Question 1

As a ________ of society, advertising has run into some serious opposition.

Accepted Answer

A) promoter 
B) mirror and monitor 
C) messenger 
D) detractor 
E) contributor and benefactor 
A) promoter 
B) mirror and monitor 
C) messenger 
D) detractor 
E) contributor and benefactor

Question 2

The key motivation in the product-differentiation strategy is:

Accepted Answer

A) to improve product function. 
B) to set the brand apart from the competition. 
C) to decrease the price premium. 
D) to modify the entire bundle of benefits. 
E) to broaden the potential customer base. 
A) to improve product function. 
B) to set the brand apart from the competition. 
C) to decrease the price premium. 
D) to modify the entire bundle of benefits. 
E) to broaden the potential customer base.

Question 3

If you were in an agency that focused on creating advertising to help doctors, lawyers and bankers do their jobs even better, your agency would be practicing:

Accepted Answer

A) professional advertising. 
B) corporate advertising. 
C) industrial advertising. 
D) self-employed advertising. 
E) image advertising. 
A) professional advertising. 
B) corporate advertising. 
C) industrial advertising. 
D) self-employed advertising. 
E) image advertising.

Question 4

Match between columns
                        Premises: One of the most valued assets of the company, this is what customers recognize and respect.
A research technique that addresses the various ways a consumer perceives a product when making a purchase and considers the many individual elements that, together, determine consumer preference.
This type of advertising speaks to an organization's work views and problems in order to gain public goodwill and support rather than to sell a specific product.
Diet Vanilla Coke and Bic lighters are examples of this.
The guiding principle of an advertising plan, it looks at basic demographic data as well as the social, cultural, and psychological characteristics that predict purchase behavior.
The circumstance in which unique product attributes are regarded by the target audience as different from others in the category.
One of fastest growing categories of advertising, this is often not seen by the average person.
Manufacturers use this type of business communication to promote products to wholesalers and retailers.
This is a primary factor in a typical marketing plan; it outlines the general course of action for achieving goals and objectives.
Also referred to by the term local, it has been strongly affected by the move from local and regional stores to national chains operating throughout the country.
Perceived as having higher audience credibility than traditional advertising, this type of communication is directed at various internal and external audiences to create an image for a corporation.
Because some industries are so similar (and often legally regulated), it is difficult to differentiate between competitors without using this type of advertising.
Rarely seen by consumers because it is directed at wholesalers and retailers, this marketing technique can damage brand equity because of the emphasis on price.
The role of advertising that focuses on providing information prospective customers about products and services that will satisfy their utilitarian and hedonistic needs and wants.
Measures revenues against expenditure of resources, or how many dollars are produced for every dollar spent.

Accepted Answer

The Answer of public relations and brand name and conjoint is...

Question 5

To be more effective, service advertising should:

Accepted Answer

A) use testimonials. 
B) avoid use of testimonials. 
C) use models or actors as employees of the service company. 
D) keep introducing new themes. 
E) periodically introduce a new slogan. 
A) use testimonials. 
B) avoid use of testimonials. 
C) use models or actors as employees of the service company. 
D) keep introducing new themes. 
E) periodically introduce a new slogan.

Question 6

This circumstance is only meaningful when a target audience regards the product as being distinctly better than other products.

Accepted Answer

A) objective product comparisons 
B) subjective product comparisons 
C) product diversification 
D) product differentiation 
E) demand-driven pricing 
A) objective product comparisons 
B) subjective product comparisons 
C) product diversification 
D) product differentiation 
E) demand-driven pricing

Question 7

The value of a particular marketing function is often expressed as ________, that is, how many dollars are produced for every dollar spent.

Accepted Answer

return-on-

Question 8

When a product is in its introductory and growth phase:

Accepted Answer

A) businesses advertise to reinforce brand equity. 
B) businesses advertise to gain a level of awareness and establish a beachhead against competition. 
C) businesses advertise with a broader perspective in mind. 
D) businesses advertise to constantly evaluate their brand base. 
E) businesses take on a longer perspective and focus on brand equity. 
A) businesses advertise to reinforce brand equity. 
B) businesses advertise to gain a level of awareness and establish a beachhead against competition. 
C) businesses advertise with a broader perspective in mind. 
D) businesses advertise to constantly evaluate their brand base. 
E) businesses take on a longer perspective and focus on brand equity.

Question 9

When Coca-Cola Company wants to introduce a product such as Vanilla Coke, it is involved in:

Accepted Answer

A) core branding. 
B) brand extension. 
C) product enhancement. 
D) evolutionary marketing. 
E) none of the above 
A) core branding. 
B) brand extension. 
C) product enhancement. 
D) evolutionary marketing. 
E) none of the above

Question 10

When it comes to preferences corporations have for a channel of communication, it is becoming more apparent that many are:

Accepted Answer

A) staying with the traditional advertising media. 
B) choosing product placement. 
C) supplementing or replacing traditional media. 
D) using snail mail. 
E) shying away from new media approaches. 
A) staying with the traditional advertising media. 
B) choosing product placement. 
C) supplementing or replacing traditional media. 
D) using snail mail. 
E) shying away from new media approaches.

Question 11

One of the driving forces in modern advertising is:

Accepted Answer

A) development, protection, and maintenance of brand value. 
B) creative brand extensions. 
C) the dilution of niches. 
D) the absolute need for humor and sexual images to break through clutter. 
E) always looking for a new brand extension. 
A) development, protection, and maintenance of brand value. 
B) creative brand extensions. 
C) the dilution of niches. 
D) the absolute need for humor and sexual images to break through clutter. 
E) always looking for a new brand extension.

Question 12

Market share has not been shown to be one of the primary contributors to return on investment.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following companies has been identified as adopting a bottom-up, consumer centric model of product development and maintenance?

Accepted Answer

A) Procter & Gamble 
B) Mercedes Benz 
C) Volkswagen 
D) Kentucky Fried Chicken 
E) Haier Group 
A) Procter & Gamble 
B) Mercedes Benz 
C) Volkswagen 
D) Kentucky Fried Chicken 
E) Haier Group

Question 14

The traditional marketing channel has been changing recently due to:

Accepted Answer

A) the cost of doing business. 
B) the economic downturn. 
C) the introduction of new technology. 
D) the growth in demand for better service. 
E) the growth in demand for lower prices. 
A) the cost of doing business. 
B) the economic downturn. 
C) the introduction of new technology. 
D) the growth in demand for better service. 
E) the growth in demand for lower prices.

Question 15

Consumer privacy and the potentially intrusive nature of advertising are issues that have become more prominent because of new technology and sophisticated research methods.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is an indication of just how much technological convergence can impact how advertising is delivered?

Accepted Answer

A) use of CDs 
B) use of DVDs 
C) use of radios 
D) use of mobile technology 
E) use of TVs 
A) use of CDs 
B) use of DVDs 
C) use of radios 
D) use of mobile technology 
E) use of TVs

Question 17

Conglomerates have been doing more and more of what kind of advertising to make the public aware of their products and brand names?

Accepted Answer

A) industrial 
B) institutional 
C) professional 
D) B2B 
E) trade 
A) industrial 
B) institutional 
C) professional 
D) B2B 
E) trade

Question 18

Yield management offers "each customer a different price at a different point in time."

Accepted Answer

A) True 
 B)False

Question 19

Adapting a top-down model that provides customers products a company hopes they want is the way a successful company like Procter & Gamble operates.

Accepted Answer

A) True 
 B)False

Question 20

Brand building is about sustaining price premiums: advertising influences price more than it influences sales.

Accepted Answer

A) True 
 B)False

Exam 2: Roles of Advertising

As a ________ of society, advertising has run into some serious opposition.

The key motivation in the product-differentiation strategy is:

If you were in an agency that focused on creating advertising to help doctors, lawyers and bankers do their jobs even better, your agency would be practicing:

To be more effective, service advertising should:

This circumstance is only meaningful when a target audience regards the product as being distinctly better than other products.

The value of a particular marketing function is often expressed as ________, that is, how many dollars are produced for every dollar spent.

When a product is in its introductory and growth phase:

When Coca-Cola Company wants to introduce a product such as Vanilla Coke, it is involved in:

When it comes to preferences corporations have for a channel of communication, it is becoming more apparent that many are:

One of the driving forces in modern advertising is:

Market share has not been shown to be one of the primary contributors to return on investment.

Which of the following companies has been identified as adopting a bottom-up, consumer centric model of product development and maintenance?

The traditional marketing channel has been changing recently due to:

Consumer privacy and the potentially intrusive nature of advertising are issues that have become more prominent because of new technology and sophisticated research methods.

Which of the following is an indication of just how much technological convergence can impact how advertising is delivered?

Conglomerates have been doing more and more of what kind of advertising to make the public aware of their products and brand names?

Yield management offers "each customer a different price at a different point in time."

Adapting a top-down model that provides customers products a company hopes they want is the way a successful company like Procter & Gamble operates.

Brand building is about sustaining price premiums: advertising influences price more than it influences sales.

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