Test Bank for Advertising and Integrated Brand Promotion 8th Edition by Thomas O'Guinn, Chris Allen,

Test Bank for All Chapters

Ch_01__The_World_of_Advertising_and_Integrated_Brand_Promotion_8e 1. Advertising today is more diverse and more dynamic as a part of integrated brand promotion. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/29/2017 11:40 PM DATE MODIFIED: 11/29/2017 11:41 PM 2. Integrated brand promotion is a great way to think about advertising and branding related topics. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/29/2017 11:56 PM DATE MODIFIED: 11/29/2017 11:56 PM 3. The organization that pays for an advertisement is referred to as the agency. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Marketing Plan Bloom's: Knowledge 11/29/2017 11:58 PM 11/30/2017 12:00 AM

4. Meeting client needs is an important aspect of advertising and integrated brand promotions. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 11/30/2017 12:00 AM DATE MODIFIED: 11/30/2017 12:00 AM 5. 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. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 11/30/2017 12:03 AM DATE MODIFIED: 11/30/2017 12:03 AM 6. 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. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Application DATE CREATED: 11/30/2017 12:04 AM DATE MODIFIED: 11/30/2017 12:04 AM 7. It is possible to grow your business with content marketing, which is about providing prospects with relevant content and engaging consumers to have a relationship with your brand. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 11/30/2017 12:10 AM DATE MODIFIED: 11/30/2017 12:10 AM 8. As consumers, we do not know what we like and want, so advertising does not help expose us to brands that meet our needs. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 11/30/2017 12:12 AM DATE MODIFIED: 11/30/2017 12:12 AM 9. Established brands such as Cadillac, the car brand, often face the challenge of maintaining an updated marketdriven image and communicating the brand‘s contemporary image. a. True b. False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/30/2017 12:13 AM DATE MODIFIED: 11/30/2017 12:13 AM 10. Promotion refers to a specific message that an organization has created to persuade an audience. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/30/2017 12:15 AM DATE MODIFIED: 11/30/2017 12:15 AM 11. Advertising means different things to different people. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/30/2017 12:17 AM DATE MODIFIED: 11/30/2017 12:17 AM 12. A reference group is a particular group of consumers singled out by an organization for an advertising or IBP campaign.

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Test Bank for All Chapters a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/30/2017 12:19 AM DATE MODIFIED: 11/30/2017 12:20 AM 13. Advertising is a business, an art form, an institution, and a cultural phenomenon. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 11/30/2017 12:21 AM DATE MODIFIED: 11/30/2017 12:21 AM 14. Although companies believe in and rely heavily on advertising, some people have significant misperceptions about advertising and what it‘s supposed to do. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/30/2017 12:22 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

11/30/2017 12:23 AM

15. Advertising is a paid, mass-mediated attempt to persuade, and it is a key component to integrated brand promotion. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/30/2017 12:24 AM DATE MODIFIED: 11/30/2017 12:24 AM 16. Integrated brand promotion is the process of using one promotional tool that works to create widespread brand exposure. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/30/2017 12:26 AM DATE MODIFIED: 11/30/2017 12:26 AM 17. In going through an IBP tool checklist, a brand must focus on either digital or traditional advertising, but not both. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-2 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Reflective Thinking United States - OH - DISC: Marketing Plan Bloom's: Knowledge 11/30/2017 12:27 AM 11/30/2017 12:27 AM

18. Sponsorship, event marketing, sales promotions, public relations, and sponsored content are all examples of advertising. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Comprehension DATE CREATED: 11/30/2017 12:28 AM DATE MODIFIED: 11/30/2017 12:29 AM 19. A way to achieve success in marketing is with integrated brand promotion. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/30/2017 12:30 AM DATE MODIFIED: 11/30/2017 12:30 AM 20. The definition of IBP highlights that the IBP tools need to work together to create a consistent and compelling impression of the brand. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/30/2017 12:32 AM DATE MODIFIED: 11/30/2017 12:32 AM 21. When consumers are reached by various forms of inconsistent messages, they will have an easier time understanding the brand and deciding whether to use it regularly. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 11/30/2017 12:50 AM DATE MODIFIED: 11/30/2017 12:50 AM 22. An advertisement refers to a series of coordinated messages that communicates a reasonably cohesive and integrated theme about a brand. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/30/2017 12:52 AM DATE MODIFIED: 11/30/2017 12:52 AM 23. An advertising campaign refers to a specific message that an organization has created to persuade an audience. a. True b. False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/30/2017 12:53 AM DATE MODIFIED: 11/30/2017 12:54 AM 24. IBP is the use of many promotional tools, including advertising, in a coordinated manner to build and then maintain brand awareness, identity, and preference. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 11/30/2017 12:56 AM DATE MODIFIED: 11/30/2017 12:56 AM 25. An example of a campaign that uses integrated brand promotion is Taco Bell; they have simultaneously put out a commercial during the Super Bowl, print advertising, in-store promotions, and a hashtag that was all focused on a new product. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 11/30/2017 1:09 AM DATE MODIFIED: 11/30/2017 1:09 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 26. The marketer who does not use advertising and IBP as a way to build brand identity will, frankly, likely be ignored. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 11/30/2017 1:10 AM DATE MODIFIED: 11/30/2017 1:11 AM 27. Advertising is NOT a part of the communication process. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/30/2017 1:12 AM DATE MODIFIED: 11/30/2017 1:13 AM 28. The model of mass-mediated communication can be interpreted to see that communication is an inherently social process. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Knowledge 11/30/2017 1:14 AM 11/30/2017 1:14 AM

29. In a model of mass communication, there is a production source, accommodation and negotiation of the message and its intent, clutter, reception, encoding, and decoding. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/30/2017 1:16 AM DATE MODIFIED: 11/30/2017 1:16 AM 30. Communication is inherently a social process. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/30/2017 1:17 AM DATE MODIFIED: 11/30/2017 1:17 AM 31. An ad contains a single meaning or even the same meaning for each audience member, according to the model of mass-mediated communication. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP..1-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Comprehension DATE CREATED: 11/30/2017 1:18 AM DATE MODIFIED: 11/30/2017 1:19 AM 32. 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. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/30/2017 1:20 AM DATE MODIFIED: 11/30/2017 1:20 AM 33. The model of mass-mediated communications is unidirectional, and not fluid. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/30/2017 1:22 AM DATE MODIFIED: 11/30/2017 1:22 AM 34. Integrated brand promotion in action is a way to showcase how certain brands are integrating various forms of advertising and marketing communication. a. True b. False ANSWER: True POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Comprehension DATE CREATED: 11/30/2017 1:23 AM DATE MODIFIED: 11/30/2017 1:24 AM 35. Firms are developing opportunities in _____ through communication via devices like smart phones, tablets, and wearables. a. broadcast media b. mobile marketing, digital marketing, and social media marketing c. personal selling d. print media ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 11/30/2017 1:26 AM DATE MODIFIED: 11/30/2017 1:27 AM 36. Which of the following is true regarding advertising? a. Advertising is external to the social interaction process. b. Advertising is solely responsible for the increase of product sales. c. Advertising must consider audience categories, such as household consumers or members of business organizations, for its IBP communications. d. Advertising is a simple communication process.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thin - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/30/2017 1:30 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

11/30/2017 1:31 AM

37. KidsCause, a metropolitan outreach organization that collects and donates toys for needy children, buys airtime on WXXY (a local TV station) to promote its annual toy collection. Amazing Ads is hired to take the account; they shoot the video and produce a commercial and then help with media placement. In this promotional effort, who is the agency? a. Amazing Ads b. A local TV station c. WXXY d. KidsCause ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 11/30/2017 1:39 AM DATE MODIFIED: 11/30/2017 1:40 AM 38. Public service announcements (PSAs): 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.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thin - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/30/2017 1:43 AM DATE MODIFIED: 11/30/2017 1:44 AM 39. A politician makes a Facebook post about why voters should vote for her. In order for this message to be considered as an advertisement, which of the following conditions should be met? a. The message must be noncommercial. b. There must be a public service announcement included. c. The airtime must be paid for. d. The message must involve the promotion of a product.

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Test Bank for All Chapters ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 11/30/2017 1:47 AM DATE MODIFIED: 11/30/2017 1:47 AM 40. A broad, unpaid message reminding consumers to wear their seat belt is an example of: a. a mobile advertisement. b. influencer marketing. c. personal selling. d. a public service announcement.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.15.1-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 11/30/2017 1:49 AM DATE MODIFIED: 11/30/2017 1:49 AM 41. Which of the following is an essential criterion for communication to be considered an advertisement? a. The communication must be noncommercial. b. It must be paid communication. c. The message conveyed must have a headline. d. It must involve face-to-face communication.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Comprehension Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

11/30/2017 1:53 AM 11/30/2017 1:54 AM

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

ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 11/30/2017 1:55 AM DATE MODIFIED: 11/30/2017 1:55 AM 43. 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: a. a public service announcement. b. a point-of-purchase advertisement. c. representative of personal selling. d. an advertisement promoting a service.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 11/30/2017 1:57 AM DATE MODIFIED: 11/30/2017 1:58 AM 44. Integrated brand promotion (IBP) is: a. the collaboration of two or more brands within a single advertisement with the intent of sharing costs. b. the coordination of a number of promotional tools to create widespread brand exposure. c. a company's decision to focus on a wide range of traditional advertising forms to replace nontraditional forms. d. a unique concept seen mainly in local advertising campaigns.

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Test Bank for All Chapters ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/30/2017 2:04 AM DATE MODIFIED: 11/30/2017 2:05 AM 45. Which of the following is true of integrated brand promotion (IBP)? a. It is a simple process. b. It uses promotional tools that do not need to be evaluated. c. It prevents the exposure of a brand. d. It creates synergy by having a consistent image or message.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/30/2017 2:08 AM DATE MODIFIED: 11/30/2017 2:08 AM 46. Amaze, an online grocery store chain, has decided to run a series of advertisements. For this to be considered an advertising campaign, their ads must: a. focus on store products rather than store services. b. reinforce each other and attempt to create synergy for the brand. c. appear in print media. d. be unpaid communication.

ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.15.1-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Application 11/30/2017 2:10 AM 11/30/2017 2:11 AM

47. Two components of the mass-mediated communication model are: a. primary demand and selective demand. b. advertiser and consumer. c. internal position and external position. d. production and reception.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Knowledge DATE CREATED: 11/30/2017 2:14 AM DATE MODIFIED: 11/30/2017 2:14 AM 48. In the model of mass-mediated communication, the: a. producers of the message control the reception of the content. b. producers of the message control the interpretation of the content. c. consumers interpret ads in a way that makes sense to them individually and serves their needs. d. eceiver's interpretations are invariably compatible with what the producer intended to convey.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 11/30/2017 2:20 AM DATE MODIFIED: 11/30/2017 2:21 AM 49. Benjie and his wife, Ella, are watching a television commercial that they‘ve never seen before. Benjie thinks that the ad is funny and witty. However, Ella finds the ad to be misleading based on what she knows from using the product in the ad. This example illustrates that: a. ads are interpreted differently based on a person's experiences and beliefs. b. what a message means to any given consumer is a function of an isolated solitary thinker. c. the ad is communicated effectively to its target audience.

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Test Bank for All Chapters d. the ad contains the same meaning for all audience members.

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 11/30/2017 2:23 AM DATE MODIFIED: 11/30/2017 2:24 AM 50. There is a production source, a message, encoding, and decoding in a model of _______: a. mass-mediated communication. b. cooperative advertising. c. a focus group d. a sponsorship.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/1/2017 2:28 PM DATE MODIFIED: 12/1/2017 2:28 PM 51. The promotional tool used most often to communicate with members of a trade channel is personal selling. Which of the following is a reason behind this? a. Personal selling is the most inexpensive form of communication. b. Members of trade channels are the most conspicuous audience. c. Members of trade channels are the target audience for producers of only household products. d. The target audience represents a relatively small, easily identifiable group.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Promotion Bloom's: Application 12/1/2017 2:30 PM 12/1/2017 2:31 PM

52. Members of trade channels include: a. not-for-profit businesses. b. retailers. c. household consumers. d. government officials.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/1/2017 2:32 PM DATE MODIFIED: 12/1/2017 2:33 PM 53. Which of the following is considered as a member of a trade channel? a. Wholesalers b. Household consumers c. Government employees d. Philanthropic groups ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/1/2017 2:35 PM DATE MODIFIED: 12/1/2017 2:36 PM 54. Samsonic is the leading manufacturer of televisions in the world. It has created a new advertisement that it wants to be aired all over the world, changing only the language for each country. This is an example of: a. national advertising. b. international advertising. c. regional advertising.

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Test Bank for All Chapters d. global advertising.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/1/2017 2:39 PM DATE MODIFIED: 12/1/2017 2:40 PM 55. Which of the following is an example of international advertising? a. Crispy Cracks promoting their new line of cracker at the Olympics b. Flextronic advertising its flat-screen TVs in different states of a country c. DetergentPro creating different versions of its new detergent ad for various countries d. Tennis Fashion Inc. featuring its ―unicorn‖ logo on gear worn by tennis players ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 1:42 PM DATE MODIFIED: 12/6/2017 1:42 PM 56. Kofax Inc., a pet store, has established stores in more than 40 states in America. Additionally, it has advertised in all states of the country. This is an example of _______ advertising. a. local b. national c. regional d. global ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Marketing Plan Bloom's: Application 12/6/2017 1:45 PM 12/6/2017 1:46 PM

57. Texas and surrounding states have specific trees that many people are allergic to, and as such, an allergy medicine company advertises a special product custom to this area of the country, and the ads go to consumers in that region of the country. This is an example of ________ advertising. a. global b. local c. cooperative d. regional ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 1:48 PM DATE MODIFIED: 12/6/2017 1:49 PM 58. A family-owned meat shop has expanded to four locations within the Preston area and suburbs, running regular promotions to one zip code, where the shop is located. These social media ads are a form of advertising that will only go to this very small geographic area. What kind of advertising is this? a. local b. trade c. branding d. advocay ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 1:51 PM DATE MODIFIED: 12/6/2017 1:52 PM 59. When national companies and local merchants share advertising expenses, they are taking part in _________.

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Test Bank for All Chapters a. brand extensions b. international advertising c. cooperative advertising d. trade channeling ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/6/2017 1:55 PM DATE MODIFIED: 12/6/2017 1:56 PM 60. Which of the following is one of the four areas of responsibility in the marketing mix? a. Privacy b. Permissions c. People d. Promotions ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/6/2017 1:58 PM DATE MODIFIED: 12/6/2017 1:58 PM 61. Which of the following is an example of a brand extension? a. The manufacturers of Cocoa Flakes, a popular cereal, launches a cookie called "Cocoa Crunch" in a new product category. b. Tracker, a company selling security systems, advertises its product on a local television network. c. Dog Handler, a manufacturer of leashes for dogs, collaborates with a competitor to expand its market base. d. Blossoms, a women‘s perfume line, advertises its new line through sales promotions and point-of-purchase advertising at department stores.

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 2:00 PM DATE MODIFIED: 12/6/2017 2:01 PM 62. Market segmentation is the process of: a. creating advertising strategies to reach out to a wide consumer base. b. creating a new product line that is relatively different from the firm's existing product line. c. identifying competitors in the market that could be possible threats to the success of the company. d. breaking down a large, widely varied market into more similar sub-markets.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/6/2017 2:02 PM DATE MODIFIED: 12/6/2017 2:03 PM 63. ________ is the process of creating a perceived distinction between an organization's brand and a competitor's brand. a. Differentiation b. Market analysis c. Co-op advertising d. Market segmentation ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/6/2017 2:06 PM DATE MODIFIED: 12/6/2017 2:07 PM 64. Effective internal positioning is accomplished by: a. distributing products to a market that is wider than those of one's competitors.

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Test Bank for All Chapters 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.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/6/2017 2:13 PM DATE MODIFIED: 12/6/2017 2:13 PM 65. Which of the following is true of inelasticity of demand? a. The supply of the product is greater than its demand. b. Consumers are less sensitive to price increases. c. Customers have low brand loyalty. d. It leads firms to decrease profit margins.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/6/2017 2:15 PM DATE MODIFIED: 12/6/2017 2:15 PM 66. Mineral Inc., a manufacturer of mineral water, has recently launched its product in the market. It starts a rigorous advertising campaign to highlight the benefits of its product. This is an example of ________. a. primary demand stimulation b. economies of scale c. market segmentation d. selective demand stimulation ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP..1-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 2:17 PM DATE MODIFIED: 12/6/2017 2:18 PM 67. Orange, a cell phone manufacturer, displays in its advertisement that its products are better than others in the market because they are waterproof and scratch proof. This is an example of _________________. a. selective demand stimulation b. economies of scale c. inelasticity of demand d. direct response advertising ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 2:19 PM DATE MODIFIED: 12/6/2017 2:20 PM 68. A paint store has launched an advertisement on a social media site. The ad promotes a new set of Acrylic paints and informs customers that the first fifty people to click on the ad will receive a free sample. This is an example of ___________. a. direct response advertising b. personal selling c. delayed response advertising d. internal positioning ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 2:21 PM DATE MODIFIED: 12/6/2017 2:22 PM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 69. __________ attempts to develop brand awareness and preference over time, as well as emphasize the benefits of using that brand. a. Co-op advertising b. Direct response advertising c. Sales promotion d. Delayed response advertising ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Knowledge DATE CREATED: 12/6/2017 2:24 PM DATE MODIFIED: 12/6/2017 2:25 PM 70. ________ is a type of advertising that communicates the specific features, values, and benefits of a product offered by a particular company. a. Advocacy advertising b. Corporate advertising c. Brand advertising d. Institutional advertising ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/6/2017 2:27 PM DATE MODIFIED: 12/6/2017 2:28 PM 71. Bella‘s, a department store, has launched a series of advertisements inviting people to do their holiday shopping at their store. This is an example of ___________. a. institutional advertising b. delayed response advertising c. corporate advertising d. advocacy advertising ANSWER: a POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 2:30 PM DATE MODIFIED: 12/6/2017 2:31 PM 72. 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: a. low brand loyalty. b. elasticity of demand. c. economies of scale. d. value.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 2:32 PM DATE MODIFIED: 12/6/2017 2:33 PM 73. Milos, a men's deodorant brand, displays its product in advertisements as being worn by men who are attractive and popular. This is an example of _______________. a. symbolic value b. direct response advertising c. selective demand stimulation d. internal positioning ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Application Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/6/2017 2:35 PM 12/6/2017 2:37 PM

74. The purchase of certain products, such as cars, shoes, and sunglasses, signify class membership. This indicates that these brands have ________. a. economies of scale b. social meaning c. internal positioning d. low brand equity ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/6/2017 2:38 PM DATE MODIFIED: 12/6/2017 2:39 PM 75. The mixing of various promotional tools with a branding perspective is known as __________. a. integrated brand promotion b. a marketing mix c. cooperative advertising d. market segmentation ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/6/2017 2:41 PM DATE MODIFIED: 12/6/2017 2:42 PM 76. Which of the following is a difference between IBP and IMC? a. IBP ignores the importance of communication whereas IMC does not. b. IBP focuses more on the need for coordinated and synergistic messages. c. IMC emphasizes the brand, whereas IBP does not. d. IBP goes beyond the parameters of IMC. ANSWER: d Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Analysis DATE CREATED: 12/6/2017 2:48 PM DATE MODIFIED: 12/6/2017 2:49 PM 77. In today's world, what three elements do marketers want to build and maintain through their promotional and advertising efforts? a. Awareness, identity, and preference b. Attention, curiosity, and response c. Demand, value, and interaction d. Information, message, and communication ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/6/2017 2:52 PM DATE MODIFIED: 12/6/2017 2:53 PM 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.

78. (Scenario 1-1) One of Under Armour‘s new retail outlets in the U.S. sends a direct mail to 500 households within a one-mile radius of the new store. In the email, the store announces the introduction of its new line of basketball shoes and offers incentives to any customer who walks into the store to purchase a pair of shoes from the new line. This direct mail: a. is paid for, mass mediated, and an attempt to persuade; therefore, it can be considered advertising. b. is paid for and is an attempt to persuade; however, it is only distributed locally and therefore cannot be Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters considered advertising. c. is not received by a large enough number of people to be considered advertising. d. is not a part of an advertising campaign, and thus cannot be considered advertising.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 2:57 PM DATE MODIFIED: 12/6/2017 3:00 PM 79. (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) __________. a. international advertising campaign b. cooperative advertising campaign c. advertising campaign d. promotional mix ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 3:02 PM DATE MODIFIED: 12/6/2017 3:03 PM 80. (Scenario 1-1) John receives a direct mail from Under Armour that offers a free poster of basketball star Brandon Jennings wearing a pair of the company‘s new shoes. John likes the company's promotional offer. Chang, who also receives the same direct mail, is not impressed by the offer and puts it aside after glancing through it. The differing reactions to the promotional effort are most likely the result of: a. varying content. b. different interpretations of the ad. c. similar characteristics of the target market. d. the rules and regulations of the direct mail medium.

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Test Bank for All Chapters ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 3:06 PM DATE MODIFIED: 12/6/2017 3:07 PM 81. (Scenario 1-1) To promote Under Armour‘s new brand image, the firm has launched large scale advertising in three different countries, making a minor change in the physical appearance of the ad by using a different actor from each country. This is an example of _________ advertising. a. international b. global c. cooperative d. national ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 3:10 PM DATE MODIFIED: 12/6/2017 3:11 PM 82. (Scenario 1-1) The marketing team of Under Armour has come up with a strategy to advertise their shoes as a product that makes walking and running pleasurable. Marketing the shoes in this manner creates a perceived difference in the minds of customers. This is an example of _______. a. internal positioning b. brand extension c. differentiation d. market segmentation ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI. 19.1-4 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Reflective Thinking United States - OH - DISC: Promotion Bloom's: Application 12/6/2017 3:12 PM 12/6/2017 3:13 PM

Scenario 1-2 Chug Enterprises is planning to create a new line of products and enter into the sports drink market. They plan to advertise the first product to teenagers as being the best-tasting sports drink on the market. The second product will be advertised to adults as being the lowest calorie sports drink one can buy. The third product will be advertised to senior citizens as containing calcium, a mineral needed to maintain a healthy bone structure. Each product will have separate, distinctive packaging.

83. (Scenario 1-2) To help build brand awareness, customer preference, and loyalty, Chug Enterprises plans a coordinated campaign using a variety of tools such as advertising in mass media, direct marketing, and Internet advertising. This process of combining coordinated communication to help customers identify and evaluate the relevance of Chug Enterprise‘s products to their lives and value systems is known as ________. a. brand extension b. integrated brand promotion c. advocacy advertising d. institutional advertising ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 3:15 PM DATE MODIFIED: 12/6/2017 3:18 PM 84. (Scenario 1-2) For its second product to be successful, Chug Enterprises believes that it must effectively target youth.

To do this, the company uses influencer marketing. In such a scenario, which of the following is the company most likely using? a. Personal selling b. Free sampling c. Peer-to-peer persuasion d. Coupons and rebates ANSWER: c POINTS: 1 DIFFICULTY: Moderate Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 3:19 PM DATE MODIFIED: 12/6/2017 3:20 PM 85. (Scenario 1-2) The company launched the third product for senior citizens in the market, and their efforts were highly successful. Chug Enterprises now plans to introduce it worldwide. However, the way senior citizens perceive products vary from culture to culture. Thus, Chug Enterprises should engage in: a. cooperative advertising. b. international advertising. c. national advertising. d. regional advertising.

ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 3:21 PM DATE MODIFIED: 12/6/2017 3:23 PM 86. (Scenario 1-2) Chug Enterprises created the three products in a way that it appeals to separate target markets. This was done to prevent its products from competing with one another for market share. This shows that Chug Enterprises understands the importance of: a. internal positioning. b. external positioning. c. inelasticity of demand. d. selective demand stimulation.

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/6/2017 3:26 PM 12/6/2017 3:27 PM

87. (Scenario 1-2) Chug's three different sports drinks are very popular in markets across the world. Now the company plans to launch a similar range of carbonated drinks by building on the popularity of the previous products. This is an example of ________. a. market segmentation b. national advertising c. a brand extension d. a differentiation strategy ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-6 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 3:31 PM DATE MODIFIED: 12/6/2017 3:32 PM 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.

88. (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 __________. a. trade channel b. target audience c. sponsors d. clients ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP..1-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 3:34 PM DATE MODIFIED: 12/6/2017 3:37 PM 89. (Scenario 1-3) Which of the following activities, if performed, would be considered part of Sony's marketing mix? 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 ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 3:38 PM DATE MODIFIED: 12/6/2017 3:39 PM 90. (Scenario 1-3) Individuals who have been using the Wii do not want to switch to the Move because they relate Wii to a superior gaming experience and also because it has been in the market for a long time. The Wii is an example of a product that has _________. a. brand equity b. brand variance c. brand extension d. elasticity of demand ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 3:41 PM DATE MODIFIED: 12/6/2017 3:42 PM 91. (Scenario 1-3) If Sony uses advertisements that focus on the niche characteristics of Move that Wii does not have, the Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters company is using: a. external positioning. b. institutional advertising. c. brand extension. d. internal positioning.

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 3:44 PM DATE MODIFIED: 12/6/2017 3:45 PM Scenario 1-4 Target, a global discount retailer, generates around 65 billion dollars in sales annually. Additionally, the company employs more than 360,000 people worldwide. Target stores carry just about every major brand imaginable. Target also carries a number of its own brands including Market Pantry, Archer Farms, and Up and Up. Each of the brand labels appears on different products throughout the store—for example, the Archer Farms label appears on the retailer‘s highest quality foods. The Market Pantry label appears on food items as well; however, these items are often sold at a significantly lower price. The Up and Up label is on a large range of products ranging from paper products to household cleaning supplies.

92. (Scenario 1-4) The company's goal is for a product with any one of Target‘s in-house brand labels on it to be known by consumers for the values of the brand—both tangible and intangible. Thus, in this scenario, Target's goal is to _____________. a. create elasticity of demand b. conduct market segmentation c. establish brand loyalty d. stimulate latent promotion ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP..1-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 3:47 PM DATE MODIFIED: 12/6/2017 3:51 PM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 93. (Scenario 1-4) In one city, Walmart, a competing retail outlet, opens a store across the street from Target and a battle for business follows. To distinguish their stores from one another, both retailers create a series of new commercials to help promote their brand. Target‘s commercials emphasize the fast, fun and friendly service that it provides for its guests, and uses several celebrity endorsements. Meanwhile, Walmart runs three different commercials that focus on the low prices of its products. This is an example of: a. corporate advertising. b. internal positioning. c. external positioning. d. product placement.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STA - BUSPROG: Reflective Thinking STATE STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 3:53 PM DATE MODIFIED: 12/6/2017 3:55 PM 94. (Scenario 1-4) In a majority of Target‘s promotions, the store is marketed as ―upscale,‖ and this is demonstrated through its prices, which are generally higher than its biggest competitor, Walmart. Still, even in times of recession, Target continues to increase its annual revenues and retain many of its customers. This can be attributed to: a. Target‘s low brand equity. b. the inelasticity of demand shown by many of the company‘s customers. c. Target‘s increase in gross domestic product (GDP). d. the elasticity of demand shown by many of the company‘s customers.

ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective thinking STATE STANDARDS: United States - OH - DISC: Pricing KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 4:01 PM DATE MODIFIED: 12/6/2017 4:02 PM 95. (Scenario 1-4) In a Facebook ad, Target purchases and runs a message that does not refer to any of the products it carries. Instead, it mentions that employees from each of its national stores contribute to community projects such as The United Way. This is an example of: Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters a. corporate advertising. b. a public service announcement. c. direct response advertising. d. advocacy advertising.

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/6/2017 4:04 PM DATE MODIFIED: 12/6/2017 4:05 PM 96. What is advertising? Define. What are the three criteria that must be met for communication to be considered an advertisement? How does a public service announcement differ from advertising in the ways that it meets, or fails to meet, each of these criteria?

Advertising is a paid, mass-mediated attempt to persuade.

ANSWER: The three criteria that must be met for a communication to be considered an advertisement are that it must be paid for, it must be mass mediated, and it must be an attempt to persuade.

A public service advertisement is mass mediated and involves an attempt to persuade.

However, by definition, a public service announcement is not paid for and cannot be considered advertising.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Comprehension DATE CREATED: 12/6/2017 4:07 PM DATE MODIFIED: 12/6/2017 4:07 PM 97. Describe briefly what a target audience means. Discuss any two audience categories.

A target audience is a particular group of consumers singled out by an organization for an ANSWER: advertising or IBP campaign. These target audiences are singled out because the firm has discovered that these specific audience members like the product category and might prefer their particular brand within that product category. Target audiences are always potential audiences because a company can never be sure that the message will actually get through to them as intended.

Copyright Cengage Learning. Powered by Cognero.

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Audience Categories: Household consumers: They are the most conspicuous audience because most mass media advertising is directed at them.

Members of business organizations: They are the target of advertising for firms that produce business or industrial goods and services. Not-for-profit businesses such as universities, some research laboratories, philanthropic groups, and cultural organizations also represent an important and separate business audience for advertising.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/6/2017 4:09 PM DATE MODIFIED: 12/6/2017 4:09 PM 98. Define marketing. Describe the marketing mix and the role of advertising in it.

Marketing is the process of planning and executing the conception, pricing, promotion, and ANSWER: distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. These four areas of responsibility and decision making in marketing are referred to as the "marketing mix." The word mix is used to describe the blend of strategic emphasis on the product versus its price versus its promotion (including advertising) versus its distribution when a brand is marketed to consumers. This blend, or mix, results in the overall marketing program for a brand. Advertising is important, but it is only one of the major areas of marketing responsibility and it is only one of many different IBP tools such as social media relied on in the marketing mix.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/6/2017 4:11 PM DATE MODIFIED: 12/6/2017 4:13 PM 99. A brand is greatly shaped and impacted by advertising. List five ways in which advertising influences brand management and explain each of them briefly.

Advertising can affect a brand in five broad ways: ANSWER: By informing and persuading: Target audiences can learn about a brand‘s features Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters and benefits through advertising. No other variable in the marketing mix is designed to accomplish this communication.

By introducing new brands or brand extensions: Advertising is absolutely critical when organizations introduce a new brand or extensions of existing brands to the market. When brand extensions are brought to market, advertising and IBP play a key role in attracting attention to the brand—so much so that researchers now suggest that ―managers should favor the brand extension with a greater allocation of the ad budget.

This is often accomplished with advertising working in conjunction with other promotional activities such as sales promotions and point-of purchase displays.

By building and maintaining loyalty among consumers: Loyalty to a brand is one of the most important assets a firm can have. Brand loyalty occurs when a consumer repeatedly purchases the same brand to the exclusion of competitors‘ brands. Even though brand features are the most important influence on building and maintaining brand loyalty, advertising plays a key role in the process as well. Advertising reminds consumers of those brand features—tangible and intangible.

By creating an image and meaning for a brand: Advertising can communicate how a brand fulfills needs and desires and therefore plays an important role in attracting customers to brands that appear to be useful and satisfying. It can also help link a brand‘s image and meaning to a consumer‘s social environment and to the larger culture, and in this way, advertising can actually deliver a sense of personal connection for the consumer.

By building and maintaining brand loyalty within the trade: Wholesalers, retailers, distributors, and brokers can favor one brand over others given the proper support from a manufacturer. Advertising and particularly advertising integrated with other brand promotions is an area where support can be given.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/6/2017 4:13 PM DATE MODIFIED: 12/6/2017 4:13 PM 100. Briefly explain the concepts of market segmentation, differentiation, and positioning.

Advertising helps a firm implement the important market strategies of market ANSWER: segmentation, differentiation, and positioning.

Market segmentation is the process of breaking down a large and widely varied market (a heterogeneous market) into many smaller sub-markets or segments (homogeneous markets) based on certain consumer characteristics. Underlying the strategy of market segmentation are the facts that consumers differ in their wants and that the wants of one person can differ Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters under various circumstances.

Differentiation is the process of creating a perceived difference, in the mind of the consumer, between a brand and its competition. The perceived differences can be tangible differences, or they may be based on image or style factors. The critical issue in differentiation is that consumers perceive a difference between brands.

Positioning is the process of designing a brand so that it can occupy a distinct and valued place in the target consumer‘s mind relative to other brands. This distinctiveness can be communicated through advertising. The importance of positioning can be understood by recognizing that consumers create a perceptual space in their minds for all the brands they might consider purchasing. A perceptual space is how one brand is seen on any number of dimensions—such as quality, taste, price, or social display value—in relation to those same dimensions in other brands.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/6/2017 4:15 PM DATE MODIFIED: 12/6/2017 4:15 PM 101. What is integrated marketing communication (IMC)? Discuss the differences between integrated marketing communication and integrated brand promotion (IBP).

Beginning in about 1990, the concept of mixing various promotional tools was referred to ANSWER: as integrated marketing communications (IMC). However, the reality of promotional strategies in the 21st century demands that the emphasis on communication give way to an emphasis on the brand. IMC emphasizes the communication effort per se and the need for coordinated and synergistic messages. IBP retains the emphasis on coordination and synergy of communication but goes beyond the parameters of IMC. In IBP, the emphasis is on the brand and not just communication. With a focus on building brand awareness, identity, and ultimately preference, the IBP perspective recognizes that coordinated promotional messages need to have brand-building effects in addition to the communication effects.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP..1-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/6/2017 4:17 PM DATE MODIFIED: 12/6/2017 4:17 PM Copyright Cengage Learning. Powered by Cognero.

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Chapter 2 1. Media conglomeration broadly concerns how there used to be a few main players in the media business but now many more channels and other forms of media are emerging. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/7/2017 1:47 PM DATE MODIFIED: 12/7/2017 1:47 PM 2. Social media is an example of the explosion of new media in recent years. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/7/2017 1:49 PM DATE MODIFIED: 12/7/2017 1:49 PM st

3. The old-style power struggles in the advertising industry were mild compared to the 21 -century power struggle going on in the industry now; consumers are tired of ads on every screen, so industry needs to adapt successfully to the new technologies that consumers are willing or even eager to use. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/7/2017 1:51 PM DATE MODIFIED: 12/7/2017 1:51 PM 4. Blogs have emerged as sophisticated sources of brand and product information and can synergize with social media. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/7/2017 1:54 PM DATE MODIFIED: 12/7/2017 1:54 PM 5. Due to the backlash against advertising that clutter can cause, advertisers are integrating more tools within the overall promotional effort to reach more consumers in different ways, such as through mobile or social media or digital content. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/7/2017 1:55 PM DATE MODIFIED: 12/7/2017 1:55 PM 6. From Facebook to Twitter to Snapchat, consumers are seeking out information environments where they control their exposure to information rather than an advertiser or media company being back in control. a. True b. False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/7/2017 1:57 PM DATE MODIFIED: 12/7/2017 1:57 PM 7. The idea behind crowdsourcing, which happens to be very synergistic with social media, is to prevent ideas about a new brand from becoming public to consumers. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/7/2017 1:59 PM DATE MODIFIED: 12/7/2017 1:59 PM 8. The goal of creating persuasive communication is to attract attention and develop preference for a brand. This can be done well with integrated brand promotion via both digital and traditional marketing communications tools. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/7/2017 2:02 PM DATE MODIFIED: 12/7/2017 2:02 PM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 9. Proctor & Gamble, a major company, can reach 70-80 million Facebook users through careful targeting. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/7/2017 2:04 PM DATE MODIFIED: 12/7/2017 2:04 PM 10. Advertisers include business organizations, but exclude not-for-profit organizations. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/7/2017 2:06 PM DATE MODIFIED: 12/7/2017 2:07 PM 11. Trade resellers of consumer products and services are the most prominent users of advertising and promotion. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/7/2017 2:09 PM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/7/2017 2:09 PM

12. Retailers that sell in national or global markets are the most visible reseller advertisers and promotion users. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/7/2017 2:12 PM DATE MODIFIED: 12/7/2017 2:12 PM 13. At the local level, small retail shops deal only with household customers. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/7/2017 2:32 PM DATE MODIFIED: 12/7/2017 2:33 PM 14. It is common for social organizations to advertise at the national, state, and local levels. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/7/2017 2:34 PM 12/7/2017 2:34 PM

15. The advertising used by social organizations has a fundamentally different purpose compared to the advertising carried out by major multinational corporations. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/7/2017 2:38 PM DATE MODIFIED: 12/7/2017 2:38 PM 16. No matter what changes, the brand and its differentiation still need to be highlighted with persuasive communications. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/7/2017 11:22 PM DATE MODIFIED: 12/7/2017 11:23 PM 17. A creative boutique‘s greatest advantage is its niche expertise. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Analytic United States - OH - DISC: Strategy Bloom's: Comprehension 12/7/2017 11:24 PM 12/7/2017 11:24 PM

18. A creative boutique‘s niche expertise can be its greatest liability if the creative boutique is an extra expense that advertisers cannot afford. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/7/2017 11:29 PM DATE MODIFIED: 12/7/2017 11:30 PM 19. Digital/interactive agencies are those that have expertise in preparing communications for new media, such as the Internet, mobile marketing, and interactive television. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/7/2017 11:32 PM DATE MODIFIED: 12/7/2017 11:32 PM 20. The task of strategic coordination of media and promotional efforts has become simpler because of the proliferation of media options and extensive use of promotional tools beyond advertising. a. True b. False ANSWER: False POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/7/2017 11:33 PM DATE MODIFIED: 12/7/2017 11:34 PM 21. A disadvantage of using media specialists is that they buy media in small quantities. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/7/2017 11:37 PM DATE MODIFIED: 12/7/2017 11:37 PM 22. Firms that maintain and manage large databases of mailing lists are known as digital/interactive agencies. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/7/2017 11:40 PM DATE MODIFIED: 12/7/2017 11:41 PM 23. It is mandatory for designers and graphic specialists to be involved in strategy planning. a. True b. False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/7/2017 11:42 PM DATE MODIFIED: 12/7/2017 11:42 PM 24. Advertisers do not like to handle their own public relations tasks because it requires highly specialized skills and talent not normally found within the company ranks. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/7/2017 11:43 PM DATE MODIFIED: 12/7/2017 11:43 PM 25. The four most prevalent agency compensation methods are commission, consultant, external facilitator, and production facilitator plans. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Pricing KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/7/2017 11:46 PM DATE MODIFIED: 12/7/2017 11:47 PM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 26. Under the commission system, the rate of commission is raised to 25 percent for outdoor media. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Pricing KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/7/2017 11:48 PM DATE MODIFIED: 12/7/2017 11:48 PM 27. A typical markup charge for outside services is five to ten percent. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Pricing KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/7/2017 11:49 PM DATE MODIFIED: 12/7/2017 11:50 PM 28. A fee system is much like that used by consultants or attorneys, whereby the advertiser and the agency agree on an hourly rate for different services provided. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Pricing KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/7/2017 11:51 PM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/7/2017 11:51 PM

29. Database consultants are particularly useful in planning coupon or direct mail campaigns. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/7/2017 11:52 PM DATE MODIFIED: 12/7/2017 11:52 PM 30. Radio and satellite are examples of broadcast media. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/7/2017 11:54 PM DATE MODIFIED: 12/7/2017 11:54 PM 31. _______ has emerged as the most significant form of consumer control over information creation and communication. a. Web advertising b. Social media c. Interactive television d. Direct marketing ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-1 NATIONAL STANDARDS: United States - BUSPROG: Technology Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Online/Computer Bloom's: Comprehension 12/8/2017 12:00 AM 12/8/2017 12:01 AM

32. Websites frequented by individuals with common interests where they can post facts, opinions, and personal experiences are known as _______. a. paywalls b. blogs c. infomercials d. creative boutiques ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 12:03 AM DATE MODIFIED: 12/8/2017 12:03 AM 33. Which of the following is true of crowdsourcing? a. It refers to managing the supply chain system in a way that will most effectively reach the target markets. b. It aims at getting consumers more involved with and committed to a brand. c. It indicates the process of describing the firm‘s objectives for the brand in the near term and long term. d. It refers to passive, intrusive advertising.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 12:05 AM DATE MODIFIED: 12/8/2017 12:05 AM 34. With media clutter and fragmentation: a. integrated brand is all the more important. b. the probability of any one advertisement making a real difference has increased manifold. c. there are very few media choices available to advertisers.

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Test Bank for All Chapters d. promotion options are no longer attractive to advertisers.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 12:07 AM DATE MODIFIED: 12/8/2017 12:08 AM 35. ______ is used by organizations to get consumers committed to brands in a way that passive advertising cannot. a. Co-op advertising b. Phishing c. Crowdsourcing d. Broadcasting ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 12:10 AM DATE MODIFIED: 12/8/2017 12:11 AM 36. Advertisers are also known as ______ by their advertising and promotion agency partners. a. consultants b. facilitators c. sponsors d. clients ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Knowledge 12/8/2017 12:18 AM 12/8/2017 12:19 AM

37. A ______ is a general description for all organizations in the marketing channel of distribution that buy products to make them available to customers. a. sponsor b. media buyer c. media specialist d. trade reseller ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 12:21 AM DATE MODIFIED: 12/8/2017 12:22 AM 38. In which of the following areas is the federal government‘s spending on advertising and promotion concentrated? a. The internal revenue service b. Political campaigns c. Armed forces recruitment d. Trade and commerce ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 12:24 AM DATE MODIFIED: 12/8/2017 12:25 AM 39. Barlow and Baley Inc., an advertisement agency, handles the clients‘ needs from account planning to creative to media to production in both digital and traditional areas. Barlow and Baley Inc. is an example of a(n) _______. a. full-service agency b. in-house agency c. interactive agency Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters d. database consultant ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 12:36 AM DATE MODIFIED: 12/8/2017 12:37 AM 40. Grand Resorts has acquired the services of Elegant Inc. to develop advertisements for their organization. Elegant Inc. has advised them to add a panoramic view to billboard ads and to portray tourists lounging by the sea. Elegant Inc. is an example of a(n) ________. a. media specialist b. creative boutique c. digital/interactive agency d. in-house agency ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 12:38 AM DATE MODIFIED: 12/8/2017 12:39 AM 41. Which of the following best describes digital agencies? a. They focus on ways to use digital solutions for direct marketing and target market communications and social media b. They implement direct response campaigns using all forms of media. c. They design direct marketing campaigns that mainly use emails and telemarketing. d. They specialize in buying media time and space and offer media strategies to advertisement agencies.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Technology United States - OH - DISC: Online/Computer Bloom's: Knowledge 12/8/2017 12:40 AM 12/8/2017 12:45 AM

42. A(n) ______ is often known as the advertising department in a firm. a. creative boutique b. full-service agency c. interactive agency d. in-house agency ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 12:47 AM DATE MODIFIED: 12/8/2017 12:48 AM 43. Which of the following acts as a support to direct marketing agencies and follow-up on the delivery of their direct mail? a. Creative boutiques b. In-house agencies c. Media specialists d. Fulfillment centers ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 12:50 AM DATE MODIFIED: 12/8/2017 12:50 AM 44. _______ are specialists that design and then operate contests, sweepstakes, special displays, or coupon campaigns for advertisers. a. Creative boutiques Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. Sales promotion agencies c. Database agencies d. Fulfillment centers ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 12:52 AM DATE MODIFIED: 12/8/2017 12:53 AM 45. PinBall Inc. sought the help of Blazer Corp. to help them reach a niche group of vendors that they have been trying to do business with. Blazer offers the solution of publishing an advertisement in a trade journal which would help create awareness about the firm's product. In this scenario, Blazer Corp. specializes in ___________. a. the management of databases b. creative services c. consumer sales promotions d. trade-market sales promotions ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 12:55 AM DATE MODIFIED: 12/8/2017 12:56 AM 46.

are experts in designing incentive programs, point-of-purchase materials, and in-store merchandising. a. Database agencies b. Sales promotion agencies c. Fulfillment centers d. Event-planning agencies ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 1:01 AM DATE MODIFIED: 12/8/2017 1:02 AM 47. ______ are experts in finding locations, securing dates, and putting together a team of people to pull off a promotional activity. a. Event-planning agencies b. Creative boutiques c. Fulfillment centers d. Direct marketing agencies ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 1:12 AM DATE MODIFIED: 12/8/2017 1:13 AM 48. ___________ help firms in creating the visual impression of its advertising material. a. Sales promotion agencies b. Fulfillment centers c. Designers d. Bloggers ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 1:27 AM DATE MODIFIED: 12/8/2017 1:29 AM 49. The graphic mark that identifies a company is known as a(n) a. patent Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. blog c. logo d. slogan ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 1:30 AM DATE MODIFIED: 12/8/2017 1:31 AM 50. _______ entail identifying the benefits a brand offers, its target audiences, and the best competitive positioning, and then developing a complete plan. a. Administrative services b. Creative services c. Account services d. Media planning and buying services ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 1:32 AM DATE MODIFIED: 12/8/2017 1:33 AM 51. A(n) _______ coordinates the research effort of an advertisement agency. a. graphic designer b. media specialist c. account planner d. fulfillment center ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 1:37 AM DATE MODIFIED: 12/8/2017 1:38 AM 52. Which of the following services of an advertising agency involves expressing the benefits of a company's brand in interesting and memorable ways? a. Creative services b. Billing services c. Administrative services d. Media buying services ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 1:39 AM DATE MODIFIED: 12/8/2017 1:40 AM 53. The _______ services department of an advertising agency typically includes the company's art directors, illustrators, and copywriters. a. creative b. media buying c. marketing d. administrative ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 1:41 AM DATE MODIFIED: 12/8/2017 1:42 AM 54. Which of the following services occur within an ad agency?

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Test Bank for All Chapters a. Administrative services b. Creative services c. Account services d. Production services ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 1:44 AM DATE MODIFIED: 12/8/2017 1:44 AM 55. A compensation system that adds a percentage amount to a variety of services the agency purchases from outside suppliers is known as a ______. a. markup charge b. fee system c. pay-for-results compensation d. commission system ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Pricing KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 1:46 AM DATE MODIFIED: 12/8/2017 1:47 AM 56. CloudNine, an advertisement agency, charged Sparkles Inc. $50,000 at the rate of $5,000 an hour for the ten hours it spent designing an advertisement for the firm's new product launch ad. Which of the following systems of compensation did CloudNine utilize? a. A fee system b. A commission system c. A markup charge system d. A pay-for-results system ANSWER: a POINTS: 1 DIFFICULTY: Challenging Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Pricing KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 1:48 AM DATE MODIFIED: 12/8/2017 1:49 AM 57. Harper & Kane advertising agency sets an hourly rate for the services it provides to its clients. This rate is based on the average salary of all the members in the creative department. Harper & Kane uses the __________ system. a. commission b. cost-plus c. markup charge d. fee ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Pricing KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 1:50 AM DATE MODIFIED: 12/8/2017 1:51 AM 58. A compensation system that is based on the achievement of specific objectives of the client is known as a _______ . a. pay-for-results compensation b. a markup charge c. commission system d. fee-based system ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Pricing KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 1:52 AM DATE MODIFIED: 12/8/2017 1:53 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 59. A regional fast food chain called Platters is interested in opening a restaurant in a new market. The company plans to hire the services of a firm to collect the data needed to expand into the new market. In such a scenario, which of the following firm's services would it hire? a. A marketing research firm to conduct surveys to understand the potential market b. An advertising agency to create innovative ads c. A consultant to create message strategies and message themes d. Media organizations for placing ads in broadcast and print media to create awareness for the restaurant ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 1:57 AM DATE MODIFIED: 12/8/2017 1:58 AM 60. Advertisers and their agencies rely primarily on external facilitators for: a. consumer research. b. media buying. c. assessing the effectiveness of promotional programs. d. production processes.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 2:01 AM DATE MODIFIED: 12/8/2017 2:02 AM 61. Carmel Inc. has come up with the idea of creating a television ad for its new range of assorted cookies. The marketing executives approached RT Designs who will be filming the ad, preparing a set to record the ad, and employing an actress to play the role of a little girl enjoying her cookies. RT Designs is an example of a ________. a. creative boutique b. production house c. fulfillment center d. media specialist ANSWER: b Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 2:07 AM DATE MODIFIED: 12/8/2017 2:07 AM 62. _______ provide the physical facilities, including sets, stage equipment, and crews needed for broadcasting. a. Production houses b. Creative boutiques c. Fulfillment centers d. Interactive agencies ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 2:09 AM DATE MODIFIED: 12/8/2017 2:10 AM 63. ______ is a high-speed technology that allows consumers to customize their programming and target very specific audiences. a. Transit b. Crowdsourcing c. Broadband d. Cable ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/8/2017 2:11 AM 12/8/2017 2:12 AM

64. Which of the following best describes a media conglomerate? a. It is a firm that operates multiple media combinations. b. It is a firm that is a specialist in one particular form of media. c. It is a firm that specializes solely in buying media time and space. d. It is a firm that uses print media instead of broadcast media ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 2:16 AM DATE MODIFIED: 12/8/2017 2:17 AM 65. Design Solutions has two television network channels and its monthly magazine, Bling, is the most popular fashion magazine in the country. It also has a number of websites for its television channels and online sports news. Design Solutions is an example of a ________. a. creative boutique b. media conglomerate c. media specialist d. digital/interactive agency ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 2:19 AM DATE MODIFIED: 12/8/2017 2:20 AM 66. Which of the following is an example of outdoor support media? a. Podcasts b. Billboards c. Catalogs d. Public relations Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 2:23 AM DATE MODIFIED: 12/8/2017 2:24 AM 67. Which of the following is an example of interactive media? a. Banners b. Electronic directories c. Catalogs d. social media ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 2:25 AM DATE MODIFIED: 12/8/2017 2:26 AM Scenario 2-1 As one of the world‘s largest computer and technology developers, Dell, Inc. has never been a stranger to advertising.

However, due to a consistent decline in market share, the Texas-based company is looking to overhaul its advertising efforts for the first time in years. In the past, Dell found success promoting its products as some of the most inexpensive computer products in the market. However, the company‘s new ad campaign, which will be targeted toward more highend users, will make no mention of product price. The company is looking to reinvent its image and believes that the first step in doing so is to revamp its outdated advertising campaign.

68. (Scenario 2-1) Dell decides not to use a full-service advertising agency because it would like its own employees to take responsibility for the new ad campaign. However, full-service agencies do provide a number of advantages— one of these advantages is that they: a. are always large, employing thousands of people. b. can provide the physical facilities for broadcast production. c. have an array of talented professionals to meet all the needs of a client. d. are the only way to create an ad campaign.

ANSWER: c Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 2:29 AM DATE MODIFIED: 12/20/2017 2:22 PM 69. (Scenario 2-1) In order to reinvent the company‘s image, Dell puts together a team comprised of members from its marketing department who will be responsible for every aspect of the advertising campaign. The company decides that involving employees in the campaign will allow it to maximize the profits generated from the new campaign. This team will be an example of a(n): a. creative boutique. b. full-service advertising agency. c. fulfillment center. d. in-house agency.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 2:32 AM DATE MODIFIED: 12/8/2017 2:33 AM 70. (Scenario 2-1) To generate interest in its new line of computers, Dell hires a company to design a number of contests and incentive programs that will help build excitement for the new line. This company is an example of a(n): a. fulfillment center. b. database agency. c. sales promotion agency. d. market research firm.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Reflective Thinking United States - OH - DISC: Promotion Bloom's: Application 12/8/2017 2:35 AM 12/8/2017 2:36 AM

71. (Scenario 2-1) Dell plans to strengthen its relationships with the media, industry associations, and its various competitors. In such a scenario, Dell would hire ________ to help strengthen their relationships. a. a public relations firm b. a market research firm c. a creative boutique d. a database agency ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 2:37 AM DATE MODIFIED: 12/8/2017 2:38 AM Scenario 2-2 Brush Strokes is an art supply store located in a town with a population of about 100,000 people. The town is also home to a major State University. Brush Strokes gets a majority of its business from the student population. It uses the services of a local full-service advertising agency to promote themselves. A large part of its marketing budget has been used in running small advertisements in the local and school newspapers at the beginning of each term. The advertising agency is now recommending that Brush Strokes devote a majority of its budget to running television spots during broadcasts of the University‘s football and basketball games. While the owners of Brush Strokes agree that they could be doing a better job of reaching a larger portion of the student population, they have not come to any conclusions about the best way to accomplish this.

72. (Scenario 2-2) Which one of the following would Brush Strokes‘ full service agency be least qualified to handle? a. Researching about the buying trends of the company's customers b. Creating a television commercial c. Forecasting dividend earnings of stockholders d. Generating awareness about the brand ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 2:40 AM DATE MODIFIED: 12/8/2017 2:42 AM 73. (Scenario 2-2) The owners of Brush Strokes have called a meeting with their agency to determine ways in which it can benefit most from advertising. The agency has agreed to help in identifying the benefits of the brand, its target audience, the best competitive positioning, and developing a complete plan. In such a scenario, which of the following services is the agency offering? a. Media buying services b. Billing services c. Account services d. Marketing services ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 2:46 AM DATE MODIFIED: 12/8/2017 2:46 AM 74. (Scenario 2-2) Brush Strokes is looking for a way to increase sales. The advertising agency helps create an innovative message that will be conveyed through promotions and mobile marketing. Which of the following agency services is the company using? a. Billing services b. Creative services c. Administrative services d. Media buying services ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 2:48 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/8/2017 2:49 AM

75. (Scenario 2-2) The owners of Brush Strokes are concerned that their agency may be recommending television advertising because it would be profitable for the agency. Brush Strokes can avoid paying for ineffective advertising campaigns by changing to a _________ system of compensation. a. commission b. fee c. pay-for-results d. markup charge ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Pricing KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 2:51 AM DATE MODIFIED: 12/8/2017 2:52 AM Scenario 2-3 Axel Corp., a new clothing line manufacturer, plans to reach out to the local fashion stores and wholesale distributors around the country. It also plans to offer a discount on its products for the first 100 customers and establish a coupon system for the first six months of sales. The marketing team is looking to create a television advertisement and is looking for ways to improve on the ideas that they have come up with for the ad.

76. (Scenario 2-3) Which of the following agencies would help improve the ideas that Axel Corp. has for its advertisement? a. A direct marketing agency b. A creative boutique c. A database agency d. A fulfillment center ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 2:55 AM DATE MODIFIED: 12/8/2017 2:58 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 77. (Scenario 2-3) Which of the following is most likely to provide Axel Corp. with a reasonable amount of media time at a rate lower than that provided by an advertiser? a. Production houses b. Sales promotion agencies c. Database consultants d. Media specialists ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 3:00 AM DATE MODIFIED: 12/8/2017 3:06 AM 78. (Scenario 2-3) Axel Corp. plans to reach out to local fashion stores and wholesale distributors. Axel Corp. can achieve this by employing an advertising agency specialized in _______. a. consumer sales promotions b. trade-market sales promotions c. infomercials d. a commission system ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 3:08 AM DATE MODIFIED: 12/8/2017 3:17 AM 79. (Scenario 2-3) A(n) ________ can help Axel Corp. in designing and executing direct response advertising campaigns using traditional media. a. database consultant b. public relations firm c. fulfillment center d. interactive agency ANSWER: a POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 4:09 AM DATE MODIFIED: 12/8/2017 4:10 AM Scenario 2-4 Caltech Corp. has a 19 minute advertisement that is aired on a local news channel explaining to the public the benefits of its product. Sparkles Inc. has provided Caltech Corp. airtime on its television network, and has offered to advertise its product on its website as an act of goodwill.

80. (Scenario 2-4) Caltech Corp. has a 19-minute-long advertisement that explains to the public about its product. This is an example of a(n) _______. a. podcast b. electronic directory c. blog d. infomercial ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 4:13 AM DATE MODIFIED: 12/8/2017 4:15 AM 81. (Scenario 2-4) Sparkles Inc. is an example of a ________________. a. production facilitator b. full-service agency c. media conglomerate d. fulfillment center ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Reflective Thinking United States - OH - DISC: Promotion Bloom's: Application 12/8/2017 4:17 AM 12/8/2017 4:19 AM

Scenario 2-5 In 2008, Chicago native Andrew Mason launched Groupon, a website that offered Chicago-based consumers various ―deals of the day.‖ At the time, Groupon had a unique business model—each day, one ―Groupon‖ would be offered in a particular city. If a certain number of people signed up for the offer, then the deal became available to all. Now, years later, the business continues to grow, and the service is being offered in many U.S. cities. Google made a multi-billion dollar offer for the company that Mason turned down in December of 2010. Continuing the company‘s rapid rise to success will be a challenging task, because the company will be the first to attempt to advertise the unique services.

Groupon needs to find ways to attract new users, and looking into new forms of advertising will be essential to the company‘s success.

82. (Scenario 2-5) As Groupon‘s services differ depending on the city in which it is offered, its CEO decides that each variation needs to have a catchy slogan that relates to that particular market. Which of the following types of advertising agencies would likely be the bestchoice to create these slogans? a. A digital/interactive agency b. A media specialist c. A creative boutique d. A production facilitator ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 4:23 AM DATE MODIFIED: 12/8/2017 4:24 AM 83. (Scenario 2-5) Groupon‘s management has budgeted $20,000 for social media advertising this year. How much can their advertising agency expect to earn if they are using a traditional commission system? a. $2,000 b. $3,000 c. $5,000 d. $8,000 ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Pricing KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 4:26 AM DATE MODIFIED: 12/8/2017 4:27 AM 84. (Scenario 2-5) Groupon decides to hire a full-service advertising agency to create a new campaign for the company.

The ad agency agrees to be compensated if Groupon notices any positive change in sales and the number of customers on its site. This is an example of a(n) system of compensation. a. fixed fee b. commission c. incentive-based d. markup charge ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Pricing KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 4:29 AM DATE MODIFIED: 12/8/2017 4:29 AM 85. (Scenario 2-5) Groupon decides to find a firm that can help them in planning, preparing, and executing promotional campaigns. The company whose services Groupon is seeking is referred to as a(n): a. client. b. database consultant. c. sponsor. d. external facilitator.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 4:31 AM DATE MODIFIED: 12/8/2017 4:31 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters Scenario 2-6 Pink Inc. has approached Ripple Effects with the layout of an advertisement for its new product that it plans to advertise.

Ripple Effects has agreed to provide Pink Inc. with the cast and crew required to create the advertisement, choosing the location and the set up. Pink Inc. has employed Glamour, an advertising agency, to make the message theme of the advertisement more innovative. Glamour has charged the firm $50,000 per hour for its services.

86. (Scenario 2-6) Ripple Effects is an example of a ______________. a. media specialist b. creative boutique c. database consultant d. production house ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 4:38 AM DATE MODIFIED: 12/8/2017 4:40 AM 87. (Scenario 2-6) Glamour is an example of a __________. a. media specialist b. direct marketing agency c. creative boutique d. digital/interactive agency ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/8/2017 4:41 AM DATE MODIFIED: 12/8/2017 4:42 AM 88. (Scenario 2-6) Glamour follows a a. commission b. cost-plus Copyright Cengage Learning. Powered by Cognero.

system of compensation.

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Test Bank for All Chapters c. markup charge d. fee ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Pricing KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 4:53 AM DATE MODIFIED: 12/8/2017 4:53 AM 89. (Scenario 2-6) Pink Inc. has chosen to advertise using key chains and complementary pens with the firm's logos on them. The type of media chosen by Pink Inc. is referred to as ___________. a. infomercials b. print media c. interactive media d. support media ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 4:55 AM DATE MODIFIED: 12/8/2017 4:55 AM 90. What is crowdsourcing? Explain.

Crowdsourcing involves the online distribution of certain tasks to groups (crowds) of ANSWER: experts, enthusiasts, or even consumers. The idea behind crowdsourcing is to get consumers more involved with and committed to a brand in a way that passive, intrusive advertising simply cannot. Consumers help ―build the brand‖ with recommendations for features or even advertising campaign images. They also can communicate about the brand to audiences in ways that seem natural and credible— something corporate-launched advertising struggles with.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.2-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 4:57 AM DATE MODIFIED: 12/8/2017 4:58 AM 91. Describe the role that advertisers play for trade resellers.

A trade reseller is a general description for all organizations in the marketing channel of ANSWER: distribution that buy products to resell to customers. Resellers can be retailers, wholesalers, or distributors. These resellers deal with both household consumers and business buyers at all geographic market levels.

Retailers that sell in national or global markets are the most visible reseller advertisers and promotion users. Regional retail chains, typically grocery chains or department stores serve multistate markets and use advertising suited to their regional customers. At the local level, small retail shops of all sorts rely on social and digital media, newspaper, radio, television, and are a completely different breed of reseller. Technically, these types of companies deal only with business customers, since their position in the distribution channel dictates that they sell products either to producers (who buy goods to produce other goods) or to retailers (who resell goods to household consumers). Wholesalers and distributors have little need for mass media advertising over media such as television and radio. Rather, they use trade publications, directory advertising such as the Yellow Pages and trade directories, direct mail, personal selling, and their Internet websites as their main advertising media.

This has been revolutionized by digital media, which has in some cases largely replaced much printed material.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 4:59 AM DATE MODIFIED: 12/8/2017 5:00 AM 92. Describe any three types of services commonly offered by advertising and promotion agencies.

The types of services commonly offered by advertising and promotion agencies are as ANSWER: follows: Account Services: These services are offered by managers who have titles such as account executive, account supervisor, or account manager and who work with clients to determine how the brand can benefit most from advertising and IBP. Account services entail identifying the benefits a brand offers, its target audiences, and the best competitive positioning, and then developing a complete plan.

Marketing Research Services: Research conducted by an agency for a client usually Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters consists of the agency locating studies (conducted by commercial research organizations) that have bearing on a client‘s market or advertising and IBP objectives. The research group will help the client interpret the research and communicate these interpretations to the creative and media people.

Creative Services: The creative services group in an agency comes up with the concepts that express the value of a company‘s brand in interesting and memorable ways. In simple terms, the creative services group develops the message that will be delivered through advertising, sales promotion, direct marketing, social networks, mobile marketing, event sponsorship, or public relations.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 5:01 AM DATE MODIFIED: 12/8/2017 5:02 AM 93. List and describe the four methods of agency compensation.

Commission system: The traditional method of agency compensation is the commission ANSWER: system, which is based on the amount of money the advertiser spends on media. Under this method, 19 percent of the total amount billed by a media organization is retained by the advertising or promotion agency as compensation for all costs in creating advertising/promotion for the advertiser. The only variation is that the rate typically changes to 16 percent for outdoor media. This is a traditional system, and not all agencies use it.

Markup charges: This method of agency compensation adds a percentage markup charge (sometimes referred to as cost-plus) to a variety of services the agency purchases from outside suppliers. In many cases, an agency will turn to outside contractors for art, illustration, photography, printing, research, and production. The agency then, in agreement with the client, adds a markup charge to these services.

Fee system: A fee system is much like that used by consultants or attorneys, whereby the advertiser and the agency agree on an hourly rate for different services provided. The hourly rate can be based on average salaries within departments or on some agreed-on hourly rate across all services. This is the most common basis for promotion agency compensation.

POINTS: DIFFICULTY: QUESTION TYPE:

Pay-for-results: Many advertisers and agencies alike have been working on compensation programs called pay -for-results or incentive-based compensation that base the agency‘s fee on the achievement of agreed on results.

1 Difficult Essay

Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Pricing KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 5:04 AM DATE MODIFIED: 12/8/2017 5:04 AM

1. When the Western world turned to capitalism as the foundation of its economic system, the foundation was NOT suited for advertising. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 5:54 AM DATE MODIFIED: 12/8/2017 6:03 AM 2. The rise of capitalism was one of the four major factors that gave rise to advertising. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 6:03 AM DATE MODIFIED: 12/8/2017 6:07 AM 3. The Great Depression was an economic force that yielded the need for advertising. a. True b. False ANSWER: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 6:08 AM DATE MODIFIED: 12/8/2017 6:12 AM 4. In the late 1880s, a few companies began putting names and labels on previously unmarked products, and branding began. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 6:15 AM DATE MODIFIED: 12/8/2017 6:17 AM 5. Hershey‘s and Pepsi were some of the first branded goods found on store shelves. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 6:18 AM DATE MODIFIED: 12/8/2017 6:20 AM 6. With the invention of the telegraph in 1844, a communication revolution was set in motion. a. True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 6:20 AM DATE MODIFIED: 12/8/2017 6:22 AM 7. Advertising changed commerce, but not society. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 6:23 AM DATE MODIFIED: 12/8/2017 6:24 AM 8. In the late 1800s, consumers were willing to pay more for brands than for unmarked commodities, even if they were identical. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 6:25 AM DATE MODIFIED: 12/8/2017 6:28 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 9. In the mid-1800s, mass-circulation magazines began to make national advertising possible, and national advertising began to make national brands possible. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 6:28 AM DATE MODIFIED: 12/8/2017 6:30 AM 10. Mass media is not supported by advertising. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19OGUI.19.3-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 7:00 AM DATE MODIFIED: 12/20/2017 6:33 AM 11. In the 17th century, printed advertisements were published in newsbooks. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 7:01 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/8/2017 7:06 AM

12. In the 1700s, a middle class, spawned by the rise of regular wages from factory jobs, was beginning to emerge. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 7:07 AM DATE MODIFIED: 12/8/2017 7:09 AM 13. Advertising was highly regulated during the industrial era, which limited the scope for advertisers to come up with creative ads. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 7:10 AM DATE MODIFIED: 12/13/2017 12:28 AM 14. Advertising in the early 1800s was widely considered a luxury or something only for wealthy businesses and businesspeople. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Analytic United States - OH - DISC: Promotion Bloom's: Comprehension 12/8/2017 7:10 AM 12/8/2017 7:21 AM

15. By 1900, an increase in the supply of mass-produced goods, and the increasing demand for these goods by a growing urban population, led to the growth of advertising. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 7:21 AM DATE MODIFIED: 12/8/2017 7:23 AM 16. The first regulatory initiative by the federal authorities was the Pure Food and Drug Act, which required manufacturers to use the healthiest ingredients possible. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 7:23 AM DATE MODIFIED: 12/8/2017 7:25 AM 17. Manufacturers were required to list the active ingredients in their products after the creation of the Pure Food and Drug Act in the early 1900s. a. True b. False ANSWER: True POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: loom's: Knowledge DATE CREATED: 12/8/2017 7:25 AM DATE MODIFIED: 12/8/2017 7:28 AM 18. The prewar movement to reform and regulate advertising was dissipated in the 1920s by the distractions of war and advertising‘s role in the war effort. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 7:28 AM DATE MODIFIED: 12/8/2017 7:30 AM 19. Men became the major target of advertisers in the 1920s because they were the head of households and made most purchase decisions. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 7:35 AM DATE MODIFIED: 12/8/2017 7:36 AM 20. During the 1920s, "fantasy" advertisements dominated the ad industry. a. True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 7:36 AM DATE MODIFIED: 12/8/2017 7:38 AM 21. Advertisers responded to the Depression by adopting a soft, feminine style in their ads. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 7:38 AM DATE MODIFIED: 12/8/2017 7:39 AM 22. During the widespread poverty of the Great Depression, most segments of the population believed in the power of advertising. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 7:40 AM DATE MODIFIED: 12/8/2017 7:41 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 23. During the 1950s, a renewed consumer culture resumed, and advertising once again found the respectability and fame it had in its heyday of the 1920s. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 7:43 AM DATE MODIFIED: 12/8/2017 7:45 AM 24. After WWII and into the 1950s, ads began to take on an air of self-awareness, conveying the sentiment that ―you know it‘s an ad and so do we.‖ a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 7:45 AM DATE MODIFIED: 12/8/2017 7:47 AM 25. The media revolution was a period during which advertising started to take on the themes, language, and look of the revolutionary 1960s. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Knowledge 12/8/2017 7:47 AM 12/8/2017 7:49 AM

26. In the 1970s, there was a growing concern over what effect $200 million a year in advertising had on children. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 7:49 AM DATE MODIFIED: 12/8/2017 7:50 AM 27. Advertisements during the 1980s reflected ―traditional‖ American values. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 7:50 AM DATE MODIFIED: 12/8/2017 7:52 AM 28. In the 1980s, the Saatchi and Saatchi ads were primarily politically neutral. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Promotion Bloom's: Comprehension 12/8/2017 7:52 AM 12/8/2017 7:54 AM

29. In the 1970s, cable programming grew in quality with several viewing options, and advertisers learned how to reach more specific audiences. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 7:54 AM DATE MODIFIED: 12/8/2017 7:56 AM 30. The mid-1990s presented insecure moments for advertisers heavily invested in traditional advertising. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 7:56 AM DATE MODIFIED: 12/8/2017 7:57 AM 31. E-business is a form of e-advertising in which companies sell to household consumers. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.3-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 7:57 AM DATE MODIFIED: 12/8/2017 7:59 AM 32. Branded entertainment gets lesser First Amendment protection than ordinary advertising does. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 7:59 AM DATE MODIFIED: 12/8/2017 8:02 AM 33. Which of the following is a major factor that gave rise to advertising? a. The industrial revolution b. The rise of socialism c. The reduced importance of branding d. The rise of social media ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 8:03 AM DATE MODIFIED: 12/8/2017 8:05 AM 34. The foundation was laid for advertising to become a prominent part of the business environment when the Western world turned to as the foundation of economics. a. socialism b. communism c. capitalism Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters d. syndicalism ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 8:05 AM DATE MODIFIED: 12/8/2017 8:09 AM 35. During the 1840s, the _______ emerged as a way for individuals to reduce the risk of the loss of personal wealth when investing in business ventures a. creation of business insurance b. principle of limited liability c. concept of dividend distribution d. process of double taxation ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 8:10 AM DATE MODIFIED: 12/8/2017 8:13 AM 36. Which of the following was a result of the principle of limited liability gaining acceptance in the 1840s? a. Lower number of businessmen investing money in ventures b. Higher risk for investors in business ventures c. Lower risk of losing shares in a corporation for businessmen d. Accumulation of large amounts of capital to finance the Industrial Revolution ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Marketing Plan Bloom's: Analysis 12/8/2017 8:13 AM 12/8/2017 8:15 AM

37. National firms started putting names on their products because: a. it would increase the economies of scale of their product. b. their incomes were protected by the principle of unlimited liability. c. brands commanded a higher price than commodities. d. strict government regulations required them to do so.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 8:16 AM DATE MODIFIED: 12/8/2017 8:18 AM 38. By the late 1800s, manufacturers were developing brand names. This helped them: a. steer clear from advertising their products. b. lower their economies of scale. c. gain power. d. lower their prices of products.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 8:18 AM DATE MODIFIED: 12/8/2017 8:25 AM 39. How did early marketers establish a degree of power with their brands? a. By getting consumers to identify them and pay higher prices for them b. By creating normal and ordinary products so that consumers would easily accept them c. By motivating general stores and grocers to replace branded products with unmarked products d. By reducing their prices of products Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 8:26 AM DATE MODIFIED: 12/8/2017 8:28 AM 40. Which of the following is true about advertisements in the preindustrialization era? a. The advertisements were published in magazines. b. The advertisements in dailies were the most popular. c. The advertisements ushered in a dominant consumer culture. d. The messages were informational in nature.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/8/2017 8:28 AM DATE MODIFIED: 12/8/2017 8:31 AM 41. During the preindustrialization era, advertisements appeared in . a. magazines b. dailies c. newsbooks d. periodicals ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/8/2017 8:31 AM 12/8/2017 8:34 AM

42. During the , advertising messages were primarily informational in nature. a. preindustrialization era (pre-1800) b. designer era (1980 to 1992) c. P.T. Barnum era (1875 to 1918) d. 1920s (1918 to 1929) ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/8/2017 8:34 AM DATE MODIFIED: 12/8/2017 8:37 AM 43. In the mid-1800s, advertising was done primarily through ______. a. radio broadcasts b. dailies c. infomercials d. magazines ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/11/2017 11:05 PM DATE MODIFIED: 12/11/2017 11:08 PM 44. The expansion of newspaper circulation in America was fostered by: a. traveling circuses, carnivals, and theatrical performances. b. increased interest among readers for television program listings. c. extended railroads and growing urban centers. d. highly differentiated but unbranded products.

ANSWER: c POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/11/2017 11:08 PM DATE MODIFIED: 12/11/2017 11:10 PM 45. Which of the following is true about advertising in the industrialization era? a. Banks considered advertising to be a sign of financial weakness. b. Strict laws on advertising prevented advertisers from lying about their products. c. Advertising was considered as prestigious by most segments in a society. d. Advertisements appeared solely in the form of newsbooks.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/11/2017 11:10 PM DATE MODIFIED: 12/11/2017 11:12 PM 46. By the early 1900s, the ―power of advertising‖ was based on the reality that consumers: a. believe that branding was no longer the norm. b. like durable, reliable products with a no-frills advertising style. c. are willing to pay more money for brands. d. see advertising suspiciously that tempt them into excessive consumption.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/11/2017 11:12 PM DATE MODIFIED: 12/11/2017 11:14 PM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 47. Ads for products during the ―P.T. Barnum Era‖ (1875 to 1918) were characterized by: a. a bold and garish style filled with incredible claims. b. a no-frills advertising style. c. simple ads with information and truthful claims. d. informational messages in the dailies.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/11/2017 11:15 PM DATE MODIFIED: 12/11/2017 11:17 PM 48. Why did women become the primary target for advertisers in the 1920s? a. They enjoyed a significantly higher standard of living than men. b. They made most of the purchasing decisions for the household. c. Public pleasure was considered more of a sin than in the Victorian era. d. The chain of needs existed mainly more women, and not men.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/11/2017 11:17 PM DATE MODIFIED: 12/11/2017 11:19 PM 49. Ads in the 1920s showed slices of life in a way that depicted: a. garish designs illustrating unrealistic situations. b. ads that were purely informational in nature. c. how consumers should have a good time. d. less visual ads than in the past.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/11/2017 11:19 PM DATE MODIFIED: 12/11/2017 11:21 PM 50. Which of the following advertising agencies dominated the 1920‘s ad industry? a. Doyle Dane Bernbach b. J. Walter Thompson c. Leo Burnett d. Wells Rich and Green ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/11/2017 11:22 PM DATE MODIFIED: 12/11/2017 11:24 PM 51. Which of the following types of advertisements evolved during the 1920s? a. Demonstration b. Research-based c. Endorsement d. Slice-of-life ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/11/2017 11:24 PM DATE MODIFIED: 12/11/2017 11:26 PM 52. During which era were big businesses and advertising viewed with suspicion? a. The Depression (1929 to 1941) Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. 1920s (1918 to 1929) c. The P.T. Barnum Era (1875 to 1918) d. The Designer Era (1980 to 1992) ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/11/2017 11:26 PM DATE MODIFIED: 12/11/2017 11:28 PM 53. Which of the following is true about advertising during the Great Depression? a. Advertising found respectability, fame, and glamour during this era. b. Consumers believed that ads helped them choose the right product. c. Advertisers adopted a tough, no-frills advertising style. d. Consumers believed blindly in advertisements and brands.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/11/2017 11:28 PM DATE MODIFIED: 12/11/2017 11:30 PM 54. Beginning in 1938, the U.S Congress began to pass real advertising reform, including a law banning ―deceptive acts of commerce.‖ This meant that advertisers were now: a. expected to promote family values. b. banned from advertising cigarettes and alcohol. c. held liable for making false claims. d. banned from using inappropriate sexual content.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Ethics STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/11/2017 11:31 PM DATE MODIFIED: 12/11/2017 11:33 PM 55. For advertisers, one main difference between the period immediately after World War I and the period immediately following World War II was that, after World War I, . a. advertising was distrusted by people b. rigid government regulations were established for ads c. ads were classy and sophisticated d. ads were subtle and clutter-free ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Analysis DATE CREATED: 12/11/2017 11:34 PM DATE MODIFIED: 12/11/2017 11:36 PM 56. During which of the following eras did consumer culture become the new normal, a permanent central feature of society? a. The Depression (1929 to 1941) b. World War II and the 1950s (1942 to 1960) c. The Preindustrialization Era (Pre-1800) d. The Era of Industrialization (1800 to 1875) ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/11/2017 11:36 PM DATE MODIFIED: 12/11/2017 11:38 PM 57. During the 1950s, Americans began to fear: Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters a. that they were being seduced by subliminal advertising. b. that ads were not based on modern science. c. purchasing unbranded goods. d. that the consumer culture was disappearing.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/11/2017 11:39 PM DATE MODIFIED: 12/11/2017 11:41 PM 58. How were women depicted by advertisers in the 1950s? a. As free spirits with new-found equality and respect b. As prominent members of the business community c. As leading men in large multinational companies d. As following strict gender roles and sexual norms ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/11/2017 11:41 PM DATE MODIFIED: 12/11/2017 11:43 PM 59. Who added to the fear and hysteria over advertising in the 1950s? a. Bruce Barton and his book called The Man Nobody Knows b. Helen Resor and James Webb Young from the J. Walter Thompson advertising agency c. James Vicary‘s false claim about the effect of subliminal messages d. Heads of advertising agencies, Leo Burnett and David Ogilvy ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/11/2017 11:44 PM DATE MODIFIED: 12/11/2017 11:46 PM 60. Which of the following is true about advertisements in the 1960s? a. The emphasis in advertising turned from creative products to ancillary services. b. Advertising discouraged consumption and was no longer a symbol of consumption. c. The advertisements were bold, garish, and carnival-esque. d. There was an emphasis on art, inspiration, and intuition.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/11/2017 11:46 PM DATE MODIFIED: 12/11/2017 11:48 PM 61. Which of the following were among the four agencies most noted for their role in the creative revolution of the 1960s? a. Doyle Dane Bernbach and Wells Rich and Green b. J. Walter Thompson and N. W. Ayer c. BBDO d. Ted Bates agency and Lord and Thomas ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/11/2017 11:49 PM DATE MODIFIED: 12/11/2017 11:51 PM 62. By the late 1960s, advertisers had realized that advertisements had become: a. uncreative. b. ineffective to increase the sale of products.

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Test Bank for All Chapters c. a symbol of consumption. d. purely informational in nature.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/11/2017 11:51 PM DATE MODIFIED: 12/11/2017 11:53 PM 63. The 1970s was America‘s age of , and the advertising of the time reflected this. a. self-doubt b. class consciousness c. adopting traditional values d. serious, meaningful ads ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/11/2017 11:54 PM DATE MODIFIED: 12/11/2017 11:56 PM 64. _______ became the biggest word of the 1970s, a word that was integrated into the promotional themes of the decade. a. ―We‖ b. ―Society‖ c. ―Me‖ d. ―Modern‖ ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Strategy Bloom's: Comprehension 12/11/2017 11:56 PM 12/11/2017 11:58 PM

65. During the 1970s, the demanded a higher standard of honesty and disclosure from the advertising industry. a. NationalSecurityCouncil b. Federal Reserve Board c. Action for Children‘s Television d. Federal Trade Commission ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Ethics STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/11/2017 11:59 PM DATE MODIFIED: 12/12/2017 12:01 AM 66. During which era of advertising did consumers first begin to surround themselves with devices related to communication? a. The 1970s (1973 to 1980) b. Peace, Love, and the Creative Revolution (1960 to 1972) c. World War II and the 1950s (1942 to 1960) d. The Depression (1929 to 1941) ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 12:01 AM DATE MODIFIED: 12/12/2017 12:03 AM 67. Ads in the designer era were marked by . a. social-class consciousness b. values that limited consumption and considered it irreligious c. rebellion, youth, and revolution Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters d. values that conflicted with traditional American values ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 12:04 AM DATE MODIFIED: 12/12/2017 12:06 AM 68. Which of the following is true about the designer era of advertising? a. It was marked by the advent of the Internet. b. Ads no longer reflected traditional values. c. Consumers preferred unbranded products over branded products. d. Ads openly promoted consumption, but in a conservative way.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 12:06 AM DATE MODIFIED: 12/13/2017 12:33 AM 69. One of the changes seen in advertising during the 1980s was the: a. growth and impact of British agencies. b. fear of subliminal advertising. c. advent of documentary advertising. d. separation of business and politics.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Comprehension 12/12/2017 12:08 AM 12/12/2017 12:10 AM

70. In the mid-1990s, William T. Esrey, chairman and CEO of Sprint, announced that clients were going to hold ad agencies more closely accountable than ever before. He said this because: a. billing scandals had undermined the confidence of advertisers in their agencies. b. interactive media was being replaced by the wide range of traditional media. c. the technology to measure advertising‘s impact had improved. d. the fundamental reasons to advertise had changed.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 12:10 AM DATE MODIFIED: 12/12/2017 12:13 AM 71. In the 1990s, the measurement of ROI in advertising was . a. elusive b. accurate c. irrelevant d. precise ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 12:13 AM DATE MODIFIED: 12/12/2017 12:16 AM 72. Which of the following is true about advertising during the period between 2000 to the present? a. Traditional advertising gained a stronger foothold than ever before. b. Interactive media hindered the direct measurement of ad exposure and impact. c. Consumer-generated content, e-business, and ad blockers became key aspects of the IBP industry. d. The Internet was able to yield precise measurements of ROI in advertisement.

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Test Bank for All Chapters ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 12:35 AM DATE MODIFIED: 12/12/2017 12:37 AM 73. In today‘s age of Web 2.0: a. companies find consumers primarily through mass exposure. b. firms have replaced all pull strategies with push strategies. c. consumers have much lesser access to information. d. consumers can communicate with each other.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 12:37 AM DATE MODIFIED: 12/12/2017 12:40 AM 74. One of the elements that characterizes present day advertising is that consumers: a. rely more on advertisers and agencies for information. b. are empowered. c. are no longer brand-conscious. d. can no longer co-create brand messages like before.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/12/2017 12:40 AM 12/12/2017 12:43 AM

75. Which of the following is true of branded entertainment? a. It blends advertising and integrated brand promotion with entertainment. b. It is a subset of product placement. c. It uses solely television programming to create entertainment. d. It is also known as consumer-generated content.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 12:43 AM DATE MODIFIED: 12/12/2017 12:46 AM 76. A certain form of a commercial message is seen by courts as artistic speech, not as the less protected ―commercial speech.‖ , therefore, gets more First Amendment protection than ordinary advertising does. a. Print ads b. Radio slots c. The information on a product label d. Branded entertainment ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 12:46 AM DATE MODIFIED: 12/12/2017 12:48 AM 77. Although technology has brought in some game-changers,: a. advertising is no longer a paid attempt to persuade. b. firms reject traditional advertising. c. advertising is no longer a primary marketing mix tool that contribute to revenues. d. not everything about advertising has fundamentally changed.

ANSWER: d Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-4 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 12:49 AM DATE MODIFIED: 12/12/2017 12:51 AM Scenario 3-1 In the early and mid-1800s, soaps were made from animal fats. The perishable quality of the soap, however, meant that manufacturers could only sell a product with regional appeal. This changed when soap makers began to use vegetable fats and perfume in the soap-making process. According to Procter & Gamble, one batch of this vegetable-based soap was left to mix too long. The result was a product that floated in water due to an excess amount of air. The company turned this into a selling point and, in 1882, launched one of the first soaps with the potential for national sales—Ivory soap—with the slogans ―It floats‖ and ―99-44/100 percent pure.‖ 78. (Scenario 3-1) Jump to modern times: If the Ivory soap was doing product placement in a television show, what is that an example of in today‘s world? a. Magazines b. Newsbooks c. Branded entertainment d. Radio broadcasts ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.3-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 1:05 AM DATE MODIFIED: 12/12/2017 1:09 AM 79. (Scenario 3-1) To which of the following eras does Ivory soaps belong? a. The preindustrialization era b. The industrialization era c. The P.T. Barnum era d. The Great Depression ANSWER: c POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 1:09 AM DATE MODIFIED: 12/12/2017 1:12 AM 80. (Scenario 3-1) By 1900, shortly after Ivory soaps were originally branded, . a. advertising was generally distrusted and looked at with suspicion b. the consumer culture was replaced by minimalist lifestyles c. the branding of products became the norm d. the period was marked by the advent of dailies ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 1:12 AM DATE MODIFIED: 12/12/2017 1:14 AM 81. (Scenario 3-1) One effect of the passage of the Pure Food and Drug Act of 1906 was that: a. Ivory soap had to become hundred percent pure. b. advertising claims for products like Ivory soap became strictly regulated. c. the manufacturer of Ivory soap had to list its ingredients on the label. d. branded products like Ivory had to trademark their brand names.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 1:15 AM DATE MODIFIED: 12/12/2017 1:17 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 82. (Scenario 3-1) If an advertisement for Ivory soap was reflective of the style of ads during the period known as the ―P.T. Barnum Era,‖ it would: a. consist of exaggerated claims. b. have extensive photography. c. reflect conservative values. d. use very limited copy.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 1:17 AM DATE MODIFIED: 12/12/2017 1:19 AM Scenario 3-2 When referring to the period of advertising known as the creative revolution, advertising pundit and practitioner Jerry Della Femina wrote, ―Volkswagen was being handled in the United States by Fuller & Smith & Ross. Doyle Dane took over the account around 1959. One of the first ads that came out for Volkswagen was the first ad that anyone can remember when the new agency style came through with an entirely different look. The ad simply said, ‗Lemon.‘ The copy for ‗Lemon‘ said that once in a while we turn out a car that‘s a lemon, in which case we get rid of it.

We don‘t sell them. And we are careful as hell with our cars, we test them before we sell them, so the chances are you‘ll never get one of our lemons. ―For the first time in history an advertiser said that he was capable, on rare occasions, of turning out an inferior product . . . By today‘s standards, of course, this is pretty tame stuff.‖ (Jerry Della Femina, From Those Wonderful Folks Who Gave You Pearl Harbor, [New York: Simon and Schuster, 1970], 26-27.)

83. (Scenario 3-2) Which one of the following is an accurate description of the era in which Bill Bernbach created the Volkswagen campaign? a. The ads were filled with wild and unsubstantiated claims. b. The focus was on clean and minimalist advertising. c. Advertising was motivated by the need to sell the vastly increased supply of goods. d. Radio was the only advertising medium available to advertisers.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Application 12/12/2017 1:20 AM 12/12/2017 1:23 AM

84. (Scenario 3-2) The ―Lemon‖ ad is characteristic of the style of advertising for which the creative revolution is known.

The ad can be described as having a: a. well-researched, hard-sell approach. b. simple style and self-effacing humor. c. complex, intelligent execution. d. dense copy with incredible claims.

ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 1:23 AM DATE MODIFIED: 12/12/2017 1:25 AM 85. (Scenario 3-2) One notable characteristic of the creative revolution was that: a. it immediately started responding to the massive social revolution. b. advertising played a role in discouraging consumption. c. art directors and copywriters began to have more say over how agencies were run. d. advertising as an institution was unaware of its own role in consumer culture.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 1:25 AM DATE MODIFIED: 12/12/2017 1:27 AM 86. (Scenario 3-2) During the creative revolution, advertising: a. was dominated by subliminal advertising. b. reverted back to focusing on the product instead of the brand. c. became aware of its own role in consumer culture. d. reaffirmed gender roles and sexual norms.

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Test Bank for All Chapters ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 1:28 AM DATE MODIFIED: 12/12/2017 1:30 AM Scenario 3-3 Zooppa, a pharmaceutical company, started its business in 1850. Its advertisements helped their drugs to grow in popularity and were well-known for a brief period. The company had developed a logo and had made itself known by this symbol on all of its product wrappers.

87. (Scenario 3-3) Which of the following eras would Zooppa belong to? a. The industrialization era b. The P.T. Barnum era c. The preindustrialization era d. The era of Great Depression ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 1:30 AM DATE MODIFIED: 12/12/2017 1:33 AM 88. (Scenario 3-3) With reference to the era in which Zooppa was formed, which of the following mediums of advertisement would most likely be utilized? a. Radio b. Cable television c. Magazines d. Dailies ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 1:34 AM DATE MODIFIED: 12/12/2017 1:36 AM 89. (Scenario 3-3) With reference to the era in which Zooppa was formed, Zooppa's advertisements would most likely be: a. deceiving and filled with false facts. b. patriotic and centered on consumption. c. bold and carnival-esque. d. creative and revolutionary.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 1:36 AM DATE MODIFIED: 12/12/2017 1:38 AM Scenario 3-4 Procter & Gamble, one of the world‘s largest spenders in advertising and branding, teamed up with Walmart and NBC to create a number of prime-time family movies produced by P&G Productions. The films were designed to lure consumers to buy P&G products at Walmart using original family movies and exclusive ad buys. This was not the first time the two major brands teamed up to push family oriented entertainment—in the late 1990s, both companies were launch members of the Association of National Advertisers' Alliance for Family Entertainment—the organization responsible for getting the WB‘s Gilmore Girlson air. The two have each found great success as a result of the movies, with each seeing an increase both in sales and brand favorability scores. Both companies have expressed strong interest in continuing their working partnership down the road, and as long as they continue to encounter favorable results, the relationship will likely remain a positive one.

90. (Scenario 3-4) During the P.T. Barnum era, life in the United States began to change rapidly. Consumers began taking pride in their ability to purchase material goods, and advertising efforts became far more important. This new purchaseoriented attitude is commonly referred to as: a. the progressive movement. b. differentiation. c. consumer culture. d. brand entertainment.

ANSWER: c POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 1:38 AM DATE MODIFIED: 12/12/2017 1:41 AM 91. (Scenario 3-4) A recent advancement makes the use of various forms of advertising more desirable because it allows the amount of ad exposure and impact to be directly measured, and allows companies such as P&G and Walmart to measure the success of their experimental methods. This advancement is in: a. print media. b. subliminal advertising. c. broadcast media d. interactive media.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 1:42 AM DATE MODIFIED: 12/12/2017 1:44 AM 92. (Scenario 3-4) The partnership between P&G and Walmart to create family-oriented movies is an example of: a. e-business. b. consumer empowerment. c. interactive media. d. branded entertainment.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/12/2017 1:45 AM 12/13/2017 12:36 AM

93. (Scenario 3-4) Branded entertainment has become popular in recent years because of its many advantages. One of its main advantages is that: a. it can avoid consumers‘ well-trained avoidance mechanisms to advertisements. b. it is looked at as commercial speech rather than artistic speech and is protected by the first amendment. c. it is required to go through all the ad regulations. d. it enables the traditional advertising industry to become clutter-free.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 1:47 AM DATE MODIFIED: 12/12/2017 1:49 AM Scenario 3-5 Jerome Brown is a student of marketing and advertising at a small college in the Midwest. He has been given the task of researching the history of modern advertising as a part of a group presentation. Jerome is sitting in the school‘s library, carefully looking at a wide variety of magazine ads of different time periods of the 20th century to try to understand how advertising has evolved. Here are some descriptions of the ads that he finds: 94. (Scenario 3-5) Ads of a particular era focused on the product itself, using lots of copy while lacking the real-world context of accurate information. This is a dominant characteristic of the era. a. designer b. peace, love, and the creative revolution c. World War II and the 1950s d. P.T. Barnum Era ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 1:50 AM DATE MODIFIED: 12/12/2017 1:53 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 95. (Scenario 3-5) Ads that first showed the ―male‖ domain as the office and the ―feminine‖ space as the home were a part of the _____ era. a. World War II and the 1950s b. Great Depression c. 1920s d. peace, love, and the creative revolution ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 1:54 AM DATE MODIFIED: 12/12/2017 1:56 AM 96. (Scenario 3-5) During which period did product show blends for products such as the Strawberry Shortcake toy make regulation more difficult and enrage regulators? a. World War II and the 1950s b. The Designer Era c. The 1970s d. Peace, Love, and Creative Revolution ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 1:56 AM DATE MODIFIED: 12/12/2017 1:59 AM 97. (Scenario 3-5) Ads in the designer era . a. were about public consumption status a. were about public consumption status b. were free from the influence of the rapid-cut editing style of MTV c. focused on modern, contemporary values d. rebelled against traditional American values ANSWER: a POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 1:59 AM DATE MODIFIED: 12/12/2017 2:01 AM 98. (Scenario 3-5) Which of the following is true of advertising during the 1980s? a. It was dominated by Internet adverting and other e-brand promotions. b. Television advertising was influenced by rapid cuts with a very self-conscious character. c. New interactive media allowed direct measurement of ad exposure and impact. d. E-commerce and m-commerce changed the way people shop.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 2:02 AM DATE MODIFIED: 12/12/2017 2:04 AM 99. Describe how the Industrial Revolution was a major factor that gave rise to advertising.

The Industrial Revolution was an economic force that yielded the need for advertising. It ANSWER: took Western societies away from household self-sufficiency as a method of fulfilling material needs to dependency on a marketplace as a way of life. It was a basic force behind the rapid increase in mass-produced goods that required stimulation of demand— something that advertising can sometimes be good at. By providing a need for advertising, the Industrial Revolution was a basic influence in its emergence and growth in Western economies.

Part of the Industrial Revolution was a revolution in transportation, dramatically symbolized by the east–west connection of the United States in 1869 by the railroad. This connection represented the beginnings of the distribution network needed to move the mass quantities of goods for which advertising would help stimulate demand. In the 1840s, the principle of limited liability gained acceptance and resulted in the accumulation of large amounts of capital to finance the Industrial Revolution.

Rapid population growth and urbanization began taking place in the 1800s. Modernity gave rise to both urbanism and advertising. Overall, the growth and concentration of population provided the marketplaces that were essential to the widespread use of Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters advertising. As the potential grew for goods to be produced, delivered, and introduced to large numbers of people residing in concentrated areas, the stage was set for advertising to emerge and flourish.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 2:04 AM DATE MODIFIED: 12/12/2017 2:07 AM 100. Outline the characteristics of the era of industrialization.

Users of advertising in the mid-to late 1800s were trying to cultivate markets for growing ANSWER: production in the context of an increasing urban population. A middle class, spawned by the rise of regular wages from factory jobs, was beginning to emerge. This newly developing population with the economic means to consume was concentrated geographically in cities.

By 1850, circulation of the dailies, as newspapers were then called, was estimated at 1 million copies per day. With the expansion of newspaper circulation fostered by the railroads and growing urban centers, a new era of opportunity emerged for advertising.

Further, there were virtually no laws or regulations to restrict advertisers from saying or doing anything they cared to. Advertisers could outright lie, deceive, and otherwise cheat with little or no threat of being punished by government. Many advertisers took advantage of the situation and advertising was commonly considered an embarrassment (or worse) by many segments of society. At one point, firms even risked their credit ratings if they used advertising— banks considered the practice a sign of financial weakness.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 2:07 AM DATE MODIFIED: 12/12/2017 2:09 AM 101. How did the advertising industry of the 1920s undergo major changes as it evolved into the very different industry of the 1930s? Describe the change in consumer perception that occurred and the reasons for these social shifts.

The ads of the 1920s exhorted the public to consume and enjoy life. The world of ANSWER: advertising found a previously unknown level of respectability, fame, and glamour as it persuaded Americans to live it up, enjoy life, and have it all, which could only be obtained by purchasing goods and services. Advertising instructed consumers how to be thoroughly Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters modern and how to avoid the pitfalls or side effects of this new age. During this era, an endless consumption chain was created. Needs lead to products; new needs are created by the unintended side effects of modern times and new products; even newer products solve even newer needs, and on and on. The style of 1920s ads showed slices of life, or carefully constructed ―snapshots‖ of social life with the product. In these ads, the relative position, background, and dress of the people using or needing the advertised product were carefully crafted, as they are today.

All this changed by the 1930s with the Great Depression, however. The harsh reality of massive poverty changed forever the way people thought about money, spending, government, and business, as well as advertising. Advertising was part of big businesses, and people believed that big business and big greed got America into the great economic depression. Advertising was now seen as a villain, blamed for seducing people into the excesses of the 1920s. Ads at this time reflected these dramatic changes. Advertisers responded to the depression by adopting a tough, no- frills advertising style. The stylish ads of the 1920s gave way to harsher, more cluttered, inappropriately sexual, and often egregiously unethical advertising.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 2:09 AM DATE MODIFIED: 12/12/2017 2:11 AM 102. What medium of advertising expanded and evolved during the Great Depression? Describe its role during the 1930s.

A notable event during ion years was the emergence of radio as a significant advertising ANSWER: medium. During the 1930s, the number of radio stations rose from a handful to 814 by the end of the decade, and the number of radio sets in use more than quadrupled to 51 million.

Radio was in its heyday as a news and entertainment medium. An important aspect of radio was its ability to create a sense of community in which people thousands of miles apart listened to and became involved with their favorite radio soap opera, so named in reference to the soap sponsors of these shows. Radio‘s contribution to advertising history should not be underestimated, it not only ushered in the idea of broadcasting, but it also socialized consumers to depend on a connection to distant characters, programs, brands, and the idea that there were other people ―out there‖ who shared this connection—a mass audience. Voices of radio friends from afar made good company particularly during hard times.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Bloom's: Comprehension 12/12/2017 2:12 AM 12/12/2017 2:14 AM

103. How did Americans view advertising after WWII? What overall emotions arose after WWII and how did ad agencies play on these sentiments?

During this period, consumer culture became the new normal, a permanent central feature ANSWER: of society. However, public sentiment toward advertising itself was different from what it had been in the 1920s, following World War I. Public attitudes toward advertising were more negative, more skeptical, and the public largely assumed that it was very powerful.

At the same time, there was great concern about the rise of communism and its use of ―mind control‖ in the Cold War. The 1950s were about fear, and advertisers again leveraged the accompanying disruption.

Fearful people might be coaxed into anything that made them feel more secure. But at the same time, that fear of being manipulated by ―modern science‖ and ―mind control‖ made them very wary of advertising. Like other times, advertisers would turn these anxieties, contradictions, and social disruptions into advertising strategies.

In this environment of mass fear, stories began circulating that advertising agencies were doing motivation research and using the ―psychological sell,‖ which served only to fuel an underlying suspicion of advertising.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 2:14 AM DATE MODIFIED: 12/12/2017 2:16 AM 104. Explain how advertising in the late 1960s had changed in meaningful ways.

In the late 1960s, advertising had finally changed in meaningful ways. For one, it became ANSWER: fairly self-aware. Advertising admitted being advertising. Ads during the late 1960s and into the early 1970s conveyed the sentiment, ―ok, here‘s an ad, you know it‘s an ad—and so do we.‖ Advertising began to trade on insider status (we‘re all in on it)—making fun of the straight and now silly ads of the 1950s and by playing to a sense of irony.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Bloom's: Comprehension 12/12/2017 2:16 AM 12/12/2017 2:18 AM

105. What is consumer-generated content and branded entertainment, and why are they key parts of the most recent era (2000-present) of advertising and IBP? Consumer-generated content is a big part of industry change; it is when consumers, or non ANSWER: advertising nor related industry professionals create content such as videos, art, or even ads. Often this content relates to brands, as it showcases them or can have fun with brands, such as with memes. Consumers now cocreate brands and messages in a meaningful way, and can share such via social media and digital channels more easily with newer technologies.

Meanwhile, branded entertainment is the blending of advertising and IBP with entertainment- namely film, music, and TV or video programming. A subset of it is product placement. It is of value to note these historic changes, as there is a deep value in understanding fundamentals in the field, which may not fundamentally change as much as technology has.

POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-3 and 3.4 and 3.5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: DATE CREATED: 12/12/2017 2:18 AM DATE MODIFIED: 12/12/2017 2:21 AM 106. What is an ad blocker, and how can this be considered a big part of advertising history?

Historically, we blocked exposure to ads by turning off the TV or changing the channel.

ANSWER: We did this on the radio as well, and perhaps still do. Yet, ad blockers are a big part of recent history because they are actual software based or browser based ways that can literally prevent an ad from reaching the consumer. It is a game changer, at least the authors believe. Historically, ad professionals didn‘t have to think about such ad blockers, and how to address that issue. At the same time, most of us agree that pop-up ads especially were annoying, so there is some appreciation to the software etc. that may have inspired professionals moving away from those more annoying and very distracting digital formats.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-3 and 3.5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application Copyright Cengage Learning. Powered by Cognero.

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12/12/2017 2:22 AM 12/12/2017 2:24 AM

107. What is e-business, and how is this a part of our history in the ad and IBP industry?

E-business and online commerce or the related e-commerce are game changers and a big ANSWER: part of the historic shift we have seen. It is a form of advertising and promotion in which companies selling to business customers who rely on the internet to close sales. There is no store per se; there may be an online store. As such, this has changed advertising because now one can see an ad for a place where they are possibly able to buy, akin to the traditional ―in-store‖ advertising and branding we are used to seeing especially at point-ofpurchase. This is an important aspect of more modern advertising and IBP, especially how it is synergistic with social and digital media.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.3-3 to 3-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 2:24 AM DATE MODIFIED: 12/12/2017 2:27 AM

1. Societies tend to monitor advertising to determine what is irresponsible, unethical, or illegal. Despite social shifts and technological advances, a culture‘s views on what is acceptable and unacceptable change. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 2:42 AM DATE MODIFIED: 12/12/2017 2:44 AM 2. As a promotional tool and an industry, advertising does not get a lot of attention, scrutiny, and criticism because it is so conspicuous and has established a global presence. a. True b. False ANSWER: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotio KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 2:46 AM DATE MODIFIED: 12/12/2017 2:48 AM 3. The social aspects of advertisements are not important to consider. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 2:48 AM DATE MODIFIED: 12/12/2017 2:50 AM 4. Critics of advertising claim that advertising carries too much product information and that most advertising is unbiased, comprehensive, and inherently transparent. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 2:50 AM DATE MODIFIED: 12/12/2017 2:52 AM 5. Proponents of advertising claim that advertisements do much more than just "shuffling of total demand," but contribute to the increase of total demand—showing that advertising is good for the economy.

Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 2:52 AM DATE MODIFIED: 12/12/2017 2:54 AM 6. Critics of advertising claim that advertising addresses a wide variety of basic human needs. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 2:54 AM DATE MODIFIED: 12/12/2017 2:56 AM 7. Advertisers of ―controversial products‖ attempt to show social responsibility in advertising, such as beer companies spending millions a year addressing responsible drinking. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Ethics STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 2:56 AM Copyright Cengage Learning. Powered by Cognero.

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12/12/2017 2:58 AM

8. Critics of advertising argue that advertising reduces a tendency to conformity and cuts down on status-seeking behavior. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 2:58 AM DATE MODIFIED: 12/12/2017 3:00 AM 9. The massive consumption that advertising upholds and glorifies is actually quite good for American society, and for other cultures around the world. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 3:00 AM DATE MODIFIED: 12/12/2017 3:02 AM 10. Subliminal advertisement rel ates with embedding images and messages into an advertisement that influence the unconscious minds of people; however, it is not proven to be effective. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Analytic United States - OH - DISC: Promotion Bloom's: Comprehension 12/12/2017 3:02 AM 12/12/2017 3:04 AM

11. Advertising contributes to art and culture, and art and culture can be seen in advertising, too. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 3:04 AM DATE MODIFIED: 12/12/2017 3:05 AM 12. In advertising, deception refers to making transparent statements in advertisements. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-2 NATIONAL STANDARDS: United States - BUSPROG: Ethics STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 3:06 AM DATE MODIFIED: 12/12/2017 3:07 AM 13. There are reasons it would be hard to make laws against emotional appeals in ads, since even if they seem exaggerated or inaccurate, they are unquantifiable; thus, there is no way to prove this. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-2 NATIONAL STANDARDS: United States - BUSPROG: Ethics STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 3:08 AM DATE MODIFIED: 12/12/2017 3:09 AM 14. The calls for restrictions on advertising to children over the years have been based on very few concerns. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 3:52 AM DATE MODIFIED: 12/12/2017 3:54 AM 15. The FTC has regularly issued warnings to tobacco companies about ads that have been shown to cause young people to start smoking, backed up by decades of substantial evidence to this effect published by reputable medical journals. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Custome KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 3:54 AM DATE MODIFIED: 12/12/2017 3:56 AM 16. The primary area of advertising regulation is unsolicited or direct marketing. a. True b. False ANSWER: False POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Ethics STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 3:56 AM DATE MODIFIED: 12/12/2017 3:57 AM 17. The FTC‘s regulations on deception have no authority over omissions or missing information about a product; they only cover false statements or misleading claims made by the advertiser. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 3:57 AM DATE MODIFIED: 12/12/2017 3:59 AM 18. Vertical cooperative advertising is an advertising technique whereby a manufacturer and dealer share the expense of advertising. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 3:59 AM DATE MODIFIED: 12/12/2017 4:00 AM 19. An advertisement for a smartphone that compares itself to the smartphone of another firm is legal in the U.S., even if the ad mentions brand-name goods produced by another firm.

Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Ethics STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 4:01 AM DATE MODIFIED: 12/12/2017 4:02 AM 20. Consumer groups have been much less successful as the FTC in restricting children‘s advertising. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 4:02 AM DATE MODIFIED: 12/12/2017 4:04 AM 21. The FTC‘s advertising substantiation program, set up in the 1970s, requires that documented evidence supporting any claims is not to be available to consumers. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 4:04 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/12/2017 4:05 AM

22. In a cease-and-desist order by the FTC, an advertiser agrees voluntarily to stop running the ad but doesn‘t have to admit any guilt or wrongdoing. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 4:05 AM DATE MODIFIED: 12/12/2017 4:07 AM 23. When a professional athlete begins endorsing a line of energy bars and protein drinks, he is required to genuinely demonstrate using the product in the advertisement, although he does not have to utilize the product in day-to-day life. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 4:08 AM DATE MODIFIED: 12/12/2017 4:09 AM 24. State governments have a lot of authority over promotional activities of firms, and since most companies conduct interstate commerce, any violations are federal issues. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Analytic United States - OH - DISC: Promotion Bloom's: Knowledge 12/12/2017 4:10 AM 12/12/2017 4:11 AM

25. Supporters of industry self-regulation claim that self-regulation helps avoid unnecessary government meddling. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 4:11 AM DATE MODIFIED: 12/12/2017 4:13 AM 26. The National Advertising Division (NAD) was empowered to create and enforce strict standards for packaging, labeling, distribution, and merchandising through its National Advertising Review Board (NARB). a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 4:13 AM DATE MODIFIED: 12/12/2017 4:14 AM 27. Examples of divisions within a local Better Business Bureau—merchandise, financial, and solicitations—investigate advertising practices of companies in their geographic area. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 4:18 AM DATE MODIFIED: 12/12/2017 4:20 AM 28. Consumer and industry groups are free to make attempts at shaping and restricting the advertising process, but in reality have little voice or power. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 4:20 AM DATE MODIFIED: 12/12/2017 4:21 AM 29. The CAN SPAM Act outlaws all unsolicited emails. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 4:21 AM DATE MODIFIED: 12/12/2017 4:22 AM 30. The main restriction of direct mail sweepstakes, as imposed by Congress, involves the requirement that they are randomly and fairly distributed to a wide range of communities and addresses throughout the 50 states. a. True b. False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 4:23 AM DATE MODIFIED: 12/12/2017 4:24 AM 31. The first government restriction on telemarketing required companies to remove households from their dialing lists when residents requested this. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 4:30 AM DATE MODIFIED: 12/12/2017 4:31 AM 32. The field of public relations is not restricted by the same types of laws as other business elements of the promotional and marketing mix. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 4:31 AM DATE MODIFIED: 12/12/2017 4:33 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 33. Which of the following is one of the four major aspects of advertising that lower the overall cost of products, according to proponents? a. Market segmentation b. Operating costs c. Inelasticity of demand d. Economies of scale ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Pricing KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 4:33 AM DATE MODIFIED: 12/12/2017 4:35 AM 34. The cost of products is lowered: a. when there are high success rates of a product. b. by lowering the economies of scale of a product. c. when there is a high inelasticity of demand for a product. d. when there are little or no competitors with a similar product.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Pricing KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 4:35 AM DATE MODIFIED: 12/12/2017 4:37 AM 35. Which of the following forms the lowest order of needs in Maslow's hierarchy of needs theory? a. Physiological needs b. Needs for affiliation c. Self-actualization needs d. Intrinsic needs ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 4:37 AM DATE MODIFIED: 12/12/2017 4:40 AM 36. According to Maslow‘s hierarchy of needs structure, ads for food or health care products can be thought of as promotions for products that address: a. physiological needs. b. love and belonging needs. c. self-actualizing needs. d. esteem needs.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 4-1c NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 4:40 AM DATE MODIFIED: 12/12/2017 4:42 AM 37. Many consumers buy products that they perceive to have recognition, prestige and status, which would be considered ________ needs under Maslow's hierarchy theory. a. growth b. affiliation c. self-actualization d. esteem ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 4:42 AM DATE MODIFIED: 12/12/2017 4:44 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 38. A high-end specialty store, recognized nationwide for its prestigious reputation, is busy with customers eyeing and buying costly items of clothing with designer labels. They‘re also adding $400 purses, $500 shoes, and $1,000 bracelets and necklaces to their ensembles. Which of the following basic needs of Maslow‘s Hierarchy are most likely being fulfilled by these purchases? a. Extrinsic needs b. Need for affiliation c. Esteem needs d. Physiological needs ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 4:45 AM DATE MODIFIED: 12/12/2017 4:47 AM 39. According to Maslow's hierarchy of needs theory, which of the following is the highest order of all human needs? a. Esteem needs b. Physiological needs c. Safety needs d. Self-actualization needs ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 4:48 AM DATE MODIFIED: 12/12/2017 4:50 AM 40. Stephen Fox, a history and social observer, concludes that the history of American advertisement has been: a. genuine and trustworthy. b. simple and smart. c. irrelevant and incoherent. d. money-mad and hedonistic.

ANSWER: d POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 4:50 AM DATE MODIFIED: 12/12/2017 4:52 AM 41. In their ―Campaign for Real Beauty,‖ the people creating the Dove ads attempted to be realistic, show sensitivity, and fight stereotypes by featuring: a. plus-size models who do not fit the narrow norm of beauty. b. women, who were not models, displaying various ethnicities, looks, and sizes. c. both men and women using Dove products. d. endorsements by famous elderly actresses with young-looking skin.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 4:52 AM DATE MODIFIED: 12/12/2017 4:55 AM 42. Subliminal advertising refers to: a. influencing people to buy things via word of mouth advertisement. b. providing offers to the public that would stimulate them to buy their products. c. exaggerating the features of a product and providing assurances to stimulate people to buy a product. d. embedding hidden messages or images within an advertisement.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI: 19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 4:55 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/12/2017 5:03 AM

43. Well-known illustrator Andy Warhol felt strongly that: a. visual manifestations of a sick society were being overtaken with consumerism and greed. b. art was for the people and the most accessible form of art is advertising. c. pioneering graphic innovations visually displayed the power of elitism. d. flashy images and tasteless visuals cluttered the cultural landscape.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Diversity STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 5:03 AM DATE MODIFIED: 12/12/2017 5:06 AM 44. Which of the following best describes stealth sponsorship? a. It is when corporations pay journalists to give negative opinions about their competitors in their editorials. b. It is when corporations embed hidden messages in social media advertisements to unconsciously stimulate people to want something. c. It is when journalists are paid by corporations to receive favorable treatment in their editorials. d. It is when corporations partner with ancillary firms that they deal with to receive monetary favors from them.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 5:06 AM DATE MODIFIED: 12/12/2017 5:09 AM 45.

are moral standards and principles against which behavior is judged. a. Ethics b. Appropriations c. Sects d. Dailies ANSWER: a POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 5:09 AM DATE MODIFIED: 12/12/2017 5:11 AM 46. Which of the following is true about ethics? a. It is largely based on personal judgment. b. It is applicable to business alone. c. It is strongly looked down upon in society. d. It is the basic structure of business.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 5:38 AM DATE MODIFIED: 12/12/2017 5:40 AM 47. What is the most fundamental ethical issue in advertising? a. Exaggeration, which is a serious but increasingly common practice b. Taste, particularly regarding society‘s exposure to offensive messages c. Materialism, which also is a key legal issue d. Deception, particularly false or misleading statements ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-2 NATIONAL STANDARDS: United States - BUSPROG: Ethics STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 5:40 AM DATE MODIFIED: 12/12/2017 5:42 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 48. Which of the following claims demonstrates puffery in advertising? a. "Only Crest Earns the Dental Seal of Approval Among All Major Brands!" b. "Ford Trucks Have Lower MPG than Chevy Trucks!" c. "Tide Beats Cheer in Sales 8th Year in a Row!" d. "World‘s Best Cup of Coffee Served with a Smile Here!"

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 5:42 AM DATE MODIFIED: 12/12/2017 5:44 AM 49. Which aspects of advertising are legal but fall into an ethical gray area, making them almost impossible to legislate against? a. Disclaimers b. Emotional appeals c. Testimonials d. Contests and sweepstakes ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 5:45 AM DATE MODIFIED: 12/12/2017 5:47 AM 50. What was one of the government‘s earliest restrictions that targeted specific techniques and policies being used in programming and advertising designed for children? a. The Children‘s Food and Beverage Advertising Initiative b. The Nutrition Labeling and Education Act c. The ―Cheeseburger Bill‖ d. The Children‘s Television Act ANSWER: d POINTS: 1 DIFFICULTY: Easy Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 5:47 AM DATE MODIFIED: 12/12/2017 5:49 AM 51. Three teenage girls who hang around together all start to smoke cigarettes, and eventually start to drink beer on weekends. With reference to recent research results of the Federal Trade Commission, the cause for the teenage girls' habits: a. have been most strongly influenced by families, friends, and peers. b. have been influenced by advertisements portraying it as cool. c. stem from hereditary traits. d. directly relate to advertising campaigns of criminally negligent firms.

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 5:50 AM DATE MODIFIED: 12/12/2017 5:52 AM 52. Which of the following is true about advertising of alcohol and cigarettes? a. Brands in these categories don‘t spend a lot of money on advertisements to truly influence consumers. b. These ads are usually designed to be subliminal, suggesting but not causing behavior. c. Brands in these categories are only advertised as part of other programs which do not interest children. d. Advertising cannot create primary demand in mature product categories such as these.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 5:52 AM DATE MODIFIED: 12/12/2017 5:55 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 53. Which of the following best describes primary demand? a. It is the demand for an entire range of various products. b. It is the demand for a specific brand. c. It is the demand for a specific product. d. It is the demand for an entire product category.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 5:56 AM DATE MODIFIED: 12/12/2017 5:58 AM 54. Sarah, a 13-year-old girl, came across an advertisement that displayed a new trendy hair color aimed at a mature audience. Intrigued by the advertisement, Sarah goes out and buys the product. This is an example of . a. primary demand stimulation b. subliminal advertising c. vertical cooperative advertising d. phishing ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 5:58 AM DATE MODIFIED: 12/12/2017 6:00 AM 55. The Cheeseburger Bill passed by the U.S. House of Representatives: a. restricts advertisements featuring high calorie and high fat foods during children‘s programming. b. prevents falsifying nutrition information for fast foods. c. bars the promotion of toys to children that tie in with fast foods, sugary drinks, and salty snacks. d. blocks people from suing food companies for their obesity.

ANSWER: d POINTS: 1 DIFFICULTY: Easy Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 6:01 AM DATE MODIFIED: 12/12/2017 6:03 AM 56. Although the courts and the FTC have been quite specific about defining many other practices, the definition of always been relatively vague. a. unfairadvertising b. copyright infringement in advertising c. false labeling and packaging d. phishing in online advertising ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 6:03 AM DATE MODIFIED: 12/12/2017 6:05 AM

has

57.

is an advertising technique whereby a manufacturer and wholesaler share the expense of advertising. a. Differentiation b. Subliminal advertising c. Market segmentation d. Vertical cooperative advertising ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 6:06 AM DATE MODIFIED: 12/12/2017 6:08 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 58. Vertical cooperative advertising is usually legal, though there is a concern from competitors when: a. unquantifiable emotional appeals are involved. b. a representation, omission, or practice is misleading. c. firm uses monopoly power to dominate the other. d. bogus advertising allowances are given in the form of hidden price concessions.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 6:08 AM DATE MODIFIED: 12/12/2017 6:11 AM 59. If firms decide to use comparison advertisements, t he y : a. must convey a fair comparison in the ad. b. share the costs of advertising with local dealers and distributors. c. are acting in opposition to the recommendations of the American Association of Advertising Agencies. d. cannot legally mention a competing firm or brand by name.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 6:11 AM DATE MODIFIED: 12/12/2017 6:14 AM 60. _____ was established by the Better Business Bureau to evaluate ads directed at children based on guidelines that encourage sensitivity to their level of sophistication and knowledge, as well as emphasis on positive social traits such as friendship and kindness. a. The Family Research Council b. The Children‘s Food and Beverage Advertising Initiative c. The Children‘s Advertising Review Unit d. The Children's Television Act ANSWER: c POINTS: 1 DIFFICULTY: Easy Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 6:14 AM DATE MODIFIED: 12/13/2017 12:15 AM 61. The ________ gives broad oversight over consumer products such as credit cards, money transfers, and payday loans. a. Monetary Exchange Regulatory Board b. Federal Communications Commission c. Consumer Finance Protection Agency d. National Consumer Fiscal Agency ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 6:30 AM DATE MODIFIED: 12/20/2017 6:47 AM 62. The Wheeler-Lea Amendment in 1938 greatly influenced the future of advertising in America by: a. establishing the powerful Federal Trade Commission (FTC). b. allowing the FTC to stop practices that were misleading, regardless of their impact on competition. c. granting industries the right to form self-regulatory organizations to reduce FTC interference. d. broadening the FTC's power to practices that were unfair to competitors alone.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: DISC: Promotion DATE CREATED: 12/12/2017 6:33 AM DATE MODIFIED: 12/12/2017 6:35 AM 63. The Fair Packaging and Labeling Act regulating advertising focuses on: Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters a. a way for consumers to compare the cost of household commodities and to prevent deceptive packaging. b. regulation of direct mail advertising and prohibiting lotteries. c. preventing obscenity, fraud, and the ability to deny or revoke licenses. d. direct mail.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 6:35 AM DATE MODIFIED: 12/12/2017 6:38 AM 64. The _________ of the FTC was initiated in 1971 with the intention of ensuring that advertisers make supporting evidence for claims available to consumers. a. Wheeler-Lea Amendment b. advertising substantiation program c. Robinson-Patman Act d. Federal Communications Commission ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 6:38 AM DATE MODIFIED: 12/13/2017 12:15 AM 65. A company received one of the most basic remedies used by the FTC. What is one of the FTC‘s most basic remedies in their regulatory programs? a. The FTC will dissolve the company for noncompliance. b. The FTC will issue a cease-and-desist order to the company. c. The FTC will sue the company so they cannot advertise for one month, if it is a first violation. d. The FTC will order that the company enroll in a corrective advertising program for one month.

ANSWER: b POINTS: 1 DIFFICULTY: Challenging Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 6:41 AM DATE MODIFIED: 12/12/2017 6:43 AM 66. A food manufacturer is being investigated by the FTC for claims that its food can prevent liver disease. Its executives are aware that if the claims are found to be false, the firm may receive the FTC‘s most severe penalty, which involves: a. ordering corrective advertising. b. issuing a cease-and-desist order. c. an order to insert a disclaimer. d. dissolving the corporation.

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application NOTES: Bloom's: Application DATE CREATED: 12/12/2017 6:43 AM DATE MODIFIED: 12/12/2017 6:45 AM 67. The __________ outlines the responsibilities and social impact of advertising and promotes high ethical standards of honesty and decency. a. Advertising Substantiation Program b. American Association of Advertising Agencies‘ Creative Code c. Federal Communications Commission d. Code Authority of the NAB ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 6:46 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/12/2017 6:48 AM

68. Which of the following is best describes the concept of "consumerism"? a. It is a relatively recent concept to explain the movement towards mobile marketing and locationbased services. b. It involves consumer-oriented promotions such as coupons, premiums, and sweepstakes. c. It defines the actions that individuals and groups use to enact power in the marketplace. d. It refers to the ongoing expansion of contemporary marketing beyond traditional production of ads and commercials, including e-commerce and behavioral targeting.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 6:48 AM DATE MODIFIED: 12/12/2017 6:50 AM 69. Which nonprofit consumer organization was established in 1936 and is known for its publication of Consumer Reports? a. Consumer Federation of America b. Consumers Union c. Consumer Alert d. Commercial Alert ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 6:51 AM DATE MODIFIED: 12/12/2017 6:53 AM 70. The ____________ is dedicated to one dedicated idea—―unleashing the world-changing power of consumers.‖ a. Consumer Finance Protection Agency b. Consumer Federation of America c. Consumers Union d. Consumer Review Unit Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 6:53 AM DATE MODIFIED: 12/13/2017 12:17 AM 71. A social networking site could sell information regarding its users‘ online behavior to a soft drink manufacturing and advertising firm. This relates most to ___________. a. nonprofit marketing b. appropriation c. phishing d. behavioral targeting ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 6:55 AM DATE MODIFIED: 12/12/2017 6:57 AM 72. An area of advertising and IBP subject to privacy topics is when advertisers: a. make products more expensive. b. bring communities closer. c. vote in the Consumers Union. d. use geofencing to identify smartphone users within area and serve ads accordingly.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Customer Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Comprehension 12/12/2017 6:58 AM 12/12/2017 7:00 AM

73.

refers to unsolicited commercial messages, usually sent through e-mail. a. Behavioral targeting b. Spam c. Premiums d. Infomercials ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 7:00 AM DATE MODIFIED: 12/12/2017 7:03 AM 74. ________ is an insidious version of spam where Web users are enticed into entering personal information on a fake website that is forged to look like it is from a bank, the IRS, or other organizations. a. Click-Fraud b. Appropriation c. Geofencing d. Phishing ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 7:04 AM DATE MODIFIED: 12/12/2017 7:06 AM 75. Marketers have to be particularly cautious about using without legal protection, as fraud abounds. a. coupons b. billboards c. premiums d. trade allowances Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 7:10 AM DATE MODIFIED: 12/12/2017 7:13 AM 76. The Telephone Consumer Fraud and Abuse Prevention Act of the mid-1990s: a. required telemarketers to maintain a list of customers who do not want to be called. b. banned recorded messages and robocalls. c. restricted telemarketers from calling customers more than twice a month. d. allowed the use of "robocalls" that contain recorded messages.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 7:13 AM DATE MODIFIED: 12/12/2017 7:19 AM 77. Despite being registered under the Do Not Call Registry, a person can receive calls from: a. businesses they've contacted in the last six months. b. charities, political groups, market research firms, and companies you do business with. c. companies that have delivered something to the person in the last 24 months. d. co-operatives and insurance firms.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/12/2017 7:19 AM 12/12/2017 7:21 AM

78.

is the use of pictures or images owned by someone else without permission. a. Defamation b. Spamming c. Phishing d. Appropriation ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 7:22 AM DATE MODIFIED: 12/12/2017 7:24 AM 79. What concept is involved when a statement that occurs in print is untrue and damages the reputation of a person, based on words found in magazine, newspaper, direct mail, or Internet reports? a. Libel b. Slander c. Larceny d. Appropriation ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 7:24 AM DATE MODIFIED: 12/12/2017 7:26 AM Scenario 4-1 A group called Adbusters has a website containing many pages that address issues of consumption and culture, media practices, and corporate responsibilities. For example, ―The momentum has clearly accelerated. By some measures humans have used more physical resources since World War II than in all of history before it. It‘s now taking a toll beyond anything we could ever have imagined. What does it mean when one sixth of the world‘s population consumes without any real restraint?‖ Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters Throughout the website, there are many references to advertising's role in creating and maintaining this situation. Not surprisingly, virtually all of the references to the practice of advertising are negative. (http://www.adbusters.org/home/) 80. (Scenario 4-1) Organizations like Adbusters see advertising as superficial. This view of advertising says that it: a. is not entertaining, or even interesting, to consumers. b. has no effect on demand for specific brands of products. c. offers little information based on function or performance. d. ignores the hedonic aspects of products.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Comprehension DATE CREATED: 12/12/2017 7:26 AM DATE MODIFIED: 12/12/2017 7:28 AM 81. (Scenario 4-1) Some philosophies regarding our path to overconsumption proposed by Adbusters echo the words of advertising historian Stephen Fox when he wrote, "One may build a compelling case that American culture is— beyond redemption—money-mad, hedonistic, superficial, rushing heedlessly down a railroad track called Progress." Fox then concluded that advertisers: a. are not creating the American way of life, but just reflecting it, good or bad. b. have nothing to do with the fact that all modern cultures have essentially become obsessed with consumption, not just America. c. are the self-serving manipulators and hidden persuaders who have created this situation. d. are to be blamed for the reckless lifestyle and behavior of modern day youth.

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 7:29 AM DATE MODIFIED: 12/12/2017 7:31 AM 82. (Scenario 4-1) In the past, Adbusters has cited 12 magazines that it said are responsible for pushing "a clean, exciting Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters image for one of the dirtiest products around: tobacco." It suggested that Americans cancel their subscriptions to these magazines until they stopped accepting these ads. This is an example of: a. the social phenomenon called corrective advertising. b. a strategic tool for pressuring advertisers called boycott. c. a push for consumers to mobilize and take certain actions called behavioral targeting. d. the self-regulatory practice called corrective advertising.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 7:31 AM DATE MODIFIED: 12/12/2017 7:33 AM Scenario 4-2 Purple Inc. has recently been sued for the following reasons. The CEO has stated in a radio broadcast that Purple Inc.‘s sunglasses are better than its rivals and that its main competitor‘s glasses are nothing but cheap plastic. It has also published an article stating that its competitor‘s glasses are ―fake‖ and ―aren't good enough for the customer's dog, let alone a human.‖ 83. (Scenario 4-2) Purple Inc. launched an advertisement displaying an image of a model of its competitor‘s sunglasses.

However, it had not received consent from the party to utilize the picture. This is an example of _____. a. puffery b. appropriation c. spamming d. libel ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 7:34 AM DATE MODIFIED: 12/12/2017 7:37 AM 84. (Scenario 4-2) The CEO of Purple Inc. stated that its competitor‘s sunglasses are nothing but ―a fake piece of plastic.‖ This is an example of .

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Test Bank for All Chapters a. spam b. puffery c. appropriation d. slander ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 7:38 AM DATE MODIFIED: 12/12/2017 7:40 AM 85. (Scenario 4-2) Purple Inc. published an advertisement stating that its competitor's glasses were fake and would not be good for the customer's dog, let alone a human. This is an example of . a. libel b. accommodation c. puffery d. appropriation ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 7:40 AM DATE MODIFIED: 12/12/2017 7:42 AM Scenario 4-3 The Lightning Rod is a fishing rod being introduced by Castaway Sports. At a preliminary meeting with its agency, the president of Castaway Sports mentions that the rod can improve casting distance for an average individual by more than 20 percent. The account executive asks if the president has data to support this, and the president says ―Yes.‖ The agency proceeds to produce a series of television spots featuring a well-known sports celebrity using the rod and rating it as excellent. The spots run on network television and trumpet the improved casting distance that the rod provides. The slogan of the spots is ―Lightning Rod—The Finest Rod Ever Cast.‖ After about a week, a competitor questions whether the rods really offer the improved performance Castaway Sports claims, and decides to file a complaint with the FTC. 86. (Scenario 4-3) The slogan for the spot, "Lightning Rod—The Finest Rod Ever Cast," would be considered by U.S. courts to be: Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters a. a false and misleading statement, which needs to be retracted. b. a superlative, which must be provable. c. unethical, but not truly deceptive. d. puffery, which doesn't need to be proved or disproved.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.4-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 7:43 AM DATE MODIFIED: 12/12/2017 7:46 AM 87. (Scenario 4-3) The FTC investigates the claim of "20 percent more casting distance" when using the Lightning Rod. Castaway Sports admits that it has no actual data to support the claim but believes it to be true. However, the FTC rules that Castaway Sports should stop airing the ads, and in response the Lightning Rod advertisement is removed. This is an example of a(n): a. dissolution. b. cease-and-desist order. c. consent order. d. appropriation.

ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 7:46 AM DATE MODIFIED: 12/12/2017 7:48 AM 88. (Scenario 4-3) In the commercial, a sports star is shown in a sailboat on a beautiful lake, sending a long cast into the water, then listing the excellent features of the Lightning Rod. It closes with this well-known celebrity happily reeling in a fish. To meet FTC standards for this type of endorsement, the celebrity must: a. be considered an expert in the field of sport fishing. b. share 2 per cent of the expenses involved in the advertisement. c. actually use the Lightning Rod when fishing on his own. d. write the statements that he makes in the ad.

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Test Bank for All Chapters ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 7:49 AM DATE MODIFIED: 12/12/2017 7:51 AM 89. (Scenario 4-3) The competitor who filed a complaint with the FTC also had the option of working with the media selfregulatory organization that evaluates ethical issues, the __________ which has the authority to review concerns over issues of truth, fairness, or good taste and makes recommendations based on its findings. a. ConsumerFederationofAmerica b. NAB's Code Authority c. Family Research Council d. Better Business Bureau ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 11:08 PM DATE MODIFIED: 12/12/2017 11:12 PM Scenario 4-4 Joe Rowan walked into Pederson Toyota one day and began looking at price stickers on Toyota Camrys. He was interested in that model because he had seen a number of television and magazine ads describing the car's features and reputation for reliability, and the fact that it displayed the slogan "The best car in the world" urged him to look at the cars.

After closely examining the stickers, Joe noticed a line that said "Dealer Promotion Allowance—$125.00." Joe asked a salesperson what that meant. The salesman replied that it was a charge that helped the dealership pay for local advertising to encourage consumers to shop at that particular dealer. After further discussion, Joe learned that almost 5 percent of the cost of the vehicle comes from expenses for national and local advertising.

90. (Scenario 4-4) After Joe complained, the salesperson replied, "If our industry didn't do so much advertising you probably couldn't afford to buy that computer to do your own research." Which of the following "pros" of advertising is the salesperson likely using to support his comment? a. Advertising fosters a diverse and affordable mass media. b. Advertising fosters new product success and lowers costs. c. Advertising reflects the priorities of a society.

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Test Bank for All Chapters d. Advertising contributes to art and culture in a society.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 11:12 PM DATE MODIFIED: 12/12/2017 11:15 PM 91. (Scenario 4-4) The first time Joe saw the Toyota Camry was in a magazine that displayed the slogan "The best car in the world." This slogan is an example of . a. unfair advertising b. slander c. subliminal advertising d. puffery ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 11:15 PM DATE MODIFIED: 12/12/2017 11:18 PM 92. (Scenario 4-4) Joe saw a television ad that stated the Toyota Camry was "the world's best car for reliability." The use of such absolute superlatives in advertising is: a. an illegal use of advertising language. b. unethical but legal. c. a legal and quite common use of exaggeration. d. unfair advertising but not deceptive advertising.

ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-2 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Reflective Thinking United States - OH - DISC: Promotion Bloom's: Application 12/12/2017 11:18 PM 12/12/2017 11:20 PM

93. (Scenario 4-4) The Pederson dealership and Toyota share the expense of local advertising in this market. This is an example of advertising. a. subliminal b. vertical cooperative c. corporate d. institutional ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 11:20 PM DATE MODIFIED: 12/12/2017 11:22 PM 94. (Scenario 4-4) Which government agency might eventually be reviewing the case if Joe feels he should file a complaint about advertising in the automotive industry? a. The Consumer Finance Protection Agency b. The Consumer Union c. The Federal Trade Commission d. The Consumer Federation of America ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 11:22 PM DATE MODIFIED: 12/12/2017 11:24 PM Scenario 4-4 Olive‘s, a fast food restaurant chain known for its quick meals, encountered an instance where a customer had blamed its Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters food for his weight gain. Later in the same year, they launched an advertisement comparing its burgers with a close rival's, which were very similar. This ad was asked to be corrected by the court. However, a second advertisement depicting a supermodel eating its fries and an obese person eating the fries of its competitor‘s food chain was deemed unethical and was ordered by the court to be removed, although Olive‘s continued airing the ad.

95. (Scenario 4-4) The would prevent Olive‘s from being sued by the customer blaming it for his obesity. a. Advertisement Substantiation Program b. Cheeseburger Bill c. Robinson-Patman Act d. Wheeler-Lea Amendment ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.4-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 11:25 PM DATE MODIFIED: 12/12/2017 11:27 PM 96. (Scenario 4-4) Which of the following actions would help Olive‘s prove the fairness of its first comparison ad? a. By entering a stealth sponsorship with its competitor b. By including a disclaimer c. By sharing the profits of the ad with its competitor d. By mentioning the contents of the meals ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 11:27 PM DATE MODIFIED: 12/12/2017 11:29 PM 97. (Scenario 4-4) Olive‘s second advertisement is an example of a. subliminal b. comparison c. vertical cooperative d. corporate Copyright Cengage Learning. Powered by Cognero.

advertising.subliminal.

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Test Bank for All Chapters ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 11:29 PM DATE MODIFIED: 12/12/2017 11:32 PM 98. (Scenario 4-4) Olive‘s continued airing its advertisement despite being asked to remove it by court. As a result, they were asked by the court to remove the ad in 30 days. This is an example of . a. accommodation b. appropriation c. a consent order d. a cease-and-desist order ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 11:32 PM DATE MODIFIED: 12/12/2017 11:34 PM 99. (Scenario 4-4) If Olive‘s had removed the advertisement soon after receiving the court order, this would be an example of _____. a. a stealth sponsorship b. a consent order c. monopoly power d. puffery ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Application 12/12/2017 11:35 PM 12/12/2017 11:37 PM

Scenario 4-6 Rad Productions has launched a series of advertisements. The first advertisement for a restaurant features an image of a child enjoying a burger. The second advertisement for a real estate firm depicts a cozy living room in a good locality in town. The third advertisement for a designer wear firm depicts the sale of designer dresses and shoes. The fourth advertisement is for a university, depicting college students in business suits at a marketing class.

100. (Scenario 4-6) According to Maslow's Hierarchy theory, the first advertisement would satisfy a person‘s ____. a. existence needs b. physiological needs c. growth needs d. intrinsic motives ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 11:37 PM DATE MODIFIED: 12/12/2017 11:41 PM 101. (Scenario 4-6) While some argue that advertising promotes materialism, others argue that it addresses a number of basic human needs. With reference to Maslow's Hierarchy, an advertisement for a high-end clothing company would likely be appealing to which of these needs? a. Physiological needs b. Safety needs c. Self-actualization needs d. Esteem needs ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 11:41 PM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/12/2017 11:44 PM

102. (Scenario 4-6) According to Maslow's hierarchy theory, which of the following needs would the third advertisement most likely satisfy? a. Esteem needs b. Need for affiliation c. Extrinsic needs d. Self-actualization needs ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 11:44 PM DATE MODIFIED: 12/12/2017 11:46 PM 103. (Scenario 4-6) With reference to Maslow's hierarchy theory, which of the following needs would the fourth advertisement most likely satisfy? a. Self-actualization needs b. Need for affiliation c. Growth needs d. Psychological needs ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 11:46 PM DATE MODIFIED: 12/12/2017 11:48 PM 104. (Scenario 4-6) Rad Productions is in the process of airing an advertisement which depicts a sports drink that provides athletes with more energy than other drinks. However, it is not stated what causes the added energy. It is most likely that the FTC would require a(n) from the manufacturing firm. a. appropriation b. stealth sponsorship c. disclaimer Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters d. affirmative disclosure ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/12/2017 11:48 PM DATE MODIFIED: 12/12/2017 11:50 PM 105. Advertising educates consumers. In an essay, describe the pros of adverting with reference to educating consumers.

Advertising Informs - Supporters of advertising argue that advertising educates consumers, ANSWER: equipping them with the information they need to make informed purchase decisions. By regularly assessing information and advertising claims, consumers become more educated regarding the features, benefits, functions, and value of products. Further, consumers can become more aware of their own tendencies toward being persuaded by certain types of product information. Historically, the very positive position has been offered that advertising is ―clearly an immensely powerful instrument for the elimination of ignorance.‖ Now, that might be a little bit overstated, but according to this argument, better educated consumers enhance their lifestyles and economic power through astute marketplace decision making—can‘t argue with that!

A related argument is that advertising reduces product search time—that is, the amount of time an individual spends to search for desired products and services is reduced because of advertising, access to the Web, and mobile messages from advertisers. The large amount of information readily available through advertising and Web Sites allows consumers to easily assess information about the potential value of brands without spending time and effort traveling from retail store to retail store trying to evaluate each one. The information contained in an advertisement ―reduces drastically the cost of search.‖ Another aspect of informing the public has to do with the role advertising can play in communicating about important social issues.

POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 11:51 PM DATE MODIFIED: 12/12/2017 11:53 PM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 106. List and describe four aspects of how advertising lowers the cost of products.

Four aspects of the nature of advertising, supporters argue, help lower the cost of products ANSWER: are: 1. Due to the economies of scale (it costs less to produce products in large quantities), partly created by advertising‘s contribution to stimulating demand, products cost less than if there were no advertising at all. As broad-based demand stimulation results in lower production and administrative costs per unit produced, lower prices are passed on to consumers.

2. Consumers have a greater variety of choice in products and services because advertising increases the probability of success that new products will succeed. The more products that succeed, the fewer losses firms incur from failed product introductions. In the end, this should make products cost less.

3. The pressures of competition and the desire to have fresh, marketable brands motivate firms to produce improved products and brands and introduce lower-priced brands.

4. The speed and reach of the advertising process aids in the diffusion of innovations. This means that new discoveries can be delivered to a large percentage of the marketplace very quickly. Innovations succeed when advertising communicates their benefits to the customer.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Pricing KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/12/2017 11:53 PM DATE MODIFIED: 12/12/2017 11:55 PM 107. What are the three elements that declare an ad to be ―deceptive‖? What elements declare an ad to be ―unfair‖? How is ―puffery‖ related to these concepts?

While any instance of a possibly unethical advertising message can always be debated, the ANSWER: law is quite clear about deception, but it is much vaguer regarding unfairness.

An ad is considered "deceptive" if the following three elements are present, based on the FTC‘s ruling: if it involves a representation, omission, or practice that may mislead the consumer; if this representation, omission, or practice is judged from the perspective of a consumer acting reasonably; and if the representation, omission, or practice is a material one that would affect the consumer‘s conduct or decision making about the advertised product or service. Very broadly, deception is defined as the presence of false or misleading statements in an advertisement.

An ad is considered "unfair" based on 1990s legislation that says it needs to cause substantial injury to consumers that is not avoidable by consumers, and is not outweighed by benefits to consumers or competitors. This allows the FTC to assess both the benefits Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters and costs of advertising, and it rules out reckless behaviors on the part of consumers, before a ruling can be made calling an ad unfair.

An ad includes "puffery" when superlatives or exaggerations are used that most reasonable people would understand as harmless claims or slogans. While such claims may not be technically ―true‖ (―World‘s Best Coffee!‖), they are totally legal and are not considered to be either deceptive or unfair.

POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-2 AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 11:55 PM DATE MODIFIED: 12/12/2017 11:58 PM 108. What are the three broad areas of advertising that are affected by federal regulation? Briefly identify and explain each.

The three areas affected by federal regulation involve deception and unfairness, ANSWER: competition, and children.

Issues involving "deception and unfairness" have historically been difficult to identify and prove. While most people would agree that both of these elements are unacceptable, there will always be differences in opinion as to exactly what is considered deceptive and exactly what is considered unfair. By the 1990s, the FTC and Congress worked together to more adequately define these concepts and the criteria involved.

Issues involving "competition" involve unfair practices among competitors, including cooperative advertising, comparison advertising, and monopoly power.

Issues involving children involve the nature and content of ads aimed at children, the volume of advertising within children‘s programming, and the limits and sensitivities involved in pitching products to those who are unsophisticated regarding consumption and are unaware of the power of persuasion.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/12/2017 11:58 PM DATE MODIFIED: 12/13/2017 12:03 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 109. What are the four types of rulings that the FTC might enact in response to claims of unfairness or deception in an advertisement? Name and briefly define them, beginning with the most lenient and moving on to the strongest response.

The FTC has four options when it responds to claims of unfairness or deception in an ANSWER: advertisement: consent order, cease and desist order, affirmative disclosure, and corrective advertisement.

A consent order allows an advertiser to agree to stop running a questionable ad without having to admit guilt. It is the simplest and least serious of responses that the FTC can enact.

A cease-and-desist order requires that the advertiser stop running the questionable ad, usually within 30 days so a hearing can be held to determine whether it is truly deceptive or unfair. If a product may have a direct effect on consumer‘s health or safety, an immediate cease-and-desist order can be enacted.

An affirmative disclosure requires that the advertiser add important information that had been missing from previous ads, information that might cause consumers to make false assumptions about the product.

An order for corrective advertising requires that the advertiser run new ads that clarify misleading claims or that retract erroneous information that the consumer has been led to believe as true. This is the strongest and most extensive response that the FTC can enact.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 12:04 AM DATE MODIFIED: 12/13/2017 12:06 AM 110. A complaint concerning an allegedly misleading advertising practice by a carpet-cleaning service in the Houston area is filed with the local Better Business Bureau (BBB). Apparently, homeowners are expecting the price shown on the company‘s direct mailings and newspaper coupons (a price confirmed at the time the appointment is made) but are quoted a much higher fee once the crew arrives and ―inspects‖ the carpets. The company‘s ads promise the latest in ―green‖ cleaning materials and industrial techniques, but the cleaning fluids and equipment used by the crew are also suspect.

Outline the path the complaint would take if it were to eventually arrive at the FTC. Specifically, list the organizations it would pass through, and in general terms, the actions that would need to be taken by each organization for the complaint to be forwarded on to federal regulators.

In a situation like this, the local BBB reviews the issue, often sent in the form of a ANSWER: complaint by consumers or competitors. It sends the complaint to the National Advertising Division (NAD) of the Council of Better Business Bureaus. If the NAD staff cannot resolve the complaint with the advertiser, in this case the carpet-cleaning service, it is passed along to the National Advertising Review Board (NARB). Its review panel hears the advertiser‘s case, reviews other evidence, and deliberates. It may dismiss the case, or it may convince the cleaning service to change the wording Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters in its advertising. If it does neither, it will then publicly identify the case, the advertiser, and its findings, and then forward the complaint to the FTC. POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.4-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 12:07 AM DATE MODIFIED: 12/13/2017 12:09 AM

1. Consumer behavior is a process that begins with problem recognition. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 12:39 AM DATE MODIFIED: 12/13/2017 12:40 AM 2. The consumption process is based on the sequence of two stages: need recognition and postpurchase use and evaluation. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 1:06 AM DATE MODIFIED: 12/13/2017 1:08 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 3. One perspective of consumer behavior is that the consumer is a decision maker. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 1:08 AM DATE MODIFIED: 12/13/2017 1:09 AM 4. An internal search for information is at times sufficient, so there is no need then for an external search for consumers to find what they want. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 1:09 AM DATE MODIFIED: 12/13/2017 1:11 AM 5. Advertising can influence internal but not external searches. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/13/2017 1:11 AM 12/13/2017 1:12 AM

6. Evaluative criteria differ from one product category to the next, and consumers each have their own evoked sets generally. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 1:13 AM DATE MODIFIED: 12/13/2017 1:14 AM 7. Melissa is considering sunglasses from Louis Vuitton, Chanel, or Hermes. This represents her evoked set. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 1:14 AM DATE MODIFIED: 12/13/2017 1:16 AM 8. Sometimes, advertisers try to make an otherwise low-involvement choice into a high-involvement one. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Customer Bloom's: Comprehension 12/13/2017 1:16 AM 12/13/2017 1:18 AM

9. Higher involvement may be a function of a consumer-brand relationship. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 1:18 AM DATE MODIFIED: 12/13/2017 1:19 AM 10. While purchases based on habit are merely consumption simplifiers, purchases based on brand loyalty are the result of a strong commitment to a brand. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 1:19 AM DATE MODIFIED: 12/13/2017 1:21 AM 11. Experience and involvement are both low in the extended problem-solving decision-making mode. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 1:21 AM DATE MODIFIED: 12/13/2017 1:23 AM 12. When consumers are inexperienced in a particular consumption setting, yet find the setting highly involving, they are likely to engage in extended problem solving. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 1:23 AM DATE MODIFIED: 12/13/2017 1:25 AM 13. Jerome always buys Coke, and only Coke—not Pepsi or any other cola brand. Consumers like Jerome, who repeatedly purchase a single brand to fulfill a specific need, are demonstrating brand loyalty. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 1:25 AM DATE MODIFIED: 12/13/2017 1:26 AM 14. While grocery shopping, Kate picks up "Krispy‘s" cereal instead of the usual cereal that she buys every week.

This is an example of variety seeking. a. True b. False ANSWER: True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 1:26 AM DATE MODIFIED: 12/13/2017 1:28 AM 15. When consumers believe their brand to be more popular than it actually is, it is called an accessibility bonus. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 1:28 AM DATE MODIFIED: 12/13/2017 1:29 AM 16. Without customer attention, there is a very strong chance that an advertiser‘s message will have its desired impact. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 1:29 AM DATE MODIFIED: 12/13/2017 1:31 AM 17. Advertising clutter has nothing to do with the context in which ads are processed. a. True b. False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 1:31 AM DATE MODIFIED: 12/13/2017 1:32 AM 18. Viewing consumers as social beings allows advertisers to consider meanings that consumers associate with brands. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 1:32 AM DATE MODIFIED: 12/13/2017 1:34 AM 19. Advertisements s h o u l d b e consistent with the values of people, a society, or a culture to be more likely to stand out, demand attention, and be remembered and accepted. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 1:35 AM DATE MODIFIED: 12/13/2017 1:36 AM 20. Consumers participate in rituals.

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Test Bank for All Chapters a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 1:37 AM DATE MODIFIED: 12/13/2017 1:38 AM 21. Social class, race, and ethnicity are ways in which members of a culture are classified by systematic inequalities that affect their social standing; this is known as episodic memory. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 1:39 AM DATE MODIFIED: 12/13/2017 1:40 AM 22. Emotion is not an important concept in advertising. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 1:40 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/13/2017 1:42 AM

23. Brands do not suffer when the prices and profit margins of brands become too low, thereby becoming commodities, sold on price. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 1:42 AM DATE MODIFIED: 12/13/2017 1:43 AM 24. If social class affects consumption through tastes, media preferences are likely impacted. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 1:43 AM DATE MODIFIED: 12/13/2017 1:45 AM 25. Consumer preferences relate with taste. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: International Perspective Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Comprehension 12/13/2017 1:45 AM 12/13/2017 1:47 AM

26. The interaction of social stratification and cultural capital becomes apparent when a person moves from one stratum into another. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 1:47 AM DATE MODIFIED: 12/13/2017 1:49 AM 27. Doritos partnered with a LGTBQ community to promote understanding and, in the process, promote its brand. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 1:49 AM DATE MODIFIED: 12/13/2017 1:51 AM 28. Stratification refers to systematic inequalities in things such as wealth, income, education, power, and status. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Reflective Thinking United States - OH - DISC: International Perspective Bloom's: Application 12/13/2017 1:51 AM 12/13/2017 1:52 AM

29. The consumer behavior of a family is of great interest to advertisers. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 1:53 AM DATE MODIFIED: 12/13/2017 1:54 AM 30. Two bases in consumer behavior are _______. a. psychological and social b. formal and informal c. predictable and non-predictable d. accounting and real estate ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 1:55 AM DATE MODIFIED: 12/13/2017 1:57 AM 31. Need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation represent the four stages of the: a. creation of brands. b. integrated brand promotion process. c. consumer decision-making process. d. cultural branding method.

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Test Bank for All Chapters ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 1:57 AM DATE MODIFIED: 12/13/2017 1:59 AM 32. A(n) arises when a consumer‘s desired state of affairs is different from one‘s actual state of affairs. a. evoked set b. need state c. consideration set d. top-of-mind awareness ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 2:00 AM DATE MODIFIED: 12/13/2017 2:02 AM 33. Maria decides to make herself her morning cup of juice. However, she realizes that she's run out, which leaves her feeling discontent and wanting juice. This example relates with . a. a need state b. cognitive dissonance c. an evoked set d. stratification ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer Copyright Cengage Learning. Powered by Cognero.

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Bloom's: Application 12/13/2017 2:02 AM 12/13/2017 2:05 AM

34.

can tap into information that has accumulated in one's memory as a result of repeated advertising exposure. a. Involvement b. Stratification c. An internal search d. A life-stage variable ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 2:05 AM DATE MODIFIED: 12/13/2017 2:07 AM 35. A young man tends to buy things that allow him to experience pleasure, avoid guilt, feel pride, or relieve fear. In doing so, he chooses products based on: a. emotional benefits. b. rituals. c. cognitive dissonance. d. life-stage variables.

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 2:07 AM DATE MODIFIED: 12/13/2017 2:09 AM 36. Once consumers decide that they need something, what is the first step they take as they begin to think about a product purchase? a. Use an external search process. b. Conduct an internal search for information. c. Use an alternative evaluation process.

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Test Bank for All Chapters d. Determine the degree of cognitive dissonance.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 2:09 AM DATE MODIFIED: 12/13/2017 2:12 AM 37. The set of brands that comes to mind when a category is mentioned is referred to as a. anexternalsearch b. conversion c. cognitive dissonance d. an evoked set ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 2:13 AM DATE MODIFIED: 12/13/2017 2:15 AM

.

38. Carol is considering buying a Honda, Ford, Kia, or Subaru; this is her: a. external search. b. need state. c. evoked set. d. stratification.

ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer Copyright Cengage Learning. Powered by Cognero.

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Bloom's: Application 12/13/2017 2:16 AM 12/13/2017 2:17 AM

39. An advertisement for a smartphone contains detailed copy, technical information, and a long list of product design features. In general, this ad would be most appropriate for someone who is: a. conducting an external search. b. easily influenced by subliminal advertising. c. experiencing advertising clutter. d. trying to fulfill a basic need.

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 2:18 AM DATE MODIFIED: 12/13/2017 2:20 AM 40. Which of the following statements would be made by someone experiencing cognitive dissonance? a. ―I sure need a new lawn mower, but I'm too lazy to find out what's out there.‖ b. ―I‘d like to buy one of those new Toro lawn mowers, but they‘re kind of expensive.‖ c. ―I hear the new Toro lawn mowers are one of the best in the market, but my neighbor says his is hard to start.‖ d. ―I've bought a Toro lawn mower, but I now realize the new John Deere might have been a better choice.‖ ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 2:21 AM DATE MODIFIED: 12/13/2017 2:23 AM 41. The concept of cognitive dissonance is more commonly referred to as: a. advertising clutter. b. buyer‘s remorse. c. variety seeking. d. a need state.

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Test Bank for All Chapters ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 2:23 AM DATE MODIFIED: 12/13/2017 2:25 AM 42. The idea of involvement in the context of consumer decision-making refers to how: a. a person will use a product or service. b. much importance accompanies the choice of a product. c. an individual's past experience with a product makes the person more aware about it. d. the consumer first heard about a product or brand.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 2:25 AM DATE MODIFIED: 12/13/2017 2:27 AM 43. A person is most likely to have a high degree of involvement while buying: a. laundry detergent. b. a notepad. c. paper towels. d. a car.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/13/2017 2:27 AM 12/13/2017 2:29 AM

44. Maria needs to buy a tent, sleeping bag, and hiking boots for a two-week camping trip in the mountains. She has never bought camping equipment before and assesses what other equipment she may require during her trip. She also asks her friends, who have gone camping before, what equipment she should buy. Once she has purchased all the camping gear, she evaluates whether she made the right purchases. In this situation, Maria is engaging in: a. extended problem solving. b. top of mind awareness. c. stratification. d. variety seeking.

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 2:30 AM DATE MODIFIED: 12/13/2017 2:32 AM 45. Which of the following modes of consumer decision-making involves low involvement and low experience? a. Limited problem solving b. Habit or variety seeking c. Extended problem solving d. Brand loyalty ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 2:32 AM DATE MODIFIED: 12/13/2017 2:34 AM 46. A young mother consistently buys Chips Ahoy for a special treat. However, every now and then, she buys Keebler Animal Crackers for a change in taste. Which mode of consumer decision making does this demonstrate? a. Clutter b. Variety seeking Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters c. Cognitive dissonance d. Stratification ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 2:34 AM DATE MODIFIED: 12/13/2017 2:36 AM 47. Which of the following is a difference between brand loyalty and a habit? a. Habit involves low involvement, whereas brand loyalty involves high involvement. b. Brand loyalty is not based on emotional connections, whereas habit is based on emotional connections. c. Brand loyalty can be easily disrupted with skillful advertisement, whereas habit cannot be disrupted with advertisements. d. Unlike brand loyalty, habit is based on a conscious commitment to find the brand each time the consumer purchases from the category.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 2:36 AM DATE MODIFIED: 12/13/2017 2:38 AM 48. Which of the following serves as a solution to a simple consumption problem and occurs in settings where a decision isn‘t involving? a. Extended problem solving b. Habit c. Conversion d. Brand loyalty ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 2:39 AM DATE MODIFIED: 12/13/2017 2:43 AM 49. ______ refers to when consumers change information in a positive way to favor a particular brand with which they have an emotional connection. a. A need state b. Cognitive dissonance c. Predecisional distortion d. Stratification ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 2:43 AM DATE MODIFIED: 12/13/2017 2:47 AM 50. _____ memory is the kind of memory through which names, words, and concepts are retrieved from people's minds. a. Iconic b. Episodic c. Emotional d. Semantic ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 2:47 AM DATE MODIFIED: 12/13/2017 2:50 AM 51. A survey was conducted by Spotless, a dishwashing liquid manufacturer, at a department store. During the survey, the store manager asked customers which dishwashing liquid they utilized, to which most of them immediately replied, Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters "Spotless." When asked why, the customers stated that they felt it was used by everyone and was the most popular. Based on the given scenario, it can be said that Spotless has . a. low brand loyalty b. high involvement c. an accessibility bonus d. a low economy of scale ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 2:50 AM DATE MODIFIED: 12/13/2017 2:52 AM 52. Which of the following is a similarity between habit and variety seeking? a. They refer to the tendency of consumers to continue using a brand for many years. b. They both involve a high degree of brand loyalty. c. They involve a high degree of emotional connection to a brand. d. They occur in settings where a decision isn‘t involving.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 3:54 AM DATE MODIFIED: 12/13/2017 3:56 AM 53. There is a value that cultures place on certain objects. Wes gets a nod among groups for his expensive and rare Porsche, which is admired. This scenario demonstrates the concept of . a. an internal search b. conversion c. cultural capital d. variety seeking ANSWER: c POINTS: 1 DIFFICULTY: Moderate Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 3:56 AM DATE MODIFIED: 12/13/2017 7:46 AM 54. Manuel sees so many brands claiming related performance claims and there are just so many ads in general in the product category. In this scenario, Manuel is encountering: a. cognitive dissonance. b. a high degree of brand loyalty. c. advertising clutter. d. predecisional distortion ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 3:58 AM DATE MODIFIED: 12/13/2017 4:01 AM 55. Olay lotion has always been a part of what Melinda does after the bath and she does not ever want to change this.

What is this describing? a. A consumer who is not exposed to massive volumes of ads b. A consumer who seeks variety c. A consumer who is resistant to changing rituals d. A consumer who misinterprets messages ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 4:02 AM DATE MODIFIED: 12/13/2017 4:04 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 56. Popular music, celebrity spokespersons, and anything that is novel are devices for combatting: a. conversion. b. limited problem solving. c. cognitive dissonance. d. selective attention.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking: Re - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 4:05 AM DATE MODIFIED: 12/13/2017 4:07 AM 57. Which of the following is true about branding and advertising based on social and cultural factors? a. Consumer behavior lacks the ability to be meaningfully social. b. Advertisements are not related with cultural factors. c. Consumers are merely information processors. d. Brand meaning is an important focus.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 4:07 AM DATE MODIFIED: 12/13/2017 4:09 AM 58. Which of the following best describes the social meaning approach? a. It focuses on using beliefs and rituals to subconsciously manipulate people into buying something they don't need. b. It centers on viewing consumers solely as information processors. c. It involves knowing how to connect with human beings with reference to their consumption practices. d. It refers to connecting with people by using ads as mere socially isolated attempts to influence their attitudes.

ANSWER: c POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 4:09 AM DATE MODIFIED: 12/13/2017 4:11 AM 59. In the world of advertising, culture is seen as: a. people‘s rules and regulations. b. the total way of life of a people. c. a sense of morality in society. d. the spiritual beliefs of people.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Diversity STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 4:11 AM DATE MODIFIED: 12/13/2017 4:13 AM 60. Which of the following is true of culture? a. If you are in the ad business, you are in the culture business. b. It is purely national or global. c. It is most visible to those who are immersed in it. d. It is always geographic.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Diversity STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 4:13 AM DATE MODIFIED: 12/13/2017 4:15 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 61. A commercial for roses says that it‘s not Valentine‘s Day unless there are flowers for a gift to women, and it‘s not a Valentine‘s Day dinner without these florist‘s roses. This ad attempts to tie the product to a: a. social attitude. b. purchasing habit. c. cultural ritual. d. social class.

ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Diversity STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 4:15 AM DATE MODIFIED: 12/13/2017 4:17 AM 62. A person‘s standing in American society is often based on social stratification, which reflects the systematic inequalities within that society regarding: a. caste and gender. b. cultural engagement and emotional intelligence. c. wealth, power, education, and status. d. religious beliefs, morals, and values.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Diversity STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 4:17 AM DATE MODIFIED: 12/13/2017 4:19 AM 63. Which of the following is stratification based on? a. Political beliefs b. Emotional intelligence c. Religious beliefs d. Income ANSWER: d POINTS: 1 DIFFICULTY: Easy Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Diversity STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 4:19 AM DATE MODIFIED: 12/13/2017 4:21 AM 64. One of the main reasons why social class may not be completely reliable in predicting the preferences and tastes of Americans is that: a. it has little to do with demographics. b. it has a hierarchical structure and involves assigned membership. c. many people with a huge range of income call themselves "middle class." d. is static, unchanging, and permanent.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Diversity STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 4:21 AM DATE MODIFIED: 12/13/2017 4:23 AM 65. Related to the way a consumer‘s culture shapes his or her tastes and preferences is the concept of cultural capital.

This refers to the: a. value that a culture places on certain consumption practices and objects. b. particular pattern of consumption that depends on fiscal stability. c. financial investment needed to create a brand. d. monetary value of a brand in a particular area.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 4:23 AM DATE MODIFIED: 12/13/2017 4:25 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 66. A designer purse, used by a celebrity, would have . a. high cultural capital b. high social capital c. low inelasticity of demand d. low economies of scale ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 4:25 AM DATE MODIFIED: 12/13/2017 4:27 AM 67. Advertisers understand the child or children leaves home, the consumption patterns of the family changes. This planning criterion is known as . a. cultural capital b. a life-stage variable c. stratification d. accessibility bonus ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 4:27 AM DATE MODIFIED: 12/13/2017 4:29 AM 68. Which of the following is true about gender? a. Advertisers have been reluctant to communicate to men and women in different ways. b. Gender is unequally distributed across income. c. Advertisers often find gender issues overly sensitive and tend to avoid them. d. There are no differences between men and women if they are the products of differential socialization.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 4:29 AM DATE MODIFIED: 12/13/2017 4:31 AM 69. _____ are groups of consumers who feel a commonality and a shared purpose attached to a consumer good or service. a. Brand ambassadors b. Trend setters c. Trade channels d. Brand communities ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 4:31 AM DATE MODIFIED: 12/13/2017 4:33 AM 70. Advertisements—like books, movies, posters, and paintings—can act as sociocultural ―texts‖ that are read and interpreted by consumers. In this case, advertising: a. is an entity separate from mass media. b. relies largely on words rather than images. c. helps to transmit meaning within a culture. d. lacks giving products a social meaning.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 4:34 AM DATE MODIFIED: 12/13/2017 4:35 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 71. Effective ads turn mere products into actual brands by: a. giving them cultural meaning. b. keeping prices lower than those of competitors. c. offering discounts and sales. d. repeating the message in more than one medium.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Diversity STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 4:36 AM DATE MODIFIED: 12/13/2017 4:37 AM 72. Ads become part of our everyday landscape, language, and reality as a result of many people: a. being subjected to taste. b. being somewhat involved in purchasing decisions. c. picking up and adopting their phrases, ideas, slogans, and agendas. d. buying certain, selective products based on chance.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 4:37 AM DATE MODIFIED: 12/13/2017 4:39 AM Scenario 5-1 As clothing and accessories retailer Gap, Inc. attempted to carry its brand to greater heights, executives felt that a great way to refresh the company‘s logo would be to change it all together. However, perhaps even quicker than the initial decision to change the logo, the masses reacted so negatively to the change that the company went back on its decision. A number of consumers stated that the new logo looked ―cheap, like a crummy PowerPoint presentation,‖ and that was all company executives needed to hear. Gap admitted that the idea of changing the company‘s logo was probably not the right move, nor was it the right time to do so. The company will look for other ways to develop the brand. Clearly, Gap‘s reaction to consumer sentiments serves as proof that the company cares a great deal about consumer thoughts and opinions.

73. (Scenario 5-1) Gap's logo had been extremely popular, and most of its customers had recognized and used their products for years. This is an example of .

Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters a. brand loyalty b. variety seeking c. advertising clutter d. cognitive dissonance ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 4:39 AM DATE MODIFIED: 12/13/2017 4:42 AM 74. (Scenario 5-1) Gap‘s loyal customers generally believed the company‘s products were high-end and sophisticated.

Judging by the initial responses, consumers felt Gap‘s new logo represented low-end products, and would, therefore, appeal to a lower social class. This concept of differing social levels is called: a. cognitive dissonance. b. advertising clutter. c. stratification. d. cultural capital.

ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 4:42 AM DATE MODIFIED: 12/13/2017 4:44 AM 75. (Scenario 5-1) Facebook played an important role in Gap reversing its decision to change the company logo.

Thousands of users posted status updates expressing their distaste for the new logo, and company executives could not overlook the opinions of their customers. In this situation, Gap had a strong: a. need state. b. brand community. c. internal search. d. reaction to advertising clutter.

ANSWER: b Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 4:44 AM DATE MODIFIED: 12/13/2017 4:46 AM Scenario 5-2 Since its introduction to the market in 2007, Apple Inc.‘s iPhone dominated other smartphones in terms of units activated per year. However, several years later, Apple began facing stiff competition from Google‘s Android software and Samsung. The problem for Apple was that its competition, primarily phones powered by Android operating systems, largely outnumbered the iPhone in terms of available options. In the U.S. alone, there were over twenty smartphones that run on the Android operating system, compared to Apple‘s one iPhone. Now more than ever, Apple, which insists on tight control of its devices, must find a way to win in an intensely competitive market against rivals that are openly licensing their software to scores of companies.

76. (Scenario 5-2) Originally, one reason that the iPhone outsold other smartphones was the feeling of pride many consumers associated with owning one. This represents: a. an emotional benefit. b. a functional benefit. c. a taste state. d. cognitive dissonance.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 4:46 AM DATE MODIFIED: 12/13/2017 4:49 AM 77. (Scenario 5-2) While deciding on what brand of cell phone he should buy, Mark, a university student, asks his friend for suggestions on different models of cell phones. His friend immediately says that Apple, Samsung and Google are good options. This is an example of . a. a need state b. stratification c. an evoked set d. cognitive dissonance Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 4:49 AM DATE MODIFIED: 12/13/2017 4:51 AM 78. (Scenario 5-2) While searching for a phone with the best camera, Rosie finds seven different advertisements stating that their phones have great camera features when compared to others. Rosie is now confused about which brand to choose. This is an example of . a. advertising clutter b. stratification c. predecisional distortion d. life-stage variables ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 4:52 AM DATE MODIFIED: 12/13/2017 4:54 AM 79. (Scenario 5-2) After purchasing a phone, Kathy states that she should have purchased an iPhone rather than the one she purchased because the iPhone is more popular and elegant. This is an example of . a. predecisional distortion b. life-stage variables c. cognitive dissonance d. a need state ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Customer Bloom's: Application 12/13/2017 4:54 AM 12/13/2017 4:56 AM

Scenario 5-3 While grocery shopping, Tina selects items that she regularly buys because she knows they taste good and she has used them for years. However, the usual Kraft cheese that she buys is not available, so she buys a similar brand of cheese that she hasn't tried but has heard of before. Kraft cheese, being a popular brand, has managed to make itself known, and when most of the customers shopping at the store were asked which cheese they bought, most of them stated Kraft almost immediately.

80. (Scenario 5-3) When Tina finds out that Kraft cheese is not available, she buys another brand of cheese, which she hasn't purchased before. As cheese isn't the most important item on her list, she spends very little time picking an alternate brand of cheese. This is an example of . a. extended problem solving b. limited problem solving c. stratification d. electronic word-of-mouth ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 4:57 AM DATE MODIFIED: 12/13/2017 5:01 AM 81. (Scenario 5-3) The management had asked all store managers to check with their customers which cheese they preferred and thought was popular. When customers were asked this question, they quickly said Kraft because they thought it has a huge market share. Kraft cheese has created a(n) . a. accessibility bonus b. external search c. process of variety seeking d. cognitive dissonance ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Reflective Thinking United States - OH - DISC: Customer Bloom's: Application 12/13/2017 5:01 AM 12/13/2017 5:03 AM

82. (Scenario 5-3) When Tina saw that the cheese was out of stock, she thought of Porky's and Cubby Cow's cheese, because she had tried them before. This is an example of . a. an external search b. an internal search c. cognitive dissonance d. conversion ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 5:04 AM DATE MODIFIED: 12/13/2017 5:07 AM 83. (Scenario 5-3) Kraft cheese tries to get its customers to buy its cheese more than once. This is an example of _____. a. extended problem solving b. low involvement c. conversion d. an accessibility bonus ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 5:07 AM DATE MODIFIED: 12/13/2017 5:09 AM Scenario 5-4 Sing, a motorcycle manufacturer aims to make its slogan "Sing Motorcycling" known to every individual in a way that they immediately associate it with the firm. The company has created a social media page where almost a thousand fans Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters have registered. However, there are two competitors who advertise the same features. The firm has a large number of customers who think it manufactures the best and there is no other manufacturer better.

84. (Scenario 5-4) Sing advertises its slogan in a way that people will immediately associate it with its motorcycles. Sing is using advertising which involves the ____. a. episodic memory b. emotional memory c. iconic memory d. semantic memory ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 5:09 AM DATE MODIFIED: 12/13/2017 5:12 AM 85. (Scenario 5-4) A lot of fans have joined Sing‘s social media page. This is an example of a a. life-stage variable b. variety seeking process c. brand community d. advertising clutter ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 5:13 AM DATE MODIFIED: 12/13/2017 5:15 AM

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86. (Scenario 5-4) Sing has a large number of people who think that they have the best motorcycles in the industry. They think of them whenever they want to buy one. This is an example of . a. brand loyalty b. cognitive dissonance c. variety seeking d. stratification Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 5:15 AM DATE MODIFIED: 12/13/2017 5:17 AM 87. (Scenario 5-4) Tony is about to buy a limited edition motorcycle from Sing. It is most likely that Tony is a _______________ consumer, since this will be his family‘s third purchase from Sing. a. advertising clutter b. high involvement c. cognitive dissonance d. limited problem solving ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 5:33 AM DATE MODIFIED: 12/13/2017 5:35 AM 88. (Scenario 5-4) The people of Sing believe that if a person drives a motorcycle means, that person can afford a lifestyle of getaways and the most expensive motorcycle on the market. It is most likely that owning a motorcycle by Sing would have ________. a. high cultural capital b. inequality of demand c. low economies of scale d. low involvement ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Customer Bloom's: Application 12/13/2017 5:35 AM 12/13/2017 5:49 AM

Scenario 5-5 Ben was preparing to host a graduation party for his friends and relatives when he suddenly realized that he did not have a grill for the barbeque his friends wanted. Having never purchased a grill before, he felt that he needed to shop carefully and take his friends' suggestions on which brand to buy. After visiting several stores and examining numerous models and brands, he settled on a Grillmate model that cost $240.

89. (Scenario 5-5) The consumption process for the grill began when Ben: a. brought home a blender from the store. b. identified the criteria he would use to look for blenders. c. made a mental list of the brands he would consider. d. realized he did not have a blender for the party.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 5:50 AM DATE MODIFIED: 12/13/2017 5:53 AM 90. (Scenario 5-5) Ben realized that he did not have a grill for the party. This is an example of a. an information search b. an alternative evaluation c. cognitive dissonance d. a need state ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 5:53 AM DATE MODIFIED: 12/13/2017 5:56 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 91. (Scenario 5-5) Ben asked his friends for suggestions on which brand of grill he should purchase. This is an example of: a. need recognition. b. postpurchase use. c. top of mind awareness. d. information search.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 5:56 AM DATE MODIFIED: 12/13/2017 5:59 AM 92. (Scenario 5-5) Which of the following best describes Ben‘s mode of consumer decision making in buying a grill? a. Limited problem solving b. Low involvement c. Extended problem solving d. Predecisional distortion ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 6:02 AM DATE MODIFIED: 12/13/2017 6:05 AM 93. (Scenario 5-5) Ben mentions to another shopper at the store that low-quality grills are made with more cheap looking parts and high-quality grills have better looking parts. This comment represents Ben‘s: a. beliefs. b. brand loyalty. c. brand attitude. d. habits.

ANSWER: a POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 6:05 AM DATE MODIFIED: 12/13/2017 6:08 AM Scenario 5-6 Voice-It Technologies produces inexpensive personal voice recording devices that serve as a substitute for message pads in the home or office. Their recording time is limited to 120 seconds, and the devices sell for less than $20. Voice-It‘s products are about the size of four credit cards stacked on top of one another and have a life of about a year. The slogan the firm uses on its packaging and advertising is ―Don't Write It, Voice It!‖ 94. (Scenario 5-6) Most consumers who purchase Voice-It products buy them primarily when their preferred brand is out of stock. They also do not spend much time on information search. What mode of consumer decision making does this indicate? a. Brand loyalty b. Limited problem solving c. Extended problem solving d. Cognitive dissonance ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 6:08 AM DATE MODIFIED: 12/13/2017 6:13 AM 95. (Scenario 5-6) The management of Voice-It Technologies believes in retaining their customer base and provide customers at their stores attractive offers which will help create brand loyalty and repeat purchases. This is an example of . a. predecisional distortion b. cognitive dissonance c. limited problem solving d. conversion ANSWER: d POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 6:14 AM DATE MODIFIED: 12/13/2017 6:16 AM 96. (Scenario 5-6) Mark feels that Post-its are much more efficient and simpler than Voice-It, so he purchases Post-its instead of the Voice-It product. This is an example of . a. a predecisional distortion b. a habit c. a variety seeking process d. cognitive dissonance ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Custome KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 6:33 AM DATE MODIFIED: 12/13/2017 6:35 AM 97. (Scenario 5-6) The Voice-It products are more expensive than others in the market. They are mostly used by big businessmen and higher-level managers. It is most likely that Voice-It products would have . a. a high cultural capital b. low brand loyalty among higher-level managers c. advertising clutter d. life-stage variables ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI: 19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 6:35 AM Copyright Cengage Learning. Powered by Cognero.

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98. Discuss the need recognition state of the consumer decision-making process.

A need state arises when one‘s desired state of affairs differs from one‘s actual state of ANSWER: affairs. Need states are accompanied by a mental discomfort or anxiety that motivates action; the severity of this discomfort can be widely variable depending on the genesis of the need.

One way advertising works is to point to and thereby activate needs that will motivate consumers to buy a product or service. A variety of needs can be fulfilled through consumption, and it is reasonable to suggest that consumers‘ needs are often sufficiently recognized and motivating to many consumers. Products and services should provide benefits that fulfill consumers‘ needs; hence, one of the advertiser‘s primary jobs is to make the connection between the two for the consumer.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 6:39 AM DATE MODIFIED: 12/13/2017 6:41 AM 99. What is cognitive dissonance? Discuss how advertisers can prevent dissonance.

Advertising plays an important role in alleviating the cognitive dissonance that can occur ANSWER: after a purchase. Cognitive dissonance is the anxiety or regret that lingers after a difficult decision, sometimes called ―buyer‘s remorse.‖ Often, rejected alternatives have attractive features that lead people to second-guess their own decisions. If the goal is to generate satisfied customers, this dissonance must be resolved in a way that leads consumers to conclude that they did make the right decision after all. Purchasing high- cost items or choosing from categories that include many desirable and comparable brands can yield high levels of cognitive dissonance.

When dissonance is expected, it makes good sense for the advertiser to reassure buyers with detailed information about its brands. Postpurchase reinforcement programs might involve direct mail, email, or other types of personalized contacts with the customer. This postpurchase period represents a great opportunity for the advertiser to have the undivided attention of the consumer and to provide information and advice about product use that will increase customer satisfaction.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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100. How does the extended problem-solving mode of decision making differ from the limited problem-solving mode of decision making?

When consumers are inexperienced in a particular consumption setting, yet find the setting ANSWER: highly involving, they are likely to engage in extended problem solving. In this mode, consumers go through a deliberate decisionmaking process that begins with explicit need recognition, proceeds with careful internal and external search, continues through alternative evaluation and purchase, and ends with a lengthy postpurchase evaluation.

In contrast, limited problem solving is a more common mode of decision making. In this mode, experience and involvement are both low. A consumer is less systematic in his or her decision making. The consumer has a new problem to solve, but it is not a problem that is interesting or engaging, so the information search is limited to simply trying the first brand encountered.

POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Analysis DATE CREATED: 12/13/2017 6:43 AM DATE MODIFIED: 12/13/2017 6:45 AM 101. Discuss how emotion plays an important role in consumer behavior.

Emotion is incredibly important in consumer behavior. Researchers have shown that if a ANSWER: brand is associated with a positive emotion or feeling, the subsequent information about the brand is actually distorted in favor of the emotion-linked brand and against others. By this, we mean that consumers actually change the nature of incoming information to favor this emotional brand connection. It then affects subsequent consumer decisions in favor of the emotion-linked brand. This power favors the use of emotional branding techniques, brand relationship building, including advertising.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension Copyright Cengage Learning. Powered by Cognero.

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102. Discuss culture as a major component in consumers' lives.

Culture surrounds the creation, transmission, reception, and interpretation of ads and ANSWER: brands, just as it touches every aspect of consumption. Culture is what people do and is the way things are done. Cultures may be large and national, or they may be regional or local, or not geographic at all. It‘s usually easier to see and note culture when it‘s more distant and unfamiliar. Further, members of a culture often find the ways they do things to be perfectly natural and normal. Culture is also said to be nearly invisible to those who are immersed in it.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGU: 19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Diversity STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 6:48 AM DATE MODIFIED: 12/13/2017 6:50 AM 103. Describe how ads transmit meaning.

Advertising can be thought of as a text. It is ―read‖ and interpreted by consumers.

ANSWER: One can think of it as being like other texts: books, movies, posters, paintings, and so on. It is a creative product. In order to understand ads, one has to know something of the cultural code, or they would make no sense.

Advertisers place advertised products and a slice of social life in an ad to get the two to intermingle, to become part of the same social scene. In other words, the product is given social meaning by being placed within an ad that represents an idealized context. This slice of life, of course, is the type of social setting in which potential customers might find, or desire to find, themselves. According to McCracken‘s model, meaning has moved from the world to the product (shoes) by virtue of its sharing space within the frame of the advertisement.

POINTS: DIFFICULTY: QUESTION TYPE: HAS VARIABLES:

When advertisers put things within the frame of an ad, they want the reader of the ad to put them together seamlessly, to take them together as part of each other. When a consumer purchases or otherwise incorporates that good or service into his or her own life, the meaning is transferred to the individual consumer. Meaning is thus moved from the world to the product (via advertising) to the individual. When the individual uses the product, that person conveys to others the meaning he or she and the advertisement have now given it. Their use incorporates various rituals that facilitate the movement of meaning from the good to consumer.

1 Moderate Essay False

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI: 19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 7:25 AM DATE MODIFIED: 12/13/2017 7:27 AM 104. What is an evoked set, and why is it important to advertisers and those working in IBP? An evoked set is the set of brands or even choices that a consumer makes to help narrow a ANSWER: decision. For instance, car shopping is overwhelming, so the consumer narrows it down to either a Ford or a Chevy or a Kia. Advertisers are interested in consumer‘s choice sets, so they can identify both who is a potential customer to serve targeted ads to and also who competitors really are, so their ad messages can even parlay against them.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI: 19.5-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 7:27 AM DATE MODIFIED: 12/13/2017 7:29 AM

1. When a brand team defines the target market of consumers for their product, they do not worry about identifying many smaller subsets of consumers within their broad market. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 12:06 AM DATE MODIFIED: 12/14/2017 12:08 AM 2. In the world of advertising, products are positioned, but markets are segmented. a. True b. False ANSWER: True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 12:09 AM DATE MODIFIED: 12/14/2017 12:10 AM 3. STP marketing includes three aspects: segmentation, targeting, and positioning. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-1 NATIONAL STANDARDS: United States - BUSPROG Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 12:10 AM DATE MODIFIED: 12/14/2017 12:12 AM 4. If Nike decides to use the STP framework, it does not need to do market segmentation. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking: Re - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 12:12 AM DATE MODIFIED: 12/14/2017 12:14 AM 5. Positioning relates to an attempt to give a brand meaning relative to its competitors. a. True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking: R - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 12:14 AM DATE MODIFIED: 12/14/2017 12:16 AM 6. Companies at times target ―casual users‖. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking: Re - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 12:16 AM DATE MODIFIED: 12/14/2017 12:18 AM 7. Spending advertising dollars to get ―switchers‖ to buy your brand may seem like a bad idea, but it often results in strong brand loyalty. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking: Re - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension Copyright Cengage Learning. Powered by Cognero.

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8. Psychographic segmentation is used in selecting target segments by focusing on consumers‘ descriptors such as their values, beliefs, philosophies, and opinions. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 12:19 AM DATE MODIFIED: 12/14/2017 12:21 AM 9. Demographics are used to describe or profile target segments and may include gender, age, education, and income range. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking: Re - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 12:21 AM DATE MODIFIED: 12/14/2017 12:23 AM 10. Psychographic segmentation is a term that advertisers created in the mi d -1960s to refer to a for m of research that emphasi zes the understanding of consumers‘ acti vities, interests, and opinions. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 12:23 AM DATE MODIFIED: 12/14/2017 12:24 AM 11. Advertising is relevant for both business-to-business as well as for business-to-consumer approaches. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking: Re - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 12:24 AM DATE MODIFIED: 12/14/2017 12:26 AM 12. If an advertiser sees a large potential segment being served by a competitor with a big budget, it should withdraw from the marketplace. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking: Re - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 12:27 AM DATE MODIFIED: 12/14/2017 12:28 AM 13. One drawback of niche marketing is that a company may have to raise the price of its product due to the smaller volume of sales it can expect. a. True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking: Re - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Pricing KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 12:28 AM DATE MODIFIED: 12/14/2017 12:30 AM 14. Some advertisers try to use approaches to reach the green consumer segment a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 12:30 AM DATE MODIFIED: 12/14/2017 12:31 AM 15. A gourmet spa advertises itself as offering relaxation to the extreme and the best massage in America. The owner of the local shop buys ads focusing on a relaxing experience and their award-winning massage therapists. This is an example of internal consistency. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 12:31 AM Copyright Cengage Learning. Powered by Cognero.

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16. Bumbo is a company that manufactures products for babies and toddlers. Its advertising campaigns have carried various slogans over the years, and they change up the thematic core of the messages every week. This is an example of consistent positioning approach. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 12:33 AM DATE MODIFIED: 12/14/2017 12:35 AM 17. When formulating a positioning strategy, it is important to consider the competition. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking: Re - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 12:35 AM DATE MODIFIED: 12/14/2017 12:37 AM 18. Brand opportunities relate with credibility, relevance, stretch, and differentiation. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-4 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking: Re - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 12:37 AM DATE MODIFIED: 12/14/2017 12:38 AM 19. Taco Bell is launching a new advertising campaign portraying its restaurant as having very fast service and a cheerful staff to target a younger crowd. The campaign will be more successful if it uses various aspects of IBP such as sponsorships, contests, and sales promotions in addition to TV and social media, rather than TV commercials alone, to best reach this group. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 12:38 AM DATE MODIFIED: 12/14/2017 12:40 AM 20. Alluring is a company that manufactures cosmetic products. It claims to have the most innovative and scientific formula of the makeup. To be internally consistent, the company should invest in a better Research and Development department to continue product innovation. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 12:40 AM DATE MODIFIED: 12/14/2017 12:42 AM 21. The basic premise of a positioning strategy must be complex and fitting in with the competitors‘ messages if it is to be communicated effectively to the target segment. a. True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 1:10 AM DATE MODIFIED: 12/14/2017 1:11 AM 22. A brand‘s opportunity claim is a statement of the brand‘s benefits that provide value to its target consumers and includes functional, emotional, and self-expressive benefits. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 1:11 AM DATE MODIFIED: 12/14/2017 1:13 AM 23. When ad agency professionals are creating a campaign for a huge global retail firm with complex value propositions, it is important to make sure the campaign aligns with one or more aspects of the brand‘s value. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 1:13 AM DATE MODIFIED: 12/14/2017 1:15 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 24. The strategic planning triangle suggested by Thorson and Moore features as its three main aspects the campaign‘s colors, celebrity endorsers, and logo. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking: Re - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 1:15 AM DATE MODIFIED: 12/14/2017 1:16 AM 25. The process of cutting a market into pieces and focusing on the piece or pieces that make the most sense is termed ________. a. segmentation b. integration c. rationalization d. differentiation ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking: Re - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 1:17 AM DATE MODIFIED: 12/14/2017 1:18 AM 26. The Folgers brand team looked at the diverse market of all coffee drinkers, then broke it down by age. The team chose to focus on college-aged students who were new to coffee; these people represent the _______ a. benefit positioning. b. positioning value proposition. c. target market. d. segmenting persuasion tools.

ANSWER: c Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 1:18 AM DATE MODIFIED: 12/14/2017 1:20 AM 27. What does ―T‖ stand for in the term STP marketing? a. Tangible b. Technology c. Target d. Territory ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking: Re - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: PromotionMarketing P - DIS - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 1:21 AM DATE MODIFIED: 12/14/2017 1:23 AM 28. What is the first step in STP marketing? a. market segmentation b. solidify strategy c. supplementary positioning d. selecting marketing ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking: Re - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: PromotionMarketing P - DIS - DISC: Promotion KEYWORDS: Bloom's: Knowledge Copyright Cengage Learning. Powered by Cognero.

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29. The McDonald‘s team aligned its marketing mix in a design that would represent a particular identity, showcasing certain themes and value, and shaped to gain distinctive approval from parents. This demonstrates the process of ______. a. switching. b. commoditization. c. segmenting. d. singularization.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 1:26 AM DATE MODIFIED: 12/14/2017 1:27 AM 30. What does the acronym STP mean? a. Sales, Target, Product b. Sell To People c. Segmenting, Targeting, Positioning d. Sell The Product ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: PromotionMarketing P - DIS - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 1:27 AM DATE MODIFIED: 12/14/2017 1:29 AM 31. In STP marketing, the term a. segmentation b. redistribution c. positioning d. targeting ANSWER: c

refers to an attempt to give a brand a certain meaning relative to its competitors.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 1:29 AM DATE MODIFIED: 12/14/2017 1:32 AM 32. For most products and services, some users will purchase much more, and more frequently, than others. These consumers are called . a. lead users b. switchers c. emergent consumers d. variety seekers ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: PromotionMarketing P - DIS - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 1:32 AM DATE MODIFIED: 12/14/2017 1:34 AM 33. What is a downside to adopting a heavy-user-focused segmentation plan? a. Heavy users usually form less than one percent of users by volume. b. Heavy users may differ significantly from average or infrequent users in terms of their motivations to consume, their approach to the brand, or their image of the brand. c. Heavy users are a costly target segment and much can be spent in getting their business merely to have it disappear just as quickly as it was won. d. Heavy users have little knowledge of the brand and negligible social influence.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking: Re - BUSPROG: Reflective Thinking Copyright Cengage Learning. Powered by Cognero.

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34. The consumers termed ____ turn out to be a costly target segment; much can be spent in getting their business merely to have it disappear just as quickly as it was won. a. brand freaks b. lead users c. switchers d. heavy users ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 1:36 AM DATE MODIFIED: 12/14/2017 1:39 AM 35. As a segment, variety seekers: a. are extremely committed to a brand. b. enjoy new experiences and switch brands for that reason. c. need little encouragement to continue purchasing a brand. d. are unusually enthusiastic about one brand and often excessive in their purchasing activities of it.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 1:39 AM DATE MODIFIED: 12/14/2017 1:41 AM 36. Which segment is important when there is a big influx of first-time buyers? a. switchers b. brand-freaks c. lead users Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters d. emergent consumers ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 1:41 AM DATE MODIFIED: 12/14/2017 1:43 AM 37. A characteristic that share is that their brand preferences are still under development. a. variety seekers b. brand-freaks c. heavy users d. emergent consumers ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 1:44 AM DATE MODIFIED: 12/14/2017 1:46 AM 38. Folgers coffee focuses on graduates and newlyweds in advertising, as they are the next generation of coffeedrinkers at home. This campaign is an example of: a. ambush marketing. b. guerilla marketing. c. heavy-user-focused marketing. d. point-of-entry marketing.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion Bloom's: Application 12/14/2017 1:46 AM 12/14/2017 1:48 AM

39. Location is most related to segmentation. a. geographic b. psychographic c. competitive d. demographic ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 1:48 AM DATE MODIFIED: 12/14/2017 1:52 AM 40. What is geodemographic segmentation? a. Creating multiple media markets to reach many global consumers. b. Positioning a new service in a new region. c. Identifying neighborhoods by zip code around the country that share common demographic characteristics. d. Expanding a brand into a new country in a region where it already operates.

ANSWER: c POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 2:12 AM DATE MODIFIED: 12/14/2017 2:15 AM 41. Climate, topography, community size, and national region have been found to make dramatic differences in consumption, including habits involving eating and food preparation, entertainment, and recreation. This is the basis of segmentation. a. psychographic Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. commitment-level-based c. geographic d. demographic ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 2:15 AM DATE MODIFIED: 12/14/2017 2:17 AM 42. Which system has identified many market segments based on zip codes and the personal characteristics of their residents, creating a well-known tool for geodemographic segmentation? a. Thorson and Moore‘s model b. PRIZM c. SIC Codes d. VALS ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 2:17 AM DATE MODIFIED: 12/14/2017 2:19 AM 43. _____ is a term that advertisers created in the mid-1960s to refer to a form of research that emphasizes the understanding of consumers‘ activities, interests, and opinions. a. Demographics b. Geodemographics c. Psychographics d. Micrographics ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 2:20 AM DATE MODIFIED: 12/14/2017 2:22 AM 44. Why are systems such as PRIZM used by advertisers for segmentation? a. because they provide deep segment description b. because they allow for segmentation on the basis of frequency of usage c. because they provide deep insights into consumers' motivations d. because they emphasize the understanding of consumers‘ activities, interests, and opinions ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 2:22 AM DATE MODIFIED: 12/14/2017 2:24 AM 45. In recent years, mobile phones and location of consumers on the go relates with segmentation. a. value b. micrographic c. reprographic d. geodemographic ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 2:24 AM DATE MODIFIED: 12/14/2017 2:26 AM 46. A firm hires an agency to persuade real estate professionals to use their finance services. In this case, the agency is specifically involved in: a. psychographic research.

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Test Bank for All Chapters b. business-to-business marketing. c. the competitive field d. need-based segmentation.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 2:26 AM DATE MODIFIED: 12/14/2017 2:28 AM 47. Segment selection revolves around what the members of the segment want versus: a. how much they are willing to pay for it. b. whether the segment is currently growing. c. how much they are willing to settle for. d. the organization‘s ability to provide it.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Moderate DATE CREATED: 12/14/2017 2:28 AM DATE MODIFIED: 12/14/2017 2:30 AM 48. A major criterion to consider during segment selection is the ____, or the companies that are vying for that segment‘s business. a. ad clutter b. business market c. competitive field d. niche market ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.6-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective thinking STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 2:31 AM DATE MODIFIED: 12/14/2017 2:34 AM 49. What is niche marketing? a. A relatively small group of consumers within a segment that has a distinctive set of needs or seeks very specific benefits. b. A large group of heavy users who are loyal to a brand because it provides value at a relatively low price c. A market segment that is served by many firms and is characterized by high levels of competition d. A market segment that is characterized by high sales volumes and low prices ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 2:34 AM DATE MODIFIED: 12/14/2017 2:36 AM 50. In Chobani yogurt‘s positioning as the yogurt with quality ingredients only, it can benefit the position of the brand with: a. competitors. b. integrated brand promotion. c. not having any advertising. d. taking information out of any advertising.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 2:36 AM DATE MODIFIED: 12/14/2017 2:38 AM 51. A fast-food restaurant is attempting to position itself as the best choice when you're in a hurry because it serves Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters customers within 100 seconds. To maintain internal consistency, the firm might take all of the following steps below, EXCEPT for which one? a. adding a gourmet condiment station with more flavors and sauce choices b. adding extra drive-up windows c. hiring more order-takers d. hanging up digital timers behind the counter ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 2:38 AM DATE MODIFIED: 12/14/2017 2:40 AM 52. _____ involves the overlapping of four important factors: current relevance to the consumer, credibility or consumer belief in the brand, differentiation or a recognition of uniqueness, and ―stretch‖ or the potential for consumer relevance over time. a. SWOT analysis b. Competitive field c. Brand opportunity d. Niche marketing ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 2:40 AM DATE MODIFIED: 12/14/2017 2:43 AM 53. One big plus from a product position that stays consistent over time, like Chick-fil-A‘s ―Eat More Chicken‖ campaign, is that it: a. is more likely to break through advertising clutter. b. successfully reaches nonusers. c. doesn‘t need to target a particular segment. d. is easily repositioned.

ANSWER: a Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 2:43 AM DATE MODIFIED: 12/14/2017 2:44 AM 54. There should be ______ persuasion tool(s). a. five b. a mix of c. one d. two ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 2:46 AM DATE MODIFIED: 12/14/2017 2:47 AM 55. Which of the following forms the final apex of the strategic planning triangle proposed by Esther Thorson and Jeri Moore? a. selection of a mix of persuasion tools b. identification of the target segment c. specification of the brand‘s value proposition d. division of a market into segments ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension Copyright Cengage Learning. Powered by Cognero.

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56. A potential downside of a heavy-user-focused segmentation plan is that: a. there may be a relatively small number of people in the segment. b. heavy users usually require constant encouragement to keep consuming a product. c. heavy users do not differ significantly from infrequent users in terms of their motivations to consume. d. it shifts focus to old consumers who quit.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 2:50 AM DATE MODIFIED: 12/14/2017 2:51 AM 57. The top of the strategic planning triangle is , as it relates to customers. a. specification of the brand‘s history b. identification and specification of the target segment c. identification of the various headlines that may be deployed as part of the campaigns d. specification of ideas ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 2:52 AM DATE MODIFIED: 12/14/2017 2:53 AM 58. A ______ is a core idea that frames an ambition or aspiration for a brand that will be relevant to target audiences over time. a. brand extension b. brand orientation c. brand initial d. brand platform ANSWER: d Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 2:54 AM DATE MODIFIED: 12/14/2017 2:56 AM 59. Effective positioning strategies should be linked to the ______________ offered by the brand. a. history b. substantive benefits c. sale d. drama ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 2:56 AM DATE MODIFIED: 12/14/2017 2:58 AM 60. An important apex in Thorson and Moore's strategic planning triangle entails: a. identification and specification of complex themes. b. identification of the various global markets. c. specification of the brand‘s value proposition. d. specification of details.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 2:58 AM Copyright Cengage Learning. Powered by Cognero.

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61. The American Pork Producers has been running a long-term campaign with the tagline "Pork. The other white meat."

This is an example of: a. lifestyle segmentation. b. demographic segmentation. c. benefit positioning. d. competitive positioning.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 3:00 AM DATE MODIFIED: 12/14/2017 3:02 AM 62. Which of the following is true of segment selection? a. The number of heavy users in a segment is usually very large. b. It is enough to assess the size of a segment to select it as a company‘s target segment. c. Growth potentials for all segments are generally very low. d. Marketers are inclined to devote resources to segments projected for dramatic growth.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 3:02 AM DATE MODIFIED: 12/14/2017 3:04 AM 63. A brand‘s is a statement of the functional, emotional, and/or self-expressive benefits delivered by the brand. a. universal product code b. memorandum of understanding c. value proposition d. warranty ANSWER: c POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 3:04 AM DATE MODIFIED: 12/14/2017 3:06 AM 64. A powerful value proposition in many situations includes functional, emotional, and self-expressive benefits, a. though there is only one basis for market segmentation. b. though it is not easy to reflect all three aspects in one single ad. c. all of which must be included in a given headline. d. though it only applies to services.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 3:06 AM DATE MODIFIED: 12/14/2017 3:08 AM 65. Lion Inc., a manufacturer of shampoo, offers two product lines, each catering to a distinct segment. Its most popular brand targets women who want hair that will shine for days after a wash while blocking the sun‘s rays. With this brand, the company targets a niche market of women who are looking for shine and UV protection. What type of segmentation is Lion Inc. using? a. Benefit segmentation b. Heavy-user-focused segmentation c. Positioning segmentation d. Geographic segmentation ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application Copyright Cengage Learning. Powered by Cognero.

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66. The use of psychographics to focus on differences in consumers‘ activities, interests, and opinions usually results in segmentation. a. new -user-focused b. bias c. time d. lifestyle ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 3:10 AM DATE MODIFIED: 12/14/2017 3:12 AM Scenario 6-1 Headquartered in Boston, Gillette is a world leader in male grooming, a category that includes blades, razors, and shaving preparations. Several years ago, Gillette announced the launch of two new high- performance women's razors, broadening the portfolio of the top-selling Venus brand, the world's most successful franchise in female shaving. The two new razors were Venus Vibrance, the first power wet shaving system for women, and Venus Disposable, a premium-performing disposable razor. Both razors incorporated technological and design enhancements to better address the specific shaving needs of women, and will build on current market segments. More recently the company has launched Venus Embrace, the first five-blade women‘s razor, with the tagline, ―Reveal the Goddess in You.‖ According to its website, at one point there 40 million women using Venus products. (http://www.gillettevenus.com/en_US/products/index.jsp) 67. (Scenario 6-1) The position for any one market segment should: a. also hold an appeal for those outside the segment. b. be identical to positions selected for other segments. c. change occasionally to break through advertising clutter. d. be easily communicated to consumers.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.6-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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68. (Scenario 6-1) The original plan to sell new products to the female market: a. cannot be considered an STP effort because Gillette is targeting multiple segments. b. may or may not have been an STP effort, depending on whether Gillette has created sub-segments of these large segments. c. may or may not have been an STP effort, depending on whether all possible segments are being targeted

by Gillette. d. fit all the criteria of an STP effort by Gillette.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:00 AM DATE MODIFIED: 12/14/2017 4:02 AM 69. (Scenario 6-1) According to the information provided here, Gillette has identified market segments along lines. a. benefit b. demographic c. geographic d. usage pattern ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:03 AM DATE MODIFIED: 12/14/2017 4:04 AM 70. (Scenario 6-1) It appears that the management at Gillette has performed the fundamental task behind effective segmentation; Gillette has matched what members of different segments want with: a. the company's ability to provide it.

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Test Bank for All Chapters b. a single appeal. c. a heavy-user-focused campaign. d. a distinct geographic profile.

ANSWER: a POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:04 AM DATE MODIFIED: 12/14/2017 4:06 AM 71. (Scenario 6-1) ______ is a tool likely employed by Gillette to supplement the use of demographic data by providing information about consumers‘ activities, interests, and opinions. a. Psychographics b. PRIZM c. STP d. Bass diffusion ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:07 AM DATE MODIFIED: 12/14/2017 4:09 AM Scenario 6-2 Sunshine Meals Inc. is a company that sells breakfast foods such as cereals, pancake mixes, etc. The company conducts a study to segment its consumers. It finds that segment A consists of a small group of individuals who purchase four boxes of the brand‘s cereal every week. The average user consumes one box every week. It targets segment A by providing them with samples of other Sunshine products with the purchase of one box.

Segment B consists of a large number of college students and individuals who have recently begun living on their own, and require readymade mixes as their breakfast solution. It targets these consumers by providing more variety with pancakes and waffle mixes. Segment C consists of consumers who are not consistent buyers; targeting these consumers could prove a loss for the company.

72. (Scenario 6-2) The consumers of segment A can be classified as a. fickle users Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. heavy users c. variety users d. competitive users ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:09 AM DATE MODIFIED: 12/14/2017 4:12 AM 73. (Scenario 6-2) Which of the following marketing strategies is more likely to have been used by the company to target segment B users? a. Niche marketing b. Geographic segmentation marketing c. Ambush marketing d. Point-of-entry marketing ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:13 AM DATE MODIFIED: 12/14/2017 4:15 AM 74. (Scenario 6-2) Segment C consumers are more likely to be . a. emergent consumers b. brand freaks c. lead users d. variety seekers ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:15 AM DATE MODIFIED: 12/14/2017 4:17 AM 75. (Scenario 6-2) If Sunshine Meals Inc. begins producing a range of sugar-free marmalades to target a small segment of health-conscious consumers who would be willing to pay a premium price for products appropriate for their diets, this would be an example of: a. niche marketing. b. geographic segmentation. c. point-of-entry marketing. d. geodemographic segmentation.

ANSWER: a POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:17 AM DATE MODIFIED: 12/14/2017 4:19 AM Scenario 6-3 Keds has been trying to turn around a long-term slide in its shoe business. For years, it had depended on its image as the women's no-frills summer shoe to keep sales moving. But over time, competition from Sam & Libby and Easy Spirit brands has been nipping at the heels of Keds. As part of its effort to revitalize the brand several years ago, Keds' advertising agency developed a campaign that focuses on the warm, close relationships between mothers and daughters.

According to an issue of Brandweek magazine at the time, "The new ads really go for the heart." Copy on the first ad included the mother saying, "She was my first, I could never tell her how to dress," with the daughter saying, "She made me feel pretty even when I had braces."

76. (Scenario 6-3) Instead of ―mothers and daughters,‖ why didn‘t Keds define its target segment simply as ―women‖? a. This concept already has a number of established companies targeting it. b. This is not based on a realistic approach to segmentation. c. This is based on demographic criteria for which media is difficult to define. d. This is poorly defined and provides no clear orientation or identity.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.6-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:19 AM DATE MODIFIED: 12/14/2017 4:22 AM 77. (Scenario 6-3) Which of these segmentation techniques would provide the most insight for Keds' advertising agency in the creation of its advertisements? a. Emergent b. Lifestyle c. Geographic d. Usage pattern ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:22 AM DATE MODIFIED: 12/14/2017 4:24 AM 78. (Scenario 6-3) The copy for this campaign features moms and daughters commenting on their close relationships, and Brandweek magazine said that the new Keds ads "really go for the heart." This points to the campaign‘s focus on a. identifying emotional benefits. b. delivering its promise. c. targeting nonusers. d. using VALS data.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:24 AM DATE MODIFIED: 12/14/2017 4:26 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 79. (Scenario 6-3) The information provided says that Keds was trying to ―turn around a long-term slide‖ in its shoe business, and that ―for years, it had depended on its image as the women's no-frills summer shoe.‖ Obviously, things had changed and what Keds needed was a change in its once-successful strategy and identity to meet new market conditions.

This change in strategy is called: a. internal consistency. b. self-expressive marketing. c. repositioning. d. business-to-business marketing.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:26 AM DATE MODIFIED: 12/14/2017 4:28 AM Scenario 6-4 Jay and Carrie Garrett operate a small retail store in a college town that sells only house plants and accessories, which they named The Plantatarium. Their initial feeling when they went into business was that virtually everyone was a potential customer for house plants. Subsequent market research conducted for them painted a different picture. This research identified three particularly strong market segments. The first was college students ages 18-24. The next segment was retired seniors ages 65-80. The third segment was professional offices for doctors, accountants, and lawyers. The college students liked houseplants because they dressed up their living spaces. The seniors liked them because they became the focus of a hobby. The professionals did not buy them for any reason other than décor.

80. (Scenario 6-4) To attract the ______ in the market, the Plantatarium offers a punch card that rewards buyers with a $10 discount each time they purchase $190 worth of plants and other goods from the store. a. emergent consumers b. demographic segment c. variety seekers d. heavy users ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application Copyright Cengage Learning. Powered by Cognero.

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81. (Scenario 6-4) The Plantatarium sends out direct mail offers to consumers in a nearby zip code who have household incomes of greater than $60,000 a year. This is an illustration of a ________ strategy. a. geographic segmentation b. demographic segmentation c. psychographic segmentation d. geodemographic segmentation ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:32 AM DATE MODIFIED: 12/14/2017 4:34 AM 82. (Scenario 6-4) The owners of this business have decided to carry a great deal of plants that flower throughout the year because most consumers have said they like them for the cheerful feeling they give. This suggests that The Plantatarium is focusing on what different consumers want from its offerings, that is, segmentation. a. business-to-business b. psychographic c. benefit d. repositioning ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:35 AM DATE MODIFIED: 12/14/2017 4:37 AM 83. (Scenario 6-4) A small group of customers have mentioned that they would like to browse through several varieties of cactus, so the Garretts have decided to devote a small corner exclusively to rare cacti. These customers constitute an example of: a. market niche.

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Test Bank for All Chapters b. psychographic segmentation. c. geographic segmentation. d. demographic segmentation.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:37 AM DATE MODIFIED: 12/14/2017 4:39 AM 84. (Scenario 6-4) The Plantatarium promotes itself in different media using the phrase "An out-of-this-world selection of unique plants." This phrase is a reflection of the firm's a. positioning strategy. b. VALS profile. c. target market. d. demographics.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:39 AM DATE MODIFIED: 12/14/2017 4:43 AM Scenario 6-5 Madison State University has a reputation for having a powerful intercollegiate coed bowling team. Seating in the campus bowling alley only allows for 400 fans to attend their matches. Long lines for seats have formed in the past, with many fans leaving disappointed because they could not get a ticket. As a result, the school's administrators decided to institute a "priority seating" plan in which fans would be given access to advance tickets based on the following schedule:      

"Lanemaster Club" - $10,000 annual donation to the bowling program - guaranteed free box seats to any match (100 seats total) "Strike Club" - $1,000 annual donation to the bowling program - guaranteed free bleacher seats to any match (100 seats total) "Kingpin Club" - participants in local recreation bowling leagues - guaranteed bleacher seats for $10.00 to any match (100 seats total)

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"Alleycat Club" - students who have maintained a 3.9 GPA or better - guaranteed bleacher seats for $1.00 to any match (100 seats total)

85. (Scenario 6-5) Based on the planned schedule described here, students who have maintained a 3.9 GPA would be described as one of the bowling team's: a. nonuser groups. b. positioning strategies. c. target segments. d. diverse markets.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.6-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:44 AM DATE MODIFIED: 12/14/2017 4:48 AM 86. (Scenario 6-5) A group of about 30 students who are roommates and friends of the team members—many are casual bowlers themselves—have attended every match for nearly three years. These students would best be described as: a. competitive users. b. emergent consumers. c. heavy users. d. variety seekers.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:49 AM DATE MODIFIED: 12/14/2017 4:51 AM 87. (Scenario 6-5) Each summer, the MSU Athletic Director looks at the city map, chooses a different local neighborhood, and knocks on doors, encouraging residents to join one of the supporting clubs. He then keeps track of which neighborhoods are the strongest supporters, and which may need more prompting in the future. In this way he is using a segmentation strategy.

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Test Bank for All Chapters a. psychographic b. heavy-user-focused c. geographic d. demographic ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:52 AM DATE MODIFIED: 12/14/2017 4:55 AM 88. (Scenario 6-5) With the new plan, the bowling team is attempting to encourage local bowlers and other bowling aficionados to come watch the team in action. This is an example of segmentation. a. emergent b. geographic c. lifestyle d. demographic ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:56 AM DATE MODIFIED: 12/14/2017 4:58 AM 89. (Scenario 6-5) In marketing materials created to target fans, the slogan "Two hours of wholesome fun for all ages" is used to attract ticket-buyers. This philosophy is an example of segmentation. a. niche b. demographic c. geodemographic d. benefit ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:59 AM DATE MODIFIED: 12/14/2017 5:02 AM 90. Think about a product that you have used in the past week. Using this as an example, explain the differences between segmenting, targeting, and positioning in the STP approach to marketing.

Student examples will vary. Depending on the product, their approach to marketing will ANSWER: vary also.

Segmenting involves breaking down large, heterogeneous, and diverse markets into manageable submarkets, or customer segments. For segmenting to be useful, a marketer must be able to reach these resulting submarkets with its message. One of the most common ways to approach this task is by analyzing consumption patterns and commitment levels (heavy users, nonusers, brand-loyal users, variety seekers or switchers, emergent consumers). Other methods that are used include demographic, geographic, geodemographic, psychographic, and benefit segmentation.

Targeting involves choosing the specific subgroup—the target segment—as the focal point of the marketing efforts. Often, the largest segment is not chosen as the target, but rather, it is the particular segment made up of certain individuals with similar interests, needs, or lifestyles that may have a certain need or desire for the product.

Positioning involves designing and representing a product so it will occupy a distinct and valuable space in the marketplace. Positioning strategy is created when a company selects key themes and concepts to feature regarding the product when communicating its distinctive qualities.

Overall, markets are segmented, while products are positioned.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 5:03 AM DATE MODIFIED: 12/14/2017 5:05 AM 91. What are the disadvantages of the heavy-user strategy?

A heavy-user focus by an advertiser takes attention and resources away from those who do ANSWER: need encouragement to purchase the marketer's brand. Also, various heavy users may be significantly different in terms of their motivation to consume, their approach to the product, or their image of the product.

POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Essay Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 5:05 AM DATE MODIFIED: 12/14/2017 5:07 AM 92. What is the difference between a consumer market and a business market? Give an example of each. Then describe how business markets are segmented, and use your example to explain your answer.

Consumer markets are basically made up of individuals, or households—those markets for ANSWER: products and services that are purchased by people or their families and housemates to fulfill various personal needs.

Business markets are made up of institutional and industrial buyers who purchase items, parts, equipment, supplies, or other materials to be used in the production of other goods and services, which are then resold to other businesses or directly to households.

Business markets can be segmented in some ways similar to the methods used for consumer markets, such as analyzing their usage rates and geographic locations. But some methods used for consumers—such as psychographic or lifestyle segmentation— normally do not translate well to business buyers. Instead, simple sales-related methods are often used, such as identifying business markets based on their stage in the purchase process. In this way, potential prospects, first-time buyers, or those new to the market or industry can be targeted differently than long-standing business customers, and can be specifically addressed by the company‘s advertisements and promotions.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 5:07 AM DATE MODIFIED: 12/14/2017 5:09 AM 93. Describe the concept known as niche marketing. What are the competitive advantages of marketing to a niche?

Niche marketing is based on the premise that smaller is often better when selecting target ANSWER: segments. By definition, large segments are usually established segments that many companies have identified and targeted previously. However, these large segments may be poorly defined. Niche marketing involves identifying and serving a relatively small group of consumers who have a unique set of needs. Typically, these consumers are willing to pay a premium price to the firm that specializes in meeting those needs. The small size of a market niche often means it would not be profitable for more than one organization to serve it. Thus, when a firm identifies and develops products for market niches, the threat of competitors developing imitative products to attack the niches is reduced.

POINTS: 1 DIFFICULTY: Moderate Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 5:09 AM DATE MODIFIED: 12/14/2017 5:13 AM 94. What is a positioning strategy?

A positioning strategy involves the selection of key themes or concepts that the ANSWER: organization decides to feature to communicate the distinctiveness of its product. It helps the consumer understand what the product does. It must be simple and distinctive. Once the firm has segmented the market and selected its targets, the positioning strategy should come naturally.

It can involve several themes: current relevance to the consumer, credibility or consumer belief in the brand, differentiation or a recognition of uniqueness, and ―stretch‖ or the potential for consumer relevance over time. The point at which these four meet is considered the best opportunity, the brand‘s best position.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 5:13 AM DATE MODIFIED: 12/14/2017 5:15 AM 95. What is a value proposition? Explain why it is useful—even critical—to an organization, its brand, its team, and its target audience.

A value proposition is a statement of the functional, emotional, and self-expressive benefits ANSWER: offered by the brand. It acts as the basis for brand choice and customer loyalty, which is critical to the ongoing success of a firm.

The value proposition offers a way to capture the full record of a brand and all of its characteristics and benefits. It also provides a foundation and structure that will maintain this information as new members join the team and work on new promotional efforts for the brand. It is basically a way to capture the brand strategy on paper. It makes things crystal clear about what is believed and known about the brand. That way, everyone on the team can share this clear set of values, benefits, and other pieces of information related to the brand.

But more important, the value proposition is what keeps the brand consistent in the eyes of the target market. It consolidates all the customer benefits offered by a product, and reminds consumers of these benefits.

Over time, different aspects can be built into the value proposition. Well-established benefits reinforce one another, and new benefits are added to current ones. Some brands— national brands, and especially global brands—are very involved and complex, with long Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters histories and decades of marketing efforts. They may now involve branded entertainment, product placement, mobile marketing, online advertising, or other relatively new promotional formats. The value proposition for these products is even more important in order to keep all brand information clear and consistent throughout all promotional efforts.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.6-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 5:15 AM DATE MODIFIED: 12/14/2017 5:17 AM

1. Research is not helpful in generating opportunities and messages. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 5:29 AM DATE MODIFIED: 12/14/2017 5:30 AM 2. Developmental advertising is conducted early in the advertising process, before the ads, branded entertainment, or other forms of IBP are created. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension Copyright Cengage Learning. Powered by Cognero.

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3. A concept test seeks feedback designed to screen the quality of a new idea. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 5:30 AM DATE MODIFIED: 12/14/2017 5:31 AM 4. AIO research can also be known as lifestyle research. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 5:31 AM DATE MODIFIED: 12/14/2017 5:31 AM 5. In-depth interviews with consumers can be used to supplement the findings from AIO research and vice versa. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Bloom's: Comprehension 12/14/2017 5:31 AM 12/14/2017 5:31 AM

6. Developmental advertising and promotion research is used to generate opportunities and messages. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 5:32 AM DATE MODIFIED: 12/14/2017 5:32 AM 7. A focus group is quantitative, or numbers-oriented research. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 5:32 AM DATE MODIFIED: 12/14/2017 5:32 AM 8. Focus groups are not appropriate for generating statistics and making scientific generalizations. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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9. Consumer insights are pieces of critical information provided by developmental research. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 5:33 AM DATE MODIFIED: 12/14/2017 5:33 AM 10. ZMET is designed to draw out people‘s buried thoughts and feelings about products and brands, based on their use of metaphors. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 5:34 AM DATE MODIFIED: 12/14/2017 5:34 AM 11. Design thinking often relies on preconceived notions of a good or service. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 5:34 AM DATE MODIFIED: 12/14/2017 5:35 AM 12. Netnography and big data are important concepts, often relating to the internet. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 5:35 AM DATE MODIFIED: 12/14/2017 5:35 AM 13. Big data is data in a very large dataset that researchers use computer algorithms to find patterns in. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 5:35 AM DATE MODIFIED: 12/14/2017 5:35 AM 14. Big data can be analyzed by artificial intelligence, as algorithms can detect patterns or trends. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 5:36 AM DATE MODIFIED: 12/14/2017 5:36 AM 15. A downside of big data is that researchers don‘t always know why certain behaviors have occurred. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 5:36 AM DATE MODIFIED: 12/14/2017 5:36 AM 16. One way to obtain information about marketing and advertising is to purchase data from commercial services or to hire a consultant to conduct marketing or advertising research. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 5:37 AM DATE MODIFIED: 12/14/2017 5:37 AM 17. Copy research is also known as evaluative research, and it is a term created back when ads were mostly words. a. True b. False ANSWER: True POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Challenging QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 5:37 AM DATE MODIFIED: 12/14/2017 5:37 AM 18. Big data is data in a very large dataset that researchers use computer algorithms to find patterns in, and it is often analyzed by artificial intelligence to detect patterns or trends. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 5:38 AM DATE MODIFIED: 12/14/2017 5:38 AM 19. Netnography is a method to understand online communities or online cultures. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 5:38 AM DATE MODIFIED: 12/14/2017 5:38 AM 20. While Big Data refers to large data sets to analyze, netnography is a method to understand online communities or online cultures. a. True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 5:39 AM DATE MODIFIED: 12/14/2017 5:39 AM 21. Direct response research can be seen with consumer inquiries, calls, clicks on a website, and other responses to an opportunity that the advertiser presents. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 5:39 AM DATE MODIFIED: 12/14/2017 5:40 AM 22. A communication test simply explores whether the people ―get‖ the ad—whether they understand the main point, understand the joke, or see the connection. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 5:40 AM DATE MODIFIED: 12/14/2017 5:40 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 23. Thought listings and cognitive response analysis are tests of knowledge, cognitive impact, and to a lesser degree feelings and emotions. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 5:41 AM DATE MODIFIED: 12/14/2017 5:41 AM 24. Recognition tests are the same as recall tests. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 5:41 AM DATE MODIFIED: 12/14/2017 5:41 AM 25. For print ads and promotions, recall testing is the standard memory test. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge Copyright Cengage Learning. Powered by Cognero.

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12/14/2017 5:41 AM 12/14/2017 5:42 AM

26. Unaided recall is when the respondent demonstrates that he or she saw the commercial and remembered the brand name without the brand name mentioned. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 5:42 AM DATE MODIFIED: 12/14/2017 5:42 AM 27. Overall, recognition is easier, because people are shown a stimulus and answer yes or no about having seen it, whereas recall is harder, because people have to deliberately search their memories for a concept without any prompting or stimulus. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 5:42 AM DATE MODIFIED: 12/14/2017 5:43 AM 28. Implicit memory measures do not refer to the ad or exposure but try to get at memory by using tasks like filling in the missing part of a brand name along with other recollections. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 5:43 AM DATE MODIFIED: 12/14/2017 5:43 AM 29. In a resonance test, the goal is to determine to what extent the message resonates or rings true with target audience members. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 5:43 AM DATE MODIFIED: 12/14/2017 5:43 AM 30. Eye-tracking technology systems basically measure where and how long a person gazes at a particular print ad or a particular part of the ad. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 5:44 AM DATE MODIFIED: 12/14/2017 5:44 AM 31. Advertising has the greatest impact on sales early in the product life cycle. a. True b. False ANSWER: True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 5:44 AM DATE MODIFIED: 12/14/2017 5:45 AM 32. ______ is a type of thought process that emphasizes getting rid of any preconceived notions of what a good or service is currently and replaces it with a process in which designers partner with users/potential users to actually create from scratch what the good or service should actually look like. a. Design thinking b. Red-hat thinking c. Systems thinking d. Convergent thinking ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 7:06 AM DATE MODIFIED: 12/14/2017 7:07 AM 33. ______ is a type of projective technique that offers consumers the chance to fill in the conversation of cartoonlike stories. a. Story construction b. ZMET c. Consumer report d. Dialogue balloon ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research Copyright Cengage Learning. Powered by Cognero.

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Bloom's: Knowledge 12/14/2017 7:08 AM 12/14/2017 7:09 AM

34. The type of advertising research undertaken before ads are made is known as a. copy research b. developmental research c. post-hoc research d. single-source research ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 7:09 AM DATE MODIFIED: 12/14/2017 7:10 AM

.

35. Developmental research looks at consumers‘ identities, perceptions, wants, and habits early in the production process so these elements can influence the final ad before a lot of money is spent. This type of ad research is also called: a. account planning. b. design thinking. c. consumer insight. d. scientific advertising.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 7:10 AM DATE MODIFIED: 12/14/2017 7:11 AM 36. Which philosophy of advertising focuses on building a thought process that dismisses preconceived notions and instead attempts to create from scratch what a good or service should look like? a. Starch Readership Services b. Activities, interests, and opinions c. Design thinking Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters d. Zaltman Metaphor Elicitation Technique ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 7:11 AM DATE MODIFIED: 12/14/2017 7:12 AM 37. When consumers act as the judge and jury through their feedback on the quality of a new idea, they are taking part in a(n): a. observation analysis. b. concept test. c. direct response. d. eye tracking study.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 7:12 AM DATE MODIFIED: 12/14/2017 7:13 AM 38. Identifying the activities, interests, and opinions of target audiences to help creatives produce better advertising is called: a. lifestyle research. b. embedded description. c. story construction. d. normative research.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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United States - OH - DISC: Research Bloom's: Knowledge 12/14/2017 7:14 AM 12/14/2017 7:15 AM

39. Projective techniques can test consumer response to ads with: a. in-depth, one-on-one, open-ended discussions. b. physiological techniques and brain scans. c. fragments of pictures or words that need to be completed. d. demographic profiles of market members.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 7:15 AM DATE MODIFIED: 12/14/2017 7:16 AM 40. Dialogue balloons, story construction, and sentence and ZMET are all types of a. quantitative b. predictive c. survey d. projective ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 7:16 AM DATE MODIFIED: 12/14/2017 7:17 AM

techniques.

41. In a research study using the Zaltman Metaphor Elicitation Technique, participants: a. suggest alternative design options for a particular product. b. fill out surveys about their consumption habits. c. use the product in a controlled environment, while researchers observe them. d. visually represent their experiences with a product or service with a collection of photographs or pictures.

Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 7:17 AM DATE MODIFIED: 12/14/2017 7:18 AM 42. ______ involves collecting data or research outside of the agency or lab and instead in a site of consumption or home. a. Online netnography b. field work c. Geographic clustering d. Consumer panel ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 7:18 AM DATE MODIFIED: 12/14/2017 7:18 AM 43. A method called _____ involves both gathering online data from online communities as well as seeking unique information in online formats similar to that found in traditional face-to-face interviews. a. netnography b. projecting c. thought listing d. frame-by-frame testing ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research Copyright Cengage Learning. Powered by Cognero.

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Bloom's: Knowledge 12/14/2017 7:19 AM 12/14/2017 7:20 AM

44. The netnography is a blend of networks and ethnography; so, the researcher collects data from: a. Field surveys b. Lab experiments c. Online communities d. Panel data ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 7:20 AM DATE MODIFIED: 12/14/2017 7:21 AM 45. Some of the most valuable data are: a. the competitors‘ data strategies. b. out-of-date. c. internal company sources. d. gathered directly from managers.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 7:21 AM DATE MODIFIED: 12/14/2017 7:21 AM 46. In this era of _______, internal databases are particularly rich sources of details about individual buyers and buying trends that occur in the context of the advertiser‘s IBP activities. a. traditional media b. copy heavy advertising c. big data d. nonprofit Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 7:22 AM DATE MODIFIED: 12/14/2017 7:22 AM 47. Which of the following can be generally accepted as true? a. The ad agency wants government sources only. b. The account team wants to know if the ad works, which may be supported with numbers. c. The client wants awards for copy research. d. The creatives want industry and nonprofit sources.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 7:22 AM DATE MODIFIED: 12/14/2017 7:23 AM 48. What type of research can the agency conduct to check if the audience understands the humor in an ad? a. A communication test b. Developmental research c. Secondary research d. Projective techniques ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application Copyright Cengage Learning. Powered by Cognero.

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49. _______ is research on the actual ads or promotional texts themselves, finished or unfinished. a. Results-oriented research b. Copy research c. Industry nonprofit research d. Promotional research ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 7:24 AM DATE MODIFIED: 12/14/2017 7:25 AM 50. Which of the following is a particular kind of research done early on simply to prevent a major disaster—to avoid erroneous communications, unexpected interpretations, or unintended meanings in an ad, particularly in diverse or global markets? a. A communication test b. A recall test c. A normative test d. A subliminal test ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 7:25 AM DATE MODIFIED: 12/14/2017 7:26 AM 51. Which of the following is an example of cognitive residue, as advertisers would define it? a. Being unable to recall anything about an ad when a brand name is mentioned to you b. Having a certain brand name in mind, above all others, and making a point to buy only that brand c. Pieces of the ads mixed in with the consumers own thoughts and reactions d. Knowing that you want to buy a product but not being sure why Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 7:26 AM DATE MODIFIED: 12/14/2017 7:27 AM 52. Which type of research is about consumers‘ thoughts during and following exposure of an ad or IBP message? a. Day-after recall b. Attitude-change study c. Communication test d. Thought listing ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 7:27 AM DATE MODIFIED: 12/14/2017 7:28 AM 53. Which of the following is true of recall tests? a. They are more commonly used for print ads than for TV ads. b. Recall tests are ineffective for ads on online media. c. They are designed to determine how much, if anything, an audience member remembers of an ad. d. A recall test involves less actual memory than a recognition test.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer Copyright Cengage Learning. Powered by Cognero.

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54. What test takes place over several days, usually with viewers watching a show at a particular time, then being called later and questioned about its commercials? a. Day-after-recall b. Secondary research. c. Focus group d. Eye-tracking ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 7:29 AM DATE MODIFIED: 12/14/2017 7:29 AM 55. What is the basic premise behind a recall test? a. For an ad to work, it has to be remembered. b. To be effective, an ad has to be based on motivation. c. To activate the memory, ads need five repeat exposures. d. If people like the ad, they will buy the product.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 7:29 AM DATE MODIFIED: 12/14/2017 7:30 AM 56. In a recognition test, participants are likely to be: a. given a brand name and asked to provide words that they associate with it. b. asked if they recognize an ad or something in an ad. c. asked to recall the details of a print or television ad. d. given a picture and asked to make up a story about it.

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Test Bank for All Chapters ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 7:30 AM DATE MODIFIED: 12/14/2017 7:31 AM 57. Researchers are trying to determine which Apple advertisements are the most effective for a laptop company that is running a number of commercial spots. After participating, viewers are asked if they saw a laptop commercial during a show; some require further prompting, so are asked if they saw an Apple ad. What are the researchers attempting to determine? a. Aided and unaided recall of the commercial b. Implicit memory of the commercial c. The resonance of the commercial d. Recognition of the commercial ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 7:31 AM DATE MODIFIED: 12/14/2017 7:31 AM 58. When does a recall measurement make sense? a. During developmental testing, onl y if it is a mar ket leader. b. When simple memory goals are the aim of the commercial. c. During the copy testing stage, only if the ad seems questionable. d. During recognition testing, only if it is a new brand.

ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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59. The way to see what part of an ad attracts attention, and for how long, is with __________. a. Copy tests b. Cognitive residue measurements c. Eye-tracking studies d. Cognitive response analysis ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 7:32 AM DATE MODIFIED: 12/14/2017 7:33 AM 60. A key advantage of using hashtags for advertising or campaigns is that it: a. demonstrates whether or not a consumer will buy the brand being advertised. b. allows for integration for integrated brand promotions. c. reaches consumers who only are reached with traditional media. d. reassures the client that the agency will use television.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 7:33 AM DATE MODIFIED: 12/14/2017 7:34 AM 61. Recall measurements make sense when the goal of the commercial is to make consumers: a. project a new picture or image of the brand. b. feel an emotion connected to the brand. c. remember the brand name. d. think of a time when the brand can be used.

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Test Bank for All Chapters ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 7:34 AM DATE MODIFIED: 12/14/2017 7:35 AM 62. Explicit memory measures are those in which consumers are required to: a. demonstrate their knowledge of a product. b. search their memories about a product by using word fragments or pictures. c. project their feelings about a brand onto an ambiguous image. d. recall their actual exposure.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 7:35 AM DATE MODIFIED: 12/14/2017 7:36 AM 63. Which of the following is a tactic that might be used in an implicit memory measure? a. Completing a brand name after being given only half of its letters b. Filling a survey about attitudes c. Focus group studies d. Netnography ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application Copyright Cengage Learning. Powered by Cognero.

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64. Attitude studies, which can be used in both account planning and advertising research, a. look at variables that cannot be accurately measured with a test. b. rely heavily on an artificial viewing experience. c. look at variables that only occur with repetitive exposures. d. measure consumer attitudes after exposure to a brand.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 7:37 AM DATE MODIFIED: 12/14/2017 7:38 AM 65. Why are emotions important to understand, as well as a big part of the consumer behavior knowledge in account planning? a. They are good predictors of thoughts. b. They are easy to understand and always indicative of eventual purchase behavior. c. They are easy to define and describe. d. They are clear indicators of subliminal reactions.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 7:38 AM DATE MODIFIED: 12/14/2017 7:38 AM 66. Which method aims to zero in on the emotional components of ads by having respondents turn dials to show their like or dislike while viewing commercials? a. Single-source tracking b. Eye-tracking system c. Pre- and post-exposure attitude measurement d. Frame-by-frame testing Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 7:39 AM DATE MODIFIED: 12/14/2017 7:39 AM 67. The value of account planning is: a. in the knowledge about consumer research and consumer behavior on the agency team working to create advertising and choose media on behalf of clients. b. that it is cheaper than other forms of ad testing. c. that it is versatile enough to be used for many different kinds of ads. d. its availability to consumers as they respond to the ad being tested.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 7:39 AM DATE MODIFIED: 12/14/2017 7:40 AM 68. Which is most descriptive of ―tracking studies‖? a. Memory of ad imagery is simple to measure. b. Statistical models can isolate the effect of the promotion. c. Consumer recall of taglines is unusually high. d. The apparent effect of advertising and branded entertainment is tracked before, during, or after the launch of a campaign.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research Copyright Cengage Learning. Powered by Cognero.

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69. Which of the following is accurate in the context of sales and advertising? a. Agencies that implement focus groups tend to do more quantitative and statistical research than their more traditional counterparts. b. Creative cost is less than that of relying on secondary sources. c. Account planners are being appointed with finance managers to work on each client's business. d. To some advertisers, the gold standard is determining whether the ad actually gets people to do something, such as buy the product.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 7:41 AM DATE MODIFIED: 12/14/2017 7:42 AM 70. The recent question ―Where is advertising research going?‖ has largely hinged on: a. cities. b. schools. c. government research bodies. d. the rapid acceptance of digital media.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 7:42 AM DATE MODIFIED: 12/14/2017 7:43 AM 71. What is a recent trend in advertising? a. The increasingly younger consumer population in the United States b. The move to a more visual advertising style from largely verbal approaches c. The expansion of engineering within established agencies Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters d. The popularity of newspapers ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 7:43 AM DATE MODIFIED: 12/14/2017 7:44 AM Scenario 7-1 Scheduled to be released in the first quarter of next year, Nintendo‘s new portable gaming system will likely revolutionize the video game industry. It is the newest in a long line of portable gaming systems made by Nintendo, but will now boast a number of new features—including 3-dimensional technology that does not require the use of any special viewing goggles or glasses. The new system will also allow consumers to play classic games from older generations of Nintendo products, watch HD movies, and create fictional characters that were made famous by Nintendo‘s Wii. Nintendo hopes its new gaming system will once again put Nintendo at the top of the video game industry, having lost some of its market share to Sony and Microsoft in recent years.

72. (Scenario 7-1) To determine which features to include in the new system, Nintendo does a lot of research probing consumer opinions towards video games. To do so, Nintendo uses a(n) ____ that allows consumers to be the ―judge and jury‖ in evaluating the quality of their new idea. a. concept test b. attitude study c. frame-by-frame test d. physiological assessment ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 11:55 PM DATE MODIFIED: 12/14/2017 11:56 PM 73. (Scenario 7-1) In order to gather secondary research to support the company‘s own primary research, Nintendo visits a number of social media sites hoping to find online communities with knowledge of the video game industry. This intense Internet searching is referred to as: a. web mining.

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Test Bank for All Chapters b. tracking software. c. commercial browsing. d. normative test scoring.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 11:57 PM DATE MODIFIED: 12/14/2017 11:57 PM 74. (Scenario 7-1) Before the new system is released, Nintendo creates a series of television commercials and print ads to promote the product. The ads are shown to a group of study participants, and then the participants are asked to express how they feel about the advertisement. This is an example of a: a. survey. b. recall test. c. communication test. d. recognition test.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 11:57 PM DATE MODIFIED: 12/14/2017 11:58 PM Scenario 7-2 You have been appointed director of research for the Rhode Island Runners, a new minor league baseball team that will make its debut in six months. There have been minor league franchises in the area in the past, but due to a lack of fan support, they all have folded. The Runners‘ upper management is convinced that past failures were the result of improper marketing. Therefore, management has committed a substantial amount of money to developing smart, effective advertising. Management has put you in charge of an intensive one-year program to guide and track the advertising.

75. (Scenario 7-2) In designing the new marketing campaign, developmental advertising research would be helpful in a number of areas. When considering its marketing goals, the Rhode Island Runners staff wants to execute it, because the most important service developmental research provides is: a. ad acceptance data.

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Test Bank for All Chapters b. product description. c. audience profiling. d. scientific evaluation.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 11:58 PM DATE MODIFIED: 12/14/2017 11:59 PM 76. (Scenario 7-2) Your team has determined the main appeal that must be communicated in the advertising—that going to the ballpark is an affordable way to bring families closer together. Several print ads are in near-finished format. You want to directly measure the immediate and spontaneous responses of consumers, as ideas and reactions pop into their heads while viewing the ads and shortly afterwards. In this case, a good technique to use is: a. physiologicalmeasurement. b. thought listing. c. copy testing. d. attitude study.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 12:00 AM DATE MODIFIED: 12/15/2017 12:00 AM 77. (Scenario 7-2) You have determined that the major competitors in the family leisure market are movies, theme parks, and outdoor festivals. You use a theater test to measure attitude change resulting from a TV commercial being tested for the Runners. The spot does not do very well in the test. Still, your gut instincts say that the commercial is a good one.

When reporting the results to the team owners, you should point out that: a. the commercial shouldn‘t run as is, despite your own opinion of it. b. this kind of research is rarely useful in measuring actual behavior. c. the identification of competitors may have been inaccurate. d. theater audiences are not considered scientifically reliable.

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Test Bank for All Chapters ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 12:01 AM DATE MODIFIED: 12/15/2017 12:01 AM 78. (Scenario 7-2) Tracking studies will be good tools for this campaign, since they follow the apparent effect of the advertising over time, and this type of follow-up is required throughout the first year of this baseball team‘s campaign.

Tracking studies are usually done in which format? a. Focus group b. Survey c. Projective test d. Readership test ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 12:01 AM DATE MODIFIED: 12/15/2017 12:02 AM 79. (Scenario 7-2) All the Rhode Island Runners‘ advertisements feature a phone number to get more information and to order tickets. This allows you to use to assess advertising effectiveness. a. brand-talk b. split-cable and split-run testing c. inquiry/direct response d. single-source tracking ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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Scenario 7-3 After filing for bankruptcy in 2009 and requiring nearly $58 billion in governmental funding simply to stay afloat, General Motors realized it had to undergo major changes in order to compete with more successful automakers. The company began designing questionnaires and focus groups in order to gain a better understanding of what its cars had been lacking, and to probe for specific improvements consumers may have been looking for. The company recorded its research findings and began to apply them to its product line. A little over a year later, Consumer Reports stated that 83 percent of Chevrolets, GM‘s top brand, had an average or better score in terms of predicted reliability, an increase from 50 percent the year before. Apparently, the company‘s efforts helped turn the company in the right direction. (―Consumer Reports: GM Reliability Makes Great Strides.‖ MSNBC.com, October 26, 2010.)

80. (Scenario 7-3) In its research, GM hoped to find why consumers liked certain features in their cars and disliked others.

GM inquired about consumer wants and needs, and then looked to apply its findings to product development. This process is called: a. developmental advertising. b. design thinking. c. concept testing. d. audience profiling.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 12:04 AM DATE MODIFIED: 12/15/2017 12:05 AM 81. (Scenario 7-3) GM relied heavily on focus groups to learn about some of its product shortfalls. Although focus groups may serve as a good source of qualitative information, many quickly downplay their overall effectiveness. One common criticism of focus groups is: a. they provide a great deal of insight. b. they are never valid. c. they are very low in reliability. d. focus group members feel compelled and pressured.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 12:05 AM DATE MODIFIED: 12/15/2017 12:06 AM 82. (Scenario 7-3) One technique used in focus groups involves the researcher presenting a scenario, and then the members of the group completing a phrase or sentence regarding the scenario. This technique is used in order to: a. createconfusionwithinthe group. b. let the researcher establish a dominant presence. c. create opportunities for idea development. d. understand consumers and observe the data being collected.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 12:06 AM DATE MODIFIED: 12/15/2017 12:07 AM 83. (Scenario 7-3) Allowing consumers to look at advertisements in a group can be a powerful indicator of their true feelings toward a particular ad. Peer influence can be observed, and hopefully some level of post-test screening can be done to create increased validity. These elements are characteristic of what kind of studies? a. Attitude studies b. Cognitive response studies c. Behavioral studies d. Quantitative studies ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 12:07 AM Copyright Cengage Learning. Powered by Cognero.

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Scenario 7-4 You are the director of advertising research at a large Minneapolis ad agency. Due to employee turnover and budget cuts, you're currently staffed with too many entry-level research assistants and too few management-level research group leaders. To make matters worse, one of the group heads is on vacation and another is out sick. Of course, your clients still expect their research to be done in a timely, professional manner. Therefore, you have gathered your department together and announced that your door is always open if anyone has any questions about any phase of any project. As a result, your entire day has been filled with questions.

84. (Scenario 7-4) An assistant comes in and says she needs some advice. One of the smaller clients of the agency needs some market information done very quickly—and very inexpensively. You tell her: a. to set up focus group interviews with consumers. b. to call a commercial service. c. to use direct mail surveys. d. to look through social media data.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.7-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 12:08 AM DATE MODIFIED: 12/15/2017 12:09 AM 85. (Scenario 7-4) An assistant comes in and says that she can find relevant secondary information about the U.S. quickly because she is familiar with government web sites, but she is not sure about finding information from all over the world.

You give her the web address for: a. Eurobarometer. b. the Census. c. International Social Survey Programme. d. Current Population Survey.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Application Copyright Cengage Learning. Powered by Cognero.

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86. (Scenario 7-4) One assistant comes in to show you the results of some recognition tests that have been run on a magazine advertisement. She is really excited by the high levels of recognition. You caution her not to get too excited, because high levels of recognition: a. can rarely be judged by normative data. b. don‘t always correlate to higher product sales. c. can be inaccurate since respondents don't get to see the ad beforehand. d. calculate feelings about an ad rather than thoughts about an ad.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 12:10 AM DATE MODIFIED: 12/15/2017 12:11 AM 87. (Scenario 7-4) One research assistant is drafting a proposal for a research project. The client's primary objective is to find out whether the new ad rings true with consumers, or whether they feel the way the ad wants them to feel. The employee wants to know what test would specifically explore this aspect of the ad. You reply that _____ would be best. a. thought listing b. resonance testing c. recall testing d. recognition testing ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 12:11 AM DATE MODIFIED: 12/15/2017 12:12 AM Scenario 7-5 The Solutions Group is a combination of companies that helps clients better understand their target markets through creative research approaches. It has learned that many people have become quite adept at filtering out advertising messages and therefore do not respond to traditional research instruments such as surveys. The Solutions Group says that Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters there must be a "research revolution" based on true dialogues with consumers, not one-way monologues often seen in traditional surveys.

88. (Scenario 7-5) The Solutions Group likes to ask its clients‘ potential customers a wide variety of questions so they can share their thoughts about themselves, their lives, and all the daily elements that are important to them. What type of research does this represent? a. Dialogue balloon b. Frame-by-frame c. Projective d. Lifestyle ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 12:13 AM DATE MODIFIED: 12/15/2017 12:14 AM 89. (Scenario 7-5) Solutions Group executives may consider trying _____, the popular technique in which people‘s buried thoughts about brands are drawn out by having them define their feelings creatively with other visual representations. a. ZMET b. ISSP c. AIO d. ACS ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 12:15 AM DATE MODIFIED: 12/15/2017 12:16 AM 90. (Scenario 7-5) The Solutions Group may want to center on fieldwork as its primary research method because it is designed to measure ―embedded‖ consumer practices, that is: a. those conducted on the spot in stores, malls, and on Internet retail sites. b. those tightly intertwined in the social lives of consumers.

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Test Bank for All Chapters c. those previously subconscious thoughts or hidden feelings that are revealed. d. those habitual and almost automatic purchasing decisions.

ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 12:35 AM DATE MODIFIED: 12/15/2017 12:35 AM 91. (Scenario 7-5) Solutions Group managers suggest that clients consider doing a resonance test when designing advertising, because this will help them understand target consumers regarding their: a. recognition of the brand. b. potential purchase of the brand. c. emotional connection to the brand. d. attitude changes about the brand.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 12:35 AM DATE MODIFIED: 12/15/2017 12:36 AM 92. (Scenario 7-5) A number of "revolutionary" techniques can be found by the Solutions Group in an attempt to unearth consumers' true feelings and honest opinions about brands and ads. But they should remember that problems with validity most likely arise in studies when respondents are asked to: a. taste products in blind taste tests. b. recall their memories about ads for a particular brand. c. share their thoughts and opinions about certain brands they don't like. d. do things they don't normally do in real life when viewing ads.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 12:36 AM DATE MODIFIED: 12/15/2017 12:37 AM Scenario 7-6 Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for new custom homes and kitchen remodeling jobs. The line of cabinets is to be called "Signature Hardwoods" and a new magazine advertising campaign is being tested. Each of the ads being tested has a photograph of a woodworker handcrafting some part of the cabinet. In addition, his or her signature is shown at the bottom of the page as an indicator that the cabinets are carefully hand made.

93. (Scenario 7-6) A marketing manager at Wood Carver said in a manager's meeting, "We have to get quick feedback on the overall quality and usefulness of these new ideas. We'll just have to let the focus group make the final judgment on these ads." Which research method is he considering? a. Survey b. Concept test c. Direct response measure d. Tracking study ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 12:38 AM DATE MODIFIED: 12/15/2017 12:39 AM 94. (Scenario 7-6) Wood Carver might consider testing the magazine ad by recruiting a group of potential consumers to take part in story construction. What would a story construction technique ask these respondents to do? a. Provide a narrative about people depicted in a scene or picture b. Write a story about how they would use the product c. Fill in blanks in sentences that describe the ad d. Think visually about how they would represent their experiences with a brand ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Analytic United States - OH - DISC: Research Bloom's: Knowledge 12/15/2017 12:39 AM 12/15/2017 12:39 AM

95. (Scenario 7-6) To target new markets, Wood Carver is looking for up-to-date information—the latest available—on employment, occupation, and income throughout the country without having to pay a fee for commercial data. National data on consumers is gathered by the U.S. Census through a number of avenues, but one of its survey instruments publishes monthly statistics on just these topics. Which is it? a. Pew Center Survey b. Current Population Survey c. American Demographics Survey d. International Social Survey ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 12:40 AM DATE MODIFIED: 12/15/2017 12:40 AM 96. (Scenario 7-6) Wood Carver wants to know if readers remember having seen its magazine ads, and possibly its name.

Unlike testing television ads, Wood Carver should use a as the standard to test these ads. a. print recall test b. tracking study c. brand-talk search d. recognition test ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 12:41 AM DATE MODIFIED: 12/15/2017 12:41 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 97. (Scenario 7-6) Wood Carver recruited a group of consumers who were thinking about remodeling their kitchens and asked them a series of questions about selecting brands for their new cabinets. Later, Wood Carver showed the consumers several of its magazine ads, after which they were asked several questions to measure their opinions towards the Wood Carver Cabinet products. What type of study did Wood Carver conduct? a. Attitude change b. Split-transmission c. Thought listing d. Physiological ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 12:41 AM DATE MODIFIED: 12/15/2017 12:42 AM 98. Briefly trace the reasons for the rise of research—specifically, advertising and brand promotion research—after World War II. Why did agencies create large research departments? How did universities get involved? How did consumers feel about research? When was research at its height of popularity, and when did things change? Provide just a brief sketch of these issues.

After World War II, American business had great faith in what science could do, while at ANSWER: the same time American consumers felt an underlying concern about its manipulation for evil ends rather than for the public good.

As for the industry, the 1950s was the heyday of marketing research. Some companies had already had research specialists for a hundred years, but now even the average firm felt the need to create an expansive research department for three basic reasons—the popularity of anything related to ―science;‖ the birth of research departments at other agencies; and the real need to understand how ads worked. An economic boom, a focus on consumption, and a need to understand persuasion allowed agencies the luxury of demanding more psychological research, more motivational theories, and more hidden meanings. Research became legitimatized and respected in the industry.

As for universities, they embraced science and experimentation as the only way to understand persuasion, forming advertising departments and teaching courses during this time. And they began to turn out persuasion ―experts‖ trained to advise the creatives on Madison Avenue.

For consumers, things were different. On the surface there was a public adoration for all things scientific and technological—even reflected in books, plays, and movies— but also a focus on repressed subconscious and Freudian analysis. World War II propaganda had proven that the ―science of persuasion‖ existed and could be exploited. There was real concern about mind-control techniques, subliminal methods, and hidden forms of mass persuasion that could now be used by Madison Avenue. Consumers were scared by the Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters Cold War, the advancement of communism, the very real possibility of nuclear attack.

Advertisers took advantage of these fears, a lesson that still applies and still influences many forms of promotion today. If consumers feel an underlying anxiety or fear, advertisers will use that anxiety or fear to sell products.

By the 1980s, agencies began to voice their mistrust in these long-held research methods.

Too often, research had asked the wrong questions, used inappropriate methods, or misinterpreted findings.

In the past decade, many agencies have considered research to be a luxury or an unnecessary element. Many have closed their departments, replacing them with account planning departments or contracting out research services only when needed. And now they are looking for qualitative information based on real-life use of the product, not quantitative data based on columns of numbers. Overall, quantitative research is seen as irrelevant or only rarely needed. And with the explosion of nontraditional sources of promotion and new forms of media, it is becoming even more rare.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 12:44 AM DATE MODIFIED: 12/15/2017 12:46 AM 99. What are the three broad forms of advertising research? Briefly describe each form, as well as when and how it is used. List the methods and techniques related to each.

The three broad forms of advertising research are developmental advertising and ANSWER: promotion research (used before ads are made), copy research (used as ads are being finished), and results-oriented research (used after ads are launched and running).

Developmental advertising research (also called consumer insight) attempts to generate ideas and create effective messages that will reach the target audience. It helps creatives and account teams to understand this audience—their identity, their history, their perceptions of needs and wants, and their expectations regarding product use. It provides this information while they are actually visualizing and drafting ads, improving on early versions, and imagining final creations. Since this research takes place early in the process, it influences the way the ads, promotions, forms of branded entertainment, or entire IBP campaigns are shaped before a lot of mistakes are made and a lot of money is spent. This is why it is often considered the most valuable kind of advertising research. The types of developmental research include design thinking, concept testing, audience profiling, focus groups, and projective techniques (dialogue balloons, story construction, picture and sentence completion, ZMET), and field work. Copy research acts as a report card that evaluates the actual text or design of the ads, finished or unfinished. Its name comes from the original focus on the copy, though today it also involves visuals. It can provide valid data, but asking the wrong questions can lead to faulty ratings, especially when pressured to supply the client with numbers—usually normative test scores, which rate the ad based on those of competitors. Though many ads defy measurement, having a good score at least Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters says that they ―test well.‖ Creatives tend to hate arbitrary scores that compare their unique productions against ―average‖ ads, while account execs tend to demand them because the client wants them. So copy research is often the main source of tension in an agency. The types of copy research include communication tests, thought listings or cognitive response analyses, recall tests, recognition tests, implicit memory measures, surveys, attitude studies, resonance tests, frame-by-frame tests, and eye- tracking systems.

Results-oriented research is conducted to see whether the ads out there are working. This can generate useful information, but the timing is the problem—the ad is already running, so the data is provided after the fact, after much time and money has been spent on producing and finalizing the ad and paying for media space. The types include tracking studies, inquiry/direct response measurements, sales estimates, or single-source data.

POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 AIBP.OGUI.19.7-3 AIBP.OGUI.19.7-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 12:46 AM DATE MODIFIED: 12/15/2017 12:47 AM 100. When should a marketer use secondary data? What are the advantages of using such data and what cautions should be taken? Name and briefly describe the four broad areas that offer secondary data used by today‘s marketers.

Secondary data should be obtained before an advertiser begins primary research.

ANSWER: Secondary data offer a low-cost and speedy method for gaining information about consumers‘ lives and can lead to useful consumer insights. However, the data must be scrutinized for currency, the appropriateness of the measurement units for the marketer‘s particular situation, the qualifications of the data collection organization, any special interests associated with the data generation effort, and, most importantly, relevance and meaning regarding products and brands.

Data can be found through several broad channels: Internal company sources (annual reports, marketing plans, sales summaries, warranty cards, consumer letters, etc.) are usually the first places to look. Government sources (massive amounts of data on population, housing, transportation, recreation, and spending) Start with the U.S. Census Bureau, including its Census of Population and Housing (published every 10 years) and Current Population Survey (published annually) for the Bureau of Labor Statistics. Additionally, the National Archives and Records Administration offer a wide range of data on American culture. Global information can be found through Eurobarometer and the International Social Survey Program.

Commercial sources specialize in geographic data-gathering, often at the household, neighborhood, or zip code level, as offered by such firms as PRIZM and the Pew Center.

Internet sources have revolutionized developmental research, particularly for smaller firms and agencies. Common search engines allow access to enormous amounts of data, and human search costs have been slashed. Web-based interest groups, online communities, and social networking sites can be utilized. Advertisers can gain incredibly relevant data at virtually no cost if they are careful in their searches, though specialized engines can also be purchased. Additionally, the Web can be mined (through the relatively new practice of Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters netnography) for answers to specific questions, to analyze chatter about products or competitors (brand-talk) by searching key words, or to conduct online surveys.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 12:48 AM DATE MODIFIED: 12/15/2017 12:49 AM 101. What is a recall test? How is it conducted, and how are its respondents measured and labeled? What is a recognition test? How is it conducted, and why does it usually produce a higher percentage of positive answers?

Recall tests ask respondents what ads they remember having seen in a given vehicle, then ANSWER: ask for data about specific message content they remember. These tests are the most commonly employed, but the most controversial, since they are based on the idea that the ads that are most remembered are the ones that work best. Since they do not provide an ad as an example, recall tests require a great deal of actual memory. They are used the most in evaluating television commercials. The day-after- recall procedure involves phoning respondents after viewing the ad, prompting them based on their responses, and recording and transcribing their answers. Each individual may demonstrate one of two levels of recall: unaided (needing no prompting to remember the commercial and brand name) or aided (after prompting with the mention of the brand name). Aided recall can be further subdivided into two categories—claim recall (percent of respondents who claim they saw the ad), and related recall (percent who accurately relate elements of the ad).

Recognition tests do provide a particular advertisement to evaluate. They show respondents an ad and ask if it looks familiar, or if they have seen it before. These tests require less actual memory, and have a higher percentage of positive answers than recall tests because the ad is in front of respondents and they are merely asked if they remember having seen it in a given vehicle at a previous time. They are used more often to evaluate print advertising. The big advantage is that firms can compare recognition scores to those of ads in the past. They are limited in that they often measure little more than exposure, often overestimating true effectiveness because respondents only need to answer that yes, they have seen the ad, even if they haven‘t.

A drawback of both types of test is that there is little evidence to prove that higher recall or recognition scores actually relate to higher sales.

POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 12:49 AM Copyright Cengage Learning. Powered by Cognero.

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102. One of your advertising agency‘s clients has asked for a description of how an attitude study is performed on a television commercial in a theater test setting. Describe this process in general terms. (It is not necessary to describe the measurement scale.) In your answer, include a summary of the reasons why you would do such a test and the advantages and disadvantages of this method of pretesting ads.

The typical attitude study uses a before-and-after-ad-exposure design. People from the ANSWER: target market are recruited, and their pre-exposure attitudes toward the advertised brand as well as competitors' brands are taken. Then they are exposed to the test ad, along with some dummy ads. Following this exposure, their attitudes are measured again. The goal, of course, is to gauge the potential of specific versions of the ad to change brand attitudes before selecting the one most likely to do so for actual airing. The reliability of these procedures is fairly high. However, the meaning of the scores in terms of predicting changed brand perceptions is an issue, because the test is based on one or two advertising exposures in an unnatural viewing environment. Many advertisers believe that commercials don't even register their impact until after three or four exposures.

POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 12:50 AM DATE MODIFIED: 12/15/2017 12:51 AM 103. What is account planning? In what three ways does it differ from traditional advertising research?

Account planning differs from traditional forms of marketing research in several ways.

ANSWER: First, agencies using this system assign an account planner to work closely with an account executive and gather needed data for a particular client‘s business—an ad, campaign, or entire IBP effort. Unlike a research department with its occasional input on any given project, the account planner stays with the project from beginning to end.

Second, this system puts research into a different but more prominent role. As researchers, account planners are more actively involved throughout the entire process, though they often make a big push up front, tending to do more developmental research and less evaluative research.

Third, these researchers do more qualitative and natural research than traditional research departments.

In some ways, appointing an account planner has also been used as a sly method for downsizing or totally eliminating a costly full-time research department.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters KEYWORDS: DATE CREATED: DATE MODIFIED:

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104. Apple seems to know how to spot or keep up with trends in consumer technology. What is trendspotting and why is it important in advertising and IBP as related to (a) consumer insights and (b) design thinking?

Trendspotting is identifying new trends in the marketplace. For instance, J. Walter ANSWER: Thompson has a director of trend forecasting to lead its trendspotting research. Some trends identified there have been artificial intelligence in art, augmented reality, and retail naturalism. It is important for advertising, namely account planners or advertising researchers, as well as scholars who are working in related industries. The importance of trendspotting hinges on understanding and finding key consumer insights, or critical information about the context or situation. Also, these collectively help marketers think big, such as with design thinking. This also can be addressed with points made in 7-6: Where is research going?

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.7-1 and 7-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 12:53 AM DATE MODIFIED: 12/15/2017 12:53 AM

1. An advertising plan is the same thing as a marketing plan. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:25 PM DATE MODIFIED: 12/17/2017 11:25 PM 2. An advertising plan is important. a. True b. False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:26 PM DATE MODIFIED: 12/17/2017 11:26 PM 3. An important section in an advertising plan is a budgeting or information section, which states the cost of implementing this plan. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:26 PM DATE MODIFIED: 12/17/2017 11:26 PM 4. The situation analysis of an advertising plan includes historical context but does not consider an evaluation of the industry, the market, and the competition. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:26 PM DATE MODIFIED: 12/17/2017 11:26 PM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 5. Ethnocentrism is the tendency to view and value things from the perspective of one’s own culture. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Diversity STATE STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:27 PM DATE MODIFIED: 12/17/2017 11:27 PM 6. The self-reference criterion is the unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:27 PM DATE MODIFIED: 12/17/2017 11:27 PM 7. The competition’s strengths, weaknesses, tendencies, and any threats they pose are included in the competitor analysis. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Knowledge 12/17/2017 11:28 PM 12/17/2017 11:28 PM

8. A historical background is a key element in an advertising plan, one that should include the history of all main players, the industry, the brand, and the corporate culture. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:27 PM DATE MODIFIED: 12/17/2017 11:27 PM 9. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:28 PM DATE MODIFIED: 12/17/2017 11:28 PM 10. Companies use advertising objectives because it is important to lay the framework for the subsequent tasks in an advertising plan. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:28 PM DATE MODIFIED: 12/17/2017 11:28 PM 11. Since advertising is only one variable in an entire marketing mix, it is solely responsible for selling the product. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:29 PM DATE MODIFIED: 12/17/2017 11:29 PM 12. Viewing advertising strictly from a communications perspective opens marketers to a broader range of advertising strategies. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:29 PM DATE MODIFIED: 12/17/2017 11:29 PM 13. Some advocate sales objectives while others push communications objectives, although both can be done. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:29 PM DATE MODIFIED: 12/17/2017 11:29 PM 14. Objectives for advertising should be measurable, and this is noted in evaluation components of an ad plan. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-8 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:29 PM DATE MODIFIED: 12/17/2017 11:30 PM 15. Evaluation is a crucial component in an ad plan. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-8 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:30 PM DATE MODIFIED: 12/17/2017 11:30 PM 16. The agency’s crucial role is to translate the current market and marketing status of a firm and its advertising objectives into advertising strategy and, ultimately, finished advertisements and IBP materials. a. True b. False ANSWER: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-9 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:30 PM DATE MODIFIED: 12/17/2017 11:30 PM 17. A percentage-of-sales approach to budgeting calculates the amount spent by competitors and market share. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:31 PM DATE MODIFIED: 12/17/2017 11:31 PM 18. Share of voice, or share of market, is a method that bases an ad budget on whatever significant competitors are spending. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:31 PM DATE MODIFIED: 12/17/2017 11:31 PM 19. One of the most challenging tasks is budgeting the funds for an advertising and IBP effort, but response models Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters can help professionals make more decisions based on data. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:31 PM DATE MODIFIED: 12/17/2017 11:31 PM 20. An advertising response function is a mathematical relationship that associates dollars spent on advertising and sales generated. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:31 PM DATE MODIFIED: 12/17/2017 11:32 PM 21. Every precaution should be taken to avoid having to radically alter a budget after it is submitted. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/17/2017 11:32 PM 12/17/2017 11:32 PM

22. It may be hard or impossible to get accurate figures on competitors’ spending. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:32 PM DATE MODIFIED: 12/17/2017 11:32 PM 23. Two important elements to the execution of an advertising plan are determining the copy strategy and devising a media plan. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-7 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:32 PM DATE MODIFIED: 12/17/2017 11:33 PM 24. The various forms of brand promotion that will supplement the advertising effort each need to be spelled out in the ad plan. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Analytic STATE United States - OH - DISC: Promotion Bloom's: Comprehension 12/17/2017 11:33 PM 12/17/2017 11:33 PM

25. There is only one way to measure success in advertising and integrated brand promotion. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:33 PM DATE MODIFIED: 12/17/2017 11:33 PM 26. Using response models to aid in the budgeting process has been a widespread practice among larger firms for many years. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:34 PM DATE MODIFIED: 12/17/2017 11:34 PM 27. It is important for an advertiser and agency to align around evaluation criteria upfront. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:34 PM DATE MODIFIED: 12/17/2017 11:34 PM 28. Many marketers rely heavily on the expertise of an advertising agency. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:34 PM DATE MODIFIED: 12/17/2017 11:34 PM 29. An agency’s role is to translate the current market and marketing status of a firm and its advertising objectives into advertising strategy and, ultimately, finished advertisements and IBP materials. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-7 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:35 PM DATE MODIFIED: 12/17/2017 11:35 PM 30. Apple uses a wide array of options to create interest and communicate the value proposition for its brands like the iPad and iPhone. Which of the following would NOT be included in Apple’s advertising plan? a. Billboard ads b. Manufacturing schedule c. Product placement Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters d. Promotional events ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:35 PM DATE MODIFIED: 12/17/2017 11:36 PM 31. Which of the following is a part of the situational analysis component of an advertising plan? a. Executive summary b. Response models c. Historical context d. Copy strategy ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:36 PM DATE MODIFIED: 12/17/2017 11:37 PM 32. The last element to appear in an advertising plan is the a. executive summary b. evaluation c. history d. competitor analysis ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Knowledge 12/17/2017 11:37 PM 12/17/2017 11:37 PM

33. In an advertising plan, the _______ is the section in which the client and the agency lay out the key factors that define the current conditions and then explain the importance of each factor. a. execution b. strategy c. situation analysis d. evaluation ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:38 PM DATE MODIFIED: 12/17/2017 11:39 PM 34. In the introduction of an advertising plan, the _____ comes before the overview. a. situation analysis b. executive summary c. strategy d. objectives ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:39 PM DATE MODIFIED: 12/17/2017 11:39 PM 35. A food company researches perceived healthy choices. The target markets that are ultimately chosen based on this research should be defined in the _____ section of the ad plan. a. situational analysis b. competitor analysis Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters c. executive summary d. secondary media ANSWER: a POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/17/2017 11:40 PM DATE MODIFIED: 12/17/2017 11:40 PM 36. Which are components of a situation analysis? a. Projected industry growth, budgeting b. Advertising spending by competitors, execution, objectives c. Cultural context, historical context, industry analysis, market analysis, competitor analysis d. Economic and regulatory restrictions, evaluation, strategy ANSWER: c POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/17/2017 11:40 PM DATE MODIFIED: 12/17/2017 11:41 PM 37. In advertising, relying only on one’s own personal values, experiences, and backgrounds to make promotional decisions refers to a concept called ___________ and can be bad for global advertising. a. ethnocentrism b. purchase intent c. share of voice d. self-reference criterion ANSWER: d POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Analytic STATE United States - OH - DISC: Customer Bloom's: Application 12/17/2017 11:41 PM 12/17/2017 11:42 PM

38. For a brand, the mechanism by which something is to be done or the means to an end is the . a. competitor b. branding strategy c. demand d. objective ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:42 PM DATE MODIFIED: 12/17/2017 11:42 PM 39. In an advertising plan, strategy: a. should be explained in the industry analysis. b. can be listed as an objective. c. should be a clear and concise articulation of how the plan will achieve its objectives. d. belongs in the evaluation section.

ANSWER: c POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/17/2017 11:43 PM DATE MODIFIED: 12/17/2017 11:43 PM 40. What part of an overall situation analysis relates to copy strategy, a media plan, and integrated brand promotion? a. historical context Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. industry analysis c. competitor analysis d. execution ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:44 PM DATE MODIFIED: 12/17/2017 11:45 PM 41. What does the objectives section of an advertising plan do? a. Defines those who use the product b. Notes possible barriers and problems c. Estimates probable costs d. Identifies concrete goals, quantitative benchmarks, measurement methods, success criteria, and time frame ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:45 PM DATE MODIFIED: 12/17/2017 11:45 PM 42. Which is a communication objective? a. sales b. revenue c. brand awareness d. media ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Analytic STATE United States - OH - DISC: Customer Bloom's: Application 12/17/2017 11:46 PM 12/17/2017 11:46 PM

43. Top-of-mind awareness means that when he says safety, she thinks of Volvo: a. first. b. rarely. c. somewhere on her list of brands. d. some later day when a friend buys one.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/17/2017 11:46 PM DATE MODIFIED: 12/17/2017 11:47 PM 44. To determine the public’s knowledge of a product, a marketer may ask consumers to name five technology companies. Apple is the brand most often listed first; this is considered to demonstrate: a. top-of-the-mind awareness. b. purchase intent. c. ethnocentrism. d. market awareness.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/17/2017 11:47 PM DATE MODIFIED: 12/17/2017 11:47 PM 45. _______ can be increased with in-package coupons and rebates on initial purchase. a. Repeat purchase Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. Information-density c. Brand-switching d. Visual imagery ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:48 PM DATE MODIFIED: 12/17/2017 11:48 PM 46. In theory, of the major options for advertising objectives, _______ asks the least of consumers. a. trial usage b. purchase c. repeat purchase d. brand awareness ANSWER: d POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:48 PM DATE MODIFIED: 12/17/2017 11:49 PM 47. A food manufacturer surveys consumers, asking them if they plan on buying dinner at one of its outlets soon. What is the manufacturer researching? a. Brand awareness b. Purchase intent c. Self-reference criterion d. Top-of-the-mind awareness ANSWER: b POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/17/2017 11:50 PM DATE MODIFIED: 12/17/2017 11:50 PM 48. A shoe company would like men to at least buy their boots once and see how they like it. Which of the following is more likely to be the company’s objective? a. Purchase intent b. Trial usage c. Repeat purchase d. Build-up purchase ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/17/2017 11:50 PM DATE MODIFIED: 12/17/2017 11:51 PM 49. Clients expect ______ from their investments in advertising. a. relativism b. magic c. nothing d. results ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:51 PM DATE MODIFIED: 12/17/2017 11:52 PM 50. Combining sales objectives with communications objectives: Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters a. will almost certainly spell disaster for an advertising plan. b. may seem effective on paper but may confuse consumers during the campaign. c. is the only way to identify truly quantitative benchmarks for the campaign. d. can be an excellent way to develop an advertising campaign.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:52 PM DATE MODIFIED: 12/17/2017 11:52 PM 51. Which element is essential to articulating a well-stated advertising objective? a. A time frame b. A budget c. An overview d. An evaluation ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:53 PM DATE MODIFIED: 12/17/2017 11:53 PM 52. Costs associated with advertising that are not directly accounted for are prominent examples of a. principal finances b. ancillary costs c. major finances d. primary costs ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:56 PM DATE MODIFIED: 12/17/2017 11:57 PM 53. ACEO announces that sales went up significantly last year, and themarketing director is happy because this means her budget will also go up. This indicates that the firm is using the ________ to set the advertising budget. a. objective-and-sales approach b. share-of-market approach c. percentage-of-sales approach d. advertising response function ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/17/2017 11:57 PM DATE MODIFIED: 12/17/2017 11:57 PM 54. The percentage-of-sales approach to advertising budgeting: a. is best used during times of declining sales. b. is difficult to understand and operationalize. c. may lead to overspending or underspending. d. relates advertising dollars to advertising objectives.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:58 PM DATE MODIFIED: 12/17/2017 11:58 PM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 55. Which budgeting method monitors the amount spent by significant competitors and then allocates an equal or proportionate amount as its advertising dollars? a. Share-of-voice approach b. Objective-and-task approach c. Advertising response function d. Percentage-of-sales approach ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/17/2017 11:58 PM DATE MODIFIED: 12/17/2017 11:59 PM 56. One problem with marketers who rely on a share-of-voice budget plan is that they assume that: a. their competition doesn’t know how to allocate its advertising dollars. b. their sales figures should automatically dictate their advertising figures. c. they know how much competitors are really spending. d. their ad is distinct, unique, and superior among all others in the field.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/17/2017 11:59 PM DATE MODIFIED: 12/18/2017 12:00 AM 57. The __________ is calculated to lead to a point where an optimal advertising expenditure results in an optimal sales level and, in turn, an optimal profit. a. objective-and-task method b. share-of-market method c. percentage-of-sales system d. response model ANSWER: d POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 12:00 AM DATE MODIFIED: 12/18/2017 12:01 AM 58. The budgeting method that specifically relates spending to goals is the: a. share-of-market approach. b. percentage-of-sales approach. c. objective-and-task approach. d. share-of-voice approach.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 12:01 AM DATE MODIFIED: 12/18/2017 12:02 AM 59. What is the first step in implementing the objective-and-task approach? a. Identifying last year’s sales b. Determining costs based on a build-up analysis c. Comparing expenditures against industry benchmarks d. Calculating a marginal analysis ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 12:02 AM DATE MODIFIED: 12/18/2017 12:03 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 60. Within the advertising plan, what does a build-up analysis actually build up? a. The backlog of consumer profiles to be used b. The expenditure level for tasks to be done c. The sales expected to be seen d. The goals and objectives to be pursued ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 12:03 AM DATE MODIFIED: 12/18/2017 12:03 AM 61. The strategy section of an advertising plan is the mechanism that states: a. why the advertising is needed for this product or service. b. what goals need to be reached. c. how things will be done so that objectives are achieved. d. who will handle various promotional tasks.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 12:04 AM DATE MODIFIED: 12/18/2017 12:04 AM 62. The ways in which the media objectives will be accomplished are described in the a. copy strategy section. b. build-up analysis. c. objective-and-task method. d. media plan.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-7 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 12:05 AM DATE MODIFIED: 12/18/2017 2:23 AM 63. The media plan specifies: a. the objectives the advertiser intends to accomplish. b. exactly what strategy is behind the placement of ads. c. the prediction of profits based on new advertising. d. the analysis of the market, industry, and competition.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-7 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 12:05 AM DATE MODIFIED: 12/18/2017 12:06 AM 64. In a ______, the objectives state what the advertiser intends to accomplish in headlines, subheads, and text, while the methods describe how the objectives will be achieved. a. media plan b. budgetary plan c. copy strategy d. build-up analysis ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-7; 8-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 12:06 AM DATE MODIFIED: 12/18/2017 12:08 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 65. A canned soup manufacturer and its agency are nailing down the responsibilities of each side as they begin their planning effort. In a nutshell, the agency will: a. translate goals into strategies and create promotions and finished ads for the product. b. decide how they should grade themselves. c. leave it up to the client to decide the advertising plan. d. determine how long they will have to achieve the agreed on objectives.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:08 AM DATE MODIFIED: 12/18/2017 12:08 AM 66. In what areas do clients need help from an ad agency? a. Creating the product and setting objectives for manufacturing b. Integrating the brand within the media and generating new ideas c. Defining the product’s supply chain and creating employee policy d. Creating the company budget and conducting risk management ANSWER: b POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 12:09 AM DATE MODIFIED: 12/18/2017 12:09 AM Scenario 8-1 You are owner of a 19-person advertising agency in a major market. You've been invited to pitch the Girl Powers account, the largest female-only fitness center chain in the region, one that could quickly grow into a national franchise.

If you land the account, it will be your biggest revenue producer by far. You'll be able to staff up, move to a nicer space, and buy some decent office furniture. It also will put you, personally, in a position to make money by selling out to a larger agency someday. Considering the importance of the pitch to Girl Powers execs, you have decided to spearhead the pitch yourself.

67. (Scenario 8-1) You begin with crucial information that Girl Powers execs need to know, even if they remember Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters nothing else; this overview is in the ________ section. a. situation analysis b. execution c. strategy d. executive summary ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:09 AM DATE MODIFIED: 12/18/2017 12:11 AM 68. (Scenario 8-1) One of the main tasks will be to work with the marketing director at Girl Powers to determine exactly what she wants from its new advertising campaign. Which elements identify the specific goals that you will ask her to provide in concrete terms? a. strategies b. tactics c. objectives d. executions ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:13 AM DATE MODIFIED: 12/18/2017 12:14 AM 69. (Scenario 8-1) In the past, Girl Powers has set sales objectives for its advertising. You feel that this doesn't take into account the overall complexities presented in the analysis. Therefore, you are recommending combining sales objectives with: a. ethnocentrism. b. marketing incentives. c. communications objectives.

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Test Bank for All Chapters d. self-reference criteria.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:14 AM DATE MODIFIED: 12/18/2017 12:15 AM 70. (Scenario 8-1) The folks at Girl Powers initially consider using an advertising budgeting method that identifies a mathematical relationship associating ad dollars spent with sales generated. This would be the: a. product reactance approach. b. ethnocentric method. c. advertising response function. d. share-of-m a r ke t approach.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:15 AM DATE MODIFIED: 12/18/2017 12:15 AM 71. (Scenario 8-1) It is ultimately decided that the ad budget will base spending on what needs to be accomplished from a communications standpoint. This would be the: a. objective-and-task approach. b. percentage-of-sales approach. c. share-of-voice approach. d. response model approach.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Analytic United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion Bloom's: Application 12/18/2017 12:16 AM 12/18/2017 12:16 AM

Scenario 8-2 Following the announcement that the world's largest e-tailer, Amazon.com, had made a profit for the first time since it started business in the early 1990s, the company saw more than 90 percent of its market value disappear as part of the dot-com collapse. It is questionable whether or not Amazon figured out a profitable business model after changing its tune several times over those early years. Then it began circling back somewhat to an earlier focus on becoming the Walmart of the Internet. It said it wanted to sell huge volumes of merchandise cheaply, and in the process eke out enough of a profit to satisfy Wall Street.

Although investors had to wait some time for the e-tailer to work out the kinks, and it's uncertain how much longer they'll remain patient, Amazon's mainstay retail business may see further improvements as it grows. As we all have now witnessed, unlike brick-and-mortar retailers who must build new stores, stock them, and hire people to staff them, Amazon has been able to open new stores with minimal additional cost. Some years ago, it reported turning over its inventory 17 times a year—close to double that of traditional retailers at the time. And on average, it reported having gotten paid 32 days before it must pay its suppliers—in essence, providing millions of dollars in cash flow.

72. (Scenario 8-2) Amazon.com began by facing a myriad of problems since its inception, with perhaps the biggest obstacle being the demise of hundreds of dot-com companies in the late 1990s and early 2000. Those dot-com companies that did survive initially had a difficult time making a profit, and over time, a few began to face new competition. The issue as to who will supply online consumers has been continually evolving and changing since then.

This type of information would most likely be noted in the section of an ad plan. a. historical context b. purchase intent c. market analysis d. budgeting ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:17 AM DATE MODIFIED: 12/18/2017 12:18 AM 73. (Scenario 8-2) In the early days of Internet shopping, people were skeptical about the idea of buying things over the computer, largely due to their worries about privacy issues combined with their habitual patterns of purchasing at retail outlets. Some concerns remain today. But many years after the shake-out of companies in the dot-com world, players Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters that survived have come back stronger. And new players have come onto the scene. The demand is obviously there, and this has instilled a feeling of trust in millions of customers who make purchases online. The concept of customers having enhanced trust in e-tailing would most likely be contained in the section of the advertising plan. a. budget analysis b. market analysis c. industry analysis d. competitor analysis ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:18 AM DATE MODIFIED: 12/18/2017 12:18 AM 74. (Scenario 8-2) Amazon was one of the first online retailers to launch advanced technology to track consumer visits and suggest products whenever they returned to the site. This ability to find out what customers have bought in the past, and project that they will buy similar items in the future, has been a key factor underlying Amazon's strategy and growth. When Amazon asks customers if they plan on buying certain products in the future, it is measuring: a. share of market. b. brand awareness. c. share of voice. d. purchase intent.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:19 AM DATE MODIFIED: 12/18/2017 12:19 AM 75. (Scenario 8-2) Like many firms, Amazon has refined its priorities over the years. Many firms begin by setting as their advertising objective something that is often disputed by communications-oriented marketers. They choose as their primary advertising objective. a. stimulating trial use b. boosting sales Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters c. establishing brand recall d. identifying purchase intent ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:20 AM DATE MODIFIED: 12/18/2017 12:20 AM 76. (Scenario 8-2) When dealing with its advertising agency, Amazon wants a strategy that maximizes media expenditures to target the appropriate markets. It is Amazon’s primary responsibility to bring forth a well-articulated statement of the brand's , a key concept in reaching and informing the customer through promotion. a. analysis b. awareness c. competition d. value ANSWER: d POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:21 AM DATE MODIFIED: 12/18/2017 12:21 AM Scenario 8-3 After working as an account executive in an advertising agency for 20 years, you've decided you want to own your own business. You buy Springfield Hardware, a neighborhood hardware store, from a man who has owned and run the business for the past 52 years. He sells you the store and its entire inventory, but with one warning—he wasn't much on paperwork, so there won't be a lot of records to be found. You buy the store and begin to create your ad plan.

77. (Scenario 8-3) Due to the lack of records, you have no way of knowing what Springfield Hardware has gone through over the years. You can only guess about the hardware needs of the local population, and the store’s target market and customer base. This will be a major hindrance in writing the sections of your situation analysis. a. overview and executive summary b. industry analysis and historical context Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters c. strategy and execution d. historical context and market analysis ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 and 8-7 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:21 AM DATE MODIFIED: 12/18/2017 12:22 AM 78. (Scenario 8-3) There is one thing you’d like to see as a result of your ad campaign—you want local residents not only to know your name, but also to think of it first when they need a hardware store. When you think of hardware, think of Springfield. Which concept defines this objective? a. top-of-mind awareness b. purchase intent c. trial usage d. repeat purchase ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:23 AM DATE MODIFIED: 12/18/2017 12:23 AM 79. (Scenario 8-3) Your goals are very important at this stage, and you want to avoid budgeting methods that neglect to consider goals. This means that you can cross off one approach that is notorious for failing to relate advertising dollars to advertising objectives, and since you have no past records, this method would be impossible to implement anyway.

Which of the following methods is this? a. share-of-market approach b. share-of-voice approach c. percentage-of-sales approach d. objective-and-task approach ANSWER: c Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:24 AM DATE MODIFIED: 12/18/2017 12:24 AM 80. (Scenario 8-3) You're currently deciding exactly where and when ads will be placed, and determining the strategy behind each placement. This takes a while—with the explosion of Internet sites, outdoor advertising, and innovative promotions, the options are almost unlimited. In this way, you are: a. setting up account services. b. creating a media plan. c. devising a budgeting method. d. doing advertising research.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-7 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:25 AM DATE MODIFIED: 12/18/2017 12:25 AM 81. (Scenario 8-3) You decide that as soon as you are financially able, you will hire an agency to put together an advertising plan for you. Unfortunately, you realize that even if you do hire an agency, you will still have to provide the agency with statements regarding: a. the value proposition and the marketing mix. b. the budget recommendation and the ad strategy. c. the competition and the media plan. d. the ad design and ad placement.

ANSWER: a POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-7 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Analytic United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion Bloom's: Application 12/18/2017 12:26 AM 12/18/2017 12:26 AM

Scenario 8-4 American Express is dissatisfied with the degree of penetration of its Gold Rewards Plus card in the U.S. market.

Marketing managers at American Express feel that the firm needs to increase advertising to small entrepreneurial businesses to encourage more acceptance of the card for use in purchasing office supplies and durable goods like computers and office furniture. American Express feels that to accomplish the goal of increased penetration in this sector, the budget should be based on communications objectives aimed at certain target markets.

82. (Scenario 8-4) Within various sections of the _______ portion of its advertising plan, American Express explains how and why Visa has been more successful at penetrating the small business market because of lower fees. a. evaluation b. execution c. strategy d. situation analysis ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.8-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:26 AM DATE MODIFIED: 12/18/2017 12:28 AM 83. (Scenario 8-4) Within the ______ portion of its advertising plan, American Express suggests that the most important outcome of the campaign will be for Visa customers to start switching to American Express in this market segment. a. strategy b. execution c. situation analysis d. objectives ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:28 AM DATE MODIFIED: 12/18/2017 12:29 AM 84. (Scenario 8-4) American Express marketers say they do not use the ______ advertising budgeting method, because if sales begin to decrease in this segment, so will their budget. a. share-of-market b. percentage-of-sales c. share-of-voice d. objective-and-task ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:30 AM DATE MODIFIED: 12/18/2017 12:31 AM 85. (Scenario 8-4) The marketers are keenly aware that many budgeting methods fail to address the objectives originally set and relate these to the dollars to be spent. Which budgeting technique is American Express ultimately most likely to use, based on this awareness and the information in this scenario? a. Share-of-market approach b. Objective-and-task approach c. Percentage-of-sales approach d. Share-of-voice approach ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:31 AM DATE MODIFIED: 12/18/2017 12:32 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 86. (Scenario 8-4) American Express has decided to do a specific type of analysis that focuses on reach, frequency, time frame, production costs, media expenditures, and other specific elements. These factors are always included in a(n) analysis. a. market b. situation c. build-up d. industry ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:32 AM DATE MODIFIED: 12/18/2017 12:33 AM Scenario 8-5 Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo into the market. In test marketing, many consumers liked the product, but their comments indicated that it is different enough from existing brands that significant promotion and information will be needed to convince them to switch from their current brands.

Helene Curtis has always used an objective-and-task approach to develop advertising budgets. Due to these research results, the firm must now do a detailed build-up analysis.

87. (Scenario 8-5) Helene Curtis has once again decided to use objective-and-task budgeting to set the advertising expenditures. This is the only budgeting method that focuses specifically on advertising spending: a. as leading to advertising sales. b. as calculated by a mathematical formula. c. as determined by percentage of gross profit. d. as related to advertising objectives.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:33 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/18/2017 12:34 AM

88. (Scenario 8-5) The advertising agency for Helene Curtis is in the process of doing a build-up analysis. This means it is: a. isolating the key costs in moving from awareness to preference to purchase of the shampoo. b. determining the cost of building up awareness of the new shampoo to a predetermined level. c. adding up each cost associated with a task identified in the advertising plan for the shampoo. d. determining the approximate time frame that will be necessary to meet all advertising objectives in promoting the shampoo.

ANSWER: c POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:34 AM DATE MODIFIED: 12/18/2017 12:35 AM 89. (Scenario 8-5) Which element of the build-up analysis will identify the demographic and geographic exposure that the advertising for the shampoo hopes to achieve? a. Frequency b. Media c. Production d. Reach ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:36 AM DATE MODIFIED: 12/18/2017 12:36 AM 90. (Scenario 8-5) The build-up analysis will also address costs not listed elsewhere, particularly those associated with advertising to the trade and doing specialized research. Which factor does this involve? a. Ancillary costs b. Production costs c. Media expenditures Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters d. Promotional costs ANSWER: a POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:36 AM DATE MODIFIED: 12/18/2017 12:37 AM 91. (Scenario 8-5) The number of exposures required to accomplish the advertising objectives for the shampoo, referred to as , will also be included in the build-up analysis for Helene Curtis. a. execution b. production c. frequency d. reach ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:37 AM DATE MODIFIED: 12/18/2017 12:38 AM 92. Describe the essential difference between an industry analysis and a market analysis. In what section of an ad plan are these typically included? What are the other considerations for an advertiser that should be part of this section?

Where does the competitor analysis come in?

ANSWER: An industry analysis focuses on developments and trends within an industry and on any other factors that may make a difference in how an advertiser proceeds with an advertising plan. An industry analysis should enumerate and discuss the most important aspects of a given industry, or the supply side of the supply-demand equation.

A market analysis is the flip side of an industry analysis. It describes the demand side of the supply-demand equation. An advertiser examines the factors that drive and determine the market of consumers for the firm's product or service. First, the advertiser needs to identify and define that market.

An industry analysis and a market analysis are both part of a situation analysis.

Advertisers should also include the historical context and a competitor analysis as part of this situation analysis.

Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters A competitor analysis, conducted after these initial analyses are completed, identifies the main competitors, their strengths and weaknesses, and any serious threats that they represent.

POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 12:38 AM DATE MODIFIED: 12/18/2017 12:38 AM 93. Define these terms: brand awareness, top-of-the-mind awareness, purchase intent, trial usage, repeat purchase, and brand switching. Choose two of these concepts and give real-life examples.

ANSWER: Brand awareness is an indicator of consumer knowledge about the existence of a brand and the ease with which that knowledge can be retrieved from the consumer’s memory.

Top-of-the-mind awareness is the condition that occurs when one brand comes up first in the consumer’s list of preferred or remembered brands.

Purchase intent is the expression by the consumer to buy the brand at some time in the future, presumably indicating that the consumer is closer to actual behavior than merely having a positive attitude toward the brand.

Trial usage is the actual behavior of a consumer in trying a new brand and hoping that it will live up to the expectations created by the advertising. This concept is commonly used as an advertising objective.

Repeat purchase is the instance in which a consumer tries a new product and then buys it a second time (also called conversion). It is considered a great milestone toward gaining new regular users.

Brand switching is the instance when a consumer discards one brand for another. It is a noble goal for advertisers, but reaching it can be a long and arduous task.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 12:39 AM DATE MODIFIED: 12/18/2017 12:39 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 94. Why is the objectives section of an advertising plan so important to an advertiser? Name at least three of the objectives described in the text. For each objective, list one important consideration for advertisers.

ANSWER: Advertising objectives identify the goals of the advertiser in concrete terms. Without them, there would be no solid direction for the campaign.

Brand awareness is a popular advertising objective. Creating or maintaining brand awareness is an indicator of consumer knowledge about the existence of the brand and the ease with which that knowledge can be retrieved from memory. Ease of retrieval from memory is important because for many consumer goods or services, it is predictive of market share.

Attitudes and beliefs can also be addressed in an advertising objective. This usually involves creating or changing attitudes and beliefs about the product. However, while attitudes may give a good indication of intentions and feelings about certain products, they do not necessarily predict actual buying behavior.

Purchase intent is another popular criterion in objective setting. The appeal of influencing purchase intent is that, compared to consumer attitudes, consumer intentions are closer to actual behavior, and thus closer to the desired sale.

Trial usage is an indicator of actual behavior and is commonly cited as an advertising objective. In the case of new products, stimulating trial use is critically important. Repeat purchase is aimed at the percentage of consumers who try a new product and then buy it a second time. The odds of long-term product success go way up when this percentage is high.

Brand switching is a challenging advertising objective. Convincing consumers to permanently switch brands is a noble goal but it is not easy to accomplish—it can take a lot of time, effort, creativity, and money, and even then it may not be a successful venture.

Sales is sometimes listed as an advertising objective, but it can be a controversial one. The idea that advertisements should directly increase product sales is often disputed by marketers, since advertising is only one element in a complex market mix, and many other factors can affect sales.

POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 12:39 AM DATE MODIFIED: 12/18/2017 12:40 AM 95. Many marketers would take the stance that communications objectives are the only legitimate objectives for advertising a brand like Sweet Sunshine. They would argue that it is not reasonable to set sales objectives for its advertising effort when other variables in the mix might undermine the advertising effort, or might be responsible for sales of Sweet Sunshine orange juice (or lack of sales) in the first place. In addition, viewing advertising as primarily a communications effort will allow the marketer to consider a broader range of ad strategies in promoting the Sweet Sunshine brand. Overall, communications objectives should create an awareness for the Sweet Sunshine brand, offer information about its features and benefits, and develop a favorable attitude toward the brand that may lead to Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters consumer preference. These objectives have certain advantages over sales objectives—they consider a broader range of strategies, and they gain a greater appreciation for the overall communications process.

But there is always the idea, even if it is in the background, that advertising must sell. So the marketer may use both types, as long as certain criteria are met. Any objectives that enable a firm to make intelligent decisions about resource allocation—whether based on communications or sales—must be stated in an advertising plan in terms specific to the organization. The objectives must establish a quantitative benchmark, specify measurement methods and criteria for success, and identify a time frame for the desired results to occur.

ANSWER: POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:40 AM DATE MODIFIED: 12/18/2017 12:40 AM 96. You are the marketing manager for an online merchandiser of a diverse line of casual sportswear, athletic clothing, and outerwear for both men and women. Write a brief memo to your advertising agency. In the memo, explain why you'd like the agency to abandon its recommendation for a share-of-market strategy in creating the budget. Give several reasons why this approach is unfavorable. Then explain why you want the agency to adopt an objective-and- task method. Also, there are four main steps that must be taken to implement this approach after advertising objectives are determined. List as many as you can. (It is not necessary to describe the steps in detail.)

ANSWER: Share-of-market strategy. In the memo, you will want to explain that you can run into several problems associated with the share-of-market method of setting advertising objectives. First, it may be difficult to gain access to precise information about your competitors' expenditures. Second, there is no reason to believe that your competitors are spending their money wisely, or in a way even remotely related to what your firm wants to accomplish. Third, a likely outcome of budgeting in this fashion is that your firm will make little headway over the competition and but will simply maintain the status quo. Fourth, the flaw in logic behind this method is the presumption that every advertising effort has the same goals, is of the same quality, and will have the same effect from a creative execution standpoint.

Objective-and-task strategy. Now your memo will address the preferred alternative. The objective-and-task approach will allow you to focus on the relationship between your spending and your advertising objectives. The budget is formulated by identifying the specific tasks necessary to achieve different aspects of the objectives. The four major steps that must be taken after advertising objectives have been set are (1) using a buildup analysis to determine costs; (2) comparing the costs against industry and corporate benchmarks; (3) reconciling and modifying the budget; and (4) determining the time frame for payout.

POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Essay HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.8-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:40 AM DATE MODIFIED: 12/18/2017 12:41 AM 97. A good advertising plan is the result of combining the knowledge and talents of both the advertising agency and the client. In heading up a team that is creating the marketing plan for a large cosmetics firm, an account manager needs to make sure all goals are met and all responsibilities are assigned. For what issues does the client take primary responsibility? For what elements does the agency take primary responsibility?

The client’s role is to produce all necessary information on the firm, the brand, the product, and the market. It should identify the firm's basis for offering value to customers. The client should also clearly identify the external environment and the opportunities and challenges that can be addressed with advertising. In addition, it should include a well-articulated statement of the brand's competitive position and the marketing mix strategies designed to gain and sustain competitive advantage.

The agency's role is to use all that information and its own expertise to create finished ads. It should consider the conditions in the current market plus the firm’s marketing status and ad objectives, and then translate this information into promotional strategies and, ultimately, into finished advertisements. An agency best serves its client by taking charge of the preparation and placement stages. The agency needs to hammer out message strategies and tactics for the advertising effort and for the effective design and placement of ads—overall, it needs to manage the entire IBP process.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.8-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 12:41 AM DATE MODIFIED: 12/18/2017 12:41 AM ANSWER:

1. Creativity in ads is not required in order to break through ad clutter. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Analytic STATE United States - OH - DISC: Creativity Bloom's: Comprehension 12/18/2017 3:03 AM 12/18/2017 3:03 AM

2. Successful brands do not have emotional connections with consumers. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:03 AM DATE MODIFIED: 12/18/2017 3:03 AM 3. The usefulness of creativity in advertising can be lasting at times. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:03 AM DATE MODIFIED: 12/18/2017 3:03 AM 4. Great brands don’t have emotional connections with consumers. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:04 AM DATE MODIFIED: 12/18/2017 3:04 AM 5. Creativity is subjective. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 3:04 AM DATE MODIFIED: 12/18/2017 3:04 AM 6. To be creative, one should have the ability to consider and hold together seemingly inconsistent elements and forces, making new connections. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:04 AM DATE MODIFIED: 12/18/2017 3:05 AM 7. Creativity is usually seen as a gift. a. True b. False ANSWER: True POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Diversity STATE STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 3:05 AM DATE MODIFIED: 12/18/2017 3:05 AM 8. In his analysis of some of the most creative people of the 20th century, Gardner found that they often had troubled personal lives and were significantly childlike. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Diversity STATE STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:05 AM DATE MODIFIED: 12/18/2017 3:05 AM 9. According to Gardner, creative people have much less interest in playing by the rules, acting nice, and being socially acceptable than more ordinary people. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Diversity STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 3:05 AM DATE MODIFIED: 12/18/2017 3:06 AM 10. Playing with Lego blocks can influence adults’ creativity. a. True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:06 AM DATE MODIFIED: 12/18/2017 3:06 AM 11. Lee Clow is the creative mind behind the iconic Absolut ads, many of which you see featured in the chapter for its aesthetic with the unique bottle shape. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:07 AM DATE MODIFIED: 12/18/2017 3:07 AM 12. The thought processes of creative people are less orderly and logical than those of others. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:07 AM DATE MODIFIED: 12/18/2017 3:07 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 13. A creative person can be “the synthesizer,” as Lee Clow (the visionary behind the iconic Absolut ads) was called. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Diversity STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:07 AM DATE MODIFIED: 12/18/2017 3:08 AM 14. Google is known for using numerous creative adaptations of its logo. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:08 AM DATE MODIFIED: 12/18/2017 3:08 AM 15. Gardner's research indicates that a high level of creativity is tied to less emotional stability. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/18/2017 3:08 AM 12/18/2017 3:08 AM

16. Creativity is viewed in the business world as a positive quality even though creative people can be hard to work with. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:09 AM DATE MODIFIED: 12/18/2017 3:09 AM 17. Conflict between management and creatives in an organization is seen at times. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:09 AM DATE MODIFIED: 12/18/2017 3:09 AM 18. Good ideas must come from the managers or the clients. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE Copyright Cengage Learning. Powered by Cognero.

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United States - OH - DISC: Creativity Bloom's: Comprehension 12/18/2017 3:09 AM 12/18/2017 3:10 AM

19. You can enhance your latent creative abilities. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:10 AM DATE MODIFIED: 12/18/2017 3:10 AM 20. Creatives and account managers in ad agencies typically have different goals for a particular advertisement or campaign, and these goals may conflict. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:10 AM DATE MODIFIED: 12/18/2017 3:10 AM 21. As a social process, advertising is marked by the struggles for control and power that occur within departments, between departments, and between the agency and its clients on a daily basis. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 3:11 AM DATE MODIFIED: 12/18/2017 3:11 AM 22. There have been many unusual advertising ideas that at first seemed a bit weird but actually have become legendary, such as the talking Chihuahua from Taco Bell. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 3:11 AM DATE MODIFIED: 12/18/2017 3:11 AM 23. Account executives are the liaison between the agency and the client. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:11 AM DATE MODIFIED: 12/18/2017 3:12 AM 24. According to the text, creativity is a form of intelligence, maybe the best form of intelligence (particularly for the field of advertising). a. True b. False ANSWER: True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: IBP.OGUI.19.9-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:12 AM DATE MODIFIED: 12/18/2017 3:13 AM 25. Agencies can hire out research services. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:13 AM DATE MODIFIED: 12/18/2017 3:13 AM 26. According to the text, creativity can be enhanced with effort. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 3:14 AM DATE MODIFIED: 12/18/2017 3:14 AM 27. Executing an IBP campaign is like performing as a symphony orchestra—many individuals are simultaneously making unique contributions to create a final piece. a. True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:14 AM DATE MODIFIED: 12/18/2017 3:15 AM 28. Preparing and executing a breakthrough IBP campaign is people-intensive; it hinges on creative work and business acumen alike. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:15 AM DATE MODIFIED: 12/18/2017 3:15 AM 29. The most creative advertising results from teamwork rather than individual effort; teamwork generates synergy in advertising. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 3:15 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/18/2017 3:16 AM

30. The creative brief sets up the goal for any advertising effort in a way that gets everyone moving in the same direction. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 3:16 AM DATE MODIFIED: 12/18/2017 3:16 AM 31. The creative brief focuses on the media plan. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:17 AM DATE MODIFIED: 12/18/2017 3:17 AM 32. There can be conflicts and tensions in the creative/management interface. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity Copyright Cengage Learning. Powered by Cognero.

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Bloom's: Comprehension 12/18/2017 3:17 AM 12/18/2017 3:17 AM

33. Knowing how to brainstorm is important in advertising and integrated brand promotion careers. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:18 AM DATE MODIFIED: 12/18/2017 3:18 AM 34. Robert Sternberg has found that to be more creative, you need to spend time gaining knowledge but also avoid getting mired in so much knowledge that creativity is stifled. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:18 AM DATE MODIFIED: 12/18/2017 3:19 AM 35. Robert Sternberg’s suggestions for boosting creativity stress that you should learn to redefine problems to see them differently from the way other people see them. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.9-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:19 AM DATE MODIFIED: 12/18/2017 3:19 AM 36. A fashion brand notices that its ads are indistinguishable from those of other brands. All the ads usually feature young people having fun. As a result, this brand launches a creative advertisement that shows celebrities buying clothes and acting like youngsters. In the context of this scenario, what was the purpose of this advertisement? a. To reinforce the company's CSR b. To generate a product launch c. To present logical reasons for customers to prefer the brand d. To break through the ad clutter and get attention ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 3:19 AM DATE MODIFIED: 12/18/2017 3:20 AM 37. Which of the following purposes does creativity serve in advertising? a. It makes people work in a structured manner. b. It creates competing agendas in an agency. c. It gives meaning to a brand by making emotional connections with consumers. d. It makes people timid so that they can contribute more to work.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:20 AM DATE MODIFIED: 12/18/2017 3:21 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 38. Though it is almost impossible to define, creativity is essentially the ability to: a. see the world in a structured way. b. hold together seemingly inconsistent elements. c. think in terms of “the way things have to be.” d. be conventional and hardworking.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 3:21 AM DATE MODIFIED: 12/18/2017 3:22 AM 39. Creativity is enhanced when: a. it enriches personal lives and creates emotional stability. b. it enables forming conventional decisions in life. c. it makes social life or hobbies significant factors. d. people are doing something they love.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 3:22 AM DATE MODIFIED: 12/18/2017 3:23 AM 40. Which individuals did Howard Gardner highlight in his book, Creating Minds, in his pursuit of the most creative people of the past century? a. JFK, Einstein, Twain, Roosevelt, Gandhi, Disney, and Vonnegut b. George Washington, Bernstein, Van Gogh, Nureyev, Frost, Hemingway, and Einstein c. Bradbury, Ellington, Churchill, Wright, and Edison d. Freud, Einstein, Picasso, Stravinsky, Eliot, Graham, and Gandhi ANSWER: d POINTS: 1 DIFFICULTY: Moderate Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 3:23 AM DATE MODIFIED: 12/18/2017 3:24 AM 41. Which of these lists of personality traits, based on an analysis of seven of the greatest creative minds of the 20th century, probably work best in the creative department? a. quiet, calm, humble, conforming, and friendly to everyone in the room b. timid, intelligent, and shy with clients c. self-confident, alert, unconventional, hard-working, and driven to the point of obsession d. edgy, intense, goal-oriented, logical, and focused on the bottom line ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 4:03 AM DATE MODIFIED: 12/18/2017 4:03 AM 42. _______ is the ability to consider and hold together seemingly inconsistent elements and forces, making a new connection. a. Reason b. Creativity c. Motivation d. Synergy ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:03 AM Copyright Cengage Learning. Powered by Cognero.

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12/18/2017 4:04 AM

43. According to Howard Gardner's research, creative people are more likely to be: a. self-effacing. b. self-confident. c. emotionally stable. d. self-giving.

ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:04 AM DATE MODIFIED: 12/18/2017 4:05 AM 44. Howard Gardner discovered that creative minds were usually totally______ to their craft: a. scared b. committed c. uninterested d. conventional ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:05 AM DATE MODIFIED: 12/18/2017 4:06 AM th

45. During Gardner’s work in identifying seven of the most creative people of the 20 century, he also identified some negative sides to their lives. Which five characteristics did his subjects appear to have in common? a. egotistical, narcissistic, obsessed, socially isolated b. delusional, irrational, antisocial, psychotic c. inattentive, unfocused, impatient, hyperactive d. dysfunctional, clingy, codependent, impulsive ANSWER: a Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:06 AM DATE MODIFIED: 12/18/2017 4:06 AM 46. Creativity reflects many things, such as: a. following social norms. b. adopting structured thinking. c. retaining childlike thinking. d. conforming to everyday logic.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:06 AM DATE MODIFIED: 12/18/2017 4:07 AM 47. Which of the following is a problem with top creative geniuses, as identified by Gardner? a. The thinker starts to dislike being an outsider. b. The thinker is self-effacing and gives up personal goals in favor of collective goals. c. The thinker remains charming even when his or her ambitions are not met. d. They can have some emotional instability.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:07 AM Copyright Cengage Learning. Powered by Cognero.

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12/18/2017 4:08 AM

48. Most ___________ work with the creative brief. a. account executives b. creative departments c. media sellers d. agency owners ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:09 AM DATE MODIFIED: 12/18/2017 4:10 AM 49. In the business world, even if you have a “creative” job, you should listen to the clients and: a. go easy on their ambitions. b. take their ideas seriously. c. grow the market share for the brand. d. reflect the client’s thinking.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 4:10 AM DATE MODIFIED: 12/18/2017 4:10 AM 50. Good ideas take time and _________. a. finances b. multiple perspectives c. luck d. independence ANSWER: b POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:11 AM DATE MODIFIED: 12/18/2017 4:11 AM 51. Who is the liaison between the two main parties involved in promotion: the client and the agency? a. The agency owner b. The research department c. The creative director d. The account executive ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 4:11 AM DATE MODIFIED: 12/18/2017 4:12 AM 52. What is the function of the account executive in an advertising agency? a. To assess the effectiveness of advertising communication developed by the agency b. To execute the advertising concepts developed by the creatives c. To ideate about possible creative concepts for advertisements d. To negotiate with clients and convey client instructions to the agency ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:12 AM DATE MODIFIED: 12/18/2017 4:13 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 53. Sally’s job in an advertising agency involves talking to the clients to identify their goals and then conveying these goals to the creative team, which creates strategies to accomplish these goals. Her job often involves explaining the client's perspective to the agency and explaining the agency's creative strategy to the client. Sally is likely to be a(n): a. ad designer. b. media buyer. c. copywriter. d. account executive.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 4:13 AM DATE MODIFIED: 12/18/2017 4:14 AM 54. Which of the following best describes the reason why account executives should not be fired even when ad agencies face lean times? a. They have the critical role of bridging the gap between clients and creatives. b. They execute sophisticated advertising and IBP campaigns. c. They do not get involved in struggles over control of the creative product. d. They have the vital responsibility of judging the work of the creatives.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 4:14 AM DATE MODIFIED: 12/18/2017 4:14 AM 55. According to John Sweeney, if you’re working with a pool of talented people, they’ll produce their best work if you: a. hand them over to the account executive. b. keep them out of any conflicts that arise. c. give them some structure. d. just agree with them.

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Test Bank for All Chapters ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:15 AM DATE MODIFIED: 12/18/2017 4:15 AM 56. In teamwork, the term “synergy” implies that: a. one or two key members of a team are responsible for the creative output of the team, while the others merely follow. b. the output of the creative process is greater than the sum of the talents of individual team members. c. the output of team effort is similar to that of the most talented person in the team working alone. d. the output of the team depends on the negotiating skills of the strongest member of the team.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:15 AM DATE MODIFIED: 12/18/2017 4:16 AM 57. Which of the following is true of teams in advertising? a. In advertising, teamwork needs no planning. b. Great teamwork is required for great advertising. c. In advertising, teams need no motivation to generate big ideas. d. Teams, by themselves, elevate the creative essence in advertising campaigns.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity Copyright Cengage Learning. Powered by Cognero.

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Bloom's: Comprehension 12/18/2017 4:16 AM 12/18/2017 4:17 AM

58. Advertising is a(n): a. solo occupation. b. individual competition. c. team sport. d. business rather than an art.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:17 AM DATE MODIFIED: 12/18/2017 4:18 AM 59. In the context of advertising, which of the following is true concerning teams? a. They try to blend diverse skills but are rarely successful. b. They have become the primary means for getting things done. c. They squash individuality and creativity all too often. d. They were popular in the 80s and 90s but are now considered to have been a fad.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:18 AM DATE MODIFIED: 12/18/2017 4:18 AM 60. In their book, The Wisdom of Teams, Katzenbach and Smith offered a number of insights about teams. Which of the following can be inferred from these insights? a. Teams focus on process rather than results. b. Teams operate on mutual synergy. c. Teams always look out for a number one.

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Test Bank for All Chapters d. Teams restrict individual decision making.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 4:19 AM DATE MODIFIED: 12/18/2017 4:19 AM 61. Which of the following is true of individualism in teams? a. If you and I think alike, then one of us is unnecessary. b. Growing reliance on teams in the workplace means a devaluation of the individual. c. Teams find ways to let just one person bring his or her unique contributions to the forefront. d. Less reliance on teams in the workplace implies greater emphasis on conforming to what the group thinks.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:20 AM DATE MODIFIED: 12/18/2017 4:20 AM 62. Leadership over creative teams entails: a. excusing shortfalls in team performance when communicating with the client. b. emphasizing individual gains. c. contributing ideas without dominating the group. d. suggesting a list of advertising cases.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Strategy Copyright Cengage Learning. Powered by Cognero.

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Bloom's: Comprehension 12/18/2017 4:20 AM 12/18/2017 4:21 AM

63. Todd has just been assigned the role of team leader of his creative group for a new ad campaign. Which of the following should Todd do first? a. He should suppress any disagreements. b. He should meet with the client. c. He should provide a list of his ideas. d. He should build a consensus about goals they hope to achieve and the approach to reach those goals.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 4:21 AM DATE MODIFIED: 12/18/2017 4:22 AM 64. Teams can liberate: a. the advertising media. b. decision-making. c. individualism d. mistakes.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:22 AM DATE MODIFIED: 12/18/2017 4:22 AM 65. Members of all the following teams are part of the IBP account team, EXCEPT: a. accounting. b. public relations. c. direct marketing.

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Test Bank for All Chapters d. the client.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:23 AM DATE MODIFIED: 12/18/2017 4:23 AM 66. All members of an account team are also: a. in media b. assigned to the creative department. c. team leaders for their own groups of specialists. d. outsourced.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:24 AM DATE MODIFIED: 12/18/2017 4:24 AM 67. Which of the following is a characteristic of a creative brief? a. It replaces teamwork with individuality. b. It sets primary goals for the client. c. It allows room for creativity. d. It results from brainstorming in the creative department.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity Copyright Cengage Learning. Powered by Cognero.

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Bloom's: Knowledge 12/18/2017 4:24 AM 12/18/2017 4:25 AM

68. In essence, a creative brief is a(n): a. informal contract depicting the responsibilities of the creative team. b. set of guidelines to get the creative group moving in the right direction. c. solution to the primary problem of the ad campaign. d. list of results to be expected from the ad campaign.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:25 AM DATE MODIFIED: 12/18/2017 4:26 AM 69. Who often prepares the creative brief? a. The client lead and the account executive b. The owner(s) of the agency c. The client brand manager d. The research executive ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 4:26 AM DATE MODIFIED: 12/18/2017 4:26 AM 70. Teams are able to liberate decision making when members: a. all think alike and agree with one another. b. allow the leader to make all the decisions. c. trust one another and feel it’s safe to contribute. d. just make suggestions but leave decisions to the client.

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Test Bank for All Chapters ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 4:26 AM DATE MODIFIED: 12/18/2017 4:27 AM 71. Teams come up with ideas that are both creative and useful in the process of building brands if: a. they are allowed freedom in playing with their ideas. b. they are managed in a proactive way. c. structure is given more importance than talent. d. right expertise is preferred over diversity of thought.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:27 AM DATE MODIFIED: 12/18/2017 4:28 AM 72. The stereotypes about business and advertising people serve to remind us that: a. people approach problem solving with different styles. b. advertising experts rely on their left brain. c. business types use both sides of their brain. d. people prefer to think about things in a conventional style.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Diversity STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/18/2017 4:28 AM 12/18/2017 4:28 AM

73. What concept refers to the unique preference that each person has for thinking and solving problems? a. Interpersonal abrasion b. Creativity framework c. Brainstorming d. Cognitive style ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 4:29 AM DATE MODIFIED: 12/18/2017 4:29 AM 74. Well-known psychologist Carl Jung identified three sets, or dimensions, of cognition. Which of the following pairs are included in these dimensions? a. Sensing vs. intuiting, and thinking vs. feeling b. Thinking vs. feeling, and seeing vs. hearing c. Rational vs. emotional, and sensitive vs. intuitive d. Extraverted vs. introverted, and creative vs. logical ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 4:30 AM DATE MODIFIED: 12/18/2017 4:30 AM 75. New ideas and breakthrough solutions occur when there is just enough tension and just the right clash of ideas, which is called: a. creative abrasion. b. interpersonal abrasion. c. interpersonal conflict.

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Test Bank for All Chapters d. cognitive dissonance.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 4:30 AM DATE MODIFIED: 12/18/2017 4:31 AM 76. In the context of creativity, which of the following should a team leader do to ensure a safe environment for team members? a. The team leader should not bring together people with diverse cognitive styles if he wants them to get truly engaged in the task. b. The team leader should create new ideas and ask team members to incorporate them. c. The team leader should allow clients' ideas to be incorporated while making sure that team members only follow what the clients say. d. The team leader should embrace a bit of creative abrasion while looking to defuse interpersonal abrasion.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:31 AM DATE MODIFIED: 12/18/2017 4:32 AM 77. Which of the following best defines brainstorming? a. It is an agreement on a concept for the good of a team's objectives. b. It is an ongoing clash of ideas and decisions that results in chaos. c. It is a different cognitive style for resolving team conflicts. d. It is an organized approach to generating ideas.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 4:32 AM DATE MODIFIED: 12/18/2017 4:32 AM 78. Which of the following should be adopted when conducting brainstorming? a. Generating new ideas rather than building on each others’ ideas b. Encouraging individuals to learn about the problem before and after the group session c. Focusing on generating ideas rather than putting them to use d. Forming an appropriate team with no conflicts in cognitive styles ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:33 AM DATE MODIFIED: 12/18/2017 4:33 AM 79. A good guideline to follow when trying to improve brainstorming within a team is to: a. foster an atmosphere of tranquility. b. insulate the team from outside influences to help them focus on the task at hand. c. add more diversity to the group. d. encourage interpersonal abrasion.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:33 AM DATE MODIFIED: 12/18/2017 4:34 AM 80. Which of the following are included in the list of guidelines for heading a creative team? a. Allow for plenty of room between teams and clients, and foster competition between team members.

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Test Bank for All Chapters b. Communicate your own personal preferences, and stress the use of a particular cognitive style. c. Take care in making your team assignments, and rotate assignments over time. d. Foster creativity by giving your team members free reign, and judge each creative idea as it is suggested.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:34 AM DATE MODIFIED: 12/18/2017 4:35 AM 81. What do the three Ps stand for in the 3Ps creativity framework? a. Processes, Problems, and Perks b. Preparation, Pragmatism, and People c. Practicality, Problem-solving, and Production d. People, Process, and Place ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 4:35 AM DATE MODIFIED: 12/18/2017 4:35 AM 82. You are most likely to be creative when: you avoid ambiguity. a. you are in your comfort zone. b. doing something you love. c. you avoid critiquing your own ideas. d. you avoid ambiguity.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.9-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:36 AM DATE MODIFIED: 12/18/2017 4:36 AM 83. According to Robert Sternberg, which of the following should you do for advancing your own creativity? a. Adopt the safe solution. b. Do not cherish ambiguity. c. Learn to doubt yourself. d. Analyze your own ideas.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:37 AM DATE MODIFIED: 12/18/2017 4:37 AM 84. In his studies of creativity and intelligence, Yale psychologist Robert Sternberg has found that when you suggest a really creative idea, you need to: a. copyright it. b. be prepared for opposition to it. c. decide that it is a safe solution. d. base it on an accepted standard.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 4:38 AM DATE MODIFIED: 12/18/2017 4:38 AM 85. Psychologist Robert Sternberg, an expert on creativity and intelligence, advises that if you want to be more creative, Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters you should: a. do something you love. b. learn from the pros. c. expect to be disliked. d. head up a team.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 4:38 AM DATE MODIFIED: 12/18/2017 4:39 AM Scenario 9-1 The Excellent Agency specializes in developing advertising campaigns for smaller retail clients. Excellent is hired by Shadowleaf Shoes, a small regional chain of six shoe stores, to develop a slogan and specific ads to be used in a threemonth newspaper campaign. Shadowleaf’s marketing director, Manuel Margolis, is adamant while meeting with Excellent's account executive, Kia Chin, that the campaign must be catchy and modern to appeal to a target audience that has an active lifestyle and is between the ages of 18 and 35. More importantly, Margolis wants the slogan to be memorable and unique.

Kia Chin, representing Excellent, develops a campaign and presents it to Margolis. The campaign is based on the slogan "Do What You Do in a Shadowleaf Shoe." Visuals depict men’s legs—different sizes, skin colors, etc.—walking, jogging, dancing, and otherwise moving in every type of Shadowleaf’s shoes. Margolis feels that this campaign will target young male consumers, but will also get the attention of others regarding the comfort of the shoes, raising awareness of the Shadowleaf brand.

After running the ads, the Excellent Agency wins an advertising effectiveness award. It seems that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning for people of all ages, not just men aged 18 to 35.

86. (Scenario 9-1) When Manuel Margolis insists on a measuring stick for the creativity of the campaign, what will Excellent Agency tell him, if Kia Chin is smart? a. “The award alone proves that this ad is loaded with creativity.” b. “If people like the ad, they’ll buy the product.” c. “We met the technical standards for this advertising effort.” d. “Great brands do more than just get attention: they make emotional connections.”

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 4:40 AM DATE MODIFIED: 12/18/2017 4:41 AM 87. (Scenario 9-1) The Excellent account manager, Kia Chin, explains to Margolis how they developed the slogan. “Before you can be believed, you have to be liked,” she says. “And what could be better than a new pair of shoes? Remember when you were little and you got a new pair of shoes? And when you learned to lace them up? No matter what their age, everybody likes putting on a new pair of shoes, right?” This creative description for the Shadowleaf slogan could have been drawn from which core characteristic of creative people? a. Childlike thinking b. Obsessive commitment c. Self-confidence d. Conventional attitude ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 4:41 AM DATE MODIFIED: 12/18/2017 4:41 AM 88. (Scenario 9-1) Margolis has listened to all the explanations for the theme, and understands the creative ideas behind it, but he still isn’t sure that this ad will sell shoes. Which department at Excellent is most likely to be the source of its conflict with its client? a. Its media planning department b. Its accounts services department c. Its creative department d. Its production department ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Creativity Bloom's: Application 12/18/2017 4:42 AM 12/18/2017 4:42 AM

89. (Scenario 9-1) Which individual at the Excellent agency will be responsible for maintaining a good relationship with Margolis and the Shadowleaf organization? a. The research manager b. The creative director c. The media planner d. The account executive ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 4:43 AM DATE MODIFIED: 12/18/2017 4:43 AM 90. (Scenario 9-1) Looking back, who was responsible for creating the client brief, which should have informed Margolis and others of the creative endeavors behind the campaign? a. The owner of the Excellent Agency b. The lead from Shadowleaf and the account executive of Excellent c. The research manager and the creative director of Excellent d. The marketing executive of Shadowleaf ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 4:43 AM DATE MODIFIED: 12/18/2017 4:44 AM Scenario 9-2 The Optima Bike Company manufactures broad-tire, three-wheeled, and two-wheeled bicycles mostly for the retirement market. Its primary market is seniors, usually those who live in retirement communities where there are clearly Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters designated and safe bike paths. Seniors—and especially younger baby boomers—enjoy these recreational vehicles because they are easy and safe to ride. The company has had some early successes in Florida, Arizona, and California, where such communities thrive, but Optima now wants to expand to other retirement enclaves. It has learned from two well-conducted consumer research studies that the main way that male retirees buy the Optima line is through the urging of wives who want to exercise in some way other than playing golf.

Optima decides to engage an ad agency to capitalize on this consumer insight and promote its bikes to newer golf communities. It asks two agencies—Alpha Agency and Beta Agency—to pitch for its business and gives each a meeting in which it conveys the information above.

Alpha Agency is based in Miami and insists that its creative team is best suited to promote Optima. Its managers tell the prospective client that this team is well versed in advanced animation techniques and can dramatize the features of Optima’s two- and three-wheeled bikes in a dynamic way. They’ll focus on how fast they can go and how they can “transform the ride” into an adventure—this has worked in other ads, and this will appeal to male consumers who need to be lured away from the golf course. Following this initial display of product prowess, they suggest a campaign that demonstrates how the bikes can be customized to be more “comfortable and attractive for the ladies,” including pink seat options. They finish by asking whether the brand name can be changed to “something more exciting.”

Beta Agency is based in Los Angeles and promises to serve as Optima’s branding partner. It asserts that its creative philosophy is centered on long-term brand building. Its managers propose that they will develop the right message by applying the research-based consumer insight that women want to use the bikes to entice their husbands to leave the golf course once in a while. They suggest that their successful work in building regional appreciation for other brands, such as Sea-Doo water vehicles and Ski-Doo snowmobiles, indicates their prowess in branding similar but not directly competitive brands. They emphasize the difference that Optima offers in the recreational-ride category, and the consumer targets that differ from other brands. They close by complimenting this prospective client on how appropriate the brand name is, given its customer base and likely target consumer.

91. (Scenario 9-2) Optima chooses the Beta Agency to create its campaign. What is likely the primary reason for this choice? a. Alpha Agency focused more on men than on women. b. Alpha Agency was in Florida, which covers a smaller region than California. c. Beta Agency focused on making a brand connection to the consumer. d. Beta Agency was in Los Angeles, which is a more up-and-coming area regarding senior marketing trends.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 4:44 AM DATE MODIFIED: 12/18/2017 4:45 AM 92. (Scenario 9-2) Which of the following is one critical item of information that Optima’s brand manager should expect Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters to see on the final creative brief to diminish conflicts in the future? a. The creative team should avoid animation and cartoon graphics. b. The ad should be likeable without pushing for a particular belief about the brand. c. The music for the campaign should be oldies rock. d. The goal should be reaching the wives of retirees who play golf.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 4:46 AM DATE MODIFIED: 12/18/2017 4:46 AM 93. (Scenario 9-2) Once Optima managers have engaged Beta Agency to do their IBP work, how will they ensure that their hopes for a great campaign—and partnership—will become reality? a. By writing specific creative team members into the contract b. By asking that Beta check daily with the brand manager for Optima c. By beginning work with the account executive at Beta to write a creative brief d. By setting up a meeting for the CEO of Beta and the CEO of Optima ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 4:46 AM DATE MODIFIED: 12/18/2017 4:47 AM 94. (Scenario 9-2) As often happens in new client-agency relationships, Beta Agency and Optima Bike Company conduct a joint brainstorming session prior to finalizing the IBP campaign strategy. Sam Spokes, head engineer and designer for Optima, interrupts the session frequently, refuting agency staffers’ spontaneous suggestions that women love bikes, a bike is like a golf club, the bike will sell itself, and more. He also labels them as uninformed about various technical aspects of bicycle mechanisms. How does Spokes’ behavior likely influence the brainstorming session? a. Positively, by winnowing out bad campaign ideas from good ones b. Negatively, by diminishing its purpose in inhibiting others from offering ideas freely c. Positively, by pointing out important aspects of product design and showing expertise Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters d. Neutrally, by making irrelevant and immaterial comments ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 4:47 AM DATE MODIFIED: 12/18/2017 4:48 AM 95. What are the core characteristics of great creative minds, as identified by Howard Gardner? Relate the characteristics to the positive and negative repercussions in the lives of people who demonstrate extreme levels of creativity.

ANSWER: Gardner suggested that great creative minds share particular qualities—unending selfconfidence, childlike simplicity, nonstop alertness, unconventionality, self-promotion, strong work ethic, and obsessive commitment to work. These traits, all of which he discovered when analyzing seven highly creative minds of the past century, can lead to a number of positive conditions. They foster fresh thinking, fascinating ideas, and innovative solutions to problems—not only invigorating and amazing the world, but also improving it.

Although these qualities—and their benefits to business and consumer lives—are very positive and desirable, there is a downside, largely based on the degree to which creatives show these traits. Self-confidence, when out of balance, can degrade into narcissism and egotism. Childlike thinking, while leading to refreshing and compelling insights, can also lead to childish behaviors. Obsessive commitment to work can lead to distressing hardships for an individual’s family, friends, and associates, who may be ignored or treated poorly while also being expected to cheerlead from the sidelines and compensate for the creative's shortcomings.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:48 AM DATE MODIFIED: 12/18/2017 4:48 AM 96. With the help of concrete examples, describe the tensions that are routinely found between creatives and managers within agencies. Discuss why these are so commonly found in the world of advertising.

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Test Bank for All Chapters Tensions begin with the uncertain nature of the creative product. Although everybody understands that ads need to be “creative,” there is no hard and fast rule that identifies “creativity” when it appears.

Moreover, some clients and agency managers have the perception that creatives spend a lot of time telling jokes, having fun, and “screwing around” as they let the creative wheels turn. But the other side may not be recognized—that creatives are continually pressed to come up with yet another totally “unique” and “original” concept, design, or slogan, often with little time and few resources. It is hard work to not only get the right creative idea but to convey it and produce it in a tangible form. The time and effort needed to do that is often dismissed or unseen by managers and clients. These types of misunderstandings aggravate client uncertainty, which in turn frustrates account executives and agency directors.

By nature, many creatives are provocateurs—they take risks, push envelopes, and sometimes step over the lines of ethics and good taste. Managers, to a degree, dislike too much edginess in a creative execution and often seek to minimize it, but in doing so, they may end up micro-managing the team rather than letting the final product speak for itself.

POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 4:49 AM DATE MODIFIED: 12/18/2017 4:49 AM ANSWER:

97. Explain the importance of collaboration—i.e., creating teams and encouraging teamwork—in the creative advertising environment. Give three or four reasons why teams foster creativity in the real-life workplace of contemporary advertising. Consider ideas from The Wisdom of Teams by Katzenbach and Smith.

ANSWER: Today, interpersonal skills are highly valued—and expected—in the workplace. And advertising has become a team sport. Coordination and collaboration are required in all phases of promotion and marketing nowadays. Teams have become the primary means— sometimes the only valid option—for getting things done.

Teams bring many positive elements to the table. They can generate a synergy that makes the whole bigger than its parts. They allow people to focus on many individual tasks and then combine their talents in a unique way. They make the group rather than the individual accountable for performance, and they are expected to show results.

Teams can create and build campaigns more easily than individuals. They can simply handle the demands, time constraints, and quality requirements that are often beyond the scope of one person’s abilities. But effective teams also appreciate and utilize individual excellence. They allow people to bring unique talents and contributions to the job. Likewise, the people involved learn about their own cognitive styles, observe the work of others, and become better collaborators overall.

POINTS: 1 DIFFICULTY: Challenging Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:49 AM DATE MODIFIED: 12/18/2017 4:50 AM 98. What is meant by the term cognitive style? How has it been stereotyped into two polar opposites in creative environments like ad agencies? Explain how cognitive styles affect creative teams.

ANSWER: Cognitive style refers to the unique preference of every individual for perceiving, thinking, and solving problems. Some lean toward logical or analytical thinking, others prefer intuitive or visual thinking. Many versions have been suggested, beginning with the work of psychologist Carl Jung, who proposed three categories of opposing cognitive styles—sensing versus intuiting, thinking versus feeling, and extraversion versus introversion.

The stereotypes often depicted in creative businesses like advertising and promotion have produced some familiar cultural stereotypes. It is easy to label the “business types” as left- brained thinkers—interested in numbers, tests, data, and reports. And to label the “creative types” as right-brained thinkers—focused on ideas, images, visuals, and abstractions. While these stereotypes are narrowly defined and force people into cookie-cutter “types,” they do point to the idea that people think about things, tackle projects, and carry out tasks in very different and individual ways.

Overall, teams doing creative advertising work tend to benefit from a good mix of different cognitive styles. Different kinds of thinking lead to creative solutions.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:50 AM DATE MODIFIED: 12/18/2017 4:51 AM 99. Define the terms interpersonal abrasion and creative abrasion. Discuss the differences between the two, as well as the similarities. Give an example of each that might be found in the advertising workplace environment.

ANSWER: The two concepts are similar in that they both refer to a level of tension, conflict, frustration, irritation, or disagreement that almost naturally occurs when highly motivated people work together to solve a problem or create a new idea. But there are great differences between the two.

Interpersonal abrasion refers to the clash and friction between people, often in a very personal way. Communication breaks down, new ideas die, and creativity shuts off. This Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters type of conflict can be a destructive force in a workplace.

Creative abrasion refers to the clash and friction between ideas, usually in a professional way. Opinions are expressed, arguments take place, voices are raised— but in the middle of all this, ideas pop, thoughts clarify, and breakthrough solutions evolve. So this type of conflict can be very productive in the workplace. In fact, some form of friction or tension needs to be present to stir things up and get the sparks flying.

Examples from the advertising workplace will vary among students, but will probably include in some form the common state of conflict between clients and agencies, or between account executives and creative directors. Either way, the creatives are usually at the center of the conflict.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 4:52 AM DATE MODIFIED: 12/18/2017 4:52 AM 100. Psychologist Robert Sternberg has devoted his entire career to the study of creativity and intelligence. What advice does he give to those who want to boost their creativity? List Sternberg's ten suggestions for becoming more creative.

Give a realistic example of how any three of them might apply to the world of promotion.

ANSWER: Sternberg said that to become more creative, you need to make certain decisions and follow through on them. The decisions listed in the book include the following (examples will vary among students):         

Redefine problems to see them differently from other people.

Be the first to analyze and critique your own ideas, since we all have good ones and bad ones.

Be prepared for opposition whenever you have a really creative idea.

Recognize that it is impossible to be creative without adequate knowledge.

Recognize that too much knowledge can stifle creativity.

Find the standard or safe solution and then decide when you want to take a risk by defying it.

Keep growing and experiencing, challenging your own comfort zone.

Believe in yourself, especially when surrounded by doubters.

Learn to cherish ambiguity, because from it comes new ideas.Remember that research has shown that people are most likely to be creative when doing something they love.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-4 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Reflective Thinking United States - OH - DISC: Research Bloom's: Application 12/18/2017 4:53 AM 12/18/2017 4:53 AM

101. If you have decided to be more creative, what are the 3Ps in the 3Ps creativity framework, and how do they relate to being more creative?

ANSWER: People, Process, and Place are the 3 Ps in the 3Ps creative framework. People are the great minds. The process is the strategy and using account planners to inform the creative and the media. The place is the environment in which the work is done. Being more creative entails redefining problems to see them differently from other people, and to analyze and critique one’s own ideas in these areas.

POINTS: 1 DIFFICULTY: Difficult QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.9-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 4:54 AM DATE MODIFIED: 12/18/2017 4:54 AM

1. The concept of message strategy refers to objectives, not methods—what you want to do, not how you want to plan it. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:23 AM DATE MODIFIED: 12/19/2017 12:23 AM 2. Advertisers are not interested in brand recall. a. True b. False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:23 AM DATE MODIFIED: 12/19/2017 12:23 AM 3. Advertisers typically want their name to be the first brand that consumers remember. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:23 AM DATE MODIFIED: 12/19/2017 12:23 AM 4. Message strategy objectives should match with the methods, or how the advertiser plans to achieve the objective. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:24 AM DATE MODIFIED: 12/19/2017 12:24 AM 5. Repetition is a tried-and-true way of gaining easier retrieval of brand names from a consumer’s memory.

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Test Bank for All Chapters a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:24 AM DATE MODIFIED: 12/19/2017 12:24 AM 6. Advertisements that use the USP concept link the brand name with its unique selling proposition. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:24 AM DATE MODIFIED: 12/19/2017 12:24 AM 7. When an advocacy position is taken by a spokesperson in an advertisement, it is known as a testimonial. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:25 AM DATE MODIFIED: 12/19/2017 12:25 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 8. Compared to achieving a brand recall objective, achieving a persuasion objective typically requires more cognitive processing on the part of the consumer. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:25 AM DATE MODIFIED: 12/19/2017 12:25 AM 9. One drawback of reason-why ads is that they have a potential for counterarguments, which may ultimately convince the customer why not to buy the advertised brand. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:25 AM DATE MODIFIED: 12/19/2017 12:25 AM 10. Comparison ads are rarely seen outside the United States due to cultural customs or legal restrictions of other nations. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Diversity Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Research Bloom's: Comprehension 12/19/2017 12:26 AM 12/19/2017 12:26 AM

11. Commercials that show ordinary people wearing a product are employing a type of average-user testimonial. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 12:26 AM DATE MODIFIED: 12/19/2017 12:26 AM 12. An infomercial looks like an entertainment show, when it’s really an ad. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:26 AM DATE MODIFIED: 12/19/2017 12:26 AM 13. An advertorial is an ad that is designed to look like a newspaper article. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:27 AM DATE MODIFIED: 12/19/2017 12:27 AM 14. It is important to consider the strategic implications of the various types of advertising. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:27 AM DATE MODIFIED: 12/19/2017 12:27 AM 15. Feel-good ads sometimes focus on positive feelings, in order to associate those positive feelings with the advertised brand. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:28 AM DATE MODIFIED: 12/19/2017 12:28 AM 16. Both feeling-based and thought-based ads are important for differing objectives. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:28 AM DATE MODIFIED: 12/19/2017 12:28 AM 17. Humorous versions of advertisements usually prove to be less persuasive than non-humorous versions of the same ad. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:28 AM DATE MODIFIED: 12/19/2017 12:28 AM 18. For humor ads to be successful, the humor can’t replace brand connection. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:29 AM DATE MODIFIED: 12/19/2017 12:29 AM 19. Sex-appeal ads can be used to get attention, but not to create a brand image. a. True b. False ANSWER: True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:29 AM DATE MODIFIED: 12/19/2017 12:29 AM 20. One warning regarding sex-appeal ads is that they need to be presented in an appropriate context; otherwise, they can be a distraction, or worse. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:29 AM DATE MODIFIED: 12/19/2017 12:29 AM 21. Fear-appeal ads are more appropriate for certain categories, such as scaring consumers not to text and drive. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:30 AM DATE MODIFIED: 12/19/2017 12:30 AM 22. Unlike anxiety ads, ads that focus on social anxiety face danger in negative social judgment. a. True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:30 AM DATE MODIFIED: 12/19/2017 12:30 AM 23. Social anxiety advertising often presents the brand as part of the solution to a problem. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:30 AM DATE MODIFIED: 12/19/2017 12:30 AM 24. A concern about anxiety ads is the ethical issues. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:31 AM DATE MODIFIED: 12/19/2017 12:31 AM

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Test Bank for All Chapters 25. Social roles—e.g., mother, father, romantic partner—and the consumer’s inadequacies and worries about fulfilling them are used in selling products. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Diversity STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:31 AM DATE MODIFIED: 12/19/2017 12:31 AM 26. A criticism of social anxiety ads is that historically they have been disproportionally targeted at women. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Diversity STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:31 AM DATE MODIFIED: 12/19/2017 12:31 AM 27. Image advertising prefers the use of visual over text elements. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/19/2017 12:31 AM 12/19/2017 12:32 AM

28. Image ads tend to generate more consumer counterarguments when compared to other types of ads. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:32 AM DATE MODIFIED: 12/19/2017 12:32 AM 29. A brand messaging professional should ensure that the brand is placed in the right social setting in order for it to have a social meaning tied to it. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:32 AM DATE MODIFIED: 12/19/2017 12:32 AM 30. A slice-of-life advertisement attempts to identify a cultural or social setting and have it rub off on a brand. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion Bloom's: Comprehension 12/19/2017 12:32 AM 12/19/2017 12:33 AM

31. The idea behind transformational ads is to make the consumption experience better. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:33 AM DATE MODIFIED: 12/19/2017 12:33 AM 32. Transformational advertising can relate with brand experience. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:33 AM DATE MODIFIED: 12/19/2017 12:33 AM 33. In the end, message development is where the advertising and branding battle is usually won or lost. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.10-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:33 AM DATE MODIFIED: 12/19/2017 12:34 AM 34. Great messages are developed by people who can put themselves into the minds (and culture) of their audience members and anticipate their response. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:34 AM DATE MODIFIED: 12/19/2017 12:34 AM 35. The unique aspect that the product or service advertised has is known as: a. unique selling proposition. b. transformational advertising. c. social branding. d. message strategy.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:34 AM DATE MODIFIED: 12/19/2017 12:35 AM 36. The first brand name that consumers remember when a particular category of products is mentioned is said to have _____ awareness. a. evoked set Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. point-of-purchase c. top of mind d. direct response ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:35 AM DATE MODIFIED: 12/19/2017 12:36 AM 37. The small list of brand names, typically five or fewer names, that comes to mind when a product or service category is mentioned is known as the . a. intersection set b. product line extension c. evoked set d. brand extension ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:36 AM DATE MODIFIED: 12/19/2017 12:36 AM 38. Repetition is a tried-and-true way of: a. posing one or more logical arguments to an engaged consumer. b. gaining easier retrieval of brand names from consumer’s memory. c. demonstrating a brand’s ability to satisfy consumers by comparing its features to those of competitive brands. d. leveraging the propensity for humans to distort information in the favor of liked brands without knowing they are doing so.

ANSWER: b POINTS: 1 DIFFICULTY: Easy Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:37 AM DATE MODIFIED: 12/19/2017 12:37 AM 39. An advertising strategy that centers on that an online user will see it many times. a. transformation b. image c. demonstration d. repetition ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:37 AM DATE MODIFIED: 12/19/2017 12:38 AM 40. A slogan is a(n) linked to a brand in a memorable way. a. visual image b. linguistic device c. emotional meaning d. tactile sensation ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:38 AM DATE MODIFIED: 12/19/2017 12:39 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 41. Jingles and slogans are linked to a concept called ______, that is, they encourage repetition because they are catchy or prone to being repeated. a. rehearsal b. periodicity c. looping d. isochronism ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:39 AM DATE MODIFIED: 12/19/2017 1:05 AM 42. For _____ advertising to work as planned, the consumer should be convinced through arguments that the advertised brand is the right choice. a. repetitive b. point-of-purchase c. persuasive d. feel-good ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:06 AM DATE MODIFIED: 12/19/2017 1:07 AM 43. In a(n) _____ad, an advertiser reasons with the potential consumer. a. emotional connection b. reason-why c. social anxiety d. superiority ANSWER: b POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:07 AM DATE MODIFIED: 12/19/2017 1:07 AM 44. The main objective of USPs is to link the key attribute(s) to the: a. brand name. b. social role. c. service. d. negative consequences of not using the brand.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:07 AM DATE MODIFIED: 12/19/2017 1:08 AM 45. Which of the following ads uses indirect comparison? a. Brand A offers you four times the performance of other leading brands. b. Brand B gives you all-day protection against germs. c. Brand C offers better mileage for half the price of Brand X. d. Buying Brand D results in immense savings over the long term.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:08 AM DATE MODIFIED: 12/19/2017 1:09 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 46. Comparison ads try to demonstrate a brand’s ability to satisfy consumers by: a. showing the brand name more often to consumers. b. weighing its features against those of competitive brands. c. linking the brand name to something memorable for consumers. d. making consumers associate positive feelings with the advertised brand.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:09 AM DATE MODIFIED: 12/19/2017 1:09 AM 47. Which of the following telecom companies would be most likely to benefit from a direct comparison ad? a. a company known for its pioneering designs b. the company with the smallest market share c. an established leader in the market d. a small company that has just entered the market ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:10 AM DATE MODIFIED: 12/19/2017 1:10 AM 48. A real nurse discussing the benefits of a home blood-pressure kit and a real librarian promoting the advantages of a children’s reading program are both: a. acting as expert spokespeople. b. missing credibility. c. providing art direction. d. delivering comparison advertising.

ANSWER: a POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:10 AM DATE MODIFIED: 12/19/2017 1:11 AM 49. __________help(s) explain how consumers rely on opinions or testimonials from people they consider similar to themselves, rather than on objective product information. a. Equity theory b. Reference groups c. Maslow's theory d. Brand loyalty ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:11 AM DATE MODIFIED: 12/19/2017 1:12 AM 50. An advertiser attempts to generate brand preference by getting consumers to simply like the product and associate it with fun and happiness. Which type of message is the advertiser sending? a. A feel-good message b. A testimonial c. A demonstration d. A hard-sell message ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/19/2017 1:12 AM 12/19/2017 1:13 AM

51. Which of the following is a characteristic of feel-good ads? a. They work through affective association or predecision distortion. b. They have the advantage of looking like an entertainment show. c. They create and then offer solutions for feelings of anxiety. d. They have significant legal/regulatory exposure.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:13 AM DATE MODIFIED: 12/19/2017 1:13 AM 52. When an advocacy position is taken by a spokesperson in an advertisement, this is known as a(n) a. transformational b. testimonial c. feel-good d. image ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:14 AM DATE MODIFIED: 12/19/2017 1:14 AM

ad.

53. A group of friends sitting in a bar talk and joke about various beer commercials. One of them describes an ad and they all laugh, and then someone says, “That is one great ad. Who was that for, anyway?” From this scenario, it is clear that the ad about which the friends were talking: a. is not a persuasive ad. b. has used a feel-good approach. c. generates affective brand-consumer association.

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Test Bank for All Chapters d. is not really a funny ad.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:15 AM DATE MODIFIED: 12/19/2017 1:15 AM 54. An expert testimonial ad for a brand of mouthwash would be most likely to use the ad. a. an animal b. a dentist c. a popular cartoon character d. a famous sportsperson ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 1:15 AM DATE MODIFIED: 12/19/2017 1:16 AM 55. In a successful humor ad, the joke or payoff: a. is funnier than other ads. b. can be run more often. c. is linked to the product. d. puts down the competition.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Comprehension 12/19/2017 1:16 AM 12/19/2017 1:17 AM

56. Research on the topic of using sex in the ad business generally confirms that sex-appeal ads can be effective when: a. more focus groups and communication tests are ordered. b. the ad produces enough "heat." c. they emphasize how one looks, feels, and smells. d. the context is appropriate.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:17 AM DATE MODIFIED: 12/19/2017 1:18 AM 57. Several ads for lingerie, jeans, and perfume in a sophisticated fashion magazine provide instances in which a sexappeal message is successfully used. The ads are successful because the: a. right model is chosen. b. product is appropriate. c. image approach is used. d. brand is bought for emotional reasons.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:18 AM DATE MODIFIED: 12/19/2017 1:18 AM 58. An advertiser advertises exercise machines on late-night TV. Their advertisements are typically half-an-hour long and feature spokespeople as well as consumers and celebrities talking about their experiences with the brand. In this scenario, the company is using . a. advertorials Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. infomercials c. point-of-purchase advertising d. transformational advertising ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:19 AM DATE MODIFIED: 12/19/2017 1:19 AM 59. Which of the following is true about fear when it is used in an advertisement? a. Fear will get a consumer to pay attention but will rarely get a consumer to take action. b. Fear is best used at very low or almost unrecognizable levels. c. Fear works best when the consumer doesn’t think about the ad too much. d. Fear can work when it’s believable and the ad shows a clear way out.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:19 AM DATE MODIFIED: 12/19/2017 1:20 AM 60. A leading car company pays to have its cars prominently featured in an upcoming movie. The advertising method used here is called . a. product placement b. an infomercial c. an advertorial d. social disruption ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:20 AM DATE MODIFIED: 12/19/2017 1:21 AM 61. Slice-of-life ads are typically produced when an advertiser wants to: a. promote brand recall. b. change behavior by inducing anxiety. c. give the brand social meaning. d. gain recognition through brand name repetition.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:21 AM DATE MODIFIED: 12/19/2017 1:21 AM 62. A television commercial depicts kids coming in from playing sports to get a drink from the kitchen. This is an example of a(n) _______. a. transformational ad that attempts to change the consumption experience b. image ad that attempts to define a brand image c. slice-of-life ad that attempts to situate a brand socially d. celebrity ad that attempts to persuade the consumer ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:22 AM DATE MODIFIED: 12/19/2017 1:22 AM 63. In the context of advertising, which of the following is true of leveraging social disruption and cultural Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters contradictions? a. It associates the brand with pleasant events. b. Most advertisers tend to ignore or even deny the existence of major social disruptions. c. Only conservative brands risk using this strategy. d. All brands that use this strategy get assured success.

ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:22 AM DATE MODIFIED: 12/19/2017 1:23 AM 64. Which term refers to the mix of advertising and entertainment, the umbrella covering the increasingly broad spectrum of integrated ads and nontraditional IBP? a. Procter & Gamble approach b. Populist consumption c. Consumer integration d. Madison & Vine approach ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 1:23 AM DATE MODIFIED: 12/19/2017 1:24 AM 65. An advertiser of an established line of luxury resorts wants to make sure that the visitors have a long-term commitment with the resorts. He decides to use powerful imagery depicting happy moments that people can enjoy on visits to these resorts. He ensures that the visuals shown in these ads will be closely tied to a stay in the resorts. Through such ads, he hopes to: a. establish the resorts in a social or cultural setting. b. transform the experience of actually visiting the resorts. c. make customers recall the name of the resorts. d. create a brand image for the resorts.

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Test Bank for All Chapters ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:24 AM DATE MODIFIED: 12/19/2017 1:25 AM 66. Which type of advertising is the most sophisticated and, though difficult to pull off, can powerfully weave ad images with real-life experiences? a. Social/cultural movement b. Image c. Transformational d. Product placement ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 1:25 AM DATE MODIFIED: 12/19/2017 1:25 AM Scenario 10-1 During tough economic times, many companies rely on memories of "the good old days" to help advertise their products. Looking for a bit of a jumpstart, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which then carried into 2010. The company introduced "throwback" versions of a number of its soft drinks, and created an ad campaign that included new logos and a series of commercials intended to generate feelings of happiness from prior decades. The company had hoped that any warm, fuzzy feelings about the past would make people feel better about the company’s present and future.

67. (Scenario 10-1) Emotional appeals in advertising are most effective when time is an insignificant element in achieving an objective. As opposed to this, which method is most appropriate when the goal involves creating a sense of urgency to purchase? a. Slice-of-life b. Fear appeal c. Hard-sell Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters d. Anxiety ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:26 AM DATE MODIFIED: 12/19/2017 1:27 AM 68. (Scenario 10-1) Which type of ads do PepsiCo's throwback commercials represent? a. Demonstration ads b. Reason-why ads c. Comparison ads d. Feel-good ads ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:27 AM DATE MODIFIED: 12/19/2017 1:28 AM 69. (Scenario 10-1) Nearly everyone in advertising understands the powerful role emotions play in advertising, but emotions can also: a. be the only tool available when the objective is to persuade the consumer. b. become a product attribute linked to the brand. c. be an excellent tool for use in repetition, slogans, and jingles. d. never become part of the product.

ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Analytic United States - OH - DISC: Strategy Bloom's: Comprehension 12/19/2017 1:28 AM 12/19/2017 1:28 AM

70. (Scenario 10-1) For companies using feel-good ads, one of the difficulties is creating an ad that truly elicits fond memories. Another difficulty associated with feel-good ads is that they can: a. cause consumers to generate competing thoughts and connections. b. cause consumers to recall bad memories from their childhood. c. cause consumers to favor another brand over the one advertised. d. cause consumers to think before they start feeling.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:29 AM DATE MODIFIED: 12/19/2017 1:29 AM 71. (Scenario 10-1) If PepsiCo wanted to depict an ideal usage situation for its brand, what would be the best choice of advertising for the company to use? a. Reason-why ads b. Slice-of-life ads c. Testimonials d. Social anxiety ads ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:30 AM DATE MODIFIED: 12/19/2017 1:30 AM Scenario 10-2 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters National clothing retailer Old Navy has been known for its creative ad campaigns for a number of years. In 2010, the company decided to tap into Hollywood talent to help promote its brand. Actors Jaime Presley, Bailey Chase, and Judy Greer were signed to support the company's Scream for Savings initiative, a campaign designed to reach consumers with comedic messages. Old Navy spent over $100 million in measured media through the first two-thirds of 2010, and annual ad spending has topped $175 million in recent years. (“Old Navy Taps Hollywood Talent for Halloween Spot” Brandweek Magazine, October 29, 2010) 72. (Scenario 10-2) It is believed in advertising that repeated exposure to a particular stimulus will increase the chances of the stimulus being remembered in the future. This describes the term: a. brand recall. b. advertisement remembrance. c. strong memory. d. display memory.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.10-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:30 AM DATE MODIFIED: 12/19/2017 1:31 AM 73. (Scenario 10-2) Old Navy intends to air its comedic advertisements of popular products primarily on its website and various social media outlets. The company believes that because consumers spend so many hours using these forms of media, their ads will be seen frequently by consumers. Through this strategy, Old Navy is using: a. product placement. b. repetition. c. infomercials. d. testimonials.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:31 AM DATE MODIFIED: 12/19/2017 1:32 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 74. (Scenario 10-2) When entering an Old Navy store, customers immediately see a display that is designed to spark memories of the company's newest advertisements. The display features life-sized cutouts of the actors starring in the commercials as well as a sign that contains a popular line from the ad. The display is an example of: a. transformational advertising. b. top-of-mind advertising. c. a unique selling proposition. d. point-of-purchase branding.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:32 AM DATE MODIFIED: 12/19/2017 1:33 AM 75. (Scenario 10-2) Old Navy's newest advertisements, which feature comedic messages, are examples of: a. light-fantasy ads. b. slice-of-life ads. c. transformational ads. d. humor ads.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:33 AM DATE MODIFIED: 12/19/2017 1:34 AM Scenario 10-2 Advertisers have a wide choice of objectives and methods when creating an ad for a product, no matter what the product category is. For example, both Taylor and Yamaha sell guitars. Both have created ads that have been recognized by the advertising industry as outstanding creative efforts. However, they have chosen different ways to use magazine advertising to sell guitars.

A representative advertisement for Taylor features a photograph of a beautiful, lush, fog-shrouded forest. The headline reads, "If a tree falls in the forest and you're not there to hear it, does it make a sound? Yes, it just might take 7 or 8 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters years." The copy is three sentences long and talks about the time and attention that Taylor takes in making quality guitars. Only the top couple inches of a guitar featuring the Taylor logo are shown. While the ad could be classified as exemplifying a number of approaches to meeting message objectives, it most closely fits the description of the USP method by linking a key attribute (quality) to the brand name (Taylor).

The main visual in an ad for the Yamaha Pacifica is a bold shot of the guitar. The headline reads, "To survive, you need four things: Food. Sex. Shelter. Guitars. Make that two things." The ad features characteristics of several approaches to meeting message objectives. However, the headline seems to define it as using the humor method to persuade consumers to prefer the brand.

76. (Scenario 10-2) Which of the following is an accurate description of the objective that the Taylor ad was trying to achieve? a. As a feel-good ad, it was trying to increase brand recall. b. As a USP ad, it was trying to connect a specific characteristic with the brand. c. As a feel-good ad, it was trying to transform a consumption experience. d. As a USP ad, it was trying to increase brand recall.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.10-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:35 AM DATE MODIFIED: 12/19/2017 1:36 AM 77. (Scenario 10-2) Ads such as Taylor's try to: a. link special attributes to a brand, either explicitly or implicitly. b. place brands in socially desirable environments. c. use comparisons to other brands to create an image. d. engage the consumer on a high cognitive level.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:36 AM Copyright Cengage Learning. Powered by Cognero.

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78. (Scenario 10-2) The Taylor ad focuses on the time it takes to produce a quality guitar. Based on the functions and strengths of USP, the ad would not have been as effective if the: a. visual was less eye-appealing. b. copy attempted to address four or five desirable attributes. c. visual was a drawing rather than a photograph. d. copy focused on a different attribute, such as sound.

ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:37 AM DATE MODIFIED: 12/19/2017 1:37 AM 79. (Scenario 10-2) Which of the following is an accurate description of the objective that the Yamaha ad was trying to achieve? a. As a humor ad, the Yamaha ad was trying to invoke a direct response. b. As a feel-good ad, the Yamaha ad was trying to create social meaning. c. As a feel-good ad, the Yamaha ad was trying to transform a consumption experience. d. As a humor ad, the Yamaha ad was trying to create a pleasant association with the brand.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:38 AM DATE MODIFIED: 12/19/2017 1:38 AM 80. (Scenario 10-2) Yamaha has created a witty ad. This method is effective only when the: a. ad is judged as funny by consumers. b. ad is understood by both children and adults. c. humor is directed at an unsuspecting consumer. d. humor is linked directly to the brand.

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Test Bank for All Chapters ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:39 AM DATE MODIFIED: 12/19/2017 1:39 AM Scenario 10-4 In the "Chicago Shopping" section of the Chicago Tribune website, the following ads were listed: 1. An ad for the last day to save 10 percent on all purchases at Target.com. Readers are urged to act quickly because the deadline for the deal, which is boldly listed in red ink, is today. The ad also features a picture of a 40" LCD television showing the company's name and "bull’s-eye" logo on the screen.

2. An ad for a pair of basketball shoes accompanied by a positive endorsement from a satisfied customer. The customer states, "I have never had a shoe like this one. I jump higher and run faster, and I am able to play longer than I ever have in the past." The ad offers a $19 coupon for use at participating Foot Locker stores.

3. An ad encouraging consumers to shop at Adidas because of its low sale prices. The ad reads, "Adidas brand apparel will increase your athletic performance. Give yourself the competitive advantage you've always wanted and shop our selection of running, soccer, basketball, and golf apparel."

4. An ad listing a limited time offer for a pair of expensive jeans. The ad shows a fictional character being laughed at by an attractive female because of his old, raggedy jeans. The man being laughed at appears incredibly embarrassed.

Marketers want consumers to feel more accepted in society when they wear this particular pair of jeans.

(ChicagoTribune.com, October 26, 2010) 81. (Scenario 10-4) In ad #1, the company's name and logo are at the center of the advertisement. Apparently, marketers are trying to hammer the images into consumers' heads. Target likely created the ad based on which of the following accepted concepts concerning repetition? a. Repetition is a complex form of advertising. b. Repetition is best used during direct comparison with other brands. c. Repetition is a good way of gaining easier retrieval of brand names from consumers’ memory. d. Repetition advertising works well when considering the purchase of parity products.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:39 AM DATE MODIFIED: 12/19/2017 1:41 AM 82. (Scenario 10-4) In ad #3, marketers list a number of product benefits intended to persuade consumers to buy Adidas products. This is an example of: a. reason-why advertising. b. social anxiety advertising. c. transformational advertising. d. top-of-mind advertising.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:41 AM DATE MODIFIED: 12/19/2017 1:41 AM 83. (Scenario 10-4) Ad #2 features a statement from a satisfied consumer. The company hopes this customer's opinion of the product will persuade others to buy its shoes. The customer has given a(n): a. affective association. b. testimonial. c. product demonstration. d. infomercial.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:42 AM DATE MODIFIED: 12/19/2017 1:42 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 84. (Scenario 10-4) In ad #4, which type of ad are the marketers using to appeal to consumers? a. Social anxiety ad b. Humor ad c. Fear-appeal ad d. Sex-appeal ad ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:43 AM DATE MODIFIED: 12/19/2017 1:43 AM Scenario 10-5 In 2007, Ford Motor Company fell from second to third in the U.S. annual vehicle sales for the first time in 56 years.

Facing stiff competition from foreign automakers and brand indifference amongst U.S. consumers, Ford appeared to be headed towards turbulent times. However, when marketing and advertising guru Jim Farley joined Ford in November 2007, he brought with him a number of fresh ideas that helped turn the company in the right direction. Farley quickly found that Americans had become indifferent to the Ford brand, which in his opinion was even worse than disliking the brand. So Farley, along with the rest of the marketing team at Ford, created a campaign that used catchy songs and cheerful images to accompany its line of automobiles. The marketing team at Ford began heavily utilizing the Internet to promote the Ford Fiesta, which was the focus of a campaign that greatly increased awareness of the Ford brand. The company also stressed the value of buying environment-friendly cars, a move it hoped would improve the brand's image throughout the world. These moves appeared to work—in late 2010, Ford was once again named the second-leading automotive company in the United States, as well as the fourth largest in the world. (“Ford Can Fiesta Again.” The Economist, October 28, 2010) 85. (Scenario 10-5) Ford used a number of catchy songs in its advertisements. One advantage of using jingles in advertising is that: a. it gives consumers something fun to listen to. b. it promotes brand recall. c. it makes consumers think before purchasing a particular product. d. consumers respond better to sounds than they do to images.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:43 AM DATE MODIFIED: 12/19/2017 1:45 AM 86. (Scenario 10-5) In addition to promoting environment-friendly cars, Ford is now trying to market its cars as universal ones that can be used in markets throughout the world. The company has utilized the phrase "One Ford" in conjunction with the campaign and is hoping that consumers will begin to recognize Ford as the number one global auto-maker.

Assuming this is an attempt at a unique selling proposition, which of the following is an implication of this method? a. It is a short-term commitment. b. It is very efficient once a clear link has been established. c. It is not resistant to competitive challenge. d. It allows you to switch strategies, and the strategies will continue to be effective.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:45 AM DATE MODIFIED: 12/19/2017 1:45 AM 87. (Scenario 10-5) If the objective of Ford is to persuade consumers to buy its cars during a special limited-time offer, which of the following advertising methods should Ford use? a. Hard-sell ads b. Fear-appeal ads c. Social anxiety ads d. Repetition ads ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application Copyright Cengage Learning. Powered by Cognero.

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88. (Scenario 10-5) If the objective of Ford is to demonstrate that its newest line of cars is superior to that of a strong competitor, which of the following methods should Ford use? a. Demonstration ads b. Comparison ads c. Reason-why ads d. Point-of-purchase ads ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:46 AM DATE MODIFIED: 12/19/2017 1:47 AM 89. (Scenario 10-5) Assuming that Ford's intent behind promoting the use of environment-friendly vehicles is to appeal to broad disagreements and disruptions in society, which of the following methods should the company consider? a. Feel-good ads b. Slice-of-life ads c. Social/cultural movement ads d. Society-friendly ads ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:47 AM DATE MODIFIED: 12/19/2017 1:48 AM Scenario 10-6 Facing stiff competition from Walmart and K-mart, executives for Target stores have decided to focus on reaching more affluent shoppers and luring them away from traditional department stores. They have already expanded the products and brands they offer to include reasonably priced items by modern design masters. Target hopes to draw more affluent shoppers into its stores through a series of advertising campaigns that are presently in the planning stages. Most of the Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters advertising budget will be directed to ads in regional luxury magazines, which, research shows, are frequently read by affluent individuals.

90. (Scenario 10-6) Which of the following should Target do in order to place its brand name more permanently in the affluent customers' memories? a. Target should make sure that the magazine ads have a positive feeling about them. b. Target should place an urgent call-to-action on each of its ads in the magazine. c. Target should place its ads on a number of pages of each issue of the magazine. d. Target should make sure that the ads are funny and a great entertainment to the customers.

ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.10-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:48 AM DATE MODIFIED: 12/19/2017 1:49 AM 91. (Scenario 10-6) Which of the following methods would help Target's customers to recall the store's name first when they decide to go shopping? a. Testimonial ads b. Slice-of-life ads c. Humor ads d. Slogans and jingles ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:49 AM DATE MODIFIED: 12/19/2017 1:50 AM 92. (Scenario 10-6) Target managers feel that their potential customers, who are now shopping in department stores, must be persuaded to visit Target stores by recognizing the unique image, positive significance, and social meaning for their brand. Several methods might be used, but which of the following would be least effective in accomplishing this objective?

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Test Bank for All Chapters a. Slice-of-life b. Hard-sell c. Fear-appeal d. Image ads ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:50 AM DATE MODIFIED: 12/19/2017 1:51 AM 93. (Scenario 10-6) Target managers decide to run magazine ads with very few words, focusing on visuals of the Target logo (the recognizable red ball) and high-end goods sold in their stores. Target is attempting to use an efficient communication that sends a message at a glance, in the form of: a. image ads. b. demonstration ads. c. point-of-purchase ads. d. comparison ads.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:51 AM DATE MODIFIED: 12/19/2017 1:52 AM 94. (Scenario 10-6) Another magazine ad designed for Target's new campaign shows a well-dressed shopper pushing her loaded Target cart to her Jaguar, showing satisfaction in the parking lot as she spots another consumer loading Target shopping bags into her Jaguar. Which objective is this ad hoping to achieve? a. To instill brand preference b. To change the actual experience through ad visuals c. To situate the brand socially d. To change behavior by inducing anxiety ANSWER: c Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:52 AM DATE MODIFIED: 12/19/2017 1:53 AM 95. What is message strategy? How is it used in advertising and promotion?

ANSWER: Message strategy involves the tactics used to determine the goals of the advertiser and to actually create the communications intended to reach and persuade the consumer.

Message strategy consists of objectives (what you want to do) and methods (how you plan to do it). It identifies the goals of the advertiser, and then determines how those goals will be achieved.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:53 AM DATE MODIFIED: 12/19/2017 1:53 AM 96. There are ten major objectives of advertising message strategy. Name and briefly define them, as well as the methods used to reach them. Give a real-life example demonstrating two of these objectives.

ANSWER: The ten objectives of advertising message strategy are as follows: To promote brand recall. This is the simplest type of advertising in existence, with very clear goals—to get consumers to remember a brand name, and to remember it as one of their main alternatives. Its methods are repetition, slogans and jingles, and point-ofpurchase branding.

To link attributes to the brand name. This is the advertising process that simply brings together in the consumer’s mind certain desirable attributes and the brand name. The method involves the unique selling proposition (USP), that is, the idea that the brand emphasizes a unique quality or qualities.

To persuade the consumer. This is high-engagement advertising, coming right out and proposing an argument, being direct with information and attributes, and attempting to logically convince the consumer of the superiority of a brand. Methods include reason-why ads, hard-sell ads, comparison ads, testimonials, demonstrations, and Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters infomercials.

To create affective association. This refers to the advertising that makes consumers feel good about an ad, a brand, and themselves. Methods include feel-good ads, humor ads, and sex-appeal ads.

To scare the consumer into action. This approach uses a consumer’s personal fears to convince them that a product or service will alleviate these fears. The method used in this approach is fear-appeal ads.

To change behavior by inducing anxiety. This approach includes techniques that play on low-level anxieties to create a stronger level of anxiety and then introduce the answer to that problem with a product or service. Methods include anxiety ads and social anxiety ads.

To define the brand image. These ads express the identity, emotional connection, or inner meaning of the brand in visual terms that can be quickly grasped. Image ads are the method used in this approach.

To give the brand the desired social meaning. These ads attempt to promote the overwhelming idea that objects have social meaning and are not just things, and that certain objects carry with them a high degree of social status and meaning. Methods include slice-of life ads, branded entertainment, and product placement.

To leverage social disruption and cultural contradictions. These are very sophisticated messages that manage to carry with them the idea that certain brands recognize where the social fabric is frayed, acknowledge this disconnect, and successfully work to bridge that gap. The method used in this approach involves tying brands to social/cultural movements.

To transform consumption experiences. This is the ultimate goal and the highest level of sophistication in advertising, involving ads that have that perfect mix of magic, timing, and social awareness to create an entirely new experience for the consumer. The method involves transformational ads.

Student examples may vary.

POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:53 AM DATE MODIFIED: 12/19/2017 1:54 AM 97. Name and describe in detail the three primary methods of promoting brand recall. Give an example of each from familiar ads or commercials. Explain why brand recall is particularly relevant to the advertising of "low- involvement" Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters goods and services.

ANSWER:

There are three methods used to promote easy brand recall—repetition of the brand name, use of slogans and jingles, and point-of-purchase methods.

Repetition ads play off the notion that things said more often will be remembered more easily than things said less frequently, and so the brand name is mentioned over and over again.

Slogans and jingles rely on linguistic devices to enhance brand name retrieval, such as metaphors, similes, rhyme, meter, and (in the case of jingles) music.

Point-of-purchase methods involve in-store displays that act as instant reminders for brands. These include eye-catching visual displays at the store entrances and within store aisles, or within the packaging itself.

Student examples may vary.

Low involvement goods are often parity goods—such items as soap, laundry detergent, cereal, canned soup. Low-involvement services might include such ordinary transactions as film developing and dry cleaning. In the case of low-involvement goods, the first brand remembered is often the most likely brand to be purchased—just the recall of a name can drive the purchase decision. Consumers choose from among parity brands, not because of extensive deliberation, but because of name recall and habit.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: loom's: Application DATE CREATED: 12/19/2017 1:55 AM DATE MODIFIED: 12/19/2017 7:24 AM 98. How does the hard-sell approach aim to create immediate sales? How does it work? What objective is this method trying to achieve?

ANSWER: The idea behind hard-sell ads is to create a sense of urgency so customers will act impulsively and immediately. Phrases like "act now" and "one-time-only" characterize this type of advertising. In most instances, however, consumers have learned to decode and discount these types of messages, which decreases their effectiveness. Despite their drawbacks, they are commonly used in newspaper advertising. The objective of hard-sell ads is to persuade. They want the customer to buy the brand— now.

POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 Copyright Cengage Learning. Powered by Cognero.

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United States - BUSPROG: Analytic United States - OH - DISC: DISC: PromotionMarketing P - DISC: Promotion Bloom's: Comprehension 12/19/2017 1:55 AM 12/19/2017 1:56 AM

99. Research has suggested that advertisers should exert caution when attempting to use certain methods of advertising. List at least two of these methods and, for each method, describe two of the lessons that advertisers can learn from the research.

ANSWER: Humor ads: Research suggests that advertisers should use humor with caution. The goal of humor is to create a pleasant and memorable association with the product for the consumer. However, research shows that humorous messages may adversely affect comprehension and can actually interfere with memory processes: the consumer doesn’t remember what brand the ad was for. In addition, humor can attract attention without increasing the effectiveness or persuasive impact of the advertisement.

Fear-appeal ads: Some research also indicates that intense fear appeals actually shortcircuit persuasion and result in a negative attitude toward the advertised product. The research on this, however, is far from conclusive. The text suggests the use of a moderate level of fear is most successful. Whether or not a fear appeal is successful may also come down to how believable the fear is, and how clearly the escape from this fear is identified and explained.

Comparison ads: Extensive research has been done on making comparisons. Among the findings are that (1) direct comparison by a low-share brand to a high-share brand increases the attention on the part of receivers and increases the purchase intention of the low-share brand; (2) direct comparison by a high-share brand to a low-share brand does not attract additional attention and increases awareness of the low-share brand; and (3) direct comparison is more effective if members of the target audience have not demonstrated clear brand preference in their product choices.

For these reasons, established market leaders almost never use comparison ads. These ads are almost always used by the underdog brand, the brand that wishes to be seen in the company of the market leader.

POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Analysis DATE CREATED: 12/19/2017 1:57 AM DATE MODIFIED: 12/19/2017 7:23 AM 100. How and why does anxiety work to sell things? List at least five goods that are likely to be promoted using ads that attempt to change behavior by inducing anxiety, including both generalized anxiety as well as social anxiety. Also, list at least five services that might be promoted using anxiety tactics.

ANSWER: Anxiety is uncomfortable and long-lasting. People routinely try to alleviate it or eliminate it with thoughts and behaviors. Advertisers make suggestions about something that Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters should worry the consumer, then offer an immediate solution to the problem with their product. So people do end up buying any number of products and services due to conscious or unconscious levels of anxiety.

Goods promoted through anxiety ads might include deodorant, mouthwash, antibacterial soap, acne medications, whitening toothpaste, condoms, dandruff shampoo, hair coloring, vitamins, prescription medications, or just about any other personal care product. Another category might include cleaning products or germ-fighting remedies— sprays, scrubs, and soaps, involving products like glass cleaner, furniture polish, toilet bowl tablets, and the newer antibacterial hand sanitizers available today. Other household products such as insect spray and air freshener are promoted this way. Even clothing, accessories, and footwear may be promoted this way, if the tactic involves implanting a personal worry or social concern.

Services advertised through anxiety ads might include home security systems, car and home insurance, life insurance, weight loss programs, fitness center memberships, magazine or newspaper subscriptions, wardrobe consultants, cosmetic makeovers, hair care salons, and just about any personal service that may be seen as alleviating worry or avoiding social embarrassment.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.10-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Synthesis DATE CREATED: 12/19/2017 1:58 AM DATE MODIFIED: 12/19/2017 7:21 AM

1. Though traditionally the creative team has consisted of an art director and a copywriter, it can also be composed of art directors, additional copywriters, media planners, and account planners. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 7:52 AM DATE MODIFIED: 12/14/2017 12:46 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 2. The creative team is guided by the creative brief. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 7:55 AM DATE MODIFIED: 12/14/2017 12:46 AM 3. A creative brief helps specify message elements that must be coordinated during the preparation of copy. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 7:57 AM DATE MODIFIED: 12/14/2017 12:46 AM 4. In very large print, centered at the top of a magazine page, is the word COAST; this describes a headline. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 7:58 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/14/2017 12:46 AM

5. In a print ad, the subhead serves the same purpose as the headline and can provide additional information not in the headline. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 8:00 AM DATE MODIFIED: 12/14/2017 12:46 AM 6. The body copy is the textual component of an advertisement. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 8:05 AM DATE MODIFIED: 12/14/2017 12:46 AM 7. The straight-line approach goes along with how the reader will benefit from the use of a brand. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity Copyright Cengage Learning. Powered by Cognero.

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Bloom's: Knowledge 12/13/2017 8:07 AM 12/14/2017 12:46 AM

8. In radio spots, the copy should have less focus than any musical pieces; otherwise, the copy can easily overwhelm the persuasive elements of these ads. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 8:08 AM DATE MODIFIED: 12/14/2017 12:46 AM 9. There is a need for writing copy for radio and podcast advertising. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 8:11 AM DATE MODIFIED: 12/14/2017 12:46 AM 10. Dialogue copy on radio may end up sounding dull and dry—just the background drone of normal conversation. To alleviate this, many advertisers use humor as an attention-getting device. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.11-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 8:12 AM DATE MODIFIED: 12/14/2017 12:46 AM 11. A man turns on a spigot, splashes hot water into a sink, squirts Joy liquid into a dishpan full of glassware, swirls a cloth around, and brings out sparkling glasses. He then begins talking with someone off-camera about how good the glasses will look for tonight‘s party and how great Joy works. The strong visual effect demonstrates that, on television, words do not stand alone. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 8:14 AM DATE MODIFIED: 12/14/2017 12:46 AM 12. One reason why television is such an effective medium for ads is its relatively broad exposure. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 8:17 AM DATE MODIFIED: 12/14/2017 12:46 AM 13. The idea of audience is different in digital and interactive media from a traditional audience. a. True b. False ANSWER: True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 8:18 AM DATE MODIFIED: 12/14/2017 12:46 AM 14. A slogan is a short identifying phrase written for multiple forms of media. It is repeated in print and broadcast ads, through salespeople and promotional events, and on company websites. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 8:20 AM DATE MODIFIED: 12/14/2017 12:46 AM 15. The copy approval process is important. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 8:22 AM DATE MODIFIED: 12/14/2017 12:46 AM 16. The three primary visual elements of a print advertisement are illustration, design, and layout. a. True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 8:23 AM DATE MODIFIED: 12/14/2017 12:46 AM 17. A print ad for a new wooden floor cleaner shows before-and-after shots of a long hallway that has been cleaned and polished. This is an example of communicating product features or benefits through illustration. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 8:25 AM DATE MODIFIED: 12/14/2017 12:46 AM 18. The overall visual impact of illustration relies largely on lighting, color, and tone. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 8:26 AM DATE MODIFIED: 12/14/2017 12:46 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 19. A Volkswagen print ad shows the headline ―Think Small‖ and a grayscale photo of the round little car in one corner of the ad, surrounded by lots of white space. The overall look and placement of the photo depicting the brand demonstrates the concept of illustration format. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 8:28 AM DATE MODIFIED: 12/14/2017 12:46 AM 20. Formal balance creates a mood of seriousness or directness. Informal balance actually creates an imbalance; a sense of unease and discomfort, or the feeling that something has gone wrong. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 8:30 AM DATE MODIFIED: 12/14/2017 12:46 AM 21. Balance, proportion, order, unity, and emphasis are the basic principles of design. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity Copyright Cengage Learning. Powered by Cognero.

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Bloom's: Knowledge 12/13/2017 8:32 AM 12/14/2017 12:46 AM

22. Layout is the term used for the drawing or digital rendering of a proposed print ad that shows where all the elements will be positioned. It allows for various alternatives and options. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 8:33 AM DATE MODIFIED: 12/14/2017 12:46 AM 23. An agency is creating a new print ad for a whitening toothpaste. While thinking about the new layout, the art director begins by asking his staff for several comps just to see the placement of various elements, and to get an idea of the general presentation. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 8:36 AM DATE MODIFIED: 12/14/2017 12:46 AM 24. An experienced artist is aware of the different functions of typefaces on a page. Therefore, she saves serif type for the headlines alone, and uses sans serif type for body copy as it is less tiring on the eyes. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Challenging Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 8:39 AM DATE MODIFIED: 12/14/2017 12:46 AM 25. Just like early TV commercials, early cyber ads merely imitated traditional formats and did not seem to understand the new medium, or the ways that the audience would approach this new technology. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 8:40 AM DATE MODIFIED: 12/14/2017 12:46 AM 26. Consumer generated content (CGC) is produced when the creative team is given lists of suggestions and ideas for promoting the product that have been submitted by the public through emails, letters, or focus group transcripts. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 8:42 AM DATE MODIFIED: 12/14/2017 12:46 AM 27. As a way to energize the creative process, firms are starting to use crowdsourcing by specifically encouraging customers to offer suggestions. a. True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 8:44 AM DATE MODIFIED: 12/14/2017 12:46 AM 28. In television advertising, the visual is important only if it is the main feature, not if it plays a supportive role. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 8:45 AM DATE MODIFIED: 12/14/2017 12:46 AM 29. An advertiser and advertising agency are in the phase of approving the script and storyboard of the advertisement they plan on producing. In this instance, they are more likely to be in the copy approval stage. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-6 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 8:46 AM DATE MODIFIED: 12/14/2017 12:46 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 30. After coming to an agreement on the scope and intent of the production, a producer works with the creative team and the advertiser to estimate an approximate total cost of production. In this stage, the budgeting need not be very detailed. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.115 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 8:48 AM DATE MODIFIED: 12/14/2017 12:46 AM 31. A storyboard is a shot-by-shot sketch depicting, in sequence, the visual scenes and copy that will be used in an advertisement. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 8:51 AM DATE MODIFIED: 12/14/2017 12:46 AM 32. A script is a written version of the television commercial. It controls the flow, coordinates all audio and visual elements, and helps make decisions about location, cast, and schedule. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity Copyright Cengage Learning. Powered by Cognero.

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Bloom's: Knowledge 12/13/2017 8:54 AM 12/14/2017 12:46 AM

33. The last step in the preproduction stage of television advertising is the selection of location, sets, and cast. a. True b. False ANSWER: True POINTS: 1 REFERENCES: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 8:55 AM DATE MODIFIED: 12/14/2017 12:46 AM 34. Before the day of a shoot, prelight, blocking, and other production factors are checked and adjusted to avoid additional expense during actual filming with on-camera talent. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 9:13 AM DATE MODIFIED: 12/14/2017 12:46 AM 35. Each shoot has its own tempo and direction. Advertisers have to accept the pace and decisions made based on lighting, weather, and other factors that make TV production unlike an assembly line production process. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 9:15 AM DATE MODIFIED: 12/14/2017 12:46 AM 36. An account planner: a. is more likely to suggest the idea for the visuals. b. comes up with the headline or tag line. c. keeps the profile of the target consumer in the team‘s mind. d. is responsible for the actual production and is usually in charge on set.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 9:18 AM DATE MODIFIED: 12/14/2017 12:46 AM 37. An account planner is added to many creative teams to: a. handle media placement in an increasingly sophisticated market. b. gather research that gives the consumer a voice. c. watch the bottom line and monitor spending of advertising dollars. d. assist the account executive in connecting creatives to clients.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 9:23 AM DATE MODIFIED: 12/14/2017 12:46 AM 38. Shortly after an agency agrees to create a new campaign for a well-known cleaner, a creative brief needs to be put together. A creative brief is important because it: a. pulls together initial ideas for copy, visuals, media, and overall concept from various team members.

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Test Bank for All Chapters b. acts as the checkbook and the balance sheet to keep expenses on track. c. gets the creative team started with a list of suggested ideas from the client. d. is produced based on brainstorming by all agency and client staff involved in the campaign.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 9:24 AM DATE MODIFIED: 12/14/2017 12:46 AM 39. Which of the following is the main challenge of the copywriter? a. Combining visuals to create a unified whole b. Writing copy that is effective even if it is ―off creative strategy‖ c. Extracting ideas from art d. Creating the mood, tone, or humorous angle that gives the product real value ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/13/2017 9:26 AM DATE MODIFIED: 12/14/2017 12:46 AM 40. A copywriter is just starting on a print ad for a new brand of dishwasher detergent. Which of the following is the first step in developing copy for print? a. Sketching an overall view of the finished ad b. Meeting with the creative director to brainstorm a list of exciting words to be included c. Deciding how to use, or not use, the three main components of print copy d. Writing a few rough headlines and possibly subheads ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.11-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 9:55 AM DATE MODIFIED: 12/14/2017 12:46 AM 41. A headline is effective if it: a. makes a strong emotional appeal. b. conveys information not included in the body copy. c. restates the ideas found in the visuals. d. motivates readers to move on to the rest of the ad.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/13/2017 9:57 AM DATE MODIFIED: 12/14/2017 12:46 AM 42. An advertisement for a Michigan resort features the headline, "Endless Coast. Endless Sand. Endless Sunset. Endless Time. Lighthouse Harbor Lodge.‖ The primary purpose of this headline is to: a. identify the brand. b. establish a tone or emotion. c. select the audience. d. give advice to the reader.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 9:59 AM DATE MODIFIED: 12/14/2017 12:46 AM 43. A subhead for a Michigan resort ad reads, ―Michigan‘s Oldest Resort. In the Woods. On the Cliffs. At the Beach.

Location, Location, Location. Best Location on the Lake for the Past 130 Years.‖ This copy fulfills the basic job of the Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters subhead, which is to: a. speak directly to readers with sound advice about the brand. b. target a specific demographic group to consider the brand. c. add key selling points about the brand. d. promote a good feeling about the brand.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Application DATE CREATED: 12/13/2017 10:03 AM DATE MODIFIED: 12/14/2017 12:46 AM 44. The whole purpose of good body copy is to: a. be funny. b. pull together the headline, subhead, and visuals. c. give all the possible reasons to buy the brand. d. tell a more complete story of the brand.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 12:32 AM DATE MODIFIED: 12/14/2017 12:46 AM 45. Body copy based on the _______ approach explains in a straightforward way why a reader will benefit from the

use of a brand. a. straight-line copy b. direct response c. narrative d. dialogue ANSWER: POINTS: DIFFICULTY:

c 1 Easy

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 12:34 AM DATE MODIFIED: 12/14/2017 12:46 AM 46. Which of the following are the five techniques used in preparing body copy? a. Celebrity, narrative, slogan, straight-line, and teaser b. Social, multicultural, response, evaluative, and dialogue c. Straight-line, dialogue, testimonial, narrative, and direct response d. Testimonial, narrative, evaluative, developmental, and thumbnail ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 12:36 AM DATE MODIFIED: 12/14/2017 12:46 AM 47. A copywriter is deciding on the best approach for a social media ad featuring a beauty cream, and has narrowed down her options to two types—testimonial or dialogue. Which of the following is a major difference between a testimonial and a dialogue? a. A testimonial approach is written by the spokesperson, while a dialogue approach is written by the copywriter. b. A testimonial approach is one-sided, while a dialogue approach has two people conversing. c. A testimonial approach uses the hard-sell method to push the product, while a dialogue approach uses the image method to create a social setting. d. A testimonial approach emphasizes product benefits, while a dialogue approach emphasizes image.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 12:38 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/14/2017 12:46 AM

48. Which of the following is true of a body copy? a. It consists of fewer words than the subhead. b. It is the visual component of an advertisement. c. It tells a complete story of a brand. d. It is more likely to be read by people than the headline and subhead.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 12:48 AM DATE MODIFIED: 12/14/2017 12:49 AM 49. Some top brands like Ford, Visa, and L‘Oréal have slogans, or short phrases, to help establish: a. that the product actually has little difference in its effect. b. more opportunities for creative copy. c. unlimited options for visual elements but few for verbal elements. d. an image, identity, or brand position.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: DISC: Comprehension DATE CREATED: 12/14/2017 12:52 AM DATE MODIFIED: 12/14/2017 12:53 AM 50. The creative potential of __________ rests in its ability to stimulate a ―theater of the mind,‖ which allows a copywriter to create images and moods for audiences. a. social media b. television c. radio d. print ANSWER: c POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 12:55 AM DATE MODIFIED: 12/14/2017 12:56 AM 51. Sometimes it is a smart idea when an ad: a. uses an opposite approach to research. b. has a series of conflicting headlines. c. lacks art/copy and a brand. d. focuses on functional features.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 1:08 AM DATE MODIFIED: 12/14/2017 1:08 AM 52. Which of the following refers to the term audio wallpaper? a. The incorrect choice of broadcast media for the message to be delivered b. The spoken or musical formats commonly used in broadcast ads c. The use of radio or a podcast as unobtrusive background or filler d. The creative plan for TV or radio that lacks any real creative thought ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 1:10 AM DATE MODIFIED: 12/14/2017 1:10 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 53. Which of the following is important in copywriting for television and video? a. Longer writing helps communicate complex brand features. b. Copy should be precisely coordinated with visuals. c. Copy should facilitate processing the information quickly. d. Copy should lack the ability to communicate details.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 1:11 AM DATE MODIFIED: 12/14/2017 1:12 AM 54. A fashion advertiser decides to create a print advertisement instead of advertising on television. Print is _____, though the product can be presented in an ―action‖ scene with a series of illustrations.

a. dynamic b. media buying c. a design d. static ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 1:13 AM DATE MODIFIED: 12/14/2017 1:14 AM 55. Which of the following is necessary due to the fleeting impression that radio makes, particularly if the location of a business is included? a. Music b. Repetition of the brand name c. Imagination d. Brevity ANSWER: b POINTS: 1 DIFFICULTY: Easy Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 1:15 AM DATE MODIFIED: 12/14/2017 1:15 AM 56. An example of radio spot copy is ―Like a good neighbor, we are here.‖ Which of the following guidelines for successful radio copywriting is being used in this ad? a. Use common, familiar language b. Use attention-getting sounds c. Repeat the brand name many times d. Give news about the brand ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 1:16 AM DATE MODIFIED: 12/14/2017 1:17 AM 57. A copywriter not only has to fulfill all the responsibilities of proper information inclusion based on creative platform and strategy decisions, but also has to: a. carefully fit all the information within, between, and around the display. b. sell the product and entertain the audience. c. tell the same story with the audio and the video. d. ensure that the consumer has a voice in the creative planning.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 1:18 AM DATE MODIFIED: 12/14/2017 1:19 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 58. Copywriting for digital/interactive media: a. involves methods the same as those of other media. b. means something significantly different than it does in traditional one-way media. c. has been influenced by its background in linguistics. d. tends to be static and unchanging.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 1:25 AM DATE MODIFIED: 12/14/2017 1:26 AM 59. Which of the following is a difference between interactive and noninteractive media? a. Interactive media are less user-directed, while noninteractive media are more user-directed. b. In interactive media, the audience has less incentive to read copy, while in noninteractive media they have more incentive. c. Most interactive media copy is indirect response, while all noninteractive media is direct response. d. In interactive media, the audience is more likely to seek out the ads, while in noninteractive media, they are not.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 1:27 AM DATE MODIFIED: 12/14/2017 1:28 AM 60. For social media, copywriting for ________ is most relevant. a. digital/interactive media b. radio c. postproduction review d. developmental copy research ANSWER: a POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 1:29 AM DATE MODIFIED: 12/14/2017 1:30 AM 61. Probably the most straightforward illustration is one that: a. attracts the target audience. b. stimulates copy readership. c. creates a mood. d. communicates features or benefits or both.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Knowledge DATE CREATED: 12/14/2017 1:31 AM DATE MODIFIED: 12/14/2017 1:32 AM 62. An ad uses backlighting and low-angle shots along with a dramatic use of color. Which of the following is the goal in this ad? a. The product is set in a test situation. b. The brand is seen in a social context. c. The brand is portrayed as heroic. d. The product is used by a typical consumer.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 1:39 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/14/2017 1:40 AM

63. Color is often effectively used in advertising illustrations to: a. construct an axis. b. create a mood. c. prevent scrutiny of a product‘s functions. d. get a universally recognized reaction.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 1:41 AM DATE MODIFIED: 12/14/2017 1:43 AM 64. Which of the following elements of advertising involves the structure itself and the plan behind the structure? a. Layout b. Design c. Copy d. Illustration ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 1:44 AM DATE MODIFIED: 12/14/2017 1:45 AM 65. The principles of design suggest that: a. there should be a unifying force within the ad. b. the components within an advertisement should be ambiguous. c. all elements of the ad should be equally emphasized. d. it should be formally imbalanced.

ANSWER: a POINTS: 1 DIFFICULTY: Easy Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 1:46 AM DATE MODIFIED: 12/14/2017 1:47 AM 66. Which of the following is a tendency of eye movement that occurs when a person views a print advertisement? a. From left to right, up to down, and from light to dark b. From right to left and dark to light c. From white to color and from small to big d. From right to left and from light to dark ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 1:49 AM DATE MODIFIED: 12/14/2017 1:49 AM 67. Which of the following is considered the most crucial design element that brings harmony to all components on the page? a. Order b. Unity c. Balance d. Color ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 1:51 AM DATE MODIFIED: 12/14/2017 1:51 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 68. Which of the following terms identifies the visual line, real or imagined, that runs through an ad and organizes all elements? a. Serif b. Axis c. Thumbnail d. Gaze motion ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 1:52 AM DATE MODIFIED: 12/14/2017 1:53 AM 69. In which of the following orders does an ad layout typically progress through standard stages during its development? a. Rough draft, comp, thumbnail, final mechanical b. Thumbnail, rough layout, comp, final digital c. Mechanical, rough draft, thumbnail, final comp d. Thumbnail, illustration layout, rough layout, final mechanical ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 1:55 AM DATE MODIFIED: 12/14/2017 1:56 AM 70. A print ad being developed for a women‘s clothing line shows the headline font, the images, and the actual body copy to allow the client to imagine the ad and give approval. This is known as a _______. a. thumbnail b. comprehensive layout, or comp c. sans serif layout d. rough layout ANSWER: b POINTS: 1 DIFFICULTY: Moderate Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 1:58 AM DATE MODIFIED: 12/14/2017 2:04 AM 71. Type fonts are seen in _______ basic typeface groups, all with different personalities. a. two b. one hundred c. six d. twenty ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 2:05 AM DATE MODIFIED: 12/14/2017 2:06 AM 72. When analyzing the various elements of type, the _________ refers to the size of the type in height. a. typeface b. font c. point d. serif ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 2:12 AM DATE MODIFIED: 12/14/2017 2:13 AM 73. Art production for digital advertising—particularly those composed of headline, body copy, and illustration—most Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters closely resembles production of advertising for _________. a. radio b. layout c. packaging d. print and broadcasting ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 2:15 AM DATE MODIFIED: 12/14/2017 2:15 AM 74. Unlike print ads, digital content: a. has a very limited reach. b. uses only written words. c. changes almost instantly. d. appeals to the older generation.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 2:17 AM DATE MODIFIED: 12/14/2017 2:17 AM 75. The most important function in the first few seconds of a television commercial is to: a. stress the audio—then the viewer will follow up with the visual. b. get the name out—so the viewer can establish recall at the outset. c. establish the benefit—otherwise the viewer will quickly lose interest. d. get attention.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 2:24 AM DATE MODIFIED: 12/14/2017 2:25 AM 76. A guideline for television or video is to: a. emphasize the visual and reinforce it with the audio. b. avoid use of the audio when showing a key visual. c. let the audio tell the full brand story. d. allow the visual to establish the tone and the audio to sell the benefits.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 2:26 AM DATE MODIFIED: 12/14/2017 2:27 AM 77. A television commercial for a food product is in production. Who among the following would be responsible for handling the script, interpreting the storyboard, managing the talent, and dealing with the cameras, lighting, and set? a. The director b. The producer c. The media planner d. The account executive ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 2:28 AM DATE MODIFIED: 12/14/2017 2:29 AM 78. The director may want to work with the on-camera talent along with the camera operators to practice the positioning Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters and movement planned for the ad. This work is known as _______. a. shooting b. packing-up c. blocking d. placing ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 2:30 AM DATE MODIFIED: 12/14/2017 2:31 AM 79. Which of the following is true of the production stage of the television advertising process? a. It can include some final preparations such as lighting checks and rehearsals. b. It involves creating the shot-by-shot sketch depicting the visual scenes that will be used in an advertisement. c. It is that stage at which the advertiser estimates the cost of the shoot and required paraphernalia. d. It mostly involves the assessment of directors and music suppliers to be chosen for the shooting.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 2:34 AM DATE MODIFIED: 12/14/2017 2:34 AM 80. ________ can save a lot of time on a shoot day when many more costly personnel are on the set. a. Prelighting b. Budgeting c. Blocking d. Scripting ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 2:36 AM DATE MODIFIED: 12/14/2017 2:37 AM Scenario 11-1 After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan in 2010. The slogan read, "Drive a Toyota. You'll never stop." The company hoped the new slogan would once again instill confidence in consumers, many of whom had grown weary of the brand after a number of massive recalls. The company chose to go with the slogan after turning down a number of others, including, "Toyota Puts the Pedal to the Metal. And keeps it there," and "Toyota. The Last Car You'll Ever Drive." The new slogan was featured in all of the company's advertisements.

81. (Scenario 11-1) To create ads featuring the new company slogan, Toyota assembles a creative team of individuals who will focus solely on designing the new advertisements. Toyota realizes that it will need to have a strong Internet and social media presence. In order to effectively utilize these outlets, Toyota should consider hiring a(n): a. production coordinator. b. media planner. c. advertising guru. d. copywriter.

ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.11-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 2:38 AM DATE MODIFIED: 12/14/2017 2:40 AM 82. (Scenario 11-1) Toyota is designing its print media advertisements. It decides to use the least complex copy technique to highlight the urgency of acting immediately. Which of the following copy techniques is Toyota most likely to choose? a. Direct response copy b. Narrative c. Dialogue d. Straight-line copy ANSWER: a POINTS: 1 DIFFICULTY: Moderate Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 2:42 AM DATE MODIFIED: 12/14/2017 2:42 AM 83. (Scenario 11-1) To create successful advertisements for interactive media, Toyota must understand the difference between interactive media and traditional one-way media. Which of the following implications is true of interactive media? a. The audience of interactive media often seeks ads and IBP material online, rather than through traditional media. b. Forms of interactive media have lower rates of recall than forms of traditional media. c. Copywriting of interactive media is of higher quality than that of traditional media. d. There is often less incentive to read interactive forms of media than traditional print media.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 2:45 AM DATE MODIFIED: 12/14/2017 2:46 AM 84. (Scenario 11-1) A slogan can be an integral part of a brand‘s image and personality, but it can serve other purposes as well. One of these purposes could be to: a. develop the idea presented in the headline. b. entice the audience to look at the visual. c. provide continuity to an entire campaign. d. close the sale.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension Copyright Cengage Learning. Powered by Cognero.

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12/14/2017 2:47 AM 12/14/2017 2:48 AM

85. (Scenario 11-1) The account executive for a campaign such as this is adamant that the copy be tested before he even submits it to the client. He is looking for audience reaction and interpretation of the proposed copy known as _____ copy research. a. illustrative b. developmental c. continual d. evaluative ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 2:49 AM DATE MODIFIED: 12/14/2017 2:50 AM Scenario 11-2 You are the creative director at a Milwaukee ad agency. Today, your copywriters are presenting you with their ideas for several thirty-second radio spots for the City of Milwaukee Tourism Bureau. The Bureau wants to feature its own information center and tours, city museums, art galleries, concerts, festivals, and special events. When they are ready, the best ideas will be taken to the marketing director of the City of Milwaukee for review and approval.

86. (Scenario 11-2) Before the copywriters present, you want to familiarize yourself with the details of the campaign once again. You review a copy of the creative brief because you know it: a. contains the best ideas used by competitors of the client. b. is the channel that will carry the ad campaign‘s message to the public. c. represents the unique thought behind the ad campaign. d. lists the rules, restrictions, and limitations for the ad campaign as dictated by the client.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.11-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension Copyright Cengage Learning. Powered by Cognero.

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12/14/2017 2:51 AM 12/14/2017 2:52 AM

87. (Scenario 11-2) Last week, you met with your copywriters and reminded them of the various options they have in writing for radio. What are the four basic formats available to them in creating a radio ad? a. Announcement, testimonial, reason-why, and hard-sell formats b. Sound effect, jingle, slogan, and disc jockey formats c. Music, dialogue, announcement, and celebrity formats d. Information, entertainment, persuasion, and testimonial formats ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 3:57 AM DATE MODIFIED: 12/14/2017 3:58 AM 88. (Scenario 11-2) One copywriter shows you an idea that involves an announcer reading a top-ten list of cool reasons to visit Milwaukee. Which of the following basic guidelines of radio copywriting does this technique address? a. Repeating the brand name b. Stressing the main selling points c. Stimulating the imagination d. Tailoring copy to a time, place, and audience ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:00 AM DATE MODIFIED: 12/14/2017 4:01 AM 89. (Scenario 11-2) One copywriter presents a spot that is funny, delivers the key selling points, and uses opening music and sound effects representing various elements of the city. You need to get it recorded before sending it to the client. You send it with the young copywriter to a trusted recording studio with the caution that says, "Use sounds effects with care."

This means that: a. any added music should be kept to a minimum to avoid irritating the audience.

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Test Bank for All Chapters b. the sound effects should not overwhelm the copy. c. one cannot expect to build a musical picture in the listener's mind. d. one should not mix sound effects and music.

ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:03 AM DATE MODIFIED: 12/14/2017 4:03 AM Scenario 11-3 A 30-second TV spot for Ivory Soap begins with a strip of yellow litmus paper being lowered into a bottle of household cleaner. Music plays in the background. The words "You Probably Know This—Litmus Paper Measures Alkalinity" are superimposed on the bottom of the screen. The litmus paper is removed, and it has turned a dark blue-green color. "You Probably Know This—The Darker, The Harsher" is then superimposed. A series of cuts reveals litmus paper being lowered onto different bars of wet soap. In each case, the strip turns a dark color. The brand name of each bar of soap is superimposed underneath. Finally, litmus paper is lowered onto a bar of Ivory soap. The paper remains yellow. Three super impositions appear in succession: "Ivory," "Ivory is the mildest," and "Bar none."

90. (Scenario 11-3) A copywriter came up with the idea to superimpose the words, "You Probably Know This—Litmus Paper Measures Alkalinity" and "You Probably Know This—The Darker, The Harsher." Considering the nature of this ad, which general guideline for television copywriting does this follow? a. Using active words b. Providing support for the unbelievable c. Emotionally involving the reader d. Using unfamiliar words ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.11-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:06 AM DATE MODIFIED: 12/14/2017 4:07 AM 91. (Scenario 11-3) Which of the following guidelines for copywriting (as well as for radio copy and digital/interactive Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters copy) is most strongly demonstrated by this spot overall? a. Emphasizing the brand name b. Making the slogan a major component of the ad c. Constructing an axis d. Keeping the wording short and to the point ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:08 AM DATE MODIFIED: 12/14/2017 4:09 AM 92. (Scenario 11-3) To make sure that all the words and visuals of this TV spot work together, the creative team would have begun this campaign by preparing a ________. a. working script b. storyboard c. fact sheet d. thumbnail ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/14/2017 4:11 AM DATE MODIFIED: 12/14/2017 4:12 AM 93. (Scenario 11-3) The superimposed words that end the spot—"Ivory is Mildest. Bar none."—could be considered Ivory's slogan. Which of the following is an important function of a slogan like this? a. Providing unity and order to the ad b. Motivating the viewer to buy the product c. Increasing memorability of the key benefit of the brand d. Entertaining or amusing the viewer ANSWER: c POINTS: 1 DIFFICULTY: Moderate Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:13 AM DATE MODIFIED: 12/14/2017 4:14 AM Scenario 11-4 You are a production assistant working on a 30-second television spot for Happy Heart Hound, an all-natural gourmet dog food for puppies. The client wants to emphasize the healthful ingredients as well as the "happy and fun-loving" nature of the product.

94. (Scenario 11-4) This television shoot involves a lot of people and is a complex, collaborative effort. Who among the following is most likely to be in charge of the set? a. The film director b. The account executive c. The chief creative d. The agency producer ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:17 AM DATE MODIFIED: 12/14/2017 4:20 AM 95. (Scenario 11-4) One of the ideas in an early brainstorming session was to start the Happy Heart Hound commercial with a quick series of adorable, playful puppies wearing heart-shaped sunglasses. Which of the following guidelines for effective television advertising does this hope to demonstrate? a. Showing the brand b. Coordinating the audio and the visual c. Using an attention-getting opening d. Emphasizing the audio ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-6 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:21 AM DATE MODIFIED: 12/14/2017 4:21 AM 96. (Scenario 11-4) The first cut of the ad is attractive, touching, cute, and just humorous enough. When an audience tests it, most viewers really like the dogs, the visuals, and the music, but they don‘t remember the product. Which of the following creative guidelines for television was forgotten? a. Persuading as well as entertaining b. Avoiding humor whenever possible c. Maintaining a feeling of continuity d. Showing the brand ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:33 AM DATE MODIFIED: 12/14/2017 4:34 AM 97. (Scenario 11-4) In which of the following roles has the producer been involved with during the preproduction process for this commercial? a. Approving the storyboard and script, and soliciting bids from production houses b. Coordinating the camera operators, and handling the cast during shooting c. Conducting research, and informing all concerned about consumer preferences d. Acting as liaison between client and agency, and buying television airtime ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:37 AM DATE MODIFIED: 12/14/2017 4:37 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 98. (Scenario 11-4) The production team is ready to show the client shots from the unfinished project to give an idea of what the commercial will look like. These shots do not include transitions, special effects, or audio, but are merely selections from the first step in postproduction. These excerpts are from the: a. director‘s rough cut. b. digital editing. c. audio edit. d. master copy.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:46 AM DATE MODIFIED: 12/14/2017 4:47 AM Scenario 11-5 A hospital is attempting to change its image. In the past, the hospital has been perceived as having a high degree of expertise across all medical services, but also as having a cold and unfeeling atmosphere. This has resulted in the hospital losing business in situations where patients feel that a procedure is simple enough that any hospital can perform it equally well. The decision is made to hire a local advertising agency. The agency‘s creative director meets with the hospital marketing director to develop a creative brief. It focuses on print ads for local newspapers and regional magazines, and states that advertising for the hospital must create feelings of caring and warmth, without explicitly stating that the hospital ―cares‖—a tactic that has been used again and again by other medical institutions.

99. (Scenario 11-5) The art director for this campaign needs to convey a particular mood, a feeling of warmth and serenity, in this ad illustration. While all of the elements below may have some impact on the illustration, she should pay particular attention to the: a. size of the illustration within the layout. b. lighting, color, tone, and texture of the illustration. c. space taken by the body copy. d. magazine and newspaper vehicles in which the ad will run.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Application 12/14/2017 4:54 AM 12/14/2017 4:58 AM

100. (Scenario 11-5) The art director thinks about the layout and reminds herself of a widely held belief in the world of art production—that a larger size in an ad illustration typically means: a. greater reader attention. b. higher brand sales. c. lesser brand importance. d. weaker copy.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 4:59 AM DATE MODIFIED: 12/14/2017 4:59 AM 101. (Scenario 11-5) One thing that the art director has learned is that ads should lead the reader‘s gaze in a logical path that includes the brand name. Which of the following elements of design does this involve? a. Order b. Proportion c. Balance d. Unity ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 5:03 AM DATE MODIFIED: 12/14/2017 5:03 AM 102. (Scenario 11-5) Once she has a rough draft, the art director has to admit that it is a really great-looking ad. All the elements hang together and work with each other, and the overall feel is harmonious and peaceful. She clearly understands the principle of _________. a. balance Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. unity c. order d. proportion ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 5:05 AM DATE MODIFIED: 12/14/2017 5:06 AM 103. (Scenario 11-5) One last thing that she recommends to the client involves her choice of a particular element from among hundreds of options. She admits she has agonized over her selection on this because it affects not only readability, but also sets the mood and tone of the overall visual impression. She is most likely talking about the _______. a. illustration format b. layout c. typeface d. color ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 5:11 AM DATE MODIFIED: 12/14/2017 5:11 AM 104. List the main members of an advertising agency's creative team? Consider how they are assigned tasks in producing written, audio, and visual elements of ads. Briefly describe these roles and responsibilities.

Copywriting and Art Production: ANSWER: Creative director (CD). The creative director manages the creative process for the client.

The main role of the CD is to oversee the creative product of an agency across all clients.

Art director (AD). The art director and the copywriter work together to develop the concept for a broadcast or digital/interactive ad. Art directors, with their specialized skills and training, coordinate the design and illustration components of the ad. The AD either oversees the production of the television storyboards or actually constructs the storyboards.

In addition, the AD works with the film director who shoots the commercial to develop the overall look of the spot.

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Test Bank for All Chapters Copywriter. The copywriter is responsible for the words and phrases used in an ad, whether it is print, broadcast, or digital/interactive in format. In print, these words appear on the page as headline, subhead, body copy, and slogan/tagline. In television and radio advertising, these words and phrases appear as a script from which the film director, creative director, and art director work during the production process.

Media planner. The media planner keeps up with the latest technological advances in digital and interactive media, as well as all other forms. The media planner makes sure what is done for television is consistent with that done for other media within the campaign. This person often focuses on pinpointing and understanding the latest media formats available, such as social networks, mobile markets, brandscapes, etc. Account planner. The account planner is often a research expert who knows how to seek out information, obtain data, do surveys, and use secondary sources to understand target markets. This person makes sure the consumer‘s values and interests are represented, and brings the consumer voice to the table.

POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-1-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 5:14 AM DATE MODIFIED: 12/14/2017 5:16 AM 105. What are the differences between writing advertising copy for print media and for broadcast media? What unique challenges does writing for broadcast media hold, and how does writing for interactive or digital media fit into this?

Writing for print is quite straightforward. The copywriter must review components of the ANSWER: creative plan so as to take advantage of and follow through on the marketing and advertising strategies specified and integral to the brand's market potential. In preparing copy for a print ad, the copywriter must decide how to use the three separate components of print copy: the headline, the subhead, and the body copy. Writing copy for broadcast media should begin in the same way that writing copy for print media begins. However, writing for broadcast ads does have its differences. The audio and audiovisual capabilities of radio and television provide different opportunities for the copywriter. On radio, the use of sound effects, musical pieces, and voices offer many creative possibilities. On television, the ability to combine copy with color and motion provides vast and exciting creative options. In either medium, the copywriter must be cautious not to use these effects in a way that could distract the listener or viewer from the copy of the advertisement. Also, broadcast media, as opposed to print media, does not provide the opportunity to communicate long, complex messages about brand features. Unlike print materials that can be read at leisure and viewed again and again. Broadcast media, particularly radio, work in short exposure time frames.

Writing for digital or interactive ads is somewhat similar to writing for print. However, there are differences. Audiences approach these ads in a much different way—they seek out the ads, at least to a point, rather than having ads presented to them. There is no time restriction for viewing the ads, similar to print, and very much unlike broadcast.

POINTS: 1 DIFFICULTY: Moderate Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 5:18 AM DATE MODIFIED: 12/14/2017 5:19 AM 106. Explain the advantages of copywriting in print media, and list the disadvantages of copywriting for television advertising.

The audio and visual capabilities of television and video offer different opportunities for a ANSWER: copywriter. Compared to print media, however, video media have inherent limitations for a copywriter.

In print media, a copywriter can write longer and more involved copy to better communicate complex brand features. Print media provides a copywriter the time and space to communicate details, complete with illustrations. In addition, the printed page allows a reader to dwell on the copy and process the information at a personalized, comfortable rate.

Television‘s inherent capabilities do much to bring a copywriter‘s words to life. But the action qualities can create problems. Firstly, the copywriter must remember that words do not stand alone. Visuals, special effects, and sound techniques may ultimately convey a message far better than the cleverest turn of phrase. Second, television commercials represent a difficult timing challenge for the copywriter. It is necessary for the copy to be precisely coordinated with the visuals. If the visual portion was one continuous illustration, the task would be difficult enough. Contemporary television ads, however, tend to be heavily edited and the copywriting task can be a nightmare. The copywriter not only has to fulfill all the responsibilities of proper information inclusion but also has to carefully fit all the information within, between, and around the display.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 5:21 AM DATE MODIFIED: 12/14/2017 5:21 AM 107. Define and explain the three main visual elements of print and often digital/interactive advertisements. What is the primary purpose of each?

The three primary visual elements used in ads are illustration, design, and layout.

ANSWER: Illustration involves drawings, paintings, photos, or computer-generated art. It has six purposes—to attract the attention of the target audience, make the brand heroic, highlight features or benefits, encourage a mood or image, stimulate reading of the body copy, or create a social context for the brand.

Design is "the structure itself and the plan behind that structure" for the aesthetic and Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters stylistic aspects of a print advertisement. The goal of design is to arrange all the components of an advertisement—the illustration, headline, body copy, slogan, and any other features—so that the ad is easy to read and visually pleasing.

Layout is the mechanical aspect of design. It is a drawing of a proposed advertisement showing where all the elements will be positioned. A layout can be thought of as the tool the designer uses to achieve a good design. As the production process progresses, layouts move from thumbnails to rough layouts to comps and then to finalized digital ads ready for the printer or Internet site.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/14/2017 5:23 AM DATE MODIFIED: 12/14/2017 5:23 AM 108. What are the five principles of design? Choose two of the principles and discuss the considerations involved in each.

Then give an example of each.

The five principles of design as discussed in the text are balance, proportion, order, unity, ANSWER: and emphasis. Student examples will vary.

Balance evokes orderliness and compatibility within an ad. It can be formal or informal.

Formal balance emphasizes symmetrical presentation and creates a mood of seriousness and directness. It is orderly and easy to follow. Informal balance emphasizes asymmetry— the optical weighing of different sizes and shapes. Components of different size, shape, and color are precisely arranged in a more complex relationship.

Proportion has to do with the size and tonal relationships between different elements in an advertisement. Proportional considerations include: the width of an ad in relation to its depth; the width of each element in the ad in relation to the depth of each element; the size of one element relative to the size of every other element; the space between two elements and the relationship of that space and a third element; and the amount of light area as opposed to the amount of dark area. Ideally, factors of proportion vary so as to avoid monotony in an ad.

Order in an advertisement is also referred to as sequence or, in terms of its effects on the reader, ―gaze motion.‖ In focusing on order, the designer's goal is to establish a relationship among elements that leads the reader through the ad in some controlled fashion. The essential contribution of this component is to establish a visual format that results in a focus or several focuses.

Unity attempts to ensure that the elements of an advertisement are tied together and appear to be related. Unity results in harmony among the diverse components of print advertising—headline, subhead, body copy, illustration, and any other elements. Several design techniques contribute to unity, including the use of a border and white space. The axis or axes of the ad also contribute to unity. Other considerations of unity are whether the design uses a three-point structure or a parallel layout structure. Emphasis is the result of a decision as to which major component of an advertisement will be stressed. The key to good design relative to emphasis is that one item is the primary focus, but not the only focus, in an ad. Usually, if one element is emphasized to the total exclusion of the others, then a poor design has been achieved, and ultimately a poor communication will result.

Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 5:25 AM DATE MODIFIED: 12/14/2017 5:25 AM 109. Explain why producing a television commercial is an extremely expensive undertaking. Describe a television commercial that you have seen recently. Analyze it in terms of how it meets or fails to meet two of the five primary creative guidelines for television ad production as noted in the text.

The number of people involved in the making of a television commercial is very large, and ANSWER: many of them are highly skilled. A production crew may charge anywhere from $5,000 to $10,000 per day. Equipment fees also figure into the often staggering cost of producing a spot. Travel, lodging, casting, and overtime costs, often within short timetables, increase the price of production.

Specific examples of commercials will vary, of course, depending on the television spot described. However, the student‘s answer should touch on some of the issues noted above regarding expenses, and should outline the extent to which the commercial meets at least two of the following guidelines: First, does it use an attention-getting and relevant opening?

Second, does it emphasize the visual?

Third, does it coordinate the audio with the visual?

Fourth, does it persuade as well as entertain?

Fifth, does it do a good job of showing the product?

POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.11-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/14/2017 5:27 AM DATE MODIFIED: 12/14/2017 5:29 AM

1. There is measured and unmeasured media. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 12:49 AM DATE MODIFIED: 12/15/2017 12:49 AM 2. With the merger of movies, music, gaming, and other entertainment, media planning no longer involves numbers, schedules, and deadlines. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 12:51 AM DATE MODIFIED: 12/15/2017 12:51 AM 3. A media class refers to a broader category of media than a media vehicle. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 12:53 AM DATE MODIFIED: 12/15/2017 12:53 AM 4. Market and advertising research determines that certain media options hold the highest potential for shaping the consumer behavior of the target audience. a. True b. False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 12:55 AM DATE MODIFIED: 12/15/2017 12:55 AM 5. In a real world scenario, the overall development of the advertising plan takes place before the media planning process. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 12:56 AM DATE MODIFIED: 12/15/2017 12:56 AM 6. Geo-targeting is defined as the expansion of media placement beyond certain regions or national borders and into diverse cultures and global markets. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 12:57 AM DATE MODIFIED: 12/15/2017 12:58 AM 7. The number of people or households that will be exposed to a media vehicle at least one time during a particular period Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters is referred to as reach. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 12:59 AM DATE MODIFIED: 12/15/2017 12:59 AM 8. Media vehicles with broad reach are ideal for consumer convenience goods, such as toothpaste and cold remedies. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 1:02 AM DATE MODIFIED: 12/15/2017 1:02 AM 9. Television and digital media overall have good reach. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 1:04 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/15/2017 1:04 AM

10. In the context of audience exposure to a media vehicle, increasing the frequency of exposures results in an increased reach of the target audience. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 1:05 AM DATE MODIFIED: 12/15/2017 1:05 AM 11. Message impressions are the opposite of exposures to the ads themselves. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 1:07 AM DATE MODIFIED: 12/15/2017 1:07 AM 12. A media planner can mix traditional and digital/social media. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Knowledge 12/15/2017 1:09 AM 12/15/2017 1:10 AM

13. A retailer selling books runs its print ads in a newspaper during the first week of October, the first week of November, and the week of Thanksgiving. The retailer is using a between-vehicle media strategy. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 1:11 AM DATE MODIFIED: 12/15/2017 1:11 AM 14. The financial advantages of flighting are that discounts might be gained by concentrating media buys in larger blocks. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 1:13 AM DATE MODIFIED: 12/15/2017 1:13 AM 15. The forgetting function explains that people‘s forgetting is fairly predictable. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Analytic United States - OH - DISC: Research Bloom's: Comprehension 12/15/2017 1:14 AM 12/15/2017 1:14 AM

16. CPM (cost per million) is a measure of the dollar cost of reaching a million audience members with a particular medium. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 1:15 AM DATE MODIFIED: 12/15/2017 1:16 AM 17. In pull media, the consumer goes looking for the advertiser or advertising. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 1:17 AM DATE MODIFIED: 12/15/2017 1:17 AM 18. A 30-second television ad is an example of pull media. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 1:18 AM DATE MODIFIED: 12/15/2017 1:19 AM 19. In social media, the brand–consumer relationship is the only important relationship. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 2:03 AM DATE MODIFIED: 12/15/2017 2:03 AM 20. Product placement is the most expensive and compelling approach for clients seeking branded entertainment opportunities. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 2:05 AM DATE MODIFIED: 12/15/2017 2:05 AM 21. Advertisers calculate the level of brand conversations on the Internet and social media. a. True b. False ANSWER: True POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-7 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 2:06 AM DATE MODIFIED: 12/15/2017 2:06 AM 22. Smart brands focus on the synergy of traditional media advertising and social media interactions. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 2:08 AM DATE MODIFIED: 12/15/2017 2:08 AM 23. Creating a visual representation of the media schedule or plan gives an advertiser tangible documentation of the overall media plan. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-7 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 2:09 AM DATE MODIFIED: 12/15/2017 2:09 AM 24. Media buying has become more automatic, or programmatic. a. True b. False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-8 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 2:10 AM DATE MODIFIED: 12/15/2017 2:22 AM 25. Programmatic media buying refers to automatic buying of ads based on data such as online consumer behavior. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-8 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 2:12 AM DATE MODIFIED: 12/15/2017 2:12 AM 26. In advertising, what is a big change with media? a. Media buyers do not have access to digital and social media to create buzz marketing. b. They use below-the-line promotions instead of above-the-line promotions. c. In modern times, much of media buying occurs via programmatic media buying. d. The goods and services they offer do not require marketing.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 2:13 AM DATE MODIFIED: 12/15/2017 2:22 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 27. Below-the-line promotion is also referred to as ___________. a. big data b. calculated media c. unmeasured media d. above-the-line promotion ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 2:16 AM DATE MODIFIED: 12/15/2017 2:20 AM 28. Which of the following is most likely to be used for above-the-line promotion? a. Coupons b. Blogs c. Magazines d. Social networking sites ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 2:18 AM DATE MODIFIED: 12/15/2017 2:18 AM 29. Which of the following is true of unmeasured media? a. It is hard to measure with traditional means. b. It is limited to network TV. c. Spot radio is the same as podcasting. d. Local newspapers are merging with global conglomerates.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 3:00 AM DATE MODIFIED: 12/15/2017 3:00 AM 30. An ad agency is an expert in placing advertisement messages in different media, like television, radio, magazines, and digital/social media. It effectively mixes and matches all of these media to make sure that an advertiser's message makes a positive impact on the target audience. It is also an expert in creating the schedule in which these messages will appear.

This ad agency is working effectively as a: a. media bidder. b. media planner. c. media vehicle. d. media class.

ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 3:02 AM DATE MODIFIED: 12/15/2017 3:03 AM 31. A ___________ specifies which media will be utilized for advertising messages so that the desired target audience can be reached. a. media class b. media plan c. media vehicle d. media mix ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 3:58 AM Copyright Cengage Learning. Powered by Cognero.

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12/15/2017 3:58 AM

32. A retailer decides to use television ads to promote its line of men‘s and women‘s swimwear. In the media planning process, the retailer has chosen a(n): a. interactive media. b. media class. c. media vehicle. d. media mix.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 4:00 AM DATE MODIFIED: 12/15/2017 4:00 AM 33. Before he can make final decisions on where to place ads and how to display promotions for a new brand of bottled water, a media planner has to decide which broad categories to use—television, radio, magazines, newspapers, Internet sites, etc. When he zeroes in on using both television and digital, he has chosen his: a. unmeasured media. b. media classes. c. big data. d. media vehicles.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 4:02 AM DATE MODIFIED: 12/15/2017 4:02 AM 34. A media planner should understand the key role of modern media buying via __________. a. plan; frequencies b. programmatic media buying c. mix; plans d. vehicle; outlines Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-8 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 4:03 AM DATE MODIFIED: 12/15/2017 4:04 AM 35. The blend of different media that will be used to effectively reach the target audience is called the: a. media mix. b. media objective. c. big data. d. media vehicle.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 4:05 AM DATE MODIFIED: 12/15/2017 4:06 AM 36. The true power of a media plan rests on the ____________, that is, knowing what you are trying to do with your media and matching those objectives with your media choices. a. share of volume b. media class c. media continuity d. media strategy ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy Copyright Cengage Learning. Powered by Cognero.

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Bloom's: Application 12/15/2017 4:07 AM 12/15/2017 4:07 AM

37. A company goes through massive databases of online clicks and other items. Which of the following is the company using to find prospective customers? a. Gross impressions b. Geo-targeting c. Big Data d. Message weight ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 2:17 PM DATE MODIFIED: 12/15/2017 2:18 PM 38. Which of the following best defines micro-targeting in the context of media strategies? a. Micro-targeting indicates specific media classes. b. Micro-targeting refers to delivering appropriate messages and offers where you will be most receptive. c. Micro-targeting focuses on covering the same geographic area as the advertiser‘s distribution system. d. Micro-targeting is the placement of ads in a way that exposes them to a large number of people.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 2:19 PM DATE MODIFIED: 12/15/2017 2:20 PM 39. Commercial research firms can provide advertisers with an evaluation of a brand‘s relative strength within: a. competitors. b. demographic segments. c. leveraging data. d. search behavior.

Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 2:21 PM DATE MODIFIED: 12/15/2017 2:21 PM 40. Which of the following is true of geo-targeting? a. They offer information solely on demographics. b. They refer to collecting information primarily from social networking sites and search engines. c. One of its drawbacks is that they ignore data related to purchase size and purchase frequency. d. It is the placement of ads in geographic regions where higher purchase tendencies for a brand are evident.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 2:22 PM DATE MODIFIED: 12/15/2017 2:23 PM 41. Media planners need to identify media that cover the same region or location as the advertiser‘s distribution system and then they use a system of automatic buying of ads based on data such as online consumer behavior. This is an example of __________, a critical element in making the buy. a. frequency b. programmatic media buying c. micro-targeting d. purchase size ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-8 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Bloom's: Comprehension 12/15/2017 2:24 PM 12/15/2017 2:25 PM

42. A media planner is making placement decisions for a new line of cosmetics. She focuses on ten different cities in the country where the purchase size of the products is high. This is an example of: a. geo-targeting. b. media mix. c. below-the-line promotions. d. above-the-line promotions.

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 2:26 PM DATE MODIFIED: 12/15/2017 2:27 PM 43. If an advertisement placed on the network television program is watched at least once by 10 percent of the advertiser‘s target audience, then the _________ is said to be 10 percent. a. reach b. frequency c. scope d. class ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 2:28 PM DATE MODIFIED: 12/15/2017 2:28 PM 44. The media term most related to exposure to a media vehicle or schedule is: a. reach. b. frequency. c. class.

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ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 2:29 PM DATE MODIFIED: 12/15/2017 2:30 PM 45. __________ of an ad is the average number of times an individual or household within a target audience is exposed to a media vehicle in a given period of time. a. Continuity b. Scope c. Reach d. Frequency ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 2:31 PM DATE MODIFIED: 12/15/2017 2:32 PM 46. ___________ is the total mass of advertising delivered. a. Big data b. Effective reach c. Message weight d. Effective frequency ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Promotion Bloom's: Knowledge 12/15/2017 2:33 PM 12/15/2017 2:33 PM

47. Which of the following refers to the sum of the exposures to the entire media placement in a media plan? a. Gross impressions b. Single-source c. Big data d. Micro-target ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 2:35 PM DATE MODIFIED: 12/15/2017 2:35 PM 48. A media buyer places an ad for a new range of wines in four different magazines. The first magazine provides roughly 3,600,000 exposures, the second magazine provides about 950,000 exposures, and the third and fourth provide 100,000 exposures each. The buyer now can inform the client at the winery of ___________ expected for the ad, that is, 4,750,000 exposures. a. continuous schedules b. geo-targets c. share of voice d. gross impressions ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 2:37 PM DATE MODIFIED: 12/15/2017 2:38 PM 49. You are looking at figures and trying to understand the overall message weight for your client‘s shaving cream ads.

You remind yourself that some people who watched the ad on a TV program may have also seen it in a magazine. This is Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters called: a. between-vehicle duplication. b. micro-target. c. within-vehicle duplication. d. below-the-line promotion.

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 2:40 PM DATE MODIFIED: 12/15/2017 2:40 PM 50. Which of the following measures media weight based on both reach and frequency? a. Media mix b. Gross rating points c. Share of voice d. Cost per thousand ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 2:42 PM DATE MODIFIED: 12/15/2017 2:42 PM 51. A manufacturer uses programmatic media buying to place social media ads every day for a period of two months. This is called _______. a. continuous scheduling b. gross impressioning c. message weighting d. media mixing ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-8 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 2:48 PM DATE MODIFIED: 12/15/2017 2:49 PM 52. A client agrees to run heavy advertising for two weeks, followed by no advertising at all for a while, and then again having a two-week period of heavy advertising. What kind of a media schedule is this? a. Seasonal b. Flighting c. Continuous d. Pulsing ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 2:51 PM DATE MODIFIED: 12/15/2017 2:52 PM 53. A clothing brand needs a stronger message in August for back-to-school shopping, in December for holiday shopping, and in May for summer shopping. What type of scheduling strategy will run the clothing ads continuously, but will also have three periods of much heavier scheduling? a. Pulsing b. Continuous c. Flighting d. Measured ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion TOPICS: Bloom's: Application KEYWORDS: Bloom's: Application DATE CREATED: 12/15/2017 2:54 PM Copyright Cengage Learning. Powered by Cognero.

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54. The forgetting function is based on research showing that things that are remembered, including ad messages: a. can be remembered almost indefinitely. b. are removed from short-term memory almost immediately. c. fade from people‘s memories at mathematically calculated intervals. d. are retained only if the individual wants to remember them.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 2:56 PM DATE MODIFIED: 12/15/2017 2:57 PM 55. Share of voice is a calculation of any one advertiser‘s brand expenditures relative to the: a. overall spending in a category. b. total revenue generated by competitors. c. reach of several media vehicles. d. frequency of its ads.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/15/2017 3:00 PM DATE MODIFIED: 12/15/2017 3:02 PM 56. Which of the following is true of the square root law which states that the recognition of print ads increases with the square of the illustration? a. It should be used as a general guideline. b. It should be considered purely as a law. c. It is not true. d. It offers customized feedback on different advertising efforts.

ANSWER: a POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 3:04 PM DATE MODIFIED: 12/15/2017 3:06 PM 57. In the world of advertising and promotion, CPM is one measure of media efficiency. What does the ―M‖ in CPM stand for? a. Media plan b. Media class c. The share of voice d. The Roman numeral for 1,000 ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 3:12 PM DATE MODIFIED: 12/15/2017 3:13 PM 58. You are working with a client on their print media. You tell the client that a full-page, black-and-white ad will cost them $1,650 to run once. You also remind the client that the circulation of the magazine is 50,000. To give the client the cost per thousand for this media buy, which formula would you use? a. Take 50,000 divided by 1,650 multiplied by 1,000 b. Take 1,650 multiplied by 1,000 divided by 50,000 c. Add 1,650 and 50,000 divided by 1,000 d. Take 50,000 divided by 1,000 plus 1,650 ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application Copyright Cengage Learning. Powered by Cognero.

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59. Net promoter scores measure: a. the number of times a customer clicks on a pop up link. b. the good mentions and bad mentions of a brand in the social media. c. offline consumer behavior. d. whether consumers search for online offers or not.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/15/2017 3:27 PM DATE MODIFIED: 12/15/2017 3:29 PM 60. Usually, each spring, television programming and ad executives participate in the upfronts, or a period where the networks reveal: a. their fall lineups and presell advertising. b. above-the-line promotions. c. media buying services. d. a unique selling proposition.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-6 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 4:32 AM DATE MODIFIED: 12/18/2017 4:33 AM 61. Overall, computer modeling and algorithms: a. help replace planning and sound judgment made by media specialists. b. provide standardized reports that are comparable across media categories. c. lean toward high-end media options that result in costly media buys. d. assess a wide range of possibilities and is a big change in advertising and media.

ANSWER: d Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-7 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 4:35 AM DATE MODIFIED: 12/18/2017 4:36 AM 62. S&S is the agency of record for all brewing products of a beer manufacturer. This means that S&S has been chosen by the client to: a. assess the impact of the different ads of the company. b. handle all creative services and production issues. c. negotiate contracts for time and space. d. collect detailed consumer information.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-8 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 4:42 AM DATE MODIFIED: 12/18/2017 4:43 AM 63. Which of the following is true of upfronts? a. It is increasing in popularity and will gain twice as much popularity within the next decade. b. It is a television programming ritual conducted in the fall each year. c. It is a period where the television networks reveal their fall line-ups and presell advertising on them. d. About 25 percent of prime-time television advertising is bought in upfronts.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-8 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Comprehension Copyright Cengage Learning. Powered by Cognero.

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Scenario 12-1 Appleberry Farms Organic Jam has been the number one jam in the jam and jelly category for several years. Although still a number two in this category, Blackberry Valley Organic Jam is gaining a strong foothold. Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its 2008 sales.

Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.

Appleberry Farm has been put on notice. Blackberry Valley Jam's move up came despite lower ad spending than Appleberry Farm Jam. The Blackberry brand spent about $972,000 in measured media during 2010, compared to $1,553,000 spent by Appleberry. Blackberry also underwent an aggressive re-launch last year with reformulated flavors, revamped packaging, new ads, and additional media.

Money spent on advertising jam and jelly products in 2010, by brand: Appleberry Farm Jam $1,553,000 Blackberry Valley Jam $972,000 Total for product category $3,714,000 Approximate 2010 Jam and Jelly category sales, by brand: Appleberry Farm Jam $39,466,000 Blackberry Valley Jam $16,301,000 Total for product category $81,732,000 64. (Scenario 12-1) If Blackberry Valley uses below-the-line promotions to boost its sales, which of the following is it most likely using? a. Preprinted inserts b. Television commercials c. Ads in magazines d. Retail shelving ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.12-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking: Re - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 4:48 AM DATE MODIFIED: 12/18/2017 4:49 AM 65. (Scenario 12-1) A new line of Blackberry Valley jams is being launched. Its agency‘s media planner calls two consumer research companies—Mediamark Consumer Research and BehaviorScan— and asks for data before placing ads for the new products. Mediamark Research and Information Resources will be furnishing information on: Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters a. the environmental laws that the company needs to follow in order to produce the jam in a sustainable way. b. the brand preferences, purchasing habits, and purchase size of customers. c. the additional features that the company's products have in comparison with products of their competitors. d. the different ways in which production processes can be made more efficient.

ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 4:52 AM DATE MODIFIED: 12/18/2017 4:52 AM 66. (Scenario 12-1) Blackberry Valley's ad agency has come up with a series of ideas through which they are planning to target people who are health-conscious and are looking for organic options. The agency has decided to use the social media to find out detailed behavioral information about customers. The agency also plans to turn these individuals into advocates of their brand. Which of the following is the company using? a. Continuous scheduling b. Media mix c. Below-the-line promotions d. Big Data ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 4:53 AM DATE MODIFIED: 12/18/2017 4:54 AM 67. (Scenario 12-1) Blackberry Valley is currently assessing its brand expenditures relative to the overall spending of its product category of jams. Which of the following is the company calculating? a. Share of customers b. Share of volume c. Share of voice d. Share of mind ANSWER: c POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 4:55 AM DATE MODIFIED: 12/18/2017 4:56 AM 68. (Scenario 12-1) Share of voice of a company can be calculated to: a. the essential good mentions–bad mentions about a particular brand or product. b. understand the strengths and weaknesses of competitor's products. c. determine a brand‘s share of product category spending on a particular advertising medium. d. assess the threats in a particular market.

ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking: Re - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 4:57 AM DATE MODIFIED: 12/18/2017 4:58 AM Scenario 12-2 When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition. For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older. In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas. American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.

The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300. The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.

69. (Scenario 12-2) A media planner working for a high-end clothing retailer looks at its sales figures and discovers that a vast majority of its sales generated are from large cities. She decides to buy space in American Life editions that reach the top 10 metropolitan markets. This media strategy is referred to as: a. geo-targeting. b. flighting. c. pulsing. d. share of voice.

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Test Bank for All Chapters ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 5:05 AM DATE MODIFIED: 12/18/2017 5:08 AM 70. (Scenario 12-2) The owners of an oak furniture company want to know the approximate number of people who will be exposed to the ad if they decide to place an ad in the magazine. Which of the following are they referring to? a. Reach b. Scope c. Dimension d. Frequency ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 5:08 AM DATE MODIFIED: 12/18/2017 5:09 AM 71. (Scenario 12-2) The owners of the oak furniture company are now considering buying an ad in American Life.

However, before they go ahead with their decision, they want to know the approximate number of times an individual within a target audience will be exposed to an ad in American Life in a given period of time. Which of the following are they referring to? a. Placement b. Frequency c. Reach d. Continuity ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 5:10 AM DATE MODIFIED: 12/18/2017 5:11 AM 72. (Scenario 12-2) Each medium under consideration in a media plan must be scrutinized for the efficiency with which it performs. In other words, an advertiser might select American Life because it delivers messages to the largest target audiences at the lowest cost. Which of the following helps measure this? a. Net volume b. Price/cost transparency c. Cost per thousand d. Net promoter score ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 5:31 AM DATE MODIFIED: 12/18/2017 5:32 AM 73. (Scenario 12-2) Based on the figures provided, what is the CPM of a single-page, full-color advertisement in American Life's national edition? a. $ 10.99 b. $ 45.19 c. $ 32.06 d. $ 90.98 ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 5:33 AM DATE MODIFIED: 12/18/2017 5:33 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters Scenario 12-3 Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of 850,000. The entire adult population of the city is considered Champion Chocolate's target market.

Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine‘s Day, Easter Sunday, Mother‘s Day, Thanksgiving Day, and Christmas Day. They decide to use local television, magazine, and newspapers to advertise the products.

Champion Chocolate selects three specific vehicles to carry its message: Six spots will run on a local TV news show. The show has a rating of 30.

Eight ads will run in the regional edition of a magazine. The magazine has reach of 10. Twelve ads will run in the local newspaper. The paper has a reach of 40.

74. (Scenario 12-3) Champion Chocolate used newspapers, local television, and magazines to promote their products.

Which of the following did they use? a. Media classes b. Media vehicles c. Big Data d. Media scope ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 5:34 AM DATE MODIFIED: 12/18/2017 5:37 AM 75. (Scenario 12-3) As part of its media planning process, Champion Chocolate is searching information about its target market that cover details such as their purchase frequency, brand loyalty, and media exposure. This type of detailed information on consumer behavior can only be obtained from a(n): a. single-source tracking service. b. media-buying service. c. agency of record. d. media class.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Reflective Thinking United States - OH - DISC: Research Bloom's: Application 12/18/2017 5:37 AM 12/18/2017 5:38 AM

76. (Scenario 12-3) Champion Chocolate is assessing the effective frequency for its line of chocolates. This refers to the number of times: a. consumers purchase the company's products. b. consumers act as brand ambassadors and discuss about the brand or its products with prospective customers. c. the city media vehicle must carry the ad message to break through the advertising clutter. d. the target audience must be exposed to the ad message before the objectives of the advertiser are met.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 5:39 AM DATE MODIFIED: 12/18/2017 5:39 AM 77. (Scenario 12-3) To calculate the reach of their product, the company's media planners begin calculating gross impressions. To do so, they would calculate: a. the sum of exposures to the entire media placement in the media plan. b. add the figures of between-vehicle duplication and within-vehicle duplication. c. the gross number of media vehicles used in a schedule. d. the total number of times an individual in a target audience is exposed to a message.

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 5:42 AM DATE MODIFIED: 12/18/2017 5:42 AM 78. (Scenario 12-3) Champion Chocolate wants to advertise throughout the year but promote its products more rigorously during the holidays. Thus, its advertising schedule is reflective of a _________ strategy.

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Test Bank for All Chapters a. net promoting b. continuity c. pulsing d. flighting ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 5:44 AM DATE MODIFIED: 12/18/2017 5:44 AM Scenario 12-4 You scan job advertisements available in Dallas on craigslist.com and find what may be your dream job. The posting reads, "Entry-level position in media." You click on it, and the ad says, "Motivated individual sought to aid in media planning and buying at an established advertising agency. Must have general knowledge of the media and be aware of the current challenges media buyers are likely to face. Salary negotiable." You email your resume and cover letter to the contact person in the ad, and you receive a response setting you up for an interview next week.

79. (Scenario 12-4) The interviewer welcomes you, allows for initial introductions, and then starts the interview. "We have a client that manufactures ebony furniture. Recently, it has launched a new line of furniture and we plan to promote its new line through a media vehicle. According to you, which should we use to promote the line?" a. Network TV b. Newspapers c. Newsweek d. Syndicated TV ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 5:45 AM DATE MODIFIED: 12/18/2017 5:47 AM 80. (Scenario 12-4) The interviewer says that the position will involve working with both measured and unmeasured Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters media. Then she asks what you know about these two types of media. You should answer by saying: a. "In the early days of advertising, all media were unmeasured. Currently, however, only advertising on the Internet is considered unmeasured." b. "Measured media include the Internet, television, radio, magazine, newspaper, and outdoor media.

Unmeasured media include everything else, such as events, product placements, and coupons." c. "Measured media includes paid Internet search and retail shelving. Unmeasured media consists of syndicated and local TV." d. "Measured media is directed at households and individuals. Unmeasured media is directed at businesses and members of trade channels."

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 5:49 AM DATE MODIFIED: 12/18/2017 5:50 AM 81. (Scenario 12-4) The interviewer says that one of your responsibilities at the job will be to gather details of audience members of every local TV vehicle, so clients can be informed about the key characteristics of their target markets. Which of the following would you need to do in order to perform this task? a. Organize above-the-line promotions for your clients. b. Use continuous scheduling for your media schedules. c. Calculate the share of voice of your clients. d. Contact a single-source tracking service like BehaviorScan.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 5:51 AM DATE MODIFIED: 12/18/2017 5:52 AM 82. (Scenario 12-4) The interviewer says that it's very important to calculate the effective reach of each ad in order to make it effective and then asks you, "Can you tell me how the effective reach of an ad can be calculated?" Which of the following should be your response? a. ―By finding the number of consumers in a target audience that are exposed to an ad some minimum number of times.‖ Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. ―By measuring the dollar cost of reaching 1,000 members of an audience using a particular medium.‖ c. ―By calculating the total number of essential good mentions against the total number of bad mentions about a brand.‖ d. ―By measuring an ad‘s brand expenditures relative to the overall spending in a product category.‖ ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 5:53 AM DATE MODIFIED: 12/18/2017 5:53 AM 83. (Scenario 12-4) The interviewer says, "Around here, for most media classes, we generally use cost per thousand to determine which media delivers the largest audience at the lowest cost. And of course with the Internet, we use another measure to calculate how people mention the brands." If you‘re smart, you will respond by saying: a. "Oh really? Might that be the really simple syndication?" b. "Oh really? Might that be the gross rating points?" c. "Oh really? Might that be the net promoter scores?" d. "Oh really? Might that be the cost per rating point?"

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 5:55 AM DATE MODIFIED: 12/18/2017 5:55 AM 84. (Scenario 12-5) ―Which media __________, such as television, radio, newspaper, magazine, or Internet, do you think would best communicate with your potential customers?‖ a. plan b. class c. vehicle d. program ANSWER: b POINTS: 1 DIFFICULTY: Easy Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 6:06 AM DATE MODIFIED: 12/18/2017 6:06 AM 85. (Scenario 12-5) ―Is there a national media ______, such as USA Today, Time, or the Wall Street Journal, that you would like to consider using to communicate with your customers?‖ a. vehicle b. class c. reach d. mix ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 6:08 AM DATE MODIFIED: 12/18/2017 6:09 AM 86. (Scenario 12-5) ―Did you have a rough figure in mind concerning your _____, that is, the number of people or households that you‘d like to see exposed to the chosen media at least once during the campaign?‖ a. geographic scope b. cost per thousand c. reach d. continuity ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 6:10 AM DATE MODIFIED: 12/18/2017 6:11 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 87. (Scenario 12-5) ―Are smaller print ads okay? Or are you a firm believer of the ______, that is, increased size means increased recognition?‖ a. square root law b. net promoter score c. forgetting function d. message weight ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 6:13 AM DATE MODIFIED: 12/18/2017 6:14 AM 88. (Scenario 12-5) ―Do you want to restrict your television buying to _______, meaning you‘ll pay premium pricing charged in advance of the fall season? Or are you willing to wait and see what is still available later in the season?‖ a. gross impressions b. unmeasured media c. upfronts d. context effects ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-8 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 6:15 AM DATE MODIFIED: 12/18/2017 6:16 AM Scenario 12-6 Taylor, Fern, and Hynes have recently published a short booklet entitled Media Choices: Efficiency and Competitive Assessment. This is a tool that advertising agencies and media planners can offer to clients so that they can understand how to better determine their media mix. Included below are several short excerpts from the booklet. Please complete the missing part of each excerpt, based on your study of the chapter.

89. (Scenario 12-6) ―When a firm compares its brand advertising expenditures in a medium to the total product Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters category advertising expenditures in a medium, it is able to determine the: a. cost per thousand.‖ b. share of voice.‖ c. cost per rating point.‖ d. reach and frequency.‖ ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.12-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 6:17 AM DATE MODIFIED: 12/18/2017 6:20 AM 90. (Scenario 12-6) ―Which media delivers the largest audiences at the lowest cost? This is determined by calculating the ratio of the cost of the media buy to the total audience and then multiplying it by 1,000. This is known as: a. share of voice per thousand.‖ b. net promoter score.‖ c. net volume.‖ d. cost per thousand.‖ ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 6:20 AM DATE MODIFIED: 12/18/2017 6:21 AM 91. (Scenario 12-6) "The metric known as _______ measures how much conversation about a brand occurs on the Web in a given period." a. cost per thousand b. share of voice c. net volume d. gross impressions ANSWER: c POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 6:23 AM DATE MODIFIED: 12/18/2017 6:23 AM 92. (Scenario 12-6) ―Among advertising agencies, the client‘s agency of record is the one chosen by the client specifically to: a. gather all data necessary to measure media exposure.‖ b. coordinate creative efforts for the firm.‖ c. purchase all time and space.‖ d. keep records of all ongoing research efforts.‖ ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-8 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 6:28 AM DATE MODIFIED: 12/18/2017 6:28 AM 93. What is a media strategy and why is it needed to prepare a media plan? Why is media planning essential before media buying? What are the different components of a media plan?

A media strategy determines what you want to do with your media—buy simple ANSWER: awareness, counter a competitor‘s claims, reposition your brand, react to good or bad media publicity, or establish an image and good feel surrounding your brand. It helps you match message objectives with media choices. Thus, the true power of a media plan rests in the media strategy.

Media planning determines where and when the advertiser‘s money is spent, and thus, is vital. It requires creativity and strategic thinking, because to do it, an advertiser needs to understand what he is trying to do with media, why he is doing it, and the key aspects of the various tools at his disposal. A media plan specifies the media in which advertising messages will be placed to reach the desired target audience.

A media plan includes a strategy, objectives, media choices, and a media schedule for placing a message. An advertiser should always know and pay close attention to the fundamental qualities of each medium and specific vehicle in terms of what a brand is trying to do. To be effective, the advertiser needs to be able to see the media buys in the Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters strategic context of brand communication and consumer behavior goals.

POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Analysis DATE CREATED: 12/18/2017 6:30 AM DATE MODIFIED: 12/18/2017 6:30 AM 94. How is the concept of message weight associated with gross impressions? Why are media planners interested in the message weight of a media plan?

Message weight is a media measure and refers to the total mass of advertising delivered.

ANSWER: Message weight, at least in traditional media, is typically expressed in terms of gross impressions. Gross impressions represent the sum of exposures to the entire media placement in a media plan.

Media planners are interested in the message weight of a media plan because it provides a simple indication of the size of the advertising effort being placed against a specific market.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 6:32 AM DATE MODIFIED: 12/18/2017 6:32 AM 95. Axel Corporation has been manufacturing chocolate chips for over 60 years. This year, the sales for 12-oz. packages of both milk chocolate chips and dark chocolate chips are strong in the U.S., but they peak from Thanksgiving through New Year's Eve, with November and December often producing sales that add up to four times that of the ―average‖ month. Describe the three different media scheduling options that the company can consider when deciding on media scheduling. Recommend the scheduling option that would be most appropriate for the company to adopt.

The three choices of media scheduling for Axel Corporation would be continuous ANSWER: scheduling, flighting, and pulsing.

Continuousscheduling is a pattern of placing ads at a steady rate over a period of time.

Flighting is achieved by scheduling heavy advertising for a period of time, usually two weeks, then stopping advertising altogether for a period, only to come back with another heavy schedule.

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Test Bank for All Chapters Pulsing combines elements from continuous and flighting techniques. Advertisements are scheduled continuously in media over a period of time, but with periods of much heavier scheduling.

The best choice for Axel Corporation would be a pulsing schedule. This is because pulsing is most appropriate for products that are sold fairly regularly all year long but have certain seasonal requirements.

POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 6:34 AM DATE MODIFIED: 12/18/2017 6:34 AM 96. Explain how the World Wide Web has changed the traditional brand–consumer relationship.

Facebook, Twitter, and others have revolutionized the way we think about mediated ANSWER: communication. From the earliest work on brand communities, Muniz and O‘ Guinn noted that this new paradigm is represented by three nodes rather than the traditional two: marketer–consumer–consumer. Consumers talk to other consumers and like to talk to other consumers about consumer stuff. Now, through the Internet, they can, for almost no cost, instantaneously, and with the power of huge numbers.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 6:38 AM DATE MODIFIED: 12/18/2017 6:38 AM 97. What is meant by the term Madison & Vine? Describe the source of this term and the nature of this phenomenon in the world of advertising.

Madison & Vine is a term coined by Scott Donaton at Advertising Age. It is a recognized, ANSWER: full-fledged attempt to merge media in the form of branded entertainment on television, in games, in retail settings called brandscapes, on mobile phones—all across the board. The concept is also referred to as branded entertainment and emerged long ago, with simple product placements in movies, radio, and then television shows.

The basis for the idea was that traditional advertising was no longer cost effective and that the cost of making and promoting films and music was also out of control. For clients seeking branded entertainment opportunities, there typically are three primary approaches.

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Test Bank for All Chapters The most straightforward and least expensive is product placement. A more sophisticated approach involves storyline integration, such as putting a UPS delivery truck in an EA Sports NASCAR game. Original content, as when BMW produced short online film clips featuring their vehicles, is the most expensive, but potentially most compelling, form of branded entertainment.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 6:39 AM DATE MODIFIED: 12/18/2017 6:41 AM 98. How is an agency of record and a media-buying service similar to one another? Identify the differences between them.

Both an agency of record and a media-buying service help an organization purchase media ANSWER: time and space.

An agency of record is an advertising agency chosen by the advertiser to purchase time and space. The agency of record coordinates media discounts and negotiates all contracts for time and space. Any other agencies involved in the advertising effort submit insertion orders for time and space within those contracts.

In contrast, a media-buying service is an independent organization that specializes in buying large blocks of media time and space and reselling it to advertisers. Some agencies and companies have developed their own media-buying units.

POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-8 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Analysis DATE CREATED: 12/18/2017 6:41 AM DATE MODIFIED: 12/18/2017 6:41 AM 99. What is programmatic media buying, and how is it an industry game changer in advertising and integrated brand promotion?

Programmatic media buying is when there is automatic buying of ads based on data such as ANSWER: online consumer behavior. It may be digital and based on third parties that sell data. It has come a long way very quickly in changing how media is bought. It can also relate with bidding for key words and big data. Thus, it spans both topics of big data and algorithims.

Programmatic advertising (in digital) expenditures are currently $39 billion and are Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters predicted to soon be $64 billion. Most comes from the U.S., where the practice started. It is a game changer because the industry is transformed and the explosion of data about markets and consumers has brought an emphasis on computerized media planning tools and models.

POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.12-8 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Analysis DATE CREATED: 12/18/2017 6:42 AM DATE MODIFIED: 12/18/2017 6:43 AM

1. As opposed to using traditional media, using digital media makes it easier to make an advertising campaign global. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 6:53 AM DATE MODIFIED: 12/18/2017 6:53 AM 2. Digital media must synergize with traditional media in order to work most effectively. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 6:54 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/18/2017 6:54 AM

3. If the consumer doesn‘t see the message, no matter how creative or brilliant, it is not an effective message. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 6:56 AM DATE MODIFIED: 12/18/2017 6:56 AM 4. Advertising budgets in the U.S are shifting from traditional print, radio, and television media to include digital media. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 6:57 AM DATE MODIFIED: 12/18/2017 6:58 AM 5. Newspapers especially have had to synergize with their digital platforms or websites. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Comprehension Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/18/2017 6:58 AM 12/18/2017 6:59 AM

6. Traditionally, newspapers were known for advantages of geographic selectivity and timeliness. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 7:00 AM DATE MODIFIED: 12/18/2017 7:00 AM 7. There are certain objectives advertising can achieve—particularly creative goals—only with traditional mass media that digital, social, and mobile media cannot match. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 7:03 AM DATE MODIFIED: 12/18/2017 7:03 AM 8. As artificial intelligence technology advances, advertisers gain the ability to identify and analyze multiple media for pinpoint targeting. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Analytic United States - OH - DISC: Strategy Bloom's: Comprehension 12/18/2017 7:04 AM 12/18/2017 7:05 AM

9. One massive change in media relates with new media options. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 7:13 AM DATE MODIFIED: 12/18/2017 7:14 AM 10. An iconic design in advertising, Absolut vodka has relied for many years on magazines to effectively reach its target audience with high quality print ads. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 7:15 AM DATE MODIFIED: 12/18/2017 7:15 AM 11. Pay-for-inquiry advertising is a payment method in which the medium gets paid by advertisers based on the number of inquiries received in response to an ad. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 7:16 AM DATE MODIFIED: 12/18/2017 7:17 AM 12. An advantage of magazines is that they are synergistic with digital media. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 7:18 AM DATE MODIFIED: 12/18/2017 7:18 AM 13. One advantage of magazines as a media choice is their audience selectivity, which can be based on demographics, lifestyle, or special interests. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 7:19 AM DATE MODIFIED: 12/18/2017 7:20 AM 14. Like newspapers, magazines have been struggling in a changing media world. a. True b. False ANSWER: True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 7:21 AM DATE MODIFIED: 12/18/2017 7:21 AM 15. While some magazines have not made it, others have had increases in circulation and readership. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 7:22 AM DATE MODIFIED: 12/18/2017 7:23 AM 16. Spending in magazines by several top advertisers is down, reflecting the general decline in advertising placement in traditional media. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 7:24 AM DATE MODIFIED: 12/18/2017 7:24 AM 17. Pass-along readership is an advantage to magazines. a. True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 7:25 AM DATE MODIFIED: 12/18/2017 7:25 AM 18. Advertisers are exploring other ways to take advantage of the interactive digital environment beyond digital versions of magazine publications. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 7:39 AM DATE MODIFIED: 12/18/2017 7:40 AM 19. Television syndication is either original programming or programming that first appeared on network TV. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 7:41 AM Copyright Cengage Learning. Powered by Cognero.

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12/18/2017 7:41 AM

20. Barter syndication takes both off-network and first-run syndication shows and offers them free or at a reduced rate to local TV stations. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 7:42 AM DATE MODIFIED: 12/18/2017 7:43 AM 21. Programming transmitted to audiences via satellite transmission is an option for consumers. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 7:47 AM DATE MODIFIED: 12/18/2017 7:47 AM 22. The web, tablets, and smartphones all can relate to the next evolution of television. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Comprehension 12/18/2017 7:49 AM 12/18/2017 7:49 AM

23. The involuntary and frequent intrusion of commercials has made television advertising the most distrusted form of advertising among consumers. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 7:50 AM DATE MODIFIED: 12/18/2017 7:51 AM 24. Television has a high absolute cost. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 7:52 AM DATE MODIFIED: 12/18/2017 7:53 AM 25. Narrowcasting is the development and delivery of specialized programming to well-defined audiences. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Analytic United States - OH - DISC: Research Bloom's: Knowledge 12/18/2017 7:57 AM 12/18/2017 7:57 AM

26. A program rating is the percentage of TV households that are in a market and are tuned to a specific program during a specific time period. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 7:59 AM DATE MODIFIED: 12/18/2017 7:59 AM 27. A ratings point indicates that 1 percent of all the TV households in an area were tuned to the program measured. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 8:05 AM DATE MODIFIED: 12/18/2017 8:05 AM 28. Households using TV, or HUT, indicates that 100 television households in a given area were tuned to the program being measured. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 8:11 AM DATE MODIFIED: 12/18/2017 8:12 AM 29. Share of audience provides a measure of the proportion of households that are using TV during a specific time period and are tuned to a particular program. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 8:15 AM DATE MODIFIED: 12/18/2017 8:15 AM 30. The future of television is likely to include greater viewer participation in programming. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 8:16 AM DATE MODIFIED: 12/18/2017 8:16 AM 31. Radio syndication provides complete programs to advertisers on a pay-per-results basis. a. True b. False ANSWER: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 8:18 AM DATE MODIFIED: 12/18/2017 8:18 AM 32. Advertisers invest about $8 billion annually in radio advertising to reach national and local audiences. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 8:20 AM DATE MODIFIED: 12/18/2017 8:20 AM 33. Though it is limited to a one-dimensional presentation, radio is a medium with a setting for true creativity, often described as the theater of the mind. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 8:29 AM DATE MODIFIED: 12/18/2017 8:29 AM 34. Internet radio has a wide and enthusiastic following with sites like Pandora and Spotify. a. True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 8:30 AM DATE MODIFIED: 12/18/2017 8:31 AM 35. Which of the following is true of IBP in the media environment today? a. It is settled into a predictable structure. b. Traditional media is more important than digital. c. Digital media must synergize with traditional media to work effectively. d. Traditional media companies must avoid getting into new media.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 8:32 AM DATE MODIFIED: 12/18/2017 8:33 AM 36. Media decisions are critically important for two reasons. One of these reasons is that: a. advertisers need to develop creative messages for their target audiences. b. advertisers need media to reach audiences that are likely in need of the information. c. ad messages should sound credible to the audience. d. they directly empower consumers.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Bloom's: Comprehension 12/18/2017 8:34 AM 12/18/2017 8:35 AM

37. Digital media allows advertisers to make ________ in campaigns, whereas traditional media could not. a. headlines b. direct mail c. media plans d. rapid changes ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 8:36 AM DATE MODIFIED: 12/18/2017 8:37 AM 38. Advertisers are boosting spending on digital, social, and mobile media because of more _________ and the ability to communicate when and where consumers are making decisions. a. broadcast b. print c. precise targeting capabilities d. radio ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 8:38 AM DATE MODIFIED: 12/18/2017 8:39 AM 39. As print circulation and ad revenues decline in the digital age, newspapers get to: a. have high program ratings. b. target small, selective audiences. c. reinvent themselves and become digital. d. spend more money on advertising time slots.

Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 8:41 AM DATE MODIFIED: 12/18/2017 8:41 AM 40. Newspapers are an excellent medium for: a. retailers who require a wide range of creative options same as those available in broadcast media. b. retailers or other local businesses targeting local geographic markets. c. advertisers looking for an uncluttered environment to publish ads. d. companies targeting highly selective audiences, with specific economic and social backgrounds.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 8:43 AM DATE MODIFIED: 12/18/2017 8:43 AM 41. Advantages of newspapers include geographic selectivity and _________. a. long life-span b. high credibility c. timeliness d. high geographic selectivity ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge Copyright Cengage Learning. Powered by Cognero.

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12/18/2017 8:45 AM 12/18/2017 8:45 AM

42. The percentage of adults reading daily newspapers is __________. a. rising b. neither declining nor rising c. declining d. growing rapidly ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 8:47 AM DATE MODIFIED: 12/18/2017 8:47 AM 43. What are two disadvantages of newspapers as an advertising medium? a. Creative constraints and cluttered environment b. Time lag and geographic restrictions c. Lack of credibility and timeliness d. Lack of timeliness and high production costs ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 8:49 AM DATE MODIFIED: 12/18/2017 8:49 AM 44. What are three broad categories of newspaper advertising? a. Display advertising, inserts, and classified advertising b. Co-op, classified, and controlled c. Page, column, and insert d. Preprinted insert, free-standing, and special-interest ANSWER: a POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 8:51 AM DATE MODIFIED: 12/18/2017 8:51 AM 45. A clothing manufacturer pays part of the media bill when a local store features the manufacturer's brand in its advertising. What type of advertising is this? a. Segmented b. Syndicated c. Co-op d. Preferred ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 8:53 AM DATE MODIFIED: 12/18/2017 8:53 AM 46. A grocery chain delivers leaflets that contain an ad about the chain. The leaflets are ready to be tucked into the Sunday newspaper before delivery. The grocery chain is using: a. display advertising. b. a preprinted insert. c. co-op advertising. d. a classified ad.

ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 8:55 AM Copyright Cengage Learning. Powered by Cognero.

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12/18/2017 8:55 AM

47. What form of advertising appears as all-copy messages under categories such as sporting goods, employment, and automobiles, and is often taken out by individuals as well as businesses? a. Display advertising b. Classified advertising c. Co-op advertising d. Free-standing inserts ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 8:56 AM DATE MODIFIED: 12/18/2017 8:57 AM 48. An opportunity for newspapers is ________________, where people will get their global and national news from the web but turn to local newspapers for other reasons, such as to get information on local sales. a. a pay-for-inquiry advertising model b. hyper-localism c. preprinted inserts d. free-standing inserts ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 8:58 AM DATE MODIFIED: 12/18/2017 8:59 AM 49. Some analysts suggest that newspapers consider adopting a ___________model. a. preferred position b. competitive parity c. pass-along readership d. pay-for-inquiry ANSWER: d Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 9:00 AM DATE MODIFIED: 12/18/2017 9:01 AM 50. One of the primary advantages that magazines have is: a. short lead times. b. durability. c. frequency. d. audience selectivity.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 9:03 AM DATE MODIFIED: 12/18/2017 9:03 AM 51. AARP is a magazine that targets retiring-aged Americans. This indicates that the magazine uses audience selectivity based on: a. demographics. b. lifestyle. c. special interests. d. cultures.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application Copyright Cengage Learning. Powered by Cognero.

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12/18/2017 9:06 AM 12/18/2017 9:07 AM

52. Magazines provide advertisers: a. the largest reach. b. creative opportunities. c. with a short shelf life. d. up front premiums.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 9:08 AM DATE MODIFIED: 12/18/2017 9:09 AM 53. Which of the following is an advantage of magazines as a medium of advertisement? a. They offer a wide range of creative opportunities. b. They have a very wide reach. c. They have a higher frequency than newspapers. d. They have short lead times.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 9:11 AM DATE MODIFIED: 12/18/2017 9:11 AM 54. Flyfisher magazine is published by the Federation of Fly Fishers. The magazine reaches a highly selective audience by offering content on fishing as a leisure activity. Which of the following is Flyfisher magazine's audience selectivity based on? a. Demographics b. Special Interests c. Age d. Ethnicity Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 9:13 AM DATE MODIFIED: 12/18/2017 9:14 AM 55. Disadvantages of magazines include limited reach and frequency, and: a. lack of creative opportunities. b. lack of audience interest. c. clutter. d. lack of audience selectivity.

ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 9:15 AM DATE MODIFIED: 12/18/2017 9:16 AM 56. What is a disadvantage of magazines as a media choice for advertisers? a. Low reproduction quality b. Long lead times c. Short life d. Lack of audience selectivity ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension Copyright Cengage Learning. Powered by Cognero.

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12/18/2017 9:19 AM 12/18/2017 9:19 AM

57. Magazines have long lead times. This means that: a. they can be reexamined over a week or a month and have a high pass-along readership. b. the cost-per-contact is very high. c. advertisers are required to submit their ads well in advance of the date of publication. d. they have a highly interested readership.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 9:20 AM DATE MODIFIED: 12/18/2017 9:21 AM 58. Hybrid models are very effective for magazines because these models boost a magazine‘s ability to remain magazines; it means the magazines can be both ____________ and ___________. a. in English and Spanish b. visual and text-based c. leisure and informative d. print and digital ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 9:23 AM DATE MODIFIED: 12/18/2017 9:23 AM 59. Regardless of digital or print format, an advantage of magazines is that specialized magazine content attracts audiences with _____________, and those audiences attract advertisers. a. special interests b. small market shares c. large share-of-voice d. multiple language capabilities Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 9:24 AM DATE MODIFIED: 12/18/2017 9:25 AM 60. With its multisensory stimulation, _________ and video present valuable opportunities to advertisers with the diversity of communication possibilities for creative expression of brand value. a. television b. direct mail c. radio d. magazine ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 9:27 AM DATE MODIFIED: 12/18/2017 9:28 AM 61. Aside from web and interactive TV, categories of television include: a. network, satellite, cable, and commercial. b. national, regional, city, and satellite. c. local, cable, syndicated, and network. d. commercial, public, cable, and syndicated.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Knowledge 12/18/2017 9:29 AM 12/18/2017 9:29 AM

62. What type of television transmission broadcasts programming over airwaves to affiliate stations across the United States under a contract agreement? a. Satellite b. Interactive c. Network d. Cable ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 9:33 AM DATE MODIFIED: 12/18/2017 9:34 AM 63. One of the fastest-growing TV options is _________, which is often subscription-based. a. video on demand (VOD) b. local television c. off-network syndicated television d. first-run syndicated television ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 9:35 AM DATE MODIFIED: 12/18/2017 9:35 AM 64. Netflix, Amazon, and Hulu have __________ programming, along with some advertising opportunities. a. smartphone b. video on demand (VOD) c. satellite d. syndicated Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 9:37 AM DATE MODIFIED: 12/18/2017 9:37 AM 65. One of the versions of satellite transmission is direct transmission, which is also known as: a. barter syndication. b. smartphone TV. c. local TV. d. closed circuit.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 9:38 AM DATE MODIFIED: 12/18/2017 9:39 AM 66. A great advantage of television as an advertising medium is its ability to: a. make an advertising message have a long-lasting effect in consumer memory forever. b. be inexpensive in terms of absolute cost. c. send a message through both sight and sound. d. target small yet select audiences with a low reach.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/18/2017 9:40 AM 12/18/2017 9:41 AM

67. A media planner needs to keep in mind that television: a. gives an advertiser the lowest absolute cost. b. has no audience selectivity. c. is underway of the next evolution with programs being accessed by consumers over the Web, as tablet and smartphone streaming or downloads, or via smartphone. d. has a high degree of audience attentiveness.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 9:42 AM DATE MODIFIED: 12/18/2017 9:43 AM 68. When Geico insurance runs commercials on TV, it gets an advantage that cannot be matched by radio or print media.

Which of the following advantages does it have? a. Less fleeting message than that used in print media b. Low absolute cost c. Highly selective geographic targeting d. Low cost-per-contact ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 9:44 AM DATE MODIFIED: 12/18/2017 9:44 AM 69. __________ is the development and delivery of specialized television programming for a particular audience. a. Display advertising b. Narrowcasting c. Spot advertising d. Channel grazing Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 9:45 AM DATE MODIFIED: 12/18/2017 9:46 AM 70. Narrowcasting is most related to: a. audience selectivity. b. cost-per-contact. c. repetition of ads. d. long-lasting message.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 9:47 AM DATE MODIFIED: 12/18/2017 9:48 AM 71. The future of advertising relates with an issue of: a. lack of audience selectivity. b. cutting the cord, or using entertainment-streaming sites to substitute for cable TV. c. cost-per-contact. d. minimal creative opportunities.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehens Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/18/2017 9:49 AM 12/18/2017 9:49 AM

72. Bill likes to view the programs that other channels are airing while an advertisement is being broadcast during the news; which of the following is he demonstrating? a. Narrowcasting b. Attention sharing c. Program rating d. Channel grazing ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 9:50 AM DATE MODIFIED: 12/18/2017 9:51 AM 73. Research has found that 65 percent of a surveyed group of consumers felt that they were ―constantly bombarded with too much advertising.‖ This example demonstrates the disadvantage of ____________ that televisions have. a. poor coverage b. low share of audience c. clutter d. poor reach ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 9:53 AM DATE MODIFIED: 12/18/2017 9:54 AM 74. Animated comedy show, American Family, is being broadcast in Houston. A potential advertiser wants to know how popular the show is in Houston, as well as across the U.S. Research indicates that the show is being watched by 16,400,000 people nationwide. It also indicates that the show is being watched by 759,000 households each week in Houston‘s big city market, which has 3,300,000 households with televisions. What is the program rating for American Family within the Houston market? a. 4.3 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. 20 c. 23 d. 46 ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 9:55 AM DATE MODIFIED: 12/18/2017 9:56 AM 75. Share of audience is based on: a. the percentage of an audience who participate regularly in TV shows. b. the audience for local shows. c. the percentage of households that can afford to buy television sets. d. the proportion of TV households tuned into a program relative to the total TV households using TV. ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 9:57 AM DATE MODIFIED: 12/18/2017 9:57 AM 76. Media research shows that there are 48,500,000 households watching TV during the time that the show Celebrity is broadcast. The program attracts a total of 8,730,000 viewers. This means that the share of audience measure for the program is a(n) _______ share. a. 62 b. 5.5 c. 18 d. 39.9 ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 9:59 AM DATE MODIFIED: 12/18/2017 9:59 AM 77. The categories of radio that an advertiser can choose from are: a. off-network syndication, first-run syndication, and barter syndication. b. network, syndicated, cable, and satellite. c. networks, syndication, AM versus FM, satellite, and Internet/mobile radio. d. satellite, Web, and interactive.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 10:00 AM DATE MODIFIED: 12/18/2017 10:01 AM 78. What change or trend has really impacted internet/mobile radio? a. Clients will either make decisions on running ads or agencies will make decisions on running ads. b. Programs will be based either on news and sports, or business reports and short features. c. Scripts for broadcast will need to be developed, or announcers will need to be hired to ad-lib from a list of points during broadcast. d. Listeners can access online radio stations or build their own radio ―stations‖ that play listeners‘ preferred music genres and playlists.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 10:02 AM DATE MODIFIED: 12/18/2017 10:03 AM 79. Radio offers potential advertisers the ____________ among all media.

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Test Bank for All Chapters a. simplest buying procedures b. most well-defined audience segments c. widest exposure d. highest degree of audience attentiveness ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 10:04 AM DATE MODIFIED: 12/18/2017 10:04 AM 80. With respect to satellite radio, it is primarily installed in _____________. a. homes b. businesses c. consumers‘ vehicles d. international markets ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 10:05 AM DATE MODIFIED: 12/18/2017 10:06 AM 81. Traditionally, radio stations often streamed their content, including ads, online for free, but now some digital radio is _____________. a. the most expensive form of IBP b. required in IBP campaigns c. offered via a subscription basis d. only offered in U.S. media markets ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Creativity KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 10:07 AM DATE MODIFIED: 12/18/2017 10:08 AM 82. A hotel in a small town wants to have radio in the media mix; their aim is to reach locals in this small town. What form of radio seems best for this client? a. International satellite radio b. National spot radio advertising c. Local spot radio advertising d. None, as radio does not reach consumers effectively ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 10:09 AM DATE MODIFIED: 12/18/2017 10:10 AM 83. A question concerning new forms of radio technology, such as satellite radio and online radio such as Pandora or Spotify, is whether listeners will: a. be willing to pay for an entertainment medium that has traditionally been free. b. be affected by ongoing moves toward corporate reductions in marketing. c. increase their overall radio listening time due to increased ads. d. notice the improved audio quality.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 10:11 AM DATE MODIFIED: 12/18/2017 10:11 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters Scenario 13-1 Crystal, a media buyer, is glancing through the latest edition of the industry trade publication, Advertising Age, and notices an ad targeted at media buyers. The ad encourages the purchase of space in a fast-growing magazine that reaches 12- to 18-year-old girls. It invites media buyers to contact the sales department of the magazine for more information. She considers the ad as she has a cosmetics manufacturer as a client who may benefit from this type of ad placement.

84. (Scenario 13-1) Crystal is trying to decide whether to run ads in the teen magazine or in special sections of newspapers attempting to target young people. What disadvantage of newspapers would prompt her to consider the teen magazine? a. Their lack of timeliness and credibility b. Their high absolute cost c. Their high pass-along readership d. Their limited ability to segment target audiences ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 10:13 AM DATE MODIFIED: 12/18/2017 10:15 AM 85. (Scenario 13-1) The media planner understands that a teen-oriented magazine will have one big advantage that magazines have over other print and broadcast media. Which of the following advantages is the media planner most likely referring to? a. An opportunity for high frequency b. A high degree of audience selectivity c. The lowest cost per contact among all major media d. High credibility ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 10:15 AM DATE MODIFIED: 12/18/2017 10:16 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 86. (Scenario 13-1) The agency has designed an ad for a teenage girls' magazine and is fairly sure that the ad will be very effective. Which of the following is most likely a reason for this? a. The ad will reach a large number of readers because magazines have a wider reach than other media vehicles. b. The readers will be exposed to the ad many times because magazines have a higher frequency than most newspapers. c. The ads will get the readers' undivided attention because magazines are free from ad clutter. d. The readers of this magazine are highly interested in the magazine, so the ad will get voluntary exposure.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 10:17 AM DATE MODIFIED: 12/18/2017 10:17 AM 87. (Scenario 13-1) The client is interested in placing an ad in the teen magazine and cites several reasons why placing an ad in the magazine would be a good idea. Which of the following is an incorrect statement and would not be a good reason for this placement? a. Magazines have the additional advantage of voluntary exposure to advertising. b. Magazines are reexamined over a week or a month and have a long life. c. Magazines are free of ad clutter that other forms of media are subjected to. d. Magazines offer high-quality color reproduction for illustrations.

ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 10:18 AM DATE MODIFIED: 12/18/2017 10:19 AM 88. (Scenario 13-1) The client is concerned about paying a lot of money for an ad in a fairly new magazine that hasn‘t yet established itself. Which of the following is most likely to be a reason behind the client's concern? a. The cost-per-contact in magazines is higher than that in direct mail. b. New magazines have short lead times. c. The cost-per-contact of magazines is as high as that of broadcast media. d. Ad space in magazines is more expensive than most newspaper space.

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Test Bank for All Chapters ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 10:21 AM DATE MODIFIED: 12/18/2017 10:21 AM Scenario 13-2 A national radio broadcaster's association hosts an annual convention that attracts station owners and program managers, as well as ad agencies and media planners. As a media planner, you take part in forums on the current status of traditional radio, the competition between AM and FM formats, the growth of satellite and Internet radio, and the rise of new technologies. During one forum, a professor of broadcasting initiates a discussion and poses a number of questions based on real-life situations that he has encountered over the years.

89. (Scenario 13-2) An owner of a large restaurant/lounge wants to run an ad on a radio station that covers the Dallas–Fort Worth metropolitan area and plays country western music. He should choose FM stations rather than AM stations because AM stations are more likely to: a. have a news or talk radio focus. b. have a wide range of music formats. c. send signals that do not use amplitude modulation. d. transmit using frequency modulation.

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.13-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 10:32 AM DATE MODIFIED: 12/18/2017 10:35 AM 90. (Scenario 13-2) The long-time owner of an FM radio station in a mid-size West Coast city is closely monitoring the ups and downs of satellite radio companies. Traditional radio station owners like him, as well as their advertisers, are concerned about the rise of satellite radio mainly because it: a. offers superior sound reproduction at no extra cost. b. is more local than local radio.

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Test Bank for All Chapters c. has no advertising. d. does not charge customers for in-home installation.

ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 10:36 AM DATE MODIFIED: 12/18/2017 10:36 AM 91. (Scenario 13-2) A Midwest sports equipment retailer has its agency set up 60-second commercials on stations in Chicago, Indianapolis, St. Louis, and Milwaukee that regularly cover sports events. In this way, the retailer is buying: a. network radio advertising. b. national syndicated radio advertising. c. local spot radio advertising. d. national spot radio advertising.

ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 10:38 AM DATE MODIFIED: 12/18/2017 10:39 AM 92. (Scenario 13-2) George, a participant at a convention, has recently taken over his grandfather‘s bakery in a Midwestern city. He wants to place a radio spot on one of the local stations. How can George best take advantage of his spot? a. By frequently repeating his advertising messages b. By advertising on AM radio because of its high sound quality c. By creating ads that depend on demonstration or visual impact d. By developing creative ads to be aired on satellite radio ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.13-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 10:40 AM DATE MODIFIED: 12/18/2017 10:41 AM 93. (Scenario 13-2) A nationwide fast-food chain is developing next year‘s media plan and is reviewing the pros and cons of various media options. Radio advertising has its disadvantages, and many are being addressed at this convention.

Which of the following is one of those disadvantages? a. Short closing periods for ad placement b. High per-contact cost c. Limited reach d. Poor audience attentiveness ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 10:43 AM DATE MODIFIED: 12/18/2017 10:44 AM 94. (Scenario 13-3) To keep costs down, the used car dealer decides to make sure that the ads appear every week beside other car sales ads. For this, you need to use __________ advertising. a. preprinted insert b. classified c. co-op d. display ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 10:45 AM DATE MODIFIED: 12/18/2017 10:46 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 95. (Scenario 13-3) You recommend that the manufacturer of ski equipment place ads in several magazines devoted entirely to skiing. Your main reason for this is because magazines have the advantage of: a. targeting highly selective audiences. b. having more reach than any other media class. c. higher frequency. d. short lead times.

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 10:47 AM DATE MODIFIED: 12/18/2017 10:48 AM 96. (Scenario 13-3) The orange juice retailer believes that the appeal of its product cuts across just about every demographic, geographic, and psychographic segment. Thus, one objective for your media plan would be to achieve the widest reach possible. This would suggest the use of: a. television. b. magazines. c. periodicals. d. newsbooks.

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 10:49 AM DATE MODIFIED: 12/18/2017 10:49 AM 97. (Scenario 13-3) The marketing director for the instant grits cereal wants to supplement the company‘s national ad campaigns with local campaigns. He plans to target some southern cities, but wants to use a media class with low absolute cost as well as low cost-per-contact. In such a scenario, he should use: a. newspapers. b. local magazines. c. local radio. d. local television.

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Test Bank for All Chapters ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 10:51 AM DATE MODIFIED: 12/18/2017 10:51 AM 98. (Scenario 13-3) The guitar retailer has never advertised much. The owner now wants a highly creative, cutting- edge campaign that shows the excitement of playing the guitar and gets the attention of both younger and older musicians. He asks for a quick overview of the creative opportunities offered by various major media. You tell him that, in general: a. newspapers offer the best visual reproductive qualities. b. magazines have short lead times that can enhance creative ideas. c. television has strong visual and audio components but has a high cost-per-contact. d. radio offers creative avenues and is especially geared toward musical spots.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 10:52 AM DATE MODIFIED: 12/18/2017 10:53 AM 99. (Scenario 13-4) The research conducted by Greta‘s Garden suggests that besides being able to afford plants for their homes and gardens, the only thing most customers have in common is that they live within the immediate geographic area. They are also interested in the information about the plants and staying up-to-date on what Greta‘s Garden has to offer. In this case, which of the following would be the best media choice for advertising? a. Radio b. Network TV c. Newspapers d. Web TV ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 10:55 AM DATE MODIFIED: 12/18/2017 10:55 AM 100. (Scenario 13-4) Greta‘s Garden plans to use a particular type of advertising to announce a new addition—the full line from Holland Hothouse, a grower of award-winning tulip bulbs and rose bushes. Greta‘s Garden plans to advertise about the new addition in the local newspaper, and Holland will be paying 20 percent of the media bill. What type of advertising is Greta‘s Garden considering? a. Crowdsourcing b. Social network ads c. Infomercials d. Co-op ads ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 10:57 AM DATE MODIFIED: 12/18/2017 10:57 AM 101. (Scenario 13-4) After placing the first few simple ads in the local paper, Greta‘s Garden realizes that it needs to offer customers special offers to help them earn better loyalty. It decides to offer some discount coupons in the Sunday newspaper. What kind of advertising is this? a. A co-op advertisement b. A classified advertisement c. A display advertisement d. A free-standing insert advertisement ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 10:59 AM Copyright Cengage Learning. Powered by Cognero.

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102. (Scenario 13-4) Greta‘s Garden also consults with a media outlet about advertising its products. The salesperson with this firm explains that considering the growing/planting season, they will need to decide soon, because ads must be submitted at least 60 days before they run, and the ad material cannot be changed after the submission. Which media type is the salesperson most likely talking about? a. Television b. Radio c. Newspaper d. Magazine ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 11:01 AM DATE MODIFIED: 12/18/2017 11:01 AM 103. (Scenario 13-4) Greta‘s Garden decides to run a more sophisticated ad in an issue of a regional publication, City Garden magazine. The company wants to print a photo of a garden along with the plants and flowers they offer, and are happy with the color reproduction that the magazine offers. Which advantage of magazines does this represent? a. Pass-along readership b. Long life c. Audience interest d. Creative opportunities ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 11:03 AM DATE MODIFIED: 12/18/2017 11:03 AM 104. As a newly hired media planner with a list of clients who benefit from timely local advertising, you need to be familiar with the advertising options that your metropolitan and suburban newspapers offer. Briefly define the three broad types of newspaper ads, and their sub-types.

Advertisers have several options when it comes to the types of ads that can be placed in a ANSWER: Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters newspaper: display advertising, inserts, and classified advertising.

1) Display advertising in newspapers includes the standard components of a print ad —headline, body copy, and often an illustration—to set it off from the news content of the paper. An important form of display advertising is co-op advertising sponsored by manufacturers. In co-op advertising, a manufacturer pays part of the media bill when a local merchant features the manufacturer‘s brand in advertising.

2) Inserts do not appear on the printed newspaper page but rather are folded into the newspaper before distribution. There are two types of insert advertisements. The first is a preprinted insert, which is an advertisement delivered to the newspaper fully printed and ready for insertion into the newspaper. The second type of insert ad is a free-standing insert (FSI), which contains cents-off coupons for a variety of products and is typically delivered with Sunday newspapers.

3) Classified advertising is newspaper advertising that appears as all-copy messages under categories such as sporting goods, employment, and automobiles. Many classified ads are taken out by individuals, but real estate firms, automobile dealers, and construction firms also buy classified advertising.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 11:04 AM DATE MODIFIED: 12/18/2017 11:04 AM 105. Describe four main advantages of newspapers as a media class.

Newspapers offer many advantages to advertisers: ANSWER: 1) Timeliness: The newspaper is timely even in its printed form. Because of the short time needed for producing a typical newspaper ad and the regularity of daily publication, the newspaper allows advertisers to reach audiences in a timely way.

2) Creative Opportunities: As the newspaper page offers a large and relatively inexpensive format, advertisers can provide a lot of information to the target audience at a relatively low cost. This is important for products or services with extensive or complex features that may need lengthy and detailed copy.

3) Credibility: Newspapers still benefit from the perception that ―if it‘s in the paper, it must be the truth.‖ 4) Audience Interest: Regular newspaper readers are truly interested in the information they are reading and staying current with local and or world happenings.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension Copyright Cengage Learning. Powered by Cognero.

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106. As a media class, one of the drawbacks of newspapers is ad clutter. Explain why. As a media class, do magazines face the same disadvantage?

The average printed newspaper is filled with headlines, subheads, photos, and ANSWER: announcements—not to mention the news stories. This presents a terribly cluttered environment for an advertisement. To make things worse, most advertisers in a product category try to use the same sections to target audiences. For example, home equity loan and financial services ads are in the business section, and women‘s clothing ads are in the metro or local sections.

Magazines are not quite as cluttered as newspapers, but they still represent a fairly difficult context for message delivery. The average magazine is about half editorial and entertainment content and half advertising material, but some highly specialized magazines can have as much as 80 percent of their pages devoted to advertising. And given the narrowly defined audiences, this advertising tends to be for brands in direct competition with each other. In addition to this clutter, there is another sort of clutter that has recently begun to plague magazines. As soon as a new market segment is recognized, there is a flood of ―me too‖ magazines. Such a problem may devalue individual ads, and the magazines in which they appear may reach fewer consumers than the advertiser expected.

POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-2 AIBP.OGUI.19.13-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 11:07 AM DATE MODIFIED: 12/18/2017 11:07 AM 107. Aside from the fact that cable TV offers more channels and more programming, what are the two other aspects that distinguish cable from network TV? Aside from more channels and hence more programming, two other aspects distinguish ANSWER: cable from network TV. First is the willingness of cable networks to invest in original programming. Cable networks are investing record dollar amounts in new, highly specific programming to continue to attract well-defined audiences. Programs like TNT‘s The Closer and Nickelodeon‘s SpongeBob SquarePants attract specific and very large target audiences. Second, there is huge potential revenue from video on demand (VOD).

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Bloom's: Comprehension 12/18/2017 11:09 AM 12/18/2017 11:09 AM

108. An ad agency has just won a new account that wants to begin by focusing on television commercials, and then later, possibly branch into print and Internet ads. The agency‘s account executive, media planner, and account planner meet with the advertiser's team to review advertising options offered by various television formats. What are the four categories of basic television (excluding new and emerging formats such as Web TV and interactive TV) that they would consider?

The four categories of basic television are network, cable, syndicated, and local formats.

ANSWER: Network television broadcasts programming over airwaves to affiliate stations across the United States under a contract agreement. Programming from these networks can be delivered on-air, over cable, through satellite transmission, or by mobile apps to smartphones and tablets. The method of delivery does not change the fact that advertisers can buy time within these ―broadcast‖ programs to reach audiences in hundreds of markets.

Estimates are that network TV reaches more than 90 percent of U.S. households.

Cable television transmits a wide range of programming to subscribers through wires rather than over airwaves. In the United States, about 60 million basic-cable subscribers are wired for cable reception and receive dozens of channels of sports, entertainment, news, music video, and home shopping programming. Cable‘s power as an ad option has grown enormously during the past decade as cable‘s share of the prime-time viewing audience has grown.

Syndicated television is either original programming or programming that first appeared on network TV. It is then rebroadcast on either network or cable stations with pending distribution on the Internet. Syndicated programs provide advertisers with proven programming that typically attracts a well-defined, if not enormous, audience. It includes several sub-types: off-network syndication, first-run syndication, and barter syndication.

Local television Local TV is the programming other than the network broadcast that independent stations and network affiliates offer local audiences. Completely independent stations air old movies, sitcoms, or children‘s programming. Network affiliates get about 90 hours of programming a week from the major networks, but they are free to air other programming beyond that provided by the network.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-4 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 11:10 AM DATE MODIFIED: 12/18/2017 11:11 AM 109. You are selling advertising space for a local radio station. However, many of your potential advertisers use television extensively because of its creative opportunities. What advantages would your radio station offer potential advertisers that television advertising cannot match?

The radio provides several advantages that the television does not. First, radio advertising ANSWER: offers a low absolute cost in reaching potential customers. Second, it offers better geographic selectivity than television can. The narrow transmission of local radio stations Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters gives advertisers the best opportunity to reach well-defined geographic audiences. Third, it reaches customers at home, at work, in the car, in the backyard, in retail outlets and malls, and in other public places. The wireless and portable features of radio provide an opportunity to reach consumers that exceeds all other media. Fourth, it is a more flexible medium than television because it has short closing periods for submitting an ad. This means an advertiser can wait until close to an air date before submitting.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.13-3 AIBP.OGUI.19.13-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/18/2017 11:12 AM DATE MODIFIED: 12/18/2017 11:12 AM

1. The role of digital, social, and mobile media in advertising is a big one, and one that is here to stay and grow as technology evolves. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 12:01 PM DATE MODIFIED: 12/18/2017 12:01 PM 2. Digital marketers can create events with sponsors to help instill brand loyalty with offline, experiential marketing. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology Copyright Cengage Learning. Powered by Cognero.

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United States - OH - DISC: Promotion Bloom's: Knowledge 12/18/2017 12:10 PM 12/18/2017 12:10 PM

3. New media brings new vernacular to consumers, such as ―friend me‖, ―tweet that,‖ or ―snap that.‖ a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 12:14 PM DATE MODIFIED: 12/18/2017 12:14 PM 4. Some of the world‘s leading brand visionaries, as well as new brands, align their corporate websites and digital/social/mobile media objectives based on consumer behavior to enhance their return on investment for advertising and IBP. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 12:17 PM DATE MODIFIED: 12/18/2017 12:17 PM 5. User-generated content generally refers to consumer-generated media. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 12:20 PM DATE MODIFIED: 12/18/2017 12:21 PM 6. More and more media buys are being made programmatically or automatically, a trend that is increasing. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 12:29 PM DATE MODIFIED: 12/18/2017 12:29 PM 7. There are three media types in social media: earned, owned, and paid. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 12:30 PM DATE MODIFIED: 12/18/2017 12:30 PM 8. In the context of social media advertising, owned media are brand assets or objects created within social networks by your organization, such as a Facebook page or a mobile app. a. True b. False ANSWER: True POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 12:32 PM DATE MODIFIED: 12/18/2017 12:32 PM 9. In the context of social media advertising, earned media are advertisements that can be purchased on a social network or other digital platforms. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 12:33 PM DATE MODIFIED: 12/18/2017 12:33 PM 10. Social media and web 2.0 distinguish the progression of the Internet to interactive online communication, participation, and engagement. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 12:35 PM DATE MODIFIED: 12/18/2017 12:35 PM 11. An important term in media as it relates to the Web 2.0 is user-generated content or consumer-generated content. a. True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 12:36 PM DATE MODIFIED: 12/18/2017 12:36 PM 12. In a marketing context, there is a focus on brands and organizations ―liked‖ and mentioned through network effects, including viral sharing. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 12:38 PM DATE MODIFIED: 12/18/2017 12:39 PM 13. It is paramount to use digital, social, and mobile media in a synergistic way with other forms of IBP. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 12:40 PM DATE MODIFIED: 12/18/2017 12:40 PM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 14. Brands can promote products and cross-promote its other social media accounts on digital or social media to engage customers digitally through multiple conversations. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 12:44 PM DATE MODIFIED: 12/18/2017 12:45 PM 15. ―Digital engagement‖ is important. It is a smart idea for brands to embrace social media because it can garner digital engagement in a measurable way for brands, such as with likes, clicks, and shares. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 12:46 PM DATE MODIFIED: 12/18/2017 12:46 PM 16. Some have attributed social media to having a role to some extent in fake news. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge Copyright Cengage Learning. Powered by Cognero.

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17. Fake news can range from information that is inaccurate and attention getting without credible sources, to completely made-up stories in general. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 12:50 PM DATE MODIFIED: 12/18/2017 12:51 PM 18. Social media are accessible in that they are simple to find and use for a broad audience and they are scalable, as network effects play a key role. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 1:29 PM DATE MODIFIED: 12/18/2017 1:30 PM 19. Ephemeral means that the content lasts for a short time, so social media sites like Snapchat are relevant to this term. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Technology United States - OH - DISC: Strategy Bloom's: Knowledge 12/18/2017 1:50 PM 12/18/2017 1:50 PM

20. Web 2.0 leaves no trail of digital footprints, and hides one's online activities from future employers, spouses, and parents. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-2 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 1:51 PM DATE MODIFIED: 12/18/2017 1:52 PM 21. Some brands or ad agencies have set up a ―social media war room‖ to post and monitor comments related to the brand or campaign. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-2 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 1:53 PM DATE MODIFIED: 12/18/2017 1:53 PM 22. Brands should leverage social media as a digital advertising opportunity that can target by consumer lifestyle. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-2 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 1:54 PM DATE MODIFIED: 12/18/2017 1:54 PM 23. The omnichannel nature of shopping these days is important as consumers choose how they wish to browse and buy. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-2 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 1:57 PM DATE MODIFIED: 12/18/2017 1:57 PM 24. In addition to monitoring electronic word of mouth, managers are keenly interested in metrics from social media content and social media advertising. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-2 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 1:58 PM DATE MODIFIED: 12/18/2017 1:58 PM 25. Cost-per-click (or pay-per click) is an advertising revenue model where the advertiser is charged by the number of people who click on, or tap, the ad to pull it up for more information or to see the ad in entirety. a. True b. False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Pricing KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 1:59 PM DATE MODIFIED: 12/18/2017 2:00 PM 26. Web ads in digital and social media are intended to drive traffic off of the site where the digital ad is run, among other things. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 2:01 PM DATE MODIFIED: 12/18/2017 2:01 PM 27. A rectangular ad for microwave popcorn appears at the top of the home page of your favorite e-magazine. This is an example of a banner ad, an early form of digital advertising. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 2:02 PM DATE MODIFIED: 12/18/2017 2:02 PM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 28. Pop-up ads are not the best choice for advertising a product because most people find them annoying. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 2:04 PM DATE MODIFIED: 12/18/2017 2:04 PM 29. Interstitial ads appear on a site after a page has been requested but before it has loaded, and stays onscreen long enough for the message to be registered. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 2:06 PM DATE MODIFIED: 12/18/2017 2:06 PM 30. A customer searches for laptop brands online, and finds other advertisements from well-known laptop brands quoting the prices of their products. This is an example of cost-per-click. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/18/2017 2:07 PM 12/18/2017 2:08 PM

31. Search engine optimization is the process by which advertisers pay websites and portals to place ads in or near relevant search results based on key words. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 2:09 PM DATE MODIFIED: 12/18/2017 2:09 PM 32. Digital advertising investments are a basic of digital advertising and online search. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 2:12 PM DATE MODIFIED: 12/18/2017 2:13 PM 33. SEO, or search engine optimization, is a paid search concept. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Online/Computer Bloom's: Knowledge 12/18/2017 2:14 PM 12/18/2017 2:14 PM

34. There has been a strong and steady growth of Internet advertising from 1996-2016. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 2:15 PM DATE MODIFIED: 12/18/2017 2:16 PM 35. Some types of digital ads written about in the book are social media ads, display/banner ads, and pop-up and popunder ads. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-4 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 2:17 PM DATE MODIFIED: 12/18/2017 2:17 PM 36. Retargeting means serving consumers digital ads that are directly based on past online content that they clicked on. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.14-4 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 2:18 PM DATE MODIFIED: 12/18/2017 2:19 PM 37. Retail brands can use retargeting, serving consumers digital ads that are directly based on online clothing pages they clicked on in the past. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-4 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 2:20 PM DATE MODIFIED: 12/18/2017 2:20 PM 38. Big data is all the rage. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-4 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 2:22 PM DATE MODIFIED: 12/18/2017 2:22 PM 39. Hundreds of millions of online buyers bring e-commerce revenues of U.S. $680 billion a year. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-4 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 2:23 PM DATE MODIFIED: 12/18/2017 2:24 PM 40. A digital footprint is the trail of social media posts, videos, photos, status updates, and online information on a person, organization, or brand. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 2:25 PM DATE MODIFIED: 12/18/2017 2:25 PM 41. A click-through is the number of page elements, or hyperlinks, that have actually been requested as the user moves from a display/banner ad to the related link at the corporate/brand home page. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 11:13 PM DATE MODIFIED: 12/18/2017 11:14 PM 42. Interactivity refers to two-way communications that can feed off one another, and it is an advantage of digital media. a. True b. False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 11:15 PM DATE MODIFIED: 12/18/2017 11:15 PM 43. Digital and mobile advertising is easily integrated and coordinated with other forms of integrated brand promotion. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 11:17 PM DATE MODIFIED: 12/18/2017 11:17 PM 44. Integration of digital, social, and/or mobile with other components of the marketing mix is one of the easiest integration tasks in the IBP process due to the flexibility and deliverability of web advertising. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 11:25 PM DATE MODIFIED: 12/18/2017 11:25 PM 45. A big concern is privacy as an issue in digital, social, and mobile media.

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Test Bank for All Chapters a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 11:27 PM DATE MODIFIED: 12/18/2017 11:27 PM 46. Digital footprint is defined as your profile of personal information, accessible online to a spectrum of people. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 11:29 PM DATE MODIFIED: 12/18/2017 11:29 PM 47. Online resistance is an attitude or behavior of consumers against the digital marketing movement. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 11:35 PM DATE MODIFIED: 12/18/2017 11:36 PM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 48. A privacy seal usually is a logo that shows the site has been endorsed by a member of a third-party privacy endorser. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 11:37 PM DATE MODIFIED: 12/18/2017 11:37 PM 49. Common use of social networking brings disclosure issues to different audiences, and consumers should be aware of some vulnerabilities, like loss of information control and digital vigilance. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 11:38 PM DATE MODIFIED: 12/18/2017 11:38 PM 50. Click fraud is where billions of advertising funds have been lost. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/18/2017 11:39 PM 12/18/2017 11:39 PM

51. Click fraud relates with charging or paying for advertising online, thinking a consumer clicked on the ad, but it instead was fraud and not actual consumers. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 11:41 PM DATE MODIFIED: 12/18/2017 11:41 PM 52. Concerns for advertisers include what kind of content will be adjacent to digital, social, and mobile ads when using programmatic media, as well as if their ad is placed near fake news or other non-credible content. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 11:42 PM DATE MODIFIED: 12/18/2017 11:42 PM 53. Advertising and brand placement within video games is called advergaming. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Technology United States - OH - DISC: Promotion Bloom's: Knowledge 12/18/2017 11:45 PM 12/18/2017 11:45 PM

54. Ephemeral refers to the fleeting nature of a message, such as in Snapchat. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 11:46 PM DATE MODIFIED: 12/18/2017 11:46 PM 55. An advantage of using email marketing is the lack of measurability of the effectiveness of the campaign. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 11:48 PM DATE MODIFIED: 12/18/2017 11:48 PM 56. A person fills out an online form and gives his permission to a bookstore retailer to send messages about new books, sales, and special incentives to his email address. This is referred to as viral marketing. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 11:49 PM DATE MODIFIED: 12/18/2017 11:49 PM 57. A venue for viral campaigns is online videos of either television ads or follow-ons to television ads. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 11:50 PM DATE MODIFIED: 12/18/2017 11:51 PM 58. Viral marketing is the process of consumers marketing to consumers over the Internet through electronic or in-person word of mouth transmitted through emails and electronic mailing lists. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 11:52 PM DATE MODIFIED: 12/18/2017 11:52 PM 59. More than half of paid search clicks are from mobile devices. a. True b. False ANSWER: True POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 11:53 PM DATE MODIFIED: 12/18/2017 11:53 PM 60. Multiple screens and/or multiple devices are an important consideration in advertising and integrated brand promotion today. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/18/2017 11:54 PM DATE MODIFIED: 12/18/2017 11:54 PM 61. Which of the following is true of online communities? a. It depends on mass collaboration as individuals simultaneously create value for themselves and others. b. It involves one-way messaging and online information retrieval. c. It cannot be used for addressing consumers during crisis management. d. It ignores consumer privacy, and people feel unsafe in sharing information on the Internet.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/18/2017 11:59 PM DATE MODIFIED: 12/19/2017 12:00 AM 62. Who is working on mobile measurement guidelines?

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Test Bank for All Chapters a. Consumers b. The industry review board of the Interactive Advertising Bureau c. The FDA d. The FCC ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:01 AM DATE MODIFIED: 12/19/2017 12:02 AM 63. Which of the following is true of paid media? a. It leverages a call to action to like brands on social media sites. b. They are advertisements that can be purchased on a social network or other digital platforms. c. It is the incremental exposure that a brand earns through viral engagement and interactions with the brand. d. They are brand assets or objects created within social networks by an organization.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:03 AM DATE MODIFIED: 12/19/2017 12:04 AM 64. Which of the following best defines social media? a. It involves writing articles related to business and publishing them online on syndicated article sites. b. It consists of developing a website or placing banner advertisements on other web sites. c. It is a group of Internet-based applications that allows for the creation and exchange of user-generated content. d. It is a system of Internet servers that support specially formatted documents.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:05 AM DATE MODIFIED: 12/19/2017 12:05 AM 65. The core of social media is: a. consumer privacy and confidentiality. b. the convenience it provides to direct marketing. c. the security of individual and brand identity. d. individual empowerment and democratization of knowledge.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:07 AM DATE MODIFIED: 12/19/2017 12:07 AM 66. A recent graduate decides to pursue his passion in writing. His strengths are that he is very good with digital and interactive media, prefers writing in a journal format, and has a unique and informal style of writing. Which of the following avenues would best suit his abilities? a. Writing a newspaper column b. Creating a website c. Writing a blog d. Developing a corporate home page ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 12:08 AM DATE MODIFIED: 12/19/2017 12:09 AM 67. Which of the following is true of a blog?

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Test Bank for All Chapters a. It contains text, but not graphics and videos. b. It allows users to tag other users in their networks. c. It focuses on helping users find and add friends and contacts. d. It is a site written and maintained by individuals.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:10 AM DATE MODIFIED: 12/19/2017 12:10 AM 68. __________ enable users to post and read short messages, and the posters are restricted by the number of characters in the message. a. Micro-blogs b. Add-ons c. Metafiles d. Widgets ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:12 AM DATE MODIFIED: 12/19/2017 12:12 AM 69. In the context of photo-sharing websites, which of the following is more likely to attract the attention of a viewer? a. A photo that looks natural and authentic b. A photo that has been digitally enhanced c. A photo that was captured using professional equipment d. A photo that was captured by a professional photographer ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:14 AM DATE MODIFIED: 12/19/2017 12:15 AM 70. One of the advantages of using social media is that: a. it provides advertising opportunities to World Wide Web advertisers. b. it raises reach and spreads the word quickly. c. it cannot be used by competitors to create negative publicity about an organization. d. it is not vulnerable to hackers.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:16 AM DATE MODIFIED: 12/19/2017 12:17 AM 71. ________ is how a consumer or brand uses images and text online to construct or showcase its identity. a. Virtual identity b. Social couponing c. Personal identity d. Blogging ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-2 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:19 AM DATE MODIFIED: 12/19/2017 12:19 AM 72. ________ are consumer-generated images that an online user portrays, which may or may not accurately coincide with the consumers' "real identity."

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Test Bank for All Chapters a. Click-throughs b. Avatars c. Big data d. Interstitials ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-2 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:25 AM DATE MODIFIED: 12/19/2017 12:26 AM 73. To be most effective, brands should leverage social media as a digital advertising opportunity that can target by _______. a. demographics b. consumer lifestyle c. geographic locations d. consumer age ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-2 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:27 AM DATE MODIFIED: 12/19/2017 12:27 AM 74. Which of the following is a predominant concern relating to social media? a. Management of various portals b. Consumer privacy c. Cost-effectiveness d. Restrictions to freedom of speech ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-2 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:28 AM DATE MODIFIED: 12/19/2017 12:29 AM 75. As a brand manager, one must track what is being said by consumers, interpret consumer-generated information, and respond to social media posts and comments. This entails: a. spending time on social networking sites. b. hosting regular feedback sessions. c. developing brand image. d. expertise in branding and excellent socialization skills.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-2 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:30 AM DATE MODIFIED: 12/19/2017 12:31 AM 76. Which of the following is an example of site stickiness? a. The official Facebook page of Peyton Inc. is under maintenance. b. A consumer visits his Facebook profile every evening after reading his emails. c. Fifty percent of the visitors to Peyton Inc.‘s website move onto another site within 10 minutes of visiting the site. d. A consumer visits the Peyton Inc. website several times a day, and spends hours checking the new collection.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-2 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 12:32 AM DATE MODIFIED: 12/19/2017 12:32 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 77. ___________ is a metric that measures the percentage of people who come from or go to another site after clicking on one site. a. Visibility b. A social media engagement c. Site stickiness d. Bounce rate ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-2 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:33 AM DATE MODIFIED: 12/19/2017 12:34 AM 78. Which of the following is true of traditional media and digital media? a. Digital media can never have the reach or impact that traditional media has. b. Traditional media is a dying medium and social media will soon replace it. c. Both digital and traditional media need to create their own niche and function independently of one-another. d. Both traditional and digital media should be seamlessly integrated for maximum impact.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-2 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:35 AM DATE MODIFIED: 12/19/2017 12:35 AM 79. __________ is an advertising revenue model where the advertiser is charged by the number of people who click on the ad to pull it up for more information. a. Bounce rate b. Click-through c. Pay-per-click d. Paid search ANSWER: c POINTS: 1 DIFFICULTY: Easy Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:37 AM DATE MODIFIED: 12/19/2017 12:37 AM 80. Which of the following is an advantage of the pay-per-click model? a. It is less vulnerable to click fraud. b. Advertisers have to pay only for a pulled exposure. c. People who click on the ad usually buy the product, which is more profitable. d. It is the least expensive Internet advertising model.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:38 AM DATE MODIFIED: 12/19/2017 12:39 AM 81. An organization needs to reach out to a specific target audience, and has decided that it wants to use social media advertising to do so. It wants to buy specific keywords to accurately target the audience who would want to see these ads.

The aim is to get a high effective exposure rate and engagement rate without invading consumer privacy. Which of the following advertising revenue models would best suit the organizations‘ needs? a. Bidding for ad words b. Pay-per-click c. I-Traffic Index d. Pop-under ads ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Pricing KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 12:40 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/19/2017 12:40 AM

82. Which of the following is fundamental to achieve a high exposure rate, and to drive interaction and engagement for advertisements through social media? a. Having a large network and a scalable fan base for the brand page b. Placing ads on websites that attract visitors from different market segments c. Promoting sponsored stories on social networking sites d. Setting up pay-per-click ads on social networking websites ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:42 AM DATE MODIFIED: 12/19/2017 12:42 AM 83. Tina is playing Candy Crush on Facebook. All of a sudden, she gets a message saying that if she watches an ad, she can earn an extra life. This is an example of a(n) __________. a. disclaimer ad b. sponsored story c. app ad d. post ad ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 12:43 AM DATE MODIFIED: 12/19/2017 12:44 AM 84. A soft drink advertiser decides to run banner ads to attract teenagers to its interactive home page. Its agency places these ads on websites related to teen magazines, action gaming, and extreme sports to: a. link the banner with the home page. b. target specific market niches. c. offer high-volume traffic rather than low-volume traffic for the same price. d. boost web visits and gain more likes.

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Test Bank for All Chapters ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 12:45 AM DATE MODIFIED: 12/19/2017 12:46 AM 85. A(n) _________ ad is an ad that opens in a separate window while a page is loading. a. post b. interstitial c. pop-up d. app ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:47 AM DATE MODIFIED: 12/19/2017 12:50 AM 86. Buzz or marketing or eWOM that a brand gets naturally or without paying for advertising relates with ______. a. owned media b. display/banner ad c. post ad d. widget ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/19/2017 12:51 AM 12/19/2017 12:52 AM

87. How can an advertiser best leverage the power of E-search in advertising? a. By making an ad that motivates consumers to use the Internet to obtain more information on a brand b. By completely moving from traditional to digital advertising c. By making social media app ads that tend to generate consumer loyalty toward a brand d. By calculating the I-Traffic Index that computes a site‘s advertising value ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:56 AM DATE MODIFIED: 12/19/2017 12:56 AM 88. An advertiser for a weight-loss product decides to use paid search. This entails: a. paying websites and portals to place ads in or near relevant search results based on keywords. b. offering the same content material that a consumer would normally pay for using traditional media. c. paying consumers a small amount to have them click on the particular websites. d. promoting the product at the portal or other entry places to the Web. ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 12:57 AM DATE MODIFIED: 12/19/2017 12:58 AM 89. An Internet user goes to a large portal, and types in a few key words. He receives a list of websites that might be of interest. Most often, the higher a site appears on the list, the more likely the user will visit that website. Therefore, advertisers want their websites to appear first. Which of the following concepts is described in this scenario? a. Click fraud b. Ultrabroadband c. Viral marketing d. Search engine optimization Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 12:59 AM DATE MODIFIED: 12/19/2017 1:00 AM 90. Cranial Inc. has newly set up a website where customers can obtain information as well as buy its products. It notices that people who visit its website are instantly interested in the products, and 85% of the visitors end up making purchases.

However, it also notices that the number of visitors are very low as they don't find it on their searches very often. Which of the following should Crayola include in its IBP campaign to increase its website's visibility and traffic? a. Pop-under ads b. Interstitial ads c. Buzz marketing d. Search engine optimization ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:01 AM DATE MODIFIED: 12/19/2017 1:02 AM 91. _________ is often a huge volume of structured and unstructured data that is much too large to analyze or process using traditional ways. a. RDBMS b. Ordinal data c. Big data d. Metadata ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-4 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Technology United States - OH - DISC: Online/Computer Bloom's: Knowledge 12/19/2017 1:03 AM 12/19/2017 1:03 AM

92. In which of the following ways can consumers block websites that track them? a. By changing their social network login passwords regularly b. By making use of cookies when they visit websites c. By using adtrackers and security settings d. By having just one social networking account per person ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-4 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:05 AM DATE MODIFIED: 12/19/2017 1:05 AM 93. A point of understanding online consumer behavior is essentially to: a. catch people‘s attention and entice them to visit the marketer‘s home page. b. compute a site‘s advertising value based on traffic, ad rates, and evaluations of the site‘s quality. c. help bring more relevant and useful ads that are specific to consumers' wants and needs. d. fine-tune a Web user‘s search to more relevant and specific websites.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-4 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 1:08 AM DATE MODIFIED: 12/19/2017 1:08 AM 94. __________ is two-way communication that can feed off one another, and is an advantage for social media. a. Virtual identity b. I-Traffic Index c. interactivity Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters d. Web 2.0 ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 1:10 AM DATE MODIFIED: 12/19/2017 1:11 AM 95. The integration of Web activities with other components of the marketing mix is one of the easiest integration tasks in the IBP process. This is due to the: a. new and important opportunities for Web advertisers with respect to interactivity. b. frequency with which consumers check social media. c. sheer volume and popularity of going online in general. d. flexibility and deliverability of Web advertising.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 1:12 AM DATE MODIFIED: 12/19/2017 1:13 AM 96. On a cost-per-thousand (CPM) basis, the process of running digital ads: a. is virtually nonexistent because there is no charge for most ads. b. is much less expensive than ads placed in traditional media. c. compares favorably with ads placed in traditional media. d. becomes a great deal more expensive than ads placed in traditional media.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Technology Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Strategy Bloom's: Knowledge 12/19/2017 1:15 AM 12/19/2017 1:15 AM

97. One advantage for advertisers using digital media is that: a. it is much more secure than traditional forms of media. b. consumers consider commercial messages via Internet to be more reliable. c. the format is unique and uncluttered because few commercial organizations use it. d. it is a precise way to target consumers, particular markets and narrow segments.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:17 AM DATE MODIFIED: 12/19/2017 1:18 AM 98. Which of the following is accurate? a. There is a sharp rise in traditional media. b. Social media cannot have a seamless interface with television. c. There can be some synergies for online advertisers that can actually enhance one‘s social networking experience. d. Consumers online consumer behavior disappears.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:20 AM DATE MODIFIED: 12/19/2017 1:20 AM 99. A ________ is a logo that shows that a site has been endorsed or is a member of a third-party privacy endorser. a. digital footprint b. post ad c. cookie Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters d. privacy seal ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 1:26 AM DATE MODIFIED: 12/19/2017 1:27 AM 100. It is important to know if a company respects consumer privacy before opting to receive communication from it because: a. an individual can be identified through a compilation of anonymous information. b. a consumer must be aware of a company's ethical standards to provide appropriate feedback. c. the company may circulate an individual's email address and invade his or her privacy. d. if a company lacks ethical standards, its products are more likely to be of substandard quality.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 1:30 AM DATE MODIFIED: 12/19/2017 1:32 AM 101. In the context of video games, which of the following is true of advergames? a. There are two levels of brand promotion within an advergame. b. The advergame content centers around a brand. c. It is the concept of showing ads at the end of a video game. d. Repeated display of advergames has a positive effect on players' attitudes toward a brand.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Technology Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Promotion Bloom's: Comprehension 12/19/2017 1:33 AM 12/19/2017 1:34 AM

102. The lowest level at which advergaming brand integration can occur is known as a(n) _________ level. a. collaborative b. associative c. illustrative d. demonstrative ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 1:35 AM DATE MODIFIED: 12/19/2017 1:36 AM 103. A(n) __________ advergame brand integration, integrates a brand spokesperson or personality as a main character within the game. a. associative b. collaborative c. demonstrative d. illustrative ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 1:37 AM DATE MODIFIED: 12/19/2017 1:38 AM 104. The Lego Star Wars is a video game that features Lego toys based on the Star Wars theme. Players need to play as one of the toy characters to defeat enemies, and complete the game chapter by chapter. This game is a(n) _________ advergame based on Lego's toys. a. illustrative Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. demonstrative c. associative d. collaborative ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:39 AM DATE MODIFIED: 12/19/2017 1:40 AM 105. Which of the following is unethical in the context of advergames? a. Targeting children with advertising content b. Targeting men aged 18-32 who work full time c. Prompting a change in consumer behavior d. Creating awareness about social issues ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Ethics STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:42 AM DATE MODIFIED: 12/19/2017 1:43 AM 106. Which of the following is an advantage of using online sales promotions? a. They promote banner ads and pop-ups along with the product. b. They provide clear directions to customers on how to buy a product from the nearest store. c. They create bonds that build social pressure to buy the brand. d. They give consumers an opportunity to check out new products without the pressure of a salesperson.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Technology United States - OH - DISC: Promotion Bloom's: Comprehension 12/19/2017 1:44 AM 12/19/2017 1:45 AM

107. The managers of a sandwich shop want to publicize their stores. They would like to invest in a sales promotion strategy that would promote positive word of mouth, mass exposure, increased brand awareness, and getting new customers. Their aim is a high frequency promotion that leads to speedy sales. As an Internet advertising specialist, which of the following online sales promotion strategies would you recommend? a. Social couponing sites b. Ads on the radio c. Pop-up ads d. Display/banner ads ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:46 AM DATE MODIFIED: 12/19/2017 1:46 AM 108. A car manufacturer decides to promote the sales of his product by offering discounts online via an email campaign.

Consumers simply have to click on a link in the email, and they will be able to avail the offer. The advantage of using this technique is that it not only increases brand awareness for the company, but also: a. measures the number of users who display interest in the site. b. provides information on the bounce rate. c. increases consumer loyalty toward the brand. d. can help in maintaining a consumer database.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:48 AM DATE MODIFIED: 12/19/2017 1:48 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 109. Which of the following is a disadvantage of using online press releases for PR? a. They cannot disseminate information accurately. b. They are ineffective in targeting specific audiences. c. They are too expensive for most firms to consider. d. They cannot be picked up by major news services or online newspapers.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:56 AM DATE MODIFIED: 12/19/2017 1:57 AM 110. ___________ is the process of consumers marketing to consumers over the Internet, through electronic, or in-person word of mouth transmitted through emails and electronic mailing lists. a. Mobile marketing b. Viral marketing c. Social couponing d. Social gaming ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 1:58 AM DATE MODIFIED: 12/19/2017 1:59 AM 111. Rich is the marketing manager of a small corporate airline that handles business flights for executives and celebrities.

It also provides group charters for major sporting events, concerts, and festivals. To reach its audience, airlines will have to avoid the usual fare, as the target audience for this product usually ignores common advertising. However, they occasionally watch worthwhile videos on social media sites. In which of the following advertising avenues is Rich most likely to invest in? a. Viral marketing b. Micro-blogging c. Advergaming d. Social couponing Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 2:00 AM DATE MODIFIED: 12/19/2017 2:01 AM 112. Which of the following is true of mobile marketing? a. The recall rate for mobile marketing is low. b. Consumers cannot access videos on their mobile devices. c. Consumers will always receive promotions that are relevant to them. d. Promotions will always reach mobile users directly on their devices.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 2:02 AM DATE MODIFIED: 12/19/2017 2:03 AM Scenario 14-1 When the social networking/gaming website, Foursquare, was launched in 2009, it was only accessible to residents in 100 U.S. cities. One year later, an updated version of the service allowed check-ins from locations all over the world, and has over 500,000 users internationally. The site which allows registered users to connect with friends and update their location receives over one million check-ins per week. When users visit a particular store their profile is automatically updated, and they can share their feelings about their experiences. The site now holds partnerships with over 800 establishments worldwide, and high-profile partnerships with the Bravo Network and The New York Times have greatly increased the site‘s popularity.

113. (Scenario 14-1) A search on Bing using the phrase ―foursquare social media‖ results in thousands of matches, but these matches appear in order of relevance. Bing is able to achieve this because it: a. accepts multiple registrations from a single website. b. uses the search engine optimization technology to direct users to sites that may interest them. c. demands payment from company's in exchange for repeated mention on search results. d. reflects the number of people actually searching on a particular phrase at any particular time.

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Test Bank for All Chapters ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 2:04 AM DATE MODIFIED: 12/19/2017 2:07 AM 114. (Scenario 14-1) One way to find a site and related businesses is to go to Bing and look at the list under social networking sites. Technically, Bing is a(n): a. analytical software system that allows e-commerce. b. mash-up that features multiple widgets. c. portal with search engine technology. d. website that acts as a corporate/brand home page.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 2:08 AM DATE MODIFIED: 12/19/2017 2:08 AM 115. (Scenario 14-1) One of Foursquare‘s strengths is that it offers a very interactive experience to its users. Tracking brand interactivity over the Internet can be done in ways that are not possible using traditional advertising. This is because the Internet: a. allows advertisers to track users and their behaviors through their digital footprints. b. allows users to inform companies about the sites they have visited recently. c. is cheaper for companies to operate, and they can spend more money on tracking software. d. helps consumers provide an instant feedback when they visit the website.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Reflective Thinking United States - OH - DISC: Online/Computer Bloom's: Application 12/19/2017 2:10 AM 12/19/2017 2:11 AM

116. (Scenario 14-1) Foursquare respects its users' privacy, and lets them decide if they want to share their location with others or not. It always provides privacy options to users wherever it is required. By doing this, Foursquare is able to address consumer concerns about: a. what could be preventing users from completing online. transactions. b. creating online resistance in Foursquare's user groups. c. preventing users from creating synergies with online advertisers. d. sharing casual information.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 2:12 AM DATE MODIFIED: 12/19/2017 2:13 AM 117. (Scenario 14-1) As the number of Foursquare users increases, so will the marketing efforts to appeal to the visitors of the site. Many of the site‘s users access the site via their cell phone, and companies are forced to create advertisements to fit these media channels. These advertisements are examples of: a. intrusive marketing. b. mobile marketing. c. viral marketing. d. splash marketing.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 2:14 AM DATE MODIFIED: 12/19/2017 2:15 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters Scenario 14-2 You open up your laptop to begin writing a term paper for your English literature class. You do a quick Google search on a few key phrases involving Shakespeare, Dickens, and Hemingway. But before you go further, you play a few video games, check your email, visit a couple of music websites, take a cyber tour of a new sports stadium, go to a coupon site, solve a murder mystery, go back to Google to check out a big name in the news, submit a slogan for a new local restaurant, and read a couple editorials on a magazine site. Then, you figure it‘s time to get down to work.

118. (Scenario 14-2) In running keyword searches using Google, you took part in a common practice. Advertisers could make use of this by paying Google and making them: a. display ads on a site after a page has been requested but before it has loaded. b. place ads in or near relevant search results based on key words. c. track the users who use specific keywords over and over again. d. measure the click-through rates of the ads that are placed.

ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 2:16 AM DATE MODIFIED: 12/19/2017 2:17 AM 119. (Scenario 14-2) When you clicked off the coupon site, an ad remained on the screen with bright colors, large letters, and a $2 coupon for a frozen pizza. This is known as a __________. a. direct email b. pop-under ad c. pop-up ad d. splash screen ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 2:19 AM DATE MODIFIED: 12/19/2017 2:20 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 120. (Scenario 14-2) While reading the editorials on the magazine site, a reader was so glad that he was no longer interrupted by annoying ads. Due to widespread annoyance with these online distractions, many service providers offered blockers that greatly reduced an advertiser‘s ability to get __________ onto a user‘s screen. a. paid search advertising b. pop-up ads c. rich media d. opt-in messages ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 2:21 AM DATE MODIFIED: 12/19/2017 2:22 AM 121. (Scenario 14-2) When you visited the restaurant site, the marketers were able to collect some information about you and your buying habits. Marketers are able to do this by: a. counting the number of hits made on the site. b. using software that monitors one's digital footprint. c. tracking the email registration on the site. d. counting keystrokes used to move through the site.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 2:23 AM DATE MODIFIED: 12/19/2017 2:24 AM 122. (Scenario 14-2) The site where you solved a murder mystery is sponsored by a company that specializes in publishing mystery novels. Part of the site is devoted to a full catalog that lists the company's titles currently in print, and other parts offer interactive activities, musings of well-known writers, and games involving mysteries to solve. This site is using ________ to promote its novels. a. app ads b. big data c. search engine optimization Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters d. advergaming ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 2:25 AM DATE MODIFIED: 12/19/2017 2:26 AM Scenario 14-3 With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But this figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. When the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent. According to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and an inexpensive way to reach target consumers. Rather than pouring large sums of money into traditional marketing, business owners are finding more creative ways to promote their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cards—of all sites, Facebook (no surprise) was the most common site to make it onto business cards.

(Jon Swartz, ―More Small Businesses Use Facebook, Twitter to Promote.‖ USA Today, July 21, 2010.)

123. (Scenario 14-3) One small business owner found that when he started using Facebook, he began establishing stronger relationships with some of his less consistent customers. This was because he started a business page on Facebook and all his customers liked this page. They held discussions on it, and invited other potential customers to join in. Even the less consistent customers became regular visitors of this page. In advertising terms, this Facebook page would be called _______ media. a. owned b. earned c. paid d. derived ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Knowledge Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/19/2017 2:28 AM 12/19/2017 2:29 AM

124. (Scenario 14-3) The owner of a new athletic-training facility decided to pay to have its ads appear on athletics and training-related search results on Google. This kind of advertising is known as _________. a. sponsorship b. paid search c. search engine optimization d. corporate home page ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 2:30 AM DATE MODIFIED: 12/19/2017 2:31 AM 125. (Scenario 14-3) A new business owner is looking into various forms of advertising. Of all the different forms, he seems to be most interested in advertising through interactive media. This may be because: a. consumers no longer pay attention to advertising on television. b. interactive media is more beneficial to small business owners. c. traditional forms of advertising provide inaccurate information to consumers. d. two-way communication has an important effect on click-through and sales potential.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 2:36 AM DATE MODIFIED: 12/19/2017 2:37 AM 126. (Scenario 14-3) An entrepreneur decided to get endorsed by a third-party facilitator to show his consumers that he believes in keeping their information confidential. He got a logo from the third-party facilitator showing that he had been endorsed. This logo is called a __________ . a. click-through b. privacy seal Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters c. digital footprint d. digital signature ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Ethics STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 2:39 AM DATE MODIFIED: 12/19/2017 2:40 AM 127. (Scenario 14-3) Two young women decided to open a comedy club, and they chose YouTube as their main outlet for advertising. They put together a five minute clip of an improvisation routine and posted it on the site. Soon they noticed that the total number of views for the video had skyrocketed to 25,000. They found that the video was being sent all over the country via email and Facebook messages. This short video is now a form of ___________. a. mobile marketing b. online retailing c. interactive advertising d. viral marketing ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-6 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 2:41 AM DATE MODIFIED: 12/19/2017 2:42 AM Scenario 14-4 Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100 years. It is a successful business that works with art stores around the nation. Optima produces materials for different varieties of media such as paints, pencils, charcoals, clays, brushes, papers, canvases; and also equipment such as palettes, easels, drawing tables, etc. Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc. It has aimed for a 9 percent profit from Internet sales by the end of next year.

128. (Scenario 14-4) Visualizers tells Optima managers that the best way to go about setting up banner ads is to pay the website owners only when users click on the ads. Optima will then have to pay only if a user visits the link. In this case, Visualizers is referring to the _________ model of advertising payment. a. pay-per-click Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. click-through c. keyword bidding d. paid search ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 2:44 AM DATE MODIFIED: 12/19/2017 2:45 AM 129. (Scenario 14-4) Managers at Optima want to better understand the cost implications of advertising on the Internet.

Visualizers' media researchers prepare a presentation using four traditional media placements to compare. The banner ad CPM falls somewhere below the cost of the top 10 market newspapers and magazines; however, it is higher than television. Visualizers points out that the advantage offered by the banner ad is its: a. capacity for blanketing the world of online consumers with the Optima brand. b. ability to deliver to a highly desirable, segmented, and motivated audience. c. quick-change option that allows marketers to make changes to the creativity of the ad. d. ability to insert itself into interactive situations where consumers don‘t expect to see it.

ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 2:47 AM DATE MODIFIED: 12/19/2017 2:48 AM 130. (Scenario 14-4) The marketers at Visualizers talk to Optima about banner ads that have created problems in the online market. Which of the following is likely to be a common problem when banner ads are placed on the websites of other firms? a. They are easily imitated by competitors. b. They add to high advertisement clutter. c. They decrease Web page load times. d. Their effectiveness cannot be measured or tracked.

ANSWER: b Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 2:49 AM DATE MODIFIED: 12/19/2017 2:50 AM 131. (Scenario 14-4) Visualizers informs Optima that one way in which the pricing for the banner ads can be evaluated is by calculating the value created by the advertisement in terms of traffic, placement and size of ads, ad rates, and evaluations of the site‘s quality. This can be done by computing the _________ for the ads. a. big data b. bounce rate c. site stickiness d. I-Traffic Index ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Pricing KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 2:51 AM DATE MODIFIED: 12/19/2017 2:52 AM 132. (Scenario 14-4) The researchers at Visualizers determine that many art supply stores and galleries have websites for local customers to learn more about creating art through various media. They suggest that Optima should provide free tips and demonstrations related to producing art that would encourage potential buyers and current customers to try new techniques, and add their own suggestions. Generating this type of social interaction around Optima products will involve creating: a. an Internet presence. b. integration with television marketing campaigns. c. a mobile marketing plan. d. consumer engagement through interactivity.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 2:54 AM DATE MODIFIED: 12/19/2017 2:55 AM 133. Explain why it is crucial for advertisers to understand how consumers think, feel, and act regarding social media, online advertising, and e-commerce. Can social media be leveraged profitably? Explain.

The role of digital and social media in advertising is a big one, and it will stay and grow ANSWER: with new technology such as mobile marketing. New media brings new vernacular to consumers. These online terms and brands have changed the way of online consumer behavior, advertising, and branding. Online advertisers should know where and why consumers go online, how that relates to where they go offline, as well as what makes them tick. This will help them understand consumer lifestyles, attitude, affect, emotion, and online consumer behavior so that they can maximize online and offline customer experiences. This will, in turn, help instill brand loyalty with offline, experiential marketing. Online advertisers should not just incorporate but also embrace social media to enhance their online presence. One way to leverage social media could be to align corporate websites and social media objectives to enhance return on investment for digital advertising.

POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-1 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 2:56 AM DATE MODIFIED: 12/19/2017 2:57 AM 134. Which digital advertising tools can an advertiser use to make his home page as popular as possible?

An advertiser can run display/banner ads at high-traffic sites. This will offer a relatively ANSWER: high level of exposure to an advertising message that can then send the surfer to the required site. One can place display/banner ads on sites that attract specific market niches relevant to the brand to encourage travel to the site. The advertiser can register his site with an online search engine selecting keywords so that the website address and a click-through connection will appear when users type in any of these keywords during a search. The advertiser can opt for a paid search with this engine to have ads for the site placed next to search results. One can offer widgets that allow users to customize the information they‘d like to regularly receive from the advertiser. Finally, the advertiser can use traditional media as an effective way to increase interest about the site.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 2:58 AM DATE MODIFIED: 12/19/2017 2:58 AM 135. Explain the terms paid search and search engine optimization? What are the similarities and differences between the two? Use an example to explain each of the concepts.

Both the terms refer to ways in which advertisers get their company's name on or near a list ANSWER: of results when a user searches on the Web. A paid search refers to the actions of advertisers on the Web, whereas search engine optimization refers to the behavior of consumers on the Web. Paid search is a process by which advertisers pay a fee to a portal or search engine site to place ads in or near relevant search results based on key words. For example, if you Google ―baby toys‖ you will find ads for Internet toy retailers within or next to the list of search results. Paid search can also fine tune a Web user‘s search to focus on relevant and specific sites. For example, when an astronomy buff who has made several searches on astronomy related terminology enters the word ―Saturn,‖ the search will show results about the planet and not the car.

Search engine optimization (SEO) refers to the process by which the volume and quality of traffic from search engines is improved based on the surfers‘ profiles. This affects the location of the site on a search results list. The higher that a site is shown on a list, the more likely that a user will visit the site, although the cost may be higher. For example, when a user types a key word on Google search, some of the most popular sites currently being accessed will come up first.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 3:00 AM DATE MODIFIED: 12/19/2017 3:00 AM 136. Explain the role of online privacy in social media advertising. What are cyber-identity theft and online resistance?

How can they affect social media advertising? List out the ways in which individuals can protect themselves. What is the consequence of blocking websites that track your digital footprint?

It is key to explore consumer perception of both privacy and security because security ANSWER: refers to how safe the site or app is and privacy is more about how the host maintains consumer data and online consumer behavior. Establishing the highest standards for privacy and security are important for online brand managers. Doing so can help e-tailers make sure that they are accurately addressing concerns that their customers have that could prevent them from completing online transactions.

Cyber identity theft is having one‘s identity stolen by online or digital means. It can inhibit some consumers from shopping and banking online. Online resistance is an attitude or Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters behavior against the digital movement, at times. It can occur if consumers perceive that marketers and advertisers are trying to stomp on their sacred territory in the social media.

Both of these can reduce online sales and transactions and thus the effectiveness of online advertising.

To protect their privacy, individuals can clear out needless cookies, read privacy policies, and pay attention to logos that show that a site has been endorsed or is a member of a thirdparty privacy endorser, known as a privacy seal. Though difficult to do, they can also keep a track of their digital footprint and choose to make their social media data private through the privacy settings of the websites.

People can choose to block websites that keep track of their online browsing data. This way their privacy will be more secure from unwanted intrusions. However, blocking these websites also means that fewer number of relevant or useful online ads will reach these people.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-4 NATIONAL STANDARDS: United States - BUSPROG: Ethics STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 4:01 AM DATE MODIFIED: 12/19/2017 4:02 AM 137. The unique characteristics of the Web has given advertisers who use it a definite edge over their competitors. What are the advantages of the new digital/interactive media being used in advertising today? Discuss a product or service that has successfully demonstrated one or more of these elements in its digital/mobile advertising.

There are four major advantages of digital/interactive media: ANSWER: Interactivity is one of those lofty goals of advertisers that could never have been truly accomplished with traditional media, but is sometimes achieved through digital/interactive media. Ads in traditional media may have allowed consumers to clip coupons, enter contests, or write testimonial letters. But the new media are designed for all forms of interactivity—chats, blogs, comments, forums, activities, games, etc.

A click-through allows the user to click on an ad and get a virtual tour, visit a home page, read product specifications, enter a discussion about a brand, or most importantly, purchase the product online immediately. If advertisers can attract surfers to the brand website, there is the opportunity to convert that surfer to a buyer if the site is set up for e-commerce.

Design components of various digital or mobile or tablet ad formats can have an important effect on click-through and sales potential. Integration refers to the ability of advertisers to include their home page URL as well as the online address of special promotions, contests, or related sites on virtually all of their other forms of advertising and promotion. Digital and mobile advertising is most easily integrated and coordinated with other forms of promotion. The integration of Web activities with other components of the marketing mix is one of the easiest integration tasks in the IBP process. This is due to the flexibility and deliverability of Web advertising. Social media also provides a seamless interface with the most traditional of IBP tools, television. Television ratings for live events, such as the Grammys and the Oscars, have spiked in recent years as viewers tweet and post on Facebook to alert friends to the awards and to their reactions to the proceedings.

On a cost-per-thousand (CPM) basis, the cost of Web ads for the most part compares favorably with ads placed in traditional media. The real attraction of digital is not found in Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters raw numbers and CPMs, but rather in terms of highly segmentable and highly motivated audiences. The Internet is ideally suited for niche marketing. Engagement via a Digital Footprint. Companies, nonprofits, and human brands alike can engage others via their online presence. The integration of print campaigns with Facebook and a QR code that brings the consumer to the product‘s website is a way to engage via hybrid channels. Based on privacy settings, online history of what one posts becomes a digital paper trail, available for anyone to reflect back on. The information that one shares creates a digital footprint, defined as your profile of personal information, accessible online to a spectrum of people.

Student examples may vary.

POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.14-5 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 4:07 AM DATE MODIFIED: 12/19/2017 4:09 AM

1. Sales promotion is the use of techniques that create a perception of greater brand value among consumers, the trade, and business buyers, but the techniques can‘t entail an incentive. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 4:22 AM DATE MODIFIED: 12/19/2017 4:23 AM 2. The complex and information-rich tools of IBP can help create brand loyalty and competitive advantage. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 4:28 AM DATE MODIFIED: 12/19/2017 4:28 AM 3. One advantage of sales promotions is that the results are simple to measure. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 4:29 AM DATE MODIFIED: 12/19/2017 4:29 AM 4. Sales promotion can break through the media clutter. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 4:30 AM DATE MODIFIED: 12/19/2017 4:30 AM 5. Historically, more money has been budgeted for sales promotion than for advertising. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 4:32 AM DATE MODIFIED: 12/19/2017 4:32 AM 6. Sales promotion can attract attention and motivate trial purchase, but is not allowed for introducing new brands to the public. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 4:33 AM DATE MODIFIED: 12/19/2017 4:34 AM 7. Marketers must select only one sales promotion technique aimed at consumers, such as coupons, price-off deals, premiums, contests and sweepstakes, samples and trial offers, phone and gift cards, rebates, and frequency programs. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 4:35 AM DATE MODIFIED: 12/19/2017 4:35 AM 8. Coupons are the oldest and most widely used form of sales promotion. a. True b. False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 4:36 AM DATE MODIFIED: 12/19/2017 4:36 AM 9. A dentist offers a deal in which customers who have had two teeth whitening services over the last year get the third one free. This is an example of a sampling program to stimulate repeat purchases. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 4:37 AM DATE MODIFIED: 12/19/2017 4:38 AM 10. One advantage of using sweepstakes and contests is that they can quickly and easily communicate the brand message through the game. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 4:39 AM DATE MODIFIED: 12/19/2017 4:39 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 11. A manufacturer of dental care products sets up a new promotion by attaching one of its toothbrushes to its boxes of toothpaste. This is an example of a mobile sampling technique. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 4:40 AM DATE MODIFIED: 12/19/2017 4:40 AM 12. Retailers often run trade promotions simultaneously along with consumer promotions. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 4:42 AM DATE MODIFIED: 12/19/2017 4:42 AM 13. One objective for promotions in the trade channel is to increase store traffic, which benefits both manufacturers and retailers. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/19/2017 4:43 AM 12/19/2017 4:43 AM

14. The fight for space on grocers' shelves has become very competitive, so manufacturers will do anything to get stores to stock their items—except paying a fee, which is illegal. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 4:44 AM DATE MODIFIED: 12/19/2017 4:44 AM 15. A manufacturer helps a retailer by sharing the cost of local advertising. This allows the manufacturer to have some control over the process, and the retailer to advertise for a lower cost. They are taking part in a form of business-market sales promotion. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 4:45 AM DATE MODIFIED: 12/19/2017 4:46 AM 16. It is estimated that almost one-fourth of corporate America gives rebates as a type of business-market promotional technique. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 4:47 AM DATE MODIFIED: 12/19/2017 4:47 AM 17. The advantage that sales promotions have over advertising is that they are measurable and they can often motivate consumers to buy larger quantities or try new brands. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 4:48 AM DATE MODIFIED: 12/19/2017 4:48 AM 18. Sales promotion is more oriented to techniques used to stimulate demand and attract attention in the consumer market. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 4:49 AM DATE MODIFIED: 12/19/2017 4:50 AM 19. A coupon entitles a buyer to a designated reduction in price for a product or service, and is the oldest and most widely used form of sales promotion. a. True b. False ANSWER: True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 4:51 AM DATE MODIFIED: 12/19/2017 4:51 AM 20. One of the more noteworthy examples of promotions depicted in the book is by Axe; Axe did one of the most unusual promotions by offering consumers a chance to go to space. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 4:52 AM DATE MODIFIED: 12/19/2017 4:52 AM 21. Objectives for consumer-market sales promotion include stimulating a trial purchase, repeat purchases, larger purchases, or to introduce a new brand, service, or product. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 4:53 AM DATE MODIFIED: 12/19/2017 4:53 AM 22. Sales promotions can be used to disrupt competitors‘ marketing strategies.

Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 4:54 AM DATE MODIFIED: 12/19/2017 4:55 AM 23. A price-off deal offers a consumer cents or even dollars off merchandise at the P-O-P through specially market packages. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 4:56 AM DATE MODIFIED: 12/19/2017 4:56 AM 24. Premiums are items offered for a more expensive rate with the purchase of another item. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 4:57 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/19/2017 4:58 AM

25. A self-liquidating premium requires a consumer to pay most of the cost of the item received as a premium. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 4:59 AM DATE MODIFIED: 12/19/2017 4:59 AM 26. A medium where advertising, the product, and the consumer together in the same place at the same time is Point-ofPurchase advertising. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 5:00 AM DATE MODIFIED: 12/19/2017 5:00 AM 27. Materials that are used in the retail setting to attract shoppers‘ attention to a product convey primary product benefits or highlight pricing information. They are referred to as Point-of-Purchase advertising. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Promotion Bloom's: Knowledge 12/19/2017 5:04 AM 12/19/2017 5:05 AM

28. A display rack that stocks cigarettes is placed above the cash register so the cashier can reach the product for the consumer. The rack has signage on the front advertising the cigarette brand. This is called an overhead merchandiser. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 5:06 AM DATE MODIFIED: 12/19/2017 5:06 AM 29. P-O-P promotion can aid manufacturers by attracting consumers, but not by securing relationships within trade and business markets. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 5:07 AM DATE MODIFIED: 12/19/2017 5:08 AM 30. Support media are used to introduce a new message beyond the one being delivered by other advertising vehicles, marketing plans, and promotional techniques. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 5:09 AM DATE MODIFIED: 12/19/2017 5:09 AM 31. Billboards have evolved from outdoor signs and posters, which represent one of the oldest forms of marketing dating back to the early promotional tools of the 1800s. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 5:10 AM DATE MODIFIED: 12/19/2017 5:10 AM 32. Out-of-home media is just another name for a billboard, and billboards are the only form of out-of-home media. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 5:12 AM DATE MODIFIED: 12/19/2017 5:12 AM 33. Today‘s forms of out-of-home media can target specific demographic segments by neighborhood using customized mobile messages. a. True b. False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 5:13 AM DATE MODIFIED: 12/19/2017 5:13 AM 34. Despite more advertising clutter, transit advertising works well in dense, urban cities rather than in rural small towns. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-8 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 5:14 AM DATE MODIFIED: 12/19/2017 5:14 AM 35. A risk of sales promotion is that it could create a price orientation. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 5:16 AM DATE MODIFIED: 12/19/2017 5:16 AM 36. Which of the following are the three basic forms of sales promotion? a. At-home, in-store, and out-of-home Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. At-home, in-store, and out-of-home c. Indoor, outdoor, and mobile d. Consumer-market, trade-market, and business-market ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Knowledge DATE CREATED: 12/19/2017 5:17 AM DATE MODIFIED: 12/19/2017 5:18 AM 37. Compared to advertising, sales promotion is: a. a long-term affair. b. designed to make things happen in the short run. c. a more sophisticated process. d. harder to document.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 5:19 AM DATE MODIFIED: 12/19/2017 5:19 AM 38. The primary role for consumer sales promotion is to: a. encourage long-term loyalty of a brand. b. enhance the image of a brand. c. elicit a purchase from a customer. d. boost instant demand stimulation.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Analytic United States - OH - DISC: Promotion Bloom's: Knowledge 12/19/2017 5:21 AM 12/19/2017 5:21 AM

39. During any given year, as much as _____ percent of brand management time might be devoted to designing, implementing, and overseeing sales promotions. a. 65 b. 80 c. 30 d. 10 ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 5:22 AM DATE MODIFIED: 12/19/2017 5:23 AM 40. In recent years, several factors have affected sales promotion in organizations. Pressure from stockholders to produce high quarterly revenue, marketing plans based on quick results, and a bottom line-mentality have all contributed to a: a. focus on brand image. b. short-term orientation. c. sense of creative innovation. d. strong consumer bond.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 5:25 AM DATE MODIFIED: 12/19/2017 5:25 AM 41. A retailer is trying to target the ―precision shopper,‖ who expects extra value in every single purchase. Which of the following promotional techniques would best increase the value of a brand in a customer's mind?

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Test Bank for All Chapters a. Bill-back allowances b. Push money c. Off-invoice allowance d. Coupons ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 5:26 AM DATE MODIFIED: 12/19/2017 5:27 AM 42. Which is a reason for growth in the use of sales promotion? a. Restriction of bill-back allowances b. Less push money c. Elimination of off-invoice allowances d. Promotions are often measurable ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 5:31 AM DATE MODIFIED: 12/19/2017 5:32 AM 43. In an era of cost cutting and shareholder scrutiny, companies are demanding ___________ across all functions, including marketing, advertising, and promotions. a. more venture capitalists b. less transparency c. less hours d. greater accountability ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 5:33 AM DATE MODIFIED: 12/19/2017 5:34 AM 44. The precision shopper is demanding greater __________across all purchases. a. flexibility b. return options c. technological interfaces d. value ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 5:36 AM DATE MODIFIED: 12/19/2017 5:36 AM 45. Sales promotion techniques act as an incentive to purchase the brand featuring a promotion, even if another brand: a. has more market share. b. offers more variety. c. offers more benefits. d. has a lower basic price.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 5:38 AM DATE MODIFIED: 12/19/2017 5:39 AM 46. Payments in the form of slotting fees, cash allowances, and incentives are popular due to the power of __________. a. retailers Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. manufacturers c. consumers d. shareholders ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 5:42 AM DATE MODIFIED: 12/19/2017 5:42 AM 47. An objective of consumer-market sales promotion is to: a. stimulate the inelasticity of supply of a product. b. lower the economies of scale. c. encourage smaller purchases. d. stimulate trial purchases.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 5:44 AM DATE MODIFIED: 12/19/2017 5:44 AM 48. A(n) ______ entitles a buyer to a designated reduction in price for a product or service. a. coupon b. off-invoice allowance c. bill-back allowance d. slotting fee ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Analytic United States - OH - DISC: Promotion Bloom's: Knowledge 12/19/2017 5:45 AM 12/19/2017 5:46 AM

49. The marketers at Kraft are considering a number of consumer-market sales promotion techniques. Which of the following sales promotion techniques would work best for Kraft Macaroni and Cheese? a. Offering consumers a mail-in rebate on the purchase of a box of Kraft Macaroni and Cheese b. Offering a case of Kraft Macaroni and Cheese for free if the consumer buys one box c. In-store sampling and an in-store coupon d. Digital advertising ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 5:47 AM DATE MODIFIED: 12/19/2017 5:48 AM 50. A granola bar included in a box of cereal is a: a. self-liquidating premium. b. push strategy. c. free premium. d. price-off deal.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 5:49 AM DATE MODIFIED: 12/19/2017 5:50 AM 51. Which of the following is true of a self-liquidating premium? a. It is a trade-market sales promotion technique. b. The consumer pays most of the cost of the item received as a premium.

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Test Bank for All Chapters c. It is a business-market sales promotion technique. d. It is a point-of-purchase sales promotion technique.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 5:51 AM DATE MODIFIED: 12/19/2017 5:51 AM 52. A distinguishing feature of a self-liquidating premium is that it requires the consumer to: a. mail in the premium to get reimbursed. b. pay most of the cost of the item received. c. buy two other items at regular price. d. guarantee a repeat purchase.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 5:53 AM DATE MODIFIED: 12/19/2017 5:53 AM 53. A difference between contests and sweepstakes is that: a. contests can require an entry fee, and sweepstakes cannot. b. contests generate long-term interest in a brand, and sweepstakes generate immediate interest. c. contests require skill, and sweepstakes require luck. d. contests focus on the game, and sweepstakes focus on the brand.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Promotion Bloom's: Knowledge 12/19/2017 5:55 AM 12/19/2017 5:55 AM

54. Which of the following is true of sampling? a. It is available to distributors alone. b. The customer receives their money back. c. The product is offered at a discounted price. d. The consumer gets the opportunity to use a brand on a trial basis with less risk.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 5:56 AM DATE MODIFIED: 12/19/2017 5:57 AM 55. Increasingly, in-store demonstrators giving samples are also: a. explaining the difference to customers between their sales promotions and advertising objectives. b. telling the consumer the history of the brand. c. providing comedy routines. d. handing out coupons along with the sample.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 5:59 AM DATE MODIFIED: 12/19/2017 6:00 AM 56. A national merchandising company is a major distributor of grocery and beauty products, and uses many tactics to get samples into the hands of consumers. The most popular type of sampling for food and cosmetics products is _________ sampling. a. on-package b. door-to-door Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters c. mail d. in-store ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 6:01 AM DATE MODIFIED: 12/19/2017 6:02 AM 57. Trial offers have the same goal as samples, except that trial offers: a. are less expensive to utilize. b. are handed out in malls, retail stores, and other public places. c. involve more expensive items. d. arrive through mail or newspaper delivery.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 6:03 AM DATE MODIFIED: 12/19/2017 6:04 AM 58. A consumer buys a printer for her computer and receives a money-back offer. To get the premium, she has to mail in a form requesting the money back from the manufacturer rather than the retailer. Which of the following consumer-market sales promotion techniques is exemplified here? a. A rebate b. A self-liquidating premium c. Couponing d. A free premium ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Reflective Thinking United States - OH - DISC: Promotion Bloom's: Application 12/19/2017 6:05 AM 12/19/2017 6:06 AM

59. Businesses like to promote their products with rebates because they: a. are purely based on luck. b. often do not get cashed in. c. are more popular with consumers than coupons. d. do not require maintenance.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 6:07 AM DATE MODIFIED: 12/19/2017 6:07 AM 60. A regional office supply store wants to understand and serve its customers better and compete with nationwide giants.

It is looking for the most effective way to encourage repeat visits and build long-term loyalty with its customers. Which of the following forms of sales promotion would work best? a. Mail sampling b. Self-liquidating premium c. Rebate d. Frequency programs ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 6:09 AM DATE MODIFIED: 12/19/2017 6:10 AM 61. A benefit with mail sampling is that ____________. a. certain zip-codes can be targeted Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. it can be sent with push money to consumers c. it gives consumers off-invoice allowances d. it works best with heavy goods ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 6:12 AM DATE MODIFIED: 12/19/2017 6:13 AM 62. The sales-promotion techniques used within the trade market are: a. couponing, cash allowances, incentives, and slotting fees. b. incentives, allowances, training programs, and cooperative advertising. c. case allowances, sweepstakes, couponing, and training programs. d. slotting fees, Point-of-Purchase displays, consumer rebates, and merchandise allowances.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 6:23 AM DATE MODIFIED: 12/19/2017 6:24 AM 63. Antoine works for a well-known company that manufactures mattresses. To move the company's product during the President's Day sales events held nationwide, he offered $200 to any retail salesperson who can sell ten mattresses throughout the second weekend of February. He also offers a case of sports drinks for each mattress sold. These are examples of trade-market sales promotion techniques in the form of: a. in-store sampling. b. incentives. c. merchandise allowances. d. dividends.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 6:25 AM DATE MODIFIED: 12/19/2017 6:26 AM 64. A manufacturer devises a program to encourage members of the trade to purchase its brand. It offers salespeople an extra $100 for selling one of its refrigerators, $75 for selling one of its ovens, and $50 for selling one of its dishwashers.

Which of the following promotional concepts for the trade channel does this involve? a. Push money b. Merchandise allowance c. Slotting fee d. Rebates ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 6:27 AM DATE MODIFIED: 12/19/2017 6:28 AM 65. Which of the following is a form of allowance allowed to retailers and wholesalers? a. Free premiums b. Rebates c. Slotting fees d. Contests ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 6:29 AM DATE MODIFIED: 12/19/2017 6:30 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 66. A retailer has been doing very well over the years, and can now expect to get cash payments from manufacturers and suppliers if they want their products on the retailer‘s shelves. Therefore, it regularly receives these payments, known as: a. bill-back allowances. b. slotting fees. c. merchandise allowances. d. off-invoice fees.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 6:31 AM DATE MODIFIED: 12/19/2017 6:31 AM 67. A VP of marketing wants to look at all possible forms of business-market promotions to gain and maintain lucrative customers. He meets with associates, and they review the five main areas of promotion techniques aimed at business buyers. They are: a. trade shows, business gifts, premiums and advertising specialties, trial offers, and frequency programs. b. incentives, allowances, training programs, cooperative advertising, and sampling. c. merchandise allowances, cash allowances, trade shows, training programs, and incentives. d. premiums and advertising specialties, frequency programs, incentives, allowances, and cooperative advertising.

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 6:33 AM DATE MODIFIED: 12/19/2017 6:33 AM 68. Which of the following is a difference between advertising specialties and business gifts? a. Specialties have the sponsor‘s logo on them, while business gifts do not. b. Specialties promote brand awareness, while business gifts promote close working relationships. c. Specialties are quite expensive, while business gifts are inexpensive. d. Specialties are given on a selective basis, while business gifts are distributed to all.

ANSWER: b Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 6:35 AM DATE MODIFIED: 12/19/2017 6:35 AM 69. For an item to be defined as an advertising specialty, it must: a. be a reward for meeting a goal or sales quota. b. contain no promotional message. c. be construed as a way of buying business. d. contain the sponsor's brand name or slogan.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 6:36 AM DATE MODIFIED: 12/19/2017 6:37 AM 70. Which of the following sales promotion tactics runs a risk of eroding a brand image or value? a. A frequency program b. A price incentive c. A sweepstake d. A contest ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 6:38 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/19/2017 6:39 AM

71. Some airlines ran into big trouble when they tried to increase the mileage levels needed to earn awards in their frequent-flyer programs. Which of the following risks associated with promotions have their actions demonstrated? a. The risk of having a product or service perceived as cheap b. The risk of alienating customers c. The risk of putting in too much time d. The risk of an increase in expenses over incomes ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 6:40 AM DATE MODIFIED: 12/19/2017 6:41 AM 72. Advertisers are warned that they may face legal problems if they are not careful while conducting promotional activities. This is especially true of: a. in-store sampling and door-to-door sampling. b. price-off deals and rebates. c. mail sampling and newspaper sampling. d. sweepstakes and contests.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 6:42 AM DATE MODIFIED: 12/19/2017 6:43 AM 73. Which of the following is true of Point-of-Purchase displays? a. They are noticed only by a few consumers. b. Many retailers ignore them or throw them out. c. They rarely get shipped to stores. d. They are poorly constructed and often unusable.

ANSWER: b Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 6:45 AM DATE MODIFIED: 12/19/2017 6:45 AM 74. Which of the following are the two broad categories of Point-of-Purchase materials? a. In-house displays and out-of-the-house displays b. In-store merchandising formats and out-of-store promotional formats c. Push messages and pull messages d. Short-term promotional displays and long-term permanent displays ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 6:47 AM DATE MODIFIED: 12/19/2017 6:48 AM 75. A printed card or sign designed to mount on or under a shelf is known as a _________. a. shelf talker b. floor stand c. cash register d. door signage ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 6:49 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/19/2017 6:50 AM

76. P-O-P displays have historically served several purposes for store owners. What do today‘s retailers increasingly expect P-O-P displays to do for them? a. To provide ambience and differentiate their store from others b. To minimize the costs of creating displays for the store c. To improve the orderliness and structure of the store environment d. To reduce the number of sales personnel required ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 6:51 AM DATE MODIFIED: 12/19/2017 6:52 AM 77. The name support media denotes that they: a. are supported and financed solely by business-market expenditures. b. reinforce or support a message delivered by other media. c. must be supported or upheld by physical structures. d. support and enhance P-O-P within the retail environment.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 6:53 AM DATE MODIFIED: 12/19/2017 6:54 AM 78. The oldest form of advertising is the _________. a. coupon b. daily c. directory d. billboard ANSWER: d POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 6:55 AM DATE MODIFIED: 12/19/2017 6:56 AM 79. Billboards offer several strong advantages, but they are most effective as a promotional medium when they are in a location that: a. sends a message to the national and international market. b. incorporates specialized lighting. c. relates to an immediate need or desire. d. offers round-the-clock exposure.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 6:57 AM DATE MODIFIED: 12/19/2017 6:57 AM 80. Experts suggest that the number of words on a billboard copy should not exceed _______. a. fifteen b. ten c. six d. three ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 6:59 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/19/2017 6:59 AM

81. The combination of transit, aerial, and cinema advertising is known as ___________ media advertising. a. Point-of-Purchase b. out-of-home c. trade-channel d. business-market ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 9:00 AM DATE MODIFIED: 12/19/2017 9:01 AM 82. _________ advertising is a close cousin to billboard advertising, and in many instances it is used in tandem with billboards. a. Directory b. Transit c. Aerial d. Cinema ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 7:07 AM DATE MODIFIED: 12/19/2017 7:08 AM 83. Although there appears to be some strong resistance, market research has indicated that 63 percent of consumers don‘t mind __________ advertising. a. transit b. aerial c. billboard d. cinema ANSWER: d Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 7:09 AM DATE MODIFIED: 12/19/2017 7:10 AM 84. Of all types of support media, directory advertising offers a unique advantage by: a. offering technologically advanced and innovative options. b. enhancing brand awareness and recall. c. stressing the brand name and keeping the message within six words. d. helping consumers follow through on purchases.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 7:11 AM DATE MODIFIED: 12/19/2017 7:12 AM 85. From the consumer‘s viewpoint, directories like the Yellow Book have some disadvantages as promotional tools. One particular problem is that it: a. has a massive volume of media clutter. b. requires long lead times that result in outdated information. c. annoys rather than provides information to potential buyers. d. is unable to offer detailed information.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/19/2017 7:13 AM 12/19/2017 7:14 AM

86. According to a classic quote, which of the following has been described as ―the last five seconds of marketing?‖ a. Trade show b. Sampling c. Packaging d. Directory advertising ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 7:15 AM DATE MODIFIED: 12/19/2017 7:16 AM 87. A trend in P-O-P advertising and displays is with _________. a. static signage b. cart directories c. interactive units d. parking space advertising ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-6 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 7:18 AM DATE MODIFIED: 12/19/2017 7:18 AM Scenario 15-1 One of the nation‘s most popular times for sales promotions was a great deal longer than usual in 2010. Black Friday, which typically takes place the Friday following Thanksgiving, started in October for a number of retailers and was also scheduled to occur throughout the month of November. Sears and Walmart, who had been experiencing a continuous decline in sales recently, were the biggest names behind the move. Executives from a number of companies began to realize that consumers respond to the word ―sale‖ regardless of the time of year, so they decided to simply stretch the period of time in which their biggest sales ran. Companies designed new sales flyers and circulars, and began to promote the various sales on their websites. Other companies such as Target Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters were also implementing a similar strategy; by emphasizing savings earlier in the season and for a longer period of time, company executives hoped their brand would be the first, second, and last choice for consumers during the holiday season.

(Stephanie Clifford, ―Stores Push Black Friday Into October.‖ The New York Times, October 28, 2010.)

88. (Scenario 15-1) On one of the company‘s websites, a sweepstakes was designed to award one lucky customer after he or she provided feedback on a number of planned sales promotions for the holidays. One characteristic of a sweepstakes is: a. winners can only be awarded with monetary prizes. b. winners are determined purely by chance. c. there can only be one winner per sweepstakes. d. there is a complex system for determining a winner.

ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 7:20 AM DATE MODIFIED: 12/19/2017 7:22 AM 89. (Scenario 15-1) Implementing contests and sweepstakes can be a challenging task. One of the difficulties in implementing an effective sweepstakes is: a. generating interest in the brand, not just in the sweepstakes. b. choosing a winner in a manner which keeps everyone happy. c. the entire implementation could falter and leave consumers disappointed. d. notifying the winner when the sweepstakes is over.

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 7:23 AM DATE MODIFIED: 12/19/2017 7:24 AM

Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 90. (Scenario 15-1) Because companies realize consumers will be visiting stores more frequently during the holiday season, several toy manufacturers are paying direct cash to retailers in exchange for placing their brand in the most visible locations. These cash payments are known as __________. a. rebates b. push money c. off-invoice allowances d. slotting fees ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 7:26 AM DATE MODIFIED: 12/19/2017 7:26 AM 91. (Scenario 15-1) During the holiday season, Snuggles, a winter clothing retail store, offers its employees $10 for every additional sweater that they sell. This is an example of: a. a free premium. b. a merchandise allowance. c. push money. d. a slotting fee.

ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 7:28 AM DATE MODIFIED: 12/19/2017 7:29 AM Scenario 15-2 The Sounds Good recording company is getting ready to release the first compact disc from its newest band, Planet Moon.

Sounds Good's last three releases have been dismal failures, and the struggling company needs a quick influx of cash. The owners decide to use sales promotions to move the Planet Moon disc through record stores and into customers' hands.

92. (Scenario 15-2) Sounds Good has placed a small catalog inside each compact disc. The catalog features a variety of Planet Moon items that can be ordered—the band‘s music video as well as T-shirts, ball caps, and travel mugs. These items are considered self-liquidating premiums because the consumer: Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters a. does not receive the actual product sample but only the advertisement for free. b. is unknowingly helping to liquidate unwanted product inventory. c. has the chance to buy them only by purchasing the CD. d. pays most of the cost for them.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom’s: Application DATE CREATED: 12/19/2017 7:30 AM DATE MODIFIED: 12/19/2017 7:42 AM 93. (Scenario 15-2) Sounds Good knows that the release cannot succeed without gaining distribution in large record store chains. Many of these chains are refusing to carry the product, saying that shelf space is too precious to be used for an unknown band like Planet Moon. However, buyers for these chains say that they might be willing to carry the product if Sounds Good makes a direct cash payment to the chain. This is known in the trade channel as a: a. cooperative advertising fee. b. merchandise allowance. c. slotting fee. d. rebate.

ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 7:44 AM DATE MODIFIED: 12/19/2017 7:44 AM 94. (Scenario 15-2) The displays commissioned by Sounds Good need to be set up and maintained. Any record store that agrees to do this gets several copies of Planet Moon CDs and past releases from Sounds Good for free. This is known as a(n) _________. a. incentive b. merchandise allowance c. maintenance exchange d. off-invoice allowance Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 7:47 AM DATE MODIFIED: 12/19/2017 7:47 AM 95. (Scenario 15-2) Music Mixers, a manufacturer of recording equipment, speakers, and microphones based in Baltimore, is a supplier for Sounds Good. The owners of Sounds Good have purchased most of their studio equipment from Music Mixers. Now, Music Mixers is running a promotion of its own. When the sales representative visits, he drops off two expensive leather jackets with a small Music Mixers logo on one sleeve. The jackets are considered ___________, and are part of a business-market sales promotion. a. advertising specialties b. business gifts c. premiums d. merchandise allowances ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 7:48 AM DATE MODIFIED: 12/19/2017 7:49 AM 96. (Scenario 15-2) Sounds Good commissions the design of fifty cardboard displays for record stores as part of a shortterm promotional display. This means that the display will be used for a maximum of ______ months. a. three b. six c. twelve d. sixteen ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.15-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 7:50 AM DATE MODIFIED: 12/19/2017 7:51 AM Scenario 15-3 Stacey is making her weekly trip to the grocery store. She takes with her a National brand coffee coupon worth 50 cents.

While shopping she was asked if she would like to try a slice of pizza from a sales person. After tasting it, the sales personal directs her to where the brand is available. When Stacey arrives at her favorite brand of toothpaste, she is delighted to find that she would receive a toothbrush along with the toothpaste attached to the box for no charge. She then runs into a cardboard cutout of an actor from a medical drama that she watches on TV, with a box full of pain relievers built into it. At her last stop, the cereal aisle, she notices that a brand offers a chance to buy a T-shirt with a picture of the brand's cartoon character.

97. (Scenario 15-3) Which of the objectives of promotion did all these activities have in common? a. Highlighting a particular product attribute b. Building an image for a product c. Eliciting immediate purchase of a product d. Creating loyalty toward a product ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.15-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 7:53 AM DATE MODIFIED: 12/19/2017 7:54 AM 98. (Scenario 15-3) Which of the following promotional concepts was demonstrated by the company that hired a woman to hand out slices of pizza? a. Sale offer b. In-store sampling c. Premium d. Advertising specialty ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 7:56 AM DATE MODIFIED: 12/19/2017 7:57 AM 99. (Scenario 15-3) Stacey is surprised to see that there was a toothbrush attached to the box of her favorite toothpaste.

This is an example of a(n): a. on-package sampling. b. self-liquidating premium. c. mobile sampling. d. price-off deal.

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 8:01 AM DATE MODIFIED: 12/19/2017 8:02 AM 100. (Scenario 15-3) The store gives Stacey a loyalty card for the toothpaste which she must produce the next time she visits the store to purchase the product. This is an example of a ___________. a. push strategy b. rebate c. gift card d. frequency program ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 8:04 AM DATE MODIFIED: 12/19/2017 8:05 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 101. (Scenario 15-3) Among all the products with sales promotions in the store, which of the following involved Point-of Purchase advertising that might have cost the manufacturer a few pennies? a. The pain medicine b. The frozen pizza c. The coffee d. The cereal ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 8:06 AM DATE MODIFIED: 12/19/2017 8:07 AM Scenario 15-4 General Mills, a breakfast cereal brand, faces strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats. However, General Mills brands like Wheaties and Cheerios maintain a strong share of the market. As a manufacturer, General Mills knows it must stimulate consumer demand for its brands, but it must gain retailer support for these brands as well. Its market research shows that some consumers are very loyal to certain brands of cereal, but most consumers show some level of variety-seeking behavior in this product category. As a result, General Mills is constantly examining different sales promotion tools to stimulate consumers to consider its brands when shopping for breakfast cereal.

102. (Scenario 15-4) General Mills inserts a sheet of coupons in the Sunday newspapers in major markets. This is a form of ___________ sales promotion. a. consumer-market b. business-market c. trade-market d. bill-back ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 8:08 AM DATE MODIFIED: 12/19/2017 9:08 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 103. (Scenario 15-4) The marketers at General Mills have learned that along with Kellogg's and Quaker Oats, they often target the same customers with their advertising. This problem of customers receiving too many messages from too many firms has been addressed with sales promotion tactics featured in advertising such as coupons included in magazine ads, or rebate offers mentioned in TV commercials. This is an example of _________ driving growth in sales promotion. a. short-term orientation b. media clutter c. elasticity of demand d. power of retailers ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 8:11 AM DATE MODIFIED: 12/19/2017 8:11 AM 104. (Scenario 15-4) On the back of its Cheerios boxes, General Mills has printed a form to fill out for a cookbook offer.

The booklet is available to consumers for a nominal charge of $3.00, plus a $1.00 shipping and handling charge. This is an example of a(n): a. self-liquidating premium. b. on-package sample. c. advertising specialty. d. slotting fee.

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 8:13 AM DATE MODIFIED: 12/19/2017 8:14 AM 105. (Scenario 15-4) General Mills allows its retailers to deduct $2 from every box of cereal in the shipment it receives.

This is an example of a(n): a. slotting fee. b. merchandise allowance. c. bill-back allowance.

Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters d. off-invoice allowance.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 8:15 AM DATE MODIFIED: 12/19/2017 8:16 AM 106. (Scenario 15-4) General Mills‘ salespeople handle and monitor a number of promotions for its cereals. Which of the following involves Point-of-Purchase advertising? a. A scratch-off card to win a mountain bike inserted in each box b. A free granola bar attached to each cereal box c. A small box of cereal delivered with the daily newspaper d. A large display of cereal boxes at the end of the grocery aisle ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-5 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 8:17 AM DATE MODIFIED: 12/19/2017 8:18 AM Scenario 15-6 Ted's grocery store is extremely popular in a small neighborhood. Pretzels, a crisps company, has provided scratch cards inside each packet of crisps with the hope of a prize for the winner. Pretzels being a relatively new company had to pay Ted's grocery to sell its products. Quads, a blender manufacturer, has provided its customers with a chance to receive 10% of their money back by filling in and mailing the required details on a provided form. It also stated that employees who sell two blenders would receive a bonus. Quad had sent the owner of Ted's grocery an expensive hand crafted wooden sculptor.

107. (Scenario 15-6) Pretzels has provided a scratch card inside each packet of crisps. This is an example of a __________. a. sweepstake b. premium c. gift card Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters d. rebate ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 8:20 AM DATE MODIFIED: 12/19/2017 8:21 AM 108. (Scenario 15-6) Quads' customers need to mail them a form to receive 10% of their money back on purchases. This is an example of a ________. a. rebate b. slotting fee c. merchandise allowance d. coupon ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 8:23 AM DATE MODIFIED: 12/19/2017 8:24 AM 109. (Scenario 15-6) Employees receive a bonus from Quad for selling two or more blenders. This is an example of: a. push money. b. a merchandise allowance. c. slotting fees. d. a rebate.

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Reflective Thinking United States - OH - DISC: Promotion Bloom's: Application 12/19/2017 8:26 AM 12/19/2017 8:26 AM

110. (Scenario 15-6) Pretzels paid Ted's grocery a fee to sell its products. This is known as: a. a slotting fee. b. push money. c. a premium. d. a merchandise allowance.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 8:28 AM DATE MODIFIED: 12/19/2017 8:29 AM 111. (Scenario 15-6) Quad sent the owner of Ted's grocery an expensive hand crafted sculpture. This is an example of a(n) _______. a. bribe b. advertising specialty c. premium d. business gift ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 8:31 AM DATE MODIFIED: 12/19/2017 8:32 AM 112. Discuss the overall trend in spending on advertising and sales promotion over the past decade. Outline at least three reasons for this trend.

Over the past decade, many marketers have moved the emphasis of their spending away ANSWER: Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters from traditional advertising and toward sales promotions—those involving consumer, trade, and business populations. There are several reasons why marketers have been shifting funds from mass media advertising to sales promotions: 1. Managers are demanding greater accountability for promotional spending.

2. Organizations and stockholders are setting a short-term orientation toward generating revenue.

3. Consumers are responding positively to sales promotions.

4. Marketers are causing a proliferation of brands in many product categories, while also needing to gain attention and differentiate their brand.

5. Retailers are becoming more powerful by demanding recompense from manufacturers in return for giving brands favorable placement or other special attention.

6. Advertising clutter is taking over mass media and requiring greater ingenuity to achieve breakthrough.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 8:33 AM DATE MODIFIED: 12/19/2017 8:34 AM 113. Describe any five of the consumer-market sales promotion techniques.

A number of sales promotion techniques are commonly used to target consumer markets: ANSWER: Coupons: the oldest and most widely used form of promotion, entitle the buyer to a designated price reduction. They allow discounts to some while still selling the product at full-price to others, may induce brand switching, can stimulate repeat purchases, may lead to the purchase of more expensive brands within a line, and are controlled by the manufacturer.

Price-off deals: offer discounts at the Point-of-Purchase through specially marked packages. The reduction is taken from the manufacturer's profits rather than the retailer‘s, is controlled by the manufacturer, compares the product favorably to that of competitors, is appreciated by consumers who want a straightforward deal, and often leads to multiple purchases as buyers stock up while a brand is on sale.

Premiums: items that are offered free, or at a reduced price, along with the purchase of a product or service. Free premiums are sometimes attached to or included within the packaging, mailed to the consumer who sends a proof-of- purchase, or simply given away.

Self-liquidating premiums are items available to interested consumers at a reduced cost, usually by mailing in a form and proof-of- purchase. They work well with loyal consumers.

Advertising specialties: small but useful items with the brand name or slogan prominently displayed. They always involve a message and are given away for free, with no obligation to make a purchase.

Contests and sweepstakes: Contests allow consumers to compete for prizes based on skill or ability. Sweepstakes require no particular skills but only luck, as winners are drawn at random via entry forms or scratch-off cards.

POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 8:35 AM DATE MODIFIED: 12/19/2017 8:36 AM 114. Describe the various sampling techniques used in consumer-market sales promotion.

Six techniques are used in sampling: ANSWER: 1. In-store sampling is popular for food products and cosmetics. This is a preferred technique for many marketers because the consumer is at the P-O-P and may be swayed by a direct encounter with the brand. Increasingly, in-store demonstrators are handing out coupons as well as samples.

2. Door-to-door sampling is extremely expensive because of labor costs, but it can be effective if the marketer has information that locates the target segment in a well- defined geographic area. Some firms enlist the services of newspaper delivery people, who package the sample with daily or Sunday newspapers as a way of reducing distribution costs.

3. Mail sampling allows samples to be delivered through the postal service. Again, the value here is that certain zip-code markets can be targeted. A drawback is that the sample must be small enough to be economically feasible to mail. Specialty sampling firms provide targeted geodemographic door-to-door distribution as an alternative to the postal service.

4. On-package sampling, a technique in which the sample item is attached to another product package, is useful for brands targeted to current customers. Attaching a small bottle of Ivory conditioner to a regular-sized container of Ivory shampoo is a logical sampling strategy.

5. Mobile sampling is carried out by logo emblazoned vehicles that dispense samples, coupons, and premiums to consumers at malls, shopping centers, fairgrounds, and recreational areas.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 8:38 AM DATE MODIFIED: 12/19/2017 8:38 AM 115. List and describe the four main techniques commonly used in trade-market sales promotions. Choose one type and demonstrate how it would operate within a certain type of industry, profession, or business.

Incentives: to members of the trade include awards in the form of travel, gifts, or cash ANSWER: bonuses for reaching targeted sales levels. These can induce retailers and wholesalers to Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters give a firm's brand added attention. Push money is a type of incentive involving monetary rewards to salespeople who feature and ultimately sell a particular brand.

Allowances: are seen in several forms as used in a push strategy. Merchandise allowances, in the form of free products packed with regular shipments, act as payments to the trade for setting up and maintaining displays. Shelf space has become so highly demanded, especially in supermarkets, that manufacturers are making direct cash payments, known as slotting fees, to induce food chains to stock an item. Monetary discounts are also seen in the form of bill-back allowances and off-invoice allowances.

Training programs: have become an increasingly popular trade promotion for retail store personnel. The increased complexity of many durable consumer goods has made it important for manufacturers to ensure that the proper pieces of information and the most persuasive themes are reaching consumers at the Point-of-Purchase.

Cooperative advertising: occurs when the manufacturer shares the cost of media with the retailer. This extends the reach and frequency for both brands, at less cost than advertising alone.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 8:40 AM DATE MODIFIED: 12/19/2017 8:40 AM 116. What are the two main categories of Point-of-Purchase promotions? List and describe any five P-O-P formats available to retailers.

The two main categories of point-of-purchase promotions are short-term promotional ANSWER: displays (in place for six months or less) and permanent long-term promotional displays (in place for more than six months). The various P-O-P formats used by retailers are: Window and door signage: which includes any sign that identifies or advertises a company or brand.

Shelf talker: which is a printed card or sign mounted on or under a shelf. Interactive unit: which is a computer-based kiosk dispensing product information, recipes, or coupons.

Aisle directory: which is the list or map that depicts contents of a store aisle and provides space for an ad message.

Retail digital signage: which includes video displays mounted on ceilings or walls, set as end-of-aisle caps, or given strategic shelf placement.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 8:42 AM Copyright Cengage Learning. Powered by Cognero.

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12/19/2017 8:43 AM

117. Assume that you are the marketing director for a business of your choice—it can be a real business or an imaginary one—and you need to reach a local audience. You are asked to compare billboard advertising and transit advertising, including their advantages and disadvantages, and prepare a short report detailing these issues. Briefly outline the report you would write, paying particular attention to the best way to promote the brand, the type of product or service you are selling, the geographic area you are in, the demographics of the local population, etc.

Student answers will vary depending on the type of business they choose, the nature of the ANSWER: brand, and the product or service they are promoting.

Billboard advertising: is perhaps the oldest form of advertising in America, dating back to posters and notices tacked up for the public to read during the Revolutionary War. Today, they can provide wide exposure if they manage to grab attention with minimal text and striking imagery. They often include specialized lighting, moving parts, or rotating digitalized displays. Drawbacks include poor locations, time and effort in finding locations, long or confusing messages, environmental issues, and consumers who don‘t notice them.

Transit advertising: is similar to billboard advertising and is sometimes used simultaneously. It is popular around the world and is seen in many venues, including on the backs of buildings, in subway tunnels, in terminals, on station platforms, and on the vehicles. Many types of transit ads now use digital signage that creates customized messages for various neighborhoods or times of day. It does well in building or maintaining brand awareness, and particularly in targeting adults who work in major metropolitan areas, offering repetitive message exposure to commuters. The drawbacks are similar to those for billboards. Includes lengthy or complex messages, media clutter on busy streets and in public transit facilities, and busy or distracted commuters who tune out the ad message.

POINTS: DIFFICULTY:

Student answers will vary dependingon the type of business they choose, the nature of the brand, and the product or service they are promoting.

Billboard advertising: is perhaps the oldest form of advertising in America, dating back to posters and notices tacked up forthe public to read during the Revolutionary War. Today, they can provide wide exposure if theymanage to grab attentionwith minimal text and strikingimagery. They often include specialized lighting, moving parts, or rotating digitalized displays. Drawbacks include poor locations, time and effort in finding locations,long or confusing messages, environmental issues, and consumers who don‘t notice them.

Transit advertising: issimilar tobillboard advertising and is sometimesused simultaneously.

It ispopular around the world and is seen in many venues, including on the backs of buildings,in subway tunnels,in terminals, on station platforms,and on the vehicles.Many types of transit ads now use digital signage that creates customized messages for various neighborhoods or times of day. It does well in building or maintaining brand awareness, and particularly in targetingadults who work in major metropolitan areas, offering repetitive message exposure to commuters. The drawbacks are similar to those for billboards. Includes lengthy or complex messages, media clutter on busy streets and in public transit facilities, and busy or distracted commuters who tune out the ad message.

1 Challenging

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Test Bank for All Chapters QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.15-6 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 8:44 AM DATE MODIFIED: 12/19/2017 8:51 AM

1. Events, product placements, and branded entertainment offer the advertiser few opportunities for integrated brand promotion. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 9:54 AM DATE MODIFIED: 12/19/2017 9:55 AM 2. Using events, product placement, and branded entertainment in an IBP entails the consumer experience and sponsorship of such can be examples of activating a sponsorship if they reinforce the sponsorship. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 9:58 AM DATE MODIFIED: 12/19/2017 9:58 AM 3. In sponsorship, when there is not a clear sponsor-event congruity, it is a good idea for the advertiser to use sponsorship articulation, or articulate or explain any connection between the two.

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Test Bank for All Chapters a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 10:04 AM DATE MODIFIED: 12/19/2017 10:05 AM 4. Contemporary marketers are using event sponsorship, product placements, and branded entertainment to build brands in the marketing environment and to create meaningful connections with consumers. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 10:07 AM DATE MODIFIED: 12/19/2017 10:08 AM 5. Using diverse means for brand building is considered profitable and the list of options that marketers have is expanding. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 10:13 AM Copyright Cengage Learning. Powered by Cognero.

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12/19/2017 10:13 AM

6. For digital engagement, sponsorship mixes in a fantastic way with social media. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 10:16 AM DATE MODIFIED: 12/19/2017 10:16 AM 7. A reason for event sponsorship success is that brands are seeking out opportunities to be embedded in activities and entertainment that their target consumers enjoy. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 10:17 AM DATE MODIFIED: 12/19/2017 10:18 AM 8. Event sponsorship is often seen in the context of sports, such as Nissan Europe‘s sponsorship of soccer. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Bloom's: Knowledge 12/19/2017 10:24 AM 12/19/2017 10:24 AM

9. The majority of the promotional funds invested in event sponsorships today are in the context of sporting events. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 10:27 AM DATE MODIFIED: 12/19/2017 10:27 AM 10. A guideline for effective event sponsorship is to look for a match or overlap between the lifestyles of the event attendees and the benefits your product can deliver. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 10:28 AM DATE MODIFIED: 12/19/2017 10:29 AM 11. The only way to measure the benefits of sponsoring an event is to determine how often the sponsor‘s name appears at the event and in media coverage of the event. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 10:34 AM DATE MODIFIED: 12/19/2017 10:35 AM 12. A key asset for event sponsorship is that it can relate with the consumer experience. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 10:37 AM DATE MODIFIED: 12/19/2017 10:37 AM 13. A well-fitting sponsored event can be a great addition to an IBP mix. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 10:39 AM DATE MODIFIED: 12/19/2017 10:39 AM 14. Product placement is the practice of placing any branded product into things such as movies or TV shows; for instance, an actor would have a branded beverage throughout the movie. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 10:41 AM DATE MODIFIED: 12/19/2017 10:41 AM 15. For companies, it is free to incorporate their branded products deliberately as part of the show. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 10:43 AM DATE MODIFIED: 12/19/2017 10:43 AM 16. Product placement in video games has little potential; with 2 million U.S. households having at least some gaming capability, it is considered a niche market. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 10:45 AM DATE MODIFIED: 12/19/2017 10:45 AM 17. Nielsen Media Research found that much like TV viewers who want to avoid commercials, the majority of video game players want to eliminate brand placements in games. a. True b. False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 10:47 AM DATE MODIFIED: 12/19/2017 10:48 AM 18. Despite their widespread use and their repetitive exposures during games, brand placements in video games do not affect purchase intent as much as placement in traditional media does. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 10:50 AM DATE MODIFIED: 12/19/2017 10:50 AM 19. In the world of promotion, authenticity refers to the quality of being perceived as genuine and natural, yet that is not important in brand placement. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 10:51 AM DATE MODIFIED: 12/19/2017 10:52 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 20. Whether the economy is up or down, automakers in the United States remain aggressive with their event sponsorship. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 10:54 AM DATE MODIFIED: 12/19/2017 10:54 AM 21. Event social responsibility provides an opportunity for sports sponsors to demonstrate good corporate citizenship, generate positive word-of-mouth, and boost both attendance and patronage intent. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 10:56 AM DATE MODIFIED: 12/19/2017 10:56 AM 22. Branded entertainment, along with event sponsorship and product placements is popular with marketers because they can work in numerous ways to assist with a brand-building agenda beyond the capabilities of traditional media. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge Copyright Cengage Learning. Powered by Cognero.

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12/19/2017 11:34 AM 12/19/2017 11:34 AM

23. Branded entertainment entails the development and support of any entertainment property, where a primary objective is to feature a firm‘s brands in an effort to impress, and connect with consumers in a unique and compelling way. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:35 AM DATE MODIFIED: 12/19/2017 11:35 AM 24. Event sponsorship is a documented way to improve consumer knowledge about a product. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:36 AM DATE MODIFIED: 12/19/2017 11:36 AM 25. Branded entertainment involves developing new, creative forms of entertainment as a means to feature brands and connect with customers. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Analytic United States - OH - DISC: Promotion Bloom's: Knowledge 12/19/2017 11:39 AM 12/19/2017 11:39 AM

26. Sponsor spillover is great for the previous sponsor and bad for the incoming sponsor. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:41 AM DATE MODIFIED: 12/19/2017 11:41 AM 27. When using branded entertainment as an IBP tool, a brand can become integrated in the entertainment media. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:45 AM DATE MODIFIED: 12/19/2017 11:45 AM 28. Authenticity of a brand is weakest when the content of the show and the essence of the brand become completely intertwined and integrated. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:49 AM DATE MODIFIED: 12/19/2017 11:50 AM 29. The success of any IBP campaign involves choosing the right set of options and coordinating the placement of messages. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:51 AM DATE MODIFIED: 12/19/2017 11:52 AM 30. The complexities of all the elements of IBP require careful coordination. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:53 AM DATE MODIFIED: 12/19/2017 11:53 AM 31. Sponsor spillover is when a past sponsor may still ―get credit‖ for being the sponsor in the consumer‘s memory. a. True b. False ANSWER: True POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:54 AM DATE MODIFIED: 12/19/2017 11:55 AM 32. Ultimately, a point of coordination of supportive media is to achieve a synergistic effect. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:48 PM DATE MODIFIED: 12/19/2017 12:48 PM 33. A point related to branded entertainment and IBP is the: a. growing popularity of video games and consoles. b. simplicity of coordinating large IBP campaigns. c. erosion of social media. d. decrease of digital media campaigns.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:50 PM DATE MODIFIED: 12/19/2017 12:50 PM 34. Which of the following is an example of product placement? a. A race car featuring advertisements for several brands on the outside of the car Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. A movie featuring the lead actor drinking a branded beverage at various times throughout the movie c. A t-shirt featuring a sport celebrity d. An actor endorsing an anti-aging lotion in a magazine ad ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 12:52 PM DATE MODIFIED: 12/19/2017 12:52 PM 35. The dynamic marketing environment entails that brand builders want to: a. primarily focus on selling to their customers without reaching them emotionally. b. be part of the entertainment that their target consumers enjoy. c. stick with solely traditional advertising media. d. stick with informational appeals.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 12:53 PM DATE MODIFIED: 12/19/2017 12:54 PM 36. Which of the following is a reason for the convergence of advertising/marketing/IBP and entertainment? a. The desire to recapture the fading glamour of the good old days of advertising b. The recession-era consumers focus on more work and less leisure time c. Brands are seeking out opportunities to be embedded in activities and entertainment that their target consumers enjoy d. The natural and inevitable partnership between marketing and accounting ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:55 PM DATE MODIFIED: 12/19/2017 12:56 PM 37. Which of the following is a reason for advertisers to divert their funds from traditional media? a. Audience fragmentation b. Increased funds available for investment in alternative media c. Increased costs for television spots d. Media watchdogs monitoring traditional media ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 12:59 PM DATE MODIFIED: 12/19/2017 12:59 PM 38. Which is a reason that advertisers‘ dollars have been diverted from traditional media? a. The lack of direction or cohesiveness in today‘s marketing plans b. Consumers‘ desire to control their information environment and ad-avoidance hardware/software c. The indifference of consumers toward their information environment d. The growing confusion among consumers due to too many brand messages ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:01 PM DATE MODIFIED: 12/19/2017 1:01 PM 39. Which of the following best describes event sponsorship? a. Providing financial support for an event while displaying an ad message or branding on-site b. Funding a charitable event in an anonymous way to promote the social good Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters c. Buying signage in venues where special events are held d. Embedding the brand name within public events in a subtle way ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 1:04 PM DATE MODIFIED: 12/19/2017 1:05 PM 40. Which of the following is accurate concerning event sponsorship? a. Worldwide, sponsorship spending has decreased. b. Sports sponsorship events no longer draw the biggest share of advertisement funds. c. Event sponsorship can offer face-to-face encounters between consumers and the brand. d. North American companies have begun spending in order to grow again after a long period of inertia.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:06 PM DATE MODIFIED: 12/19/2017 1:06 PM 41. Which of the following is a reason for brand builders to participate in various forms of event sponsorships? a. They want to replace traditional media entirely. b. The marketer acquires the rights to display a brand name, logo, or advertising message on-site at the event. c. They are trying to disengage advertising from entertainment in order to reduce brand image exposures. d. They found that quirky or edgy branded entertainment builds a negative attitude in customers.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Promotion Bloom's: Comprehension 12/19/2017 1:12 PM 12/19/2017 1:13 PM

42. Marketing of and with the consumer experience is a form of IBP, often entailing__________. a. ad allowances b. cash back rebates c. sponsored events d. push money ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Marketing Plan KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:14 PM DATE MODIFIED: 12/19/2017 1:14 PM 43. For some annual events, the ________is almost as compelling as the event experience itself. a. local little league team b. pre-roll c. anticipation d. competition ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:15 PM DATE MODIFIED: 12/19/2017 1:16 PM 44. The major sweet spot in event sponsorship comes when there is a significant overlap between the: a. event participants and the marketer‘s target audience. b. primary sponsor and the secondary sponsor. c. brand preferences of attendees and the brand preferences of competitors. d. international sponsors and the local sponsors.

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Test Bank for All Chapters ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 1:17 PM DATE MODIFIED: 12/19/2017 1:18 PM 45. A car brand decides to sponsor an online tournament for the video game World of Warcraft. This manufacturer hopes to make the tournament a branded experience. How can this event help the car brand? a. The tournament will help diversify the revenue stream for the car brand. b. The tournament will help identify past consumers. c. The tournament will connect the brand with its core customer in a fun and meaningful way. d. The tournament will likely have zero effect.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:19 PM DATE MODIFIED: 12/19/2017 1:20 PM 46. Events and sponsorship are especially important because sponsorship and events are all about _____ and ____, from a consumer psychology lens. a. margins, rebates b. consumer identity, passion c. flighting, pulsing d. art direction, copywriting ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Promotion Bloom's: Comprehension 12/19/2017 1:21 PM 12/19/2017 1:22 PM

47. Which of the following is an important aspect of sponsorship assessment? a. Judging whether a brand is receiving a loyalty dividend b. Measuring the overlap between an event‘s participants and the marketer‘s target audience c. Calculating the opportunities in associating brands with the distinctive images of various sports d. Remaining aggressive with event sponsorship campaigns ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:24 PM DATE MODIFIED: 12/19/2017 1:24 PM 48. Sponsor-event congruity/fit is: a. not important in event sponsorship measurement. b. Starcom MediaVest Group‘s proprietary idea. c. where a consumer perceives a fit between a sponsor and event. d. a term in radio pulsing.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:25 PM DATE MODIFIED: 12/19/2017 1:26 PM 49. A running shoe brand sponsors a race that is also broadcast to large audiences on the television and radio. The company measures a huge number of gross media impressions. However, this does not result in a huge rise in the sales of the shoes. Which of the following is one possible reason? a. The brand failed to connect to the emotional experience of the viewers. b. They did not correctly estimate the number of media impressions.

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Test Bank for All Chapters c. They created too much direct contact with the customers leading to intrusion. d. The brand allowed for the delivery of the ad message in a traditional way.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 1:27 PM DATE MODIFIED: 12/19/2017 1:27 PM 50. In order to make the most of event sponsorships, marketers should not only establish media impressions, but also: a. rally viewer support with promotions for it in traditional media. b. invite other companies to share the cost of sponsoring the event. c. find a way to get television and radio coverage that will help target global audiences. d. find a way to link the brand with a positive feeling that will go beyond the duration of the event.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 1:28 PM DATE MODIFIED: 12/19/2017 1:29 PM 51. One way that companies assess the benefits of event sponsorship is by: a. examining event social responsibility b. calculating the number of viewers who don‘t like a brand. c. having company executives personally fund the event. d. promoting competitor causes along with the activities of the event.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Promotion Bloom's: Knowledge 12/19/2017 11:14 PM 12/19/2017 11:16 PM

52. One way to justify event sponsorship is via: a. art direction and copywriting. b. keeping its branding separate from other forms of IBP. c. exposure and media coverage. d. roadblocking.

ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:17 PM DATE MODIFIED: 12/19/2017 11:18 PM 53. A marketing VP who invested in a sponsorship of the Women‘s Softball World Series saw extra benefits. It provided opportunities to entertain clients, recruit new customers, motivate employees, and meet consumers. All of these were a result of: a. connecting the sponsorship to accounting. b. distributing product samples. c. leveraging the sponsorship. d. product placement.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:19 PM DATE MODIFIED: 12/19/2017 11:20 PM 54. A manufacturer of protein powders and protein bars sponsors a grand slam tennis tournament for the first time. When it evaluates this move, it discovers that the cost per brand name exposure is much higher than it would have been by running its standard advertising. Why was the sponsorship still beneficial for the manufacturer?

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Test Bank for All Chapters a. It was one of the multiple sponsorships it takes in order to yield results. b. Traditional advertising cannot get the amount of exposure that event sponsorship can. c. The methods used to calculate cost per brand name exposure are too subjective to be accurate. d. Sponsorships provide a unique opportunity to help foster brand loyalty.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:22 PM DATE MODIFIED: 12/19/2017 11:22 PM 55. A firm has decided to sponsor a PGA golf tournament. Its marketing director knows it is critical to find unique ways to leverage the sponsorship. One way to leverage the sponsorship beyond traditional methods would be to: a. estimate the number of viewers who will see the company name. b. allow the CEO to meet with top golfers on the course. c. calculate the brand exposure received by people attending the tournament. d. use the tournament to entertain important clients and recruit new ones.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:23 PM DATE MODIFIED: 12/19/2017 11:24 PM 56. Which of the following is an example of product placement? a. The logo of UPS on a NASCAR race car b. The interactive children's magazine from Lego called Lego Club Magazine c. Phone from Apple in Mission Impossible: Ghost Protocol d. The diet pill Trimpsa in a magazine ad in Vogue ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:25 PM DATE MODIFIED: 12/19/2017 11:25 PM 57. Which of the following types of programs on television usually have product placements in them more so than other types of shows? a. Soap operas and reality shows b. Sitcoms and quiz shows c. Police, legal, and family dramas d. Animated shows and adventure shows ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:27 PM DATE MODIFIED: 12/19/2017 11:27 PM 58. What is event social responsibility? a. An opportunity for sports sponsors to demonstrate good corporate citizenship, generate positive WOM, and boost patronage and purchase intent b. The legal contract that an event must sign to demonstrate exactly how much they give back to the community c. The same thing as CSR, or corporate social responsibility d. When the previous sponsor sticks in the consumer memory, because the previous sponsor was socially responsible in their event marketing ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:28 PM DATE MODIFIED: 12/19/2017 11:29 PM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 59. Which of the following components of American movies have been regularly used as a platform for launching new brands? a. The restaurant meal b. The romantic stroll through the city c. The car chase d. The drink at the local bar ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:30 PM DATE MODIFIED: 12/19/2017 11:31 PM 60. Market research indicates that among people who watch movies, the people that are most likely to notice product placements and also most willing to try products in movies and films are: a. under 25 years old. b. over 45 years old. c. over 60 years old. d. between 60 and 70 years old.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:32 PM DATE MODIFIED: 12/19/2017 11:32 PM 61. According to Nielsen Media Research, product placements in video games: a. are more annoying to gamers than commercials are to television viewers. b. were popular for a while but are now less frequent. c. are accepted by younger players but disliked by adult players. d. are seen by gamers as elements that add to the quality of play.

ANSWER: d POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:34 PM DATE MODIFIED: 12/19/2017 11:35 PM 62. A benefit for advergaming is that product placements in video games: a. annoy gamers much more than commercials are to television viewers. b. are less frequent popularity. c. are disliked by adult players. d. provide repetitive exposures of brands.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:36 PM DATE MODIFIED: 12/19/2017 11:36 PM 63. Recent research indicates that a brand gets the most benefit when product placement of the item: a. is used repeatedly to create logistics in a short period of time. b. gets people to talk about it in everyday conversation. c. appears on a new show. d. is used in isolation without the distraction of other marketing elements.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Product KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:37 PM DATE MODIFIED: 12/19/2017 11:38 PM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 64. What additional benefit is great for the previous event sponsor but bad for the incoming sponsor? a. event social responsibility b. event sponsorship measurement c. consumer psychology d. sponsor spillover ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:39 PM DATE MODIFIED: 12/19/2017 11:39 PM 65.

can be considered a natural extension and outgrowth of product placement. a. Branded entertainment b. Authenticity c. Market oversaturation d. Event sponsorship ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-5 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:41 PM DATE MODIFIED: 12/19/2017 11:41 PM 66. An event and their sponsors just ended, and now they want to have data to be able to show how and if the event or sponsorship was successful as an experiential marketing tool or for the community. They need to conduct: a. Brand loyalty b. Event sponsorship measurement c. Affiliate marketing d. Sponsor spillover ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:53 PM DATE MODIFIED: 12/19/2017 11:53 PM 67. A car brand, VW, sponsored a major professional cycling event. They needed event sponsorship measurement, which includes (but isn‘t limited to) models and metrics on: a. government agency, market orientation, and consumer orientation. b. event-sponsor fit, attitude, event social responsibility, and sponsorship awareness. c. affiliate marketing, customer journey, and market orientation. d. customer orientation, government agency, and event-sponsor fit.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:54 PM DATE MODIFIED: 12/19/2017 11:55 PM 68. What is the major sweet spot in event sponsorship for advertising and IBP? a. When the consumers attend events that are sponsored by a brand due to their brand loyalty b. When significant overlap is achieved between an event‘s participants and the marketer‘s target audience c. When the affiliate marketing contracts are signed for one year or more, to encourage sponsor spillover d. When event sponsorship happens every other year, in order to keep the consumers in demand and anticipating the sponsorship to come back ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:56 PM DATE MODIFIED: 12/19/2017 11:56 PM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 69. What entails creating a metric that lets a marketer judge sponsorship spending in a direct comparison to spending in the traditional measured media? a. Brand loyalty b. Media impressions c. Affiliate marketing d. Cost-per-click ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:58 PM DATE MODIFIED: 12/19/2017 11:58 PM 70. A brand needs to conduct event sponsorship measurement; what are some top guidelines for effectively using event sponsorship as a tool? a. Match the brand to the event; tightly define the target audience; stick to a few key messages b. Avoid digital integration; have the broadest audience possible; deliver inclusivity c. Use affiliate marketing; avoid a plot line; feature 5 or more messages d. Isolate the role of the brand; feature 10 or more messages; plan more for before the event sponsorship than after ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:59 PM DATE MODIFIED: 12/20/2017 12:00 AM 71. An event and their sponsor or sponsors do event sponsorship measurement to measure ―fit‖ or congruity; what are two key areas of congruity or fit? a. Brand loyalty-brand; Branded entertainment-event b. Consumer-event; sponsor-event c. Affiliate marketing-sponsor; brand loyalty-event d. Event sponsorship-image; celebrity-affect transfer ANSWER: b Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:02 AM DATE MODIFIED: 12/20/2017 12:02 AM 72. An upcoming chain of ―green‖ grocers has reasonable prices, friendly staff, local produce, and a focus on organic and natural products. The company wants to connect with consumers in a fresh way, and is considering creating a show on the Food Network. What type of promotion is this grocer considering? a. Brand loyalty b. Branded entertainment c. Affiliate marketing d. Event sponsorship ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:04 AM DATE MODIFIED: 12/20/2017 12:04 AM 73. Which of the following is a reason for advertisers to sponsor with NASCAR, from a media investment lens? a. Featuring products on NASCAR builds authenticity like no other event. b. Success with product placements is fostered through developing deep relationships with key players in advertising. c. NASCAR has huge television audiences, which will yield large media impressions. d. Brands want to be fitted into the entertainment of the race, not detract from it.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Comprehension 12/20/2017 12:05 AM 12/20/2017 12:06 AM

74. Which of the following is true of branded entertainment? a. Brands desire to be embedded naturally, not detract from the entertainment. b. The entertainment property in it should not be created by the marketers themselves. c. Its popularity as a brand-building tool is decreasing. d. It entails placing products unobtrusively into movies and TV shows.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 12:07 AM DATE MODIFIED: 12/20/2017 12:07 AM 75. Which of the following can advertisers accomplish if they create their own story for a branded entertainment initiative? a. They never have to worry about finding a place for their brand. b. They can receive slotting allowances from competitors. c. They can make target audiences six times more likely to purchase their products. d. They can expect no return on investment.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 12:08 AM DATE MODIFIED: 12/20/2017 12:09 AM 76. Branded entertainment is different from product placement in that branded entertainment: a. is a natural extension and outgrowth of product placement. b. displays the brand in traditional ways. c. involves lower levels of exposure for a brand. d. sells ads for the brand‘s presence.

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Test Bank for All Chapters ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 12:10 AM DATE MODIFIED: 12/20/2017 12:11 AM 77. An agency has a client who is skeptical about using branded entertainment. Which of the following should he tell his client about branded entertainment in support of branded entertainment? a. "Branded entertainment reaches the consumer exclusively in their home." b. "Branded entertainment relates with a lifestyle experience, not about selling a product." c. "Branded entertainment is the most expensive form of IBP." d. "Branded entertainment is the cheapest form of IBP." ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:12 AM DATE MODIFIED: 12/20/2017 12:13 AM 78. NASCAR fans are unusually _________________. a. below the national average in income b. suspicious of sponsorship c. varying in their digital use d. loyal to the brands that sponsor cars ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Comprehension 12/20/2017 12:14 AM 12/20/2017 12:15 AM

79. A marketing director meets with her staff to review recent problems they have encountered in coordinating widespread and diverse aspects of their marketing plan. Which of the following reasons can explain why coordinating an IBP effort is easy? a. Specialists often have knowledge only in their specialty. b. Internal competition for budget allocation works against coordinated efforts. c. IBP does not require explicit goals and objectives. d. There is a limited number of media options available.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 1:34 PM DATE MODIFIED: 12/20/2017 1:35 PM 80. A coordination challenge is in: a. making sure each media has an equal level of reach and frequency. b. minimizing the number of different media needed. c. making sure that any marketing effort uses all media available. d. choosing the right set of options to engage a target segment and coordinating the placement of messages to ensure coherent and timely communication.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 12:17 AM DATE MODIFIED: 12/20/2017 12:17 AM 81. As advertising and IBP have become more complex, organizations often become reliant on diverse functional ________________.________ a. specialists, such as consultants Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. politicians, such as elected leaders at the state or national level c. CEOs, such as those from the market share leaders d. direct sales, such as online and in-person ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 12:19 AM DATE MODIFIED: 12/20/2017 12:20 AM Scenario 16-1 MakeWaves is a promotional company with a website that offers the opportunity to sponsor a yacht in Grand Prix yacht racing. Commercial sponsors of the WaveRunner yacht can buy space for logos and graphics on the WaveRunner's sails, hulls, crew member's uniforms, and trailers. For enough sponsorship money, the WaveRunner will even change its name to better fit the sponsor. The WaveRunner is scheduled to compete in five Grand Prix yacht-racing events every year.

MakeWaves claims on its website that sponsoring the WaveRunner in a race could result in millions of impressions in sailing magazines and newspapers as well as on broadcast media, and offers specific calculations to those who inquire.

82. (Scenario 16-1) MakeWaves is pitching a very specific sponsorship offer with its own benefits. But overall, the category of event sponsorship has certain advantages. One of the main advantages is that it: a. has a higher reach than television. b. targets certain groups of consumers who already purchase the sponsor brand. c. offers personal contact with consumers and publicity during and after the event and helps activate other IBP efforts. d. embeds the brand in a very nondescript and subtle way.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:25 AM DATE MODIFIED: 12/20/2017 12:27 AM 83. (Scenario 16-1) How would an advertiser hope to benefit from sponsoring the WaveRunner?

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Test Bank for All Chapters a. By getting free television advertising that comes with sponsorship b. By strategically writing a press release c. By taking part in the most cost-efficient form of promotion and advertising d. By transferring consumers‘ positive feelings or the image about yacht racing to the product ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:28 AM DATE MODIFIED: 12/20/2017 12:29 AM 84. (Scenario 16-1) The MakeWaves website offers no information about the conversion of fan loyalty toward a sport into actual purchases of the sponsor‘s product. Marketers who have set fan loyalty as their main goal would do well to look into the branded entertainment opportunities of _________, who are known to be especially loyal to sponsors of this sport. a. cheerleading b. major league soccer c. NASCAR d. PGA Golf ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:33 AM DATE MODIFIED: 12/20/2017 12:35 AM 85. (Scenario 16-1) A company that thinks about sponsoring the WaveRunner does so with the hopes that it will play a major role in its IBP effort. One potential risk of using nontraditional forms of promotion is that they: a. involve factors that contribute to the challenge of coordinating all IBP messages. b. cannot be quantitatively measured. c. rarely make a strong enough impact on the marketing plan. d. cannot offer the highly targeted audience necessary for this role.

ANSWER: a POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 12:36 AM DATE MODIFIED: 12/20/2017 12:36 AM Scenario 16-2 HollywoodBranding is a new promotions company formed by three former ad executives who had illustrious careers in large multi-service advertising agencies. Over the years, they developed close ties with a number of Hollywood movers and shakers. Consequently, they feel poised to respond to the business world‘s growing desire for branded entertainment.

But they are aware that they need to continually fight their old school thoughts about branding forged in years of working solely with traditional media.

86. (Scenario 16-2) HollywoodBranding promotes itself to prospective clients by saying that it is located at Madison & Vine, and offers innovative brandertainment. This means that it will: a. act as a full-service advertising agency. b. invent humorous or imaginative brand logos and slogans. c. place ads in appropriate media and track subsequent media impressions. d. connect companies with consumers through entertainment venues.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:38 AM DATE MODIFIED: 12/20/2017 12:40 AM 87. (Scenario 16-2) A potential client has lunch with the owners of HollywoodBranding to discuss a new kind of promotion for his gourmet cookware. Beyond his magazine and newspaper advertising, he is looking for the perfect form of branded entertainment. The owners come prepared to pitch several ideas involving projects they‘re aware of, and by the time coffee is served, they all agree to have the: a. cookware appear in the kitchen of a well-known sitcom family. b. company sponsor a cook in this year‘s Pillsbury Bake-off. c. cookware mentioned in a new movie set in a New York restaurant. d. company fund a new PBS cooking show for amateur gourmets.

ANSWER: d Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:47 AM DATE MODIFIED: 12/20/2017 12:48 AM 88. (Scenario 16-2) A young media expert is hired by HollywoodBranding. He went to college with a bright girl who now does all the marketing for her family‘s business, a well-established cookie manufacturer with strong national distribution.

Her grandparents and parents have run the same facility in St. Louis and have run the same types of ads over the decades.

On impulse, he calls to pitch a branded entertainment idea to her family. He should be sure to inform them that branded entertainment: a. is not much different from placing ads with traditional media. b. has been proven to consistently deliver higher brand exposure than other forms of media. c. can take new and unpredictable paths. d. represents one of the most conservative and dependable options available today.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:51 AM DATE MODIFIED: 12/20/2017 12:51 AM 89. (Scenario 16-2) The HollywoodBranding staff has an idea for a corporate giant in the household cleaning products industry; a reality show using all of its products in crazy stunts, timed contests, and obstacle races. But the client is worried about playing it straight with consumers, and openly disclosing its role as a paid advertiser for the show. This worry stems from the concern that: a. if advertisers pile on branded entertainment too quickly, a jaded consumer and a cluttered environment will be the result. b. branded entertainment will definitely have several failures because every time out, it is new and unpredictable. c. TV networks can be charged with deception of the public by failing to disclose the details of productplacement deals. d. there can be an incredible lack of alignment around who is responsible for ethics in branded entertainment.

ANSWER: c POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:52 AM DATE MODIFIED: 12/20/2017 12:53 AM 90. (Scenario 16-2) One drawback for advertisers when subcontracting out to creative teams or external sources like HollywoodBranding is that: a. their tactics may often be the same as those already found in traditional advertising agencies. b. they resist trying new ideas or taking risks. c. their efforts may easily clash with the overall company efforts. d. they do not possess the skills to understand and reach today‘s consumers.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 12:54 AM DATE MODIFIED: 12/20/2017 12:55 AM Scenario 16-3 In July 2010, a sports-focused social networking site named MyMVPs.com was launched. The site, which has been described by founder Mark Monaco as a hybrid of Facebook, ESPN and YouTube, will allow athletes, proud parents, and sports fans alike to view highlights of amateur athletes, check out the week‘s funniest sports bloopers, and chat with various sports celebrities registered with the free online service. Erin Dwyer, co-founder and one of the four individuals responsible for the site‘s success, believes the service will be incredibly beneficial not only for amateur athletes with college aspirations, but also for colleges with tight recruiting budgets. Dwyer stated, ―It‘s huge for little kids and it‘s gigantic for high school athletes who want to get to college. For some schools with tight budgets for recruiting, coaches will be able to jump on a website that is clean and safe and gives them information on a player. That can give them an advantage.‖ Still in its early stages, the company is looking to get its name out there as much as possible—and with partnerships with sports legends such as Mike Ditka, the company appears to be headed in the right direction.

(Jeff Vorva, ―MyMVPs.com Hopes to Fly High With Amateur Athletes.‖ Chicago Tribune Local, June 16, 2010.)

91. (Scenario 16-3) Still looking to get the company name out, the team at MyMVPs begins to think of ways to make people aware of the site‘s benefits. To date, they have relied on word-of-mouth advertisement, but they are interested in any possibility that may help build brand awareness. This means that they are basically looking for: a. event sponsorships.

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Test Bank for All Chapters b. mere exposure. c. product placement. d. media impressions.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:56 AM DATE MODIFIED: 12/20/2017 12:58 AM 92. (Scenario 16-3) The team at MyMVPs decides to look into sponsorship as a way of building the brand. At first, they wonder about the cost. Eventually, they come to the conclusion that they would ultimately gain the most—but would also have to spend the most—if the business decided to: a. be an exclusive sponsor of an event. b. calculate media impressions from an event. c. get involved in social networking for an event. d. be a co-sponsor of an event with another business.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 1:00 AM DATE MODIFIED: 12/20/2017 1:01 AM 93. (Scenario 16-3) By sponsoring local high schools and high school sporting events, MyMVPs will be able to promote its brand to a large amount of its target audience, which is made up of athletes, parents and fans. This overlap is referred to as: a. the sweet spot. b. the marketing overlap. c. event sponsorship. d. selective product placement.

ANSWER: a POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 1:03 AM DATE MODIFIED: 12/20/2017 1:03 AM 94. (Scenario 16-3) MyMVPs arranges to sponsor a few high schools, and begins to think of ways to leverage the sponsorship. In this context, leverage can be described as: a. the practice of judging sponsorship through media impressions. b. the practice of placing any branded product into the content and execution of an established entertainment vehicle. c. any collateral communication or activity reinforcing the link between a brand and an event. d. development and support of any entertainment property.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 1:05 AM DATE MODIFIED: 12/20/2017 1:06 AM 95. (Scenario 16-3) The team at MyMVPs decides to make sponsorship one of their top priorities. Not only can they build community relationships, but they can get the MyMVP's name out with signs and banners. The team also prints hundreds of business cards and stationery to distribute, and sets up a number of tents that will feature the company logo. In a smallscale and local way, this is the same thing large corporations do when they make an effort to: a. leverage the event as much as they can. b. make good use of product placement. c. fight the chaos scenario. d. speak to consumers in a single voice.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Promotion Bloom's: Application 12/20/2017 1:27 AM 12/20/2017 1:28 AM

Scenario 16-4 You are a marketing associate at a promotional firm that specializes in innovative branding. You will be meeting with several clients next week and you need to review their files and get updated on their latest promotional efforts.

96. (Scenario 16-4) In your initial review, you realize that all four clients are currently paying a fee to have their brands exposed or displayed within some entertainment format. This means that they are all utilizing __________. a. event sponsorship b. product placement c. branded entertainment d. co-branding ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.16-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 1:29 AM DATE MODIFIED: 12/20/2017 1:32 AM 97. (Scenario 16-4) Another client was considering videogame placement the last time you met, and will be making a decision next week. She wasn‘t sure about placing her product in a game, since her company sells mostly to adults and has never specifically targeted kids. You will remind her of research that shows that: a. a good portion of hard-core players are between 18 to 34 years old. b. the vast majority of gamers are teenagers, not children. c. the fastest-growing population of gamers are between 55 to 75 years old. d. elders who do play video games are more likely to notice products.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/20/2017 1:35 AM 12/20/2017 1:36 AM

98. (Scenario 16-4) One client has made the move to have signs and billboards for his product show up in a video game that takes users through city streets, down country roads, and across bridges and overpasses. Which of the following is a reason why this strategy will have a positive/negative impact? a. Gamers are irritated by such distractions. b. Gamers consider this an added attraction when playing games. c. Gamers get accustomed to ad clutter and do not realize that they exist. d. Gamers are three times more likely than users of other media to buy the items that appear in product placement.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 1:37 AM DATE MODIFIED: 12/20/2017 1:38 AM 99. (Scenario 16-4) You recall that the owner of one firm had said in the past that you‘d done a good job in convincing him that he needed to focus on creating synergy in all advertising efforts. At the time, he wanted you to clarify what you meant by synergy. You replied that synergy refers to: a. planning ahead for the use of new media as they emerge. b. making sure all media efforts reinforce each other for maximum effect. c. sharing communication goals among clients and suppliers. d. using all the interactive capabilities of any given media.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 1:41 AM DATE MODIFIED: 12/20/2017 1:42 AM 100. (Scenario 16-4) One client was initially willing to pay a hefty fee for its fruit snack bar to appear in a summer action movie full of spies and car chases, but the fit just didn‘t seem right. You convinced the client to go instead with a teen romance that also released in the summer. It appears to have done very well, building popularity with kids who bought it Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters at the concessions stand, and went on to buy it at their local retailer. Which of the following concepts did you rely on? a. Exclusive sponsorship b. Advergaming c. Leveraging d. Authenticity ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 1:44 AM DATE MODIFIED: 12/20/2017 1:44 AM 101. What is meant by the convergence of advertising and entertainment? Explain why this convergence has occurred in the world of promotion.

There has been a convergence of sort between two previously separate entities; ANSWER: advertising (located on Madison Avenue in New York), and entertainment (located at the intersection of Hollywood and Vine in Los Angeles). This convergence occurred due to several conditions present in the marketing world, the corporate culture, and the larger society. Advertisers are always searching for new ways to reach consumers, and entertainment provided the perfect avenue. They found that they could sponsor events, connect their name to entertainment venues, and embed their products in TV and film productions. Meanwhile, consumers have been given an increasing number of options to be informed and entertained, always finding new ways to fill their leisure time. Where there was once only television, radio, newspapers, and magazines, there are now video games, mobile devices, cell phones, and almost unlimited possibilities on the Internet, including social networking sites. All of these now act as media vehicles for embedded branding and promotional messages, effectively combining advertising and entertainment in new ways.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 1:47 AM DATE MODIFIED: 12/20/2017 1:47 AM 102. Describe the Chaos Scenario. How does it relate to today‘s advertising efforts?

The concept of Chaos Scenario was proposed by Bob Garfield, of Advertising Age, in his ANSWER: prediction of a mass exodus by advertisers as they flee from traditional media. His idea is Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters that advertisers will continually shift their advertising dollars away from traditional formats because of ongoing audience fragmentation as well as technology that allows for adavoidance. He predicts that those ad dollars instead will be spent on new media in a new advertising world that will not depend on 30-second television commercials or glossy magazine spreads. One repercussion will be seen in already- struggling networks that will get less funds to create quality programming, and will therefore lose even more audience members. The end result will be a rapid downward spiral of the old-fashioned media formats. It is impossible to say whether this mass exodus will actually happen, and traditional media will die; but there is already a shift in ad dollars from traditional media to new digital, mobile, and entertainment formats.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 1:49 AM DATE MODIFIED: 12/20/2017 1:49 AM 103. Discuss the nature and use of product placement. Explain, with examples, which forms of media today‘s advertisers specifically use for product placement.

Product placement involves placing any branded product into the content and execution of ANSWER: an established entertainment vehicle, one that is already in development or is in ongoing broadcast mode. Advertisers pay for the ability to expose or promote their brand by showing it in some way in a television show, film, video game, or novel; or by having it physically present at a sporting event, movie theater, festival, concert, or other public entertainment venue. It is most effective when used with other promotions. Television shows are well-known formats for product placement, especially soap operas, reality shows, and sitcoms. Product placement is often seen in movies when automakers feature particular vehicles during car chases. Product placement is increasingly seen in video games in the form of cars, snacks, beverages, and any number of goods that appear on virtual billboards and signage. Product placement may or may not involve a celebrity connection, but either way, it can be difficult to measure. It works best when it is integrated well with the content, characters, and script so the presence of the product is believable and realistic, a concept referred to as having authenticity.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 1:51 AM DATE MODIFIED: 12/20/2017 1:51 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 104. Explain how branded entertainment differs from product placement, and what its future is as a branding tool. Give two examples of branded entertainment to support your answer.

Branded entertainment entails the development and support of any entertainment property ANSWER: where the primary objective is to feature one‘s brand or brands to impress and connect with consumers in a unique and compelling way. Branded entertainment and brand placement differ in one clear way. In branded entertainment, the property would not exist without the marketer‘s support. In product placement, the property already exists or is already in development, and the branded product will be added to it. Examples will vary among students. One example of this distinction is seen in two BMW promotions. In 1995, product placement was used in the BMW placement of the Z3 in the James Bond thriller GoldenEye. In 2001, branded entertainment was seen with the BMW promotion of the Z4 in the firm‘s own custom made, Web distributed short films that featured Marilyn Manson, Clive Owen, and other stars that launched a new era of branded entertainment. The obvious obstacle that may limit the future of branded entertainment is oversaturation. Like any other faddishly popular promotional tactic, if advertisers pile it on too quickly, a jaded consumer and cluttered environment will result.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.19-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 1:53 AM DATE MODIFIED: 12/20/2017 1:53 AM 105. Procter & Gamble is a prime example of a giant advertiser that has successfully used branded entertainment over many decades. How has P&G incorporated branded entertainment into its marketing mix over the years?

P&G launched into branded entertainment as early as 1923 with its radio program, Crisco ANSWER: Cooking Talks, a 19-minute program featuring recipes and advice that prominently featured its shortening product called Crisco. By 1937, P&G marketers realized listeners wanted more than recipes, so it created a new format for radio known as the soap opera, featuring dramatic story lines that would lure listeners to tune in every day. It began with Guiding Light, which moved to television by 1952 and is considered the longest-running show in the history of electronic media even though it was canceled in 2009. Today P&G works with other media partners to create shows in which the brands are embedded and the entertainment is branded. The campaign shifted to a focus on moms with its Tide brand, with a thank you mom campaign featuring Olympic athletes, so merged Olympic sports (entertainment) with the brand message via advertising and social media.

POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/20/2017 2:03 AM 12/20/2017 2:04 AM

106. Lack of coordination of an IBP effort often leads to disagreement and conflict within the business environment. What kind of factors commonly work against coordination? Explain those specific to an organization that handles the entire effort internally, and those specific to an organization that uses some external sources.

Coordinating a complex IBP effort is a challenge for any organization. The chief problem ANSWER: in achieving coordination is that there can be an incredible lack of alignment around who is responsible for achieving the integration. The question involves whether the client or the agency should accept this responsibility. Ad agencies often see themselves in this lead role of architect and general contractor, but not many have demonstrated great success in this area. As advertising has become more complex, organizations have often become reliant on functional specialists. Specialists, by definition, focus on their specialty and can lose sight of the big picture and the efforts of others in the organization. Specialists also want their own budgets. Internal competition for budget dollars often yields rivalries and animosities that work against coordination.

Few ad agencies have all the internal skills necessary to fulfill clients' demands for integrated marketing communications today. For example, interactive media often require special skills that are not held by most traditional ad agencies. Therefore, external sources must be used. External contractors often do not understand the overall strategy of the IBP effort. And the greater the number of external organizations delivering messages to potential customers, the greater the coordination challenge.

Most importantly, the main objective underlying the need for coordination is to achieve a synergistic effect for a consistent brand meaning.

POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.16-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 2:06 AM DATE MODIFIED: 12/20/2017 2:06 AM

1. Direct marketing is an interactive system of marketing that uses one or more advertising media to affect a measurable response and/or transaction at any location. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Promotion Bloom's: Knowledge 12/20/2017 2:10 AM 12/20/2017 2:10 AM

2. Direct marketing programs are commonly planned with the notion that one contact will lead them to another and then another. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 2:12 AM DATE MODIFIED: 12/20/2017 2:12 AM 3. With the growing concern about fragmenting markets and the diminishing effectiveness of traditional media in reaching those markets, many advertisers are investing in direct marketing programs for more precision in targeting and measuring results. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 2:13 AM DATE MODIFIED: 12/20/2017 2:13 AM 4. Direct marketing is interactive because the advertiser is attempting to develop an ongoing dialogue with customers. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 2:15 AM DATE MODIFIED: 12/20/2017 2:15 AM 5. Direct marketing is not helpful as a tool to close the sale with a customer. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 2:16 AM DATE MODIFIED: 12/20/2017 2:16 AM 6. A key aspect of direct marketing is that it is interactive; the advertiser is attempting to develop an ongoing dialogue with customers. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 2:17 AM DATE MODIFIED: 12/20/2017 2:18 AM 7. Multiple media can be used in direct marketing programs a. True b. False ANSWER: True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 2:19 AM DATE MODIFIED: 12/20/2017 2:19 AM 8. Direct marketing is measurable by calculating cost per inquiry (CPI) or cost per order (CPO), for example. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 2:20 AM DATE MODIFIED: 12/20/2017 2:21 AM 9. One disadvantage of direct marketing is that it has no way to identify and target specific segments of the population. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 2:22 AM DATE MODIFIED: 12/20/2017 2:22 AM 10. A key aspect of direct marketing programs is that they are often designed to produce an immediate, measurable response. a. True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 2:25 AM DATE MODIFIED: 12/20/2017 2:25 AM 11. Called hybrid commerce or an omnichannel strategy, the consumer can have the best of both digital and in-store channels. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 2:26 AM DATE MODIFIED: 12/20/2017 2:26 AM 12. In an omnichannel strategy, a consumer could have the choice of returning an online purchase digitally or in the store. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 2:28 AM DATE MODIFIED: 12/20/2017 2:28 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 13. The evolution of direct marketing can be seen by the history of some brands; among catalog marketers, few are more exemplary than L.L. Bean. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 3:49 AM DATE MODIFIED: 12/20/2017 3:49 AM 14. Direct marketing includes e-commerce; direct marketing has broken free from its mail-order heritage to e-commerce and other direct-to-consumer interactive digital platforms. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 3:51 AM DATE MODIFIED: 12/20/2017 3:51 AM 15. Direct marketing programs are commonly used for three purposes: closing a sale, prospecting future customers, and engaging customers. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Promotion Bloom's: Knowledge 12/20/2017 3:53 AM 12/20/2017 3:53 AM

16. A marketing database allows a firm to measure how much business it is doing with its best customers through an analysis of recency, frequency, and monetary factors. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 3:55 AM DATE MODIFIED: 12/20/2017 3:55 AM 17. Knowing who the best customers are along with what and how often they buy is a direct marketer‘s secret weapon. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 3:58 AM DATE MODIFIED: 12/20/2017 3:58 AM 18. Keeping a date of birth in a customer database allows companies to do something a little special and contact customers on their birthdays with a birthday note or special promotion for them. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 4:00 AM DATE MODIFIED: 12/20/2017 4:00 AM 19. Cross-selling is the practice of identifying past purchasers of one product and suggesting that they purchase other products. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 4:04 AM DATE MODIFIED: 12/20/2017 4:04 AM 20. Privacy is a big concern with respect to consumer databases and other related lists (internal lists, mailing lists, e-mail lists). a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 4:07 AM DATE MODIFIED: 12/20/2017 4:07 AM 21. Companies use advanced technology to merge offline data, like credit ratings and home value, with online data, like online searches. a. True b. False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Ethics STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 4:09 AM DATE MODIFIED: 12/20/2017 4:09 AM 22. List enhancement includes any of four categories of information: demographic data, geodemographic data, psychographic data, and behavioral data. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 4:10 AM DATE MODIFIED: 12/20/2017 4:11 AM 23. It can cost 19 to 20 times more to reach a person with a direct mail piece than it would to reach that person with a traditional advertising medium because of the cost-per-contact advantages of traditional mass media. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 4:13 AM DATE MODIFIED: 12/20/2017 4:13 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 24. A smart way to enhance direct mail is to make it personal, such as addressing it to the consumer‘s name or thanking a consumer for their loyalty. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 4:14 AM DATE MODIFIED: 12/20/2017 4:15 AM 25. Advertisers invest nearly $9 billion annually in direct-mail programs. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Online/Computer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 4:18 AM DATE MODIFIED: 12/20/2017 4:18 AM 26. In digital form, spam is the new manifestation of junk mail. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 4:22 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/20/2017 4:22 AM

27. The CAN-SPAM legislation passed in 2003 requires that marketers use an accurate and verifiable return e-mail address, be transparent about the nature of the e-mail content, provide opt-out options and act on such requests or face stiff penalties. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.19-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 4:23 AM DATE MODIFIED: 12/20/2017 4:23 AM 28. Our advice is to stay away from the low-cost temptations of bulk-email because the quickest way to get flamed and damage your brand name is to start sending out bulk emails to people who do not want to hear from you. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.19-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 4:24 AM DATE MODIFIED: 12/20/2017 4:25 AM 29. Products that are higher priced, complicated to use, or require demonstration are heavily dependent on personal selling in order to close the deal. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.19-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 4:26 AM DATE MODIFIED: 12/20/2017 4:26 AM 30. A marcom manager, or marketing communications manager—which may be folded into the chief marketing officer role—plans an organization‘s overall communications program and oversees the various functional specialists inside and outside the organization. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.19-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 4:27 AM DATE MODIFIED: 12/20/2017 4:28 AM 31. The pivotal role for direct marketing programs in this process is to establish dialogue with customers and then close the sale. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.19-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 4:29 AM DATE MODIFIED: 12/20/2017 4:29 AM 32. Traditionally done via face-to-face-communications, now personal selling has emerged to include personal chats, video session, calls, and other ways to communicate in a more personal manner with a consumer as it relates to a sale or service. a. True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.19-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 4:30 AM DATE MODIFIED: 12/20/2017 4:30 AM 33. Creative selling is the type of selling in which customers rely heavily on the salesperson for technical information, advice, and service. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.19-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 4:31 AM DATE MODIFIED: 12/20/2017 4:31 AM 34. System selling entails selling a set or interrelated components that fulfill all or a majority of a customer‘s needs in a particular area. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.19-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 4:33 AM DATE MODIFIED: 12/20/2017 4:33 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 35. The missionary salesperson calls on accounts with the express purpose of monitoring the satisfaction of buyers and updating buyers‘ needs but may provide product information after a purchase. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.19-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 4:36 AM DATE MODIFIED: 12/20/2017 4:36 AM 36. Customer relationship management, or CRM, involves cultivating short-term transactions with customers. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.19-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 4:38 AM DATE MODIFIED: 12/20/2017 4:38 AM 37. Direct marketing is defined as an interactive system that uses one or more advertising media to: a. develop a one-time communication with customers. b. push a product through the distribution channel. c. sustain a brand image. d. affect a measurable response and/or transaction at any location.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Promotion Bloom's: Knowledge 12/20/2017 4:44 AM 12/20/2017 4:45 AM

38. Direct marketing is ________________ because the marketer attempts to develop an ongoing dialogue with the customer based on the idea that one contact will lead to another, and the message is continually refined. a. mass b. interactive c. social media d. partnership ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 4:46 AM DATE MODIFIED: 12/20/2017 4:46 AM 39. Which is a key aspect of direct marketing programs? a. It uses only one type of media to get a response. b. It has a long-term sales promotion goal. c. It often is designed to produce an immediate, measurable response. d. It relies on technology rather than human behavior.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 4:47 AM DATE MODIFIED: 12/20/2017 4:48 AM 40. Which of the following is true of building customer relationships through direct marketing? a. Word-of-mouth advertising is the best way to build a marketing base. b. Long-term customer relationships must be based on trust. c. Transactions are more important than relationships in direct marketing.

Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters d. Customers are willing to pay for catalogs if given the proper incentive.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 4:49 AM DATE MODIFIED: 12/20/2017 4:50 AM 41. Which forms of media can be used in executing direct marketing programs? a. direct mail only b. social media only c. direct mail, digital, social, and mobile media d. e-commerce only ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 4:51 AM DATE MODIFIED: 12/20/2017 4:52 AM 42. A marketing manager for a company that packages vacations to exotic locations uses a variety of media to promote these trips, including social media, infomercials, and direct mail. One of the primary objectives is integration. This is because if these programs are integrated, the manager can: a. cut the cost of communicating with audiences. b. easily measure results. c. make the program more effective than the sum of its parts. d. eliminate the need to tailor specific messages to specific audiences.

ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Promotion Bloom's: Application 12/20/2017 4:53 AM 12/20/2017 4:54 AM

43. What are three main purposes of direct marketing programs? a. To close the sale, identify prospects, and engage consumers b. To identify target markets, tailor the message, and support brand identity c. To provide information, answer questions, and foster brand loyalty d. To reward customers, furnish information, and generate brand preference ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 4:59 AM DATE MODIFIED: 12/20/2017 5:01 AM 44. For consumers, what is often a benefit of direct marketing? a. Convenience b. Privacy c. Technology d. Quality ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 5:03 AM DATE MODIFIED: 12/20/2017 5:03 AM 45. A direct marketing transaction can take place ___________. a. anywhere b. only in store c. only online d. only through omnichannel Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 5:05 AM DATE MODIFIED: 12/20/2017 5:05 AM 46. In evaluating direct marketing programs, which of the following are frequently used measures? a. Cost per media and cost per consumer b. Cost per rating point and cost per share c. Cost per thousand and cost per million d. Cost per inquiry and cost per order ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 5:07 AM DATE MODIFIED: 12/20/2017 5:09 AM 47. One characteristic of direct marketing is that it: a. depends on consumer response for its success. b. emphasizes developing a customer database. c. has a lower cost per contact. d. relies on audience segmentation.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/20/2017 5:27 AM 12/20/2017 5:28 AM

48. _________ lists are the starting point for developing better relationships with current customers, whereas __________ lists help an organization cultivate new business. a. internal; external b. demographic; psychographic c. external; internal d. psychographic; demographic ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 5:29 AM DATE MODIFIED: 12/20/2017 5:29 AM 49. A direct marketer promoting a service industry uses both internal and external lists. Which of the following is a difference between internal and external lists? a. Internal lists contain all types of consumer information, whereas external lists consist of names and addresses. b. Internal lists help to develop relationships with current customers, whereas external lists help to attract new customers. c. Internal lists are drawn from the general population, whereas external lists are drawn from competitors' customer lists. d. Internal lists cannot be enhanced, whereas external lists can be enhanced.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 5:30 AM DATE MODIFIED: 12/20/2017 5:31 AM 50. A real estate firm has a name-and-address file. It now chooses to incorporate into the file the demographic, geodemographic, psychographic, and behavioral data of its customers. Through this type of list enhancement, the real estate firm will: a. get a larger number of customer names and addresses in its database.

Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. contribute to the ease of payment for its customers. c. have a more complete description of who its customers are. d. allow consumers convenient access to compare product features on its website.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 5:32 AM DATE MODIFIED: 12/20/2017 5:32 AM 51. Marketing databases can be expanded by adding _________ data, which allows for a more qualitative assessment of a customer‘s general lifestyle, interests, and options. a. demographic b. psychographic c. telegraphic d. geo-demographic ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 5:34 AM DATE MODIFIED: 12/20/2017 5:34 AM 52. A company has a mailing list, but they are collecting information directly from individual consumers as well.

They are in the process of developing: a. a marketing database. b. an external mailing list. c. a geo-demographic data source. d. a single-source tracking study.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 5:35 AM DATE MODIFIED: 12/20/2017 5:36 AM 53. An RFM analysis is used to: a. determine which products or services are most popular. b. identify the most loyal customers. c. track the replies from direct mail pieces. d. compare the efficiencies of various direct marketing programs.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 5:37 AM DATE MODIFIED: 12/20/2017 5:37 AM 54. A shoe retailer uses its marketing database to run a recency, frequency, monetary analysis on its customers. In this context, recency refers to: a. how often a consumer was reached with any kind of advertising message. b. how often a consumer was reached through a direct marketing medium. c. how long it has been since a consumer shopped at or bought a product from the company. d. how often a consumer purchases a product from a certain product category.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 5:39 AM DATE MODIFIED: 12/20/2017 5:39 AM 55. Marketers in many fields are offering frequency-marketing programs that __________________. a. test internal mailing lists Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. offer concrete rewards to frequent customers c. comprise an external mailing list d. need a salesperson to help implement ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 5:55 AM DATE MODIFIED: 12/20/2017 5:56 AM 56. Cross-selling involves marketing: a. additional products to current customers. b. the same product to different consumers. c. products to different members of the same household. d. to one geo-demographic segment.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 5:58 AM DATE MODIFIED: 12/20/2017 5:58 AM 57. A suburban country club contacts each member who holds a pool membership to inquire if they would also be interested in purchasing a golf membership. The country club personnel are using their marketing database for . a. personal selling b. creative selling c. marcom selling d. cross-selling ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 6:00 AM DATE MODIFIED: 12/20/2017 6:00 AM 58. What is a very important concern for consumers regarding direct marketing that advertisers and marketers should take very seriously? a. Cross-selling b. Invasion of privacy c. Increased junk mail d. Credit card debt ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 6:01 AM DATE MODIFIED: 12/20/2017 6:02 AM 59. The Direct Marketing Association (DMA) estimated that the _______ would cost telemarketers about $50 billion in lost sales. a. CAN-SPAM act b. Direct Marketing Association‘s opt-out program c. FTC‘s Do Not Call Registry d. Better Business Bureau ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 6:03 AM DATE MODIFIED: 12/20/2017 6:04 AM 60. Companies can address customers‘ privacy concerns if they remember two fundamental premises about database Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters marketing. Which of the following is one of those premises? a. Customers should be provided with the option of replying to a lead card. b. Information gained for databases should only be used for mailing purposes. c. Information collected should not be sold to other companies. d. A primary goal for developing a marketing database is to get to know customers in such a way that an organization can offer them products and services that better meet their needs.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 6:06 AM DATE MODIFIED: 12/20/2017 6:06 AM 61. Likely related to consumer privacy concerns, direct mail and/or direct e-mail marketers should be prepared for the: a. limited ability to test executions. b. lack of creative options. c. inaccuracy of addresses or e-mail addresses on mailing lists. d. consumers' distrust in mailed advertising.

ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 6:09 AM DATE MODIFIED: 12/20/2017 6:11 AM 62. Two advantages of direct mail as a medium of communication is its: a. cost and response rate. b. selectivity and flexibility. c. mailing lists and consumer data. d. cost and delivery.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 6:12 AM DATE MODIFIED: 12/20/2017 6:13 AM 63. Most consumers view their personal email addresses and mobile phones as _____________ and violating that space _______________. a. personal property; upsets people b. unimportant; is not a big deal. c. rented; is amusing. d. just a material possession; is not a true privacy violation since we can simply delete the unwanted email or text.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 6:14 AM DATE MODIFIED: 12/20/2017 6:15 AM 64. According to Seth Godin in his 1999 book Permission Marketing, what is the best way to make your customer list worthless? a. Decreasing the cost and response rate b. Selling it c. Merging offline mailing lists and online consumer data d. Increasing cost and delivery of the list to employees ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 6:16 AM DATE MODIFIED: 12/20/2017 6:17 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 65. Because advertising conducted in direct marketing campaigns is typified by this emphasis on immediate response, it is commonly referred to as _____________. a. cross-selling b. direct response advertising c. instant gratification d. instant commerce ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 6:21 AM DATE MODIFIED: 12/20/2017 6:22 AM 66. Careless use of the e-mail took can earn one‘s company the label of ____________. a. junk mailer b. telemarketer c. spammer d. netiquette ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-3 NATIONAL STANDARDS: United States - BUSPROG: Ethics STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 6:23 AM DATE MODIFIED: 12/20/2017 6:24 AM 67. Just because a company sends an email does not mean it was received. Roughly what percent of emails get directed to recipients‘ ―spam inboxes‖? a. 80 percent b. 1 percent c. 5 percent d. 20 percent ANSWER: d POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 6:25 AM DATE MODIFIED: 12/20/2017 6:25 AM 68. The unsolicited email generates a response rate that is less than: a. 5 percent b. 10 percent c. 1 percent d. 20 percent ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 6:26 AM DATE MODIFIED: 12/20/2017 6:27 AM 69. Which of the following is a key to success for an infomercial? a. Keeping the broadcast under five minutes b. Avoiding the use of celebrities c. Promoting only nationally known brand names d. Including testimonials from satisfied users ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 6:29 AM DATE MODIFIED: 12/20/2017 6:29 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 70. Since the Do Not Call Registry was established, U.S. regulators have fined violators more than ________. a. $50,000 b. $500 million c. $5 billion d. $500,000 ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 6:32 AM DATE MODIFIED: 12/20/2017 6:33 AM 71. The wide variety of options available for reaching customers poses tremendous challenges with respect to: a. languages b. social media c. humor appeals d. coordination and integration ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.19-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 6:38 AM DATE MODIFIED: 12/20/2017 6:38 AM 72. What is an important form of integrated brand promotion that relates to the sale of a product or service, and one that was traditionally done face-to-face (in person) but now has emerged with technology such as chats, videos, and online calls? a. public relations b. personal selling c. publicity d. e-mail ANSWER: b POINTS: 1 DIFFICULTY: Moderate Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.19-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 6:40 AM DATE MODIFIED: 12/20/2017 6:40 AM 73. In some companies, the ___________ is rolled into the Chief Marketing Officer (CMO) job. a. missionary salesperson b. marcom manager c. list enhancer d. functional specialist ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.19-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 6:42 AM DATE MODIFIED: 12/20/2017 6:42 AM 74. The role of a marcom manager (or CMO for some firms) is to: a. ensure efficient and timely delivery of products ordered. b. monitor contacts, sales, and return sales. c. schedule the media for marketing communications. d. plan overall communications programs and oversee the functional specialists inside and outside of the organization.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.19-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 6:44 AM DATE MODIFIED: 12/20/2017 6:45 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 75. Personal selling is: a. traditionally face-to-face communication and persuasion related to a sale of a product or service, but adapting to be virtual as well. b. now exclusively digital or technology mediated, although its origin was face-to-face. c. easier to conduct than any other marketing function d. the most controversial form of direct marketing ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.19-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 6:48 AM DATE MODIFIED: 12/20/2017 6:48 AM 76. Which of the following is the least complex form of personal selling? a. Creative selling b. System selling c. Missionary services d. Order taking ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.19-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 6:50 AM DATE MODIFIED: 12/20/2017 6:51 AM 77. ARF Systems sells a finance and payroll application to a corporate buyer. In addition to the software, they offer to install the hardware required to run, install, and maintain the software. It will also train the employees on the usage of the software, and provide engineers to fix any problem that may arise in the software. They fulfill all or a majority of client needs in a particular area. In this scenario, ARF is involved in ________. a. system selling b. frequency marketing c. cross selling d. CPO marketing ANSWER: a Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.19-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 6:52 AM DATE MODIFIED: 12/20/2017 6:52 AM 78. General Motors has its salespeople attend Disney Institute, and BMW, like Apple, now features a highly trained ―genius‖ to demonstrate and explain the many features of its luxury vehicles. This suggests the importance of ________________ in sales and marketing. a. customer service b. affect appeals c. cross-selling d. database marketing ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.19-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 6:53 AM DATE MODIFIED: 12/20/2017 6:54 AM Scenario 17-1 American Profile is an e-technology company. It allows companies to search and navigate gigabytes of data, categorize disparate content, and gain secure access to information regardless of where it resides—all from its Web browser. Thus, American Profile can share content across connected servers with partners, suppliers, customers, and employees to form an e-business content network. And it all happens in real time.

79. (Scenario 17-1) American Profile is considering imitating a direct marketing tactic employed by several consumer magazines. Visitors to the home pages of these magazines‘ websites can link to tips on gardening, home decorating, cooking, clothes shopping, skin care, hair care, etc. They are then encouraged to rate these articles and columns, explain whether they were helpful, and add comments and suggestions based on their own lifestyles and hobbies. This allows marketers to enhance their customer information with: a. psychographic data. b. geo-demographic data. c. demographic data. d. behavioral data.

Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 6:55 AM DATE MODIFIED: 12/20/2017 6:56 AM 80. (Scenario 17-1) The idea behind promoting American Profile is to show companies that gathering information about visitors‘ households and lifestyles through its website is a crucial step in building a: a. selection of testimonials. b. creative selling strategy. c. marketing database. d. core team of functional specialists.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 6:58 AM DATE MODIFIED: 12/20/2017 6:58 AM 81. (Scenario 17-1) Like many firms, American Profile uses an RFM analysis to identify certain groups of high-profile customers and analyze their habits across three criteria. RFM stands for: a. record, format, momentum. b. recency, frequency, monetary. c. reach, function, marketing. d. returns, files, mailings.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Promotion Bloom's: Comprehension 12/20/2017 7:02 AM 12/20/2017 7:02 AM

82. (Scenario 17-1) One of the publishers that American Profile has studied collects data at its website about readers of its health and fitness columns. The publisher uses direct mail to try and get these readers to subscribe to another one of its publications. This one focuses on nutrition. This publisher is involved in _____________. a. missionary selling b. creative selling c. system selling d. cross-selling ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 7:04 AM DATE MODIFIED: 12/20/2017 7:05 AM 83. (Scenario 17-1) An important legal and ethical issue relevant to this scenario is the importance of: a. abstaining from sharing their information with third parties without permission. b. making the site appear independent from commercial sponsors. c. having creative salespeople call visitors and ask about such concerns. d. enhancing the final mailing list with nothing more than demographic data.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 7:15 AM DATE MODIFIED: 12/20/2017 7:15 AM Scenario 17-2 As the number of firms utilizing direct marketing continues to grow, so does the number of consumers opposed to the methods often described as ―intrusive.‖ To combat the growing number of opposed consumers, marketers need to find Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters creative new ways to optimize their direct marketing campaigns. One such outlet that firms are beginning to experiment with is social media. Executives understand that many consumers view a company‘s Facebook page more often than the company‘s home page, so they‘ve grown to realize that setting up some form of an email opt-in on social media sites is a great way to build marketing databases. In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company‘s direct marketing efforts. By utilizing social media more often in the future, a number of U.S. companies hope to build stronger and more useful marketing databases.

84. (Scenario 17-2) Building a marketing database can be helpful because it allows companies to gauge how receptive customers may be to new products or product features. One way of isolating a company‘s best customers is by utilizing: a. a recency, frequency, and monetary analysis. b. a frequency marketing program. c. cross-selling techniques. d. direct response advertising.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 7:17 AM DATE MODIFIED: 12/20/2017 7:21 AM 85. (Scenario 17-2) Which of the following is an essential application of the marketing database? a. Keeping close tabs on consumers to ensure their loyalty b. Reinforcing and recognizing the most frequent customers c. Degrading and ignoring customers that are not providing consistent business d. Notifying customers of minute changes to various products and services ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 7:21 AM DATE MODIFIED: 12/20/2017 7:22 AM

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Test Bank for All Chapters 86. (Scenario 17-2) What effect has the Internet had on privacy concerns regarding direct marketing? a. It has caused consumers to feel safer because they know marketers are acting responsibly. b. It has amplified privacy concerns as it makes it easier for marketers to access personal information. c. It has had no effect on consumer‘s feelings towards direct marketing. d. It has greatly reduced the direct marketing efforts of companies across the world.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 7:24 AM DATE MODIFIED: 12/20/2017 7:25 AM 87. (Scenario 17-2) Marketers consider _________ to be the most economical form of direct response advertising, but when unsolicited the response rate is less than one percent. a. email b. magazines c. telemarketing d. direct mail ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 7:26 AM DATE MODIFIED: 12/20/2017 7:27 AM 88. (Scenario 17-2) Which of the following is the most controversial of the various direct marketing methods? a. Social media interaction b. Direct mail b. Direct mail c. Bulk email d. Repetitive telemarketing ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-3 NATIONAL STANDARDS: United States - BUSPROG: Ethics STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 7:28 AM DATE MODIFIED: 12/20/2017 7:31 AM Scenario 17-3 Trapper's Lake Lodge is a rustic hotel situated on a large lake in the Flat Tops Wilderness Area. The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling, and cross-country skiing trips from its remote location 250 miles away from a major airport. Guests must travel the last 40 miles on a rough dirt road during the summer months or ride a special snow car during the snow season. Trapper's Lake Lodge management has found that guests almost always have a wonderful experience during their stay and swear they will visit again. Nonetheless, the biggest problem is getting people to visit in the first place, probably due to the difficult travel involved. So the lodge management has decided to mount an aggressive direct marketing campaign to increase first-time guest visits as well as to nurture loyal frequent visitors.

89. (Scenario 17-3) A public relations consultant advises the lodge management that any direct marketing campaign should be coordinated with its other advertising and promotional strategies, as well as all the efforts that its employees are making in order to make the stay so wonderful. In effect, the consultant is recommending that the lodge make _________ the final goal of their campaign, since it would make all the efforts even more effective. a. services management b. marcom management c. integration d. innovation ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 7:31 AM DATE MODIFIED: 12/20/2017 7:33 AM 90. (Scenario 17-3) Guests at the lodge have always filled out a brief form with their name, address, phone number, and email address. They will now be asked to complete a questionnaire that collects more information such as their age, gender, education level, and occupation. Additionally, the survey asks about their outdoor interests, recreational preferences, other hobbies, and comments about their stay at Trapper's Lake Lodge. This combination of new _________ data will be used to help build a marketing database for the lodge. a. demographic and psychographic b. personal and behavioral Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters c. behavioral and academic d. demographic and geo-demographic ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 7:35 AM DATE MODIFIED: 12/20/2017 7:36 AM 91. (Scenario 17-3) After asking for references from current guests and for permission to use their names, the lodge has gathered a list of about 75 friends and family members who may be interested in a stay. The lodge managers plan on making an initial contact with each of them, hoping to experiment with a couple of different messages to see what works best. But they want to be careful not to turn off these potential customers. Which approach would work best for this first step? a. Mobile marketing through text messages b. Personalization c. Phone calls through telemarketing d. Bulk promotional messages through email ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 7:40 AM DATE MODIFIED: 12/20/2017 7:41 AM 92. (Scenario 17-3) After the initial contact, the managers have identified about two dozen potential new visitors who live in and around the closest big city, the one that is about 250 miles away. They decide to start with this group. They want to send a sales representative to host a casual buffet dinner for these potential guests along with the current customers who recommended them. The representative will promote the features of the recreational facility and drum up sales from both returning and new customers. Which of the following roles is this person playing in supporting the lodge‘s direct marketing process? a. Salesperson b. Marcom manager c. Account executive d. Frequency marketer Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.19-4 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 7:42 AM DATE MODIFIED: 12/20/2017 7:43 AM 93. What is meant by the term direct marketing? What elements have contributed to its growth and popularity in recent years? What are the three principal purposes that a direct marketing program could serve for a company?

According to the Direct Marketing Association, direct marketing is an interactive system of ANSWER: marketing, which uses one or more advertising media to affect a measurable response and/or transaction at any location. It is interactive because it attempts to initiate and maintain a dialogue with customers, and it involves multiple forms of media to be most effective. Some elements that have contributed to its recent growth and popularity are convenience (including time-savings for the consumer); credit cards (including more liberal views about using credit and accumulating debt); toll-free numbers (which make it simpler and more appealing to respond to direct marketing efforts); and computers (allowing for quick response and comparison shopping on the part of consumers, and easy ways to tract and interact with customers on the part of businesses). The most common purpose that direct marketing serves is to close the sale with a customer. It can also identify prospects for future contacts. And it can be used to engage customers by seeking their advice, giving them information, addressing their concerns, rewarding their support, or fostering their loyalty.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 7:44 AM DATE MODIFIED: 12/20/2017 7:45 AM 94. Define list enhancement, and discuss two simple ways to conduct it. What four categories of information can be included to help define various populations and target markets?

List enhancement refers to any additions or expansions that are made within a basic ANSWER: internal mailing list such as a basic name-and-address file. It involves merging existing records with new information. One way to do this is to simply purchase lists with more names and addresses from a research firm or noncompetitive business, and add these to the existing internal list. The second way is to incorporate information from external databases into the original list. The four categories of information that are often used to enhance lists Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters are as follows: Demographic data, the basic descriptors of households and consumers supplied by the Census Bureau.

Geo-demographic data, the information about the neighborhood in which a person lives.

Psychographic data, the information involving a person‘s lifestyle, interests, and opinions.

Behavioral data, the information about other products and services the person has purchased.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Diversity STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 7:46 AM DATE MODIFIED: 12/20/2017 7:46 AM 95. You are the marketing manager for the Internet‘s largest online shoe retailer. The company ships shoes of all types, styles, and sizes to locations throughout the U.S. and around the world. Given a choice between access to a mailing list and access to a marketing database, which would you choose? Define each and state the advantages of your choice?

A mailing list is simply a file of the names and addresses that your business could use in ANSWER: contacting current or prior customers. An internal list (an organization‘s records of its own customers, subscribers, donors, and inquirers) offers little perspective on the best marketing prospects for the future. But it can be enhanced with information from external lists by adding additional names, or by merging it with other lists to match up demographic, geo-demographic, behavioral, and psychographic data with these customers.

A marketing database has all of the information that would be on this mailing list, plus one more element—it includes information about individuals' preferences and behavior patterns, collected directly from the customers. It allows marketers to give customers personalized attention because they understand their likes and dislikes, purchasing patterns, frequency and timing of purchases, nature of returns (a common issue with online shoe purchases), and other details related to shopping and consumption. In addition, it can form the basis for an RFM (reach, frequency, and monetary) analysis. This allows marketers to target their most profitable customers with specialpromotions and personal attention.

Therefore, the marketing database would be more advantageous for the retail shoe business.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 7:50 AM DATE MODIFIED: 12/20/2017 7:50 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 96. Marketing databases are used by businesses for three concrete tasks or specific applications. Identify and define all three.

Businesses use marketing databases in at least three specific applications—the RFM ANSWER: analysis, the frequency marketing program, and the cross-selling effort. An RFM analysis provides data on recency, frequency, and monetary elements. This means it reviews the database and tells the marketer how often a customer is buying from the company, how recently that customer has made a purchase, and how much that customer is spending. In this way it calculates the value of the customer based on past behavior and purchasing patterns. A frequency marketing program recognizes and reinforces buying behavior in preferred customers. It has three elements—a database to hold its collective memory; a benefit package to attract and retain customers; and a communication strategy to keep an ongoing dialogue going with the firm‘s best customers. A cross-selling effort identifies customers who have already purchased one of the firm‘s products and creates a marketing strategy to encourage them to purchase other products the firm offers. In an extension of cross-selling, a firm can turn this information around and do just the opposite. It can determine which types of customers have bought a certain product, and then pitch that product to others in the database who share some of the same characteristics or demographics. Student examples may vary.

POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.17-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 7:52 AM DATE MODIFIED: 12/20/2017 7:53 AM 97. Discuss why the role of personal selling is a critical one in the direct marketing tool kit, and briefly explain the three types of personal selling.

Personal selling is critically important for establishing face-to-face communication with ANSWER: consumers. Face-to-face interactions enhance persuasion and are often necessary in selling products involving high technology or a high price. Products that are complicated to use, require demonstration, or must be customized to individual consumer needs are also more successfully marketed when the IBP mix includes a personal selling approach. The following are the three types: Order taking: A familiar sales role, one that involves documenting new purchases from consumers or businesses who want to buy goods or schedule services. What is not generally understood is that order takers very often act as the first line for establishing a dialogue with the customer.

Creative selling: It is needed when the consumer relies heavily on the sales person for technical information, advice, and service.

System selling: It entails offering a set of interrelated components rather than a single item, and sometimes a full range of products and services needed by customers. This often involves industrial manufacturers, producers of heavy equipment, or government buyers who have complex purchasing processes; and prefer dealing with a single firm, or a small group of firms, rather than multiple suppliers.

POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.19-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 7:55 AM DATE MODIFIED: 12/20/2017 7:55 AM 98. Why is privacy so important to consider when working in the area of direct marketing and customer relationship management?

Privacy is crucial to understand and respect for customers. Customers need to have an ANSWER: ―opt-out‖ choice and follow laws such as the CAN SPAM act. Consumers consider their email and their mobile phone numbers as personal property, and a perceived invasion of such privacy is a way to ―tick-off‖ or upset customers. It is also important to be transparent and responsible with consumer lists. Many consumers are uneasy about privacy issues related to marketing databases. The internet amplifies the concerns about the way consumer information is gathered and exchanged by businesses and governments. And now that offline data is merged with online consumer data, privacy concerns are in both online and offline areas. It is crucial to respect privacy and know the most recent laws, and to treat consumer information very carefully.

POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.19-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 7:56 AM DATE MODIFIED: 12/20/2017 7:56 AM

1. Public relations is synergistic with social media as well as with mainstream media. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Knowledge 12/19/2017 11:10 PM 12/19/2017 11:11 PM

2. The field of public relations does much more than its traditional role of managing goodwill with a company’s stakeholders and customers. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:11 PM DATE MODIFIED: 12/19/2017 11:11 PM 3. Public relations is more about corporate communications and image management in times of non-crisis. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:11 PM DATE MODIFIED: 12/19/2017 11:12 PM 4. Influencer marketing could be considered a special case of public relations. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Analytic STATE United States - OH - DISC: Promotion Bloom's: Knowledge 12/19/2017 11:12 PM 12/19/2017 11:12 PM

5. Public relations can help with damage control in the face of negative publicity, in addition to the more constant image management in times of non-crisis. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:12 PM DATE MODIFIED: 12/19/2017 11:12 PM 6. PR is a vital tool for implementing prosocial public service announcements. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:12 PM DATE MODIFIED: 12/19/2017 11:12 PM 7. Public relations professionals working for a business may seek to highlight positive events like quarterly sales or profits for stockholders. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:13 PM DATE MODIFIED: 12/19/2017 11:13 PM 8. There are goals for sustainable development from the United Nations (UN) such as no poverty, end hunger, quality education, and gender inequality; leaders and influencers and marketers can think through these goals and how their business relates to them. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:13 PM DATE MODIFIED: 12/19/2017 11:13 PM 9. Word of mouth is the process of encouraging consumers to talk to each other about a firm’s brand or marketing activities; electronic word of mouth is the digital version. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:13 PM DATE MODIFIED: 12/19/2017 11:14 PM 10. WOM can relate with a customer’s intentions to buy the brand, especially if the information comes from someone with close social ties to that consumer.

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Test Bank for All Chapters a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:14 PM DATE MODIFIED: 12/19/2017 11:14 PM 11. Gatorade enjoys positive publicity when an athlete gets “dunked” with the sport drink after a big win and it is on social media or television. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:14 PM DATE MODIFIED: 12/19/2017 11:14 PM 12. Press conferences can be strong public relations tools because they lend an air of credibility by using a news format to present information. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/19/2017 11:14 PM 12/19/2017 11:15 PM

13. Public relations professionals can work with press releases, interviews and press conferences, sponsored events and event marketing, and feature stories in digital and traditional spaces. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:15 PM DATE MODIFIED: 12/19/2017 11:15 PM 14. Social media is a sweet spot for public relations. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:15 PM DATE MODIFIED: 12/19/2017 11:15 PM 15. A company allows its workers to take off on one afternoon, every month, to volunteer at a nonprofit organization of their choice. The company sends out a press release that explains this program to the media. This is an example of a reactive public relations strategy. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: True / False HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:16 PM DATE MODIFIED: 12/19/2017 11:16 PM 16. In peer-to-peer programs, the idea is to give influencers something fun or provocative to talk about; there is an emphasis on social currency. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:16 PM DATE MODIFIED: 12/19/2017 11:16 PM 17. Buzz marketing is the exact same thing as electronic word of mouth and viral marketing. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:16 PM DATE MODIFIED: 12/19/2017 11:16 PM 18. To generate buzz, five Ts are the keys: talkers, topics, tools, talking and tracking. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:16 PM DATE MODIFIED: 12/19/2017 11:17 PM 19. A reactive public relations strategy is a tool designed for firms to take quick and thoughtful action at the first sign of negative publicity. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:17 PM DATE MODIFIED: 12/19/2017 11:17 PM 20. Developing connector databases, finding the conversation starters, tracking the buzz online and off— that’s the new era of influencer marketing. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:17 PM DATE MODIFIED: 12/19/2017 11:17 PM 21. Corporate advertising is not designed to promote the benefits of a specific brand, but instead is intended to establish a favorable attitude toward a company as a whole. a. True Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:17 PM DATE MODIFIED: 12/19/2017 11:18 PM 22. Apple is a company that has historically relied on corporate campaigns to support its numerous subbrands. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:18 PM DATE MODIFIED: 12/19/2017 11:18 PM 23. Three basic types of corporate advertising dominate the campaigns run by organizations: image advertising, advocacy advertising, and cause-related advertising. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:18 PM DATE MODIFIED: 12/19/2017 11:18 PM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 24. Buzz marketing involves creating an event or experience that leads to conversations about the brand. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:18 PM DATE MODIFIED: 12/19/2017 11:19 PM 25. Advocacy advertising focuses on enhancing the overall image of a firm among important constituents—typically customers, employees, and the general public. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:19 PM DATE MODIFIED: 12/19/2017 11:19 PM 26. Common people who have large social circles and can recommend brands to their friends and colleagues are useful in influencer marketing. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Comprehension 12/19/2017 11:19 PM 12/19/2017 11:19 PM

27. The people enrolled by manufacturers to bring their brands into their conversations and share interesting or exciting information about them with their social networks are called controllers. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:19 PM DATE MODIFIED: 12/19/2017 11:20 PM 28. The intent of corporate advertising is to establish a favorable attitude toward a company as a whole, instead of focusing on the features of its products. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:20 PM DATE MODIFIED: 12/19/2017 11:20 PM 29. Corporate advertising is gaining favor worldwide as well-known firms and established companies invest in this form of promotion. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:20 PM DATE MODIFIED: 12/19/2017 11:20 PM 30. The objectives of corporate advertising include boosting employee morale and attracting new employees. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:20 PM DATE MODIFIED: 12/19/2017 11:21 PM 31. Corporate advertising is not always targeted at the consumer. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:21 PM DATE MODIFIED: 12/19/2017 11:21 PM 32. There are three broad types of corporate advertising—professional, peer-to-peer, and word of mouth. a. True b. False ANSWER: False POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:21 PM DATE MODIFIED: 12/19/2017 11:21 PM 33. Corporate image advertising focuses on enhancing the overall image of a firm among important constituents such as customers, employees, and the general public. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:21 PM DATE MODIFIED: 12/19/2017 11:22 PM 34. A shoe manufacturing company makes the claim that it’s shoes have environmental benefits, but this is questionable and not supported with facts or specifics; there is a possibility the company is doing a practice called greenwashing. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:22 PM DATE MODIFIED: 12/19/2017 11:22 PM 35. Audi used its Super Bowl ad to take a stance on gender equality; this is an example of advocacy advertising.

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Test Bank for All Chapters a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:22 PM DATE MODIFIED: 12/19/2017 11:22 PM 36. Green marketing refers to corporate communication efforts that embrace a cause or a program in support of the environment. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Ethics STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:22 PM DATE MODIFIED: 12/19/2017 11:23 PM 37. Although its role is changing, traditionally, the role of public relations is to: a. foster goodwill between a firm and its constituent groups. b. damage the image of a rival company. c. use paid media to convey a message. d. increase the productivity of employees in a firm.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters KEYWORDS: DATE CREATED: DATE MODIFIED:

Bloom's: Knowledge 12/19/2017 11:23 PM 12/19/2017 11:23 PM

38. Which of the following is true of public relations? a. It is a tool to produce more sustainable and environment-friendly products. b. It is a tool to manage goodwill, corporate communications, and damage caused by negative publicity. c. It is a process of changing the features of a product to suit customer needs. d. It is a process of transporting products to the location where consumers can buy them.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:24 PM DATE MODIFIED: 12/19/2017 11:24 PM 39. Stockholders, suppliers, employees, government entities, citizen action groups, and the general public are all considered to be _______ in the world of public relations. a. beneficiaries b. shareholders c. constituents d. adversaries ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Diversity STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:24 PM DATE MODIFIED: 12/20/2017 5:32 AM 40. Public relations is strategically used for a. internal communications b. damage control c. community service Copyright Cengage Learning. Powered by Cognero.

when adversity strikes.

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Test Bank for All Chapters d. proactive efforts ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:26 PM DATE MODIFIED: 12/20/2017 5:31 AM 41. Dell, a computer firm in Austin, Texas had many of its employees volunteer at an event by a charity group to help give out free winter coats to people who have a demonstrated financial need. By doing so, Dell is . a. promoting a product b. preparing internal communications c. promoting goodwill d. greenwashing ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:27 PM DATE MODIFIED: 12/19/2017 11:28 PM 42. A firm’s owner moved out of the country, and she may close down the private company. To reduce the anxiety of its workforce, which of the following objectives of public relations can the company adopt? a. Participate in industry events. b. Lobby with industry groups. c. Promote its products and services. d. Prepare internal communications.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Reflective Thinking United States - OH - DISC: Strategy Bloom's: Application 12/19/2017 11:28 PM 12/19/2017 11:29 PM

43. Which of the following objectives of public relations exclusively involves damage control? a. Lobbying b. Giving advice and counsel c. Counteracting negative publicity d. Promoting a product ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:29 PM DATE MODIFIED: 12/19/2017 11:30 PM 44. Which of the following objectives of public relations focuses on dealing with government officials and pending legislation? a. Giving advice and counsel b. Lobbying c. Counteracting negative publicity d. Preparing internal communications ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:30 PM DATE MODIFIED: 12/19/2017 11:30 PM 45. One important tactical tool is the press release. A firm can best take advantage of press coverage by: a. conducting industry events or community activities that reflect favorably on the firm.

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Test Bank for All Chapters b. disseminating information and correcting misinformation within the firm. c. preparing employees for public appearances. d. having a file of information that makes for good news stories.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:31 PM DATE MODIFIED: 12/19/2017 11:31 PM 46. Which of the following steps help in retaining the intended meaning and purpose of a press release? a. Distributing newsletters among employees b. Having working relationships with editors c. Conducting shareholder meetings regularly d. Encouraging employees to write feature stories about the firm ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:31 PM DATE MODIFIED: 12/19/2017 11:32 PM 47. A car company is introducing a new truck. Its public relations team focuses on a feature story rather than a press release because the company can: a. create the feature story internally. b. be more in control with a feature story. c. make it short and precise. d. distribute it to multiple media outlets.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:32 PM DATE MODIFIED: 12/19/2017 11:33 PM 48. As opposed to a news release, a feature story: a. gives a single journalist exclusive rights to the information. b. is short and precise. c. gives the company no control over the content. d. can be written by an employee of the firm.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:33 PM DATE MODIFIED: 12/19/2017 11:34 PM 49. Among all the public relations tools that a company might use, which of the following focuses specifically on employees? a. A press release b. A feature story c. A company newsletter d. A sponsored event ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:34 PM DATE MODIFIED: 12/19/2017 11:35 PM 50. Over 100 consumers claimed, via social media, that a certain brand of highchair is breaking, and their babies Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters were in danger of falling or getting hurt. Which of the major PR tools should the manufacturer use in this situation? a. Advertising the new model of the high chair b. Calling a press conference c. Issuing an email to employees for ideas on how to proceed d. Sponsoring an event ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:35 PM DATE MODIFIED: 12/19/2017 11:36 PM 51. A leading sporting goods company calls a press conference to announce that the National Football League has signed a contract to endorse the company's products. By doing this, the sporting goods company ensures that: a. the national media is virtually forced to cover the story. b. its story has more credibility and an air of importance. c. journalists do an exclusive story on the firm. d. its goods become more financially beneficial to the consumer.

ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:36 PM DATE MODIFIED: 12/19/2017 11:36 PM 52. Which of the following terms refers to the free media exposure that a firm receives about its activities or brands? a. Publicity b. Interviews c. Product launch d. Sponsored events ANSWER: a POINTS: 1 DIFFICULTY: Easy Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:37 PM DATE MODIFIED: 12/19/2017 11:37 PM 53. Public relations strategies can be broadly categorized as either: a. public or private. b. product-oriented or customer-oriented. c. proactive or reactive. d. internal or external.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:37 PM DATE MODIFIED: 12/19/2017 11:38 PM 54. Which of the following is true of a proactive public relations strategy? a. It focuses on problems to be solved. b. It emphasizes the defensive measures a company must consider. c. It focuses on identifying vulnerabilities. d. It is guided by marketing objectives.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:38 PM DATE MODIFIED: 12/19/2017 11:39 PM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 55. A canned soup manufacturer has prepared questionnaires for its employees and customers. The questions are about how the people view its brands, the profits it is making, current market trends for canned soup, and the employee activities of the company. Through these questionnaires, it hopes to collect positive, newsworthy information that it can use later. The company is in the process of: a. conducting a public relations audit. b. identifying vehicles for PR communication. c. creating a company newsletter. d. researching an influencer program.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Research KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:39 PM DATE MODIFIED: 12/19/2017 11:40 PM 56. Which of the following components of public relations includes analyses, objectives, and rationales regarding a company’s programs, and the message content and vehicles that will assist in its communications? a. A public relations plan b. A public relations audit c. A publicity tool d. A press release ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:40 PM DATE MODIFIED: 12/19/2017 11:41 PM 57. Compared to a proactive strategy, a reactive strategy is more difficult for public relations staff to organize and prepare because it: a. cannot implement input suggested by the staff. b. is triggered by events that are unpredictable. c. must identify the content, rationale, and vehicles related to the overall message.

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Test Bank for All Chapters d. it does not involve a public relations audit.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:41 PM DATE MODIFIED: 12/19/2017 11:42 PM 58. Axel Corporation undergoes a public relations audit. Ideally, the ultimate result of this audit should be to: a. replace its reactive strategy with a proactive strategy. b. calculate the costs of its public relations efforts. c. tell the company whether it needs to hire a public relations agency from outside. d. prepare the company for both proactive and reactive strategies.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:42 PM DATE MODIFIED: 12/19/2017 11:42 PM 59. ___________is a component of a public relations plan that summarizes the information obtained from a public relations audit a. Program objectives b. Communications vehicles c. Program rationale d. Situation analysis ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Strategy Bloom's: Comprehension 12/19/2017 11:43 PM 12/19/2017 11:44 PM

60. A car company had a scandal where its breaks were not always working. Then, their air bags didn’t always deploy.

Months later, a public relations consultant reviews this situation and how it was handled. To help the company better handle such situations in the future, the consultant should a. start a new advertising campaign for the new model of the car. b. prepare a public relations audit and identify the company's vulnerabilities. c. disseminate positive information through in-house publications. d. deploy lobbyists to monitor legislation that can negatively impact the company.

ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:45 PM DATE MODIFIED: 12/19/2017 11:45 PM 61. While its intention was to do advocacy advertising, Pepsi eventually pulled its ad with Kendall Jenner giving a Pepsi to a cop during a protest. After some outrage by enough consumers, the company pulled the ad and did an apology, which are forms of ________. a. situation analyses b. reactive public relations c. program rationale d. public relations audits ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:47 PM DATE MODIFIED: 12/19/2017 11:47 PM 62. A company goes through all of its products and looks for ways in which the products could hurt customers or break; Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters then it looks through social media posts by consumers to see what parts of the products consumers have had problems with. In public relations, this is identifying _______. a. a proactive situation b. vulnerabilities c. a synergistic opportunity d. influencer marketing strategies ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:48 PM DATE MODIFIED: 12/19/2017 11:48 PM 63. Influencer marketing involves individuals or groups who: a. represent the larger public in their opinions on products or brands. b. support social causes or issues promoted by an organization. c. spread positive word of mouth to a broad population. d. are unusually impacted by branded marketing programs.

ANSWER: c POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:48 PM DATE MODIFIED: 12/19/2017 11:49 PM 64. Which of the following people in the community is most likely to be a professional influencer? a. A doctor who conducts medical checkups for underprivileged children free of cost b. A neighbor who likes to shop, talk about new products, and share recipes c. A hairdresser who talks about a new conditioner and offers a sample d. A teenager who tells his friends about the new bicycle he saw at the store ANSWER: c POINTS: 1 DIFFICULTY: Moderate Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:49 PM DATE MODIFIED: 12/19/2017 11:50 PM 65. Compared to other influencers, professional influencers are usually: a. paid lesser by companies to push their products. b. in need of factual data or clinical results before supporting a brand. c. more interested in something fun or provocative to talk about. d. easier to recruit for marketing efforts.

ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:50 PM DATE MODIFIED: 12/19/2017 11:51 PM 66. Peer-to-peer influencer programs have a different tone than those involving professionals in that they focus more on: a. superior product benefits and features. b. sharing advice or expertise with another consumer. c. evidence or data to back up product claims. d. something fun or provocative to talk about.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:51 PM DATE MODIFIED: 12/19/2017 11:52 PM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 67. How are buzz marketing and viral marketing similar to one another? a. Both refer to efforts to stimulate word of mouth b. Both rely on a celebrity influencer c. Both involve face-to-face communication d. Both do not work with social media ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/19/2017 11:52 PM DATE MODIFIED: 12/19/2017 11:52 PM 68. Electronic word of mouth marketing is very useful for attracting attention and ___________, especially on social media. a. identifying vulnerabilities in a public relations audit b. buzz building c. greenwashing d. competitor insights ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:53 PM DATE MODIFIED: 12/19/2017 11:53 PM 69. Many contemporary companies are seeking influencers, especially those who connect people. Connectors are people who: a. are employees of companies who spread goodwill about their brand and their products in person. b. are paid to go door-to-door to offer samples and product information. c. are social influencers who can generate buzz and viral marketing with their large and active social networks. d. act as intermediaries and sell products to consumers at competitive prices.

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Test Bank for All Chapters ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:54 PM DATE MODIFIED: 12/19/2017 11:54 PM 70. In peer-to-peer programs, Dove did a campaign about real beauty sketches, where an artist drew women based on what they described themselves to look like. At the time of this writing, the video had over 67 million views on social media. The campaign is said to have “_____________”, which indicates success. a. program rationale b. gone viral c. greenwashed d. corporate advertising ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:54 PM DATE MODIFIED: 12/19/2017 11:55 PM 71. The idea behind both buzz and viral marketing strategies is to: a. focus on low levels of contact between consumers. b. target a handful of carefully chosen connectors as influencers. c. use solely new digital media to create word-of-mouth buzz. d. replace peer-to-peer programs with professional influencer programs.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Promotion Bloom's: Comprehension 12/19/2017 11:55 PM 12/19/2017 11:56 PM

72. Which of the following is an example of corporate advertising? a. An advertisement showing the logo of Adidas, an athlete tied to a tire, and the caption "Bring it on." b. An advertisement showing the logo of LG, the cell phone model "Chocolate Platinum," and the caption "Pure Decadence." c. An advertisement showing the brand name of Sony, a PlayStation 3, and several game characters placed around the device. d. An advertisement showing the various lipsticks of a cosmetics company and the caption "Luscious Lips."

ANSWER: a POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:56 PM DATE MODIFIED: 12/19/2017 11:57 PM 73. Television is a popular choice for corporate campaigns because: a. it is free from ad clutter. b. billions of dollars are invested annually in media for corporate campaigns. c. companies need not monitor the publicity gained through television commercials. d. the creative opportunities provided by television can deliver a powerful message.

ANSWER: d POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/19/2017 11:57 PM DATE MODIFIED: 12/19/2017 11:58 PM 74. A print ad shows an empty bottle of Coca Cola with the caption "No added preservatives. No artificial flavors. 'The real thing' since 1886." This is an example of .

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Test Bank for All Chapters a. viral marketing b. corporate image advertising c. cause-related advertising d. green marketing ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/19/2017 11:58 PM DATE MODIFIED: 12/20/2017 12:00 AM 75. The issue featured in is directly relevant to the business operations of the organization. a. cause-related advertising b. advocacy advertising c. philanthropy d. community marketing ANSWER: b POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 12:00 AM DATE MODIFIED: 12/20/2017 12:01 AM 76. A publisher of children’s books launches a campaign to promote literacy by donating books to 25 public libraries and 50 public schools in low-income areas across the country. The publisher is conducting: a. a sales promotion. b. advocacy advertising. c. green marketing. d. cause-related advertising.

ANSWER: d POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:01 AM DATE MODIFIED: 12/20/2017 12:02 AM 77. When marketers are considering cause-related advertising, it should be stressed that this type of advertising works best when a company: a. needs to do damage control. b. intends to increase its sales figures radically. c. chooses an issue that connects with its business. d. wants to create a buzz about an exciting new product.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 12:02 AM DATE MODIFIED: 12/20/2017 12:02 AM 78. Cause-related marketing is becoming increasingly common because: a. consumers prefer brands that support important social issues. b. it is the most cost-effective public relations tool. c. it is directly relevant to the business operations of organizations. d. it focuses on promoting the products of a brand.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 12:03 AM DATE MODIFIED: 12/20/2017 12:03 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 79. An auto marketer runs a commercial that implies how the car is good for the environment but the implicit and vague mention of it is questionable. Which of the following is the auto marketer using? a. Cause-related advertising b. Community marketing c. Affinity marketing d. Greenwashing ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:04 AM DATE MODIFIED: 12/20/2017 12:04 AM 80. A coffee retailer runs ads and posts signs in his coffee shops to notify that the cups are made from recyclable material, and the coffee is organically grown by free-market producers. In this case, the retailer is using . a. green marketing b. influencer advertising c. viral marketing d. advocacy advertising ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:05 AM DATE MODIFIED: 12/20/2017 12:05 AM 81. In the context of corporate advertising, the green movement looks sustainable for some time because: a. it helps companies focus on their bottom-line. b. companies no longer engage in greenwashing. c. environmental issues are of major concern to consumers. d. it allows companies to overpromise and under deliver.

ANSWER: c POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 12:05 AM DATE MODIFIED: 12/20/2017 12:06 AM 82. In which of the following ways has the Internet helped to change the world of green marketing? a. It helps companies focus primarily on their bottom-line. b. It offers tips on creating “green sites.” c. It encourages companies to engage in greenwashing practices. d. It helps green sites identify companies that are taking action to protect the environment.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Technology STATE STANDARDS: United States - OH - DISC: International Perspective KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 12:06 AM DATE MODIFIED: 12/20/2017 12:07 AM Scenario 18-1 The brewing companies in the U.S. love to use public relations to keep their company names in the minds of Americans and to promote their many brands of beer and ale. Both traditional and innovative public relations activities—using both traditional and innovative media—help to promote a positive public image, create brand awareness, highlight the product line, and act as cost-effective ways to enhance the overall IBP campaign. And these brewers use a variety of objectives and tools that support the field of public relations.

83. (Scenario 18-1) A large brewing company has its public relations staff create an interactive website aimed at men and women in their 20s and early 30s. It offers interesting facts about the history of beer, the making of beer, the definition of various brewing terms, the difference between hops and malt, etc. It includes games like crossword puzzles, word jumbles, and trivia contests related to beer. The objective of such PR initiatives is to: a. counteract negative publicity about beer. b. disseminate internal information about the beer industry. c. lobby politicians for favorable outcomes for the beer industry. d. promote goodwill toward beer drinkers.

ANSWER: d POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:07 AM DATE MODIFIED: 12/20/2017 12:09 AM 84. (Scenario 18-1) A public relations firm has designed a website for a large brewing company. It provides information on all its beverages, with a separate page for each, featuring how each was imagined, concocted, tested, and named. It offers a contest to name the new fall lager that will premiere later in the year. With this website, the company's primary objective is to: a. increase public awareness for its brands. b. increase the selling cost of its products. c. help the management anticipate public reactions. d. counteract negative publicity.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:09 AM DATE MODIFIED: 12/20/2017 12:10 AM 85. (Scenario 18-1) A news article on projected plant closings in Milwaukee has been going around the city. The manager of one of the Milwaukee brewing plants is approached by some of his subordinates who are concerned about retaining their jobs. He sees the need for a public relations response since his plant is not one among those that are closing.

Which of the following is his objective in doing this? a. Lobbying b. Holding a sponsored event c. Preparing internal communications d. Creating a press release ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:10 AM DATE MODIFIED: 12/20/2017 12:11 AM 86. (Scenario 18-1) One beer producer has sent the press an expensive, attractive, eight-page press release that explains the organization’s new educational program on the dangers of teenage drinking. However, the beer producer has failed to anticipate that: a. the press release will be more expensive to run than a typical advertising spot. b. his planning is not adequate for a press release. c. the story may not be effective since it was not used as part of a proactive strategy. d. he has little control over how and when the final story will run.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:12 AM DATE MODIFIED: 12/20/2017 12:12 AM 87. (Scenario 18-1) The brewing company with the interactive website full of facts and games is moving beyond the Web and into the community. It sends stories to media outlets announcing that all the fun on its website will continue at its beer gardens to be set up at summer and fall festivals around the country. It will feature more games, puzzles, and trivia contests. The two PR tools that the company is using are: a. press conference and lobbying. b. press release and sponsored event. c. buzz marketing and publicity. d. feature story and viral marketing.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE CREATED: DATE MODIFIED:

12/20/2017 12:13 AM 12/20/2017 12:13 AM

Scenario 18-2 A young man decides to become a mass producer of T-shirts. His small factory located in Oregon begins promoting itself by hiring excellent seamstresses, offering a pleasant working environment, decent salaries, and giving the public an opportunity to buy clothes that are truly “made in America.” The company eventually adds other clothing items, opens three brick-and-mortar retail stores in several large cities, and expands to online shopping. Over the years, the firm grows and prospers due to its reputation as an American manufacturer, a fair employer, and an opponent of the traditional view of “sweatshops.” However, along the way, it deals with a few public relations issues too.

88. (Scenario 18-2) Shortly after this young man launched his business, a local newspaper runs a series of investigative reports on crowded, dimly lit, and unventilated sweatshops along the West Coast that hire illegal immigrants. His business is mentioned, though only in a list of firms that employ seamstresses, not in the list of those accused of wrongdoing. Still, he feels the need to write a letter to the editor as well as put out press releases to clarify his position and describe his business ethics. In terms of public relations, which of the following is he doing? a. Promoting products b. Preparing internal communications c. Counteracting negative publicity d. Lobbying ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:14 AM DATE MODIFIED: 12/20/2017 12:15 AM 89. (Scenario 18-2) The conflict passes, things settle down, and he goes on to build his business—knowing that a rash of bad publicity could have done him wrong even before he got started. Now, he knows that he is part of an industry with many questionable players. He is also aware that the chance of being associated with sweatshops, illegal hiring, or other unsavory aspects of business is high. Therefore, he prepares a ______ in order to be in a better position to issue public statements based on current and accurate data. a. reactive strategy b. press conference c. publicity stunt d. public relations audit ANSWER: d POINTS: 1 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:16 AM DATE MODIFIED: 12/20/2017 12:19 AM 90. (Scenario 18-2) The young business owner feels he did a good job in his press release by describing the positive aspects of his company. However, he is aware that his press release: a. can only promote positive news, but not combat negative information. b. cannot be integrated with other communication efforts. c. can do well in communicating information internally, but not externally. d. can be edited, misconstrued, or not run at all by media organizations.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:15 AM DATE MODIFIED: 12/20/2017 12:16 AM 91. (Scenario 18-2) Over the years, he has learned that positive word-of-mouth advertising helps. He now enlists the testimony of seamstresses who have been with him for years, customers who won’t buy any casual clothing but his, and even high-end designers who praise his business integrity and product quality. Which of the following is he currently involved in? a. Publicity marketing b. Influencer marketing c. Sponsorship marketing d. Internal marketing ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - OH - DISC: Promotion Bloom's: Application 12/20/2017 12:20 AM 12/20/2017 12:20 AM

92. (Scenario 18-2) After 35 years, he looks back to his beginnings. He had little money for a public relations agency early on so he had to create carefully worded messages, and strategically placed ads that the public would perceive in a very positive light. In essence, he was using a type of: a. influencer marketing. b. free publicity. c. corporate advertising. d. reactive strategy.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:21 AM DATE MODIFIED: 12/20/2017 12:22 AM Scenario 18-3 For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies. They simply posted their creations on the Internet. It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter. Audience members can download these technological tidbits—text, visual, and audio formats—to their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market. Eventually, public relations companies started getting into the act.

93. (Scenario 18-3) An athletic supply manufacturer is about to launch a new sports sock made of an innovative fabric that cushions the foot, reduces impact, absorbs moisture, and supports high-intensity sports. It creates short video spots and posts them on its home page, Facebook page, YouTube, and other sites for viewing and downloading. Since this video is generated by the company, intends to gain positive publicity, and hopes for free exposure of a new product, it works in much the same way that the more traditional does. a. company newsletter b. sponsored event c. press release d. feature story ANSWER: c POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:22 AM DATE MODIFIED: 12/20/2017 12:23 AM 94. (Scenario 18-3) A medium-sized, family-owned organic farm in California packages its fresh produce and distributes it to grocers around the country. It is now rumored to be part of an E. Coli outbreak that is destroying spinach in nearby farms. This is absolutely false, so the family acts fast by clarifying the situation through Twitter releases, blog responses, and announcements on its home page. This kind of activity focuses on problems to be solved rather than opportunities to be considered, and requires that the company take defensive measures. Which of the following measures would it take? a. Reactive public relations strategy b. Lobbying campaign c. Corporate image marketing d. Proactive public relations strategy ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:41 AM DATE MODIFIED: 12/20/2017 12:42 AM 95. (Scenario 18-3) A high-tech firm creates special effects and computer-generated content for Hollywood movies. Its PR people prepare intriguing 60-second videos about its role in three blockbuster action movies released this year and posts them on YouTube. The firm is using a type of ______ aimed at the movie trade as well as consumers. a. advocacy marketing b. buzz marketing c. green marketing d. influencer marketing ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters NATIONAL STANDARDS: STATE STANDARDS: KEYWORDS: DATE CREATED: DATE MODIFIED:

United States - BUSPROG: Reflective Thinking United States - OH - DISC: Promotion Bloom's: Application 12/20/2017 12:42 AM 12/20/2017 12:45 AM

96. (Scenario 18-3) The makers of a well-known Tennessee whiskey release a very funny three-minute video on their website. It gradually gets noticed and distributed to friends and family by loyal consumers, and by people who just want to share a funny video. With very little effort, the word gets out and people start talking about this old- fashioned brand in a new way. The company is benefiting from the success of: a. corporate image marketing. b. lobbying. c. green marketing. d. viral marketing.

ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:46 AM DATE MODIFIED: 12/20/2017 12:46 AM 97. (Scenario 18-3) A garment manufacturer emphasizes designing clothes using sustainable practices. Recently, it launched a Facebook page to gather signatures of people in favor of planting three trees when one is felled. This is a form of _____. a. corporate image advertising. b. advocacy advertising. c. buzz marketing. d. influencer marketing.

ANSWER: b POINTS: 1 DIFFICULTY: Challenging QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:47 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters DATE MODIFIED:

12/20/2017 12:47 AM

Scenario 18-4 Celebrity basketball star LeBron James found himself in the middle of a PR nightmare when he decided to turn his decision regarding his future team into an hour long spot on ESPN, which was entitled, “The Decision.” Almost immediately, fans and critics alike began to express their distaste for the way the multi- millionaire handled the situation. Many fans’ opinions of the star were greatly altered and James’ positive public image appeared to be shattered. Perhaps even worse than the damage to his image, the LeBron James “brand” began to take a hit when his jerseys were pulled from many stores and websites, and thousands of fans vowed they would never buy James’ line of shoes ever again. Several months later, James began repairing his public image. James, who endorses Nike products, came out with a controversial commercial that was believed to evoke sympathy. However, many viewers felt the commercial mocked the negative reaction expressed over “The Decision,” and was intended to re-brand the star as a rebel. Either way, LeBron James has a long way to go before he can regain his title as one of the most beloved players in the NBA. 98. (Scenario 18-4) This is an unfortunate case of negative public relations. Which of the following is the classic role of public relations? a. To foster goodwill between a firm and its many constituent groups b. To promote new forms of marketing such as green marketing c. To boost employee morale or attract new employees d. To better position the firm’s products against foreign competition ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 12:48 AM DATE MODIFIED: 12/20/2017 12:49 AM 99. (Scenario 18-4) There are six primary objectives of public relations. Which of the following objectives were ineffectively portrayed by LeBron James’ management team? a. Promoting goodwill b. Lobbying c. Preparing a program rationale d. Giving advice and counsel ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:49 AM DATE MODIFIED: 12/20/2017 12:50 AM 100. (Scenario 18-4) Judging by his recent apology and television commercial, LeBron James is apparently trying to repair his image. This effort is known as: a. damage control. b. situation analysis. c. proactive strategy. d. public relations audit.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:50 AM DATE MODIFIED: 12/20/2017 12:51 AM 101. (Scenario 18-4) One reason LeBron James and his team did not expect such negative backlash following “The Decision” was because he donated the $3 million generated by the television spot to a number of children’s charities.

Although it may not have been effective in this instance, through this sponsorship, James and his team hoped to: a. completely erase any negative public image. b. increase the sales for his company. c. give positive visibility to his brand. d. leverage their investment and attract future sponsors.

ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:51 AM DATE MODIFIED: 12/20/2017 12:52 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 102. (Scenario 18-4) LeBron James was widely criticized for his decision because he refused to attend a traditional press conference. Press conferences are often a good way to announce important decisions, scientific breakthroughs, and new product details because they: a. offer a chance to see that an organization is dedicated to supporting its community. b. use a news format to present salient information. c. offer a single journalist exclusive rights to the information. d. ensure that a company gets the appropriate amount of publicity following their announcement.

ANSWER: b POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 12:52 AM DATE MODIFIED: 12/20/2017 12:53 AM Scenario 18-5 An old adage states that all publicity is good publicity. However, Professors Jonah Berger of the Wharton School, and Alan Sorensen and Scott Rasmussen of Stanford University found that there is such a thing as bad publicity. The colleagues studied the relationship between bad publicity and its impact on music albums, books, and movies. They published their findings in Marketing Science. After studying cases involving the late Michael Jackson, Russell Crowe, and various authors, the colleagues concluded that negative publicity can increase product sales. Michael Jackson sold more albums after receiving negative media attention, and films starring Russell Crowe received higher rankings following an incident in which he allegedly threw a cell phone at a hotel employee. These high-profile stars actually thrived after receiving substantial amounts of negative publicity. However, in many low profile cases, negative publicity hurt sales and product reception. The three colleagues conducted an analysis of The New York Times’ reviews and book sales, and found that negative reviews hurt sales of books by well-established authors, but helped sales of books by relatively unknown authors. After conducting the study, the authors found that conventional wisdom is wrong: not all publicity is good publicity. But they did show that negative publicity can sometimes be positive; it all depends on existing-product awareness.

103. (Scenario 18-5) Which of the following factors contributes to the idea that we have entered a new era of public relations? a. Increased media coverage of company advertising b. Aggressive efforts to catch firms acting in an improper manner c. Sophisticated and connected consumers who talk more about brands d. Increased focus on public relations and its applications rather than other marketing processes ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters HAS VARIABLES: False PREFACE NAME: New Preface LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Customer KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 12:53 AM DATE MODIFIED: 12/20/2017 12:54 AM 104. (Scenario 18-5) Publicity often increases the awareness of a particular brand. The concept of creating an event or experience that yields casual conversations which include the brand is referred to as marketing. a. viral b. publicity c. influencer d. buzz ANSWER: d POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Knowledge DATE CREATED: 12/20/2017 12:54 AM DATE MODIFIED: 12/20/2017 12:55 AM 105. (Scenario 18-5) When publicity is positive it tends to: a. carry heightened credibility. b. create more skepticism. c. create competition amongst brands. d. polarize individuals within a company.

ANSWER: a POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 12:56 AM DATE MODIFIED: 12/20/2017 12:56 AM Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters 106. (Scenario 18-5) Although it is sometimes unavoidable, one way to prevent negative publicity is to develop a ________ public relations strategy that focuses on opportunities to accomplish something positive. a. reactive b. damage-control c. proactive d. situational ANSWER: c POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 12:57 AM DATE MODIFIED: 12/20/2017 12:57 AM 107. (Scenario 18-5) One way to help firms implement a reactive public relations strategy, and prepare for possible negative publicity is to: a. prepare a public relations audit. b. promote goodwill. c. prepare internal communications. d. increase corporate advertising efforts.

ANSWER: a POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 12:58 AM DATE MODIFIED: 12/20/2017 12:58 AM 108. Public relations is the one tool that can accomplish a tough and often unpleasant task of damage control for a company. Explain and give at least two real-life examples of this process.

ANSWER: Damage control is the task that only public relations can handle. Even the most careful, ethical, and organized companies will probably have to face negative publicity at some point—a product defect, a recall, a hazard, an accident, a public health issue, an employee scandal, etc. Issues can arise from internal problems that have been neglected or left unsolved, or from external forces that have risen and are completely out of the Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters company’s control. This is where damage control comes in.

Public relations departments or directors can do several things to calm nerves and cool tempers. They need to focus on the company’s reputation and the preservation of the brand. But first, they need to give honest information, speak directly to the public, apologize, spell out the problem, their plan to solve it, and offer something to the public or the customers to make-up for the mistake. There are things that they should not do, such as hide from the media, refuse to speak to the public, or insist they are right or innocent. One of the first things they normally do is to contact the media and hold a press conference so they can address the issue, answer questions, and show that they are handling the situation. Press releases often come shortly afterwards, and even new ad messages may be created. Most importantly, PR personnel should be prepared in advance with accurate data and clear information at hand, even before “bad news” hits.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:59 AM DATE MODIFIED: 12/20/2017 12:59 AM 109. There are six main objectives of public relations efforts. List any three and give an example by identifying a company that sells a product or service that you purchase.

ANSWER: Companies may have the following objectives as their goals for public relations efforts:      

POINTS:

Promoting goodwill. This is an image-building function of public relations.

Industry events or community activities that reflect favorably on a firm are highlighted.

Promoting a product or service. Press releases or events that increase public awareness of a firm's brands can be pursued through public relations.

Preparing internal communications. Disseminating information and correcting misinformation within a firm can reduce the impact of rumors and increase employee morale.

Counteracting negative publicity. The attempt here is not to cover up negative events, but rather to prevent the negative publicity from damaging the image of a firm and its brands.

Lobbying. The public relations function can assist a firm in dealing with government officials and pending legislation.

Giving advice and counsel. The public relations effort can assist management in determining what position to take on public issues, prepare employees for public appearances, and help management anticipate public reactions.

Student examples will vary.

1

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Test Bank for All Chapters DIFFICULTY: Challenging QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-2 NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 12:59 AM DATE MODIFIED: 12/20/2017 1:01 AM 110. How do proactive and reactive public relations strategies differ? Describe the steps necessary to implement each strategy.

ANSWER: A proactive public relations strategy is guided by marketing objectives, seeks to publicize a company and its brands, and is offensive rather than defensive in spirit. It starts with a public relations audit, which identifies the characteristics and activities of a firm that are positive and newsworthy. The next step is to take information from the audit and turn it into a public relations plan. The plan identifies the objectives and activities related to the public relations communications issued by the firm. The components of a public relations plan include a current situation analysis, program objectives, program rationale, communications vehicles, and message content.

A reactive public relations strategy is guided by events outside the control of a company, focuses on problems to be solved rather than on opportunities, and requires defensive rather than offensive measures. Since the events that trigger a reactive public relations strategy are unpredictable and uncontrollable, it is much more difficult to implement a reactive than a proactive strategy. Part of the preparation for a reactive strategy occurs during the public relations audit prepared for the proactive strategy. The information provided by the audit gives a firm what it needs in a time of crisis so it can issue public statements based on current and accurate data. A second step in preparing a reactive strategy is the identification of vulnerabilities, that is, the areas of potential weakness in products or operations that might create a negative situation.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Strategy KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 1:01 AM DATE MODIFIED: 12/20/2017 1:01 AM 111. Describe the objectives and features of influencer marketing. Define at least three types that are in use today.

ANSWER: Influencer marketing refers to a series of personalized techniques directed at individuals or groups who have the credibility and capability to drive positive word of mouth to a broader and salient segment of the population. In implementing an influencer marketing initiative, it is useful to think of it as systematic seeding of conversations involving a Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters consumer, an influencer, and your brand. Professional influencer programs utilize professionals in the field as influencers. These programs offer great credibility but they also require careful enlistment in the effort because professionals take their responsibilities very seriously. Several points should be kept in mind. First, a professional’s time is money, so wasting their time is likely to be counterproductive.

Second, messaging a professional with information that offers them intellectual currency as well as important benefits of the brand will enhance their likelihood of participating.

Finally, a successful professional influencer program requires long-term commitment. Peer-to-peer influencer programs do similar work in spreading positive word-of- mouth, but rely on ordinary people to talk about products and brands in a positive way. They spread the word through their own social groups, either in person or online. Buzz and viral marketing are both subspecies of peer-to-peer influencer approaches. In buzz marketing, the idea is to create an event or experience that yields conversations about a brand. In viral marketing, the goal is to have consumers market to other consumers, usually via the Internet, email, blogs, and social network sites, or via texting and downloading to mobile devices. Personal contact also works. In both buzz and viral programs, the idea is to target a handful of carefully chosen extroverts or trend setters as influencers, and let them spread the word about your brand.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 1:02 AM DATE MODIFIED: 12/20/2017 1:02 AM 112. What common goal do corporate image advertising, advocacy advertising, and cause-related advertising share?

Outline the unique features of each of these types of corporate advertising.

ANSWER: The goal of all corporate advertising is to establish a favorable attitude toward a company as a whole. Corporate image advertising focuses on enhancing the overall image of a firm among important constituents—usually customers, employees, and the general public. It can range from a general favorable image to a specific image. Advocacy advertising attempts to establish an organization's position on important social, political, or environmental issues. Of course, a firm has a purpose in running such advocacy ads.

Typically, the issue chosen is directly relevant to the business operations of the organization. Cause-related advertising affiliates a firm with worthwhile social causes— reducing poverty, increasing literacy, curbing drug abuse, fighting disease. The idea behind cause-related marketing is that a firm launches an effort or funds a campaign that makes a positive difference in society. It may also donate money to a nonprofit organization in exchange for associating its company name with the work of that group.

The purpose of cause-related marketing is to enhance the image of the firm in the minds of consumers by associating the firm with a worthy cause.

POINTS: 1 DIFFICULTY: Moderate Copyright Cengage Learning. Powered by Cognero.

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Test Bank for All Chapters QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Comprehension DATE CREATED: 12/20/2017 1:02 AM DATE MODIFIED: 12/20/2017 1:03 AM 113. What has led to the growth and popularity of green marketing? What cautions should potential advertisers take before launching it since a number of corporations, manufacturers, and service industries have issued “green” messages?

ANSWER: Green marketing refers to any corporate effort that attempts to align itself with a cause or movement in support of the environment. Like any promotion, the resulting ad campaign can reflect a sincere effort to do some good or a cheap imitation of such sentiment. Green marketing has reflected a socioeconomic movement that has been on and off in past decades. In the early 1990s, the book Green Marketing by Jacquelyn Ottman predicted that going green would be a marketing revolution, but it didn’t come to pass, at least not in the United States. Today, it appears that the movement really will take hold and create meaningful actions and messages on the part of the nation’s giant corporations as well as smaller businesses. Advertisers and consumers should be aware that there are millions of “green claims” out there, but many are exaggerated, absurd, or false. It is easy for a company to incorporate the word “green” in its name, slogan, or packaging when it really doesn’t mean anything. Advertisers should also be aware that environmental issues are broad and complex. Even the best intentions of a socially conscious business may fall short. The text advises firms to follow one law when launching a green marketing campaign—under promise and over deliver.

POINTS: 1 DIFFICULTY: Moderate QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: AIBP.OGUI.19.18-3 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - OH - DISC: Promotion KEYWORDS: Bloom's: Application DATE CREATED: 12/20/2017 1:03 AM DATE MODIFIED: 12/20/2017 1:04 AM

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