Question 1

In today's world,what three elements do marketers want to build and maintain through their promotional and advertising efforts?

Accepted Answer

A)  Awareness, identity, and preference 
B)  Attention, curiosity, and response 
C)  Demand, value, and interaction 
D)  Information, message, and communication 
A)  Awareness, identity, and preference 
B)  Attention, curiosity, and response 
C)  Demand, value, and interaction 
D)  Information, message, and communication

Question 2

Describe briefly what a target audience means.Discuss any two audience categories.

Accepted Answer

A target audience is a particular group

Question 3

A brand of cereal is perceived by consumers to be a "good deal," one that provides a certain level of comfort and satisfaction that goes well beyond the money it takes to purchase a few boxes.In this example,the cereal is considered to have:

Accepted Answer

A)  low brand loyalty. 
B)  elasticity of demand. 
C)  economies of scale. 
D)  value. 
A)  low brand loyalty. 
B)  elasticity of demand. 
C)  economies of scale. 
D)  value.

Question 4

Public service announcements (PSAs):

Accepted Answer

A)  are a type of advertising that are run by nonprofit organizations. 
B)  are commercial the way that ads are. 
C)  attempt only to persuade and not to inform. 
D)  are not necessarily "paid media" like advertisements are. 
A)  are a type of advertising that are run by nonprofit organizations. 
B)  are commercial the way that ads are. 
C)  attempt only to persuade and not to inform. 
D)  are not necessarily "paid media" like advertisements are.

Question 5

Scenario 1-3
A videogame company, Nintendo, launched an innovative motion-sensing gaming console called the Wii. The Wii quickly took over as the leading gaming console because of its unique activity-enabling qualities, and for nearly four years, it dominated hardware sales in the gaming industry as any true competition for the product was yet to be introduced. However, this changed when Sony introduced its own motion-detecting gaming system to the market, the PlayStation Move. Sony has marketed the product as a superior product to Nintendo's, claiming that it is more precise and flaunts the PlayStation's high quality graphics. Sony's Move has been a topic of great debate, but the reception of the product over the long haul is yet to be seen. To dethrone the Wii, Sony will need to find a way to appeal to those who have not yet bought into "motion gaming." And of course, it wouldn't hurt if Sony somehow finds a way to entice Nintendo followers to switch over to its newest addition to the gaming industry. 
-(Scenario 1-3)Sony created advertisements for its new motion-detecting gaming system to attract the attention of school-going children.The school-going children are Sony's __________.

Accepted Answer

A)  trade channel 
B)  target audience 
C)  sponsors 
D)  clients 
A)  trade channel 
B)  target audience 
C)  sponsors 
D)  clients

Question 6

A way to achieve success in marketing is with integrated brand promotion.

Accepted Answer

A) True 
 B)False

Question 7

What is integrated marketing communication (IMC)? Discuss the differences between integrated marketing communication and integrated brand promotion (IBP).

Accepted Answer

Beginning in about 1990,the concept of m

Question 8

Scenario 1-3
A videogame company, Nintendo, launched an innovative motion-sensing gaming console called the Wii. The Wii quickly took over as the leading gaming console because of its unique activity-enabling qualities, and for nearly four years, it dominated hardware sales in the gaming industry as any true competition for the product was yet to be introduced. However, this changed when Sony introduced its own motion-detecting gaming system to the market, the PlayStation Move. Sony has marketed the product as a superior product to Nintendo's, claiming that it is more precise and flaunts the PlayStation's high quality graphics. Sony's Move has been a topic of great debate, but the reception of the product over the long haul is yet to be seen. To dethrone the Wii, Sony will need to find a way to appeal to those who have not yet bought into "motion gaming." And of course, it wouldn't hurt if Sony somehow finds a way to entice Nintendo followers to switch over to its newest addition to the gaming industry. 
-(Scenario 1-3)Which of the following activities,if performed,would be considered part of Sony's marketing mix?

Accepted Answer

A)  Forecasting a five-year financial plan to expand the firm 
B)  Restructuring the organization to increase employee efficiency 
C)  Hiring more workers into the firm 
D)  Launching an advertisement campaign in schools 
A)  Forecasting a five-year financial plan to expand the firm 
B)  Restructuring the organization to increase employee efficiency 
C)  Hiring more workers into the firm 
D)  Launching an advertisement campaign in schools

Question 9

Two components of the mass-mediated communication model are:

Accepted Answer

A)  primary demand and selective demand. 
B)  advertiser and consumer. 
C)  internal position and external position. 
D)  production and reception. 
A)  primary demand and selective demand. 
B)  advertiser and consumer. 
C)  internal position and external position. 
D)  production and reception.

Question 10

Based on the criteria that define advertising,which of the following examples would be considered advertising?

Accepted Answer

A)  A candidate for city council going door-to-door urging people to vote for her. 
B)  A car manufacturer stating the efficiency of its product to motivate customers to make a purchase. 
C)  A public service announcement about the dangers of talking on the phone while driving. 
D)  An actor being interviewed on television about his campaign to aid people with physical disabilities. 
A)  A candidate for city council going door-to-door urging people to vote for her. 
B)  A car manufacturer stating the efficiency of its product to motivate customers to make a purchase. 
C)  A public service announcement about the dangers of talking on the phone while driving. 
D)  An actor being interviewed on television about his campaign to aid people with physical disabilities.

Question 11

Scenario 1-1
In 1996, a graduate from the University of Maryland, Kevin Plank, founded Under Armour, a performance apparel company that now competes with some of the top apparel brands in the industry. During its first ten years of operations, the company was known primarily for its sweat-wicking clothing line. In late 2010, however, Under Armour released its first line of basketball shoes. "Along with the new product line, the company must have a new brand image," said Plank. "I called our marketing team and asked them to go through this building and find anything that says that we are only an apparel brand and throw it away." The company also removed all advertisements carrying the word "apparel," and began exploring new ways to promote the brand. The company hopes its new efforts will allow the company to be viewed as an overall "performance" company, which will ultimately enable it to compete with footwear powerhouses Nike and Adidas, and will help increase its current 1.1 percent market share. 
-(Scenario 1-1)Under Armour hopes that changing the company's image from an apparel company to a "performance" brand will help increase its footwear sales.To make consumers aware of the change,Under Armour designs a number of commercials,print ads,and Internet advertisements all focusing on the company's new motto,and immediately begins to apply them.All these elements make up a(n) __________.

Accepted Answer

A)  international advertising campaign 
B)  cooperative advertising campaign 
C)  advertising campaign 
D)  promotional mix 
A)  international advertising campaign 
B)  cooperative advertising campaign 
C)  advertising campaign 
D)  promotional mix

Question 12

With unpaid media,a public relations-oriented team puts out a pro-social message about the importance of not texting while driving.This is an example of a public service announcement.

Accepted Answer

A) True 
 B)False

Question 13

eBUYERS,an online broker,pays for a 30-second television commercial to be telecast during the Football World Cup.The commercial promotes the reliability of eBUYERS advice,expertise,and personal attention in assisting online customers with stock portfolio creation and management.The spot created by eBUYERs is:

Accepted Answer

A)  a public service announcement. 
B)  a point-of-purchase advertisement. 
C)  representative of personal selling. 
D)  an advertisement promoting a service. 
A)  a public service announcement. 
B)  a point-of-purchase advertisement. 
C)  representative of personal selling. 
D)  an advertisement promoting a service.

Question 14

Define marketing.Describe the marketing mix and the role of advertising in it.

Accepted Answer

Marketing is the process of planning and

Question 15

A reference group is a particular group of consumers singled out by an organization for an advertising or IBPcampaign.

Accepted Answer

A) True 
 B)False

Question 16

Advertising is NOT a part of the communication process.

Accepted Answer

A) True 
 B)False

Question 17

The receivers of the communication must accommodate their perceived multiple meanings and personal agendas and then negotiate a meaning or interpretation of the ad according to their individual life experiences and value systems.

Accepted Answer

A) True 
 B)False

Question 18

Effective internal positioning is accomplished by:

Accepted Answer

A)  distributing products to a market that is wider than those of one's competitors. 
B)  using advertising to compare a product's distinctions from those of one's rival firms. 
C)  developing brand features and values that are distinctive from the competition. 
D)  developing vastly different products within the firm's product line. 
A)  distributing products to a market that is wider than those of one's competitors. 
B)  using advertising to compare a product's distinctions from those of one's rival firms. 
C)  developing brand features and values that are distinctive from the competition. 
D)  developing vastly different products within the firm's product line.

Question 19

Angelina Jolie,an actress,is interviewed by news reporters about what she thinks her fans should know about her new movie.This would be considered as an advertisement,based on the definition of advertising.

Accepted Answer

A) True 
 B)False

Question 20

The purchase of certain products,such as cars,shoes,and sunglasses,signify class membership.This indicates that these brands have ________.

Accepted Answer

A)  economies of scale 
B)  social meaning 
C)  internal positioning 
D)  low brand equity 
A)  economies of scale 
B)  social meaning 
C)  internal positioning 
D)  low brand equity

In today's world,what three elements do marketers want to build and maintain through their promotional and advertising efforts?

Describe briefly what a target audience means.Discuss any two audience categories.

A brand of cereal is perceived by consumers to be a "good deal," one that provides a certain level of comfort and satisfaction that goes well beyond the money it takes to purchase a few boxes.In this example,the cereal is considered to have:

Public service announcements (PSAs):

A way to achieve success in marketing is with integrated brand promotion.

What is integrated marketing communication (IMC)? Discuss the differences between integrated marketing communication and integrated brand promotion (IBP).

Two components of the mass-mediated communication model are:

Based on the criteria that define advertising,which of the following examples would be considered advertising?

With unpaid media,a public relations-oriented team puts out a pro-social message about the importance of not texting while driving.This is an example of a public service announcement.

Define marketing.Describe the marketing mix and the role of advertising in it.

A reference group is a particular group of consumers singled out by an organization for an advertising or IBPcampaign.

Advertising is NOT a part of the communication process.

The receivers of the communication must accommodate their perceived multiple meanings and personal agendas and then negotiate a meaning or interpretation of the ad according to their individual life experiences and value systems.

Effective internal positioning is accomplished by:

Angelina Jolie,an actress,is interviewed by news reporters about what she thinks her fans should know about her new movie.This would be considered as an advertisement,based on the definition of advertising.

The purchase of certain products,such as cars,shoes,and sunglasses,signify class membership.This indicates that these brands have ________.

The Structure of the Advertising Industry: Advertisers, advertising Agencies, and Support Organizations

The History of Advertising and Brand Promotion

Social, ethical, and Regulatory Aspects of Advertising and Promotion

Advertising, integrated Brand Promotion, and Consumer Behavior

Market Segmentation, positioning, and the Value Proposition

Advertising Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and IBP

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning: Newspapers, magazines, television, and Radio

Media Planning: Advertising and IBP in Digital, social, Mobile Media

Sales Promotion, point-Of-Purchase Advertising, and Support Media

Event Sponsorship, product Placements, and Branded Entertainment

Integrating Direct Marketing and Personal Selling

Public Relations, influencer Marketing, and Corporate Advertising

Filters

Exam 1: The World of Advertising and IBP

In today's world,what three elements do marketers want to build and maintain through their promotional and advertising efforts?

Describe briefly what a target audience means.Discuss any two audience categories.

A brand of cereal is perceived by consumers to be a "good deal," one that provides a certain level of comfort and satisfaction that goes well beyond the money it takes to purchase a few boxes.In this example,the cereal is considered to have:

Public service announcements (PSAs):

A way to achieve success in marketing is with integrated brand promotion.

What is integrated marketing communication (IMC)? Discuss the differences between integrated marketing communication and integrated brand promotion (IBP).

Two components of the mass-mediated communication model are:

Based on the criteria that define advertising,which of the following examples would be considered advertising?

With unpaid media,a public relations-oriented team puts out a pro-social message about the importance of not texting while driving.This is an example of a public service announcement.

Define marketing.Describe the marketing mix and the role of advertising in it.

A reference group is a particular group of consumers singled out by an organization for an advertising or IBPcampaign.

Advertising is NOT a part of the communication process.

The receivers of the communication must accommodate their perceived multiple meanings and personal agendas and then negotiate a meaning or interpretation of the ad according to their individual life experiences and value systems.

Effective internal positioning is accomplished by:

Angelina Jolie,an actress,is interviewed by news reporters about what she thinks her fans should know about her new movie.This would be considered as an advertisement,based on the definition of advertising.

The purchase of certain products,such as cars,shoes,and sunglasses,signify class membership.This indicates that these brands have ________.

The Structure of the Advertising Industry: Advertisers, advertising Agencies, and Support Organizations

The History of Advertising and Brand Promotion

Social, ethical, and Regulatory Aspects of Advertising and Promotion

Advertising, integrated Brand Promotion, and Consumer Behavior

Market Segmentation, positioning, and the Value Proposition

Advertising Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and IBP

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning: Newspapers, magazines, television, and Radio

Media Planning: Advertising and IBP in Digital, social, Mobile Media

Sales Promotion, point-Of-Purchase Advertising, and Support Media

Event Sponsorship, product Placements, and Branded Entertainment

Integrating Direct Marketing and Personal Selling

Public Relations, influencer Marketing, and Corporate Advertising

Filters