100)
What were the perceptions of the Honda brand as described in the chapter’s opening
vignette?
100)
101)
Mini–Case Question. The special holiday ad is prepared by a printer and distributed to
consumers inside the local newspaper. Name and describe this type of advertising.
101)
102)
When Disney releases one of its movies on DVD, print ads and scripts for radio ads are
provided to retailers. Retailers are not supposed to alter the ad in any way, or else they will
forfeit the co–op reimbursement. On each print ad there is a spot on the bottom of the ad
where a retailer can add its store information, and each radio script leaves 10 to 20 seconds
for retailers to identify themselves. What is this time or space called?
102)
103)
What was the media used in the campaign of the Colorado‘s Tobacco Education and
Prevention Partnership described in “A Matter of Principle”?
103)
104)
Marcus is the advertising director of a major international corporation that manufactures
skateboard components to skate shops around the world, and his philosophy is that
teenagers, who are his products’ target market, are pretty much the same all over the
world, especially ones that are passionate about skateboarding. Name and describe the
school of thought that he espouses.
104)
105)
There were several tips regarding standardization advertising strategy in the text. List
three tips for when to use a standardized advertising strategy.
105)
106)
David is planning an IMC campaign and is considering using sponsorship and events as a
tool in the IMC campaign. What are the objectives appropriate for this tool?
106)
107)
As described in “It’s a Wrap” at the end of the chapter, what were the results of the CR–V
advertising campaign?
107)
108)
What was the objective of the campaign of the Colorado’s Tobacco Education and
Prevention Partnership described in “A Matter of Principle”?
108)
109)
Who was the target of CareerBuilder.com’s campaign as discussed in the “Hands–On” case
at the end of the chapter.
109)
110)
General Mills is planning on expanding its breakfast cereals to Central and South America.
What should they consider when setting the budget and executing the international
campaign?
110)
TRUE/FALSE. Write ‘T’ if the statement is true and ‘F’ if the statement is false.
111)
The first strategic consideration in retail advertising is price.
111)
112)
Vertical business publications are targeted toward people who hold different positions in a
particular industry.
112)
113)
A societal marketing philosophy describes the operations of companies whose corporate mission
reflects their desire to do good.
113)
114)
Business–to–business advertising never uses consumer media to deliver ads.
114)
115)
Nonprofit organizations have a number of goals, but sales is not one of them.
115)
116)
The execution of a global campaign is no more complex than a national plan.
116)
117)
The primary objective of retail advertising is to build store traffic.
117)
118)
B2B direct marketing provides sales leads, and lays the groundwork for subsequent sales calls.
118)
119)
Advertising is the primary marketing communication tool used in business–to–business marketing.
119)
120)
Since the Japanese culture is low–context a Japanese word can have multiple meanings.
120)
121)
A dealer tag is the time left at the end of a radio or television spot or space left at the bottom of
print materials provided by a manufacturer where the local store is mentioned.
121)
122)
The stages of international market development include exporting, internationalization, and
globalization.
122)
123)
All local media create and produce ads for retailers free of charge.
123)
124)
Purchasing objectives in business–to–business center on rational, pragmatic considerations such as
price, service, quality of the product or service, and assurance of supply.
124)
125)
Advertising directed at people in businesses that buy or specify products for business use is called
direct advertising.
125)
126)
The largest purchasers of industrial goods in the United States are federal, state, and local
governments.
126)
127)
Shoppers are advertising circulars furnished by a retailer for distribution as a free–standing insert
in newspapers.
127)
128)
Retailers may seek reimbursement for local advertising from suppliers as part of a retailer’s vendor
support program.
128)
129)
One way local retailers can compensate for their smaller budgets and limited expertise is to take
advantage of national tie–ins, in which the national brand reimburses the retailer for part or all of
the advertising expenses.
129)
130)
The Internet has become a key medium for business–to–business advertisers.
130)
131)
Responsible marketing refers to the use of marketing programs and marketing communication
tools for the good of society.
131)
132)
Business–to–business advertising media include general business and trade publications, directory
advertising, consumer media, the web, and direct marketing.
132)
133)
Industrial advertising is directed at original equipment manufacturers (OEMs) that purchase
industrial goods or services that either become a part of the final product or aid business
operations.
133)
134)
Manufacturers use retail advertising targeted to retailers to get them to stock their products.
134)
135)
The United States is considered a high–context culture.
135)
136)
The localization school of thought in the global versus local debate contends that differences
between countries are a matter of degree, so advertisers must instead focus on the similarities of
consumers around the world.
136)
137)
Virtually every product category can be divided into local (or national), regional (trading bloc), and
international markets and brands.
137)
138)
Public communication campaigns are undertaken by nonprofit organizations as a conscious effort
to influence the thoughts or actions of the public.
138)
139)
Advertising by attorneys, doctors, or other types of professionals directed to consumers is called
professional advertising.
139)
140)
Cause marketing means adopting a good cause and sponsoring its fund–raising and other
community–oriented efforts.
140)
141)
General business and trade publications are classified as either national or regional.
141)
142)
The globalization of marketing communication is driven by the development of international
media and global brands.
142)
143)
Horizontal general business or trade publications are directed to people who hold similar jobs in
different companies across different industries.
143)
144)
Types of business markets at which business–to–business advertising is targeted include industrial,
government agencies, trade, professional, and agriculture.
144)
145)
Like national advertisers, local retailers generally prefer frequency over reach with respect to media
strategy.
145)
ESSAY. Write your answer in the space provided or on a separate sheet of paper.
146)
Name the stages of market development for international markets.
147)
Compare and contrast cause marketing and mission marketing marketing.
148)
Name and describe the three main schools of thought on advertising in another country.
149)
Describe the missions of retail advertising.
150)
Name and describe the five types of business–to–business advertising.
Answer Key
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Answer Key
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Answer Key
Testname: C18
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Answer Key
Testname: C18
Answer Key
Testname: C18