Question 1

In the advertising process, messages communicated to various publics are in turn interpreted in the context of their own interests.

Accepted Answer

A) True 
 B)False  True

Question 2

Based on the advice of the late Theodore Levitt, a marketer's fundamental task is to:

Accepted Answer

A) understand the customer. 
B) understand jobs customers need to do. 
C) understand how customers' education impacts their purchases. 
D) understand how customers' gender influences their purchases. 
E) understand customers' media habits. 
A) understand the customer. 
B) understand jobs customers need to do. 
C) understand how customers' education impacts their purchases. 
D) understand how customers' gender influences their purchases. 
E) understand customers' media habits. B

Question 3

Developing the overall creative themes and media plans to effectively deliver messages that set the brand apart from its competition is known as advertising execution.

Accepted Answer

A) True 
 B)False  True

Question 4

Advertising for prospective buyers should provide information as economically and efficiently as possible.

Accepted Answer

A) True 
 B)False

Question 5

This provides advertisers a way to reach consumers with personal messages and offers designed to meet their specific needs and may utilize all types of media.

Accepted Answer

A) end-product advertising 
B) infomercial advertising 
C) direct-response advertising 
D) segmented advertising 
E) niche advertising 
A) end-product advertising 
B) infomercial advertising 
C) direct-response advertising 
D) segmented advertising 
E) niche advertising

Question 6

Because of the scrutiny that advertising receives, it must recognize not only its economic role but also societal and cultural roles.

Accepted Answer

A) True 
 B)False

Question 7

In which of the product categories below would high brand recognition NOT be especially important?

Accepted Answer

A) beer 
B) a people mover 
C) cigarettes 
D) soft drinks 
E) fast food 
A) beer 
B) a people mover 
C) cigarettes 
D) soft drinks 
E) fast food

Question 8

In IMC, there is less concern about how a message is delivered and more emphasis on the effectiveness of the total marketing communication plan.

Accepted Answer

A) True 
 B)False

Question 9

"Speaking with one voice" recognizes the:

Accepted Answer

A) recent simplification of contemporary marketing communication plans. 
B) importance of communicating to disparate niches with a unique message. 
C) need to coordinate all marketing communications to demonstrate a consistent look and theme. 
D) need to increase individual brand management and control. 
E) reality that advertising has forever done this. 
A) recent simplification of contemporary marketing communication plans. 
B) importance of communicating to disparate niches with a unique message. 
C) need to coordinate all marketing communications to demonstrate a consistent look and theme. 
D) need to increase individual brand management and control. 
E) reality that advertising has forever done this.

Question 10

The only difference between retail and local advertising is the need of retail to focus on service and return policies while local focuses on store location and operation hours.

Accepted Answer

A) True 
 B)False

Question 11

Citizen media is another name for user-generated media or participatory media.

Accepted Answer

A) True 
 B)False

Question 12

Another term for the social role of advertising is its ________ role.

Accepted Answer

A) behavioral 
B) symbolic 
C) public 
D) inadvertent 
E) consequential 
A) behavioral 
B) symbolic 
C) public 
D) inadvertent 
E) consequential

Question 13

The consumer's perception that your product delivers something better than a competitor's product does is at the heart of product differentiation.

Accepted Answer

A) True 
 B)False

Question 14

In mass communications, the term convergence has come to refer to two different, though related, areas: technological convergence and business convergence.

Accepted Answer

A) True 
 B)False

Question 15

The most successful products are those that meet the needs of the:

Accepted Answer

A) company. 
B) consumers. 
C) shareowner. 
D) employee. 
E) return-on-investment. 
A) company. 
B) consumers. 
C) shareowner. 
D) employee. 
E) return-on-investment.

Question 16

Which of the following is a characteristic of national advertising?

Accepted Answer

A) includes general product information 
B) includes price information 
C) includes hours of operation 
D) includes service policies 
E) includes store locations 
A) includes general product information 
B) includes price information 
C) includes hours of operation 
D) includes service policies 
E) includes store locations

Question 17

A trip to ________ provides sobering evidence of just how difficult it is to introduce successful new products.

Accepted Answer

A) WalMart 
B) Best Buy 
C) Dollar Tree 
D) Big Lots 
E) Costco 
A) WalMart 
B) Best Buy 
C) Dollar Tree 
D) Big Lots 
E) Costco

Question 18

The retail strategy that offers each customer a different price at a different point in time is known as:

Accepted Answer

A) individualized pricing. 
B) variable pricing. 
C) fixed and variable pricing. 
D) marginal pricing. 
E) differentiated pricing. 
A) individualized pricing. 
B) variable pricing. 
C) fixed and variable pricing. 
D) marginal pricing. 
E) differentiated pricing.

Question 19

Simply put, advertising is supposed to help a business create awareness of useful products so the business can builds shareholder value by profitably moving inventory.

Accepted Answer

A) True 
 B)False

Question 20

The advantages of a successful brand-extension strategy include:

Accepted Answer

A) adding equity to an existing brand name. 
B) modifying the core brand in the minds of loyal consumers. 
C) reducing advertising expenditures to build awareness for the brand. 
D) reducing costs of marketing efforts for the brand. 
E) limiting damage done by competing brands. 
A) adding equity to an existing brand name. 
B) modifying the core brand in the minds of loyal consumers. 
C) reducing advertising expenditures to build awareness for the brand. 
D) reducing costs of marketing efforts for the brand. 
E) limiting damage done by competing brands.

Exam 2: Roles of Advertising

In the advertising process, messages communicated to various publics are in turn interpreted in the context of their own interests.

Based on the advice of the late Theodore Levitt, a marketer's fundamental task is to:

Developing the overall creative themes and media plans to effectively deliver messages that set the brand apart from its competition is known as advertising execution.

Advertising for prospective buyers should provide information as economically and efficiently as possible.

This provides advertisers a way to reach consumers with personal messages and offers designed to meet their specific needs and may utilize all types of media.

Because of the scrutiny that advertising receives, it must recognize not only its economic role but also societal and cultural roles.

In which of the product categories below would high brand recognition NOT be especially important?

In IMC, there is less concern about how a message is delivered and more emphasis on the effectiveness of the total marketing communication plan.

"Speaking with one voice" recognizes the:

The only difference between retail and local advertising is the need of retail to focus on service and return policies while local focuses on store location and operation hours.

Citizen media is another name for user-generated media or participatory media.

Another term for the social role of advertising is its ________ role.

The consumer's perception that your product delivers something better than a competitor's product does is at the heart of product differentiation.

In mass communications, the term convergence has come to refer to two different, though related, areas: technological convergence and business convergence.

The most successful products are those that meet the needs of the:

Which of the following is a characteristic of national advertising?

A trip to ________ provides sobering evidence of just how difficult it is to introduce successful new products.

The retail strategy that offers each customer a different price at a different point in time is known as:

Simply put, advertising is supposed to help a business create awareness of useful products so the business can builds shareholder value by profitably moving inventory.

The advantages of a successful brand-extension strategy include:

Background of Todays Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters