizations provide services in their areas of expertise. Answer: TRUE Organizations that provide

1) 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. Answer: TRUEIn a slice-of-life commercial, the advertiser usually starts by presenting a predicament withthe hope of getting the consumer to think, "I can see myself

1) The _____ of the Council of Better Business Bureaus focuses on areas that include product performance claims, superiority claims against competitive products, and all kinds of scientific and technical claims made in countrywide advertising. A.National Advertising Division B.National Review Board C.National Association of Attorneys General D.American Marketing Association E.Federal Trade Commission Answer: A The NAD

1) A common criticism of inappropriate sexual appeals in advertisements is that they: A.are deceptive in nature. B.mislead consumers. C.are conservative and boring. D.make false claims. E.demean women. Answer: E A common criticism of sexual appeals is that they can demean women (or men) by depicting them as sex objects. Ads for cosmetics and lingerie are

1) Which of the following is the methodology that a manufacturer of computer game software could use to test the concepts applied to create an ad to appeal to preteens? A.A split-run test B.A storyboard C.The Delphi technique D.Computer simulation E.A focus group Answer: E In the above scenario, the manufacturer can utilize a focus group

1) While the body copy is usually the heart of the advertising message, getting the target audience to read it is often difficult. Answer: TRUE The main text portion of a print ad is referred to as the body copy (or sometimes just copy). While the body copy is usually the

1) To encourage customers to open a mail offering them a subscription to Home Companion, a home furnishings magazine, the front of the envelope suggested that there was a gift inside. The envelope contained an attractively laminated bookmark. This is an example of combining direct marketing with: A.personal selling. B.support media. C.place-based media. D.product

1) PR information about technological innovations, medical breakthroughs, and the like results almost immediately in a multitude of inquiries that result in: A.high marketing costs. B.loss of credibility. C.high clutter. D.quality sales leads. E.loss of market share. Answer: D Information about technological innovations, medical breakthroughs, and the like resultsalmost immediately in a multitude of inquiries. These inquiries

1) The proponents of creative advertising argue that: A.the more information in the ad, the more effective the ad is. B.the only purpose of advertising is to sell the product. C.advertising should be designed to make consumers buy products that they do not want or need. D.advertising should be designed to create an emotional

1) The _____ has been running a campaign for several years to convince consumers around the world of the economic value of advertising. A.Advertising Research Foundation B.Consumers International C.American Psychological Association D.Outdoor Advertising Association of America E.International Advertising Association Answer: E The International Advertising Association has been running a campaign for several yearsto convince consumers around

1) The use of an actor's voice for reading poetry in a series of automobile commercials is an example of a: A.needledrop. B.talking jingle. C.voiceover. D.tagline. E. subtextual message. Answer: CIn the above scenario, a voiceover is used to deliver the message. A common method for presenting the audio portion of a commercial is through a

1) Leslie works for a local ad agency as an intern. The agency is hired to develop an advertising campaign for a chain of coffee shops and she is given the task of coming up with a "big idea." With reference to the above scenario, "big ideas": A.are impossible to develop

1) Zing candy bar launches an ad that shows people being revitalized after eating its candy bar. The ad attempts to deliver the message of "Instant energy." Janice Cooper, a viewer of the ad, thinks that the ad reflects people in it as rude and boorish. In terms of the

1) Which of the following sales promotion techniques is impacted negatively by the presence of professionals or hobbyists who take advantage of the promotion without making a purchase? A.Samples and coupons B.Premiums C.Contests and sweepstakes D.Event sponsorships E.Bonus packs Answer: C One problem with contests and sweepstakes is the participation in them by hobbyists who submit

1) Radio commercials are expensive to produce. Answer: FALSE One of the main strengths of radio as an advertising medium is its low cost. Radio commercials are very inexpensive to produce. Answer: FALSE One of the main strengths of radio as an advertising medium is its low cost. Radio commercials are very

1) Expertise and trustworthiness are very important when focusing on source _____, one of the categories of source attributes developed by Herbert Kelman. A.power B.attractiveness C.credibility D.identification E.image Answer: C There are two important dimensions to credibility, expertise and trustworthiness. Answer: C There are two important dimensions to credibility, expertise and trustworthiness. Answer: C There are two important

1) Which of the following is at the base of the communication effects pyramid? A.Awareness B.Preference C.Trial D.Purchase E.Repurchase Answer: A Awareness is at the base of the communications pyramid. The initial stages, at the base of the pyramid, are easier to accomplish than those toward the top, such as trial and repurchase or regular use.

1) Which of the following statements describes a disadvantage of publicity? A.Publicity is expensive to implement as it is directly paid for and run under identified sponsorship. B.Publicity has relatively low credibility. C.Publicity is not always under the control of an organization and is sometimes unfavorable. D.Publicity is not useful with a market segmentation

1) Patron's Paradise, an amusement park, advertises itself as a vacation spot throughout the year, but it advertises heavily during the summer months and during the Christmas season when more people are likely to take a vacation. This is an example of _____ scheduling. A.flighting B.geographical weighting C.continuity D.oscillating E.pulsing Answer: EThe above scenario is an

1) The main point of an ad with a product/service popularity appeal is the price gain a consumer can benefit from by using the brand. Answer: FALSE Product/service popularity appeals stress the popularity of a product or service by pointing out the number of consumers who use the brand, the number

1) _____ is a figure used by advertisers that represents the medial number of times the target audience reached by a media schedule is exposed to a media vehicle over a specified period. A.Effective reach B.Unduplicated reach C.Average reach D.Average frequency E.Effective frequency Answer: D Advertisers use a figure that they call average frequency, or the

1) Which of the following is true of baby boomers? A.They are also referred to as Gen Y. B.They typically prefer mass merchandisers and supercenters. C.They are comfortable with online shopping and e-mail. D.They are those who were born before 1946. E.They are more likely to make impulse purchases. Answer: C Baby boomers have the highest

1) According to the elaboration likelihood model, the _____ to process a message depends on such factors as involvement, personal relevance, and individuals' needs and arousal levels. A.dissonance B.motivation C.ability D.attitude E.competency Answer: BThe elaboration likelihood model (ELM) shows that elaboration likelihood is a function of two elements, motivation and ability to process the message. Motivation

1) Which of the following is true of QR codes? A.They are primarily WEB 1.0 applications. B.They are considered a part of augmented reality. C.They are used to reflect the writings of a business or a corporation. D.They are web-based publications consisting primarily of periodic articles. E.They are being threatened by near field communication. Answer: E

1) Media buyers are not too concerned about the auditing of circulation figures; they treat audited and unaudited publications equally. Answer: FALSE Media buyers are generally skeptical about publications whose circulation figures are not audited by one of the verification services, and some companies will not advertise in unaudited publications. Circulation

1) Positioning is not preferred by a firm that has multiple brands competing in the same market. Answer: FALSEPositioning is often the basis of a firm's creative strategy when it has multiple brands competing in the same market. The company creates separate identities for each of the brands by positioning them

1) Which of the following is an advantage of promotional products marketing? A.Shorter lead time as compared to other media B.Wider audience reach C.Elimination of market saturation D.Consistent portrayal of strong company image E.High recall of advertiser's name and message Answer: EAn advantage of promotional products marketing is that use of advertising specialties lead to high

1) Magazines are the most selective of all media except direct mail. Answer: TRUE One of the main advantages of using magazines as an advertising medium is their selectivity, or ability to reach a specific target audience. Magazines are the most selective of all media except direct mail. Most magazines are

1) Planet Beverage's heavy financial involvement with freestyle skiing competitions and support of beach volleyball tournaments are examples of: A.premiums. B.field marketing. C.exhibitions. D.event marketing. E.contests. Answer: DThe above scenario is an example of event marketing. Event marketing is a type of promotion where a company or brand is linked to an event or where a

1) A(n) _____ doesn't actually deliver a message but draws attention to and enhances the appearance of an ad. A.direct source B.indirect source C.message shaper D.source mirage E.source echo Answer: BAn indirect source doesn't actually deliver a message but draws attention to and/or enhances the appearance of an ad. Answer: BAn indirect source doesn't actually deliver a

1) Magazine advertisements that extend to the end of a page rather than leaving a margin around the ad are called: A.gatefolds. B.bleed pages. C.overscans. D.overruns. E.total page ads. Answer: B Bleed pages are those where an advertisement extends all the way to the end of a page, with no margin of white space around the