Archives: Quiz

Brand communication creates brand meaning through symbolism and association. In most cases, the media plan will identify special regions or cities to be emphasized with a heavy-up schedule, which means proportionately more of the budget is spent in those areas. […]

People who search, share, and initiate marketing communication and brand relationships are referred to as Seekers. The corrective advertising required by the Warner-Lambert v. FTC case shows how corrective advertising can change consumers’ impressions created by deceptive advertising. Answer: FALSE […]

In effective advertising, the visuals work together with the words to present the creative concept. An ad showing how much food a Dixie paper plate can handle and how much more food a Chinet paper plate can handle is an […]

Promotions and advertisements for a brand should share a common strategy and voice. Persuasion can involve emotional messages as well as information. Answer: TRUE Profiles are descriptions of the target audience that read like a description of someone you know. […]

In a SWOT analysis, opportunities are situations in which a company could develop advantages over its competition. Brand equity measures the financial value the brand contributes to the company. Answer: TRUE To get attention, an ad has to have pulling […]

Because of the Great Recession, the use of cause marketing as a promotion tool is decreasing. All award-winning ads are effective ads. Answer: FALSE “Do you remember seeing a commercial for wireless communication?” is an example of an aided recall […]

Information from the marketing mix can add value to a brand. Price copy is the focus of a great deal of retail advertising. Answer: TRUE Preference and loyalty strategies include providing information about warranties, customer service, and technical support. Answer: […]

Average frequency gives the planner the best picture of a media plan’s performance. The three distinct memory systems in the mind which advertisements seek to tap into are semantic memory, episodic memory, and procedural memory. Answer: TRUE To facilitate external […]

Once a position is established in consumers’ minds, it is difficult for marketers to change it. In comparison to direct-action headlines, indirect-action headlines are more effective tools for targeting the right audience for the brand. Answer: FALSE Television copywriters have […]

Creative strategy is what the advertisement says, and execution is how it is said. In direct marketing, optimization is the function that gets the product to the customer who ordered it. Answer: FALSE An argument uses logic, reasons, and proof […]

Package goods are most closely associated with the business-to-business markets. Single-source research allows researchers to come closer to showing a causal relationship between advertising and sales. Answer: TRUE A practice designed to deliver a groundswell of opinion, buzz, or marketplace […]

All budgeting is dependent on a time frame or schedule. The network effect refers to the increasing importance of cable networks in television. Answer: FALSE Common designs or symbols can be copyrighted. Answer: FALSE Looking at a problem in a […]

Even though brand communication planners don’t manage customer service, customer service is an important part of brand communication. Co-branding means acknowledging a supplier’s brand as an important product feature or component. Answer: FALSE If a message tries to convey abstract […]

Even though advertising is complex, most practitioners believe that advertising effects can be reduced to a single measure. Creative problem solvers are risk takers who tend to be self-sufficient, self-disciplined, and curious. Answer: TRUE Because standards of good taste are […]

The “no-conflict-of-interest endorsement” factor reflects the tendency of the public to trust the media more than they do advertisers. The typical unhappy customer is more likely to contact the brand with his complaint than to share his complaint about a […]

Selective binding allows a magazine to print personalized messages directly on ads or on inserts. The distinction between mass media and niche media is based entirely on size. Answer: FALSE IMC plans are multiplatform, multichannel, and multitargeted. Answer: TRUE Although […]

Business buyers are not influenced by emotional factors. Typically, the advertiser initiates the advertising effort by employing the services of a creative boutique. Answer: FALSE A problem facing global advertisers is cross-cultural communication and how to arrive at an intended […]

Copy is the text of an ad or the words that people say in a commercial. Semiotics is a research tool used to uncover deeper layers of meaning in brand communications. Answer: TRUE Marketers license their brand identity to other […]

Direct-marketing messages are constantly being measured, enabling direct marketers to learn what works and modify future campaigns based on results. According to the text, the hierarchy-of-effects models adequately explain what makes effective advertising effective. Answer: FALSE The objectives in local […]

The Facets Model of Effects posits that effective advertising has six different types of communication goals: perception, cognition, emotion, association, persuasion, and behavior. Direct-response marketing is a growth area because it is easy to evaluate its effectiveness. Answer: TRUE “Pork. […]

Online media is now more popular than traditional media as the first spot in the consumer search process. The two general types of printed images are photographs and illustrations. Answer: FALSE A situation analysis assesses the external and internal environments […]

A roadblock is an ad that is aired on multiple networks at exactly the same time. Integrated marketing communication (IMC) is a recent trend that uses databases to drive communication with customers and keep track of their interactions with a […]

Psychographic segmentation is primarily based on studies of how people spend their money, their patterns of work and leisure, their interests and opinions, and their views of themselves. The key players in advertising are the advertiser, the agency, the media, […]

Direct-response communication is measured in terms of cost-per-lead. One limitation of infomercials is that they cannot easily be introduced into foreign markets. Answer: FALSE The storyboard is the visual plan or layout of the commercial. Answer: TRUE One reason for […]

Print ads with color tend to get more attention than ads without color. The product or service alone is considered the offer in direct marketing. Answer: FALSE A press kit contains only printed material, but a publicity kit may include […]

Internet marketers use offline advertising in conventional media to drive traffic to their websites. The proposition or selling idea component of a communication brief describes the single thought that the communication will bring to life in a provocative way. Answer: […]

Three basic objectives of direct marketing are lead generation, traffic generation, and increasing competition. In an agency, the person in charge of an advertiser’s business is known as the ‘supplier manager.” Answer: FALSE A push strategy directs marketing efforts at […]

Interactive media is more useful than mass media for engaging consumers in brand-related conversations. Advertising is often more effective than sales promotion for increasing sales of a parity product when the products in the category are largely undifferentiated. Answer: FALSE […]

The most common and long-standing explanation of advertising effects is referred to as AIDA, which stands for attitude, interest, decision, and action. Advertising is the process of creating the tangible and intangible elements of a brand. Answer: FALSE The key […]

Product performance delivers the loudest message about a product and determines whether the product is purchased again. Employee communications programs and special events create buzz that an organization can control. Answer: FALSE Participations are commercials that appear in the breaks […]

An understanding of local culture and customs is important in international advertising. Combining direct-mail lists is called merging, and deleting the repeat names is called purging. Answer: TRUE Corporate communication programs with the government and the public on issues related […]

Adreena wants to make consumers think of antiques with her photograph for a print advertisement for handcrafted furniture. Adreena should use a sepia tone for the photograph. A thorough evaluation of an advertising campaign includes both quantitative and qualitative research. […]

It is typical for large companies to have only one advertising agency working for them, known as the agency-of-record. The two general types of coupons are immediate and delayed. Answer: FALSE Determining advertising’s impact on sales is typically a straightforward […]

Relying on public relations means never having to pay for media exposure. The two main types of audiences that magazines target are consumer and business audiences. Answer: TRUE The supply chain refers to the various companies that are involved in […]

Compared to Gen Yers, Boomers spend more time with media of all kinds and are more likely to media multitask. Public relations programs use advertising to create corporate visibility. Answer: TRUE Businesses are more likely to use advertising in specialized […]

Evaluative research conducted during an ad campaign seeks to determine the effectiveness of the ad, while evaluative research conducted at the end of an ad campaign has diagnostic objectives. An IMC program is more complex than a traditional advertising plan. […]

Do-not-call lists do not restrict companies from calling their own customers. National television is an effective advertising outlet to reach a wide, mass audience. Answer: TRUE The term SoLoMo refers to the convergence of social, local, and mobile marketing. Answer: […]

A conclusion that engineers from the Hawthorne studies made was that people behave ________ when they are being observed. A) differently B) consistently C) naturally D) comfortably How often do managers typically use intuitive decision making? A) 100 percent of […]

In the integrated model for motivation as shown in the chapter reading, high achievers circumvent the entire sequence of steps for motivation because ________. A) they are motivated by the organization’s assessment of their performance B) they are internally motivated, […]

Today’s economic climate can be compared to a college class that ________. A) focuses on only one topic all semester B) focuses on several topics during the semester C) may last 20 minutes or 3 hours D) lasts exactly 1 […]

Neural networks outperform expert systems in uncovering ________. A) credit card fraud B) false positives for pregnancy C) potential credit card customers D) credit problems in bank mortgages The first three steps of the strategic management process involve ________ strategies. […]

________ is the unique combination of psychological traits that describe a person. A) Character B) Intelligence C) Behavior D) Personality This regret matrix gives potential dollar values in thousands for strategies S1, S2, S3, and S4 for Al’s Fish Fry […]

According to Herzberg, in order to provide employees with job satisfaction, managers should concentrate on ________. A) salary and status B) working conditions C) achievement and recognition D) security The Retreat (Scenario) The first-line managers of ELH Inc. were sent […]

A manager is considering purchasing new computers for her department. The manager spends time assessing the computers her department now has. Which stage of the decision-making process is she going through? A) identification of a problem B) identification of decision […]

Which of the following is NOT a reason why managers often resort to using heuristics? A) They seem to eliminate complexity. B) They seem to eliminate ambiguity. C) They save time. D) They thoroughly explore all alternatives. Which of the […]

If you believe that you control your own destiny, then your personality would be described as having a(n) ________. A) external locus of control B) high Mach score C) low Mach score D) internal locus of control Most managers feel […]

Herzberg has had the greatest influence on which of the following? A) employee pay scales B) work conditions C) how managers design jobs D) labor-management relations Which communication sequence is correct? A) sender decoding channel encoding receiver B) sender channel […]

Of the following choices, this is the most common reason for companies firing employees. A) misuse of office phones B) inappropriate computer use C) watching online video D) leaking company secrets Linden State University (Scenario) Marta is a dean at […]

Robert Owen tried to develop ________ to improve the workplace conditions in factories. A) managerial scheduling methods B) what he termed the idealistic workplace C) general administrative theory D) industrial psychology When a top manager decides to hire an individual […]

A state motor vehicles agency that is interested in serving the public might choose to measure ________. A) total revenue rather than customer wait time B) total customers rather than total revenue C) customer wait time rather than total customers […]