1. Any marketing decision must begin with a clear understanding of what needs to be achieved.
a. True
b. False
2. Typical marketing goals include an increase in near future sales or a longer-term goal of an enhanced brand
reputation.
a. True
b. False
3. An ad message needs to be simple, and so it is best to focus on achieving multiple goals.
a. True
b. False
4. A marketing research project probably cannot measure the pre- and post-advertising attitudes in the relevant
target segment to see if they have improved.
a. True
b. False
5. Advertising Agency’s promotional materials include a statement indicating that advertising is the primary
means by which a company communicates to its customers about its products, brands, and position in the
marketplace. Advertising Agency’s statement is accurate.
a. True
b. False
6. Many people think of television commercials when they think of advertising.
a. True
b. False
7. Integrated Marketing Communications (IMC) means advertising in many forms, including public relations,
direct marketing, TV, and magazines.
a. True
b. False
8. Advertising is important because it facilitates customer awareness by providing information about the brands
to the target customers.
a. True
b. False
9. In advertising, a company expresses its brand positioning by emphasizing a feature or benefit that makes it
seem better than any other options.
a. True
b. False
10. Bill is the sales manager for a line of consumer products, and he tells his sales staff that advertising isn’t
expected to generate sales or profitability, but instead is intended only to create awareness in the marketplace.
Bill’s assessment of advertising is correct.
a. True
b. False
11. Advertising effects might not appear immediately because they are cumulative and therefore difficult to
attribute to a single ad campaign.
a. True
b. False
12. AIDA stands for Attention, Interest, Desire, Action.
a. True
b. False
13. Advertising goals fall into one of three camps: cognition, affect, or action.
a. True
b. False
14. The goal of advertising is to get the customers’ “heads, hearts, and pocketbooks.”
a. True
b. False
15. At brand maturity, ad campaigns are developed to enhance a target segment’s positive attitudes about the
brand.
a. True
b. False
16. Brian, a racing fan, sees an ad for a new movie, Fast and Furious 10. The movie shows fast cars and racing.
This puts a positive image in his mind. The ad also says the movie is coming out this month. He considers going
to see the movie. This is an example of advertising success.
a. True
b. False
17. ABC Company is creating an advertisement to announce its new service. It follows the typical advertising
process in which the source sends out a certain message, which is transmitted and then encoded.
a. True
b. False
18. In a cognitive ad, a cognitive or rational appeal engages the consumer’s brain.
a. True
b. False
19. Brand X is a type of carbonated beverage. Brand X’s ad mentions both its fresh taste and its high sugar
content, which can be bad for your teeth. This is an example of a one-sided argument.
a. True
b. False
20. A non-comparative ad focuses on a single brand’s features, attributes, and image portrayal.
a. True
b. False
21. StopSigns Co. specializes in making durable, weather-proof signs for local communities. In a non-
comparative ad designed by the company’s marketing department, the StopSigns brand name should be
mentioned and its market positioning with respect to other firms in the industry should be referenced.
a. True
b. False
22. When an ad for Kroger toothpaste mentions Crest toothpaste, it is using comparative advertising.
a. True
b. False
23. Billboard advertising often employs dramatization, a narrative, or a slice-of-life vignette to communicate
with consumers.
a. True
b. False
24. An important potential problem with humorous ads is that people remember the joke, but they do not
necessarily remember the brand being advertised.
a. True
b. False
25. An advertisement that induces enough fear to be creepy or horrifying is very effective because consumers
remember the product.
a. True
b. False
26. Even though subliminal messages are effective, they have been banned because they are unethical.
a. True
b. False
27. An ad that has a feel-good portrayal is an image ad.
a. True
b. False
28. If a celebrity behaves badly, the brand he or she has been endorsing could be affected by the celebrity’s new,
bad associations.
a. True
b. False
29. Testimonials by regular people can convey credibility because they are like us, the target audience of
regular people.
a. True
b. False
30. Source credibility refers to a consumer interpreting a message as the most important piece of information,
but the consumer also processes the source’s credibility as a cue to the validity of that message.
a. True
b. False
31. “Hey! I heard that’s a really good movie. Let’s go see it tonight,” Kyle suggested. “Where did you hear
that?” Marta asked. Kyle thought for a second and shrugged. “I don’t remember, but it’s supposed to be good.”
This is an example of the sleeper effect.
a. True
32. Company X is trying to increase awareness and positive attitudes about a new brand. Company X should
use a humorous ad instead of a non-comparative ad.
a. True
b. False
33. As a product matures, its appeals are likely to be less image-based.
a. True
b. False
34. DAR scores are important to justify advertising costs.
a. True
b. False
35. The success of the more effective goals (image, preference) is tested with numerous measures of attitudes
and behavioral intentions.
a. True
b. False
36. Concept testing involves a focus group of eight to 10 consumers in the target segment who are shown an
early version of the ad using illustrative props to explain the ad’s basic idea.
a. True
b. False
37. Ad copy testing is usually conducted via surveys.
a. True
b. False
38. Attitude-to-the-ad (Aad) is the attitude that is measured when looking at making strong positive brand
attitudes.
a. True
b. False
39. The following formula is how marketers hope ads will affect consumers: AadAbrand → likelihood to
purchase.
a. True
b. False
40. A hotel has the following conditional probabilities of customers in the marketplace:
Awareness 25%, Attitude 80%, Trial 100%, Repeat 75%
To optimize business success via advertising, the hotel should spend more money on advertising and choose
media that reaches more broadly.
a. True
b. False
41. What is the primary means by which a company communicates with its customers about its products,
brands, and position in the marketplace?
a. company website
b. annual reports
c. advertising
d. product packaging
42. Saffire Clothing’s ads claim that the brand is an exclusive, premium brand. Saffire’s products need to be
__________, priced relatively high, and distributed relatively exclusively.
a. trendy
b. high quality
c. stylish
d. well known
43. All elements of the marketing mix are important, but __________ is the most direct communication link.
a. marketing
b. price
c. advertising
d. place
44. Companies advertise in many different ways. Which of the following is NOT a likely method of
advertising?
a. TV
b. Internet
c. radio
d. books
45. When a marketer looks for his ads to have a holistic nature that is consistent across all media choices, he is
using
a. Comprehensive Marketing Communications.
b. Full Marketing Approach.
c. Integrated Marketing Communications.
d. Complete Marketing Solutions.
46. Which of the following is NOT a reason that marketing is important?
a. Advertising facilitates customers’ awareness.
b. Advertising attempts to persuade potential customers that the featured brand is superior to competitors’
market offerings.
c. Advertising informs shareholders of the company’s status and plans.
d. Advertising creates long-term brand awareness and positive attitudes.
47. SuperStore is researching its options regarding the quickest way the company can increase sales.
SuperStore’s research should lead it to which of the following?
a. price promotion
b. raise prices
c. advertise
d. duplicate competitor’s products
48. If the advertising goal is to increase awareness, what type of ad should be run?
a. an ad with lots of humor
b. an ad with lots of information
c. an ad with a celebrity endorsement
d. an ad with a combination of information and action
49. AIDA represents attention, interest, desire, and
a. action.
b. assessment.
c. attitude.
d. advertising.