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50. Which of the following is NOT a way marketers wish to affect consumers in advertising?
a. cognition
b. affect
c. behavior
d. fashion
51. When a brand is growing, what should an ad campaign do?
a. develop the positivity of the attitudes toward the brand
b. inform the consumer about the brand
c. pull it from the market
d. remind consumers, “Hey, we are still here!”
a. simple.
b. easily achieved.
c. not easily achieved.
d. easily measured.
53. In the basic model of dyadic communication, there are three parts. Which of the following is NOT one of
the parts?
a. source
b. receiver
c. message
d. transfer agent
54. SnowBlowers, Inc. is targeting consumers in the northern regions of the United States and focusing on
giving consumers practical and functional reasons to buy its snowblowers. What type of ad is SnowBlowers,
Inc. using?
a. comparative
b. non-comparative
c. cognitive
d. emotional
55. SnowBlowers, Inc. expresses the benefits of using its snowblowers. What type of argument is
SnowBlowers, Inc. using?
a. two-sided argument
b. one-sided argument
c. four-sided argument
d. three-sided argument
56. A two-sided ad is viewed as being more
a. emotional.
b. humorous.
c. objective.
d. reliant on the celebrity's reputation.
57. In a(n) __________, a brand is mentioned and its features, attributes, and image portrayal are conveyed in
the message.
a. non-comparative ad
b. comparative ad
c. emotional ad
d. cognitive ad
58. In a(n) __________, the featured brand name is mentioned, as is the brand name of a competitor.
a. cognitive ad
b. non-comparative ad
c. comparative ad
d. emotional ad
59. FunnyTime Products uses humor in its ads to communicate with its fun-loving consumers. What type of ads
does FunnyTime Products create?
a. comparative
b. emotional
c. cognitive
d. non-comparative
60. Hite Enterprises avoids using negative emotions in its advertisements. Hite Enterprises likely does not use
emotions such as __________ to sells its products.
a. excitement
b. amusement
c. happiness
d. fear
61. A movie theater flashes the word “Popcorn” on the screen before showing the movie. It is attempting which
form of advertising?
a. one-sided
b. subliminal
c. cognitive
d. image
62. Coffee Bean Co. competes in the crowded coffee bean product category and sells its products in grocery
stores and other stores selling coffee products. The firm has struggled to distinguish its brand because
consumers view many products in many purchase categories as
a. differentiated.
b. commodity-like.
c. private label brands.
d. too expensive.
63. Ralph’s Big & Tall retail stores, a national men’s apparel retail shop, does not use celebrity endorsers in its
advertising. Instead, its ads feature regular people offering testimonials as to the high quality of the merchandise
carried by Ralph’s and the superior customer service the store provides. Firms such as Ralph’s Big & Tall opt to
use regular people instead of celebrities because
a. they are more expensive.
b. they are more authentic and trustworthy.
c. they are not well known or famous.
d. people dislike celebrities.
64. According to the elaboration likelihood model (ELM), which of the following is a way into your brain?
a. peripheral
b. middle
c. emotional
65. Which of the following theories describes how spokespeople's endorsements work?
a. cultural meaning
b. source credibility
c. subliminal source
d. source effect
66. __________ is when a piece of information is conveyed by any type of source, expert or not, and the
consumer remembers the information, but not the source.
a. Source credibility
b. Cultural meaning
c. Sleeper effect
d. Subliminal advertising
67. Which of the following ad types does NOT tend to be rational in content and processed cognitively?
a. one-sided
b. comparative
c. dramas
d. image ads
68. Which of the following ad types does NOT trigger emotional responses?
a. humorous
b. comparative
c. fear appeals
d. image ads
69. ABC Co. is adding a few brand extensions to its products. The company wants to create positive attitudes
and awareness about its extensions. What type of ads should the company use?
a. humorous
b. non-comparitive
c. fear appeal
d. image
70. What should a company do if a competitor starts a price war?
a. cut prices
b. use an image ad
c. launch a comparative ad
d. use an emotional ad
71. A(n) __________ ad is used for a new product, whereas a mature brand uses an image ad.
a. two-sided
b. emotional ad
c. non-comparative
d. comparative
72. For __________ tests, the primary consideration is memory.
a. cognitive
b. affective
c. behavioral
d. value
73. If a company spends a considerable amount of money on an ad, and it wants to measure how well
consumers remembered the ad, it should run what type of test?
a. RAD
b. DAR
c. cognition
d. analysis
74. The idea that familiarity from repeated exposure to a brand name, logo, or ad will over time enhance the
viewer’s favorability toward the ad (and brand) refers to which term?
a. sleeper effect
b. cognitive
c. source credibility
d. mere exposure
75. __________ are tested with numerous measures of attitudes and behavioral intentions.
a. Behavioral goals
b. Affective goals
c. Cognitive goals
d. Assessment goals
76. Customer Insights, Inc. operates a facility that recruits eight to 10 consumers and screens them on criteria
such as relevance to the target segment or usage in a product category. What type of research is Customer
Insights, Inc. engaging in?
a. focus groups
b. sampling
c. online surveys
d. copy testing
77. What term is used to describe an experiment run by an ad agency where the ad agency will recruit
consumers to come watch a TV series and commercials? The consumer will then answer questions about the
ads and the agency uses the responses to determine how well the ads will do in the real world.
a. focus groups
b. sampling
c. copy testing
d. ad concept testing
78. Which of the following identifies a basic attitude that marketers measure in evaluating ads?
a. attitude toward the market
b. attitude toward the line extension
c. attitude toward the ad
d. attitude toward the company
79. __________ is a type of experiment advertisers will run on consumers, where the consumer watches an ad
and has a dial and will indicate whether he likes the ad or does not like the ad.
a. Ad concept testing
b. Moment-by-moment processing
c. Copy testing
80. Marketers can use __________ to find the conditional probabilities of customers in the marketplace who are
aware of, have a positive attitude towards, will try, and who will repeat use of a product.
a. ad concept testing
b. moment-by-moment processing
c. copy testing
d. marketing diagnostics
81. Define advertising and give an example of an advertisement.
82. What are the two reasons advertising is important? Give an example of why each reason is important.
83. Describe the short- and long-term financial effects of advertising.
84. What marketing goals are sought from advertising campaigns?
1. Cognition: Increase awareness and knowledge about the brand.
2. Affect: Enhance attitudes and positive associations about the brand.
3. Behavior: Encourage more buying of the brand.
85. Explain the basic model of dyadic communication.
86. In marketing, explain the distinction between a one-sided argument and a two-sided argument. Give an
example of each type.
87. Discuss the difference between a comparative ad and a non-comparative ad. Additionally, discuss how the
small and big players in the market use a comparative ad.
88. Explain the pros and cons of humorous ads.
89. Explain what endorsements are and how they are used by advertisers. What are the pros and cons of
celebrity endorsements, and what are the potential alternatives to avoid the cons?
90. James is running ad concept testing on a new product for Apple, the iScreentouch. The iScreentouch is
similar to the iPad, but it has additional features. James wants to make an ad that shows as many features as
possible. Explain the basic steps James should take before launching his ad and why.
