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Which of the following is NOT part of the modern definition of advertising?
A) is a paid form of communication
B) has an identified sponsor
C) is usually personal in nature
D) provides information about products
E) uses mass media |
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| Advertising is usually paid for by the ________. |
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| Catalogs and flyers sent to the office or home are examples of which type of promotional tool? |
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Which of the following is considered a societal role of advertising?
A) creates a more rational economy
B) reaches a mass audience
C) serves an educational function
D) makes consumers focus on nonprice benefits
E) all of the above |
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| ________ advertising is the most visible type of advertising; it focuses on the development of a long-term brand identity or image. |
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| ________ advertising may use any advertising medium, but it differs from other types of advertising in that it tries to stimulate an immediate consumer action. |
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| ________ is the logic and planning behind an advertisement that gives it direction and focus. |
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| The agency person in charge of an advertiser's business is the ________ |
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| Big companies may have hundreds of agencies working for them, but they normally have a(n) ________, which does most of their advertising business and may even manage the other agencies. |
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| In an advertising agency, who is usually responsible for interpreting the client's marketing research and strategy for the rest of the agency? |
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| ________ is the practice of coordinating all marketing communication tools so they send a consistent message using the same basic brand strategy. |
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Definition
| Integrated Marketing Communication |
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| An advertisement that uses puffery makes an exaggerated promise about the advertised product. True or False? |
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| The logic and planning behind the advertisement that gives it direction and focus is known as the creative idea. True or False? |
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| Integrated marketing communication (IMC) means that ads can now be customized to individual consumers. True or False? |
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| Synergistic marketing communication (SMC) is the practice of ensuring that all brand messages present the same basic brand strategy. True or False? |
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| Which of the following refers to the way a product is designed, tested, produced, branded, packaged, priced, distributed, and promoted? |
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| The goal of marketing is to match a product's availability to ________. |
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| To the consumer’s need, desire, or demand for the product. |
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| What term is used to mean a place or a particular type of buyer? |
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| Most advertising dollars are spent in ________ markets. |
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| What is the first step in the marketing process? |
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Definition
| Research the consumer market and and the competitive market place and develop a situation analysis or a SWOT analysis (Strengths, weaknesses, opportunities, threats) |
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| Which marketing communication tool uses face-to-face contact between the marketer and a prospective customer? |
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| A(n) ________ is a perception, often imbued with emotion, which results from experiences with and information about a company or a line of products. |
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| Store brands are also referred to as ________ |
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| House brands or private labels |
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| ________ refers to how consumers see a brand relative to the other brands in the product category. |
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Brand value comes in two forms: the value to the ________ and the value to the ________.
A) consumer; competitor
B) consumer; corporation
C) competitor; channel
D) corporation; competitor
E) shareholder; stakeholder |
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| The goal in marketing is to sell as many products as possible. True or False? |
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| When marketing strategists speak of markets, they generally refer to a particular type of buyer. True or False? |
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| Implementation of IMC is most successful through the use of cross-functional organization. True or False? |
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| Marketers who calculate ROI do not need to use other tools or techniques to evaluate the efficiency and effectiveness of their marketing communications. True or False? |
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| ________ results when an external message drives people to feel a need or want to buy a product. |
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| The question of whether advertising creates social values rather than merely reflecting them is known as ________ |
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| ________ is advertising or other sales representations that praise the item to be sold with subjective opinions, superlatives, or exaggerations, stating no specific facts. |
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| Under U.S. law, businesses can seek damages from an advertiser who misrepresents the nature, characteristics, qualities, or geographic origin of a product in ________ |
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The American Association of Advertising Agencies' Creative Code says that advertising agencies will not create advertising that has any of the following EXCEPT which one?
false or misleading statements
B) puffs
C) price claims that are misleading
D) testimonials that do not reflect the real opinion of the individual involved
E) statements offensive to public decency |
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| Many professions write a code of ________ to help guide practitioners toward ethical behavior. |
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| In the TARES Test of Ethical Advertising, TARES stands for ________ |
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| Truthfulness, Authenticity, Respect, Equity, Social Responsibility |
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The ________ prohibits unfair and deceptive acts and practices regardless of whether competition is injured.
A) Lanham Act
B) Wheeler-Lea Amendment
C) National Advertising Review Council
D) Pure Food and Drug Act
E) Magnuson-Moss Act |
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| A brand, a corporate or store name, or a distinctive symbol that identifies the seller's brand and thus differentiates it from the brands of other sellers is called a ________. |
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Which of the following is NOT an FTC course of action for deception and unfair advertising?
A) consent decrees
B) cease-and-desist orders
C) incarceration
D) corrective advertising
E) consumer redress |
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| Customs can be even stronger than laws. True or False? |
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| Obviously exaggerated "puffing" claims are illegal. True or False? |
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| Under the First Amendment to the U.S. Constitution, protection of commercial speech is absolute. True or False? |
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| The Federal Trade Commission (FTC) is the primary agency governing the advertising industry. True or False? |
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| Advertisers must comply with a consent decree. True or False? |
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| The basic communication model begins with ________ |
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| When a message is interpreted by the receiver, it means it has been ________ |
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| ________ is the multitude of messages all competing to get consumers' attention |
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| Using ________ marketing, advertisers ask consumers if it is okay to contact them |
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| According to your text, good marketing communication is effective when it generates the advertiser's desired ________ |
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According to the Facets model, which of the following is NOT considered a consumer response?
A) perception
B) cognition
C) emotion
D) association
E) communication |
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________ means people remember seeing the ad, and ________ means they remember what the ad said.
A) Recall; recognition
B) Recognition; recall
C) Aided recognition; unaided recognition
D) Relevance; awareness
E) Awareness; relevance |
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| Ads that rely on arousing feelings such as humor, love, or fear are using ________ appeals |
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________ is stronger than liking because it involves an element of self-identification.
A) Resonance
B) Cognitive learning
C) Transformation
D) Symbolism
E) Conditioned learning |
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| ________ takes place when a set of thoughts and feelings become linked to a brand through repetition of the message. |
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| Recognition means people remember seeing the ad, and recall means they remember what the ad said. True or False? |
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| The emotion effect from the Facets Model of Effects refers to the consumer's understanding of an advertisement. True or False? |
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| The key drivers of the affective response are needs, wants, emotions, liking, and resonance. True or False? |
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| Cognitive learning occurs when the learner links one thing with another. True or False? |
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| ________ describes how individuals or groups select, purchase, use, or dispose of products, as well as the needs and wants that motivate these behaviors. |
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Which of the following is a social/cultural influence on consumer decision making?
A) state of mind
B) innovation
C) satisfaction
D) family
E) personality |
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| A sense of belonging, excitement, fun and enjoyment, warm relationships, self-fulfillment, respect from others, a sense of accomplishment, security, self-respect, and thrift are all examples of ____ |
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Which of the following does NOT determine an individual's social class?
A) income
B) wealth
C) education
D) occupation
E) geography |
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| ________ needs are those we learn in response to our culture and environment and may include needs for esteem, prestige, affection, power, and learning. |
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Definition
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| According to Maslow's Hierarchy of Needs, which level of needs includes self-fulfillment and enriching experiences? |
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| A(n) ________ is an internal force that stimulates a person to behave in a particular manner and is produced by the tension caused by an unfulfilled want or need. |
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| Which approach to segmentation divides people into groups based on product category and brand usage? |
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| Psychographic analysis looks at ________ in terms of patterns of consumption, personal relationships, interests, and leisure activities. |
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| ________ are trend spotters who specialize in identifying trendy fads that appeal to young people |
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Definition
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| A need is an internal force that stimulates an individual to behave in a particular manner. True or False? |
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Definition
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| Acquired needs are those we learn in response to our culture and environment and may include needs for esteem, prestige, affection, power, and learning. True or False? |
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Definition
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| The critical behavior predictor called usage refers to how much of a product category or brand a customer buys. True or False? |
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Definition
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| According to the Pareto Rule, 20 percent of the users buy 80 percent of the products. True or False? |
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| ________ compiles information about the product, the product category, and other details of the marketing situation that will impact the development of advertising strategy. |
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Which of the following is NOT a type of research used in planning advertising and marketing communication?
A) market research
B) consumer research
C) advertising research
D) strategic research
E) segmentation research |
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Definition
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Term
| Government organizations and trade associations are both sources of ________ data. |
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Which of the following statements is FALSE regarding secondary research?
A) It is called secondary because it is information that has been collected and published by someone else.
B) Many statistics used by advertisers come from government census records on the population's size, geographic distribution, age, income, occupation, education, and ethnicity.
C) Secondary research found on the Internet is not valid.
D) Trade associations are a reliable source for secondary research.
E) Secondary research suppliers gather and organize information around specific topic areas for other interested parties. |
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Definition
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Term
| Information that is collected for the first time from original sources is called ________ |
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Definition
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| Experimental research is used to ________ |
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Definition
| ...test marketing factors as well as advertising appeals and executions in areas as product features and design, price, and various creative ideas |
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| ________ is formal research, such as surveys, in-depth interviews, observational methods, focus groups, and all types of primary and secondary data used to develop a marketing plan and, ultimately, provide information for an advertising plan. |
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________ evaluates the relative power of various creative ideas, while ________ informs media selection.
A) Competitive analysis; content analysis
B) Semiotic analysis; content analysis
C) Concept testing; media research
D) Competitive testing; copy testing
E) Copy testing; semiotic analysis |
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| Using ________, a researcher might ask a respondent what he or she remembers without using a magazine or other medium to refresh the respondent's memory. |
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| ________ means that the research actually measures what it says it measures. |
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| Focus groups use no interviewer to bias the answers, may produce more honest answers, and can be used to collect large amounts of data at a low cost per respondent. True or False? |
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Definition
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| Psychographic research involves the researcher participating in the lives of the people being studied. True or False? |
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Definition
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| As a part of a research team, Fatima observed five groups of teenagers shop, socialize, and eat dinner at a local mall. Fatima was participating in traditional quantitative research. True or False? |
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| Quantitative research is more useful than qualitative research. True or False? |
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Definition
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| ________ is the process of identifying a problem, determining objectives, deciding upon strategies, and implementing tactics. True or False? |
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Definition
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| ________ are goals to be accomplished with a strategic plan. |
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Definition
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| A strategic business unit is ________ |
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Definition
| Line of products or all the offerings under a single brand name |
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Term
| A(n) _______ assesses the external and internal environments that affect marketing operations |
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Definition
| Market situation analysis |
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Term
| The percentage of the category purchases that are made by the brand's customers is known as ________ |
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Definition
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| The practice of ________ involves mobilizing a digital crowd to provide collective intelligence in the marketing analysis process. |
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Definition
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Which step of campaign planning details the process by which the effectiveness of the campaign is determined?
A) situation analysis
B) key strategic decisions
C) media strategy
D) message strategy
E) campaign management |
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Definition
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| In a SWOT analysis, a(n) ________ is an area in which the company could develop an advantage over its competition. |
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Definition
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| What kind of problems can advertising solve? |
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Definition
| advertising can solve only message-related problems such as image, attitude, perception, and knowledge or information |
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| ________ refers to any group of people who have a stake in the success of a company or a brand |
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Definition
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| Marketing planning follows business planning. True or False? |
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Definition
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| Benchmarking refers to using a comparable effort to predict a logical goal. |
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| A communication brief should be both strategic and inspirational. |
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| For advertising to be truly effective, it must focus on only one effect at a time. True or False? |
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