Question 1

The slogan "Intel inside," employed by the manufacturer of an ingredient used in computers, is an example of:

Accepted Answer

A) end-unit advertising. 
B) end-product advertising. 
C) component advertising. 
D) interior branding advertising. 
E) co-branding. 
A) end-unit advertising. 
B) end-product advertising. 
C) component advertising. 
D) interior branding advertising. 
E) co-branding.

Question 2

Idea advertising and service advertising are major categories of non-product advertising.

Accepted Answer

A) True 
 B)False

Question 3

According to the late Theodore Levitt, the real task of advertising is to convey to prospective customers what a product can do for them.

Accepted Answer

A) True 
 B)False

Question 4

The fundamental objective of advertising is that it must:

Accepted Answer

A) lead to a purchase. 
B) trigger an effective marketing plan. 
C) be cost effective. 
D) communicate. 
E) entertain. 
A) lead to a purchase. 
B) trigger an effective marketing plan. 
C) be cost effective. 
D) communicate. 
E) entertain.

Question 5

Which of the following is NOT a major approach used by established companies to achieve long-term revenues and profits?

Accepted Answer

A) developing and expanding new-product niches to reach current customers 
B) emphasizing sales volume over profits 
C) emphasizing short-term market share rather than profitability 
D) consumer tracking and analysis based on a consumer's value to the company 
E) protracted cost-cutting measures 
A) developing and expanding new-product niches to reach current customers 
B) emphasizing sales volume over profits 
C) emphasizing short-term market share rather than profitability 
D) consumer tracking and analysis based on a consumer's value to the company 
E) protracted cost-cutting measures

Question 6

For consumers, the role of advertising is to:

Accepted Answer

A) help launch new product offerings. 
B) help launch a new service. 
C) satisfy curiosity. 
D) satisfy needs. 
E) enhance their status. 
A) help launch new product offerings. 
B) help launch a new service. 
C) satisfy curiosity. 
D) satisfy needs. 
E) enhance their status.

Question 7

Brand names provide as much as ________ of the value of some companies.

Accepted Answer

A) 33 percent to 50 percent 
B) 10 percent 
C) 25 percent 
D) 5 percent 
E) 65 percent 
A) 33 percent to 50 percent 
B) 10 percent 
C) 25 percent 
D) 5 percent 
E) 65 percent

Question 8

Evidence indicates that high-brand awareness and a company's positive reputation can be factors in keeping its stock price high.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is no longer a characteristic of retailing?

Accepted Answer

A) dramatic move from regional stores to national chains 
B) Many historic retail practices have been altered. 
C) advertising for it is referred to as local 
D) goes directly to customers with personalized messages 
E) Customers now can do one-stop shopping. 
A) dramatic move from regional stores to national chains 
B) Many historic retail practices have been altered. 
C) advertising for it is referred to as local 
D) goes directly to customers with personalized messages 
E) Customers now can do one-stop shopping.

Question 10

Sound advertising proposals depend on knowing the level of product maturity and its marketplace acceptance.

Accepted Answer

A) True 
 B)False

Question 11

Advertising can play both a(n)________ role in the ways it impacts society,

Accepted Answer

economic a

Question 12

Recently, institutional advertising-a long-term, image-building technique-has assumed a decided sales orientation in terms of audiences targeted and intent of communication.

Accepted Answer

A) True 
 B)False

Question 13

The type of advertising used by the owner of a trademarked product (brand)or service sold through different distributors or stores is called:

Accepted Answer

A) retail. 
B) end-product. 
C) national. 
D) regional. 
E) none of the above 
A) retail. 
B) end-product. 
C) national. 
D) regional. 
E) none of the above

Question 14

The research technique known as conjoint analysis is utilized in marketing to:

Accepted Answer

A) weigh diverse consumer demographics. 
B) weigh diverse consumer psychographics. 
C) determine what consumers perceive as the product's most important characteristics. 
D) temper the exuberance of product designers. 
E) find an objective standard. 
A) weigh diverse consumer demographics. 
B) weigh diverse consumer psychographics. 
C) determine what consumers perceive as the product's most important characteristics. 
D) temper the exuberance of product designers. 
E) find an objective standard.

Question 15

Which of the following is NOT likely to be a subject the federal government would include in its advertising?

Accepted Answer

A) need for volunteers in the armed forces 
B) consumer-protection programs 
C) health initiatives 
D) savings plans for higher education 
E) brand-specific energy efficient products 
A) need for volunteers in the armed forces 
B) consumer-protection programs 
C) health initiatives 
D) savings plans for higher education 
E) brand-specific energy efficient products

Question 16

In a well-managed company, the role advertising plays in the company's promotional strategy should NOT depend on which of the following?

Accepted Answer

A) preferences for communication channels 
B) sales volume 
C) number of competing firms 
D) product category 
E) need to satisfy the CEO's philosophy of promotion 
A) preferences for communication channels 
B) sales volume 
C) number of competing firms 
D) product category 
E) need to satisfy the CEO's philosophy of promotion

The slogan "Intel inside," employed by the manufacturer of an ingredient used in computers, is an example of:

Idea advertising and service advertising are major categories of non-product advertising.

According to the late Theodore Levitt, the real task of advertising is to convey to prospective customers what a product can do for them.

The fundamental objective of advertising is that it must:

Which of the following is NOT a major approach used by established companies to achieve long-term revenues and profits?

For consumers, the role of advertising is to:

Brand names provide as much as ________ of the value of some companies.

Evidence indicates that high-brand awareness and a company's positive reputation can be factors in keeping its stock price high.

Which of the following is no longer a characteristic of retailing?

Sound advertising proposals depend on knowing the level of product maturity and its marketplace acceptance.

Advertising can play both a(n)________ role in the ways it impacts society,

Recently, institutional advertising-a long-term, image-building technique-has assumed a decided sales orientation in terms of audiences targeted and intent of communication.

The type of advertising used by the owner of a trademarked product (brand)or service sold through different distributors or stores is called:

The research technique known as conjoint analysis is utilized in marketing to:

Which of the following is NOT likely to be a subject the federal government would include in its advertising?

In a well-managed company, the role advertising plays in the company's promotional strategy should NOT depend on which of the following?

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

Exam 2: Roles of Advertising

The slogan "Intel inside," employed by the manufacturer of an ingredient used in computers, is an example of:

Idea advertising and service advertising are major categories of non-product advertising.

According to the late Theodore Levitt, the real task of advertising is to convey to prospective customers what a product can do for them.

The fundamental objective of advertising is that it must:

Which of the following is NOT a major approach used by established companies to achieve long-term revenues and profits?

For consumers, the role of advertising is to:

Brand names provide as much as ________ of the value of some companies.

Evidence indicates that high-brand awareness and a company's positive reputation can be factors in keeping its stock price high.

Which of the following is no longer a characteristic of retailing?

Sound advertising proposals depend on knowing the level of product maturity and its marketplace acceptance.

Advertising can play both a(n)________ role in the ways it impacts society,

Recently, institutional advertising-a long-term, image-building technique-has assumed a decided sales orientation in terms of audiences targeted and intent of communication.

The type of advertising used by the owner of a trademarked product (brand)or service sold through different distributors or stores is called:

The research technique known as conjoint analysis is utilized in marketing to:

Which of the following is NOT likely to be a subject the federal government would include in its advertising?

In a well-managed company, the role advertising plays in the company's promotional strategy should NOT depend on which of the following?

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