Question 1

The new relationship between advertisers and consumers that implies more control by users of communication rather than private providers is called:

Accepted Answer

A) push-pull advertising. 
B) reverse media. 
C) citizen media. 
D) reverse dynamic advertising. 
E) converged media. 
A) push-pull advertising. 
B) reverse media. 
C) citizen media. 
D) reverse dynamic advertising. 
E) converged media.

Question 2

Advertising used by companies selling to manufacturers is called:

Accepted Answer

A) personal selling. 
B) industrial. 
C) direct response. 
D) telemarketing. 
E) national. 
A) personal selling. 
B) industrial. 
C) direct response. 
D) telemarketing. 
E) national.

Question 3

Critics and proponents of advertising generally view it through its:

Accepted Answer

A) impact on religion. 
B) role in product innovations. 
C) economic, and social and cultural roles. 
D) impact on democracy. 
E) ability to modify beliefs and values. 
A) impact on religion. 
B) role in product innovations. 
C) economic, and social and cultural roles. 
D) impact on democracy. 
E) ability to modify beliefs and values.

Question 4

Who among the following is credited with creating the first direct-sales catalog?

Accepted Answer

A) Benjamin Franklin 
B) John Sears Roebuck 
C) J. Walter Thompson 
D) M. Weber Shandwick 
E) L. L. Bean 
A) Benjamin Franklin 
B) John Sears Roebuck 
C) J. Walter Thompson 
D) M. Weber Shandwick 
E) L. L. Bean

Question 5

Regarding the impact of advertising on profitability, which of the following statements is true?

Accepted Answer

A) Evaluating the impact advertising expenses on profitability is relatively simple. 
B) Advertising increases the cost of goods sold leading to increased profit. 
C) Measuring profitability on the basis of message delivery is becoming easier. 
D) Advertising influences price that yields improvements that go to the bottom line. 
E) Decreasing advertising expenditures leads to increased profitability. 
A) Evaluating the impact advertising expenses on profitability is relatively simple. 
B) Advertising increases the cost of goods sold leading to increased profit. 
C) Measuring profitability on the basis of message delivery is becoming easier. 
D) Advertising influences price that yields improvements that go to the bottom line. 
E) Decreasing advertising expenditures leads to increased profitability.

Question 6

The coming together, or intersecting, of different components in a related system is known as ________; in mass communication, it refers to the three distinct areas of content, business, or technology.

Accepted Answer

The answer of The coming together, or intersecting, of different...

Question 7

The major risk that companies run when they introduce an entirely new product is:

Accepted Answer

A) cannibalizing sales of existing brands. 
B) damaging the core brand in the minds of consumers. 
C) allowing the advertising to carry the marketing burden. 
D) confusing consumers because there may be too many new product introductions. 
E) prompting consumers to question the value and benefits of the original brand. 
A) cannibalizing sales of existing brands. 
B) damaging the core brand in the minds of consumers. 
C) allowing the advertising to carry the marketing burden. 
D) confusing consumers because there may be too many new product introductions. 
E) prompting consumers to question the value and benefits of the original brand.

Question 8

From a strategic standpoint, advertising timing involves interaction between the probability of marketplace acceptance and:

Accepted Answer

A) seasonality of the product. 
B) trendiness of the product. 
C) the stages of product development. 
D) the strength of the existing brand and its extensions. 
E) long-term market trends. 
A) seasonality of the product. 
B) trendiness of the product. 
C) the stages of product development. 
D) the strength of the existing brand and its extensions. 
E) long-term market trends.

Question 9

The wider the value gap of a given product,

Accepted Answer

A) the greater the price competition. 
B) the weaker the overall brand structure. 
C) the more insulated the product is from price competition. 
D) the smaller the product differentiation that exists. 
E) the less critical the size of the niche becomes. 
A) the greater the price competition. 
B) the weaker the overall brand structure. 
C) the more insulated the product is from price competition. 
D) the smaller the product differentiation that exists. 
E) the less critical the size of the niche becomes.

Question 10

Which of the following is NOT a major difference between B2B and consumer advertising?

Accepted Answer

A) the nature of the target audience 
B) the types of message used 
C) The expenditures for telemarketing and the Internet are lower. 
D) the different buying processes used 
E) the different overall strategy required 
A) the nature of the target audience 
B) the types of message used 
C) The expenditures for telemarketing and the Internet are lower. 
D) the different buying processes used 
E) the different overall strategy required

Question 11

A major downside of a failed brand extension is the bad perception it creates in the mind of loyal consumers.

Accepted Answer

A) True 
 B)False

Question 12

Personal selling techniques are becoming important factors in many selling tactics that go across various media platforms.

Accepted Answer

A) True 
 B)False

Question 13

When evaluating advertising's role in the marketing process, it is often easiest to determine:

Accepted Answer

A) the directness and timing of the effort. 
B) the cost and timing of the effort. 
C) the directness and cost of the effort. 
D) the action and frequency of the effort. 
E) the action and timing of the effort. 
A) the directness and timing of the effort. 
B) the cost and timing of the effort. 
C) the directness and cost of the effort. 
D) the action and frequency of the effort. 
E) the action and timing of the effort.

Question 14

The disadvantages of a brand-extension strategy include:

Accepted Answer

A) thinking the extension can carry the brand. 
B) reinforcing the core brand in the minds of new customers. 
C) diverting marketing focus from the existing brand. 
D) enhancing brand equity after a successful introduction. 
E) saving money on maintaining the brand. 
A) thinking the extension can carry the brand. 
B) reinforcing the core brand in the minds of new customers. 
C) diverting marketing focus from the existing brand. 
D) enhancing brand equity after a successful introduction. 
E) saving money on maintaining the brand.

Question 15

Another name for business convergence is:

Accepted Answer

A) consolidation. 
B) computerization. 
C) conglomeration. 
D) constriction. 
E) compartmentalization. 
A) consolidation. 
B) computerization. 
C) conglomeration. 
D) constriction. 
E) compartmentalization.

Question 16

Of the various publics a single advertisement might be directed at, rarely is it:

Accepted Answer

A) employees. 
B) distribution channel members. 
C) stockholders. 
D) current customers. 
E) clergy. 
A) employees. 
B) distribution channel members. 
C) stockholders. 
D) current customers. 
E) clergy.

Question 17

If you produce a new food offering or a new over-the counter medication, you might choose to do trade advertising that you could place in Progressive Grocer and Drug Topics.

Accepted Answer

A) True 
 B)False

Question 18

The greater a product's value gap, the more insulated the product is from price competition.

Accepted Answer

A) True 
 B)False

Question 19

One of the fundamental challenges in product development is:

Accepted Answer

A) lack of consumer awareness of product benefits. 
B) moving too fast without thorough understanding of consumer needs. 
C) ignoring the impact of customer perception. 
D) ignoring the downside of offering brand extensions. 
E) quality control for the new product. 
A) lack of consumer awareness of product benefits. 
B) moving too fast without thorough understanding of consumer needs. 
C) ignoring the impact of customer perception. 
D) ignoring the downside of offering brand extensions. 
E) quality control for the new product.

Question 20

Advertising mirrors the society in which it functions, and likely contributes to subtle changes in the mores and behavior of the public that is exposed to it.

Accepted Answer

A) True 
 B)False

Exam 2: Roles of Advertising

The new relationship between advertisers and consumers that implies more control by users of communication rather than private providers is called:

Advertising used by companies selling to manufacturers is called:

Critics and proponents of advertising generally view it through its:

Who among the following is credited with creating the first direct-sales catalog?

Regarding the impact of advertising on profitability, which of the following statements is true?

The coming together, or intersecting, of different components in a related system is known as ________; in mass communication, it refers to the three distinct areas of content, business, or technology.

The major risk that companies run when they introduce an entirely new product is:

From a strategic standpoint, advertising timing involves interaction between the probability of marketplace acceptance and:

The wider the value gap of a given product,

Which of the following is NOT a major difference between B2B and consumer advertising?

A major downside of a failed brand extension is the bad perception it creates in the mind of loyal consumers.

Personal selling techniques are becoming important factors in many selling tactics that go across various media platforms.

When evaluating advertising's role in the marketing process, it is often easiest to determine:

The disadvantages of a brand-extension strategy include:

Another name for business convergence is:

Of the various publics a single advertisement might be directed at, rarely is it:

If you produce a new food offering or a new over-the counter medication, you might choose to do trade advertising that you could place in Progressive Grocer and Drug Topics.

The greater a product's value gap, the more insulated the product is from price competition.

One of the fundamental challenges in product development is:

Advertising mirrors the society in which it functions, and likely contributes to subtle changes in the mores and behavior of the public that is exposed to it.

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